How to Stand Out on a Framework Agreement and Beyond Using Marketing

A Strategic Guide for Companies in the Built Environment

In the built environment sector, whether you’re an architect, contractor, consultant, or specialist supplier, securing a place on a framework agreement is a significant win.

But contrary to common belief, landing a spot on the framework isn’t the final goal; it’s just the starting line. The true challenge lies in standing out within the framework, winning work from it, and leveraging your place beyond it to drive long-term growth.

Marketing is the missing link many built environment firms overlook when trying to maximise the value of framework agreements.

As a strategic marketing consultant, I’ve seen too many firms focus solely on bid writing and compliance, ignoring the power of brand positioning, stakeholder engagement, and thought leadership in influencing decision-makers throughout a framework’s lifecycle.

So, how can you use marketing to rise above the noise and win more work…both within and beyond your framework agreements? Here’s how.

1. Reframe the Framework: Think Platform, Not Prize

Frameworks shouldn’t be treated as a trophy cabinet; they are platforms for visibility, influence, and repeat business. You’re in a controlled environment with limited competitors, use it to your advantage.

Strategic marketing helps you build brand equity with key stakeholders - procurement officers, project managers, and even partner firms - before the project brief lands. Consistency and presence count. The aim is to be remembered for the right reasons when opportunities arise.

Action tip:

Develop a stakeholder map for each framework. Identify the decision-makers and influencers, then plan a targeted communication approach. Use tools like LinkedIn, email newsletters, and CPD sessions to stay top of mind.

2. Differentiate Your Value Proposition

Most built environment companies look and sound the same on paper: “quality service,” “experienced team,” “client-focused.” That kind of messaging won’t make you stand out. To win work from a framework, you need a sharp, relevant, and credible value proposition.

What do you offer that others don’t? Is it a unique sustainability method? Exceptional community engagement? A proven track record in a niche sector? If you can’t answer that clearly, neither can your buyer.

Action tip: Craft a positioning statement that clearly defines:

• Who you serve

• The specific problems you solve

• The outcomes you deliver

  
  

  Make it framework-specific where possible.

3. Create Framework-Focused Campaigns

Too many firms use generic marketing that doesn’t align with their active frameworks. A more strategic approach is to develop campaigns tailored to the priorities, values, and KPIs of each framework.

If your framework emphasises social value, build a campaign around your work in local communities.

If it’s sustainability-led, showcase your carbon reduction case studies. Align your messaging and content strategy with the client’s procurement objectives.

Action tip:

Develop a quarterly content plan that reflects the themes of the framework. This can include blog posts, project highlights, infographics, and short videos distributed through targeted digital channels.

4. Use Thought Leadership to Educate and Influence

Framework clients value suppliers who bring insights, not just services. Thought leadership helps you establish your firm as an expert and a trusted advisor - not just another bidder.

Write whitepapers, speak on webinars, contribute to industry panels, or host roundtables on the big issues your framework partners care about. Make your team the go-to voice on the topics that matter to them.

Action tip:

Work with your delivery teams to extract practical, on-the-ground insights and turn them into high-quality content. The closer your insights are to real-world challenges, the more impact they’ll have.

5. Leverage Internal Marketing to Boost Engagement

Winning work through frameworks isn’t just a marketing or business development job; it’s a team sport. Your project managers, engineers, and site teams are ambassadors for your brand every day. Internal marketing ensures they understand your strategic goals and can contribute to your framework success.

Action tip:

Run internal workshops to brief teams on framework priorities, key messages, and how they can support brand visibility through client interactions, reporting, and social media.

6. Showcase Results, Not Just Activity

Clients aren’t impressed by what you’re doing - they’re impressed by what you’ve achieved. Reporting on outputs like “number of apprentices hired” or “site visits delivered” is helpful, but showing the impact of that activity is what truly builds credibility.

Tell stories. Quantify outcomes. Use visuals and data to demonstrate how your work supports framework goals.

Action tip:

Create a digital impact report or microsite that clients can browse. Include testimonials, case studies, metrics, and interactive elements. Make it a living document that evolves as the framework progresses.

7. Use LinkedIn as a Strategic Tool

LinkedIn is still underutilised by many firms in the built environment. It’s not just for recruitment - it’s a powerful channel for brand positioning, stakeholder engagement, and relationship building.

Post regularly with purpose: updates on projects, insights into delivery, responses to industry news, behind-the-scenes content. Encourage your team to be active too; especially those on the ground who clients interact with.

Action tip:

Create a LinkedIn content calendar aligned with framework themes. Use native video, LinkedIn articles and carousel posts to boost reach and engagement. Target posts to connect with specific client organisations or framework leaders.

8. Build Beyond the Framework

Once you’ve built visibility and trust within a framework, you have a unique opportunity to cross-sell your services and deepen client relationships.

This is where strategic marketing supports long-term growth: you’re no longer just one of the names on a list - you’re a trusted partner who understands the client, delivers value, and offers solutions beyond the brief.

Action tip:

Set up post-project review campaigns to collect feedback, case studies, and referrals. Use this to nurture future opportunities outside of the framework, such as direct awards or negotiated work.

Framework agreements are not just about compliance and capability; they’re about visibility and influence. Strategic marketing helps you move from passive participant to proactive partner.

In a competitive and commoditised sector like the built environment, marketing isn’t a luxury; it’s a lever. Those who use it strategically will not only win more work within frameworks but build the brand authority and client relationships needed to grow well beyond them.

Need help creating a framework-focused marketing strategy?

As a strategic marketing consultant for the built environment, I help ambitious firms turn frameworks into growth engines. Let’s talk about how to make marketing work harder for your business.