Successful organizations don’t just adapt to change—they anticipate and plan for it. This webinar explores the powerful intersection of strategic and succession planning to help your organization build a resilient, future-ready foundation. By integrating strategic foresight with workforce planning, marketing and management professionals can ensure stability, continuity, and long-term success in today’s dynamic environment.

Drawing on real-world insights and experiences from a wide variety of clients in the architecture, engineering and construction industries, this session will unpack how aligning succession planning initiatives with broader strategic objectives creates a more agile and prepared organization. Participants will learn actionable techniques for conducting risk analyses, evaluating talent pipelines beyond leadership roles, and ensuring clear, transparent communication during transitions.

We’ll also explore a proven strategic planning framework, which emphasizes stakeholder engagement, market analysis, and aligning organizational priorities with mission and vision.

Join us for this engaging session and leave equipped with strategies to weave these critical planning processes together—ensuring your team is not only ready for change but thrives in it.

Learning Outcomes:

1. Plan with Purpose: Understand how integrating succession planning into your strategic planning process aligns workforce readiness with overarching organizational goals.
2. Build Resilience: Learn actionable methods to create a robust talent pipeline while using strategic frameworks to anticipate and mitigate operational risks.
3. Engage with Impact: Discover the importance of stakeholder collaboration, communication strategies, and measurable success metrics during transitions to foster trust and maintain continuity.

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Data doesn't just talk; it shouts. From proposals to project recommendations, the clearer the message, the better. But let's face it, we've all been lost in a sea of confusing charts and overcrowded slides. This session is your lifeline.

Discover how to turn complex data into captivating visuals that speak volumes by embracing the power of white space, integrating words wisely, and decluttering like a pro. Explore strategies to collaborate closely with technical experts, gain their support, and leverage their expertise to motivate your audience into action. Get ready to supercharge your data stories for social media, proposals, and interviews.

Key Outcomes:

1. Learn how to tell a story that inspires action using data visualization
2. Discover how to drive your audience to take a specific action with the data you share
3. Distinguish key differences between designing for a presentation versus a document
4. Highlight the level of detail required for document vs presentation. 
5. Explore the opportunities and pitfalls with each medium

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Join Christopher Penn, co-founder and Chief Data Scientist at TrustInsights.ai, for a 40-minute session on creating and deploying a tailored AI governance policy in your A/E/C organization. You’ll discover why unmanaged AI use can introduce ethical, legal, and security vulnerabilities, and how to apply SMPS’s AI Governance Policy Templates alongside a structured “5P” process to establish clear guardrails, drive innovation, and ensure compliance. Walk away with a concrete plan to customize your firm’s policy using “knowledge blocks” and best-practice rollout strategies.

Key Outcomes:

1. The Six Governance Pillars: Understand the indispensable policy sections—Ethics, Data Security, IP Protection, Risk Mitigation, Innovation Enablement, and Regulatory Compliance—and how each safeguards your firm’s reputation and assets.
2. Applying the 5P Framework: Learn to articulate your firm’s Purpose, define measurable Performance goals, designate key People, map out operational Process, and select secure Platforms for AI adoption.
3. Assembling Your Knowledge Blocks: Discover how to gather critical inputs—company overview, existing policies, operational workflows, strategic objectives, and stakeholder roles—and integrate them into your template for a customized, actionable policy.
4. Evaluating & Securing AI Tools: Gain criteria for assessing AI platforms’ privacy and security profiles—from fully private local models to cloud-based services—and establish an approved-tools workflow to limit exposure.
5. Effective Rollout & Ongoing Management: Explore change-management best practices: forming oversight committees, delivering mandatory training, conducting human-in-the-loop reviews, and setting up feedback loops to keep your policy current and enforceable.

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Are you responsible for developing an AI policy within your A/E/C firm? 
The SMPS AI Governance Policy provides a ready-to-implement governance framework designed specifically for AEC firms, ensuring they can adopt AI confidently and responsibly. 

About the AEC.AI Governance Policy

AI is rapidly reshaping the architecture, engineering, and construction (AEC) industry, offering unprecedented opportunities for innovation and efficiency. However, as firms integrate AI into design, project management, and marketing, they must navigate ethical, legal, and strategic challenges.

