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  • Editing 101: Creating RFP Responses That Win

    Contains 3 Component(s), 1.50 credits offered Recorded On: 03/21/2017

    With deadlines all around us, marketers are often put in the not-so-envious position of choosing between doing things fast and doing things well. This webinar will discuss the importance of editorial quality in proposals (and other marketing collateral!). We’ll discuss some writing and editing basics, such as frequently confused words and avoiding the passive voice. We’ll talk about how to create a style guide and how to work with partners/technical staff to incorporate the style guide throughout the document. Finally, we’ll talk about how to get buy-in to set up a standard quality control process. Importance/Need for the Topic: A/E/C marketers are frequently publishers, whether they realize it or not. Clear, correct prose helps facilitate proposal review—reviewers focus on your firm’s experience and approach instead of typos.

    With deadlines all around us, marketers are often put in the not-so-envious position of choosing between doing things fast and doing things well. This webinar will discuss the importance of editorial quality in proposals (and other marketing collateral!). We'll discuss some writing and editing basics, such as frequently confused words and avoiding the passive voice. We'll talk about how to create a style guide and how to work with partners/technical staff to incorporate the style guide throughout the document. Finally, we'll talk about how to get buy-in to set up a standard quality control process.
    Importance/Need for the Topic: A/E/C marketers are frequently publishers, whether they realize it or not. Clear, correct prose helps facilitate proposal review—reviewers focus on your firm's experience and approach instead of typos.

    *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!

    Recordings of SMPS webinars are available to train your marketing professionals. Learn more https://onlinelearning.smps.org

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    SMPS webinars are sponsored by Cosential


    Jen McGovern, CPSM

    Mid-Atlantic Regional Marketing Manager, VHB

    As mid-Atlantic regional marketing manager for VHB, Jen McGovern, CPSM, knows what it takes to put together a strong proposal. She oversees the marketing efforts for seven offices across three states and the District of Columbia, which means she has prepared and reviewed hundreds of proposals, making sure each represents the firm’s brand and voice. Jen is the director of career advancement for SMPS DC, and achieved her CPSM designation in 2015. When she's not dreaming of RFPs, she paints her nails ... occasionally to match her PowerPoints.

    CEU Credits 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.

  • Marketing Kit

    Contains 4 Product(s)

    Improve your core marketing functions that lead to your firm’s success. In this marketing webinar, you’ll about email marketing, how to budget and track your ROI, editing basics that will result in winning RFPs, and how to market your firm on a limited budget.

    Improve your core marketing functions that lead to your firm’s success. In this marketing webinar, you’ll about email marketing, how to budget and track your ROI, editing basics that will result in winning RFPs, and how to market your firm on a limited budget.

    CEU Credits
    On-demand webinars are each approved for 1.5 hours of CPSM credit

  • Convincing Your Boss to Invest in Content

    Contains 2 Component(s), 1.50 credits offered Recorded On: 02/21/2017

    As a marketer, you may be ready to get cranking on online content production — but without buy-in from your firm’s leadership, it can be hard to get the budget, support, and team members you need to start publishing. While some A/E/C leaders embrace strategic content, others are quick to shut the idea down, insisting that there’s “no budget,” “no time,” or “no point in giving away the secret sauce.” This session will prep you for that potentially difficult conversation, detailing everything you need to successfully pitch a content strategy initiative for your firm.

    As a marketer, you may be ready to get cranking on online content production — but without buy-in from your firm's leadership, it can be hard to get the budget, support, and team members you need to start publishing. While some A/E/C leaders embrace strategic content, others are quick to shut the idea down, insisting that there's “no budget," “no time," or “no point in giving away the secret sauce." This session will prep you for that potentially difficult conversation, detailing everything you need to successfully pitch a content strategy initiative for your firm.

    Learning Objectives

    During this webinar, participants will:

    1. Gain the tools to explain, with data, how their firm will benefit from a content program.
    2. Learn, and see examples, of how to propose a content plan through storytelling (rather than information overload).
    3. Develop their own outline for an effective (but not overwhelming) one-sheet content plan to share with leadership.
    4. Identify the content metrics that matter most to leadership.

    *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!

    Recordings of SMPS webinars are available to train your marketing professionals. Learn more https://onlinelearning.smps.org

    image

    SMPS webinars are sponsored by Cosential


    Katherine Leonard

    Content Strategist, TOKY

    Katherine Leonard is an award-winning content strategist with an extensive portfolio of short- and long-form writing crafted for clients in the museum, education, and architecture industries, including PGAL, Christner Inc., Unispace, and RNL. At TOKY Katherine builds and executes content programs for the agency and clients. Her role includes editorial calendar development, copywriting, editing, blog management, and newsletter development. She also works with TOKY's A/E/C Content Advisory Board — which includes members from HOK, Fanning Howey, and H2M — to identify new and relevant topics for TOKY's A/E/C-focused content efforts.

