track 2: extend
Your profession & refine your craft
This track refines the processes, procedures, tools, and resources relevant to roles and responsibilities of the modern marketing team, including strategic and integrated marketing, communications, and business development professionals.
Track 2 Programming Will be presented in Room: Honolulu 2
How to win work by putting yourself in your client’s flip flops
Thursday, January 31 | 10:30 AM - 12:00 PM
Two seasoned (yet youthful) AEC business development/marketing professionals, who actively work for AEC firms, share proven techniques to build relationships and win business by adopting a client’s perspective and acting based on what a client really wants out of an AEC firm relationship. A lively, role-playing format will call upon attendees to act out client roles in common scenarios BD/marketing professionals are faced with during the client/contract pursuit. Presenters will play a BD/marketer role and give attendees practical and proven tools in the process. Strategies and tips presented include earning the first meeting with a prospective client, getting asked back for that “second date,” positioning the firm for a successful proposal pursuit, and ultimately winning business and gaining new long-term client relationships. Materials presented are applicable to both public and private sector pursuits and geared toward the new and seasoned BD/marketing professional.
Differentiate your firm: create images + videos that tell stories
Thursday, January 31 | 1:30 PM - 2:30 PM
Use storytelling to drive the creative process of making images and videos that will resonate with potential clients and potential employees. Attendees will learn ways to create visual content that will build an emotional connection with their audience. Presentation will cover still photography, video, and the combining of both.
Catch the social media wave: Get up & stay up
Thursday, January 31 | 3:00 PM - 4:00 PM
The Lionakis “Marketing Mavens”, will share how their multi-discipline A/E firm of 190 with five offices, went from almost zero social media presence to riding the social media wave.
Recognizing that Marketing’s priority has to be business development first, come hear how they balanced the juggling act familiar to any A/E/C marketer. Whether you’re a marketing team of one or ten, they will share realistic strategies to help you evaluate your firm’s social media status, up your social media game with a strategic and implementable plan, and qualify your return on investment (ROI) to gain senior leadership buy-in.
surfing the generational swells for epic business development
Friday, February 1 | 9:15 AM - 10:15 AM
Business development and marketing in the AEC industry has changed considerably over the past 40 years. Today, baby boomers, gen Xers, and millennials work side-by-side, in both technical and business development settings. However, these generations see the world very differently. That includes how to win new work, attract clients, and develop relationships.
This interactive session will explore how each generation communicates, where they feel most comfortable, what they expect from clients, and how to leverage their strengths to help your firm bring in new work. Attendees will learn generation-specific tactics for getting staff involved in business development, hear stories of success and failure, and share insights from their own experiences. Bring your longboard and prepare to drop in.
dude…shread your content marketing with Awesomeness…dude!
Friday, February 1 | 10:30 AM - 11:30 AM
Content marketing encompasses dozens of tactical approaches - some of these are the firm’s website, email marketing, blogging and news releases, white papers, presentations, webinars, and social media. The most abused and confusing of these tactics is social media. During this presentation, you’ll get the “secret sauce” that is mandatory for your social media efforts to drive qualified leads.
Catch the “write” wave to avoid proposal wipeouts
Friday, February 1 | 1:00 PM - 2:00 PM
Are your proposals swimming upstream against verbose, jargon-filled boilerplate copy? This session will empower A/E/C marketing professionals to quickly and efficiently identify and write to the client’s needs in clear, concise, and memorable language. Learn how to:
Create powerful, authentic content that describes your team’s unique abilities, with the right mix of details, data, and human interest.
Convey complicated concepts that foster trust through results-oriented stories that demonstrate how you have solved similar problems.
Save time with shortcuts to identify and avoid common grammar mistakes and meaningless text that wastes the reader’s time.
This lecture is designed to sharpen writing skills and includes a guidebook you can share with the technical professionals you collaborate with on proposals, project stories, and more.