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SHORTLISTTHE

Q1 - 2016 | SMPS SFBAC CHAPTER PUBLICATION

Society Page: Michael Geary, SMPS’s New CEOPage 24

Overview: Pacific Regional Conference 6

Marion Thatch:A Lifetime of Achievement Page 20

#SMPSmystoryInspiring Essays on Achievement

Pages 6-15

SMPS SFBAC | THE SHORTLIST - 2

TABLE OF CONTENTS

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

Managing Editor Al Anderson, NOVA Group

Assignment Editors Erin Clinch, Leddy Maytum Stacy ArchitectsJohn Covington, WSP

Designer Ali Wasserman, RMW architecture & interiors

Communication Committee Directors

Justin Nagy, EnovityTraci Vogel, RMW

Contact Us at [email protected]

President’s Quarterly UpdateBy Katie Spurlock

3

#SMPSmystory: Turning PointsBy Marion Thatch, FSMPS, ACC

6

#SMPSmystory: Fail to Plan, Plan to FailBy Nicole La

8

#SMPSmystory: What’s My Story?By Abby Reader

12

#SMPSmystory: Rising StarBy Erin Lopez

14

Overview: Pacific Regional Conference 16

Marion Thatch: A Lifetime Achievement, a Lifetime of GivingBy Ginger Kelly

20

ArchBy John Grimes

22

The Network 23

The Society PageBy Daniel Carfora

24

Upcoming Events 28

New and Tranferred Members 29

New Member SpotlightBy Tina Barni

32

Commitee Member SpotlightBy Tina Barni

34

[email protected]


Hi SMPS SFBAC,With its #SMPSMyStory theme, this first 2016 issue of The Shortlist is near to my heart. Storytelling is such an integral part of our human experience that I see the theme almost everywhere, including the SMPS Pacific Regional Conference in Palm Springs last month…more about that later.

I’m so proud of all our Marketing Award winners, whom we celebrated at our fabulous holiday party! They will be sharing their #SMPSmystory in the following pages. Please join me in congratulating these SFBAC superstars!

Lifetime Achievement Marion Thatch

Marketer of the Year Nicole La

Volunteer of the Year Abby Reader

Rising Star Erin Lopez

And a big round of applause to Myrna Wagner and Denise Youmans for celebrating their 20-year SMPSiversaries!

In her #SMPSmystory, I think most of us can relate to Abby when she writes, “I had no industry training or even prior knowledge of what marketing for an A/E/C firm looked like.” That certainly echoes my entree into A/E/C marketing. With a decidedly liberal arts education (an English major with a creative writing concentration, and French and Gender Studies minors), I applied to every marketing and public relations job I came across when I first moved to San Francisco in December of 2006. It was by luck I found this field, and hadn’t thought of its existence prior. Sure, I knew that architects design buildings and contractors build them, but I hadn’t thought about the

President’sQuarterlyUpdate


bevy of other professionals it takes to support that ecosystem. And I had never even heard of acoustical engineering! But here I am, 9 years later,

and quite happy I found the A/E/C industry and SMPS.

With SMPS, I never feel like I’m alone as a marketer in a technical industry; there are so many people and resources to turn to for inspiration and support. What better reminder of that support than being in Palm

Springs with 50 of our SFBAC members and 300 attendees total at PRC?! The thought-provoking sessions, engaged attendees, and beautiful weather energized me in a way that only an SMPS conference can. Two of my favorite sessions were “If you can’t say something nice, what do you say?” and “Hot typography.” In her keynote address, Sarita Maybin outlined tactics for having difficult conversations, emphasizing that people don’t care how much you know until they know how much you care. Showing empathy is key, because people who are difficult to deal with often don’t realize it. Hearing and giving constructive criticism is hard, but sharing stories can help break down barriers and lead to a mutual understanding.

Did you know each typeface has a personality? David Lecours, in “Hot Typography: Igniting Fonts in Persuasive Proposals and Presentations,” discussed the personalities associated with popular fonts. Fonts help tell a story too! If you’d like to create a classic motif, try using a serif typeface like Garamond. For a more modern feel, a sans serif like Futura is a good option. You can even mix them, such as a bold sans serif headline with a serif body copy. What are some of your favorite typographies?

Thank you to everyone who attended our first philanthropy event of 2016 at La Casa de las Madres, our charity of the year. We had fun creating inspiring journals to help the women and children La Casa serves tell their stories to aid in healing. We also had a successful Membership Drive earlier this month to kick-off the 2016 Membership Campaign: SMPS Derby. We’re competing with the other extra-large chapters to achieve the greatest percentage of growth by May 31. Please help us win the race by recruiting a new member. Plus, National will extend your membership for three months if you refer a potential member who joins. Run for the Roses!

