Q2 2014 shortlist final

the shortlist News

Q2 | 2014

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The Award-Winning Publication of the Society for Marketing Professional Services San Francisco Bay Area Chapter

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Events

www.smpssf.org

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President’s Quarterly Update

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Your SMPS Journey Doesn’t End When You Become A Fellow

by Ali Bedwell, CPSM, Marketing Manager, Skyline Construction

by Carla Thompson, FSMPS, Fellows Delegate, National Board of Directors

5 ARCH

by John Grimes 6 CPSMs: The Elite of SMPS

by Mark Frey, CPSM with contributions from Tracy Allen, CPSM

Bridging The Gap With SMPS National The shortlist is produced and edited by the Communications Committee of the SMPS San Francisco Bay Area Chapter.

Editor - Jessica Cadkin, URS Corporation, jessica.cadkin@urs.com Assistant Editor - Al Anderson, NOVA Group, aanderson@novagrp.com Designer - Erin Gardner, Parsons Brinckerhoff, gardnerel@pbworld.com Communications Committee Directors - Christiana Tjhin, GHD, christiana.tjhin@ghd.com and Vanessa Pelletier, CSDA Design Group, vpelletier@csdadesigngroup.com

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Upcoming Events

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What’s Next For Business Developers?

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New & Transferring Members

by Scott W. Braley, FAIA, FRSA Principal Consultant, Braley Consulting & Training

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Committee Member Spotlight: Hildegard Dodd

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New Member Spotlight: Elaine Chan

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Buddy Program Spotlight

by Tina Barni, Senior Marketing Coordinator, Degenkolb Engineers

by Tina Barni, Senior Marketing Coordinator, Degenkolb Engineers

by Heather Perez, Business Development & Marketing Manager, Integral Group

the shortlist Thank you to our 2014 annual sponsors for making SMPS SFBAC such a success.

We couldn’t do it without your generous support!

Platinum

Golden Gate Silverado Trail

Media Sponsors

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the shortlist President’s Quarterly Update

by Ali Bedwell, CPSM, Marketing Manager, Skyline Construction

Bridging The Gap With SMPS National is the theme of this edition of the Shortlist. It’s a timely topic and one we don’t talk enough about at our local chapter level. While our San Francisco Bay Area Chapter (SFBAC) works hard to provide educational and networking events that are relevant to our local market and economy, much of the value of an SMPS membership can be appreciated only when you start utilizing the many resources and tools provided by SMPS National.

Fellows (FSMPS) Program The designation of Fellow (FSMPS) recognizes longstanding, certified members who have made significant contributions to the A/E/C marketing profession and SMPS. SFBAC currently has two FSMPS members: Marion Thatch and Dennis Paoletti. We’d love to see more of our seasoned marketers take the plunge. http://www.smps.org/fellows/

Here are a few of my favorite benefits, services, and recognition programs: Blueprints A FREE resource for all SMPS members, Blueprints provides a PDF guide for establishing a marketing and business development department within the A/E/C industry. The document contains job descriptions for all roles, organizational charts to model department structure based on firm size, a skills/knowledge self-assessment tool, and interview questions. This resource is excellent for anyone looking to advance their career, prove they are ready for a promotion, or help structure a marketing department from the ground up. http://www.smps.org/Career/Blueprints/ Chapter Awards Every May, the 57 chapters of SMPS compete for the Striving for Excellence Awards, which include: Chapter of the Year, President of the Year, and Programs and Communications awards. Each award recognizes volunteers for their extraordinary leadership, growth, and service to members. Last year, SFBAC won 1st place in every category we submitted for, taking home three awards for the Senior Business Leaders Forum, the Shortlist, and our revamped website. This year, we submitted for the Chapter of the Year Award, as well as a Program Award for last October’s Principal Boot Camp. View our submissions here: http://www.smps.org/sfe/ Certified Professional Services Marketer (CPSM) Program CPSM is a voluntary certification that measures a candidate’s experience and ability to apply marketing and business development principles in six core areas of practice. CPSM certification provides a differentiator in a competitive employment market and proves a person’s industry understanding and proficiency. In our chapter, 47 members have received the CPSM certification, and many participate in our annual study group, which is currently taking place. http://smpssf.org/cpsm/

Other resources you can learn more about on the SMPS National website are: •

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MySMPS – a large web based resource providing a member directory, file sharing service, and discussions about the latest industry trends. http://www.mysmps.org Marketer bi-monthly newsletter, mailed to every member and available in PDF at http://www.mysmps.org SMPS University – Leadership Advancement Program 90-minute educational webinars

A Personal Note If we haven’t had the pleasure of meeting in person, please come and introduce yourself to me at the next SMPS program.

