PRESS RELEASE:

(PHOENIX, Ariz.) — The Society for Marketing Professional Services Arizona chapter presents its next monthly program Positioning Your Firm for Success in 2010 on Nov. 19, 2009, 7:15–9:00 a.m., at the Fiesta Inn Resort, 2100 S. Priest Drive, Tempe.  The cost of the program is $35 for SMPS members, $60 for non-members and $70 for walk-ins, which includes breakfast and program registration.

Program Description

The U.S. economy has been in a recession since December 2007.  One of the hardest hit market sectors is the construction industry, with dire effects in Arizona.  National indicators suggest that things are starting to look up, and Federal Reserve Chairman Ben Bernanke declared in September of 2009 that “from a Technical Perspective, the recession is very likely over at this point.” 

So what does this mean for the A/E/C industry in Arizona?  When can we truly see an economic recovery in the construction market? Join SMPS for the November 19th program to hear a panel of Industry experts discuss how to plan for and position your firm for the coming year and the eventual end of the recession.

In this program participants will learn what strategic planning tools to utilize, what markets to look at, how to maximize shrinking resources, does the recession change how we market clients, and predictions on what markets will emerge from the recession.

Panelists include:

• Sandy Werthman, Former VP Marketing for Kitchell
• Jeff Fairman, Business Development, Sundt Construction
• Moderated By Nick Davis, President N.S. Davis Consulting
• Additional speaker TBA

To register for this event, please visit www.smpsarizona.org/events.

When was the last time you asked your clients what they REALLY think of your services, value and client care?  It’s not easy but it’s a very important business practice that is routinely undervalued.  I say it all the time, “Your brand is how OTHERS perceive you, not how YOU understand yourself”.  It can be a hard pill to swallow for firm owners and principals but it is the truth and in these trying times, we have a responsibility to be honest with those who trust us to lead marketing and business development efforts.

Because clients are likely to have a little extra time to meet right now, I encourage you to take advantage of the opportunity to let clients know you care what they think and are making a priority of their changing needs. I am consistently surprised by the honesty and forthright feedback gleaned during each and every client survey interview.

The first step to acquiring this important information is getting internal buy-in from firm leadership.  Without their support, you will most likely not achieve your goals.  PMs and principals manage the majority of client relationships and will have an important role to play in identifying goals, creating the questionnaire and setting interview appointments.  Identifying project goals means lending a critical eye to what may be wrong today and you’ll need principals and PMs to participate.

It’s important that prior to creating the questionnaire you conduct an objective evaluation of firm services, client care, client relationship strength and project success.  This will inform the design of your questionnaire.  I should note, I do not recommend conducting a client satisfaction survey if your marketing team is not formally trained in qualitative research.  There is a method to the madness and you’ll want to make sure you do it right the first time.  I also recommend a third party conduct the interviews.  Clients are more apt to be honest with a neutral interviewer.  Hire a trusted consultant who understands the AEC industry and can confidently control the flow of the conversation while maintaining an comfortable, conversational tone with the client.

One last hint, approach your clients honestly when scheduling your sessions, make sure your subjects understand that you’re intent is to learn how your firm is meeting their needs, what you could be doing better and what new needs they may have in light of current economic conditions.  And during the interview relax and have a normal conversation prompted by your questions instead of a question and answer session.  Just remember they are trusted colleagues and in many cases friends.  They want what’s best for your firm and will be eager to share.

Allison Van Dyke is Ambassador & CEO at JOLT!, a Phoenix-based marketing company specializing in the AEC industry.

This post doesn’t directly relate to commercial real estate or the A/E/C industry, however, it can most definitely benefit the companies who operate in it!

Phoenix PRSA is hosting the telesemiar Get High-Ranking Search Results That Can Lead to Sales

The Secrets of Search Engine Optimization

Top things people do when visiting the web:

1) Do a search (i.e. SEO)

2) Use e-mail

3) Use web based software

4) Social media

Doing a search is 1st, yet how often do we talk about SEO?

