Planning and Research Kit

Spotting market trends can help you position your firm for future work. Market research and planning can help you determine the work that’s out there and whether your current markets are viable. In this webinar, you’ll learn about various research tools that will help you implement a successful marketing plan as well as the strategic planning process that comes before it.

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

  • Marketing Automation: What Is It? Do I Need It? How Do I Start?

    Contains 2 Component(s) Recorded On: 10/20/2015

    Don't get stuck in the daily grind and miss the next big thing—marketing automation. By marketing effectively, you'll save time, money, and resources. Best part: marketing automation is the ideal solution for nurturing leads over the multi-year sales cycle found in the A/E/C industry. During the webinar, we'll start at the beginning—What is marketing automation and what can it do? You'll also learn how to decide if it's right for your firm and how to implement the best program.

    Don't get stuck in the daily grind and miss the next big thing—marketing automation. By marketing effectively, you'll save time, money, and resources. Best part: marketing automation is the ideal solution for nurturing leads over the multi-year sales cycle found in the A/E/C industry.

    During the webinar, we'll start at the beginning—What is marketing automation and what can it do? You'll also learn how to decide if it's right for your firm and how to implement the best program.

    Learning Objectives

    During this webinar, attendees will:

    • Define marketing automation and its vast capabilities
    • Hear case studies of marketing automation in action
    • Identify if marketing automation is right for you and your firm's efforts
    • Learn how marketing automation helps to understand a potential client's behavior, which is necessary for nurturing leads

    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!

    Perryn D. Olson, CCMP, CPSM

    Account Director, Hinge Marketing

    Perryn Olson has experience working in many industries, and in particular A/E/C. He speaks regularly at professional conferences around the country, and has written extensively for construction industry publications. In 2014, he published his first book, Construction Executive's Guide to Brand Marketing. Based in New Orleans, he is president of SMPS Southeast Louisiana, past co-chair of SMPS Southern Regional Conference, and past president of Executive Connections, a business networking organization in New Orleans. In 2013, he was named one of Engineering News-Record's 20 Under 40 in Texas and Louisiana.

  • Show Me the Money - Market Research and Trends

    Contains 2 Component(s) Recorded On: 02/17/2015

    Research is critical when you have a very specific market sector or target client and need to know more about them. In February's Webinar, we'll discover the types of research that can be done for both public and private owners. We'll also discuss various research tools to help find the money within your market sectors and web sites that show trends in the A/E/C industry. With these tools and other resources, you'll be able to start a successful marketing plan.

    How closely do you follow the trends affecting your market sector?

    Research is critical when you have a very specific market sector or target client and need to know more about them. In February's Webinar, we'll discover the types of research that can be done for both public and private owners. We'll also discuss various research tools to help find the money within your market sectors and web sites that show trends in the A/E/C industry. With these tools and other resources, you'll be able to start a successful marketing plan.

    Learning Objectives

    During this Webinar, attendees will:

    • Discover where to research your market sectors
    • Find the appropriate publications and web sites that will show you the trends in your market sectors
    • Understand how research can lead you to discovering the next trends in the A/E/C industry
    • Be able to define the four types of research: primary, secondary, competitive intelligence, and client intelligence.


    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!

    Rhodes B. White, FSMPS, CPSM

    President, White Consulting

    Rhodes B. White, FSMPS, CPSM, has more than 30 years' experience in marketing professional services, working for premier corporations in the design, development, and management of the built environment. Her experience has included market research, strategic planning, team building, and business development. White is a past president of the SMPS Foundation and is the past president of SMPS Palmetto, as well as a founding member, and the Atlanta Chapter of SMPS. Her firm, White Consulting, is located in Charleston, SC.

  • SMART Market Research for Competitive Visibility

    Contains 3 Component(s), 1.50 credits offered Recorded On: 04/18/2017

    This session will outline the key components of any effective market research project, and how to take market research and use it for sales, service AND publicity. We will emphasize SMART research: Strategy, Methodology, Action, Review and Tell the World.

    Marketers are asked to promote a variety of services to a variety of clients, and they use many vehicles to do it. Choosing just the right vehicle at just the right time with just the right message takes skill. And it takes intelligence.

