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  • Q4 | 2013 The Award-Winning Publication of the Society for Marketing Professional Services San Francisco Bay Area Chapter www.smpssf.org

    the shortlistEducation

    3 Presidents Quarterly Update by Ali Bedwell, CPSM, Marketing Manager, Skyline Construction

    4 SMPS SFBAC Charity of the Year: Cypress Mandela Training Center

    by Harry G. Lawrence, Director of Business Development, RGA Environmental, Inc.

    6 Leaps 30th Anniversary Sandcastle Contest by Marielle Neri, Director of Business Development,

    Polytech Associates

    8 Philanthropy: A/E/C Firms Lending a Helping Hand in the Bay Area

    by Al Anderson, CPSM, Proposal Manager, Nova Group Inc.

    9 Committee Member Spotlight: Kelly Mayeda by Sarah Coleman, Senior Marketing Coordinator, WSP

    10 Remembering Larry Fournier, Who Brought Worlds Together

    by Michelle Gale, Marketing Manager, Rutherford + Chekene

    10 Upcoming Events

    11 ARCH by John Grimes

    11 New & Transferring Members

    The shortlist is produced and edited by the Communications Committee of the SMPS San Francisco Bay Area Chapter.

    Editor - Jessica Cadkin, URS Corporation, jessica.cadkin@urs.comAssistant Editor - Al Anderson, NOVA Group, aanderson@novagrp.comDesigner - Erin Gardner, Parsons Brinckerhoff, gardnerel@pbworld.comCommunications Committee Directors - Christiana Tjhin, GHD, christiana.tjhin@ghd.com and Vanessa Pelletier, CSDA Design Group, vpelletier@csdadesigngroup.com

    The Social Pillar of Sustainability -


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    Thank you to our 2013 annual sponsors for making SMPS SFBAC such a success. We couldnt do it without your generous support!


    Golden Gate

    Silverado Trail

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    Presidents Quarterly Updateby Ali Bedwell, CPSM, Marketing Manager, Skyline Construction

    Giving Back is the theme for this edition of the Shortlist, as well as our theme for the SMPS 2013-2104 calendar year. Giving back is important to me personally, and has also become the driving force behind our 2014 calendar of events (see page 9 for a look-ahead schedule).

    By now I hope youve heard about some of the ways we plan to give back. Most notably, dont miss the chance to win 1 of 6 free registrations to the Pacific Regional Conference in February (a $450 value) at the holiday party raffle on December 19th. All proceeds from the raffle will benefit our charity of the year, The Cypress Mandela Training Center (http://www.cypressmandela.org/).

    Look for reduced ticket prices, free members-only events, and charity raffles at all networking events in 2014. Mark your calendars for a community-based volunteer day in June where you will have a chance to come together with your SMPS peers to support a local and deserving cause.

    How can YOU give back?While our committees are busy working on ways to give back to you, there are many ways you can give back to each other. Giving doesnt have to be financial. Your time, wisdom, experience, and perspective are all valuable ways to contribute.

    I encourage each of you to find a way to give to your peers, your firm, or your community in the upcoming year. Here are some ideas:

    Share SMPS knowledge with your firmYoull notice a take-away postcard at most SMPS programs in 2014; take this information back to your firm and share the value of SMPS programs with your principals and technical staff.

    Join a committee or re-engage in SMPSNo matter how many years youve been in the industry or the roles youve served in SMPS, theres room for you to make a difference. Help recruit and retain members, plan a thoughtful and inspiring program, or write an article for the Shortlist on a topic that interests you.

    Make SMPS a comfortable and productive environment for allAt your next SMPS event, branch out and introduce yourself to someone you dont already know. Help new and returning members feel welcome and at home in the SMPS community.

    Enroll in Mentoring PathwaysSeasoned marketers help shape the next generation by sharing lessons learned, best practices, and perspectives. Up-and-comers provide a fresh spin on marketing initiatives and help revitalize the dialogue between industry veterans and protgs. Apply nowthe program kicks off in January. Contact Joy Woo joy.woo@aecom.com or Marion Thatch marion@b-distinct.com for more information.

