What should a construction marketing brief include?

01

Define the projects you want more of

List the services and project types you want to grow, alongside any work you do not want to attract. Include your working area and practical capacity. A homeowner planning an extension needs different reassurance from a contractor selecting a specialist subcontractor, so identify who makes the decision and what they need to assess.

02

Describe your starting point

Share your current website, existing marketing, business profiles and available reports. Explain what has changed in the business and where enquiries currently come from. If attribution is incomplete, say so. An honest starting point is more useful than treating every visit or follower as a potential customer.

03

Prepare a small, approved project library

Choose projects that resemble the work you want to win. For each, provide a short brief, your exact role, the location where it can be published and a selection of photographs. Include permissions, photographer credits and any approved client feedback. Keep architectural design, construction, photography and marketing responsibilities distinct.

04

Agree the deliverables, not just the channels

Social media management, paid advertising, SEO and website design are different scopes. Ask what will be produced, which accounts or pages are involved and where each piece of content will lead. Separate the agency work from advertising spend and any photography, production or software required. Avoid agreeing an open-ended list of channels without a clear purpose.

05

Name the people responsible

Identify who supplies site updates and technical details, who checks accuracy, and who approves content. Agree who receives enquiries and how they will respond. The programme needs to fit around the business’s working routine, particularly when project teams spend most of their time on site.

06

Use an existing programme as a reference

For Hayward Smart Architects, Crafters’ remit combines social content and advertising with SEO review and scoping, visualisation and an analytics dashboard. The case study shows original creative and explains the separate parts of the work. It is an example of an agreed combination of services, not a package every business needs.

07

Decide what a useful enquiry looks like

Agree the services, locations and project types that make an enquiry relevant. Review those details alongside website and campaign activity. Record what happened next where possible: discussion, quotation or appointment. Decide how the next round of work will be prioritised using that evidence, rather than relying on reach or follower counts alone.

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