Marketing Kit

Improve your core marketing functions that lead to your firm’s success. In this marketing webinar, you’ll about email marketing, how to budget and track your ROI, editing basics that will result in winning RFPs, and how to market your firm on a limited budget.

CEU Credits
On-demand webinars are each approved for 1.5 hours of CPSM credit

  • 25 Best Practices, Tips, and Tweaks to Supercharge Your Firm’s Email Efforts

    Contains 2 Component(s) Recorded On: 12/15/2015

    This webinar is designed to help marketers understand how email marketing has evolved, why it should play a central role in their marketing communications strategy, and what's needed to transform email marketing to become more engaging and effective. Attendees will walk away with practical tips, ideas, and best practices they can apply to their firm's email marketing right away!

    Email marketing remains a powerful, cost-effective, yet highly underutilized marketing channel for engaging prospects and clients. But the key to success lies in the proper approach and execution. And while most A/E/C firms are using email marketing, many aren't seeing the results they'd like and could use a boost.

    Does your firm suffer from low open and click-through rates for your email blasts?

    Do you receive a high number of unsubscribes with every email you send out, even emails sent specifically to clients?

    Or does your firm not even rely on email as a primary channel of communication?

    This webinar is designed to help marketers understand how email marketing has evolved, why it should play a central role in their marketing communications strategy, and what's needed to transform email marketing to become more engaging and effective. Attendees will walk away with practical tips, ideas, and best practices they can apply to their firm's email marketing right away!

    Learning Objectives

    During this webinar, attendees will learn:

    • The latest research and stats on email marketing
    • Common email marketing pitfalls to avoid
    • How to optimize email marketing for mobile devices
    • Best practices covering everything from email design, copywriting, content, and deliverability
    • Ways to boost critical email marketing KPIs
    • How to grow subscribers who actually want to hear from your firm


    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.

    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!

    Tim Asimos, CPSM

    Vice President and Director of Digital Innovation, circle S studio

    Tim Asimos provides keen insights on modern marketing principles and an uncommon perspective gleaned from more than 15 years of experience inside and outside the A/E/C industries. As VP and director of digital innovation at circle S studio, Tim leads the agency's development of innovative strategies in website development, content marketing, account-based marketing and marketing technology. A national speaker and syndicated blogger, Tim’s expertise has been featured in numerous publications, webinars, programs, and conferences around the country.

  • Budget, Track and Monitor Your Marketing Expenditures for the Best ROI

    Contains 2 Component(s) Recorded On: 04/21/2015

    By better understanding financial implications of each phase of the marketing cycle, from the inception of an opportunity through contract award, we can provide critical leadership to guide sound business decisions and successful proposal processes. During the webinar, we'll learn how to better understand how marketing activity—and behavior—cascade throughout operational performance. Starting with the Go-No-Go process and deploying easy-to-use budgeting and tracking tools, we'll explore how to define the real cost of doing business early on to drive long-term profitability.

    As marketing professionals, we enjoy unique opportunities to drive value for our organizations by engaging in all aspects of business performance. But too often, the marketing function is associated solely with the achievement of sales goals instead of with overall operational practices that measure success in our organizations. This webinar provides hands-on tools to help marketing teams in business performance, by introducing and implementing cost-control concepts and measures that help drive profitability.

    By better understanding financial implications of each phase of the marketing cycle, from the inception of an opportunity through contract award, we can provide critical leadership to guide sound business decisions and successful proposal processes. During the webinar, we'll learn how to better understand how marketing activity—and behavior—cascade throughout operational performance. Starting with the Go-No-Go process and deploying easy-to-use budgeting and tracking tools, we'll explore how to define the real cost of doing business early on to drive long-term profitability.

    Learning Objectives

    During this webinar, attendees will learn how to:

    • Become a trusted advisor and come to the table with data to guide decision-making
    • Build agreement around tools that create team success
    • Tie opportunity costs to "the big picture" of profit
    • Lead a team with metrics that inspire accountability
    • Look for opportunities to influence change within your firm


    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.

    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!

    Kate Pixley

    Marketing Director, ESA

    Kate Pixley, ESA's Northern California marketing director, has more than 18 years' experience in the environmental industry. She has designed management programs that spark and inspire thriving marketing and business cultures. With a background in art and education, Pixley's approach to marketing leadership is grounded in mentoring and team-building with the idea that organizational achievement starts with collaboration and a shared vision of success.

