AEC Marketing for Principals

ARCO Design/Build (ARCO), named the 7th largest design-build firm by ENR, is a national leader in industrial construction. As such, ARCO has seen many changes and emerging trends throughout industrial development. In recent months the world has been rocked with shortages across many markets from respiratory systems to masks and even toilet paper. It’s clear COVID-19 has impacted distribution and manufacturing, so how are firms like ARCO adapting?On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by the President of ARCO Design/Build – BTS to discuss how the industrial industry continues to move forward as more companies look for ways to maximize distribution in the future. Stefan breaks down how companies are using “just in time” delivery for consumer products and design and construction services. He also discusses how to get in touch with ARCO and what they are looking for in future partners.What You Will Learn:Changes ARCO has seen internallyHow COVID has impacted “Just in time” and “Last mile” deliveryEcommerce vs. Brick and MortarAutomation in the world of distributionHow to connect and build a partnership with ARCOResources:www.arcodb.comhttps://arcodb.com/contact/https://www.linkedin.com/company/arco-designbuild-inc/https://arcodb.com/news/arco-named-7th-largest-design-build-firm-by-engineering-news-record/

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Chief Economist Evelina Roseman to talk about the economic impact of COVID-19 and living in this time of transition. Roseman is an economic thought leader with demonstrated successes in global business planning, innovation, and B2B/B2C program management. She serves corporate and small business executives by applying the long view of economic perspectives and data-driven insights for efficient global business strategies.From Roseman’s perspective, the COVID-19 may have started as a healthcare/medical crisis, its effects on the economy are starting to show. There will be debt, finance, and capital situation, including shifting levels of price and risk. It will take months, if not years, to get past the economic consequences of COVID-19. However, this crisis did not bring anything radically new. Good and bad economic trends have been in development for years, and COVID-19 simply accelerated the effects of these trends. In other words, we’ve been “rear-ended” into this crisis.What You Will Learn:What makes this economic downturn differentHow technology has shaped the global economyThe impact a low or no touch economy will have on businesses and employmentThe top three operational risks for professional service firms moving forwardResources:https://advantagetalentinc.com/covid-19-pandemic-the-jobs-impact-by-evelina-roseman-ph-d-mba-chief-economist/

On this special episode of AEC Marketing for Principals, host Katie Cash is joined by Smartegies Executive Vice President, Donya Edler, to talk about the importance of corporate communication during a social movement. 2020 has brought a lot of uncertainty and unrest, so how should firms address these topics the right way and what can we do to evoke change throughout the AEC industry?During the episode, Katie and Donya provide examples of what AEC firms are doing to address diversity and inclusion internally and externally. Check out the examples below under Resources.What You Will Learn:Importance of employee communication during this timeSocially sensitive marketingHow AEC firms are respondingWhy being silent diminishes brand loyalty and trustResources:Chasm Architecture- The Human Spirit in Unbreakable: https://www.chasmarchitecture.com/the-human-spirit-is-unbreakable/H.J. Russell- CEO Speaks on Racial Injustice in America: https://www.hjrussell.com/h-j-russell-company-ceo-michael-b-russell-sr-s-statement/JLL- Building Pride: https://www.us.jll.com/en/careers/diversity-inclusion/building-pride-business-networkNELSON Worldwide- Commitment to their Community: https://www.nelsonworldwide.com/community-statement/The Beck Group- Addressing Mental Health: https://www.beckgroup.com/culture-community/reducing-the-stigma-around-mental-health-in-construction/Jacobs- Speaking Up and Out for Equality: https://www.jacobs.com/equality?utm_source=site&utm_content=carousel

View the Smart Notes for this EpisodeKicking off season 2 of AEC Marketing for Principals, Marvin Woodward, the Deputy Director for the Georgia State Financing and Investment Commission, joins hosts Judy Sparks and Katie Cash to discuss how GSFIC is shifting their procurement process.The state of Georgia is actively living in the liminal space in the wake of COVID-19. The agency has adopted remote work procedures, shifted its procurement process, opting for virtual interviews to keep projects moving forward, and is looking at updating its design standards and state construction manual with new processes, procedures, and guidelines.What You Will Learn:What impact COVID-19 has had and will have on the state of Georgia’s design and construction marketWhat GSFIC is doing to keep the procurement process moving during quarantine and beyondThe importance of team dynamics in a project interviewHow the state is approaching construction in a low touch economySkill sets GSFIC looks for when hiring a firm

During this special AEC Marketing for Principals episode, host Katie Cash discusses how AEC firms can pivot their interview presentations to the virtual world. Public and private owners are continuing to leverage technology and transition their procurement process to online virtual experiences. So, how can shortlisted AEC firms inform, influence, and entertain the selection committee virtually and secure their next project win?This episode is an excerpt from a webinar Smartegies recently hosted. Access the entire webinar and view the presentation slides below.What You Will Learn:How to convert traditional in-person presentations to online interviewsCreative ways firms are taking advantage of this virtual adaptationKey presentation tips to win your next interview

