2025 Marketing at Low Tide Event Recap
Marketing at Low Tide: How to Change-Proof Your Marketing Department
Last month, SMPS Oregon hosted Marketing at Low Tide: How to Change-Proof Your Marketing Department, led by Allison Tivnon, Principal Marketing Strategist at AEC Pursuit Strategies and author of Marketing at Low Tide: How to Recession-Proof Your Marketing Department.
Allison brought a unique perspective shaped by her deep experience in A/E/C marketing strategy and public service. The session reinforced the idea that marketing matters just as much, if not more, during economic downturns. Reflecting on lessons from the 2008–2010 Great Recession, Allison noted how many firms made deep cuts to their marketing departments—decisions that ultimately slowed recovery and weakened competitiveness. Her challenge to attendees was to stop viewing marketing as overhead and start recognizing it as an investment in a firm’s resilience and future growth.
Understanding Firm Psychology
During periods of uncertainty, marketing leaders must understand their firm’s mindset and respond strategically. Allison encouraged marketers to provide leadership with regular, data-driven updates on marketing: proposals submitted, hit rates, analytics, events, outreach, and special projects. These quarterly “Marketing Flyovers” keep marketing visible for firm leaders as they weigh internal financial decisions, demonstrating accountability and reinforcing marketing’s critical role in the firm’s success.
Change-Proofing Your Marketing Team
Allison also shared several practical tactics to strengthen marketing departments during lean times:
- Know Your Flow – Anticipate peak busy seasons and plan resources accordingly.
- Create an Annual Calendar – Broaden perspective and improve team coordination.
- It Takes a Village – Clarify responsibilities, set boundaries, and engage consultants and freelancers to fill gaps efficiently.
- Harness Intern Support – Get constantly shifting tasks done once and for all.
- Tighten up Leads Tracking – Periodically review your online resources and approaches to tracking future pursuits.
- Conduct Client Surveys – Collaborate with firm leaders to gather feedback, build relationships, and capture testimonials.
- Perform a Social Media Audit – Track competitor activity, posting frequency, and content trends.
- Establish a Marketing Budget – Treat it as a strategic tool, not an afterthought.
- Set Expectations Through Transparency – Create visibility into the myriad daily/weekly/monthly tasks that Marketing is responsible for.
- Host a Marketing Retreat – Marketing teams and even solo marketers can benefit from dedicated time to plan, assess strengths and weaknesses, and set priorities for the year.
Allison closed by urging marketers to analyze their firm’s past performance during downturns to prepare for whatever economic tides come next. As she reminded the group, “Downturns happen. The goal isn’t to avoid them—it’s to be ready when they do.” With foresight, communication, and strategic agility, marketing can remain a steady force, even when the tide goes out.
A note about SMPS Education Committee Offerings!
The SMPS Education Committee is hosting several events throughout the year! Don’t miss out on our writing workshop in February, a Pacific Regional Conference recap in April, professional development event in May, and our ongoing brown bag meetups during the lunch hour. If you’re looking for a more consistent opportunity to learn from peers in the AEC industry and build relationships, join a roundtable!
SMPS Oregon also offers three scholarships annually for members. Learn more and apply at the link! https://smpsoregon.org/Scholarship_Program
