Conference Program Sessions

TRACK 1: EDUCATE

Your Summit Journey: Equip Yourself with 3 A's for Success

Thursday, September 19, 2019 | 9:40am –10:40am
 
Every professional’s career has peaks, valleys and even hairpin curves. The summit journey can be difficult, challenging, invigorating, and rewarding. This session provides interactive learning so everyone walks away more knowledgeable, insightful, and motivated to take crucial next steps. We will investigate how Awareness, Acceptance and Action impact career development, and each module will have an exercise for personal reflection and growth. Through insightful stories, compelling examples, and engaging group discussion, attendees will gain a better understanding of how these three A’s affect their career route and contribute to firm success. Each attendee will look at what’s behind and what’s ahead on their career journey and see how he/she prioritizes time, evaluate his/her current situation, and then act based on new perspective and insights. The speaker promises to deliver sound guidance and helpful resources that compel attendees to chart their leadership paths beyond this conference session.
 
Your Guide
Barbara Shuck, FSMPS, CPSM, President, Everest Marketing Services, LLC

The Leading Edge

Thursday, September 19, 2019 | 10:50am –11:50am
 
Leveling up is a choice. Are you ready to step toward the leading edge, that place where growth, creativity, and chaos collide? Now is the time to challenge yourself to keep growing. Extraordinary impact is on the other side of discomfort. If you aren’t a little scared about what’s next, then you haven’t come close to the edge. If you are ready to choose what is outside of your reach, this session is for you.

Points of engagement and discussion:
  • What the leading edge means to your personal and professional development
  • What is at risk in stagnation
  • Steps to remain aligned when the edge moves
 
Your Guide
Marci Thompson, Chief Learning Officer, Zweig Group

Marketing/BD Roundtable

Thursday, September 19, 2019 | 12:00pm-1:30pm (Lunch Session)
 
More information coming soon!
 
Your Guide
TBD

Can You Hear Me? Communication Strategies for A/E/C Marketers

Thursday, September 19, 2019 | 1:40pm –3:10pm
 
Can You Hear Me? With multiple communication channels, virtual and remote teams, five different generations in today’s workforce and the gap growing between technical and non-technical staff, it’s no surprise messages may be lost in translation. This interactive, hands-on session will focus on breaking down communication barriers while learning techniques marketers can use to reach potential and existing clients, employees and friends of your firm.
 
Your Guide
Lisa Keohokalole Schauer, CPSM, President, PointNorth Consulting

Optimizing LinkedIn to Expand Your Network and Your Opportunities

Thursday, September 19, 2019 | 3:30pm –5:00pm
 
LinkedIn is the world's largest professional network, with 590 million users across 200 countries. However most people only use its Connections and messaging feature. In this session attendees will learn more about LinkedIn’s advertising, recruitment and marketplace products and solutions. We will also look at the platform’s additional features and capabilities, and review strategies and scripts to help attendees better utilize their professional networks and broaden their influence and opportunities.
 
Your Guide
Maisha Hagan, Owner and Head Coach, Beauty & the Boss

¯_(ツ)_/¯ No One Cares About Your Qualifications

Friday, September 20, 2019 | 10:10am –11:10am
 
There is no question that selection committee’s have seen all the qualifications they care to see. Quals never win a project. What wins is focusing on creating a compelling and meaningful offer to clients. Marketers need to move from being the curators of data and facts to the curators of hope and inspiration. This session will engage the entire audience as we discuss new techniques to write inspirational cover letters, focus interviews to highlight what is important, and how and when to take the appropriate risks to differentiate. Real-life examples will be presented in a lively and engaging format.
 
Your Guide
Craig Galati, FAIA, FSMPS, CPSM, President, LGA Architecture

The Work/Life Balance Paradox

Friday, September 20, 2019 | 11:20am –12:20pm
 
The average tenure of a marketing/BD professional at an AEC firm is 2 to 2.5 years. Recent surveys show over 80% of SMPS members have experienced burn out and the lack of work/life balance was commonly listed as one of the reasons. In this entertaining and interactive session, we will discuss everyone’s personal search for the “Holy Grail…” The magical and ever elusive Work/Life Balance. What is it exactly? Does it even exist? Who has it? How did they get it? How do I get it? The answers to these questions seem to evade us no matter where we look. Maybe we are asking the wrong questions. With in-session exercises and audience participation, this talk will provide some insight into our “lack of balance.” Challenging the usual reasons and excuses why it’s missing and looking beyond the EDGE for some real life ideas and tactics to reach the summit!
 
