Shortlist q2 2013

the shortlist News

Q2 | 2013

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

The Trends Issue

Events

Education

www.smpssf.org

3

President’s Quarterly Update

5

SMPS SFBAC Holiday Awards Ceremony

5

San Francisco Canstruction Build Day

6

MarCom Trends to Ignite Your Brand

8

Change Up! Highlights from SMPS SFBAC State of the Market Program

by Devon Kurcina, CPSM, BKF Engineers

by Christiana Tjhin, GHD

by Steve Beal, Beal Creative

by Ellen Eason, Eason Communications LLC

10 Behind the Scenes in the A/E World

by John Grimes

11 New Member Spotlight: Meet Erin Gorton

by Sarah Coleman, WSP

12 Welcome New Members 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 - Christiana Tjhin, GHD, christiana.tjhin@ghd.com Designer - Ellen Eason, Eason Communications, ellen@easoncom.com Communications Committee Director - Katie Spurlock, Charles M. Salter Associates, catherine.spurlock@cmsalter.com

12 Mark Your Calendars 13 Sponsors’ Spotlight

the shortlist Thank you to our 2013 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 Devon Kurcina, CPSM, BKF Engineers

Greetings Chapter!

Have you ever wondered how our chapter stays the largest in the country with the most active and dedicated volunteer base? We have held strong at around 300 members for the past few years while accomplishing enormous feats: new programs focused on client interactions and senior level enrichment, buddy system that teams new members with current members, improved website for ease of finding information, condensed weekly email blasts… the list goes on and on.

These benefits are the result of hard work by our tireless volunteers, and it’s finally our time to give back to you, through the first annual membership scholarship. The scholarship will cover your SMPS National dues for one calendar year. To be eligible, you must be an active volunteer on a committee. Check out the criteria on our website and take a couple of minutes to fill out the application. There is no due date to apply. (Click here to learn more.)

This is just a small way the Chapter is saying “thank you” to its members. If you have other suggestions of how we can give back to our community and our membership, please let me know.

Starting the scholarship is not all we have been doing behind the scenes. Through surveys, program evaluations, and lots of communication with our members, we are constantly listening and trying to better our chapter. In June, we invited Andrea Fitch from Washington D.C., a past SMPS National President and author of the SMPS 2020 Visioning Plan, to meet with our past and incoming presidents to help formulate a 5-year Visioning Plan.

We have brainstormed lots of great ideas and will be using this Plan to help frame our Annual Strategic Plan at the end of July. As always, we would love for our members to be part of the process, so if there is anything you feel you can contribute to our planning efforts, please let me know. Once completed, we plan to present our 5-Year Visioning Plan to the Chapter at the Annual Business Meeting, so don’t miss it!

As usual, summer fun brings lots of networking events, so be sure and add these events to your calendar!

Annual Business Meeting + Giants Game – Giants vs.

Pittsburgh Pirates WHEN: Thursday, August 22, 5:00 pm WHERE: Pete’s Tavern (Cooperstown Room), 128 King Street, San Francisco PRICE: $30 members, $60 non-members.

Ticket includes a game ticket. Annual Business Meeting only is free. This event will sell out. Make sure to buy your ticket today! Click here to register.

Break out your Giants gear...we’re going back to AT&T Park for the 2013 SMPS Annual Business Meeting. Please join us at Pete’s Tavern prior to the game to celebrate this year’s incredible achievements, introduce the incoming board for 2013-2014, and help get you more involved in SMPS. Cocktails and appetizers will be served in the private Cooperstown Room at Pete’s Tavern while we acknowledge our hard working volunteers, thank our generous sponsors, and see what is planned for the year to come.

If you are interested in getting involved, you won’t want to miss this event! Our committee directors will be available to share stories, exchange information, and sign you up to volunteer. continued on the next page

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the shortlist President’s Update - Continued

Final BIG 4 Event: Speed Networking WHEN: Thursday, September 19, 3:30 - 6:30 pm WHERE: AIA, 130 Sutter Street, Suite 600, San Francisco PRICE: TBD After a phenomenal Speed Networking event last year, we had to bring it back this year. Our program committee is diligently putting this event together, but save the date as it is sure to sell out again!

