THE FOXTROT
The source for marketing strategies and insights to help AEC firms win more work.
Thriving Through Uncertainty: Strategic Marketing That Drives Growth
By: Maggie Seay, CPSM
If you’re feeling the effects of economic uncertainty, you’re not alone. Across the AEC industry, firms are watching inflation, interest rates, and shrinking budgets—while still trying to plan ahead. It’s a tricky balance: public sector investment remains strong, but private development feels more cautious.
The Cost of Inaction
When the market gets rocky, it’s tempting to pump the brakes on marketing efforts. Hit pause on pursuit strategies. Wait for more predictable conditions. But in our experience, the firms that lean in—strategically— are the ones that come out ahead.
Your clients and teaming partners are still making decisions. Opportunities are still in motion. If you’re not showing up consistently and confidently, you’re not just standing still—you’re falling behind.
About Emerald Fox Marketing & Consulting
Emerald Fox Marketing works exclusively in the AEC space, and we’re tuned into the challenges firms like yours are facing.
Whether you’re navigating leadership transitions, team bandwidth issues, or shifting client priorities, we can step in where you need us most.
hello@emeraldfoxmarketing.com emeraldfoxmarketing.com
Workflow Tools to Help Win Work
By: Kyler Johnson
From managing RFQs and interview prep to coordinating internal reviews and lastminute revisions, staying organized isn’t just helpful—it’s essential.
At Emerald Fox, we believe the right tools and systems make the difference between chaos and clarity. That’s why our team leans on trusted workflow tools to keep projects smooth, organized, and stress-free.
Asana
Great for: Project Management
Alternate: Monday.com
Asana keeps us on track with task boards, timelines, and file uploads. We assign responsibilities, track progress, and manage deadlines—all in one place.
Adobe Send for Review
Great for: Editing & Reviewing
Alternate: BlueBeam
Adobe’s Send for Review lets reviewers comment directly in the browser—no special login needed. Real-time feedback streamlines the entire review process.
Microsoft Teams
Great for: Team Communication
Alternate: Slack
Microsoft Teams keeps communication flowing. We automate proposal reminders, tag teammates for reviews, and ensure nothing slips past deadlines.
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What Smart Firms Do Right Now
The savviest AEC firms are getting sharper, more connected, and more prepared for what’s next. Here’s what we’re seeing work:
Clarify and Streamline Your Marketing
Now’s the time to double down on what’s effective and let go of what’s not. That means honing your messaging so it speaks directly to today’s client needs, refreshing your marketing materials to stay current, and investing in the channels that actually move the needle.
Strengthen Relationships
In uncertain times, trust becomes even more valuable. Strong client, partner, and team relationships are your firm’s biggest asset—and they don’t just happen.
Prioritize proactive communication. Offer insights without always tying them to a pitch. Check in, show up, and add value consistently. Relationships built now will carry you through the highs and the lows.
Prepare for the Right Opportunities
Opportunities will come—but often for those who are ready to move. That means keeping your pursuit processes sharp, your internal teams aligned, and your proposal responses polished and professional.
The Bottom Line
You don’t have to wait for the economy to “settle” to move forward. With the right strategy and support, you can stay visible, strengthen your brand, and position your firm to win the work that moves you forward.
Maggie Seay is the CEO and co-founder of Emerald Fox Marketing, helping AEC teams grow, lead, and build lasting success.
Elevating Your RFQ Content: Secrets to Crafting Compelling Proposals
By: Adrian Grau, CPSM
Crafting a compelling proposal is the cornerstone of securing projects, fostering client relationships, and outshining competitors. But how can you ensure your proposals stand out in a sea of submissions?
Streamline Your Go/No-Go Process
Before investing time and resources into crafting a proposal, it’s crucial to assess the viability of the opportunity. Implementing a rigorous go/no-go process helps pinpoint winnable projects aligned with your business objectives. Consider factors such as resource availability, project profitability, alignment with expertise, and potential for market expansion. Assigning a scoring system to evaluate opportunities ensures you pursue ventures with the highest likelihood of success.
Enhance Readability and Personalization
Tailor your proposal to resonate with the client’s needs and priorities. Use boilerplate content as a foundation, but allow time for customization. Incorporate storytelling elements to convey your firm as the solution to the client’s challenges. Structure your proposal for easy skimming with concise paragraphs, bullet points and engaging visuals. By prioritizing readability and personalization, you demonstrate your commitment to meeting the client’s unique requirements.
Consider a Third-Party Proposal Audit
Seeking an external perspective can provide invaluable insights into optimizing your proposals. A third-party audit evaluates the effectiveness of your content, design and overall presentation. Identify areas for improvement, such as generic content, complex language or lack of client-centricity. By investing in an audit, you position your firm for greater success in securing lucrative opportunities.
By implementing these strategies, you’ll elevate your RFQ content, differentiate your firm and increase your chances of winning coveted projects. Stay proactive in refining your proposal approach to stay ahead in a competitive landscape.
Adrian is the Director of Pursuit Services at Emerald Fox Marketing, where she leads RFQ efforts and helps teams deliver standout, winning proposals.
Improve Your Win Rate
Scan the QR code to grab our go/no-go worksheet—built to help you focus your energy where it counts most.
Is Your RFQ Hitting the Mark?
Take this quick self-audit to see how your proposals stack up.
For each question, answer: Y-Yes / S-Somewhat / N-No
Is your proposal tailored to the specific client’s needs, not just a copy-paste of past submissions?
Can a client easily skim your proposal and quickly grasp your key points and differentiators?
Does your proposal tell a clear story about why your firm is the best choice—not just what you do?
Is your language clientfocused (using more “you” and “your” than “we” and “our”)?
Are your visuals—photos, graphics, and charts—used intentionally to support your message?
Is your content free of jargon, overly complex sentences, and internal “firm-speak”?
Have you recently had an outside expert review your proposals for gaps, tone, and clarity?
Your Score:
6–7 Yeses: You’re in great shape—keep it going!
3–5 Yeses: Strong foundation, but there’s room to level up.
0–2 Yeses: An outside perspective could make a big impact.
Want a deeper dive?
Emerald Fox offers third-party audits that sharpen your content, boost readability, and help you win more work. Let’s talk!
Are your RFQ responses holding you back?
Maybe you're scrambling at the last minute and recycling old submissions. Or chasing projects you haven't positioned for. But one thing is certain: you're tired of watching your competitors win.
Emerald Fox Marketing & Consulting can help.
We work exclusively in the AEC industry, so we know the grind—and how to break the cycle. Whether you need fresh strategy, polished content, or fire-drill-proof support, we step in where you need us most.
Our RFQ services include:
• Strategy & Positioning: Nail your win themes and BD pre-work
• Content & Copywriting: Say goodbye to overused narratives
• Layout & Design: Submit proposals that command attention
• Submission Support: Fast turnarounds, flawless execution
Let’s turn your next RFQ into a win. hello@emeraldfoxmarketing.com emeraldfoxmarketing.com
13333 Blanco Road, Suite 200 San Antonio, Texas, 78216
Inside this Issue
FEATURE ARTICLE
Thriving Through Uncertainty: Strategic Marketing That Drives Growth By: Maggie Seay, CPSM
STRATEGIC INSIGHTS
Elevating Your RFQ Content: Secrets to Crafting Compelling Proposals By: Adrian Grau, CPSM
SMARTER, NOT HARDER
Workflow Tools to Help Win Work By: Kyler
Johnson
QUICK QUIZ
Is Your RFQ Hitting the Mark?
BONUS RESOURCE
Go/No-Go Worksheet
Download this free tool online
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