Spill The Ink

On paper, Julia Thomas is a one-woman band as Dean Mead’s marketing director. But in reality, she works in tandem with more than 100 unofficial marketers. Yep — attorneys and staff have a crucial supporting role to play as advocates for their firm and its brand, and Julia has made it her mission to empower them. In this episode of Spill the Ink, Julia discusses how her approach to legal marketing creates a culture of shared responsibility and reveals what she’s learned about helping busy attorneys stay engaged with community-focused initiatives. And with 20 years of experience in global, national, regional and local marketing roles across the legal, accounting and construction sectors, she’s learned a thing or two. Here’s a glimpse of what you’ll learn Why Dean Mead’s marketing director Julia Thomas views all attorneys and staff as unofficial marketers About Florida-based Dean Mead, a commercial law firm founded in 1980 What a 20-year career in global, national, regional and local marketing roles in various industries has taught Julia about using internal communications to support external communications — and surviving debates with attorneys How law firms can approach strategic partnerships in the local community and engage attorneys to participate Julia’s advice to busy legal professionals pursuing pro bono and community work Why thought leadership doesn’t necessarily mean writing a long, in-depth article (and, in fact, that’s often less effective) The impact of reputable law firm awards and rankings in building credibility with prospects About our featured guest Julia Thomas is Dean Mead’s director of marketing and business development, based in Orlando, Florida. With 20 years of experience designing, implementing and directing initiatives that support consistent internal and external communications, Julia brings a thorough understanding of marketing and business development to the firm. Leveraging her experience serving Fortune 100, national and regional companies, she is the chief marketing strategist for Dean Mead and each of its offices, departments and industry teams. Julia works closely with the president, board, department chairs and industry team leaders to develop and implement marketing and business development activities. Resources mentioned in this episode Check out Dean Mead’s website Follow Dean Mead on LinkedIn, Facebook and X Connect with Julia Thomas on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Reaching 100 years is a commendable accomplishment for any business and should be celebrated to the fullest extent. As Dana Galvin Lancour leads Barton Malow’s centennial marketing campaign, she joins us to discuss the challenges and opportunities in marketing a legacy construction firm with deep community roots. In this episode of Spill the Ink, Michelle interviews Dana, Barton Malow’s VP of branding and communications, about the strategic planning behind the firm’s 100th anniversary. They discuss how Barton Malow structures its team to facilitate cross-functional collaboration, the firm’s forward-thinking approach to thought leadership and the importance of getting internal communications right. Dana also opens up about her 17 years working in construction marketing and explains how participating in the Society for Marketing Professional Services (SMPS) shaped her career. Here’s a glimpse of what you’ll learn About Barton Malow Insights from Dana’s rich career managing and marketing Barton Malow’s legacy brand Do’s, don’ts and ideas when planning your firm’s anniversaries and milestones Why Barton Malow decided to capture its history with a digital archive program How to encourage cross-functional collaboration across multiple offices, geographies and brand families while maintaining messaging consistency The ways Barton Malow demonstrates its values (rather than simply talking about them) Using thought leadership to advance your firm’s strategic business goals, including how to improve buy-in with busy subject-matter experts The importance of internal communications, especially for geographically dispersed teams How Barton Malow is integrating artificial intelligence into its work Why making time to actively participate in professional organizations, such as SMPS, is a worthwhile investment About our featured guest As Barton Malow Holdings’ Vice President of Branding and Communications, Dana Galvin Lancour provides creative and strategic direction to the Barton Malow Family of Companies’ brands while overseeing a talented team of marketing and communication professionals across North America. She brings a vision that inspires her team to continually strengthen Barton Malow’s brand, reputation and unique approach to marketing Barton Malow’s services. Throughout her 17-year tenure, Dana has reimagined the company’s marketing strategy, helping modernize and bring the enterprise’s marketing and communications efforts to the forefront of the industry. She helped implement an email marketing platform to design and optimize targeted campaigns, redesign the Barton Malow intranet and create a vision for the first all-employee conference. Dana is a certified professional services marketer (CPSM) and a dedicated member of the Society for Marketing Professional Services (SMPS), acquiring the prestigious Fellow designation in 2013. She was appointed as President of the Board of Directors in 2022, where she plays a key role in ensuring the organization continues to positively impact marketing and business development in the industry. Resources mentioned in this episode Check out Barton Malow Follow Barton Malow on Facebook, LinkedIn and Instagram Connect with Dana Galvin Lancour on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and...