    CEU Credits 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.

  • Networking Like a Rock Star

    Contains 3 Component(s), 1.50 credits offered

    Everyone in a firm, regardless of title, is responsible for bringing in the business and retaining clients. Through effective networking, you can become a rock star networker who works a room like there’s no tomorrow. It just takes practice and focus. Networking is more than just eating, drinking, and talking. It’s about making connections and building relationships. Join us for our January webinar and learn how networking like a rock star has nothing to do with selling.

    Everyone in a firm, regardless of title, is responsible for bringing in the business and retaining clients. Through effective networking, you can become a rock star networker who works a room like there's no tomorrow. It just takes practice and focus.

    Networking is more than just eating, drinking, and talking. It's about making connections and building relationships. Join us for our January webinar and learn how networking like a rock star has nothing to do with selling.

    Learning Objectives

    During this webinar, attendees will learn:

    1. The true meaning of networking
    2. How networking has nothing to do with selling
    3. Tips on networking and questions to ask during a networking event
    4. How you can bring more business to your firm

    Lindsay L. Young, MBA, CPSM

    Chief Difference Maker, nu marketing

    Lindsay L. Young has been in marketing and business development in the building industry for ten years. Her knowledge includes strategic marketing plans, trade show implementation, customer and employee event planning, customer perception surveys, coaching and mentoring marketing and business development staff, and social media presence. She is currently chief difference maker at nu marketing, a strategic marketing consulting company focused on the architectural, engineering, and construction industries. Young helps businesses increase their profits and build their business.

    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.

  • Business Development Kit

    Contains 4 Product(s)

    Are you new to business development and looking to stay ahead of the competition in today’s challenging economic environment? Designed for business development beginners, this webinar will help lay a foundation for building a successful BD program for your firm, elevate your skills as a business developer, and effectively build long-term client relationships.

    Are you new to business development and looking to stay ahead of the competition in today’s challenging economic environment? Designed for business development beginners, this webinar will help lay a foundation for building a successful BD program for your firm, elevate your skills as a business developer, and effectively build long-term client relationships.

    CEU Credits
    On-demand webinars are each approved for 1.5 hours of CPSM credit

  • Producing Video Content that Connects

    Contains 2 Component(s), 1.50 credits offered Recorded On: 12/13/2016

    It’s time to make corporate A/E/C videos more impactful. During our December webinar, Amanda Aschinger of Solstice Productions will show us how. Aschinger has developed a unique process for creating videos and animations for A/E/C clients, and will walk us through her process step by step.

    A minute of video is worth 1.8 million words, or so says Forrester Research. But creating even just one minute of video that engages is difficult. This is just one reason why so many corporate videos don't carry the impact they should.

    The A/E/C industries handle complicated processes, products, and projects. When well-produced, video can be the most effective tool for communicating those complex stories. But, these complex stories shouldn't come across as complicated, confusing, or boring.

    It's time to make corporate A/E/C videos more impactful. During our December webinar, Amanda Aschinger of Solstice Productions will show us how. Aschinger has developed a unique process for creating videos and animations for A/E/C clients and will walk us through her process step by step.

    Learning Objectives

    During this webinar, attendees will learn:

    1. How to define the audience for a video project
    2. How to develop an organizing principle for a video campaign
    3. The three stages of video production (pre, production, and post)
    4. How to create a distribution plan
    5. To gain an understanding of varying degrees of production values and related costs

    Amanda J. Aschinger

    CEO and Co-Founder, Solstice Productions, LLC

    Amanda Aschinger, CEO and co-founder of Solstice Productions, holds an MBA from Webster University and has taught in the video department at Webster for almost a decade. Aschinger has the unique ability to turn complex processes and products into simple visual stories that connect with an audience. She brings both her creative and entrepreneurial spirit to her work.

    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.

  • The Secret to the Subconsultant Selection Process

    Contains 2 Component(s), 1.50 credits offered Recorded On: 11/15/2016

    Wish you were on the project pursuit team and not overlooked over and over again? Join us for our November webinar and learn how to become the favored, go-to consultant for architectural firms.

    Wish you were on the project pursuit team and not overlooked over and over again? Join us for our November webinar and learn how to become the favored, go-to consultant for architectural firms.

    In many cases, design work is won by architects who bring together subconsultants during the proposal stage. Stop wondering why they're calling your competitors instead of your firm for these projects. Our presenter, who has 20 years of proposal and business-development experience, will show us the ins and outs of pursuit team selections.

