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/

We’re kicking off a special series of episodes to introduce our brilliant lineup of SmartWIN24 speakers! We’re excited for you to get the opportunity to hear from each one of them and see what we have in store for our annual conference happening February 28-29, at the Commerce Club in Atlanta, GA. 

Industry expert and Smartegies Alliance Partner, Scott Steiding, is the first to join host, Katie Cash, to talk about the future of AEC marketing, his past experience at SmartWIN, and why this is a must-attend event for anyone looking to enhance their firm’s marketing and business development efforts. 

They discuss networking between top-tier executives and marketers, cutting-edge marketing strategies, data-driven decision-making, and the impact of emerging technologies and AI advancements. 

Tune in, and don’t miss your opportunity to join us at SmartWIN24! 

We’re offering our listeners $300 off registration when you use code “SMARTLISTEN” at www.smartegies.com/smartwin to secure your spot. 

Connect with Scott Steiding:

Scott Steiding is an executive with a rich history in the AEC industry, boasting nearly three decades of experience across multiple continents. He's worn many hats—sales, marketing, operations, and corporate communications—to name a few. Scott is currently the President of Productive Pursuits, a consultancy that specializes in optimizing people, processes, and technologies for remarkable outcomes. His deep understanding of scalable, technology-driven systems makes him a go-to expert for firms navigating the digital transformation era. 

We've invited Scott to SmartWIN24 for his unparalleled expertise in bridging the gap between IT, Marketing, and Sales. Before launching Productive Pursuits, Scott served as the Vice President of Marketing at Morrison Hershfield for over 22 years, where he revolutionized the firm's approach to strategic accounts and automated marketing production. His session will delve into the upcoming technologies that are set to disrupt traditional business development and marketing operations in the AEC industry. If you're looking to future-proof your firm by understanding and adapting to the technological shifts on the horizon, Scott's session is one you won't want to miss.

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

Resources:

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

Coupon Code for Registration: SMARTLISTEN
 

Connect with Katie and Judy:

 Website: https://smartegies.com/

Katie’s LinkedIn: https://www.linkedin.com/in/kacash/ 

Judy’s LinkedIn: https://www.linkedin.com/in/judysparks/

In this brand new episode of AEC Marketing for Principals, we are joined by Sarah Keane, Marketing Principal for HOK. We have an in-depth conversation about the evolution of AEC marketing and explore her dynamic career as a younger Principal in the AEC industry.  

We discuss the role of Marketing Principals in aligning internal and external stakeholders, the importance of integrating marketing throughout the customer journey, and Sarah reflects on her experience at SmartWIN and the value of continuous education for AEC marketers.

Topics Covered:

• Sarah's unexpected entry into AEC marketing and her ascension to a Marketing Principal role at HOK.
• Insights into HOK's recognition of marketing's value, creating a career path that cultivates leadership and drives revenue.
• The importance of empathy, collaboration, and asking the right questions in building a successful marketing strategy.
• The future of AEC marketing, including technological advancements and innovative market approaches.
• Sarah’s reflections on the SmartWIN conference, its value for like-minded marketers, and the anticipated discussions at SmartWIN 2024.

Connect with Sarah Keane:

Website: https://www.hok.com/people/leadership/view/sarah-keane/

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

Connect with Smartegies:

Website:  https://smartegies.com/

Judy's LinkedIn:  https://www.linkedin.com/in/judysparks/

Katie's LinkedIn:  https://www.linkedin.com/in/kacash/

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

Katie Cash talks with Tara Bleakley, Associate Director for Market Transformation and Development at the USGBC's Florida chapter. Tara shares a brief overview of her career, starting with a background in art history and art business, which led her to various marketing roles from London to Orlando. She discusses her tenure at TLC Engineering Solutions, where she rose to partnership before taking a sabbatical to reconnect with family. This break steered her toward her current role at USGBC, fueled by her passion for combating climate change.

Tara’s current initiatives at USGBC extend beyond LEED certifications to include supporting sustainable and resilient community development. She believes in the critical role of mentorship within the AEC industry, particularly emphasizing the importance of bridging the gap between seasoned professionals and young leaders. Tara emphasizes how her experiences inform her advocacy for sustainable building practices that not only meet but exceed established standards, thereby enhancing equity, affordability, and inclusivity in projects.

 Topics discussed in this episode:

• LEED Certification
• Climate change
• Young leaders
• Inclusivity in buildings
• Business development
• Sustainability

Connect with Tara Bleakley, Associate Director, Market Transformation & Development

US Green Building Council

https://www.usgbc.org/people/tara-bleakley/0011562083

Follow her on LinkedIn: https://www.linkedin.com/in/tara-bleakley-576a7613/

As the Florida Associate Director, for the Market Transformation and Development team at the United States Green Building Council (USGBC), Tara plays a pivotal role in driving the organization's mission of transforming the built environment into a more sustainable and environmentally responsible sector. Tara focuses on creating strategic initiatives and partnerships to foster the adoption of green building practices and sustainable design principles within the broader market. Tara contributes to driving sustainability forward in the building and construction industry by fostering collaboration, advocating for policy changes, and promoting LEED building standards and practices. A big focus is engaging with USGBC’s current stakeholder base around core programs and cultivating business opportunities for LEED with new clients in major target sectors.

