Join SMPS Wichita for our half-day workshop on storytelling, hosted by Eby Construction! Registration/breakfast is 7:30 am-8:00 am, with the workshop starting at 8 am.
SMPS Member pricing for this event is good for members of any SMPS chapter who wants to attend, so feel free to join us!
Practical Application of Storytelling in A/E/C Firms
by Barbara Shuck, FSMPS, CPSM | Everest Marketing Services, LLC
People love clarity. If you confuse, you lose. It’s all about surviving and thriving…. and conserving calories.
If you’re like most architecture, engineering, or construction marketing/business development professionals, you’re frustrated that developing your company’s story is one of the hardest tasks on your long to-do list. If you knew what to do differently, you would—but you don’t, and so you feel stuck. Meanwhile, your revenue is lagging. Technical colleagues are confused. Your hit rate isn’t budging. And worst of all, you feel discouraged. Here’s the good news: It doesn’t have to be that way.
In this workshop for SMPS Wichita members and guests, Everest Marketing Services President, Barbara Shuck —a StoryBrand Certified Guide— will share storytelling, aka “narrative,” principles and examples proven to engage clients, prospects, and colleagues. Attendees will walk away knowing how to capture your audience’s attention and compel them to respond.
Learning Objectives
1. Share experiences with A/E/C communications and storytelling.
2. Identify seven storytelling steps that organize information, so audiences listen and engage.
3. Use storytelling steps to improve readability and memorability of A/E/C marketing pieces, including websites, proposals, brochures, and other communications that impact business development and marketing.
Audience
Marketing and Business Development professionals, technical staff (all levels)
Program Setup – Wednesday, November 10, 2021
7:30 – 8:00 Registration & Breakfast
8:00 Announcements
8:05 – 11:30 am Program (with 10 minute break)
We will start with an introduction of the storytelling framework so the audience will understand how to develop their firm’s stories in many types of marketing and business development pieces. Then we will take a deeper dive into storytelling for architecture, engineering, and construction firms for the full benefit of storytelling applications. Attendees will bring their own examples of proposals or collateral, and will apply insights learned as they consider rewriting and refreshing content. We may work in small groups, depending on the audience size. Full group sharing and discussion opens up the opportunity for broad learning, as well.
About Our Speaker:
Creating clear marketing in the fiercely competitive design and construction industry is hard enough. And creating compelling messages and professional communications can feel daunting. Not only that – how are you supposed to respond when leaders ask for you to develop the company story?
Barbara Shuck, FSMPS, CPSM, gets marketing and management for professional services firms. It IS a lot to think about, and you shouldn’t have to worry about it. It’s why she uses more than 25+ years of architectural/engineering/construction (A/E/C) marketing expertise to help companies focus on what it takes to win work, attract employees, and grow their firms.
Barbara has extensive experience collaborating with small and large firms, building strong marketing and communications programs, and crafting successful strategies and tactics. She assists clients with marketing research and strategic planning; project pursuit strategy, development, and writing; communications planning; award submittals; public speaking and presentation skills; customized leadership, marketing and business development training; marketing collateral, websites; and more.
Barbara has worked for general contracting, engineering, construction management, and architectural firms. Having presented to more than 200 audiences in-person and virtually, Barbara knows how to connect with audiences and provide engaging, interactive learning experiences. Audiences include Society for Marketing Professional Services (SMPS) chapter, regional, and national programs. In addition, she has taught workshops for numerous design and construction associations, (ACEC, AIA, SAME, ENR, PSMJ, APWA, and SWE), and in college classrooms and online. She is a Past President of SMPS, Fellow and Certified Professional Services Marketer (CPSM), and is a Trustee for the SMPS Foundation.
Our Host:
Eby Construction – Online at https://www.ebycorp.com/
