Marketing in the AEC industry is an ever-evolving mix of art, science, and technology. Once (and not that long ago) seen as a purely administrative function, many AEC firms now understand the value of viewing their marketing professionals as true value-added strategic partners in supporting the growth of the business. But how do you set up your marketing department for success? Where can you find resources to guide the growth of your department as the industry evolves? What if you have a limited budget for training and education for marketers?

This session is an interactive case study that explores the real-life steps one firm took to expedite the evolution of their marketing department. Through exploration and discussion, attendees will find takeaways that they can apply at their firms to help shape the future of professional services marketing and construct a thriving, adaptable marketing department. Topics covered will include creating successful marketing plans, conducting research, hiring and managing strong teams, weaving in successful business development, metrics for evaluating success, tips on how to troubleshoot obstacles, and more.

Who Should Attend:
Firm Principals
Marketing Director
Marketing Manager
Marketing Staff
Business Development Director
Business Development Staff
Communications Coordinator

Learning Objectives:

1. Explore marketing resource management strategies that can further the evolution of marketing staff from “administrative overhead” to “value-added professionals” 
2. Identify ways to help marketing professionals further their professional knowledge and credibility without increasing overhead costs or sacrificing quality 
3. Learn how the SMPS Domains of Practice can be tied directly to a win-win marketing resource strategy for the firm, the department, and the individuals

SMPS Domains of Practice (for CPSM)
1 - Marketing Research
2 - Marketing Plan
3 - Client and Business Development
4 - SOQs | Proposals
5 - Promotional Activity
6 - Information, Resource, and Organizational Management

About the Speaker

Matt Frankel, Business Development Manager, JE Dunn Construction

Matt’s passion lies in helping others succeed. Regardless of his position or title, he considers himself first and foremost a coach. Thanks to a diverse career path that has included financial services, insurance investigations, commercial flight instructing, airport planning, marketing, business development, sales training, and presentation skills coaching (among others), he’s had opportunities to serve professionals at all levels across a wide range of industries.

But AEC is Matt’s first love, and he’s currently a full-time Business Development Manager at JE Dunn Construction. He’s been actively involved with SMPS for nearly 12 years, serving as a regional conference co-chair, and most recently as the co-creator and co-facilitator of the CPSM Exam “Roadmap to Certification” immersion course.

Originally from Nashville, Tennessee, Matt lives in Atlanta with his beautiful wife, their strapping young son, and their 6-year-old teenage daughter.