In Tara's spare time she enjoys adventuring in nature with her family, traveling for food and relaxing with a good book.

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/

No matter how you feel about it, advances in technology are like a snowball rolling downhill.  You can’t stop it, but you can leverage its power!

In today’s episode, Katie talks with Frank Lazaro, Sobo’s Chief Marketing Officer, and a seasoned expert in AEC sales, marketing, and technology.  Frank shares his perspective on how AI can revolutionize current marketing strategies by enabling highly targeted campaigns, streamlining business processes, and enhancing the customer journey through automation.

Understanding the pivotal roles that AI and CRMs play in today’s marketing landscape will help you foster real growth in your business while getting a leg up from your competitors.
 

Connect with Frank Lazaro:

LinkedIn: https://www.linkedin.com/in/lazaro/
Website: https://sobo.ai/ 
Email: frank@sobo.ai 

Connect with Katie Cash:

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

Welcome to another episode of AEC Marketing for Principals! Hosts Katie and Judy are excited to have Greg Hart from PSMJ as their special guest. He’s joining them for an in-depth exploration of the ever-evolving landscape of marketing and business development in the architecture, engineering, and construction industry.

They kick off this podcast with just a round table chat on the debate of remote work.  Which in turn, starts the conversation about the intersection between HR and marketing. Greg underscores the profound connection between talent acquisition and effective marketing strategies. A company's ability to attract and retain top talent is not only influenced by HR practices but also by the brand's reputation and how it communicates with potential employees through marketing efforts. 

Their conversation moves over to constantly changing trends in social media behavior, how it will affect the workforce in the years to come, and also have a profound impact on the way businesses connect with their audiences.   

Join us at the upcoming A/E/C MarketPRO event in Salt Lake City, Utah!  Greg shares more about the speakers you can expect, and there is even a special offer to join Smartegies and PSMJ at this one-day event on September 20, 2023. 


Use "SMARTEGIES400" for $400 off your registration. 

Connect with Greg Hart:

LinkedIn: https://www.linkedin.com/in/gregory-hart/ 

Website: https://go.psmj.com/aec-marketpro-2023-home 

Connect with Katie and Judy:

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

Judy Sparks LinkedIn: https://www.linkedin.com/in/judysparks/ 

Website: https://smartegies.com/ 

Host, Katie Cash, welcomes Ryan Suydam from Client Savvy in this brand-new episode of AEC Marketing for Principals. 

Katie and Ryan take you on a journey to explore the power of data and the importance of empathy in modern business relationships. They also discuss the six most important words to use when analyzing challenging client feedback and offer valuable insights on how your business can transition from process-oriented to relationship-oriented while increasing your share of wallet and growth. 

Don't miss the opportunity to learn how Ryan's "Client Feedback" Tool can bring you one step closer to a healthier business and happier clients! 

Connect with Ryan Suydam:

Website: https://clientsavvy.com/about/

Email: answers@clientsavvy.com

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

Connect with Katie:

https://smartegies.com/

In this episode, Katie and Judy welcome construction industry veteran Billy McElroy. As Co-Founder of Shell McElroy Construction Company, Billy has amassed 33 years of experience ranging from high-rise towers to mixed-use developments. 

He shares his experience and insights on the changing construction industry and the importance of focusing on the field, communication skills, relationships, honesty, and hard work. Billy also discusses the key to Shell McElroy’s success, emphasizing the firm's focus on quality, thoughtful decision-making, and the importance of taking clients' business very personally. 

If you want to hear from a seasoned construction professional about the industry, ownership, and leadership, this is a must-listen!

 Connect with Billy McElroy:

Website: https://shellmcelroy.com/
LinkedIn: https://www.linkedin.com/in/billy-mcelroy-a6804312/ 

Connect with Judy and Katie:

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

Join us for a very special episode as we celebrate hitting two milestone numbers -- our 50th episode and Judy Sparks' 50th birthday! 

In this episode,  Katie and Judy reflect on how far the industry has come, and thank you, the amazing listener, who has supported the podcast along the way.

 As a veteran marketer and CEO of Smartegies, Judy shares her biggest lesson learned, which involves accepting the AEC industry's resistance to marketing and finding ways to help engineers and architects understand its value. Katie and Judy also discuss the intentional decisions they've made at Smartegies to better serve their clients and bring purpose to their work every day.

Join them as they share their insights and offer advice for others navigating their own challenges and finding purpose in their prime. And be sure to stay for the inspirational words of wisdom in celebration of Judy’s birthday.

When a company has a strong and authentic character, it can create a sense of trust and loyalty among consumers. In this episode, host Katie Cash is joined by guests Dr. Crawford Lorrits and Smartegies CEO Judy Sparks to discuss the importance of company culture, effective leadership, policies, Diversity, Empowerment, and Inclusion (DEI), and the workforce of the future.

Dr. Loritts is a nationally renowned pastor, motivational speaker, and author. He has served on the Chick-fil-A board and now leads Beyond Our Generation. His message helps encourage people to show up consistently and be true to their faith and values while leading in a secular world.