It’s as untraditional as it gets, but having a non-attorney in the driving seat of your law firm can do wonders for streamlining operations, enhancing the client experience and strengthening team culture. But it’s not without its challenges — as our guest discovered when he built a law firm from the ground up (with the help of a team of attorneys) in just two weeks. Before Jonathan Delk was CEO of Colorado-based JVAM, he was a ski instructor-turned-digital marketer with a Master of Business Administration. In this episode, he tells Michelle Calcote King how he leveraged those skills and experiences to support and enhance the firm’s legal work by finding new ways to innovate and build a team culture that attracts talent from around the country. Jonathan also shares his take on how technology will disrupt the legal industry in the coming years. Here’s a glimpse of what you’ll learn How Jonathan went from ski instructor to digital marketer to law firm CEO. About Colorado-based law firm JVAM, which believes in specialization (no one team member should do everything all the time). The benefits of allowing a non-attorney (or non-practicing attorney) to call the shots. The biggest hurdles of leading a firm without a law degree, including navigating the occasional, “Wait, you’re not a lawyer?!” How to obtain buy-in as a non-attorney leader. Why marketing skills are the special sauce for client experience and firmwide communication. How artificial intelligence and automation will disrupt how law firms operate. About our featured guest Jonathan Delk is responsible for all facets of JVAM’s business outside the practice of law, including general management of finance, human resources, location management, information services and business development. Specializing in legal management, Jonathan works to keep JVAM at the forefront of practice management and an employer of choice in the legal field. Jonathan attended the University of Colorado, Boulder, where he double majored in Economics and Political Science. Later, he earned a Master of Business Administration at Colorado State University, focusing heavily on finance and leadership. Before starting his career in the legal industry, Jonathan worked in the outdoor industry as a professional ski and snowboard instructor, and a trail guide and coach for downhill and cross-country mountain biking. For years, he tallied 200-plus days a year on snow between Aspen, Colorado and Queenstown, New Zealand. Now, he takes his ski days with his wife, Erin, and daughter, Amelia. Resources mentioned in this episode Check out JVAM Follow JVAM on LinkedIn and Facebook Connect with Jonathan Delk on LinkedIn and X Say hello to Michelle Calcote King on X and LinkedIn. Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Michael Mantese brought a fresh perspective to Eskew Dumez Ripple, a nationally recognized architecture firm, when he joined in 2017. Coming from a New York City digital marketing and advertising agency, he brought a data-driven, people-centric approach to the firm’s marketing and content creation strategies. As marketing director, he leads the firm with the same values and elevates its brand storytelling through his photographer’s eye. In this episode, Michelle chats with Michael about tools and strategies for cutting-edge architecture marketing, content ideation and amplification, and how marketing departments can leverage analytics and technology. Michael also shares how his photography background influences his marketing work, including ways marketers can collaborate with photographers to tell better project stories. Here’s a glimpse of what you’ll learn Who is Michael Mantese is About Eskew Dumez Ripple The growing importance of data analytics in effective marketing Insights into Eskew Dumez’s research-based content ideation approach How to repurpose project case studies and proposals into omnichannel content Ways thought leadership can support proposal writing (and vice-versa) How Eskew Dumez leverages technology as a competitive advantage New ideas for leveraging photography to tell better project stories About our featured guest Michael Mantese brings a storyteller’s craft to communicating Eskew Dumez Ripple’s brand identity and mission. A writer at heart, he expands this skillset with a background in user experience design — letting market insights, data and analytics drive his decision-making, rather than assuming he knows what every audience is thinking. He augments this storytelling with a keen visual eye and maintains a particular fondness for photography and typography. Before joining Eskew Dumez Ripple, Michael worked in the tech industry, designing digital experiences for some of the world’s biggest brands, including Marriott, Amex and City University of New York (CUNY). Resources mentioned in this episode Check out Eskew Dumez Ripple Follow Eskew Dumez Ripple on X, Facebook, LinkedIn and Instagram Connect with Michael Mantese on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Read the latest on EDR+ Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Reports of attorneys grappling with issues like anxiety, depression and substance abuse remain alarmingly high as the legal industry continues fighting for ground in the battle against mental health and well-being issues. This Mental Health Awareness Month and Well-Being in Law Week, we’ve invited well-being consultant Tara Antonipillai to discuss the state of the legal industry and actionable strategies law firms can implement to expand wellness programs and enact positive change at their firms. Here’s a glimpse of what you’ll learn Who Tara Antonipillai is About Cultivate and The Institute for Well-Being in Law The common mental health challenges attorneys and legal professionals experience Practical strategies for sparking positive change at your law firm How to spot signs that your attorneys may be struggling, and what you can do to help Tips for leaders on fostering a supportive work environment Why following through is the most crucial step in promoting mental health at work What loneliness in the workplace looks like and how it affects attorneys Whether mental health and well-being programs can influence a firm’s ability to grow business and revenue About our featured guest The founder of Cultivate, Tara Antonipillai's experience in professional well-being comes from a career in Big Law, a master's degree in applied psychology and ongoing research in the field. Tara is a consultant, speaker and coach who combines her unique set of skills to introduce topics that include the science of well-being, job satisfaction, communication, stress management, compassionate leadership, mindfulness, resilience, mindset, and engagement and belonging to law firms and other organizations. Tara received her J.D. and undergraduate degree from Georgetown University and was a tax lawyer at Arnold & Porter’s DC office. She also holds a master’s degree in applied positive psychology from the University of Pennsylvania. Tara is a certified leadership and performance coach through Brown University. She is also a certified yoga instructor and meditation teacher, as well as a certified Mental Health First Aid instructor. Resources mentioned in this episode Check out Cultivate and The Institute for Well-Being in Law Follow Cultivate on LinkedIn Follow The Institute for Well-Being in Law on X, LinkedIn and Instagram Connect with Tara Antonipillai on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Soon after starting as an intern architect, Heather Blazi realized the job didn’t