If you have suggestions of ways we can add value to your membership or enhance our community involvement, please share them with me. As always, please help make SMPS a comfortable and productive environment for all. At your next SMPS event, branch out and introduce yourself to someone you don’t already know.

I’m looking forward to all that we have planned in the upcoming months.

Sincerely, Ali Bedwell

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the shortlist Your SMPS Journey Doesn’t End When You Become A Fellow

by Carla Thompson, FSMPS, Fellows Delegate, National Board of Directors

The purpose of the SMPS Fellows program is really two-fold: to recognize the Association’s most senior and accomplished members who have made significant contributions to SMPS, to the profession, and their employers; and to keep those members engaged for the betterment of the Society and its members.

The collective knowledge of our Fellows is one of SMPS’ most important assets and Fellows have a responsibility to share their knowledge and continue perpetuating professional services marketing at the highest level possible. The Fellows become part of a select group of achievers who not only have access to programs tailored to their needs but who also have the responsibility to share their leadership experience within the Society and mentor others in the profession.

A Variety of Fellow Programs Two years ago we created the Chapter Champions program to get Fellows re-engaged at the chapter level. They’ve all served in chapter leadership positions so they can help guide and coach new board members as they sharpen their skills, as well as offer to do a seminar or write an article for their chapter’s newsletters. The number of ways they can help is endless. More than half of our 115 Fellows are Chapter Champions, offering themselves as mentors, program speakers, strategic planning facilitators, or whatever their chapter leaders or members need. The SFBAC is blessed to have Marion Thatch, FSMPS, as your Chapter Champion, and Dennis Paoletti, FSMPS, as a long-time trusted advisor (and past national president).

The Fellows offer a scholarship to the SMPS University Leadership Program, a graduate-level program designed for A/E/C marketers and business developers. It’s an opportunity for us to invest in members who have the potential to become Fellows. This year we’re planning to award two scholarships, funded through Fellow donations and the Fellows Raffle at Build Business (and here’s my shameless plug: buy lots of raffle tickets—you can win some cool stuff if your ticket is drawn and every dollar goes towards the scholarship!).

My favorite way to tap into the Fellows talent pool is the Fellows Forums program. I started the program while I was serving as the Sr. Advisor to the Seattle Chapter Board of Directors and it was first presented at the 2012 Pacific Regional Conference in San Diego. Since then it’s been a featured program at regional conferences around the country and at Build Business. In fact, Marion and I just participated in a Fellows Forum for the Hawaii Chapter last April. Tough duty, right? Bottom line, when

you get a distinguished group of Fellows together to share their perspectives and real life experiences, you end up with an invaluable amount of inspiration and lessons learned.

Is Fellowship a goal for you?

Everyone has their own personal reasons for wanting the Fellow designation. When I became a Fellow in 1999, I knew it would give me up-close and personal access to the best and brightest marketers in the A/E/C industry—some of whom were noted SMPS leaders—all of whom were willing to share best practices and moral support. I credit them for helping me become a seasoned professional.

To qualify to become a Fellow, you need to have 15 years of experience in the A/E/C industry and maintain your CPSM certification for five years. If you’re interested, here’s what I recommend: •

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Start documenting your chapter, regional, and national activities including committee and board positions. Keep good records of all the publishing, training, or speaking gigs you do—it’s much easier than digging through files ten years later.

It is not all about your involvement in SMPS. That’s an important factor, but more importantly what have you contributed to the profession beyond SMPS? Peer association outreach is powerful evidence that you’re representing and promoting our profession and raising the visibility of SMPS. While national experience isn’t required, it’s beneficial—so when the solicitation for volunteers comes out to serve on national committees, find what you’re passionate about and step up.

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Look at the Fellows application http://www.smps.org/uploadedFiles/SMPS/Content/ Recognition/2014%20Fellows%20Application%20march.doc and perform a gap analysis. If you think you have some holes that need to be filled in, make a plan to fill them. The application process isn’t intended to be intimidating, but it is rigorous. It’s not unusual for people to plan two years in advance of submitting their application.

