the shortlist News
Q1 | 2015
The Award-Winning Publication of the Society for Marketing Professional Services San Francisco Bay Area Chapter
The Value of the SMPS Community
Events
Education
www.smpssf.org
3 President’s Quarterly Update by Ginger Kelly
4 You Can’t Go to School For This Stuff!
by Wendy Goodman
5 Paving the Way for the Next Generation by Nicole La
6 Arch
by John Grimes, CPSM
7 8 8 9 The shortlist is produced and edited by the Communications Committee of the SMPS San Francisco Bay Area Chapter. Managing Editor - Al Anderson, NOVA Group, aanderson@novagrp.com Assignment Editors - Erin Clinch, Architectural Resources Group, e.clinch@argsf.com and John Covington, WSP, john.covington@wspgroup.com Designer – Ali Wasserman, Dome Construction, awasserman@domeconst.com Communications Committee Directors - Christiana Tjhin, GHD, christiana.tjhin@ghd.com and Traci Vogel, RMW, tvogel@rmw.com
The Society Page
by Daniel Carfora, CPSM, LEED AP
New Member Spotlight: Jodi Chen
by Tina Barni
Committee Member Spotlight: Kim Gayo
by Tina Barni
Memoriam-Howard Weiss by Wayne Bottomley
10 SMPS SFBAC April 2015 Leadership Symposium by Kacey Clagett, LEED AP BD+C
11 Upcoming Events 12 New & Transferred Members
the shortlist Thank you to our 2015 annual sponsors for making SMPS SFBAC such a success. We couldn’t do it without your generous support!
Platinum Golden Gate
Silverado Trail
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the shortlist President’s Quarterly Update by Ginger Kelly, RIM Architects
Membership Has Its Benefits! Did you know that The Society for Marketing Professional Services (SMPS) is the only marketing organization dedicated to creating business opportunities in the A/E/C industry and represents a dynamic network of over 6,000 marketing and business development professionals working to secure profitable business relationships for their design and building companies? The Society and our chapter benefits from the support of over 3,500 firms, encompassing 80% of the Engineering News–Record Top 500 Design Firms and Top 400 Contractors. What an amazing network of opportunity, and that is only the beginning of the benefits of being a member… As I started thinking about all the benefits to membership, the most recent one that came to mind is the savings to attend the Pacific Regional Conference (PRC). The cost for members was only $475 ($100 less than non-member rate) for three days packed full of sessions on leadership, branding, marketing metrics, winning work, and keynote speakers to motivate you and your technical staff. The SFBAC also gave away eight conference registrations for a total of $3,800. If you missed the PRC, the National Build Business Conference is coming to Los Angeles in August and members will be able to register for $100 less than non-members, and we can also submit for up to five members to get an additional discount of $90 per member.
The most important benefit I have found is the priceless long-term relationships I have made with some of the smartest, sharpest, and most fun peers in the building industry. This has only come because of the commitment to serve and volunteer as a member. As I recently heard from another leader in a similar organization who is still serving after 30 years… it takes the culmination of years to have the full benefit of membership. It reminds me to take the time to stay for the long haul, which ultimately brings the priceless benefits. What benefits are you getting from SMPS? Are you taking advantage of the benefits I touched upon? If you would like to talk more about your membership and its benefits let me know.
Ginger vkelly@rimarchitects.com
Another benefit I love is the four webinars the chapter hosts at a member’s office throughout the year. The most recent one in February was: “Show Me the Money - Market Research and Trends.” If you could not make the webinar live, the CD is available from our chapter library to check out for free to members, a savings of $179 per webinar. Keep an eye out in chapter communications for future webinars. We have several other free programs offered to our members throughout the year, including our CHAT/ Forums in each region of the Bay Area: North Bay, East Bay, South Bay and San Francisco. As a members-only benefit, this is an excellent venue for continued learning and networking for those interested in an informal setting with other members in your region. The Board is also hosting a free happy hour in each region, so please watch for an invitation in your area. Also, don’t forget we also offer two one-year SMPS memberships as scholarships to those that meet the requirements to apply. Please contact me if you want any additional information.