“BUT HERE I AM, 9 YEARS LATER, AND

QUITE HAPPY I FOUND THE A/E/C INDUSTRY

AND SMPS”


Back by popular demand, our acclaimed Marketing Coordinator Bootcamp will help you reach your peak on April 15th. Join us for a day of learning, networking, and collaborating! Sponsorship opportunities are available as a great way to get your firm in front of the 100 attendees. Topics will include crafting a compelling message for proposals and qualifications, creating great cover letters, and coaching teams for pursuits and presentations. And save the date for our Digital Marketing Program May 19th, where we’ll learn actionable information on the six essential components necessary for effective digital marketing.

Look forward to seeing you at an upcoming event soon!

Katie SpurlockPresident, SMPS SFBACCharles M. Salter [email protected]

[email protected]


#SMPSMYSTORYTurning Points

By Marion Thatch, FSMPS, ACC, Lifetime Achievement Winner

An #SMPSMyStory is intended to be about a turning point in our lives or careers, but, like most of us, I didn’t have just one turning point—I had

several. Reflecting back on my career path, when these were intentional, they were inspired by a need to push myself out of my comfort zone, leading to a lifelong quest for knowledge that has grown my leadership skills.

My marketing career began as I transitioned from an “on the boards” land planning and graphics role to marketing at an architecture and planning firm. When the time came to move on, I intentionally sought out a marketing role with a noncompeting firm. This first major move, as the Marketing Director for a construction management and civil engineering firm, reaffirmed to me that the skills and knowledge of marketing and business development were transferable from one professional services firm type to another. Several years later in my quest to do and learn more, I worked for a nationally prominent design-build mechanical contractor as their Marketing Director with a very lean team, which taught me about priorities and managing resources.

Interestingly, my last position working directly for a firm was for an environmental science and geotechnical engineering firm. At this point in my career, while I was confident in my marketing and business development knowledge, and my leadership skills, I discovered how powerful being able to converse in the language of our clients could be. Due to the nature of the work the firm did, this was no small task with the PhDs and patent-holding engineers we had on staff.

Over my 30-year career, I’ve worked for a wide variety of firms, giving me a more complete understanding of the building process. Each change also brought an opportunity to learn more about business relationships and strategy within the industry as a whole. It’s like the advice I offer people when they are looking for a mentor: instead of seeking out a mentor you

“...I DIDN’T JUST HAVE ONE TURNING

POINT—I HAD SEVERAL.”


aspire to be like, consider choosing someone who’s not like you – you’ll learn so much more about what’s possible in the world and for yourself.

Purposefully challenging myself has given me confidence and opened up new possibilities. For example, when one of my former bosses, Craig Park, FSMPS, the SMPS National President in 2003, offered me the chance to serve as the National Conference Chair for the SMPS 2003 National Conference, he opened a door I hadn’t considered. This role not only bolstered my leadership skills, it also provided me with access to building strong relationships with a number of really smart marketing and business development professionals nationwide. Having peers who faced similar issues within their firms outside of my region provided me with a wealth of knowledge and support. This access to industry leaders is one of the benefits of involvement with SMPS as an organization.

Becoming familiar with a wide range of practice types and networking on a national scale has also worked as an advantage to me in operating my own consulting practice. In addition to having the background to develop strategy for many different client types, I understand the big picture – from a client’s first vision for a project to bringing it to fruition. I’ve also learned there is no one way to get something done and that large firms don’t necessarily have the advantage – smaller firms can be nimble, while larger firms have bench strength. All of this experience plays a role in my ability to help define what differentiates one firm from another.

If you’re getting too comfortable where you are, you’ve stopped growing. Some of us, in order to blossom, need new ground. The lesson from my #SMPSMyStory is that you can create your own turning points. They will be challenging at first, but they’ll lead to new paths and self-discovery.

About the Author:

Marion Thatch, FSMPS, ACC, offers strategic marketing consulting and executive coaching through her firm, Distinction in Marketing. A past president of SMPS SFBAC, she continues to serve as the chapter’s Board Advisor.

“THE LESSON FROM MY

#SMPSMYSTORY IS THAT YOU CAN

CREATE YOUR OWN TURNING POINTS.”


#SMPSMYSTORY Fail to Plan, Plan to Fail

By Nicole La, Marketer of the Year

For as long as I can remember, I knew that I wanted to work in the corporate world. Growing up, I always had a passion for selling and crafting a story; therefore, naturally, my “personal marketing plan” was already in the making. Here is my story…

Marketer in Training

Everything started in high school when I became the school’s publicity commissioner. As a member of the leadership team, it was my responsibility to craft the messages that were publicized across campus. From posters and flyers, to the daily loudspeaker announcements, if any group wanted promotion, they needed to go through me. At the time, I didn’t realize that I was leading a marketing team, but I certainly knew it was something I enjoyed—something I was pretty good at.

