SMPS Atlanta 2011-2012 Calendar

The 2011-2012 SMPS Atlanta Calendar has been posted! Click to view the calendar on a larger scale and/or print. These calendars will be available online and at every SMPS Atlanta event and program.

We have some great events and programs planned for this year including our always popular Boot Camp Series and a new program titled Group Therapy which will be regularly held to address lessons learned and to  provide open discussion for professional advice. The group will work together to offer suggestions, solutions and follow-up.

Notice anything different? We have a new look! You'll start to see some more changes with our marketing material, flyers, events, social media, and website. We are excited to have a fresh new face to our growing chapter!

SERC: Call for Presentations!

The SMPS Southeast Regional Conference (SERC) Programs Committee invites you to submit a proposal for a breakout session for Get Down In Crown Town, the 2012 SMPS Southeast Regional Conference, March 28-30, 2012, in Charlotte, NC. Please download the Call for Presentations in MS Word format (at the conference website: www.smps-seregconf.org), complete, and email to Michele Lewis (mlewis@rjagroup.com) before 5 PM EST on September 15, 2011.

Proposal Deadline: September 15, 2011, 5 PM EST

The Call for Presentations will be also be posted on SMPS National’s website: www.smps.org.

10 Reasons Why You Should Join SMPS

SMPS can help you, as a member, build your business and advance your career. SMPS membership gives you access to:

1. Networking Opportunities
Make local, regional, and national A/E/C business contacts through SMPS to build your business. Networking suggestions: Attend chapter meetings and programs or participate in Build Business or a national workshop. Volunteer for a chapter or national committee. Learn more about your fellow members in People on MySMPS. Participate in online forum discussions, where you can ask your peers for advice and recommendations and share your own experience and knowledge. Locate potential partners and suppliers in the A/E/C Buyer's Guide.

2. Publications

Read up on trends, best practices, and relevant issues impacting professional services marketing and business development. SMPS membership includes subscriptions to the award-winning journal Marketer and toConnections, our e-newsletter; access to research and white papers funded by the SMPS Foundation; and discounts on industry publications from the SMPS Bookstore.

3. Marketing Resource Center

Take networking to another level with MySMPS, the award-winning online community designed exclusively for SMPS members. The mission of MySMPS is simple: To connect you online 24/7/365 with people, information, and opportunities to make building business easier.

4. Certified Professional Services Marketer Program

Earn professional credentials via the Certified Professional Services Marketer Program. In an industry that values certification, the CPSM program can help you build your personal brand as an expert in marketing and business development, increasing your credibility with employers, coworkers, and peers.

5. Programs and Conferences

Attend national and regional conferences and programs to explore how other professional services firms are tackling the business challenges you and your colleagues face every day. You will return to the office with innovative solutions and fresh ideas your company can put to work immediately.

6. Leadership Opportunities

Develop and practice your leadership skills by getting involved in SMPS: Volunteer to serve on chapter committees, your chapter's board of directors, regional conference planning committees, and national task forces and committees.

7. Career and Recruitment Resources

Plan your career, gain access to advancement tools, and search for job opportunities through the SMPS Career Center. If your firm is seeking candidates to fill an open position, you can post that position in the Career Center and review the resume bank to identify marketers and business developers with experience in the A/E/C industry.
 (SMPS members and their firms enjoy a discount on employment ads posted in the Career Center.)

SMPS also supports the growth of A/E/C companies by providing members with:

8. National and Regional Contacts

Contacts made through the powerful SMPS network to facilitate teaming opportunities, business referrals, and knowledge of A/E/C business practices, trends, and successes.

9. Professional Development Opportunities

Opportunities to present programs, write articles and white papers, and conduct funded research are available at the local, regional, and national levels of SMPS. Through involvement in SMPS, your employees can demonstrate the thought leadership and expertise your firm has to offer clients and teaming partners.

10. A Community for Emerging Leaders

SMPS offers the emerging leaders in your organization access to the greater A/E/C community, introducing them to community leaders, exposing them to big-picture perspectives, and fueling their passion for the industry and their professions—all elements in retaining the brightest and best talent for your company. The connections made in SMPS lead directly to business opportunities with clients and teaming partners.

Heard enough? Join SMPS today!

This article was republished from the SMPS National website www.smps.org

Why Social Media is Useful to A/E/C Firms

isThese days, just about everyone has jumped onto the social-media bandwagon. Whether through Facebook, Twitter, LinkedIn, or some other medium, millions of people and businesses are constantly connecting and interacting with one another. In fact, social media have become one of the top methods used to collect news, information, or learn about new products and technologies today. But given the significant popularity of these networks and the fact they are virtually all free, why haven’t more businesses in the fields of architecture, engineering, and construction gotten involved in social media?

Perhaps those in the A/E/C industry find it counterintuitive to interact with the general population, given that their firms are tailored to such small niche markets? Also, by socializing with the public online, many believe they may run the risk of letting competitors in on too much information or creating a liability for projects and the company as a whole. Granted, these possibilities could very well be true; but an A/E/C firm’s participation in social media is no different than the firm’s participation in trade shows, industry organizations, or networking events: There’s always the possibility that someone could “say the wrong thing.” And much as anyone involved in the business development or marketing side of A/E/C knows, through training, guidelines, and experience, you will eventually learn what to say, how to say it, and what to avoid. Social media work the exact same way.