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the shortlist You Can’t Go to School for This Stuff! (The Benefits of Long-Term Membership in SMPS) by Wendy Goodman
My first SMPS meeting was a revelation. After two years working for a general contractor, my nose glued to my computer monitor so I could provide the best value to my firm, I was pretty sure I was the only person on the planet who did what I did every day. Then one day I walked into an SMPS meeting and, lo and behold, there was a whole room full of people that got it! They knew what I did every day and understood my struggles and triumphs. New to the industry, I had been re-inventing the wheel every time a different project came up, learning how to handle it on my own. Now I had found an organization that offered mentors and classes on best practices, and which would advance my career in more ways than I could ever have imagined. Flash forward over a dozen years, and I am still a member and still learning new things through my SMPS membership. Where early in my career the classes and mentors nurtured me, I now have become involved in programs, networking, and client forums to keep myself informed of industry trends and support my professional development. The same as with any healthy relationship, you have to put time and value into it if you want something out of it. Through every stage of my career I have found that with all the energy I invested into SMPS, I always got more out of it, whether it was the cost of membership, the time to attend events, or joining committees and helping the group run. Mine is just one story on the value of this organization. But there are countless stories like mine from new marketers or senior marketers. Melissa Moulton is a new member. A Marketing Specialist at Integral Group, she has been in the industry for several years, but this is the first time she has been able to convince an employer to sponsor her membership. “You cannot go to school for a lot of the stuff that is part of your day to day,” Melissa said. “Even though I have doing this work for a while, I joined so I could learn how to better respond to RFPs. I am also in a junior role and I would love to grow and expand in the future. I am hoping my membership with SMPS will help.” SMPS’s East Bay Senior Business Leader’s Forum is a group of 14 people with an average of more than 20 years of industry experience each. I asked them: why have you stayed members?
“If you want to build your relationships and meet with fellow supportive like-minds, you have to do this,” members of the Business Leader’s Forum said. “There is no training and no degree for what we do. The attitude we had to overcome in our SMPS SFBAC Membership Luau offices is that anyone can do it, so we did not get training. SMPS is the only place where we can learn.” With over 1,000 events held nationally each year for its 6,000 members across 56 chapters, SMPS recognizes the importance of its members and strives to bring the best value for your dollar. With dozens of member programs and perks to choose from, including networking, industry resources, professional development, and member events, SMPS offers the support you will need throughout your career. We benefit locally from being one of the largest and most active chapters, with the San Francisco Bay Area having more than 300 members. You can’t go to school for this stuff – but you can take control of your membership and your career to get the most out of both.
About the Author
Wendy Goodman is a marketing consultant and 15year SMPS Bay Area Chapter member. She is co-chair of the East Bay Business Leaders Forum and a member of the Membership Committee. Wendy can be reached at wendygoodman@yahoo.com.
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the shortlist Paving the Way for the Next Generation of A/E/C Marketers: Providing Students With Scholarships and Support by Nicole La
What if we are able to provide students with a more proactive approach to their careers? By giving students networking opportunities, internship experience, mentoring, and access to the SMPS marketing resource center, we are able to help recruit, shape, and promote the future marketers of the A/E/C industry. As an industry that is often starving for talented and hungry marketers, there is an opportunity to find the next wave of marketers before they even know that their career is right in front of them.
SFSU Alumna As a San Francisco State University (SFSU) alumna, I was that student who knew that I wanted to begin a career in marketing, but was not sure where to start. So, I did what many recent graduates do, and applied to any job opening that had something to do with marketing. I was not strategic, I was not purposeful, and I had no idea where my career was going to take me. Marketing for the Architecture Engineering Construction (AEC) Industry—what was that? Majoring in Marketing, you spend countless hours in the classroom learning about marketing strategy that is focused on Business to Consumer (B2C) Marketing, and very little time spent on Business to Business (B2B) Marketing. Marketing strategies for professional services are rarely discussed in the classroom, and if they are, then it is briefly covered without any depth or insight into what we, A/E/C marketers, do every day. However, I was determined to leave the retail life and begin my career in marketing. My first day at KMD Architects was exciting and terrifying at the same time. I understood marketing, but had no idea what marketing for an architecture firm would entail.