In college, it took me a couple of years to figure out what marketing was since I didn’t have anyone to show me what was possible (my parents wanted me to be a nurse). I still remember the day when I stumbled across marketing and public relations on our home computer. That feeling of butterflies in my stomach was telling me that I finally knew what I wanted to pursue as a career. Choosing to attend San Francisco State University as a Business


Administration major with a Marketing emphasis was the first step that I needed as a part of my overall plan. Being in San Francisco, I was already setting my roots down for my marketing career in the making.

After graduation, it was time for me to begin my search for the next phase of my personal marketing plan: find a job in marketing. This proved much harder than I anticipated, mainly because I didn’t know where to begin. My strategy was to submit my resume to any position that listed marketing and entry level. Now, while I certainly had some interesting interviews (to say the least), this strategy ultimately did prove successful when I landed my first marketing position at KMD Architects. From there my marketing plan shifted into higher gear.

Marketing Professional Services in the A/E/C Industry

Having graduated with a marketing degree, I was under the impression that I was prepared for my career in marketing. Well, I was wrong. Like most marketing and communication degrees, mine focused on B2C (Business to Consumer) marketing with a minimal focus on B2B (Business to Business) marketing. However, this only gave me more initiative to master this niche marketing that we have all found ourselves in. During this time, I was fortunate enough to find a great mentor. With his guidance, support, and continuous candid feedback, I have become the marketer that I am today.

Surviving the Great Recession in the A/E/C industry was no easy feat. However, while experiencing a time where projects were few and far between I turned the challenge into an opportunity to strengthen my tactical skill set (InDesign, Photoshop, technical knowledge) and practice my strategic skill set. I knew I needed to prepare for when it would be time for me to take the next step in my plan.

My marketing plan was almost derailed by, you guessed it, proposal burnout. Knowing that I had a passion for strategic marketing, I couldn’t see the light at the end of the tunnel when I was continuously buried by proposals, and it almost caused me to leave the A/E/C industry for good. However, before I could plan my escape out of the industry I came across an opportunity at TEECOM l that I couldn’t pass up.

Working there was a very different experience than working for an architecture firm. TEECOM has provided me opportunities that I could never have imagined

“I TURNED THE CHALLENGE INTO AN OPPORTUNITY TO STRENGTHEN

MY TACTICAL SKILL SET...”


in my previous engagement. I was finally able to put my strategic thinking to good use. In less than five years, I went from being the Senior Marketing Coordinator to becoming the Marketing Director and an Associate.

How did I do this? I did what I knew best and I created specific, tactical, and strategic marketing plans for each promotion. If I could succeed with my plan then I would be promoted. Simple, right? Now, while the titles and recognition are nice, it is the work that drives my passion. Creating and executing strategic marketing plans has been a goal of mine since I began my personal marketing plan back in high school, and by leading the marketing team at TEECOM I am able to execute this every day. To date, some highlights of my career include: executing the TEECOM rebrand, leading and executing the new TEECOM website (won 1st Place in 2015 Zweig Group Marketing Excellence Award and 2nd Place in 2015 SMPS Marketing Communications Award), implementing inbound and experience marketing strategies, and, lastly, I am currently implementing a full inbound recruiting campaign.

Paying it Forward

When I joined TEECOM, I also joined SMPS. It was here that I found my second passion: paying it forward. Student Outreach was the first committee that I was really involved in. Being able to go back to San Francisco State to inform and educate marketing students about SMPS and the A/E/C industry is important to me, because I am able to help guide students who are in the exact place that I was at just a few years back. Helping to bridge the gap between our industry’s dire need for qualified marketers and entry level marketers is crucial if we want to grow as a community.

Another way that I pay it forward is by leading the Outreach and Development (O&D) committee. In my second year as a committee leader, I was able to rebrand the “CHAT” program to the “Market Share” program, brand all of the O&D programs, produce O&D videos, co-lead the Business Leaders Forum with Marion Thatch, and implement the communication and exchange platform SLACK throughout the chapter (no more emails!).

“...IT WAS THROUGH A LOT OF HARD WORK, DEDICATION,

AND A WELL THOUGHT-OUT PERSONAL MARKETING

PLAN.”


So when people ask me how I got to be where I am today, I say it was through a lot of hard work, dedication, and a well thought-out personal marketing plan.

What is Your Story?

Now you know my story, what’s your story? As a part of the SFBAC board, I want to hear what you have to say. What would you like to see from SMPS? How can we better serve you? We are always looking for ways to improve the SMPS experience.

About the Author:

Nicole La ([email protected]) is Marketing Directorat TEECOM. As the Marketing Director, Nicole establishes yearly marketing plans, sets and tracks strategic internal and external goals, and leads the department’s shift to experience marketing.

[email protected]


#SMPSMYSTORYWhat’s My Story?

By Abby Reader, Volunteer of the Year

What’s my story? Well, I studied public relations and marketing in school but I really just stumbled into my A/E/C marketing career. After college I joined an engineering firm in San Diego as an administrative assistant. When the marketing coordinator moved across country two months later, my boss looked to me to fill her role. I had no industry training or even prior knowledge of what marketing for an A/E/C firm looked like (quite frankly I didn’t even realize there were other marketing coordinators for A/E/C companies or that this industry marketing could turn into a career!). As far as I knew, I had a unique position in a “small” industry (that I knew little about!).

