Marketing plans are an important roadmap and strategy that helps guide savvy AEC firms to win and grow. The right components, the right steps, and the right measurements are critical. When it’s tailored for your firm and your markets, it can be a dynamic, living document that brings a high level of efficiency and effectiveness to a critical part of every business’s overhead expenditure.

Paula Ryan, SMPS president, will walk the audience through the how-to’s on building a good, workable plan.You’ll learn how to keep the plan alive and front-and-center for maximum return.

Who Should Attend:
Firm Principals
Marketing Director
Marketing Manager
Marketing Staff

Key Takeaways:

1. Understanding what a good marketing plan needs
2. Understanding the value of a good plan
3. Templates and checklists for creating your own marketing plans
4. Ideas for buy-in and engagement to make the plan a success
5. Advice for measuring the plan's success
6. Resources to call on when the going gets rough

SMPS Domains of Practice (for CPSM)
2 - Marketing Plan

About the Speaker

Paula Ryan, FSMPS, CPSM

Passionate about her career in the A/E/C industry, Paula Ryan, FSMPS, CPSM, enjoys helping others find success through training and mentoring. She has over 30 years of experience in professional services marketing and is the Director of Marketing for Jezerinac Geers & Associates, Inc., a structural engineering firm in Columbus, Ohio.

Paula has worked for national, regional, and local firms, where she was often the firm’s first marketing director blazing the trail to develop marketing and business development strategy. She has the ability to focus on big-picture goals while also creating the tactical strategies to achieve them.

Paula is the President of the Society for Marketing Professional Services (SMPS), is the past At-large and Fellows Delegate for the board, and is Past President of the SMPS Foundation, and the SMPS Columbus Chapter.  She has a Bachelor of Arts degree in journalism from The Ohio State University.

Paula and her husband live in Worthington, Ohio, and are almost empty nesters. Now devoting most of her free time to SMPS, she is a past member of the Advisory Council of Camp Mary Orton, the Greater Columbus Chamber’s Downtown Council, the Development Board of Nationwide Children’s Hospital and Junior League of Columbus.