Highlights:

1.36 Trust in the business

4.58 Judy's chance encounter with Dr. Crawford 

 11.15 All you have is what you say

13.23 Staying true to your values

15.04 Organizational culture

16.20 Brand Living

18.50 Pivoting business models

21.45 Workforce of the future 

Connect with Dr. Crawford Loritts

Dr. Loritts’ ministry work has given him the opportunity to travel throughout the United States and much of the world, speaking in churches, evangelistic outreaches, conferences, colleges, and seminaries. He has been the featured speaker at Super Bowls, NCAA Final Four Chapel, and the Pentagon with senior military officers.

Beyond Our Generation: https://beyondourgeneration.com/

·       11.07 Relationships with selection committees

In this episode, Katie Cash talks to Mark Wainwright and brings up the dreaded “S” word. SALES in design and construction. Mark is a marketing and sales professional with 25 years of experience, the majority spent building and growing professional services firms. He coaches individuals, develops sales processes, manages pipelines, and when appropriate, implements CRM systems.  

The discussion covers what you need to know from a sales perspective in firms and why it is important to focus on getting the right people for the job for sales planning and developing sales functions. Mark tells us how to manage sales pipelines and the importance of having appropriate sales measures in place.

What role do compassion and social media play in today’s business landscape and what to focus on when building and maintaining sales pipelines? Mark and Katie answer all these questions and more.

Highlights: 

06.10.98 Prospecting

08.46.90 Sales Competencies for Professional Services Firms

10.32.00 Changes in the Approach to Professional Service Sales

12.07.21 Marketing and Sales Alignment

16.13.78 Qualifying Your Prospects

21.58.48 The Importance of a Sales Pipeline

25.40.60 Sales Planning and Preparation

27.21.75 Discovery in the Sales Process

34.10.61 On-Call Consulting

36.42.48 Fractional Sales Management

Six Sales Competencies for Professionals: 

https://www.wainwrightinsight.com/six-sales-competencies-for-professionals/ 

In this episode, Judy Sparks and Katie Cash chat with Ennis Parker. Ennis Parker is a  Professor of Practice at Georgia Tech and a Principal at Parker|Bailey Advisors. He brings more than 52 years of experience managing large complex projects and has directed the design and construction efforts for more than $2 billion in public sector capital projects, nearly half of which have been completed for colleges and universities. In addition, he is extensively knowledgeable in all forms of project delivery, including design/build, bridging, and construction management at risk.
 
 The discussion is about what professional practice looks like and the shortage of appropriate knowledge in the field. Ennis gives examples of what his course at Georgia Tech covers and tells us a bit more about his journey and where his knowledge and experience come from. He also highlights the importance of reputation and the tools available today that were not around in earlier years.

 Judy speaks about winning business and the important role marketing plays. The discussion covers points of interest about social media, how data influences business today, winning business, and the role of branding. The episode finishes off with a discussion about money in architecture and the skills you need to grow. They discuss the tools available today and how the generational gap influences business.

 
Highlights:

04.47.00 The Professional Practice Course and Georgia Tech

06.46.80 The Flourishing Communities Project

08.14.31 Changes in the industry

12.15.24 Leadership and Growth

15.19.70 Winning business and the role of marketing

20.11.91 The importance of branding

23.56.55 The importance of reputation

27.52.44 Social Media and Data

33.03.21 Money in architecture

34.59.74 The tools available today and differences in generations

 An out-of-the-box thinker, Matt’s passion is doing what others assume can’t be done. He is an aggressive marketer who has helped construction, engineering, architectural, and real estate consulting firms realize tens of millions in fees from projects ranging from $500K to $2B.

He has been quoted in Engineering News-Record, written about in Zweig White’s Marketing NOW, is an award-winning speaker, and hosts HelpEverybodyEveryday.com, a blog authored by some of the brightest minds in the marketing field. Matt wrote the book, Proposal Development Secrets: Win More, Work Smarter, and Get Home on Time. He is also a co-author of the Marketing Handbook for the Design & Construction Professional and author of the Society for Marketing Professional Services’ research white paper on “Marketing to the Mind.” His interest in reaching audiences stems from a lifelong obsession with music. His work in podcasting, social media, and website development was born from a love of exploring new technologies. And his competitive edge and drive to always improve the firms he works with can be traced to his past as a competitive runner. 

In this show we will discuss the following: 
02:20 How have times changed for submitting proposals 
08:24 Being a modern-day project manager 
10:15 New hiring trends in the industry 
14:53 Working smarter 
16:48 Tips for helping marketing principals function around sales and marketing activities
21:25 The buyer’s journey and cold proposals 
25:21 The million-dollar question when submitting proposals 
28:12 Never talk about the due date 
30:10 What to take into account when publishing a production schedule 
32:45 Resources for learning proposal writing 

Securing future work and attracting top talent are the lifeblood of the AEC industry, a reality that hosts Katie and Judy passionately emphasize in the season six premiere of AEC Marketing for Principals. This season’s theme, “Making an Impact,” focuses on HR and recruiting tactics, business development strategies, and content marketing within the industry.

In upcoming episodes, we will spotlight individuals driving change and facing unprecedented challenges in the AEC sector, discussing topics like the integration of technology and AI to streamline business processes and elevate job efficiency.

