the shortlist News
Q3 | 2014
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The Award-Winning Publication of the Society for Marketing Professional Services San Francisco Bay Area Chapter
SPECIAL EDITION: SMPS San Francisco Bay Area Chapter Wins National Striving for Excellence Grand Prize: Chapter of the Year 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 Designer - Erin Gardner, Parsons Brinckerhoff, gardnerel@pbworld.com Communications Committee Directors - Christiana Tjhin, GHD, christiana.tjhin@ghd.com and Traci Vogel, RMW Architecture & Interiors, tvogel@rmw.com
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Events
www.smpssf.org
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President’s Quarterly Update
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SMPS San Francisco Bay Area Chapter Wins National Striving for Excellence Grand Prize: Chapter of the Year
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Striving for Excellence: Final Thoughts
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Arch
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Upcoming Events
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New & Transferring Members
by Ginger Kelly, RIM Architects
by Ali Bedwell, Skyline Construction, and Ginger Kelly, RIM Architects
by John Grimes
9 New Member Spotlight: Amy Jakubowski, Managing Director + Partner – Puccini Group by Tina Barni, Degenkolb Engineers 10 Committee Member Spotlight: Kristin Quiroz Bayona
by Tina Barni, Degenkolb Engineers
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 Ginger Kelly, RIM Architects
UP CLOSE AND PERSONAL Anyone who knows me will not be surprised by the theme for the start of my 2014-2015 term as President: Up Close and Personal with our Members. The key word is intimacy, which the dictionary defines as: “Marked by close acquaintance, association or familiarity.” I have been told I am like an “old shoe,” and at first I was not so sure I liked that idea, till I realized that it was a term of endearment for someone who is comfortably reliable. I would like to be that for you, our members, as we continue the journey of being an award-winning Chapter!
2014 Recap What an incredible line-up just this summer. I hope you had the chance to participate in a summer of serving, inspiration and fun. June • A philanthropic afternoon, giving back to the San Francisco City Impact by helping serve healthy and nutritious hot meals to the homeless and working in their thrift store.
The people on your Board of Directors are amazing and have been working very hard to continue to build upon the foundation that has been laid for the last 32 years. We had a very productive strategic planning session this July, and the theme for the day was: Superheroes of SMPS! Your Superheroes and committee volunteers are preparing amazing programs, working on sponsorship, continuing student outreach, getting ready for new mentor/protégés, creating this award-winning Shortlist, tweeting, posting, instagramming, and much, much more. I would like to share some of my goals for the year that were discussed at our strategic planning meeting, and I appreciate your input and support to help make them happen: • Get to know each member and make sure each member feels they are getting value out of their membership. • Provide discounts to small/sole proprietor businesses. • Find new sector members if an opportunity arises for outreach: vendors and other professional service firms, financial institutions, insurance, etc. • Continue to give back to members with discounted program fees and reduced non-member program fees to encourage more potential member attendance. • Continue our outward community focus with philanthropic activity, such as serving the homeless. • Continue to serve and respect each other as volunteers.
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Scott Braley, co-chair in the SMPS Foundation Committee (which produced a 15-month-long research initiative that culminated in the book “A/E/C Business Development - The Decade Ahead”), came to San Francisco and spoke at our FREE members program about the future of A/E/C Business Development. The party of the year – Make the Connection – was a smashing success with over 300 industry professionals coming together to network, win some cool prizes, and support a great local charity, the ACE Mentor Program. Closing out the month, our Charity of the Year, Cypress Mandela, hosted a Golf Tournament at Sunol Valley Golf Club. All proceeds supported the Cypress Mandela Training Center.
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the shortlist August •
The Annual Business Meeting brought us together at Tres to introduce your incoming Board and celebrate the achievements for the year. We followed it with a trip to AT&T Park to watch the Giants play the White Sox.
