Core Values as a Marketing Tool

Recorded On: 04/24/2018

Presenter: David Lecours 
Tuesday, April 24, 2–3:30 p.m. EST/1 p.m. CST/Noon MT/11 a.m. PST

Session Description

A/E/C firms love to talk about their culture to lure both clients and talent.

Culture is the shared behaviors and beliefs of your firm. So, how do you share your culture with a prospective hire or client? Don’t they have to experience it?

First, codify the shared behaviors and beliefs of your firm as written Core Values. Sadly, most firm leaders develop a set of banal Core Values at a weekend retreat, then send them out in an equally uninspired mass email to all employees. But, as you’ll learn in this webinar, Core Values can be so much more. A creative manifestation of your Core Values is a powerful marketing tool and an essential artifact of your culture. An artifact that prospective hires or clients can experience to determine if there is a match. 

Session Learning Objectives

During this webinar, participants will apprehend:

  • …how to create, or refine, your firm’s Core Values
  • …to design a promotional piece that manifests your Core Values
  • …where to share this creative manifestation of your Core Values
  • …how to leverage this marketing tool for recruiting talent and clients

     Cosential - Built to Win

SMPS webinars are sponsored by Cosential


David Lecours

Principal, LecoursDesign

David Lecours helps A/E/C firms attract and retain great clients and talent. He is Principal at LecoursDesign, a branding, and digital marketing consultancy. David is a two-time TEDx presenter and speaks at conferences worldwide. David co-hosts PSM: Professional Services Marketing podcast at psm.show. David is also passionate about surfing, pickleball, and succulents. 

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 


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Live event: 04/24/2018 at 2:00 PM (EDT) You must register to access.