    This session will outline the key components of any effective market research project, and how to take market research and use it for sales, service AND publicity. We will emphasize SMART research: Strategy, Methodology, Action, Review and Tell the World.

    Your strategy must outline your business and growth goals, but short and long term. Are you exploring a new niche or trying to expand an existing one? Are you contemplating a merger or acquisition? Are you looking at a new location for an office? Your business goal determines the market research strategy, which leads to methodology, action, review and telling the world.

    We will workshop best practices and roadblocks to effective market research as it applies to audience goals.

    *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


    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

    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.

  • Strategic Planning 101 – Demystify the Process

    Contains 2 Component(s) Recorded On: 08/11/2015

    The steady rise in the economy has caused a stir within the A/E/C industry landscape for marketing professionals. How do you differentiate your skills and demonstrate your value in this highly competitive landscape? Knowing about and implementing a strategic plan is a critical ingredient in keeping forward momentum in your career path—regardless of where you are in your profession. This webinar on developing strategic plans will summarize the critical decision-making process, examine how to interpret research and define a process for crafting a workable plan that gains consensus among peers, and achieve buy-in from company executives. Together, we will break down the process, demystify the concepts, and provide usable tools for implementation back at the office.

    The steady rise in the economy has caused a stir within the A/E/C industry landscape for marketing professionals. How do you differentiate your skills and demonstrate your value in this highly competitive landscape? Knowing about and implementing a strategic plan is a critical ingredient in keeping forward momentum in your career path—regardless of where you are in your profession.

    This webinar on developing strategic plans will summarize the critical decision-making process, examine how to interpret research and define a process for crafting a workable plan that gains consensus among peers, and achieve buy-in from company executives. Together, we will break down the process, demystify the concepts, and provide useable tools for implementation back at the office.

    All marketers should have the skills and confidence to build a plan, incorporate it into the marketing workflow, and gauge its success. This webinar will create a roadmap to show how to make yourself a valuable contributor to the process.

    Learning Objectives

    During this webinar, attendees will:

    1. Gain a comprehensive understanding of the elements, variety of applications, and purpose of a strategic plan to incorporate in the planning process.
    2. Learn a variety of tools available to apply the knowledge gained on a micro and macro level within their firms.
    3. Develop a roadmap and learn specific tactics to insert yourself in the process and be seen as a valuable contributor.
    4. Gain the knowledge to determine the starting point for developing a strategic planning approach for your firm's activities.

    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!

    Ashley L. Dale, CPSM, CIT

    Owner/CEO, DB Consulting

    Ashley Dale, CPSM, CIT is a marketing and business development professional more than 17 years of A/E/C industry experience. Recognized for industry leadership, communication and relationship-building, Dale has expertise with project opportunity identification, pursuit strategy, client relationship expansion, proposal development and writing, firm promotion, strategic planning and comprehensive MarCom efforts. As the owner of DB Consulting, a strategic marketing consulting firm, Dale continues to work with a variety of firm types, sizes and concentrations providing a range of services from branding to design; proposals to communications; market research to strategic planning and everything in between. DB Consulting is focused on providing services related to "all things marketing" to professional service firms.

    Erik Grandowski, CPSM

    Principal - Director of Marketing and Communications, Pond & Company

    Erik Grandowski, CPSM is a principal and director of marketing and communications for Pond & Company, an Atlanta-based ENR 500 firm with domestic and international offices. Over the past 25 years, Grandowski has drawn upon his rich background in architecture, theatrical design, graphic design, marketing and communications to create solutions that foster brand awareness, win projects, and position companies above their competitors. His passion is collaborating with architects, engineers, marketers, seller-doers, and business developers to improve their skills in strategic marketing, cultivating clients, presentations and communications. To support Pond & Company's 300+ architects, engineers and planners, Erik directs a vibrant staff of 14 marketers, business developers and creative professionals. He is also an active speaker within the SMPS and ACEC communities, presenting on topics such as Finding Your Firm's Strategic Angle, Building a Winning Marketing Team, Seller-Doer Training Essentials, and Achieving Success by Becoming Your Clients' First Choice.