The Shortlist

With over 1 billion users worldwide and 67 million company profiles listed, LinkedIn remains an important platform for marketing, recruiting, and brand building. In Episode 70 of The Shortlist, Wendy Simmons is joined by Middle of Sixers Melissa Richey and Grace Takehara to discuss strategies for using LinkedIn on both individual and company levels—from keeping up with industry happenings, and sharing thought leadership, to selection committee research, and team recruiting. They also dive into lesser-used LinkedIn tools, like creating a QR code for quick connections, using the name pronunciation feature, featuring posts for visibility, and personalizing your URL. Whether you're newer to LinkedIn or looking to maximize social media ROI, this episode is full of practical tips to help you maximize your presence on the platform.CPSM CEU Credits: 0.5 | Domain: 5

Storytelling isn't just for novelists—it's the secret weapon for AEC marketers too! On this episode of The Shortlist, Wendy Simmons teams up with the creative minds of Becky Ellison and Kyle Davis to talk about crafting stories that grab attention and build real connections. They explore what makes a strong story—clear exposition, conflict, and resolution—and how those fundamentals help proposals and social media content truly stand out. Becky shares her philosophy on creative brainstorming, why it's important to protect “no bad ideas” and how to edit content with a Marie Kondo mindset: only keep what sparks joy. Becky and Kyle also discuss when and how to integrate graphics and images to enrich your story and engage audiences more authentically. No matter if you're refining a proposal or crafting a social post, this conversation offers practical tips to make your firm and its people stand out through better, more effective storytelling.CPSM CEU Credits: 0.5 | Domain: 5

We're shaking things up with a special "book review" episode of The Shortlist! This week, Wendy Simmons is joined by Middle of Sixers Susan O'Leary, Lauren Jane Peterson, and Grace Takehara to explore insights from three influential reads that can inspire AEC marketers. Grace reviews Conquer Your Rebrand by Bill Kenney of Focus Labs, offering strategies to build strong, enviable B2B brands. Susan shares key takeaways from Seth Godin's This is Marketing, focusing on authentic connection and purposeful messaging. Lauren Jane discusses Art & Fear: Observations on the Perils (and Rewards) of Artmaking by David Bayles and Ted Orland, reflecting on the challenges and triumphs of the creative process.If you're looking to boost your creativity, sharpen your marketing strategy, or rethink your firm's brand identity, this episode is your CliffNotes for some Middle of Six-recommended reads.CPSM CEU Credits: 0.5 | Domain: 2

In AEC marketing, design makes in an impact on so many of our day-to-day marketing initiatives. Proposals, websites, social media, brochures, signage, email signatures, presentations—the list goes on and on. On top of that, each medium and message may utilize a whole host of visual elements such as color, layout, typography, form, space, imagery, and more. With so much design and so many applications, how can we make sure our deliverables are engaging and resonant? Enter design psychology.On this episode of The Shortlist, Wendy Simmons talks with Middle of Six's Graphic Designers, Lauren Jane Peterson and Becky Ellison, to explore how design can inspire and influence emotion, perception, behavior, and experience. They discuss how the psychology of design can help us all make more informed decisions around details and aesthetics, explore different possibilities and approaches, and offer a few tips on how to be a more empathetic and effective designer. CPSM CEU Credits: 0.5 | Domain: 1

Adobe InDesign is a must-have tool for AEC marketers, but let's be honest—many of us honed our proposal design skills on the job, often under a deadline. Even experienced users sometimes wonder: Am I using the best approach? In this episode of The Shortlist, host Wendy Simmons sits down with some of Middle of Six's InDesign "power users" Allison Tivnon, Becky Ellison, and Lauren Jane Peterson to explore the many ways designers approach InDesign for proposals and marketing collateral. From file setup and text layout to graphics and formatting, every designer has their own techniques—but is there really a "right" way? The discussion covers key differences in workflow, including parent pages, grids, pagination, text styling, and shortcuts. They also rumble over linking vs. embedding graphics, managing color palettes, table styles, and columns vs. threaded text. With so many ways to get the job done, sharing insights can lead to game-changing discoveries. Whether you're a meticulous organizer or a creative risk-taker, this episode will challenge the way you think about design workflows. CPSM CEU Credits: 0.5 | Domain: 4 