After several months of working my way through RFPs, RFQs, SF330’s, and other A/E/C marketing tasks, my boss mentioned a professional organization that I might be interested in joining: the Society for Marketing Professional Services (SMPS), the only marketing and business development association serving A/E/C professionals and firms. I was thrilled to discover there were other professionals out there with similar roles, facing similar opportunities and challenges. I was no longer alone.

For the first couple of years I quietly attended roundtables and sessions and soaked up as many tips and tricks as I could related to proposal writing, marketing management, social media, networking, career development, and many more relevant topics. Then, in 2013, I made one of the best career decisions I could have made: I decided it was time for me to volunteer for the organization that was teaching me so much about the industry. I was on the San Diego Membership and Programs committees for less than a year before life brought me to San Francisco.

“I DECIDED IT WAS TIME FOR ME TO

VOLUNTEER FOR THE ORGANIZATION THAT WAS TEACHING ME SO MUCH ABOUT THE INDUSTRY.”


I joined the SMPS San Francisco Outreach and Development (then Programs) committee less than a month after moving to San Francisco and quickly became involved with the annual Make the Connection event, and, more recently, the bi-monthly Market Shares. I volunteer with a fantastic group of dedicated individuals who are focused on building value in their respective firms and sharing their hard-earned knowledge with one another. I’ve heard it said that you get out of SMPS what you put into it, and I couldn’t agree more. I’m continuously learning about industry best practices, and I’ve discovered friendships that have impacted me both professionally and personally. With the help of SMPS and all of its members, I’m learning how to be the best marketing professional I can be.

About the Author:

Abby Reader is a Senior Marketing Coordinator at Enovity.


#SMPSMyStory Rising Star

By Erin Lopez, Rising Star Award Winner

Looking back on the past three years of my career, I believe that joining SMPS and being actively involved in a committee has had the greatest positive affect on my professional development. I am also very lucky to have Katie Spurlock as a mentor inside our firm and within SMPS as well – her support and guidance have been extremely beneficial.

When I first became Marketing Coordinator for Charles M. Salter Associates, I was new to the role and the industry. Having the opportunity to learn from the SMPS programs as well as individual members has been invaluable. Being part of a committee has helped me meet people in a casual way and allowed me to be a part of what our Chapter does.

It made me nervous, but I jumped right in and signed up to help where it was needed, so I took on several tasks in the Membership Committee. My interest in event-planning came in handy when planning the 2014 and 2015 Membership Madness events and helping with the quarterly Chapter Welcomes.

After two years of volunteering on the Membership Committee I was eager to learn about other aspects of the organization and took an opportunity to learn about the accommodations role for the Programs Committee. Performing my Membership Committee duties while learning about this new position for the Programs Committee kept me very busy, but it also provided additional networking and growth opportunities.

It was exceptionally rewarding to know that the events I planned were successful and that my help was appreciated by the Chapter. Ultimately, I believe my being so involved in our Chapter is what led to my nomination for the SMPS Rising Star award. I was flattered just to be nominated by

“HAVING THE OPPORTUNITY TO LEARN FROM THE

SMPS PROGRAMS AS WELL AS INDIVIDUAL MEMBERS HAS BEEN

INVALUABLE.”


Katie, but to also win and be recognized by the Chapter was the highest compliment I could have imagined. I view the leaders in our Chapter to be some of the best and brightest in our industry, so their support helps motivate me to be the best marketer I can be in the hopes of one day achieving their levels of success. SMPS has helped provide me with the tools to push myself to be the best that I can be.

About the Author:

Erin Lopez has been the marketing coordinator for Charles M. Salter Associates and a member of SMPS since 2013. She is currently an accommodations affiliate for the Programs Committee.


Overview: Pacific Regional Conference

The annual SMPS Pacific Regional Conference was held in Palm Springs (technically Indian Wells, but it seems like it’s all one city) on February 10 through 12. As noted in the President’s Message, approximately 300 attended, who enjoyed the ambiance of the Hyatt Regency (which had seven swimming pools, but who had time to swim?), and a full schedule of thought-provoking speakers and seminars. The weather was a warm 85 degrees, but from the hotel the snow-capped San Jacinto Mountains were plainly visible (next year, in Anchorage, the snow-line should extend somewhat closer to the hotel…).

To give you some impressions from the conference, we have asked three attendees to give us their thoughts on their favorite moments and sessions from the conference.


Work Hard. Play Hard. Volunteering is Rewarding!Ginger Kelly, RIM Architects

As the Past President of the chapter it was my responsibility to serve on the PRC committee this year. When I joined our first committee call I remember thinking that I would like to do registration so I can meet everyone as they enter the conference. That was a great decision, and not only did I meet a ton of people, but I was able to build closer relationships with other committee members too.

