Track 4: Build Your Tech

AEC Marketers' Guide to Navigating the Complex World of Marketing Technology
Tim Asimos, CPSM
Marketing has become increasingly technology-dependent. And today there are more than 5,000 marketing software vendors, which includes tools for website content management, CRM, email marketing, social media management, content marketing, SEO, graphic design, and collaboration among many others. Needless to say, the challenge of keeping up can be overwhelming! So which tools are relevant to the A/E/C industry and which ones aren’t? Which technologies are must-haves versus nice-to-haves? How do you best leverage them all together to support your marketing efforts?

This session is designed to help attendees make sense of all the available marketing technology solutions in order to make more strategic decisions about where to invest their time and budget. Attendees will walk away with an understanding of what comprises the marketing technology stack and how all the systems (should) work together to enable marketers to be more efficient and effective in their marketing efforts. 


Video, Is It Right for Us?
Jennifer VanVleet, CPSM and Frank Swoboda
Video can be the shiny new object, but once near to it, we don’t know what to do. This energetic workshop will be informative, entertaining, and hands-on. Participants will learn from: sample videos, hot sheeting a video they want, and live filming and playback of video taken by professional equipment versus a smart phone.* Presenters will share:

  1. 10 types of video needed; umbrella strategies; video libraries
  2. Rolling out small video stories vs one long video.
  3. AEC industry's use of video – how do we compare?
  4. Social platforms getting the most exposure, analytics of sample videos & their impact.
  5. Leveraging your clients for exposure - telling their story.
  6. Investing in an in-house video team vs time to outsource. 
  7. Compare user generated to hiring a pro; when each makes sense.
  8. Create a Hot Sheet for a shoot.

*assumes ability to set-up the correct equipment 


Innovative Marketing Approaches through Drones
Danielle Feroleto, CPSM and Brianna Nessler
Video and drone are the fastest growing platform for AEC firms to express their brand promise, culture and client successes. Unfortunately, in the excitement of a new technology and that innovative approach, many firms forget the fundamentals...and the rules. In this session, one of only a few female drone pilots in our industry, Brianna Nessler with Small Giants, has built her career in understanding approaches to safe, effective and legal drone video. Additionally, she and Danielle Feroleto have teamed with AEC clients to "tell their story" (often without words) in an award winning manner. They will discuss effective storytelling, traditional video best practices, drone use and the legal ramifications of in-house drones.


Innovative Websites: AEC Best Practices
David Lecours, CPSM
In 2017 the SMPS Foundation published a study about How A/E/C Clients Use Websites to Find and Vet Services Providers. In 2018, David Lecours published research on Best Practices of ENR 500 firm websites. Based on these two studies, David will share data, and what we can learn about the effectiveness of top firm websites. You’ll learn the latest website tactics that firms are using to attract and convert great clients and talent. You’ll return to your firm buzzing with data, inspiration, and ideas to improve your firm’s website. 


Bridging the Gap - Where AEC Marketing Meets BIM/VDC Technology
Cassandra Vagher
Dive deeper into the design tools your firm is already using and learn how you can leverage this technology for marketing purposes and community engagement. This session is geared at bridging the gap between technical staff and AEC Marketers, and encouraging collaboration.  Learn about how virtual reality ties into human centered design, how BIM can be used for community engagement, and to win your firm new work. Participants will walk away with a better understanding of how to work with their technical staff, utilize VR, 3D models, BIM, and other technologies, all to create valuable stories and elevate the AEC Industry as a whole.