It has been a very inspiring year to work closely with your 2013-2014 President, Ali Bedwell, who has given her heart and soul to this Chapter. She started her year with the theme of Giving Back and never stopped giving. I am a very lucky incoming President to follow such an amazing leader who taught me so much! To say I have “big shoes to fill” isn’t even the half of it; I have GIANT shoes to fill. I am excited to take on the challenge and thankful for the support from all our Past Presidents, Board of Directors, and committed volunteers. We want to continue the “Giving Back” and plan to do that by: • • • • • • • •
Keeping reduced ticket prices at events Providing membership scholarships to cover National dues (see website for details) Continuing FREE member-only events Recruiting paid speakers to provide top quality programs Providing additional networking and social opportunities Growing our Student outreach campaign to bring young and vibrant people into our chapter Continuing the BIG 4 client-focused programs to give you face time with potential clients Offering free registrations to the Pacific Regional Conference in Seattle – the raffle will take place at this year’s holiday party
Giving back to our COMMUNITY Last year at the Annual Business Meeting we had YOU cast your vote on the charity to support for the year. You made a wonderful choice in selecting the Cypress Mandela Training Center, an organization that offers a 16-week pre-apprenticeship program for Bay Area men and women to receive handson training for skilled trades’ jobs in the construction industry. The program provides job placement, with an 85% success rate of graduates placed in jobs. Our Chapter contributed $2,500 to the Cypress Mandela program and supported the organization by updating collateral material.
The second choice charity was Career Closet, and we were considering supporting the organization this year but found out they have since closed. The third choice was San Francisco CANstruction, so we are going to return to supporting this event as it is one near and dear to my heart. This event was created by the Society of Design Administrators and has raised over 25 million pounds of food since 1992 by hosting designbuild competitions in over 150 cities around the world. I started supporting CANstruction back when I was with RIM Architects in Hawaii, continuing in Alaska, and then became a co-chair for the first ever San Francisco CANstruction in 2011. The board for San Francisco CANstruction is preparing for the next event, which will take place summer of 2015. Stay tuned for more information and plans. We also want to continue to give back to our community by hosting two philanthropic events in the coming year. The day spent at City Impact was very inspiring and we look forward to doing it again. If you have suggestions of how to enhance our community involvement, please share them with me. To close out, I want to encourage you to be active with your SMPS membership. Serving on a committee is a way for you to give back and get the most from your membership. Serving gives you a sense of pride and accomplishment and the reward of some amazing friendships and potential business partners. I look forward to getting to spend time with each and every member. Don’t wait for me to reach out—send me an email or track me down at the next event. If you need anything or have ideas, please share them. With my sincerest appreciation,
Ginger Ginger can be contacted at vkelly@rimarchitects.com.
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the shortlist SMPS San Francisco Bay Area Chapter Wins National Striving for Excellence Grand Prize: Chapter of the Year By Ali Bedwell and Ginger Kelly
What an honor to win the prestigious grand prize chapter of the year award for the first time in our chapter’s 32-year history! Congratulations to our members—you are the reason we are being recognized as an “award-winning” chapter, and you’ve put your heart and soul into every aspect of this organization. For those who aren’t familiar with the Striving for Excellence (SFE) process, or haven’t been actively engaged in our chapter’s growing momentum over the past many years, below is a breakdown of how the awards process works, what it means to our chapter, and how we plan to celebrate this nationally recognized achievement! What are the Striving for Excellence Awards? The SMPS Striving for Excellence Awards is a nationwide awards program hosted by SMPS headquarters to recognize chapters who significantly advance and enhance professional services marketing and business development through excellent programs, strong leadership, increased membership, quality communications, and financial health. The award submittal process is similar to a strict RFP process with a full list of submission criteria and a points rating system to evaluate content. Award submittals are due every May, and are judged by a rotating panel of anonymous volunteer SMPS members from chapters throughout the country. There are seven award categories, with the awards the SFBAC has won in recent years as follows: • Chapter of the Year (Grand Prize, 2014) • Chapter President of the Year (Alethea O’Dell, 2012) • Chapter Educational Program (1st Place, Senior Business Leaders, 2013) • Chapter Newsletter (1st Place, The Shortlist, 2013) • Chapter Website (Outstanding, SFBAC Website, 2013) The Chapter of the Year award is the most in-depth submittal and judging process of all the awards. The submittal was completed by a volunteer committee of chapter members. All 57 SMPS chapters have the opportunity to compete for this award based upon the size of their chapter, which is broken down into four categories – small, medium, large, and extra-large chapters. SMPS SFBAC falls under the extra-large category. A winner is selected in each size category and then those winners are rejudged in a separate pool (with new judges) against each other to determine one grand prize winner.
