Altitude: An Elevate Marketing Advisors Publication

ALTITUDE

SUMMER 2023

ELEVATE

MAGAZINE

PRINCIPALS

Jen Newman, FSMPS, CPSM

Doug Parker, FSMPS, CPSM

CONTACT US

info@elevatemarketingadvisors.com

elevatemarketingadvisors.com

linkedin.com/company/ elevate-marketing-advisors/

SERVICES

• Strategic Visioning

• Business Development, Marketing, and Social Strategy

• Training Program

• Marketing Plans

• Market and Client Research

• Business Development Plans

• Coaching

• Marketing Campaigns

• Brand Development

• Client Perception Studies

• Cohort Programs

• Business Development, Marketing, and Team Audits

• Client Experience

• Fractional Leadership

ABOUT ELEVATE

At Elevate Marketing Advisors, we push firms to uncover their true differentiators based on purpose, culture, and experience. We’re driven to help people and firms realize their beyond.

OUR TEAM

Jen Newman, FSMPS, CPSM Principal + Founder

Doug Parker, FSMPS, CPSM Principal + Founder

Cindy Roth

Associate Principal + Communications Strategist

Carla Thompson, FSMPS, CPSM Sr. Marketing + Business Development Strategist

Nici Stephens

Marketing Strategist

Julia Lang

Social Media Strategist

FROM DOUG + JEN

Theme: Strategic Marketing

Welcome to “Altitude” – a new bi-monthly publication from Elevate. Each issue provides resources on the latest trends and best practices in marketing, business development, and firm operations. Our goal is to provide actionable insights that you can apply to your own firm’s efforts to rise to the next level.

Our first issue focuses on strategic marketing. Despite economic uncertainty, talent shortages, and project delivery demands, marketing should not take a back seat. Strategic marketing can give you an edge over your competition and establish your brand presence in the market. The more strategic your marketing, the greater impact it will have on your firm now and in the future.

We hope you find this publication useful and informative. If you have any feedback or suggestions for future issues, please let us know. Thank you for being a part of “Altitude!”

- Doug + Jen

MARKETING BUILT ON SOLID GROUND

Marketing is essential to any business, but it must be built on a greater strategy to achieve targeted results. A successful strategic marketing plan begins by aligning your overall firm strategy with your business development plans. When marketing, business development, and operations work together — the magic happens! In this article, we discuss the importance of marketing built on strategic plans and business development plans.

The Importance of Strategic Plans

Strategic plans define the direction of your firm and identify the goals and objectives to help you get there. Without a strong strategic plan, your marketing efforts are likely to be scattered and unfocused. A solid strategic plan provides a clear understanding of your target market and the unique value you bring to the table. This knowledge is critical to developing an effective marketing plan.

The Role of Business Development Plans

Business development plans focus on identifying new business opportunities and developing relationships with potential clients while enhancing relationships with current clients. They are an essential element of strategic marketing because they help identify the best target markets for your services. A well-crafted business development plan helps you understand your client’s needs and how you can help them which is critical to developing a marketing plan that resonates with your target market.

The Benefits of Connected Plans

When your strategic plan and business development plan work together, you create a powerful marketing tool. Your marketing plan is built on a clear understanding of your target market, your unique value proposition, and your clients’ needs. This knowledge enables you to develop marketing messages that connect with your target market, driving increased engagement and conversion rates.

Marketing built on strategic plans and business development plans is critical to achieving targeted results. It’s essential to assess your current marketing efforts and ask yourself if they are strategic, effective, and connected to the bigger-picture plan. If they’re not, it might be time to create a strategy that delivers greater results.

At Elevate, we put our diverse talents and backgrounds in leadership, strategy, operations, business development, and marketing to work to achieve the common goals of each of our clients. Let us know how we can help you strengthen your strategy.

MarketingMinute

Quick tips to make the most of your social media.

Be a brand ambassador!

• Let your actions speak for themselves.

• Tell a story.

• Post about the culture of your office.

• Share interesting facts about projects.

• Post your community and volunteer activities.

• Talk about any professional organizations involvement.

• Promote your firm’s mission and values.

Are you ready to network with A/E/C peers and create resiliency for your firm?

Benefits of attending Altitude:

» Building a national network of industry peers.

» Discussing trends, challenges, and solutions with other A/E/C firm leaders.

» Focusing on you and your business in a serene environment.

» Special time and activities with your spouse/guest.

» New this year: Emerging Leaders Group!

February 19-21, 2024

Sedona, Arizona

Enchantment Resort

“Best C-suite round table I’ve ever attended. We’ll definitely be attending again as it was very insightful. I highly recommend it!”

