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By Jane Lawler Smith | Marketing professionals are the unsung heroes of the AEC industry, driving synchronization, strategy, and success in securing projects.

By Jane Lawler Smith | Creating non-traditional peer groups allows AEC marketers to gain fresh perspectives and enhance creativity.

By Jane Lawler Smith | Focusing on creating fans of your brand, rather than just clients, can drive deeper engagement, brand loyalty, and word-of-mouth marketing.

By Jane Lawler Smith | AEC marketers must uphold communication standards, ensuring precision in language for clear, consistent, and defensible messaging.

By Jane Lawler Smith | Elevate your marketing services by asking yourself what your firm’s request for marketing services would include and how your team would respond.

By Jane Lawler Smith | For AEC marketers, crafting messaging that makes sense, resonates with your intended audience, and lodges in their minds is simply the job.

By Jane Lawler Smith | By applying various levels of rewriting, redesign, and repackaging, you can successfully bring adaptive reuse concepts into your AEC marketing realm.

By Jane Lawler Smith | If it doesn’t support the mission of your firm, enhance your brand story, and provide relatable value to the recipient, it might be time to rethink spending money on it at all.

By Jane Lawler Smith | Over time, evolving client needs and approaches could erode your marketing foundation. Take the time to shore up your foundation before it crumbles entirely.

By Jane Lawler Smith | When it comes to our clients, employees, and brand, are we competing like AEC professionals or acting like Family Feud contestants, simply guessing at answers?

By Jane Lawler Smith | When interviewing your co-workers, peers, and clients, take a walk and harness the power of storytelling together.

By Jane Lawler Smith | In the AEC industry, technical knowledge is important – but sometimes it’s equally important to step back, look around, and see what lessons can be learned outside the AEC realm.

By Jane Lawler Smith | Channel your inner toddler and question everything about your marketing plan to uncover what still does or doesn’t work for you, your firm, and your goals.

By Jane Lawler Smith | Make sure your marketing uses fresh ingredients, is thoughtfully assembled, and temptingly delivered.

In our current digital and remote work environment, the basic task of note taking has become enormously important.

In this digital era of PURLs, OKRs, and java scripts, a dimensional mailer and handwritten note are still the best way to grab attention.

A lot of AEC firms fall into the trap of neglecting their marketing departments because the work is not billable. Marketers need to fight back with consistent effort.

A recent Zweig Group promotion asked, ‘Is your marketing fresh and clean?’ The email went on to list 15 different marketing focus areas – the first being the marketing plan.