Meeting/Event Information

Marketing Planning in Motion

October 20, 2020
5:30 PM EDT - 7:30 PM EDT


Event Description

Creating an effective marketing plan sets the foundation for strategic, operational, and financial management while setting an action plan in place to measure results based on planned outcomes. But, where to start? A marketing plan is all-encompassing—from developing a vision statement that conveys a core idea, to creating a marketing budget and setting marketing goals. Each component of the marketing plan helps drive marketing goals and strategies to ensure effective use of marketing resources and to help grow the firm within its target markets.

In this interactive session, two of our Chapter's Certified Professional Services Marketers (CPSMs) will guide participants through the step-by-step process of developing a marketing plan and measuring its objectives. Participants will be divided into groups and tasked with developing a marketing plan framework for one of the group members' organization. This short marketing plan exercise will assist participants in developing a more substantial plan for their firms.

In preparation for this event, we ask all participants to review their organization's marketing goals and objectives, which may be used as the basis for this exercise. 

Learning Objectives

  • Learn the step-by-step process to build a successful marketing plan
  • Write a marketing plan that is aligned with a firm’s business objectives
  • Understand how to get buy-in from senior leadership
  • Assemble a marketing budget
  • Evaluate KPIs and measurement


Naglaa Hassanein, CPSM, brings over 20 years of experience in marketing, communication, and business development for both national and multinational companies around the world. She spent the last 15 years of her career working in various roles in professional services, including AEC, accounting, and the legal industries. Naglaa has a proven track record for leading successful cross-functional teams, creating efficiencies, improving processes, and managing complex multi-regional projects. She currently leads marketing and business development for Gowling WLG in Toronto as well as the firm’s financial services industry group nationally.

Kirsten Warren, CPSM, is a marketing and business development professional with over 20 years of experience working various roles in the AEC and professional services industries. She currently leads the marketing team for Arup in Canada and is the co-chair of the marketing operations function for Arup across the Americas. With a passion for communicating the valuable role designers and engineers play in our world, her various responsibilities include team leadership, proposal writing and bid management, marketing communications, event management, and working closely with the firm’s leadership to direct and implement marketing plans and strategies.

Target Audience

Junior to Mid-Level Professionals


The webinar will be delivered via Zoom.  Maximum participants: 95.

Markendium Domains of Practice

Domain 2: Marketing Planning



Event Notes

  • The event will be delivered via Zoom. Registrants will receive a separate message with the login details prior to the event. 
  • Registration closes 24 hours before the event, to allow for Zoom details to be distributed.
  • No recording will be provided.
  • Attendees are kindly asked to refrain from recording this event.
  • By registering for this event, attendees consent that any photos taken may be used to promote future SMPS Ontario events.
  • For the event cancellation and ticket refund policy, please see our Ticket Policy.



$45.00 Non-Member Ticket
$35.00 Earlybird rate before September 30

$25.00 Member Ticket
$15.00 Earlybird rate before September 30