 A frequent debate for AEC Marketers is the classic “chicken or the egg” question: which comes first—design or content? In Episode 65 of The Shortlist, Wendy Simmons is joined by Middle of Six's Senior Creative Strategist Becky Ellison and Marketing Strategist Kyle Davis to explore both sides of the discussion. Should content shape the design, ensuring a clear and structured message? Or should design lead the way, providing a framework for content to fit into? This ongoing debate plays out in marketing teams every day, influencing how proposals, presentations, and branding materials come to life. Wendy, Becky, and Kyle share their insights, experiences, and practical approaches for tackling this challenge. Whether you're a designer, writer, or marketer, this conversation offers insightful takeaways through a heated and humorous discussion that just might help you solve this age-old dilemma! CPSM CEU Credits: 0.5 | Domain: 2 

In Episode 64 of The Shortlist, Wendy Simmons is joined by Middle of Sixers Melissa Richey and Becky Ellison for a candid and comical discussion on proposal submission confessions. Harkening back to Episode 46, Night of the Living Deadline, this conversation dives into the best, worst, and wildest submission experiences—crazy requests, impossible demands, and unpredictable personalities. From horror stories to hard-learned lessons, it's all on the table. Whether you're managing a team or balancing company goals, workplace stress is inevitable—especially in a high-stakes industry with relentless deadlines. The pressure to succeed can take a serious toll, but by sharing our struggles, we can find camaraderie and maybe even some laughter along the way. CPSM CEU Credits: 0.5 | Domain: 4 

As challenging as it may be to break away from your day-to-day responsibilities to attend a conference, there is tremendous value in being immersed in new ideas, best practices, and inspiring work. But we don't have to limit ourselves and our learning to the AEC industry alone. In this episode, Middle of Six Marketing Strategist Grace Takehara shares her experience attending Circles, a national creative design conference. Listen in as Grace shares her key takeaways including how to foster your creative spark, unlocking your creative potential, and what truly matters in design efforts. Grace underscores that the value can extend to your internal team or even your entire company by inspiring others to consider new approaches and attend conferences that push their knowledge further. CPSM CEU Credits: 0.5 | Domain: 1 

The importance of psychological safety, particularly in high-pressure industries like architecture, engineering, and construction (AEC), is having a moment—and for good reason! This episode of The Shortlist delves into how stress, especially secondary stress from pressure and insecurity, can negatively affect communication and team dynamics.   Middle of Sixers Wendy, Allison, and Becky share their own experiences and emphasize that psychological safety—defined as a workplace environment based on respect, trust, and open communication—is essential for fostering creativity, collaboration, and overall well-being. In short, when people feel safe, they perform better, which in turn leads to better outcomes for businesses, whether it's the bottom line or the quality of work produced. CPSM CEU Credits: 0.5 | Domain: 6 

Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon kick off Season 4 of The Shortlist by diving into strategic planning methods for AEC firms. We explore how these plans can range from formal retreats to informal, and why it's critical to have a clear, actionable strategy in place—especially in the face of economic challenges like inflation, government budget deficits, and increased competition. Whether your firm's plan is a detailed, regularly updated roadmap or more of an ad-hoc approach, it's crucial to align the team around a shared vision and purpose. Tune in for a conversation on how to craft a plan that will help your firm stay resilient and focused, and why strategic planning is so critical.CPSM CEU Credits: .5 | Domain: 2

The Progressive Design-Build (PDB) delivery method has been growing in popularity since it was introduced in the 90s. With more public agencies opting for "best value" over "low bid" for certain types of projects, PDB has become a go-to tool for state agencies, hospitals, K-12, and higher education procurement. The selection process, which often includes qualifications, proprietary or informational meeting(s), technical proposal, interview, and fee proposal (but notably, often no design) can extend several months and cost tens of thousands of dollars of staff time to complete.With so much time, money, and other resources on the line, how do you bring top-level strategy and renewed enthusiasm to each procurement stage and score the most points going into the fee proposal? In Episode 60, Middle of Six Principals Melissa Richey and Wendy Simmons discuss the origins of PDB, how to secure teaming partners, cultivating team dynamics, and developing compelling content for a series of written and in-person presentations that demonstrate why your team is the best choice.CPSM CEU Credits: .5 | Domain: 4

