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  • Developing a Strategic Marketing Plan: A One-Page Magic Bullet

    Contains 3 Component(s), 1.5 credits offered Recorded On: 09/25/2018

    Whether you’re just getting involved in the marketing planning process or you need some helpful tips to refresh your current strategy, this webinar is for you. Join us for an in-depth look into the strategic marketing planning process and how you can set your company up for success!

    Presenters: Mindy Hinsley, CPSM, and Carrie Ann Williams, CPSM
    Tuesday September 25, 2–3:30 p.m. EDT/1 p.m. CT/Noon MT/11 a.m. PDT

    Session Description

    A/E/C marketers are bursting with creative ideas–from social media strategies to content marketing campaigns to website redesigns. How do you turn these ideas into strategies that will increase your firm’s success? A strategic marketing plan can help set the ground work for a successful year by establishing goals that align with your company’s overall strategic plan. It can provide measurable results to prove the value marketing brings to the firm’s bottom line.

    Whether you’re just getting involved in the marketing planning process or you need some helpful tips to refresh your current strategy, this webinar is for you. Join us for an in-depth look into the strategic marketing planning process and how you can set your company up for success!

    Our presenters will discuss how to align your marketing plan with your firms overall strategic plan and provide tips and tricks to accomplish your plan. Don’t have an overall strategic plan? Don’t worry, you’ll learn how marketing professionals can move forward with developing a strategic marketing plan even in the absence of an overall strategic plan. No matter what, our presenters will teach you how to kick start your marketing for 2018!

    Session Learning Objectives:

    During this webinar, participants will understand:

    • The key components of a strategic marketing plan, how it can impact and drive a firm’s long-term business goals and why marketing’s role is critical in the value it brings to the firm’s bottom line
    • New ways to think about and approach strategic marketing planning efforts in their firms, which they can utilize to spark planning efforts in their own firms 
    • How to develop goals, objectives, strategies, and tactics to populate a one-page template provided by the instructors in advance of the session (using a real A/E/C case study)

         Cosential - Built to Win

    SMPS webinars are sponsored by Cosential

    Mindy Hinsley, CPSM

    Hinsley Collective, LLC

    Mindy Hinsley, CPSM, possesses over 23 years of executive marketing management and business development experience in the A/E/C industries.  As a marketing executive, her responsibilities included strategic planning and direction of business development, corporate communications and marketing initiatives with her primary strength in developing teaming strategies, building partnerships and executing long-range, big picture projects.

    Through the formation of her consulting practice, Hinsley Collective, LLC, she shares her A/E/C marketing expertise, strategic thinking, and best practices with her clients as stand-alone services or through the development of their marketing professionals and their marketing departments.

    Mindy received her B.S. In Business Communications from Stevenson University where she was honored as the Young Alumni Award recipient in 2009.  She is a graduate of the ACEC/MD Leadership Program and the Dale Carnegie "Leadership Training for Managers" program.

    Carrie Ann Williams, CPSM

    Principal, Andana Consulting

    As principal of the award-winning firm, Andana Consulting, Carrie Ann Williams, CPSM, works with organizations to guide proposal development and create amazing marketing content.

    Every day, she brings her 17 years of experience to clients as they track, pursue, position, and propose on local, state and federal government solicitations—and  private organizations too. When not leading proposal strategy, she guides firms through developing their marketing game plan – starting with a define your brand workshop, moving through research and analysis, resulting in clear marketing goals and an implementation plan of tactics to reach them.

    She also leads training workshops and gives presentations about marketing and business development for professional services firms. Her speaking has taken her across the country with companies and organizations including SAME, SMPS, AIA, and NVSBE.

    SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

    Per-Site Registration Fee*  

    SMPS Member Site Registration: $199

    Nonmember Site Registration: $259  

    *Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!  

    Recordings of SMPS webinars are available to train your marketing professionals. Learn more 


  • Professional Association Engagement That Produces Work

    Contains 2 Component(s) Recorded On: 09/11/2018

    Most A/E/C firms’ engagement with professional associates shotgun their approach. They buy advertising, sponsor conferences, and occupy an exhibition booth. Most A/E/C firms walk away wondering about their return on investment (ROI). Did their participation produce actual work? This webinar presentation will take a deeper dive into how A/E/C firms can leverage professional association membership and participation to win work.

