[She’s Got Hustle] Transforming AEC Marketing and Empowering Professionals With Jennifer McPherson

Jennifer McPherson is the President of Chickenango Marketing Solutions. The company specializes in public outreach and marketing for government agencies, and branding, design, and proposal writing for the AEC (Architecture, Engineering, and Construction) sector. Jennifer started her company at age 46 after gaining 27 years of experience in the AEC industry, and she is now launching Chickenango University, an educational program aimed at enhancing marketing and business development skills in the AEC space.

Here’s a glimpse of what you’ll learn:

• [03:47] Jennifer McPherson’s journey from 27-year AEC industry veteran to entrepreneur
• [05:06] The unique story behind the name Chickenango
• [06:46] Overcoming the challenges of scaling a business from one to many
• [09:38] How to stand out in the AEC industry market
• [12:39] Mastering the art of translating technical jargon into layperson’s terms
• [17:12] Staying ahead by providing cutting-edge marketing solutions for government entities
• [20:15] Jennifer talks about Chickenango University and its educational goals
• [30:56] Jennifer’s advice for anyone wanting to enter into public sector contracts
• [36:26] Balancing motherhood while building a thriving business
• [39:36] The proudest moment Jennifer had leading her agency

In this episode…

The architecture, engineering, and construction (AEC) industry is filled with complexities, from communicating technical concepts to building strong public engagement strategies. What does it take to transform how marketing and education work in this highly specialized field?

According to Jennifer McPherson, a marketing expert with over two decades of experience in the AEC sector, success lies in simplifying the technical and maintaining clarity. She highlights the importance of bridging the gap between engineers, clients, and the public by creating tailored messaging that resonates with all stakeholders. By leveraging her deep industry knowledge, Jennifer has developed innovative strategies to address these challenges and empower these professionals. Her latest initiative focuses on fostering growth and reducing burnout for AEC marketers through practical education and tools that set them up for sustainable success.

In this episode of RAW Spotlight, Emily Au joins Jennifer McPherson, President of Chickenango Marketing Solutions, to discuss her journey of transforming AEC marketing and empowering professionals through education. Jennifer explains how her agency stands out in a niche space, why her educational program is critical for the industry, and the lessons she learned as a late-blooming entrepreneur. She also offers advice for balancing personal and professional priorities while building a thriving business.

Resources mentioned in this episode:

• Emily Au on LinkedIn
• Victor Huynh on LinkedIn
• Ready Artwork
• Jennifer McPherson on LinkedIn
• Chickenango Marketing Solutions
• Chickenango University
• Monday.com
• Zapier
• QuickBooks

Quotable Moments

• “Life isn’t always fair, so if it’s not fair at the moment, move on and carve a different path.”
• “You can change your future just by changing your mindset, and you can basically do what you want.”
• “When you start a company, you start it because you know the one thing you know how to do.”
• “In business development, you’ve got to be able to take that knowledge and create the relationship.”
• “People buy from people, not necessarily companies.”

Action Steps

1. Embrace a niche focus: By honing in on a specific industry or service, businesses can develop deep expertise and unique value propositions that differentiate them from competitors.
2. Invest in continuous learning: This approach not only ensures that professionals stay up-to-date with industry changes but also helps reduce burnout and turnover by providing structured training and support.
3. Prioritize effective communication: Improving communication skills can bridge gaps between technical experts and laypersons, ultimately enhancing client relationships and project outcomes.
4. Build a resilient team: By focusing on creating a supportive and knowledgeable team, businesses can better manage growth and maintain high-quality service delivery.
5. Adopt a long-term perspective: Cultivating relationships over time can lead to higher client retention and more opportunities for collaboration and growth.

Sponsor for this episode…

This episode is brought to you by Ready Artwork, where we deliver uniquely tailored B2B digital marketing services to facilitate the long-term growth of your business.

At Ready Artwork, we combine data-driven insights with innovative design to help your business thrive in the digital age. From SEO and digital advertising to web development and email marketing, we have experts who help companies uncover growth in unexplored and extraordinary ways.

To learn more, visit readyartwork.com or get a free proposal. Let Ready Artwork discover your full potential.