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Marketing at Low Tide
Wednesday, November 18, 2020, 1:15 PM - 2:15 PM MST
Category: Education

Marketing at Low Tide: How to Recession-Proof Your Marketing Department

Marketing matters just as much, if not more, during economic recessions!

In 2020, the longest period of economic expansion in U.S. history came to a grinding halt. Caught off guard by years of growth and record-breaking profits, architecture, engineering, and construction firms (known collectively as the A/E/C Industry) are now reeling and wondering how long the recession will last and how severe the financial impacts will be. During the Great Recession of 2008-2010, many A/E/C firms made deep, devastating cuts into their Marketing departments. These ‘cost-saving’ measures caused waves of layoffs of marketing professionals across all job categories and levels of seniority. This type of extreme ‘disinvestment’ in marketing resources hinders a firm’s ability to position its brand in the hyper-competitive landscape of a recession. To prevent this from happening again, we must understand the motivations and perceptions that drive firm financial decisions, and review some of the miss-steps marketing departments make when the tide goes out.

Program Takeaways:

  • Learn how Recession impacts the A/E/C Industry
  • Explore ‘firm psychology’ and how it impacts Marketing departments
  • Review 4 recession action steps to take immediately
  • Review the 10 Activities Marketing Departments Should Do Every Year to improve agility and strengthen team commitment and morale


Allison Tivnon joined the A/E/C industry in 2008. She has dedicated her career to city and regional planning—partnering with Cities, Counties, regional governments, DOTs, and others on behalf of urban planners, transportation engineers, economists, and policy analysts. She started her career as a proposal coordinator and worked her way up to Marketing Director and Partner. Allison has presented Marketing at Low Tide: How to Recession-Proof Your Marketing Department at events, conferences, and in webinars for the Society of Marketing Professional Services (SMPS) and the American Council of Engineering Companies (ACEC). In 2019, she was awarded the Influential Marketing Leader of the Year award by the Oregon chapter of SMPS. In May 2020, Allison was elected to the Beaverton City Council in Oregon. She will take office on January 1, 2021.

Allison's book "Marketing at Low Tide: How to Recession-Proof Your Marketing Department" is available on her website (https://www.gonogoconsulting.com/marketing-at-low-tide-1) and is coming soon to Amazon!

Ticket Prices
$15 Members
$30 Non-members


CEUs Available: 1, Marketing Research

Participants will receive Zoom meeting details in your registration confirmation email.
Note: If you are a member of another SMPS Chapter, are experiencing job insecurity or work for firms strictly limiting marketing expenditures, please email [email protected] for the free registration code.