Accountability or ownership is the one thing that a leader wants every employee to exhibit. Unfortunately, few understand that accountability is a process you create, not something you simply demand. In this three-part interactive series, participants will learn a detailed process for creating and maintaining a culture of accountability.

Learning Objectives:

• Understand why accountability is often equated with finding someone to blame
• Learn the three critical steps to creating a culture of accountability
• Understand how to set clear expectations and gain buy-in from the employee
• Discover the most powerful performance management tool ever
• Learn exactly how to coach an employee; a method that dramatically reduces conflict and treats the employee with respect and dignity

Presenter:
Pamela Conine, CPSM, Senior Consultant with Shaffer Creative
Tuesday, July 21, 2020, 2–3:30 p.m. EDT/1 p.m. CDT/Noon MDT/11 a.m. PDT

Session Description

As marketers, we often feel like our efforts are constantly reactive. We’re handed RFQs and RFPs that we didn’t know were coming. We’re asked to post on social media just “to get our name out there.” And all of it seems random without any plan behind it. 

In this webinar, our presenter will give you the planning and measurement tools to maintain focus and keep your firm’s eye on the ultimate result. We take a different approach to building a realistic marketing plan by discussing seven key steps:  Discovery, Ideation, Goals, Strategy, Tactics, Analysis, and Refinement. By following these steps, you and your firm will become more proactive, be able to evaluate efforts, learn how to make improvements, and start to celebrate successes.

Session Learning Objectives

During our July webinar, participants will:

• Learn how to set specific, measurable, achievable, realistic, and timely (SMART) goals
• Understand how a marketing plan serves as the foundation for your overall communication to meet your firm’s SMART goals
• Learn the importance of revisiting who you are, what makes you unique, and who you serve to offer a refined brand profile
• Understand the cyclical process step of  Strategy, Tactics, Analysis, and Refinement

SMPS webinars are sponsored by Cosential

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!

You can’t just keep your fingers crossed and hope for the best when it comes to winning work. There are insider tips and strategies all about putting together the best-possible proposal for your project pursuits. This on-demand course, taught by industry experts, provides the big picture of marketing and business development and the essential basics of Capture Planning, Tailoring Proposals, and Graphics for the A/E/C Professional.

This course is comprised of four 60-minute modules—viewing the modules in sequential order is recommended to enhance learning.

Each 60-minute on-demand webinar in this course is approved for 1 continuing education unit (CEU) for the Certified Professional Services Marketer (CPSM) Program.

Intro Module: Get Started: A/E/C Marketing and Business Development

Barbara Shuck, FSMPS, CPSM
President, Everest Marketing Services

For A/E/C firms, marketing is more than just a proposal and a cool website or Facebook ad. And now, business development involves a variety of activities—and various staff.

No matter the size or setup of your firm, it’s time to take a look at your marketing and BD game plan. And a roadmap is just what you need to help transform your firm’s business and help with project wins

Marketing is more than proposals. This introductory module provides the big picture of marketing and business development in the A/E/C industries. We’ll dig into the definitions of marketing and business development and explore how they apply to any firm. In addition, we’ll show how the SMPS Domains of Practice serve as pillars of an effective marketing program. 

A good plan is necessarily agile, and this roadmap will help you plan, allocate resources, develop budgets, and measure performance. 

With this clear roadmap in hand, you’ll move into the next three modules of this course with improved skills to develop winning proposals and strategies.

During this 60-minute on-demand webinar, attendees will learn to:

• Apply the SMPS definitions of marketing and business development for all types of firms
• Sequence the three steps of business development and summarize how the SMPS Domains of Practice impact firm pursuit success
• Apply the framework to proposals and other marketing initiatives in their firms

About the Instructor

Barbara Shuck, FSMPS, CPSM
President, Everest Marketing Services

With 25+ years working for A/E/C firms, Barbara understands the frustration of communicating differentiators and creating “why us” and “why not them” themes. At Everest Marketing Services, she uses a comprehensive suite of tools to help companies communicate clearly so they win work and attract staff to grow their business. She helps clients with internal communications and initiatives, and external efforts that win work through compelling and persuasive content and messaging.
 
Barbara is a past-president of SMPS and is currently a SMPS Foundation trustee. She has a bachelor’s degree in Communication Arts (Journalism) and French, and a master’s degree in Business, (marketing emphasis), along with expertise in sales, printing, publishing, teaching, and marketing in the A/E/C industries.

Module 1: Capture Planning

Lindsay Diven, CPSM
Senior Consultant, Full Sail Partners

Capture planning is an essential element in winning pursuits. It’s a methodical process in understanding the client and decision-makers, the potential project and opportunities, and the competitive landscape—and then turning that into a winning proposal. It often requires a full team of business development, marketing, and technical professionals.  

