Communications & Marketing | Page 1

VIRTUAL RESOURCE ROUNDTABLE: COMMUNICATIONS & MARKETING TIPS

1. Review the SMPS Personas and use them to help you develop programs, understand your membership, and offer a more personalized SMPS experience.

2. Make Wednesday your chapter newsletter day. SMPS HQ doesn’t send promotional emails on Wednesdays and reserves that day for key chapter news.

3. Repurpose the information you receive from HQ in your chapter newsletters and social media so you don’t have to reinvent the wheel. Marketer Online under Resources on smps.org has the most up-to-date news, articles, and member spotlights to share.

4. Visit the All Chapter Leaders library for SMPS branding guidelines, logos, and more to keep your chapter on point and on brand.

HOW CAN WE HELP?

1. Provide content for chapter publications (borrow from SMPS HQ emails, videos from YouTube, SMPS Marketer QuickLook, Marketer*)

Bookstore SMPS Foundation research publications

2. Contribute chapter content (spotlights, #SMPSGivesBack, articles) to SMPS Marketer QuickLook

3. Hashtag use, assist with SMPS HQ tools (e.g., Survey Monkey, MySMPS, Compensation Survey)

Social media post sharing (tag the SMPS HQ social media profiles, and we will share your posts)

Local/regional SMPS workshops and annual conferences: onsite and promoting

4. Share Society news (e.g., email, Twitter, Facebook, LinkedIn, Instagram, SMPS.org)

5. Follow us, like us, retweet us, link to relevant web pages

6. Have questions? Email us at marketing@smps.org

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7. Provide SMPS marketing materials, samples, and templates for use/distribution.

Raffles/giveaways Sample eBlasts, social media

8. Advise on proper logo usage for giveaways, joint programs, etc.

9. Download brand & editorial guidelines, which can be found in MySMPS

10. Use templates, including marketing plan templates, collateral, and other graphics, also available in MySMPS in the All Chapter Leaders Community and Marketing Resource Center

11. Help promote regional conferences and full-day programs hosted by your chapter

* If you’re interested in repurposing Marketer articles, please reach out to Linda Smolkin at linda@smps.org for assistance.

FREQUENTLY ASKED QUESTIONS Q: Where can we find our chapter logos? A: All HQ logos, typefaces, chapter identity guidelines, chapter logos, and other design templates

are available in the Branding folder in the All Chapter Leaders Library of MySMPS.

Q: How do we access the SMPS Survey Monkey account? A: Go to www.surveymonkey.com and login. (See chapter manual for login and password

details.) Once you log in, request the verification code and then, email michele@smps.org, to let her know that you’ve requested a code. The code will then be sent to you to complete logging in.

Q: What type of information can my chapter contribute to SMPS Marketer QuickLook?

A: Examples of ideal contributions and/or events include full-day conferences and chapter or member spotlights (e.g., volunteer efforts, #SMPSGivesBack, members on the move/new job announcements, award recipients). In addition, contributions may include articles related to the profession or A/E/C industries. These articles must reside on a website or blog so that we can link to the full story from the blurb we use in Marketer QuickLook.

Q: How do we contribute our chapter news/information to SMPS Marketer QuickLook?

A: Submit contributions or ask questions by reaching out to Content Manager Linda Smolkin at linda@smps.org. We must have the information in paragraph format (fewer than 45 words) at least two weeks prior to the Tuesday we’ve allocated a spot to run your information. SMPS reserves the right to edit content of the paragraph and cannot guarantee placement in a specific issue. In cases where we will run and ad, please send a few hi-res options in jpg format. Please obtain permission from the photographer and people in the images before sending them to us.

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Q: What links/pages from the SMPS HQ site should I be sure to include links to on my chapter website?

A: To assist members in locating valuable resources, please provide links to the following pages on your chapter website:

• Annual Awards Programs: https://www.smps.org/members/recognition/ • Annual Conference: www.buildbusiness.org • Career Center: http://www.smpscareercenter.org • Certification (CPSM): www.smps.org/cpsm • Foundation Research: www.smpsfoundation.org • Marketing Resource Center: my.smps.org/mrc • SMPS Bookstore: https://www.smps.org/resources/store/ • SMPS-Branded Items: http://www.shopsmps.org/

Q: How do we support the SMPS Foundation? A: 1. Share SMPS Foundation news and research as it becomes available.

2. Invite SMPS Foundation trustees to present (virtually or in-person) on the latest research. 3. Consider an annual chapter donation to help fund industry research sponsored by the

SMPS Foundation. Learn more at smpsfoundation.org or reach out to Antonio Payne at antonio@smps.org.

