If you were to set off on a road trip, you wouldn’t just set the destination and hope to get there. You’d look at options, figure out your optimal path and determine when you’ll should arrive.

Market planning is like that.

Marketing plans are the road maps and atlases that outline how and where your firm wants to go. But, much like road maps and atlases, they can end up collecting dust on a shelf while you drive around, hoping to figure out where you are.

This session will take you through the steps of creating effective marketing plans and, most importantly, look at ways to actually implement them so they don’t end up as bookends on a shelf.

Presenters

Misty Diemer-Thurman, FSMPS, CPSM

Scissortail Marketing

Misty Diemer-Thurman is the founder of Scissortail Marketing, a consulting firm focused on marketing processes, proposal development and data management. Misty has over 25 years of experience working with architects, engineers and contractors, helping them implement workable marketing strategies and real-world processes. She is a past president of SMPS Oklahoma, was a subject matter expert in the development of SMPS’s “Domains of Practice,” was a co-founder of SMPS Oklahoma’s CPSM Bootcamp and served on the SMPS Certification Committee. She is a Certified Professional Services Marketer, was named a Fellow of SMPS in 2019 and served on the SMPS 50th Anniversary task force. She has served on the Northern Oklahoma College Foundation Board of Trustees since 2021.

Brad Thurman, PE, FSMPS, CPSM

Wallace Design Collective

Brad Thurman is a principal and Chief Marketing Officer of Wallace Design Collective, a professional consulting firm offering structural and civil engineering, landscape architecture, surveying and assessments. He joined Wallace in 1987 and is a licensed Professional Engineer. Since 1998, Brad has helped lead Wallace’s marketing and business development efforts across four disciplines and eight offices. He is a past president of SMPS Oklahoma, served as the 2013-14 President on the SMPS National Board, and served as a trustee and as president of the SMPS Foundation Board of Trustees. Brad is a Certified Professional Services Marketer, was named a Fellow of SMPS in 2009, was inducted into the SMPS Oklahoma Hall of Fame in 2015 and was the 2025 recipient of the Weld Coxe Marketing Achievement Award.