Merriwether & Williams Insurance Services President Ingrid Merriwether . “ This course was designed to offer practical hands-on experience that will lead to growth and profitability .”
The first two workshops focused on helping participants develop a marketing foundation through a Strength , Weakness , Opportunity and Weakness ( SWOT ) analysis . Contractors identified their businesses ’ strengths and weaknesses , developed methods to identify financial , operational and strategic market factors and determined what needs to be done to meet business challenges . This analysis was followed by gaining an understanding of business opportunities and threats resulting both from external forces ( outside of a business ’ control ) and internal forces ( which can be
neutralized ).
Using the SWOT analysis as a foundation , the next workshop focused on the development of a marketing strategy . Contractors learned how to create a business game plan that contains a company ’ s value proposition , key brand messaging and target customer profile . During the workshop , attendees also received valuable insights on how and where to research upcoming opportunities .
The Power-Up Marketing Series culminated with a session on turning marketing strategies into tailored advertising and messaging for a specific audience . This session included the most effective methods of communication and best practices for public relations , marketing and advertising .
Each workshop was facilitated by industry and subject matter experts , including :
John Miller , Project Manager , MWIS Contractor Accelerated Payment Program . John has over four decades of experience with surety bonds underwriting , surety bond and insurance brokering and all forms of construction project finance . His experience also includes positioning small business construction contractors for growth in the industry .
SUMMER 2021 LA CONTRACTOR CONNECTION - 13