Your Guide
Matt Connor, CPSM, Head Coach/President, Coach Connor Consulting

 

TRACK 2: DISCOVER

Defining Technical BD Mountaineers and Guiding BD Beginners

Thursday, September 19, 2019 | 9:40am –10:40am
 
How does your firm fit into the seller-doer model trend? What about technical staff who don’t fit the model? What is your role in this effort? This program teaches attendees how to better incorporate their technical staff to conquer the steepest BD mountains. We want them all to be master hikers, but it takes experience and practice to overcome obstacles and reach the highest peaks. We explore how everyone, including the ‘non-sellers,’ add to the BD equation. We discuss both the internal side where defined roles and coaching occurs, and externally where your team is ‘on the front lines.’
 
Your Guides
Andrew Weinberg, FSMPS, CPSM, Director of Business Development, Whitestone Associates, Inc.
Terry Hawley, CPSM, Client Development Manager, Terracon Consultants, Inc.

Get to the Table: Transform Your Business Through Marketing Leadership

Thursday, September 19, 2019 | 10:50am –11:50am
 
Marketing has come a long way in the AEC industry. While we’ve shown the value marketing professionals bring to our organizations, far too many A/E/C firms are still trying to determine whether we deserve a true seat at the table. In this session, attendees will learn how to leverage your unique skill set and perspectives to make a difference in your firms in setting business strategy, cultivating a positive culture, and reshaping the way your leadership and technical staff look at client engagement. Learn from two professionals – one in engineering and the other in construction -- who did not start at the table but got there, changing the dynamics of their firms along the way. They’ll provide insights to how you can build the case within your own firms and earn a seat at the leadership table through small wins, personal branding, driving change, thinking bigger picture, and leveraging your advocates.
 
Your Guides
Robin Broder, CPSM, Chief Marketing Officer and VP, Henderson Engineers
Erica Jones, VP of Marketing, MMC Corp

Opening a Market on the EDGE of America

Thursday, September 19, 2019 | 1:40pm –3:10pm
 
Opening a new market on the EDGE of America took the combined, collaborative efforts between business development, marketing planning, public relations and a lot of grit. This session will explore how this team created a marketing plan to penetrate the USVI and Puerto Rico to address the needs of these devastated communities. We will explore all of the facets of how the plan was conceptualized, the boots on the ground work done by business development, the behind the scenes PR efforts, the hours of research, numerous meetings, proposal efforts and the results of this collaboration. And most importantly, we will show the ROI on this large scale effort.
 
Your Guides
Debra Pohmajevich, Director of Marketing and Communications, APTIM
Rick Faircloth, Director of Business Development for State & Local Government Business Line, APTIM
Deirdre Gilmore, FSMPS, CPSM, Founder and Sergeant Strategy, TankGirl Marketing

Want Better Debrief Results? Get a Better Process.

Thursday, September 19, 2019 | 3:30pm –5:00pm
 
So you came in second and want to know why. Was it price? Something you said or didn’t say?
You set up a debrief with the client. But don’t count on getting a straight answer. Research shows prospects share the truth less than 40% of the time. After all, they just picked somebody else. They just want to move on without any drama. So they tell you nice things: “You did a great job. It was a really tough choice.”
 
How can you get to the real reasons, so you can position your team to win next time around?
Join two industry veterans experienced in research, positioning, and interview skills to learn how to gain useful information and position your firm for the next pursuit. We will dive deep into the science and psychology behind how to determine when someone isn’t being completely honest and how to get them talking.
 
Your Guides
Stacy Stout, FSMPS, CPSM, Founding Principal, BRANDiac Strategies
Dena Wyatt, President, Marketing Evolutions, Inc.

