155: From Brochures to LinkedIn: How Freese and Nichols Transformed Their Marketing Approach
Let’s be real—getting technical professionals excited about marketing isn’t always easy. You know it, I know it. Most AEC marketers have tried everything from team meetings to one-on-one coaching, only to be met with the same response: “But marketing isn’t my job.” Sound familiar?
Well, it doesn’t have to be that way. In fact, Freese and Nichols, a leading AEC firm, has turned things around in a big way by getting their technical staff actively involved in their online marketing efforts. Yes, you heard that right! Their engineers and specialists are not just showing up on LinkedIn—they’re thriving. And now, the firm is reaping the benefits of a more authentic, engaged, and visible team.
But how did they pull it off?
That’s exactly what I uncover in this episode of the Marketers Take Flight podcast with two very special guests: Dan Purschwitz, CPSM, PR/Communications Manager, and Crista Reed, CPSM, PR/Communications Strategist, both from Freese and Nichols. These two marketing pros share their step-by-step journey on how they’ve empowered their technical staff to embrace LinkedIn and become powerful brand ambassadors.
Here’s a sneak peek at what we cover:
The exact challenges they faced getting technical professionals to embrace LinkedIn (and how they overcame them).
The strategies that worked best for engaging employees—from targeted training sessions to celebrating individual wins.
Why authenticity on LinkedIn has become a game-changer for attracting top talent and clients.
How they’re measuring success and keeping the momentum going.
Why should you listen?
If you’re a marketer in the AEC industry (or any industry, really), you already know that your team is your best asset. But here’s the thing—if they’re not on board with your marketing strategy, you’re missing out on a huge opportunity to grow your firm’s visibility and reach. Freese and Nichols figured out how to make that shift, and their insights might just be the spark you need to do the same.
So, if you’re curious about how to turn your technical team into LinkedIn rockstars—and drive real results for your firm—this episode is packed with actionable takeaways you don’t want to miss.
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