This comprehensive, industry-specific framework helps AEC firms:

• Ensure Ethical & Responsible AI Use – Promote transparency, fairness, and accountability
• Protect Intellectual Property – Clearly define AI-generated content ownership
• Enhance Data Security & Privacy – Safeguard confidential firm and client data
• Stay Compliant with Regulations – Align with GDPR, CCPA, and AI copyright/IP laws
• Mitigate AI-Related Risks – Reduce bias, misinformation, and legal exposure
• Leverage AI for Business Growth – Harness AI to drive innovation and efficiency

AEC Firm AI Governance Policy Templates include:

• Overview
• Operations and Administration
• Marketing and Business Development
• IT and Technology Department
• Human Resources Department
• Finance Department

Each template is provided in both Microsoft Word and Adobe PDF.

AI On-Demand Webinars included in this bundle:

1. How To Accelerate Your Content Development Process With AI Tools | Danielle Gray, MBA | On-Demand

Developing content has been a task many marketers believe in, but don’t often have time for in their workday. From brainstorming and writing to editing and sharing, content development can seem daunting while proposals are flying out the door. Luckily, there’s a way to accelerate each stage of your content process using AI tools. In this session, we’ll discuss how and where we can save time (and brain power) to effectively create client-focused content that produces results and generates leads.

2. Integrating AI Into Business Development | Scott R. Steiding | On-Demand

For many A/E/C professionals, business development isn’t the number-one priority. Project deliverables and deadlines, as well as the need to build business, never go away. Wouldn’t it be great to have additional resources to help provide insight, improve efficiency, and manage lead generation?

This webinar will equip business developers with the knowledge and tools needed to be more efficient. During this on-demand session, discover how to effectively integrate AI into your BD strategy.

3. How to Implement Your AI Governance Policy | Christopher Penn | Available on April 1, 2025

This session will help guide you through the development and distribution of your customized AI Governance Policy for your A/E/C Firm.

Are you responsible for developing an AI policy within your A/E/C firm? 
The SMPS AI Governance Policy provides a ready-to-implement governance framework designed specifically for AEC firms, ensuring they can adopt AI confidently and responsibly. 

About the AEC.AI Governance Policy

AI is rapidly reshaping the architecture, engineering, and construction (AEC) industry, offering unprecedented opportunities for innovation and efficiency. However, as firms integrate AI into design, project management, and marketing, they must navigate ethical, legal, and strategic challenges.

This comprehensive, industry-specific framework helps AEC firms:

• Ensure Ethical & Responsible AI Use – Promote transparency, fairness, and accountability
• Protect Intellectual Property – Clearly define AI-generated content ownership
• Enhance Data Security & Privacy – Safeguard confidential firm and client data
• Stay Compliant with Regulations – Align with GDPR, CCPA, and AI copyright/IP laws
• Mitigate AI-Related Risks – Reduce bias, misinformation, and legal exposure
• Leverage AI for Business Growth – Harness AI to drive innovation and efficiency

AEC Firm AI Governance Policy Templates include:

• Overview
• Operations and Administration
• Marketing and Business Development
• IT and Technology Department
• Human Resources Department
• Finance Department

Each template is available in both Microsoft Word and editable PDF.

CPSMs, you asked for it—and we listened! After receiving great content ideas from the CPSM community in early 2024, SMPS has created an exclusive program to meet your needs with the top topics requested.

At SMPS, our goal is to provide you with lifelong learning and skills that matter to you, your career, and your firm.  This first series includes three virtual programs and aligns with the six domains of practice.

Session 1: Anticipate Tomorrow: Megatrends Impacting the Design & Construction Industry

Design and construction firm leaders need to continually scan their environments to uncover trends that will impact their vertical markets, clients, and firms directly. For CPSMs, this is a way to transform your company through marketing leadership, no matter your role.  

This program, inclusive of a Q&A portion, will cover many of the trends or potential trends that are currently affecting design and construction firms - or are coming in the near future. This presentation captures more than two dozen of these megatrends and interprets them for AEC professionals and is continually updated to capture changes and disruptions in the market space. 

Speaker:
Scott Butcher, FSMPS, CPSM 
Managing Director, Strategic Growth Advisory 
Stambaugh Ness 

Session 2: From Insights to Impact: Proven Tactics for Social Media Success

A lot has changed since Holly Bolton, FSMPS, CPSM, Dana Lancour, FSMPS, CPSM, and Adam Kilbourne, FSMPS, CPSM researched and wrote the 2011 SMPS Foundation whitepaper, The Client’s Use of Social Media and Social Networking. Yet while new tools, platforms, and challenges continue to emerge, certain human tendencies remain. Understanding those tendencies will help you develop content and posts that connect with your audience and support your goals.  

Join your CPSM peers as Holly shares five science-backed strategies to increase the impact of your content, whether through social media or other marketing communications tactics. To learn more about effective strategies currently in play, you’ll then hear from the three 2024 MCA Awards of Excellence winners in the Social Media category who will share their winning and successful projects, project goals, and included campaign elements.  

