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blüStone Marketing's Signature Program
The marketing course
If you are looking to build your firm’s brand, manage a strong business development program, increase your hit rate and keep clients coming back with more projects, then The Marketing Course is the place for you and your best and brightest team members.
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blüStone Marketing is pleased to offer The Marketing Course. This unprecedented program, prepared exclusively for those with responsibilities for bringing work into an AEC firm, covers all the knowledge you need to plan, execute and manage a marketing and business development effort. Additionally, it serves as an excellent preparatory course in advance of the CPSM (Certified Professional Services Marketer) exam.
Why This Course?
The Marketing Course provides participants with a complete understanding of and competence in the strategies and tactics needed to successfully position, promote and sell AEC services.
Whether a Marketing Coordinator new to the business, an emerging leader wanting to become familiar with the marketing function, or an experienced marketer preparing for a CPSM certification, this program covers AEC marketing from A to Z.
Why This Course?
The Marketing Course provides participants with a complete understanding of and competence in the strategies and tactics needed to successfully position, promote and sell AEC services.
Whether a Marketing Coordinator new to the business, an emerging leader wanting to become familiar with the marketing function, or an experienced marketer preparing for a CPSM certification, this program covers AEC marketing from A to Z.
Learning Goals and Objectives
- Know the full spectrum of activities involved in winning a steady supply of work for a professional design firm
- Be able to plan and manage an integrated marketing, business development and sales program for a professional design firm
- Know the difference between Positioning, Branding, Business Development, Sales and Customer Service and how each complements the others
- Increase both hit rate and ROI on a professional design firm's marketing efforts
- Be able to contribute both strategically and tactically to a professional design firm’s ‘get work’ program
Course Contents
The program is delivered over a six-week period, with each of six two-hour, online classes per week.
The material is divided into five modules:
The program is delivered over a six-week period, with each of six two-hour, online classes per week.
The material is divided into five modules:
- Marketing Positioning, Planning and Administration
- Brand Building
- Business Development
- Sales (Proposals and Presentations)
- Client Service and Feedback
Each module is divided into a series of individual tutorials on micro-topics in AEC marketing. The tutorials are:
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Marketing Positioning, Planning and Administration
Positioning What is market position? Your position is in flux Positioning options What is YOUR market position? Research and Analysis Research and Analysis There are no new clients Finding your sweet spot Market research techniques Marketing Administration Marketing Infrastructure Marketing staff Marketing budgets What should you expect from your Marketing Department? Marketing Planning How’s your marketing plan going? Measurement and ROI Measuring your marketing success |
Brand Building
Introduction to Branding Branding is and is not… Can engineering be sexy? Touch me 20 times Branding Tools Graphic identity Mailing lists Printed brochures Public and Media relations Direct mail and email Newsletters and blogs Association memberships Articles and presentations Special events Trade shows and exhibitions Media advertising Awards programs Website Social media Branding plan Developing your branding plan |
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Business Development
What is business development? Why is this a relationship-based business? The goals of business development The business development process The BD process Building a network Business development skills Overcome the fear Networking skills Emotional intelligence Warm calling Business development etiquette Getting everyone involved in business development The personal business development plan |
Sales (Proposals and Presentations)
The Go/No Go Decision Checking for clues Passing on an Opportunity Go/No Go Economics Developing a win strategy Research techniques Competitive research The Brainstorming Questions Proposal themes Differentiation The proposal document First impressions Covers, titles and bindings Page layout, paper and fonts A unique cover letter What we’ll do for you Who we are Writing and editing proposals Story telling Using boilerplate effectively Presentations Presentation planning Presentation delivery Using PowerPoint effectively Case studies |
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Client Service and Feedback
Client Service An introduction to client service Raising the bar Keeping clients for life Feedback Seeking regular feedback |
Valuable Bonus Marketing Tools
In addition to learning the content, you will also get a complete set of marketing tools, guidelines, checklists and templates that you can use to manage the marketing program of any professional design firm
In addition to learning the content, you will also get a complete set of marketing tools, guidelines, checklists and templates that you can use to manage the marketing program of any professional design firm
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Marketing Positioning, Planning and Administration
Business Development
Proposals and Presentations
Client Service and Feedback
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Brand Building
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Details and Registration
The course is valued at $495 per participant. Only those who have registered and paid are eligible to receive the course materials, take the end-of-course exam and receive a certificate.
Following your registration and payment, a representative of blüStone Marketing will be in touch to provide you with further details, course materials and course login credentials.
The course is valued at $495 per participant. Only those who have registered and paid are eligible to receive the course materials, take the end-of-course exam and receive a certificate.
Following your registration and payment, a representative of blüStone Marketing will be in touch to provide you with further details, course materials and course login credentials.
