Thursday, September 29th, 2016

Developing a Strategic Marketing Plan: Essential to Your Firm’s Success

George Mason University School of Public Policy, Founders Hall Classroom 113

3551 Fairfax Drive, Arlington, VA 22201


7:30 am - 9:30 am



Domain 2: Marketing Planning

AEC marketers are bursting with creative ideas. From social media strategies to content marketing campaigns to website redesigns. How do you turn these ideas into strategies that will increase your firm’s success? A strategic marketing plan can help set the groundwork for a successful year by establishing goals that align with your company’s overall strategic plan. It can provide measurable results to prove the value marketing brings to the firm’s bottom line. Whether you are just getting involved in the marketing planning process or you need some helpful tips to refresh your current strategy; this program is for you. Join us on September 29th for an in-depth look into the strategic marketing planning process and how you can set your company up for success! Mindy Hinsley of Hinsley Collective and Carrie Ann Williams of Andana Consulting will discuss how to align your marketing plan with your firms overall strategic plan including tips and tricks to accomplish your plan. Don’t have an overall strategic plan? Don’t worry, Mindy and Carrie Ann will touch on how marketing professionals can move forward with developing a strategic marketing plan even in the absence of an overall strategic plan. No matter what, this program will teach you how to kickstart your marketing for 2017!

What You'll Learn

What You'll Learn

Expect to learn:

  • Why strategic marketing is vital today
  • The impact of a strategic marketing plan on marketing professionals & the firm
  • Creating a marketing plan in the absence of a strategic plan
  • Key components of a successful marketing plan
  • Best practices and templates to energize your marketing planning process


Mindy Hinsley, CPSM

Mindy Hinsley, CPSM, possesses over 20 years of executive marketing management and business development experience in the A/E/C industry. As a marketing executive, her responsibilities included strategic planning and direction of business development, corporate communications and marketing initiatives with her primary strength in developing teaming strategies, building partnerships and long-range, big picture projects for AEC firms.

Through the formation of her consulting practice, Hinsley Collective, LLC, she shares her A/E/C marketing expertise, strategic thinking and best practices with her clients as stand-alone services or through the development of their marketing professionals and their marketing departments.

Mindy has been an active member of the Society of Marketing Professional Services (SMPS) Maryland Chapter throughout her career, previously serving the chapter as president and through sponsorship and CPSM chairs. Mindy serves as the Secretary for the Society of American Military Engineer’s (SAME) Baltimore Post. Mindy received her B.S. in Business Communications from Stevenson University where she was honored as the Young Alumni Award recipient at the university’s 2009 graduation commencement ceremony. She is a graduate of the ACEC/MD Leadership Program (2009) and the Dale Carnegie “Leadership Training for Managers” program (2008).

Carrie Ann Williams, CPSM

As principal of Andana Consulting, Carrie Ann Williams, CPSM works with AEC organizations to guide proposal development and create amazing content. She advises firms on market research, overall strategy, and marketing tactics and speaks on marketing for professional services firms to organizations including SAME, SMPS, AIA, and NVSBE. Carrie Ann is active with Society of American Military Engineers (SAME) where she is co-chair for the national STEM Committee, is currently an Elected Director for SAME Baltimore Post and an active member of the Society for Marketing Professional Services Maryland, ULI Baltimore and AIA Baltimore. In 2011, she received the Young Member Award from SAME Baltimore Post. In 2011, she received the Young Member Award from SAME Baltimore Post and the RVP medal in 2014. A Certified Professional Services Marketer, Carrie has an undergraduate degree in English Literature and a Masters of Business Administration.

What It Costs

Registration Fees

  • Board Member: $30
  • CPSM: $40
  • Member: $50
  • Non-Member: $70
  • Student: $35
Additional Details

Event Information

Nearest Metro: Virginia Square/GMU (Orange, Silver) [Please note the SafeTrack Schedule]

Parking: Founders Hall Parking Garage

CEUs: 1.5 (Domains 1, 2, 6)

Questions?: Rebecca Starer | | 703.312.7276