Marketing and Business Development Training Workshops

for Architecture, Engineering & Construction Professionals

San Diego, California on Tuesday, September 17, 2013

Tuesday, September 17, 2013

Two Separate Workshops Offered

Place
8110 Aero Drive
San Diego, CA 92123
Phone: (858) 277-8888

Morning Session:
GETTING FROM
"HERE" TO "THERE":
Marketing Plans that Begin
with the End in Mind

Registration: 8:00 a.m. - 8:30 a.m.
Session: 8:30 a.m. - 12:00 p.m.
Continental breakfast included

Afternoon Session:
THE REAL CLIENTS OF SAN DIEGO:
Guest Client: Tony Heinrichs, PE, Director Public Works Department, City of San Diego

Registration: 1:00 p.m. - 1:30 p.m.
Session: 1:30 p.m. - 5:00 p.m.
Afternoon refreshment break included

Registration Fees per Session
Regular Rate ~ $189 until September 12th

Discounted Rate ~ $49.99 for 2nd registration or more. You will receive a discount code via email upon registration of 1st attendee.

Questions? Please Contact:

Alicia Zimmerman
MARKETLINK U
Phone: (386) 793-4109
Email: workshops@marketlinkonline.com Website: www.marketlinkonline.com

Morning Session: 8:30 a.m. - 12:00 p.m.:

GETTING FROM “HERE” TO “THERE”:
Marketing Plans that Begin with the End in Mind

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 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.

Who should attend?
This program is designed for any A/E/C professional — whether you work for a small firm or an international corporation — who is responsible for:

setting the strategic direction for a professional services firm
influencing the marketing program’s goals and objectives
creating and implementing a marketing plan

Directors and managers of business development and marketing, project managers working with clients, and principals will benefit from the opportunity to strengthen their leadership and management skills through the material covered in this workshop.

Benefits of Attending:
By the end of this half-day workshop, you will understand how to:

determine your firm’s strategic direction for increasing your bottom line
conduct market research for gathering client, marketplace and internal feedback
plan and facilitate a marketing strategy session
gain “buy-in” from firm leadership and key staff
develop and implement an effective marketing plan
create and implement action plans for goals and objectives
foster marketing champions
create a plan that include measurable results
use your plan as your marketing agenda to ensure compliance and success

You will return to the office with proven techniques and tools for effective management of your firm’s marketing team and plan.

Afternoon Session - 1:30 p.m. - 5:00 p.m.:

THE REAL CLIENTS OF SAN DIEGO:

Guest Client - Tony Heinrichs, PE - Director of Public Works for the City of San Diego

We all know the focus and approach of a business development meeting changes depending upon the relationship with the client. Join us to observe a real local client/owner entity meet with three senior business development professionals – each with a different relationship to the client – as they conduct a business development meeting regarding potential opportunities.

Hear the client’s perspective on each of these interactions: what worked, what didn’t work, what the business development professionals uncovered, what they missed, and how the conversation changed depending on their relationship. Then hear the professionals’ perspective on the meeting and their thoughts on how they prepared for their meeting based on their relationship with the client. You’ll gain valuable advice directly from the client and the business development professionals as they serve as your personal coach to planning your business development activities based on your different client relationships.

The second half of the workshop will allow us to take what we have learned and apply it to creating a pro-active strategy to develop a business development plan. MARKETLINK will explore the tips and tricks to streamline your approach. Learn how to:

assemble a list of information gathering questions
discuss communications skills that will get you a meeting with your targeted clients
develop a project pursuit strategy
brainstorm effective tactics to follow-up after the first meeting in order to truly develop a relationship with the client
understand the importance of cross-selling services
and many more proven business development tactics

No matter what your level of marketing or business development expertise, this session will give you a first-hand glimpse in the real world of conducting business development meetings with your clients!

Benefits of Attending:
By the end of this half-day workshop, you will understand how to:

conduct business development interviews/meetings with clients
develop project pursuit strategy
develop a long-lasting relationship with the client
embrace philosophy of cross-selling services

Who Should Attend?
This program is designed for any A/E/C professional — whether you work for a small firm or an international corporation — who is responsible for:

business development
facilitating project research and pursuit strategy
influencing the business development program’s goals and objectives

GUEST CLIENT: TONY HEINRICHS, PE
Director, Public Works Department, City of San Diego

Charles A. (Tony) Heinrichs, PE, is the City of San Diego Public Works Director. Prior to assuming his present position in March 2011, he was the Director of the City of San Diego Storm Water Department. Prior to joining the City in April 2008, Tony was the Senior Director, Facilities/Chief Engineer for the Port of San Diego for over seven years. Previous work experiences include a 24-year career in the Navy Civil Engineer Corps from which he retired at the rank of Captain, Assistant Director of Administrative Services at Science Applications International Corporation (SAIC), San Diego, and Assistant Managing Engineer, Boyle Engineering Corporation, San Diego. Mr. Heinrichs earned Bachelor and Masters of Civil Engineering degrees from the University of Louisville, Louisville, Kentucky, and a Masters in Business Administration degree from Golden Gate University, San Francisco, California. Mr. Heinrichs is a registered Professional Civil Engineer in California.

Instructors:

Keri W. Hammond, CPSM and Stephanie S. Craft, CPSM, are founding partners of MARKETLINK, a marketing consulting firm specializing in the architecture, engineering and construction industry. Stephanie and Keri have been fortunate to speak at various SMPS chapters and regional conferences across the country, as well as other industry associations. They are also both involved actively in SMPS on local and regional levels. With Bachelors’ Degrees in Marketing and 25+ years experience working in the A/E/C Industry, they are uniquely qualified to speak on the needs and challenges of marketing our industry.

With offices in California, Utah and Idaho, MARKETLINK works with clients in a variety of marketing capacities including: branding, business development, candidate searches, client relations, graphic design, marketing collateral development, marketing department organization and management, market research, proposals and presentations, public relations, strategic planning, training and website/social media development.