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Zweigwhite's Marketing Now Issue 215: ...

Zweigwhite's Marketing Now Issue 215:

Six industry insiders team up to share their thoughts on how companies can better use the tool to generate more business,build better relationships.

For more information,visit us at www.zweigwhite.com

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  • Great article! Would you recommend any CRM software for Architects/ Engineers. I have been using Paypanther.com and Zoho.
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    A/E firms have a long way to go on CRM A/E firms have a long way to go on CRM Document Transcript

    • November 2009 | A ZweigWhite publication | w w w. a e m a r k e t i n g n o w. c o m I n s i g h t a n d i n t e l l i g e n c e f o r a r ch i t e c t u r e , e n g i n e e r i n g , a n d e n v i r o n m e n t a l c o n s u l t i n g f i r m s RIGHT | NOW THIS MONTH A/E firms have a long way Right Now Page 1 A/E firms have a long way to go on CRM to go on CRM Six industry insiders team up Software is useless if the user doesn’t BD Beat take the initiative to use the information it to share their thoughts on how Page 3 Marketing success: generates for a grander purpose. That les- companies can better use the son has become increasingly clear among Can you measure it? tool to generate more business, A/E firms that wonder why their customer Trendlines build better relationships. relationship management (CRM) packages Page 4 Selling and doing, aren’t generating more business. and targeting new markets In an effort to educate firm leaders who don’t get the most out of their CRM soft- Portfolio ware, six A/E firm leaders and industry Page 5 Going beyond bullet points insiders posted their advice and rumina- means better presentations tions on how to maximize the tool on their respective blogs last month. The exercise is one the group may try again too. More than just updates Matt Handal, who handles marketing for 50-person construction consulting firm Trauner Consulting Services, Inc. (Philadelphia) and is contributing editor of the Society for Marketing Profes- sional Services (Alexandria, VA)’s SMPS Marketer, organized the project with his five colleagues. In his entry (www.helpev- erybodyeveryday.com), Handal said a good CRM package will focus on clients and commitments. “Once the address is in there, you need to update what you do from there,” he told Marketing Now. “Everyone in the compa- In Brief Tim Klabunde, author of the CRM chapter in ny should be using this system and building Page 8 Resources and Calendar SMPS’ Marketing Handbook for the Design and Construction Professional and director of relationships with their contacts, not just a marketing at William H. Gordon Associates. select few. All those e-mails should be cap- Guest Speaker tured somewhere. Page 9 A 10-minute ‘diagnostics “Everyone agrees that the perfect “I think like a software developer. The test’ for marketing focus CRM doesn’t exist today.” See “CRM“ on page 2 Effective Marketing Page 10 Making the case WHAT’S | WORKING for marketing From art nights to holiday stars Pages 6-7 Inside View Page 11 Make yourself a newsmaker Snapshot Page 12 New opportunities bring You’re invited Examine Third place Low expectations, excitement, more work to be creative the possibilities is the charm for AHL high reward Visit us at: www.zweigwhite.com © Copyright 2009 ZweigWhite. All rights reserved. ZWEIGWHITE
    • CRM beginning in our industry is the demand to Harding wrote. “Time spent wrestling with From page 1 go beyond what others do.” the system is time away from clients and lead is not always a project. You want to selling.” Unlimited potential remains untapped Bernie Siben, who runs a one-person build a relationship with the person behind The other bloggers agreed with Handal consulting firm named The Siben the project. Tracking a lead is silly when and Klabunde that firm leaders, especially Consult LLC (Austin, TX), says CRM soft- that lead could be a job tomorrow and in the AEC industry, are slow to grasp the ware is useless if it’s not used correctly. another opportunity from that person full usefulness of CRM. “Most engineers don’t could present itself,” Handal says. “People don’t know how to use all the want to go out and visit Tim Klabunde, author of the CRM chap- data (they get from their CRM software),” people,” he told Marketing ter in SMPS’ Marketing Handbook for the says Bobby Darnell, principal at Now. “They bury them- Design and Construction Professional and Construction Market Consultants selves in the details. If you director of marketing at William H. (Atlanta, GA), a three-person consulting want to get to the manage- Gordon Associates (Washington, DC), a firm who was part of the six-blog project in ment level, you need to sell 120-person civil engineering firm, met late September. new work. If you want to Handal at a recent SMPS event and Bernie Siben, On Darnell’s blog (www.buildingnew- who operates become a principal, you thought the project of six blogs on the same business.com) about CRM on Sept. 21, he The Siben need to bring in new topic was exciting, calling it “a creative advised firm leaders to stop looking for the Consult LLC clients as well. If you don’t platform for debate and a good way to do perfect CRM system and focus on the one have the people who go out something for the industry.” He posted his that will work best for the company. and visit clients, you have a system that entry at www.Cofebuz.com on Sept. 21. “I think very few companies maximize tracks activity but there’s no activity to “Everyone agrees that the perfect CRM their CRMs,” he told Marketing Now. track.” Siben expands on this idea on his doesn’t exist today,” Klabunde told “They’re mostly concerned about making blog at builtenvironment.blogs.com. Marketing Now. “They tend to be compli- sure big things don’t fall through the Mel Lester, owner of The Business cated, so only a few people are using them, cracks. They don’t look at relationship min- Edge (Shawsville, VA), a consulting firm, but they don’t have to be. They can make ing and data analysis. To me, there’s no gave several tips on ways to maximize your people’s lives easier if they’re used proper- such thing as a bad lead. You need use CRM experience in his Sept. 21 entry ly.” That includes a new tool on LinkedIn CRM for more than just a reminder to call (www.blog-bizedge.biz). They include that can keep your Microsoft Outlook someone.” choosing a system based on what you want address book updated when clients move In his CRM entry (www.har- to do with it, not what you could do with it; or change jobs. Klabunde sees a unique dingco.com/blog), Ford Harding, the mastering CRM by using it with some key opportunity for the AEC industry to be at founder and president of Harding & accounts before rolling it out firm-wide; the forefront of moving CRM forward. Company (Maplewood, NJ), a consulting selling people on the personal advantages “For decades, we’ve followed other firm, pointed to five obstacles that can sab- of using CRM, not just the corporate bene- industries,” he says. “What we’re seeing otage how effectively a firm uses the tool: fits; developing respected internal champi- barriers to changing data, inability to guard ons to promote greater use of CRM; mak- “Once the address is in there, sensitive information, learning barriers, ing it as easy as possible to use; delegating you need to update what you clumsy data manipulation, and difficult responsibility for keeping CRM up to date do from there. Everyone in the data management. where necessary; and tying performance “Accessing the database; making company should be using this metrics to CRM. changes to it; adding notes; scheduling fol- system and building relationships low-up calls, meetings and reminders; For more information or to register for ZweigWhite’s webinar with their contacts, not just a select associating related documents such as pro- How To Design And Implement An Effective CRM System In Your A/E Firm on Nov. 12 at 2 p.m., hosted by Mark