This 3-year strategic plan, adopted by the Board of Directors in July 2018, sets the course for the future of the Chapter. To learn more about how you can contribute to the success of the Chapter’s strategic plan, please contact a member of the Board of Directors.
Goal 1: Increase Member Engagement
Objective: Grow chapter membership to 180 members.
Strategy: Retain and grow membership through a variety of personal outreach programs, enhanced educational content and annual campaigns and programs.
Tactics:
- Incorporate personalized outreach techniques
- Create educational content for all experience levels
- Create opportunities to engage students in SMPS Maryland
- Develop user groups for specific industry standard programs
- Brand an annual recruitment campaign to entice new members and incentives for existing members
- Revamp annual awards program to promote nominations from members other than Board Members
Goal 2: Become Lead Advocate for the Marketing & BD Profession in the Maryland A/E/C Community
Objective: Increase SMPS Maryland brand awareness through 2-3 professional organization sponsored training events or joint programs each year.
Strategy: Develop and convey the value of industry professional organizations engaging with SMPS Maryland for all of their professional marketing, business development, and corporate communications training needs.
Tactics:
- Develop clear and concise SMPS Maryland value propositions for each target market
- Engage other professional organizations to provide marketing, business development and corporate communications training including ACEC, SAME, AIA Baltimore (and other nearby chapters), BC&E, MCN, AMA, LMA, WIH, CREW, ULI, NAIOP, etc.
- Create opportunities for SMPS Maryland members to promote SMPS and professional services marketing to students at local colleges and universities and the ACE mentoring program
- Create and align programs with A/E/C Human Resources Professionals
Goal 3: Become Lead Advocate for the Marketing & BD Professional in the Maryland A/E/C Community
Objective 1: Promote the value of becoming a CPSM and increase the number of Maryland Chapter CPSMs by 20% over the next three years.
Strategy 1: Communicate the value of earning the CPSM designation and the value of employing CPSMs.
Tactics:
- Communicate standardized CPSM study resources and materials to members including the new study guide, Markendium, practice tests, and online study modules and webinars
- Gather testimonials from Chapter CPSMs to create value proposition and promotional piece for potential CPSMs and firm owners/principals
- Create immersion/foundation fundamentals program based on the six Domains of Practice that is available to all members and non-members to serve as a foundation for the professional services marketer as well as a primer for anyone interested in becoming a CPSM
Objective 2: Establish thought leadership through the publication of annual statistics, white papers, and bi-monthly blog posts on the Chapter website.
Strategy 2: Use member expertise and input to establish thought leadership through the development of promotional materials, annual statistics, blog posts, and annual white papers.
Tactics:
- Use “Business Transformed through Marketing Leadership” on all Chapter communications
- Conduct annual Chapter/local area salary survey and share results with membership
- Develop metric surveys for key areas of interest such as CRM use, marketing department size and structure, ratios, etc. and share results with membership