Ready to put your strategic writing skills to excellent use? Greg Jarboe helps you discover how you can use your knack for writing to pump up your search engine optimization efforts. Maximize your public relations and communications campaign messages and expand your audience reach!

In this teleseminar, you will learn how to:

• Conduct key word research to find the search terms your target audience is likely to use.
• Incorporate keywords into your press releases — particularly your headlines and first few sentences.
• Add links intended to help readers find interesting, related content.
• Ensure your press release will be “crawled” by Google News, Yahoo! News, AOL News and others.
• Measure the results of your campaigns.
• Expand your audience reach.

You will hear from:

Greg Jarboe is the president and co-founder of SEO-PR,, a search engine marketing firm that provides search engine optimization, search engine advertising and search engine promotion services.

Date:   Tuesday, November 17^th, 2009 
1:00 p.m. -2:00 p.m.

Location:   SheKnows.com — 16101 N. 82^nd Street, Suite A-9, Scottsdale, AZ 85260 (Frank Loyd Wright and Loop 101)

Cost:   PRSA Member $25 / Non-Member $35 

Please RSVP to Josée Laflèche at josee.lafleche@sheknows.com   (No shows will be billed). Cash and check accepted.

Each year the Greenbuild International Conference and Expo, organized by the U.S. Green Building Council, leaves one or more “legacy” projects to benefit the city in which the event was hosted.  Because the 2009 conference is being held in Phoenix, the organization has chosen to work with Habitat for Humanity for one of the legacy projects. 

SMPS Arizona members and other willing volunteers are invited to participate in a neighborhood beautification project hosted by the Greenbuild Host Committee, City of Phoenix Neighborhood Services Department and the City of Phoenix Public Works Department on Oct. 31, 8 a.m. to noon, at 27^th Drive and Adams Street in Phoenix.  Volunteers will painti over graffiti, pick weeds and clean up trash.

 Here are the details:

What:                     

Over 35 volunteers  are needed to participate in the clean-up that will beautify the neighborhood surrounding the Habitat for Humanity Net Zero Energy Home, which will be built during the conference. The Habitat project has also been selected as a GreenBuild Legacy Project, showcasing affordable, sustainable building and design.

Where:         

Volunteers meet at Yunya Mini-Park located at Washington and 28th Drive.

Clean-up will take place in the Murphy Neighborhood, bound by 27^th to 31^st Avenues, Van Buren to Madison. The area is surrounding the Habitat for Humanity Net Zero Legacy Home, which will be highlighted during the 2009 International GreenBuild Conference, November 11-13^th at the Phoenix Convention Center. The home is expected to earn Platinum LEED for Homes certification.

When:                    

Saturday, October 31, 2009, 8:00 a.m. – noon

Who:             

Organizers include the GreenBuild host committee, City of Phoenix Neighborhood Services Department and the City of Phoenix Public Works Department.

Contact:      

Volunteers can sign up by going to: http://www.phoenix.gov.  In the search box, type “volunteer” and go to “volunteer today” or, call Olga Soto at 602.256. 3493.

PRESS RELEASE:

PHOENIX, Ariz. — The Society for Marketing Professional Services Arizona chapter presents the Webinar Financial Management for Marketing and BD Professionals on Nov. 4, 8 – 10 a.m. at Jokake Construction, 5013 E. Washington Street, Suite 100, Phoenix.  The cost is $40 for SMPS members and $80 for non-members.  This Webinar is approved for 1.5 hours of Certified Professional Services Marketer (CPSM) CEUs and AIA LU hours.

Learning Objectives

• Learn the basics of financially pricing out a project and tracking the profitability of a job, staff, and the firm overall.
• Understand and be able to speak the financial jargon that your boss and firm’s senior management are always speaking.
• Develop an appreciation of what certain projects really cost the firm and why some projects do not survive the Go/No-go decision.
• Gain a top-level perspective of what is really involved in financially operating a successful A/E/C firm.

To register for this workshop, please visit www.smpsarizona.org/events.