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IN EVERY ISSUE
1.
PRESIDENT'S MESSAGE
Why Cultivating Value Matters
2.
Publisher's Message
Creativity, Authenticity, and the Power of Standing Out
3.
FROM THE EDITOR
Welcome to the January/February 2025 Issue of the Marketer
Calendar of Events
4.
PROMOTIONAL ACTIVITY
The Power of Creativity in A/E/C Marketing: Lessons from
SMPS M Award Winners
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By Danielle Gray, MBA
DOMAIN 5
Photo caption TK
Creativity is the cornerstone of any successful marketing campaign, and within the A/E/C industry, it plays a pivotal role in positioning firms, engaging audiences, and driving business growth. This was abundantly clear in a recent SMPS CPSM Exclusive Learning webinar, where M Award-winning firms shared their groundbreaking campaigns, offering valuable insights into the power of storytelling, strategic collaboration, and the thoughtful integration of various marketing channels.
This webinar, From Insights to Impact: Proven Tactics for Social Media Success is part 2 of 3 in this CPSM Exclusive Learning Series. The session featured Past President, Holly Bolton, FSMPS, CPSM and M Award Winners; Dana Ramsey, CPSM, Senior Associate and Marketing Director at HBG Design; Joyce Watson, CPSM, Principal, Marketing at Cleary Zimmermann Engineers, and Tully Mahoney (she/her), Storytelling Content Coordinator at PAGE. SMPS Director of Content and Knowledge Resources, Danielle Gray served as the moderator. This webinar is available to watch on-demand upon registering for the CPSM Learning Series.
HBG Design: Elevating Leadership Through Storytelling
HBG Design, a top national design firm specializing in hospitality, entertainment, and mixed-use projects, launched their award-winning "Design Thinking" campaign to introduce their third generation of firm leadership. The campaign's success stemmed from a core creative concept: spotlighting emerging leaders as thought leaders.
With a lean but mighty marketing team, HBG Design implemented a multi-channel approach, translating personal stories into engaging blog content, email newsletters, LinkedIn posts, and Instagram video reels. By aligning content with key project milestones and conferences, they ensured maximum impact and relevance. Their efforts yielded impressive results, with email open rates soaring to 39.8% and LinkedIn engagement growing by 70%.
Dana Ramsey, CPSM
KEY TAKEAWAY
Creativity thrives when personal storytelling aligns with strategic timing. Marketers should focus on crafting authentic narratives that connect emotionally with their audience while supporting business development goals.
Cleary Zimmerman Engineers: Harnessing Social Media for Recruitment
In an industry where talent acquisition is a constant challenge, Cleary Zimmerman Engineers turned to TikTok to showcase their firm culture and attract young engineers. Their innovative approach involved creating lighthearted, relatable content that highlighted the firm's dynamic and welcoming environment.
By committing to posting five TikToks a week over ten weeks, the firm achieved viral success, with one video amassing 4.5 million views. Beyond sheer numbers, their efforts translated into tangible recruitment results, with job applicants citing TikTok as their first exposure to the firm.
Joyce Watson, CPSM
KEY TAKEAWAY
Creative content doesn't have to be overly polished. In fact, authenticity often resonates more. Firms should explore platforms like TikTok to connect with younger talent pools in a fun and engaging manner.
PAGE: Building Thought Leadership Through Podcasting
PAGE, an interdisciplinary design firm, embraced the growing trend of branded podcasts to foster internal engagement and external thought leadership. Their podcast, "The Good Room," started as an internal initiative to connect employees across newly merged offices and evolved into a strategic external tool.
By focusing on interdisciplinary conversations around the question, "What makes a room good?" PAGE effectively positioned their subject matter experts as industry leaders. The podcast's strategic rollout included a six-month internal pilot before an external launch, supported by a dedicated marketing strategy that leveraged social media, website integration, and strategic partnerships.
Tully Mahoney
KEY TAKEAWAY
Podcasts offer a unique opportunity to engage audiences for extended periods, building trust and credibility. Firms should consider leveraging this medium to showcase their expertise and foster meaningful connections.
The Creative Strategies That Made These Campaigns Work
Across all three firms, several creative strategies emerged as common denominators of success:
- Collaboration Over Silos: Successful campaigns involved breaking down silos between marketing, leadership, and technical teams. Open communication and collaboration enabled the seamless integration of ideas and execution.
- Consistency in Messaging: A unified message across platforms ensured a cohesive brand presence, enhancing the impact of each campaign.
- Strategic Timing: Aligning content releases with industry events and project milestones amplified visibility and engagement.
- Authentic Storytelling: Whether through blog posts, social media, or podcasts, storytelling that felt genuine and relatable drove audience engagement and trust.
- Leveraging Multiple Platforms: Campaigns that integrated website content, social media, and email marketing achieved higher visibility and reach.
Overcoming Challenges in A/E/C Marketing
Despite the success of these campaigns, the journey wasn't without challenges. Gaining internal buy-in was a common hurdle, requiring marketers to demonstrate the value of creative initiatives through pilot programs and data-driven insights.
"Sometimes, it's about asking for forgiveness rather than permission," shared Joyce Watson from Cleary Zimmerman Engineers, emphasizing the importance of taking calculated risks.
Another challenge was ensuring subject matter experts felt comfortable sharing their stories. PAGE tackled this by offering pre-interviews, reassuring participants that their content would be carefully curated to present them in the best light.
Looking Ahead: Creativity as a Competitive Advantage
In an increasingly competitive A/E/C landscape, creativity is no longer optional—it's essential. Firms that embrace innovative marketing strategies, experiment with new platforms, and prioritize authentic storytelling will be better positioned to attract talent, engage clients, and differentiate themselves in the market.
As demonstrated by the M Award winners, the key lies in harnessing creativity to craft campaigns that not only capture attention but also drive meaningful business results. Whether it's through compelling video content, strategic social media engagement, or thought-provoking podcasts, the opportunities for creative storytelling are endless.
Are you ready to unleash your creativity? Let these award-winning campaigns inspire you to think outside the box and elevate your firm's marketing strategy to new heights.
The 2025 MCA Call for Entries
The submission portal is open for the 2025 Marketing Communications Awards (MCAs)! Submit by the final deadline of March 21, 2025.
DANIELLE GRAY, MBA, is the Director of Content and
Knowledge Resources at SMPS HQ, where she is responsible for driving strategic content and learning initiatives. Her goal is to empower A/E/C marketing and business development leaders to foster growth and excellence in the industry. A SMPS member since 2017, Danielle speaks to chapters and regional conferences about content and authenticity.
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