Questions about SMPS events?
Email us!

For Programs:

For Marketing Council,Training, or Workshops:


Creating Client Personas as Part of Your Content Marketing Strategy

March 21, 2019
11:00 AM - 1:00 PM

Phoenix Country Club - Phoenix
2901 N. 7th Street
Phoenix, AZ

When you are developing your marketing and content strategy, it is tempting to try to make everything as widely appealing as possible. 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 workshop will guide 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. They will help you refine positioning, communicate and form consensus, make and defend decisions and set pre-qualification criteria.


Jen Newman | Zweig Group

As Managing Director at Zweig Group, Jen Newman, CPSM utilizes her 20 years of AEC specific experience to help firms across North America grow their people and profits. Whether you struggle with strategy, process, training or you lack the bandwidth to carry out your action plans, Jen can help. She has developed a reputation for helping firms improve processes, create better leaders, train and retain talent, increase brand loyalty, differentiate through client experience, and develop winning strategies that lead to successful firm growth through individualized recommendations, programs and services. Jen focuses on creating positive experiences for clients and employees, resulting in increased brand loyalty externally and internally. All along the way, she makes the process fun. To Jen, there is no greater satisfaction than helping others achieve their goals. Jen and her husband Derek are travel fanatics who love to see the world together and spend time with their family and friends. Jen is actively involved in the Society for Marketing Professional Services.



$45.00 Member
$60.00 after 05:00 pm March 19

$60.00 Non-Member
$75.00 after 05:00 pm March 19