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IMC DFW Practice Development Workshop - Marketing Your Consultancy IV - Branding - Nov 2
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When: November 2, 2011
7:15-7:30 am Networking, 7:30-9:00 Program
Where: Telos Club, Parthenon Conference Room
13701 Dallas Pkwy
Dallas, Texas  75240
United States
Contact: Ian Birch, IMC-DFW Webmaster

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Practice Development Workshop
#10 of 24









We're making it easier to attend!

  • Same price whenever
    you register
  • Guests accompanying a Member pay member's price

About the Practice Development Workshop
The PDW is a 24 part seminar on every aspect of the consulting profession delivered monthly over two years.  Everyone is welcome and IMC Members have access to previous sessions.
Come, learn, share, grow.
Workshop Focus
Learn from experts, stay current, exchange ideas, and share your expertise.
The next workshop in the series is:
Marketing Your Consultancy IV - Branding


The power of branding is often overlooked by individual practitioners and small consulting partnerships. At the same time, it is one of the most important ingredients to building or expanding a successful consultancy. Even well established consultants can boost reach and impact of their business by building consistent brand recognition. This month's workshop will give you a clear understanding of critical aspects such as:

  • Brand building
  • Creating brand awareness
  • Branding tools
  • Importance of consistency

Workshop Facilitator

Melinda MarcusMelinda Marcus has built a solid track record for helping clients with complex marketing challenges. Her inPSYCHS workshops and consultive coaching offer insights into ethically influencing decisions on a deeper level.
She began her career at Tracy-Locke and went on to become the first female Creative Director at The Richards Group. Since starting Marcus & Associates, Inc. in 1985, Melinda has worked with a wide range of clients, including the largest privately held newspaper group in the U.S., Fortune 500 Companies and Fortune 100 Privately Held Companies. She also has worked with The LeMaster Group on marketing for two NFL teams and Halliburton.

Melinda is a member of National Speakers Association. She earned her B.A. with Honors in Psychology from Northwestern University and her Masters in Communications from SMU. She graduated from Dartmouth's Tuck Executive Program for women business leaders (Women's Business Enterprise National Council).


Networking: 7:15 - 7:30 am
Program: 7:30 - 9:00 am
Cost per session:

$15 for members, $25 for non-members 
(includes continental breakfast; please bring cash or check)

Members may now bring guests and pay the member rate for them.
The member must register and pay for the guest.

There is no longer a different price for early and late registration.  All tickets are now at the previous early registration price.


Session 10 of 24
Successful Consulting
Why clients engage; aligning to market needs
Laying The Foundation Defining your services; Mission and value proposition
Legal Issues of Consulting The right legal structure; IP aspects; contracts
Expanding Your Consultancy Partners; subcontractors; virtual company; JVs
Creating Value for Clients Value; fair pricing; 'selling' your pricing
Marketing Your Consultancy I Client & market segmentation; identifying prospects
Marketing Your Consultancy II Collateral, newsletter, budgets
Marketing Your Consultancy III Networking and referrals; professional memberships
Marketing Your Consultancy IV Brand building and consistent marketing strategy
Marketing Through the Web Websites & search engines; blogging
Attention Grabbing Communications Speaking; press releases; media coverage
The IMC Code of Ethics I Integrity; confidentiality; conflicts of interest; etc.
Consulting Contracts & Proposals Roles; winning proposals; legal aspects
Selling Consulting Services I Economic buyers; selling process; cold calls
Selling Consulting Services II Closing the deal; dealing with problem clients
Selling Consulting Services III How to sell to large corporations & senior buyers
Managing Clients' Expectations Initial rapport; expectations; resolving scope conflicts
Managing Your Resources Effectively using your time, finances and energy
Expanding Your Consultancy Partners; subcontractors; virtual company; JVs
Improving Your Strategic Agility How to seize an opportunity to interest a buyer
Writing & Publishing For Success Writing case studies & articles; publishing books
Effective Client Analysis Profiling; client base management; referral requests
Asset Based Consulting Practice Building assets; productizing; valuing for resale
How to Become A CMC Process; certification requirements

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Message from the Chair
Don Matheson CMCChair and CEO, IMC USA
Gregory BrooksExecutive Director, IMC USA