spark joy quite the way she imagined while watching HGTV as a kid. So she adjusted her path. Today, she’s the marketing director at Pfluger Architects, a design firm specializing in the education market. Heather joins us to discuss owning your niche, market expansion and building an effective team with diverse skills. She shares why Pfluger encourages architects to use LinkedIn and how a strong brand supports proposal development, boosts employee engagement and amplifies recruitment efforts. Here’s a glimpse of what you’ll learn Who Heather Blazi is About Pfluger Architects How Heather’s architecture background influences her work as a marketer Insights into the growing intersection between marketing and business development The benefits of niche marketing How to effectively leverage your niche during proposal writing and market expansion Why use thought leadership to market your team’s knowledge, expertise and capabilities The importance of a strong firm brand and positioning About Pfluger’s recent successes with strategic email marketing Why Pfluger encourages its architects to use LinkedIn How people-centric social media posts aid in attracting prospective clients and architecture talent About our featured guest Heather Blazi is the principal-in-charge of marketing at Pfluger Architects, a firm on a mission to inspire people to create a more meaningful human experience. With nearly 10 years of experience, Heather has planned and executed marketing initiatives contributing to Pfluger's growth and expansion across Texas. Beyond the world of architectural marketing, Heather has two daughters who bring boundless inspiration (and chaos) to her every day, reminding her of the importance of creativity, adaptability and being open to a fresh perspective. Heather enjoys volunteering and crafting anytime she can. With a heart for service, a commitment to her family and a flair for strategic thinking, she hopes to continue making a positive impact on those around her. Resources mentioned in this episode Check out Pfluger Architects Follow Pfluger Architects on X, Facebook, LinkedIn and Instagram Connect with Heather Blazi on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Law firms are relationship-driven businesses — and not only in terms of attorney-client relationships. Aricia Gallaher’s recipe for success is to approach marketing with an understanding that nurturing connections is kingpin, both internally and externally. Aricia is the marketing director at Chambliss, Bahner & Stophel, a full-service law firm in Chattanooga. In this episode, Aricia reflects on the lessons learned during a two-decade career and the role her servant leadership approach has played in the firm’s growth. Host Michelle Calcote King also talks with her about facilitating thought leadership, marketing technology, LinkedIn for attorneys, and maximizing industry networks like Meritas. Here’s a glimpse of what you’ll learn Who Aricia Gallaher is About Chambliss, Bahner & Stophel How to capture a distinctive brand on your firm’s website Ideas to facilitate content development with attorneys How strategic partnerships can benefit a firm’s presence The benefits of thought leadership as a long-term strategy Why law firms need to prioritize marketing automation LinkedIn’s vital role in growing law firm business The ways industry networks like Meritas can bolster a marketing strategy About our featured guest With over two decades of experience in marketing operations, communications, public relations, event management, business development, and client relationship management, Aricia stands as a seasoned and versatile professional adept at navigating the intricacies of today's dynamic business landscape. Throughout her career, Aricia has consistently demonstrated a remarkable ability to drive impactful results and foster enduring connections. She has collaborated with a diverse range of clientele, including some of the nation’s largest health systems. She has leveraged her comprehensive knowledge to orchestrate successful marketing campaigns, spearhead innovative communication strategies and execute high-profile events that resonate with target audiences. As a visionary leader, Aricia has played a pivotal role in shaping the growth trajectories of numerous organizations, utilizing her strategic acumen to identify and capitalize on emerging opportunities. Her keen understanding of market trends, coupled with her exceptional interpersonal skills, has enabled her to cultivate strong client relationships and foster long-term partnerships built on trust and mutual success. Aricia's passion for innovation and process enhancement is evident as she diligently uncovers business opportunities, executes strategies with precision and champions customer service excellence. Her relentless pursuit of innovation and her ability to adapt to evolving industry landscapes make her a driving force in any team or organization she is a part of. Aricia consistently pushes boundaries and delivers unparalleled value in each project, showcasing her enthusiasm and commitment to excellence in marketing and business development. She holds a proven track record of achievement and a reputation for excellence, making her a trusted advisor and leader in her field. As she continues to make strides in her professional journey, she remains dedicated to driving positive change and shaping the future of marketing, communications, business development, and — most importantly — the client experience. When offering advice to aspiring professionals, Aricia emphasizes the importance of seeking out strong mentors. She underscores the value of cultivating connections with individuals at various stages of their professional journey to gain invaluable insights and guidance. Resources mentioned in this episode Check out Chambliss, Bahner & Stophel Follow Chambliss, Bahner & Stophel on Facebook and LinkedIn Connect with Aricia Gallaher on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and...

Professional services buyers want to see more than simple boilerplate to inform their decision about why they should hire you. Marketing needs to be tailored as much as possible to address their specific needs and concerns. Derek Goodroe, marketing director at Ashley McGraw Architects, talks about why he invests time and resources into carefully tailoring each request for proposal (RFP) — even if it takes hours to get it right. He and host Michelle Calcote King discuss the evolution of the architecture industry and the marketer’s role. They also cover the tools Ashley McGraw uses to expand reach and impact, including email marketing and industry conferences. Here’s a glimpse of what you’ll learn Who Derek Goodroe is About Ashley McGraw Architects and the Vaysen Studio How competition for architecture services has intensified over time The challenges marketing departments, especially small teams, face when writing proposals What elements make an RFP response more competitive Best practices for crafting a tailored proposal that sells Tips for collaborating with architects to elevate the quality of your RFP responses How to leverage conferences as a business development and marketing tool Better ways to use email to connect with clients and prospects The marketing department’s influence on firm culture and employee engagement About our featured guest Derek Goodroe is the director of marketing at Ashley McGraw Architects. He has been with Ashley McGraw since 2010 and cumulatively has over 19 years of marketing experience, including 16 years in professional services. His strategic vision and approach to marketing and business development have been pivotal in steering Ashley McGraw Architects' growth and presence, particularly within the firm's Syracuse, New York, and Washington, DC, offices. While overseeing the development and delivery of a fully integrated marketing strategy for the firm, Derek is also dedicated to driving business development, fostering a culture of collaboration and ensuring the firm's values are reflected in every marketing message, client interaction and proposal pursuit. Derek is a member of the Upstate New York chapter of the Society for Marketing Professional Services (SMPS). Resources mentioned in this episode Check out Ashley McGraw Architects and Vaysen Studio Follow Ashley McGraw on Facebook, LinkedIn, X and Instagram Connect with Derek Goodroe on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

