155: From Brochures to LinkedIn: How Freese and Nichols Transformed Their Marketing Approach

Marketers Take Flight

You’ve heard it before: “Your technical team should be more involved in marketing.” Easier said than done, right? Well, today’s episode is about to change your whole perspective.
I’m joined by two incredible AEC Marketing Mavericks from Freese and Nichols, Dan Purschwitz and Crista Reed, who’ve cracked the code on getting their technical staff excited about marketing. Yep, you read that right—excited about using LinkedIn to grow the firm’s reach. But it didn’t happen overnight, and it definitely didn’t happen without some resistance.
Here’s the deal: Freese and Nichols took a totally different approach to marketing by putting their technical staff front and center. Now their team is actively sharing content, building their personal brands, and bringing real results to the firm. This isn’t just about posting for the sake of posting. We’re talking real, authentic engagement that’s driving recruitment, business development, and even their company culture.
In this episode, we’ll dive into:

• How Dan and Crista flipped the script and turned LinkedIn skeptics into power users.
• The simple but genius strategies they used to train and empower their team to shine online.
• Why authenticity always wins and how it’s helping them attract top-tier talent.
• The honest challenges they’ve faced (yep, they’re getting real) and how they’re measuring success now.

If you’re an AEC marketer wondering how to get your team more involved in marketing—or maybe just need some fresh ideas for LinkedIn—this is the episode you need to hear. Trust me, it’s packed with practical tips and strategies that you can start using right away.

Hit play and get ready to learn how you can transform your team into LinkedIn rockstars!

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Chapter

1. 155: From Brochures to LinkedIn: How Freese and Nichols Transformed Their Marketing Approach (00:00:00)

2. [Ad] More Than the Dress (00:23:58)

3. (Cont.) 155: From Brochures to LinkedIn: How Freese and Nichols Transformed Their Marketing Approach (00:24:46)