Summer Series Part 2 - From Blank Pages to Blockbusters: Connecting with your Audience Through Compelling Project Descriptions
From Blank Pages to Blockbusters: Connecting with Your Audience Through Compelling Project Descriptions
For an AEC marketing professional who needs a new project description (and under deadline!), is there anything more terrifying than a blank page and a blinking cursor? (Cue scream sound effect). With generative AI having entered the scene, marketers now have more tools than ever to turn a “to-do” into text. Yet, in an industry that involves people doing business with people, a human-centered approach should still take center stage.
Using strategies and concepts from storytelling, journalism, and behavioral psychology, Holly Bolton, FSMPS, CPSM, will share tips on how to get the scoop on your firms’ projects and create blockbuster descriptions.
You’ll leave the webinar with:
- Tips to take your project descriptions from stats and facts to engaging content
- Prompts and questions that get your colleagues talking, so you can get the scoop on their projects
- Ways to accommodate readers’ various social styles into project sheet components
- Tips to customize your descriptions for the client’s needs—without working until midnight
About our speaker: Holly Bolton, FSMPS, CPSM
A self-proclaimed word nerd, Holly Bolton, FSMPS, CPSM, grew up with her nose in a book and a pencil in her hand. Today, she channels that love of story into her role as owner of 3chord Marketing, a marketing communications firm that helps architecture, engineering, and construction companies understand and connect with their audiences through research, strategy, storytelling, and skills development. With 20+ years of experience in the A/E/C industry, Holly has worked in a variety of marketing, business development, and corporate communication roles for architecture and engineering firms. Holly served as the Society of Marketing Professional Services’ 2022-2023 president, and she has also been president of the SMPS Foundation and SMPS Indiana. She has a bachelor of science in public relations with a creative writing minor from the University of Central Missouri. Passionate about both the built and natural environment, Holly enjoys exploring the U.S. national parks and hiking trails in her new home state of Wisconsin.
Tickets
$45.00 Non-Member Ticket
$35.00 SMPS West Michigan Ticket
$35.00 Other SMPS Chapter Member
$165.00 Member Group Rate (5 people)
$300.00 Member Group Rate (10 people)
