Proposal Differentiation: Standing Out in a Sea of Same

Proposal Differentiation: Standing Out in a Sea of Same

Includes a Live Web Event on 05/08/2025 at 2:00 PM (EDT)

Without brand differentiation, firms can struggle in competitive environments and experience win rate erosion. And let’s face it: A/E/C industries are competitive. As more firms move to internal AI platforms and asset management to streamline the proposal process, they need to remain strategic with their messaging…going beyond commonly used words like quality and collaboration to distinguish their approach from the others. This interactive webinar will help A/E/C leaders and marketing professionals address the unique aspects of their brand in new ways through proposal language, data collection and desi

Key Outcomes:

  1. Enhance client-centric messaging that resonates with decision makers by addressing the real pains and challenges of the project.
  2. Learn contextual data collection techniques before the RFP arrives to help prioritize areas of a proposal such as approach, bios and partner differentiation.
  3. Gain an understanding of how and where branded graphics and “scannable content” layouts will enhance the narrative and accentuate differentiation.

Dawn Wagenaar

Brand Strategist + Owner

Ingenuity Marketing Group

Dawn Wagenaar is a brand strategist and the owner of Ingenuity Marketing Group. She has consulted with professional service firms across the country on branding and business development for more than two decades. She is an active member of SMPS and most recently joined a panel of experts to discuss career advancement in A/E/C marketing and pursuit roles. She also shares thought leadership through the Engineering Management Institute.

Christine Nelson

Lead Communications Consultant

Ingenuity Marketing Group

Christine Nelson is a lead communications consultant at Ingenuity who consults and writes for A/E/C clients to create branded messaging, thought leadership content and proposal language. She coordinates with in-house proposal writers and designers to identify key areas for differentiation and supports editing and quality control. Christine presented at the 2024 SMPS Heartland Regional Conference on GA4 techniques to tackle digital lead nurturing.

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!


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Proposal Differentiation: Standing Out in a Sea of Same
Without brand differentiation, firms can struggle in competitive environments and experience win rate erosion. And let’s face it: A/E/C industries are competitive. As more firms move to internal AI platforms and asset management to streamline the proposal process, they need to remain strategic with their messaging… going beyond commonly used words like quality and collaboration to distinguish their approach from the others. This interactive webinar will help A/E/C leaders and marketing professionals address the unique aspects of their brand in new ways through proposal language, data collection and design. Live event: 05/08/2025 at 2:00 PM (EDT) You must register to access.
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