AEC Marketing for Principals – Détails, épisodes et analyse

As a professional, you probably work hard to perfect your craft but might be neglecting the essential skills of business management. 

In this episode of AEC, Katie chats with Kyle Peterson, Principal and Business Leader at Nelson Worldwide, about his role managing six studio locations and how his design background guides his business approach.  Kyle highlights the importance of being a trusted partner and truly understanding clients' needs to drive success. 

Tune in to discover how to blend your vision with real operational expertise to achieve powerful strategic growth.

Topics discussed in this episode:

• Nelson Worldwide
• business leader
• sales strategies
• business management
• architecture
• smart marketing
• strategies that make an impact
• business data
• design excellence
• financial success
• business change
• financial literacy
• sales process

Connect with Kyle Peterson, Principal NELSON Worldwide:

https://nelsonworldwide.com/

https://www.linkedin.com/in/kylerpetersonmba/

Join Katie and Judy at PSMJ Resources AEC MarketPro!  This year's event will occur on Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration.

Connect with Katie

https://smartegies.com/

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Katie is back and talking to Bryce Batts, a seasoned recruiter and co-owner of Career Collective, to explore attracting and retaining top talent in the AEC industry. Bryce emphasizes the need for swift communication and efficient interview processes to capture high-caliber candidates' interest. She advises employers to collaborate closely with recruiters, timing offers strategically to avoid premature proposals that candidates might leverage for better opportunities. They also discuss the importance of making strong initial offers rather than attempting lowball negotiations, which can deter potential hires. Authentic job descriptions and genuine passion in the recruitment process are essential to attract the right talent.

The discussion shifts to the competitive nature of the current job market, highlighting the importance of digital presence and effective employer branding. Embracing platforms like LinkedIn™ for outreach and showcasing company culture is crucial. Bryce advocates for proactive networking and personalized direct outreach over mere job postings. The conversation also underscores the benefits of offering flexible work schedules, generous PTO, and compelling employee perks to remain competitive without straining financial resources. Collaborative efforts between marketing, HR, and recruitment teams are vital for crafting impactful hiring strategies that resonate with prospective hires and align with the company's values and culture.

Topics discussed in this episode:

• Job descriptions
• Recruitment
• AEC Industry
• Career-minded women
• Networking
• Digital platforms
• Work-Life balance

Connect with Bryce Betts, Career Coach and Co-owner of Career Collective
https://www.mycareercollective.com/
Follow her on Podcast: https://podcasts.apple.com/us/podcast/wine-after-work/id1590870145 

Founded with a Singular Vision: Providing both candidates and employers with premier access to the best in AEC Industry opportunities.  We empower employers with the right talent and candidates with career-defining opportunities ensuring that every placement is not just a job filled, but an effective, strategic fit.

Join Katie and Judy at PSMJ Resources AEC MarketPro!  This year's event will take place Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration.

Connect with Katie

https://smartegies.com/

Brooke Lewis, CPSM, Associate Director of Marketing for Stratus Team, LLC, sits down with Katie on today’s episode. Lewis oversees marketing across all firm locations and discusses her first-hand experience with M&A, the challenges of building a marketing team and brand from scratch and adapting to technology's fast pace in the AEC industry.

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Brooke Lewis, CPSM:

Brooke Lewis is a seasoned marketing professional with over a decade of experience in the A/E industry. As the Associate Director of Marketing at Stratus Team, LLC, her expertise in marketing strategy and business development contributes to the platform's strategic growth initiatives. Stratus comprises a network of multi-disciplinary engineering, architecture, and consulting firms, providing a united platform for innovative design services and solutions.

Throughout her career, Lewis has demonstrated a deep understanding of market dynamics and client needs. She guides diverse initiatives for business development efforts and delivers in-depth marketing strategies to assist in fostering client relationships and fuel regional market expansion for Stratus in both the private and public sectors. Lewis played a pivotal role in establishing Stratus' brand identity and shaping the marketing department from its inception, laying a robust foundation for the company's growth.

A native of Atlanta, Ga., Lewis holds a Bachelor of Science in Marketing and Entrepreneurial Management from the University of South Carolina and is a Certified Professional Services Marketer. She has served as a marketing volunteer for the annual Forever family 5K 4Kids race in Atlanta and mentor undergraduates at her alma mater. Lewis is an avid tennis player. In her downtime, she enjoys hiking the North Georgia mountains, adding stamps to her passport, and spending time with her dog, Nala.

Website: https://stratusteam.com/
Linkedin: https://www.linkedin.com/in/m-brooke-lewis/

Resources:

Register for SmartWIN24: https://smartegies.com/smartwin/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/ 

Jeff Kinsler, Senior Account Executive and Media Consultant for OUTFRONT Media joins the conversation today. Kinsler outlines OUTFRONT's operations, highlighting its commitment to leveraging creative design for business growth. He delves into the evolution of out-of-home advertising, including the integration of digital capabilities and geofencing for more targeted, personalized campaigns.

