[She’s Got Hustle] Transforming AEC Marketing and Empowering Professionals With Jennifer McPherson

Jennifer McPherson is the President of Chickenango Marketing Solutions. The company specializes in public outreach and marketing for government agencies, and branding, design, and proposal writing for the AEC (Architecture, Engineering, and Construction) sector. Jennifer started her company at age 46 after gaining 27 years of experience in the AEC industry, and she is now launching Chickenango University, an educational program aimed at enhancing marketing and business development skills in the AEC space.

Here’s a glimpse of what you’ll learn:

• [03:47] Jennifer McPherson’s journey from 27-year AEC industry veteran to entrepreneur
• [05:06] The unique story behind the name Chickenango
• [06:46] Overcoming the challenges of scaling a business from one to many
• [09:38] How to stand out in the AEC industry market
• [12:39] Mastering the art of translating technical jargon into layperson’s terms
• [17:12] Staying ahead by providing cutting-edge marketing solutions for government entities
• [20:15] Jennifer talks about Chickenango University and its educational goals
• [30:56] Jennifer’s advice for anyone wanting to enter into public sector contracts
• [36:26] Balancing motherhood while building a thriving business
• [39:36] The proudest moment Jennifer had leading her agency

In this episode…

The architecture, engineering, and construction (AEC) industry is filled with complexities, from communicating technical concepts to building strong public engagement strategies. What does it take to transform how marketing and education work in this highly specialized field?

According to Jennifer McPherson, a marketing expert with over two decades of experience in the AEC sector, success lies in simplifying the technical and maintaining clarity. She highlights the importance of bridging the gap between engineers, clients, and the public by creating tailored messaging that resonates with all stakeholders. By leveraging her deep industry knowledge, Jennifer has developed innovative strategies to address these challenges and empower these professionals. Her latest initiative focuses on fostering growth and reducing burnout for AEC marketers through practical education and tools that set them up for sustainable success.

In this episode of RAW Spotlight, Emily Au joins Jennifer McPherson, President of Chickenango Marketing Solutions, to discuss her journey of transforming AEC marketing and empowering professionals through education. Jennifer explains how her agency stands out in a niche space, why her educational program is critical for the industry, and the lessons she learned as a late-blooming entrepreneur. She also offers advice for balancing personal and professional priorities while building a thriving business.

Resources mentioned in this episode:

• Emily Au on LinkedIn
• Victor Huynh on LinkedIn
• Ready Artwork
• Jennifer McPherson on LinkedIn
• Chickenango Marketing Solutions
• Chickenango University
• Monday.com
• Zapier
• QuickBooks

Quotable Moments

• “Life isn’t always fair, so if it’s not fair at the moment, move on and carve a different path.”
• “You can change your future just by changing your mindset, and you can basically do what you want.”
• “When you start a company, you start it because you know the one thing you know how to do.”
• “In business development, you’ve got to be able to take that knowledge and create the relationship.”
• “People buy from people, not necessarily companies.”

Action Steps

1. Embrace a niche focus: By honing in on a specific industry or service, businesses can develop deep expertise and unique value propositions that differentiate them from competitors.
2. Invest in continuous learning: This approach not only ensures that professionals stay up-to-date with industry changes but also helps reduce burnout and turnover by providing structured training and support.
3. Prioritize effective communication: Improving communication skills can bridge gaps between technical experts and laypersons, ultimately enhancing client relationships and project outcomes.
4. Build a resilient team: By focusing on creating a supportive and knowledgeable team, businesses can better manage growth and maintain high-quality service delivery.
5. Adopt a long-term perspective: Cultivating relationships over time can lead to higher client retention and more opportunities for collaboration and growth.

Sponsor for this episode…

This episode is brought to you by Ready Artwork, where we deliver uniquely tailored B2B digital marketing services to facilitate the long-term growth of your business.

At Ready Artwork, we combine data-driven insights with innovative design to help your business thrive in the digital age. From SEO and digital advertising to web development and email marketing, we have experts who help companies uncover growth in unexplored and extraordinary ways.

To learn more, visit readyartwork.com or get a free proposal. Let Ready Artwork discover your full potential.