    Most A/E/C firms’ engagement with professional associates shotgun their approach. They buy advertising, sponsor conferences, and occupy an exhibition booth. Most A/E/C firms walk away wondering about their return on investment (ROI). Did their participation produce actual work? This webinar presentation will take a deeper dive into how A/E/C firms can leverage professional association membership and participation to win work.

    Learning Objectives:

    During this webinar, participants will understand:

    • Learn how to utilize professional association membership directories to target specific prospects, qualify those prospects and develop new clients.
    • Learn how to create a business development plan to execute client and prospect interaction before, during and after an association conference.
    • Learn how to get on the conference agenda as a presenter and allow your expertise to sell itself.
    • Learn how to cooperate and support a professional association through committee participation and promoting the goals of the association.

    Presenter:

    Gabe Lett, CPSM, is a business development leader for Olsson Associates in Joplin, MO. He earned the Certified Professional Services Marketer (CPSM) certification in 2011. Gabe is currently serving as president of SMPS Ozarks.

  • Developing Your Unique and Competitive Image

    Contains 3 Component(s), 1.5 credits offered Recorded On: 08/30/2018

    This session is not about branding – a marketing term that makes most technical experts cringe. Instead, you will learn how to develop a competitive image as unique as the people who work there. (OK, so it’s a little about branding.)

    Presenter: Christine Nelson  
    Thursday, August 30, 2–3:30 p.m. EDT/1 p.m. CDT/Noon MT/11 a.m. PDT 

    Session Description

    This session is not about branding – a marketing term that makes most technical experts cringe. Instead, you will learn how to develop a competitive image as unique as the people who work there. (OK, so it’s a little about branding.)

    Based on 12 years of research – and hundreds of client interviews – we will reveal four competitive truths about why clients choose and stay with a professional service firm. These truths will help you identify what you do better than any other A/E/C firm. If your firm has more than one office location, encourage leaders and emerging leaders to attend and get on the same page about the real value you deliver.

    Discussion and techniques will point to your firm’s value proposition, and even make you feel energized about your career.

    Session Learning Objectives:

    During this webinar, participants will understand:

    • How to identify target clients (and a questionnaire as a takeaway)
    • The building blocks for a memorable elevator speech
    • Why your clients stay…and why they might leave

         Cosential - Built to Win

    SMPS webinars are sponsored by Cosential

    Christine Nelson, Senior Communications Consultant

    Ingenuity Marketing Group LLC

    Christine Nelson is a senior communications and media consultant for Ingenuity Marketing Group, LLC, in St. Paul, Minnesota. As a trained business journalist and content developer for a variety trade media, Christine helps professionals communicate their unique knowledge and voice to target clients. Her interviews with hundreds of professional service clients around the country provide insights about why people buy and how A/E/C firms can distinguish themselves in competitive markets. Christine has provided writing and media coaching, consulting and training to regional engineering firms since 2010

    christine@ingenuitymarketing.com

    SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

    Per-Site Registration Fee*  

    SMPS Member Site Registration: $199

    Nonmember Site Registration: $259  

    *Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!  

    Recordings of SMPS webinars are available to train your marketing professionals. Learn more 


  • Proposal Automation: What It Means and How To Get Started

    Contains 2 Component(s) Recorded On: 07/18/2018

    Gathering crucial data points when putting together your proposals can be a time bandit. The data-gathering process can make or break your sanity, creativity, and success unless you have a tool or method of organizing your firm’s portfolio. If you’re struggling to get your CRM or content database working for you so you can make better proposals, this learning lab is for you.

    Gathering crucial data points when putting together your proposals can be a  time bandit. The data-gathering process can make or break your sanity, creativity, and success unless you have a tool or method of organizing your firm’s portfolio. If you’re struggling to get your CRM or content database working for you so you can make better proposals, this learning lab is for you.

    CRMs are growing as a strategic solution for storing and housing data such as previous project experience, descriptions, photos, and résumés, all the while tapping into core financial records from your accounting or ERP database.  The buzzword in our space of Proposal Automation means using a tool such as an A/E/C-centric CRM that understands what this process looks like and, more importantly, designed to integrate with the tools commonly used by A/E/C marketers.

    Regardless of your current software stack, this session will help you understand how this process works and what best practices are used in top firms.