We can thank Toyota for many innovations including honing LEAN process and establishing the "A3" approach to problem-solving. A3's structured way of presenting information concisely now shows up across all industries -- including AEC. Over the last two decades, the A3 proposal format has grown in popularity and quickly became a hot design challenge for marketing and pursuit teams. How do you fit a 20-, 50-, or 80-page proposal on just one or two sides of an 11x17 sheet of paper? The answer: you don't. Instead, you have to be ultra-strategic, selective, and creative to communicate your differentiators effectively. In Episode 59 of The Shortlist, Middle of Six Senior Creative Strategists join Wendy Simmons as they share their tips and tricks for getting the most out of the A3 format. From tackling the eternal question of, "Which comes first, graphics or narrative?" to maximizing every square inch while preserving white space, Becky Ellison and Lauren Jane Peterson discuss their approach to working within the parameters of the A3 proposal format.CPSM CEU Credits: .5 | Domain: 4

Building a brand that authentically reflects the values, expertise, and people in your firm is job #1 for a professional services marketer. Episode 58 of The Shortlist welcomes back Marketing Strategist, Grace Takehara, and Digital Marketing Strategist, Kyle Davis, to discuss some of the trends they're seeing and how (or how not) they provide opportunities to provide insights into your firm and better connect with your audience.From blogs and long-format videos, to employee ambassadors and values-centric content, Grace and Kyle share their recommendations for leveraging current marketing trends to bring your firm's brand to life. CPSM CEU Credits: 1.0 | Domain: 6

Most AEC marketers' plates are filled with essential initiatives; developing responses to RFPs and RFQs or creating promotional content for websites, social media, and databases. While those projects are critical to keeping business humming, every once in a while we get the chance to work on a big, collaborative, creative project. It's those rare moments when we get to flex our marketing muscles in new and different ways, and hopefully, produce something with the energy to fuel us through the next year of project pursuits.In 2023, the team at Middle of Six unveiled The Wildcards; a creative campaign aimed at shedding a little light (and some humor) on some of the behaviors that add complexity to pursuit teams. More than a year in the making, and involving everyone on the Middle of Six team, The Wildcards have been enjoyed from coast to coast and hopefully helped a few marketers along the way. Listen in on Episode 57 as Allison Tivnon, Becky Ellison, Grace Takehara, and Wendy Simmons walk through each step of the process, starting with the smallest seed of an idea and ending with a nationally recognized campaign.CPSM CEU Credits: 1.0 | Domain: 6

"How did we do?" It's a question that often remains unasked but holds vital importance. Without periodic touchpoints to gather candid performance feedback, strong relationships and potential repeat work can slip through our fingers. But how do we solicit honest feedback without things getting awkward? How do we select the right questions and deliver them appropriately? And once we have the feedback, how do we distill it into solid findings and actionable recommendations? Launching a client perception survey might seem intimidating and daunting, but the payoff can profoundly impact our firm's financial and cultural health. Join Middle of Six Principals, Wendy, Melissa, and Allison, as they explore why perception surveys matter and how to extract the most value from this indispensable activity.CPSM CEU Credits: 1.0 | Domain: 1

From astrology to the Myers-Briggs Type Indicator (MBTI), personality theories offer introspection and insights to deepen our understanding of others. We all recognize that marketing is a collaborative effort, encompassing strategic planning to interview coaching. The beauty of being part of a team lies in having a diverse array of perspectives, experiences, and talents to draw from, yet it isn't always smooth sailing. Differences in personalities can present challenges in understanding priorities, intentions, and approaches.At Middle of Six, we leverage the CliftonStrengths (or StrengthsFinder) theory. This 20-year-old assessment highlights personal strengths rather than weaknesses, while also facilitating understanding of how to best support our teammates when stressful situations prompt "overdone strengths."In Episode 55 of The Shortlist, we take a deep dive into the Middle of Six team with Principal Wendy Simmons, Operations Manager Susan O'Leary, and Senior Creative Strategist Lauren Jane Peterson to discuss the advantages and disadvantages of such assessments and how they've effectively utilized CliftonStrengths to establish a common language in the workplace.