Forster, few. All those e-mails should be posals; and similar activities must be easy marketing director at Dudek (Encinitas, CA), a 220-person environmental and engineering firm, call 1-800-466-6275 captured somewhere.” to do with a minimum of formal training,” or log on to www.zweigwhite.com/zw-848.aspx. Got ideas? We want to hear from you! Advisory Board Craig MacCormack, senior writer. Gina Bedoya, President, Bedoya Bryan Hughes, Director of Project Call me at 800-466-6275, ext. 209 Business Strategies, Inc. Development, V&A Engineering or e-mail me at cmaccormack@zweigwhite.com. Kristi Chavarria, Associate, Lisa Schauer, Associate, Business 321 Commonwealth Road, Suite 101 Director of Marketing and Client Development Manager, MacKay & Wayland, MA 01778 Bill Lewis, senior editor. Services, Schrickel, Rollins & Sposito, Inc. Call me at 800-466-6275, ext. 262 Associates, Inc. Tel: 800-466-6275 or e-mail me at Marcy Steinberg, Owner, Fax: 800-842-1560 blewis@zweigwhite.com. Karen Courtney, Chief Cynosure Communications E-mail: info@zweigwhite.com Development Director, Barton Web: www.aemarketingnow.com Malow Company Molly Wagner, Corporate © 2009 ZweigWhite. All rights reserved. Communications Manager, Issued once a month (12 issues/yr.) Mark Forster, Marketing Director, ISSN 1526-4483 Dewberry $245/1 yr., $395/2 yrs. Dudek Article reprints: For high-quality reprints, including Eprints and NXTprints, please contact Wally Hise, Vice President, Federal The YGS Group at (717) 399-1900 ext. 139. Marketing and Sales, West Region, HDR Engineering, Inc. 2 November, 2009 Issue 215 Visit us at: www.zweigwhite.com © Copyright 2009 ZweigWhite. All rights reserved. ZWEIGWHITE
    • MARKETING NOW BD BEAT Lisa Schauer Marketing success: Can you measure it? Bringing in new work is What is success? I have a co-worker So, the question is how do you who can frame a critical issue by asking measure marketing success? I am not a responsibility we all share, firm leaders this simple question: “What sure you can. Marketing success takes tips to measure success. does success look like?” Understand the time and it’s hard to link revenue with marketing challenge and frame the solu- ’Tis the season for business planning and tion through tangible and achievable mar- a specific top-of-mind awareness budgeting, demonstrating value and fore- keting activities. It’s also essential to campaign. casting your marketing program for the explain your plan internally. Everyone coming year. Ringing in the New Year with We track our marketing program’s suc- needs to understand what you are working a shiny new plan may require a thoughtful cess in the following ways: toward and know when you will reach your backward glance about what worked in the Marketing campaigns goal. previous fiscal cycle. So, the question is For example, we recently launched a top- a. Event attendance how do you measure marketing success? I of-mind awareness marketing campaign b. Response to direct mail/e-mail blasts am not sure you can. Marketing success directed at current and prospective clients RFP hit rates takes time and it’s hard to link revenue at ports in our region. Although we have a Press/public relations with a specific top-of-mind awareness cam- strong portfolio of projects we have com- Lead identification through conversion paign. pleted for area port clients, we were often Reframe what success looks like for your I recall reading only serving these clients with niche ser- firm. Measure your success through tangi- TRACKING an article in this ble marketing activities. Everyone wants to vices, and clients regularly told us, “I didn’t SUCCESS very newsletter know you had experience in that.” The feel they are contributing to improving the There are several ways challenging the campaign, called PortabilitySM, includes a bottom line. The reality is marketing is to track marketing concept of return strategy of event receptions, T-shirts, direct something you know and feel, but requires success: on investment mail pieces, and a brochure, among other some effort to produce numbers demon- For marketing campaigns, check event (ROI), in favor of things. To define the success of this cam- strating value. attendance and measuring return paign, it will be essential for us to include response to direct mail on objective LISA SCHAUER, CPSM, is an associate and or e-mail blasts. new contracts from prospects, as well as (ROO). Interesting referrals and new business from existing business development manager at MacKay & Measure hit rates for Sposito, Inc. (M&S) (Vancouver, WA). Contact requests for proposals. concept and one clients. Also, a measurement of success is her at lschauer@mackaysposito.com. Track contacts with that will require a event attendance. Do we have prospects the press and public culture shift in your relations efforts. attending, and are we following up with organization to them on any identified leads and what has Webinar: Using Interactive Lead identification through conversion. implement. We resulted? Digital Photography have tried, and it is Join Holdrege & Kull (Nevada City, CA) Lead by example. If you want your certainly a process! Marketing Director Jeff Cox as he presents firm’s leadership and management team to how to shoot, process and upload interactive Recently, we joined a local contractor in achieve a specific measurement— and, project representations that can be used to coordinating a regional Make a Difference therefore, a specific result— show them showcase projects to new and existing clients. Day, enlisting 500 volunteers in our com- how to do it! This is especially important in This 90-minute webinar, available as a media munity to honor a day of volunteerism. The the realm of writing and presenting. rich DVD, will also discuss the use of interactive non-profit we are working with asked me at media as a cost effective marketing tool using Over the past several years I had been real project examples. our last meeting, “what’s in it for you?” My encouraging firm leaders to contribute Topics covered include: response was. “We are helping the commu- through white papers, stories in trade mag- How to offer a unique interactive experience nity and, in turn, the community will help azines and presentations at conference to attract and keep visitors on your web site us.” Now, when we do develop a lead it may seminars. However, I wasn’t doing it How to shoot, process, and upload 360 not be because of this marketing campaign, myself. Thus, the BD Beat and the webinar degree panoramic photos but this campaign will certainly brand us as (www.zweigwhite.com/zw-833.aspx) I How to track a marketing campaign’s a company that does the right thing. just completed for ZweigWhite. Make sure efficacy using website landing pages The bottom line is, marketing is a tool to you set tangible goals with your firm lead- How to use interactive panoramic bring your firm more work. The better- photography as an engineering ers, and be realistic. Marketing is a and technical tool honed that tool and the more it is used, the marathon, not a sprint, so starting realisti- How to use off-the-shelf technology greater the possible return. But, it is still cally will ensure that next year you have the to produce high-end results just a tool that has subjective applications. same folks (and maybe others) interested For more information or to buy your copy, Here are a couple tips to consider as you in crafting a story or making a presenta- call 800-466-6275 or log on to establish benchmarks: tion. www.zweigwhite.com/zw-844.aspx © Copyright 2009 ZweigWhite. All rights reserved. Visit us at: www.zweigwhite.com November 2009 Issue 215 3
