Altitude: An Elevate Marketing Advisors Publication

A L T I T U D E AN ELEVATE MARKETING ADVISORS PUBLICATION

VOL

01

STRATEGIC MARKETING SUMMER 2023

E LE V AT E M AG AZI N E PRINCIPALS Jen Newman, FSMPS, CPSM Doug Parker, FSMPS, CPSM

CONTACT US info@elevatemarketingadvisors.com

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

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 SE R V I C E S

Jen Newman, FSMPS, CPSM

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Strategic Visioning

Principal + Founder

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Business Development, Marketing, and Social Strategy

Doug Parker, FSMPS, CPSM Principal + Founder

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Training Program

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Marketing Plans

Cindy Roth

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Market and Client Research

Associate Principal + Communications Strategist

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Business Development Plans

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Coaching

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Marketing Campaigns

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Brand Development

Nici Stephens

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Client Perception Studies

Marketing Strategist

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Cohort Programs

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Business Development, Marketing, and Team Audits

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Client Experience

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Fractional Leadership

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

Julia Lang Social Media Strategist

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FROM DOUG + JE N

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

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MA RKET I NG BUI L T O N SO LI D GR O UND 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.

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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

Marketing Minute

that connect with your target market, driving increased

Quick tips to make the most of your

engagement and conversion rates.

social media.

Marketing built on strategic plans and business development

Be a brand ambassador!

plans is critical to achieving targeted results. It’s essential to

•

Let your actions speak for themselves.

are strategic, effective, and connected to the bigger-picture

•

Tell a story.

plan. If they’re not, it might be time to create a strategy that

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Post about the culture of your office.

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Share interesting facts about projects.

•

Post your community and volunteer activities.

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Talk about any professional organizations involvement.

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Promote your firm’s mission and values.

assess your current marketing efforts and ask yourself if they

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.

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experience

Are you ready

to network with A/E/C

peers and create resiliency for your firm?

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

Benefits of attending Altitude: » Building a national network of industry peers. » Discussing trends, challenges,

and solutions with other A/E/C firm leaders.

- Blake Calvert, PE President, CEO Core Consultants

» 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

www.elevatemarketingadvisors.com/altitude

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!

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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

» Project Case Studies

the most effective results, the

» Expert People

multi-pronged approach of

» Niche Expertise

campaigns reaches clients in a

» Client & Partner Highlights

variety of ways and involves the use

» Industry Events

of multiple marketing channels to

» Award or Industry Accolades

achieve specific goals and outcomes

» Community Engagement &

– all aligned with a firm’s strategic/

Outreach

vision plans, business development

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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.

Core Consultants “Gratitude” campaign.

• 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.

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

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.

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The campaign included a series of

The campaign had overwhelming

Stolfus and Associates to develop

articles covering topics relevant

results that exceeded original

a campaign around Martin Luther

to the successful management,

goals and expectations.

King Day.

design, and administration of

“The marketing

federally-funded projects and

Launched on Martin Luther King

was critically timed to allow

campaign Elevate

routine distribution of the articles

assisted in developing

Forward” was envisioned by firm

for qualifications for the next

targeted our clients

honour the life of Dr. Martin

three-year term contracts. These,

for federal-aid

Luther King in a meaningful way.

key Fisher project managers,

transportation design

team members transitioned to

created a steady social media

services was extremely

a commitment to volunteerism

decision makers. “These articles

effective. It kept us

community service hours and

positioned Fisher Associates to be

top of mind to our

into a large-scale initiative to

demonstrated our expertise on

clients and clearly

for the “Moving Forward” initiative

these projects,” said Schmid. “We

demonstrated our

was to engage and educate staff

of positive feedback from both

expertise. The results

Dr. King while embracing the

clients and competitors. Thank

were overwhelmingly

prior to release of the requests

along with video interviews with

campaign to gain the attention of

top of mind with our clients and

received a tremendous amount

you Elevate, for your partnership

Day, January 16, 2022, “Moving founder Elizabeth Stolfus to

What began as a day-off for Stolfus

through dedicated staff

create allyship. The foundation

and clients of the impact of community through volunteer opportunities.

on this successful campaign.”

positive with the

In tandem with thought

highest win rate we

Dr. King’s legacy and Stolfus’

created standardized templates

have ever achieved on

embraced and felt through the

with a clear client focus containing

these 3-year regional

company and community,

their pain points and needs; firm

contracts,” said Fisher

resulting in nearly all staff

differentiators; concise project

Associates’ Roseann

participating in webinars and

challenges and solutions; revised

B. Schmid, PE, Chief

for strategic client and community

resumes that clearly showed

Executive Officer.

leadership development, Elevate

an understanding of the client and

information centering on

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.

