AEC Marketing for Principals

Imagine knowing how to leverage metrics to tell your firm’s story and win your next big project. It’s time to turn data into a powerful ally that drives your business growth!Architecture, engineering, and construction firms can revolutionize their growth strategies by decoding data and creating clear roadmaps. Katie Cash is joined by her co-worker, Jenn Friedman, a self-described data nerd, who shares how embracing tools like Google Analytics can unlock actionable insights. From identifying high-performing website pages to aligning digital efforts with business goals, Jenn outlines simple, effective steps any firm can take. She highlights the importance of building a solid foundation, tracking meaningful metrics, and leveraging cutting-edge technologies like AI to stay competitive in today’s fast-paced digital world.Success begins with preparation and the confidence to make data work for you, not against you. If this resonates, don’t miss Jenn’s presentation at SmartWIN25 on February 11th, where data-driven strategies will take center stage.Topics discussed in this episode:SmartWIN25Talk Data to MeGoogle AnalyticsBusiness MetricsData interpretationDigital presenceTraffic sourcesConnect with Katie and Jennhttps://smartegies.com/

Strategic marketing investments can transform small AEC firms into industry leaders.Katie Cash kicks off the SmartWin 2025 Speaker Spotlight Series with guest Erica Wozniak Fisher, Director of Marketing and Business Development at The Arkitex Studio. Erica shares her journey from managing major projects at Texas A&M University to driving strategic growth for a small Texas-based architecture firm. The discussion highlights how smart, modest marketing moves can lead to big wins. Erica emphasizes the essentials of branding, targeted networking, and leveraging the right tools and partnerships.  Even small steps, like refining RFQ templates or attending key conferences can deliver impressive and measurable results.Don’t miss Erica’s practical tips for small firms striving to stand out in the AEC world. Tune in to the new SmartWIN25 Speaker Spotlight series for a sneak peek of what’s to come this February.Topics discussed in this episode:SmartWIN25strategic investmentsarchitectureArkitexAEC GrowthTexas A&M UniversityMarketing and business developmentsmall firmsFollow Erica Wozniak Fisher: https://arkitex.com/Connect with Katiehttps://smartegies.com/

In today’s talent war, outdated HR practices are holding firms back.  The way forward is to create workplaces that attract and retain the best people. In this AEC Marketing for Principals episode, host Katie Cash and co-host Judy welcome Mark Zweig, founder and CEO of Zweig Group, a leading AEC consulting firm. Mark talks about his journey from consulting to launching his own business and shares his perspective on some of the industry’s biggest challenges—especially when hiring and keeping top talent. Mark’s perspective is both a wake-up call and an inspiration for you to embrace dynamic strategies for long-term growth and employee retention. Topics discussed in this episode: serial entrepreneurconsultinghuman resourcesCEOmarketingtalent warrecruitingemployee retentionbusiness growthopen book managementbrand identity Join Katie and Judy at SmartWin2025 on February 11, 2025.   Use code "Smart30" and get 30% off your registration. https://smartegies.com/smartwin/Connect with Katiehttps://smartegies.com/

CRM systems are revolutionizing project management and collaboration in the construction industry.Today, Katie talks with Tom Deane, Co-Founder and CEO of ProjectMark, about how their user-friendly CRM helps construction teams of all sizes get started easily. They explore how AI and automation are changing project management, especially in making informed decisions and speeding up proposals. Tom also shares practical tips for organizing information to help your team see real results in their daily work.If you're looking for solid advice on how to build a team-oriented company culture that helps both field and office teams feel informed and connected, this episode is for you.Topics discussed in this episode: innovation and strategyproject managementsmart strategiesconstructionbusiness developmentTechnologyCMRsmarketing strategydesign & constructionsales and marketingConnect:Connect with Tom Deane - https://www.linkedin.com/in/tom-deane-5b93b93a/Join Katie and Judy at SmartWin2025 on February 11, 2025.   Use code "Smart30" and get 30% off your registration. https://smartegies.com/smartwin/Connect with Katiehttps://smartegies.com/