    • TREND | LINES www.zweigwhite.com/go/trendlines Selling and doing, and targeting new markets In the age of the seller-doer, we wanted to find out how people balance both things. We also asked respondents about strategies used to find new sources of revenue. BALANCING ACT How do you balance selling and doing? “Networking all the time. Nobody said selling and doing was easy 33%There’s no balance, Trying to connect the dots.” and the jumble of responses shows everything is a jumble, but it just that. Most respondents (33%) say seems to work out in the end. “The general contractors have there’s no such thing as balance. Below are some of the respondent’s thoughts. 25% I’m constantly looking for leads 4% I’m really struggling used the business development with this and have not while performing on a project, then found a balance. model for years. Architects and “It’s tough to balance doing, pursue those leads. engineers think they can do it all, selling and special projects but but they really can’t. They need I have a fairly decent system someone to do the background of keeping track of all of the work, facilitate the process, manage things on my plate and the leads, do the due diligence, organizing them in an efficient confirm and manage the go/no go way. Each type of activity tends process and lastly manage a to ebb and flow but I’m able 25% I seek additional successful handoff to marketing. opportunities with each client to stay on track— most of the or their friends and it snowballs 13% Other. Then the client management time.” from there. process kicks in.” FOLLOW THE MARKET How do you target a new market? “It’s never easy to know when to Some firms just let new markets expand the reach of your firm, or happen; others do it very deliberately, 4% Hiring a consultant to 41% It happens what areas to target when you with lots of research, as evenly split guide us to that market. organically. survey results seem to indicate. Hiring decide it’s time to put up a shingle outside help to identify and research in a new area. Companies that do it new markets is not so popular. Below well, however, stand a better are some of the survey respondents’ thoughts. chance of survival when a recession hits and one part of the country or “Go to the source; conduct a the world sees work come to focus group made up of client 4% Other. a standstill.” prospects. However, you must make sure that you have a NEXT MONTH team or can assemble a team Question 1: How many marketing campaigns to do the work and a BD 4% Hiring an expert on that are you planning in 2010? person who can facilitate the 46% With lots of background research before striking. market with established connections. Question 2: What’s your firm doing to market process.” itself for stimulus work? AWARD WINNERS ENGEO PRESIDENT WINS ASCE HONOR: Uri profession. Eliahu picked up his award at the Friday, Sept. 25 at Carroll College’s Centennial Eliahu, president of ENGEO (San Ramon, CA), ASCE annual dinner meeting in Burlingame, Homecoming. Messer was a 1968 graduate of a 150-person geotechnical, environmental, California, on Sept. 25. Carroll College and has continued his support hydrologic, and geologic engineering, and WALTER P MOORE PRESIDENT GETS and involvement by serving on the Engineering construction testing and inspection firm, was ALUMNI AWARD: Raymond Messer, president Advisory Council. As a member of the Carroll recently chosen as the American Society of and chairman of the board of WALTER P College Board of Trustees and the incoming Civil Engineers (ASCE) (Reston, VA) Civil MOORE (Houston, TX), a 367-person board president, he has consistently Engineer of the Year in the Private Sector. The international engineering and consulting firm, emphasized the need for planning for all award recognizes the professional has been presented with The Alumni Hall of aspects of the college. As a result of Messer’s achievements, leadership, management Fame Award of Carroll College in Helena, leadership, the college recently completed a abilities, exceptional dedication and service of Montana. The award honors alumni who have civil engineers working in the private sector. campus-wide and all-inclusive programmatic given outstanding contributions of analysis and plan for future development. He gained the honor because of his leadership stewardship— sharing of time, talent and with innovative engineering solutions, his treasure in distinguished service to his or her Who’s winning awards, recognitions or kudos at your firm? integration of a successful inverted pyramid community and/or to Carroll College. One of Let us know so we can share the good news with our Marketing Now subscribers. Send your press releases and model at ENGEO, and his foresight and three alumni to receive the Hall of Fame honor award notifications to Senior Writer Craig MacCormack at enthusiasm to advance the civil engineering this year, Messer was presented the award on cmaccormack@zweigwhite.com. 4 November, 2009 Issue 215 Visit us at: www.zweigwhite.com © Copyright 2009 ZweigWhite. All rights reserved. ZWEIGWHITE
    • PORTFOLI O MARKETING NOW Going beyond bullet points means better presentations PowerPoint still has its place in the sales pitch, but putting the focus on the presenter can bring higher win rates. Are you, like most people, prone to tun- ing out the stale, old PowerPoint presenta- tions that are so full of information that you never have a chance to look at or even pay attention to the speaker? If so, it’s time to go beyond bullet points, a tactic Short Elliott Hendrickson Inc. (SEH) (St. Paul, MN), a 650-person multi- disciplinary engineering and architecture firm, took about a year ago in the hopes of standing out among the crowd in its pre- sentations. By putting more preparation time into their slides and simplifying the message on each, SEH staff was aiming to take clients’ eyes off the presentation and on to the per- Chaunce Stanton, marketing communications specialist with Short Elliott Hendrickson Inc., points son who was delivering it, in an approach out that “The message is simple. ” called Beyond Bullet Points. While PowerPoint still plays a role in the new back from a conference, touting the Only minimal training is needed for staff method, it’s brought in only after the pre- to use Beyond Bullet Points, Stanton says. approach as “very visual” and one that sentation team hashes its plan. At SEH, presenters meet for about an hour “made the speaker shine.” SEH started using Beyond Bullet Points to discuss their plan, he says. Typically, for “People are so used to cramming words about a year ago, after an architect came each power point slide, the team tries to into their slides,” says SEH Marketing Communications Specialist Chaunce come up with a single word or phrase and a Stanton. “Doing that crowds your brain and graphic to send the message home. DETAILS actually impedes learning. Because the “Beyond that, it’s a matter of getting the FIRM SIZE: 650 audience is so focused on the slides, it does- graphics,” he says. “The architects have MARKETING TACTIC: Use a Beyond Bullet really embraced this. They tend to be more n’t have enough time to process the infor- Points approach to presentations, as explained mation or listen to what the speaker is say- visual. Our engineering folks are a more in Cliff Atkinson’s book Beyond Bullet Points: Using Microsoft PowerPoint to Create ing. concerned about risk management, so they Presentations That Inform, Motivate, and “The way PowerPoint has gone wrong is tend to be a little more cautious. It’s going Inspire. people rely on it to deliver the message to take some time for everyone to realize we DISTRIBUTION: Employees have used Beyond instead of taking accountability for them- can do this.” Bullet Points to craft presentations about 20 Stanton sees the new approach as having selves,” he says. “We want our employees to times in attempts to bring in new work. The firm also uses the tool for its internal meetings. deliver the message, not hide behind the some long-term ramifications and making COSTS: No cost beyond the purchase of slide. A lot of times, it’s a relief for the audi- the firm stand out among the typical Atkinson’s book. ence not to have a lot to read.” PowerPoint clutter. RESULTS: According to SEH Marketing The method was launched by Cliff “In the past, I’d almost start to feel bad Communications Specialist Chaunce Stanton, Atkinson in a 2003 book called Beyond for our clients, because they’d go straight to “BBP has given the communications talking about cost. They’d