And finally, go to www.smps.org/fellows and watch the “Demystifying the Fellows Program” webinar. Tom Townes, the incoming Fellows Delegate for 2014-2016, put this program together after he became a Fellow to share what he’d learned along the way. You’ll find a lot of valuable advice and what not to do.

Arch

by John Grimes

Fellowship is the highest level of recognition available to SMPS members. The bar is high, but it’s achievable, and it’s definitely worthwhile.

I hope you’ll consider Fellowship. As the largest, award-winning-est chapter in the Society, you only have two Fellows. Just sayin’…

About the Author Carla Thompson, FSMPS, has worked with firm leaders to shape corporate strategy for clients and brands of global significance for more than 30 years. With a foundation built on client research and marketing and executive leadership, she has translated that experience to help firms win work through shortlist interview coaching and training professional and technical staff improve their presentation and business development skills. Carla can be contacted at Carla@JTgroup.com.

About the Author Check out cartoonist/Illustrator/CPSM John Grimes’ new website, fizzdom.com for animated quotes and videos — updated weekdays to amuse and provoke. Beyond his full-time freelance work, John is working with his partner Robin Chin on their massive broadcast news archive, comprising over 70,000 hours of footage compiled since 2001 as an extension of their nationally-broadcast documentary, “There’s Something About W.”

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the shortlist CPSMs: The Elite of SMPS

by Mark Frey, CPSM, SFBAC CPSM Affiliate, with contributions by Tracy Allen, CPSM

If SMPS is the Army, and our Fellows are the generals, then our Certified Professional Services Marketers (CPSMs) must be our own Elite Special Forces.

Indeed, our CPSMs have proven themselves to be well-trained marketing warriors in the marketplace.

The CPSM credential is nothing if not exclusive. Fewer than 14% of all SMPS members—only 819 nationwide—hold this special status, indicating the difficulty of achieving it. That being said, any marketing professional who commits him or herself to fulfilling the requirements and preparing for the exam in a disciplined manner has a good chance of becoming a CPSM. Luckily, SFBAC has a proven CPSM study program based on established principles that has resulted in one of the highest CPSM “pass rates” and the largest number of CPSMs of any chapter in the country.

So, what then is a CPSM? It’s an “individual who has met a rigorous standard of experience and expertise in marketing professional services and has demonstrated their knowledge of the practice and related disciplines through a thorough examination of marketing competency. This individual further adheres to the ethics and responsibilities of the profession as outlined in the CPSM Code of Ethics.” This, at any rate, is the standard definition provided by SMPS. In practice, a CPSM is someone who has challenged him or herself to take themself and their firm to the next level.

Domains of Practice for Professional Services Marketers At the center of the CPSM program is the Domains of Practice for Professional Services Marketers comprised of key areas of knowledge and skills needed to be competent in our field. SMPS defined these Domains by commissioning a comprehensive practice analysis of professional services marketing in the design and building industry. The analysis resulted in a classification of six Domains: D1 - Marketing Research D2 - Marketing Planning D3 - Client and Business Development D4 - Proposals and Qualification Statements D5 - Promotional Activity D6 - Information, Resource, and Organizational Management The CPSM examination covers all six of these Domains, and to be successful you must answer questions correctly in each of them. The breakdown of the exam is roughly D1 (15%), D2 (16%) D3 (20%), D4 (18%), D5 (16%), and D6 (15%) and requires a 75% pass rate, or 113 questions correct out of 150. Most marketers are strong in one or more of the domains. Very few are strong in all of them. One of the first steps in our study group is to conduct a gap analysis to identify the gap between your current skills in each Domain and the skills you need to know to pass the exam. The larger the gap, the more each participant should focus on studying that specific Domain.

To help our members “close the gap,” our chapter’s study group focuses intensively on each of the Domains in turn, devoting a study session to each. Our program provides detailed presentations for each Domain, test-taking tips from current CPSMs, and easy access to all study materials. At the center of these materials is the Marketing Handbook for the Design & Construction Professional. Study this 600-page treasure trove of marketing knowledge and you will have a much better than equal chance of passing the examination and achieving CPSM. Benefits of CPSM After becoming certified, you will enjoy a wide range of benefits, including: 1. Increased knowledge in strategic market planning, market research, plan implementation, business development, and promotion 2. Widespread recognition of professional competence 3. Enhanced credibility with employers, clients, and peers 4. Career advancement 5. Demonstrated commitment to professional growth and development 6. Public recognition in the roster of CPSMs on smps.org 7. Invitation to CPSM-only educational and networking programs 8. Access to the CPSM communities on MySMPS and LinkedIn Beyond these concrete benefits, you will experience many intangible ones as well. In the process of preparing for the examination with your fellow marketers, you end up building real and lasting relationships with your study group participants. You gain confidence in your abilities as you validate your knowledge along the way. You feel a sense of personal pride that you challenged yourself to master your profession and now have the credential to prove it.