Marketing departments have the best chance of success when they receive clear communication from company leadership. Whether that's insights (or input!) into the firm's strategic plan, having a voice throughout the pursuit process, or being respected as subject matter experts in marketing, AEC organizations can accomplish more by making simple adjustments to how they work with their marketing teams.A great listen for both company leadership and marketing, Episode 54 of The Shortlist sheds light on often overlooked and sometimes unspoken things that marketers want you to know. Join Middle of Six principals Melissa Richey and Wendy Simmons as they provide tips and a few crowd-sourced suggestions to bridge the communication gap.CPSM CEU Credits: 0.5 | Domain: 6

We've all been there; wishing we had an extra 48 hours to hone a proposal's case studies, graphics, and messaging from "great" to "exceptional."  But there are ways to tighten up your existing proposal process to give your team as much time as possible to craft impactful content. That often means beginning before the RFP hits the streets, knowing when to put pencils down, and using software and technology in smart ways. In Episode 53 of The Shortlist, seasoned proposal experts, Grace Takehara and Becky Ellison, share their real world experience and tips to maximize the proposal process.CPSM CEU Credits: 0.5 | Domain: 4

No matter your position or professional experience, almost all of us struggle with some level of fear and anxiety around public speaking. And from internal meetings, to shortlist interviews, to conference presentations, the AEC industry is full of opportunities (and demands!) to address a group or lead a discussion.How can you break through the nerves, build your confidence, and make sure your message resonates? Join Middle of Six Principals Wendy and Allison as they tackle this challenging subject from a variety of angles, leaning on their combined experiences leading teams, coaching interviews, and delivering presentations. You'll be sure to come away with some valuable tips and a fresh perspective to apply to your next speaking engagement.CPSM CEU Credits: 0.5 | Domain: 3

It's never too early to start scheming your next client care gift. In Episode 51, Middle of Six marketing and creative strategists, Grace Takehara and Lauren Jane Peterson, share their best practices for executing a thoughtful client care gift campaign, common hurdles, and tips for choosing a gift that resonates. Through insightful anecdotes and industry experiences, Grace and Lauren Jane highlight how curated client gifts and thoughtful messaging can be a pivotal tool in personifying your firm's brand and values; critical elements of brand awareness. Listen in as the Middle of Six team outlines key considerations when executing a client gift campaign, the power of storytelling in gift giving, and their "hot takes" for choosing items that resonate and are worth the investment.CPSM CEU Credits: 0.5 | Domain: 5

In the AEC industry, Marketing and Business Development activities are tightly linked. Since marketing plans implement the business and sales goals of the company, a successful execution of strategy demands that marketing and  "BD" are in alignment and constantly communicating. In Episode 50 of The Shortlist, Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon discuss how these two critical business building areas interact and define their bodies of work within a firm. Our conversation will equip you with a deeper understanding of the responsibilities and strengths of each group to help build the foundation of a supportive, strategic, and satisfying work environment for both Marketing and BD. CPSM CEU Credits: 0.5 | Domain: 3

We've talked about social media before, but since it's an ever-evolving communication tool we're revisiting the topic with a focus on the nitty gritty of managing your firm's social presence. To start, what do you look for in assessing your firm's current approach and what are current best practices for honing your future strategy? Understanding what your target audience is interested in and serving up that content in various forms is one surefire way to build engagement and your firm's digital brand. In Episode 49 of The Shortlist, Grace Takehara and Becky Ellison (aka Middle of Six's social media masterminds) share their experience and tips for focusing on the most effective elements of social media to make the process less stressful, more successful, and much more satisfying.CPSM CEU Credits: 0.5 | Domain: 5

The subject of time comes up in virtually every AEC marketing conversation: Time until the deadline, time needed for internal meetings, finding time for special initiatives and non-proposal marketing priorities, and so on. The effect of not having 'enough' time is a significant contributor to the stress and burn-out many AEC marketers may experience during their careers. But what if there were ways to "make" time within the course of the average day? Not only to accomplish what is on your immediate to-do list, but to build in critical space to dream up and explore new ideas? Join Wendy Simmons and Allison Tivnon for a conversation that explores the human relationship to time and actionable tactics to maximize your minutes day in and day out.