seen the same Bullet Points: Using Microsoft PowerPoint department an easy-to-explain way to craft to Create Presentations That Inform, presentation from a bunch of different presentations that focus on clients. It’s still up to clients to decide choose professional firms Motivate, and Inspire. Atkinson also pub- firms so there was nothing really that stood based on their budget constraints and project lished a 2007 follow-up. In the books, out, and we’re to blame for that,” he says. requirements, but our presenters who do use Atkinson pitches a three-step process— “We weren’t giving a client a good idea of BBP are finding that they more consistently who we are and why we’re different. That’s focus, clarify, and engage— he says is cru- make a personal connection with their cial in taking presentations beyond the nor- definitely something we’re doing now.” audiences. That just might be the tipping point if all criteria were equal between competitive mal PowerPoint fodder that’s become pre- To see an example of SEH’s Beyond Bullet Point approach to presentations, visit firms. ” dictable, and, in many cases, boring. www.slideshare.net/chaunce_s/you-killed-it-slidecast. © Copyright 2009 ZweigWhite. All rights reserved. Visit us at: www.zweigwhite.com November 2009 Issue 215 5
    • WHAT’S WORKING YOU’RE INVITED TO BE CREATIVE For 10 years Hickok Cole Architects (HCA) architects, brokers, developers, and art buyers The invitation works by creating (Washington, DC), a 65-person architecture have become a coveted admission. Bold, a striking, interactive advertisement firm, built its annual Art Night. Today, the event eye-catching graphics clearly announce and set stands as a major art venue in the nation’s the tone for the exciting event yet to come. for a very successful party. capital. The firm’s goal to align itself with This year’s invitation, designed in the vein of design has been part of its corporate strategic Colorforms, challenges recipients to “CREATE. ” interactive advertisement for a very successful plan. The playful, interactive mailing includes a party. The bright yellow mailing works because For the past three years, HCA teamed with high-gloss card accompanied by repositionable, it pops from regular mail, and creates Washington Project for the Arts (WPA) to abstract stickers so guests can create their immediate recognition. create a juried art show, visited by over 1,000 own art. Art Night’s playful invite extends HCA’s brand of Washington’s most well-connected art The invitation reflected the bright primary by showcasing the firm as a design-oriented, patrons, buyers, and HCA clients from the local colors HCA had been using all year long— fun place to work. In one of the worst real estate and design community. Showcasing echoing their theme of collaboration. The team recessions on record Hickok Cole manages to the works of local artists, half of the $90,000 purposely selected comical stamps depicting raise substantial dollars and draw major clients raised goes to local artists, the other half to The Simpsons to complement the bright color to an event by embedding a subliminal WPA to support the DC art community. palate and the spirit of the event. continuous message through direct mail over a Art Night invitations, mailed to 3,000 The invitation works by creating a striking, sustained period of time. EXAMINE THE POSSIBILITIES Good things come to those who wait. If you The award-winning mailer series is a don’t believe us, just ask the folks at Antinozzi medical office design resource created Associates (Bridgeport, CT), a 20-person full service architecture and interior design firm, to educate private practitioners. and Bligh Graphics (Simsbury, CT). The team won two national design awards in the 2009 and high performance. The teams from Society for Marketing Professional Services Antinozzi and Bligh collaborated closely in the (SMPS) (Alexandria, VA) Marketing development of the original concept, and in the Communications Awards in July, a kudo that strategy, research, content, and design of each capped a three-year process from the time the issue. idea was hatched. Unique packaging was utilized to ensure The partners secured first place for Antinozzi’s attention and promote intrigue, create a strong direct mail campaign, “Examine, which also ” name, and an inviting, high-impact graphic won the People’s Choice Award, voted on by appearance as it relates to their industry, while hundreds of conference attendees and selected providing value in construction, design and from more than 50 winning entries. quick reference content. The award-winning mailer series is a medical Each piece, individual in nature, requires office design resource created to educate significant and timely research from the private practitioners. Mailed in unique clear Internet, trade publications, manufacturers’ tube packaging, each issue is focused on resources, in-house expertise, and design different design topics that can improve the experience. Numerous revisions are made over function, appearance, and profitability of a the course of this development process to medical office. Topics have ranged from interior refine and perfect. Two to three months are finishes and color to regulatory requirements allocated per issue. 6 November, 2009 Issue 215 Visit us at: www.zweigwhite.com © Copyright 2009 ZweigWhite. All rights reserved. ZWEIGWHITE
    • MARKETING NOW Short takes on real-world marketing tactics that are producing results THIRD PLACE IS THE CHARM FOR AHL Sometimes, sketches are all you at projects from the past and today need to win awards. For called Evolution of Design, bits and Architects Hawaii Ltd. (AHL) pieces such as firm news, awards (Honolulu, HI), a 96-person and cultural activities, and a architecture firm, the award came message from the CEO. In 2007 , in the form of a third-place finish in as part of the firm’s 60th Marketing Now’s 2009 Marketing anniversary, each issue included a Excellence Awards in the Custom pictorial look through the decades, Magazine or External Newsletter called Milestones in AHL History, category. highlighting buildings from the More than five years ago, AHL ’s 1970s through the 2000s. This marketing department section transformed into the brainstormed with project popular Evolution of Design managers and others who deal feature. The newsletter has helped directly with clients on how to AHL with business development, keep the firm’s work, philosophy, client relationship management, and culture in front of current and understanding by their clients of potential clients. After some the company’s corporate culture, discussion, principals and project and what leaders called “a shared managers determined that a spirit of Aloha.” newsletter was the best avenue of communication and they got to The newsletter has work creating Sketches in 2004. The goal was to create a graphic, helped AHL with business newsy, entertaining, and easy-to- development, client read mailed piece. relationship management, Each quarterly issue, which goes understanding by their to more than 1,000 past, present, and hopefully future clients in the clients of the company’s U.S. and 40 international clients in corporate culture, and what China, Japan, East Asia, and the leaders called “a shared Pacific Rim, includes a main article, perspectives column, a look spirit of Aloha.” LOW EXPECTATIONS, HIGH REWARD 45 of the firm’s clients, with a total unit cost of $25 for the star, shipping from the vendor, delivery costs to clients, packaging and staff assembly time. The holiday gift/thank you was created in its entirety by the Avila Design staff. The packaging materials were purchased locally. The stars, which are reproductions are actual structural washers, were purchased from a vendor that was found using an Internet search. The accompanying narrative/thank you reinforced the message. With the piece, Avila wanted to make a connection between the symbolism of the star and its place in architectural design and construction, as well as the human connection to the building process. Avila had no expectations from this project other than a thank you, but the firm received several telephone calls and e-mails from clients thanking them for such a creative gift that stood out from the numerous holiday gifts they had received. Depending on their perspective, the comments ranged from being very When you care enough to send the very best, (Alexandria, VA) Marketing Communications impressed with such a creative and unique gift, maybe you should give Avila Design, Inc. Awards in July for its holiday piece. to the link between the design and building (Berkeley, CA), a four-person architecture firm, a The goal of the Holiday Star piece was to give processes and the inspiration that a star call. After all, that company was named Best of Avila’s clients “a memorable holiday gift with evokes. Others liked the comforting simplicity Show (Small Firm) in the 2009 Society of meaning” and show its appreciation for their of the star, especially during the holiday Marketing Professional Services (SMPS) business. The piece was sent to approximately season. © Copyright 2009 ZweigWhite. All rights reserved. Visit us at: www.zweigwhite.com November 2009 Issue 215 7
