A/E/C firms are marketing in the era of big data, but small attention spans. It’s challenging to differentiate your firm from the competition when your prospective client doesn’t have time to listen. This presentation will unleash the untapped power of infographics to help your firm stand out. Sure, writing and speaking are the typical ways to demonstrate thought leadership via content marketing. But who wants to be typical? With data visualization in the form of infographics, you can effectively demonstrate your expertise to win new business. You’ll learn: • How infographics are persuasive in differentiating your firm • Why infographics distill the complexity of your firm into simple, compelling visual story • Where infographics can be used in proposals • Inspiring best practices from leading A/E/C firms using data visualization • How to create infographics • Where to distribute your infographics

1. THE UNTAPPED MARKETING POWER OF
Infographics
D A V I D L E C O U R S f o r S M P S - S D 2 0 1 7
@davidlecours @smps_sd #smpssd

2. Perception

4. Infographic

8. Why This
Workshop
?

10. INFOGRAPHICS ARE EFFECTIVE IN:
Proposals

11. INFOGRAPHICS ARE EFFECTIVE IN:
Content
Marketing

13. I’m so excited.
I’m about to
lose control.
I just can’t
hide it.

14. Intro
Why
Where
How - assignment
Next Steps
Handout, Bizcard, no breaks
Agenda

15. Why
Infographics
Work for
Marketing

16. Facts &
Figures are
Everywhere

17. Marketing is
Persuasion

24. Why
Content
Marketing

25. Future
Delivery

26. Share Your
Expertise

27. Moving Forward
As of May 1, our name is Murraysmith, not MSA or Murray, Smith & Associates, Inc.
With our attention to quality and right size, think of us as craft engineers. The -smith
suffix in Murraysmith connotes our thoughtful design of infrastructure. Much like the
honored tradition of a blacksmith, goldsmith, or alesmith, we are now Murraysmith.
The arrow shape of the symbol reflects our
We Make Things Happen ethos of client service.
Wave goodgye
to the old logo.
The green ‘pin’ points to the Northwest,
home to communities we help prosper.
Our custom lowercase wordmark communicates
approachability, sincerity, and forward-thinking.

28. Know
Like
Trust

29. They can
try before
they buy

30. “You don’t
understand.
This is a
relationship
industry.”

31. Relationships
can, and do,
begin online.

32. A lead is a
person, not
a project.

33. Why
Infographics
in Proposals

34. Make the
Complex
Simple

35. The Proposal
is the Project

37. Q&A

38. Where
Best Practices

39. Websites
Content Marketing
Proposals
3D & Beyond
Project Persuasion
Where

40. Websites

43. About the
Firm

45. Industry
Awards250+
Employee
Owned:
100+Certified Sustainability
PROFESSIONALS
ENV SP + LEED Credentialed
ENRCalifornia
Psomas is No.13 Overall &
No.1 in Surveying & MappingTOPDESIGN
FIRMS
70EXPERIENCE
YEARS
14Offices

46. EXPERIENCE
YEARS
ENRCalifornia
Psomas is No.13 Overall &
No.1 in Surveying & MappingTOPDESIGN
FIRMS
100+Certified Sustainability
PROFESSIONALS
EMPLOYEE
OWNED
14Offices
Industry Awards
25+
ENV SP + LEED Credentialed

49. About Your
People

50. Insight Into Interpret Employees
Insight Into Interpret Employees
Insight Into Interpret Employees
Insight Into Interpret Employees

52. Locations

56. Services

58. Process

59. Projects/
Case Studies/
Newsletter
Market Sheets
Service Sheets
Pocket Folder
Firm Brochure
Name, Logo
Stationery
Internal Forms
& Deliverables
Brand
Style Guide:
color, type,
vehicles,
signage,
office
SOQ Materials (Print & PDF)
Brand Identity
Proposal
Templates
3
4
4
4
4
Web Site
w/ Blog for
Content Marketing
Advertising
5
Event Marketing
Trade Shows
Seminars
5
Thought Leading:
BOD
Public Speaking
Trade Writing
Webinars
5
Social Media
E-Mail Marketing
Video
5
Holiday Promo
Promo Items
5
Public Relations
Social Good
Publicity
5
Case Studies
White Papers
5 5
Networking:
Professional Org.
Community
5
Awards
Competitions
5
5
Marketing
Plan
Brand
Platform
2
2
Strategic
Plan
1
> >
>
>
>
3–5 year Plan
why we exist (purpose)
where we are going (vision)
how we will get there (values)
who will join us (target)
why they’ll join us (positioning)
SWOT Analysis
SMART Goals
1 year Plan
how to achieve SMART goals
prioritized vehicles (4&5)
who will drive
cost & timing
dashboard to measure
CommunicationVehicles
Recruit & Retain Great Clients & Talent
WHY?
Building an
AEC Brand
©lecoursdesign, inc. 2015
Unique
Processtm
Strategic
Alliances
Referral System
3

