SITUATION

Winning a large sales pursuit entails more than talking about your offerings or filling out an RFP accurately. If the budget is in the tens of millions, then you can be sure your prospect has done their homework and has invited other stunning contenders to the same party. Atlanta City leaders selected the top construction firms in the region to compete for a landmark project, which included a significant redesign and rebuilding of the Central Atlanta public library building. Like all of the top firms invited, our large commercial builder client had a winning team and a stellar track record with landmark projects like this one. There needed to be more than just answering the RFP requirements alone to set them apart in a highly competitive field, they needed a bold move in how they organized the effort and how they communicated their vision.

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APPROACH

WIN STRATEGY WORK SESSIONS

We selected a wide range of stakeholders involved with every stage in the project to pool information and form a win strategy. Stakeholders including, building design partners, estimators, 3D technologist, planners, visualizers, Project executives, project managers, Winter executives, and the marketing team. The wide array of viewpoints from every angle allowed us to plot a large amount of intelligence and information regarding the key buyers and influencers, the competitive landscape, the priority points that each buyer and influencer needed to hear, and important details regarding the approach and the most resonating ways the project details could be delivered

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CONCEPTUAL & MESSAGE FRAMEWORK

A message framework was created to help organize the vast array of building execution detail into a powerful narrative we named “The Central Experience”. For example, the technology plan for the building greatly expands the capacity for technology to be a central access point for critical information for people who would otherwise not have access. The design of the spaces in the new building would incorporate a central meeting places for community groups, the new building would provide a central destination for families to engage in lifelong learning and so on. This message platform set the foundation for executing the editorial and visual components of

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RESULTS

$100+ Million Win

Our client won the $100 million project against all A-player competitors. Each competitor had stellar credentials and was fully qualified to take on the landmark project. However, we provided a vision for the downtown experience, the vision for a new way to see the library, and how it could function as a central resource in the community. This vision resonated in the finalist presentations, triggered deeper discussions about the project's potential, and elevated the vision beyond the building's structural details.

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