AEC Marketing for Principals

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-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry. Connect with Beth Ament:As the Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company, Beth Ament stands at the intersection of sustainability and storytelling. With a career spanning over 15 years, Beth has honed her expertise in sustainability consulting, transportation demand management, and community outreach, all while leading a dynamic team of creatives dedicated to broadcasting the Epsten Group narrative. Beth's approach to marketing is deeply rooted in her commitment to health and wellbeing, principles that resonate with the core values of Epsten Group. Her leadership extends beyond traditional marketing roles; she is an integral part of the company's Health and Wellness Committee, a TRUE Advisor, and a LEED Green Associate. Her dedication is also evident in her personal pursuits as a certified yoga instructor and a chairperson for the USGBC Georgia Market Leadership Advisory Board. The organic growth of Epsten Group and its recent acquisition by Salas O'Brien have been milestones marked by Beth's leadership in ensuring the brand's authenticity and customer experience remain intact. She champions a brand living strategy that not only communicates but embodies the company's mission in every facet of its operations. Beth's presence at SmartWIN24 is particularly impactful as she embodies the conference's ethos of 'Leap into the Future.' Her insights into brand stewardship post-acquisition and her innovative approach to internal brand alignment offer invaluable perspectives to AEC firms navigating similar paths of growth and change. In a world where brand authenticity is paramount, Beth Ament's story is a compelling narrative of how a brand can not only survive an acquisition but thrive through it, maintaining a genuine connection with its audience and empowering its team to be brand ambassadors in the truest sense. LinkedIn: https://www.linkedin.com/in/elizabethcament/ Epsten Group Website: https://epstengroup.com/ Salas O’Brien Website: https://salasobrien.com/ Connect with Katie: LinkedIn: https://www.linkedin.com/in/kacash/ Resources:Register for SmartWIN24 Today: https://smartegies.com/smartwin/ 

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 in the upcoming SmartWIN24 event, shedding light on strategies for small firms to build prominent brands. Key topics include the importance of smart positioning, the utilization of new media, and the challenges and successes in founding a new design firm. Joe highlights the value of clear communication in conveying the firm's worth to clients and discusses his podcast's role in amplifying their message through discussions with notable guests. Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.Connect with Joe Walker:Joe Walker is the visionary behind Walker Architects' rapid ascent in the competitive Atlanta AEC market. With a firm belief in the brand promise of "Design for an Agile World," Joe has spearheaded the firm's expansion with a people-first mindset that resonates deeply within the industry. Under his leadership, Walker Architects has not only established a new office in less than two years but has also secured significant projects with the Georgia Department of Education and Columbus State University.Joe's strategic approach is rooted in his unapologetic commitment to his company's core values, which has been instrumental in navigating the firm through the complexities of market penetration and brand establishment. His dedication to cultivating a culture that prioritizes people has enabled Walker Architects to attract top talent and foster an environment where innovative design meets practical application.As a champion of agile methodologies, Joe has positioned Walker Architects at the forefront of the AEC industry, where adaptability and responsiveness are not just concepts but the cornerstones of every project undertaken. His participation in SmartWIN24 is a testament to his willingness to share the insights and strategies that have propelled his firm to success in a remarkably short period.Joe's journey is a compelling narrative of strategic growth, brand integrity, and the relentless pursuit of excellence. His story is not just inspiring but also a blueprint for AEC firms looking to make their mark in today's dynamic landscape.Website: https://walker-arch.com/LinkedIn: https://www.linkedin.com/in/joe-walker-335b0914/Connect with Katie Cash:LinkedIn: https://www.linkedin.com/in/kacash/ Resources:Register for SmartWIN24: https://smartegies.com/smartwin/ 

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 their competitors.Katie and Judy also explore how brand positioning impacts the procurement process, shedding light on the need for concise and impactful responses in competitive bidding scenarios. They highlight the significance of making human connections during procurement and sharing compelling narratives to stand out in a limited timeframe.You can learn about this and so much more at our upcoming SmartWIN24 event.  Use code "VIP400" to receive $400 off your registration.  This must-attend event is where AEC firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.Connect with Judy and Katie - Judy LinkedIn: https://www.linkedin.com/in/judysparks/Katie LinkedIn:  https://www.linkedin.com/in/kacash/Website:  https://smartegies.com/ Resources - SmartWIN24 Registration: https://smartegies.com/smartwin/ 

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 collaborative and partnership-orientated approach, which emphasizes customized marketing integration playbooks, internal marketing to help employees understand the combined strengths of the merged entity, and a focus on building emotional connections for smooth transitions to foster organic growth and leverage internal expertise. Connect with Eric Anest:Eric Anest serves as VP of Marketing & Communications at Salas O'Brien. He has overseen the expansion and transformation of Salas O'Brien's marketing, playing a pivotal role in the company's growth from 300 to over 2,500 team members, the merger of more than 30 firms into Salas O'Brien, and a major rebranding effort that resulted in a simple, clear, and inspirational message. But most importantly, he has assembled a team of AEC marketers who are collaborative, humble, intelligent, and dedicated to making Salas O'Brien the best AEC firm in the galaxy. LinkedIn: https://www.linkedin.com/in/ericanest/Salas O'Brien LinkedIn: https://www.linkedin.com/company/salasobrien/Website: https://salasobrien.com/Connect with Katie Cash: LinkedIn:  https://www.linkedin.com/in/kacash/Website: https://smartegies.com/ Resources:Register for SmartWIN24. Use code "SmartListen" for a special discount: https://smartegies.com/smartwin/ 

