So many groups, especially at this time of year, don't have the time or template to put together an easy-to-follow, concise AEC business development and marketing plan for the New Year that helps their teams drive revenue. Or perhaps, there is a plan, but some detailing and scheduling timeframes would be helpful. After developing those kinds of programs for 30 years, with repeated successes, I want to make sure you have the opportunity to develop that kind of plan.
Through December 18, I’m providing in-house workshops designed to develop a nuts-and-bolts plan that is easy to follow and outlines actions in the top four areas of BD/marketing that have the most impact. Those four areas are:
Knowing what you want to say to the target market
Identifying the specific companies (accounts) to focus on (no shot gunning here!)
Account-based capture plans that include:
Face-to-face contact & key interactions with targeted companies
Feature stories/white papers to increase your thought leadership
Social media to build your digital footprint/findability
Strategic organization participation
Collateral materials that speak to the needs of the market & the client, including proposal & interview content as well as your website, project cut sheets, and brochures
Here's what is involved. . .
In the three-hour workshop, we'll define a six-month plan to:
Prep the messages you want your target audience to know about your firm
Identify the top 20 companies you want to focus on in 2016, plus another 20 that you want to warm up for future pursuits
Start the process of developing a targeted list of contacts for an email campaign & BD pursuits
Outline account capture plans for each of those first 20 companies to get your firm through the door and positioned for future work
Define the general content and timing of that email campaign
Determine two feature story topics to pursue in the New Year
Discuss tradeshow opportunities & define strategic plans to participate
Discuss organization participation & what can be best for your firm
Define any collateral materials you may want or need to develop or upgrade for 2016
Here's why it's valuable:
In a short timeframe, you'll assemble a baseline, Best-in-Class BD/marketing program to support your pursuit of projects and help to drive revenue. When completed, you'll have a concise, actionable plan for your team to follow with no day-long drains on your busy schedule.
Your entire team will be on the same page, with everyone understanding exactly how you will pursue your targeted market in 2016. "All hands on deck" will truly become a team effort to chase the right opportunities in the right way.
Knowing what to do next in your BD/marketing will become easier as your plans are laid out for the first half of the year. No more "stop what we're doing!" to try and figure out what should be done next. You'll be prepared to take on the New Year.
The program is based upon success. Similar programs have been developed with results including a 77% increase in revenues and 50% increase in staff size over a four-year period for an engineering, architecture, and surveying firm. In addition, the program led to a three-year market share increase (2% to 26%) for one office.
For that same company, revenues were successfully re-balanced. Prior to the program, a single national client provided 55% of revenues. Following the multi-year program, the firm's revenue moved to a healthier balance (25% from the national client; 75% from new/repeat clients).
For a $100 million engineering, architecture, geospatial, planning, and surveying firm, in conjunction with the market leader, a targeted campaign was developed for a highly focused market that led to generating $12 million in fees over a two-year period. The campaign combined face-to-face business development with the highly targeted audience, webpages customized to the target market, direct mail, presentations, advertising, and publicity.
The workshops are only available through December 18 and include four components:
A three-hour, in-house workshop with lunch included
A concise four-page plan for your team to work from over the next six months
Account capture plans for 20 accounts
18 hours of follow-up (3 hours per month over 6 months) with the group and/or individuals on progress (either in monthly BD meetings or via email/phone conversations). If you’d like more time to develop content and materials, we can do that.
Let me know your interest. This approach cuts through the mud and gets down to the nitty gritty of action = results. It may be a different approach than you've experienced before, but it supports more proactive pursuit of revenues.