The 12 sessions in this series are each focused on a different and specific aspect of marketing for A/E/P and environmental consulting firms. The presenters will describe strategies and tools that will help anyone in the firm be a better and more effective marketer in today’s competitive business environment. Sessions included:
Part 1: Positioning For Market Sectors: Presented by Mark Zweig Electronic Download
Each of the market sectors that your firm is targeting has its own micro-economy, nuances, trends, forecasts, ideal methods of project delivery, and styling. In this session you will learn why you need to adjust your marketing strategy for different market sectors and how to best position your firm to take advantage of the potential opportunities of each.
Part 2: Developing A Marketing Plan That Works: Presented by Kelly Teenor
Electronic Download
The A/E business climate has changed. In this webinar, Kelly Teenor, Director of Marketing/Associate at Hall & Foreman, Inc. talks about the tools you will need to create or update a marketing plan that addresses the needs of the changed marketplace. Whether you have a marketing plan that was created during the “boom-times” or you’re starting one from scratch, you’ll learn ways to revamp and develop a plan painlessly and efficiently. Having a marketing plan that reflects today’s “new normal” is crucial for a firm’s future success.
Part 3: Making Everyone a Seller in your Firm: Presented by Michael Krauss
Electronic Download
We say that everyone in the firm should be involved in marketing, but what does that mean exactly? How do you get everyone focused on marketing when you can really only count on about half the people in your firm to be effective sellers? Selling professional services of an architecture, engineering, or environmental consulting firm is overwhelming to many because most don't understand the process, the story they have to tell, or the audience they need to be speaking to. In this webinar, Michael Krauss will describe specific actions you can take to ensure that everyone in the firm can speak confidently and accurately about the services you offer and the value they bring to your clients.
Part 4: Getting your firm in print
Electronic Download
Generally overlooked in the A/E/C world, a robust media relations programs can be an effective marketing tool for raising the visibility of your firm’s projects, services, and corporate accomplishments. It is one thing to tell the world you are great, but it is even better, when a third party does it for you. Far cheaper than traditional advertising, this task can easily be integrated into any A/E/C marketing program.
Part 5: How to use social networking as a part of your firm’s marketing
Electronic Download
Social media sites like Facebook, LinkedIn, Twitter, and Foursquare can be intimidating at first blush and even more daunting as the technology and usage develop rapidly before our eyes.
Part 6: Developing, maintaining, and using a marketing database
(Electronic Download)
The difference between excel spreadsheets and a marketing database is that one can make the firm a marketing powerhouse.
Part 7: Creative Presentation Techniques
(Electronic Download)
You've made it through the short listing phase and now have the all-important interview before the client panel.
Part 8: Hiring and Integrating a New Marketing Director for your Firm
(Electronic Download)
A success-driven marketing program in architecture, engineering, planning and environmental consulting firms requires a leader. A leader who can develop strategic plans and guide their implementation in order to achieve results. Are you considering hiring a Marketing Director or promoting someone to this role in your firm? Join in this collaborative event with ZweigWhite’s own Director of Marketing Consulting, Debbie Frederiksen and Director of Executive Search Consulting, Jeremy Clarke.
Part 9: From Opportunities to Sales – Positioning and Evaluating the Project Selection Process
(Electronic Download)
Part 10: Using Research to Guide Your Strategic Marketing Efforts
(Electronic Download)
According to the recently published 2011 ZweigWhite Marketing Survey, approximately half of the firms surveyed said they conduct regular market research to learn more about their markets and clients. And only 35% said they are researching viability for markets they don’t currently serve.
Part 11: Direct Mail – Does it work anymore?
(Electronic Download)
With the rise of social media, the wealth of web-based information, and the environmentally-friendly paperless trend, what is the role and place of direct mail in your marketing program now? Should you work it more than ever or abandon it in favor of more immediate and less expensive campaigns? The session will explore recent trends and provide the insight you need to inform your decisions.
Part 12: Finding new leads for projects in a bad market (Live on October 18, 2011)
Projects these days are few and far between, and the competitive environment is intense. Discovering new leads and opportunities requires more persistence and savvy than ever before. This session will focus on creating a business development strategy that will help you find and make connections with potential clients through various marketing channels.
The following topics will be included in the Marketing Management Webinar Series:
Positioning for Market Sectors: Each of the market sectors that your firm is targeting has its own micro-economy, nuances, trends, forecasts, ideal methods of project delivery, and styling. In this session you will learn why you need to adjust your marketing strategy for different market sectors and how to best position your firm to take advantage of the potential opportunities of each.
Developing a Marketing Plan that Works: There are lists of activities the marketing department undertakes and then there are strategic marketing plans that have impact. Most firms don't take the time required to actually develop a plan that makes sense and requires action. In fact, most marketing that A/E firms carry out is reactive. This webinar will outline a process you can implement to create an effective marketing plan aligned with your goals and initiatives for the year ahead.
