The Shortlist

In the AEC industry, Marketing and Business Development activities are tightly linked. Since marketing plans implement the business and sales goals of the company, a successful execution of strategy demands that marketing and  "BD" are in alignment and constantly communicating.  In Episode 50 of The Shortlist, Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon dis...

We've talked about social media before, but since it's an ever-evolving communication tool we're revisiting the topic with a focus on the nitty gritty of managing your firm's social presence. To start, what do you look for in assessing your firm's current approach and what are current best practices for honing your future strategy? Understanding what your target audience i...

The subject of time comes up in virtually every AEC marketing conversation: Time until the deadline, time needed for internal meetings, finding time for special initiatives and non-proposal marketing priorities, and so on. The effect of not having 'enough' time is a significant contributor to the stress and burn-out many AEC marketers may experience during their careers. But what if ther...

Conference participation is an excellent way to immerse yourself in an industry, gain exposure for your firm, and build relationships with clients and colleagues. Engaging in conferences is also a significant investment of time and resources; having a thoughtful plan to maximize your return on investment is key. Whether you are new to navigating conferences or been on the circuit for years, this e...

Amy, an overworked marketing coordinator for Outlaw Construction, has a major design-build proposal due by 5:00 pm. And, as every AEC marketer knows, when it comes down to an important deadline—anything that can go wrong, will go wrong. Can Amy and her hastily assembled, ragtag crew of colleagues get the proposal submitted on time? Find out on Night of the Living Deadline, an original audio play p...

It's often said that managing people is the most challenging aspect of running a business. While there is some truth to that, the statement implies that "the people" are the issue—when in reality, it's often rushed processes, being unintentional or unspecific about roles and responsibilities, and failing to provide clear feedback or effective coaching that are to blame. After s...

Marketing teams—heck, all teams—benefit from having dedicated time to reconnect, recharge, and recommit. AEC professionals often feel like they are waist deep in procurement work, so a well-timed and well planned retreat can provide the space needed to refocus and think critically about the myriad other tasks on their plates. Clearly, we're big proponents of hosting an off-site event, but unf...

If you're feeling some unease in this post-pandemic, up-and-down economy—you're not alone. Lessons from the Great Recession have taught us AEC marketers that in times of uncertainty, our departments come under intense scrutiny. Developing flexible and adaptable processes and perspectives will help you 'change proof' your internal marketing resources and ensure you're ready...

While it’s difficult to highlight many positive outcomes of the COVID-19 pandemic, it did provide an opportunity for open conversations around community and personal health.  As it became necessary to provide flexibility to balance work and home commitments, we were also able to shed light on long-standing workplace challenges in our industry. For many, the sudden switch from in-person to virtual...

Let's dive into brand guidelines! While they are considered the foundational elements of any company's marketing toolkit, the specific components can vary greatly between firms. In episode 41 of The Shortlist, Becky Ellison and Lauren Jane Peterson, Senior Creative Strategists at Middle of Six, break down the essentials of brand guidelines. They even go beyond the basics and explore the...

If you are a marketer in the AEC industry, you have undoubtedly supported a few proposal responses—if not dozens and dozens—throughout your career. And with that inevitably comes a personal list of RFP pet peeves, ranging from incorrect or missing information to excessively onerous, perplexing requirements. In episode 40 of The Shortlist, Middle of Six Principals, Wendy Simmons and Melissa Richey,...

In the AEC industry, professional photography is one of the most valuable representations of your team's culture, technical expertise, and years of hard work delivering successful projects. As a rule, it is often recommended to budget for photos annually, not only for finished buildings but also for "in action" shots that highlight your team and collaboration. If budget is limited,...

When it comes to first impressions of your brand, your digital marketing platforms are critical—including websites, social media channels, and overall digital marketing collateral. In today's digital world, these are arguably more influential than a company's physical location.  Low-quality, grainy, blurry, or dated visuals will probably reflect poorly on your brand and your business—and...

We all love a win, and recognition! Awards from professional associations are a fantastic way to celebrate your team's efforts and garner publicity for your firm. But it's no small effort to assemble an award submittal that checks all the boxes and resonates with jurists. Judging panels sometimes include professionals from outside the industry—for a fresh perspective—and always include a...

In Episode 36 of The Shortlist, Pursuit Strategist Grace Takehara joins Wendy  to discuss how to infuse creativity into the proposal process. Grace shares suggestions to help rethink the typical approach to proposal responses by crafting an environment that is focused on the reader, experimenting with different storytelling mediums, teasing out which elements are "set" versus what you ca...

Have you ever considered working as a freelance marketer? Or been curious what it takes to launch and run a small business? Since every entrepreneur has their own unique origin story, we thought it would be fun to share some insights into the making of Middle of Six. Listen in as Senior Creative Strategist Becky Ellison takes over as host to interview Middle of Six's founder, Wendy Simmons. F...

Whether you're a seasoned AEC marketer or just recently joined the industry, Senior Creative Strategist Becky Ellison and host Wendy Simmons are here to answer the question, 'If you could go back in time, what would you tell yourself in the first year of your career?' Becky and Wendy share specific recommendations for marketers who are still learning about the industry, refining the...

Once you've determined which competitors to research, now the treasure hunt begins! In Part 2 of our discussion with Allison Tivnon, we outline how to efficiently assess the competition's online presence and what to look for related to brand personality, storytelling, and online engagement. With a clear understanding of your competition's online presence and performance, you can hol...

As a general rule, we don't recommend obsessing over the competition. It's much more productive to focus on what your firm does well. But on occasion—say at the start of a new year or as part of a larger strategic planning effort—it can be worthwhile to turn your attention to a handful of companies you most frequently compete against. What is their share of voice and how is it influencin...

Project managers (PMs) have many demands on their time, making the development of project-specific content for a pursuit challenging. As an AEC marketer, if you can get a new PM up-to-speed on marketing systems and the proposal process—and in turn, understand their role and workload—it will make for a smoother workflow and hopefully a winning pursuit! In Episode 31, Principal Melissa Richey and Pu...

We've flipped the script on this extended episode as Principal Marketing Strategist, Melissa Richey English interviews our host, Wendy Simmons, and producer, Kyle Davis. Ever wonder what it takes to dream up, research, plan, record, produce, and launch a podcast? Well, we sure did! With the support of excellent resources, awesome talent, and a whole lot of heart and hustle, we're delight...

Whether you're designing your first (or 50th) org chart, revamping a schedule graphic, or finding a 'fresh' way to showcase your team, coming up with creative, compelling design requires a spark of inspiration that can be tough to find when you're on deadline and under pressure. Listen in as our dynamic design duo, Becky Ellison and Abigail Clark, give the skinny on how to main...

As the primary communicators of a firm's brand identity, marketing teams often take a lead role in brand management and maintenance. On occasion, it's a good practice to step away from the day-to-day and take a look at the big picture. In this episode, Wendy Simmons and Rachel West explore the components of a successful brand audit. From competitor analysis and visuals assessments, to lo...

Trying to cultivate a BD ecosystem within your firm but have staff who believe 'business development' is not in their job description? From seller-doers, project managers and support staff to your BD/Marketing teams, everyone plays a critical role in supporting client care and the brand experience. In this episode, Wendy Simmons and Melissa English explore the fundamentals of business de...

Every company has a brand identity that sits somewhere on the spectrum between bold and diluted. In this episode, Wendy Simmons and Rachel West untangle and define the five major components of brand identity including brand values, brand message/promise, brand personality, brand voice, and visual brand identity. No matter if you're working with a hundred-year-old brand or launching a startup,...