The legal industry isn’t known for its trailblazing progress on the diversity, equity and inclusion (DEI) front — but it is improving. Many law firms are integrating DEI strategy into their core business model, and the benefits of this shift are touching nearly every area, from prospecting and marketing to recruitment and talent development. In this episode, Lee Watts joins us to talk about her new role as Director of Diversity, Equity & Inclusion at Bass, Berry & Sims. She discusses the firm’s strategy and reflects on how DEI influences a firm’s brand, reputation and competitive advantage. Here’s a glimpse of what you’ll learn Who Lee Watts is About Bass, Berry & Sims How DEI has changed over the years DEI’s influence on law firm brand and reputation How to be a DEI advocate within your own circle of influence The importance of analyzing all business matters through a DEI lens The potential impacts of emerging lawsuits targeting firm DEI initiatives About Bass, Berry & Sims’ active programs, including its affinity groups and educational partnerships About our featured guest Lee Ashby Watts is the Director of Diversity, Equity & Inclusion (DEI) at Bass, Berry & Sims. She works to advance diversity, equity and inclusion and to support the recruitment, retention and advancement of underrepresented lawyers and professionals. Lee has over 20 years of experience in the legal industry, helping law firms, attorneys and legal professionals develop and implement strategic plans. Lee brings a keen understanding of communications and client service, having worked in legal marketing and business development for most of her career. Prior to joining Bass, Berry & Sims, she led a consulting firm where she coached, trained and consulted with hundreds of leaders. Previously, she served in a variety of roles within law firms, including as the chief marketing officer at global law firm Smith, Gambrell & Russell, LLP for nearly a decade. Lee is a certified business development coach as well as a frequent facilitator and speaker, addressing personal branding, public speaking, marketing, diversity and inclusion. She sits on the board of the Legal Marketing Association Southeast and the nonprofit organization Kate’s Club. She is also a member of the professional women’s network CHIEF, Alpha Kappa Alpha Sorority Incorporated, Junior League of Atlanta and ColorComm. Lee is an Ohio University graduate and earned her MBA from Georgia State University. Resources mentioned in this episode Check out Bass, Berry & Sims Follow Bass, Berry & Sims on X, Facebook and LinkedIn Connect with Lee Watts on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Jill Davis leads the marketing department at Cline Design, an interdisciplinary architecture, planning and interior design firm in North Carolina. She recently guided the 35-year-old firm through a successful rebrand and website redesign and is constantly re-examining Cline’s marketing strategy to meet evolving client needs. In this episode, Jill and host Michelle Calcote King discuss Cline’s marketing strategy through the years, including its 2023 rebrand. They also cover how to encourage architects, designers and other subject-matter experts to contribute to marketing initiatives that showcase the firm’s expertise and culture, such as thought leadership and social media. Here’s a glimpse of what you’ll learn Who Jill Davis is About Cline Design Why Cline decided to do a rebrand and how the marketing team approached the project Which marketing tools are the most impactful to Cline’s strategy and why Why invest in thought leadership and examples of common challenges Tactics for engaging busy subject-matter experts in content creation and marketing initiatives, including thought leadership and social media When to use your internal team to produce video content versus hiring a videographer How to integrate a public relations strategy into your communications plan The benefits of professional organizations like the Society for Marketing Professional Services About our featured guest Jill Davis has over two decades of expertise in marketing, including over 10 years of specializing in the architecture, engineering and construction (AEC) industry. Her journey in this sector began in 2013 with HOK in St. Louis, where she played a pivotal role in securing high-profile projects nationwide thanks to her innovative strategies and collaboration with both regional and senior leaders. As a Principal and Marketing Director at Cline, Jill spearheads marketing initiatives and strategic planning. Her focus is on nurturing growth and exploring new opportunities that promise a bright future for the firm. At Cline, she finds daily inspiration in the creativity and insight of her colleagues, a talented team of marketers, architects, designers and branding professionals. Jill's commitment extends beyond her professional sphere. In St. Louis, she actively participated in the Society for Marketing Professional Services (SMPS), taking on various leadership roles. Her dedication to SMPS continued through her moves to Raleigh and Charlotte, where she serves as the 2024 President-Elect of the Charlotte chapter. Additionally, her alma mater, the University of Missouri-St. Louis, benefited from her contributions as a member of the marketing advisory board, where she mentored students and engaged in the Midwest Digital Marketing Conference (MDMC) scholarship committee. Resources mentioned in this episode Check out Cline Design Associates Follow Cline Design on Facebook, LinkedIn and Instagram Connect with Jill Davis on LinkedIn Say hello to Michelle Calcote King on Twitter and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