- Blake Calvert,

www.elevatemarketingadvisors.com/altitude

PE President, CEO Core Consultants

C-SUITE PERSPECTIVE: strategic marketing

In our latest video series, we learn from C-Suite leaders about marketing and business development.

In this installment, Roseann and Steve discuss their perspectives on strategic marketing and its importance to their firms. Watch the videos to gain insights from their experience!

THE ART OF THE CAMPAIGN

Marketing campaigns are focused, strategic efforts used to achieve a specific firm goal such as brand awareness, recruiting, a merger or acquisition, or any number of firm milestones. Quite simply, campaigns are designed to position a firm for success utilizing multiple tools, approaches, and platforms to reach the targeted audience.

From Recruiting to Brand Awareness

Marketing campaigns are a connected series of marketing operations designed to bring about a particular result. Campaigns are best identified as tactics to achieve a specific strategic or business

plans, and marketing plans. Campaigns help direct the intentional messages to the right audiences at the ideal time on the desired platform.

Successful campaigns start with a campaign kick-off to develop a customized outline followed by an accountability plan. A successful marketing campaign carries a consistent message and promotes a single or focused idea or goal, which can highlight many firm factors including:

» Recruiting

» Firm Culture

» Brand Awareness

» Markets

» Services

» Differentiators

development goal. To achieve the most effective results, the multi-pronged approach of campaigns reaches clients in a variety of ways and involves the use of multiple marketing channels to achieve specific goals and outcomes – all aligned with a firm’s strategic/ vision plans, business development

» Project Case Studies

» Expert People

» Niche Expertise

» Client & Partner Highlights

» Industry Events

» Award or Industry Accolades

» Community Engagement & Outreach

Campaign Components

Using the right mix of marketing tools (events, webinars, social media, thought leadership, and more) a marketing campaign creates a custom plan that allows the campaign message to reach the targeted audience(s). At Elevate, we use the acronym COPE –create once, publish everywhere. Depending upon a firm’s needs, components of a campaign can include the following:

» Thought leadership article or publication developed from interviews with technical staff:

• Directly shared with clients by BD/doer-sellers with a request for a discussion.

• E-blast to your mailing list.

• Pitched to industry publications.

• A conference abstract.

• Links in digital brochures.

• Links to the firm’s website.

» Social media strategy:

• Posts laid out over a series of weeks and then repeated in subsequent months.

• Videos (these can also be used on the website and as links in proposals).

» Targeted industry events:

• Educational webinars and panel discussions.

• Industry/association events.

• Community.

• Recruiting.

» Business development activities to support the campaign.

» Staff recruiting activities to support the campaign.

» Website updates.

Comprehensive Campaign

At all stages, measurement of KPIs and evaluation of results gauge success. A recent comprehensive campaign formulated by Elevate for Fisher Associates was designed to promote an impending series of large project submittals. Focusing on previous success, the campaign specifically highlighted the experience and knowledge of the Fisher team.

Core Consultants “Gratitude” campaign.

Fisher Associates participate in “Packages of Hope” for their transportation campaign.

The campaign included a series of articles covering topics relevant to the successful management, design, and administration of federally-funded projects and was critically timed to allow routine distribution of the articles prior to release of the requests for qualifications for the next three-year term contracts. These, along with video interviews with key Fisher project managers, created a steady social media campaign to gain the attention of decision makers. “These articles positioned Fisher Associates to be top of mind with our clients and demonstrated our expertise on these projects,” said Schmid. “We received a tremendous amount of positive feedback from both clients and competitors. Thank you Elevate, for your partnership on this successful campaign.”

In tandem with thought leadership development, Elevate created standardized templates with a clear client focus containing an understanding of the client and their pain points and needs; firm differentiators; concise project information centering on challenges and solutions; revised resumes that clearly showed Fisher’s solutions-driven project approach and understanding of the project type; bulleted text and graphics to common questions that made it easier on the reviewers to digest information; and a clear and concise project summary/ cover letter.

The campaign had overwhelming results that exceeded original goals and expectations.

Stolfus and Associates to develop a campaign around Martin Luther King Day.

Launched on Martin Luther King Day, January 16, 2022, “Moving Forward” was envisioned by firm founder Elizabeth Stolfus to honour the life of Dr. Martin Luther King in a meaningful way. What began as a day-off for Stolfus team members transitioned to a commitment to volunteerism through dedicated staff community service hours and into a large-scale initiative to create allyship. The foundation for the “Moving Forward” initiative was to engage and educate staff and clients of the impact of Dr. King while embracing the community through volunteer opportunities.

