Trends – new ways, new markets, new opportunities

 

Trends and a Dynamic Future: Exercising Strategic Foresight Today for Success Tomorrow

Presented by Jonathan Bahe and Doug Parker

This session explores new trends, technologies, and processes reshaping the design professions and the needs of their clients. These are trends, shifts, challenges, and opportunities arising during a time of continued reform and progress. Rather than representing 25 discrete elements, they can be seen as a quilt of overlapping, complementary, and sometimes juxtaposed conditions.

This session is targeted to marketing leaders who are seeking to improve their strategic thinking and who wish to help their firms and their clients better understand the forces that are changing the way we live, work, learn and play. Using the ongoing trends research of the Design Futures Council, participants will gain insight and understanding into the complex nature of change itself as well as the foresight and knowledge necessary to stay ahead of an ever-changing and competitive environment.

Jonathan Bahe, Assoc. AIA is the managing director of the Design Futures Council and an associate principal with Greenway Group. He is responsible for the evolution and development of the DFC, enhancing its position as the premier think tank for architecture and design leadership and foresight. At Greenway, he works with leading global organizations to envision and strategize about their future, particularly related to emerging professionals and generational change. Jonathan is a Richard Upjohn Fellow of the American Institute of Architects. He received his undergraduate degree in architecture from the University of Minnesota and his Master of Architecture degree from the University of Washington.

Douglas Parker, AIA, Hon. IIDA, Hon. FASID is managing principal of Greenway Group. He combines his expertise as the past operating officer of DesignWorkshop with his more than 20 years as director of sales and marketing to architects and designers at Steelcase. He is a member of the AIA, an honorary member of IIDA, an honorary Fellow of ASID, and a Senior Fellow of the Design Futures council. He has been awarded numerous honors, including the IIDA Star Award.

 

Beyond Marketing: Developing Your Brand as a Leader in Your Firm and Community

Presented by Scott Butcher

Personal branding is a hot topic right now, evidenced by recent articles in Time, Fortune, and Wall Street Journal. The term has been used since Tom Peters first wrote about “Brand You” in 1997, but the concept is much older. So how are marketers of A/E/C firms developing their individual brands? They are becoming thought leaders in industry, going beyond the “standard” marketing role to elevate their status within their companies, becoming speakers or published authors, and becoming leaders in their hometown communities. Successful marketers know this and are doing this every day. The presentation will begin with the broader definitions and drill down to specific categories and real-world examples. What are marketers doing within their firms? How are their external activities enhancing their personal image? What are some of the challenges they face in the process? And how have these “beyond marketing” activities benefitted their firms?

Scott D. Butcher, FSMPS, CPSM is vice president of JDB Engineering and the author of twelve books, which include marketing and architectural topics.  A member of SMPS since 1992, he was named a Fellow in 2011, and is currently serving on the SMPS Foundation Board of Trustees.  Scott serves on the board of directors of the AIA Central PA and is past-president of the board of directors for Historic York, Inc.  His awards include Central Pennsylvania Forty Under 40 and Leadership York Outstanding Alumnus of the Year.  Scott was been published in the SMPS Marketer four times. Learn more: http://www.scottbutcher.com/.

 

Planning & Budgeting: Best Practices for Newer! Better! Smarter!

Presented by Kenda Salisbury

You work really hard to perfect your marketing plan and budget. And, why shouldn’t you? They are the road map by which a firm determines, specifies, and formulates the strategies to conduct its business development (sales) and public relations activities. But, once completed, how often does your plan rest comfortably nestled on your book shelf until next year’s planning meeting rolls around? Planning & Budgeting: Best Practices for Newer! Better! Smarter! will help you craft your marketing plan to fit your company’s strategic and business plans, provide insight to better team consensus, and give you tricks to take back to your office to begin immediate implementation. We will take a look at how firms MulvannyG2 Architecture, Degenkolb Engineers, and others succeed with marketing while others are floundering. What are these highly successful firms doing now with their plans and budgets to position their marketing efforts for the unseen future?

Kenda Salisbury, CPSM, has over thirteen years of experience in marketing and business development for the A/E/C industry. Her broad background gives her a unique perspective on how to seek new clients, market professional services and manage client relationships. As Director of Marketing for Historical Research Associates, she leads strategic company and marketing development activities and is involved with planning, business development, professional and civic involvement, industry partnerships and more.  Kenda previously owned her own firm providing leadership with strategic and marketing planning, branding, and pursuit preparation for firms such as Parsons Brinkerhoff, Kleinfelder, CDM, and Mead & Hunt.

 

Discover Your Why

Presented by Jim Walton

Have you ever had one of those days when ask yourself, “Why am I doing this?” People work in their jobs for a number of reasons. Some people start a business to be their own boss, some dislike their present situation, and some think they’re going to get rich. Some start a company to create their own job; a very dumb move. Successful entrepreneurs, managers, and elected officials have a passion and talent for their chosen profession, and because they want to be the best at what they do. Then there are those organizations that are run by people who have a passion for providing outstanding customer service. In this presentation, Jim Walton helps audiences evaluate just why they do what they do every day. It may be time for owners, managers and employees to ask the question, Why? It may be the most important thing they can do for their future.

Jim Walton is the CEO of Brand Acceleration, Inc., a full-service marketing, advertising and public relations firm which is focused on economic development, architecture, engineering and construction (A/E/C). The company works nationally from Indianapolis, Indiana and Charlotte, North Carolina.

With more than thirty years’ experience as a marketer, Jim is an active member of such organizations as International Economic Development Council, Southern Economic Development Council, Society for Marketing Professional Services (SMPS), and numerous others.

Jim is an author, speaker and sought-after opinion leader on the topics of branding, marketing, public relations, and web site development. He is a contributing writer for SMPS Marketer and numerous other publications nationwide.