60. Content
Marketing

61. Research

69. Social Media

73. 217 68
74 22
ADVANCING THE
PROFESSION
The 39th Annual
SMPS Marketing
Communications
Awards recognized
companies who
created outstanding
communications for
A/E/C firms.
Number of Entries
Number of Jurors
Number of Winners
(First Place – Honorable Mention)
Number of Volunteers
Through recognition,
awards, and alliances,
SMPS helped to
advance the profession
of marketing
professional services
within the A/E/C
industries.
Our Fellows Recognition
Program, which includes
more than 100 industry
professionals, served as
a resource to the Society
and chapters to provide
insights, ideas, and
mentoring.
The Society partnered and
participated with A/E/C companies
and organizations to help
transform business through
marketing leadership.
The SMPS Foundation awarded a $2,500 student scholarship, which
is named after Ron Garikes who was a distinguished life member and
SMPS Fellow. The scholarship was open to eligible students majoring
in marketing, communications, or public relations and planning a
career in A/E/C professional services marketing.
SMPS Foundation
The SMPS Foundation, established by the Society, delivers research, marketing intelligence, and expert analysis
to inspire success and improve bottom-line results. During fiscal year 2015-16, the SMPS Foundation trustees and
volunteers produced critical industry- and professional-related research reports. These reports, based on survey
results and interviews with industry experts, have provided members with valuable information to help their firms
grow successfully and prepare for any economy. The publications included:
“Sell. Do. Win Business.” that reports on how A/E/C firms are using technical staff to win more work.
“2016 Fellows Survey Report” that recaps challenges, trends, and predictions in the A/E/C industries.
SMPS Marketing Compensation and Metrics Survey
In fiscal year 2015-16, members had the opportunity to participate in this comprehensive survey. Close to 700 marketing
and business development professionals entered data on compensation, benefits, and firm metrics into the SMPS
interactive survey platform. After entering their data, participants could run filtered reports and benchmark themselves
against their A/E/C peers. To date, this has been the largest sampling of A/E/C marketing and business development
compensation available.
RESEARCH
Educational programs held
by SMPS and its chapters.
People attended
programs held
by SMPS and
its chapters.
Members participated in the six
Lunchtime Learning Labs.
Members
received their
SMPS Certified
Professional
Services
Marketer (CPSM)
credentials,
bringing the total
to 914 CPSMs.
People attended Build Business in Philadelphia,
the highest number in 10 years.
People participated in the
Business Development
for the A/E/C Industries
workshop to help their
firms win more business.
It was a significant year for professional
development through SMPS. The Society
presented its Build Business annual
conference, in-person workshops, and
webinars geared toward a variety of job
functions. New programs and offerings
included MARKENDIUM, the Roadmap
to Certification immersion course,
Prepare to Win virtual series, and a
seller-doer suite of learning for technical
professionals and principals.
1,139
41,464
3,269
77
870 203
PROFESSIONAL
DEVELOPMENT
26 – 99
Employees1,771
527 < 10
Employees
799 10 – 25
Employees
1,168 100 – 249
Employees
721 250 – 499
Employees
1,490 500+
Employees
238 Not Specified
Number of Firms Represented by Size
The Certified Professional Services Marketer program reached the highest
number of designations in the history of the program. Currently, more than
900 individuals hold the CPSM credential.
In August, SMPS launched MARKENDIUM, also known as the SMPS Body
of Knowledge. MARKENDIUM is the go-to, comprehensive educational
resource for the successful practice of marketing and business development.
The knowledge base is accessed through our educational programs and our
recently published six-book series.
In October 2015, the SMPS board of directors selected Michael V. Geary, CAE,
as chief executive officer of SMPS and the SMPS Foundation. Geary brings 25
years of association management and organizational development experience
to the Society.
NOTEWORTHY
The Society developed Marketer QuickLook, an e-newsletter that 9,000
subscribers receive weekly. This e-newsletter, which earned a 2016 Silver
EXCEL Award, experienced a 15.6% increase in open rates and a 236% increase
in clicks-per-unique opens from the previous communications vehicle.
In its 39th year, the Marketing Communications Awards program recognizes
excellence in marketing and communications by professional services firms.
For the first time, the winners’ work was showcased in an online gallery, offering
a spotlight to firms and inspiration for future participants. Also, the 2016 awards
program saw a 14% increase in the amount of entries from the previous year.
SMPS: 40+ years strong.
At the end of the 2015-16 fiscal year, SMPS had 57 chapters and 6,714
members, up more than 200 from the previous year. The Society, its
chapters, and members benefit from the support of 3,500 design and
building firms, encompassing 80% of the Engineering News-Record
Top 500 Design Firms and Top 400 Contractors.
Top Five Benefits of SMPS Membership:*
86%
Respondents indicated they
were “very satisfied” with
SMPS membership. 90%
Respondents said their
membership expectations
were either met or exceeded.
From a recent SMPS survey, the following research findings were reported:*
*Based on SMPS member responses from a
2016 study conducted by McKinley Advisors.
1 2 3 4 5
Collaborating and
Sharing Knowledge
with Other Professionals
Chapter/Regional
Involvement and
Events
Professional
Development
Industry
Resources
Access to the
LatestTrends
and Research
VALUE & FEEDBACK
MEMBERSHIP
BY THE NUMBERS
Firm Discipline (%)
2
3
12
17
31
35
Consultant
Other industry positions
Firm Leaders (Partner/Principal,
President/CEO,Technical,VP)
Business Developer
Marketing Manager/Director
Marketing Coordinator
30
17
13
11
11
10
6
2
Engineering
Architecture
Architecture/Engineering
Construction/Contracting
Construction Management
Marketing Consulting
Reprographics/Audio/Visual
Other industry disciplines
SMPS membership represents
a diverse mix of responsibilities
and job levels.
Function/JobTitle (%)
MySMPS, the members-only community, allows
professionals to build networks, stay connected,
and get involved with the latest discussions.
Total number of communities: 616
Total library entries: 102,264
Total contacts: 27,918
Business transformed through marketing leadership.
The Society for Marketing Professional Services is the only North American organization
for marketing and business development professionals in the architecture, engineering,
and construction industries.
For more information, visit smps.org.
Founded in 1973, the Society for Marketing
Professional Services is the only North American
organization for marketing and business
development professionals in the architecture,
engineering, and construction industries.
SMPS provides members with leadership and
educational programs, business-building events,
and marketing resources, as well as industry
research through the SMPS Foundation.
Our members tap into powerful international,
national, and regional networks to form project
teams, secure business referrals and intelligence,
and benchmark performance. Over the past
fiscal year, we accomplished numerous goals
and objectives to better serve our members. To
showcase some of these accomplishments, here
is the 2015–16 Year in Review.
BusinessTransformedThrough
Marketing Leadership
2015-16
YEAR IN
REVIEW

