Spill The Ink

"We didn't want to be somebody that just came in and it was about the bottom line and the revenue. It was about being a part of the community." In this episode, Michelle Calcote King sits down with Optima Engineering Director of Marketing & Growth Suzanne Epps to discuss why it is a mistake for AEC marketers to blindly transplant their existing strategies when entering new markets. Through Optima's recent launch in Greenville, South Carolina, Suzanne demonstrates how becoming a true community partner — not just a service provider — creates lasting relationships that outperform traditional advertising investments. She shares practical tactics for leveraging strategic differentiators, such as sustainable design expertise and local community involvement, to build trust and credibility in new markets. Here’s a glimpse of what you’ll learn Why simply replicating strategies from one market to another doesn't work and how Optima adapted its approach for the Greenville market. The strategic importance of establishing a physical office presence when entering a new market. How to identify and showcase measurable differentiators that resonate with clients in different markets. Effective ways to build brand awareness and community relationships without excessive marketing spend. The importance of asking questions and understanding what works in each unique community. How Optima leverages its expertise in sustainable design and net-zero energy solutions as a key differentiator. The balance between data-driven decisions and community engagement in market entry strategies. About our featured guest Suzanne Epps joined Optima Engineering in 2021 and is the Director of Marketing & Growth. With more than 20 years of industry experience, Suzanne is an accomplished marketing and recruitment professional with a passion for connecting top talent with exceptional opportunities. She has developed a deep understanding of both marketing strategies and the intricacies of talent acquisition. Suzanne has a proven track record of driving successful campaigns that generate brand awareness, increase customer engagement and boost revenue. She excels in crafting compelling marketing messages, developing comprehensive marketing plans and leveraging digital platforms to reach target audiences effectively. Suzanne’s collaborative and strategic approach to marketing and recruitment has enabled her to build strong relationships with clients, candidates and colleagues. Resources mentioned in this episode Check out Optima Engineering Follow Optima Engineering on LinkedIn and Instagram Connect with Suzanne Epps 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 marketing and public relations agency that serves B2B 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, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

In this episode of “Spill the Ink,” Michelle Calcote King speaks with Amanda Waesch, who chairs marketing and business development at Brennan, Manna & Diamond (BMD), about navigating work-life balance in the demanding legal profession. Amanda shares her experiences developing her firm's inaugural maternity policy, advocating for flexible work arrangements and building authentic relationships with clients that respect boundaries. The conversation explores how law firms can better support women's careers through progressive policies, the importance of setting expectations with clients and practical strategies for maintaining professional excellence while prioritizing personal commitments. Amanda offers valuable insights for attorneys at all career stages on bringing their authentic selves to work while establishing healthy boundaries. Here’s a glimpse of what you’ll learn How to establish healthy boundaries with clients by building authentic relationships that allow for mutual respect and clear expectations. The importance of flexible work policies in law firms, including part-time arrangements and supportive maternity leave for both women and men. Strategies for saying “no” effectively while still maintaining excellent client relationships and personal well-being. How mentorship and transparency with junior attorneys help create cultures that support work-life balance in high-pressure legal environments. About our featured guest Amanda Waesch serves as Brennan, Manna & Diamond's Marketing and Business Development Chair. She operates a national healthcare practice, focusing on healthcare, employment law, corporate law and healthcare litigation. Waesch advises all types of employers on various matters, particularly healthcare providers including hospitals and physicians. She chairs the firm's litigation team, which is responsible for handling all reimbursement audits and appeals for healthcare clients and heads up BMD's Provider Relations, Audit, Appeals and Negotiations Unit (PRAAN). This unit manages all-payer audits, appeals, overpayments and payment extrapolations. Waesch has practiced law since 2008 and is licensed in Florida, Ohio and Tennessee. Resources mentioned in this episode Check out Brennan, Manna & Diamond Follow Brennan, Manna & Diamond on LinkedIn and Facebook Connect with Amanda Waesch 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 marketing and public relations agency that serves B2B 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, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Most AEC firms recognize research's potential and understand they can’t rely on assumptions or gut feelings to stay ahead of the curve. Still, many firms struggle to implement effective research programs that inform their strategic decisions. In this episode of “Spill the Ink,” Michelle speaks with Julie Witecki, Senior Consultant at FMI Consulting, about how research can shape market