    Learning Objectives:

    • Learn what Proposal Automation means and how it translates to time savings and efficiency
    • Outline the core components and elements of Proposal Automation
    • Learn strategies to keep your CRM organized to benefit your proposal process
    • Understand how to realistically catch up and set goals to overcome years or decades of data silos
    • Discover best practices you can use to emulate what a CRM does in your own database, even if you don’t have a CRM

     

    Presenters: Courtney Kearney, CPSM, CEO, CKearney Consulting (CKC)

    Known for her love of data, Courtney Kearney, CPSM, brings her marketing skills and years of experience to a technical world of databases, processes, and numbers. She is a CRM thought leader, writing white papers, leading roundtables, and giving presentations at local and national conferences. Her firm, CKC, provides CRM system evaluation, implementation, support, training, proposal automation, data analytics, and API integration services. Kearney has served in several leadership roles at SMPS Fort Worth including acting as current president. She enjoys spending time with her firefighter husband and two amazing daughters.

    Chaz Ross-Munro, CPSM, CF APMP, Implementation Specialist, Cosential

    Chaz Ross-Munro, CPSM, is a proposal hacker, cat herder, back hand springer, and wine enthusiast. She has been a professional services marketer for more than 12 years, securing more than $600 million in contracts for her public and private sector clients. Ross-Munro is an implementation specialist at Cosential, where she provides comprehensive CRM and Proposal Automation solutions for some of the world's largest A/E/C firms. She recently published Sink or Swim Faster! Making a Splash Your First Year Marketing for Professional Service to help onboard new marketers. 

  • Branding in the Age of Transformation: The New Brand Management Playbook

    Contains 3 Component(s), 1.5 credits offered Recorded On: 07/17/2018

    At the dawn of digital, many had predicted “the end of branding as we know it”—and while the discipline of branding has changed dramatically in the past decade, having a strong, differentiated, and focused brand is more critical than ever before.

    Presenter: Ida Cheinman  
    Tuesday, July 17, 2–3:30 p.m. EDT/1 p.m. CDT/Noon MT/11 a.m. PDT 

    Session Description

    At the dawn of digital, many had predicted “the end of branding as we know it”—and while the discipline of branding has changed dramatically in the past decade, having a strong, differentiated, and focused brand is more critical than ever before.

    Increased competition, commoditization, and the speed of change call for brands to become the point of convergence and the catalyst for the alignment of business strategy, customer experience, and company culture. This new business and marketing environment requires a different approach to brand building and management.

    What does today’s leading professional services brand look like? It’s agile, purpose-driven, relevant, and grounded in a firm’s business strategy and steeped in its culture.

    How do you create this kind a brand? In our July webinar, we’ll learn how by examining strategies, tools, and best practices for:

    • Building a strategic brand foundation—a brand platform—that bridges business strategy and operational functions: business development, marketing, HR and more.
    • Developing a unique and consistent brand voice that remains strong across a multitude of communication channels and devices that merges brand agility and brand consistency for today’s dynamic marketplace.
    • Managing a firm’s brand, from effectively organizing brand and marketing assets to fully integrating the brand into the firm’s culture and its daily operations, behaviors, and decision-making.
    • Developing a brand-based internal culture through effective engagement, training and education strategies that turns employees into proactive brand ambassadors.
    • Creating a brand-based customer experience—today’s top differentiator and a weapon against commoditization.

    Session Learning Objectives:

    • Learn strategies, tools, and best practices for aligning their firm’s brand with its business strategy and culture to maximize brand performance and create a competitive advantage
    • Understand the key principles of new brand building and management framework designed for the digital age
    • Understand the role of each firm’s function and department in creating the alignment between business strategy, brand, and culture and becoming a firm that everyone wants to work with and work for.

         Cosential - Built to Win

    SMPS webinars are sponsored by Cosential

    Ida Cheinman

    Substance151

    Ida Cheinman is principal and creative director of a brand communications firm Substance151.

    She uses her 20+ years of experience as a brand strategist, designer, marketer, and educator to help professional services firms, business leaders, and marketing professionals make sense of the trends, tools, and best practices and to position their firms to compete and win in the fast-changing and extremely competitive marketplace.

    Cheinman is an engaging and energetic speaker who excels at making complex information accessible and immediately applicable. She is a frequent speaker at professional services organizations nationwide and a contributor to industry blogs and publications.  