In the past, the A/E/C industry was very every-business-for-itself, keeping other firms and competitors in the dark about projects and clients. Now, with the recent economic decline, many firms are reaching out to one another to team up, bolster business, and do their best to weather hard times. More than ever, it is imperative that A/E/C firms constantly network and “get to know their neighbors.” Social media are excellent tools not only for learning about other firms, but also for introducing yourself to and building relationships with potential clients. You would be surprised how many federal organizations, municipalities, and developers are on only a click away on Facebook or LinkedIn.

Read the more about Social Media and it's impact on AEC firms in the upcoming August Edition of the SMPS Atlanta Inspiration Newsletter. To get on our email distribution list for this newsletter and other SMPS Atlanta chapter news, please click HERE.

Sarah Zibanejadrad has worked as a marketing coordinator for Oasis Consulting Services, an engineering firm specializing in landfills, geotechnical, and environmental services. Currently, she is a social-media consultant for Rumor Interactive Media, a company focused on developing business Web presences.

Designing a More User-Friendly Web Site

From time to time, firms revamp their Web sites. You want your firm to look current, maybe even cutting-edge. Your Web site is the face you put out there in cyberspace for the world to see, particularly for your clients and your prospective clients. You want to put your best face forward.

For most firms in the A/E/C sector, the Web site is primarily an electronic brochure. You want people to see who you are and what you do. And you want them to be able to find that information quickly. If it isn’t easy for them to find their way around your Web site, chances are they will get frustrated, stop looking, and find another firm.

One of my pet peeves is the beautiful Web site that takes forever to load. If you have the time for all the flash to click in, the Web site is awesome. But if I’m looking for information, chances are somewhere between slim and none that I’ll sit for long waiting for it to load. It’s safe to assume your clients and potential clients feel the same way. They’re not looking for entertainment; they’re looking for information.

Another pet peeve is not being able to find contact information. Sometimes, I just want an address; sometimes, an e-mail address. Sometimes I just want to call someone and ask a question. That’s why on the Greyling Web site, you’ll find multiple ways to contact us all in one page: phone numbers, fax number, toll-free phone number, physical locations, and a few e-mail addresses are all on one page. (Check it out: http://www.greyling.com/contact-us.html.) I’ve actually had people say, “Bless you! I don’t know why more companies don’t do it that way!”

This doesn’t mean your Web site can’t be attractive. In fact, it should be appealing, conveying an image of your firm that will attract the kind of people with whom you want to do business. It just shouldn’t be so complicated that people can’t find what they need with just a few clicks.

In his book Don’t Make Me Think, Steve Krug explains the basic rules of good Web site design. If the title doesn’t make the point clearly enough, the subtitle does: “A Common Sense Approach to Web Usability.” The author has spent more than 20 years as a Web site usability consultant for such firms as Apple, Bloomberg.com, and NPR.

One of my favorite rules is “Omit needless words.” He recommends writing the text, removing half of the words, then removing half of what’s left. People don’t “read” Web sites the way they read books or even magazines. They’re looking for information. Do you design hospitals; and if so, what hospitals have you designed? Do you build bridges; and if so, what kind of bridges? An eloquent, long-winded treatise on bridge building doesn’t cut it. Click, click, click to the bridges. And they’re done.

Navigation is also important. It should be intuitive where to click to get to what you want. A one-click button called “Industry Focus” should take you to a list of the industries your firm serves. A second one-click button should take you to a few words or pictures that answer the question. Then one more one-click button should take you wherever you want to go next: the home page, the contact us page, or someplace else. It should be easy to get what you want and get out.

There are more rules than these, but the book is something you can read on a two- or three-hour airplane ride. (No, I don’t know Steve Krug, nor do I get anything out of recommending his book other than passing valuable information on to colleagues.)

If and when your firm decides to revamp its Web site, this book can help you create a more effective, more efficient Web site. And your best and uncluttered face will be there for everyone to see.

Meike Olin, CPCU, CIC, CRM
Senior Vice President
Greyling Insurance Brokerage

Who is going to sell you?

(originally posted by Mr. Ronald D. Worth on Apr 25th, 2011 on mysmps.org)

We live in a world of political correctness while striving to be considerate of others we encounter during work. That is all very well and good, but during the course of a day you need to take some time to focus selfishly on yourself, if you plan to move forward with your career and achieve your goals. No one understands you better than you do. Also no one knows what you are accomplishing or where you are headed. Keep those who have the power or influence to decide your future regularly informed about what you are doing.

Being assertive does not make you aggressive or outspoken, it is just a professional approach to ensuring you are consistently moving forward while encouraging those around you to stay engaged in (or at least knowledgeable about) our aspirations and good deeds. Now is a good time to be visible and recognized for your hard work.