Conference participation is an excellent way to immerse yourself in an industry, gain exposure for your firm, and build relationships with clients and colleagues. Engaging in conferences is also a significant investment of time and resources; having a thoughtful plan to maximize your return on investment is key. Whether you are new to navigating conferences or been on the circuit for years, this episode has tips and refreshers for everyone.In the premier episode of Season 3 of The Shortlist, Principals Wendy Simmons and Melissa Richey are joined by Associate Principal Allison Tivnon to provide advice on planning your conference participation strategy. From which types of conferences to attend, to getting approval, addressing return on investment, and bringing back your learnings, the Middle of Six leadership team offers advice to set you up for success. CPSM CEU Credits: 0.5 | Domain: 5

Amy, an overworked marketing coordinator for Outlaw Construction, has a major design-build proposal due by 5:00 pm. And, as every AEC marketer knows, when it comes down to an important deadline—anything that can go wrong, will go wrong.Can Amy and her hastily assembled, ragtag crew of colleagues get the proposal submitted on time? Find out on Night of the Living Deadline, an original audio play presented by The Shortlist.For all the AEC marketers out there who are constantly on a deadline, this special episode is sure to give you some chills—and laughs.

It's often said that managing people is the most challenging aspect of running a business. While there is some truth to that, the statement implies that "the people" are the issue—when in reality, it's often rushed processes, being unintentional or unspecific about roles and responsibilities, and failing to provide clear feedback or effective coaching that are to blame.After several years of growth and nearly constant recruiting, the leadership team at Middle of Six has refined their people processes and are excited to share best practices. As a company, we believe that building a strong team starts with clarity in the recruiting and interview process and is maintained by creating an environment of trust, respect, and transparency.   In the final episode of Season 2, Principals Wendy Simmons and Melissa Richey are joined by Operations Manager Susan O'Leary to discuss their philosophies for recruiting, interviewing, onboarding, and supporting a tightly bonded and highly effective marketing team. CPSM CEU Credits: 0.5 | Domain: 6

Marketing teams—heck, all teams—benefit from having dedicated time to reconnect, recharge, and recommit. AEC professionals often feel like they are waist deep in procurement work, so a well-timed and well planned retreat can provide the space needed to refocus and think critically about the myriad other tasks on their plates. Clearly, we're big proponents of hosting an off-site event, but unfortunately not all organizations prioritize a dedicated marketing retreat.Whether you're building a case to present to your leadership team on the benefits of retreating with your team, or you're planning your firm's annual marketing summit, now is a great time to explore all of the possibilities. With dozens of marketing and corporate events under their belts, Wendy, Melissa, and Allison share their lessons learned for planning an effective marketing retreat, including who should attend, do you need a facilitator, and how to capture and make progress on the brilliant ideas generated as a group.  CPSM CEU Credits: 0.5 | Domain: 2

If you're feeling some unease in this post-pandemic, up-and-down economy—you're not alone. Lessons from the Great Recession have taught us AEC marketers that in times of uncertainty, our departments come under intense scrutiny. Developing flexible and adaptable processes and perspectives will help you 'change proof' your internal marketing resources and ensure you're ready to pivot to respond to shifts in the economy. Tune in to this conversation between Wendy Simmons and Senior Marketing Strategist Allison Tivnon, as they expand on concepts introduced in Allison's book "Marketing at Low Tide." Allison, who also serves as a city councilwoman, possesses firsthand knowledge of the financial challenges faced by local communities and municipalities. The main takeaway? Even in times of economic turmoil and tougher competition, there is still plenty of valuable work for marketers to do to position our firms, protect market share, and keep sailing smoothly.CPSM CEU Credits:  0.75 | Domain: 6