    A Personal NoteIf we havent had the pleasure of meeting in person, please come introduce yourself to me at the next SMPS program. If you have suggestions of ways we can add value to your membership or enhance our community involvement, please share them with me.

    Wishing you a safe and happy holiday season and looking forward to all that we have planned in 2014.


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    SMPS SFBAC Charity of the Year: Cypress Mandela Training Centerby Harry G. Lawrence, Director of Business Development, RGA Environmental, Inc.

    I often tell people that if you visit the Cypress Mandela Training Center (CMTC) in Oakland, meet Director Art Shanks, the staff, and their students, and to learn about the program, it will change your life. I have personally toured the facility at least ten times, attended numerous CMTC functions, and witnessed a graduation ceremony where I shared tears of joy with several students who had successfully made it through the rigorous program. CMTC was one of three charities presented at the SMPS SFBAC Annual Meeting in August 2013. Chapter members voted and CMTC won as charity of the year for 2014.

    CMTC was founded after the 1989 Loma Prieta earthquake when community leaders were determined to find a way to include local residents in the decision-making and rebuilding process for the former Cypress Freeway structure that collapsed during the earthquake. For over 20 years, CMTC has provided comprehensive pre-apprentice construction skills training to primarily low-income, unemployed, or otherwise disenfranchised Bay Area residents. They actively recruit women, and serve emancipated minors coming out of the foster care system as well as veterans and those who have spent time in the criminal justice system. Today, the program draws a diverse population of students from a wide array of backgrounds and from locations as far away as Sacramento and Fresno.

    CMTC features a 16-week training program that follows a boot camp model to help students acquire the discipline that will be required in a construction setting. Training is both hands-on and in the classroom and prepares students for skilled trades jobs that are relevant to todays construction needs, such as wood-framed construction, drywall installation, welding, cement laying, solar installation, and electrical installation. Specialized training is provided and includes Hazmat Certification, Lead and Mold Abatement Certification, and First Aid and CPR certificates. The curriculum also includes math, language arts, and resume and professional development, as well as a life skills component. Safety is emphasized prior to and during all activities.

    I encourage you to visit CMTC through an SMPS organized tour in 2014, meet the staff and students, and witness the transformation of people who are eager to work and contribute positively to society. I am confident that once you get to know CMTC you will be motivated to help this outstanding community organization with their mission of improving the lives of the people it serves by providing pre-apprentice construction and life skills training along with employee assistance.

    Director Art Shanks will speak at this years SMPS SFBAC Holiday Party and Awards Ceremony. All proceeds from the raffle will benefit CMTC, so dont miss a chance to win 1 of 6 free registrations to the Pacific Regional Conference and a mini iPad.

    In 2014 you will have the opportunity to tour the CMTC facility with SMPS members, and participate in 50/50 raffles at all social events to help this deserving charity. Please contact Vera Lease vlease@glumac.com to find out more about how you can help.

    Learn more at http://www.cypressmandela.org/.

    About the AuthorHarry has worked in sales, marketing, and marketing management for over 25 years. He has a BS in Marketing with a Minor in Promotions and Advertising from the University of Houston. As the Director of Business Development at RGA Environmental, he manages all aspects of Marketing, including budgeting, sales forecasting, submittal preparation, proposal development, advertising, website, and direct sales.

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    An Interview with Tony LamGraduate of CMTC in 2010, Union City, CA

    Q: What was your background before coming to the training CMTC? A: I have a Bachelors Degree in Business from DeVry University. I worked at a major bank for many years where my job was to

    open and process ATM envelopes. I saw the writing on the wall that my job was going to be replaced by advancements in ATMs. I knew I needed to find an industry that would always have demand, consistent work and that would pay my bills. Construction fit the criteria.

    Q: How did Cypress CMTC shape your work experience and further your career?A: Most students who come to CMTC are unsure of what they want to do, so the program teaches them everything. I was a little different. I had already applied to two unions before coming to the training center. I applied to SMWIA (Sheet Metal Workers International Association) and IBEW (International Brotherhood of Electrical Workers) and was willing to take whichever one became available first. I was accepted into SMWIA, but the process took over two years, so in the meantime Cypress gave me the opportunity to work with the laborers union, where I bec