With more gender diversity among architecture students, the industry is primed for change. However, women are still underrepresented as registered architects, highlighting the ongoing gender equality issues. Katie and Judy also dive into the evolving demographics of B2B buyers, led by Gen Z and Millennials, and how these shifts are shaping new marketing and communication strategies. They discuss the challenges and opportunities in recruiting this younger generation. This season opener offers just a glimpse of what's ahead.


Episode Highlights:

• Making an Impact in the AEC Industry
• Gender Diversity in Architecture
• Gen Z in the Workforce
• B2B Marketing Strategies
• Content Marketing
• Mentoring and Emerging Leaders

Resources:

26 percent of Gen Z applicants bringing parent to job interview: Survey


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 Judy Sparks:
LinkedIn: https://www.linkedin.com/in/judysparks/

Connect with Katie Cash:
LinkedIn: https://www.linkedin.com/in/kacash/ 

Bill Johnson, Senior Vice President and Design Principal for HOK Sports and Recreation and Entertainment Practice, discusses the design of the Mercedes-Benz Stadium in Atlanta. He describes how his team found out about the project and how they won the design competition. 

 He talks about the challenges of designing such a large and complex facility, and how the stadium has become an icon in Atlanta. His creative and innovative approach ultimately won them the project. The architect leading the design of the new retractable roof stadium for the Atlanta Falcons describes the process of creating the stadium and the competitive landscape leading up to the final pitch. 

 Bill answers questions from Steam students who created a replica of the stadium and shared with him their struggles with the design.  

 Topics of discussion:

•  [2:43] - When did HOK first find out about the lead to design the Mercedes-Benz Stadium?
• [4:58] - What led HOK to accept the project?
• [7:11] - Who were you up against for the project and what was your approach?
• [10:33] - What happened leading up to the interview and what approach did HOK take?

Steam students Q&A:

• [14:04] - Building the roof of the stadium.
• [16:30] – How the roof of the stadium opens.
• [17:57] – Inspiration behind the Halo board
• [20:18] – What were the roadblocks in the project and how it was overcome?
• [21:40] – What was the hardest part of transforming the idea into the design?
• [24:00] – How long did the design process take?
• [24:59] – How long did you have to pitch?
• [27:00] – How was the scoreboard designed

On this episode of AEC Marketing for Principals, our host Katie Cash is joined by Executive Vice President of Smartegies, Donya Edler, to discuss why Diversity, Equity and Inclusion (DEI) is a growth strategy, not a policy.
In this discussion, Edler breaks down how the AEC industry is using DEI to drive growth and strategic initiatives across their firms.
You will learn how DEI drives growth through:

• Improved innovation
• Increased teamwork & productivity
• Greater access to talent & improved retention
• Better access to clients/buyers
• Enhanced reputation

On this episode of AEC Marketing for Principals, our host Katie Cash is joined by Senior Vice President of HITT Contracting, Ashley Campbell, and Smartegies CEO, Judy Sparks, to discuss the importance of bridging the gap between the employee and client experience. 

Campbell, a 16-year AEC veteran, breaks down the key factors to implementing a strong employee experience strategy that defines your brands and culture and sets firms apart from the rest.

What you will learn: 

• How to navigate the shift in what the employee experience means today
• How to connect employees to your firm’s purpose
• How to ensure the client experience is consistent across your entire firm
• The importance of approaching each employee relationship as a business partnership

Season Four of “AEC Marketing for Principals” has been thoughtfully programmed to focus on the “gaps” in the AEC industry. Over the course of the season, show host Katie Cash and her team of subject matter experts from Smartegies interview industry legends, leaders, and up-and-coming learners who share their stories, lessons learned, and practical advice for today's Marketing Principals and tomorrow’s leaders.

In this episode, our host Katie Cash is joined by her partner in strategy, Smartegies CEO and AEC expert Judy Sparks, to break down the “gaps” in the AEC industry that make business development and marketing challenging for marketers and non-marketers alike. Gaps such as:

• Generational gaps
• Communication gaps
• Skills gaps

The AEC industry is becoming more and more reliant on technology. From project tracking to timekeeping to accounting, everything is going digital. Cloud-based technology allows firms to stay up-to-date and on track, anywhere in the world. 

 On this episode of AEC Marketing for Principals podcast, host Katie Cash is joined by Lindsay Diven, a full-time consultant with Full Sail Partners and a Deltek CRM expert, to discuss how utilizing technology in a strategic way can give firms a competitive advantage. Lindsay also discusses her project Marketers Take Flight, an online resource for marketing professionals new to the AEC industry. 

What You Will Learn:

• How CRM can track Data
• Why this gives firms an advantage
• Why sales and marketing need to work together
• The revenue impact of a successful CRM integration 
• Resources for new marketing professionals 

Additional Resources:

https://www.fullsailpartners.com/

https://www.marketerstakeflight.com/

The conversations surrounding diversity and inclusion are not absent from the design and construction industry, and in fact, have been commonplace for quite some time. On this episode of AEC Marketing for Principals, host Katie Cash is joined by co-host Donya Edler and guest Jim Beall, Chairman and CEO of Collaborative Work Environment, to discuss the Diversity Consortium and how it can help AEC clients who seek to improve their diversity inclusion, empower minority companies to compete more effectively, and position both sides at a competitive advantage in the long run.