We had work to do...we arrived the night before conference to stuff all the name badges and goodie bags. To our surprise, when a few of us got to the room all the bags were done (thanks to Tom Neary, Leslie Young, and Mike Savage), so we got to work on name badges. After the work was accomplished we had a lovely dinner together as a committee with cheers around the table! Hats off to our Chair Tom Neary and Co-Chairs Andrea Story and Melissa Philpott.

A highlight of serving was meeting our Keynote speaker, Sarita Maybin, when she arrived at the conference. She was full of energy and smiles as she approached the registration table. I knew then and there we were in for an amazing lunch program. She needed help setting up her book signing table so I jumped right in! After her session about “if you can’t say something nice, what do you say?” (link to book here), there was a long line and we sold out in about 10-15 minutes. I had wanted a book, but since they were gone I figured I could go online. To my surprise I received a lovely thank you email the next day with a link to her book for free, and later I received a signed hard copy in the mail with a lovely handwritten thank you note. It pays to say yes!

If you haven’t already heard, the PRC is in Alaska next year…yes, Anchorage! I am no stranger to Anchorage, having lived there for a year. RIM Architects’ founding office is in the heart of downtown

“...THE PRC IS IN ALASKA NEXT YEAR...YES, ANCHORAGE!”

http://www.amazon.com/You-Cant-Something-Nice-What/dp/1419630539/ref=sr_1_1?ie=UTF8&qid=1438659096&sr=8-1&keywords=Sarita+Maybin


Anchorage, very close to where the conference will be held. Get your mittens, snow boots, and heavy coats and head to the Last Frontier in February 2017!

Alas, you will warm up as we see PRC back home in SF Bay Area in 2018, so meet us in Alaska next year to promote a potential “Wine Country PRC 2018”!!

Devon Kurcina, BKF EngineersDigital Marketing

One of my favorite sessions was about digital marketing. For this session, I learned how digital marketing can lead to generating real business and the process of digital data analytics. LinkedIn is the #1 social media platform for the A/E/C industry, mainly due

to the LinkedIn page not being blocked by the firm-wide server, unlike Facebook, Twitter, and Instagram. There should always be an objective for why something is being posted on the company website or social media pages, and it is vital to track the data consistently on not just one analytics tool, but multiple tools to get data that will help you to improve your posts and the number of viewers you reach. The main goals of digital marketing are generating real business and encouraging the firm to be thought leaders in the industry.

Vanessa Pelletier, FME Architecture + DesignWhat is Your Purpose?

The notion of purpose is a pretty deep subject – and certainly not a topic I thought I’d encounter my first time in attendance to the Wave. Perhaps I was envisioning all palm trees and sunshine when I landed in beautiful Indian Wells. But a professional development session titled “Ignite Your Spark to Flame” unexpectedly reminded me that landing a dream job or realizing personal happiness is often preceded by working hard, finding your passion, and discovering your “why.”

In this interactive session, Lisa Schauer, COO and Senior VP of MacKay Sposito in Washington, bravely spoke of her poignant life story of love, loss, lessons, and ultimately victory. “Your work is your life and your life is your work,” she said. So, your sense of purpose should take each of these important aspects into account.


Her story got me thinking about my life and how major milestones, both good and bad, have made me the person I am today. As a single working mom, every day I walk the tightrope of work/life balance. The lines between the office and home become blurred in our busy world. And it’s easy to lose focus on what’s really important, which gets back to the “why.”

In discovering or rediscovering your “why,” Lisa said to ask yourself the following questions:

• What are your top three professional accomplishments?

• What are your top three areas of improvement outside of the office?

• What are the top three things you are passionate about?

• What are your top three talents, skills, and abilities?

• What is your desired legacy?

• What is the impact you want to have on the world?

Once you have done this, create your own personal mission statement by filling in the blanks of this sentence:

“My purpose is to fulfill my passion of ----, by demonstrating my ----, in order to -----.”

Although I’m still working on articulating my personal mission statement, I keep going back to palm trees and sunshine. For me, maybe finding purpose is about putting down my iPhone for 30 minutes, turning off the work email, playing with my kids, and concentrating on the simple things. In taking time to enjoy life’s little pleasures, I’m forced to be in the present. And it’s only in the present that I’m able to think most clearly about where I’m going and “why,” purposefully.

For more on finding your “why,” check out Simon Sinek’s “Start With Why” TED talk on YouTube here.

Www.youtube.com/watch?v=sioZd3AxmnE


Marion Thatch: A Lifetime Achievement, A Lifetime of GivingBy Ginger Kelly

I am honored to have been able to nominate and present the Lifetime Achievement Award for our chapter to Marion Thatch, owner of Distinction in Marketing. The award is named the "William B. Hankinson Memorial Founders' Award for Lifetime Achievement." This award is in honor of San Francisco Bay Area Chapter (SFBAC) Founder Bill Hankinson, who was instrumental in the official incorporation of the Chapter, and who was an inspiration and mentor to many throughout his career. That inspiration and mentoring has

continued with the generous, heartfelt dedication of Marion Thatch. The giving never stops with Marion. She is always available to serve in many ways that contribute to the success of the SFBAC.

