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AEC Marketing for Principals is brought to you by Judy Sparks and Katie Cash of Smartegies LLC. Katie and Judy are expert marketers in the AEC industry and built environment. They guide AEC Principals toward building stronger brands, implementing effective communications, and developing winning strategies and proposals.Over the course of this series, you'll hear smart advice, practical strategies, new marketing techniques, and diverse guests with a range of specialties and experience. The goal is to help you do more than just survive in today’s aggressive environment: you’ll be able to learn and thrive through relevant, timely, and informative conversations.
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Katie sits down with Associate Principal and Regional Practice Leader, Brad Ewing, AIA, NCARB, LEED AP, from NELSON Worldwide. Brad talks about one of the unexpected skills that architects need to master–sales. He emphasizes the importance of being adaptable and flexible for career progression in the AEC sector.Brad also offers invaluable advice on preparing for procurement season, focusing on understanding client goals and fostering robust client relationships.Connect with Brad Ewing, AIA, N...
Do you feel lost in the sea of mergers and acquisitions? Katie is talking with Tiffany Konenkamp, CPSM, from Century Fire, about branding and M&A in the AEC sector. Tiffany discusses the nuances of acquiring smaller firms, focusing on the need to balance respect for the acquired company's brand while transitioning to the Century Fire identity. She emphasizes the critical nature of value alignment and the importance of effective communication during the rebranding phase, providi...
Katie is back with Balfour Beatty's Senior Vice President, Mike Macon, discussing the construction giant's brand strategy and competitive positioning. Mike details the company's approach to winning large public sector projects, emphasizing the necessity of aligning with client expectations, the pivotal role of communications, and the importance of detailed preparation for client presentations. They dive into the dynamics of project pursuit, stressing vulnerability and feedback's role in ...
Katie continues her SmartWIN24 speaker spotlight series with Greg C. Hart. - President of PSMJ. He discusses the critical need for a deep understanding of the nuanced challenges and opportunities that the AEC sector faces, particularly considering the varied effects of macroeconomic trends. By drilling down on the data, he’s able to share insights about the strategic use of data and proposal activity as key indicators for planning and decision-making processes. He outlines PSMJ's role in equi...
The challenges businesses encounter in generating pipeline and revenue have changed. SmartWIN24 speaker and Smartegies Alliance Partner Megan Gregory joins the podcast. With two decades of sales and marketing expertise, Megan offers insights into contemporary marketing strategies. Specifically targeting AEC firms, she discusses the importance of understanding your audience, pinpointing their issues, and deploying a continuous marketing engine powered by paid media. The conversation sheds ligh...
Are you enabling the people at your firm to help you grow? Katie welcomes Greg Johnson, PE, a Partner at the distinguished MEP engineering firm Newcomb and Boyd, to the podcast. Greg discusses investments in marketing and business development resources, emphasizing the role of networking and knowledge exchange at events like SmartWIN24. He emphasizes the importance of close-knit networking and open dialogue among industry peers, aiming to learn from their experiences and insights into innovat...
Brooke Lewis, CPSM, Associate Director of Marketing for Stratus Team, LLC, sits down with Katie on today’s episode. Lewis oversees marketing across all firm locations and discusses her first-hand experience with M&A, the challenges of building a marketing team and brand from scratch and adapting to technology's fast pace in the AEC industry. Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together...
Jeff Kinsler, Senior Account Executive and Media Consultant for OUTFRONT Media joins the conversation today. Kinsler outlines OUTFRONT's operations, highlighting its commitment to leveraging creative design for business growth. He delves into the evolution of out-of-home advertising, including the integration of digital capabilities and geofencing for more targeted, personalized campaigns.Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Ow...
Host Katie Cash chats with Smartegies Alliance Partner, Katie Harris. In this episode, Katie provides growth strategy insights for design, engineering, and development firms. She highlights the evolving marketing role in the AEC industry, focusing on the vital need for effective internal and external communications for business growth. She also discusses marketing, business development, and communication teams' crucial contributions to mergers and acquisitions (M&A) success. Limited spots...
Host Katie Cash sits down with Beth Ament - Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company. Together, they reflect on the evolution of business development and marketing within the AEC industry. They discuss the importance of knowing your intended audience and the effectiveness of diversifying marketing approaches, from direct interactions to digital platforms. Limited spots remain for our upcoming SmartWIN24! This must-a...
