Project information capture: a construction marketer’s biggest challenge
Without a doubt a construction marketer’s biggest challenge is securing and interpreting a never-ending stream of project information to enable quality content marketing to be produced, build profile and win projects.
Project information capture: why, what, when?
There are some key considerations for project information capture.
- Why do we need project information?
- What does quality project information look like?
- When do I capture it?
Why do we need project information?
Project information shifts your marketing content and tender responses from being descriptive and features-based, to being outcomes and benefits-based.
From a marketer’s perspective, quality project information is literally worth its weight in gold. I believe its value can be demonstrated in one simple formula:
(Quality project information = quality content) = more projects won + more people in work.
Showcasing benefits, rather than features, speaks directly to client needs and wants, as well as demonstrating innovative thinking and added-value. It also creates amazing bid responses, award submissions and shareable blog posts.
From a purely practical point of view, proactively captured project information goes a long way towards making any kind of submission process a lot smoother.
What does this information look like?
Quality project information clearly shows why your organisation provided a better service to the client and project than your competitors. It will tell a story using examples, evidence, pictures and some words.
First things first
It may sound basic, but double-check the project details you have on record. Include the contractor, architect, engineers and of course the client. Also find out who the contact is for references going forward.
Speaking with your project-based colleagues (the who bit of the process)
Speak with technical colleagues about projects regularly and schedule a formal interview when the project is completed.
Consider the following points during your conversations:
- Challenges of the project and the solutions developed to meet them. Challenges will generally focus around key areas of site, programme, budget or sustainability. These issues require innovation and ingenuity to solve them and its these solutions we need to capture and communicate efficiently to our stakeholders.
- Benefits delivered to the client and project through approach.
- Examples of innovation, including why the approach or solution was innovative and quantification of the project and client benefits.
- Added-value examples.
- Examples of sustainability, quantifying benefits.
- Examples of cost and programme savings, with the impacts properly quantified.
Use these conversations to develop your knowledge (assuming you’re a desk-bound marketer). If you are unsure of technical language, ask for clarification. And remember the golden rule: evidence, evidence, evidence. Any claim which can’t be backed up by proper evidence or examples shouldn’t be included in any piece of collateral or content marketing.
Using a tabulated format like this facilitates capture, storage and eventual retrieval. You will also find that this kind of format will provide a great ‘starter for 10’ when putting together those pesky last minute PQQ responses.
|Challenge||Solution||Outcome||Benefit to the client||Examples or evidence|
When do you capture project information?
Please see above about regular dialogue with technical colleagues and a project completion interview.
I’m a great believer in creating a project sheet right from the project being formally commissioned by the client, so essentially project information should be captured and organised from a project’s inception.
Please don’t leave project information capture to when a job is handing over. Clearly the delivery team will have other things on their minds to be wanting to help you.
Construction Marketing podcast – capturing project information
For some more detail on this topic, last year I took part in a podcast with Pritesh Patel and Mike Reader. On the podcast we discussed the challenges and provided some solutions. The podcast can be listened to here.
If I can help you to to efficiently capture project information, or use it to create amazing content marketing or scheme-winning PQQs, please get in touch and let me know.