![Page 1: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/1.jpg)
2015 SMPS UBER Conference
Katherine Metcalfe Jordan Lacz
EMBRACE THE
G A P
![Page 2: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/2.jpg)
• What is the GAP?• CPLconnect• Lessons learned
• Is connect in your future?
EMBRACE THE GAP
![Page 3: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/3.jpg)
• Full-service A/E firm with approximately 250 employees in 13 offices among four states
• We are fluid, less bureaucratic• We have 7 FTE marketing staff
and BIG ambition
CLARK PATTERSON LEE
![Page 4: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/4.jpg)
“We need to increase our visibility!” – CPL Board of Directors
VISIBILITY
![Page 5: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/5.jpg)
CPLconnect is one way in which we sought help and engaged our millennialsINBOUND
MARKETING
![Page 6: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/6.jpg)
SHOW ME THE CONTENT1. Develop and Share relevant
content
2. Create awareness and inspire participation firm-wide
3. Increase engagement from offices outside Rochester
![Page 7: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/7.jpg)
![Page 8: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/8.jpg)
WHY DIDN’T “SHOW ME THE CONTENT” BLOSSOM?
![Page 9: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/9.jpg)
1. Our strengths• Millennial skills and attitude
2. Weaknesses• Mission unclear, roles not defined
3. Opportunities• Build relationships• Elevate marketing by creating a brand
MINI SWOT EXERCISE
![Page 10: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/10.jpg)
• Concluded that Millennials are the solution
SWOT
![Page 11: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/11.jpg)
WHO ARE OUR MILLENNIALS?
![Page 12: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/12.jpg)
MILLENNIALSBorn Between 1980 and 2000
BOOMERS + X’ersBorn Between 1946 and 1980
![Page 13: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/13.jpg)
MILLENNIALSBorn Between 1980 and 2000
![Page 14: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/14.jpg)
BOOMERS + X’ersBorn Between 1946 and 1980
![Page 15: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/15.jpg)
AUDIENCE RESPONSE SYSTEM• Wait for the cue to enter
your response
• Select the number that corresponds to your answer
• THAT’S IT!
![Page 16: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/16.jpg)
1. Millennials2. Location3. Backgrounds/Interests
4. Emerging leaders
AnimationVideo
Photography
Graphic Design
Web Design
Architecture
Interior Design
Engineering
Marketing
Writing
Rochester, NYSuwanee, GA
Charlotte, NC
Raleigh, NC
Buffalo, NY
Jamestown, NY
Sustainability
Social Media
Blogging PICKING THE TEAM
![Page 17: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/17.jpg)
EMERGING LEADERS* Board Support
![Page 18: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/18.jpg)
• Create the CPLconnect brand• Elevate the initiative• Make it stick
BRAND THE INITIATIVE
![Page 19: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/19.jpg)
Interior DesignerBuffalo, NYPinterest
ArchitectRaleigh, NCSocial Media
ArchitectRochester, NY/Raleigh, NCPhotographyWeb Design
Civil EngineerBuffalo, NYBlog Writing
ArchitectRochester, NYTwitterBlog Writing
MarketingRochester, NYSocial MediaBlog Writing
Landscape ArchitectJamestown, NYSustainabilityBlog Writing
ArchitectCharlotte, NC/Albany, NYInstagramNewsletter
ArchitectWoodstock, GAVideo Animation
Graphic DesignerRochester, NYProject Manager
Director of Marketing & CommunicationRochester, NYPrincipal-in-Charge
PlannerRochester, NYSustainabilityLinkedIn
![Page 20: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/20.jpg)
“We can do this ourselves” – said CPL Millennials
![Page 21: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/21.jpg)
1. Held biweekly brainstorming sessions via conference call
2. Discussed issues and missed opportunities
3. Identified priority projects
4. Specified types of content desired5. Assigned roles and tasks
GETTING STARTED
![Page 22: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/22.jpg)
MANAGING THE INITIATIVE• Jordan as Project Manager• Kathy as Principal-in-Charge
![Page 23: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/23.jpg)
PROJECT MANAGERGraphic Designer:AdvertisementsClient ProjectsInterview MaterialsIntranetProposalsWebsite
Approx. 25% of time dedicated to CPLconnect
1. Divides Tasks2. Maintains schedule and
assigns deadlines3. Contributes content
![Page 24: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/24.jpg)
PRINCIPAL-IN-CHARGEDirector of Marketing and Communication:Assistant Team LeaderFirm CommunicationsHR OversightManage Marketing TeamProposals
Approx. 10% of time dedicated to CPLconnect
1. Manages resources/$2. Reports to Board and Shareholders3. Maintains brand consistency
![Page 25: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/25.jpg)
1. Blog2. Newsletter3. Social Media
IDENTIFIED PRIORITY PROJECTS
![Page 26: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/26.jpg)
PRIORITY PROJECTS: Blog
![Page 27: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/27.jpg)
CPL blog
PRIORITY PROJECTS: Blog
![Page 28: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/28.jpg)
• Monthly e-newsletter• Linked to blog
PRIORITY PROJECTS: Newsletter
![Page 29: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/29.jpg)
• Divide and conquer
PRIORITY PROJECTS: Social Media
![Page 30: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/30.jpg)
OVER 200 NEW FOLLOWERS in 6 months
![Page 31: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/31.jpg)
Remarks
Your average click rate across all campaigns was 5.9%
Industry Average 2.3%
Your average open rate across all campaigns was 29.6%.