Making Everyone a Seller in your Firm: We say that everyone in the firm should be involved in marketing, but what does that mean exactly? How do you get everyone focused on marketing when you can really only count on about half the people in your firm to be effective sellers? Selling professional services of an architecture, engineering, or environmental consulting firm is overwhelming to many because most don't understand the process, the story they have to tell, or the audience they need to be speaking to. This webinar will describe specific actions you can take to ensure that everyone in the firm can speak confidently and accurately about the services you offer and the value they bring to your clients.
Getting your Firm in Print, on the News, and on the Web: There are lots of ways to reach potential clients and other influential people in the industry, but not all are created equal. Your branding depends on where, when, and how you use the marketing channels at your disposal. This session will explore the print, news, and web based options that make sense for your organization and the market segments you serve, and will explain how to achieve better results from your media outreach.
How to Use Social Networking as a Part of Your Firm’s Marketing: Social media sites like Facebook, LinkedIn, Twitter, and Foursquare can be intimidating at first blush and even more daunting as the technology and usage develop rapidly before our eyes. It's an extremely important piece of your marketing strategy and doesn't have to be complicated to be successful. This webinar will take the mystery out of social media, will introduce some of the ways that A/E firms are using these sites for competitive advantage, and will outline what you what you need to know to get started.
Developing, Maintaining, and Using a Marketing Database: The difference between excel spreadsheets and a marketing database is that one can make the firm a marketing powerhouse. With an integrated marketing database, everyone in the firm leverages knowledge by identifying potential clients, aggregating the most up to date information on existing clients, and targeting specific groups with specific messages. Without it, firms risk misunderstanding the value of CRM practices and never benefit from its use. This session will explore some of the marketing databases best suited to A/E firms, and will describe specific ways they can improve your marketing initiatives.
Creative Presentation Techniques: You've made it through the short listing phase and now have the all-important interview before the client panel. With all the effort it took you to get to this point, don't blow it with a generic, boring, cookie-cutter presentation. Creative presentation techniques will help set you apart from the competition while remaining focused on the solution for your client. In this session, you will learn ways to enliven any presentation as well as how to make it appeal to the specific client and sector you are targeting.
Hiring and Integrating a New Marketing Director for your Firm: A success-driven marketing program in architecture, engineering, planning and environmental consulting firms requires a leader. A leader who can develop strategic plans and guide their implementation in order to achieve results. Are you considering hiring a Marketing Director or promoting someone to this role in your firm? Join in this collaborative event with ZweigWhite’s own Director of Marketing Consulting, Debbie Frederiksen and Director of Executive Search Consulting, Jeremy Clarke. Find out how to manage expectations and discover what’s necessary to make the match between the person and position a successful one for both.
From Opportunities to Sales – Positioning and Evaluating the Project Selection Process
Using Research to Guide Your Strategic Marketing Efforts: According to the recently published 2011 ZweigWhite Marketing Survey, approximately half of the firms surveyed said they conduct regular market research to learn more about their markets and clients. And only 35% said they are researching viability for markets they don’t currently serve. Market research is often an underutilized activity that can yield your firm great benefits. Primary and secondary research can help you identify potential clients, assess major trends in target markets, discover clients’ unmet service needs, and gain competitive intelligence.
Direct Mail – Does it work anymore?:With the rise of social media, the wealth of web-based information, and the environmentally-friendly paperless trend, what is the role and place of direct mail in your marketing program now? Should you work it more than ever or abandon it in favor of more immediate and less expensive campaigns? The session will explore recent trends and provide the insight you need to inform your decisions.
Finding new leads for projects in a bad market (Live on October 18, 2011):Projects these days are few and far between, and the competitive environment is intense. Discovering new leads and opportunities requires more persistence and savvy than ever before. This session will focus on creating a business development strategy that will help you find and make connections with potential clients through various marketing channels.
Mark Zweig
Founder and CEO ZweigWhite
Mark C. Zweig is best known as the leading expert in management for the architecture, engineering, planning, and environmental industry. With more than 30 years as a student of the industry, Mark knows A/E/P and environmental consulting firms inside and out. He started his career in a management consulting firm specialized in the construction and development industries, and then worked as a principal and manager in two A/E/P and environmental firms. He founded Mark Zweig & Associates in 1988, which later became ZweigWhite in 1994. The firm was named to The Inc. 500 List of Fastest Growing Privately-Held Firms two years in row.
Over the years, Mark has worked with thousands of A/E/P and environmental consulting firms of virtually all sizes and types throughout the U.S. and abroad, and helped them solve just about every problem— from strategic business planning, turnarounds, partner separations, organizational restructuring, mergers and acquisitions, jump starting marketing, dealing with cash flow crises, solving tricky ownership transition scenarios, and more.