Much of the capture planning effort happens before the RFP is even released. An effective capture plan ensures that your business and marketing efforts align with your proposal strategy and the way you want to position your firm.  

In this session, our instructor will introduce key elements of capture planning. Participants will explore ways to develop customer-specific strategies to help foster relationships and create compelling and compliant submissions that win.

During this 60-minute on-demand webinar, participants will learn:

• How to define capture planning and understand why it’s important
• Key elements of a capture plan
• How to utilize capture planning to differentiate your firm
• How to leverage your capture team’s feedback to create successful proposals 

This program covers the basics of capture planning and is ideal for those new to business development and sales as well as experienced mid-to senior-level marketers.

About the Instructor

Lindsay Diven, CPSM
Senior Consultant, Full Sail Partners

Lindsay Diven has more than 15 years of hands-on experience in professional services marketing and business development for the A/E/C industries. Currently, she’s a senior consultant for Full Sail Partners specializing in CRM implementation, training, and strategy for A/E/C firms nationwide. She also manages Marketers Take Flight, an A/E/C-industry specific marketing and business development training website. She has extensive capture planning and proposal management involvement, in responding to government municipalities and private sector clients domestic and internationally.

Diven has served as the education and membership directors for SMPS Central Florida and serves as an advisor to the SMPS Southeastern Regional Conference. 

Module 2: Tried-and-True Tactics to Tailor Proposals

Jen McGovern, CPSM
Mid-Atlantic Regional Marketing Manager, VHB

When reviewing proposals, the selection committee only has one question: Why is your firm the best fit for our project? But as proposal writers juggle multiple deadlines--with input from many parties and a laundry list of proposal requirements-- the answer to this important question gets buried. 

It’s time to stop burying your message and start letting your main ideas shine through to strengthen your proposals. Presenter Jen McGovern, CPSM, will share best practices gained through preparing and reviewing hundreds of proposals for public and private clients worldwide. Participants will leave the webinar feeling prepared to tailor every section of their proposals, taking their next submittal to the next level.

During this 60-minute on-demand webinar, participants will understand how to:

• Hold a kick-off meeting that sets the foundation for a strong proposal
• Develop features, separators, and benefits 
• Tailor each section of a typical proposal so it stands out

About the Instructor

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.

A frequent writer and presenter, Jen is president-elect for SMPS DC and a member of the SMPS Marketer Editorial Committee. She achieved her CPSM designation in 2015.

Module 3: Easy Ways to Use Graphics in Proposals and Presentations

Karen Kurta
Owner, Karen K Photo

Let's face it, nobody looks at a proposal or presentation and says "Yay, it's all words!" Yet most of the time we use pages of text or wordy bullets and wonder why our message gets lost. Visuals resonate with people, and using graphics as well-thought-out ways to convey or enhance your message is key to keeping your audience engaged.

You don't have to be a graphic designer to use graphics effectively in proposals or presentations. There are many simple, yet effective ways to visually enhance your marketing materials. All you need is a little creativity.

From developing tag lines and infographics to using photos and charts effectively, we’ll examine graphic tools to create better marketing materials. Using real-world examples from proposals and presentations, this session will explore creative alternatives to traditional text and bullet points. We’ll even cover tips and tricks for those with no graphic design help.

During this 60-minute on-demand webinar, participants will learn: 

• Why visual communication works so well
• The types of graphics that are most effective and how to use them to support your message
• Different ways of conveying information in proposals and presentations
• How to easily build simple graphics
• Resources and tips and tricks for inexpensive stock fonts and graphics

About the Instructor

Karen Kurta
Owner, Karen K Photo

Karen is a photographer, graphic designer, and visual marketing specialist with over 12 years of experience in professional services industries. She’s the owner of Karen K Photo, helping people and businesses improve their image to boost their marketing efforts and make a lasting impression.

A three-time marketing excellence award winner, Karen excels in assembling complex pieces into concise and cohesive marketing materials. For eight years, she managed complex proposals and developed presentations, graphics, collateral, advertising, and project photography for two global construction firms. She was most recently a senior graphic designer for Cushman & Wakefield—a global commercial real estate firm—where she provided graphic design, photography, social media, and marketing support for over 40 brokers in two markets. She is known for efficiency, creativity, and the drive to continuously improve her skills.

Karen is a member of Commercial Real Estate Women (CREW), Professional Photographers of America (PPA), and the Professional Photographers of Central Florida (PPCF).

Each 60-minute webinar in this course is approved for 1 continuing education unit (CEU) for the Certified Professional Services Marketer program. 

Presenter:
Ida Cheinman, Principal and Creative Director,  Substance151
Tuesday, June 23, 2020, 2–3:30 p.m. EDT/1 p.m. CDT/Noon MDT/11 a.m. PDT

Session Description

Generation Z, which outnumbers Millennials, is entering the workforce. And it won’t be long before they become influencers in business decisions.