Q: We are considering a chapter awards program. How do we create synergy with the SMPS Marketing Communications Awards program?

A: Contact Molly Dall’Erta at molly@smps.org and she will go over options with you on how your chapter awards program can align with the SMPS HQ MCA program. She can also assist your chapter with any submission questions regarding your chapter’s participation in the annual Striving for Excellence and Chapter President of Year Award programs.

MARKETING RESOURCES 1. Chapter Identity Guidelines

2. Chapter logos

3. Editorial guidelines

4. A Chapter’s Guide to the SMPS Personas

5. Photo and video release form

6. Membership collateral/brochures

7. Design templates

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BONUS: SOURCES FOR FREE STOCK IMAGES AND FONTS (Please refer to each site for their usage agreement.) Free Stock Images

www.freeimages.com

www.pixabay.com

www.public-domain-photos.com

www.4freephotos.com

www.morguefile.com

www.flickr.com/creativecommons

www.brandsoftheworld.com

http://deathtothestockphoto.com/

http://www.endlessicons.com

https://stocksnap.io/

http://www.gratisography.com/

https://unsplash.com/collections

Free Fonts

www.fontsquirrel.com

www.dafont.com

www.google.com/fonts

SMPS HEADQUARTERS STAFF CONTACTS

Molly Dall’Erta Awards Program Director molly@smps.org 703.684.2270

Josh Miles Chief Marketing Officer josh@smps.org 703.684.2267

Michele Santiago Director of Marketing michele@smps.org 703.684.2276

Linda Smolkin Content Manager linda@smps.org 703.684.2266

Lauren Waldron Associate Marketing Director lauren@smps.org 703.684.2280

©2020 SMPS

MARKETING PERSONASA Chapter’s Guide to Using the SMPS Marketing Personas

Why do chapters needmarketing personas?

Marketing PersonasBackground:During the Society’s rebranding efforts, personas were created to help us relate to and provide mental pictures of our members. We have different personas to represent the most common demographics and segments we serve.

Personas help us understand our members so we can provide the experience and benefits that will be most valuable to them. By doing this, your chapter can help improve member acquisition, retention, and satisfaction.

Personas can provide incredible insight into our audiences. We can use this information to improve everything from our marketing and member benefits to our content and professional development opportunities.

Member personas can also help us consider how to better personalize our marketing, where we create different messages, each with the information that’s most relevant to that member type. This provides a better customer experience, helps improve retention, event attendance, content shares, and more. We want our members to come away saying, “I love SMPS. They get me.”

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Marketing Personas

Getting Started:1. Review the SMPS personas and become familiar with them.

2. Is each persona represented in your current chapter makeup?

3. Discuss/brainstorm ways to use the personas to improve the SMPS experience.

4. Think about different ways to segment the membership by each persona to provide more

personalized benefits, offerings, topical information, etc.

5. Does your programming offer something of interest for each persona within the membership? If not,

what can you do to change that or enhance the offering?

6. Keep the personas in mind as you plan for the current and coming years.

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Megan the Marketing Coordinator

Demographics

• 22–30 year-old, female

• This is her first or second job out of college

• Recently introduced to the A/E/C industries

• Mid-sized engineering firm

Psychographics

• Believes in making a difference; wants to be involved in causes, charity, social responsibility for the firm

• Values passion and drive over logic

• Creative—constantly coming up with ideas

• Looking for quick information and results

• Uses technology to solve work issues

Problems/Challenges

• Wants to be noticed and recognized by co-workers and supervisor for doing a good job

• Wants to be valued by the firm and be heard

• Wants to work on projects outside of creating proposals

• Growth, happiness, and satisfaction are important to her

Media Preferences

• Watches TV with Netflix and Hulu being top distributors

• Listens to a lot of music

• Prefers tools like slack, texting, and chat

• Use Google docs and Dropbox for document sharing

• Grew up on Facetime so proficient with web conferencing

• YouTube, Instagram, Snapchat, Pinterest, Twitter and LinkedIn are

favorite social media channels

• Wants to find the best content

SMPS MEMBER PERSONA

| ©2020 SMPS – chapter version 1.05

Jennifer the Marketing Manager

Demographics

• 30–40 year-old, female

• Has worked an average of 11 years in the profession

• Works at a mid-sized engineering firm

Psychographics

• Expects to be mobile, working for different employers, working from home or a café

