Introduction to AEC Marketing
- Strategic Marketing
- The Marketing Mix
- Marketing Tools
- Alignment of Sales and Marketing
- Budgeting, Measurement and ROI
- 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