PE, Chief Executive Officer.

Community Campaigns Community campaigns are also a great opportunity to connect with clients and recruits by sharing community involvement and firm culture. Elevate was retained by

Dr. King’s legacy and Stolfus’ commitment to allyship was embraced and felt through the company and community, measured through engagement resulting in nearly all staff participating in webinars and community events, opportunities for strategic client and community engagement forging new relationships with community stakeholders resulting in one new client, and increased brand awareness through social media engagement and client outreach.

“The marketing campaign Elevate assisted in developing targeted our clients for federal-aid transportation design services was extremely effective. It kept us top of mind to our clients and clearly demonstrated our expertise. The results were overwhelmingly positive with the highest win rate we have ever achieved on these 3-year regional contracts,” said Fisher Associates’ Roseann B. Schmid,

Recruiting Campaigns

Recruiting has become a major challenge for many firms. Simply posting a job ad is no longer sufficient. A recruiting campaign offers a more comprehensive approach to attract the best and brightest candidates that fit within your company culture.

Elevate collaborated with TTL to develop a recruiting campaign aimed at hiring field and CAD designers as well as recruiting former military personnel. Demographic research and identification of company differentiators through staff surveys and interviews were the first steps in developing the messaging. The next step involved using that information to create a recruiting brand and messaging. This approach allowed them to differentiate their company from competitors and promote company culture.

For TTL, the brand “Build Your Foundation, Build Your Future, Build Your Legacy” not only conveyed what recruits look for in a company, but also what TTL provides to its team members.

Effective tactics for recruitment are multi-faceted. For TTL, tactics included:

• Video: A “Day in the Life” video series showcasing job requirements and what it’s like to work at TTL – used on social media, at recruiting fairs, and as a resource for team members to share with potential recruits.

• Job Descriptions: Updated, eye-catching job descriptions that stand out.

• Career Fair Materials: Booth banners, company, and job description flyers.

• Refer & Earn: Tips for boosting the Refer & Earn program to increase referrals along with Refer & Earn banners used in break rooms as reminders.

• Training: Specific steps on how to refer someone, including how to share opportunities with colleagues or friends, along with social media training.

• Recruiting Events: A variety of recruiting events that offer opportunities to engage target recruits.

Not only has this resulted in an increase in qualified candidates, but more importantly a streamlined approach with resources that every team member can use to become effective Doer-Recruiters.

Want to know more? Download our Marketing Campaign Brochure .

TTL created focused recruiting materials as a part of their campaign.

TTL created a “Day in the Life” videos to highlight the culture and staff at TTL.

Stolfus and Associates staff members participating in a community outreach event as a part of their Moving Forward Campaign.

LET’S GET PERSONAL

meet jen newman

What’s your role at Elevate?

As founding Principal of Elevate, I am focused on ensuring a great client experience for every client and bringing in new business. I also provide fractional Chief Business Development Officer services along with recruitment strategy, training, strategic visioning, pursuit strategy, and general business consulting.

Who inspired you to pursue the career you have today?

Growing up, my dad was a regional customer service manager for General Electric. I loved going to work with him as a kid and then working summers for him in the call center. He taught me three things that have stuck with me:

• Customers don’t care who was right or wrong, they just want their problems solved.

• You never know what is going on in someone else’s life so always be kind, even if they’re not.

• Proper motivation and mentorship helps others grow their skills and empowers their success.

My dad was a true servant leader. He could diffuse an angry customer in a matter of seconds with kindness, empathy, and by delivering a solution. He met with his employees regularly to ask them how he could help them versus how they could help him – this went beyond work to their personal goals and their family life. And when he received bonuses for the success of his division, he would spend some of that money and plan a celebration with his team.

What is something you are proud of?

I am proudly building an A/E/C family legacy with my two sons. Ethan is a Transportation CAD Technician in Florida and Josh is a Mechanical Commissioning Engineer in Virginia (and travelling the world). I may have taken them to work a few times when they were young ... looks like it stuck.

What is the biggest challenge you’ve overcome?

Last year, I was diagnosed with colon cancer. It was a scary time and a tough year of treatment, but with it came an abundance of blessings. I was able to witness the incredible network of champions I have in my corner: my amazing husband; the best business partner I could have; our team at Elevate; caring and compassionate clients and colleagues across the country; generous neighbors; a loving and supportive church family; and countless friends (and even strangers) around the world who all showed their support in such wonderful ways. Through sharing my experience, I’ve been able to encourage others to place an importance on health screening and, since then, I’ve supported others through their cancer diagnosis and treatment.

