Creative Brief

HGA recently updated client services to include Resilience, which has been intentionally separated out from existing sustainability services. With HGA's marketing team as a strategic partner and collaborative resource to technical staff, we initiated a marketing plan to increase awareness of the to gain new clients and projects. After numerous planning meetings, all materials were gathered, reviewed, and consolidated into one outline, and the design process began. The brochure was created for print and digital mediums. The print version has been distributed at conferences and client meetings, and the digital version has been published on a resilience services landing page.

The process spanned five months to completion. Marketing allocated a budget of $35,000 and came in underbudget at $32,140 with an additional $300 for printing. The effort took ~80-100 hours of time from two principals, ~200 hours of marketing’s time, and a few other HGA staffers who offered strategy and insight. This effort played a part in the award of a one-million-dollar resilience project; $764,700 of which is budgeted for direct labor. The ROI is roughly twenty-three times the marketing expenditure.

The process of sifting through client interviews, updating project narratives, and creating graphics for the brochure was a valuable effort to HGA and future pursuits. The brochure is a baseline for marketing staff to incorporate into project-specific materials. It has also expanded awareness with clients and can be used as a launching point to organize an internal knowledge community focused on expanding resilience awareness and services.