The differences between Millennials and those coming behind them are significant. And even though it will be a few years before Gen Zers, who were born between 1997 and 2012, are making decisions on multi-million dollar construction projects, A/E/C firms are already challenged with attracting and retaining them as employees.

A/E/C firms must make it a priority to get to know Gen Z and start developing and testing marketing strategies that will earn their attention and capture their business.

As your firm braces itself for the Z invasion, this webinar will help you prepare. It will cover aspects related to understanding, attracting, engaging, and retaining the next generation of employees and clients so your firm can continue to grow.

Session Learning Objectives

During our June webinar, participants will:

• Uncover the primary characteristics of Gen Z and what differentiates them from the previous generations
• Learn what drives Gen Z and what strategies and approaches will become central to their firm’s ability to reach, connect with, and retain this new generation of A/E/C employees and future clients
• Discover how to optimize their firm’s brand and digital and social communication channels to meet Gen Z’s expectations and preferences
• Become familiar with what’s next in marketing trends, technologies, and tools in the context of what’s important to future A/E/C customers

SMPS webinars are sponsored by Cosential

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!    

Presenter:
Lindsey Kubes, CPSM, Kubes Communication LLC
Tuesday, August 4, 2020, 2–3:30 p.m. EDT/1 p.m. CDT/Noon MDT/11 a.m. PDT

Session Description

Some of the most challenging, yet rewarding assignments include developing award-winning submittals for local, state, national, and international competitions. And just like marketing and business development, there’s a strategy behind the research and getting those submittals ready. By following a strong process based on research, firms can earn recognition for project work, company initiatives, and staff achievements. 

During the process, awards are often coordinated with clients or other teaming partners, further strengthening and solidifying relationships. As a result, companies increase their industry foothold, and staff, project teams, and clients receive well-deserved recognition, which leads to increased employee and client satisfaction.

Session Learning Objectives

During our August webinar, participants will:

• Learn how to research award programs based on company services, geographic location, eligible projects, industry focus, and level of recognition (local, state, national, international) 
• Hear about developing an award strategy based on research and aligned with company goals and initiatives 
• Understand the process of scheduling an award strategy on a multi-year timeline for submission
• Receive tips on crafting customized award narratives that meet required guidelines while making their firm’s submission standout as a winning entry 

SMPS webinars are sponsored by Cosential

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!

Presenter: Elke Giba, Strategic Advisor and Marketing Consultant, Giba Group
Tuesday, April 7, 2020, 2–3:30 p.m. EST/1 p.m. CST/Noon MST/11 a.m. PST

Session Description

No doubt about it — your firm delivers a specified value to your clients. But what do clients actually gain after working with your firm? How do you put that value into words and then share it with potential new clients as part of a value statement or unique selling position?

There are four distinct categories of value development: functional, operational, transformational, and inspirational. Most professional service firms already deliver functional value, but what does it take to deliver operational value, or even a value that can transform a client’s project? In this webinar, we’ll review each of these categories and discover how delivering value can move your firm into increased revenue.

Session Learning Objectives

During this webinar, participants will learn:

• The four categories of value that professional service firms can deliver to clients
• The value category your firm delivers most frequently
• Any new value or unique selling position that could be delivered
• How to focus on transformational values to uniquely position a firm for financial success

SMPS webinars are sponsored by Cosential

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!    

Presenter:
Jen McGovern, CPSM, Mid-Atlantic Regional Marketing Manager, VHB 
Tuesday, March 24, 2020, 2–3:30 p.m. EST/1 p.m. CST/Noon MST/11 a.m. PST

Session Description

Absence might make the heart grow fonder—but does working remote make more efficient marketing teams? As firms in the A/E/C industries continue to grow, they’re typically faced with how to organize their marketing staff while considering overhead costs, workflows with technical staff, investments in workspace, marketing staff morale, and opportunities for marketing career growth. 

Whether your marketing team all sits together in the most fun section of the office, uses a hybrid approach to meet the needs of your firm, or is made up of separate marketers linked only by a shared firm name, you’ll gain insights learned from our presenter Jen McGovern, CPSM, who has years of experience managing a decentralized marketing team. 

During the past four years, Jen has transformed her regional marketing team from a fully decentralized model with one marketer in each office to a collaborative, hybrid model where marketers sit in a variety of offices but work seamlessly together on projects across the region. She’ll discuss how to determine which model is best for your firm, how to garner buy-in from leadership on moving to the model, and best practices for leading any team that spends very little time physically together.

Session Learning Objectives

During our March webinar, participants will:

• Understand the benefits and drawbacks of the centralized, hybrid, and decentralized marketing team models
• Consider how to determine the marketing team model that works best for their firm
• Learn how to present the case for a new or changed model
• Learn best practices for managing a decentralized or hybrid marketing team

SMPS webinars are sponsored by Cosential

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!    

