The digital marketing industry has seen a transformative shift, especially within the architecture, engineering, and construction (A/E/C) sector. Traditionally dependent on conventional sales tactics and word-of-mouth, this sector is now recognizing the importance of digital storytelling and content marketing. The adoption of robust content strategies, including social media storytelling, has become crucial for enhancing online presence and engagement. Companies that are quick to adapt to these digital trends find themselves ahead of competitors who are slower to embrace the digital shift, setting new standards for marketing within the industry.
Amber Brock, Head Creative Strategist, has been a pioneer in this digital transformation. With a dual background in accounting and the humanities, she brings a unique perspective to marketing, viewing it as an intersection of art and science. Her proactive approach has guided contractors in the A/E/C sector to adopt innovative content strategies, significantly enhancing their online engagement. Amber’s leadership style is defined by a balance of creativity and data-driven methodologies, nurturing a culture of innovation where calculated risks and continuous learning are encouraged.
Mulberry Marketing Co. has thrived under Amber’s strategic direction, blending creativity with data-driven methodologies to deliver effective marketing solutions. The company’s commitment to ethical marketing practices, transparency, and integrity has established it as a trusted partner in the A/E/C industry. Through thoughtful and strategic creativity, Mulberry Marketing Co. continues to empower small businesses, advocate for inclusion and diversity, and build lasting relationships with clients based on trust and ethical practices. This dedication to sustainability and client loyalty underscores the company’s mission to make a positive impact in the marketing sector.
Let’s delve into Amber’s innovative marketing strategies in the A/E/C sector:
Setting Apart in Digital Trends
Early in her career, Amber identified the rising importance of digital storytelling and content marketing, particularly in the A/E/C sector, which relies heavily on conventional sales tactics and word-of-mouth. Recognizing this shift, she guided contractors to embrace robust content strategies, including social media storytelling, which were yet to be widespread in their sector.
This proactive approach significantly enhanced their online presence and engagement, setting them apart from competitors who were slower to adapt to digital trends.
Unique Marketing Perspective
Amber’s dual background in accounting and the humanities has given her a unique marketing perspective. For her, marketing is where the art and science of it all intersect to create something beautifully efficient. At Mulberry Marketing Co., they blend creative strategies with rigorous data analysis to inform their strategies and measure effectiveness, but they always leave room for creative experimentation.
This balance has influenced her leadership style by encouraging a culture of innovation backed by data, allowing the team to take calculated risks and learn from each engagement, whether successful or not.
Embracing Flexibility in the Digital Era
Being an open and straightforward marketer and leader means she is always keen to learn new things, hear new ideas, and grow. She enjoys the flexibility and growth mindset required to succeed in today’s digital era—qualities that she emphasizes within her team. This adaptability is fundamental to her leadership philosophy, which values proactive problem-solving and encourages embracing change as an opportunity for growth and innovation.
Thoughtful and Ethical Marketing Practice
Amber has cultivated a personal brand emphasizing authenticity, strategic creativity, and a commitment to empowering small businesses. This branding effort has involved speaking at industry events, contributing to trade publications, and actively engaging in professional networks. Her brand has helped establish her influence within the A/E/C industry, attracting like-minded clients and collaborators who value thoughtful, ethical marketing practices.
Advocacy for Inclusion and Diversity
Amber’s experiences in the construction industry have heavily influenced her views on diversity and inclusion. Often finding herself the only woman in the room, she was made aware of the inequities early on.
Throughout her career, she has prioritized advocating for inclusion and diversity within the companies she has worked for, teams she has been part of, and associations she has joined. She is happy to say that when she left her last position, the leadership team of the company jumped from 15% to 45% women—practically unheard of in the industry.
Making a Positive Difference
She is particularly passionate about ethical marketing. She frequently discusses the importance of transparency and integrity in marketing and business; practices that build long-term trust rather than short-term gains are the way to sustainable success.
In Amber’s opinion, “To truly make a positive difference in your niche, sector, or community, you must build relationships with your clients and community. That can look different for each business, but the outcomes are the same—relationships built on trust are forever.”
Steering Towards Sustainability
Amber believes there will always be a client who wants to use aggressive, misleading tactics to outpace competitors. While seeing huge follower counts and engagement numbers on social media is often exciting, it doesn’t always mean valuable growth. Thousands of followers who never buy your services or products will never beat having twenty that do—and tell their friends about it. She emphasizes that client loyalty creates repeat sales every time.
She always advocated for transparency and ethical marketing practices, emphasizing the long-term benefits of building trust with audiences. This approach helped steer the client towards more sustainable strategies and reinforced their agency’s commitment to integrity.
Efficient Adaptability in Project Management
Leveraging the meticulousness Amber developed from her accounting days, she implemented a combination of Agile methodologies at Mulberry Marketing Co. This approach, supported by tools like Asana, enables them to manage projects efficiently, adapting quickly to changes while maintaining high standards of delivery.
Overcoming Industry Norms
She was in marketing before she met her first marketer. The construction industry was very slow to adapt to changes in the market. Marketing, branding, social media, advertising—those are all things that are outsourced or managed by the receptionist.
Amber didn’t work as a marketer; she learned everything she could on the topic and built her own department. She was lucky to have a leader who thought it was worth the gamble and a fantastic husband who supported her every step of the way. There were night classes, continuing education, books, and workshops.
She always needed a mentor—someone she could admire and grow to be. But she just had herself. Now, as the senior marketer in the room, she offers her guidance whenever possible. In Amber’s view, “You never know when you’re the only person they must look to for mentorship.”
Finding Balance through Botanical Illustrations
To maintain clarity and balance outside of marketing, she began coloring and drawing floral illustrations. A couple of years ago, she even hand-illustrated her own botanical coloring book, Garden Party. Her passion for drawing and coloring botanicals helps hone her attention to detail and fosters creativity, which is essential for crafting compelling brand messages and innovative strategies. She thinks not to mention the scientific aspects of botany and the research involved in botanical drawing.