working at Degenkolb; everyone has great energy. I also love it because they helped me find SMPS! As the awardee, SMPS has allowed me to find amazing friends and a great organization that I can be a part of. As a student member I also find resources and knowledge I don’t think I could find anywhere else.” Having Laurie Lumish, BD Manager at Degenkolb, as a mentor has given Jodi the guidance and support that will help Jodi build her career in the A/E/C Industry. (Learn more about Jodi in the New Member Spotlight in this issue of the Shortlist.) Linnea King, Marketing Coordinator at TEECOM, is also new to the industry because of the student outreach of SMPS. Last year, in order to raise awareness of SMPS, I reached out to the Head of Marketing at SFSU. He referred me to Linnea, as she was SFSU’s President of the Marketing Association. Linnea continually impressed me by her responsiveness, eagerness to learn, and positive outlook about her future career. Linnea says of her experience of SMPS that, “Upon meeting the SMPS Student
Paying it Forward Fast forward seven years and I am now the Marketing Director at TEECOM, a technology engineering company. Through many years of trial and error, mentorship, and resources such as SMPS, I can say that I fully understand what it means to be a marketer in the A/E/C industry. Remembering the uncertainty of my life at SFSU, I have worked with the SMPS Outreach and Development committee to begin a student outreach campaign to local universities, specifically SFSU. Our goal was to raise awareness of marketing for the A/E/C Industry and SMPS to all marketing students, increase student membership, and provide a student scholarship to a motivated marketer.
The Next Generation Our first year with Student Outreach was a success! I am proud to say that we were able to recruit two aspiring marketers into the industry. A junior at SFSU and the Marketing Assistant at Dekengolb Engineers, Jodi Chen, was the perfect choice for our first SMPS student scholarship awardee. In Jodi’s words, “I love
Outreach Team during my last semester at SF State, they introduced me to a world of marketing I had never heard of—the A/E/C industry. SMPS eagerly welcomed me into the industry and helped me jump-start my career with a summer internship. Now, as a Marketing Coordinator, I am extremely continued on the next page
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the shortlist Paving the Way for the Next Generation - continued from the previous page
Arch by John Grimes
grateful for SMPS and all of the members that encourage, mentor, and inspire me to elevate my marketing career within the A/E/C industry.” When reaching out to students at SFSU, I knew that I would find some amazing talent, but I didn’t know that I would be hiring someone to be a part of my team. In the A/E/C industry, hiring interns and entry-level positions can be difficult, because marketing departments are often flooded with resumes that don’t match the role that a company is trying to fill. However, reaching out directly to the marketing students at local universities not only gives the hiring manager access to a direct pool of talent, but also gives students the opportunity to find a career that can be difficult to enter. Marketers Wanted The A/E/C industry is looking for marketers and students who are searching for a career. Let’s help close the gap and educate students about the A/E/C industry and everything that it can offer. One way we can do this is to offer multiple internships throughout the industry. This provides students a chance to experience what really goes on in a professional service company. In addition to providing hands-on experience, SMPS has also set up a few other ways to help get students engaged. SMPS SF Student Scholarship for $1,000 SMPS National Student Scholarship (Details will be posted in April) SMPS Student Membership discounts ($25 versus $390) Reduced Student Pricing to all SMPS Events ($20 for events) If you have any questions, or would like to be involved with the SMPS Student Outreach committee, please feel free to reach out to me directly.
About the Author About the Author
Nicole La (nicole.la@teecom.com) is Marketing Director at TEECOM. As the Marketing Director, Nicole establishes yearly marketing plans, sets and tracks strategic internal and external goals, and leads the department’s shift to experience marketing. She oversees the entire proposal process on new project leads, including qualification packages, Professional Services Agreements, and team interview prep. Nicole also works with TEECOM’s business development team on a daily basis to secure new work while increasing internal efficiencies and communication.