    Learning Objectives

    During this webinar, attendees will learn about:

    1. Consultant selection process
    2. Data call process
    3. Integration of consultant data into the prime proposal
    4. Final prime proposal examples
    5. Tips to improve your consultant marketing materials and website

    Susan Merrigan, MBA, FSMPS, CPSM, Marketing + Business Development

    Merrigan Consulting

    Susan Merrigan has over 20 years of experience marketing for professional services firms in the A/E/C industry. She is an SMPS Fellow and a Certified Professional Services Marketer. A California native, Merrigan received both a B.A. in Communications, Law, Economics and Government and an M.A. in Public Communications from American University, as well as an M.B.A. from the University of Florida.

    CEU Credits 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.
  • Enhancing Business Development in the Seller-Doer Model

    Contains 3 Component(s), 1.50 credits offered Recorded On: 10/18/2016

    During our October webinar, you’ll get an insider’s look at how to enhance your business development (BD) skills in the seller-doer model that’s common in many professional services firms. Our presenter Lyle White, vice president for Black & Veatch, will outline a three-year program that achieved significant improvement at his firm by invigorating the BD process.

    Developing new business is always challenging in a competitive environment. It can be even more challenging for professional services firms. In many cases, selling is about building relationships, solving problems, and understanding your customers' goals and issues.

    During our October webinar, you'll get an insider's look at how to enhance your business development (BD) skills in the seller-doer model that's common in many professional services firms. Our presenter Lyle White, vice president for Black & Veatch, will outline a three-year program that achieved significant improvement at his firm by invigorating the BD process.

    The program, titled Intensified Client Engagement (ICE) concentrates on market drivers, client relationships, and opportunity development to win more work, especially value-based work. The ICE approach combines sales professionals with seller-doers in a progressive “get business" process as a team.

    Learning Objectives

    During this webinar, attendees will:

    • Gain knowledge from the ICE initiative that is relevant to your business goals and objectives
    • Apply the process and principals to your on-going BD efforts for the ICE Success Story
    • Learn how business developers and seller-doers, working as a team, is key to the formula of winning new business
    • Review ways to understand clients better so that it shows differentiated value to them
    • Develop improved proposals for winning more work

    Lyle A. White

    Vice President, Black & Veatch Corporation

    Lyle White is vice president and global director of business development for Black & Veatch's Power Generation Services Group. In this role, he works with regional area directors around the world for client engagement initiatives, new business development, sales strategy, and marketing support.

    White currently leads the Black & Veatch ICE initiative, a training and implementation program designed to invigorate the BD process. White also coordinates industry leadership activities and participation at conferences, symposiums, and forums. He works with the Global Marketing and Communication Group to develop differentiated collateral, presentations, and effective ways to reach and influence clients.

    CEU Credits 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.

  • Seller-Doer Kit

    Contains 4 Product(s)

    Nowadays, more technical professionals are involved with client and business development than ever before. With this webinar, you’ll discover how to enhance your BD skills in the seller-doer model that’s common in many professional services firms.

    Nowadays, more technical professionals are involved with client and business development than ever before. With this webinar, you’ll discover how to enhance your BD skills in the seller-doer model that’s common in many professional services firms.

    CEU Credits
    On-demand webinars are each approved for 1.5 hours of CPSM credit

  • MARKENDIUM LABS Online Course

    Contains 8 Component(s)

    MARKENDIUM LABS

    MARKENDIUM LABS

    MARKENDIUM Labs deliver timely, reliable marketing and business development information through interactive, self- paced modules that include downloadable tools, knowledge checks and simulations. Each module is only 25 minutes long. These affordable courses augment SMPS's face- to face programs and conferences with on- demand availability. View our demo to learn more!

    Marketing Research - Domain 1

    Marketing research is conducted to gather, record, and analyze data related to marketing a firm's services. Firms can use this data to identify and define marketing opportunities; generate, refine, and evaluate marketing actions; monitor marketing performance; and forecast trends.

    KNOWLEDGE AREAS

    Research Design
    Data-Gathering Techniques
    Data Analysis Techniques
    Marketing Audit Components
    Market Research Techniques
    Federal, State, and Local Laws and Regulations
    Federal, State, and Local Forms and Guidelines
    Federal, State, and Local Business Classifications
    Technical and Industry Terminology
    Training Methods

    SKILL SETS

    Monitor social, demographic, cultural, and
    economic trends
    Monitor industry-related market information
    Read publications relevant to a target market
    Forecast trends
    Set up methodologies for collecting and evaluating
    information
    Maintain a network of contacts to keep abreast of
    relevant markets and trends
    Design research studies
    Evaluate research studies
    Analyze research results
    Document research results
    Participate in market research activities
    Monitor federal, state, and local regulatory matters
    Read marketing reference materials
    Gather data using interviews
    Gather data using surveys
    Gather data using focus groups

    This 25- minute interactive module will focus on the elements of marketing research and is your 24/7 learning resource.

