COUPAR: Marketing and PR for The Built World
Pacific Heights Palazzo: COUPAR client QuarryHouse, collaborating with Tucker & Marks, Skurman Architects, Level10Construction, Photo: Roger DaviesPhotography
When Krista Coupar founded COUPAR in 2007, the company's Marketing and PR division focused on supporting interior designers. Over the years, we organically grew to include professionals of the Built World: architects, builders, subcontractors, and artisans. Crafting their stories has been more challenging than that of interior designers but also incredibly rewarding. While designers and sometimes architects are at the "front of the house" of a project, Built World professionals are at the "back of the house," which is just as important but less visible. Also, since they are in the field, they may have neglected their internet presence.
At COUPAR, we develop a custom strategy for each client. One of the key elements is the company's visual calling card- its website and branding. Does their logo reflect who they are? Is their website up to date? Do they have a website? Through our discovery period with the client, we develop the aesthetic and functional plan for their branding and website, which includes articulating the company's unique story, highlighting staff, and compiling their portfolio. From there, we add a Journal component where we write posts that spotlight the firm's new projects, collaborators, and design inspiration.
COUPAR pushes out the Journal content through branded quarterly newsletters and a robust social media campaign. We build Instagram calendars to grow a company's following by curating a branded feed of content that resonates with its ethos while strategically following and engaging with aligned industry collaborators. Branded graphics further tell the company's story, and project reels help with social media algorithms. By creating a company LinkedIn page, we support SEO and credibility. We also connect the leadership team with target collaborators for brand alignment. The frosting on the cake: COUPAR handles project pitching, profile pitching, and award submissions.
QuarryHouse receiving the 2022 Julia Morgan Award for CRAFTSMANSHIP & ARTISANSHIP submittal by COUPAR
