Smps Group

15 Jan, 2018

Event Recap: How to Create a Marketing Budget and Stick to It

Susan Merrigan

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Event Recap  
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Read time: 51 seconds

More than 40 AEC professionals attended SMPS DC’s educational How to Create a Marketing Budget and Stick to It program on December 12, featuring speakers Susan Merrigan, FSMPS, CPSM, Senior Marketing Manager at SOM, and SMPS DC Education Director, and Kathleen Held, CPSM, Vice President of Marketing and Business Development at Cini-Little International.

Smps
Presenter Susan Merrigan talks about managing marketing budgets.

Susan and Kathleen have both been in the AEC industry for more than 20 years and shared their knowledge and experiences with creating and managing marketing budgets - specifically best practices, lessons learned, and tracking methodology.

The program provided attendees with an in-depth analysis of the marketing budget process and reviewing each phase at a micro-level. The overview included the initial planning stages, the various budgeting structures, methodologies and financial modeling, and factoring in labor and operating expenses. Attendees also learned tips for cutting back budgets, practices for tracking and monitoring the budget, budget considerations, and guidelines for success. Susan and Kathleen shared work experiences and examples related to each topic to offer participants an additional layer of understanding.

Kathleen
Presenter Kathleen Held discusses budgeting best practices and tracking methodology.

To wrap up the program, the speakers led a Q&A session, creating an interactive format between attendees and speakers. Questions covered tips, tricks, and tools, and provided additional insight on creating and sticking to a marketing budget.