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Transcript of this podcast episode:

Emily Au:

Welcome to the RAW SPOTLIGHT — She’s Got Hustle, a podcast series that highlights fearless women transforming business and life through perseverance, growth, and a healthy dose of hustle. I’m your host, Emily Au, co-founder of Ready Artwork. As a designer, marketer, and entrepreneur, I’m excited to share the inspiring stories of women making a difference.

In this podcast, I spotlight incredible women hustlers across various fields—from B2B businesses and niche markets to major brands, local ventures, and public organizations. My guests share their success stories and reveal how they balance passion with purpose. If you’re looking for real talk and motivation from women who hustle, you’re in the right place. So, get comfortable, settle in, and get ready to be inspired!

Before we dive in, here’s a quick message from our sponsor:
This episode is brought to you by Ready Artwork, where we deliver uniquely tailored B2B digital marketing services to drive the long-term growth of your business. At Ready Artwork, we combine data-driven insights with innovative design to help your business thrive in the digital age.

Our team of experts specializes in SEO, digital ads, web development, and email marketing. We’re here to help businesses grow in unique and unexpected ways. To learn more, visit readyartwork.com. Let Ready Artwork unlock your business’s full potential!

Today, I am excited to welcome Jennifer McPherson to the podcast. She is the founder and president of Chickenango Marketing Solutions, an agency specializing in public outreach and marketing for government agencies, as well as branding, design, proposal writing, and architecture for the AEC (Architecture, Engineering, and Construction) industries. Jennifer is also launching Chickenango University, a new education program designed to help professionals in the AEC industry enhance their marketing and business development skills.

I’m really looking forward to hearing about her journey, the lessons she’s learned, and more about this exciting new launch. Jen, welcome to the show, and thank you for joining me today!

Jennifer McPherson:
Oh, thank you so much, Emily! I’m really grateful to be here to talk with you about Chickenango University, business, and women in business. It’s all very exciting!

Emily Au:
Absolutely! I know we had the pleasure of meeting recently at a retreat in Colorado, where we shared stories about our journeys, our agencies, and our experiences. I was immediately impressed by your vision and how you intentionally set goals and timelines for your agency. The way you operate your business is so purposeful, and I knew I had to invite you on the podcast. I’m excited to dive into this conversation and share your story with other entrepreneurs and leaders!

Jennifer McPherson:
Thank you, Emily. I’m excited to share as well!

Emily Au:
Let’s start with your background and career journey. Can you tell us how you founded your agency and what led to its creation?

Jennifer McPherson:
Of course! I’m what you might call a late bloomer—I started my agency when I was 46. We’ve been in business now for six years, heading into our seventh. Before founding the agency, I worked in the AEC industry for 27 years, primarily with engineering firms. My role was focused on marketing for engineers, with some public involvement as well.

Over time, I realized that working within engineering firms often limited what I could accomplish. I felt there was an opportunity to provide highly specialized, niche services to engineering, architecture, and construction companies, as well as DOTs (Departments of Transportation) and local agencies. That realization inspired me to create Chickenango Marketing Solutions.

Emily Au:
Your agency’s name is so unique! Do you mind sharing the story behind it?

Jennifer McPherson:
Of course! It’s probably our most frequently asked question. I’ve been asked about it twice already today!

In the AEC industry, most firms are named after last names or initials, but I wanted something that stood out. I wanted our name to reflect that we’re not engineers—we’re communicators and marketers. The name “Chickenango” popped into my head because of a personal connection.

Years ago, my family lived in Cazenovia, New York, and right next door was a town called Chittenango. My daughter, who was four at the time, found it difficult to pronounce, but it’s where the ice cream shop was. Anytime we’d say, “Let’s go get ice cream in Chittenango,” she’d excitedly say, “I want to go to Chicken and Go and eat ice cream!” The name stuck, and it’s become a fun story to tell.

Emily Au:
I love that! It’s such a clever and meaningful story. A name like that definitely leaves an impression and gives you a great conversation starter.

Jennifer McPherson:
Thank you!

Emily Au:
When you started your agency, what were some of the biggest challenges you faced, and how did those experiences shape where you are today?

Jennifer McPherson:
Oh, there were definitely challenges. The biggest one early on was realizing I couldn’t do everything myself. Initially, it was just me, but as the workload grew, I reached a point where I couldn’t fulfill all the work alone. That led to the daunting task of hiring my first employee.

