SMPS Virtual Workshop: Marketing 101 (March 7, 14 and 21, 2019)

  • Registration Closed

Have you ever heard a fellow professional or colleague say, "I wish I knew then what I know now"? Well here's your chance to gain some insight now. Join SMPS Fellow and Certified Professional Services Marketer Scott Butcher for a three-week exploration of Marketing 101. He’ll provide insight into marketing and business development professions for A/E/C and related industries and share the steps to creating a successful program for your firm.

This three module workshop is ideal for those newer to the A/E/C industries or someone wishing a refresher—whether you belong to a marketing or technically focused staff.

Each module is 90 minutes in length

  • Marketing 101 Module 1 - Building the Foundation for Success in Marketing

    Contains 4 Component(s)

    Did you know that construction and professional services are among the largest industries in the United States? In Module 1, we’ll build the foundation for your marketing career and knowledge base. What do we really mean by "marketing"? What roles are there and what opportunities will you have for a long, exciting career in the A/E/C industries? We'll also discover the most critical skills to succeed today—and tomorrow.

    Did you know that construction and professional services are among the largest industries in the United States? In Module 1, we’ll build the foundation for your marketing career and knowledge base. What do we really mean by "marketing"? What roles are there and what opportunities will you have for a long, exciting career in the A/E/C industries? We'll also discover the most critical skills to succeed today—and tomorrow. 

    During this 90 minute module, participants will:

    • Learn definitions of marketing, the marketing umbrella, and marketing vs. business development
    • Understand the different positions and roles of a marketing team 
    • Explore the necessary personal and professional skills needed for marketers
    • Learn about existing learning resources for marketers

    Scott Butcher, FSMPS, CPSM

    Vice President and Chief Marketing Officer, JDB Engineering

    Scott Butcher is author or co-author of several A/E/C industry-related publications, including Sell. Do. Win Business. How A/E/C Firms are Using Staff to Win More Work, A/E/C Business Development – The Decade Ahead, Reputation Design-Build: Creating Winning Personal Brands for Engineers, Designers, and Construction Professionals, and Marketing in the Building Industry. Scott is constantly scanning the environment to identify trends that can greatly impact the A/E/C industries. He shares findings and recommendations on his popular Engineering News-Record blog, Marketropolis.

    Each virtual workshop is approved for 4.5 continuing education units for the Certified Professional Services Marketer program and 4.5 learning units from the American Institute of Architects.

  • Marketing 101 Module 2 - Creating Marketing Infrastructure

    Contains 5 Component(s) Recorded On: 03/14/2019

    In the second module of Marketing 101, we'll discover the SMPS Domains of Practice and begin creating our framework for success. Market Research, Marketing Planning, and Client/Business Development will be our focus areas. These represent the framework and infrastructure of a winning sales and marketing program, allowing our firms to thrive.

    In the second module of Marketing 101, we'll discover the SMPS Domains of Practice and begin creating our framework for success. Market Research, Marketing Planning, and Client/Business Development will be our focus areas. These represent the framework and infrastructure of a winning sales and marketing program, allowing our firms to thrive.

    During this 90 minute module, participants will:

    • Receive an introduction/review of the SMPS Domains of Practice
    • Learn the types of market research and importance of forecasting 
    • Discover the strategies and tactics that contribute to successful market planning
    • Explore client and business development

    Scott Butcher, FSMPS, CPSM

    Vice President and Chief Marketing Officer, JDB Engineering

    Scott Butcher is author or co-author of several A/E/C industry-related publications, including Sell. Do. Win Business. How A/E/C Firms are Using Staff to Win More Work, A/E/C Business Development – The Decade Ahead, Reputation Design-Build: Creating Winning Personal Brands for Engineers, Designers, and Construction Professionals, and Marketing in the Building Industry. Scott is constantly scanning the environment to identify trends that can greatly impact the A/E/C industries. He shares findings and recommendations on his popular Engineering News-Record blog, Marketropolis.

    Each virtual workshop is approved for 4.5 continuing education units for the Certified Professional Services Marketer program and 4.5 learning units from the American Institute of Architects.

  • Marketing 101 Module 3 - Delivering the Marketing Project

    Contains 3 Component(s), 4.5 credits offered Recorded On: 03/21/2019

    This final module delves into the many deliverables of a marketing program from proposals and presentations to myriad promotional activities that help a firm succeed. This session will also address the management components of a marketing program, from managing staff and information systems to understanding the metrics used across the company (marketing, accounting, project management).

    This final module delves into the many deliverables of a marketing program from proposals and presentations to myriad promotional activities that help a firm succeed. This session will also address the management components of a marketing program, from managing staff and information systems to understanding the metrics used across the company (marketing, accounting, project management).

    During this 90 minute module, participants will:

    • Learn proposal best practices, tools, and trends
    • Discover promotional activities that contribute to successful marketing 
    • Learn about the information systems metrics essential to marketing management
    • Explore how to create a marketing-led firm

    Scott Butcher, FSMPS, CPSM

    Vice President and Chief Marketing Officer, JDB Engineering

    Scott Butcher is author or co-author of several A/E/C industry-related publications, including Sell. Do. Win Business. How A/E/C Firms are Using Staff to Win More Work, A/E/C Business Development – The Decade Ahead, Reputation Design-Build: Creating Winning Personal Brands for Engineers, Designers, and Construction Professionals, and Marketing in the Building Industry. Scott is constantly scanning the environment to identify trends that can greatly impact the A/E/C industries. He shares findings and recommendations on his popular Engineering News-Record blog, Marketropolis.

    Each virtual workshop is approved for 4.5 continuing education units for the Certified Professional Services Marketer program and 4.5 learning units from the American Institute of Architects.