Community Campaigns Community campaigns are also a great opportunity to connect with clients and recruits by sharing

commitment to allyship was

measured through engagement

community events, opportunities engagement forging new relationships with community stakeholders resulting in one new client, and increased brand awareness through social media engagement and client outreach.

community involvement and firm culture. Elevate was retained by

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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.

BUILD YOUR LEGACY

APPLY NOW

DRIVEN TO MAKE A DIFFERENCE When you join the TTL team, you are a part of something bigger, can make a difference in your Two weeks paid vacation

community, and have the opportunity to leave a legacy. TTL provides its professionals with exciting careers that include opportunities for growth and advancement. At TTL you have the opportunity to work on a range of project types in a variety of locations across the southern United States. TTL provides the technical training you need to become an expert within your area.

AS A MEMBER OF THE TTL TEAM YOU CAN:

100% paid for health care plan including dental

401k retirement plan with company matching

•

Be part of something bigger and make a difference in your community

•

Leave a legacy and watch the projects you work on take shape

•

Build a meaningful, lifelong career with work that matters

•

Gain skills and expertise through on-the-job training and mentoring

•

Earn the respect of your peers

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Work with your hands

•

Collaborate with a team

•

Try something new everyday

Watch Our Video Watch Our Video

T TLUSA.COM

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.

Want to know more? Download our Marketing Campaign Brochure.

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

LE T’S GET PE RSONAL 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.

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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!

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E N GA GE W I TH EL EVATE ASK US ANYTHING:

LET’S CONNECT

Our next issue is focused on recruiting. Send us topic ideas and questions by August 23rd to cindy@elevatemarketingadvi-

ACEC Deep South Conference

sors.com to be included in our next publication.

Sandestin, FL July 20 – 22, 2023

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?

Connect with Jen Newman and attend her presentation: Winning the Talent War with a Strategic Recruitment and Retention Strategy.

» What business development goals?

https://www.acec.org/acec-of-

» No, but brilliant idea!

louisiana/events/deep-southconvention-2022/

TAK E O U R P OLL

SMPS Amplify Austin, TX August 9 – 11

Connect with the entire Elevate team!

Listen to Jen Newman’s MAX TALK: Raise Your Resiliency https://www.amplifyaec.org/

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E L E V A T E A / E / C CO HO R T PR O G R AM MA RK E TI N G / BD & C - S UI TE G RO U P S 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.

Learn more:

Click here to learn more about our cohort program.

I N TH E NEWS we’re keeping our eyes on news and trends to keep you up to speed

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

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

Tamarack Grove Engineering titled “Offsite vs. Onsite Construction — Economy, Impacts & Future”. The articles present a current outlook on this growing

The WORK Act Empowers ESOPs The Worker Ownership, Readiness, and Knowledge

trend and provide key perspectives from industry

(WORK) Act, expanding employee ownership to the

pros in the engineering, manufacturing, and building

American workforce, has passed the Senate. This first

systems industries. https://www.sips.org/documents/

step to ensuring workers have the tools they need to

TGE_Offsite-Construction-Part-I.pdf

have a seat, and a voice, at the table is anticipated to build individual wealth and a more secure retirement;

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

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

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Act creates a $50 million grant to provide

June 27, 2023. To learn more visit https://www.eeoc.

education, training, and technical support via

gov/wysk/what-you-should-know-about-pregnant-

nationwide employee ownership centers that

workers-fairness-act.

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

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/

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

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I NS PIR AT IO N 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.

nd ndards

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

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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.

Congratulations

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

Link to video about the GivePower experience

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elevatemarketingadvisors.com