strategies and drive business growth in architecture, engineering and construction firms. Julie introduces the “Five C’s of Context” framework: a comprehensive approach to research that examines climate, customer, competitor, collaborator, and company dynamics and considerations. She explains how firms can overcome common barriers to research adoption and turn data into practical, actionable strategies that deliver measurable ROI. This conversation offers a preview of Julie’s upcoming session at the Society of Marketing Professional Services Southwest Regional Conference: “Navigating the Road Ahead: Translating Research into Strategy.” Here’s a glimpse of what you’ll learn The make-or-break role of research in AEC firm success and How to identify and overcome adoption barriers. How to utilize the “Five C’s of Context” framework for comprehensive market research. Balancing primary and secondary data sources for maximum insight. How to avoid common research pitfalls and ensure actionable outcomes. How to integrate research into strategic planning processes. Resources available through FMI Consulting to support your research efforts. About our featured guest With over 20 years in the construction industry, Julie is a strategy consultant, inspiring FMI’s clients to reshape market and business development practices for increased efficiency and effectiveness. She focuses on turning visionary ideas into actionable plans with measurable objectives and realistic budgets. Based in Denver, Julie has a coast-to-coast view of the construction industry. She is active in the Colorado chapter of SMPS and is a certified professional services marketer. She has also achieved the APMP Bid & Proposal Foundation-level certification and the University of Colorado Boulder Leeds School of Business customer experience certification. Julie holds an MBA from Regis University and a bachelor’s degree from the University of Colorado at Boulder. Resources mentioned in this episode Check out FMI Consulting Follow FMI Consulting on LinkedIn, Facebook and X Connect with Julie Witecki 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 marketing and public relations agency that serves B2B 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, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Law firms are often seen as slow to change, but diversity, equity, and inclusion (DEI) can be powerful drivers of innovation. In this episode, Michelle Calcote King speaks with Terra Davis, Chief Diversity and Talent Development Officer at Knobbe Martens, about the business benefits of embracing DEI in law firms. She discusses how effective DEI work goes beyond the surface to create more welcoming and innovative workplaces where legal professionals want to build long-term careers. Terra emphasizes that when DEI becomes embedded in firm culture rather than existing as a separate initiative, innovation naturally follows. She shares concrete examples, including how law firms, traditionally homogenous, can benefit from mentorship programs, flexible policies and professional development initiatives. She highlights the importance of fostering a culture that values diverse perspectives as well as how it leads to stronger attorney retention, better client relationships and, ultimately, greater innovation across the legal industry. Here’s a glimpse of what you’ll learn The tangible ways diversity, equity and inclusion contribute to innovation in law firms. How mentorship programs connect people from different backgrounds and drive professional growth. The role of flexible work policies in supporting retention and work-life balance. How shifting DEI terminology can help navigate resistance and improve firm culture. The impact of qualitative data, like that collected during exit and stay interviews, on shaping DEI initiatives. How law firms can modernize policies, such as dress codes, to better align with client expectations. Steps anyone in a law firm can take to contribute to a more inclusive and innovative workplace. About our featured guest Terra Davis is the Chief Diversity and Talent Development Officer at Knobbe Martens, where she is responsible for leading and integrating the firm’s diversity, equity and inclusion, and professional development efforts, focusing on the recruitment, retention and progression of its attorneys. Outside of Knobbe, she served as the 2020-2022 co-chair of the Legal Marketing Association’s Diversity, Equity & Inclusion Shared Interest Group. In 2024, she was elevated to the Legal Marketing Association International Board of Directors. She is also a member of the Association of Law Firm Diversity Professionals, the only organization in the legal industry dedicated to diversity practitioners. In 2024, Terra was selected to serve the California State Bar’s 10-member Council on Access and Fairness. She is a proud graduate of Howard University and received her DEI certification from Cornell University. Terra is passionate about DEI, serving marginalized communities and pushing the needle forward for change. Resources mentioned in this episode Check out Knobbe Martens Follow Knobbe Martens on LinkedIn and Facebook Connect with Terra Davis 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 marketing and public relations agency that serves B2B 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, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Professional learning and growth can bloom from unexpected relationships — and these opportunities are abundant in technical industries like architecture, engineering and construction. In this episode of “Spill the Ink,” Michelle Calcote King sits down with Reagan Branham, Chief Marketing Officer at HERA laboratory planners, to discuss the benefits of embracing