    Onallee Elsberry-Crabtree

    Marketing Manager, ESA

    Onallee Elsberry-Crabtree, Marketing Manager in ESA's Northern California Region, promotes creative and collaborative approaches to energize marketing within business. With more than 11 years of experience in the A&E industry, Onallee believes in establishing positive marketing momentum through trusted partnerships, open communication, and implementable solutions.

  • Editing 101: Creating RFP Responses That Win

    Contains 3 Component(s), 1.50 credits offered Recorded On: 03/21/2017

    With deadlines all around us, marketers are often put in the not-so-envious position of choosing between doing things fast and doing things well. This webinar will discuss the importance of editorial quality in proposals (and other marketing collateral!). We’ll discuss some writing and editing basics, such as frequently confused words and avoiding the passive voice. We’ll talk about how to create a style guide and how to work with partners/technical staff to incorporate the style guide throughout the document. Finally, we’ll talk about how to get buy-in to set up a standard quality control process. Importance/Need for the Topic: A/E/C marketers are frequently publishers, whether they realize it or not. Clear, correct prose helps facilitate proposal review—reviewers focus on your firm’s experience and approach instead of typos.

    With deadlines all around us, marketers are often put in the not-so-envious position of choosing between doing things fast and doing things well. This webinar will discuss the importance of editorial quality in proposals (and other marketing collateral!). We'll discuss some writing and editing basics, such as frequently confused words and avoiding the passive voice. We'll talk about how to create a style guide and how to work with partners/technical staff to incorporate the style guide throughout the document. Finally, we'll talk about how to get buy-in to set up a standard quality control process.
    Importance/Need for the Topic: A/E/C marketers are frequently publishers, whether they realize it or not. Clear, correct prose helps facilitate proposal review—reviewers focus on your firm's experience and approach instead of typos.

    *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 https://onlinelearning.smps.org

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    SMPS webinars are sponsored by Cosential


    Jen McGovern, CPSM

    Mid-Atlantic Regional Marketing Manager, VHB

    As mid-Atlantic regional marketing manager for VHB, Jen McGovern, CPSM, knows what it takes to put together a strong proposal. She oversees the marketing efforts for seven offices across three states and the District of Columbia, which means she has prepared and reviewed hundreds of proposals, making sure each represents the firm’s brand and voice. Jen is the director of career advancement for SMPS DC, and achieved her CPSM designation in 2015. When she's not dreaming of RFPs, she paints her nails ... occasionally to match her PowerPoints.

    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.

  • Marketing Your Firm on a Limited Budget

    Contains 2 Component(s) Recorded On: 02/16/2016

    As a marketer within an A/E/C firm, you understand how budgets are constantly scrutinized. Being sure to keep overhead low helps improve your firm's bottom line, but makes proactive marketing quite a challenge. High-dollar marketing investments are frowned upon and often aren't even realistic. Our February webinar will focus on how to put together a sustainable, highly effective marketing presence without breaking the bank. When is advertising worthwhile? How can you increase web traffic without paying for each click? What can you do to show sustainable growth in firm awareness? We'll tackle these subjects and more in this upcoming, interactive session.

    As a marketer within an A/E/C firm, you understand how budgets are constantly scrutinized. Being sure to keep overhead low helps improve your firm's bottom line, but makes proactive marketing quite a challenge. High-dollar marketing investments are frowned upon and often aren't even realistic.

    Our February webinar will focus on how to put together a sustainable, highly effective marketing presence without breaking the bank.

    When is advertising worthwhile? How can you increase web traffic without paying for each click? What can you do to show sustainable growth in firm awareness? We'll tackle these subjects and more in this upcoming, interactive session.

    Learning Objectives

    During this webinar, attendees will learn how to:

    1. Identify the best marketing efforts to utilize without committing to huge expenditures
    2. Prioritize marketing efforts and budget allocation based on your goals
    3. Implement tracking measures to monitor marketing success
    4. Understand which social media tools are most worth your time

    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.

    Per-Site Registration Fee*

    SMPS Member Site Registration: $179
    Nonmember Site Registration: $239

    *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!

    Chris Denby

    CEO, Markitecture

    Chris Denby heads up Markitecture, where he helps large and small companies to define clear, effective marketing strategies and deliver powerful executions. Prior to founding Markitecture, he worked with well-known clients such as General Electric, TRC Solutions, Washington Gas, NAHB, and many others to create successful B2B, B2G and B2C communications. Denby holds a bachelor's degree in architecture and an MBA from Virginia Tech and is an SMPS member.