If you're like us, your most fond memories of Halloween are hustling from house to house to get as much candy as possible. Much like trick-or-treating, the “ask and ye shall receive” philosophy works in business, too.

Don’t read this article unless you want to succeed in 2020!! 

How do you approach your annual strategic plan? Many AEC firms use the same tactics they did last year, not considering whether their end goal has changed or what they want to get out of their marketing efforts. We recommend a more methodical, strategic approach.

It’s almost the new year. Many new resolutions will be made. Many firms will be renewing or starting strategic planning for the upcoming year. Did you know that many firms miss the mark on their targets because they continue with their current target markets and clients, simply because it’s what they have done it in the past? Don’t be that firm. Take the time to conduct market research and get headed in the right direction. Before you start down the wrong path, conduct market research that can help you determine whether your target markets will provide an equitable return.

Your Marketing Plan: If you have one, chances are your firm has invested hundreds of hours into what will be your roadmap for the upcoming year or two. But did you structure your plan with the end in mind? Did you create a strategy that can be monitored and measured? If not, a few modifications will ensure your firm’s success.

Two truths and a lie about Principal Stephanie Craft. She was named after a gorilla, she recently earned her MBA, and she’s an in-depth strategic marketing specialist.

The lie is pretty easy to figure out. “My dad concocted this huge story when I was a kid about how I was named after a gorilla from the San Diego Zoo.” Stephanie smiles recounting how she didn’t discover the ruse until many years later. “My mom finally told me when I was in college. Now it’s our family joke.”

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