The Shortlist

May 15 2024

The Shortlist Podcast artwork

Welcome to The Shortlist! We are exploring all things AEC marketing and answering listener questions to provide best practices and fresh ideas for marketing strategies to help your firm win the shortlist. New episodes drop each Wednesday. Listen as the team from Middle of Six shares their thoughts on proposals, interviews, websites, social media, marketing planning, business development, and countless other tactics that architecture, engineering, and construction firms rely on to grow their businesses and build strong brands.

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Brand and Client Perception Surveys

May 15 2024 60 mins

"How did we do?" It's a question that often remains unasked but holds vital importance. Without periodic touchpoints to gather candid performance feedback, strong relationships and potential repeat work can slip through our fingers. But how do we solicit honest feedback without things getting awkward? How do we select the right questions and deliver them appropriately? And once we

Focusing on Team Strengths

May 01 2024 50 mins

From astrology to the Myers-Briggs Type Indicator (MBTI), personality theories offer introspection and insights to deepen our understanding of others. We all recognize that marketing is a collaborative effort, encompassing strategic planning to interview coaching. The beauty of being part of a team lies in having a diverse array of perspectives, experiences, and talents to draw fro

What Marketers Want Leadership to Know

Apr 17 2024 46 mins

Marketing departments have the best chance of success when they receive clear communication from company leadership. Whether that's insights (or input!) into the firm's strategic plan, having a voice throughout the pursuit process, or being respected as subject matter experts in marketing, AEC organizations can accomplish more by making simple adjustments to how they work with thei

Efficiencies in Proposal Development

Apr 03 2024 47 mins

We've all been there; wishing we had an extra 48 hours to hone a proposal's case studies, graphics, and messaging from "great" to "exceptional." But there are ways to tighten up your existing proposal process to give your team as much time as possible to craft impactful content. That often means beginning before the RFP hits the streets, knowing when to put pencils down, and using

Overcoming the Fear of Public Speaking

Mar 20 2024 44 mins

No matter your position or professional experience, almost all of us struggle with some level of fear and anxiety around public speaking. And from internal meetings, to shortlist interviews, to conference presentations, the AEC industry is full of opportunities (and demands!) to address a group or lead a discussion.How can you break through the nerves, build your confidence, and ma

Client Care, Gifts, and Swag: Hot or Not

Mar 06 2024 51 mins

It's never too early to start scheming your next client care gift. In Episode 51, Middle of Six marketing and creative strategists, Grace Takehara and Lauren Jane Peterson, share their best practices for executing a thoughtful client care gift campaign, common hurdles, and tips for choosing a gift that resonates. Through insightful anecdotes and industry experiences, Grace and Laur

What Marketing and BD Need from Each Other

Feb 21 2024 51 mins

In the AEC industry, Marketing and Business Development activities are tightly linked. Since marketing plans implement the business and sales goals of the company, a successful execution of strategy demands that marketing and "BD" are in alignment and constantly communicating. In Episode 50 of The Shortlist, Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon

Revisiting Social Media

Feb 07 2024 45 mins

We've talked about social media before, but since it's an ever-evolving communication tool we're revisiting the topic with a focus on the nitty gritty of managing your firm's social presence. To start, what do you look for in assessing your firm's current approach and what are current best practices for honing your future strategy? Understanding what your target audience is interes

Time Management Tricks

Jan 24 2024 51 mins

The subject of time comes up in virtually every AEC marketing conversation: Time until the deadline, time needed for internal meetings, finding time for special initiatives and non-proposal marketing priorities, and so on. The effect of not having 'enough' time is a significant contributor to the stress and burn-out many AEC marketers may experience during their careers. But what i

How to Get the Most Out of a Conference

Jan 10 2024 49 mins

Conference participation is an excellent way to immerse yourself in an industry, gain exposure for your firm, and build relationships with clients and colleagues. Engaging in conferences is also a significant investment of time and resources; having a thoughtful plan to maximize your return on investment is key. Whether you are new to navigating conferences or been on the circuit f