Cartoonist/Illustrator/Marketing Manager John Grimes, CPSM, recently left his position at Gould Evans Architects to focus on several freelance projects. However, he’s likely to be back in captivity before long, just as assuredly as tanned shivering tourists will flock to Union Square in the summer. Learn more at www.grimescartoons.com
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the shortlist The Society Page
by Daniel Carfora, CPSM, LEED AP In the last Shortlist, we highlighted some of the webinars that were hosted by the Society as it introduced the new Lunchtime Learning Lab program. For the first edition of 2015, it seems appropriate to report on the SMPS Strategic Plan, a clear and concise document that the SMPS Board of Directors had authored last fall. The purpose was to update the goals identified in the Vision 2020 plan, originally developed in 2005. So, what has changed in ten years? SMPS’ core values remain the same: Innovation, integrity, life-long learning, relationships, and service. The Society’s purpose is to continue to advance the practices that promote business for professional services firms working in the built environment. According to President Barbara Shuck, a core structure to the organization’s vision was missing. So, the Board developed a more robust framework in the 2015 Strategic Plan that spells out goals that build upon the successes of each year. Let’s take a look:
Goal #1: Awareness
The Society aims to create and sustain awareness around SMPS as a leader in knowledge and expertise in A/E/C business building. According to Barbara, there are two initiatives in 2015 for creating awareness: publishing enhanced marketing collateral for members, and launching Marketer Online, a news website for the Society. There is an integrated communications strategy here, as the content is targeted for outside the membership to C-suite executives, principals, and decision-makers of A/E/C firms. Members can anticipate seeing a soft-launch of Marketer Online next month.
Goal #2: Education
Since many academic marketing programs don’t focus on professional services, the Society recognizes the profession lacks the educational foundation to enhance its credibility. Increasing educational programming utilizing chapter, regional, and HQ offerings will be part of the Society’s integrated approach. In addition to the Learning Lab program, SMPS has formed the ECAMPUS, a new online learning resource broken into marketing and business development tracks. Through ECAMPUS, members have access to recorded presentations by industry leaders and peers along with access to reading materials, practice-based exercises, and self-administered tests. Members can learn more about SMSP ECAMPUS at http://www. smps.org/ecampus/. The Society also plans to publish its catalogue of marketing publications as e-readers, the first being A/E/C Fundamentals.
The Society is also conducting the Dynamic Compensation and Metrics Survey, which is free to members responding to the survey. As opposed to a static survey report, this new format provides real-time demographic data. The information is timeless and accurate any time a member logs into the system. Member firms can understand where they stand in the marketplace with their marketing and business development efforts. With enhanced communications about the survey, the Society envisions this as an innovative resource reflecting industry benchmarks.
Goal #4: Infrastructure
Lastly, the Society has plans to increase revenue outside of membership dues in order to create a stronger infrastructure for the organization. The focus on infrastructure entails leadership continuity for the staff at SMPS headquarters, increasing member service at the board level, growing volunteer opportunities with headquarters, and engaging volunteers with meaning and purpose. As enhancing the member experience has always been a goal and interest of SMPS, members are encouraged to send ideas to the Society on how to best improve service, education, and resources. Visit http://www.smps. org/about for more information and learn how you can share your thoughts.
About the Author
Daniel Carfora is the Director of Marketing for Huntsman Architectural Group. In addition to serving as Society Liaison for our SMPS chapter, he’s co-founder of the award-winning Business Leaders Forum and served as the 2008-09 Chapter President. Reach him at dcarforahale@ huntsmanag.com or www.linkedin.com/in/dcarforahale.
Goal #3: Membership
Another goal of the Society is to improve membership retention, particularly of first-year members. Last year, SMPS demonstrated an 84% retention rate nationally, and 18 chapters showed an increase of more than 15% in membership growth.
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the shortlist New Member Spotlight
Meet Jodi Chen, Office Assistant, Degenkolb Engineers by Tina Barni As a senior at San Francisco State University, Jodi Chen came to SMPS new to the AEC industry. Jodi is majoring in Business Marketing and plans to graduate in December of this year. Her experience with SMPS has helped her to realize the importance and benefits of joining a professional organization. Jodi is on the Student Outreach Committee. Jodi has always been curious about learning new skills. Jodi first came to learn about SMPS through her part-time office assistant position at Degenkolb Engineers. “Before joining Degenkolb I didn’t know much about the AEC industry,” says Jodi. “I was curious and wanted to learn more this industry and be a part of something significant like SMPS.” Jodi has been a member for one year. Jodi plans to network with more students at San Francisco State University to bring awareness about SMPS. “Even though I have only been a new member for a short time I have received a lot of knowledge about our industry,” says Jodi. “I hope to take away more than just knowledge, but to build a network and life-long friends through SMPS.” Jodi is a San Francisco native. Last year, Jodi traveled to Europe for three weeks. She visited UK, France, Italy, Greece, and Egypt.