    Marketing Planning – Domain 2

    The marketing plan serves as a map to define a firm's market prospects and key market characteristics. The plan should include marketing goals and strategies to ensure successful direction to the team, as well as information on how marketing budgets and efforts should be spent.

    KNOWLEDGE AREAS

    Research Design
    Data-Gathering Techniques
    Data Analysis Techniques
    Strategic Plan Components
    Business Plan Components
    Marketing Audit Components
    Marketing Planning Techniques
    Market Research Techniques
    Basic Accounting Principles
    Budgeting
    Basic Management Principles
    Written Communication
    Verbal Communication
    Contact Management Databases
    Federal, State, and Local Laws and Regulations
    Federal, State, and Local Forms and Guidelines
    Technical and Industry Terminology
    Graphic Design and Production
    Copyright Laws
    Contract Components
    Negotiation Techniques
    Personnel Management
    Training Methods
    Motivational Techniques
    Group Dynamics
    Team-Building Principles
    Advertising Media
    Business Etiquette and Protocol
    Organizational Structure

    SKILL SETS

    Analyze data of relevant industries and competitors
    Analyze relevant historical and contemporary data
    Analyze market data
    Interpret market research results
    Conduct a SWOT analysis
    Collect industry marketing cost data
    Participate in strategic planning
    Develop a vision statement
    Develop goals and objectives
    Facilitate the planning process
    Select target markets
    Create a marketing plan
    Create a marketing budget
    Set marketing goals
    Manage implementation of a marketing plan
    Manage the marketing budget
    Estimate the impact of marketing on the bottom line
    Estimate return on investment of the marketing plan
    Conduct a cost/benefit analysis
    Provide a progress report on the marketing plan
    Revise the marketing plan

    Client and Business Development - Domain 3

    Client/business development consists of building new client and repeat-client business opportunities for your firm through various activities. These activities include maintaining and expanding existing client relationships, developing business relationships with new clients, and identifying projects through leads, networking, and building business relationships. Client/business development also consists of tracking project opportunities and/or clients and providing consistent follow-up and reporting. The process requires sound planning, client research, client and project qualification, business networking, cold calling, relationship building, and contact tracking and reporting. Mastering these activities takes time, persistence, and dedication to the process.

    KNOWLEDGE AREAS

    Research Design
    Data-Gathering Techniques
    Data Analysis Techniques
    Business Plan Components
    Market Research Techniques
    Budgeting
    Basic Management Principles
    Written Communication
    Verbal Communication
    Contact Management Databases
    Federal, State, and Local Laws and Regulations
    Federal, State, and Local Forms and Guidelines
    Federal, State, and Local Business
    Classifications
    Technical and Industry Terminology
    Publishing Software
    Presentation Software
    Contract Components
    Negotiation Techniques
    Consultant Management
    Personnel Management
    Training Methods
    Motivational Techniques
    Group Dynamics
    Team-Building Principles
    Business Etiquette and Protocol
    Organizational Structure

    SKILL SETS

    Create business development strategies
    Research prospective client industries
    Pre-qualify a client/project
    Build a relationship with prospective clients
    Maintain contact databases
    Maintain a relationship with past clients
    Measure client satisfaction
    Address issues from a client satisfaction survey
    Participate in client business development activities
    Develop client-specific business development plans
    Develop project-pursuit or capture plans
    Conduct client perception studies

    Proposal - Domain 4

    Responding to requests for letters of interest, Statements of Qualifications (SOQs), and Requests for Proposals (RFPs) requires creativity, maintenance and use of databases, and ability to present your firm's attributes in the best light. The objective of a proposal is to convince the client that your firm is the best choice to meet their needs.

