In the past, marketers had full control over when, where, and how to introduce our clients and prospects to our brand and what they’d do next. We laid out our advertising breadcrumbs, and our prospects followed the trail. And it was a clear communication path – from us to them. Today, one-way communication is behind us, and most professional services brands have fully entered this brave new multi-disciplined, multi-channel, multi-dimensional, complicated world. We know it’s imperative to use many channels to engage our audiences, because we see our audiences engaged across many channels. We’re tweeting, posting, connecting, composing, linking, liking, sharing, following, and pinning our way to… where? This session will help AEC marketers compete and conquer by mapping out the way from “controlled” to “compelling.” The presentation looks at today’s Integrated Marketing Communications (IMC) model and the ways AEC firms can take advantage of new marketing channels, technologies, and today’s communications culture and marketing environment.

1. Ida Cheinman
Principal / Creative Director
Substance151
WILL YOU LIKE US?
The New Integrated Marketing For
Professional Services

2. THE ERA OF CONTROL

3. MESSAGE CALL US
+URL/EMAIL
ONE-WAY MARKETING (WE ARE IN CONTROL!)
brand message just a few channels call to action

4. FROM CONTROLLED TO COMPELLING

6. START WITH THE BRAND
Everything in marketing starts with the brand, and stronger brands get
results.
What makes a strong brand?
»» Differentiating position
»» Authentic, appealing personality
»» Compelling story
»» Relevant and resonant message

7. BRAND IS NOT WHAT YOU SAY IT IS. IT’S
WHAT THEY SAY IT IS.
—Marty Neumeier, The Brand Gap

8. BRAND PLATFORM
»» Purpose and Vision
»» Position and Competitive Advantage
»» Brand Promise
»» Brand Essence
»» Value Proposition
»» Brand Values
»» Brand Personality
»» Brand Story

9. TODAY, MARKETING LEVERAGES
EACH COMMUNICATION CHANNEL’S
INTRINSIC STRENGTHS

10. THE NEW INTEGRATED MARKETING MODEL
Brands no longer simply speak with consistency, but they leverage
each communication channel’s intrinsic strengths.
The message and voice (brand personality) must match what’s
considered acceptable behavior for each communication channel.

11. BRAND BEHAVIOR
»» LinkedIn is a live business networking event.
»» Facebook is a happy hour attended by a group of professionals.
»» Twitter is an NPR and The Daily Show sandwich.
»» YouTube is a TED talk with a Sundance Short Film Festival after-
party.
»» Email marketing is workshops or lectures hosted by your firm and
paid for by your audiences.
»» Blogs are a consortium or summit designed to provoke debate.

12. SO MANY COMMUNICATION CHANNELS!
Effective IMC relies on knowing your audiences. Ask yourself:
»» What communication channels do our audiences use and respect?
»» What type of business interactions do they engage in on each
channel?
»» Is the channel itself and the type of engagement it creates in
alignment with our brand strategy and also our business and
marketing goals?

13. WILL THEY LIKE US?
Three cornerstones common to all channels and essential for
conquering the multifaceted world of today’s integrated marketing:
»» Compelling, relevant, and resonant content that you create and
curate.
»» The level of engagement you inspire.
»» The consistency of your brand – even though your brand will show
up differently in each medium, everything still must connect to your
firm’s core.

14. ROADMAP TO SUCCESS
»» Start with a solid foundation: Understand your audiences, create
a strong brand.
»» Develop an authentic brand personality: Your tone of voice and
brand behavior should be a fit for your specific audiences, but also
be true to your firm’s personality and culture.
»» Be selective with your channels: different channels work better
for different audience groups and marketing goals.
»» Respect each channel: Leverage each communication channel’s
intrinsic strengths for best results.

15. BRAND PERSONALITY WORKSHEET

16. Casual Corporate
High Energy Thoughtful Planners
Edgy Traditional
Fun Serious
Accessible Exclusive
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5

17. Personality Visual Identity & Communication Style
Casual, accessible Informal, open, friendly, approachable
Edgy, high energy, fun Vivid, modern, trendy, personable –
needs to be refreshed more often
Corporate, traditional Symmetrical, conservative, timeless,
formal
Exclusive, thoughtful Sophisticated, high-end, formal
In the middle? The worst place to be in marketing! Develop/revisit
your brand platform.

18. 410-732-8379
www.substance151.com
brand@substance151.com