Many of you were thrown into developing proposals and collateral and figuring out how to use InDesign while trying to meet deadlines. Have you wasted countless hours manually formatting submittals with design inconsistencies and alignment issues with little time to find a solution? Join Adobe Certified Expert in InDesign CC, Julie Shaffer, CPSM, to learn the basics of InDesign for the A/E/C industries that will help you stand out from the competition. 

Julie will introduce the InDesign workspace and teach how to build a proposal. She’ll also share ideas and best practices on how to expedite your workflow to leave a lasting impression on your current and potential clients. 

This course, comprised of three 60-minute modules, is perfect for those starting out with InDesign or needing a refresher. Viewing the modules in sequential order is recommended to enhance learning.

Module 1: Introduction to InDesign CC | Understanding the InDesign Workspace

InDesign is a powerful page-layout tool, but it may not be intuitive for new users. This first module will get you comfortable with the workspace and show you the key aspects of the software to begin developing layouts.

During this 60-minute module, participants will learn:

• Navigating InDesign
• Pages
• Panels
• Text Frames
• Graphic Frames

Module 2: Building a Proposal

Building on the first module, Module 2 will begin creating pages, adding content, and modifying fonts and colors. We will focus on building a small design piece from beginning to end.

During this 60-minute module, participants will learn:

• Master Pages
• Layers
• Swatches
• Working with Text and Graphics
• Putting it all together
  

Module 3: Expediting Your Workflow

Now that you’re comfortable building layouts in InDesign, Module 3 will focus on the aspects of InDesign that make your workflow efficient and consistent by creating and using styles. We’ll walk through each step of building styles and discuss best practices to use them for effective design.

During this 60-minute module, participants will learn:

• Efficient Ways to Create Project Sheets, Resumes, Schedules, and Organizational charts with:
  • Paragraph, Character, and Object Styles
  • Next and Nested Styles
  • Cell and Table Styles

Each 60-minute webinar in this course is approved for 1 continuing education unit (CEU) for the Certified Professional Services Marketer program. 

Presenter: 
Mercedez Thompson, MA, Proposal Specialist, Michael Baker International 
Tuesday, February 11, 2020, 2–3:30 p.m. EST/1 p.m. CST/Noon MST/11 a.m. PST

Session Description

In an increasingly digital workplace, we rely on written communications to build relationships and business. While technical skills are how we get the job done, effective digital communications allow us to differentiate ourselves, tell a compelling story, and drive client behavior. Firms that communicate effectively online will have a great advantage in winning work and maintaining relationships. 

During our February webinar, participants will learn how to use language effectively for an intended audience; eliminate wordiness and produce simple, clear, and specific writing; and employ correct grammatical and mechanical standards. Together, these skills will cultivate meaningful relationships and add value to your firm.

Session Learning Objectives

During this webinar, participants will:

• Discover how to prioritize their readers’ interests, concerns, and values to make better decisions about content
• Practice producing succinct and specific writing in common communications such as emails and cover letter
• Learn and review grammatical and mechanical conventions to develop correct, error-free writing
• Acquire the skills to communicate succinctly and correctly to an intended audience
• Explore ways to build relationships via writing and digital communications

SMPS webinars are sponsored by Cosential

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!    

Presenter: 
Christine Nelson, Senior Communications Consultant, Ingenuity Marketing Group 
Tuesday, January 28, 2020, 2–3:30 p.m. EST/1 p.m. CST/Noon MST/11 a.m. PST

Session Description

Let's face it: perception is often reality. Firms can be written or talked about in a bad light—even if the information is one-sided and untrue. Or firms can be regarded differently after shareholder and contract disputes or the departure of key leaders and employees. Marketers may not be immediately aware of the perception out there. But something must be going on when referrals aren’t coming from clients or project partners like they used to. So, how do you turn this around? 

It's time to be aware, prepared, and ready to control the unexpected. During our January webinar, our presenter will focus on brand perception research as a stop gap for mistakes that haunt and transitions that linger. We’ll also learn about smart, strategic approaches to planning ahead for the unexpected. By investigating brand perceptions from circles of influence (COI), such as referral sources or project partners as well as from clients and employees, you can work to head off issues that impact referrals and client retention.

Session Learning Objectives

During this webinar, participants will:

• Increase their awareness of lingering brand perception issues
• Develop a research method to investigate brand perception
• Discover how to approach analysis from a restorative mindset to reframe brand perception among current and potential clients, COIs, and employees 
• Learn how to prepare a crisis communication process to manage unexpected threats to the firm's reputation
• Recognize questions that reveal doubt, discontent or distrust and messaging to counter it

SMPS webinars are sponsored by Cosential

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!