258: Career Path: Sedona Scheopner

Meet another TankGirl Marketing team member, Sedona Scheopner! Kate and Sedona talk about transitioning into AEC marketing, staying motivated, achieving balance, and even a little AI on this fun, getting-to-know-you chat.
Sedona brings five years of marketing experience and a lot of enthusiasm to the TankGirl team. She is passionate about learning everything about marketing for the AEC industry. Sedona is engaging and easily connects with people of all backgrounds, ages, and walks of life, making her a natural marketer. Her superpower is her ability to coordinate with teams and clients and she is a GI Jane of All Trades–contributing to proposal management, social media campaigns, graphic design, communications, and pursuit strategy.
Sedona is a member of SMPS Arizona and has a passion for learning. She soaks up training and webinars and brings back the things she learns to share with the TankGirl team.
Music by RomanSenykMusic on Pixabay. www.pixabay.com 

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257: Good Research

Good research begins with a good framework. In the last of our Marketing/BD Plans series, Frank and Kate talk to Sarah Kinard of The Flamingo Project to get the facts about how to build those plans on good research. They talk about defining the use of the data before you start, reframing the questions to get out of the rabbit holes and back on track, and resources to get started.
Sarah Kinard, Head Bird at The Flamingo Project, is a strategic visionary who continues to build her career, shaping strategy for professional service firms. Through research, fractional CMO and strategy, she is known as a change agent, tackling challenges with implementation at a scale her clients can handle. Sarah’s curiosity, fail-forward/fail-fast approach, and desire to have fun in everything she does, are the hallmarks of how she “does it differently.” Sarah served as President of SMPS Dallas, Now North Texas in 2021-2022 and currently serves as Secretary for the SMPS Foundation.
Resources:
https://theflamingoproject.com/market-research-and-growth/
https://theflamingoproject.com/what-is-market-research-market-research-for-aec/
https://cart.smps.org/store/the-neuropsychology-of-influence-and-decision-making/852
Music by RomanSenykMusic on Pixabay. www.pixabay.com

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256: Good BD Plans

As part of our planning series, today we are discussing the ins and outs of Business Development plans. Why do you need one, what do they look like, what do you need to know, and how do you know if you have written a successful plan?
Deirdre interviews Frank about how a BD plan ties into your strategic and marketing plans and most importantly, how they  work together to accomplish great business development.
Rainmaking – by Ford Harding 
Music by RomanSenykMusic on Pixabay. www.pixabay.com  

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255: Back to School with Marketing Plans

Following up on the case study in Episode 254, we decided that maybe a little back-to-school education on Marketing Plans would be a good idea. This episode talks about what goes into a really good marketing plan, how to create one, get buy-in for it, implement it and keep it going through it’s lifespan.
Frank interviews Deirdre and they talk about the lessons learned in doing a volume of marketing plans, in-house and as consultants. From marketing plans for expanding into existing markets and services to new market exploration, this podcast covers it all.
The Markendium books mentioned in the podcast are available at https://www.amazon.com/dp/B0C4XTZSH8
Music by RomanSenykMusic on Pixabay. www.pixabay.com

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254: Marketing Plans for Beginners

Marketing Plans are a great place where marketers set direction and prove their value. This podcast is a case study of a marketer writing their first marketing plan. We’ll talk about the real-life process, the highs and lows, and the outcomes personally and professionally.
Katerina (Kat) Marovich joined Summit Engineering as an administrator and quickly became the firm’s sole marketer. Kat has tackled it all from rebuilding the website, planning and hosting events, and developing the firm’s Marketing and Business Development Plan. Find her on LinkedIn: https://www.linkedin.com/in/katerina-marovich-2638a0142/ 
Music by RomanSenykMusic on Pixabay. www.pixabay.com 

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253: Department of One

How do you find balance and success as a department of one? Vicki Menard, Maggie Thornton, and Jodi Sommers share the challenges and advantages of being a solo marketer with guest host, Kate Robinette. Variety is the spice of life.
Vicki Menard is the marketing director for Todd Construction. She has been using her storytelling skills in the construction industry for the past eight years, since transitioning from a long career as a daily newspaper editor and reporter. She is the proud mother of adult identical twin daughters and a descendant of Oregon Trail pioneers.
https://www.linkedin.com/in/vickimenard/  
www.toddconstruction.com  
Maggie Thornton, CPSM, oversees marketing and business development for Westlake Consultants. Her core responsibilities include day-to-day marketing and proposal development, firm communications, business development planning and recruitment efforts, as well as helping to develop company initiatives, practices, and policies. She joined Westlake Consultants in 2010 and was named an Associate Principal in 2020.
https://www.linkedin.com/in/maggie-thornton-cpsm-232bb213/  
www.westlakeconsultants.com  
Jodi Sommers, CPSM, LEED Green Associate, is a textbook example of a serial solo marketer. She was the first marketer hired at four separate AEC companies, where she ran her department of one. She has represented architects, contractors, sustainable design firms and a wide variety of engineers, energy analysts and commissioning providers. She recently started her own consulting firm – Jodi Sommers Marketing – where she provides marketing strategy and consulting for AEC firms with a special emphasis on cause marketing, which is the art of supporting nonprofits and achieving marketing and employee engagement goals simultaneously.
https://www.linkedin.com/in/jodi-sommers-cpsm-leed-green-associate-768b984/  
Music by RomanSenykMusic on Pixabay. www.pixabay.com  

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