Domain 2: Marketing Planning
Posted by Communications2 on Mar. 2, 2026 / Member Resource / Subscribe 0
By Travis Wilson, CPSM | Regional Director of Marketing and Business Development | Lochner Egis
Planning is the foundation for effective and successful marketing and business development in the A/E/C (architecture, engineering, and construction) industry. Every tool in a marketer’s toolbox is strengthened by thoughtful planning and strategy. Within the SMPS Six Domains of Practice, Domain 2: Planning focuses on the development of marketing plans. These plans help guide a firm’s strategy and influence operations, financial performance and investment, and staffing decisions.
In A/E/C firms, planning typically begins with the strategic plan that evaluates where the firm is today. This process often includes a SWOT (strengths, weaknesses, opportunities, and threats) analysis, along with market research, to inform decision-making and establish measurable goals. Strategic plans usually look three to five years into the future. Once this foundation is in place, firms can move into more detailed marketing planning including communications, business development, client management, social media, and public relations. Each of these plans should clearly define activities, budgets, and measurable goals that align with the firm’s overarching strategic plan.
Travis Wilson, CPSM is the Associate Vice President/Regional Director of Marketing and Business Development for Lochner Egis, where he leads strategic growth initiatives across the Western U.S. A Certified Professional Services Marketer with 15+ years of experience in AEC marketing, Travis specializes in business development strategy, proposal leadership, and integrated communications that advance design and infrastructure solutions.
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