Mark Zweig lives and works in Fayetteville, Arkansas. He retired from the daily operations at ZweigWhite at the end of 2004 after selling the company to a Chicago-based private equity firm, but returned as CEO in 2010. Today, he is a sought-after speaker at a wide variety of industry conferences and events and sits on the BODs of several different privately-held international A/E firms. He is an Executive-in-Residence at the Sam. M. Walton College of Business at the University of Arkansas where he teaches entrepreneurship, and is on the Dean’s Circle of The Fay Jones School of Architecture at the University of Arkansas. He also owns a successful residential redevelopment firm, Mark Zweig, Inc., also based in Fayetteville.
Kelly Teenor Director of Marketing Hall & Foreman, Inc.
Kelly Teenor, APR, is Director of Marketing for Hall & Foreman, Inc., an engineering and surveying firm located in Southern California. During her diverse 24 year B2B and B2C marketing career, she has developed and executed marketing plans designed to grow business, launch new services and sectors, and establish brand reputations. Kelly earned a BA in marketing and an MA in communications from California State University Fullerton.
She is member of the Public Relations Society of America, having earned their Accredited in Public Relations (APR) accreditation and she is active with Toastmasters International. Kelly writes for ZweigWhite’s “Marketing Now” and recently celebrated her eighth year in the A/E industry. She has been busy planning Hall & Foreman’s 50th Anniversary and is looking forward to a year long celebration which starts in 2011.
Michael Krauss Veteran management consultant and entrepreneur
Michael Krauss is a veteran management consultant and entrepreneur. He was part of the team that helped launch Andersen Consulting (now Accenture NYSE: ACN) and later grew OmniTech Consulting --- a business strategy and change management services firm that was acquired by Diamond Technology Partners [now Diamond Technology and Management Consultants NASDAQ: DTPI]. His current professional services venture, Market Strategy Group focuses on helping organizations develop and execute strategies to achieve growth. His consulting practice includes global organizations, mid-size firms and entrepreneurial ventures.
Michael co-chairs Mayor Richard M. Daley's Council of Technology Advisors. He also serves on the advisory board of the Polsky Center for Entrepreneurship at the University of Chicago Booth School where he also served as a faculty member in the school's New Products Laboratory. Michael also served as a director of Ellerbe Becket, the global architecture and engineering firm which was recently acquired by AECOM. Michael speaks and writes frequently on business issues and is a columnist for Marketing News, the publication of the American Marketing Association. He is also a past business columnist for the Chicago SunTimes.
Thomas D. Kogut Communications & Public Relations Associate O’Brien & Gere
Thomas Kogut currently manages corporate (internal) and marketing (external) communications programming for O’Brien & Gere, a national engineering, science, and construction firm. Day-to-day activities include media relations, Web development/oversight, marketing collateral development, and crisis communication. Tom received his undergraduate degree from the State University of New York (SUNY) at Geneseo and his MS from the S.I. Newhouse School of Public Communications at Syracuse University.
Vik Duggal
Vik Duggal is a passionate sales professional in the building industry. Armed from an early age with an inherent need to see people succeed, the classic sales training he received at Johnson Controls and self training in social media allowed him to succeed quickly in various sales roles which eventually led to him being tagged as a high performance leader.
In 2008, Vik took a two year hiatus from the industry to run Konstructr, an online construction media property, and host KCast, a 5-star rated podcast on iTunes. At this time Vik launched vikduggal.com, where he imparts knowledge on his general approach to life, business, and new media. This opened doors for Vik to consult for a variety of clients from end users to contractors, architects, and law firms in the building space and impart his knowledge of how to sell in a new economy leveraging the complete toolset.
Debbie Frederiksen Director Marketing Consulting ZweigWhite
Debbie Frederiksen’s career spans 17 years in the architecture / engineering / planning industry. After graduating from the University of Nebraska, she worked for a 10-person firm as office manager, then a regional, general practice where her focus was on business development and marketing proposals. Most recently, Debbie was Director of Marketing at internationally renowned Populous (formerly HOK Sport) where she provided strategic guidance and quality control of marketing, business development and branding activities for 7 US offices. She managed a marketing team of 8 and helped Principals in the firm establish goals, objectives, budget, and strategies for market segments and new business opportunities.
Debbie is a Certified Professional Services Marketer (CPSM) as designated by the Society of Marketing Professional Services. Her holistic understanding of business, management and marketing is instrumental in guiding firms toward success. Her expertise includes strategic marketing plans, key message development, financial analysis, CRM systems, presentation coaching, brand management and trends and target market research.
GET THERE FAST: Use these links to reach your goals
