MODULE 2: A Holistic Approach: The WHY, HOW and WHO of Gaining Mission-Based Business

Recorded On: 06/23/2021

Only available as part of a package

Having a mission-based practice requires not only finding and winning projects, but using all the tools at your disposal to align your firm?s mission to the right project and client. This holistic effort requires strategy, persistence, and organization. Meet three marketing professionals who are helping their firms put mission into practice through winning great work. In this session they will share approaches to building client relationships, explain ways to think outside the ?sales process,? provide tips to differentiate your firm, and of course, communicate how to craft and arrange thoughtful proposals.

Learning Objectives:

  1. Understand the importance of a mission-aligned marketing approach and implement new skills into your existing yearly marketing plan.
  2. Adopt a holistic way of thinking when it comes to the business development procurement process and proposal building.
  3. Learn three different approaches to creating winning proposals.
  4. Develop best practices around business development, client management, and marketing - both in building proposals and beyond.

Chris Hepner

Director of Marketing and Business Development

CMG Landscape Architecture

Chris is the Director of Marketing and Business Development at CMG Landscape Architecture. As a communications professional with experience working within the fields of urban design, Chris holds an interest and focus on where ecological research and design strategies intersect within marketing and communication conversations. Chris oversees and manages all tasks within CMG’s Marketing Team – overseeing and directing all marketing efforts, including coordinating with CMG Leadership groups to implement business development initiatives and strategies. His role includes strategy generation, marketing objectives, research (trends, service areas and gaps, CRM, messaging and market positioning), leads and pursuit generation, and network development.

Whitney Tidd, ASLA

Marketing & Business Development Manager

Dix.Hite + Partners

Whitney began her career in television, working as a communication and marketing professional for almost 10 years. Wanting to blend her love of communication with her passion for urban spaces, art, and science, she pursued a career in landscape architecture, earning an MLA, becoming licensed, and practicing for around 5 years. Her career took another turn when she took on the role of Marketing and Business Development Manager for Dix.Hite. Her background in communication and marketing, and training as a landscape architect, give her a unique perspective on design and storytelling within the profession.

Elsa Mark-Ng

Associate Studio Manager

Agency Landscape + Planning

Elsa Mark-Ng is the associate studio manager at Agency and an honors graduate of Oberlin College's Environmental Studies program. At Agency, she leads the studio with marketing and communication, and supports business administration. Elsa enjoys crafting unique proposals and bringing together teams that speak to the communities and clients that Agency aims to work for. She has also served as the communications lead for WxLA, an advocacy initiative for gender justice in landscape architecture.

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