This year the San Francisco Bay Area Chapter is the Grand Prize winner! What does this award mean for our chapter? This award symbolizes not only a successful year for our chapter, but an incredible 32-year commitment our members have made to SMPS, because each year we continue to build on the foundation set by prior leadership and innovation. Our members have worked extremely hard to make our chapter fiscally sound, to streamline communication efforts, and to diversify our programs to meet the growing and ever changing needs of our members. This award solidifies that industry peers from around the country recognize our chapter’s success, are inspired by our programs and outreach to members, and feel that we are providing our members with a well-rounded educational and networking advantage. The accomplishments that helped us win the award include: • Created FREE members-only events to increase the value of annual membership. • Instituted a new student outreach program, including a scholarship for a local marketing student. • Focused on programming for principals and technical staff, and experienced an increase of over 30% participation. • Provided coaching sessions and group leadership skills training courses for the chapter’s Board of Directors. • Increased membership and maintained an 86% membership retention rate. • Created a Membership Handbook for all new and prospective members. • Offered 27.5 CEUs to support the Certified Professional Services Marketer Program (CPSM). • Focused on member engagement through social media, doubling followers on LinkedIn, Twitter, and Facebook since April 2013, and starting an Instagram account. continued on the next page
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Redesigned the Sponsorship Benefit Packet and developed a standardized media partner agreement; the annual sponsorship drive exceeded the 2012–13 record. Raised $9,200 for the Architectural Foundation of San Francisco through Make the Connection, raised $2,500 for the Cypress Mandela Training Center, and provided a community service day for members to volunteer in our community.
The Chapter was honored at the annual Build Business Conference in San Antonio this July. For the first time in the history of the SFE award ceremony, the SMPS Build Business committee decided to acknowledge the Chapter of the Year Grand Prize at the end of the opening keynote speaker address. This provided the opportunity to accept the award to an audience of over 800+ and be able to display any Chapter information at a table in the Exhibit Hall. The San Francisco attendees all went up on stage to accept the award, and later that night, at two reserved tables for the Chapter, they celebrated again at the formal Awards Gala. All winners were also announced in The Marketer, August 2014 edition. Bottom line… this award recognizes the long-standing commitment of our members. None of this would be possible without such passionate and empowered volunteers.
Thursday, November 6, 2014 5:00 – 8:00 pm Project Frog 501 Second Street, Suite 120 San Francisco, CA 94111
We would like to give a special SHOUT OUT to our Striving for Excellence team who worked very hard on this WIN. Thank you to Christiana Tjhin, Tina Barni, Katie Spurlock, Alethea O’Dell, Jane Caffey, and Marion Thatch. These bright, charismatic women sure know how to make a daunting submittal process fun and engaging. To celebrate our win, the entire chapter is invited to a party at Project Frog, 501 Second Street, Suite 120, San Francisco, from 5 to 8 PM on Thursday, November 6. See you there! About the Authors Ali has worked for Skyline Construction since 2007, where she is responsible for the company’s strategic marketing efforts including brand development, visibility and implementation, market sector research, advertising, PR, online presence and promotional efforts. As past President Of SMPS SFBAC, Ali will serve as the chapter’s liaison to the 2015 Pacific Regional Conference in Seattle. She will remain an active member of the programs and financial development committees, as well as an advisor to the Outreach + Development committee and the executive board. She has been an active member of SMPS since 2008. Ali can be reached at abedwell@skylineconst.com.
save the date
FOR THE STRIVING FOR EXCELLENCE AWARD CELEBRATION
Ginger joined RIM Architects’ in their Honolulu, Hawaii office over 12 years ago to assist the Managing Principal with all functions of growing the office. After serving a stint in the Alaska office, over the last five years Ginger has kept her feet on the ground in San Francisco, assisting Managing Principal Michelle Jones with Business Development, Marketing, and Office Management. She has been an active SMPS members since 2009, served as Communications Committee Co-Director from 2010 to 2012, and is the current President. Ginger can be reached at vkelly@rimarchitects.com.
