Marketing Strategy & Video Content Plan

For Work Program Architects (WPA)

Date: March 7, 2025
Prepared by: Robert De Guzman, DG Motion Media, LLC

Executive Summary

I created this video marketing strategy specifically for Work Program Architects after looking into what makes your firm unique. This roadmap aims to connect you with your ideal audience: "The Visionary Community Builder."

I'm sharing this plan as a gift with no strings attached. As I move toward specializing in video marketing strategy, I wanted to offer you something genuinely valuable that you can use however you see fit.

This strategy includes:

  • A detailed buyer persona capturing your ideal clients
  • A messaging framework to guide potential clients toward working with you
  • Two complete 10-video strategies: one for long-form content and one for Instagram
  • Practical recommendations based on what works in your industry

My hope is simply to provide ideas that might help WPA stand out, showcase your distinctive approach to architecture, and build meaningful connections with people who need what you offer.

Step 1: Advanced Buyer Persona

"The Visionary Community Builder"

Who They Are

These are decision makers in municipal governments, universities, civic organizations, nonprofits, and creative firms who see architecture as more than buildings. They see it as community transformation.

They struggle with tight budgets, sustainability requirements, diverse stakeholder interests, and pressure to create lasting impact. What drives them is creating meaningful spaces that bring people together and embody their organization's mission.

Key Demographics & Firmographics

Industries
Government, Education, Nonprofits, Urban Planning, Creative Spaces
Job Titles
City Planner, University Administrator, Economic Development Director, CEO
Location
Primarily Mid-Atlantic (Virginia, Norfolk, Hampton Roads), with nationwide potential
Project Scale
Mid-to-large scale projects ($1M+ budgets); WPA revenue ~$4M in 2024

Certifications

SWaM Certification: Your status as a Small, Women-Owned business gives you an edge for Virginia public contracts.

What Keeps Them Up at Night

Balancing innovative design with community needs
They want bold designs that still honor history and practical function.
Stretching limited budgets
Every dollar spent needs to show clear value and impact.
Getting stakeholder buy-in
Without community and board approvals, projects stall.
Future-proofing their investment
Spaces need to be sustainable, adaptable, and built to last.

What Drives Them

Creating a lasting legacy
Your bold designs blend modern vision with historic elements.
Making a community impact
Your collaborative approach ensures stakeholder voices shape the outcome.
Finding a trustworthy partner
Your open studio approach and transparency build confidence.
Balancing beauty and function
Projects like Assembly and Perry Glass Studio prove you deliver both.

Handling Their Hesitations

"Will a design focused firm understand our civic needs?"
Your work on projects like OpenNorfolk demonstrates your community commitment.
"We're working with tight budget constraints."
Your expertise in adaptive reuse helps maximize impact with available resources.
"We need someone who understands local policies."
Your deep Norfolk roots and SWaM certification align perfectly with public sector requirements.
"We want the community involved in the process."
Your stakeholder workshops and transparent approach ensure collaboration at every step.

Step 2: Messaging Framework

This framework guides potential clients through four stages, addressing their concerns and building confidence in WPA as the right choice.

Awareness

Key Message: WPA creates bold, community centered spaces that blend historic character with modern vision.

Belief Shift: Good architecture strengthens communities.

Emotional Trigger: Curiosity & Inspiration

Consideration

Key Message: WPA co creates spaces with stakeholders to ensure lasting impact and relevance.

Belief Shift: The best spaces both inspire people and bring them together.

Emotional Trigger: Trust & Engagement

Validation

Key Message: WPA transforms spaces like Assembly and Perry Glass Studio with measurable results.

Belief Shift: Great design is both practical and future proof.

Emotional Trigger: Confidence

Decision

Key Message: WPA's transparent process and SWaM certification make them the smart choice for public and community projects.

Belief Shift: Choosing WPA means creating a shared, lasting vision.

Emotional Trigger: Assurance & Readiness

Core Narrative Themes

  • Adaptive Reuse: Breathing new life into historic spaces while honoring their character
  • Community Centered Design: Creating spaces that reflect the people who use them
  • Social Impact: Driving economic revitalization and civic pride through thoughtful design
  • Transparency: Embracing an open studio approach to collaboration from day one
  • Long Term Vision: Designing spaces that will serve communities for generations

Step 3: Long-Form Video Content Plan

WPA Video Strategy (10 Videos)

These videos are ideal for YouTube, your website, and presentations. They follow a strategic path that moves potential clients from awareness to action.

1. "How WPA Transforms Communities Through Design"
Description: Showcase your mission and approach to community centered, high impact design projects.
Achieves: Raises awareness and inspires potential clients to see what's possible.
2. "Behind the Scenes: WPA's Collaborative Process"
Description: Highlight your stakeholder engagement and open studio methodology for designing public spaces.
Achieves: Builds trust by showing how you work with clients and communities.
3. "Adaptive Reuse Success Stories"
Description: Feature projects like Assembly and Perry Glass Studio, showing how you've revitalized historic spaces.
Achieves: Demonstrates your expertise and convinces viewers of your lasting results.
4. "Why Community Input Matters"
Description: Explore the importance of community involvement in design and your process for achieving it.
Achieves: Educates viewers and fosters engagement with your design philosophy.
5. "Budget Friendly Design That Lasts"
Description: Present cost effective yet high impact design solutions that address budget constraints.
Achieves: Alleviates cost concerns and positions WPA as practical and resourceful.
6. "Sustainability in Every Project"
Description: Highlight your commitment to sustainable, future proof designs with green materials and strategies.
Achieves: Builds your authority as a forward thinking firm committed to long term impact.
7. "WPA's Local Roots, National Impact"
Description: Emphasize your ties to Norfolk and the Mid Atlantic, with broader reach for impact driven clients.
Achieves: Reinforces your credibility, especially for local public projects.
8. "From Vision to Reality: A Case Study"
Description: Walk through a project from concept to completion, emphasizing process and results.
Achieves: Increases confidence in your ability to handle complex projects successfully.
9. "The Role of Design in Economic Revitalization"
Description: Explore how your designs drive economic growth, community engagement, and civic pride.
Achieves: Positions WPA as a strategic partner for community development.
10. "Why Choose WPA for Your Next Project?"
Description: Present your value proposition: transparency, SWaM certification, and expertise.
Achieves: Drives action by encouraging viewers to contact WPA.

