By moving beyond outdated tools, we can foster more meaningful connections, better demonstrate our capabilities, and evolve with the needs of our clients.

October 3, 2024
By Val Brennan, Director of Marketing, WSB

Published by Zweig in the September issue of The Zweig Letter. TZL 1552 (web) (flippingbook.com)

In the dynamic realm of the architecture, engineering, and construction industry, marketing strategies are pivotal for securing client trust and business sustainability. However, traditional methods such as the one-pager are rapidly losing their effectiveness. The one pager, once a staple in marketing toolkits, now represents an outdated approach that can potentially limit a firm’s market perception and success.

The service-first conundrum. For decades, one-pagers have been the go-to marketing material, typically leading with a detailed list of services. This method, while straightforward, inherently restricts a firm’s narrative to a narrow scope. Clients, especially in the AEC sector, look for partners, not just service providers. When we lead with services, we risk being pigeonholed, recognized only for specific capabilities rather than as a comprehensive solution provider. This not only diminishes our appeal but also caps our potential engagements.

A crutch for the sales-averse. Sales is an art, particularly in technical fields where the nuances of services are complex and varied. The reliance on one-pagers has inadvertently become a security blanket for those uncomfortable with direct selling. This trend is counterproductive. While a one-pager can neatly summarize a service, it cannot replace the human element crucial in sales – empathy, adaptability, and the ability to engage. By over-relying on these documents, we prevent our staff from fully developing these essential skills, ultimately impacting our firm’s ability to connect and resonate with potential clients.

Misaligned meeting approaches. The most strategic error with one-pagers is their tendency to dictate the flow of client meetings. Successful client interactions are not about inundating prospects with prepackaged information but about listening – understanding their challenges and tailoring our dialogue to address these issues. A one-pager encourages a monologue when the need of the hour is a dialogue. It is imperative that we shift our approach to one that prioritizes listening, thus fostering a more consultative and client-centric relationship.

A strategic shift in approach. Transitioning from the one-pager mentality involves a strategic overhaul. We start by setting clear goals and identifying our target audiences. From there, we develop key messages that resonate deeply with these groups. Only then do we select the appropriate tactics. This comprehensive strategy allows us to utilize the full spectrum of marketing and sales tools at our disposal, effectively moving our clients and prospects to action. By adopting this holistic approach, we ensure that all communications are purpose-driven and tailored, maximizing impact and engagement.

Let the one-pager die. The death of the one-pager is not an end but a beginning – an opportunity to innovate our approach to marketing and client engagement in the AEC industry. By moving beyond these outdated tools, we can foster more meaningful connections, demonstrate our full spectrum of capabilities, and, most importantly, evolve alongside the needs of our clients.

“For decades, one-pagers have been the go-to marketing material, typically leading with a detailed list of services. This method, while straightforward, inherently restricts a firm’s narrative to a narrow scope. Clients, especially in the AEC sector, look for partners, not just service providers.”

In the era of holistic service and partnership, listening and personalized engagement are the keys to unlocking true business potential.

Val, Director of Marketing at WSB, brings over 15 years of experience in shaping and executing comprehensive marketing and communications strategies. Her expertise lies in her ability to develop strategic plans that resonate across the company. Renowned for her authentic and user-centric approach, Val collaborates effectively with clients to elevate brand experiences and boost service performance. She consistently sets benchmarks in strategic communications, with a meticulous attention to detail that ensures every initiative connects deeply with its intended audience.

September 19, 2024
By Karla Lopez, Senior Graduate Engineer, WSB

Creating Sustainable solutions for diverse environmental conditions.

From daily life to supply chains and beyond, water plays a key role in our world, especially in Texas. In the Lone Star State scarcity like droughts is a common issue in some areas, and more regular rainfall is quite common in others. Comparatively, states like Minnesota far more regularly experience flooding from heavy rains or snowfall which require different ideas and solutions for water management.

Water Allocation and Project Resiliency

Water resource management is critical for every city, especially in arid climates like Texas. Ensuring infrastructure can withstand inclement weather while following natural drainage paths is key. As engineers, we strive to design and implement drainage systems to collect and convey stormwater runoff to minimize the likelihood and impact of floods on communities, infrastructure and properties. Initial project planning includes improvising and adjusting the land around the site while attempting to mimic the existing natural drainage pattern using storm drains and other techniques However, a lack of proper infrastructure can inhibit proper drainage systems.

When infrastructure development begins it requires copious amounts of planning. First, surveying is required to ensure the infrastructure is not being built in a floodplain zone. Maps from the Federal Emergency Management Agency (FEMA) and other agencies are used to model existing water levels as a metric for the new project to prevent an increase in flooding. One of the primary goals in using these maps is to ensure that the project does not increase the previous amounts of water discharge. Caution must be taken to prevent increases in water quantities at any construction site. Additionally, in areas like Texas, the infrastructure needs to withstand natural disasters like hurricanes, tornadoes and coastal flooding.