Strategies and operations are key to helping your team make smart decisions, work more efficiently, and adapt to a changing market.Join Katie in this episode as she sits down with Stu Haney, Management Consultant of AEC OPS to talk about his innovative BOSS method.  They’ll talk about the importance of respectful talent acquisition, implementing structured systems, and recognizing operational shortcomings.Get the insights and practical strategies you need to create a positive workplace culture, boost employee engagement, and drive growth in your business.Topics discussed in this episode:management consultingdesign and constructionproject managementbusiness strategiesBOSS methodtalent acquisitionoperational efficiency workplace culturerecruitment strategiesbusiness successsystemic approachConnect with Stu Haney, AEC Management Consultant - AEC OPShttps://aec-ops.com/https://www.linkedin.com/in/stewart-c-haney/Join Katie and Judy at SmartWin2025 on February 11, 2025.   Use code "Smart40" and get 40% off your registration. https://smartegies.com/smartwin/Connect with Katiehttps://smartegies.com/

As a professional, you probably work hard to perfect your craft but might be neglecting the essential skills of business management. In this episode of AEC, Katie chats with Kyle Peterson, Principal and Business Leader at Nelson Worldwide, about his role managing six studio locations and how his design background guides his business approach.  Kyle highlights the importance of being a trusted partner and truly understanding clients' needs to drive success. Tune in to discover how to blend your vision with real operational expertise to achieve powerful strategic growth.Topics discussed in this episode:Nelson Worldwidebusiness leadersales strategiesbusiness managementarchitecturesmart marketingstrategies that make an impactbusiness datadesign excellencefinancial successbusiness changefinancial literacysales processConnect with Kyle Peterson, Principal NELSON Worldwide:https://nelsonworldwide.com/https://www.linkedin.com/in/kylerpetersonmba/Join Katie and Judy at PSMJ Resources AEC MarketPro!  This year's event will occur on Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration.Connect with Katiehttps://smartegies.com/Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

Katie is back and talking to Bryce Batts, a seasoned recruiter and co-owner of Career Collective, to explore attracting and retaining top talent in the AEC industry. Bryce emphasizes the need for swift communication and efficient interview processes to capture high-caliber candidates' interest. She advises employers to collaborate closely with recruiters, timing offers strategically to avoid premature proposals that candidates might leverage for better opportunities. They also discuss the importance of making strong initial offers rather than attempting lowball negotiations, which can deter potential hires. Authentic job descriptions and genuine passion in the recruitment process are essential to attract the right talent.The discussion shifts to the competitive nature of the current job market, highlighting the importance of digital presence and effective employer branding. Embracing platforms like LinkedIn™ for outreach and showcasing company culture is crucial. Bryce advocates for proactive networking and personalized direct outreach over mere job postings. The conversation also underscores the benefits of offering flexible work schedules, generous PTO, and compelling employee perks to remain competitive without straining financial resources. Collaborative efforts between marketing, HR, and recruitment teams are vital for crafting impactful hiring strategies that resonate with prospective hires and align with the company's values and culture.Topics discussed in this episode:Job descriptionsRecruitmentAEC IndustryCareer-minded womenNetworkingDigital platformsWork-Life balanceConnect with Bryce Betts, Career Coach and Co-owner of Career Collectivehttps://www.mycareercollective.com/ Follow her on Podcast: https://podcasts.apple.com/us/podcast/wine-after-work/id1590870145 Founded with a Singular Vision: Providing both candidates and employers with premier access to the best in AEC Industry opportunities.  We empower employers with the right talent and candidates with career-defining opportunities ensuring that every placement is not just a job filled, but an effective, strategic fit.Join Katie and Judy at PSMJ Resources AEC MarketPro!  This year's event will take place Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration.Connect with Katiehttps://smartegies.com/

