i + D - May/June 2020 - 23
Open for Business
The first order of business is letting clients know you're open and the details
of how you'll get them what they need. "When the crisis first hit, we sat
down with the executive team and put together a plan to work at home and
to communicate to our current clients as well as our staff that business would
continue as usual but that we'd be working in different circumstances," says
Dale Gago, director of marketing and communications at Toronto-based
design firm figure3. Video conferencing internally among teams and with
clients quickly replaced in-person meetings and, according to Gago, it's worked
out very smoothly. Everything, from cocktail parties to site visits, has been
conducted online.
In addition to current projects, throughout the pandemic the firm also
has remained busy with business development, especially with submitting
proposals. Even in the midst of the crisis and economic uncertainty, the world
moves on. Now the conversation has turned to preparing for the returning
workforce, and, as always, figure3 will communicate its thought leadership.
"We love sharing new ideas and new approaches to design. So, I think it's a
great opportunity for all of us," says Gago.
The firm historically shies away from an overly promotional approach to its
marketing and social media. "During the height of social distancing, we looked
for how we could play a small part in helping people adapt to their current
surroundings," he says. The team translated their popular series "10 Ways
in Which Design Influences Workplace Effectiveness" to fit the new workingfrom-home scenario. Each day a different message from the series was shared
on Instagram and LinkedIn.
"People were looking forward to seeing what the next day's tip would be,"
recalls Gago. "We had lots of great feedback. Some media even picked up
on it. It was a really cool way to be relatable and empathetic because we're
all facing this together. We love showing our new projects and our new work,
but this was a great opportunity for us to connect with our audience on a more
personal level."
Dale Gago,
figure3
(Image: Riley Stewart
Photography)
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