Stories that Sell and Proposals that Win

March 17, 2011

8:30 a.m.	Check-in and networking
9 a.m. to noon	What Story is your Brand Telling: Using Archetypes to Build your Brand
12 noon	Networking lunch
1 to 4 p.m.	Show Me the Money: Stories from Winning Proposals & Where to Save Money Winning Work

Country Springs Hotel in Pewaukee

Using storytelling to convey a message is a trend that has really caught on in the A/E/C industry, but few have been able to master the use of storytelling and how it can truly impact whether you win your next project. In conjunction, how do we incorporate stories that sell while being conscious about marketing budgets and where we can save money winning work? Join us for our first-ever full day workshop where presenters Fritz Grutzner of Brandgarten and Laura Ricci of 1Ricci LLC will split the day, covering both how to use archetypes to tell your story and where to save money winning work.

What Story is your Brand Telling? Using Archetypes to Build your Brand

In September 2009, The New York Times Magazine ran a cover article highlighting the publication of CG Jung's Red Book, calling it "The Holy Grail of the Unconscious." This book formed the foundation of Jung's work on "archetypes," which can be thought of as universally shared ideas or stories that form the content of our collective unconscious.

Fritz Grutzner, president of the brand strategy firm Brandgarten, has been using Jungian archetypes to successfully build strong brand stories for nearly a decade. He will demonstrate how to use archetypes as a profound yet practical tool to build a brand's strategy and help you discover and tell your brand's most compelling story.

Fritz Grutzner is president and founder of Brandgarten, a brand strategy firm that helps companies discover and tell their most compelling brand story. He has over 20 years of experience building winning brands in the US and abroad for companies like Johnson & Johnson, Eli Lilly, and Oscar Mayer. Prior to founding Brandgarten, Fritz was Vice President of Marketing for Johnson & Johnson’s baby products, where he learned that the most effective brand messages were those told in the form of stories. He started Brandgarten to share the power of emotional branding and storytelling with organizations of all sizes.

Fritz has an MA in Germanic Philology from the University of Wisconsin and an MBA from Thunderbird School of Global Management. He is co-author of McGraw-Hill’s Tips and Traps for Marketing your Business and conducts brand strategy and marketing training in the US and abroad for Johnson & Johnson and other global players.

Show Me the Money: Stories from Winning Proposals and Where to Save Money Winning Work

How do you decide what to spend money on when money is tight, but your pipeline is dangerously short?

Laura turned around two engineering firms, one with a dysfunctional marketing approach that needed discipline and process to compete more effectively. The second was in very bad shape, and facing the end of their largest contracts. The path out was to win work, making hard decisions along the way about how and which opportunities to pursue (raising win rate from 43% to 71% and raising average contract size from $55,000 to over $500,000).

We'll work through decisions that were critical, and review processes that brought meaningful results, and hear how they won work that attracted attention as well as revenue. What kept these firms of 740 FTEs and 1900 FTEs from failing, and what can be used by your firm.

Today, Laura avoids turnarounds, and works with firms serious about winning work and saving money. If your firm qualifies, come hear what others have paid dearly for by waiting too long to fix the leaks in their pipeline. Visit her consulting firm at 1Ricci.

SMPS is a Registered Provider of AIA Continuing Education Credits. This program is 6 CEUs.