ASSOCIATION SPOTLIGHT
SMPS
SOCIETY FOR MARKETING PROFESSIONAL SERVICES FLORIDA CHAPTERS
Where Strategy Meets Creativity: A Spotlight on SMPS and What’s Ahead Michelle Casale MARKETING MANAGER, BURGESS & NIPLE, SMPS TAMPA BAY
When disaster strikes, engineers, architects and contractors work quickly to rebuild communities, restore infrastructure and implement resilient solutions. But how do municipalities, developers and funding agencies recognize the value of proactive disaster mitigation before the next hurricane season? Strategic marketing and communications play a critical role in bridging this gap. A/E/C marketers translate technical expertise into compelling narratives that drive awareness, funding and action. Whether preparing for hurricanes, managing flood risks or responding to rising temperatures, marketers help firms position themselves as leaders in resilience and disaster preparedness.
MARKETING RESILIENCE: EDUCATING STAKEHOLDERS BEFORE THE STORM The increasing frequency and intensity of hurricanes, flooding and extreme weather events require communities to take a proactive approach to resilience. While engineers and planners are designing stormwater management systems, flood-resistant roadways and hardened infrastructure, many of these efforts remain underfunded or overlooked until after a disaster strikes. Marketing professionals play a key role in ensuring that decision-makers, clients and the public understand the long-term value of resilience projects before a disaster occurs. A/E/C marketers can: • Showcase expertise in disaster preparedness through thought leadership content, articles and case studies. 50 | ENGINEERING FLORIDA
• Simplify complex engineering solutions into engaging, easy-to-understand narratives for key stakeholders. • Engage municipal leaders and developers through targeted campaigns that highlight infrastructure needs. • Leverage public relations (PR) strategies to increase visibility of successful resilience-focused projects in local and national media, highlighting the benefits to impacted communities.
DISASTER RESPONSE: MARKETING’S ROLE IN CRISIS COMMUNICATIONS When disasters strike, rapid response is essential not only for infrastructure recovery, but also for effective communication and public engagement. Firms involved in emergency response and recovery must keep municipalities, transportation agencies and the public informed. Marketers and business development professionals support these efforts by: •
Providing real-time project updates that highlight how their firm is restoring critical infrastructure.
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Showcasing case studies and best practices to position the firm as a trusted leader in post disaster recovery.
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Conducting media outreach to ensure their firm's expertise is recognized in both industry and mainstream news.
Engineers around the state have played a vital role in assessing damage and leading recovery efforts after recent