A few highlights of Marion’s current and ongoing achievements to the SFBAC include:

• Serving as a Past Presidents Advisory Council member to help mentor the current and incoming President;

• Attending the last three years of Strategic Planning for the incoming board as our coach and mentor;

• Preparing a special program with Susan Murphy called “Firestarters,” which was free to all members last summer;

• Serving on the Programs Committee as an event leader;

• Facilitating the opening of our Marketing Bootcamp this April;

• Co-chairing and founding the Mentor Pathways program and continuing to serve as a mentor;


• Co-leading the Business Leaders Forum for senior marketers;

• Serving as our Chapter Fellows Champion for three years;

• Founded Coordinators Have a Talk (CHAT), which has developed into Market Share, a regional program.

The list of ways Marion has served in SMPS is long and comprehensive, and would take up several pages, as she has served on the board since the late ‘90s and became Chapter President in 2004. Marion also served the overall Society with the following accomplishments:

• National Certification Exam Task Force | 2000 – 2001;

• National Conference Chair | Phoenix 2001 – 2003;

• National Striving for Excellence Judge | 2002 + 2007;

• National Board Nomination Committee | 2005 + 2007;

• National MCA Awards Judge | 2002, 2003, 2005, 2006 + 2007;

• National CPSM Day | 2004 + 2005.

In summary, I think of how you turn on a light when you enter a room so you can see where you are going. That is how I feel about Marion and how she lights the way for SMPS SFBAC and its members. Thank you, Marion, for giving your time, energy, knowledge, and heart to our Chapter. We Marion!

About the Author:

Ginger Kelly is the Business Development Manager at RIM Architects. She is currently serving as the Past President of SMPS and continues to serve in an advisory role as well as coordination of the SMPS Media Sponsors.


About the Author:

John Grimes, CPSM (retired), former urban planner and later marketing manager at GouldEvans, and freelance cartoonist/illustrator for 30 years, resides and draws blissfully at his studio overlooking Ocean Beach. Doesn’t miss alarm clocks, the 38 Geary, N Judah, or insane deadlines. Does miss the thrill of the chase and wonderful SMPS colleagues.Contact: [email protected]

ArchBy John Grimes

[email protected]


The NetworkWelcome to The Network, our regular column mapping SMPS SFBAC members on the move. We want to hear about your notices of promotion, job changes, firm mergers and acquisitions, and office openings or relocations. Please send updates to: [email protected]

Chap

ter N

ews

Anniversaries:

• Skyline Construction is celebrating 20 years of “building creative, building American, building sustainable” this year.

• Leddy Maytum Stacy Architects marks 15 years of transformative architecture with a party and a new website.

• Architectural Resources Group (ARG) heralds 35 years of pioneering historical preservation.

Moves & Promotions:• Ginger Kelly has been promoted to Vice President of Marketing at RIM

Architects.

• Devon Kurcina has been promoted to Director of Business Development & Marketing for all 11 offices of BKF Engineers.

• Ali Wasserman is now Senior Marketing Coordinator at RMW architecture & interiors.

• Christine Lee is now the Marketing Manager for Architectural Resources Group (ARG).

• RIM Architects San Francisco has moved to a new office location. They are now located at 639 Front Street, 2nd Floor.

[email protected]


The Society Page

By Daniel Carfora

In October of last year, Michael Geary, CAE, assumed the position of SMPS CEO, an executive role that had been filled by others for the past 16 years. In that time frame, a lot has changed in the art and practice of leading a nonprofit organization. We caught up with Michael to learn more about him, his history managing companies and professional groups, and his plans for the Society.

Michael, your resume holds an extensive list of executive and director-level roles dating back to your college days. What drew you to this type of work, and do you feel you were born to lead?

There are lots of theories about whether or not people are born to lead, or if leadership is a natural trait. I don’t know if I was born to lead, but I have always inserted myself into opportunities to be involved and to help accomplish goals—I am not one to sit on the sidelines. With experience, one develops the timing, language, knowledge, and demeanor to take on formal leadership roles. Natural or not, you have to work at developing leadership skills, and, therefore, I think my career and personal life (I’m also the president of my condominium association) has evolved to higher levels of responsibility because I have made the extra

An Interview with Michael Geary, CAE

“WITH EXPERIENCE ONE DEVELOPS THE TIMING, LANGUAGE, KNOWLEDGE, AND

DEMEANOR TO TAKE ON FORMAL

LEADERSHIP ROLES.”


effort. I was thrilled to be asked to assume a leadership role with SMPS.

Has anyone in your life had a tremendous impact on you as a leader? How did this person influence the way you approach your work?