The transition from working solo to managing others was overwhelming at first. When you start a business, it’s often because you’re really good at doing one specific thing. But running a business is a completely different skill set. I had to learn about hiring, managing, taxes, employee handbooks—you name it. At the time, it felt like stepping into the unknown.

Looking back, it seems small compared to what we handle now, but that first step into hiring and management was pivotal.

Emily Au:
I can completely relate! When we started our agency, we faced similar challenges. The unknowns—like tax requirements and employee management—were daunting. It’s definitely a big leap.

Jennifer McPherson:
Exactly! When you’re starting out, everything feels like a huge hurdle, but with time, you build confidence.

Emily Au:
When did you hire your first employee?

Jennifer McPherson:
We hired our first two employees in 2019, about 14 months after launching in 2018. The hires were spaced about three months apart, but it was a big milestone for us.

Emily Au:
Hiring two people so close together must have been an exciting and transformative moment for your business!

Jennifer McPherson:
It definitely was! It marked the beginning of real growth for the agency.

Emily Au:
Within your niche, working with governmental organizations in the AEC industry, what makes you unique in this space? How did you identify this opportunity, and what sets your agency apart?

Jennifer McPherson:
Well, the AEC industry is definitely a very niche space. What sets us apart is that many of us at Chickenango Marketing Solutions have worked inside engineering firms or similar organizations. We’ve been immersed in this world for years, so we understand the technical aspects as well as the challenges these companies face.

What really distinguishes us is our ability to take complex, technical information and translate it into language that’s accessible to everyone. Transportation infrastructure projects, for example, include roadways, bridges, pedestrian and bike paths, traffic signals, automated people movers, aerial ropeways—you name it. These projects are highly technical, and marketing or explaining them to the general public can be challenging.

Most of us, not all, but most, at Chickenango used to put together RFPs for these companies. We’d take highly technical content written by engineers and convert it into something that was still technical enough to win the work but also relatable for people without a technical background.

This expertise naturally extends to public involvement. Communicating with the public about these projects—explaining what’s happening, who it will affect, and how it will impact them—is a big part of what we do. We make sure the message is clear and easy to digest for all stakeholders. That ability to bridge the gap between technical and relatable information is a huge reason why we stand out.

Emily Au:
That’s great to hear. It sounds like your focus on communication—making sure everyone from clients to the public can understand—is a key differentiator.

Jennifer McPherson:
Oh, absolutely. I always tell my team, “What does this mean in human language?” It’s a fine balance between maintaining the necessary technical details and clearly outlining the benefits or impacts of a project. It’s a fun challenge!

Emily Au:
Let’s dive into your agency’s services and expertise. You offer a wide range of services—from branding and design to websites and proposal writing. How do you build cohesive strategies across such a diverse portfolio?

Jennifer McPherson:
Our services are all interconnected, especially because we operate in such a niche industry. For example, engineering companies or contractors might come to us wanting a website. The first thing we ask is, “What does your branding look like? What are your standards?” More often than not, they don’t have brand standards—they might have a logo designed by a friend when they first started, and that’s about it.

So, we explain that building a website is about more than just putting up a page. It’s about the overall look and feel of the company, consistency across all platforms, and even internal alignment on things like core values. We dive deep into their branding to ensure it reflects who they are and what they stand for.

Proposal writing is another natural extension of our services. Many firms, even large engineering or construction companies, are stretched thin when it comes to responding to RFPs. These proposals require a deep understanding of the industry, the ability to read between the lines of the RFP, and a knack for crafting compelling responses. That’s a skill we’ve honed over years of working inside these firms, so it’s a seamless transition for us to handle it.

Public involvement is also closely tied to branding and websites. Large projects often require their own branding—things like project websites, outreach materials, and consistent messaging. It all ties back to our expertise in creating cohesive and strategic communication.

Emily Au:
That makes so much sense. Everything seems to come hand in hand. You can’t build a great website without cohesive branding or a clear understanding of the message you’re trying to convey.

Jennifer McPherson:
Exactly. Sometimes they’ll hand us a logo in a Word doc—almost hand-drawn—and we have to start from scratch. It’s all about helping them see the bigger picture and creating something that truly represents their business.

