When it comes to your marketing materials and strategies, do you really have to choose between sizzle and substance? Can’t you have both? The programs in this track will provide you with tools to heat up your content, giving you new strategies for incorporating sizzle to outshine your competitors.
The Anatomy of a PR Plan: Developing Content Marketing Strategies and Thought Leadership in Your Organization
Presented by Susan Shelby, FSMPS, CPSM and Cheryl Bame
(Thursday, February 11th 10:00 am – 11:30 am, Grand Salon F)
Unlike the complex design of a high rise building or the engineering involved in designing the infrastructure of a new highway, the anatomy of a PR plan is not as complicated as you may think. This session will walk you step-by-step through the structure of a comprehensive PR plan that will support your marketing and BD initiatives. You will learn how to engage your “experts” and turn them into thought leaders by leveraging their knowledge to gain traction with the media and your target audiences. This session will produce a working PR plan you can use when you return to work.
Susan Shelby, FSMPS, CPSM has driven public relations, marketing and communications programs across diverse industries for more than 20 years. Her expertise in media relations, strategic planning, crisis communications and relationship management achieves bottom-line results for some of the most successful professional services firms. Susan founded Rhino Public Relations in 2004, and has grown the firm over the past 10 years. Her early career in sales formed her commitment to integrating public relations and marketing with her clients’ business strategies, enabling measurable results that contribute to business development and increased revenue.
A communications professional with enviable contacts and reach, Cheryl Bame is widely recognized for her innovative work with law firms, professional services firms, financial and real estate companies, and industry trade groups. After a decade in the broadcast news business, Cheryl has spent the last 15 years implementing communications programs that involve media relations, social media, networking and speaking engagements, and other professional reputations strategies. In 2015, she was asked by the International Board of Directors of the Legal Marketing Association to launch the firm’s Public Relations Special Interest Group to advance the public relations profession for the legal industry. A frequent speaker and blogger, Cheryl has a passion for her craft and her clients’ successes.
Building Your Narrative – The Secret Sauce for Successful Storytelling
Presented by Holly Paige, Wayne Paige, and Rachel Floyd
(Thursday, February 11th 2:00 pm – 3:30 pm, Grand Salon F)
Great stories start with great conversations. By setting the stage for these authentic conversations to occur, and capturing these human voices on video, you can tell an authentic visual story that will help your firm stand apart from your competition. Mid-to-senior level attendees will learn how to build their story’s narrative through a series of guided on-camera conversations, and then, select visual assets that will complement the interviews. Attendees will learn how to: 1) set the stage for a conversational on-camera interview that instills comfort and confidence in the person being interviewed; 2) guide the interview conversation through open-ended questions and other conversational techniques; 3) listen for “why”; 4) keep the conversation on track; 5) evaluate existing visual assets for your story; and 6) determine when and how to sue emerging visual storytelling tools (Go Pro cameras, drone photography, time-lapse videos) to add context to your story.
Holly Paige knows how to make people feel comfortable and confident telling their stories on camera. With a background in television journalism, electronic and new media, Holly figures she has conducted thousands of on-camera interviews during the course of her career, and no two interviews are alike. As Principal of Wave One Group in Portland, Oregon, she helps clients untangle their messages so they can tell engaging visual stories about themselves and their businesses. Selected clients include IBI Group Architects, Susan G. Komen for the Cure, Clark Public Utilities, Jesuit High School, The ALS Association of Oregon and SW Washington, and Rose Villa Senior Living Community. Holly earned her undergraduate degree in journalism from the University of Michigan.
Wayne Paige is passionate about visual storytelling that creates an emotional connection in the hearts and minds of viewers. With a background in television journalism and new media storytelling, Wayne has filmed and/or conducted thousands of on-camera interviews during the course of his career. Currently Creative Director at the Wave One Group in Portland, Oregon, he combines creative enthusiasm with cutting-edge technology to help businesses, non-profits, agencies and entrepreneurs visually bring their stories to life. Selected clients include IBI Group Architects, Susan G. Komen for the Cure, Clark Public Utilities, Jesuit High School, Rose Villa Senior Living Community, WARN Industries and The ALS Association. Wayne earned his undergraduate degree in broadcasting from the University of Wyoming.
Former educator Rachel Floyd is passionate about the future of education and the relationship between instruction and construction. A textbook Gen Y professional, Rachel began college at 16 and jump-started her career path with internships in marketing and public relations by the time she was 18 years old. As Regional Marketing Manager for IBI Group, she is responsible for helping strategically direct the marketing efforts for 11 offices across the Western Region. A current master’s student at Texas A&M University, Rachel is pursuing an educational psychology degree specializing in learning sciences. She enjoys all aspects of new media, but her passion lies within creatively facilitating visioning sessions to develop the next generation learning environment with end-users and architects. Rachel is a member of the Houston Chapter of SMPS and the Council of Educational Facility Planners International (CEFPI).
