No Lets Do That Jane Brasier February 24 2017 2017 SMPS VA Annual Conference Grow amp Thrive A Fresh Perspective A different way of looking at how our industry will build the world for tomorrow how the role of marketing will impact it ID: 616794
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Slide1
“Let’s Do This….
No, Let’s Do That”
Jane Brasier
February 24, 20172017 SMPS VA Annual Conference: Grow & ThriveSlide2
A Fresh Perspective….
A different way of looking at how our industry will build the world for tomorrow, how the role of marketing will impact it
a
nd what that means.
Grow and Thrive
SMPS VA Annual Conference: Grow & ThriveSlide3
Today’s Theme….
Don’t Get Distracted –
Stick to Your Marketing Plan
SMPS VA Annual Conference: Grow & ThriveSlide4
Our Learning Objectives….
Recognize the need for research
Do research
Create a team/advocates
Develop a marketing plan with strategies
Share the plan with staff
Stay the course!
SMPS VA Annual Conference: Grow & ThriveSlide5
But First….
Introductions
SMPS VA Annual Conference: Grow & ThriveSlide6
Perception of the BD/Marketing Staff….
Golf Outings
SMPS VA Annual Conference: Grow & Thrive
Entertaining
Conferences in Exotic Locations Slide7
The Reality….
Proposals, Proposals, Proposals
Often waiting on others for key information
Deadline Driven
Everyone has an opinion!
SMPS VA Annual Conference: Grow & Thrive
Let’s Do This…No, Let’s Do That Slide8
Do You Have a Marketing Plan?
SMPS VA Annual Conference: Grow & Thrive
How often is it updated?
Shared with all staff? If so, how often?
Is it easy to understand?
Target markets?
Budget for marketing?
Based on research?
Current clients among the targets?
If Yes….Slide9
If No Marketing Plan Exists….
SMPS VA Annual Conference: Grow & Thrive
Why not?
Who decides?
Public Relations, Organizations, Conferences
How do your co-workers view marketing?
Is marketing a priority?
Measure of success?Slide10
What About Your Company?
SMPS VA Annual Conference: Grow & Thrive
Share the good, the bad and the ugly
with others at your table
Share one take-away from each discussion with the groupSlide11
Any Common Themes?
Introductions
SMPS VA Annual Conference: Grow & ThriveSlide12
Elements of
a
Marketing Plan....
Market Research
Goals & Objectives
Strategies
Action Plans
Schedule for Each Target Market
Develop a Budget
SMPS VA Annual Conference: Grow & Thrive
Aligns with CPSM Domain 2:
Marketing PlanSlide13
Marketing Plan
– A Team Effort….
Include….
Marketing Staff
Business Development/Sales Staff
Market Champion/Leader
Executive in Charge of Marketing & BD/Sales
SMPS VA Annual Conference: Grow & Thrive
Must have strategic conversations.
Meet on a regular basis.Slide14
Market Research….
SMPS VA Annual Conference: Grow & Thrive
C
lients over the past 5 years?
1
year?
What type of work have you done for them?
Is there an opportunity to cross sell?
What percent of revenue comes from key clients?
Does senior management meet with them
periodically to check in on performance?
Existing ClientsSlide15
Market Research….
SMPS VA Annual Conference: Grow & Thrive
Why are you no longer working for certain clients?
Project Ended
One-shot opportunity
Didn’t perform well
No longer the “lowest bidder”
Your key employees left the company
Never asked for more work
Recent ClientsSlide16
Market Research….
SMPS VA Annual Conference: Grow & Thrive
“Book of Lists”
D
emographics, business trends in your market
Meet with economic developers
Who is your competition?
Ask your employees who they have worked with
Industry associations – Get involved
Attend industry conferences and talk to the experts
Avoid “Cold Calling
”…Client
referrals
De-briefs
on lost projects and ask for future opportunities
Finding New ClientsSlide17
Develop a Strategy….
SMPS VA Annual Conference: Grow & Thrive
Based on the research, define target markets – goals and objectives with the team
Establish a realistic strategy with deadlinesSlide18
Marketing Plan – Action Plan….
Who “owns” the marketing plan?
Branding/Strategy
Schedule
Staffing
Budgeting
Marketing messages…Internal/External
SMPS VA Annual Conference: Grow & ThriveSlide19
But What About the Naysayers?
“I think marketing is a waste of time.”
“Why are we pursuing XYZ project?”
“We’ve always done it this way…why do we want to change?”
“Why do we need to spend so much money on brochures, conferences and sponsorships?
SMPS VA Annual Conference: Grow & ThriveSlide20
Your
Company
Needs to Change.
A company in the A/E/C industry must evolve, grow, and adapt to become stronger, more collaborative and secure more work in line with their vision.
SMPS VA Annual Conference: Grow & Thrive
Why? Slide21
Examples….
Branch Highways in North Carolina,
now Branch Civil
S&ME
SMPS VA Annual Conference: Grow & Thrive
Audience feedback?Slide22
Going Forward….
SMPS VA Annual Conference: Grow & Thrive
Engage in conversation
Discuss the need for a marketing plan
Help do research
Create a marketing committee
Agree to a marketing plan and convey to your staff
Be prepared to stay focused, be strategic and
let the staff know why
Time is moneySlide23
Summary….
Don’t Get Distracted –
Stick to Your Marketing Plan
SMPS VA Annual Conference: Grow & ThriveSlide24
“Let’s Do This….
No, Let’s Do That”
Jane Brasier
Director of Business Development, North CarolinaBranch Civil, Inc.jane.brasier@branchcivil.com
919.624.0626
Thank you!
2017 SMPS VA
Annual Conference