You don’t need to work in an extremely visual industry to create video content that drives revenue and brings in new business. You don’t even need to hire a fancy, high-tech production team. Philip Fairley helps law firms and attorneys craft and execute video marketing strategies that resonate with target audiences and yield ROI. He and host Michelle Calcote King discuss how to get started, including equipment, where to find regular content ideas, how to set up a shooting location, and the best distribution channels. They cover how law firms can use videos to create touch points with prospects and explain the different strategies behind lead nurturing and lead generation videos. Here’s a glimpse of what you’ll learn Who Philip Fairley is About The Rainmaker Institute and Rainalytics® The types of videos that work (and don’t work) for law firms Different methods to shoot, use and distribute short-form and long-form videos Essential video equipment to get you started How to find content ideas Best practices for scripting, recording and distributing videos About our featured guest Philip Fairley is president and owner of The Rainmaker Institute, the nation’s largest law firm marketing company that focuses exclusively on client generation, lead conversion and data analytics. During his time at Rainmaker, he co-developed Turbine®, the only software platform that automates the intake process, and Rainalytics®, the only tool that automatically measures all law firm data. Philip holds degrees from Northwestern University, Wheaton College and Keller Graduate School, is an NCAA Division I National Debate Champion, and is a recognized expert on intake, lead conversion and innovative video marketing. His and Rainmaker’s expertise have been noted and quoted in the ABA Journal, Entrepreneur, Fortune Small Business, Harvard Management Update, Business Advisor, Chicago Tribune, Crain’s Chicago Business, and Attorney at Law. Prior to owning Rainmaker, he was the founder and CEO of two successful companies that specialized in legal tech, cybersecurity and communications. He is married with three children and enjoys the Arizona lifestyle, mountain biking and coaching youth sports. Rainmaker has helped more than 23,000 attorneys and law firms grow their businesses by learning and implementing its proven marketing and intake strategies. Resources mentioned in this episode Check out The Rainmaker Institute Follow The Rainmaker Institute on YouTube, Facebook, LinkedIn, TikTok and Instagram Connect with Philip Fairley on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Download The Rainmaker’s YouTube Optimization Guide Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

The architecture, engineering and construction industry is severely lagging behind in diversity, equity and inclusion (DEI). Black workers represent 13% of the industry’s workforce but only hold 7% of its jobs. Meanwhile, white workers comprise 77% of the workforce and hold over 80% of all AEC jobs. AEC Unites, a nonprofit membership organization, was founded in 2023 to advance DEI in the industry. The organization seeks to be a resource for Black talent to identify career paths and leadership opportunities and to create sustainable opportunities for Black-owned businesses to grow and thrive. In this episode, Michelle Calcote King invites AEC Unites Executive Director Tia Perry to discuss the organization’s mission and ongoing initiatives to help workers and businesses and reflect on the challenges AEC firms face in closing diversity gaps. (Editor’s note: This interview was recorded in November 2023 and published in 2024. When Michelle and Tia say “this year” and “next year,” they’re referring to 2023 and 2024, respectively.) Here’s a glimpse of what you’ll learn Who Tia Perry is About AEC Unites and the organization’s mission AEC Unites’ ongoing initiatives, including for Black talent, Black-owned businesses and student populations DEI issues that are prominent in the AEC industry What resources exist for workers and businesses How diversity gaps can impact a company’s safety culture How to improve hiring, advancement and retention practices Impacts of unconscious bias on hiring and promotion practices, including during succession planning About our featured guest A diversity, equity and inclusion (DEI) leader with over 17 years of association experience, Tia Perry is tasked with bringing the vision for AEC Unites to life by driving equity and inclusion for Black talent and Black-owned businesses in the architecture, engineering and construction community. Tia led DEI initiatives as a director at Associated Builders and Contractors (ABC), providing consultative support and leadership to ABC chapters and member companies. Perry began her association career in 2015 with the Transportation Intermediaries Association. Tia is an enthusiastic mentor, volunteer and training partner in skilled trades education with the D.C. Construction Trades Foundation and is a youth basketball coach. She earned a bachelor’s degree in psychology from Old Dominion University and recently completed the diversity, equity and inclusion certificate program at the University of South Florida. Perry is also a certified unconscious bias trainer through FranklinCovey. Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Running a business is hard. Now try being a lawyer on top of it all. Having spent 20 years helping law firm owners and senior partners implement strategies that turn their firms into thriving businesses, Gary Mitchell has a treasure trove of knowledge and advice to share about the subject. He and host Michelle Calcote King discuss the many facets of running an effective law firm business, including best practices for efficient management and streamlining operations, leadership excellence, succession planning, and employee engagement and retention. Here’s a glimpse of what you’ll learn Who is Gary Mitchell About OnTrac Coach and its coaching programs Advice for managing partners on how to amplify their impact Why standardized processes and systems are crucial to law firm growth, scaling and profitability Common challenges law firms face with employee engagement and how to overcome them When is the best time to think about succession planning How to successfully transition lateral hires (and mistakes to avoid) Common onboarding mistakes that can decrease legal talent retention About our featured guest Gary is a highly regarded author, business coach and consultant specializing in professional service firms and small businesses. With over 18 years of experience, he helps his clients unlock their full potential and achieve personal, financial and professional freedom. Gary's approach leads his clients to unparalleled success in growth and profitability using proven strategies that encompass business development, HR, leadership, management, marketing, processes, systems, and time and organizational management. He continues to contribute to several business publications and journals and is frequently called upon to guest appear on business podcasts. Gary hosts his own podcast, “The LawBiz™.” He can be reached at gary@ontraccoach.com Resources mentioned in this episode Check out OnTrac Coach Follow OnTrac Coach on Facebook and LinkedIn Connect with Gary Mitchell on LinkedIn Say hello to Michelle Calcote King on Twitter and LinkedIn Listen to Michelle answer questions about PR for law firms on The LawBiz™ Podcast Gary’s book recommendation: “Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones” Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today. Transcript [00:00:00] Gary Mitchell: If growth is important, if profitability is important and you do nothing else, do this well. [00:00:07] Announcer: Welcome to "Spill the Ink," a podcast by Reputation Ink, where we feature experts in growth and brand visibility for law firms and architecture, engineering and construction firms. Now let's get started with the show. [00:00:24] Michelle Calcote King: Hey everyone, I'm Michelle Calcote King. I'm your host and I'm also the principal and president of Reputation Ink. We're a public relations and content marketing agency for law firms and other professional services firms. To learn more, go to rep-ink.com. As we all know, running a business isn't easy, much less when you do it alone. And with so many plates to juggle, managing a law firm can leave many law firm leaders stretched very thin. And the industry is evolving so quickly that many law firms find themselves falling behind even as they're...

