Not having a direction, not having a goal, not knowing where you are going, it’s all the same.
You go nowhere. You can never get “there,” can never arrive anywhere, because you don’t
really have a destination. Without direction, without a destination, without a goal, how do you
pick a direction, choose a road, or plot a course to get “there”?
As leaders and marketers of the firm, you are responsible for guiding your firm from “here” to
“there”. This session will help you be strategic in guiding your firm to its rightful destination.
Learn the step-by-step process of creating and implementing a strategic marketing plan that
works. Understand the basic elements of a successful plan, what a plan should accomplish,
how to conduct the session, how to define objectives and target markets, and how to turn ideas into measurable tactics with timelines, budgets, and clear deliverables that will let you hit the ground running.
This session will review three key areas of strategic marketing planning:
Conducting critical research:
Many firms make their plans based off of what has been done in the past. This may lead your
firm down a road that doesn’t align with what is happening in the marketplace. You will learn a
three-stage preparation process to gather vital market research. This includes tools to client and marketplace research as well as a process to gather appropriate internal feedback prior to the session.
Facilitating the planning session to get the most input:
As your firm’s marketing leader, conducting the strategy session can be a daunting task. This
portion of the session will teach you about the logistics of planning for the session as well as key visioning questions that will lead you to establish objectives in setting your marketing goals. We will discuss how to get participants to “buy-in” to making this plan successful and becoming a marketing champion.
Implementing your action plans to include measurable results:
Gain an understanding of why it’s important to show measurable results and establish specific
goals to help you implement your marketing plan. Learn how to fine-tune your marketing plan so it becomes a means to gauge strategic decisions throughout the year, and how to use those
results to strengthen your overall marketing program. Learn specific tactics you can implement
in your plan tomorrow and pitfalls to avoid in team follow-through.
8:00am - Registration & Breakfast
8:30 – 11:30am - Workshop
11:30am – 12:30pm - Personal Marketing Plan Reviews
Cost: $60 Member / $80 Non-Member
More About Keri Hammond
Keri Hammond, FSMPS, CPSM is a founding member of the SMPS Utah Chapter in 1990 (31 years as an SMPS Member), she has served on the Utah Chapter Board of Directors for 18 years in various capacities. She has served as Chapter President for three different terms over this time, and developed Chapter infrastructure such as By-Laws and Policies and Procedures. She was the first Utah Chapter Marketer of the Year and first to receive her CPSM designation in Utah. She recently was honored with the designation of FSMPS. She has also been an active member of SMPS National and Regional Committees and is a speaker at local, regional and national conferences around the country.
She has provided more than 100 educational topics and training sessions for private clients, SMPS, AIA, ACEC, NAIWIC, CREW and many graduate programs for higher education institutions about the A/E/C industry. She is an active writer of articles in industry trade publications on the topic of marketing and business development for the A/E/C industry.
Keri has worked in-house for various A/E/C firms in various capacities from Marketing Assistant to Vice President. She started her own consulting firm that specializes in marketing guidance to the A/EC Industry. Now, as a founding partner with MARKETLINK, she continues to be a resource to the AEC industry across the country.
Thank you to our In-kind Sponsor: CRB