Your Marketing Plan as Your Communications Foundation

Recorded On: 07/21/2020

Pamela Conine, CPSM, Senior Consultant with Shaffer Creative
Tuesday, July 21, 2020, 2–3:30 p.m. EDT/1 p.m. CDT/Noon MDT/11 a.m. PDT

Session Description

As marketers, we often feel like our efforts are constantly reactive. We’re handed RFQs and RFPs that we didn’t know were coming. We’re asked to post on social media just “to get our name out there.” And all of it seems random without any plan behind it. 

In this webinar, our presenter will give you the planning and measurement tools to maintain focus and keep your firm’s eye on the ultimate result. We take a different approach to building a realistic marketing plan by discussing seven key steps:  Discovery, Ideation, Goals, Strategy, Tactics, Analysis, and Refinement. By following these steps, you and your firm will become more proactive, be able to evaluate efforts, learn how to make improvements, and start to celebrate successes.

Session Learning Objectives

During our July webinar, participants will:

  • Learn how to set specific, measurable, achievable, realistic, and timely (SMART) goals
  • Understand how a marketing plan serves as the foundation for your overall communication to meet your firm’s SMART goals
  • Learn the importance of revisiting who you are, what makes you unique, and who you serve to offer a refined brand profile
  • Understand the cyclical process step of  Strategy, Tactics, Analysis, and Refinement

Cosential - CRM and Proposal Generation for AEC

SMPS webinars are sponsored by Cosential

Pamela Conine, CPSM

Senior Consultant, Shaffer Creative

Pamela Conine, CPSM, is a senior consultant with Shaffer Creative. As someone who remembers marketing before the digital age, she has accumulated a complete range of marketing experience from planning to implementation.

Pam is an innovative leader with the expertise to enhance corporate image and develop new business through marketing communication strategies. With a keen eye for detail and a high level of organization, she sees the big picture while having the proficiency to develop tactics required to attain results.

Pam has served as a past-president of SMPS Fort Worth  and co-chair for the Society's Southern Regional Conference in 2017. She has also served on multiple committees for local non-profit organizations.

Prior to joining Shaffer Creative, she developed an extensive and varied 25-year career in marketing management for architectural and engineering firms, not-for-profit cultural institutions, and a consumer financial entity. Pam holds a Master of Business Administration, and master’s and bachelor’s degrees in theater.

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!

  • Register
    • Non-member - $259
    • Member - $199
    • *Further discounts may apply once you log in.


Live event: 07/21/2020 at 2:00 PM (EDT) You must register to access.
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