Angels sing when marketing and business development (BD) work in harmony. Together, the departments highlight the business’s value at every stage of the buyer’s journey. Michelle Hamilton, VP of Business Development at Vessel Architecture, talks about how BD and marketing complement each other and how to make genuine connections that go beyond transactional interactions. She and host Michelle Calcote King discuss industry trends, including artificial intelligence (AI) and LinkedIn videos. Hamilton also opens up about her background as a glass sculptor and her recent ADHD diagnosis. Here’s a glimpse of what you’ll learn Who Michelle Hamilton is About Vessel Architecture and the architecture firm’s work Trends in business development and marketing How business development and marketing intersect and complement each other Tips for meeting and connecting with architecture, engineering and construction (AEC) professionals How to use social media to deepen business relationships and create talking points How Hamilton balances her glass sculpting passion and her work at Vessel Architecture How Hamilton navigates ADHD in the workplace as a C-Suite professional About our featured guest Michelle Hamilton is Vice President of Business Development at Vessel Architecture, a commercial firm renowned for crafting spaces where people flourish. Michelle's dedication to connecting people, places and ideas through creative, collaborative solutions has been a driving force throughout her 29-year career. As a leader in business development, she expertly manages strategic deployment and national relationships for senior living, multifamily, church and corporate sectors. Her skill set includes strategic planning, marketing, contract negotiations and account growth, all in pursuit of her mission to create architecture that deeply enhances the bond between spaces and its users. Beyond her professional accomplishments, Michelle is an active contributor to her community. She serves as a local board director for CREW St. Louis, an international commercial real estate organization. Michelle's commitment to empowering the next generation of professionals is also evident in her mentorship of young women embarking on careers in commercial real estate through service as the board liaison to the Young Professionals Committee and Lindenwood University Women's Leadership Board. In her downtime, Michelle channels her creative spirit as a glass sculptor. Her works are featured in books, museums, and private and public collections nationwide. See them on her website, Zaximo Studios. An energetic mother and wife, Michelle balances her artistic pursuits with her passion for health, including pilates, vegetable gardening, an appreciation of bourbon, and the practice of transcendental meditation. Reach out to her at mhamilton@vesselarchitecture.com. Resources mentioned in this episode Check out Vessel Architecture Follow Vessel Architecture on Twitter, Facebook, LinkedIn and Instagram Connect with Michelle Hamilton on LinkedIn Say hello to Michelle Calcote King on Twitter and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Many businesses have spent the past year navigating the increasing use of artificial intelligence in the workplace. Law firms are especially cautious due to lingering questions about the legal implications of using AI, particularly related to confidentiality and privacy concerns. Meanwhile, many professionals are exploring how AI might enhance their expertise and simplify workloads. Jessica Aries is one of them. Jessica is a seasoned legal marketer and founder of By Aries, a digital marketing agency specializing in the legal sector. She frequently talks about how law firms can use AI tools to enhance their operations, sharing her insight on social media and at various conferences. In this episode of “Spill the Ink,” Michelle Calcote King invites Jessica to reflect on the evolution of AI tools for legal marketers. They discuss the risks and best practices professionals should keep in mind when using them. They also talk about their favorite AI tools and analyze how AI is changing before our eyes. Here’s a glimpse of what you’ll learn Who is Jessica Aries and what is By Aries The evolution of AI tools, particularly for law firms How your firm can strategically leverage AI to improve workflows The risks and drawbacks of using AI as a legal professional Best practices for AI writing prompts Why smart legal marketers make the AI to ask them questions The implications surrounding watermarked AI content A shortlist of Michelle and Jessica’s favorite AI tools About our featured guest Jessica Aries, J.D., LL.M., is a lawyer turned digital marketer who helps lawyers simplify their digital marketing to build consistent visibility and profitable practice. A former in-house legal marketer at some of the largest and fastest-growing firms in the world, Jessica understands the pressures lawyers face and strives to help them perfect their digital presence to build relationships, develop new opportunities and transform their approach to marketing in an easy and approachable way. Resources mentioned in this episode Check out By Aries Follow By Aries on Facebook, LinkedIn, Instagram and YouTube Connect with Jessica Aries on LinkedIn Say hello to Michelle Calcote King on Twitter and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today. Transcript [00:00:00] Jessica Aries: AI is gonna amplify the type of marketer you are, going to amplify the type of lawyer you are. So if you're one who's going to cut corners, it's going to really exacerbate that. But if you're someone who's really going to push the tool and challenge the tool, it's going to amplify that, too, and make you a better marketer. [00:00:21]: Welcome to "Spill the Ink," a podcast by Reputation Ink where we feature experts in growth and brand visibility for law firms and architecture, engineering and construction firms. Now, let's get started with the show. [00:00:38] Michelle Calcote King: Hey everyone. I'm Michelle Calcote King. I'm your host and I'm also the principal and president of Reputation Ink. We're a public relations and content marketing agency for law firms and other professional services firms. To learn more, go to rep-ink.com. As everyone knows, artificial intelligence has been the topic of conversation in 2023. We're all sort of...

Architecture, engineering and construction firms are increasingly integrating video content into their marketing strategies. Thanks to smartphones, AEC firms don’t need expensive equipment or large production crews to create high-quality videos. Field professionals can now use their phones to capture on-site perspectives, resulting in authentic and engaging behind-the-scenes content. Jessica Whitlock, a studio leader at RS&H, was one of the trailblazers in her firm’s video initiative. She shares her experience launching the initiative in this episode of “Spill the Ink.” Michelle Calcote King interviews her about the role of employee-generated videos in supporting RS&H's brand and marketing efforts. They discuss how to get started, offer tips for shooting and editing great videos, and explore how to get buy-in from employees and clients. They also touch on must-have equipment and ways marketers can enhance collaboration with field professionals. Here’s a glimpse of what you’ll learn Who is Jessica Whitlock and what is RS&H Why RS&H started creating videos for social media How they earned buy-in and rallied support from employees and clients to shoot on-site videos How to get busy field professionals to participate and contribute content How to train employees to shoot high-quality videos on-site What equipment and apps are needed to shoot and produce videos How employee videos contribute to building RS&H’s company culture and brand Tips for enhancing collaboration between marketing and field professionals About our featured guest Jessica Whitlock, NCIDQ, CHID, IIDA, is a Healthcare Studio Leader at RS&H with over 11 years of experience in healthcare interior design, architecture and project management. She is a seasoned design professional with a bachelor’s degree in interior design. Jessica is NCIDQ Certified and holds a Florida Registration in Interior Design. She is also AAHID certified and a member of the International Interior Design Association, Women in Healthcare and Association of Medical Facility Professionals. Jessica’s experience ranges from acute care, outpatient care, behavioral healthcare, women’s specialty care and oncology care. Resources mentioned in this episode Check out RS&H Follow RS&H on Facebook, LinkedIn and Instagram Connect with Jessica Whitlock on LinkedIn Say hello to Michelle Calcote King on Twitter and LinkedIn Check out the videos mentioned in the episode: “A Day in the Life” and “Live On-Site with RS&H” Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more visit www.rep-ink.com or email them at info@rep-ink.com today. Transcript [00:00:00] Jessica Whitlock: We are a society that's looking for quick information and digesting it quickly. So how do we get them to stop scrolling? And it's really those 'Wow' moments in a very quick and digestive way, but also authentic. I really believe that the next chapter of marketing is showing things in a very authentic way. [00:00:20]: Welcome to "Spill the Ink," a podcast by Reputation Ink, where we feature experts in growth and brand visibility for law firms and architecture, engineering and construction firms. Now, let's get started with the show. [00:00:37] Michelle Calcote King: Hi, everyone. I'm Michelle Calcote King. I'm your host, and I'm the principal and president of Reputation Ink. We're...