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the shortlist Upcoming Events • • •

FREE Members Only Event – SMPS Foundation Presents A/E/C business development, “The Decade Ahead” July 10 Make the Connection, July 24 Build Business National Conference, San Antonio, TX, July 30 - August 1

August

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Annual Business Meeting / Giants Game, August 12

September

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BIG 4 Client Focused Event: Urban Place Making

October

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Second Annual Golf Tournament, October 3 BIG 4 Client Focused Event: The Good, Bad and Ugly of Business Development, October 16

November

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Building Tour, TBD

December

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Holiday Party, December 18

July

VIEW SMPS CALENDAR OF EVENTS http://smpssf.org/programs-and-events/calendar/

The Gold Standard SFBAC’s study group is the result of the initiative and hard work of some of our best members. The program was significantly redeveloped by Tracy Allen, CPSM in 2009 and again in 2010, in partnership with Ali Bedwell, CPSM (due to the release of the newest edition of the Marketing Handbook).. The program has been so successful for so many years that SMPS National considers it to be the “gold standard” and is looking to replicate its success in chapters across the country. We should be proud of our chapter, which is once again leading the nation with the quality and impact of our programs.

Interested in finding out more about CPSM? Talk to a CPSM you know, visit the CPSM pages on smps.org and smpssf.org, and reach out to Mark Frey, our CPSM Affiliate at mistermarkfrey@gmail.com. Take your future into your own hands and get the recognition you deserve. Become one of SMPS’s CPSM Elite!

About the Author Mark Frey, CPSM, is a Marketing Manager in PwC’s San Francisco office. He is currently leading the chapter’s CPSM Study Group. He can be reached at mark.frey@us.pwc.com.

Members enjoy the first ever SMPS SFBAC Golf Tournament in 2013

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the shortlist What’s Next For Business Developers? Find out on July 10!

by Scott W. Braley, FAIA, Principal Consultant, Braley Consulting & Training

Most Business Developers, and those who work closely with them, often say “What Next?” Sometimes the expression is one of exasperation … “What Next!!!” Other times, the sentiment is forward looking and a bit introspective …. “What Next?”

The SMPS Foundation formed an all-volunteer Thought Leadership Committee – 30 CPSMs and Fellows – to answer that question. The 15-month primary research and analysis effort addressed the fundamental questions: what will business development look like, what will it be, and what will business developers do in the decade ahead? The initiative culminated with the publication of A/E/C Business Development - The Decade Ahead in 2013.

Focused research and critical analysis painted a picture of what lies ahead for Business Developers as well as a wide range of others. Addressing inputs across multiple market/client sectors and virtually all types of firms, the results give insight to those who sell as well as buy design and construction services.

In one of the most provocative findings, clients across the board said the traditional role of a nontechnical Business Developer is questionable.

The buyers universally confirmed Business Development is shifting tectonically. In fact, the majority of buyers of services said in one way or another “I am no longer going to meet with or talk to nontechnical Business Developers.” The message was crystal clear – buyers want to talk to those who know and focus on the client, those who will solve their problems, and those who will make their short- and long-term work easier. Some were strategic, some were operationally-focused, and still others were thinking about managing their own time and resources – they all wanted to talk with the person who could help them get results and do their job better, which in many cases included helping them determine just what to do – or not do – in the first place! One client captured this pivotal change in a seminal statement “I want the Steve Jobs of design and construction. Somebody who can tell me, show me, what I need to be more successful.” In virtually all cases, the buyers labeled that person as someone with “a technical background.”

Earlier this year when we talked about this particular finding, one CPSM challenged us angrily – noting that comments such as “the future of the traditional BD-er is questionable” or “clients no longer want to talk with salespeople” would encourage leaders and owners of A/E/C firms to eliminate all the

business developers. The concern was poignant … as Business Developers it’s already tough enough to demonstrate our value to the unbelievers… don’t make matters worse!

