Giving Up Carbon-Copy Market Entry Tactics in AEC Firms

"We didn't want to be somebody that just came in and it was about the bottom line and the revenue. It was about being a part of the community." 

In this episode, Michelle Calcote King sits down with Optima Engineering Director of Marketing & Growth Suzanne Epps to discuss why it is a mistake for AEC marketers to blindly transplant their existing strategies when entering new markets. 

Through Optima's recent launch in Greenville, South Carolina, Suzanne demonstrates how becoming a true community partner — not just a service provider — creates lasting relationships that outperform traditional advertising investments. She shares practical tactics for leveraging strategic differentiators, such as sustainable design expertise and local community involvement, to build trust and credibility in new markets.

Here’s a glimpse of what you’ll learn

• Why simply replicating strategies from one market to another doesn't work and how Optima adapted its approach for the Greenville market.

• The strategic importance of establishing a physical office presence when entering a new market.

• How to identify and showcase measurable differentiators that resonate with clients in different markets.

• Effective ways to build brand awareness and community relationships without excessive marketing spend.

• The importance of asking questions and understanding what works in each unique community.

• How Optima leverages its expertise in sustainable design and net-zero energy solutions as a key differentiator.

• The balance between data-driven decisions and community engagement in market entry strategies.

About our featured guest

Suzanne Epps joined Optima Engineering in 2021 and is the Director of Marketing & Growth. With more than 20 years of industry experience, Suzanne is an accomplished marketing and recruitment professional with a passion for connecting top talent with exceptional opportunities. She has developed a deep understanding of both marketing strategies and the intricacies of talent acquisition. Suzanne has a proven track record of driving successful campaigns that generate brand awareness, increase customer engagement and boost revenue. She excels in crafting compelling marketing messages, developing comprehensive marketing plans and leveraging digital platforms to reach target audiences effectively. Suzanne’s collaborative and strategic approach to marketing and recruitment has enabled her to build strong relationships with clients, candidates and colleagues.

Resources mentioned in this episode

• Check out Optima Engineering

• Follow Optima Engineering on LinkedIn and Instagram

• Connect with Suzanne Epps on LinkedIn

• Say hello to Michelle Calcote King on LinkedIn

Sponsor for this episode

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. 

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, p