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Jeff Kinsler:

Jeff has over 34 years of sales experience, with 22 of those years focused solely on media. He is a Senior Account Executive-Media Consultant at OUTFRONT – an Out-of-Home (OOH) advertising business.

He is also a dedicated family person, happily married, and a proud parent to five children. The family is excitedly anticipating the arrival of a grandchild.

Website: https://www.outfront.com/

Resources:

Register for SmartWIN24: https://smartegies.com/smartwin/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/ 

Host Katie Cash chats with Smartegies Alliance Partner, Katie Harris. In this episode, Katie provides growth strategy insights for design, engineering, and development firms. She highlights the evolving marketing role in the AEC industry, focusing on the vital need for effective internal and external communications for business growth. She also discusses marketing, business development, and communication teams' crucial contributions to mergers and acquisitions (M&A) success.

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Katie Harris:

Katie is a creative, strategic, and driven leader with a passion for making things better today than they were yesterday. She has worked exclusively in the architecture/engineering industry for more than 15 years, where she has provided leadership in areas such as marketing, branding, internal communications, mergers and acquisitions, recruitment and retention, business development, and strategic business planning.

As a Smartegies Alliance Partner, Katie utilizes her full range of marketing skills to manage and execute large projects for AEC clients across the United States.

LinkedIn: https://www.linkedin.com/in/katieharrisprofile/

Connect with Katie Cash:

LinkedIn: https://www.linkedin.com/in/kacash/


Resources:

SmartWIN24: https://smartegies.com/smartwin/

Host Katie Cash sits down with Beth Ament - Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company. Together, they reflect on the evolution of business development and marketing within the AEC industry. They discuss the importance of knowing your intended audience and the effectiveness of diversifying marketing approaches, from direct interactions to digital platforms. 

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Beth Ament:

As the Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company, Beth Ament stands at the intersection of sustainability and storytelling. With a career spanning over 15 years, Beth has honed her expertise in sustainability consulting, transportation demand management, and community outreach, all while leading a dynamic team of creatives dedicated to broadcasting the Epsten Group narrative.

Beth's approach to marketing is deeply rooted in her commitment to health and wellbeing, principles that resonate with the core values of Epsten Group. Her leadership extends beyond traditional marketing roles; she is an integral part of the company's Health and Wellness Committee, a TRUE Advisor, and a LEED Green Associate. Her dedication is also evident in her personal pursuits as a certified yoga instructor and a chairperson for the USGBC Georgia Market Leadership Advisory Board.

The organic growth of Epsten Group and its recent acquisition by Salas O'Brien have been milestones marked by Beth's leadership in ensuring the brand's authenticity and customer experience remain intact. She champions a brand living strategy that not only communicates but embodies the company's mission in every facet of its operations.

Beth's presence at SmartWIN24 is particularly impactful as she embodies the conference's ethos of 'Leap into the Future.' Her insights into brand stewardship post-acquisition and her innovative approach to internal brand alignment offer invaluable perspectives to AEC firms navigating similar paths of growth and change.

In a world where brand authenticity is paramount, Beth Ament's story is a compelling narrative of how a brand can not only survive an acquisition but thrive through it, maintaining a genuine connection with its audience and empowering its team to be brand ambassadors in the truest sense.

LinkedIn: https://www.linkedin.com/in/elizabethcament/ 

Epsten Group Website: https://epstengroup.com/ 

Salas O’Brien Website: https://salasobrien.com/ 

Connect with Katie: 

LinkedIn: https://www.linkedin.com/in/kacash/ 

Resources:

Register for SmartWIN24 Today: https://smartegies.com/smartwin/ 

Katie continues her speaker spotlight series with Joe Walker, the Founding Principal of Walker Architects and host of the "Design For An Agile World” podcast. The discussion centers on the firm's agile design approach, particularly in sectors like higher education, advanced manufacturing, and healthcare. He shares insights into leveraging innovative marketing tools to articulate the firm's narrative and establish a distinctive brand identity.

The conversation also explores Joe’s involvement in the upcoming SmartWIN24 event, shedding light on strategies for small firms to build prominent brands. Key topics include the importance of smart positioning, the utilization of new media, and the challenges and successes in founding a new design firm. Joe highlights the value of clear communication in conveying the firm's worth to clients and discusses his podcast's role in amplifying their message through discussions with notable guests.

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Joe Walker:

Joe Walker is the visionary behind Walker Architects' rapid ascent in the competitive Atlanta AEC market. With a firm belief in the brand promise of "Design for an Agile World," Joe has spearheaded the firm's expansion with a people-first mindset that resonates deeply within the industry. Under his leadership, Walker Architects has not only established a new office in less than two years but has also secured significant projects with the Georgia Department of Education and Columbus State University.

Joe's strategic approach is rooted in his unapologetic commitment to his company's core values, which has been instrumental in navigating the firm through the complexities of market penetration and brand establishment. His dedication to cultivating a culture that prioritizes people has enabled Walker Architects to attract top talent and foster an environment where innovative design meets practical application.

