Brands get old. Logos need to be refreshed. We all know this and whether we want to admit it or not, it might time to drop the “R” word. Re-brand. You know it’s time and maybe even have buy-in from the executive team. But knowing where to start and what to do and even more importantly, what not to do, can be tricky. Whether you are considering a re-brand or have just gone through the process, this program will be a great and informative look at best practices and lessons learned when re-branding your firm. We have three panelists that will be discussing their experiences from doing the full re-brand in house to managing both an external and an internal team. You will also hear from an agency founder as to how they can bring value to the process and help you maximize your results.

We hope to see you for this afternoon learning event!

Networking and Registration: 3:00 pm
Program: 3:30 – 4:30 pm

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

Learning Objectives:

1. Hear from industry experts on what they would recommend you do and not do in the process of re-branding your firm
2. Best practices for re-branding in-house and working with an agency
3. Real life examples of how firms successfully re-branded their companies
4. Tips and tricks for getting the process started at your firm

SMPS Domains of Practice (for CPSM)
1 - Marketing Research
2 - Marketing Plan
5 - Promotional Activity

About the Speakers

Clare McDonough, Director – Corporate Brand Communications, Westwood Professional Services
Clare joined Westwood in 2003 and, soon after, became a partner in the firm. Overseeing Westwood's corporate brand and internal and external communications, she works closely with the company’s leaders and teams to align integrated marketing strategies and messages with business objectives. Her efforts help to build a positive brand reputation with prospective clients, potential employees, and other industry professionals. She works to clearly articulate the advantage the firm brings as a partner, consultant, and employer to help move Westwood’s intended audience from interest to acquisition. Clare is passionate about developing sustainable business practices which build integrity, credibility, and clarity in Westwood’s brand and value proposition; Better people. Better results.

Clare’s expertise stems from more than 30 years in the AEC industry. She began her career working within project teams on municipal, highway, and private development projects both in the office and out in the field. She provided freelance AEC consulting services for several years prior to joining Westwood. Clare was appointed to build Westwood’s marketing and communications function, which has since grown to include broad expertise to serve the evolving needs of the business.

Clare Scott, Vice President of Marketing, Ryan Companies
Clare is responsible for developing and implementing Ryan's national marketing strategy, and she works with the regional offices on implementation and execution of those strategies. More specifically, Clare is responsible for company branding, web site, social media strategy, advertising and sponsorships, and public relations. In addition, her team provides business development support including strategy development and response to request for proposals, interview prep, and trade show and conference assistance.

Clare has over 25 years of experience in lead marketing roles for professional service firms, with particular expertise in “startup” roles for companies with new or growing marketing functions. She holds an undergraduate degree in Business from the University of Minnesota’s Carlson School, and an MBA from the University of St. Thomas.

Wendy Nemitz, Founder and Principal, Ingenuity Marketing
Wendy Nemitz founded Ingenuity Marketing Group in the early 90s after serving as an in-house marketing director. She partnered with Dawn Wagenaar in 2005 to expand marketing, branding, media and growth strategies to A/E/C and other professional service firms. She holds a master’s degree in Leadership and is in demand as a business development trainer and leadership coach for engineering leadership, marketing and sales teams. She focuses on whole-firm marketing and business development processes that significantly improve win rates and client retention. Wendy is a consistently top-rated presenter, trainer and speaker for her go-to-market strategies and tips. She has written for and spoken to industry associations including the American Council of Engineering Companies (ACEC) and the Society for Marketing Professional Services (SMPS).

Moderator: Melissa Trost, Communications Manager, Spoken Impact 
As communications manager for Spoken Impact, Melissa is head of our PowerPoint team. She is an integral part of Spoken Impact’s client relations. Melissa also manages all of Spoken Impact’s internal marketing processes; from marketing plans and strategy to SEO and content marketing, Melissa has us covered. Her unique background mixes retail and direct selling with marketing for professional service firms in the A/E/C industries.