    • IN | BRIEF RESOURCES 2009 MARKETING SURVEY AVAILABLE other staff; proposals and sales; marketing NOW: ZweigWhite’s 2009 Marketing Survey of systems; promotion; marketing expenditures; Architecture, Engineering, Planning & strategies; and challenges. Environmental Consulting Firms will help your For more information or to buy a copy, firm see which marketing activities can provide call 800-466-6275 or log on to the biggest bang for your buck; set a realistic www.zweigwhite.com/zw-803.aspx. budget for 2010, including staffing levels, USING DIGITAL PHOTOGRAPHY: Have the compensation, and investments in marketing marketing budgets at architecture, engineering, systems and infrastructure; and determine and environmental consulting firms been scaled reasonable goals for your own proposal activity, back? The design and construction industries hit rates, and more. have certainly not escaped the impact of the If your firm isn’t keeping pace with industry economic downturn. In an era when each new standards when it comes to marketing, you’re project attracts more proposals than ever risking the future of your business. How do you before, firms need to explore every conceivable know if your firm is over- or under-investing in advantage to remain competitive. marketing compared to your competition? Do Join Jeff Cox, marketing director at Holdrege & you know which marketing strategies lead to Kull Consulting (Nevada City, CA), for success, and which ones you should avoid? Do ZweigWhite’s 90-minute webinar, Using you know how many marketing staff firms like Interactive Digital Photography for Competitive yours need to get the job done? Advantage. In it, he explains how to shoot, ZweigWhite’s 2009 Marketing Survey of this process and upload interactive project report is a must-have resource that will show representations that can be used to showcase you all the benchmarks you need to find out projects to new and existing clients. Cox will just how your firm’s marketing efforts stack up now and enable you to start making plans and also discuss the use of interactive media as a to your peers and your competition. You’ll get informed decisions about your marketing cost-effective marketing tool using real project all the latest available statistics on all areas of strategies for the upcoming year. examples. marketing— spending, staff, proposals, Topics covered in this comprehensive report For more information or to buy a copy of the strategies, and much more! These survey include: marketing directors, managers, media-rich DVD, call 800-466-6275 or log on to results will help you see where you stand right coordinators, business development reps, and www.zweigwhite.com/zw-844.aspx. CALENDAR Enter the 2010 Marketing ENGAGE THE PUBLIC, WIN MORE WORK: project; Excellence Awards! Clients are increasingly making their hiring How to build a public engagement process Marketing Now’s 2010 Marketing Excellence decisions based on which firm is able to provide that achieves the desired results and reduces Awards will recognize outstanding and the best public engagement process. They are the time and costs related to obtaining approval effective marketing in the architecture, recognizing that the short and to implement a project; engineering, construction, and environmental long-term success of their project requires consulting industry by awarding How to simplify your public engagement significant buy-in from the community first-, second-, and third-place winners in eight development with a five-part model that wins members and stakeholders. That support is categories: advertisement, custom magazine, public support through inclusiveness, achieved through a robust and innovative direct mail campaign, external newsletter, transparency and informed participation; community involvement process. Specific media relations campaign, special event How to use cutting-edge technology to gather reasons you might want to improve your public marketing campaign, target marketing, and and analyze stakeholder input; and engagement capacity: web site. How to incorporate fresh high-impact, To increase your win rate. Having a distinctive In addition, a Best in Show will be chosen low-cost approaches to your public engagement and powerful public engagement process from the first-place winners in each category repertoire. differentiates you from your competition. to honor the best of the best! For more information or to register for the To retain a larger share of each project. Doing All awards will be announced in Marketing webinar, call 1-800-466-6275 or log on to effective public engagement yourself means Now’s April issue.The deadline for entries to www.zweigwhite.com/zw-854.aspx. not having to hire a sub-consultant. the 2010 Marketing Excellence Awards is Jan. BUILD BOSTON CONFERENCE ON TAP: Build 29, 2010. To increase client satisfaction. Clients don't Boston is the largest regional convention and want hassles, and a vendor that can prevent Please go to our web site for entry details. tradeshow for the design and construction community issues over their project will be a For more information, contact Jeanne Horne industry. In this 25th anniversary year, this happy client. at 301-755-5167 or by e-mail at year’s event is set for Nov. 18-20 at the Seaport jhorne@zweigwhite.com or log on to In Win More Work through Powerful Public World Trade Center in Boston. www.zweigwhite.com/go/meawards. Engagement, a 90-minute ZweigWhite webinar Every year, more than 250 exhibits fill the on Nov. 19 at 2 p.m., Pamela Britton, principal tradeshow floor and more than 200 workshops, and director of learning at Design Workshop tours and other professional development and We’re available in full color! (Aspen, CO), discusses a model for creating networking events are offered. More than As a subscriber, you can choose to switch effective public engagement processes and a 10,000 building industry professionals from 43 your paper subscription of Marketing Now variety of cutting edge techniques to engage a states and 19 countries attended last year’s to electronic PDF which is available in , community and win the necessary support. event. full color for the same price. For more Topics include: For more information or to register, call information or to switch your subscription, How to sell YOUR firm’s ability to deliver the 508-743-0103 or log on to e-mail Michelle Maynard at best public engagement process for their www.buildboston.com. mmaynard@zweigwhite.com. 8 November, 2009 Issue 215 Visit us at: www.zweigwhite.com © Copyright 2009 ZweigWhite. All rights reserved. ZWEIGWHITE