During this special AEC Marketing for Principals episode, hosts Judy Sparks and Katie Cash discuss how AEC firms are pivoting their marketing strategies as a result of the COVID-19 pandemic. Smartegies recently put on a webinar for leaders in the AEC industry answering the question, “How do you market during a pandemic?” This episode is an excerpt from our webinar.Prior to the webinar, Smarteiges conducted a survey asking attendees how they are reallocating canceled events spend during this time. During the episode, Judy will talk through the findings. She will also discuss two tools she developed to help AEC firm owners, principals, and marketing departments analyze their business, and devise the right marketing response to keep their business moving during COVID-19.What You Will Learn:Insight into how Smartegies is helping clients keep their business movingCreative ways firms are staying visible and relevantHow digital media usage has changed over the last several weeks

What You Will Learn:The key takeaways from season 1 of AEC Marketing for PrincipalsJere Smith’s advice for the proposal processJudy and Katie’s approach to the formal presentationMarvin Woodward’s insights about winning work with GSFICBrenda Christman’s advice for in-house marketersLarry Callahan’s take on the industrial market in the SoutheastDave Loeffel’s perspective on multifamily developmentsResources:Website: https://smartegies.comTwitter: @Smartegies

Click Here for the Full TranscriptView the Smart Notes for this EpisodeARCO specializes in industrial development, an industry that has been moving in a new direction as recent trends in e-commerce, cold storage, and sustainability continue to grow stronger. In that space, Jake Stefan and his team have built a strong reputation for the innovative, solutions-based approach that ARCO brings to every project. That said, it takes a strong AEC marketing strategy to win their business.They are in the people business, and because ARCO operates on a national scale, they need AEC partners who reflect their values and put customer service first. Stefan looks for honest design, subcontracting, and engineering partners who are going to challenge the team and look for better ways to achieve their goals.In this episode of AEC Marketing for Principals, Jake Stefan joins host Judy Sparks and Katie Cash to speak in detail about what he wants to see in ARCO’s partnerships. Stefan breaks down the different requirements for each discipline and explains how firms can build a relationship with ARCO so they can start winning work. What You Will Learn:ARCO’s primary focus on industrial developmentHow industrial real estate is being driven in a different direction by new trends in e-commerce, cold storage, and the sustainability culture.What Jake Stefan looks for in a design, subcontractor, and engineering partnerInsights to help you build an AEC marketing strategy that will get you in the doorHow to start building a relationship with ARCOThe three things Jake Stefan wants to know when you reach out to ARCOResources:Website: www.arcodb.comLinkedIn: https://www.linkedin.com/company/arco-designbuild-inc/Facebook: https://www.facebook.com/arcodb/Twitter: @ARCODesignBuild

Click Here for the Full TranscriptMany seller-doers at boutique firms assume marketing responsibilities, but there comes a time where half-hearted marketing starts to hinder productivity without yielding any results. Owners often ask themselves if they need a marketing department, but hiring a team is inevitable if you plan to grow.AEC firms can benefit from building a marketing team because when it comes to principals and technical professionals, the business needs eventually outweigh their marketing skillsets and external resources are required. Your resources should match your desired level of sophistication at the firm, but more importantly, they should reflect your plans for growth.In this episode of AEC Marketing for Principals, Whitney Thrower joins hosts Judy Sparks and Katie Cash to talk about marketing as an investment with serious ROI. Thrower explains what it takes to build an effective marketing team at any size and how to tell when your firm is ready to do so.What You Will Learn:Whitney Thrower’s journey into AEC marketingHow an internal marketing team is structuredThe different roles in a marketing team and their responsibilitiesMarketing leadershipDecentralized vs. centralized marketing teamsThe right time to build a marketing departmentResources:Website: www.smartegies.comTwitter: @Smartegies

Highlands Residential is an apartment development company specializing in multifamily developments that target an empty-nester clientele. By focusing on recently-retired individuals, aged 55 and older, Highlands’ founder and CEO, Dave Loeffel, can deliver destinations unique to the desires and needs of this age exclusive audience.Experiential living is a hot trend in multifamily right now, and Loeffel works hard to keep Highlands ahead of the curve. By delivering an unparalleled brand experience and prioritizing quality in every project, Loeffel continues to build thriving communities that enhance the neighborhoods around them and maintain occupancy over time.In this episode of AEC Marketing for Principals, Loeffel discusses the internal and external factors that make Highlands’ business model successful, and what they look for in AEC partners. Listen to this episode and see what it takes to chase multifamily work with Highlands ResidentialWhat You Will Learn:What Dave Loeffel look for in ideal AEC partnersIntroducing multifamily developments into thriving communitiesWhat three things your content should cover during your first meetingThe importance of understanding your firm’s capabilities relative to the project at handResources:Website: www.highlandsresidential.com