What you’ll learn about in this episode:

• An overview of the Diversity Consortium and how it benefits corporate and minority businesses
• How the Diversity Consortium is standardizing the vetting environment for corporate entities through a tiered vetting system
• What makes the diversity consortium unique when compared to other organizations focused on helping companies find work
• Next steps for primes and minority businesses and how they can become involved in the Diversity Consortium

Resources:

• https://thediversityconsortium.com/

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Howard Wertheimer to discuss budgeting for 2022, the talent war, minority firm inclusion, and the rise in M&A’s within the AEC industry. 

Wertheimer, former EVP and COO of the Piedmont Park Conservancy, started his career as an architect where he was Principal at Lord Aeck Sargent. He served as the AVP for capital planning and space management at the Georgia Institute of Technology. With nearly 40 years of industry experience, Wertheimer has seen the AEC industry transition and offers a unique perspective on how firms can successfully move into 2022.

What you’ll learn about in this episode:

• The lasting impacts from COVID principals need to take into consideration for 2022 planning.
• Why being flexible as an owner goes a long way
• What it takes to win the talent war 
• Importance of minority firm inclusion and mentorships
• What you need to know before moving forward with an M&A

Resources:

• UPCOMING: Stay tuned for more information on the 2022 Fall Workshop brought to you by Judy Sparks and Howard Wertheimer

The quality of our life is in direct relationship to the number of difficult conversations that we’re willing to have. Sometimes letting go of a client is a necessary step towards driving revenue, profitability, and employee satisfaction.

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Bill Hinsley from PSMJ to discuss the value equation, when to raise your costs, and the importance of sales training. As an established AEC consultant and speaker, Hinsley will walk you through how to have the difficult conversations that lead to revenue growth and staff retention.

What you’ll learn about in this episode:

• How listening will help you grow your business and win more work
• Using the Value Equation to drive revenue while building staff retention
• When to raise or lower costs, and how to have the conversation.
• How to train your “doers” to sell.

Resources:

• https://go.psmj.com/thrive-2021-home

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Dan Oblinger and Allan Tsang of Oblinger and Tsang to discuss the power of negotiation, associative listening, and the different types of empathy. The duo emphasizes the distinct relationship between marketing and negotiation and why it’s important for a firm internally and externally.

What you’ll learn about in this episode:

• ‘Seven Deadly Sins’ of communication
• The negative side of “Associative Listening” 
• The When and How of the negotiation process
• Different types of empathy 

Additional Resources:
https://oblingertsang.com/ 

Season 3 of AEC Marketing for Principals Podcast is all about the revenue driver. Hosts Judy Sparks and Katie Cash discuss changes to the marketing and business landscape in the world of AEC and the changes firms adapted to continue to drive revenue. This season, our episodes will focus on tactics and skills you can use moving forward. 

What You Will Learn

• The theme of Driving Revenues 
• The Impact of 2020 on AEC Marketing 
• How AEC firms have adapted to virtual marketing 
• How to fix it when it’s broken 
• The role of technology moving forward 

Katie sits down with Associate Principal and Regional Practice Leader, Brad Ewing, AIA, NCARB, LEED AP, from NELSON Worldwide. Brad talks about one of the unexpected skills that architects need to master–sales. He emphasizes the importance of being adaptable and flexible for career progression in the AEC sector.

Brad also offers invaluable advice on preparing for procurement season, focusing on understanding client goals and fostering robust client relationships.

Connect with Brad Ewing, AIA, NCARB, LEED AP:

Brad Ewing is a distinguished architect and associate principal at NELSON Worldwide, where he brings over 24 years of experience in leading teams and managing complex projects across various sectors. As the regional practice leader for civic, community, justice, and education, Brad is known for his innovative and sustainable design solutions that resonate with stakeholders' needs and expectations.

In his role, Brad not only oversees the production of design and construction drawings but also steers the strategic growth and financial success of his practice across the Southeast region. His expertise extends to advising clients on best practices and lessons learned from his extensive work in institutional, aerospace, aviation, federal, county, and state projects, both in secure and non-secure environments.

Brad's passion for creating quality designs that enhance public spaces and user experiences is evident in his collaborative approach with his team and partners. His commitment to excellence is a driving force behind his successful leadership in the AEC industry.

At SmartWIN24, we invited Brad to share his insights and strategies that led to the winning outcome for the State of Georgia's largest project ever. His experience in leading such a monumental project, coupled with his expertise in sustainable and impactful design, makes him an invaluable contributor to our conference. Attendees will gain a rare glimpse into the strategic thinking and leadership that are essential in securing and executing major AEC projects.

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

Website: https://www.nelsonworldwide.com/ 

Connect with Katie:

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

What you’ll learn in this episode:

• Key takeaways from season 2 of AEC Marketing for Principals
• Pivoting from traditional to digital marketing
• Best practices for virtual interviews
• 2021 marketing and budget planning
• Marvin Woodward discusses GSFIC’s changing procurement process
• Evelina Roseman’s perspective on COVID’s economic impact
• Jake Stefan’s insight on the emerging trends in the industrial industry
• Paul Springthorpe’s approach to building successful corporate relationships
• Joe Mynhier’s secret for being super at sales
• Katie Leonard’s advice on becoming a great healthcare industry partner
• Jere Smith gives an update on the K-12 market

Click Here for the Full Transcript

View the Smart Notes for this Episode

The K-12 market has seen a lot of change this year. School closures have caused students and teachers to adapt a virtual lifestyle and capital improvement projects to be put on hold. On the flip side, without students and faculty occupying schools, it has allowed the construction process to become more streamlined. Some projects are now projected to finish ahead of schedule.