Emily Au:
So how do you stay ahead in providing cutting-edge marketing solutions for these sectors, especially in the government space? I assume these industries have really strict requirements. How do you manage to stay ahead of the curve?

Jennifer McPherson:
That’s a great question! Especially in the government sector, there are a lot of guidelines we have to follow. For example, when we work with a DOT (Department of Transportation) or a local agency, we have to consider things like environmental justice in public involvement. This means ensuring that everyone—regardless of their background—has access to the same information and opportunities to engage with a project.

We also stay ahead by keeping up with these guidelines and, in some cases, even helping to write them. For instance, we’re currently assisting a prime contractor in Colorado to develop new public involvement guidelines. Being part of that process keeps us at the forefront of changes in the industry.

Another critical area is ADA compliance (Americans with Disabilities Act). Many people think ADA compliance is just about physical accessibility—like ramps and wheelchair access—but it’s much broader. It includes considerations for color blindness, hearing impairments, and other disabilities. For public involvement, all of our materials must adhere to these standards.

We stay ahead by constantly researching and staying informed about federal, state, and local specifications. It’s a lot, but it’s essential to ensure we’re meeting the requirements and anticipating changes in the industry.

Emily Au:
ADA compliance is such a complex area, and I imagine there’s a growing push for agencies to meet these standards, right?

Jennifer McPherson:
Absolutely. For example, websites are a big focus area for ADA compliance. Things like font size, font weight, color contrast, and navigability all play a role. While not all agencies are fully compliant yet, there’s a significant push for inclusivity. I’d estimate around 40% of agencies are compliant right now, but that number is growing quickly.

Emily Au:
That makes sense. I’ve noticed even private companies are feeling the pressure to ensure their websites meet these standards.

Jennifer McPherson:
Exactly. It’s not just about meeting the guidelines—it’s about ensuring that everything is inclusive and accessible for everyone.

Emily Au:
Let’s shift gears and talk about your educational program. Chickenango University sounds really exciting! What led you to create this program, and what do you hope to achieve with it?

Jennifer McPherson:
Thank you! Chickenango University was born out of my 27 years of experience in the AEC industry. Proposal writing, in particular, is such a niche and high-pressure field. Unfortunately, it also has a high turnover rate because the work can be incredibly stressful—sometimes involving 60-hour workweeks.

I remember one project vividly. I was working at an engineering company in downtown Denver. It was 1 a.m., and I was the last person in the office, collating eight different proposals for the same client. Each proposal required eight copies, and I was the final set of eyes on 64 documents. It was a $45 million opportunity, and the stakes were high. That experience made me realize there had to be a better way—both for the process and for the people involved.

With Chickenango University, we aim to provide training for proposal staff, engineers, and marketing professionals. We want to teach them how to manage these projects effectively and avoid burnout while producing high-quality work.

Emily Au:
That’s such a meaningful initiative. What’s the format of the program?

Jennifer McPherson:
It’s a virtual program with eight different modules. Participants can take the full course or choose specific modules based on their needs. Each module has 8–10 lessons, complete with videos and worksheets.

We’re also offering in-person training for larger groups. If an organization wants to bring their team together, we can do one- or two-day workshops that cover the entire curriculum.

Emily Au:
I love how you’re giving back to the industry!

Jennifer McPherson:
Thank you. It’s something I wish I’d had when I started. The goal is to create a cohesive structure that helps people understand and excel in this field.

Emily Au:
Who is Chickenango University for? Is it geared toward newcomers or experienced professionals?

Jennifer McPherson:
It’s for both. We offer in-depth business development courses for younger engineers who want to transition into client-facing roles. These courses teach them how to build relationships and communicate effectively.

We also cater to those just starting out—like recent college graduates stepping into a marketing assistant role. Learning how to read and interpret an RFP is crucial for them, and we cover that extensively.

Emily Au:
When does Chickenango University launch?

Jennifer McPherson:
It’s launching live next week!

Emily Au:
That’s so exciting! By the time this podcast is published, it should be live. Where can people find it?

Jennifer McPherson:
You can visit chickenango.com, and there will be a button on the homepage directing you to the University.