74. 26 – 99
Employees1,771
527 < 10
Employees
799 10 – 25
Employees
1,168 100 – 249
Employees
721 250 – 499
Employees
1,490 500+
Employees
238 Not Specified
Number of Firms Represented by Size
SMPS: 40+ years strong.
At the end of the 2015-16 fiscal year, SMPS had 57 chapters and 6,714
members, up more than 200 from the previous year. The Society, its
chapters, and members benefit from the support of 3,500 design and
building firms, encompassing 80% of the Engineering News-Record
Top 500 Design Firms and Top 400 Contractors.
MEMBERSHIP
BY THE NUMBERS
Firm Discipline (%)
2
3
12
17
31
35
Consultant
Other industry positions
Firm Leaders (Partner/Principal,
President/CEO,Technical,VP)
Business Developer
Marketing Manager/Director
Marketing Coordinator
30
17
13
11
Engineering
Architecture
Architecture/Engineering
Construction/Contracting
SMPS membership represents
a diverse mix of responsibilities
and job levels.
Function/JobTitle (%)
MySMPS, the members-only community, allows
professionals to build networks, stay connected,
and get involved with the latest discussions.
Total number of communities: 616

76. Proposals
Schedules
Resumes
Project Experience
Team & Org. Charts
Project Delivery
Approach

78. LISTEN
AUDIT
PLAN
DESIGN
REFINE
MEASURE
1
3
2
5
6
4
OUR
PROCESS

79. Insight Into Interpret Employees Insight Into Interpret Employees
Insight Into Interpret EmployeesInsight Into Interpret Employees

81. 3D & Beyond

84. Project
Persuasion

85. Q&A

86. How
To Create or
Commission
Infographics

87. How
To Create or
Commission
Infographics

88. Process

89. Strategy
Why is this needed?
Who is it for?
What should they know?
Topic

91. Strategy
Why is this needed?
Who is it for?
What should they know?
What should they do?
Where to share?
11:30

92. Design Tools

113. Resources

118. Pro Tips

123. How
To Create or
Commission
Infographics

124. SMPS-SD

128. Q&A

129. Next Steps

130. Why
Where
How
Agenda