1. “Let’s Do This…. No, Let’s Do That”
Jane Brasier
February 24, 2017
2017 SMPS VA Annual Conference: Grow & Thrive

2. A Fresh Perspective….
A different way of looking at how our industry will build the world for tomorrow, how the role of marketing will impact it
and what that means.
Grow and Thrive
SMPS VA Annual Conference: Grow & Thrive

3. Stick to Your Marketing Plan
Today’s Theme….
Don’t Get Distracted –
Stick to Your Marketing Plan
SMPS VA Annual Conference: Grow & Thrive

4. Our Learning Objectives….
Recognize the need for research
Do research
Create a team/advocates
Develop a marketing plan with strategies
Share the plan with staff
Stay the course!
SMPS VA Annual Conference: Grow & Thrive

5. But First…. Introductions
State your name, title and what company you are with.
SMPS VA Annual Conference: Grow & Thrive

6. Perception of the BD/Marketing Staff….
Golf Outings
Entertaining
Conferences in Exotic Locations
SMPS VA Annual Conference: Grow & Thrive

7. Let’s Do This…No, Let’s Do That
The Reality….
Proposals, Proposals, Proposals
Often waiting on others for key information
Deadline Driven
Everyone has an opinion!
Let’s Do This…No, Let’s Do That
SMPS VA Annual Conference: Grow & Thrive

8. Do You Have a Marketing Plan?
How often is it updated?
Shared with all staff? If so, how often?
Is it easy to understand?
Target markets?
Budget for marketing?
Based on research?
Current clients among the targets?
If Yes….
SMPS VA Annual Conference: Grow & Thrive

9. If No Marketing Plan Exists….
Why not?
Who decides?
Public Relations, Organizations, Conferences
How do your co-workers view marketing?
Is marketing a priority?
Measure of success?
SMPS VA Annual Conference: Grow & Thrive

10. What About Your Company?
Share the good, the bad and the ugly
with others at your table
Share one take-away from each discussion with the group
What about your company?
Let’s spend the next 5-10 minutes talking about your company.
Share with others at your table how marketing is accomplished – the good, the bad and the ugly.
Be prepared to share with the entire group one take-away from each discussion – designate one person who will share with everyone.
SMPS VA Annual Conference: Grow & Thrive

11. Any Common Themes? Introductions Let’s think about some common themes:
There’s no marketing plan.
Too many opinions.
No budget for marketing.
Always deadline driven.
SMPS VA Annual Conference: Grow & Thrive

12. Aligns with CPSM Domain 2:
Elements of a Marketing Plan....
Market Research
Goals & Objectives
Strategies
Action Plans
Schedule for Each Target Market
Develop a Budget
Aligns with CPSM Domain 2:
Marketing Plan
SMPS VA Annual Conference: Grow & Thrive

13. Must have strategic conversations.
Marketing Plan – A Team Effort….
Include….
Marketing Staff
Business Development/Sales Staff
Market Champion/Leader
Executive in Charge of Marketing & BD/Sales
Must have strategic conversations.
Meet on a regular basis.
SMPS VA Annual Conference: Grow & Thrive

14. Market Research…. Clients over the past 5 years? 1 year?
What type of work have you done for them?
Is there an opportunity to cross sell?
What percent of revenue comes from key clients?
Does senior management meet with them periodically to check in on performance?
Rule of Thumb – 80% of work should come from existing clients.
Existing Clients
SMPS VA Annual Conference: Grow & Thrive

15. Market Research…. Why are you no longer working for certain clients?
Project Ended
One-shot opportunity
Didn’t perform well
No longer the “lowest bidder”
Your key employees left the company
Never asked for more work
Recent Clients
SMPS VA Annual Conference: Grow & Thrive

16. Market Research…. Finding New Clients “Book of Lists”
Demographics, business trends in your market
Meet with economic developers
Who is your competition?
Ask your employees who they have worked with
Industry associations – Get involved
Attend industry conferences and talk to the experts
Avoid “Cold Calling”…Client referrals
De-briefs on lost projects and ask for future opportunities
Market Research
Finding New Clients
Review “Book of Lists” from Biz Journals and other business publications – look at largest companies in your area, commercial real estate brokers, largest architects, engineers, etc.
Look at demographics, business trends in your market.
Meet with economic developers – find out what existing companies are growing, who’s moving to the area.
Who is your competition?
Ask your employees who they have worked with through previous associations. Get involved.
Gather information from industry associations – ex. ULI annual report – housing
Attend industry conferences and talk to experts – SMPS, ULI, NAIOP, CMAA, IFMA
Avoid ‘Cold Calling.”
Ask existing clients for referrals.
Always get a de-brief on lost projects, and as for future opportunities
Finding New Clients
SMPS VA Annual Conference: Grow & Thrive

17. Establish a realistic strategy with deadlines
Develop a Strategy….
Based on the research, define target markets – goals and objectives with the team
Establish a realistic strategy with deadlines
SMPS VA Annual Conference: Grow & Thrive

18. Marketing Plan – Action Plan….
Who “owns” the marketing plan?
Branding/Strategy
Schedule
Staffing
Budgeting
Marketing messages…Internal/External
Elaborate: theme, stickers, t-shirts, coffee mugs, giveaways, conference themes
SMPS VA Annual Conference: Grow & Thrive

19. But What About the Naysayers?
“I think marketing is a waste of time.”
“Why are we pursuing XYZ project?”
“We’ve always done it this way…why do we want to change?”
“Why do we need to spend so much money on brochures, conferences and sponsorships?
SMPS VA Annual Conference: Grow & Thrive

20. Your Company Needs to Change.
Why?
A company in the A/E/C industry must evolve, grow, and adapt to become stronger, more collaborative and secure more work in line with their vision.
Ultimately impacting the bottom line………and everyone can benefit:
Salaries, Benefits, Work Environment, Company Outings
SMPS VA Annual Conference: Grow & Thrive

21. Examples…. Branch Highways in North Carolina, now Branch Civil S&ME
Audience feedback?
SMPS VA Annual Conference: Grow & Thrive

22. Going Forward…. Engage in conversation
Discuss the need for a marketing plan
Help do research
Create a marketing committee
Agree to a marketing plan and convey to your staff
Be prepared to stay focused, be strategic and let the staff know why
Time is money
Going Forward
Engage in conversation
Discuss the need for a marketing plan
Help do research – current and past clients, types of projects, profitable projects, relationships with decision makers, trends in your geographic area, expertise on staff, etc. Needs to be factual.
Create a committee who will support targeted marketing – office head, department chairs, key employees with strong client contacts
Agree to a marketing plan for the next 12 months, or through the end of the year. Convey to your staff – target markets, positioning, key contacts, etc.
Be prepared to stay focused, be strategic and let the staff know why.
Time is money.
SMPS VA Annual Conference: Grow & Thrive

23. Stick to Your Marketing Plan
Summary….
Don’t Get Distracted –
Stick to Your Marketing Plan
SMPS VA Annual Conference: Grow & Thrive

24. “Let’s Do This…. No, Let’s Do That”
Thank you!
2017 SMPS VA
Annual Conference
“Let’s Do This…. No, Let’s Do That”
Jane Brasier
Director of Business Development, North Carolina
Branch Civil, Inc.