As I thought again about that admonition, I came to the same conclusion I did earlier in my career as a leader and manager, a conclusion that was solidly reinforced by the year of research and analysis. This is not bad news for Business Developers – it’s great news! The future for BD-ers will clearly be very different, and it will be exponentially better for those who step up to the new opportunities.

The clients and buyers are begging to speak with those A/E/ Cs who can talk about the client’s business or agency, those who can help the buyers be more successful in their projects and initiatives, and those who can demonstrate they know as much about the client’s business as the client him/herself. That means researching the client’s business, thinking like a client, and discerning how the client’s performance is judged. Sounds very much like a worthy Business Developer to me!

Some clients were very pointed in their comments, saying they really only wanted to talk with someone who can genuinely communicate about their opportunities and problems. In particular, they added “and don’t talk so much about yourself and your work!” Most of the buyers did not have technical background as we know them, and even those who did, said they are looking for “engineers,” “architects,” “contractors,” (aka builders) and “PMs.” However, by probing further we learned that these clients were not being literal – they were indicating their working hypothesis and attempting to speak in “our language.” They expanded on the thoughts noted that most in their companies and agencies simply “assumed” that continued on the next page

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the shortlist it was most likely a technical person who has the desired knowledge and solution vocabulary. Again, enter the savvy Business Developer. BD-ers think in terms of opportunities and solutions, results, outcomes – in short, truly skilled Business Developers think about the ends and the means, and know where to plug the technical folk into the equation. Often the very fact that you do not have a technical background enables you to speak more fluently with an attractive “business” accent.

Finally, having been in the role of a senior A/E/C principal and a seller/doer for more than $2.0 billion of completed project work, I recognize the essential link between a skilled Business Developer and the buyer’s order for “solutions-oriented technical folk who can speak my language.” As one who has been responsible for the overall performance of a firm, I know that Business Developers can and should play key roles in helping the firm prepare its technical professionals for enhanced client engagement, communication, and focus on the client’s issues. Business Developers can play a key role in helping the firm deliver – or select outsiders who can deliver – competency development, learning and training in communication, business acumen, project management/delivery, and client engagement.

So, when we hear buyers saying the traditional role of the Business Developer is questionable I wholeheartedly agree. The traditional constraints are fading fast, and the proverbial sky is the limit!

There is no limit to the number of benefits and values a good BD-er can and must bring to the A/E/C firm that wants to be successful in the decade ahead. In fact, if there is a person who is as close as practicable to indispensable it is surely the skilled Business Developer. Few are in a better position or with such an appropriate background to probe, analyze, discern, and communicate about the client’s/buyer’s work and success, and then prepare, guide, and support technical professionals to work their magic.

Hey, that’s what great Business Developers do!

Scott’s article topic is directly related to the July 10th free members only event - the SMPS Foundation presents A/E/C business development “The Decade Ahead”

New & Transferring Members Kharlo Barcenas, Business Development Manager, BCCI Builders (new member) Jenna Croy, Marketing Coordinator, Parsons Brinckerhoff (new member) Lisa Macias, Marketing Coordinator, Reel Grobman (new member) Laura Mansoori, Marketing Manager, LCA Architects (transfer) Leslie Patterson, Marketing & Billing Coordinator, ZFA Structural Engineers (new member) Stephanie Potter Corwin, Marketing Coordinator, Page & Turnbull (new member) Danette Shipe, Marketing + Brand Manager, Harris & Associates (new member) Blaine Tehaney, Marketing Assistant, DES Architects + Engineers (new member) Amy Wallace, Vice President, Umpqua Bank (new member) Lieske Wetherwax, Senior Marketing Coordinator, O’Connor Construction Management, Inc. (transfer)

About the Author Scott W. Braley, FAIA, FRSA, is the lead principal of Braley Consulting & Training (www. braleyconsulting.com) based in Atlanta. He served as a Foundation trustee and co-chair of the Thought Leadership Series Committee. Scott helps A/E/C firms with strategy, leadership, marketing, management, and project delivery. During his 30 years of A/E/C practice, he was a highly successful “closer/doer” and served as managing principal in an ENR Top 40 firm. He may be reached at 404.252.9840 or scott@braleyconsulting.com.