Writing Champions: Graceful Editing and Proofreading

Friday, September 20, 2019 | 10:10am –11:10am
 
We read. We read a lot. We read emails, reports, proposals, journals, books and street signs. Heck, we even read the label on the back of the cereal box. How were all those words written? We spend a lot of time thinking about writers, but we spend very little time thinking about the behind-the-scenes champions of the writing process — editors and proofreaders.
 
How does proofreading differ from editing? Good question! Good editors are good proofreaders, but they have additional responsibilities, and we need both so our proposals go out the door without errors! In this fun and practical workshop, we’ll ask and answer the following questions:
  • What are the Six C's of good editing?
  • How can we edit material to help authors build goodwill with readers?
  • What are some tips, techniques, and tactics for better proofreading?
  • What are our current proofreading practices, and how could they be improved?
  • How can I "gracefully" edit and proof my colleagues' work?
 
Your Guide
Jennifer Hebblethwaite, Senior Vice President & Champion of All Things Grace, Graceworks, Inc.

From Turnovers to Touchdowns - Score More Work through a Strategic Business Development Approach

Friday, September 20, 2019 | 11:20am –12:20pm
 
No longer will you need to employ a “Hail Mary” approach to business development or wait until the two-minute warning to develop a business development strategy. When you are able to execute a solid offensive game plan, you can consistently make it past the red zone and over the goal line. This session will go through the implemented strategic business development approach driven by a priority-based client management system. We will guide you through the development of your strategic business development playbook and help you increase wins by placing more focus on specific targets, enabling you to convert more leads into projects!
 
Your Guide
Jennifer Newman, CPSM, Managing Director, Zweig Group

TRACK 3: EVOLVE

Connecting the Analytical (and ROI) Dots with Data Storytelling

Thursday, September 19, 2019 | 9:40am –10:40am
 
Today’s marketer has more data and analytics at their fingertips than ever before. Nearly every aspect of modern marketing—from website activity, to email click-through rates, video views to social media engagement—can now be tracked online in real-time. Data is everywhere and it can be incredibly overwhelming! While both marketers and firm leadership are often besieged with data and desperate for meaning, data storytelling can help to connect the dots to what really matters. Beneath the data of bounce rates, average session times and Facebook likes are powerful stories that will enlighten, drive action and demonstrate results.
In this session, we’ll take a closer look at the relationship between digital data and the stories that are found behind the numbers. We’ll explore how marketers can more effectively sift through analytics to uncover powerful stories that provide change-driving insights and validate the digital activities of the marketing team.
 
Your Guide
Tim Asimos, CPSM, Partner, Director of Digital + Growth, circle S studio

Photography Basics for Marketers

Thursday, September 19, 2019 | 10:50am –11:50am
 
As marketers, we all need quality photography, whether for headshots or projects. Join award-winning photographer, Adam Kilbourne, FSMPS, CPSM, to learn the basics skills to take usable shots for those times when you can't hire a professional. The best part is you don't need a big expensive camera to take great photos.
 
In this session, we'll look at the most important camera settings, talk about composition for portraits and architecture. It's not necessary, but feel free to bring your camera along. Adam will share his favorite resources that have helped him improve his photography skills over the years. Time permitting we'll look at basic post-processing tools and skills.
 
Your Guide
Adam Kilbourne, FSMPS, CPSM, VP of Business Administration, Tec Inc. Engineering & Design

Be a Catalyst in Your Firm: Leadership Tips from SMPS Legends

Thursday, September 19, 2019 | 12:00pm-1:30pm (Lunch Program)
 
Join us for an open exchange of knowledge and information shared by some of our esteemed SMPS Fellows. The panelists represent many years of involvement and vast knowledge of the industry making this event a unique learning opportunity. The panelists will engage in open discussions about how Businesses can be Transformed Through Marketing Leadership. This conversation is open to professionals at all stages of their careers. During this session, you will hear first-hand how these professionals were able to evolve their firms and the firms with whom they consult. We hope you will also discover how to lead the charge and transform your firm through marketing leadership.