mentorship opportunities outside the marketing department’s traditional hierarchy. Reagan tells us about a turning point in her AEC marketing career that led her to view each colleague, regardless of discipline or department, as a potential mentor. She also shares how this mindset shift is helping her build a culture of collaboration, knowledge-sharing and shared success at HERA. Here’s a glimpse of what you’ll learn About Reagan Branham transition from journalism to AEC marketing and what skills carried over. The importance of mentorship beyond traditional hierarchies and how to build symbiotic learning relationships across an organization. How AEC marketers can identify cross-departmental learning opportunities with their technical staff and make the most of them. How HERA laboratory planners leverages open communication and collaboration in its culture to improve employee retention and enhance professional growth. How to navigate billable-hour constraints to pursue impactful mentorship relationships. The role mentorship plays in empowering professionals to grow and succeed, especially in remote work environments. A real-world example of how constructive feedback can shape long-term career development. About our featured guest With more than 25 years of experience in AEC marketing and journalism, Reagan Branham’s diverse background includes graphic design, writing, editing, social media and product design. Reagan is an active member of the Society for Marketing Professional Services (SMPS), writing articles for its magazine and speaking at conferences. She also serves on the board of SMPS St. Louis as education director. Reagan has worked at HERA laboratory planners for eight years, starting as a marketing manager. She currently serves as the firm’s chief marketing officer. Resources mentioned in this episode Check out HERA laboratory planners Follow HERA laboratory planners on LinkedIn, Facebook and Instagram Check out the Society for Marketing Professional Services (SMPS) Connect with Reagan Branham 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 marketing and public relations agency that serves B2B 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, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

In this episode, John Byrne, the Chief Marketing Officer at Gould & Ratner and the 2025 President of the Legal Marketing Association, disputes the idea that legal marketing is behind other professional services industries. He and Michelle Calcote King discuss how forward-thinking law firms are harnessing the power of content marketing and leveraging data analysis to bolster client retention. John emphasizes the vital role of relationship selling in legal marketing and explores how marketers can earn a seat at the table at their firms. John’s insights empower marketers to recognize their influence and champion the value of their profession. Here’s a glimpse of what you’ll learn About John Byrne’s journey from journalist to becoming a leader in the legal marketing field. About the Legal Marketing Association and its current strategic plan to support and uplift marketers. The unique challenges of the legal marketing field and examples of how innovating marketers are tackling them. Advice for legal marketers to earn a seat at the table at their law firms. Why John encourages legal marketers to embrace relationship selling. The value of content marketing for law firms. How legal marketers are using data analysis to improve client retention. The importance of tracking your achievements and not being deterred by negative feedback. About our featured guest John Byrne is the Chief Marketing Officer of Gould & Ratner. John has spent nearly 30 years in the legal profession, with much of that time devoted to helping lawyers attract new clients and engagements. He has particular skill in business development and traditional sales, as well as writing, marketing communications and public relations. John's most valuable skill, though, is his ability to connect with lawyers and clients alike, listening to them and understanding their needs to create strategies for success. An active participant in the 4,000-member Legal Marketing Association, John is its president for 2025. His service on its International Board of Directors includes roles as president-elect, an at-large member, chair of the Regional Leaders Committee, treasurer-elect and treasurer. He has also served as president of the group's Midwest Region as well as co-executive editor of LMA's Strategies magazine from 2015 to 2016, and as co-chair of LMA's Annual Conference in 2014. John earned his law degree from Loyola University Chicago and his bachelor's degree from the Medill School of Journalism at Northwestern University, where he was the editor in chief of The Daily Northwestern. For the past few years, John has served as chair of the board of directors for Students Publishing Co., Inc., the independent nonprofit entity that owns and operates The Daily Northwestern. Resources mentioned in this episode Check out Gould & Ratner Follow Gould & Ratner on LinkedIn, Facebook and X Check out the Legal Marketing Association Connect with John Byrne 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 marketing and public relations agency that serves B2B 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, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Emily McKeown and Lindsay Tiffany have a standing meeting to collaborate and advise each other on legal marketing and business development issues. The twist? They work for separate law firms. Their firms serve different geographic markets, so they aren’t in direct competition, but Emily and Lindsay say their peer relationship is invaluable. In this episode, they share the