Upcoming Events

Jan 18 2022 Event /

SMPS Ontario | Marketing Your Firm: Strategies for the New Year

6:00-8:00 PM



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Marketing design services have come a long way since the early 2000s when printed brochures were the standard sales tool, public relations the most common promotional tool, and marketing teams were practically unknown. Since then, economic shocks, globalization, and the rise of publicly traded corporate superfirms have intensified the competitive climate, forcing firms to upgrade their marketing and business development practices.

Today, sophisticated websites, animated presentations, social media, public relations, and magazine-like pursuits are standard. Most firms lack a complete marketing strategy with established activities, tactics, schedule, and budget – all linked to business development!

The AEC industry is entering a period of economic disruption, driven by digital tools and the need for faster and cheaper means of construction. Having a cohesive marketing strategy is essential to maintain a resilient practice and sustain its growth. This session will address:

  • Why you need a comprehensive marketing plan
  • The importance of linking marketing with business development
  • Understanding the buying journey
  • Selling design is about telling stories
  • Establishing themes and content management
  • Promoting the firm: tactics for establishing awareness and relationships
  • Creating a comprehensive marketing plan, schedule, and budget
  • Selling up: getting buy-in from the firm’s leadership


6:00 p.m.: Welcome

6:10 p.m.: Presentation, followed by an audience Q&A

7:30 p.m.: Breakout rooms for networking

8:00 p.m.: Event wrap up


Johanna Hoffman is the CEO of Oomph Group Inc. A creative marketing and business development leader, she integrates inventive marketing tactics with business development strategies to drive results for A/E/C firms and organizations.

She has held executive marketing and business development positions with global leaders B+H Architects, Forrec Inc., and Stantec, where she established marketing and BD infrastructures and systems, devised BD strategies to meet target KPIs and revenue targets and led successful market entries into Asia, the Americas, and the Middle East.

Prior to working client-side, Johanna led Buzz Marketing & Public Relations, delivering strategic communications, media and community relations, promotions, special event management, and sponsorship development services for design firms and organizations including IIDEX/ARIDO, burdifilek, Cecconi Simone, Gluckstein Design Planning, Levitt Goodman Architects, Watt Design Group, and Zeidler Roberts Partnership. She has also advised global consumer brands and organizations such as Absolut Vodka, Coca Cola/Minute Maid Canada, Hard Rock Café, Martha Stewart Living Omnimedia, Corus Entertainment, Telemedia, and The Canadian Cancer Society.

A passionate volunteer, Johanna serves on ULI Toronto’s Communications Committee. She was a Public Art Commissioner for the City of Toronto’s Percent for Public Art Program and has served on the Boards of Directors of Canada’s Ballet Jörgen, Arts Toronto/the Arts Foundation of Greater Toronto, Tapestry New Opera Works, and Fife House Foundation.

Learning Objectives

Discover how to build relationships with prospective clients

Understand market research principles

Analyze and interpret relevant industries, competitors, and market-specific data

Develop and implement marketing and communications plans