    CEU Credits SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

    SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

    Per-Site Registration Fee*  

    SMPS Member Site Registration: $199

    Nonmember Site Registration: $259  

    *Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!  

    Recordings of SMPS webinars are available to train your marketing professionals. Learn more 


  • P2W Master Content Marketing Module 3: The Guide to Identity Collection and Analysis: How to Generate Leads and Prove You Aren’t Wasting Your Time

    Contains 3 Component(s), 4.5 credits offered Recorded On: 06/28/2018

    It can be difficult to prove the impact and results of content marketing plan (especially with as many touches required over the A/E/C lead cycle). That’s why our instructor will walk you through exactly how she made a case for content marketing that generated new business, more time, and a new marketing position within her former design-build firm.

    It can be difficult to prove the impact and results of content marketing plan (especially with as many touches required over the A/E/C lead cycle). That’s why our instructor will walk you through exactly how she made a case for content marketing that generated new business, more time, and a new marketing position within her former design-build firm.

    Learning Objectives:

    • Equip attendees with case studies and data to gain internal leadership buy-in
    • Develop a (reasonable) content marketing budget
    • Collect data from social media and website analytics that track results and influence strategy

    Danielle Gray

    Digital Marketing Strategist, DG Marketing Company

    Danielle Gray is a digital marketing strategist with over seven years of industry experience composing proposals, writing content, running email campaigns, and generating leads online. Along with developing proposals, she helped her former design-build firm grow website visits by 88% and contributed over $150 million in revenue from leads generated from the website in just three years. Now, Danielle is the owner of DG Marketing Company, a digital marketing firm committed to contributing and creating genuine, humanized digital marketing that listens and solves instead of tells and sells. She also speaks around the country about content generation, the importance of digital marketing and social media specifically relating to the A/E/C industries.

  • P2W Master Content Marketing Module 2: The Guide to Content Promotion: How to Spread the Word Without Being Annoying

    Contains 2 Component(s) Recorded On: 06/21/2018

    In the A/E/C industries, firms are concerned about being too annoying to their clients. How do they avoid it? By doing absolutely nothing! In this session, we’ll discuss how to promote client-focused content that feels like assistance rather than a nuisance. Social media, email campaigns, and content frequency will be the focus of this session.

    In the A/E/C industries, firms are concerned about being too annoying to their clients. How do they avoid it? By doing absolutely nothing! In this session, we’ll discuss how to promote client-focused content that feels like assistance rather than a nuisance. Social media, email campaigns, and content frequency will be the focus of this session.

    Learning Objectives:

    • Create a content calendar that aligns with your availability and user behavior
    • Optimize social media to promote thought leadership
    • Develop email campaigns that promote content, projects, and people

    Danielle Gray

    Digital Marketing Strategist, DG Marketing Company

    Danielle Gray is a digital marketing strategist with over seven years of industry experience composing proposals, writing content, running email campaigns, and generating leads online. Along with developing proposals, she helped her former design-build firm grow website visits by 88% and contributed over $150 million in revenue from leads generated from the website in just three years. Now, Danielle is the owner of DG Marketing Company, a digital marketing firm committed to contributing and creating genuine, humanized digital marketing that listens and solves instead of tells and sells. She also speaks around the country about content generation, the importance of digital marketing and social media specifically relating to the A/E/C industries.

  • P2W Master Content Marketing Module 1: The Guide to Content Development: How to Create and Repurpose Content That Doesn’t Suck

    Contains 2 Component(s) Recorded On: 06/14/2018

    There’s content all around you. You just have to find it—and then develop, polish, and repurpose it. In this session, we’ll discuss best practices on how to create client-focused content that educates your readers while establishing thought leadership. There’s enough sucky content in our industry, so let’s clean it up.

    There’s content all around you. You just have to find it—and then develop, polish, and repurpose it. In this session, we’ll discuss best practices on how to create client-focused content that educates your readers while establishing thought leadership. There’s enough sucky content in our industry, so let’s clean it up.