Jennifer Sebranek helped shape GBBN Architects’s marketing into a vibrant, creative and attention-grabbing masterpiece — much like the buildings the firm’s architects design. Their success truly cemented as the firm focused on building a client-first brand, which Jennifer refers to as GBBN’s “You, not us” approach. It captures GBBN’s unwavering commitment to prioritize the client experience and foster lasting connections with the built environment, clients, project partners and each other. Michelle Calcote King invites Jennifer to share insights into GBBN’s marketing approach and the trends shaping its future. In this episode of “Spill the Ink,” they underscore the significance of an authentic brand identity and personable writing. Michelle and Jennifer also explore how GBBN integrates video, public relations and email marketing into its overall strategy. Here’s a glimpse of what you’ll learn Who is Jennifer Sebranek and what is GBBN Architects GBBN’s “You, not us” approach How GBBN’s brand has transformed over the years How GBBN uses social media to give audiences a “peek behind the curtain” The role of video in architecture marketing The benefits of public relations for an architecture firm How GBBN leverages email marketing to stay top of mind with prospective and current clients Why architecture marketers should invest in elevating the client experience How to get the most out of professional associations like the Society for Marketing Professional Services (SMPS) About our featured guest Jennifer oversees GBBN’s award-winning marketing department and directs communications and public relations initiatives across all markets and offices. She’s a flexible and patient consensus-builder who works with her team, firm leadership and a growing workforce in the United States and China to ensure that GBBN’s diverse, creative voices share an authentic and cohesive brand message. Her ability to listen, empathize and consider multiple points of view is informed by all the places she’s called home—from her rural roots in North Carolina to time spent living in Chicago, England and Cincinnati. Jennifer is a past president of the Greater Cincinnati chapter of the Society for Marketing Professional Services, where she has also been recognized as “Marketer of the Year.” She was named a 2023 Cincinnati Business Courier's “Women Who Mean Business,” and she is frequently invited to present her marketing insights at conferences, including the SMPS Pinnacle Experience and the Cincinnati Public Relations Society of America Media Day Conference. Resources mentioned in this episode Check out GBBN Architects Follow GBBN on Facebook, LinkedIn and Instagram Connect with Jennifer Sebranek on LinkedIn Say hello to Michelle Calcote King on Twitter and LinkedIn Check out The Reel GBBN Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today. Transcript [00:00:00] Jennifer Sebranek: We have had a time period where firms were so busy, backlog was at the highest it's ever been, we also had the COVID pandemic where people weren't able to meet face-to-face. So you've got busyness and you don't have that one-on-one time. And I think in that time period, it was really hard to connect with your clients and to build these relationships that...

Extracting, capturing and communicating knowledge from project team members are fundamental responsibilities of an architecture firm’s marketing department. LS3P, an architecture, interiors and planning firm, has honed these processes over the years to drive its success, elevate its marketing efforts and provide greater value to its clients. In this episode of “Spill the Ink,” Michelle Calcote King interviews Katie Robinson, LS3P’s chief marketing officer and a principal in the firm. They discuss the firm’s marketing evolution, including how Katie helped refine LS3P’s knowledge management efforts and the positive effect it had on the firm’s departments. They delve into conversations about how to engage subject-matter experts in marketing efforts as well as podcasting, social media, career development and artificial intelligence. Here’s a glimpse of what you’ll learn Who is Katie Robinson and what is LS3P How to engage busy architecture professionals in marketing efforts How LS3P captures and leverages employee knowledge Why LS3P centralized its data and information in a custom dashboard and how it streamlines communication across the organization How architecture marketing is evolving The role of social media and technology in today’s marketing landscape The importance of career advancement opportunities for marketing professionals What is LS3P’s approach to artificial intelligence About our featured guest Katie Robinson joined LS3P, an architecture, interiors and planning firm with offices throughout the Southeast, in 2004. She serves as a principal and the firm’s chief marketing officer, playing a pivotal role in driving the firm's practice and business processes. With a keen focus on supporting the firm's vision, Katie works closely with the Executive Committee to ensure comprehensive support across marketing, knowledge management and strategy. With her extensive expertise in marketing and communications, Katie has spearheaded a transformative journey at LS3P, turning the marketing department into a dynamic creative agency. Under her guidance, the team has excelled in managing both internal and external communications while offering responsive and proactive marketing and creative services. Katie's strategic leadership has been instrumental in the successful creation and implementation of innovative marketing collateral and brand management strategies, with a specific focus on fostering brand trust. Beyond her contributions to marketing, Katie assumes a vital role within LS3P's business team. Her responsibilities extend to leading the knowledge management efforts within the firm, collaborating closely with the practice team members to prioritize data collection on all projects. Notably, she was instrumental in the establishment of LS3P's pioneering Data Manager Program in 2013, which has solidified her position as a leader in the architecture, engineering and construction (AEC) industry. Katie's acute understanding of the profound connection between knowledge and creativity enables her to bridge the gap between data-driven insights and exceptional design. Resources mentioned in this episode Check out LS3P Follow LS3P on Facebook, LinkedIn and Instagram Connect with Katie Robinson on LinkedIn Say hello to Michelle Calcote King on Twitter and LinkedIn Check out LS3P’s “Human Scale” podcast Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing,...

