Align Your Messaging and Win More Work
February 19 – April 16, 2019
5:30 PM – 7:30 PM
AIA Philadelphia and SMPS Philadelphia jointly present this three-part series to provide you with the tools to align your brand messaging through three channels: business development, digital collateral, and proposal submissions.
Attendees will hear successful marketing strategies and lessons learned from expert panels. Following the panel discussion, attendees will receive real-time feedback on their firm’s approach to marketing and business development. All programs will begin with a 30-minute networking session, beer, wine, soda, water, and light snacks. (50-person cap for roundtable discussions).
Session 1: CREATING & BUILDING RELATIONSHIPS
This session will focus on how to develop and maintain business relationships that lead to future work. An expert panel will share successful networking strategies, how they plan and execute their business development strategy, and how they stay organized. Following the discussion attendees will break out into groups to develop their elevator pitches and practice networking techniques through an interactive exercise.
In addition to getting direct feedback from business development professionals, attendees of this session will learn how to strategically approach business development to position their firm for proposal opportunities; practice networking strategies; develop an elevator pitch; manage and track client relationships.
Panel moderated by Sadie Maney, Marketing + Business Development Specialist, Acentech
Stephen Fean, MBA, President, Watchdog Real Estate Project Management
Melinda McCann, Vice President, Meyer Design
Michelle Santoro, CPSM, Director of Business Development, Skanska
Andrew Weinberg, FSMPS, CPSM, Director of Business Development, Whitestone Associates
Additional roundtable leaders:
Andreina Hein, LEED AP, CPSM, Director of Business Development, C. Erickson & Sons, Inc.
Janine La Marca, CPSM, Associate, Director of Business Development, The Harman Group
Melissa Rysak, CPSM, Director of Marketing and Business Development Support, EDiS
Kathy Kostiuk, CPSM, Director of Marketing and Business Development, Greyhawk
Jessica Thornton, Marketing and Business Development Manager, Wick Fisher White
Session 2: DIGITAL COLLATERAL
Attendees should come prepared with ONE piece of digital collateral they would like critiqued
This session will focus on the value of digital collateral in the client acquisition process and WHY brand matters. An expert panel will discuss how to develop a digital marketing plan, how firms can leverage existing digital collateral, the most effective forms of digital collateral and platforms to promote them. Following the discussion attendees will participate in roundtable discussion receiving feedback on the functionality, messaging, and calls to action of their digital collateral.
In addition to getting a professional review of one piece of their digital marketing collateral, attendees will learn about the importance of developing strong messaging that aligns with their business’ expertise, values, and goals; will be able to identify and leverage their existing digital collateral, develop new materials (photos, video, blog, ebook, case study, portfolio, press release, testimonials, etc.), and determine the most successful platforms for their brand (website, social media, digital publications, etc.); learn how to develop a cohesive digital marketing plan; learn how to use digital marketing collateral to position their firm for proposal opportunities.
Session 3: CREATING A WINNING SUBMISSION
Attendees should come prepared with a redacted proposal they would like critiqued
This session will focus on proposal development; it is not just a task for the marketing department. An expert panel of proposal development specialists will discuss best practices when pursuing, evaluating, and responding to proposal opportunities. Individuals will participate in roundtable discussions where they will review and receive constructive criticism on their firm’s proposal materials and qualifications (all proprietary information should be removed).
In addition to getting direct feedback on individual firm submissions from proposal development specialists, attendees will learn best practices for positioning their firm to win proposal opportunities; learn how to make informed Go/No Go decisions; understand when the use of boilerplate materials is acceptable; understand how clients review/separate proposal responses.
AIA/SMPS Member: $20/session OR $45 for all three sessions
Non-member: $35/session OR $90 for all three
Center for Architecture and Design
1218 Arch Street
Philadelphia, PA 19107