Substance151, Benefit LLC

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Fuss & O’Neill Branding and Website Redesign: Changing Brand Perception of a Multidisciplinary Engineering Firm. With a brand identity, message and marketing communications that no longer served its needs, Fuss & O’Neill engaged Substance151 to develop a new brand strategy and message aligned with the firm’s current capabilities, industry standing and unique culture. Explore the full case study and see how we transformed this 100 y.o. brand into an industry thought leader: https://bit.ly/fandobrand

Join our principal Ida Cheinman for this future-forward industry panel of Proposal Industry Experts (PIE) on 3/14 (the Pi day!). #AECmarketer #AEC #SMPS

Market to employees like you do to clients! Great resignation. Quiet quitting. Disengagement at work. The war on talent. The statistics are staggering and not in the employers’ favor. What’s an A/E/C firm to do? Talent acquisition and retention will continue to top corporate agendas for years to come, and employee marketing is essential in helping firms win a battle for talent. You can keep doing what everyone else is doing, or you can get creative and approach employee marketing the same way you approach client marketing. 1. Developing a strong, relevant brand and consistently investing in building greater brand visibility of your firm as THE place to work. 2. Engaging candidates and employees with the right message and content at every step in their decision-making process. 3. Creating an unmatched employee experience for all stages in the employee lifecycle. The result: A full pipeline of better-qualified “ideal” candidates, a seamless hiring and onboarding experience, and much higher rates of employee engagement, satisfaction and advocacy. Join @IdaCheinman for this timely session designed to show how applying modern marketing principles to every step in the employee journey – from a candidate to a new hire to a brand ambassador – will drive positive results and create a competitive advantage for your firm. Learning Outcomes ? Attendees will learn how to think about hiring the same way they think about marketing and business development and how to apply marketing/BD principles and proven strategies, practices and tactics to attract “ideal” employees to their firms. ? Attendees will understand the fundamentals of creating an exceptional candidate and employee experience using persona-based journey mapping for different candidate and employee types. ? Attendees will learn what modern marketing tactics, channels, communications and formats work best for reaching and engaging candidates and employees of all career levels. Free for SMPS—Society for Marketing Professional Services members Register: https://bit.ly/4kpXQY6 #AECmarketing #SMPS #AEC

Are you looking for actionable insights to help you become a next-gen marketer? We’ve got you covered! Check out our top marketing resources and free downloads for strengthening your brand, creating better content, mastering customer experience, and making sense of top digital trends and marketing technologies. #AECmarketing #ProfessionalServicesMarketing #Marketer #CMO #SMPS #ACEC #AEC

Is your thought leadership worth their time? With more and more companies publishing more and more thought leadership content, your prospects are overwhelmed. Anyone can start a podcast, publish a report, and deliver a case study using a clever social media campaign. And everyone does – all directed at the same group of prospects! If you want to add to the conversation, not noise, follow these five steps: 1. Align Your Thought Leadership with Your Business Goals 2. Show You Understand Your Clients’ Challenges and Know How to Solve Them 3. Align Your Thought Leadership to Your Clients’ Decision-Making Journey 4. Deliver Personal Value to Your Audiences 5. Engage Audiences Through Creative Execution and Omnichannel Experiences Want to know more about how to turn thought leadership into revenue? Check out this article and contact us for help developing more effective thought leadership strategies and campaigns for your company. https://bit.ly/4ayhrR4 #SMPS #AECmarketing #CMO #ThoughtLeadership

The Brand Strategy and Design Firm You Want on Your Team Substance151 is the strategy and design firm you want on your team! They are excellent at what they do and extremely responsive. Substance151 created a unified voice for our company, translating that into a sales-focused website, product campaigns, tradeshow materials and more. We now have the marketing foundation to effectively and powerfully communicate Altum’s brand to our target audiences. –?Steve Pinchotti, CEO, Altum, Inc. --- For 20 years, Substance151 has been building brands that transform companies. Our area of expertise is strategic rebrands. We always begin with brand research and developing a strategic foundation for all future marketing efforts. From there, we carefully craft all brand touchpoints that, together, create an unparalleled brand experience, differentiate your company in the marketplace and attract your ideal clients and employees. Contact us to see how we can transform your company! #ProfessionalServicesMarketing #BrandingAgency #MarketingAgency #DigitalAgency

