About
COLUMN
10.
CASE STUDY
Value You Can Feel: How The Primestone Group’s Core Values Shape the Client Experience
11.
CASE STUDY
When Values Impart Value: How Culture Creates a Competitive Edge at Lowe Engineers
FROM THE EDITOR
Defining Value
Clare Kelly, MS, CPSM
Clare Kelly, MS, CPSM, is Principal Consultant at FUSE Marketing and a member of SMPS Colorado. She is an insightful, multi-disciplined marketer for firms that impact the built environment. Clare aligns thoughtful marketing strategies and tactics to each client's unique business development goals. She brings a never-ending curiosity to client relationships and projects, seeking to uncover opportunities and create a spark that will ignite growth for all.
Understanding its nuanced meanings and multi-faceted nature can help you create a foundation for growth.
Value can mean worth, monetary or otherwise. It can stand for useful, important, or highly-rated. Value can also refer to a desirable quality. Value is a critical word for the A/E/C industries where change is constant, competition is real, and relationships matter.
The 21st Century might as well be named the era of uncertainty.
Where can we find solid ground when everything around us is constantly shifting and technology advances at warp speed? We find strength in our values —“the principles that guide our actions and decisions.” Our individual and firm values are the core guiding compasses we turn to daily in our decision-making. Individual values typically do not change much during one’s lifetime - for a reason. Navigation would be difficult if one’s true north fluctuated.
The SMPS community’s shared values of excellence, integrity, vision, intention, leadership, community, inclusion, and life-long learning will keep us on solid ground.
The SMPS community of writers has stepped up to the plate again.
Let’s get into this issue of the Marketer. It’s a fantastic collection of articles that explore unique aspects of the rich topic of value. As a curated whole, VALUE is worth the read.
I suggest starting with Craig Park’s compelling article, “How Firm Values Shape the Client Experience.” With this in mind, be sure to check out the case studies towards the end of the publication to learn from real-world examples provided by Shantel Evans and Nicole Ramsey.
For insight on how to develop promotions that communicate and provide value, check out “How Customer Stories Can Showcase Your Firm’s Value” by Ben Culbreth and “From Inbox to Impact: The Value of Email Marketing” by Amanda Gluck.
Kimberly Wybenga’s “The Power of Focus” and Christine Larson’s “Leadership Lessons from the Humble” impart strong messages about the value of leaning into and advocating for one’s strengths. “The Value of Tradecraft” by Jamie Clark offers a spiritual perspective on the journey of honing one’s craft.
“Thriving Through Disruption” by Fawn Radmanich outlines how small, medium, and large firms identify, leverage, and amplify their value.
We’ve also included a peak at Amplify 2025 — one of the most valuable benefits of SMPS membership. Be sure to read the introduction to the opening keynote speaker and the Amplify committee — the people leading the charge to bring you an outstanding experience.
Finally, your voice, perspective, and experience are essential to maintaining the Marketer’s position as the thought leadership journal for the A/E/C industries. Reach out to marketer@smps.com with article ideas or questions. Check out the themes for the remainder of 2025, along with deadlines for submission on the Calendar page in this issue.
Clare Kelly, MS, CPSM