Hot Typography: Igniting Fonts in Persuasive Proposals and Presentations
Presented by David Lecours
(Thursday, February 11th 4:00 pm – 5:30 pm, Grand Salon F)
While most of us were not formally trained as graphic designers, we are increasingly asked to design professional proposals, ads, flyers and presentations. This session is for those who want to raise the heat on their graphic design skills. The molten core of great graphic design is typography. Type must look great in print and on screen. The speaker will share how to choose the right fonts, setting type to better create persuasive proposals, and slide design for sizzling presentation interviews.
David Lecours, CPSM is on a mission to help A/E/C firms fight commoditization to win new business. As Creative Director of brand strategy firm LecoursDesign, David helps firms attract clients and talent via the power of story. He graduated from the University of Southern California intending to enroll in architecture school. After completing an internship at an architectural firm, David found marketing more enticing. He later completed the Professional Certificate program in graphic design at the University of California Los Angeles. David became a Certified Professional Services Marketer in 2004. He won the SMPS San Diego “Best Website” award twice in a row for client websites.
Turn Up the Heat to Stand Out from the Crowd
Presented by Donna Corlew, FSMPS, CPSM
(Friday, February 12th 8:30 am – 10:00 am, Grand Salon F)
We spend hours refining boilerplate and double-checking forms. But what makes a proposal stand out? Turn up the heat by putting your client at the center of your proposals. In this hands-on, interactive session, we’ll answer three questions using real life examples from the AEC industry: 1) does the response “answer the mail” in meeting what’s required in the RFP/RFQ? 2) Does the response clearly convey your knowledge of the client and project, based on your firm’s BD efforts? Does it speak to them, or is it just all about you? How can marketers and technical staff build on their knowledge of and relationships with the client to better tell the client’s story? 3) How does it read – grammatically and visually? Is it easy for readers to pick up on key information and messages? Attendees are encouraged to bring at least one of their own work products for self-assessment during the session.
A native Tennessean, Donna Corlew’s roots run deep in Southern hospitality, a culture of giving and an abiding love of SEC sports. Driven by a passion for coaching and helping others identify and maximize your unique talents and expertise, Donna works with firms to facilitate market research, make connections, build chemistry, and coach sales and marketing teams. She achieved her Certified Professional Services Marketer designation in 1993, and elevated to the status of SMPS Fellow in 2004. An active and engaged volunteer, Donna has held leadership positions at the chapter and national level, including a term as National President in 2007-08.
STOP PUTTING OUT FIRES! Modernizing, Memorializing and Normalizing Procedures, Policies and Processes for Proactive Marketing
Presented by Tonya Dooley, CPSM and Jenni Lachner, CPSM
(Friday, February 12th 10:30 am – 12:00 pm, Grand Salon F)
Reactive marketing is ineffective – we all know that. But when you are buried under an endless pile of emergencies and faced with technical team members who want to be your number one priority, and they’re always turning up the heat, how can you be strategic and proactive? Especially if everything is constantly on fire? Our speakers will share their personal experiences and best practices for establishing effective marketing procedures and processes – and getting leadership team buy-in – to best position yourself for and your firm as proactive marketers and BD. Remember: only you can prevent forest fires.
Tonya Dooley, CPSM is an industry veteran with nearly 20 years of experience gleaned with some of the nation’s leading professional services firms. Tonya has managed up and down the ladder to gain control and leverage her expertise to aggressively contain even the largest of fires. From wrangling the hairiest of deadline workloads while proactively managing resources, she has learned what to do and what not to do while trying to position one’s firm ahead of the curve. Tonya is eager to share this experience with her SMPS colleagues to help spread a sense of calm and sanity across the industry. She is a past SMPS Los Angeles Chapter President and a 2015 graduate of SMPS University.
Jenni Lachner, CPSM has more than a decade of experience in the A/E/C industry, having worked with some of the region’s most successful professional services firms. From her beginnings as a marketing/development assistant, to her current role as a marketing and business development manager, Jenni has served as a “Jill-of-all-trades”, responding to any marketing fire that came her way. From last minute client requests to unanticipated company re-brand issues, she has overcome a multitude of marketing hurdles for both architecture and sub-consultant firms. Jenni looks forward to sharing this experience with SMPS and helping her colleagues anticipate and prevent marketing surprises. She is a past SMPS Seattle board member, serving two consecutive terms as the chapter’s Director of Marketing.