There are numerous political and community leaders that influence my view of the world and inspire me to be a better person, and, ultimately, a better professional. And certainly my parents had a tremendous impact, as they always supported and encouraged me over the years. Professionally, the person leaving the greatest impression on my career was my first boss, Ray Galbreth. Ray was the executive director of the Delta Chi Fraternity and he hired me to work in the international headquarters when I graduated from college. I learned from him respect for your colleagues, a focused work-ethic, an appreciation for your customers and members, and, really, how to be a true professional. He modeled the way and taught me a lot, and for that, I will always be grateful.

How did you first hear about SMPS? What were your first impressions about the organization and its mission to advance the role of marketing in the A/E/C professions?

When I was contacted by the executive recruiter, I was not fully aware of SMPS and its activities. Having previously worked for A/E/C-related associations, I quickly appreciated the necessity for our organization. My first impressions were that the Society is an impactful organization that is full of energetic and thoughtful professionals and leaders. Strong marketing and business development skills and strategies are absolutely necessary for the future, and SMPS will play an integral role in shaping them for the success of firms and members.

Based on your years of experience leading non-profits and service-based organizations, what lessons can SMPS learn from you? What opportunities do you see ahead for the Society?

I haven’t yet completed six months with the Society, and thus I’m still doing a lot of

“...WHAT I DO KNOW IS THAT WE NEED TO POSITION THE

ASSOCIATION FOR THE FUTURE GENERATION OF

PROFESSIONALS.”

“I LEARNED FROM HIM...HOW

TO BE A TRUE PROFESSIONAL.”


listening. I can honestly say the organization has been well-managed for its 40-plus years, and therefore we don’t need to consider any radical changes. However, what I do know is that we need to position the association for the future generation of professionals. They will learn and work differently, and SMPS must develop programs and activities to remain relevant to them. We must explore how we interact—technologically and otherwise—with our members, and how the Society can lead A/E/C firms to greater profits. Our members play critical roles in their firms and we can assist them with becoming influential leaders in the profession. You will hear us talk more about this in the future.

What are you looking forward to at the Build Business conference? What can members expect to learn this year?

This year’s Build Business will be my second, as I was able to attend the event last year after I was offered the job. This year, I’m looking forward to many of the same things our attendees will enjoy. This includes increasing my network of industry

colleagues, expanding my knowledge with innovative marketing and business development strategies, and visiting our host city, Philadelphia. I think it’s important that your readers on the West Coast attend this year in order to build connections on the East Coast, and vice-versa. We work in a global economy; therefore, it’s important we connect in-person whenever possible.

Not that you hold a crystal ball, but what changes in the profession of marketing do you anticipate we will see in the next few years?

If I had a crystal ball I would be writing to you from my ocean-side home on Grand Cayman! But until then we can make informed assumptions about the future. All businesses are evolving due to the improvement of technology, changing demographics, and the advancement of our knowledge through research and practice. For sure, business development will become a team effort requiring more people in firms, especially the technical professionals, to be involved. Marketing

“MARKETING PROFESSIONALS

WILL ALSO PLAY A GREATER ROLE IN

FIRM LEADERSHIP TO SUPPORT ALL FACETS

OF MANAGEMENT”


professionals will also play a greater role in firm leadership to support all facets of management.

And let’s let you ask a question… what would you like to know from our members?

What I desire is more insight on the specific skills, knowledge, and research our members need to be more successful. SMPS is here to serve

and advance the profession, and I appreciate regular feedback to make sure we’re doing the right things for today and tomorrow.

Well, members, you have his ear. You can reach Michael Geary at [email protected].

“I APPRECIATE REGULAR FEEDBACK TO MAKE SURE WE’RE DOING THE RIGHT THINGS

FOR TODAY AND TOMORROW.”

About the Author:

Daniel Carfora is the Director of Marketing for Huntsman Architectural Group. In addition to serving as Society Liaison for our SMPS chapter, he’s co-founder of the award-winning Business Leaders Forum and served as the 2008-09 Chapter President. Reach him at [email protected] or www.linkedin.com/in/dcarforahale.

[email protected]

[email protected]

www.linkedin.com/in/dcarforahale


Upcoming Events:

Creative Story Telling WorkshopMarch 24 | McCarthy, San Francisco

more events: http://smpssf.org/calendar.php

Keys to DigitalMarketing SuccessMay 12th | 130 Sutter Street, 6th Floor, San Francisco

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http://smpssf.org/meetinginfo.php?id=40&ts=1457387758

http://smpssf.org/meetinginfo.php?id=43&ts=1456423819


New and Transferred Members

Liliana AgredanoInternT.Y. Lin International

Phillip BahrPrincipal / Healthcare LeadDGA

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Lauren BeckwithSr. Communicatiion SpecialistFehr & Peers

Anna BiegalskiProject & Admin. AssistantFehr & Peers

Zandra BucheuMarketing ManagerGL Planning & Design Inc

Beata BukaiMarketing AssistantEnovity

Amy FelixMarketing ManagerGaravaglia Architecture, Inc.