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Jere Smith, Director of Capital Improvements for Atlanta Public Schools, to discuss the changing K-12 Market. Smith talks about the impact technology is having on the procurement process, what K-12 owners are looking for in proposals and in interviews, and what he sees on the horizon for 2021.

What you’ll learn about in this episode:

• COVID’s impact on the K-12 market
• Technology shaping the procurement process
• Best practices for proposal submission
• What to expect in 2021

Resources:

• https://smartegies.com/podcasts/jere-smith/
• https://ga4le.org/
• https://www.aiaga.org/events/the-future-of-k-12-design-post-covid-consequences-and-consideration/
• https://aps.bonfirehub.com/

It’s no secret the healthcare market has been impacted heavily by COVID-19. From virtual patient care and equipment shortages to freezing capital construction projects, healthcare systems have had to pivot tremendously. So what does capital spend look like in the future? How can AEC firms be a good partner for healthcare systems?

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Katie Leonard, Vice President of Real Estate and Facilities Department at Wellstar Health Systems, to discuss the impact of the current low or no touch economy and how it will continue to shape the healthcare market. Leonard also breaks down what it takes to win work with Wellstar.

What You Will Learn:

• How AEC firms can bring value to healthcare systems
• Ways to connect with healthcare owners
• Capital spend and project type future trends
• How to approach design in the low touch economy
• Importance of the consumer experience
• How to build a relationship with Wellstar
• Top things Wellstar looks for in proposals and the interview

Resources:

• Don’t Lose it in the Interview
• The Art of the Pitch, with Katie Cash and Judy Sparks
• Don’t Lose it in the [Virtual] Interview, with Katie Cash

As we approach 2021, it’s time to start thinking about annual marketing budgets and where to allocate funds moving into the new year. For the AEC industry, tradeshows, client events, and conferences are common line items up for discussion during budget planning, but COVID through a wrench in those plans for 2020, causing many firms to pivot and embrace other tactics like digital marketing. So what pre-pandemic marketing, sales, and business development tactics stay or go in 2021, and what post-pandemic tactics need to stay?

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash discuss the liminal space and how AEC firms should reallocate their marketing funds to adapt to the new low touch economy. During the discussion, you will hear five recommendations AEC firms should include in their 2021 plans and budgets.

What You Will Learn:

• Top 5 things to plan for in 2021
• How to allocate resources around seller-doer development
• Benefits of account-based marketing and account-based sales
• The importance of embracing digital advertising
• Taking traditional communication platforms virtual
• The keys to successful mergers & acquisitions

Resources:

• Account-Based Marketing with Judy Sparks and Katie Cash
• Using ABM to Generate Marketing Qualified Leads and Grow your Business with Katie Fisher, JLL
• AEC Branding After a Merger or Acquisition with Donya Edler

“You can’t be good at sales if you’re an introvert!” In the AEC industry, there are preconceived notions of who can and can’t sell. But what is the key to becoming super at sales? As an introvert with a successful 30-year architecture career, Joe Mynhier knows what it takes to become a top seller-doer, against all odds.

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Mynhier to discuss his new book, The Introverted Hunter: An Introvert’s Field Guide to Become Super at Sales! Mynhier debunks the common misconceptions of sales in the AEC industry and how strategic listening and trust play a huge role in building relationships.

What You Will Learn:

• The process known as “The Hunting Continuum”
• Advice for young AEC professionals and how to grow your network
• The importance of strategic listening
• Why quid pro quo is the key to sales
• How to close the deal

Resources:

• https://www.amazon.com/INTROVERTED-HUNTER-Introverts-Field-Become-ebook/dp/B089KR48RH

Ryan Companies US, Inc. is a national leader in commercial real estate. With over 80 years in business, Ryan Companies has adopted new strategies internally and externally to become a better partner for their clients, which include Amazon, Kroger, Target, and John Deer, to name a few. Ryan Companies serves many different markets offering a wide variety of services, so how has COVID-19 impacted their business, and what new market trends are they seeing?

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Paul Springthorpe, Chief Integration and Operations Officer of Ryan Companies, to discuss how client relationships play a significant role in long-term business success and the importance of internal alignment. Springthrope breaks down COVID-19’s impact on the different markets Ryan Companies serves and the main problem they are seeing throughout the industry. He also discusses what Ryan Companies looks for in an industry partner.

What You Will Learn:

• How vertical integration has enhanced the customer experience
• The benefit to approaching business as a “farmer, not a hunter”
• The impact the low-touch economy is having on the different markets
• What Ryan Companies looks for in industry partners

Resources:

• https://www.ryancompanies.com/
• https://www.ryancompanies.com/careers
• https://www.ryancompanies.com/offices

ARCO Design/Build (ARCO), named the 7th largest design-build firm by ENR, is a national leader in industrial construction. As such, ARCO has seen many changes and emerging trends throughout industrial development. In recent months the world has been rocked with shortages across many markets from respiratory systems to masks and even toilet paper. It’s clear COVID-19 has impacted distribution and manufacturing, so how are firms like ARCO adapting?