benefits this type of relationship offers law firms, how it enhances their professional development, and why they encourage others to build similar connections. Here’s a glimpse of what you’ll learn An introduction to Godfrey & Kahn and Wyrick Robbins. How Emily and Lindsay met and built a strong peer relationship in a competitive industry. The mutual benefits legal marketers, business developers and firms gain from peer work relationships — even across different geographies and markets. Tips for establishing, maintaining and nurturing virtual peer relationships. How to navigate confidentiality and handle sensitive information while still advising each other. The importance of transparency and vulnerability in building authentic relationships. What to keep in mind as conference season approaches. Why Emily and Linsday want people to shift how they think about mentorship in the legal industry. About our featured guests Emily McKeown is the Business Development Director at Godfrey & Kahn and works out of the firm’s Milwaukee office. She partners with attorneys throughout the firm to strengthen relationships and enhance the client experience. Emily works closely with leaders across all offices to build the Godfrey & Kahn brand and work to ensure the firm remains the premier choice for business clients throughout Wisconsin. Emily’s work focuses on business development coaching, building client engagement, and strengthening ties between Godfrey & Kahn and the local community. She serves on the firm’s Pro Bono and Community Engagement Committee. Prior to joining Godfrey & Kahn, Emily worked in government administration. As Director of Marketing and Engagement at Wyrick Robbins, Lindsay Tiffany oversees the firm’s public relations and marketing efforts with an emphasis on connecting attorneys and clients through digital channels and live events. Leveraging the firm’s website, social media and email marketing platform, she develops strategies to share the firm’s collective knowledge and assists in soliciting client feedback and measuring client satisfaction. Prior to joining Wyrick Robbins, Lindsay enjoyed digital marketing and client-facing roles at a boutique transactional law firm, a growth-stage software company and the Council for Entrepreneurial Development. Lindsay is an active member of the Legal Marketing Association, where she presently serves as an advisor to the Raleigh chapter’s local steering committee. Resources mentioned in this episode Check out Godfrey & Kahn Follow Godfrey & Kahn on LinkedIn Connect with Emily McKeown on LinkedIn Check out Wyrick Robbins Follow Wyrick Robbins on LinkedIn and X Connect with Lindsay Tiffany 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 more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

With a tight labor market casting a dark shadow over our heads, architecture, engineering and construction firm marketers are increasingly stepping in to support talent recruiting, engagement and retention. Bryce Batts, the Co-Founder of AEC staffing firm Career Collective, sits down with us to talk about how marketing and HR departments are teaming up to attract top talent. Bryce gives us a glimpse into the state of the AEC hiring market and the top challenges hiring firms are navigating. She also covers how a strong employer brand impacts recruitment, why social media channels like LinkedIn should be a priority, the importance of internship programs, and more. Here’s a glimpse of what you’ll learn About Career Collective and Bryce Batts’ journey to launching a staffing firm dedicated to the AEC industry. Key factors driving the AEC talent shortage. How marketing and HR are collaborating to improve recruiting, engagement and retention strategies. The role of marketing in shaping a strong employer brand and how it can influence hiring. How candidates use social media and why it’s crucial for firms to convey authenticity online. Bryce’s advice on handling negative reviews on platforms like Glassdoor. How marketing assets, project spotlights and a modern website impact seller-doer recruitment. About our featured guest Bryce has been a recruiter in the AEC industry for over 15 years and is a certified Career Coach. She met her husband in college, and they have two daughters and a Bernedoodle. Bryce earned her bachelor’s degree at North Carolina State University and received her master of business administration from Nova Southeastern. She was a college dancer and cheerleader and loves to cheer professionals on as they gain clarity and confidence when it comes to their career goals. Bryce is the co-CEO of Career Collective, an AEC recruiting and coaching firm. Career Collective was founded with a singular vision: Providing both candidates and employers with premier access to the best in AEC industry opportunities. Guided by Bryce Batts and Edwin Powali, Career Collective stands at the forefront of AEC recruitment. Bryce's passion for career coaching and Edwin's prowess in talent acquisition create a powerhouse duo dedicated to enriching both the careers of individuals and the teams of employers they serve. Resources mentioned in this episode Check out Career Collective Follow Career Collective on LinkedIn Connect with Bryce Batts 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 more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Firm-sponsored events strengthen community ties and create opportunities for attorneys to network with potential clients. But the traditional “lunch and learn” format simply doesn’t spark joy with everyone. In this episode, Gail Lamarche, Director of Marketing and Business Development at Henderson Franklin, teaches us valuable lessons about creating unique and memorable law firm events. Gail shares examples from