    • MARKETING NOW GUEST SPEAKER Mark Forster A 10-minute ‘diagnostics test’ for marketing focus How is the marketing mechanic can be the equivalent of gasoline addi- Is everyone in the firm— tives— offering generic hype, such as “we’re particularly key players at all levels— going to measure areas for a leader” or “value for money,” rather than in agreement about where the firm improvement? substance. This diagnostic tests whether is headed? Passing this diagnostic the firm’s values are meaningful, specific, Watching the mechanic connect my car improves the firm’s chance of and relevant to its clients. to a computer for a diagnostic test to retaining and developing strong staff, uncover hidden problems or weak spots, I 3. Differentiation— “Why do clients buy from and recruiting new employees that started to think about a diagnostic check up are both stars and good long-term fits. us rather than from our competitors?” for marketing strategy. Here are the five “Everybody— whether producer, fabrica- categories I’d like a “marketing mechanic” tor, seller, broker, agent, merchant— to report on after hooking up a marketing with all clients and prospects. Brand build- engages in a constant effort to distinguish strategy to a diagnostic machine: ing is not just a strategy in the retail con- his offering in his favor from all others.” That is how Theodore Levitt opens the sumer marketplace. An excellent 52-page 1. Segmentation— “Who are our clients?” chapter titled “Differentiation— of manual titled Building the Wastewater When asked to THE FIVE describe the firm’s Anything” in his classic marketing book Utility Brand was jointly published in CATEGORIES The Marketing Imagination. Diffe- 2008 by a consortium of organizations rep- client base, a man- rentiation, he asserts, is the essence of resenting California wastewater agencies The marketing mechanic aging principal should report on these competition. The chapter is an excellent and targeted to directors and general man- said, “It’s hard to categories after hooking primer mixing academic observations with agers of wastewater treatment operations. up the diagnostic pinpoint because machine: we sell to so many real-world anecdotes— why a New York 5. Vision— “How do our employees describe Segmentation— Who different types of investment firm maintained entrances on the firm’s long-range goals in 30 words or are your clients? two separate streets with a set of stationery less?” clients.” Actually, Value— Why do printed for each address; how something as clients buy from you? the firm had a well- Is everyone in the firm— particularly key Differentiation— Why defined primary common as wheat is differentiated in more players at all levels— in agreement about do they buy from you, client base that than a half-dozen ways; and how a beauty where the firm is headed? Passing this not the competition? products company provided free ware- could be precisely diagnostic improves the firm’s chance of Brand— What is your house-management advice to set itself firm known for? segmented by retaining and developing strong staff, and Vision— How do your geography, by sec- apart. “Differentiation” can present the recruiting new employees that are both employees describe the tor, and by client same trap as does “value” in the above stars and good long-term fits. The 30-word firm’s long range goals diagnostic— your articulation of it may be size. The firm had limit is arbitrary, but the vision must be succinctly? too generic and not relevant to your clients. never articulated succinct, specific and easily understood. its segmentation. This diagnostic tests for differentiation that These five diagnostics are simply another As a result, primary clients (bulk of revenue is meaningful, specific and client-focused. way of framing review and discussion and profit) and secondary clients (smaller about key strategic issues that are top-of- jobs, one-off projects, etc.) were lumped 4. Brand— “What is our firm known for?” mind for marketers. The issues, however, together in a single, unsegmented view. Brand is the concept that people don’t are often not top-of-mind for other firm This diagnostic tests for the firm’s focus on buy things, they buy solutions to problems. leaders outside the obligatory annual and understanding of its existing clients, Charles Revson made the famous distinc- strategic discussion. targeted prospects, segment trends and tion regarding the business of Revlon, Inc. For fun, score five points for each ques- opportunities in the firm’s primary client “In the factory we make cosmetics. In the tion with a solid, specific answer; three segments. Secondary segments are more store we sell hope.” Harvard Business points for answers that have some “waffle”; opportunistic, worth exploiting but not at Professor Raymond Bauer took another and one point for answers with “unsure” or the expense of losing focus on the primary perspective by observing that a buyer’s “I don’t know.” segment. decision to select one brand over another Score above 15 and your marketing focus was more “an act of risk reduction rather is well articulated; score under five points 2. Value— “Why do clients buy from us?” than an expression of brand preference.” and you may have a clunker. Score between I used to religiously pour into my gas Your firm almost certainly has a distin- five and 15 points and it might be time to tank off-the-shelf additives promising guishing brand characteristic already get under the hood. “longer engine life”— until a trusted embedded in the minds of clients and mechanic said the additives did nothing of prospects. This diagnostic tests whether MARK FORSTER is the marketing director at consequence to improve engine operation. that distinguishing image is what you Dudek (Encinitas, CA). Contact him at Similarly, answers to this question often intend it to be, and whether it is consistent mforster@dudek.com. © Copyright 2009 ZweigWhite. All rights reserved. Visit us at: www.zweigwhite.com November 2009 Issue 215 9
    • EFFECTIVE | MARKETING Making the case for marketing As budgets shrink, marketing approach, where each mar- “This is all about numbers. Marketing keting effort, or touch, managers need to understand that. managers face new pressure to builds on itself is key. One- They need to do an analysis of return quantify their work. off efforts will be looked at on investment. But many of us don’t as wasteful spending.” With marketing budgets off dramatically But while there’s a benchmark our efforts.” at AEC firms— even more dramatically greater emphasis on track- than overall revenues— marketing man- ing the success of market- Steady salaries, smaller jobs Kevin Fox, agers are under more pressure than ever to Corporate ing, many marketing man- While overall marketing budgets have demonstrate the value of their work. Marketing agers have not mastered dipped, so have the number and size of pro- The drop in marketing expenditures is Manager, jects that marketing and business develop- the skill, says Karen Burns & documented in ZweigWhite’s 2009 Compton, author of The ment staffs are chasing. McDonnell Marketing Survey of Architecture, Prospector: A Guide to According to the survey, the average Engineering, Planning and Envi- Winning Clients in a annual number of proposals submitted by ronmental Consulting Firms, which shows Competitive Environment and principal at firms fell by 25% to 150, from 200 in the that marketing budgets average 3.4% of A3K Consulting (Glendale, CA), a mar- 2008 survey, while the average total vol- firms annual budgets, a 30% drop from the keting consulting firm to the A/E industry. ume of proposals was off by 21% to $12.6 2008 survey, which showed marketing “This is all about numbers,” Compton million, and the average size of proposals budgets at 4.8% of annual service revenue. says. “Marketing managers need to under- fell 19% to $63,000. stand that. They need to do an analysis of The search for less-lucrative work Tracking ROI return on investment. But many of us don’t demonstrates that firms are seeking work As business has slowed during the reces- benchmark our efforts.” where they can find it, even as they cut sion, marketing managers— and princi- Firms should realize, Compton says, that marketing, Compton says. Advertising, pals— have become more conscious of the sometimes, marketing is worthwhile, even conference attendance and trade publica- need to justify marketing expenses. if it can’t be directly