About the Author Tina Barni is a Senior Marketing Coordinator at Degenkolb Engineers. She is a member of the Communications Committee. Contact her at 415.354.6511 or tbarni@ degenkolb.com.
Committee Member Spotlight
Meet Kim Gayo, Marketing Coordinator, Hinman Consulting Engineers by Tina Barni For Kim Gayo, the best part of being on the Programs Committee is meeting new members. She has been part of the committee for three years and enjoys all aspects from planning to execution. “I’m having a blast meeting new people and taking full advantage of the programs available for professional development,” says Kim. Program committee co-directors Samantha Stettler, Business Development and Marketing Coordinator at Cammissa + WIPF, and Tricia Costella McGuirk, Marketing Manager at Biggs Cardosa Associates, Inc., are impressed with her dedication to the committee. They know they can rely on her to go above and beyond in any project she undertakes. “Kim has been a dedicated Programs Committee member,” says Samantha Stettler, “She is always willing and able to go beyond the call of duty and step in to fill an open position.” Kim is currently one of two registration affiliates, and also volunteered to fill in as a secretary position. “Kim is there to always give extra help as needed and she doesn’t hesitate to volunteer her time,” says Tricia Costella McGuirk. Kim started in the A/E/C industry shortly after graduating from college in 2008. In 2010, she joined Hinman Consulting Engineers, a small structural engineering firm specializing in physical protective design, as the Project Administrator. Her passion for Marketing and Business Development grew so she began assisting the marketing team. In 2012, she transitioned over as Marketing Coordinator.
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the shortlist New Committee Member Spotlight - continued from the previous page
In Memoriam — Howard Weiss by Wayne Bottomley
Kim feels that the key to being a successful marketer is to tell a story. “Tell a story. Make it true. Make it compelling, and make it relevant,” says Kim. The SMPS Programs Committee has given Kim the opportunity to grow and continue to expand her network. “The relationships you build with people who have gone through or are going through the same successes and struggles is important,” says Kim. “I’d have to say that my favorite experience has been sitting down at the end of the year and planning programs for the upcoming year.” Kim Gayo is a San Francisco native. She enjoys “people watching” in the city. “We have a lot of interesting characters in the Bay Area,” says Kim.
About the Author Tina Barni is a Senior Marketing Coordinator at Degenkolb Engineers. She is a member of the Communications Committee. Contact her at 415.354.6511 or tbarni@ degenkolb.com.
Howard Weiss was a vibrant and highlyrespected, long-time SMPS and SCUP member, presenter, and academy reviewer. In his long and distinguished career he worked with passion and imagination for a number of Bay Area design firms, including Anshen & Allen, NBBJ, MBT, and Perkins + Will. He began his own marketing consulting firm, Weiss + Associates, in 2013. Howard was a positive creative force in all he did, as a loving husband, and father, a dedicated Giants fan, and lover of music and community. After a long illness, he passed gently out of this life on February 6, 2015. All of us lucky enough to know Howard will miss him and we are deeply grateful to have spent time with him. We extend our heart-felt sympathy to Elen and Emily, his wonderful wife and lovely daughter. The family has requested that, in lieu of food or flowers, donations be made to Emily’s ScholarShare college fund in Howard’s memory. Should you desire to do so, you may send a donation made out to ScholarShare to Irene Nelson, 49 York, Piedmont, CA, 94611.
About the Author Wayne Bottomley is the Space Information Manager at the California Institute of Technology.
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the shortlist SMPS SFBAC April 2015 Leadership Symposium by Kacey Clagett, LEED AP BD+C
Here is the exciting line-up for the SMPS SFBAC April Leadership Symposium. All events will be at SmithGroupJJR, 301 Battery Street, 7th Floor, San Francisco. Registration and networking start at 4:30pm. Programs begin promptly at 5:30pm, and ends at 7:00pm.