a 25-year career working with law firms, including a Cigars & Conversations event with cigar and bourbon tastings and an educational maritime law event outside a Southwest Florida yacht club. She also dives into planning Henderson Franklin’s latest event, a gala celebrating the firm’s 100th anniversary, her favorite AI tools for brainstorming creative event ideas, and the importance of incorporating a “Wow” factor in each event. Here’s a glimpse of what you’ll learn The difference a thoughtful event can make in helping attorneys build authentic connections with people in their community. How Henderson Franklin is celebrating and commemorating its 100th anniversary milestone. Why Gail champions “not doing the same things the same way all the time” in marketing and business development initiatives. Tips for organizing memorable legal events that get firms away from the traditional lunch and learn model — and why they don’t always have to be law-related. How Henderson Franklin balances and strategically manages over 100 charitable efforts. Gail’s favorite AI tools for enhancing event planning. About our featured guest With over 25 years of experience in law firms, Gail Lamarche serves as the Director of Marketing and Business Development for Henderson, Franklin, Starnes & Holt, P.A., a full-service firm with over 50 lawyers across three offices in Southwest Florida. Gail oversees the firm’s marketing strategies, encompassing advertising, branding, budgeting, business development, digital marketing, social media, seminars, events and community initiatives. In addition to her role at the firm, Gail works with an author, speaker and international wellness coach. A New England native and baseball enthusiast, Gail serves on the Boston Red Sox Celebrity Golf Classic Tournament Committee, which benefits the Golisano Children’s Hospital of Southwest Florida, and has raised over $15 million to date. She is also a member of the Southwest Florida Seminole Booster Club. Previously, Gail served on the Communications Task Force for the Horizon Council of Lee County, was an inaugural member of the Social Media Shared Interest Group Leadership Committee for the Legal Marketing Association, and co-founded the Social Media Club of Southwest Florida, where she also served as president. Resources mentioned in this episode Check out Henderson, Franklin, Starnes & Holt, P.A. Follow Henderson Franklin on LinkedIn, Facebook, X and Instagram Connect with Gail Lamarche 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 marketing and public relations agency that serves B2B 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, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

To excel in an industry that never stops innovating, you have to be willing to grow and evolve with it. Architecture, engineering and construction (AEC) marketers often have to walk the delicate line between honoring their firms’ rich history and showcasing how they’re embracing innovation. Founded in 1915, Gannett Fleming has experienced its fair share of changes over the years. Marketing and Communications Director Justin Juley says he views brand refreshes as opportunities to better define the firm’s story, unify its voice and show employees, clients and prospects that they can honor their legacy while driving the future of the built environment. In this episode, Justin shares learnings from Gannett’s latest brand refresh, his thoughts on the digital marketing trends shaping his team’s work, and insights into the firm’s content strategy. Here’s a glimpse of what you’ll learn Gannett Fleming's history and evolution. Justin’s biggest learnings and takeaways from helping refresh Gannett Fleming TranSystems' brand and marketing strategy. Why firms shouldn’t be afraid to highlight and champion their talent. How to cultivate a stronger employer brand. Ways trends in marketing automation, data analytics and channel evolution are impacting AEC firms. Considerations for developing an effective brand positioning strategy for a government contracting audience. Why Justin believes facilitation is one of the most important skills a marketer can develop. About our featured guest Justin Juley, CPSM, is the Marketing and Communications Director at Gannett Fleming TranSystems, where he leads a high-performing team of 20 marketing, communications and graphic design professionals. With nearly 20 years of experience in the AEC industry, Justin is a strategic leader in driving the firm's branding, marketing, and communications efforts to new heights and measurable results. Joining the firm in late 2020, Justin helped redefine and roll out a revised transportation brand position within three months. Within a year, he was promoted to his current role and immediately helped the firm undertake a brand refresh that included a new website. This was quickly followed by leading the communications efforts on two of Gannett Fleming's largest acquisitions to date. Justin's professional journey is marked by significant contributions to industry organizations and community initiatives. A dedicated member of the Society for Marketing Professional Services (SMPS) since 2007 and a Certified Professional Services Marketer (CPSM), he has held numerous SMPS leadership roles, including President of the Wisconsin Chapter and co-chair of the 2022 SMPS Heartland Regional Conference. Beyond his professional endeavors, Justin is committed to charitable causes, notably having served on the Wisconsin State Leadership Board of the American Cancer Society. Resources mentioned in this episode Check out Gannett Fleming TranSystems Follow Gannett Fleming TranSystems on LinkedIn, Facebook and Instagram Connect with Justin Juley 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.