Emily Au:
That’s fantastic. Congratulations on this launch, and thank you for sharing your insights today. Looking into your career, what advice would you give to businesses wanting to break into public sector contracts or the AEC industries?

Jennifer McPherson:
Don’t give up. Learn how to play the long game because it is a long game. It’s true in any area—whether you’re starting a business or building relationships. You can’t just jump in and expect immediate success. It’s about creating relationships first. Once people trust and like you, they’ll start including you in opportunities, like inviting you to join their team on projects.

This industry is very relationship-based. People buy from people, not companies. Even though there are plenty of engineering, architecture, and construction firms, the community itself is small. People move between companies all the time, so your reputation as an individual really matters. My advice: be patient, build trust, and prove your worth—it’s all about playing the long game.

Emily Au:
I agree—people buy from people, not companies. Relationships are key. Looking ahead, what are your future goals for both your agency and the university?

Jennifer McPherson:
For the agency, we’ve been very successful here in Colorado. About two years ago, we branched out into Texas, and now we’re seeing great success there as well. It took nearly a year to land our first project in Texas, but we’ve since won four different projects in just the last few weeks.

Next, we’re expanding into California and Arizona. We recently registered as a DBE (Disadvantaged Business Enterprise) and WBE (Women Business Enterprise) in California, and we’ve hired someone to help us establish a presence there. Our ultimate goal is to replicate what we’ve done in Colorado and Texas in these new regions. Down the line, we’re also looking at Florida.

For Chickenango University, I like to dream big. My vision is to partner with the many small marketing agencies across the U.S. that provide proposal services to engineering firms. I’d love to see the university’s training programs scale nationally, supporting teams in creating better proposals and reducing burnout.

Emily Au:
It sounds like you have a strong formula for scaling the agency and a big vision for the university. That’s amazing!

Jennifer McPherson:
Thank you. With the university, I want to prevent others from experiencing the kind of burnout I’ve gone through—like working until 1 a.m. on proposals. I’m a mom of five, and I want to show my kids that you can achieve anything you set your mind to, as long as you work hard. Life isn’t always fair, but mindset and perseverance can change your future.

Emily Au:
That’s such valuable advice. Speaking of being a mom, how do you balance everything—raising five kids, hosting exchange students, running an agency, and launching a university?

Jennifer McPherson:
Honestly, I think I’m addicted to chaos! My two oldest kids are grown—they’re both nurses—and I have three teenagers at home (13, 15, and 17). On top of that, we’re hosting two foreign exchange students this year, so we’ve got three 15-year-old girls in the house.

I love being busy, but more importantly, I want to set an example for my kids. I want them to know that they can do anything they want if they’re willing to work for it. Life isn’t always fair, and you can’t dwell on setbacks. Instead, find a new path and move forward.

Emily Au:
That’s incredible. You’re teaching them such important life lessons. What’s been your proudest moment as a leader?

Jennifer McPherson:
One of my proudest moments was during a virtual meeting for a public involvement project. When they got to my portion of the agenda, someone said, “Jennifer from Chickenango,” and another person immediately chimed in, “Oh, I love working with Chickenango!” Then someone else added, “Me too! We’re working with them on another project.”

It wasn’t about me personally—it was about the company. Hearing people recognize and appreciate the work we do as a team was an amazing feeling.

Emily Au:
That’s such a great moment! One final question: what tools or software do you find essential for your day-to-day work?

Jennifer McPherson:
Right now, Monday.com is our go-to tool. As our team grew from five to twelve people, we needed better organization. Monday.com helps with project management, reporting, and even financial tracking through integrations like QuickBooks. It’s been a game-changer for us.

Emily Au:
That’s a great tool—many teams swear by it. Thank you so much, Jen, for sharing your journey and insights today. Where can listeners find you?

Jennifer McPherson:
Thank you, Emily! I’m active on LinkedIn under Jennifer McPherson. You can also find our company page, Chickenango, there. And, of course, our website is chickenango.com.

Emily Au:
Wonderful! Thank you again for joining us and inspiring us today.

Jennifer McPherson:
Thank you for having me. I really appreciate it!

Emily Au:
Thanks for listening to the RAW Spotlight Podcast. Be sure to click “subscribe” for future episodes, and we’ll see you next time!