Marketing, Sales, and Business Development for AE Firms
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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.  

The course is completely self-scheduled and self-paced. You will be sent the files for one module per week, but you can complete them on your own schedule.

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
Participants who pass the exam will receive a certificate of completion and competence in AE Marketing from blüStone Marketing.
 
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:
  1. Marketing Positioning, Planning and Administration
  2. Brand Building
  3. Business Development
  4. Sales (Proposals and Presentations)
  5. Client Service and Feedback
The sixth class will include a brief review and an exam.
The course is completely self-scheduled and self-paced. You will be sent the files for one module per week, but you can complete them on your own schedule.
Each module is divided into a series of individual tutorials on micro-topics in AEC marketing. The tutorials are:
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


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


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

Marketing Positioning, Planning and Administration
  • Positioning Quiz
  • Market research checklist
  • Staffing growth diagram
  • Marketing tools and equipment checklist
  • Marketing plan template
  • Marketing plan summary
Business Development
  • Personal business development plan template
  • Personal business development plan examples
Proposals and Presentations
  • Go/No Go short form
  • Go/No Go long form
  • Win Strategy Brainstorming Questions
Client Service and Feedback
  • Sample Client Survey Letter
  • Sample Client Interview questions
Brand Building
  • Graphic identity checklist
  • Mailing list checklist
  • Brochure checklist
  • Public Relations checklist
  • Direct mail & email checklist
  • Newsletters & blogs checklist
  • Industry associations checklist
  • Articles & presentations checklist
  • Special Events checklist
  • Trade Shows & Exhibitions checklist
  • Media Advertising checklist
  • Awards programs checklist
  • Website checklist
  • Social Media checklist
  • Branding plan template

 
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.
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