It’s easy to get lost in the complexities of a legal issue and the nuances of an industry, but effective marketing should always center around one thing: how does it make people feel about your firm? This is one of many insights that Strauss Troy’s director of marketing Jennifer Gault has acquired in her more than 12-year career spanning the retail, nonprofit and construction sectors. In this episode, Jennifer discusses how she’s strengthening brand awareness for “strategically midsize” law firm Strauss Troy, including by developing a new tagline, launching a video strategy and guiding a website redesign. Here’s a glimpse of what you’ll learn How Jen Gault’s experience in the retail, nonprofit and construction sectors shapes her approach to legal marketing. Why midsize law firm Strauss Troy has focused its marketing strategy on brand awareness. Why powerful, human-led stories are essential no matter the industry, and how to make them work for law firms. Key considerations for redesigning a law firm’s website and branding. How to balance firmwide initiatives with individual attorneys’ community and pro bono interests. About our featured guest Jen Gault is the director of marketing at Strauss Troy, where she leads the development and execution of marketing strategies at one of the Midwest’s top midsize firms. With over 12 years of diverse marketing experience spanning retail, nonprofit, construction and legal industries, Jen brings a wealth of knowledge and versatility to her role. With a strong background in content marketing, graphic design and social media management, she enjoys creating compelling and impactful content that showcases the firm's values, expertise and achievements. Jen is a passionate communicator and empathetic listener who believes in the power of people to communicate and influence. Resources mentioned in this episode Check out Strauss Troy Follow Strauss Troy on LinkedIn, Facebook, X and Instagram Connect with Jennifer Gault 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.

With endless amounts of stimuli constantly grabbing for our attention, convincing audiences to read complex technical information can be a hard sell. As Kleinschmidt’s marketing and communications director, GinaRenee Autrey pursues opportunities where her engineers can blend creativity and technical expertise. Their goal isn’t to merely distribute information, but rather to inspire audiences to want to learn. In this episode, GinaRenee discusses how engineering firms can think outside the box to captivate their audiences’ attention, including sharing Kleinschmidt’s recent success with a Shakespeare-inspired article on dam decommissioning. She also reflects on the importance of marketing engineering firms by offering clients easy-to-understand solutions to their complex problems. Here’s a glimpse of what you’ll learn What trends are influencing how engineering firms market their services How prioritizing a creative execution has enhanced Kleinschmidt’s approach to thought leadership What B2B buyers care about when choosing an engineering partner and how to align your marketing strategy to meet their needs How to use webinars to position employees and firms as experts in niche engineering topics How Kleinschmidt’s marketing team supports and trains its engineers to become better speakers, even when they’re nervous about appearing in front of crowds Why you should incentivize your field teams to take pictures and videos at jobsites About our featured guest GinaRenee Autrey is a seasoned marketing maestro with over 24 years of curating and executing comprehensive marketing strategies to elevate business goals. Her approach is results-driven, creative and ever-evolving, aligning with the rapid pace of the A/E/C marketing landscape. GinaRenee has honed a diverse set of skills over the years — from managing successful marketing initiatives and campaigns to public relations and advertising to implementing strategic projects that have fueled growth in targeted markets. GinaRenee currently serves as program manager for the Kleinschmidt Justice, Equity, Diversity, and Inclusion (JEDI) Council. This role is purpose-driven and close to her heart. GinaRenee is an active member of the Society for Marketing Professional Services (SMPS) and one of the Program Chairs for the 2024 Amplify A|E|C Conference. She is also a member of the Public Relations Society of America (PRSA), and the American Marketing Association (AMA). GinaRenee began her public speaking journey on the stage at the SMPS SERC Conference in 2022. Since then, she’s had the pleasure of engaging audiences at numerous SMPS conferences and webinars, enriching her professional journey even further. GinaRenee hopes to help other marketers through these engagements to realize their full potential and view themselves as “technical experts” in their field. Resources mentioned in this episode Check out Kleinschmidt Associates Follow Kleinschmidt on LinkedIn, X and Instagram Connect with GinaRenee Autrey on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Read Kleinschmidt’s article, “To Be or Not to Be…That is the Dam Question” 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.

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.