BLT Architects
Drawing Up a Blueprint for Growth, Relevance and National Presence
Background
BLT Architects (BLTa), a renowned architecture firm, embarked on a transformation of its brand and thought leadership from its 50th anniversary to its 60th anniversary, culminating in the acquisition of the firm by industry leader Perkins Eastman. With a rich history of designing over 500 projects across the country, BLTa partnered with Slice Communications to strategically position itself for continued growth and relevance in the competitive architecture industry.
Tactics
Slice Communications was engaged shortly before the firm’s 50th anniversary in order to maximize the event and position the company for the next 50 years. To address the challenge of honoring its legacy while embracing future opportunities, Slice Communications partnered with BLTa to implement several strategic tactics:
- Media Relations: BLTa gained recognition in its targeted national trade publications, including those covering higher education, multifamily residential, mixed use and retail, and hospitality and gaming. Slice also partnered with BLTa’s development, construction, engineering, and business partners to generate regional and local media coverage for every phase of their numerous projects nationwide.
- Social Media: BLTa gained a large following, particularly on Instagram and LinkedIn, of clients, partners, community members, journalists, legislators, funders, and prospective employees. This community and its high levels of engagement attracted the attention of BLTa’s competitors and eventual acquirer, Perkins Eastman.
- Community and Industry Events: Slice partnered with BLTa to host brand-building community and industry events, including its 50th and 60th anniversary parties, editorial tours, hard hat tours, and 10 years of design competitions for college students.
- Awards and Recognition: BLTa upheld its commitment to iconic design, project management, and historic preservation, which had been integral to its success over the years. By staying true to these principles, BLTa ensured its continued reputation for excellence in the industry. Slice ensured the firm’s work gained recognition through awards and presentations at industry conferences.