While it's difficult to highlight many positive outcomes of the COVID-19 pandemic, it did provide an opportunity for open conversations around community and personal health.  As it became necessary to provide flexibility to balance work and home commitments, we were also able to shed light on long-standing workplace challenges in our industry.For many, the sudden switch from in-person to virtual work environments prompted thoughtful consideration of the impact on team dynamics, workload, burnout, and mental health. In episode 42 of The Shortlist, Wendy Simmons and Becky Ellison candidly share their own struggles working in AEC marketing and discuss positive ways to accommodate and support the unique needs of every team member.  CPSM CEU Credits:  0.5 | Domain: 6

Let's dive into brand guidelines! While they are considered the foundational elements of any company's marketing toolkit, the specific components can vary greatly between firms. In episode 41 of The Shortlist, Becky Ellison and Lauren Jane Peterson, Senior Creative Strategists at Middle of Six, break down the essentials of brand guidelines. They even go beyond the basics and explore the nice-to-have and dreamworld scenarios. This episode explores everything from defining a brand's personality and voice, how logos should be used, and the need for consistent visual and writing standards across marketing platforms. Becky and Lauren Jane also share tips on how to audit your firm's brand assets, conduct a "search and destroy mission" for non-complaint logos and visuals, and how to rein in a brand without feeling overwhelmed. CPSM CEU Credits:  0.5 | Domain: 2

If you are a marketer in the AEC industry, you have undoubtedly supported a few proposal responses—if not dozens and dozens—throughout your career. And with that inevitably comes a personal list of RFP pet peeves, ranging from incorrect or missing information to excessively onerous, perplexing requirements.In episode 40 of The Shortlist, Middle of Six Principals, Wendy Simmons and Melissa Richey, delve into some of the most confounding RFP requirements they've encountered, providing commentary (and catharsis!) from their experiences contributing to hundreds of RFP Responses. CPSM CEU Credits: 0.5 | Domain: 4

In the AEC industry, professional photography is one of the most valuable representations of your team's culture, technical expertise, and years of hard work delivering successful projects. As a rule, it is often recommended to budget for photos annually, not only for finished buildings but also for "in action" shots that highlight your team and collaboration. If budget is limited, perhaps it is time to tune up your in-house photography skills. In Episode 39 of The Shortlist, Digital Marketing Strategist, Fadi Asmar gets into the nitty gritty details of selecting the right equipment and honing your skills on the jobsite. From the basics of camera bodies, lenses, tripods, and lighting equipment to different tips for architectural photos versus candid team shots, Fadi shares decades of experience behind the camera as an in-house marketer who also wears the "photographer hat." CPSM CEU Credits: 0.5 | Domain: 5

When it comes to first impressions of your brand, your digital marketing platforms are critical—including websites, social media channels, and overall digital marketing collateral. In today's digital world, these are arguably more influential than a company's physical location.  Low-quality, grainy, blurry, or dated visuals will probably reflect poorly on your brand and your business—and let's be real, that's not how most firms want to be seen. In Episode 38 of The Shortlist, Fadi Asmar and Kyle Davis of MOS's Digital Marketing Team, share their insights on the power of visuals in digital marketing, including the equipment and resources you need to create on-brand digital content. Listen in to the team's tips and lessons learned from countless projects and brand image shoots for AEC firms.CPSM CEU Credits: 0.5 | Domain: 5

We all love a win, and recognition! Awards from professional associations are a fantastic way to celebrate your team's efforts and garner publicity for your firm. But it's no small effort to assemble an award submittal that checks all the boxes and resonates with jurists. Judging panels sometimes include professionals from outside the industry—for a fresh perspective—and always include a few sticklers that score "by the book." In Episode 37 of The Shortlist, Wendy Simmons and Melissa Richey, two past SMPS award program judges, share their experiences as judges and 10 helpful tips to make the award submittal process less daunting, targeted to the judging panel, and more likely to bring home a win! CPSM CEU Credits: 0.5 | Domain: 5

