Meeting/Event Information

Marketing Budgeting for AEC Firms - Presented by Innovia

October 17, 2018
5:30 PM EDT - 8:00 PM EDT

Centre for Social Innovation (CSI) - Garage
720 Bathurst Street
Toronto, ON M5S 2R4
Venue website

How do you create a marketing budget that contributes to the firm’s strategic goals? 

Marketing plays an important role in building and solidifying a firm’s competitive advantage. It’s a strategic function that many firms don’t actively set budgets for or measure return of their investment. Doing so helps marketing personnel and practice owners plan marketing activities and understand the benefit of them over time.

This seminar will focus on where developing a marketing budget fits in the scheme of a firm’s creative, technical and strategic objectives. It will offer insights into how marketing budgets are developed in various types of AEC firms and also provide attendees with industry benchmarks for investment.

A key objective for this presentation is for participants to learn approaches to creating marketing budgets that will work for their firm and that they can apply to serve the needs of their role and respective companies.

Rowley Mossop, BES (Architecture), MBA

Rowley leads Innovia by providing clients with the insight and strategy they need to make transformation happen. He founded Innovia in 2004 after his career as an editorial leader with The National at CBC TV News during the transformation from traditional broadcast journalism to the online media landscape of today. Rowley’s background in the disciplines of business, media, design, and architecture informs Innovia’s unique approach to the challenges and potential of creative businesses.

Rowley is a Rotman MBA, holds a diploma from the Ontario College of Art and Design, and has a B.E.S. (Architecture) from the University of Waterloo.

Target Audience

Manager/Director level, Firm Owner/Partner, Intermediate to Junior Marketing staff interested in better understanding marketing budgeting

Markendium Domains of Practice

Marketing Management (Domain 6)
Marketing Planning (Domain 2)

CPSM CPU's: 1.5 

Markendium Domains of Practice

Limited tickets are available for this event. First come, first served via RSVP.
Light refreshments will be served.
This is an "in-person" event only. No recording or webcasting will be provided.
Attendees are kindly asked to refrain from recording this event.
For event cancellation and ticket refund policy, please see:



$40.00 SMPS Member Ticket

$60.00 SMPS Non-member Ticket