Katie Cash talks with Tara Bleakley, Associate Director for Market Transformation and Development at the USGBC's Florida chapter. Tara shares a brief overview of her career, starting with a background in art history and art business, which led her to various marketing roles from London to Orlando. She discusses her tenure at TLC Engineering Solutions, where she rose to partnership before taking a sabbatical to reconnect with family. This break steered her toward her current role at USGBC, fueled by her passion for combating climate change. Tara’s current initiatives at USGBC extend beyond LEED certifications to include supporting sustainable and resilient community development. She believes in the critical role of mentorship within the AEC industry, particularly emphasizing the importance of bridging the gap between seasoned professionals and young leaders. Tara emphasizes how her experiences inform her advocacy for sustainable building practices that not only meet but exceed established standards, thereby enhancing equity, affordability, and inclusivity in projects. Topics discussed in this episode:LEED CertificationClimate changeYoung leadersInclusivity in buildingsBusiness developmentSustainabilityConnect with Tara Bleakley, Associate Director, Market Transformation & DevelopmentUS Green Building Councilhttps://www.usgbc.org/people/tara-bleakley/0011562083Follow her on LinkedIn: https://www.linkedin.com/in/tara-bleakley-576a7613/As the Florida Associate Director, for the Market Transformation and Development team at the United States Green Building Council (USGBC), Tara plays a pivotal role in driving the organization's mission of transforming the built environment into a more sustainable and environmentally responsible sector. Tara focuses on creating strategic initiatives and partnerships to foster the adoption of green building practices and sustainable design principles within the broader market. Tara contributes to driving sustainability forward in the building and construction industry by fostering collaboration, advocating for policy changes, and promoting LEED building standards and practices. A big focus is engaging with USGBC’s current stakeholder base around core programs and cultivating business opportunities for LEED with new clients in major target sectors.In Tara's spare time she enjoys adventuring in nature with her family, traveling for food and relaxing with a good book.Join Katie and Judy at PSMJ Resources AEC MarketPro!  This year's event will take place Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration.Connect with Katiehttps://smartegies.com/

Securing future work and attracting top talent are the lifeblood of the AEC industry, a reality that hosts Katie and Judy passionately emphasize in the season six premiere of AEC Marketing for Principals. This season’s theme, “Making an Impact,” focuses on HR and recruiting tactics, business development strategies, and content marketing within the industry. In upcoming episodes, we will spotlight individuals driving change and facing unprecedented challenges in the AEC sector, discussing topics like the integration of technology and AI to streamline business processes and elevate job efficiency. With more gender diversity among architecture students, the industry is primed for change. However, women are still underrepresented as registered architects, highlighting the ongoing gender equality issues. Katie and Judy also dive into the evolving demographics of B2B buyers, led by Gen Z and Millennials, and how these shifts are shaping new marketing and communication strategies. They discuss the challenges and opportunities in recruiting this younger generation. This season opener offers just a glimpse of what's ahead.Episode Highlights:Making an Impact in the AEC IndustryGender Diversity in ArchitectureGen Z in the WorkforceB2B Marketing StrategiesContent MarketingMentoring and Emerging LeadersResources: 26 percent of Gen Z applicants bringing parent to job interview: Survey Join Katie and Judy at PSMJ Resources AEC MarketPro!  This year's event will take place Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration. Connect with Judy Sparks: LinkedIn: https://www.linkedin.com/in/judysparks/ Connect with Katie Cash: LinkedIn: https://www.linkedin.com/in/kacash/ 

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, NCARB, LEED AP:Brad Ewing is a distinguished architect and associate principal at NELSON Worldwide, where he brings over 24 years of experience in leading teams and managing complex projects across various sectors. As the regional practice leader for civic, community, justice, and education, Brad is known for his innovative and sustainable design solutions that resonate with stakeholders' needs and expectations. In his role, Brad not only oversees the production of design and construction drawings but also steers the strategic growth and financial success of his practice across the Southeast region. His expertise extends to advising clients on best practices and lessons learned from his extensive work in institutional, aerospace, aviation, federal, county, and state projects, both in secure and non-secure environments. Brad's passion for creating quality designs that enhance public spaces and user experiences is evident in his collaborative approach with his team and partners. His commitment to excellence is a driving force behind his successful leadership in the AEC industry. At SmartWIN24, we invited Brad to share his insights and strategies that led to the winning outcome for the State of Georgia's largest project ever. His experience in leading such a monumental project, coupled with his expertise in sustainable and impactful design, makes him an invaluable contributor to our conference. Attendees will gain a rare glimpse into the strategic thinking and leadership that are essential in securing and executing major AEC projects. LinkedIn: https://www.linkedin.com/in/jbradewing/Website: https://www.nelsonworldwide.com/  Connect with Katie:LinkedIn:  https://www.linkedin.com/in/kacash/