What is the best place you have travelled to, and why?

I love seeing different places and their unique cultures and only have three US states and three continents left to explore. By far (and so far), my favorite trip was a two-week safari in Kenya, Africa last year with 22 friends to celebrate my 50th birthday and completing chemo to beat cancer. While the animals were simply majestic, the best part was the people. We all fell in love with the warm, caring people of Africa. Despite having so little and many literally fighting for survival, the locals were the most joyful people I’ve ever met. If you haven’t been to Africa, put it on your must-do travel list!

ENGAGE WITH ELEVATE

ASK US ANYTHING:

Our next issue is focused on recruiting . Send us topic ideas and questions by August 23rd to cindy@elevatemarketingadvisors.com to be included in our next publication.

WE WANT TO HEAR FROM YOU:

Do you align your marketing strategies with your business development goals?

» Duh! Of Course!

» BD and marketing talk to each other? Really?

» What business development goals?

» No, but brilliant idea!

TAKE OUR POLL

LET’S CONNECT

ACEC Deep South Conference Sandestin, FL

July 20 – 22, 2023

ConnectwithJenNewman andattendherpresentation: WinningtheTalentWarwith aStrategicRecruitmentand RetentionStrategy.

https://www.acec.org/acec-oflouisiana/events/deep-southconvention-2022/

SMPS Amplify

Austin, TX

August 9 – 11

Connect with the entire Elevate team! ListentoJenNewman’sMAXTALK: RaiseYourResiliency

https://www.amplifyaec.org/

ELEVATE

A/E/C COHORT PROGRAM MARKETING/BD & C-SUITE GROUPS

Join a community of A/E/C marketers and business developers or C-Suite leaders across North America when you join an Elevate cohort group!

Each cohort is led by an experienced Elevate team member. The forum offers a confidential space for you to share your unique challenges, successes, and ideas.

By participating, you’ll also gain access to a wider community of cohorts through exclusive events and communication platforms. Join us today to connect with like-minded professionals and elevate your business development strategies!

Cohort member benefits include:

• Facilitated monthly cohort.

• Curated content based on your cohort group’s unique challenges.

• Expert guest speakers.

• Slack channel communities for continuous engagement, advice, feedback, and resource sharing.

• Special virtual events open only to cohort members such as happy hours, free webinars, and more.

IN THE NEWS

Offsite Construction

Offsite construction – manufacturing, planning, design, fabrication, and assembly of building elements that are transported to a final construction site – is gaining ground, literally. All building types, including residential, educational, health care, and commercial, can benefit by employing this construction method which includes distinct advantages over conventional construction. While all construction methods and delivery systems are heavily impacted by current economic conditions, some are better positioned to weather economic fluctuations. Check out this two-part series from Tamarack Grove Engineering titled “Offsite vs. Onsite Construction — Economy, Impacts & Future”. The articles present a current outlook on this growing trend and provide key perspectives from industry pros in the engineering, manufacturing, and building systems industries. https://www.sips.org/documents/ TGE_Offsite-Construction-Part-I.pdf

Looming Federal Ban on Non-Compete Agreements

Last quarter, the Federal Trade Commission proposed banning employers from imposing noncompete agreements on their employees. In addition to barring these agreements in the employer-employee contract, Subchapter J — Rules Concerning Unfair Methods of Competition also examines whether similar contractual terms such

as a ‘non-disclosure agreement’ may be a cloaked non-compete clause and be subject to the ban. Employees who own at least 25% of a firm that is being acquired would be exempt, and virtually all existing non-compete agreements would be rescinded immediately. The rule, if approved, is expected to raise median salaries, spark innovation, give a boost to start-up firms, and increase career opportunities for American workers. For more information visit: https://www.ftc.gov/newsevents/news/press-releases/2023/01/ftc-proposesrule-ban-noncompete-clauses-which-hurt-workersharm-competition

The WORK Act Empowers ESOPs

The Worker Ownership, Readiness, and Knowledge (WORK) Act, expanding employee ownership to the American workforce, has passed the Senate. This first step to ensuring workers have the tools they need to have a seat, and a voice, at the table is anticipated to build individual wealth and a more secure retirement; spur higher wages and better benefits; increase local jobs; and decrease gender and racial wealth disparities. The benefits of adopting an employer-ownership model are expected to boost employee morale and enhance creativity and productivity.