tied to new work. “We tion budgets may be reduced, but business “With everything go to conferences, sometimes, to try and development remains. KEY FINDINGS today becoming so “They’re still chasing the opportunities, defend the clients we have. It shouldn’t just According to the 2009 bottom-line, it’s be measured in what you realize as new from a labor perspective,” she says. “But Marketing Survey: Marketing budgets almost impossible business. It’s also business you retain.” they’re not necessarily being more effec- dropped 30% as a for a marketing To preserve their shrinking budgets, tive.” percentage of net department not to firms need to keep better track of their mar- That’s demonstrated in the “hit rate” service revenue be expected to keting contacts with prospective clients, reported in the survey— the percentage of compared to 2008. The average annual show return on and compare the cost of those contacts with proposals that resulted in new business. number of proposals investment (ROI),” the business they generate, says William The rate is 39.5% in the 2009 survey, com- submitted fell 25% says Diane McGill, Long, president of TRINIUM Resources pared to 44.4% a year earlier. compared to 2008. marketing director Group (Wayne, PA), a management, mar- If there is a bright spot for marketing Hit rates fell from 44.4% in 2008 at TAYLOR (New- keting and human resources consultant to departments in the survey, it’s that salaries to 39.5% in 2009. port Beach, CA), a design and construction industry firms. for marketing staff are holding steady. Average annual 59-person architec- “You take a specific project and look at Average annual total compensation for compensation fell ture, planning, the timeline of relationships established marketing directors fell 3.3% to $116,000 3.3% in 2009. interior design and through marketing,” Long says. “If you can from $120,000 in the 2008 survey, while structural engi- track business back to those relationships, total compensation for marketing man- neering firm. you see the importance of the marketing agers increased 3.5% to $73,400 from Firms are emphasizing projects that staff. That’s how you put a value on it.” $70,900, and total compensation for mar- coordinate marketing spending with over- But the frugality reflected in the survey keting coordinators was unchanged at all sales or business plans, says Kevin Fox, can be carried too far, Compton says. For $50,000. corporate marketing manager at Burns & instance, firms might send an unintended The 2009 survey is the ZweigWhite’s 16th McDonnell (Kansas City, MO), a 2,600- message to prospective clients when they annual tabulation of marketing efforts in person engineering and construction firm. reduce their participation in trade shows. the industry. It is based on responses from “Knowing the business objectives and “When they’re absent at events they’ve 77 firms across the U.S. and Canada with sales goals of a practice can help you con- been to before, they’re noticeably absent, annual revenues ranging from less than $5 nect marketing efforts to those same objec- and the last thing you want to be is notice- million to more than $50 million. tive and goals, creating some rationale for ably absent,” she says. “Clients see that For more information about ZweigWhite’s 2009 Marketing the spend,” Fox says. “I also think that an you’re not there, and they think, ‘OK, are Survey of Architecture Engineering, Planning & Environmental Consulting Firms or to order a copy, call 800-466-6275, integrated marketing communication you’re having issues?’” or log on to www.zweigwhite.com/zw-803.aspx. 10 November, 2009 Issue 215 Visit us at: www.zweigwhite.com © Copyright 2009 ZweigWhite. All rights reserved. ZWEIGWHITE
    • MARKETING NOW INSIDE VIEW Susan Kroc Make yourself a newsmaker Try using the press as increase the chances of getting featured in Firms are more clearly communicating a marketing tool. a publication: their values, highlighting what makes Create content they can’t find them different, and fighting to stand Coverage, exposure, awareness. Through anywhere else. Editors at all publica- out from the crowd in ways we tions have at least one thing in common: marketing, we’re all looking to build these haven’t seen before— They want stories that stand out, based on things and be recognized as a go-to firm. because they have to. But most of us are still dealing with the big interesting, relevant, timely and unique wrench thrown in the system many months content. Make this story for them! Do a Think local. Go beyond industry pub- ago— tight budgets. Tough situation? Yes, survey of your clients, your community, lications and target your local community but there is a silver lining to this. These your network on an unusual, interesting, or newspapers. These are great places to dynamics are raising the bar for marketing hot topic and send out the results and your share news of events, community service in our industry. firm’s interpretation of them in a press and involvement, awards, interesting Limited dollars release. Even better, do a series of surveys accomplishments of employees, and other INCREASE YOUR force us to be more to create a pipeline of content you can use. unique aspects of the firm. These days, CHANCES creative, to not rely Alternatively, you could pitch the informa- feel-good news stands out. Does your firm on traditional tools, tion directly to editors for an article. Follow your guidelines mentor high school students? Sponsor a and you’re likely to get and to reexamine Target this market! Once you decide competition or a scholarship? Do you have published: the options we have the publications you’re interested in pursu- Create content they an interesting perk or working environ- to work with. Firms ing, target them as you would clients. With can’t find anywhere ment? else. Editors want are more clearly the varying focuses and interests of these I recently attended the Best Firm To stories that stand out. communicating publications, don’t take a one-size-fits-all Work For Summit and many winning firms Target publications their values, high- approach with press releases or submittals. like you would your had plans to contact their local papers and lighting what It’s a major pet peeve for editors when they TV stations to try and get a feature covering clients. No run-of-the- mill stuff, please. makes them differ- are bombarded with a ton of press releases the interesting elements of their culture Know what ent, and fighting to they have no interest in. Do you homework and work environments. One strategy the editors want. Take stand out from the here and it will pay off. time to learn about the when sharing these stories is to make the Know what the editors want. publication and its staff. crowd in ways we content even more rich by providing num- Get to the point. Put haven’t seen Taking that last thought a bit further, this bers, where possible, and pictures. If you the juicy stuff up front. before— because goes beyond focusing press releases on the have a mentoring program for example, Think local. Why not they have to. right targets. To increase your chances of pitch a story to the town how many years has your firm been doing Naturally, low- getting an article printed or being quoted, it? How many students has it reached? newspaper? Know the deadlines. cost marketing take the time up front to learn about the How many staff members are involved? This should be clear, but tools are the name publication, the editorial calendar, and the Know the deadlines. And one last people often become of the game these editor. Find out their preferred format for procrastinators. suggestion from Solomon Lieberman, days. It strikes me submittals and their topics of interest, for founding associate editor of Rebuilding that there is one example. Are they doing a special edition America’s Infrastructure magazine: Don’t great (and almost free) tool that most firms on a topic that your firm happens to be an just make your deadlines, beat ‘em— “As an could leverage more as part of their mar- expert in, or did you just do a project that