In Episode 36 of The Shortlist, Pursuit Strategist Grace Takehara joins Wendy  to discuss how to infuse creativity into the proposal process. Grace shares suggestions to help rethink the typical approach to proposal responses by crafting an environment that is focused on the reader, experimenting with different storytelling mediums, teasing out which elements are "set" versus what you can control, and using simple, shorter responses to make more complex sections shine! CPSM CEU Credits: 0.5 | Domain: 4

Have you ever considered working as a freelance marketer? Or been curious what it takes to launch and run a small business? Since every entrepreneur has their own unique origin story, we thought it would be fun to share some insights into the making of Middle of Six. Listen in as Senior Creative Strategist Becky Ellison takes over as host to interview Middle of Six's founder, Wendy Simmons. Find out what nudged Wendy into starting her own firm, who she was inspired by, and what advice she'd give to marketers or creatives who have been curious about going out on their own. With transparency and candor, Wendy shares the real truth of her journey as a woman business owner in the AEC industry. CPSM CEU Credits: 0.5 | Domain: 6

Whether you're a seasoned AEC marketer or just recently joined the industry, Senior Creative Strategist Becky Ellison and host Wendy Simmons are here to answer the question, 'If you could go back in time, what would you tell yourself in the first year of your career?' Becky and Wendy share specific recommendations for marketers who are still learning about the industry, refining their voice, and finding value in their fresh perspective. The two cover everything from the importance of speaking up and asking questions to prioritizing selfcare–even when on a deadline. We couldn't have done this topic justice without valuable tips from the rest of the Middle of Six team, including Melissa Richey, Grace Takehara, and Allison Tivnon. CPSM CEU Credits: 0.75 | Domain: 6

Once you've determined which competitors to research, now the treasure hunt begins! In Part 2 of our discussion with Allison Tivnon, we outline how to efficiently assess the competition's online presence and what to look for related to brand personality, storytelling, and online engagement. With a clear understanding of your competition's online presence and performance, you can holistically create social media and website strategies that are 'right sized'—balancing finite marketing resources with the never-ending quest to have your firm genuinely stand out from the crowd.

As a general rule, we don't recommend obsessing over the competition. It's much more productive to focus on what your firm does well. But on occasion—say at the start of a new year or as part of a larger strategic planning effort—it can be worthwhile to turn your attention to a handful of companies you most frequently compete against. What is their share of voice and how is it influencing their share of market? In Part 1 of this two-part series, Middle of Six's Senior Marketing Strategist, Allison Tivnon outlines why a competitor audit can be valuable, what characteristics to assess, and how to compile and quantify qualitative findings. In an increasingly competitive market, now might be just the right time to identify hidden windows of opportunity where your firm can stand out from the field. CPSM CEU Credits: 0.75 | Domain: 1

Project managers (PMs) have many demands on their time, making the development of project-specific content for a pursuit challenging. As an AEC marketer, if you can get a new PM up-to-speed on marketing systems and the proposal process—and in turn, understand their role and workload—it will make for a smoother workflow and hopefully a winning pursuit! In Episode 31, Principal Melissa Richey and Pursuit Strategist Grace Takehara join host Wendy Simmons to share suggestions for new (or not-so-new) PMs on how to avoid writer's block, what areas of a proposal to focus their time and energy on, and how we can both help each other be successful. CPSM CEU Credits: 0.5 | Domain: 4

We've flipped the script on this extended episode as Principal Marketing Strategist, Melissa Richey English interviews our host, Wendy Simmons, and producer, Kyle Davis. Ever wonder what it takes to dream up, research, plan, record, produce, and launch a podcast? Well, we sure did! With the support of excellent resources, awesome talent, and a whole lot of heart and hustle, we're delighted to share lessons learned from Season 1, and a glimpse of what to expect for Season 2!

Whether you're designing your first (or 50th) org chart, revamping a schedule graphic, or finding a 'fresh' way to showcase your team, coming up with creative, compelling design requires a spark of inspiration that can be tough to find when you're on deadline and under pressure. Listen in as our dynamic design duo, Becky Ellison and Abigail Clark, give the skinny on how to maintain your creativity in the fast-paced environment of AEC marketing.