April 2
THE MAGIC OF AN ENGAGED TEAM When leaders bring their hearts and minds to their work, and in turn pass those on to those around them, they can become a powerful force in leading a successful team. Through interactive discussion and helpful self-assessment, the presenter will share how a leader can best build a high performing team. Attendees will learn how to engender “discretionary effort” from their teams to accomplish goals and initiatives. Discretionary effort means going “above and beyond” regularly, but without creating an unhealthy life/work balance. Participants will leave with a new understanding and a concrete plan for how they can accomplish this with their team. Speaker: Doug Fine; Human Resources Leader, Educator, Leadership Trainer and Speaker
April 16
FROM MAD MEN TO THE MODERN WOMAN: BRIDGING THE GENDER GAP IN FIRM LEADERSHIP
face in today’s workplace and how men can best support them. Some topics will include: asking for a raise, getting promoted, showing emotions in the office, and balancing work/home. Moderator: Vanessa Pelletier, CPSM, Director of Marketing, CSDA Design Group Panelists: Linda Crouse, LEED AP BD + C, Principal, Director of Marketing, BAR Architects Matt Henry, President/CEO, Fehr and Peers
April 23
ASK FOR A SEAT AT THE TABLE: PROFILES IN LEADERSHIP Ask yourself: are you sitting at the tables where key decisions about marketing and business development in your firm are being made? Are you overworked or under utilized because of your talent, experience and skills? Do you feel that a role of Principal or Director is out of your reach? Presented in a panel format with a moderator, this session will feature four panelists, women leaders in our industry who will share with attendees how they moved into positions of power by asking for opportunities, not by waiting for them to be given. Moderator: Hildegard C. Dodd, Marketing/Business Development, Wilson Ihrig Panelists: Julie A. Satterwhite, Chief Marketing Officer, Rutherford and Chekene Caroline Weilert, Vice President, Marketing, Brickman/ValleyCrest Britt-Marie Pfaneuf, Director of Marketing Communications, Glumac Wendy Goodman, Owner, Marketing Plus
The session will serve as a forum to discuss various matters on the topic of women in leadership and demystify the positive role that men can play in helping them attain success professionally. Presented in a panel format with a moderator, the session will feature two panelists from different firms who are seasoned veterans - one male and one female. They will share their unique perspectives on the various challenges women continued on the next page
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the shortlist SMPS SFBAC April 2015 Leadership Symposium - continued from the previous page
April 30
THINK LIKE AN MBA: CREATING ACCOUNTABILITY AND AFFECTING THE BOTTOM LINE Often the responsibility for financial performance and marketing expenditures is tasked to project managers and principals who manage staff schedules and firm fees. If marketing and BD professionals create accountability mechanisms through revenue forecasting, time management and a strong go/no go decisionmaking process, they can improve the financial performance of their companies. In this session, the presenters will discuss revenue forecasting, how to identify profitable clients, determination of Go/ No Go decision criteria for a variety of marketing initiatives, and the preparation and use of financial tools for tracking marketing performance so attendees can begin thinking like an MBA. Speakers: Nancy Kleppel, Assoc. AIA, Marketing Consultant
A Look Ahead at the Upcoming Months April:
Professional Series - Leadership Symposium
#2 - April 16th #3 - April 23rd #4 - April 30th
May:
Big 4 Series - More Cowbell
May 21st
#1 - April 2nd
Wine Tour May 8th
June:
Philanthropy Event Date TBD
July: Make the Connection July 23rd August:
Annual Business Meeting & Giants Game, TBD Build Business National Conference—Los Angeles August 19th to 21st VIEW SMPS CALENDAR OF EVENTS http://smpssf.org/programs-and-events/calendar/
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the shortlist 2015 Membership Drive + Chapter Welcome New & Transferred Members David Axberg, Membership Coordinator, Wilson Ihrig & Associates Drew Bagdasarian, Principal, DRB Associates Nicholas Barbera, Marketing Coordinator, Environmental Science Associates Thomas Caruthers, Marketing Coordinator, WSP Holly Durocher, Marketing Assistant, AlfaTech Timmons Claire Gallagher, Business Development Manager for Thornton Tomasetti Linne Garrett, Marketing Manager, Flint Builders Lexi Harmon, Marketing Coordinator, XL Construction Maggie Howland, Director of Marketing, American Modular Systems/Gen7 Schools Melissa Moulton, Marketing Specialist, Integral Group Ian Norstad, Senior Marketing Coordinator, Stantec Judi Ott, Corporate Marketing & Communications, ACCO Engineered Systems Peter Sterling, Marketing Manager, BCV Architects Janina Torres, Administrative/Marketing Assistant, Glumac
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E: sarajdunaway@gmail.com
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Sponsors’ Spotlight
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Sponsors’ Spotlight
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