FORE! 1st Annual SMPS Golf Tournament WHEN: Friday, October 4, 1:00 - 6:00 pm WHERE: Monarch Bay Golf Course, 13800 Monarch Bay Drive, San Leandro PRICE: TBD “I have always wanted to play golf, but am a little intimidated. It’s a man’s sport, I don’t understand the lingo, and most importantly – I don’t want to embarrass myself.”

Sound familiar? Don’t worry, many others probably feel the same way as you do about golf. For many, the challenges, both physically and internally, and the underlying fear of embarrassment, are the impediments to trying golf in the first place. Golf is one of the best activities to participate in while networking and discussing business.

SMPS SFBAC is hosting its first Annual golf tournament on October 4th. This is the perfect opportunity to learn the sport in a fun, no-judgment setting among friends. On-hand instructors will explain the game, give pointers, teach lingo, and make sure you are ready at your next golf outing. They will teach driving, putting, chipping, and what a sand wedge is.

Following the tournament, we will adjourn to our nearby golf gala/reception area where there will be more beverages, food, awards, raffles, and surprises.

Sponsorship opportunities are now available for the golf tournament, which include hole sponsorships, drink tables, raffle donations, and reception hosting. Please contact Ginger Kelly for more information about sponsorships at (415) 247-0400 or by email at vkelly@rimarchitects.com.

Lastly, we have a new educational event this year, Principal Bootcamp. Mark your calendars for October 17th. This half-day session is designed for technical professionals who are at a stage in their career where they have marketing and BD responsibilities. Hear from other technical professionals about their strategies for lead development, networking, building and maintaining client relationships, and marketing their firms.

Lots of great things are happening and we could use your help.

If you would like to help put on these events, get involved in a committee, or help in another way, please feel free to contact me any time.

Devon Kurcina, CPSM dkurcina@bkf.com

To keep with the tradition of our fun loving SMPS SFBAC ways, beverages will be provided throughout the tournament, as well as several fun golf-related games and contests.

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the shortlist SFBAC Holiday Awards Ceremony SMPS SFBAC is requesting nominations for the 2013 Holiday Awards Ceremony celebrating outstanding individuals and their marketing achievements. The four categories for nominations include: 1. Lifetime Achievement The William B. Hankinson Lifetime Achievement Award is the most prestigious award the SFBAC bestows upon its members. The purpose is to recognize a senior marketer’s excellence in marketing and in SMPS during his/her career.

2. Marketer of the Year The Sandy D’elia Marketer of the Year Award recognizes one’s personal achievement, extraordinary leadership, and significant contributions to their firm’s marketing success during the past one to two years.

3. Volunteer of the Year The Volunteer of the Year Award honors a current SMPS member who demonstrates passion, commitment, and involvement in the SFBAC chapter and marketing.

The awards will be presented at the Holiday Awards Ceremony, always a lively occasion.

4. Rising Star The Rising Star Award honors a member who has been in the A/E/C industry for three years or less and demonstrates innovation, motivation and shows great potential to be a future leader in the industry.

To nominate yourself or a peer, click here. The deadline for submitting applications is September 30, 2013.

San Francisco Canstruction Build Day

by Christiana Tjhin, GHD

On November 14, 2012, 14 teams consisting of architects, engi­ neers and contractors gathered at One Market for San Francisco Canstruction Build Day. These teams used nearly 70,000 cans of food to build “CANnes Film Festival” themed structures. SMPS SFBAC had chosen SF Canstruction as its charity of the year.

The Chapter donated money for Build Day, and some members donated their time.

Members of the Chapter who were there kept the teams energized with fun music, food and cold drinks. We also assisted the build teams and volun­teers with other tasks such as moving boxes, making sure there were enough food and drinks, and cleaning throughout the day. It was amazing to see what approxi­mately 100 people could accomplish in one day.

The structures were available for public viewing for several days.

They were then dismantled and the cans and money raised – a to­tal of 58,000 lbs. of food and $12,000 – were donated to feed the hungry in San Francisco and Marin counties. It was the largest single-day collection the San Francisco Food Bank has ever had to pick up!