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by the President of ARCO Design/Build – BTS to discuss how the industrial industry continues to move forward as more companies look for ways to maximize distribution in the future. Stefan breaks down how companies are using “just in time” delivery for consumer products and design and construction services. He also discusses how to get in touch with ARCO and what they are looking for in future partners.

What You Will Learn:

• Changes ARCO has seen internally
• How COVID has impacted “Just in time” and “Last mile” delivery
• Ecommerce vs. Brick and Mortar
• Automation in the world of distribution
• How to connect and build a partnership with ARCO

Resources:

• www.arcodb.com
• https://arcodb.com/contact/
• https://www.linkedin.com/company/arco-designbuild-inc/
• https://arcodb.com/news/arco-named-7th-largest-design-build-firm-by-engineering-news-record/

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Chief Economist Evelina Roseman to talk about the economic impact of COVID-19 and living in this time of transition. Roseman is an economic thought leader with demonstrated successes in global business planning, innovation, and B2B/B2C program management. She serves corporate and small business executives by applying the long view of economic perspectives and data-driven insights for efficient global business strategies.

From Roseman’s perspective, the COVID-19 may have started as a healthcare/medical crisis, its effects on the economy are starting to show. There will be debt, finance, and capital situation, including shifting levels of price and risk. It will take months, if not years, to get past the economic consequences of COVID-19. However, this crisis did not bring anything radically new. Good and bad economic trends have been in development for years, and COVID-19 simply accelerated the effects of these trends. In other words, we’ve been “rear-ended” into this crisis.

What You Will Learn:

• What makes this economic downturn different
• How technology has shaped the global economy
• The impact a low or no touch economy will have on businesses and employment
• The top three operational risks for professional service firms moving forward

Resources:

• https://advantagetalentinc.com/covid-19-pandemic-the-jobs-impact-by-evelina-roseman-ph-d-mba-chief-economist/

On this special episode of AEC Marketing for Principals, host Katie Cash is joined by Smartegies Executive Vice President, Donya Edler, to talk about the importance of corporate communication during a social movement. 2020 has brought a lot of uncertainty and unrest, so how should firms address these topics the right way and what can we do to evoke change throughout the AEC industry?

During the episode, Katie and Donya provide examples of what AEC firms are doing to address diversity and inclusion internally and externally. Check out the examples below under Resources.

What You Will Learn:

• Importance of employee communication during this time
• Socially sensitive marketing
• How AEC firms are responding
• Why being silent diminishes brand loyalty and trust

Resources:

• Chasm Architecture- The Human Spirit in Unbreakable: https://www.chasmarchitecture.com/the-human-spirit-is-unbreakable/
• H.J. Russell- CEO Speaks on Racial Injustice in America: https://www.hjrussell.com/h-j-russell-company-ceo-michael-b-russell-sr-s-statement/
• JLL- Building Pride: https://www.us.jll.com/en/careers/diversity-inclusion/building-pride-business-network
• NELSON Worldwide- Commitment to their Community: https://www.nelsonworldwide.com/community-statement/
• The Beck Group- Addressing Mental Health: https://www.beckgroup.com/culture-community/reducing-the-stigma-around-mental-health-in-construction/
• Jacobs- Speaking Up and Out for Equality: https://www.jacobs.com/equality?utm_source=site&utm_content=carousel

View the Smart Notes for this Episode

Kicking off season 2 of AEC Marketing for Principals, Marvin Woodward, the Deputy Director for the Georgia State Financing and Investment Commission, joins hosts Judy Sparks and Katie Cash to discuss how GSFIC is shifting their procurement process.

The state of Georgia is actively living in the liminal space in the wake of COVID-19. The agency has adopted remote work procedures, shifted its procurement process, opting for virtual interviews to keep projects moving forward, and is looking at updating its design standards and state construction manual with new processes, procedures, and guidelines.

What You Will Learn:

• What impact COVID-19 has had and will have on the state of Georgia’s design and construction market
• What GSFIC is doing to keep the procurement process moving during quarantine and beyond
• The importance of team dynamics in a project interview
• How the state is approaching construction in a low touch economy
• Skill sets GSFIC looks for when hiring a firm

Do you feel lost in the sea of mergers and acquisitions?  Katie is talking with Tiffany Konenkamp, CPSM, from Century Fire, about branding and M&A in the AEC sector.

 Tiffany discusses the nuances of acquiring smaller firms, focusing on the need to balance respect for the acquired company's brand while transitioning to the Century Fire identity. She emphasizes the critical nature of value alignment and the importance of effective communication during the rebranding phase, providing actionable advice for firms undergoing similar changes.


Connect with Tiffany Konenkamp, CPSM: 

Tiffany is a dynamic force in the AEC industry, exemplifying the trajectory of a marketing expert whose strategic vision and operational acumen have served her well at Century Fire Protection, one of the fastest-growing fire protection companies in the U.S. Her story is one of ascent, from her roots in marketing within the AEC sector to her current dual-hatted role as Director of Marketing and Division Manager.