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the shortlist Striving for Excellence: Final Thoughts The Shortlist asked some of the attendees who were present at the award ceremony to describe how they felt when they learned that the San Francisco Chapter had won the Striving For Excellence Grand Prize Award: “Pride” comes to mind when I am asked to describe how I felt, as I stood onstage alongside fellow chapter members to receive the Striving for Excellence Grand Prize Award. Listening to Ginger graciously deliver Ali’s acceptance speech, it was refreshing to hear how they believed the honor belonged to each and every chapter member who had ever contributed. As Chapter Champion and advisor, I witnessed the commitment and dedication and can’t think of a group more deserving of the recognition – their goal to give back to our members was clearly demonstrated throughout the year. Marion Thatch, FSMPS, ACC, Distinction in Marketing WOW! It was so exciting to be a part of, and to be physically present at Build Business 2014 in San Antonio, Texas, when it was announced that the San Francisco Chapter was awarded the Striving for Excellence Grand Prize Award. As an SMPS member, it was an honor to witness the SF Chapter’s recognition, which is to me more than just a career resource, but a place where I have made long-lasting friendships. Overseen by our outstanding leadership, our submittal really captured how the quality of our programs has improved over the years, as well as our increase in member participation and engagement. Liz Jordan-Teicheira, Regional Director, Project Development, Guidepost Solutions Helping to accept the Chapter of the Year Award on behalf of SFBAC was such an honor and a highlight of my summer. As dedicated volunteers, we work tirelessly to support SMPS and our membership, often without recognition, so it is especially exciting to receive the top honors in the nation. Each SFBAC member has contributed in their own way to this award and it’s something we can all share in celebrating, which I’m looking forward to doing with everyone at our big bash on Nov 6th. I hope to see you all there! Katie Spurlock, Marketing Director, Charles M. Salter Associates
Save the Date! February 11 - 13, 2015 (Yes, that’s three information-filled days!)
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The 2015 SMPS Pacific Regional Conference http://www.smps-prc.org/ Don’t just ride THE WAVE - Rock the Boat! Join us for the best information about regional marketing/BD information, tools, and networking. Registration opens August 18, 2014
Grand Hyatt Seattle, WA
SMPS P P.O. Bo
SMPS Pacific Regional Conference P.O. Box 165 Seattle, WA 98111-0165
Save the Date! February 11 - 13, 2015 (Yes, that’s three information-filled days!)
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the shortlist Upcoming Events •
SF CANstruction Launch & Celebration, October 2 (5:00 to 7:00 PM at One Market 7th Floor Plaza) BIG 4 Client Focused Event: The Good, Bad and Ugly of Business Development, October 16
October
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November
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Building Tour, TBD Striving for Excellence Award Celebration, November 6
December
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Holiday Party, December 18
Arch by John Grimes
VIEW SMPS CALENDAR OF EVENTS http://smpssf.org/programs-and-events/calendar/
New & Transferring Members Jennifer Alexander, Marketing Coordinator, Hensel Phelps Construction Co. (new member) Meara Breuker, Regional Marketing Coordinator, Fehr & Peers (new member) Jodi Chen, Student Member, San Francisco State University (new member) Erin Clinch, Marketing Coordinator, Architectural Resources Group (new member) Kelli Costelloe, Marketing Coordinator, Polytech Associates Inc. (new member) Alissha Davis, Marketing Coordinator, Degenkolb Engineers (new member) Paula Goodwin, Business Development & Marketing Manager, Ben C. Gerwick, Inc. (new member) Amy Jakubowski, Partner & Managing Director, Puccini Group (new member) Heather Mackin, Marketing Manager, Quattrocchi Kwok Architects (new member) Freya Nash, Business Development Manager, Pullman SST Inc. (new member) Caitlin Rasmussen, Marketing & Administrative Manager, Pullman SST Inc. (new member) Dionne Ratekin, Marketing Coordinator, Hathaway Dinwiddle Construction Company (new member) Magdalena Sarkissian, Business Development Coordinator, SB Architects (new member) Meghan Styles, Marketing/HR Assistant, BKF Engineers (new member)
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 New Member Spotlight: Amy Jakubowski, Managing Director + Partner – Puccini Group by, Tina Barni, Degenkolb Engineers
A newcomer to San Francisco, Amy is also an avid photographer. Amy drove across the country, taking photos of all the sights from the Appalachian Mountains to the Grand Canyon and Pacific Highway.
