Branding

Building a Design Firm'€™s Professional Development Program - Business Development

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You can refer to this section as business development or client facing skills since few firm leaders consider that they include their in-house professional development programs as a part of their marketing and promotion efforts. Professional development within A/E firms has evolved during the past decade and it is time to re-think how A/E firms share and distribute their intellectual property with professional associations and clients. For those firms that already have in-house programs you likely already have components in place. I offered several suggestions last November in my blog Overlooked Internal Training Sources for A/E Firms.

Business development (marketing and promotion) is a critical element of every firm. If your professional development program is intended for internal use, then be sure that your marketing plan relates to the needs assessment of your staff and client'€™s knowledge needs. If the firm includes education as a part of external marketing efforts be sure that it is also included within the firm'€™s strategic plan for educating target audiences. A staff presentation at an industry conference is a good example. You may have the world'€™s most knowledgeable subject matter expert (SME), designed an interesting presentation, and even offered the program using an innovative delivery format. However, if the intended audience is not aware that course is being offered then be surprised at a low turnout. Those who rely solely on the firm'€™s reputation to spread the word will frequently fail. You must adequately promote and advertise each of your courses. Budget accordingly.

Continuing in part six of this eight part series I have assembled requirements from several prestigious organizational award programs that appear with consistency. The self-assessment presented in this piece are intended to assist those individuals who are responsible for shaping and managing the organizational structure of an Architectural/Engineering Design and Consulting Firms'€™ professional education department. This assessment tool is not intended for the design or development of any individual course, certification, skill, or professional program.

KEY 5: Business Development (Marketing and Promotion)

Key 5 examines the firm'€™s business development structure that includes marketing and promotion of the educational courses and programs. This section provides recommendations for how the firm should address both internal and external marketing and promotion or their education courses and programs.
1. There is an established long-term educational marketing plan in place that includes: budget and pricing; projected incomes (including internal between departments); registration and enrollment procedures; number of classes and class sizes per session; cancellation policies; fees (ex: staff, instructor, course development expenses; course materials, equipment, technical considerations, facilities).
2. There is a separate One-Year marketing plan.
3. Print and social media promotional and advertising methods are used to support the marketing strategy that includes related expenses.
4. Other promotional activities include publicity, advertising, open houses, press releases, etc. to clients supporting speakers at professional conferences.
5. Quantitative metrics are in places that measure indicators and provide current levels, trends, and any appropriate comparative data.
6. There is a process for projecting new educational activities.
7. The marketing plan and promotion efforts are evaluated for effectiveness annually.
8. A process for researching the regulatory standards and legal and ethical requirements that should be addressed through professional development.
9. A process for ensuring that the firm addresses its responsibilities to the client, the profession, and the community through community outreach through education and training.

Sources:
Using the Baldrige National Quality Award and IACET as models, a special task force created the AIA/CES Award for Excellence for The American Institute of Architects, Continuing Education System. This program was used as a cornerstone for building a national continuing education program that shaped education offered in the design industry. Today, other learning and development award programs such as the ASTD-Awards/Best-Awards and the Chief Learning Officer, CLOmedia Awards are also being used to elevate the practice of learning and development.

A Key 5 ROI: Unifying Marketing and Promotion thru Social Media

Flickr photo by UW Digital Collections

Last February one of our staff, Jacob Robinson convinced me and several others that we should join him and several marketing and sales folks from FedEx Services for dinner at a local Georgetown restaurant. As it turned out, not only was it a great dinner but perhaps one of the more significant business learning experiences that I have been exposed to in a long time. The social conversation turned from advertisements during the Super Bowl to exposure to the type of information and education that many senior executives would pay handsome sums to experience. Our host for the evening was William Margaritis, Senior VP Global Communication & Investor Relations, FedEx. FedEx has been regularly ranked in the top 10 on the FORTUNE magazine “World’s Most Admired Companies” and “Best Places to Work.” Under his leadership, the FedEx communications program has been recognized as “best-of class” in the discipline of reputation management.

Blog contribution by Jacob Robinson, Curriculum Development Manager at the Green Education Foundation.

Social media has become a buzz term that we hear talked about in our offices and see written about in news and blogs nearly every day for the past couple of years. “How to Maximize Social Media in Your Firm” or association or something similar is a common title for blogs and articles that seek to provide strategies on embracing social media in a holistic and meaningful way. Yes, social media is in. It’s hip. Everyone is talking about it and everyone is doing it. In other words, “If you’re not there; you’re noticeably absent,” as a 2010 study by FedEx Corporation stated. Companies and organizations everywhere on the planet are participating in social media in one way or another, with many continually increasing their annual budgets for such programs in both external and internal communications.

However, be wary of the rewarding temptation to only use social media as a promotional tool; while you may see an ROI of views, retweets, and hits, this limiting output could put your company at risk of relying too much on brand. As companies like FedEx and Southwest Airlines are successfully showing best results come from fully integrating social media into your promotions and your marketing business plan. Even for smaller organizations, it is paramount to understand that social media is a two-way street, whether B2C or B2B, your level of engagement (including follow-ups to posts and tweets) is a key factor to successful implementation. With social media, you have at your hands a powerful set of tools to show the world the culture of your business, not just what products and services your business provides, but who you are as an organization. Through these means, you can effectively promote your education program and build brand reputation leading to customer loyalty and business strength.

I want to end by first thanking Mr. Margaritis for a wonderful evening, both entertaining and educational. You have an excellent sales and marketing staff in the DC area. And next, I would like to thank Jacob Robinson for writing this blog and convincing me that the business dinner would be much more valuable than just food and wine. Best of luck Jacob on your new position!

