Introduction to AEC Marketing

  1. Strategic Marketing
  2. The Marketing Mix
  3. Marketing Tools
  4. Alignment of Sales and Marketing
  5. Budgeting, Measurement and ROI
  6. Putting it All Together
  • Strategic Marketing and The Marketing Plan
  • Understanding Customers
  • Starting with Research
  • Customer Segmentation
  • Establishing a Competitive Advantage, Differentiating and Positioning your Company
  • Marketing: A Balance of Art and Science
  • Marketing Mix
  • Marketing Messaging
  • Value Proposition
  • Building the Brand
  • Creative Development
  • Integrated Marketing Communications
  • Advertising
  • Job Site Branding
  • Collateral/Sales Tools
  • Qualifications
  • Public Relations
  • Crisis Communications
  • Direct Response
  • Database Marketing
  • Lead Management
  • Association Memberships
  • Photography
  • Proposals
  • Project Reports
  • Seminars
  • Trade Shows
  • Web 2.0
  • Sales in the AEC Firm
  • Account Plans & Client Mapping
  • The Elevator Speech
  • Customer Acquisition vs. Retention and Growth Strategies
  • Marketing Budgets
  • ROI
  • Keeping a Pulse
  • Outsource Marketing
  • Corporate Culture
  • Advisory Boards
  • Everyone’s a Marketer
  • Marketing in a Down Economy

References

Appendix

  • Marketing Plan Basics
  • SWOT Analysis Basics
  • Communications Plan Outline