As the primary communicators of a firm's brand identity, marketing teams often take a lead role in brand management and maintenance. On occasion, it's a good practice to step away from the day-to-day and take a look at the big picture. In this episode, Wendy Simmons and Rachel West explore the components of a successful brand audit. From competitor analysis and visuals assessments, to looking at language and brand personality across digital marketing platforms—the audit can help you identify the areas that are on point and those that are falling short.

Trying to cultivate a BD ecosystem within your firm but have staff who believe 'business development' is not in their job description? From seller-doers, project managers and support staff to your BD/Marketing teams, everyone plays a critical role in supporting client care and the brand experience. In this episode, Wendy Simmons and Melissa English explore the fundamentals of business development—from the 'zipper' effect to quick tips and tricks to mobilize your colleagues. 

Every company has a brand identity that sits somewhere on the spectrum between bold and diluted. In this episode, Wendy Simmons and Rachel West untangle and define the five major components of brand identity including brand values, brand message/promise, brand personality, brand voice, and visual brand identity. No matter if you're working with a hundred-year-old brand or launching a startup, what are the best ways to develop and hone these elements? And who should participate in that process? Plus, get a quick download on Middle of Six's brand identity and how it has evolved since day one.

Disclaimer: This episode contains blatant stereotypes and generalizations of both "math people" and "art people." You know, math people are the technical staff in an AEC firm who love Excel pivot tables and work through mathematical story problems just for fun. On the flip side, you can find art people sketching out a logo, swiping through Instagram stories for home garden inspiration, all while blogging about last weekend's music fest. In this week's episode, Middle of Six graphic designers Becky Ellison and Abigail Clark chat about simple and sometimes unconventional ways of bridging communications gaps between these two (equally amazing) subject matter experts.

Proposal cover letters are tricky. Sometimes they aren't scored, but more often than not, they impart a critical first impression. So why are they frequently approached as an obligatory, blasé introduction when the selection panel is looking to be inspired, entertained, and informed? In this episode, Allison Tivnon shares five key elements of effective cover letters that will distinguish your team from the competition.

If proposals are at the heart of your day-to-day work life, you are likely in InDesign a LOT. But the tough truth is that many proposal coordinators don't enter the profession with formal training in layout and design. Many of us learn on the job and (let's face it) kind of make things up as we go! Have a nagging suspicion that you're spinning your wheels? That there are more efficient ways to get the work done? There are, and we can help! Join Middle of Six's graphic design team, Becky Ellison and Abigail Clark, as they give their top 10 tips to help you find your footing, improve your workflow, and spend more time creating.

Do you have staff attending an interview who've never laid eyes on the proposal? Does a key member mysteriously disappear when it comes time to rehearse? Got a 70-slide PowerPoint for a 20-minute presentation? If you're nodding your head at any (or al) of these, start waving those red flags! Join Allison Tivnon and Wendy Simmons as they commiserate, laugh, and offer solutions to the oh-so-common missteps that can derail even the strongest proposal efforts. You can't treat a problem until you diagnose the cause. Tackle all your red flags before interview day and you will greatly increase your odds of winning the shortlist!

Business writing typically falls into one of four buckets: informational, instructional, transactional, and (every marketer's favorite) persuasive. And unlike in storytelling, where descriptive words help paint a vivid picture, the goal of effective business writing is to communicate clearly and concisely to ensure that your message is delivered. Join Rachel West and Wendy Simmons as they highlight the differences in writing styles and share 10 tips for better business writing. It's business time!

Love them or loathe them, the virtual interview format is here to stay. While we advocate for the in-person interview above all others, we are thrilled to bid farewell to the dreaded phone interview, and see genuine value in the current virtual hybrid that allows team members and project partners alike to contribute and engage with the interview panel. In this episode, Wendy Simmons and Melissa English discuss the technical, physical, and emotional components of virtual interviews—from the challenges and opportunities in establishing connection through a video screen, to the digital leave-behinds that keep your team top of mind. Cameras on!