New York City native Amy Jakubowski brings over 25 years of AEC industry experience to SMPS. As Partner and Managing Director for Puccini Group, based in San Francisco, Amy has a long history of success as a leader in the interior design world. Although Amy has been in the AEC industry for more than two decades, this is her first year as a member of SMPS. Many of Amy’s colleagues were part of SMPS in New York. She knew of the organization’s reputation and decided it was time to join in San Francisco. “I look forward to furthering my knowledge and experience with this industry,” says Amy. “We are continuing to grow the company and I know SMPS provides great educational and networking opportunities.” A licensed designer in both New York and in Nevada, and NCIDQ certified, Amy is also an active member of many professional organizations, including the International Society of Hospitality Consultants (ISHC) and the International Interior Design Association (IIDA). Additionally, she recently served as President of the New York Chapter of NEWH and sits on the NCD 2015 International Advisory Board for the Guri World Design Center in Korea. Before joining Puccini Group, Amy spent 17 years with BBG-BBGM, serving as a partner for the last 10 years. Amy always knew she would be working in the AEC industry. “I wanted to be an interior designer,” says Amy. “I’m constantly inspired by buildings, drawings and art.” Amy’s work has been featured in a variety of publications, including Sleeper, Interior Design, Hotel Business, Lodging Hospitality, Metropolis, Contract, Hotels Magazine and The New York Times. “Be true to your message and be honest,” says Amy. “Understanding your value proposition, brand differentiator, and remaining true to that allows clients and colleagues to connect with the authenticity of your work.”
Amy leading a design charette with Design Studio
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.
With the help of Puccini Group, Amy manages a growing team of individuals, overseeing all three of Puccini Group’s Concept, Design, and Operational Studios. “I’ve always liked the quote ‘never tread so lightly, you don’t leave an impact,’ ” says Amy. “Combined with the philosophy of understanding your message, it drives how I’ve approached the business over the last 25-plus years.”
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the shortlist Committee Member Spotlight: Kristin Quiroz Bayona by Tina Barni, Degenkolb Engineers
Kristin Quiroz Bayona has been a member of SMPS since 2010. Kristin became involved with the Communications Committee in 2012 as a way to further utilize her web and graphic skills. She was part of the team that spearheaded the new website in 2012. Kristin wrote the award submittal that resulted in the Outstanding Website award in 2013 from the National Chapter. Kristin has worked in the AEC industry for eight years. She is currently the Marketing Manager at IBI Group in San Jose. She worked for a publishing company right out of college and then decided to work in marketing. “I thought it would be a good fit for me because it would incorporate two of my interests: writing/ reading and graphics,” says Kristin. “I applied for a marketing position with an architecture firm. My parents worked in the A/E/C industry so it was something I was familiar with.”
“Volunteering is something that fulfills a personal passion of mine and also aligns with my firm’s goals,” says Kristin. “The volunteer program has been quite successful among our staff. The back pack drive had about 60 percent involvement from employees. It’s very rewarding and fun.” Kristin grew up and still lives in the Santa Cruz area. She loves being near the ocean and redwoods. As the Website Affiliate, Kristin is responsible for updating and creating new pages on our award-winning chapter website. She has also been creating fun and interesting sliders to go on the main page of our website. Kristin is very responsive and dependable, and always gets it done. We really appreciate everything she has done for our chapter, especially since the website is a highly visible source of information that a lot of our members access.
For Kristin, marketing is really about storytelling. “It helps when I’m writing about or thinking of ways to highlight my firm, the people, the projects…the story is what connects with people,” says Kristin. One of Kristin’s favorite projects included a project win with the Union School District. Her firm was one of two architects chosen for Union School District’s upcoming bond projects. “I had the opportunity to assist the District in their campaign efforts by volunteering at its phone bank,” says Kristin. “It was a great experience because I was able to meet with representatives from the school and speak with the community about the bond. Both groups were very passionate about the positive impact the projects would have on their students’ educational experience.” Kristin also believes in the importance of volunteer work. She tutors at Reading Partners and recently started a volunteer program at her firm. Kristin began the volunteer program in January to coincide with her firm’s 65th anniversary. This year’s theme was designated as “Making a Difference.” IBI Group has engaged in several public service events as a way of saying “thank you” and giving back to the community. The volunteer program reinforces IBI Group’s values of giving back to the community. Kristin and her firm members volunteer once a quarter with a local charity. Her group volunteered with the Guadalupe River Conservancy to help clean up the river near her office, held a back pack drive through Family Giving Tree, and volunteered with Habitat for Humanity. Their last event will be working with Second Harvest Food Bank in November.
Kristin at Point Lobos just past Carmel
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
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Sponsors’ Spotlight
the shortlist
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the shortlist
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the shortlist
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the shortlist
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the shortlist
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