Season Four of “AEC Marketing for Principals” has been thoughtfully programmed to focus on the “gaps” in the AEC industry. Over the course of the season, show host Katie Cash and her team of subject matter experts from Smartegies interview industry legends, leaders, and up-and-coming learners who share their stories, lessons learned, and practical advice for today's Marketing Principals and tomorrow’s leaders.

In this episode, our host Katie Cash is joined by her partner in strategy, Smartegies CEO and AEC expert Judy Sparks, to break down the “gaps” in the AEC industry that make business development and marketing challenging for marketers and non-marketers alike. Gaps such as:

• Generational gaps
• Communication gaps
• Skills gaps

The AEC industry is becoming more and more reliant on technology. From project tracking to timekeeping to accounting, everything is going digital. Cloud-based technology allows firms to stay up-to-date and on track, anywhere in the world. 

 On this episode of AEC Marketing for Principals podcast, host Katie Cash is joined by Lindsay Diven, a full-time consultant with Full Sail Partners and a Deltek CRM expert, to discuss how utilizing technology in a strategic way can give firms a competitive advantage. Lindsay also discusses her project Marketers Take Flight, an online resource for marketing professionals new to the AEC industry. 

What You Will Learn:

• How CRM can track Data
• Why this gives firms an advantage
• Why sales and marketing need to work together
• The revenue impact of a successful CRM integration 
• Resources for new marketing professionals 

Additional Resources:

https://www.fullsailpartners.com/

https://www.marketerstakeflight.com/

The conversations surrounding diversity and inclusion are not absent from the design and construction industry, and in fact, have been commonplace for quite some time. On this episode of AEC Marketing for Principals, host Katie Cash is joined by co-host Donya Edler and guest Jim Beall, Chairman and CEO of Collaborative Work Environment, to discuss the Diversity Consortium and how it can help AEC clients who seek to improve their diversity inclusion, empower minority companies to compete more effectively, and position both sides at a competitive advantage in the long run.

What you’ll learn about in this episode:

• An overview of the Diversity Consortium and how it benefits corporate and minority businesses
• How the Diversity Consortium is standardizing the vetting environment for corporate entities through a tiered vetting system
• What makes the diversity consortium unique when compared to other organizations focused on helping companies find work
• Next steps for primes and minority businesses and how they can become involved in the Diversity Consortium

Resources:

• https://thediversityconsortium.com/

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Howard Wertheimer to discuss budgeting for 2022, the talent war, minority firm inclusion, and the rise in M&A’s within the AEC industry. 

Wertheimer, former EVP and COO of the Piedmont Park Conservancy, started his career as an architect where he was Principal at Lord Aeck Sargent. He served as the AVP for capital planning and space management at the Georgia Institute of Technology. With nearly 40 years of industry experience, Wertheimer has seen the AEC industry transition and offers a unique perspective on how firms can successfully move into 2022.

What you’ll learn about in this episode:

• The lasting impacts from COVID principals need to take into consideration for 2022 planning.
• Why being flexible as an owner goes a long way
• What it takes to win the talent war 
• Importance of minority firm inclusion and mentorships
• What you need to know before moving forward with an M&A

Resources:

• UPCOMING: Stay tuned for more information on the 2022 Fall Workshop brought to you by Judy Sparks and Howard Wertheimer

The quality of our life is in direct relationship to the number of difficult conversations that we’re willing to have. Sometimes letting go of a client is a necessary step towards driving revenue, profitability, and employee satisfaction.

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Bill Hinsley from PSMJ to discuss the value equation, when to raise your costs, and the importance of sales training. As an established AEC consultant and speaker, Hinsley will walk you through how to have the difficult conversations that lead to revenue growth and staff retention.

What you’ll learn about in this episode:

• How listening will help you grow your business and win more work
• Using the Value Equation to drive revenue while building staff retention
• When to raise or lower costs, and how to have the conversation.
• How to train your “doers” to sell.

Resources:

• https://go.psmj.com/thrive-2021-home

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Dan Oblinger and Allan Tsang of Oblinger and Tsang to discuss the power of negotiation, associative listening, and the different types of empathy. The duo emphasizes the distinct relationship between marketing and negotiation and why it’s important for a firm internally and externally.

What you’ll learn about in this episode:

• ‘Seven Deadly Sins’ of communication
• The negative side of “Associative Listening” 
• The When and How of the negotiation process
• Different types of empathy 

Additional Resources:
https://oblingertsang.com/ 

Season 3 of AEC Marketing for Principals Podcast is all about the revenue driver. Hosts Judy Sparks and Katie Cash discuss changes to the marketing and business landscape in the world of AEC and the changes firms adapted to continue to drive revenue. This season, our episodes will focus on tactics and skills you can use moving forward. 

What You Will Learn

• The theme of Driving Revenues 
• The Impact of 2020 on AEC Marketing 
• How AEC firms have adapted to virtual marketing 
• How to fix it when it’s broken 
• The role of technology moving forward 

What you’ll learn in this episode:

• Key takeaways from season 2 of AEC Marketing for Principals
• Pivoting from traditional to digital marketing
• Best practices for virtual interviews
• 2021 marketing and budget planning
• Marvin Woodward discusses GSFIC’s changing procurement process
• Evelina Roseman’s perspective on COVID’s economic impact
• Jake Stefan’s insight on the emerging trends in the industrial industry
• Paul Springthorpe’s approach to building successful corporate relationships
• Joe Mynhier’s secret for being super at sales
• Katie Leonard’s advice on becoming a great healthcare industry partner
• Jere Smith gives an update on the K-12 market

Click Here for the Full Transcript

View the Smart Notes for this Episode

The K-12 market has seen a lot of change this year. School closures have caused students and teachers to adapt a virtual lifestyle and capital improvement projects to be put on hold. On the flip side, without students and faculty occupying schools, it has allowed the construction process to become more streamlined. Some projects are now projected to finish ahead of schedule.

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Jere Smith, Director of Capital Improvements for Atlanta Public Schools, to discuss the changing K-12 Market. Smith talks about the impact technology is having on the procurement process, what K-12 owners are looking for in proposals and in interviews, and what he sees on the horizon for 2021.

What you’ll learn about in this episode:

• COVID’s impact on the K-12 market
• Technology shaping the procurement process
• Best practices for proposal submission
• What to expect in 2021

Resources:

• https://smartegies.com/podcasts/jere-smith/
• https://ga4le.org/
• https://www.aiaga.org/events/the-future-of-k-12-design-post-covid-consequences-and-consideration/
• https://aps.bonfirehub.com/

It’s no secret the healthcare market has been impacted heavily by COVID-19. From virtual patient care and equipment shortages to freezing capital construction projects, healthcare systems have had to pivot tremendously. So what does capital spend look like in the future? How can AEC firms be a good partner for healthcare systems?

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Katie Leonard, Vice President of Real Estate and Facilities Department at Wellstar Health Systems, to discuss the impact of the current low or no touch economy and how it will continue to shape the healthcare market. Leonard also breaks down what it takes to win work with Wellstar.

What You Will Learn:

• How AEC firms can bring value to healthcare systems
• Ways to connect with healthcare owners
• Capital spend and project type future trends
• How to approach design in the low touch economy
• Importance of the consumer experience
• How to build a relationship with Wellstar
• Top things Wellstar looks for in proposals and the interview

Resources:

• Don’t Lose it in the Interview
• The Art of the Pitch, with Katie Cash and Judy Sparks
• Don’t Lose it in the [Virtual] Interview, with Katie Cash