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Marketing at Low Tide: How to Recession-Proof Your Marketing Department

Marketing at Low Tide: How to Recession-Proof Your Marketing Department

by Allison Tivnon


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Marketing matters just as much, if not more, during economic recessions!

In 2020, the longest period of economic expansion in U.S. history came to a grinding halt. Caught off guard by years of growth and record-breaking profits, architecture, engineering, and construction firms (known collectively as the A/E/C Industry) are now reeling and wondering how long the recession will last and how severe the financial impacts will be.

During the Great Recession of 2008-2010, many A/E/C firms made deep, devastating cuts into their Marketing departments. These 'cost-saving' measures caused waves of layoffs of marketing professionals across all job categories and levels of seniority. This type of extreme 'disinvestment' in marketing resources hinders a firm's ability to position its brand in the hyper-competitive landscape of a recession. To prevent this from happening again, we must understand the motivations and perceptions that drive firm financial decisions, and review some of the miss-steps marketing departments make when the tide goes out.

To do this, we explore:

How recession impacts the A/E/C Industry

'Firm psychology' and how it impacts Marketing departments

4 recession action steps to take immediately

10 Activities Marketing Departments Should Do Every Year to improve agility and strengthen team commitment and morale

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Product Details

ISBN-13: 9781735743707
Publication date: 10/19/2020
Pages: 132
Product dimensions: 5.25(w) x 8.00(h) x 0.36(d)

About the Author

Allison Tivnon joined the A/E/C industry in 2008. She has dedicated her career to city and regional planning-partnering with Cities, Counties, regional governments, DOTs, and others on behalf of urban planners, transportation engineers, economists, and policy analysts. She started her career as a proposal coordinator and worked her way up to Marketing Director and Partner.

Marketing at Low Tide:
How to Recession-Proof Your Marketing Department began as a presentation that Allison has given at events, conferences, and in webinars for the Society of Marketing Professional Services (SMPS) and the American Council of Engineering Companies (ACEC).
In 2019, she was awarded the Influential Marketing Leader of the Year award by the Oregon chapter of SMPS.
In May 2020, Allison was elected to the Beaverton City Council in Oregon. She will take office on January 1, 2021.

Table of Contents


Section I: Recession and the A/E/C Industry

Chapter 1 Remembering '08 in the A/E/C Industry

Chapter 2 Why Firms Cut Marketing Resources

Chapter 3 How Marketing Can Change Firm Psychology

Chapter 4 We're in a Recession, Now What?

Section II: Four Recession Action Steps

Chapter 5 Recession Response #1: The 'Check-Up' Checklist Assessment

Chapter 6 Recession Response #2: Staff Assessment and Cross Training

Chapter 7 Recession Response #3: Historical Analysis of the Great Recession

Chapter 8 Recession Response #4: Marketing Report-Backs

Section III: Ten Essential Annual Tasks

Chapter 9 Know Your Flow: Calculating Proposal Peaks

Chapter 10 Creating Your Annual Marketing Calendar

Chapter 11 It Takes a Village: Dialing in Staff Roles and Responsibilities

Chapter 12 The Critical Value of Interns

Chapter 13 Tighten Up Leads Tracking

Chapter 14 The Client Survey

Chapter 15 Digital Marketing: Reach Your Audience Without Wasting Your Time

Chapter 16 Establish (or Refine) Your Marketing Budget

Chapter 17 Create Transparency in Your Marketing Tasks

Chapter 18 Retreat!

Section IV: Caught in the Undertow - What Comes After a Layoff

Chapter 19 Looking Out at the Horizon

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