Melinda FosterMarketing ManagerAudio Visual Design Group

Erin HollandMarketing CoordinatorPAE Consulting Engineers


New and Transferred Members (Cont.)Ch

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Daniella JimenezMarketing CoordinatorWebcor Builders

Chip JordanDirector of Marketing &Business DevelopmentMartinkovic Milford Architects

Michelle LeeMarketing DirectorKier & Wright Civil Engineers

Nancy LyMarketing CoordinatorSan Jose Construction Co, Inc.

Kristine MajlathBusiness Development & Marketing Manager COWI North America

Sarah RayMarketing CoordinatorPolytech Associates Inc

Caitlin SchmittMarketing & Business Development SpecialistKier & Wright Civil Engineers

Brittini SmithEvent & Community CoordinatorMicrodesk

Priscilla SpradlinMarketing CoordinatorCRB


New and Transferred Members (Cont.)Ch

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Brittany TaorminaMarketing/Business Development AssistantXL Construction

Chelsea TotahMarketing AssistantLevel 10 Construction

Molly WatsonMarketing CoordinatorXL Construction

Vanessa Avila, Sr. Marketing Coordinator, BKF Engineers

Elizabeth Bognar, FTF Engineering

Heather Chierici, Project Manager, Alten Construction

Annie Fougner, Proposal & BD Assistant, COWI North America, Inc.

Ryan Moran, Student Member, Saint Mary’s College

Katie Potts, Senior Marketing Coordinator, Swinerton Builders

Dan Richards, Business Development, Ideal SF

Rachel Russell, Student Member, Santa Rosa Junior College

Ryan Wilson, Business Development, Senior Associate, Energy Solutions

Additional New & Transferred Members:


New Member Spotlight:Alicia MagdalenoBy Tina Barni

New to the A/E/C industry, Alicia Magdaleno joined SMPS this year. A marketing coordinator for SmithGroupJJR in San Francisco, Alicia is part of the SMPS Membership Committee.

“After being a marketing intern in the industry for a year I was able to see how closely everyone worked together,” said Alicia. “Being a part of SMPS provides a wonderful opportunity to learn and meet new people in the industry.”

As a new member Alicia jumped right in. Within a couple weeks of becoming a member she joined the Membership Committee. She is currently planning the annual Membership Drive and the Taste of SMPS quarterly new member luncheons.

“I have already taken away so much from my membership,” said Alicia. “The people I have met and the programs that have helped me grow as a professional and will always be something I will take away from my membership.”

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Fun Facts about Alicia

Alicia, who originally comes from Sonora, CA, has been raising Guide Dogs for the Blind since 2004. She shares in this passion with her entire family.

New Member Spotlight (Cont.)Ch

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About the Author:

Tina Barni is a Senior Marketing Coordinator at Degenkolb Engineers. She is a member of the Communications Committee. Contact her at 415.354.6511 or [email protected].

[email protected]


Chet Roan joined SMPS in 2015. As a Business Development Manager for Epic Scan, LTD., in San Francisco, he was motivated to join after attending “Making the Connection.” Chet currently serves on the Programs Committee.

“I met several of the committee members,” said Chet, “and I felt that the Programs Committee would be a good fit for me. I am comfortable planning events.”

Ginger Kelly, Business Development Manager at RIM Architects, says Chet, who is co-leading the planning of the “Creative Storytelling Workshop” with her, has been a valuable resource.

“Chet jumped right in when he joined SMPS and even brought along the owner of his firm to a ‘Taste of SMPS’ to show the benefits of being a part of this organization,” said Ginger.

Samantha Stettler, Business Operations and Marketing Manager at Cammisa + WIPF, also concurs.

“At his first meeting we were looking for event leaders for the upcoming board year and in true Chet fashion he jumped right in and volunteered to co-lead the March ‘Creative Storytelling Workshop’ with Ginger Kelly,” said Samantha. “Chet is a valuable contributor to the committee and brings with him an energy that can sometimes be hard to maintain in such a deadline driven industry.”

Committee Member Spotlight:Chet RoanBy Tina BarniCh

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Chet has been in the A/E/C industry for more than 22 years. He believes that everyone benefits from both good and bad experiences. Chet stresses thinking about the client in all situations.

“I always keep in mind the perspective of my clients,” said Chet. “I am always reaching out and educating potential clients.”

Fun Facts about Chet

On a personal note, Chet enjoys hiking in the Marin hills and golfing all around the Bay Area. He is grateful for his great personal and family connections in life.

Committee Member Spotlight (Cont.)Ch

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About the Author:

Tina Barni is a Senior Marketing Coordinator at Degenkolb Engineers. She is a member of the Communications Committee. Contact her at 415.354.6511 or [email protected].

[email protected]


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