SMPS Fellows represent the highest level of experience and leadership in marketing and business development within the design and building industry. Fellows serve as a resource at the chapter, regional, and international levels, providing insight, ideas, programs, and mentoring for the benefit of the members and the society. In addition, these individuals teach, write, and speak on marketing issues outside of SMPS, working to advance the profession of marketing professional services throughout the architectural/engineering/construction industry (professional services).
 
Your Guides
Adam Kilbourne, FSMPS, CPSM, VP of Business Administration, Tec Inc. Engineering & Design
Andrew Weinberg, FSMPS, CPSM, Director of Business Development, Whitestone Associates, Inc.
Barbara Shuck, FSMPS, CPSM, President, Everest Marketing Services, LLC
Craig Galati, FAIA, FSMPS, CPSM, President, LGA Architecture
Deirdre Gilmore, FSMPS, CPSM, Founder and Sergeant Strategy, TankGirl Marketing
Stacy Stout, FSMPS, CPSM, Founding Principal, BRANDiac Strategies
Doug Parker, FSMPS, CPSM, Managing Principal & COO, Zweig Group

Melissa Lutz, FSMPS, CPSMPrincipal, Champlin Architecture


Visualize Your Content - Turn Your Firm's Messages into Compelling Infographics

Thursday, September 19, 2019 | 1:40pm –3:10pm
 
We know that the human brain was built to process content visually. Yet, when we respond to RFQs and RFPs, we tend to submit text-heavy documents and expect our readers to digest the content. As marketers, we need to make our submittals stand out from the competition through easy-to-understand visuals. In this session, we will learn the basic structure of infographics, discuss seven key text areas common in RFQ/RFP submittals to reimagine as infographics, discover tools to create and visualize data, and explore ways to turn your firm’s messages into compelling graphic elements.
 
Your Guide
Julie Shaffer, CPSM, Owner | Consultant | Designer, Shaffer Creative, LLC

The Next Frontier of Procurement - Evolving the Right Strategy to Win

Thursday, September 19, 2019 | 3:30pm –5:00pm
 
Project procurements are evolving and requiring complex strategies and tactics – while the competition continues to push the limits of creativity. Are you prepared to address this next frontier of procurement to beat your competition?
 
In this session, you will learn about the characteristics of individual target markets, understand trends for collaborative procurement models, and the new tools and technology (e.g. advanced 3D renderings and animation, personalized infographics, virtual reality, augmented reality, 4D and 5D animation, and interactive video and data mining) available to execute a winning procurement.
 
Through a look inside the best practices of winning pursuits, we will review the additional skills needed for you to provide strategic input into the process. Participants will have an opportunity to develop a strategy and tactics map for example procurement scenarios in a competitive group exercise.
 
Your Guides
Josh Roberts, President, Rainmaker Productions, Inc
Teena Bergstrand, MS, Marketing and Communications Director, Saunders Construction

Creative Q&A

Friday, September 20, 2019 | 10:10am –11:10am
 
Pick a graphic designer’s brain! During this session, you will be able to explore the mind of a professional designer. The session is designed to help you gain confidence and clarity when it comes to creativity and graphic design in the AEC industry. Whether it’s a technical question regarding InDesign or curiosity about the creative process in general, you will have plenty of chances to ask away!
 
Your Guides
Deirdre Gilmore, FSMPS, CPSM, Founder and Sergeant Strategy, TankGirl Marketing
Nikki Hasbun, Creative Director and Graphic Designer, TankGirl Marketing

Take to the CAMERA: Finding Your Executive Presence Using Video

Friday, September 20, 2019 | 11:20am –12:20pm
 
Research shows that over 93% of communication is non-verbal, demonstrating that our brains are wired to prioritize non-verbal over verbal communication. Yet, we often focus on what we say, rather than how we say it. In this workshop, you will learn and practice how to use non-verbal techniques to your advantage to instill confidence regardless of your audience. And my marketing friends, you will learn how to coach up your team’s confidence using body language hacks for their next client presentation or interview.
 
Your Guide
Krista Trofka, Founder, Trofka Communication Arts