This year’s event will be held at Rincon Center, with a theme of “From CANdyland to WoW.” Build Day takes place on Septem­ ber 22, 2013. The structures will be available for viewing through Sep­tember 26.

Volunteers are needed to help with Build Day and to act as docents during the public exhibition. Contact Gabby Signorella at gabbys@hellermanus.com if you are interested in helping.

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the shortlist MarCom Trends to Ignite Your Brand

by Steve Beal, Beal Creative

As many of us know, one ongoing challenge as a marketing professional is to connect with your audience at a deeper level. We’ve found that video, e-brochures, and mobile websites are some of the best trends for creating an even more engaging and memorable experience for clients and potential clients.

Video Video is becoming an increasingly vital marketing communications tool for A/E/C firms of all sizes. It is one of the few ways to have a principal or staff member in direct contact with the viewer, speaking about a new project or service. Video also allows a firm to feature projects in an in-depth way and can aid in employee recruitment. Other areas where video is beneficial include testimonials, trade shows, and speaking engagements.

Another advantage to using video is that they don’t necessarily have to be high-end and/or cost a lot of money. If your firm can afford to do some that have a high production value – great! The higher, the better. But if not, a cost-effective video can still work very well. Many that I have seen are simply ‘talking heads’ – people discussing what differentiates their firm or their approach to a market sector. Modest yet effective.

Your firm may even be able to use existing video. When designing the Bull Stockwell Allen (www.bsaarchitects.com) website, we used archival footage of their founder Henrik Bull to provide a unique opportunity to learn about the firm directly from one of the founders.

Perkins+Will (www.perkinswill.com) excels at using video to win new work and keep people updated on what’s happening with their firm. They have a great mix of videos of portfolio projects, client testimonials, and principals and staff describing services and projects. They warehouse their videos on Vimeo (icon in the footer of their web site), making it easy for viewers to find their videos in one place. If a firm only has a few videos, they can easily be kept on the firm’s website.

Your firm should consider posting videos at every opportunity, on as many social media outlets as possible: on your company Facebook Fan page, YouTube, and LinkedIn profile page. As an example, go to YouTube and do a search for HOK Architects. Here you will see a great example of video being used on a social media platform.

e-Brochures e-Brochures are another relatively new and interesting way to share your firm’s insight about projects and services. This can be done by having PDF’s of everything from projects to resumes to general firm brochures. In addition, you can use online services like issuu.com for the creation of more engaging, newsletter-style documents. SMPS SFBAC uses www.issuu.com for The Shortlist!

Perkins+Will’s My Book (www.perkinswill.com/mybook) takes this one step further by allowing visitors to customize their own ‘reflowing’ e-Brochure by selecting specific sectors, relevant projects, and key staff from their site. Enabling the viewer to customize a printable PDF is a tremendous aid in business development.

Mobile Accessible Website Mobile websites? These days, your firm should consider one. There are a number of A/E/C websites that are still programmed in Flash and won’t show on mobile devices, such as smartphones or tablets. If this is the case with your site, first and foremost get your site out of Flash. While you’re at it, have the site programmed and designed for mobile devices. There isn’t one perfect solution for what type of mobile site your firm should choose, but the following should help you select one of the four main types below.

Basic Mobile Website This type of mobile access website preserves the layout of the site, but shrinks it down to fit the device. This style preserves 100% of the site’s information and navigation, but can require a lot of zooming in and out (pinching). continued on the next page

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the shortlist MarCom Trends- continued from the previous page

Most sites that are not Flashed-based can do this. For instance, the site we designed for RSG Architects (www.rsgpc.com) used this straightforward and budget-friendly solution.

Dedicated Mobile Website Many A/E/C firms have a great deal of copywriting and imagery on their websites, which can slow down mobile browsing. Dedicated websites detect and redirect mobile visitors to a separate site designed and formatted specifically for smaller screens. You will generally see an “m” before the URL such as www.m.gensler.com. These sites are faster and more convenient, with fewer design elements and navigation items. However, the simplification may hide or leave out the information the viewer is looking for, so a link to the main website must be easily accessible.