Industry Average 21.7%
Our Open Rate continues to hold at above average rates, with a high of 40.5%
RESULTS
![Page 32: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/32.jpg)
Remarks
CHAIRMAN’S REMARKS
RESULTS• Spike in Website Traffic
![Page 33: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/33.jpg)
• Reinforces our culture• Enhanced communication
between offices• New friendships, comaradarie
• Instills pride and “ownership” in success of the firm
RESULTS: Internal
![Page 34: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/34.jpg)
LESSONS LEARNED: Oversight • “I was mortified!”• Bridged the understanding gap
![Page 35: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/35.jpg)
LESSONS LEARNED: Work Patterns• Appreciate different work styles • Calendar provides structure
![Page 36: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/36.jpg)
CHAIRMAN’S REMARKS
LESSONS LEARNED: Your Team• Revisit definition of marketing team• Apply experience with personal
interests to the task
![Page 37: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/37.jpg)
Remarks
• Recognize the impact on website• Be proactive
LESSONS LEARNED: Website
![Page 38: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/38.jpg)
RemarksIf an intern Architect is to have a 90% utilization rate, how will involvement in CPLconnect impact their rates?
• Address chargeability• Core doing most work, sub group
LESSONS LEARNED: Business Impact
![Page 39: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/39.jpg)
ArchitectCharlotte, NCSocial MediaNewsletter
Interior DesignerBuffalo, NYPinterest
Administrative AssistantSuwanee, GAFacebook
Interior DesignerCharlotte, NCSocial MediaNewsletter
Civil EngineerBuffalo, NYBlog Writing
ArchitectRochester, NYTwitterBlog Writing
ArchitectRaleigh, NCSocial Media
MarketingRochester, NYSocial MediaBlog Writing
Landscape ArchitectJamestown, NYSustainabilityBlog Writing
ArchitectRochester, NY/Raleigh, NCPhotographyWeb Design
ArchitectCharlotte, NC/Albany, NYInstagramNewsletter
ArchitectWoodstock, GAVideo Animation
Graphic DesignerRochester, NYProject Manager
Director of Marketing & CommunicationRochester, NYPrincipal-in-Charge
PlannerRochester, NYSustainabilityLinkedIn
![Page 40: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/40.jpg)
• Overhead Hours x Hourly Rate = $16,800
• Mail Chimp = $350• Hootsuite?
LESSONS LEARNED: Address Cost
![Page 41: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/41.jpg)
Remarks
• Make sure leadership is on board• Build case with data• Keep them informed
LESSONS LEARNED: Leadership Support
![Page 42: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/42.jpg)
• Continuous improvement• Embrace those who seek to be
involved• Think outside the box, Informal.
in an innovative or unconventional manner; with a fresh perspective
CPLconnect FUTURE
![Page 43: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/43.jpg)
Remarks
• A movement or a group?• Create a responsive website• Introduce more video
• Continue Perspectives • Find new ways to share and
communicate• Collect ROI data
CPLconnect FUTURE
![Page 44: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/44.jpg)
“
Kathy Jordan
![Page 45: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/45.jpg)
EMBRACE THE
G A P
![Page 46: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/46.jpg)
• SWOT• Consider your team• Set goals
• Measure results• Engage
IS CONNECT IN YOUR FUTURE?
![Page 47: EMBRACE THE G A P - SMPS Central PA · engaged our millennials. INBOUND MARKETING. SHOW ME THE CONTENT. 1. Develop and Share relevant content 2. Create awareness and inspire ... Specified](https://reader033.vdocument.in/reader033/viewer/2022050212/5f5e57a01c81ac0065586a33/html5/thumbnails/47.jpg)
“The design professions are smack in the middle of the greatest shakeup in more than a century. But disruption is a petri dish in which great new ideas are born. Let the bar be raised!”
– David Stone 2015
Throw out the TEA!