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the shortlist Committee Member Spotlight: Hildegard Dodd

by Tina Barni, Senior Marketing Coordinator, Degenkolb Engineers

Hildegard Dodd takes center stage in this month’s Committee Member Spotlight.

Hildegard Dodd is currently on the SFBAC Programs Committee.

Hildegard has been involved with SMPS for more than 16 years. This year alone, she organized the Professional Series in April and took on a protégé as part of our Chapter’s Mentor Protégé program. Hildegard was a past board member of the SMPS Los Angeles Education Committee.

A native of St. Louis, Missouri, Hildegard enjoys jazz, great food, and fine wine. If she wasn’t in the A/E/C industry, Hildegard envisions herself as a curator at the Museum D’Orsay in Paris.

Hildegard believes that life should not be taken so seriously.

“Find things outside of work that you are passionate about, so work doesn’t become your life,” says Hildegard. “Set expectations on time so you can have a good quality of life.”

“I have stayed focused on leading or assisting on educational-focused committees because it’s where my interests lie,” says Hildegard. “It’s a joy to see the next generation of marketers participate in SMPS with such enthusiasm by setting the bar high for themselves and the organization and exceeding everyone’s expectations.”

For Hildegard, a major benefit of being a member of SMPS is the camaraderie. “It’s all about the relationships,” says Hildegard. “SMPS has given (and continues to give) me the chance to meet so many inspirational and dedicated marketing professionals. I’m so lucky that I can call many people I’ve met through SMPS close and trusted friends.”

Hildegard has been working in the A/E/C industry for 17 years. Her first position in the industry was as a marketing assistant for HOK in St. Louis, Missouri. “Once I started in the built environment it was hard to come out,” says Hildegard.

Hildegard has held many roles including marketing manager and consultant. She is currently the marketing manager for Wilson Ihrig & Associates, where she will focus her efforts on retooling the firm’s overall branding and jump-starting their business development and marketing initiatives. “It is work I’m very passionate about, because it creates change,” say Hildegard.

Hildegard will be speaking at the SMPS National Conference this year in San Antonio, Texas. This will be her second time as a conference speaker: she first presented at the SMPS National Conference in San Francisco in 2012. This year’s topic is on leadership, “It Takes a Village, But it Starts with You.” “I am grateful to be able to share my years of experience with the current and next generation of marketing and business development professionals and inspire them with the many lessons I’ve learned throughout my career,” says Hildegard.

Hildegard with friends at a taping of the Colbert Report

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.

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the shortlist New Member Spotlight: Elaine Chan

by Tina Barni, Senior Marketing Coordinator, Degenkolb Engineers

With a strong passion for architecture, Elaine Chan has been become an active member of the SFBAC. Elaine is excited to be part of the organization. “I want to learn about best practices, hear about key achievers in the field, and also meet and brainstorm with others who are looking to share and learn new information,” says Elaine.

Elaine is on the Communications Committee and is the on-site photographer for Chapter events. She has been in the A/E/C industry for one year and is currently a marketing coordinator at Kwan Henmi Architecture. A recent graduate of UC Berkeley, Elaine was recommended to join SMPS by her mentor, Sylvia Kwan, chairman and co-founder of Kwan Henmi.

“Sylvia has always been a mentor and great influence long before I started working for her,” says Elaine. “Her vitality is infectious, as demonstrated by her numerous awards from the architecture community.”

From her undergraduate experience at UC Berkeley and studies in architecture, communications, business, and languages, Elaine’s academic life went on to shape her career aspirations. “Through the connections I made at American Institute of Architect (AIA) events, I began my profession in this industry,” says Elaine. “I was always very active with AIASF and continuously serve as a social media advocate for the Emerging Professional Committee.”

Recently, she was selected as the 2014 AIA Committee on Architecture for Education (CAE) scholarship recipient and attended the Barcelona conference in April. At the AIA National Convention in Chicago, she will give a 90-minute presentation to debrief the Barcelona conference and share insights from the lectures, tours, and Catalan culture.

As marketer, Elaine is focused on maintaining strong relationships with international clients and growing professionally in her firm and in SMPS. “I am looking forward to broadening my knowledge and enhancing my network,” says Elaine. “I also look forward to being a part of this synergistic group that will allow me to grow professionally and personally.”

A native of Las Vegas, Nevada, Elaine has backpacked through Europe twice within the last eight months (eight countries, 40 towns/cities) while managing to simultaneously work abroad.