• Often works outside of normal business hours

• Constantly looks for better opportunities

• Uses technology to solve work issues

• A born multi-tasker

• May create her own company or have side jobs to supplement salary and hobbies

Problems/Challenges

• Independent: may prefer working for herself rather than others

• Seeking work-life balance

• Growth, happiness, and balance are important to her

• Seeking acknowledgement/recognition in a credential-filled industry

Media Preferences

• Watches TV & Netflix

• Uses the Internet regularly for work & self

• Print advertising is effective with

this segment

• Prefers tools like text and email

• Grew up with Facetime so proficient with web conferencing

• Facebook, YouTube, Instagram, Twitter and LinkedIn are favorite social

channels which she uses regularly for news and entertainment

SMPS MEMBER PERSONA

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Amanda the Marketing Director

Demographics

• 34–54 year-old, female

• Has worked an average of 20+ years in the profession

• Works at a small to mid-sized engineering or architecture firm

Psychographics

• Values hard work along side of taking time for family activities.

• Having workplace flexibility is important, as is being able to work independently.

• Independent, resourceful, and self-sufficient.

• They adapts well to change and are accepting of alternate lifestyles.

• Dislikes being micromanaged.

Problems/Challenges

• Seeking work-life balance

• Working to highlight the value the marketing team brings to the firm

• Growth, happiness, balance, and acknowledgement are important to her

• Is a skilled communicator but challenged to lead five generations at work

• Stressed on the job

• Feel less valued (or under-valued)

• Sandwiched between kids and at least one parent over 65

Media Preferences

• They are plugged in via technology.

• Splits time between old and new media.

• 77.5% are social network users.

• 88.6% are on Facebook. 45.9% are on Instagram. 24.5% are on

Twitter. And 10.1% are on Snapchat.

SMPS MEMBER PERSONA

| ©2020 SMPS – chapter version 1.07

Bob the BD Manager

Demographics

• 32–45 year-old, male

• Been employed by multiple firms in the A/E/C industries

• Been in BD for an average of 11 years

• Has a Bachelors degree

• Works for a mid-sized engineering firm

Psychographics

• Works to live

• Values independence and is self-sufficient

• Is resourceful

• Values freedom and responsibility in the workplace

• Dislikes micro-management

• Is comfortable with and uses technology for work

Problems/Challenges

• Often feels overwhelmed and overloaded

• May be disengaged

• Feels stressed by putting their kids through school, saving for retirement, and caring for aging parents

• Recognition is important to him

• Known as revenue generators and problem solvers; also goal-oriented and multi-taskers

Media Preferences

• Watches TV

• Reads newspapers

• Listens to the radio

• Uses email and responds to email marketing campaigns

that are informational

• Follows brands on social media

• Facebook is his favorite social media channel

SMPS MEMBER PERSONA

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Violet the VP of Marketing

Demographics

• 45-55 year-old female

• 20+ years of A/E/C marketing experience

• Mid-sized engineering firm

Psychographics

• Believes relationships and client experience will drive new

business

• Leans on emotion, understands to role of logic

• Believes her marketing team is under-valued

Problems/Challenges

• How do we convince our team to only pursue the right

kinds of projects?

• Her voice is not always heard.

• Leadership won’t make necessary investments in

marketing.

• Is there room in this firm for a marketing/bd-focused

principal?

Media Preferences

• Avid reader—books & magazines

• Facebook, Instagram, Twitter

• Blogs

• Email

• Subscribes to a handful of videos and podcasts

• Would like more curation & diversity of thought

SMPS MEMBER PERSONA

| ©2020 SMPS – chapter version 1.09

Louie the Firm Leader

Demographics

• 55-65 year-old male

• 30+ years of technical experience

• Mid-sized engineering firm

Psychographics

• Believes delivering excellent technical work product drives new business

• Relies on logic over emotion

• Thinks of marketing as admin

Problems/Challenges

• How to differentiate his firm from competition?

• Things are good—how do we get all of this work done with our current team?

• How to scale/continue growth trajectory?

• Acquisition/sale/exit strategy?

Media Preferences

• Some print/newspaper

• Cable news

• Reads email

• Facebook & LinkedIN

• (Light on other social media)

• Wants to find the best content

• Wonders about podcasts

SMPS MEMBER PERSONA

| ©2020 SMPS – chapter version 1.010

REMEMBER…HQ is here to help! Reach out early and often for advice.marketing@smps.org

SMPS Headquarters123 N. Pitt StreetSuite 400Alexandria, VA 22314-3133Phone 703.549.6117smps.org