Enter Agile marketing planning! 

 Agile (incremental) planning is not a call for doing marketing without a solid plan or constantly shifting gears – modern marketing is complicated and takes time to yield results. It’s about planning for and with flexibility, making the “unknown” a part of the marketing strategy from the start. 

Flexible, incremental planning also enables AEC firms to continually reassess what’s working and prioritize those tactics that yield better results while quickly eliminating things that are less effective – before wasting too much time and resources.

The program will cover strategic approaches, planning methodologies and practical tips for creating flexible and effective marketing plans that today’s fast-changing and highly competitive business environment demands. 

Learning Objectives

·         Understand the need for flexible, Agile marketing planning that leads to more effective marketing results.

·         Discover the essential components of a marketing plan, including using marketing research for more effective customer- and data-driven planning.

·         Attendees will learn how to develop executable marketing plans aligned with business objectives and available resources, including defining tangible goals, deciding what to stop doing, determining required skillsets and assessing resource capacity.

About the Presenter

Ida Cheinman, Principal/Creative Director, Substance151

Speaker Page: www.substance151.com/speaker-kit-ida-cheinman

Ida Cheinman is the principal and creative director of the brand strategy, design and digital firm Substance151.

Ida uses her 20+ years of experience as a brand strategist, designer, marketer and educator to help AEC business leaders and marketing professionals make sense of trends, tools and best practices in order to position their firms to win in the 21st century’s fast-changing and extremely competitive marketplace.

At Substance151, Ida leads a multidisciplinary team in all steps of the branding process – from strategy through design, across print and digital, and covering all aspects of marketing communications. Her work has earned numerous awards and industry recognition and has been published nationally and internationally.

Ida is a sought-after speaker who is knowledgeable, energetic and excels at making complex information accessible and immediately applicable. She has presented for professional services organizations and branding and marketing conferences nationwide and is a frequent contributor to industry webinars, blogs, podcasts and publications. 

She can be reached at [email protected] or on LinkedIn.