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 offer practical media buying strategies for design and construction firms.Don't miss your opportunity to register for SmartWIN24. The event takes place February 28-29, in Atlanta, GA. Reserve your seat today at smartegies.com/smartwin. Connect with Mike Hoffman:Mike Hoffman is a seasoned media professional with a rich history in the marketing and advertising sector. Having been with iHeartMedia for nearly a decade, Mike has honed his skills in radio advertising, media buying, and market research, making him a go-to expert in the field.At SmartWIN24, Mike will delve into the expansive digital capabilities of iHeartMedia. With assets that span thousands of station and show websites and a user base of over 167 million registered iHeartRadio enthusiasts, iHeartMedia's influence in the audio industry is undeniable. Their digital strategies, rooted in their stature as America's #1 Audio Company, encompass everything from brand awareness to conversions through their radio and digital advertising channels.The reason Mike is on our roster? His adeptness at crafting bespoke solutions for the AEC sector. Whether the goal is brand visibility, lead generation, or recruitment campaigns, Mike's strategies have consistently hit the mark for AEC clients, making his insights a must-hear at our event.LinkedIn: https://www.linkedin.com/in/michaelhoffmanuf88/ Resources:SmartWIN24: https://smartegies.com/smartwin/ Discount Code for 30% off: "SmartListen"Connect with Katie:LinkedIn: https://www.linkedin.com/in/kacash/Website: https://smartegies.com/

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 is a must-attend event for anyone looking to enhance their firm’s marketing and business development efforts. They discuss networking between top-tier executives and marketers, cutting-edge marketing strategies, data-driven decision-making, and the impact of emerging technologies and AI advancements. Tune in, and don’t miss your opportunity to join us at SmartWIN24! We’re offering our listeners $300 off registration when you use code “SMARTLISTEN” at www.smartegies.com/smartwin to secure your spot.  Connect with Scott Steiding:Scott Steiding is an executive with a rich history in the AEC industry, boasting nearly three decades of experience across multiple continents. He's worn many hats—sales, marketing, operations, and corporate communications—to name a few. Scott is currently the President of Productive Pursuits, a consultancy that specializes in optimizing people, processes, and technologies for remarkable outcomes. His deep understanding of scalable, technology-driven systems makes him a go-to expert for firms navigating the digital transformation era. We've invited Scott to SmartWIN24 for his unparalleled expertise in bridging the gap between IT, Marketing, and Sales. Before launching Productive Pursuits, Scott served as the Vice President of Marketing at Morrison Hershfield for over 22 years, where he revolutionized the firm's approach to strategic accounts and automated marketing production. His session will delve into the upcoming technologies that are set to disrupt traditional business development and marketing operations in the AEC industry. If you're looking to future-proof your firm by understanding and adapting to the technological shifts on the horizon, Scott's session is one you won't want to miss. LinkedIn: https://www.linkedin.com/in/scottsteiding/Resources:SmartWIN24: https://smartegies.com/smartwin/Coupon Code for Registration: SMARTLISTEN Connect with Katie and Judy: Website: https://smartegies.com/Katie’s LinkedIn: https://www.linkedin.com/in/kacash/ Judy’s LinkedIn: https://www.linkedin.com/in/judysparks/

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 of continuous education for AEC marketers. Topics Covered:Sarah's unexpected entry into AEC marketing and her ascension to a Marketing Principal role at HOK.Insights into HOK's recognition of marketing's value, creating a career path that cultivates leadership and drives revenue.The importance of empathy, collaboration, and asking the right questions in building a successful marketing strategy.The future of AEC marketing, including technological advancements and innovative market approaches.Sarah’s reflections on the SmartWIN conference, its value for like-minded marketers, and the anticipated discussions at SmartWIN 2024.Connect with Sarah Keane:Website: https://www.hok.com/people/leadership/view/sarah-keane/LinkedIn: https://www.linkedin.com/in/sarahkeane/  Connect with Smartegies: Website:  https://smartegies.com/Judy's LinkedIn:  https://www.linkedin.com/in/judysparks/Katie's LinkedIn:  https://www.linkedin.com/in/kacash/Register for SmartWIN24: https://smartegies.com/smartwin/

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 through automation.Understanding the pivotal roles that AI and CRMs play in today’s marketing landscape will help you foster real growth in your business while getting a leg up from your competitors.  Connect with Frank Lazaro:LinkedIn: https://www.linkedin.com/in/lazaro/Website: https://sobo.ai/ Email: frank@sobo.ai Connect with Katie Cash: LinkedIn: https://www.linkedin.com/in/kacash/Website: https://smartegies.com/ 

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 marketing. Greg underscores the profound connection between talent acquisition and effective marketing strategies. A company's ability to attract and retain top talent is not only influenced by HR practices but also by the brand's reputation and how it communicates with potential employees through marketing efforts. Their conversation moves over to constantly changing trends in social media behavior, how it will affect the workforce in the years to come, and also have a profound impact on the way businesses connect with their audiences.   Join us at the upcoming A/E/C MarketPRO event in Salt Lake City, Utah!  Greg shares more about the speakers you can expect, and there is even a special offer to join Smartegies and PSMJ at this one-day event on September 20, 2023. Use "SMARTEGIES400" for $400 off your registration. Connect with Greg Hart:LinkedIn: https://www.linkedin.com/in/gregory-hart/ Website: https://go.psmj.com/aec-marketpro-2023-home Connect with Katie and Judy:Katie Cash LinkedIn: https://www.linkedin.com/in/kacash/Judy Sparks LinkedIn: https://www.linkedin.com/in/judysparks/ Website: https://smartegies.com/ 

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 and growth. Don't miss the opportunity to learn how Ryan's "Client Feedback" Tool can bring you one step closer to a healthier business and happier clients! Connect with Ryan Suydam:Website: https://clientsavvy.com/about/Email: answers@clientsavvy.comLinkedIn: https://www.linkedin.com/in/clientsavvy/ Connect with Katie:https://smartegies.com/