Elaine in Barcelona for the AIA CAE Conference

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.

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the shortlist Buddy Program Spotlight

by Heather (Cohen) Perez, Business Development & Marketing Manager, Integral Group

Would you like to get more involved with SMPS, but don’t know how or where to start? If so, then you may be a candidate for the Buddy Program. Whether you are a new or existing member, this program is a great way to learn more about the Chapter. The following interview profiles the experiences of two participants of the Buddy Program: New Member: Amy Wallace, Vice President, Deposit Relationship Manager, Umpqua Bank Buddy: Ginger Kelly, Business Development Manager, RIM Architects and President Elect, SMPS SFBAC Question: How long have you been a member?

Amy Wallace: Two Months Ginger Kelly: Four and one half years Q: Why did you first decide to become a member?

AW: My new acquaintance, Ginger Kelly, was instrumental in my decision. She assisted me in realizing that SMPS would be a valuable way to become a resource to the A/E/C community. In addition, we held the SMPS Membership Drive in my space. This allowed me to meet some really great people who were anxious to help me expand my network. And there were lots of educational programs available that were very applicable to ANY industry.

GK: I actually became a member because our marketing coordinator had been laid off during the economic downturn, so I took over the membership. At that time, I was the senior executive assistant to our chief operating officer. I remember thinking I was a little out of place as most members had the title of marketing or business development. Through the encouragement of Heather (Cohen) Perez, I joined the Communications Committee and immediately got involved at a deeper level. Shortly after, through my involvement in local marketing efforts, I took on the role as business development manager at RIM Architects.

Q: Why did you enroll in the Buddy Program?

AW: I wanted to ensure that I was able to take full advantage of the great services that SMPS offers. I was a bit confused at first by what I needed to do and how.

GK: When I heard the call for buddies to welcome new members, I stepped up to the plate. As most people who know me know, I love coffee and I love to talk about SMPS. It was a perfect match. I have been a buddy to five new members, with my most recent being Amy. Q: What advice did your buddy have for you?

AW: Take one piece of correspondence at a time (national and local) and make decisions on which of the opportunities will directly assist my business development efforts. In addition, Ginger encouraged me to join the Sponsorship Committee for our Make the Connection event.

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the shortlist GK: As Amy’s buddy, I was the first to get the call from her when she felt overwhelmed by all the email and information coming her way from SMPS. She wanted help in figuring out what to attend, how to understand the organization, and where the best fit would be for her to get involved. I spent some time with Amy and we mapped out a plan for the next few months of how SMPS could best serve her and Umpqua Bank. It was an eye opener for me as Amy was so candid and eager to make the most of her membership.

North Bay Winery Tour

For members only, on May 9th, 2014.

Q: How has the buddy program changed your perspective?

AW: It enabled me to view SMPS not just as a networking group, but as an educational tool which will benefit me and my company.

GK: The buddy program is a vital part of a new member feeling valued and comfortable. Having someone who can hold your hand (not to be cheesy) through the beginning process makes all the difference in the world. I now see the extraordinary value in spending 30 minutes to help make the steps easier.

Q: What advice do you have for new members?

AW: Sit down with your buddy and decide over the next 60 days what a plan of action is regarding SMPS. Be sure to explore the website and pay attention to the good emails that come out with opportunities.

GK: My advice to new members is to first make sure you have a buddy. If you did not get an email or phone call with who your buddy is, then please contact Kelly Mayeda at kmayeda@skarc.com. Kelly has been our Buddy Affiliate for a few years and can either match you with a great buddy or you can request who you would like for a buddy. Also, please reach out to anyone on the Board of Directors to get a perspective on all the activities and committees that make the organization run. I also want to say how fortunate I am to be part of this volunteer organization, full of amazing people with energy and drive to help each other in their careers and firms. Amy has become a good friend and colleague and I encourage everyone to take a moment to meet her at an event or make an appointment to get a tour of Umpqua’s award-winning flagship store in the heart of San Francisco.

About the Author Heather has been involved with SMPS-SFBAC since 2006, where she has held such positions as Co-Director of Communications (2008-2010). Heather’s passion for integrated marketing communications and the seamless utilization of traditional and new media channels has resulted in several speaking engagements and white papers on the topic of new media for the A/E/C industry. When she’s not juggling deadlines, you’ll find her on stage, performing, choreographing or adjudicating dance competitions. www.linkedin.com/in/heathercohen

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