Without brand differentiation, firms can struggle in competitive environments and experience win rate erosion. And let’s face it: A/E/C industries are competitive. As more firms move to internal AI platforms and asset management to streamline the proposal process, they need to remain strategic with their messaging…going beyond commonly used words like quality and collaboration to distinguish their approach from the others. This interactive webinar will help A/E/C leaders and marketing professionals address the unique aspects of their brand in new ways through proposal language, data collection and desi

Key Outcomes:

1. Enhance client-centric messaging that resonates with decision makers by addressing the real pains and challenges of the project.
2. Learn contextual data collection techniques before the RFP arrives to help prioritize areas of a proposal such as approach, bios and partner differentiation.
3. Gain an understanding of how and where branded graphics and “scannable content” layouts will enhance the narrative and accentuate differentiation.

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!

For A/E/C firms dedicated to client-centricity and enhancing the client experience, a structured client feedback program is essential. Collecting client feedback goes beyond merely gathering opinions—it reflects a commitment to continuous improvement, showing clients that their voices truly matter. Research reveals that 1 in 4 clients have an unresolved complaint, while nearly 1 in 10 clients may already be considering switching providers. Without a proactive approach to gathering and acting on client feedback, firms risk missing crucial opportunities to strengthen relationships, build trust, and address underlying issues before they escalate.

This webinar explores why prioritizing client feedback is essential and provides actionable steps to create a feedback program that goes beyond typical “satisfaction” surveys. Attendees will learn how to uncover hidden concerns, understand genuine client sentiment, and proactively identify clients who may be at risk. By implementing a robust client feedback system, firms can take deliberate steps to strengthen relationships, elevate the client experience, and drive measurable business outcomes. Through practical insights and proven best practices, this session will guide you in building a feedback program that transforms client insights into actionable improvements. Whether you’re starting from scratch or seeking to enhance your existing approach, you’ll leave with a clear roadmap to creating a feedback-driven firm that not only retains clients but also lays the foundation for sustainable growth.

Key Outcomes:

1. Understand the Importance of Client Feedback: Discover why a client feedback program is essential for building trust, improving client experience (CX), and supporting business growth.
2. Establish a Foundation for Feedback: Learn key steps for launching an effective feedback program, including initial planning, resource allocation, and setting objectives aligned with business goals.
3. Collect and Curate Actionable Insights: Master various methods to gather meaningful client feedback—from surveys and interviews to panels—designed to generate insights that directly inform business decisions.
4. Close the Feedback Loop: Learn best practices for creating an ongoing feedback loop that demonstrates to clients that their input is valued, fostering loyalty and encouraging repeat business.
5. Link Feedback to Business Impact: Explore ways to connect feedback to measurable outcomes, such as increased revenue and improved client satisfaction, showing the tangible business value of a feedback-driven approach.

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 course will guide AEC professionals in creating data-driven content and marketing strategies that deliver measurable ROI. Participants will learn to set clear marketing objectives, design high-impact content for their target audiences, and implement campaigns that can be continuously optimized through analytics. By examining real-world case studies attendees will be equipped with the tools to maximize their marketing budget and effectively demonstrate value to stakeholders.

Key Outcomes:

• Setting Clear Objectives for ROI: Learn how to define marketing goals and align them with overall business objectives, ensuring every marketing effort contributes to measurable growth.
• Content That Drives Decision-Making: Discover how to create high-value content that resonates with decision-makers in the AEC sector, from case studies to technical blogs and webinars.
• Measuring Success with Analytics: Gain insights into the tools and metrics needed to measure marketing performance, including conversion rates, and engagement, to continuously improve ROI.

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!