Katie continues her speaker spotlight series with Joe Walker, the Founding Principal of Walker Architects and host of the "Design For An Agile World” podcast. The discussion centers on the firm's agile design approach, particularly in sectors like higher education, advanced manufacturing, and healthcare. He shares insights into leveraging innovative marketing tools to articulate the firm's narrative and establish a distinctive brand identity. The conversation also explores Joe’s involvement i...
There are several things to consider when you are creating your brand and trying to differentiate it from others in the design and construction industry. Katie and Judy engage in a discussion about the challenges of crafting a positioning statement, particularly for multidisciplinary firms and smaller subsidiaries within larger brands. They provide practical insights and tips for developing compelling positioning statements that resonate with the target audience and set businesses apart from ...
Host Katie Cash sits down with Eric Anest, Senior VP of Marketing and Communications at Salas O'Brien, to discuss the integral role of marketing and effective communication in Mergers and Acquisitions (M&A) in the AEC industry. Eric shares insights from Salas O'Brien's 30+ mergers that grew the company from 300 to over 2,500 employees. They discuss the importance of strategic communication for successful integration and talent retention post-merger. Eric also highlights Salas O'Brien's co...
This SmartWIN24 speaker spotlight features Mike Hoffman, i-Heart Media's Director of Brand Partnerships. He sits down with Katie Cash to talk about radio advertising's effectiveness for B2B companies, with a focus on the AEC industry. Mike shares his insights and emphasizes the importance of using data and targeted advertising for specific audiences. Join Mike at SmartWIN24 for his panel "Navigating the Media Multiverse: A 101 Guide to Media Buying in the AEC Industry," where he'll ...
We’re kicking off a special series of episodes to introduce our brilliant lineup of SmartWIN24 speakers! We’re excited for you to get the opportunity to hear from each one of them and see what we have in store for our annual conference happening February 28-29, at the Commerce Club in Atlanta, GA. Industry expert and Smartegies Alliance Partner, Scott Steiding, is the first to join host, Katie Cash, to talk about the future of AEC marketing, his past experience at SmartWIN, and why this ...
In this brand new episode of AEC Marketing for Principals, we are joined by Sarah Keane, Marketing Principal for HOK. We have an in-depth conversation about the evolution of AEC marketing and explore her dynamic career as a younger Principal in the AEC industry. We discuss the role of Marketing Principals in aligning internal and external stakeholders, the importance of integrating marketing throughout the customer journey, and Sarah reflects on her experience at SmartWIN and the value ...
No matter how you feel about it, advances in technology are like a snowball rolling downhill. You can’t stop it, but you can leverage its power!In today’s episode, Katie talks with Frank Lazaro, Sobo’s Chief Marketing Officer, and a seasoned expert in AEC sales, marketing, and technology. Frank shares his perspective on how AI can revolutionize current marketing strategies by enabling highly targeted campaigns, streamlining business processes, and enhancing the customer journey th...
Welcome to another episode of AEC Marketing for Principals! Hosts Katie and Judy are excited to have Greg Hart from PSMJ as their special guest. He’s joining them for an in-depth exploration of the ever-evolving landscape of marketing and business development in the architecture, engineering, and construction industry.They kick off this podcast with just a round table chat on the debate of remote work. Which in turn, starts the conversation about the intersection between HR and marketin...
Host, Katie Cash, welcomes Ryan Suydam from Client Savvy in this brand-new episode of AEC Marketing for Principals. Katie and Ryan take you on a journey to explore the power of data and the importance of empathy in modern business relationships. They also discuss the six most important words to use when analyzing challenging client feedback and offer valuable insights on how your business can transition from process-oriented to relationship-oriented while increasing your share of wallet ...
In this episode, Katie and Judy welcome construction industry veteran Billy McElroy. As Co-Founder of Shell McElroy Construction Company, Billy has amassed 33 years of experience ranging from high-rise towers to mixed-use developments. He shares his experience and insights on the changing construction industry and the importance of focusing on the field, communication skills, relationships, honesty, and hard work. Billy also discusses the key to Shell McElroy’s success, emphasizing the f...
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