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

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)

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