Marketing Your Architecture Firm: How to Get Work for Your Business

  • Date

    Tuesday, April 20 2021

  • Time

    12:00pm - 1:30pm

  • Location


Without business, it’s hard to be a successful architect. This webinar will present strategies and tips from experts on how best to market your services and secure work for your architecture firm. The session features a panel of experts who bring a variety of perspectives to this topic: two veteran marketers of architectural services (one with long experience working for one of AIA Potomac Valley’s largest firms and the other a Certified Professional Services Marketer for a flourishing landscape architectural company), a principal from one of the largest and most successful architecture firms in our greater metropolitan region, and an architect from a large firm outside our region. The session will be moderated by Scott Knudson, AIA former President of AIA Potomac Valley and Principal, Knu Design, LLC.


Scott Knudson, AIA
Principal, Knu Design, LLC
With over 35 years of broad experience, Scott is the founder of Knu Design where he uses architecture to bring people together in authentic places, focusing on community-building and affordable housing. He is a member of the leadership group of AIA's Practice Management Knowledge Community.


Sara Goins, CPSM
Associate, Director of Marketing, Floura Teeter Landscape Architects
Sara Goins is Director of Marketing at Floura Teeter Landscape Architects, a 20-year-old mid-Atlantic landscape architecture firm with offices in Baltimore, Philadelphia, and Pittsburgh. She is a marketing professional with nearly 15 years of experience in professional services marketing with extensive knowledge and experience in leading and supporting marketing and business development efforts for professional services firms. As an integral part of the team Sara leads and coordinates Floura Teeter’s strategic business development efforts and manages all aspects of the firm’s marketing. She is actively involved with the Society for Marketing Professional Services (SMPS), a past president of SMPS Maryland Chapter, and is a certified professional services marketer (CPSM).

Joanna Hoffschneider
Founder, Resolute Consulting LLC
Joanna launched Resolute to combine her first career in teaching and training with her second in marketing and business development. She enjoys bringing order and focus to the business world around her, providing the opportunity and skills for people to leverage their strengths and expertise. As an advisor and coach, Joanna has a reputation for incisive analysis and respectful candor. She's known for her ability to hear the signal through the noise, pulling out relevant, impactful threads from the wealth of information provided by stakeholders.

Todd Andrews, AIA
Principal, Centerbrook Architects and Planners

Todd Andrews is a Principal at Centerbrook Architects. He earned his Bachelor of Architecture from Syracuse University and has practiced at Centerbrook for 24 years. During that time, he has designed buildings that support and enhance education, learning, research, worship, and community. A principal focus has been work on multiple projects at Cold Spring Harbor Laboratory on Long Island, a world-renowned center for genetics research and education. Todd leads Centerbrook’s in house design committee that focuses on Pedagogy and Science. 

Chris Hill
Director of Business Development, Centerbrook Architects and Planners

Chris has been the Director of Business Development at Centerbrook since 2003. A Connecticut native, he previously served on the staff of U.S. Senator Joe Lieberman, as the Deputy Executive Director of the U.S. Commission for the Preservation of America’s Heritage Abroad, and as a development officer for The Nature Conservancy.

David T. Haresign, FAIA
Partner, Bonstra | Haresign ARCHITECTS

David Haresign, FAIA is a founding partner of Bonstra | Haresign ARCHITECTS. David is a specialist in large-scale, complex projects, leading project teams and organizations with conceptual clarity, meticulous attention to detail and a commitment to design excellence. David engages the public through outreach and pro-bono activism, developing alliances and recruiting through leadership at the AIA and the academy, and exposing the results of his work through awards, publication, exhibitions, and presentations. He has been elevated to the College of Fellows, one of the American Institute of Architects highest individual honors. David earned his architecture degree from the University of Virginia where he continues as a mentor to young architects.

  1. The webinar will provide practical information on developing a marketing approach for your firm. Attendees will learn how to define and develop the major elements of a marketing and sales process and plan.
  2. Attendees will learn a spectrum of marketing-related activities. They will be able to articulate the similarities, differences, and purposes of: marketing, public relations, business development, and sales.
  3. Panelists will suggest numerous ways to secure more work, and attendees will be able to identify at least three relevant strategies for getting more business.
  4. Attendees will emerge with an understanding of some of the pros and cons of different marketing and business development techniques.