June 9, 2011
Thursday, 9am-5pm
CES/AIA LU 7 units
In today’s hyper-competitive economy, marketing is everybody’s business. Successful firms increasingly engage staff at all levels to maintain client relationships, gather marketplace intelligence, pursue specific prospects, and build their reputation through new media. Practices with well-articulated visions and values that differentiate themselves from the competition can marshal limited resources most effectively. This program will provide you with the tools and strategies to develop an effective marketing plan in this challenging economy. Three AEC firms will present case studies of client pursuits in different market sectors, discussing successes, war stories, and most importantly, lessons learned. You will have the opportunity to share examples of your firm’s proposals, interviews, and PR efforts, and receive constructive feedback from speakers and coordinators. Experts in digital / social media, journalism and public relations will focus on communication strategies amid rapidly evolving technology. In the end, you will assess your firm’s marketing, business development, and PR, and develop action plans to take back to the office.
Coordinators:
Deb Barbour has 33 years of experience in marketing and business development for leading architectural firms in the US. She joined ZGF in 1988 to open the firm’s California office, and as a Principal, she has been responsible for guiding business development and marketing efforts in Los Angeles, as well as participating in the development and leadership of the firm. During her tenure, the firm has amassed a diverse portfolio of public and private commissions. As a strategist and mentor, Deb has inspired her industry peers through her demonstrated leadership and desire to contribute to others in our business. She is recognized by both clients and industry representatives as possessing a unique combination of skill, sensitivity and creativity, exemplifying the highest standard for marketing and professional services. Prior to joining ZGF, Deb served as Director of Business Development for CRSS and LPA in Orange County, and as Director of National Promotion for Skidmore, Owings & Merrill in New York. Deb holds a Bachelor of Architecture from the Arizona State University. She is an Associate Member of the American Institute of Architects, and a Member of both the Urban Land Institute and the Architectural Guild of the University of Southern California. Deb is also a Past President and Board Member of the Los Angeles Chapter of the Society of Marketing Professional Services (SMPS), and was SMPS’s 2000 Leonardo Award recipient.
Sharlene Silverman has over 25 years experience providing marketing leadership and strategic planning for the architectural and engineering industry. For the past 10 years, as a partner with her own firm and The Coxe Group, she has consulted with large and small design firms, engineers and owners in the areas of marketing strategy, leadership development and succession planning. In 1986, Sharlene helped to establish the Los Angeles office of Arup, the international multidisciplinary engineering firm and was appointed Principal in 1991. During her twelve-year tenure, she led Arup’s marketing and business development efforts in the United States and was instrumental in growing the firm from a start-up of three to 350 people in four offices. In 1998, Sharlene was appointed Director of Professional Services for Universal Studios Recreation Group. As an owners representative, she oversaw selection of Architectural, engineering and construction services for projects in the US, Japan and Spain. Sharlene has lectured in professional practice and marketing at USC, UCLA, and SCI-Arc, and has led marketing seminars for the American Institute of Architects, American Planning Association and the Society of Marketing Professional Services. From 2003-2006, Sharlene co-authored three articles for the AIA Handbook of Professional Practice titled “Client Perspectives” providing insight into the Health Care, Higher Education and Federal Government market sectors. Sharlene has served as President and Board Member for The USC Architectural Guild and a Board Member for Alternative Living for the Aging. She holds a Bachelors degree in Architecture from the University of California at Berkeley and an MBA from the University of California, Los Angeles.
Speakers:
Author, The Power of Real-Time Social Media Marketing
- Marketing Handbook for the Design & Construction Professional 2009 Edition http://www.smpsbooks.com/
- “Marketing: Lessons From America’s Best-Managed Architectural Firms,” McGraw Hill Construction: Keys to Success Series. Architectural Record 2002
- “New Rules, New Challenges For Marketing And Media: What Has-And Hasn’t-Changed.” Marketer The Journal of the Society of Marketing Professional Services. Volume 29, Issue 4, August 2010, Page 6
- “Marketing is a Conversation,” by David Maister
- The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Marty Neumeier, 2003. New Riders Publishing
