BIM: A Marketing Effort | Part II


After we set the stage for BIM being a marketing effort in part I, lets start the approach of this marketing effort within organizations: Implementing BIM as a technology and process is one thing, building company credentials and portfolio that supports the promises you make when responding to RFP and presenting to clients is another. It requires incorporating BIM within the DNA and fabric of your organization.


You should start by establishing a BIM vision and a mission statement. These should be tied to your company’s philosophy and goals.

Your BIM vision is the first thing prospective and/or existing clients will see. In addition to aligning with your overall business model, it will need to be real. This statement should reflect:

  • Organizational culture towards BIM philosophy.
  • Role and place in the industry as it relates to BIM.
  • Your BIM path that you plan to lead moving forward.

In addition, and as you can see, a BIM vision and statement doesn’t require the learning of a piece of software. It is a new way of doing business, if your production staff understand the power of BIM – however those in the front-lines from CEO to Project Managers don’t, then you can’t really call yourself a BIM capable organization.

Below are a couple of BIM Vision Statement examples:

“VA’s Office of Construction and Facilities Management (CFM) has determined that Building Information Modeling (BIM) represents both an enhanced technology and a process change for the architecture-engineering-construction-facilities management industry. VA is committed to moving both the organization and its service providers to BIM as effectively and efficiently as possible, and to integrating BIM process requirements and Integrated Project Delivery (IPD) methodologies into its delivery requirements”

The Autodesk BIM deployment plan document guides you into developing a vision:


Let us then look at BIM in what it can offer our clients and facility owners, a none-traditional (technology/process) approach would reveal a business integration approach for business developers:

 ”3D”  BIM: modeling & documentation

This service allows for utilizing BIM as a tool to develop and deliver design for all disciplines in a 3D format with intelligence built into the delivery to be harvested and/or utilized at a later time. This service offers clients:

  • Focus on design – not drafting.
  • Early visualization by client – faster approval cycles.
  • Ease of coordination between construction documents.
  • Spatial Coordination between disciplines
  • Clash detection and conflict resolution limiting issues on-site and during construction.

 “4D” BIM: integration for construction

Here we are able to build upon the “3D” service by adding timeline and schedule attributes to ensure on-time, smooth constructability and delivery of projects:

  • Extraction of intelligent data and automated schedules.
  • Ability to take-off materials and quantities.
  • Models + Projects Schedules à Construction Sequencing.
  • Projecting future construction sequence conflicts.
  • Tracking and identifying location of material and pieces on-site in a simulated environment.
  • Visualization of construction-sites for contractors, subs and clients on-site in trailers.
  • Integration of BIM with mobile-devices for managing construction & commissioning / hand-over.

“5D” BIM: COST estimation

Not just about simulating cost on a BIM model, it really redlines the way you communicate with the owner and offer them live up-to-date information that helps them see the current cost and compare it to the estimated total target cost of their project. As well as interim costs against design during design phases.

 “6D” BIM: Building Lifecycle Integration

Offering integrated, maybe proprietary, facility management solutions to clients by utilizing BIM information from 3D, 4D and 5D to integrate in the operation, maintenance and future renovations of buildings. Through such service, you are able to assist the client in controlling cost and getting the best out of their designed envelop. Now leveraging BIM to assist in a state-of-the-art FM / O&M solutions.

 BIM Specialty Services

As BIM experts, you should be able to offer guidance to your clients on how to utilize and/or implement BIM within their organizations and / or on their projects to the best fit their needs and future. This leads to a more educated client and manageable expectations, not to mention further opportunities:

  • BIM Roadmaps and Integration: documented standards and procedures.
  • Establish and/or build intelligent bldg. prototypes / content libraries for use with other consultants.
  • Convert existing building to BIM virtual models.
  • Oversee and manage BIM process during design / construction projects.
  • Maintain an up-to-date BIM As-Builts during construction.
  • Better RFP documents with direct expectations and anticipated results.

While not all AE firms may consider offering a separate line of business for BIM consultancy, it is critical to note that our customers are looking to us to help them navigate through BIM in a similar way we chose to do with sustainable design. My approach is one that sets your firm aside from competition, while you make look at these services as scope beyond design and construction – I look at them as a vehicle that will distinguish you from the other firm and allow you to book more work through BIM empowered design and construction delivery.  Who will lead this process? We will cover that in Part III.

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