Main view

Responsive Website These sites reorganize as the size of the browser window changes on the viewer’s screen. To see an example, open the website for the Inspire Conference (www.2012.inspireconf.com) in your desktop browser, and make the browser window smaller. The text will reflow, the images will get smaller, and layouts may change.

Adaptive Website These are very similar to Responsive Websites, except the website’s server detects the size of the device and sends the site prearranged to fit it best. If you open EVOKE’s website (www.cafeevoke.com) or HOK’s (www.hok.com) website on your desktop browser and resize it, you will see distinct resizing layouts, corresponding with common screen sizes. A smaller screen will mean less information and a simpler layout. (See examples to the right.)

Smartphone view

Keep in mind that a mobile site does not necessarily capture all the main website’s information.

What your mobile site does capture from the main site needs to be determined by your designer and programmer/developer. Which mobile site is best for you? It all depends on your needs, your budget, and the amount of information you’d like to display. The best thing to do is consult with a designer.

Marketing can be a moving target. But with these trendy new marketing vehicles you can be only more on-target, and the perception of your firm will be more leading-edge than status-quo. It only takes a little to make some big changes!

Tablet view

About the Author

Steve Beal heads San Anselmo-based Beal Creative.

Reach him at 415.924.4486 or steve@bealcreative.com.

Visit his website at www.bealcreative.com.

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the shortlist Change Up! Highlights from the SMPS SFBAC State of the Market Program

by Ellen Eason, Eason Communications LLC

Positive economic trends and workplace innovations bode well for the Bay Area A/E/C sector over the next few years, reported Maria Sicola, Executive Managing Director, and Larry Wolfert, Managing Director, Corporate Occupier and Investor Services, of Cushman & Wakefield of California, at the SMPS SFBAC Mid-Year State of the Market program on June 20.

San Francisco and San Jose rank in the top 10 growth cities in the country. The region leads the nation in venture capital investments, garnering 38 percent of all investments in the U.S. Both San Francisco and San Jose have recovered more jobs lost during the recession.

The Delivery of the Workplace Commercial real estate professionals face many challenges in accommodating their customers: demographics such as generational preferences, cost efficiency and productivity, business goals and work modes – including mobile workers and new ways to work.

Major indicators look promising for the Bay Area office markets: The overall vacancy rate is 11.6%, down from 17.8% in 2009. There are now 3.5 million square feet under construction, compared to 1 million in 2009. The construction pipeline is expected to ramp up in the next several years to meet demand. In addition to new building, renovation is also forecast to be robust.

The office market in San Francisco has turned to a more balanced mix of tech and traditional office users. The top industry sectors occupying office space in Q1 2013 were: software/technology at 33.2 percent, financial services at 15.5 percent, and legal services at 7.8 percent. New construction is coming online, while demand for creative and brick and timber space remains strong. In addition, Oakland is a bright spot with a booming warehouse sector, increased volume through the Port of Oakland, and the $1.3 billion redevelopment of the Oakland Army Base.

E-Commerce Influences Retail E-commerce and social media are changing the shape of retail activity, with e-commerce especially strong in emerging markets. Social media is becoming fully integrated with in-store marketing. Customers enjoy “showrooming” in physical stores, but often make purchases online after comparison-shopping. And online retailers like Amazon are opening small stores in hightraffic shopping districts.

Facility location strategies and logistics are constantly evolving to meet the demand for fast delivery and the need for fuel efficiency. Amazon has also rolled out same-day delivery and has 46 fulfillment centers in North America.

Cushman and Wakefield experts presented their research on commercial real estate trends to an SMPS SFBAC audience.

continued on the next page

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the shortlist Change Up - continued from the previous page

A major trend affecting the services of A/E/C firms is the tendency by large companies to decrease the square-foot per employee ratio in order to increase efficiency. “But focusing on efficiency alone is risky,” notes Larry (LAST NAME). The space must be built to account for the specific business function. The facilities must be in line with human resources. Cushman & Wakefield research shows that open floor plans and more common areas encourage collaboration and innovation.

