Meeting/Event Information

SMPS Seattle January Luncheon | Creating Client Personas as Part of Your Content Marketing Strategy

January 16, 2018
11:30 AM - 1:30 PM

Washington Athletic Club
1325 Sixth Avenue
Seattle, WA 98101

When you are developing your marketing and content strategy, it is tempting to try to make everything as widely appealing as possible. No matter how tempting it may be when you’re crunched for time, don’t settle for shallow, lukewarm strategy and content made for everyone. 

Whether you’re putting the finishing touches on your marketing plan, or looking for a jump start in 2018, join us in learning how to create client personas as the first step in developing content marketing strategies that resonate with your audience and strengthen your firm’s market visibility. Creating client personas can help you avoid the trap of creating something for everyone while still managing to stay productive and keep up. Client personas are fictional representations of your target audience. Long-term, these are best accomplished with interviews with your clients and ideal prospects.

This program guides you through diving into your best or “ideal” clients and defining the goals, needs, and interests that led them to find value in your service. By attending this education program, you will learn:

- Why client personas should be an important part of your overall marketing strategy
- How to develop client personas
- How to apply your client personas to your marketing content strategy


11:30 am – 12:00 pm  |  Registration + Plated Lunch
12:00 pm – 1:30 pm  |  Program










Our special guest presenter, Jennifer Newman, CPSM, is the founder and CEO of Ignite Coaching and Consulting. She believes that every one of us has an amazing capacity to achieve something great, we just need a coach to push us out of our comfort zone and encourage us to go beyond our perceived limitations. To Jen, there is no greater satisfaction than helping someone achieve their goals. She founded Ignite so she could do just that every day. After 20 years serving the AEC industry working for small, medium and large sized firms, she realized her true passion lies in working with companies and individuals who struggle with a lack of strategy, process, training, and a coach in their corner.

In 2016, she took a giant leap of faith and left a leadership position in a firm to start Ignite. She has never worked a day since, because she lives her passion every day. With a knack for being able to push people out of their comfort zone, she loves helping others overcome their obstacles to discover that they can achieve any goal they set. Jen utilizes her experience to help companies and individuals craft individualized recommendations, programs, and services that deliver results. She works with clients to help them improve processes, create better leaders, and develop winning strategies that lead to successful firm growth. Her commitment combined with her passion, talent, and experience give her clients nationwide a concierge level experience.

Passionate about giving back to the industry and community, she donates her time advising and facilitating strategic planning to several non-profit organizations and is actively involved in the American Society of Highway Engineers (ASHE) and Society for Marketing Professional Services (SMPS).


These events offer educational content in the following Domains of Practice for Professional Services Marketing:

1 – Marketing Research
2 – Marketing Planning
3 – Client and Business Development
5 – Promotional Activity

For more information about the Domains, and becoming a Certified Professional Services Marketer (CPSM), contact Chris Imbeau, CPSM or visit SMPS Headquarters.


Content of this event is relevant for the following career levels, as defined by primary area of responsibility:

Junior Marketer – Supports marketing activities.
Mid-Level Marketer – Leads marketing activities.
Senior Marketer – Oversees firm’s marketing program and performance.
BD Professional – Develops specified volume of business.


$65.00 SMPS Member
$55.00 Earlybird rate before January 10

$75.00 Member Firm
$65.00 Earlybird rate before January 10

$85.00 Non-Member
$75.00 Earlybird rate before January 10