Marketing Coordinator Workshop (Pre-Conference): AEC Marketing 101 Join past National SMPS President, Melissa Lutz, FSMPS, CPSM, and Weld Coxe Marketing Achievement Award recipient, Carla Thompson, FSMPS, CPSM for an immersive and interactive exploration of marketing professional services in the AEC industry. This dynamic program will help you to sharpen your skills and broaden your understanding of how you can help your firm build brand awareness and win more work. This is a must-attend seminar for anyone who wants to go from 0 to 60 mph in their marketing career because it will make you immediately more valuable to your firm and your team. Melissa and Carla will guide you through the program in an entertaining, energizing, and engaging format. This is your chance...

Marketing Coordinator Workshop (Pre-Conference): AEC Marketing 101 Join past National SMPS President, Melissa Lutz, FSMPS, CPSM, and Weld Coxe Marketing Achievement Award recipient, Carla Thompson, FSMPS, CPSM for an immersive and interactive exploration of marketing professional services in the AEC industry. This dynamic program will help you to sharpen your skills and broaden your understanding of how you can help your firm build brand awareness and win more work. This is a must-attend seminar for anyone who wants to go from 0 to 60 mph in their marketing career because it will make you immediately more valuable to your firm and your team. Melissa and Carla will guide you through the program in an entertaining, energizing, and engaging format. This is your chance...

Session Title: A Culture of Confident Presence: Your Role in Elevating the Team What does it take to elevate someone else, and why aren't you doing it? Each one of us has the power to help people around us believe in themselves more, reach in and find more confidence, communicate with more conviction, and bring more gravity to daily interactions, presentations, and meetings. Professionals with conviction build more business, lead clients forward, get buy-in on their ideas, and win interviews. The problem is, present skills are typically a matter of individual experience and personal development, and that results in an uneven team presence–a few rainmakers, more who sit on the sidelines, and personalities who don't embody your brand. Step experientially through seven principles to elevate...

Session Title: Take Control of Your Next Website Redesign Navigating your firm through a website redesign could be a monumental challenge (regardless of whether you do it all in-house or hire an outside agency) or a rewarding experience and a high point in your career. The difference is in understanding the process and what's involved, separating substance from hype, and knowing what's possible with today's access to research, tools, data, and technology. With Millennials assuming executive roles in your clients' organizations and Gen Z entering the workforce, the way professional services customers and employees research, identify and select an A/E/C firm has become much more self-directed and digital. We all have seen the statistic that B2B customers are nearly 70% through their decision-making...

Session Title: Creating Cultural Buy-In Your company’s culture is that special part of your brand that lives outside of logos, marketing materials, and other tangible cues. It is hard to see and yet it is constantly on display. It’s challenging to get everyone inside and outside of the firm to buy into your company culture, yet marketers are challenged by it every day in our industry. Join us as we discuss what culture means for employee engagement, how to create that buy in, and the benefits a strong culture can have for your firm. Learn how you as a marketing professional can team with others in your firm to create cultural buy-in and positively impact the employee experience.  ...

Session Title: Telling the Story of Skylines Co-Presented with Dave Neelsen The human brain has evolved over the course of 100,000 years to interpret the world in “story terms.” This means we don’t “choose” to tell stories – we are fundamentally storytelling animals. We are helpless to it. We’re involuntarily telling ourselves stories every minute of the day. So, what does this mean for construction, architecture and engineering? The same thing it means for every industry: the firm that tells the best story wins. Every time. Even if you don’t think about it as storytelling. We will show SMPS attendees how to identify the central theme of their firm’s story and reduce it to a single sentence. Using a formula from the renowned...

Session Title: Telling the Story of Skylines Co-Presented with Michael Neelsen The human brain has evolved over the course of 100,000 years to interpret the world in “story terms.” This means we don’t “choose” to tell stories – we are fundamentally storytelling animals. We are helpless to it. We’re involuntarily telling ourselves stories every minute of the day. So, what does this mean for construction, architecture and engineering? The same thing it means for every industry: the firm that tells the best story wins. Every time. Even if you don’t think about it as storytelling. We will show SMPS attendees how to identify the central theme of their firm’s story and reduce it to a single sentence. Using a formula from the renowned...

Session Title: Level Up Your Digital Analytics and Connect the ROI Dots With Data Storytelling Today’s marketer has more data and analytics at their fingertips than ever before. Nearly every aspect of modern marketing—from website activity, to email click-through rates, video views to social media engagement—can now be tracked online in real-time. Data is everywhere and it can be incredibly overwhelming! While both marketers and firm leadership are often besieged with data and desperate for meaning, data storytelling can help to connect the dots to what really matters. Beneath the data of bounce rates, average session times and Facebook likes are powerful stories that will enlighten, drive action and demonstrate results. In this session, we’ll take a closer look at the relationship...

Session Title: Turning Your Website From Brochure to Lead Generator Co-Presented with Amanda D. Roehl A website and related digital marketing campaigns has long since become table stakes entry into business. You know you need one, and you know it needs to look good. But is it actually bringing in business? A good website does two things: 1. It gets your business found; 2. It converts. Potential clients turn from researchers to buyers. But those objectives are often easier said than done and too many marketing departments spend countless hours of time and effort focused on the wrong activities and never see a result. From ranking in searches of active buyers, to developing gated content to feed the top of your marketing funnel,...