    KNOWLEDGE AREAS

    Research Design
    Data-Gathering Techniques
    Data Analysis Techniques
    Market Research Techniques
    Basic Accounting Principles
    Budgeting
    Basic Management Principles
    Written Communication
    Verbal Communication
    Contact Management Databases
    Federal, State, and Local Laws and Regulations
    Federal, State, and Local Forms and Guidelines
    Federal, State, and Local Business Classifications
    Technical and Industry Terminology
    Graphic Design and Production
    Publishing Software
    Presentation Software
    Copyright Laws
    Contract Components
    Negotiation Techniques
    Consultant Management
    Personnel Management
    Training Methods
    Motivational Techniques
    Group Dynamics
    Team-Building Principles
    Photography Techniques
    Special Events Planning
    Business Etiquette and Protocol
    Organizational Structure

    SKILL SET

    Conduct an RFQ/RFP strategy session
    Participate in an RFQ/RFP strategy session
    Determine firm's capability to perform requested proj.
    Make a go/no-go decision
    Complete government forms
    Identify firms for teaming/partnering
    Determine the value of the project to the firm
    Determine the fee structure
    Determine the history and culture of the project/building site
    Draft a proposal
    Oversee production of a proposal
    Draft a letter of intent
    Develop a presentation of a proposal
    Prepare proposal presentation materials
    Identify presentation personnel
    Identify presentation meeting space and equip. needs
    Use desktop publishing software
    Identify client hot buttons
    Identify affirmative action and M/WBE opportunities
    Arrange for audio/visual aids
    Conduct a presentation rehearsal
    Present a presentation
    Perform contract negotiations
    Draft a contract
    Sign a contract
    Develop a schedule for tracking proposal elements
    Develop a system for tracking proposal elements
    Conduct a post-award debriefing regardless of outcome
    Develop a proposal QA/QC process
    Develop a proposal close-out process

    Promotional Activity - Domain 5

    Promotional activity involves developing, implementing, and coordinating efforts to promote the firm through advertising, public relations activities, and media outreach. Advertising is a marketing tool that uses purchased space to deliver a message to a targeted audience. Professional service firms have been able to advertise legally only since 1978. A successful communications program, including publicity and public relations as part of the marketing plan, will reap many rewards both internally and externally. Publicity based on the same goals and objectives as the marketing plan will also enhance the firm's image.

    KNOWLEDGE AREAS

    Research Design
    Data-Gathering Techniques
    Data Analysis Techniques
    Strategic Plan Components
    Business Plan Components
    Marketing Audit Components
    Marketing Planning Techniques
    Market Research Techniques
    Basic Accounting Principles
    Budgeting
    Basic Management Principles
    Written Communication
    Verbal Communication Skills
    Contact Management Databases
    Federal, State, and Local Business Classifications
    Technical and Industry Terminology
    Graphic Design and Production
    Publishing Software
    Presentation Software
    Copyright Laws
    Contract Components
    Negotiation Techniques
    Consultant Management
    Training Methods
    Motivational Techniques
    Group Dynamics
    Photography Techniques
    Special Events Planning
    Trade Show Management
    Advertising Media
    Business Etiquette and Protocol

    SKILL SET

    Develop corporate identity
    Develop a unique value proposition
    Plan trade show activities
    Maintain a press list
    Develop a communications plan
    Develop a social media plan
    Maintain a web presence
    Manage expenditures consistent with the budget
    Develop an advertising plan
    Place advertisements
    Develop corporate entertainment strategies
    Represent the firm at external events
    Draft press releases
    Draft newsletter or journal articles
    Create electronic promotional materials
    Create video promotional materials
    Coordinate photography
    Interview vendors and consultants
    Select vendors and consultants
    Manage and direct activities of consultants
    Prepare award competition entries
    Coordinate firm special events
    Train staff to interact with media

    Management - Domain 6

    This domain focuses on the professional services marketer as one who inspires superior organizational performance through effective leadership in dealing with all members of the marketer's professional services firm. Filling this role effectively requires acquiring a keen insight into the personalities of the firm's staff and principals, and learning what it takes to bring about effective group dynamics leading to a shared commitment to excellent client-centered service.

    KNOWLEDGE AREAS

    Data-Gathering Techniques
    Data Analysis Techniques
    Marketing Audit Components
    Basic Accounting Principles
    Basic Management Principles
    Written Communication
    Verbal Communication
    Contact Management Databases
    Technical and Industry Terminology
    Contract Components
    Negotiation Techniques
    Consultant Management
    Personnel Management
    Training Methods
    Motivational Techniques
    Group Dynamics
    Team-Building Principles
    Business Etiquette and Protocol
    Organizational Structure

    SKILL SET

    Supervise marketing and support staff
    Communicate across departments and/or branch offices
    Develop information management systems
    Develop an internal communications program
    Conduct marketing training sessions
    Conduct marketing and BD training for technical staff
    Attend professional development activities
    Develop marketing incentive systems
    Recruit personnel
    Evaluate the production process to improve efficiency
    Comply with business and accounting principles
    Select a customer relationship management (CRM) system
    Maintain a customer relationship management CRM) system
    Promote a firm wide business