Improving Water Quality

Infrastructure is only one facet of the issues different communities face. Water purification is a key component of water management, especially when dealing with dirty water. Before collected water is discharged into a river or lake, it goes through different cleaning processes, like filtration ponds, rain gardens and more. Some communities may have proper drainage systems but may not have up-to-date purification systems. This can lead to disparities in the quality of water between different communities.

Differing Climates from State to State

In making state to state comparisons, projects in Texas and Minnesota must work with regulations in both states. Texas is under near-constant threat of a lengthy dry season due to the heat and rare rains. Texas relies heavily on groundwater resources, but due to water scarcity and drought problems the state is facing, the groundwater is depleting. Thus, the regulations in Texas are not as strict as Minnesota’s rules, but that is a double-edged sword. Less regulations can lead to more pollution of water or greater deterioration while more regulation in Minnesota requires far more planning and permitting which slows down projects.

Minnesota, meanwhile, manages the threat of flooding, requiring a thoughtful approach to drainage. There is heavy reliance on watershed assessments which are taken incredibly seriously, especially with the massive number of lakes in the state. Exceptional care is taken to prevent the Land of 10,000 Lakes from becoming polluted due to old or malfunctioning infrastructure.

Tackling Water Issues from Rains to Droughts

Engineering and water management is both an art and a science that requires a careful approach to account for a variety of factors. This is true whether a project is being built to withstand a hurricane or ensuring a project does not cause heavy snowfall to flood neighboring homes. The United States makes up a wide variety of climates with an equally wide variety of potential water related issues that need to be navigated. Like with the varying communities in Texas, all construction projects need to be treated with care whether facing droughts or heavy rains or somewhere else in between.

Karla brings a wealth of experience in environmental engineering and climate resilience to her role as a Senior Graduate Engineer at WSB. Prior to joining the team, she was a research fellow at the NOAA Center for Earth System Sciences and Remote Sensing Technologies (CESSRST) and an intern at Duke Energy focusing on environmental compliance. Her work has consistently centered around supporting community resilience, particularly for underserved communities, through advanced hydrology, hydraulics, and water quality modeling. Karla’s unique approach combines social sciences with engineering to enhance the quality of life in local communities, reflecting her deep commitment to integrating technical expertise with community needs.

September 12, 2024
By Anthony Sommerfeld, PE, Project Manager, WSB

In a nation as vast as ours, understanding and addressing the unique needs of every community is a formidable challenge. In North Dakota we face challenges with aging infrastructure and managing urban growth while preserving our rural landscape. It requires a blend of broad national experience with a deep, personal appreciation of local nuances. As WSB invests in our municipal service offerings in North Dakota, we bring with us a commitment that is twofold – leveraging our national knowledge to empower local communities, while rooting our efforts deeply in the local culture and needs.

Embracing our Local Roots

We understand that the heart of North Dakota isn’t just found in its expansive plains or the rugged badlands, but in the spirit of the people who call it home. As we continue to grow our presence in Fargo and Bismarck, our goal is to intertwine WSB’s comprehensive expertise with North Dakota’s local ethos. Our investment is not just about growing our firm, but about nurturing the communities we serve with tailored solutions that respect their heritage and ambitions.

A Personal Connection with Professional Depth

Choosing WSB means opting for a partner who not only offers a wide array of services but understands why each project matters on a personal level. Our decision to deepen our roots in North Dakota stems from a recognition of the state’s burgeoning potential and the unique challenges faced by its communities. Our engineers and professionals, many of whom hail from the region, bring with them not just technical expertise, but a personal investment in the community’s growth and well-being.

Understanding and Integrating into North Dakota’s Social Fabric

WSB’s approach is heavily anchored in the understanding that local insights lead to more sustainable and accepted solutions. Our team members, many of whom grew up in the very communities they now serve, bring a nuanced understanding of what it means to live and work in North Dakota. This intrinsic knowledge guides our projects, ensuring they not only address infrastructural needs but also enhance the community’s way of life.

The WSB Advantage

With WSB, communities across North Dakota can access a spectrum of services tailored to their unique environmental, economic, and social landscapes. From infrastructure engineering to environmental consulting, our offerings are designed to advance local priorities with national-level expertise. Now is an opportune time for local leaders to explore what a partnership with WSB could mean for their community’s future.

As we invest in North Dakota, our commitment is clear: to deliver not just projects, but progress. To not just work in North Dakota, but to work with North Dakota, understanding its heart, and enhancing its communities with every project we undertake.

Connect with Us at the North Dakota League of Cities Conference

We’re thrilled to announce that WSB will be participating in the upcoming North Dakota League of Cities Conference. Come find us at booth #44, where we’re eager to engage with you. I’m looking forward to exploring the unique challenges your community faces and discussing how we can tailor our support to meet your future needs.

Anthony Sommerfeld is a Professional Engineer specializing in municipal engineering, with over a decade of experience in design and construction. Throughout his career, Anthony has played a pivotal role in master planning and leading design teams for both new developments and reconstruction projects. His approach to each project combines innovation with goal-oriented perspective, and consistently seeking effective solutions. Anthony’s dedication and skill in managing complex projects have made him a valuable leader in the engineering community.