Step 4: Instagram Short-Form Video Strategy

WPA Instagram Plan (10 Videos)

These quick, engaging videos leverage Instagram's visual platform to boost awareness, trust, and engagement with your brand.

1. "A Historic Building, Reimagined"

Format: Before & After Reel

Core Message: WPA breathes new life into forgotten spaces.

Opening Hook: "This 100 year old building was nearly demolished until..."

Visual Elements: Split screen before/after of Assembly project.

Call to Action: "Want to see more transformations? Check our portfolio."

2. "How We Design with Communities"

Format: Process Reel

Core Message: You engage stakeholders throughout the design process.

Opening Hook: "We don't just design for people—we design with them."

Visual Elements: Time lapse of community meeting, plans being reviewed.

Call to Action: "What would you love to see in your city's next project?"

3. "The Worst Way to Design Public Space"

Format: Educational Reel

Core Message: Thoughtless design kills spaces—your approach fixes that.

Opening Hook: "No seating, no shade, no people. Sound familiar?"

Visual Elements: Examples of poor vs. good public space design with sketch overlays.

Call to Action: "Tag a place in your city that needs better design."

4. "WPA's Design Philosophy in 15 Seconds"

Format: Culture & Team

Core Message: You create bold, functional, iconic spaces that last.

Opening Hook: "At WPA, we believe in..." (quick cuts to collaboration, reuse)

Visual Elements: Montage of team, projects, material samples.

Call to Action: "What makes a public space work for you?"

5. "3 Mistakes Cities Make in Planning"

Format: Educational

Core Message: Mistakes like ignoring seating, lighting, and community input.

Opening Hook: "If your downtown feels empty, here's why..."

Visual Elements: Contrasting failing spaces with your vibrant projects.

Call to Action: "Follow for more urban design insights."

6. "Meet the WPA Team!"

Format: Behind the Scenes

Core Message: The passionate people behind the designs.

Opening Hook: "We don't just design buildings—we build communities."

Visual Elements: Authentic clips of team members, studio environment, sketching.

Call to Action: "Drop a 👍 if you believe design can change communities!"

7. "What if This Was Your Neighborhood?"

Format: Visionary Storytelling

Core Message: The potential impact of thoughtful design on everyday life.

Opening Hook: "Imagine if THIS was where you lived..."

Visual Elements: Cinematic shots of WPA projects with compelling text overlays.

Call to Action: "DM us your community's design challenges."

8. "From Sketch to Reality"

Format: Process Breakdown

Core Message: Following a project from concept to completion.

Opening Hook: "Here's how we turn bold ideas into landmark spaces."

Visual Elements: Progression from sketches to 3D render to construction to finished space.

Call to Action: "Ready to discuss your vision? Link in bio."

9. "Designing for the Next Century"

Format: Educational

Core Message: Your approach to sustainability and lasting impact.

Opening Hook: "Good design isn't just for today—it's for generations to come."

Visual Elements: Footage of sustainable elements: green roofs, recycled materials, daylighting.

Call to Action: "Follow for more forward thinking design ideas."

10. "What's Next for WPA?"

Format: Announcement

Core Message: Building excitement for an upcoming project or initiative.

Opening Hook: "Something transformative is coming to Norfolk..."

Visual Elements: Teaser clips of blueprints, construction sites, team collaboration.

Call to Action: "Stay tuned—big news coming soon!"

Recommendations for Success

To make this strategy work even harder for you:

  • Add the human element: Include client testimonials in your case study videos to build trust and show real impact.
  • Bring designs to life: Use 3D visualizations in your before and after content to help viewers see possibilities.
  • Stay consistent: Release two long form videos and four Instagram posts monthly to maintain momentum.
  • Measure what matters: Track metrics like website visits, consultation requests, and engagement to refine your approach.
  • Keep it cohesive: Use your distinctive visual identity consistently across all videos to strengthen brand recognition.

Why This Matters for WPA

This strategy positions WPA as a thought leader in community driven architecture while addressing your audience's specific needs and highlighting your unique strengths:

  • Your proven expertise in adaptive reuse and sustainability
  • Your transparent, collaborative process that builds trust
  • Your SWaM certification that gives you an edge in the public sector

By implementing this plan, you can increase awareness among ideal clients, attract higher value projects, and drive meaningful impact in the communities you serve.

Closing Thoughts

I hope you find this strategy useful in some way. Please feel free to use any or all of these ideas. They're yours with no obligation whatsoever.

As I focus more on video marketing strategy for businesses, I'd simply appreciate knowing if you found this helpful. And if you happen to know anyone in your network who might benefit from similar strategic thinking, I'd be grateful for an introduction.

You can reach me anytime at robert@dgmotionmedia.com. Thanks for taking the time to review this strategy!