editor, I love high-quality, targeted con- keting platform: editorial. captures an industry theme? Taking this tent,” Lieberman said. “But, if I have to The depth of coverage provided by this approach helps build relationships with pick between a great writer who misses tool is significant and a great way to bring magazine editors, and lets them know your deadlines regularly, and a good writer who exposure to your firm, its values and its willingness to serve as an expert and supply never makes me wait, I almost always experience in a highly credible way. Not to content as needed. choose the latter.” mention the mileage that something like Get to the point. Editors I’ve spoken Editorial coverage is a low-cost, high- this can have. Aside from appearing in a with consistently emphasize that the most impact marketing tool. Use these tricks of printed (or posted on an online) publica- effective press releases or article pitches the trade to see more success from your tion, your firm can post articles on your are clear and to the point. The juicy part of efforts, and let the coverage begin! web site and get reprints to share with the story isn’t hidden, but rather is the clients, candidates, and other stakeholders. forefront of your message. Busy reporters SUSAN KROC is a consultant with ZweigWhite If you’re looking to start using this tool or and editors wade through stacks of press who specializes in marketing and strategic take it up a couple notches, here are a few releases— this is an important thing to business planning services. Contact her at skroc@zweigwhite.com. ideas to get the most out of your efforts and keep in mind if you want yours read! © Copyright 2009 ZweigWhite. All rights reserved. Visit us at: www.zweigwhite.com November 2009 Issue 215 11
    • SNAP | SHOT New opportunities bring excitement, more work Being a marketing director when I am notified that our firm was short- “I like the adrenaline rush I receive listed or awarded a new project.” when I am notified that our firm was means always being on the job, looking for ways to promote short-listed or awarded a new M.N.: Why did you choose this the firm. project.” market? K.L.: “I chose this market because I am Kristine Legaspi, marketing director at inspired by the development and building K.L.: “In order to be successful, it takes Gafcon, Inc. (San Diego, CA), a 112-per- of a diverse range of projects, the hard work a positive attitude (believing that anything son development and construction man- put into the selection and construction pro- is possible); commitment to truly putting agement firm, is no stranger to making cess, to being a fully functional building.” the company’s best foot forward, whether it connections. be through a proposal or in an elevator In her spare time, she volunteers with speech; flexibility (being able to adapt and M.N.: What are you most proud of? various organizations such as Habitat for know that your day can change in an K.L.: “I am very proud of having been Humanity, the Make-A-Wish Foundation, instant); being persistent (expect that given the opportunity and trust to actively YMCA, and the American Cancer Society’s nothing will go as planned). Additionally, participate in the success of our firm. As a Relay for Life. In her work life, Legaspi having good time management, patience, key player, I am proud to have been able to leads the marketing and business develop- and the ability to wear multiple hats is a contribute to the firm’s growth of 20%, ment team by inspiring them to constantly must.” despite these hard economic times. think “outside the box.” She is the head Samples of proven success include driving architect of the firm’s marketing intranet, M.N.: What should newcomers proposals and presentations for the $1.5- where she maintains the structure of all absolutely know about this job? billion San Diego Community College things related to marketing and business K.L.: “That it is not an eight-hour-a-day District Program, $674-million Grossmont development and trains others on Gafcon’s job. That it means sometimes being the Union High School District Program, collaborative technology. first and the last to leave the office. It takes $300-million UCLA Northwest Housing Legaspi leads the firm’s an extreme amount of passion and dedica- Infill Project, and $198-million Carlsbad contact relationship man- tion in focusing and supporting a compa- Unified School District Program. agement base and plays a ny’s vision. You need to constantly be Additionally, I am very proud of running key role in the production knowledgeable of what’s happening in the with Gafcon’s innovative web-based tech- and management of pro- industry and how to consistently distin- gram and construction nology and taking it to the next level. guish your firm from others.” management proposals Utilizing the technology internally to estab- ranging from $1 million to lish automated work flows, centralized doc- Kristine $1 billion in construction ument management, opportunity tracking, FIRM INDEX Legaspi, historical projects, and resume databases American Society of Civil Engineers (ASCE) . .4 Marketing costs. She also assists in Director, has assisted in the firm’s overall success.” A3K Consulting . . . . . . . . . . . . . . . . . . . . . . .10 the development, imple- Antinozzi Associates . . . . . . . . . . . . . . . . . . . .6 Gafcon, Inc. mentation and manage- Architects Hawaii Ltd. (AHL) . . . . . . . . . . . . .7 ment of a firm-wide accounting system to M.N.: What are you least proud of? Avila Design, Inc. . . . . . . . . . . . . . . . . . . . . . .7 manage marketing effort costs. K.L.: “I am least proud of not taking Bligh Graphics . . . . . . . . . . . . . . . . . . . . . . . . .6 enough risks as well as my inability to Burns & McDonnell . . . . . . . . . . . . . . . . . . . .10 strike a better work/life balance. I love my Construction Market Consultants . . . . . . . . . .2 Marketing Now: How and why did Design Workshop . . . . . . . . . . . . . . . . . . . . . .8 you get into this profession? job and the people that I work with; howev- Dudek . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Kristine Legaspi: “Approximately 10 er, I know that if I take more time to refresh ENGEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 years ago, I started working within the con- that I could eventually bring more to the Gafcon, Inc. . . . . . . . . . . . . . . . . . . . . . . . . .12 struction industry in the estimating depart- table.” Harding & Company . . . . . . . . . . . . . . . . . . . .2 ment of a nationally ranked-general con- Hickok Cole Architects (HCA) . . . . . . . . . . . . .6 M.N.: What do you do to recharge Holdrege & Kull Consulting . . . . . . . . . . . . . . .8 tracting/construction management firm. MacKay & Sposito, Inc. (M&S) . . . . . . . . . . . .3 From there, I transferred into the market- your batteries? Short Elliott Hendrickson Inc. (SEH) . . . . . . . .5 ing department, where I played a key role K.L.: “To avoid burnout— which is com- Society for Marketing Professional Services in developing proposals and presentations mon in this line of work— I like to go to the (SMPS) . . . . . . . . . . . . . . . . . . . . . . . . .1, 6, 7 for interviews. gym to work out and spend time with fam- TAYLOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 “I enjoy being in this profession, because ily and friends.” The Siben Consult LLC . . . . . . . . . . . . . . . . . .2 The Business Edge . . . . . . . . . . . . . . . . . . . . .2 every day is always filled with new opportu- Trauner Consulting Services, Inc. . . . . . . . . . .1 nity. I have a passion for being involved M.N.: What does it take to make it TRINIUM Resources Group . . . . . . . . . . . . . .10 from the commencement of a project to the in the marketing field in this indus- WALTER P MOORE . . . . . . . . . . . . . . . . . . . . .4 end. I like the adrenaline rush I receive try? William H. Gordon Associates . . . . . . . . . . . . .2 12 November, 2009 Issue 215 Visit us at: www.zweigwhite.com © Copyright 2009 ZweigWhite. All rights reserved. ZWEIGWHITE