The marketing industry is evolving at warp speed, as Jennifer Haferbecker tells Michelle Calcote King in this episode of “Spill the Ink.” Role specialization, branding, research and technology are increasingly important players in an architecture firm’s strategy. Keeping pace in this constantly changing landscape means being more intentional with both strategy and professional development.

As chief marketing officer, Jennifer Haferbecker oversees the marketing and communications department at HGA, a national interdisciplinary design firm. In our new series featuring architecture marketers, Jennifer and Michelle reflect on the trends influencing the industry and how HGA maintains its strategy-focused, people-first approach. They cover a wide range of topics, including managing a national team as well as leveraging analytics, brand ambassadors and professional development initiatives to improve the client experience.

Here’s a glimpse of what you’ll learn
• Who is Jennifer Haferbecker and what is HGA Architects and Engineers
• How marketing is changing in the architecture industry
• The growing importance of role specialization
• How a strong brand impacts client experience
• Why HGA established a marketing technology department
• How to leverage research to improve marketing initiatives
• Why KPQs are as important as KPIs in a marketing strategy
• How to manage a large national marketing and communications team
• How brand ambassadors play a key role in HGA’s strategy
• What professional development and career resources Jennifer recommends

About our featured guest
As chief marketing officer at HGA, Jennifer Haferbecker is a member of the executive team, a board advisor, an executive sponsor of the Planning Committee, and a member of numerous Steering Committees with the firm — all in service of achieving the vision for HGA’s future success and the success of its people. Jennifer collaborates with firmwide leaders to develop, implement and align HGA’s strategic planning process. With more than 20 years of marketing experience, she is responsible for directing market research and strategies, including research into growth initiatives, mergers and acquisitions.

Jennifer manages the Marketing/Communications department and maintains a strong partnership with Business Development to improve marketing ROI by winning work with clients who value HGA’s expertise and want to collaboratively design an enduring, positive impact. She is currently helping to update and reinstate HGA’s internal Enterprise Leadership Program to advance future leaders within the firm.

Sponsor for this episode
This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more.

To learn more visit www.rep-ink.com or email them at [email protected] today.