Your firm has the expertise.
Let’s make sure the right clients know it.

Senior marketing leadership — without the full-time hire. I help architecture, engineering, and construction (AEC) firms win the right work through sharper positioning, stronger pursuits, and clearer client communication.

Let’s connect

Michele Chapman

Who I work with

AEC Firms

Small to mid-sized firms (10–100 people) with strong technical expertise who struggle to communicate their value — and are ready to invest in growth.

Owners & Developers

Healthcare systems, universities, and corporations that need expert guidance on AEC procurement, firm selection, and project communications.

“A collaborative stage manager for the built environment.”

What makes this different

Most AEC marketers have seen only one side of the table. I’ve sat on both. My background includes firm-side marketing leadership at HOK and BSA LifeStructures, and also owner-side experience at BJC HealthCare where I was involved with selecting design and construction teams. My dual perspective changes everything about how I help firms position and pursue opportunities.

How I add value

Brand Positioning

Clarify your value proposition and develop compelling messaging that resonates with target clients.

Pursuit Strategy

Improve win rates through strategic planning, stronger materials, and a sharper story.

Marketing Infrastructure

Create content libraries and establish CRM systems for improved responses.

AEC Procurement

RFP/RFQ development, proposal evaluation, shortlisting, and selection support for owners.

How we work together

Pilot Engagement

Start focused

6–8 weeks to build your foundation and prove value — positioning, messaging, pursuit tools, or a marketing roadmap.

Ongoing Retainer

Stay strategic

Part-time strategic support and execution on a flexible arrangement. Scale up or down based on what you need.

Project-Based

Go deep on one thing

Specific initiatives: voice guide, proposal systems, market entry strategy. Scoped to fit your goals.

Michele Chapman

Founder, Spotlight Strategy LLC

25+years in AEC marketing & client development

My career spans both sides of the AEC relationship. I’ve led marketing at HOK and Circadia, driven business development at BSA LifeStructures and S.M. Wilson — and I’ve been the client, managing firm selection for major healthcare capital projects at BJC HealthCare.

That owner-side experience is rare. It means I understand what selection committees are looking for, what makes a pursuit succeed or fail, and how to translate your technical expertise into language that wins work.

I work with firms that are ready to grow — not just stay busy.

Ready to talk?

Let’s explore whether fractional marketing support is the right fit for your firm.

View Services

[email protected]·314.873.4316

Your firm has the expertise.Let’s make sure the right clients know it.