Post program, you’ll walk away better informed on successful marketing practices with strategies to increase content impact. 

Speakers: 
Holly Bolton, FSMPS, CPSM (she/her) 
Owner, 3chord Marketing 

Dana Ramsey, CPSM (she/her) 
Senior Associate / Marketing Director 
HBG Design 

Tully Mahoney (she/her)  
Storytelling Content Coordinator 
Page  

Joyce Watson, CPSM 
Principal | Marketing 
Cleary Zimmermann Engineers 

 Session 3: Conversation & Considerations: Mergers and Acquisitions

Mergers and Acquisitions (M&A) are becoming a much more common form of growth strategy for firms. Join your CPSM peers as Jennifer Danforth, CPSM, senior associate and proposal director at Woolpert, shares considerations and lesson learned through Woolpert’s 14 acquisitions during the last five years. Join us online as Julie Huval, FSMPS, CPSM, leads the interactive and lively discussion.  

During this online program, CPSMs will learn: 

• What questions to ask for long-term success during and after a M&A 
• How documenting firm processes leads to better integration 
• Why using team/firm metrics is the best form of persuasion 
• Tips on keeping your team focused and engaged 
• How supporting M&A activities benefits your career 

Speakers: 

Jennifer Danforth, CPSM 
Senior Associate | Proposal Director 
Woolpert 

Julie Huval, FSMPS, CPSM 
Owner, Marketing Operations Advisor 
Society Board At-Large Director 

As sustainability becomes increasingly crucial across industries, marketing professionals AEC must adapt their strategies to align with this global shift. This session will explore how to integrate sustainable practices into marketing initiatives without compromising creativity or effectiveness. Attendees will learn how to reduce the environmental impact of their campaigns, communicate sustainability authentically, and leverage green marketing as a competitive advantage. Whether you're just beginning your sustainability journey or looking to enhance existing efforts, this session will provide practical insights and actionable strategies to make your marketing more eco-friendly.

Key Takeaways:

1. Integrating Sustainability into Marketing Campaigns: Learn how to incorporate eco-friendly practices into every aspect of your marketing strategy, from content creation to event planning, ensuring your efforts align with broader environmental goals.
2. Authentic Green Communication: Discover effective ways to partner with the sustainability leaders to communicate your firm’s commitment to sustainability, avoiding greenwashing and building trust with clients and stakeholders through transparency and integrity.
3. Leveraging Sustainable Marketing for Competitive Advantage: Understand how positioning your firm as a sustainability leader can differentiate you in the market, attract like-minded clients, and contribute to long-term business growth.

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Modern recruiting for talent begins online and concludes with a digital application. Your website is the first place prospects will go to research, evaluate, and contact (or not) your firm. It's also a tool that can help to retain current employees. Designed and developed correctly, your website should help you win the war on talent recruitment & retention.

Key Takeaways:

1. Gain insight on what employee prospects really want from your site
2. Learn what pages, and content, you need beyond a single Careers page
3. Hear the pros and cons of integrating your HR software within your site
4. Understand how key content supports firm culture and employee retention

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

This webinar introduces AEC marketers to the fundamentals of AI, emphasizing its relevance to marketing within the AEC industry. Participants will explore AI concepts, including machine learning and data-driven decision-making, and how these can enhance research, planning, and client development.


Key Topics:

• Introduction to AI and machine learning
• AI’s role in enhancing market research (Domain 1: Research)
• Integrating AI in marketing planning and business development (Domain 2: Planning)

Activity:

•  Interactive Poll and Group Discussion: Use a live polling tool to gauge participants' current understanding of AI applications in their marketing strategies. Follow up with a guided group discussion where participants share ideas and experiences related to AI in AEC marketing.

Key Takeaways:

1. Understanding AI basics and its application in AEC marketing.
2. Enhancing market research and planning processes using AI.
3. Identifying marketing tasks within the AEC domain that can be improved with AI tools.

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

At many firms marketing and business development are considered two separate activities, often with separate staff leading them.  However, smart firms recognize the interplay between the two and use each to help inform the other.  This webinar will talk through the ebb and flow between marketing and business development before, during and after the pursuit process, share examples of how they have been coordinated successfully, and offer practical tips for engaging with your colleagues on the “other” side of the marketing aisle.

Learning Objectives

• Understand which parts of the BD/M effort take precedence during which phases of a project pursuit
  
• Recognize the ways in which each part of the BD/M team informs/supports each other
  
• Identify practical ways to bridge the divide to create a whole that is greater than the sum of its parts
  

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!