The Fifth Key for the Product Manufacturer to Offer Successful Education Courses: Marketing and Promotion

You will find that most successful product manufacturers have some form of internal professional development for their own staff. For this article I want to focus on the product manufacturers who provide education courses to their clients as part of a strategic marketing approach. Within the design, medical and financial fields the marketing department of a product manufacturer will arrange to offer education courses in a firm’s office, at the professional association local chapter office, and occasionally in a local hotel.

Those businesses that rely on their brand reputation alone will likely fail in their education efforts. When it comes to education, adequate promotion and advertisement is essential. Marketing and promotion of education programs has changed dramatically in just the past 2 - 3 years. Mark Johnson FAIA, CKD, AIBD was a primary force behind two winners of the AIA/CES Award for Education Excellence in the product manufacturer category. Mark led the team at CertainTeed, when they first won the award twice in the late 1990’s. Mark then lead the Whirlpool Corporation architecture education program in 2009 when they won the same award. Mark indicated that with CertainTeed they originally did all the traditional types of promotion of their education courses, trade shows, printed materials, and direct mail. At Whirlpool Mark began to alter his promotion approach by cutting back some of the traditional methods, in large part due to the economy. As a replacement he added online advertisements and online sponsorship. Today Mark has gone high tech, with emphasis on social media. For Mark there are now fewer trade shows, fewer printed brochures, and fewer online advertisements. Several times a day Mark tweets online to build brand awareness with the design community and consumers. Mark lists as the big three social sites for the design industry, Facebook, Twitter, and LinkedIn. Mark states that social media is like an overlay on top of all of the traditional promotional methods What once took weeks or months to plan and execute now takes hours and minutes, and he can reach both a broader audience and a highly targeted audience. Through Twitter he can promote thought leadership, industry events, and products, real time throughout the day.

To bring marketing and promotion into the present I would point you to the blog of an interactive marketing and online media expert, Elizabeth Grenier. As the Strategic Accounts Manager at Percipio, Media Elizabeth writes that there are 3 eCommerce Phrases You Should Know Using Social Media. she lists E-auction: A tool used in industrial business-to-business procurement; Web 2.0: A second generation of web-based communities such as social-networking sites, wikis, blogs, and folksonomies, which aim to facilitate creativity, collaboration, and sharing among users; and Virtual communities/Community of Practice: A group of people that primarily interact via communication media such as letters, telephone, email or Usenet rather than face to face.

The Fifth Key for Successful Association Education: Marketing and Promotion.

Associations can be successful by concentrating on their core mission. Their marketing approach should draw attention to the mission using a focused brand image. But just because the overall marketing approach contributes to the success of the association do not expect that same approach to work as well for the association’s education program or courses. When I discuss education within the context of an association I go back to my first key to building a successful education program - the commitment and support from the association’s leadership toward supporting and promoting the education program. Needless to say, the association’s education program should support the mission. However, while providing mission support education programs are still bound to their own set of traditional guidelines and business rules. My experience tells me that everyone knows what good education looks like – just ask them. Everyone has gone to school and attended classes at some point in their life. And everyone has an opinion on which teachers or instructors they liked or didn’t like, and why they feel that way. I call this the education expectations of the association’s leaders and members. Key two is critical in focusing in on the education expectations of the members through needs assessment.

For associations the fifth key is to promote the mission through education while identifying the related issues and developing education content that is offered to the membership meeting their expectations. The leaders of the association education must commit to including a separate promotion and advertising campaign of their education programs and courses not only to the general membership but also to targeted, special interest groups. I do not know of any association that would try to hold an annual conference or convention and not provide a directed promotion and advertising campaign to support that effort. Within most annual conferences you find sub-groups, those looking for information that addresses their interest.

There are those that believe that by simply marketing the association brand, they are also promoting their education courses. I do not hold that belief. What I have observed working closely with numerous associations over the years: poor promotion and advertising generally results in poor results based upon industry standard measurements of successful. Education programs and courses frequently succeed or fail based upon the success of the promotion campaigns of individual courses or specialized education programs such as certificate programs. You can have the world’s most advanced cutting edge courses taught by the most knowledgeable subject matter experts (SME), and delivered in the most appropriate formats at the right price - but if your target audience doesn’t know about event – it will fail. Associations that rely primarily on their reputation and branding for the association alone will incur poor results for their education efforts. When it comes to education adequate promotion and advertisement of the courses, related products, and services is essential for success.

The Fifth Key to Successful Education Programs and Courses: Marketing and Promotion.

Photo on Flickr by Mikko Luntiala

Note that I use two action words here, marketing and promotion. If the education program is intended for internal organizational use then be sure that your marketing plan is related to the needs assessment of your staff and indirectly to your clients. If the organization has fewer than 50 staff, internal promotion can be simple. Usually internal promotion can be successful on the organizations website, internal newsletter, email blast or a notice taped next to the coffee or soda machine.

If the program or course is intended for external use then be sure that your education marketing plan is included as part of your overall organization plan. Many organizations believe that by simply marketing their organization brand, that they are also promoting their courses. Education programs and courses succeed or fail based upon the success of the promotion campaigns of individual or collective courses or specialized education programs. You can have the world’s most advanced cutting edge course that is taught by the most knowledgeable subject matter expert (SME), which is delivered in the most appropriate format, and offered at the right price - but if your target audience doesn’t know about it – it will fail. Those organizations that rely on their reputation and organizational marketing alone will likely fail in their education efforts. When it comes to education, adequate promotion and advertisement of your courses or education products is essential. Budget accordingly with separate line items for promotion and advertising of education courses within the overall marketing budget.