A/E Marketing Fitness Plan

(ISBN 1-932372-05-9, September 2003, 286 pgs., 7 x 9, $145)

Are you happy with the results you’re getting from the money you’re spending on marketing? Or could you stand to maximize the ROI on your investment? If your firm is like most, you need to take steps to improve your firm’s marketing program.

A/E Marketing Fitness Plan is a comprehenvisve, action-oriented guide written exclusively for firm leaders and marketing professionals of architecture, engineering, planning, and environmental consulting firms who are looking to get their marketing efforts on target. This is not a dry, theory-laden textbook! This book will help your firm not only identify—but fix—the marketing problems that you may be experiencing. Follow the steps in the A/E Marketing Fitness Plan, from the beginning assessment to the closing reassessment, and you’ll reap the highest return from your firm’s marketing program.

There are hundreds of books on marketing out there, but this is the only one designed for the unique challenges that A/E and environmental consulting firms face. A/E Marketing Fitness Plan combines all the knowledge of ZweigWhite’s expert marketing consultants in a single volume. These folks have helped hundreds of design firms just like yours improve their marketing, and now all their best ideas, tips, and warnings are available in clear, simple action plans that you can put to work in your own firm.

Do you know the current state of your firm’s marketing program? A/E Marketing Fitness Plan starts with a complete assessment of where your firm’s marketing practices stand right now so that you can pinpoint your problem spots. You’ll be able to identify what’s working and what’s not.

After completing the assessment, you can use the guide to get specific steps your firm can take to fix what’s not working. Get detailed advice on how to integrate marketing with your strategic plan, develop a winning marketing plan and budget, create winning presentations and proposals, and build a media relations program that gets results. Learn how to conduct effective market research that leads to jobs.

A/E Marketing Fitness Plan will also show you how to build a culture in your firm that values marketing and continually comes up with creative, effective business development strategies.You’ll get hot tips to make your direct mail pieces more attractive and the secrets to building a database of potential clients second to none. You’ll also learn how to get the most out of your marketing staff and how to tap the full marketing potential of your web site.

The guide also includes a check-up so that you can monitor your firm’s progress in improving your marketing fitness. And in each chapter of A/E Marketing Fitness Plan you’ll get checklists, worksheets, case studies, and interactive testing that will help you implement the action plan in your firm.

Follow the steps in the A/E Marketing Fitness Plan, from the beginning assessment to the closing reassessment, and you’ll minimize the waste in your firm’s marketing program and make sure the money you spend on marketing is being used to the utmost. Start the plan today and see real changes! This book will more than pay for itself if you implement even one of its powerful strategies.



Contents:

Foreword

Chapter 1 – What’s your current marketing fitness? A self-assessment test for A/E firms.

Chapter 2 – Integrating marketing into your strategic plan

Chapter 3 – Developing marketing plans and budgets that get results

Chapter 4 – Building or strengthening a marketing culture

Chapter 5 – Getting the most from your marketing team

Chapter 6 – Building your marketing database

Chapter 7 – Getting your message out

Chapter 8 – Getting into print

Chapter 9 – Conducting effective market research

Chapter 10 – Tapping the marketing potential of your web site

Chapter 11 – Winning business development strategies

Chapter 12 – Creating winning presentations and proposals

Chapter 13 – Check-up: Reassessing your marketing fitness

Appendix A – The complete A/E marketing fitness plan

Appendix B – Additional sources of information