Windows and natural light have been shown to energize workers and promote more social interaction.

Other factors affecting the workplace and its design include the trend for employees to have longer careers and the resulting generational preferences among workers. A/E/C providers must also keep in mind the need to design and build workplaces that accommodate the increasing number of mobile employees who work both on and off-site.

Workplace design is becoming a part of a companies’ branding, noted Wolfert. Companies like Salesforce or Google strive to have a certain look and feel to their offices. Design can impact recruitment and retention, workplace standards and even the company culture.

Facilities management continues to expand, with services like cafés, printing, and event space becoming amenities that are popular with commercial tenants.

Commercial Real Estate (CRE )Trends to Watch CRE trends include more centralized management and outsourcing, with fewer providers.

Services are being bundled and provided on a regional basis for best-in-class delivery.

There is more focus on strategy and the development of partnerships. Responsibility and accountability of many functions are shifting from the client to the service provider.

In addition, there is a stronger reliance on technology solutions, data management and lease administration services. More and more services are being automated.

SMPS members gathered before the program to network and share ideas.

“Generating higher degrees of creativity, innovation and efficiency have become top priorities for C-suite executives, and real estate is playing a prominent role in driving these initiatives.

The strategic design, delivery and management of corporate facilities can not only provide significant cost savings, but if done properly, can also provide significant flexibility for future business decisions, endorse and support corporate branding, and improve worker productivity and happiness.”

– From Cushman & Wakefield’s publication: “Occupier Insight: Aligning Corporate Real Estate with Business”

continued on the next page

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the shortlist

Arch

Change Up - continued from the previous page

by John Grimes

What does CRE try to accomplish? First: to provide the workplace – one that is safe, attractive and efficient. Second: to keep people happy and mediate. This involves minimizing facilities issues, mediating over who gets an office and who does not, and determining how the budget is spent.

Finally, what do CRE professionals want from service providers, such as A/E/C firms? Be proactive, understand their needs, and recognize it is a slow sales cycle. Service providers should focus on the big picture and be careful not to “nickle and dime” when bidding on or managing a project.

Above all, be there in an emergency and be ready to offer solutions. Faulty materials, natural disasters and other problems can crop up during and after a project is completed. Your client will remember a vendor who gives exceptional service even when a special project has ended.

About the Author

Ellen Eason is a Partner with Eason Commnications LLC and is a member of the SMPS SFBAC Communications Committee and the designer of The Shortlist. Contact her at 415.596.9466 or ellen@easoncom.com

About the Author

Cartoonist/Illustrator/Marketing Manager John Grimes, CPSM, recently left his position at GouldEvans 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 New Member Spotlight

Meet Erin Gorton, Marketing Coordinator, Charles M. Salter Associates

by Sarah Coleman, WSP

This month, we welcome Erin Gorton, Marketing Coordinator at Charles M. Salter Associates (CSA), to SMPS SFBAC! A newcomer to the A/E/C industry, Erin started at CSA a little over a year ago as an Administrative Assistant. Now in the role of Marketing Coordinator, she is excited to get involved in SMPS SFBAC in order to grow as a marketing professional and help market her firm’s services. “I hope to attend lectures, meetings and networking events as a way of getting involved in the organization,” Erin says. “Eventually I would love to help out with event planning, something I enjoy quite a bit.”

Erin is keeping busy at CSA, with involvement in many different projects. Currently, she’s moving the firm’s marketing database to a new platform, assisting with social media efforts and firm brochures, and working on proposals and qualifications packages. She’s proud of the wins she has helped CSA secure, noting “every project is important and being part of the team that helped win it is extremely rewarding.”

With so many different projects on her plate, Erin stresses how important she’s found being organized to increasing her productivity. In preparation for certain requests, she does little things to prepare before the request comes in, thereby eliminating a lot of wasted time by reacting to requests instead.

“My understanding of marketing has been sculpted by professionals in different industries” she says. “I have been influenced by countless people along the way. Each experience taught me something valuable and helped to mold me into the professional I am today. I believe that holistic approach has been beneficial to me thus far and look forward to learning more from the many mentors I have at CSA and SMPS SFBAC.”

