Prepare to Win: Marketing Essentials
- Registration Closed
Instructors:
Susan Merrigan and Kathleen Held
March 1: Module 1: Marketing Research and Planning is Vital
1-2:30 p.m. ET
Effective marketing research is critical in your pursuit of a specific market sector or targeted client. Organized research will allow firms to gain insight into the markets, client habits and identify existing and potential clients and competitors. Once completed, the research can be utilized to guide the planning and pursuit process to effectively utilize company resources and improve sales and revenue. During this module, you'll learn how to:
- Use market research for your firm's success
- Utilize a SWOT analysis
- Gather competitive intelligence
- Harness the power of the web for market research
March 8: Module 2: Client and Business Development is Critical
1-2:30 p.m. ET
A strong business development program is vital to the health of your firm. Our goal is to find, win and retain clients and gain referral work, which reduces the cost of marketing, keeps client satisfaction high, and drives more business over time. During this module, you'll learn how to:
- Screen and mange prospects effectively
- Network effectively
- Nurture relationships
- Take advantage of an effective lead-tracking system/process
March 15: Module 3: Promotional Activity is Essential
1-2:30 p.m. ET
Promoting your firm needs to be a strategic and targeted activity that results in a measurable return on investment. Promotional activities take many forms. It is essential to identify your competitive advantage so that you can create an effective marketing message that drives all of your firm's promotional activities. During this final module, you'll learn how to:
- Plan marketing communications
- Define goals and objectives
- Develop your key selling point
- Make marketing materials including branding, website, direct marketing and advertising a focal point
- Utilize public relations including newspapers, websites, magazines, and newsletters
- Create successful marketing campaigns by using special techniques
March 22: Module 4: RECAP and live Q&A session with participants
1-2:30 p.m. ET
Click here for paper registration
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Contains 2 Component(s), Includes Credits Recorded On: 03/22/2017
Module 4: RECAP and live Q&A session with participants
Module 4: RECAP and live Q&A session with participants
Susan Merrigan, FSMPS, CPSM
Senior Marketing Manager, Skidmore, Owings & Merrill LLP
Susan Merrigan has 20 years of experience marketing for professional services firms in the A/E/C industry. At Skidmore, Owings & Merrill LLP Susan is responsible for marketing and business development. As the Senior Marketing Manager, she collaborates with key leadership to create a responsive, innovative and competitive strategic marketing program; provides strategic oversight of proposals and presentations; manages public relations; and oversees all marketing initiatives. Susan is a Fellow of the Society for Marketing Professional Services and is a Certified Professional Services Marketer. A California native, Susan received both a B.A. in Communications, Law, Economics and Government and an M.A. in Public Communications from American University, as well as an M.B.A. from the University of Florida.
Kathleen M. Held, CPSM
Vice President of Marketing & Business Development
Kathleen Held is the Vice President of Marketing and Business Development at Cini•Little International, Inc., a multidisciplinary consulting firm offering foodservice, laundry and solid waste consulting services to the A/E/C industry. With more than 20 years of experience in the industry, Kathleen oversees the business development and marketing for the firm's 9 worldwide offices. She develops strategic marketing programs, strengthening Cini-Little's position in the global marketplace. Kathleen directs a team of marketing coordinators to manage the firm's public relations through varied social media channels and has developed content marketing campaigns to communicate the firm's vast knowledge in many services and market segments. Her team collaborates with the firm's project managers to develop targeted proposals and presentation materials.
Kathleen is a Certified Professional Services Marketer. She is an Associate Member of Foodservice Consultants Society International (FCSI). She is a respected member of the Society for Marketing Professional Services, having held varied positions at the national, regional and local level. Kathleen received a B.A. in Fine Arts from Frostburg State University.
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Contains 1 Component(s) Recorded On: 03/15/2017
A strong business development program is vital to the health of your firm. Our goal is to find, win and retain clients and gain referral work, which reduces the cost of marketing, keeps client satisfaction high, and drives more business over time.
A strong business development program is vital to the health of your firm. Our goal is to find, win and retain clients and gain referral work, which reduces the cost of marketing, keeps client satisfaction high, and drives more business over time. During this module, you'll learn how to:
- Screen and mange prospects effectively
- Network effectively
- Nurture relationships
- Take advantage of an effective lead-tracking system/process
Susan Merrigan, FSMPS, CPSM
Senior Marketing Manager, Skidmore, Owings & Merrill LLP
Susan Merrigan has 20 years of experience marketing for professional services firms in the A/E/C industry. At Skidmore, Owings & Merrill LLP Susan is responsible for marketing and business development. As the Senior Marketing Manager, she collaborates with key leadership to create a responsive, innovative and competitive strategic marketing program; provides strategic oversight of proposals and presentations; manages public relations; and oversees all marketing initiatives. Susan is a Fellow of the Society for Marketing Professional Services and is a Certified Professional Services Marketer. A California native, Susan received both a B.A. in Communications, Law, Economics and Government and an M.A. in Public Communications from American University, as well as an M.B.A. from the University of Florida.
Kathleen M. Held, CPSM
Vice President of Marketing & Business Development
Kathleen Held is the Vice President of Marketing and Business Development at Cini•Little International, Inc., a multidisciplinary consulting firm offering foodservice, laundry and solid waste consulting services to the A/E/C industry. With more than 20 years of experience in the industry, Kathleen oversees the business development and marketing for the firm's 9 worldwide offices. She develops strategic marketing programs, strengthening Cini-Little's position in the global marketplace. Kathleen directs a team of marketing coordinators to manage the firm's public relations through varied social media channels and has developed content marketing campaigns to communicate the firm's vast knowledge in many services and market segments. Her team collaborates with the firm's project managers to develop targeted proposals and presentation materials.