Employee-owned firms have also proved less likely to outsource American jobs and recognize higher shareholder returns and profits overall. The WORK

we’re keeping our eyes on news and trends to keep you up to speed

Act creates a $50 million grant to provide education, training, and technical support via nationwide employee ownership centers that will provide key foundational services to help workers establish their own ESOPs (employee stock ownership plans) or other eligible worker-owned cooperatives. Read more about this lucrative program that just may change the future of business ownership: https://www.sanders.senate.gov/pressreleases/news-sanders-longstanding-legislation-tohelp-workers-expand-employee-ownership-passesthe-senate-in-2023-omnibus/

Pregnant Workers Fairness Act

The new Pregnant Workers Fairness Act (PWFA) requires certain employers to provide “reasonable accommodations” to a worker’s known limitations related to pregnancy, childbirth, or related medical conditions unless the accommodation will cause the employer an “undue hardship” – defined as something that causes significant difficulty or expense to the employer. Affected employers include private and public sector employers with at least 15 employees, Congress, federal agencies, employment agencies, and labor organizations.

It’s important to note that the PWFA applies only to accommodations and does not replace existing EEOC laws and other federal, state, or local protections. Reasonable accommodations are changes to the work environment or the way things are usually done at work such as parking, flexible hours, break times, and maternity leave. The PWFA becomes effective on

June 27, 2023. To learn more visit https://www.eeoc. gov/wysk/what-you-should-know-about-pregnantworkers-fairness-act.

Research and Development Tax Credit

The Research and Development Tax Credit results in an immediate benefit to a company because it can reduce past, current, and future years’ federal tax liability, thereby creating an immediate source of cash. The credit provides a dollar-for-dollar offset against taxes owed or paid, which differs from a deduction.

The credit can offset Alternative Minimum Tax and payroll withholding in certain circumstances. The federal credit averages about 6.5% of combined qualified Research and Development labor, contractor labor, and supplies. To learn more visit: https://corporatetaxadvisors.com/services/research-and-development-tax-credit/

INSPIRATION

At Elevate, we have a passion for collaborating with our clients to help them achieve their marketing, business development, and overall business objectives. We take pride in the inspiring work our clients do and we’re excited to share some of their success stories with you.

Brand Standards

Tamarack Grove is a Structural Engineering firm in Boise, ID. At Tamarack Grove, Adventuring Bravely is a way of life. Check out their ongoing video series, Campfire Conversations, to learn more about the people, projects and places that make up Tamarack Grove!

Link to Campfire Conversations

Stolfus and Associates focuses on client service and engineering excellence to develop transportation projects with lasting value to the communities they serve. Elizabeth Stolfus recently participated in the ACEC Podcast, Engineering Influence talking about Stolfus’s Moving Forward Initiative. An initiative focused on diversity, equity, inclusion, education, and community giving.

Link to ACEC Engineering Influence

Corporate Tax Advisors provides tax solutions to Certified Public Accountants and businesses, both small and large, nationwide. With a heavy focus on Research and Development Tax Credits. CTA has developed a new podcast, Behind the Bottom Line that focuses on conversations between CTA’s Dawson Fercho and the business leaders he regularly works with. These meaningful conversations will explore tax solutions, business concepts, leadership, and life.

Link to Behind the Bottom Line

TTL serves as a committed partner to its clients across the southern region of the United States, delivering tailored solutions for infrastructure development projects. As part of its effort to showcase its corporate culture, TTL has produced a series of videos that offer an insider’s view into the daily lives of its employees.

Link to TTL’s Day in the Life Videos

J2, a Virginia-based multi-disciplinary firm, has recently undergone an award-winning comprehensive brand refresh, revitalizing its visual identity, online presence, and marketing materials. This strategic update includes a modernized logo, revamped website, and refreshed marketing collateral to better reflect the company’s values and commitment to innovation.

Link to J2’s new website

Fisher Associates delivers services in the Transportation, Energy, and Land Development market sectors throughout the United States. Fisher partnered with the non-profit organization GivePower on a trek in which 9 Fisher employees assisted in installing a small microgrid that powers a school in a small community in Colombia that was is need. The elementary school has three classrooms with about 20 to 30 kids in each class.

Link to video about the GivePower experience

Congratulations to our clients who received the Zweig Group 2023 “Best Firms to Work For” Award. The Best Firms To Work For award recognizes the top firms in the US and Canada based on their workplace practices, employee benefits, employee retention rates, and much more.

• CORE Consultants, Inc.

• J2

• RRM Design Group

• Tamarack Grove Engineering

• SWBR

elevatemarketingadvisors.com