The marketing industry is evolving at warp speed, as Jennifer Haferbecker tells Michelle Calcote King in this episode of “Spill the Ink.” Role specialization, branding, research and technology are increasingly important players in an architecture firm’s strategy. Keeping pace in this constantly changing landscape means being more intentional with both strategy and professional development. As chief marketing officer, Jennifer Haferbecker oversees the marketing and communications department at HGA, a national interdisciplinary design firm. In our new series featuring architecture marketers, Jennifer and Michelle reflect on the trends influencing the industry and how HGA maintains their strategy-focused, people-first approach. They cover a wide range of topics, including managing a national team as well as leveraging analytics, brand ambassadors and professional development initiatives to improve the client experience. Here’s a glimpse of what you’ll learn Who is Jennifer Haferbecker and what is HGA Architects and Engineers How marketing is changing in the architecture industry The growing importance of role specialization How a strong brand impacts client experience Why HGA established a marketing technology department How to leverage research to improve marketing initiatives Why KPQs are as important as KPIs in a marketing strategy How to manage a large national marketing and communications team How brand ambassadors play a key role in HGA’s strategy What professional development and career resources Jennifer recommends About our featured guest As chief marketing officer at HGA, Jennifer Haferbecker is a member of the executive team, a board advisor, executive sponsor of the Planning Committee, and a member of numerous Steering Committees with the firm — all in service of achieving the vision for HGA’s future success and the success of its people. Jennifer collaborates with firmwide leaders to develop, implement and align HGA’s strategic planning process. With more than 20 years of marketing experience, she is responsible for directing market research and strategies, including research into growth initiatives, mergers and acquisitions. Jennifer manages the Marketing/Communications department and maintains a strong partnership with Business Development to improve marketing ROI by winning work with clients who value HGA’s expertise and want to collaboratively design an enduring, positive impact. She is currently helping to update and reinstate HGA’s internal Enterprise Leadership Program to advance future leaders within the firm. Resources mentioned in this episode Check out HGA Follow HGA on Twitter, Facebook, LinkedIn and Instagram Connect with Jennifer Haferbecker on LinkedIn Say hello to Michelle Calcote King on Twitter and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more visit www.rep-ink.com or email them at info@rep-ink.com today. Transcript [00:00:00] Jennifer Haferbecker: The design industry is changing. To be open to learning, to be willing to be uncomfortable as you apply that learning, I think is extremely powerful. [00:00:15]: Welcome to "Spill the Ink," a podcast by Reputation Ink where we feature experts in growth and brand visibility for law firms and architecture, engineering and construction firms. Now, let's get started with the...

Some say that running a business is an art, not a science. But professional services firm owners should have a documented strategy for growing and scaling their business to one day (fingers-crossed) sell their company for millions of dollars. In 2017, Greg Alexander sold his consulting firm for $162 million. Now he’s on a mission to help other business owners achieve similar success. In this episode of “Spill the Ink,” Michelle invites Greg to share lessons from his multi-million-dollar success story. They discuss the three stages of a firm’s life cycle — growth, scale and exit — as well as what owners should do at each stage to have a lasting impact on their firm’s value. Greg also emphasizes the importance of expanded service offerings, succession planning and good brand reputation as part of a firm’s long-term strategy. Here’s a glimpse of what you’ll learn Who is Greg Alexander and what is Collective 54 How Greg sold his boutique professional services firm for $162 million Do’s and don’ts for growing, scaling and selling your business Why you need to start succession planning early What the founder bottleneck is and how to overcome it Signs it’s time to sell your firm The ideal exit strategy for professional services firms How brand reputation could impact your ability to sell About our featured guest Greg Alexander is the founder of Collective 54, the first mastermind community dedicated exclusively to thriving professional services firms with big aspirations. Collective 54 helps members make more money, work less and get to an exit bigger and faster. Members get access to a network of peers, proprietary content and benchmarking data, coaching, events and software, all custom-built to serve the unique needs of boutique professional services firms. After selling his own professional services firm, the consulting firm SBI, for $162 million, Greg founded Collective 54, and authored the best- selling book “The Boutique: How to Start, Scale, and Sell a Professional Services Firm.” He is also the host of the popular podcast “The Pro Serv Podcast.” Through his expertise and guidance, Greg helps members of Collective 54 grow, scale and exit their firms. Resources mentioned in this episode Check out Collective 54 Follow Collective 54 on Twitter, Facebook and LinkedIn Connect with Greg Alexander on LinkedIn Say hello to Michelle Calcote King on Twitter and LinkedIn Buy Greg’s book: “The Boutique: How To Start, Scale, And Sell A Professional Services Firm” Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more visit www.rep-ink.com or email them at info@rep-ink.com today. Transcript [00:00:00] Greg Alexander: When the business is completely dependent on a founder, that's actually not a firm, that's a practice. A firm is a real asset, and the value of the firm goes way beyond the value of the founder. [music] [00:00:16]: Welcome to “Spill the Ink,” a podcast by Reputation Ink, where we feature experts in growth and brand visibility for law firms and architecture, engineering and construction firms. Now let's get started with the show. [music] [00:00:33] Michelle Calcote King: Hey everyone, and welcome to "Spill the Ink." I'm Michelle Calco King. I'm the podcast host and I'm also the principal and president of Reputation Ink. We're a public relations and content...