Kathleen is a Certified Professional Services Marketer. She is an Associate Member of Foodservice Consultants Society International (FCSI). She is a respected member of the Society for Marketing Professional Services, having held varied positions at the national, regional and local level. Kathleen received a B.A. in Fine Arts from Frostburg State University.
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Contains 1 Component(s) Recorded On: 03/08/2017
A strong business development program is vital to the health of your firm. Our goal is to find, win and retain clients and gain referral work, which reduces the cost of marketing, keeps client satisfaction high, and drives more business over time.
A strong business development program is vital to the health of your firm. Our goal is to find, win and retain clients and gain referral work, which reduces the cost of marketing, keeps client satisfaction high, and drives more business over time. During this module, you'll learn how to:
- Screen and mange prospects effectively
- Network effectively
- Nurture relationships
- Take advantage of an effective lead-tracking system/process
Susan Merrigan, FSMPS, CPSM
Senior Marketing Manager, Skidmore, Owings & Merrill LLP
Susan Merrigan has 20 years of experience marketing for professional services firms in the A/E/C industry. At Skidmore, Owings & Merrill LLP Susan is responsible for marketing and business development. As the Senior Marketing Manager, she collaborates with key leadership to create a responsive, innovative and competitive strategic marketing program; provides strategic oversight of proposals and presentations; manages public relations; and oversees all marketing initiatives. Susan is a Fellow of the Society for Marketing Professional Services and is a Certified Professional Services Marketer. A California native, Susan received both a B.A. in Communications, Law, Economics and Government and an M.A. in Public Communications from American University, as well as an M.B.A. from the University of Florida.
Kathleen M. Held, CPSM
Vice President of Marketing & Business Development
Kathleen Held is the Vice President of Marketing and Business Development at Cini•Little International, Inc., a multidisciplinary consulting firm offering foodservice, laundry and solid waste consulting services to the A/E/C industry. With more than 20 years of experience in the industry, Kathleen oversees the business development and marketing for the firm's 9 worldwide offices. She develops strategic marketing programs, strengthening Cini-Little's position in the global marketplace. Kathleen directs a team of marketing coordinators to manage the firm's public relations through varied social media channels and has developed content marketing campaigns to communicate the firm's vast knowledge in many services and market segments. Her team collaborates with the firm's project managers to develop targeted proposals and presentation materials.
Kathleen is a Certified Professional Services Marketer. She is an Associate Member of Foodservice Consultants Society International (FCSI). She is a respected member of the Society for Marketing Professional Services, having held varied positions at the national, regional and local level. Kathleen received a B.A. in Fine Arts from Frostburg State University.
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Contains 1 Component(s) Recorded On: 03/01/2017
Effective marketing research is critical in your pursuit of a specific market sector or targeted client. Organized research will allow firms to gain insight into the markets, client habits and identify existing and potential clients and competitors. Once completed, the research can be utilized to guide the planning and pursuit process to effectively utilize company resources and improve sales and revenue.
Effective marketing research is critical in your pursuit of a specific market sector or targeted client. Organized research will allow firms to gain insight into the markets, client habits and identify existing and potential clients and competitors. Once completed, the research can be utilized to guide the planning and pursuit process to effectively utilize company resources and improve sales and revenue. During this module, you'll learn how to:
- Use market research for your firm's success
- Utilize a SWOT analysis
- Gather competitive intelligence
- Harness the power of the web for market research
Susan Merrigan, FSMPS, CPSM
Senior Marketing Manager, Skidmore, Owings & Merrill LLP
Susan Merrigan has 20 years of experience marketing for professional services firms in the A/E/C industry. At Skidmore, Owings & Merrill LLP Susan is responsible for marketing and business development. As the Senior Marketing Manager, she collaborates with key leadership to create a responsive, innovative and competitive strategic marketing program; provides strategic oversight of proposals and presentations; manages public relations; and oversees all marketing initiatives. Susan is a Fellow of the Society for Marketing Professional Services and is a Certified Professional Services Marketer. A California native, Susan received both a B.A. in Communications, Law, Economics and Government and an M.A. in Public Communications from American University, as well as an M.B.A. from the University of Florida.
Kathleen M. Held, CPSM
Vice President of Marketing & Business Development
Kathleen Held is the Vice President of Marketing and Business Development at Cini•Little International, Inc., a multidisciplinary consulting firm offering foodservice, laundry and solid waste consulting services to the A/E/C industry. With more than 20 years of experience in the industry, Kathleen oversees the business development and marketing for the firm's 9 worldwide offices. She develops strategic marketing programs, strengthening Cini-Little's position in the global marketplace. Kathleen directs a team of marketing coordinators to manage the firm's public relations through varied social media channels and has developed content marketing campaigns to communicate the firm's vast knowledge in many services and market segments. Her team collaborates with the firm's project managers to develop targeted proposals and presentation materials.
Kathleen is a Certified Professional Services Marketer. She is an Associate Member of Foodservice Consultants Society International (FCSI). She is a respected member of the Society for Marketing Professional Services, having held varied positions at the national, regional and local level. Kathleen received a B.A. in Fine Arts from Frostburg State University.
