Your Marketing Toolbox 2020

Wednesday, February 7, 2018 1:30 PM - 2:30 PM (Eastern Time (US & Canada))

02-07-2018 01:30 PM 02-07-2018 02:30 PM 15 Your Marketing Toolbox 2020 Your Marketing Toolbox 2020 Online ACEC false MM/DD/YYYY add to calendar

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This online class carries 1.0 PDH (Professional Development Hour).

Curriculum Track: Marketing and Business Development

Member Organization: National Events

Faculty: Ida Cheinman, Principal/Creative Director, Substance151, Benefit LLC

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Leverage new marketing tools and technologies without getting caught up in the hype.

In a world where everything starts online and 67% of the buyer journey is completed prior to first contact, impatient, savvy and self-directed A/E/C customers demand personalized and relevant message and content – delivered when, where and how they want it.

Firms that continue to win in 2020 will meet two essential requirements:

  • Understanding their customers better than ever before – who they are and what they need, want, and expect
  • Making sure that every marketing touchpoint is seamless and on brand.

Successfully reaching, engaging and converting the new generation of empowered customers (prospects, clients, employees) will require:

  • A significant cultural and operational shift, breaking down internal silos, improving employee engagement, developing better tools for collecting and sharing customer data.
  • Understanding the difference between simply communicating across multiple channels and touchpoints vs. creating a seamless experience across the entire customer journey.
  • A brand so strong, clear and differentiating that it can adapt to ever-changing changing digital landscape without getting lost in translation.
  • Researching the firm’s audiences beyond a few demographic facts and developing detailed buyer personas that include everything from challenges and aspirations to channel preferences.

To prepare for, and conquer, the next marketing frontier, firms need to recognize that strategies that have always worked in the past are becoming outdated and ineffective. In other words, to compete and win, they need a fully updated marketing toolbox. 

The webinar will create a roadmap and provide tools and practical takeaways for:

  • Realizing new approaches to branding and brand management that strengthen a firm’s ability to attract and engage its “ideal” clients.
  • Developing a unique and consistent brand voice that remains strong across a multitude of communication channels and devices.
  • Using customer segmentation, buyer personas and journeys mapping to deliver more tailored and contextually relevant message and content across all channels – thus increasing engagement and conversions.
  • Communicating more effectively across digital and social media channels, including what type and style of communication is best suited for each.

Learning Objectives

  • Identify and serve the needs of today’s empowered A/E/C customer with a value framework designed for the new digital normal.
  • Identify new approaches to brand building and brand management.
  • Learn new strategies and tools for creating more purposeful content and delivering a highly tailored and personalized message and communications.
  • Up your game with more effective use of social media to increase visibility, promote thought leadership, attract talent and nurture relationships

ACEC Members: $149
Non-members: $249

Click here for the faxable registration form
>> Click here to register.


Maureen Brown


X Did you know ...? All ACEC Online Classes carry 1-1.5 PDH credits. For more information check out our complete list of FAQs. Find My Answer >>


Refunds, Credits, Substitutions, and Cancellations

To successfully access an ACEC live or on-demand online class, you must be using Windows 7 or higher.

For cancellations received at least 15 days prior to program date, ACEC will issue a full refund. For cancellations received between 14 days and 3 days prior to program date, ACEC will issue credits toward any ACEC online class, live or on-demand. Credits are valid for 6 months from issue date. For cancellations received 2 days or less before a program date, no refunds or credits will be issued. Refunds or credits will not be issued for "no-shows." Registrants may choose another online class or substitute attendee/s without penalty at any time. Contact for further information.




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