    Learning Objectives:

    • Establish methods of finding content while juggling other tasks
    • Identify five ways to repurpose old content to save time
    • Design and layout content readers can effectively scan

    Danielle Gray

    Digital Marketing Strategist, DG Marketing Company

    Danielle Gray is a digital marketing strategist with over seven years of industry experience composing proposals, writing content, running email campaigns, and generating leads online. Along with developing proposals, she helped her former design-build firm grow website visits by 88% and contributed over $150 million in revenue from leads generated from the website in just three years. Now, Danielle is the owner of DG Marketing Company, a digital marketing firm committed to contributing and creating genuine, humanized digital marketing that listens and solves instead of tells and sells. She also speaks around the country about content generation, the importance of digital marketing and social media specifically relating to the A/E/C industries.

  • How to Present as a Team: Keys to Impressing Owners During a New Business Interview

    Contains 2 Component(s), 1.5 credits offered Recorded On: 06/05/2018

    Owners consistently say that they want to hire the firm that is “the best team.” But how do you come across as a great team during a one-hour new business interview? This webinar will detail a few keys to ensuring that you come across as a strong team and not a bunch of people that seem like they’ve never worked together before.

    Presenter: Joey Asher 
    Tuesday, June 5, 2–3:30 p.m. EST/1 p.m. CST/Noon MT/11 a.m. PST

    Session Description

    Owners consistently say that they want to hire the firm that is “the best team.” But how do you come across as a great team during a one-hour new business interview? This webinar will detail a few keys to ensuring that you come across as a strong team and not a bunch of people that seem like they’ve never worked together before.

    Session Learning Objectives

    During this webinar, participants will learn:

    • How to introduce the team
    • How to rehearse as a team
    • How to interact with each other
    • How to handle Q&A as a team

         Cosential - Built to Win

    SMPS webinars are sponsored by Cosential


    Joey Asher

    President, Speechworks

    Joey Asher is President of Speechworks, a communication and selling skills coaching firm that has been working with AEC firms for more than 30 years. He is the author of five books including “How to Win a Pitch: The Five Fundamentals that Will Distinguish You From the Competition.”   

    SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

    Per-Site Registration Fee*  

    SMPS Member Site Registration: $199

    Nonmember Site Registration: $259  

    *Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!  

    Recordings of SMPS webinars are available to train your marketing professionals. Learn more 


  • P2W Elements of Design Module 3: Maximizing Your Social Media Presence with Graphics

    Contains 3 Component(s), 4.5 credits offered Recorded On: 05/31/2018

    Designed for marketers newer to the social-media-for-business space, this course will go over some basic tips and tricks to emphasize your company’s story. Whether you’re just starting to develop a social media presence or managing an existing one, this course will give you the foundation to use social media as an effective marketing tool.

    Armed with the basic graphic and photography skills learned in the two previous sessions, we’ll look at how they can be applied outside of proposals and presentations. There are big differences between the way we use visuals in printed documents and presentations vs. social media platforms. Each platform has its own set of rules; how do you know what works where?

    During this P2W session, we’ll look at some best practices for social media. We’ll explore ways to develop a social media strategy, the importance of compelling content, and some tips for maximizing exposure. We’ll look at how to create visuals that work for social media and the differences between each of the key platforms. We’ll even offer some resources to help you easily create and use effective, web-friendly graphics.

    Designed for marketers newer to the social-media-for-business space, this P2W session will go over some basic tips and tricks to emphasize your company’s story. Whether you’re just starting to develop a social media presence or managing an existing one, this session will give you the foundation to use social media as an effective marketing tool.


    Learning Objectives:

    • Learn how to identify your audience and develop a strategy to reach them
    • Explore how to create compelling content that attracts attention
    • Learn some tips and tricks for maximizing engagement
    • Learn how to create quality visuals that support your social media strategy

    Karen Kurta, CPSM

    Cushman & Wakefield

    A three-time marketing excellence award winner, Karen excels in graphic design, photography, and proposal writing, specializing in assembling complex pieces into concise and cohesive marketing materials. She is known for efficiency, creativity, and the drive to continuously improve her skills.

    Her career spans various industries including construction and commercial real estate. For eight years, she managed complex proposals and developed presentations, graphics, collateral, advertising, and project photography for two global construction firms. She is currently a Senior Graphic Designer for Cushman & Wakefield—a global commercial real estate firm—where she provides graphic design, photography, and marketing support for over 40 brokers in two markets.

    Karen is a CPSM and a member of Commercial Real Estate Women (CREW) and the Professional Photographers of America (PPA). She is also the owner of a Central Florida-based photography business specializing in real estate, portraits, and fine art.