Wallace Marketing & Communications

I weave together the right marketing strategies for each client to create a noteworthy and memorable brand message and grow their business.

Collaborating with design firms, I diagnose their current situation and create and implement focused, actionable marketing plans that build brand awareness and increase qualified leads. 

If you're in the design industry and you need an experienced AEC marketer to help with you branding and digital marketing please get in touch: liesel@wallacemarketingsf.com

My design clients get data-driven processes, an artistic sensibility, and a successful track record of building strong brands and growing revenue. I have developed a process that ties marketing efforts to KPIs to enable ongoing measurement and management, so that together we can focus on the strategies that work. My passion for design fuels my drive to help clients’ businesses succeed beyond their expectations.

Expertise:
- Rebrand/refresh
- Public relations
- Research and analysis
- Digital marketing (websites/SEO, email campaigns, social media)
- Proposal and project-pursuit management
- Photoshoot management
- Database implementation
- Event planning
- Business development

Founder

Clearstory—Wayfinding and Placemaking

Worked closely with leadership to define the firm's strategic plan, differentiators and BD plan. In the past year we analyzed all the research from the past years to identify who the firm was, is today and wants to be in the future. This was the starting point of the firm's rename and rebrand from Kate Keating Associates to Clearstory (Wayfinding and Placemaking) that launched in January 2020. The rebrand included all marketing communications and promotional activities to support the messaging of the name change. Winner of the Award of Excellence at 2021 SMPS National's MCA Awards in the Rebrand category.

Director of Marketing/Business Development

Revel Architecture & Design

As Marketing Director responsibilities include rename and rebrand of firm, lead generation, strategic marketing and marketing plan, facilitating marketing/BD/ Go/NoGo meetings, implementing new CRM Database system, managing marketing budget, photography, collateral, new website launch, social media, press releases, speaker opportunities, and proposal strategy and production. 

Specific Accomplishments:

Rename and rebrand: Lead the team on the rename and rebrand of NicholsBooth. Responsibilities included the RFP process, schedule, budget, and internal and external roll out strategy. Launch included new website, social media, email campaign, swag, and press release. Such a success the team is presenting to the AIA San Francisco community on "how to successfully rebrand your firm"

Biannual Halloween Party: Started the NicholsBooth halloween party. Responsible for planning and execution.

Business Development and Marketing activities: Developed a target list of contacts for relationship building for our BD team. In addition created regular opportunity weekly meeting with spreadsheet as tool to track opportunities and create accountability for the members of the team

Interviews: Work with technical staff to prepare for client interviews with a key messages and benefits statements that show how NicholsBooth best meets the client’s needs

Marketing Director

Stantec

I  worked as a marketing practitioner in the San Francisco office of Stantec — a 11,000 person firm. I was responsible for marketing activities and promotions for the architecture and engineering discipline. Responsibilities also included  marketing and BD meetings, proposals, public relations, photography, awards, surveys, collateral development and brand campaigns. 

• Proposals: Responsible for large federal 330 proposals for clients such as GSA and VA. I have developed a proposal process that results in high quality submittals with a 75% success rate of getting to the short list.

• Marketing and Business Development: Collaborated with Stantec leadership to create a Business Development and Marketing Communications Plan to support our revenue targets for 2011; Managed the bi-monthly RFP/BD/Marcom meetings. (Recipient of the bi-annual Stantec "Award of Excellence" for customer service and business development)

• Interview Strategy and Prep: Worked with technical staff to prepare, train and focus the presenters in their delivery of the key benefits message.

Marketing

Perkins+Will

I was a Marketing Manager for Perkins+Will, a large architecture and urban design firm with 22 offices worldwide and 1500 employees. Our San Francisco office had a staff of 75. Responsibilities included managing the following: proposals and interviews, photography, tradeshows, collateral, awards, design competitions, databases, and public relations.

• Proposals: Helped set strategic direction, managed the proposal process, and generated proposal in indesign. (In 2007, responsible for the qualifications portion of the design competition packet that helped win a $400 million science research park in Singapore; In 2008, responsible for the qualifications packet that led to the short list for the Smithsonian National Museum of African America Heritage.)

• Awards: In three year period the firm won over 10 awards.

• Databases: Managed an initiative to update current Deltek database and increase adoption of the tool.

• Tradeshows and symposiums: Responsible for caterer, mailings, and site for Sustainability Symposium that targeted Presidents of community colleges and UC campuses.

• Photography: Responsible for managing the photoshoots for 2 buildings.

Marketing Manager

Sasaki Associates

• Proposals: Managed the entire proposal process from initial contact and coordination with subconsultants to researching client's issues and final proposal production with appropriate quality control and approvals. 

• Tradeshows/Awards: Responsible for award submittals for over 20 awards programs in the Bay Area and beyond; organized tradeshow booth for national conferences such as ASLA, AIA etc.
 
• Strategic Tools: Created master awards, edtorial and conference calendar to support strategic decisions for yearly marcom budget and to enable easier marcom opportunity tracking.

• Public Relations: Secured over 30 article placements over a five year period in industry publications such as Architectural Record, Landscape Architecture, Western Interiors, Athletic Business, etc.; created a public relations media contact database; wrote press releases of awards, new projects, and staff announcements.

Maketing Coordinator

TeamToolz (Startup Company)

Training/ Consulting (clients included Grey Advertising, Oracle, AboveNet)
• Trained and consulted new users on Web based application; Created training materials (cheatsheet, training manual and starter kit)

Research
• Researched and wrote competitive analysis report used by Senior Management for background information that helped position TeamToolz executives as well informed about the collaboration space to help secure funding.

Marketing Specialist/Applications Consultant

MBH Architects

•	Initiated and developed PR campaign leading to 12 media placements; secured editorial article about firm in SF Business Times; established monthly internal newsletter for 120 employees, still used in 1999; Secured a 4 page feature in Hospitality Design Magazine. Organized submittal packages for the 1998 AIACC Awards program

Marketing Assistant (internship/training visa)

I am the founder of WMC, a marketing consultancy that specializes in the architecture, engineering, and construction (AEC) industry. With over two decades of experience in this field, I help design firms create and implement effective branding and communications strategies that increase their visibility, credibility, and profitability.

If you're in the design industry and you need an experienced AEC marketer to help with your branding and marketing please get in touch: liesel@wallacemarketingsf.com

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