Course Outline / Agenda

7:30-8:30 AM
Registration and Breakfast

8:30–9:00 AM
Welcome and Introduction

9:00–10:00 AM
Overview of Marketing in the A/E/P and Environmental Consulting Business

• Where A/E firms go wrong in their marketing
• What marketing is really all about
• Marketing vs. business development
• Market life cycle and importance of differentiation
• Why marketers in our business don’t get the respect that they deserve
• Fun facts about marketing in A/E firms

10:00–10:30 AM
Morning Break

10:30-12:00 Noon
Marketing and Business Strategy

• Why marketing is really a management problem
• How to incorporate marketing strategy in the company business plan
• How to create a marketing business plan
• Mistakes to avoid in the marketing plan
• How to build enthusiasm and acceptance for the marketing plan
• Making people accountable
• Getting the right marketing person on-board for your firm
• What a good marketing director should be doing today
• How to make everyone a seller in your firm?
• Particular issues related to using technical people as marketers

12:00–1:00 PM
Lunch

1:00-2:00 PM
Targets and Markets

• Big trends in our industry right now
• Targeting your markets
• Market sectors
• Why is it critical to be positioned to serve market sectors?
• How can you position your firm to serve a specific market sector (or sectors)?

2:00–2:15 PM
Afternoon Break

2:15-3:00 PM
Marketing Communications

• Creative presentation techniques for technical people
• Using PR effectively
• Using social media as a part of your marketing program
• Working visibility
• Finding new leads for projects in a bad market
• How to stay ahead in a down market
• Other things to consider

3:00-3:30 PM
Case Workshop

In this session, attendees will be presented with a specific marketing challenge, and will have 30 minutes to develop an action plan to address the issue. The plan should include the following:

• What are five key marketing strategies (philosophies) that you will employ?
• What are ten specific actions that you will take marketing-wise?

3:30-4:00 PM
Case Presentations

At this time, attendees will have the opportunity to share their solution with the group who will provide feedback and suggestions for alternatives and/or improvement.

4:00-4:30 PM
Q&A/Open Discussion

4:30 PM
Conclusion

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