February 2020 Print

    President's Letter

    Greetings SMPS’rs!

    You ever feel like the left hand doesn’t know what the right hand is doing in your company?  Many of us offer a wide array of services which can be difficult to manage from a marketing standpoint.

    I want to encourage you to look at your marketing efforts from the holistic approach. No, I’m not talking about incense, berries, acupuncture, and guided meditation.  I’m talking about Holistic Marketing.  Holistic Marketing is defined in many circles as a strong belief that all aspects of marketing strategy are interrelated. The process of holistic marketing takes into account the considerations of stakeholders, customers, employees, suppliers, and the community as a whole when creating and implementing marketing strategies.

    More and more companies are starting to realize that they can set themselves apart through a holistic marketing approach, while at the same time creating a cohesiveness among various departments.  I’ve mentioned before that in the A/E/C/ space it is important to set yourself apart. If there are five engineering firms compared side by side for the most part, they are all going to be highly educated and be able to provide a top-notch product. So how does the client decide who to choose? That’s where marketing your company and communicating your brand become essential to long term success.

    In an article written for Investopedia by Billy Cheung, he writes that even though Holistic Marketing is implemented differently from one company to the next, they usually include four main components:

    Relationship Marketing. The goal of relationship marketing is to build strong, long-lasting relationships with various stakeholders and other important parties connected to the business.

    Integrated Marketing. Within the integrated marketing component of a holistic strategy, businesses work towards making marketing decisions that create value for stakeholders through a clear, concise marketing message.

    Internal Marketing. Internal marketing is aimed at catering to the specific needs of the business's own employees. Internal marketing ensures that employees are satisfied with the work they perform each day as well as the philosophy and direction of the organization as a whole

    Societal Marketing.  The last component of holistic marketing is societal or socially responsible marketing. This component extends a company's reach beyond the customers consuming its product or service to society in general.

    We have a big month in March! The QBS Panel on the 3rd and Digital Marketing Program with Red Fox out of Louisville. Don’t miss out on these great opportunities!



    Lance Allison



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    SMPS Class


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    Member News

    Tate Hill Jacobs Architects proudly announces Katrina Littrell as a new firm principal. While a student at the UK College of Design, Katrina cut her teeth in architecture working as an intern at THJA. Fast forward almost 20 years, and she returns to Tate Hill Jacobs, bringing a wide breadth of knowledge and experience to her new leadership role. We’re thrilled to have her back where she can continue the legacy of providing innovative, award-winning design and unparalleled service at one of Kentucky’s oldest women-owned architecture firms.


    Staggs & Fisher Consulting Engineers, Inc. welcomes Melissa LaClair, Electrical Engineer, to their growing team. Melissa graduated Summa Cum Laude with her B.S. in Electrical Engineering from the University of Kentucky. She was intricately involved in the Society of Women Engineers (SWE) and is excited to bring her knowledge to Staggs & Fisher as she looks forward to working on challenging projects.




    Don't miss the opportunity to share your successes or highlight your firm's recent accomplishments! If you have new member or firm news, click here to submit and be published in our newsletter!

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    CPSM Corner

    CPSMTake your marketing career to the next level!
    The Society for Marketing Professional Services (SMPS) offers a credential that recognizes your achieved marketing expertise, the Certified Professional Services Marketer (CPSM).

    The CPSM credential is a voluntary certification designed to elevate the professional standards in marketing and influence the future of this vital field. Furthermore, the CPSM designation serves as a mark of distinction for professional services marketers and business developers, raising their standing with their employers, peers, and the public.

    Are you ready to take the CPSM exam? Every month we're going to let you test the waters with a sample question. Here you go!

    Q: Which of the following option is involved by secondary research about market trends?

    A) Facilitating client focus groups
    B) Networking at a client industry trade show
    C) Gathering data from U.S. Census Bureau
    D) Conducting competitive analyses

     Find the answer below the SMPS contact information toward the end of the newsletter.

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    Calendar of Events

    March 3 | Kentucky Model Procurement and Quality Based Selection (QBS) in A/E/C
    Our March program will feature a nuts-and-bolts approach to understanding Kentucky Model Procurement for both public clients and consultants, as well as a panel discussion on the merits of quality-based selection when retaining professional services in the A/E/C industry.  Register NOW!

    March 19 | Marketing The Skills You Need: Digital Media
    Few businesses realize the potential their own story brings to the marketplace. Since 2012 RedFox Media has been helping businesses capitalize on their most valuable asset,  their story. From driving new sales to creating passionate fans, this Louisville creative video agency turns those stories and messages into inspirational and marketable content. This dorm room startup turned creative company has helped organizations, businesses, and nonprofits promote products, reinforce brands, and create customers for life. With services ranging from video strategy/creative development to full production services, RedFox Media will show you how sharing your story through video can change everything. Register NOW!

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    Contact Us

    Make the most of your SMPS Kentucky membership -- Get Involved!

    SMPS membership grows careers and creates business opportunities. Consider jumping onto a committee or joining the Board. Contact Dwayne Rice ([email protected]) or Lance Allison ([email protected]) for additional information.

    SMPS of Kentucky
    P.O. Box 910833
    Lexington, KY 40591

    CPSM Sample Question Answer: C. Gathering data from U.S. Census Bureau

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