As a champion of agile methodologies, Joe has positioned Walker Architects at the forefront of the AEC industry, where adaptability and responsiveness are not just concepts but the cornerstones of every project undertaken. His participation in SmartWIN24 is a testament to his willingness to share the insights and strategies that have propelled his firm to success in a remarkably short period.

Joe's journey is a compelling narrative of strategic growth, brand integrity, and the relentless pursuit of excellence. His story is not just inspiring but also a blueprint for AEC firms looking to make their mark in today's dynamic landscape.

Website: https://walker-arch.com/

LinkedIn: https://www.linkedin.com/in/joe-walker-335b0914/

Connect with Katie Cash:

LinkedIn: https://www.linkedin.com/in/kacash/

Resources:

Register for SmartWIN24: https://smartegies.com/smartwin/ 

There are several things to consider when you are creating your brand and trying to differentiate it from others in the design and construction industry. Katie and Judy engage in a discussion about the challenges of crafting a positioning statement, particularly for multidisciplinary firms and smaller subsidiaries within larger brands. They provide practical insights and tips for developing compelling positioning statements that resonate with the target audience and set businesses apart from their competitors.

Katie and Judy also explore how brand positioning impacts the procurement process, shedding light on the need for concise and impactful responses in competitive bidding scenarios. They highlight the significance of making human connections during procurement and sharing compelling narratives to stand out in a limited timeframe.

You can learn about this and so much more at our upcoming SmartWIN24 event.  Use code "VIP400" to receive $400 off your registration.

 This must-attend event is where AEC firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.


Connect with Judy and Katie -

Judy LinkedIn: https://www.linkedin.com/in/judysparks/
Katie LinkedIn:  https://www.linkedin.com/in/kacash/
Website:  https://smartegies.com/

Resources -

SmartWIN24 Registration: https://smartegies.com/smartwin/ 

Host Katie Cash sits down with Eric Anest, Senior VP of Marketing and Communications at Salas O'Brien, to discuss the integral role of marketing and effective communication in Mergers and Acquisitions (M&A) in the AEC industry.

Eric shares insights from Salas O'Brien's 30+ mergers that grew the company from 300 to over 2,500 employees. They discuss the importance of strategic communication for successful integration and talent retention post-merger. Eric also highlights Salas O'Brien's collaborative and partnership-orientated approach, which emphasizes customized marketing integration playbooks, internal marketing to help employees understand the combined strengths of the merged entity, and a focus on building emotional connections for smooth transitions to foster organic growth and leverage internal expertise.

Connect with Eric Anest:

Eric Anest serves as VP of Marketing & Communications at Salas O'Brien. He has overseen the expansion and transformation of Salas O'Brien's marketing, playing a pivotal role in the company's growth from 300 to over 2,500 team members, the merger of more than 30 firms into Salas O'Brien, and a major rebranding effort that resulted in a simple, clear, and inspirational message.

But most importantly, he has assembled a team of AEC marketers who are collaborative, humble, intelligent, and dedicated to making Salas O'Brien the best AEC firm in the galaxy.
 
LinkedIn: https://www.linkedin.com/in/ericanest/
Salas O'Brien LinkedIn: https://www.linkedin.com/company/salasobrien/
Website: https://salasobrien.com/

Connect with Katie Cash:

LinkedIn:  https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/
 
Resources:

Register for SmartWIN24. Use code "SmartListen" for a special discount: https://smartegies.com/smartwin/
 

This SmartWIN24 speaker spotlight features Mike Hoffman, i-Heart Media's Director of Brand Partnerships. He sits down with Katie Cash to talk about radio advertising's effectiveness for B2B companies, with a focus on the AEC industry. 

Mike shares his insights and emphasizes the importance of using data and targeted advertising for specific audiences. 

Join Mike at SmartWIN24 for his panel "Navigating the Media Multiverse: A 101 Guide to Media Buying in the AEC Industry," where he'll offer practical media buying strategies for design and construction firms.

Don't miss your opportunity to register for SmartWIN24. The event takes place February 28-29, in Atlanta, GA. Reserve your seat today at smartegies.com/smartwin.


Connect with Mike Hoffman:

Mike Hoffman is a seasoned media professional with a rich history in the marketing and advertising sector. Having been with iHeartMedia for nearly a decade, Mike has honed his skills in radio advertising, media buying, and market research, making him a go-to expert in the field.

At SmartWIN24, Mike will delve into the expansive digital capabilities of iHeartMedia. With assets that span thousands of station and show websites and a user base of over 167 million registered iHeartRadio enthusiasts, iHeartMedia's influence in the audio industry is undeniable. Their digital strategies, rooted in their stature as America's #1 Audio Company, encompass everything from brand awareness to conversions through their radio and digital advertising channels.

The reason Mike is on our roster? His adeptness at crafting bespoke solutions for the AEC sector. Whether the goal is brand visibility, lead generation, or recruitment campaigns, Mike's strategies have consistently hit the mark for AEC clients, making his insights a must-hear at our event.


LinkedIn: https://www.linkedin.com/in/michaelhoffmanuf88/


Resources:

SmartWIN24: https://smartegies.com/smartwin/
Discount Code for 30% off: "SmartListen"

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/