Ready to transform content into business? Check out @SMPS Insights blog summarizing Ida Cheinman three-part webinar series (still available on demand in the SMPS learning portal). 1. Build Trust Through Thought Leadership – Address pain points specific to your prospects' industry –?Share insights on trends and regulations –?Become the go-to resource long before they are ready to engage 2. Match Content to Buyer's Journey –?Awareness: Thought leadership content –?Consideration: Demonstrate your unique approach to solving specific problems –?Decision: Success stories and data, case studies and other "proof" content 3. Amplify Your Impact –?Multi-channel distribution strategy –?Strategic content promotion –?Track and measure what works Want to learn more? Find the link to SMPS blog in the first comment. #SMPS #AEC #AECmarketing #ThoughtLeadership #ContentMarketing

If you are attending these two #SMPS conferences, make sure to connect with our principal Ida Cheinman who is speaking at both. Ida's SMPS Southern Regional Conference session "Rethinking Thought Leadership for Today’s Customer Journey" will introduce a new playbook for how #AEC firms can leverage their intellectual capital by aligning it with today’s digital-first buyer journey. At the SMPS Research Triangle Accelerate AEC symposium, Ida will be presenting "Separating Substance from Hype: A Practical Approach to AI in AEC." The session will explore top macro influences in AEC marketing and how firms can incorporate new technologies, including conversational marketing, chatbots, personalization and Generative AI to get ahead. #SMPS #SMPSRC2025 #AECMarketing #AIinAEC

The professional services buying process has evolved. Has your firm’s marketing kept up? Why old approaches are failing: → Changing customer expectations Today’s business decision-makers follow the same research processes they use in their personal lives. Their preference for independent research and digital access to information has replaced the previous generations’ reliance on personal interactions to win work. → The decline of traditional search as an inbound tool The role of traditional search in bringing organic traffic to your website is rapidly declining. AI-powered tools like Google AI Overviews, Perplexity and searchGPT, as well as channels like Instagram and TikTok, deliver all you need to know without going to websites for information. → Lack of brand trust With the lines between “human” and “artificial,” “real” and “fake” getting blurry, trust is increasingly more difficult to earn. Customers trust peer reviews and individual experts and thought leaders significantly more than corporate brands. How to win differently: → Humanize and differentiate your brand Lead with a distinct brand personality and make sure it carries through your marketing execution. Invest in creating relevant and emotionally resonant marketing communications that are easily recognized and remembered. → Build trust through people People trust people over companies. Help your leaders, SMEs and project executives build stronger personal brands and showcase their expertise through writing, speaking and social media presence. Make them visible, and they will amplify your firm’s credibility and influence. → Develop unique insights AI can't replicate Your customers’ ability to get their answers from Google AI Overviews or AI tools directly means that the only content that will get their attention is in-depth, insightful content with a unique point of view that AI cannot deliver. → Create for omnichannel experiences With fewer prospects getting to your website through non-branded search and social channels, you must meet them where they are. Understand how and where your ideal clients consume information and make your content available in the most creative but also easy-to-consume formats. → Redefine the role of social in your marketing Instead of getting mad at social channels for wanting to keep your prospects on their websites versus sending them to yours, rethink your strategy. Use social channels as platforms for your thought leaders to share their ideas and insights, build their influence and engage in audience conversations. Stop chasing diminishing returns from traditional tactics. Focus on rebuilding your approach around brand trust, your firm’s unique expertise and genuine human connection. The opportunity to stand out favors those willing to evolve. #AECmarketing #AEC #SMPS #CMO