During her leisure time, Erin enjoys hiking in various parks around the Bay Area, trying a different spot each time.

Born and raised in the Bay Area, Erin’s favorite local activity is hiking. She goes every weekend, trying a new spot each time. She’s passionate about spending time with her family, particularly her 8-month-old nephew. Other enjoyments include chocolate chip cookies, country music and concerts, and warm weather.

About the Author

Sarah Coleman is Senior Marketing Coordinator at WSP. She is a member of the SMPS Communications Committee and is handling the public relations efforts for this year’s Canstruction event. Contact her at 415.402.2288 or sarah.coleman@wspgroup.com.

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the shortlist New & Transferring Members

Upcoming Events

Edward Beltran, Creative Graphic/Marketing Coordinator, Hornberger + Worstell

August 14, 12 - 1:00 pm Location TBD

Angie Espejo, Marketing Manager, Harvey Ellis Deveraux

Annual Business Meeting + Giants Game

San Francisco CHAT

Erin D. Gorton, Marketing Coordinator, Charles Salter Associates Inc.

August 22, 2013, 5:00 pm Pete’s Tavern, 128 King Street, San Francisco

Keith A. Johnson, Marketing Manager, Jacobs and Associates

BIG 4 – Speed Networking

Sandra Kim, Proposal Manager, Swinerton Builders:

September 19, 3:30 - 6:30 pm AIA, 130 Sutter Street, Suite 600, San Francisco

Sonja O’Claire, Administrative Assistant, Skanska USA Building

Principal Bootcamp

Lindsay Pincus, Business Development Manager, Studios Architecture Candice Rauter, Director of Business Development, Architectural Dimensions Steve Thorburn, Principal, Thorburn Associates

Get Involved in the Buddy Program!

October 17, Time TBD Parc 55 Hotel 55 Cyril Magnin Street, San Francisco

Holiday Party

December 19, 5:30 - 8:30 pm AIA, 130 Sutter Street, Suite 600, San Francisco VIEW SMPS CALENDAR OF EVENTS http://smpssf.org/programs-and-events/calendar/

SMPS SFBAC has a great buddy program where new members are paired with an existing member who has been with the Chapter for some time. They can meet for coffee and get to know each other, so that the new member has a buddy within the chapter! If you are an existing member who would like to become a buddy, please contact Kelly Mayeda at kmayeda@skarc.com.

Events like the Annual Business Meeting offer great networking.

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Sponsors’ Spotlight

the shortlist

Shaken, not stirred.

In the event of an earthquake, where does your business stand?

As the nation’s oldest and largest earthquake engineering firm, we work with owners to determine an appropriate level of performance for their facilities. Buildings, no doubt, will shake. But operations need not be stirred.

To see what you can do to protect your business, visit degenkolb.com.

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Sponsors’ Spotlight

the shortlist st THE FUTURE OF BUILDINGS IS HERE, AND IT’S SOCIAL.

www.teecom.com

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the shortlist

Sponsors’ Spotlight

The Bay Area is all about innovation.

So are we.

Skanska’s people are changing the construction industry – and our region – with new ways of working.

usa.skanska.com

CA licenses 817578 and 140069

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Sponsors’ Spotlight

the shortlist

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990 Commercial Street, Palo Alto, CA 94303 Page 16

the shortlist

Sponsors’ Spotlight

Infrastructure © NC3D Media

Buildings

Designing Integrated Technology Solutions

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Guidepost Solutions Technology Design Consulting is a full-service consulting and design firm that specializes in helping organizations assess and address their security, fire alarm, audiovisual, and communications infrastructure needs.

Consulting

Our highly experienced consultants provide an integrated suite of technology design, project management, and operational consulting services that balance our clients business needs with industry-best, cost-effective solutions.

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Physical Security Systems Fire Alarm Systems Command & Control Centers Data & Voice Networks Audiovisual Systems Systems Design Project Management Assessments & Master Planning Contractor Selection

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Helping build the San Francisco Bay Area for over 30 years.

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ENGINEERING SERVICES • Mechanical • Electrical • Plumbing

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Image courtesy of Gensler

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