At Century Fire Protection, Tiffany leads the Alarm & Special Hazards Service Division with a keen eye for innovation and efficiency. Her marketing expertise is equally evident as she spearheads comprehensive marketing strategies, encompassing everything from digital marketing to employee engagement. As a leader, she plays a key role in branding initiatives, particularly during mergers and acquisitions, aligning with Century Fire’s growth and vision.

Tiffany's career is marked by a series of transitions, from marketing to sales and operations and back to marketing again, showcasing her versatility and deep understanding of the AEC industry's multifaceted nature. Her expertise is further solidified by her NICET Level III certification and her recognition within Century Fire’s Sales Achievement Award for outstanding sales achievements.

As a Certified Professional Services Marketer (CPSM), Tiffany has not only led SMPS Atlanta as Past President but has also been honored as Chapter President of the Year. Her commitment to the profession extends to her past role as Co-Chair of the national CPSM certification program, influencing the standards of excellence in AEC marketing.

An Auburn University alumna, Tiffany's spirited "WAR EAGLE!" echoes her enthusiasm and zest, which she brings to every initiative she leads. When she's not driving marketing and operational success, she's devoted to her family in Roswell, GA, and can often be found cheering on her son Hayden at the baseball field.

At SmartWIN24, we're proud to feature Tiffany as a speaker who has not only climbed the ranks within the AEC industry but has also shaped the strategic marketing landscape through her innovative approaches and dedication to excellence. Her insights into branding, digital strategy, and the integration of marketing within operations make her an invaluable contributor to our 'Leap into the Future' theme.

LinkedIn: https://www.linkedin.com/in/tkonenkamp/
Website: https://www.centuryfp.com/

Connect with Katie:

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

During this special AEC Marketing for Principals episode, host Katie Cash discusses how AEC firms can pivot their interview presentations to the virtual world. Public and private owners are continuing to leverage technology and transition their procurement process to online virtual experiences. So, how can shortlisted AEC firms inform, influence, and entertain the selection committee virtually and secure their next project win?

This episode is an excerpt from a webinar Smartegies recently hosted. Access the entire webinar and view the presentation slides below.

What You Will Learn:

• How to convert traditional in-person presentations to online interviews
• Creative ways firms are taking advantage of this virtual adaptation
• Key presentation tips to win your next interview

During this special AEC Marketing for Principals episode, hosts Judy Sparks and Katie Cash discuss how AEC firms are pivoting their marketing strategies as a result of the COVID-19 pandemic. Smartegies recently put on a webinar for leaders in the AEC industry answering the question, “How do you market during a pandemic?” This episode is an excerpt from our webinar.

Prior to the webinar, Smarteiges conducted a survey asking attendees how they are reallocating canceled events spend during this time. During the episode, Judy will talk through the findings. She will also discuss two tools she developed to help AEC firm owners, principals, and marketing departments analyze their business, and devise the right marketing response to keep their business moving during COVID-19.

What You Will Learn:

• Insight into how Smartegies is helping clients keep their business moving
• Creative ways firms are staying visible and relevant
• How digital media usage has changed over the last several weeks

What You Will Learn:

• The key takeaways from season 1 of AEC Marketing for Principals
• Jere Smith’s advice for the proposal process
• Judy and Katie’s approach to the formal presentation
• Marvin Woodward’s insights about winning work with GSFIC
• Brenda Christman’s advice for in-house marketers
• Larry Callahan’s take on the industrial market in the Southeast
• Dave Loeffel’s perspective on multifamily developments

Resources:

• Website: https://smartegies.com
• Twitter: @Smartegies

Click Here for the Full Transcript

View the Smart Notes for this Episode

ARCO specializes in industrial development, an industry that has been moving in a new direction as recent trends in e-commerce, cold storage, and sustainability continue to grow stronger. In that space, Jake Stefan and his team have built a strong reputation for the innovative, solutions-based approach that ARCO brings to every project. That said, it takes a strong AEC marketing strategy to win their business.

They are in the people business, and because ARCO operates on a national scale, they need AEC partners who reflect their values and put customer service first. Stefan looks for honest design, subcontracting, and engineering partners who are going to challenge the team and look for better ways to achieve their goals.

In this episode of AEC Marketing for Principals, Jake Stefan joins host Judy Sparks and Katie Cash to speak in detail about what he wants to see in ARCO’s partnerships. Stefan breaks down the different requirements for each discipline and explains how firms can build a relationship with ARCO so they can start winning work.
 

What You Will Learn:

• ARCO’s primary focus on industrial development
• How industrial real estate is being driven in a different direction by new trends in e-commerce, cold storage, and the sustainability culture.
• What Jake Stefan looks for in a design, subcontractor, and engineering partner
• Insights to help you build an AEC marketing strategy that will get you in the door
• How to start building a relationship with ARCO
• The three things Jake Stefan wants to know when you reach out to ARCO

Resources:

• Website: www.arcodb.com
• LinkedIn: https://www.linkedin.com/company/arco-designbuild-inc/
• Facebook: https://www.facebook.com/arcodb/
• Twitter: @ARCODesignBuild