In the book, “Yes, You Can!” by Sam Deep and Lyle Sussman, they provide 10 great ways to help you to sell yourself effectively. Give them a try:

1. “First, be certain you have a good product to market. Be very good at what you do.

2. Keep key decision makers informed on an ongoing basis of developments within your area of expertise that are of interest to the firm and/or chapter.

3. Submit articles for publication in your company’s newsletter that highlight your responsibilities and your accomplishments. Offer to write a monthly column.

4. Ask your boss to take you to staff meetings attended by high-ranking company officials. Without being pushy, introduce yourself to any higher-ups you encounter.

5. Ask your boss for opportunities to showcase your presentation skills to upper management. (Sharpen those skills first!)

6. Greet top-level managers whenever and wherever you see them. Use a simple, “Hello, Ms. Roberts.” After a while they’ll begin asking and finding out who you are.

7. Author, or coauthor with your boss, reports that will have high visibility. Make sure you name appears on the cover.

8. Volunteer for assignments that will bring you into contact with a wide variety of new people both inside and outside the company.

9. Be sure your boss sees any written commendations you receive from customers.

10. Be kind and helpful to as many coworkers as you can, and let work of mouth do the rest.”

“If I am not for myself, who will be? If I am only for myself, what am I?”
--Hillel The Elder

“Feeling sorry for yourself is one of the strongest, most addictive narcotics known to man. It feels so good to feel so bad. Self-pity arises so easily, seems so plausible, and proves so hard to shake off.”
--David Powlison

Social Media- Revolution or Fad?

Interesting video on social media- posted almost two years ago, but still relevant. It's interesting to see how the AEC world is handling social media- we're seeing some firms embrace it and others shirk from it like the plague.

How is your firm handling the social media revolution? Is there really any question anymore to whether it's just a fad?

Why Do Implementations Fail?

Many studies have been done on why implementations fail. Through our own success and failures, we’d like to share with you eight (8) key areas that impact implementations:

1. Executive Support – In order to get buy-in from employees on the importance of using any system or adopting any process you implement, you first MUST have executive support. Your firm is investing a lot of time and money into this decision. The message must come from the top. If the executives of your firm don’t see the importance then others will probably feel the same way. As with any new process or change, it’s important to demonstrate a ROI and the key areas that will be improved within your company.

 
2. Establish Goals/Objectives – Make a list of the items that need to be improved within your company. With that list, apply Pareto’s 80/20 rule to your business. Focus on the 20% that matters and the other 80% of issues will fall into place. What information do you need to grow your company? What processes do you need in place to make things better, faster, and easier? Be specific. These goals should drive the functionality of your solution. 

 
3. Invest in Training – A vital part, commonly overlooked in an implementation, is training. Training enables and empowers your users. Taking the “they’ll figure it out” approach is a quick way to discourage users from using the system. Learning from experts on how to do it quicker, more efficiently, and correctly from the beginning can keep you from feeling you’ve wasted money on a system. The system doesn’t run the process; people do! The system will only be as good as the information put into it so make sure to support the people within your firm that will help keep the process running smoothly. 

4. Choose a Champion – You’ve heard the saying about too many cooks in the kitchen, right? Designate a consensus-building champion for the implementation. We recommend identifying three main roles with distinct purposes: Project Coordinator (PC), Executive Sponsor (ES) and Application Administrator (AA). The PC is involved with every phase of your firm’s implementation. This role will be involved with making key decisions and consider the global impacts of those decisions. They are also responsible for the schedule, progress, and team communication. The AA is an individual that develops a thorough understanding of the application throughout the implementation process, later performing the ongoing day-to-day administration, and leads the internal training effort. The ES is responsible for securing commitment from executive management, department/office management, accounting, marketing and project management and should be an individual within senior management. They are to stay in contact with the PC and consultant to convey any expectations or concerns. 

5. Think About the Future – Make sure all areas of your company are talking to one another. Consider your growth plans, customer communications needs, and internal knowledge sharing. Integration and streamlining processes impact profitability and obtaining/maintaining clients. Most firms think about the finance side first; an essential part of any business since they handle the money. However, what about the side that brings in those customers or work with them on a day-to-day basis? Is finance sharing information with them? Integration can help breakdown the silos and build true customer interaction. Keep in mind you don’t have to do everything at once, but make sure you think about the next steps. 

6. Gain Consensus from End Users – Gaining consensus within the company requires work upfront during the planning process. Consider the needs of end users and how the process will impact all areas of the company. Check back with them periodically to demonstrate solution designs to confirm you aren’t missing anything. 

7. Demonstrate Key Wins – Identify quick wins that can demonstrate progress with the system and track your results. The goals established at the beginning should be checked periodically to ensure you are making progress.

8. Take a Phased Approach – By taking a phased approach, the Project Coordinator isn’t burdened thinking about everything all at once. Remember, this is a job upon a job. On top of doing their daily duties, the implementation team is taking on a project that requires significant time and dedication. In addition to spreading out the implementation, training should be incremental. This keeps employees from experiencing information overload.

Strive to constantly evolve and improve your company in order to ensure you are ready for tomorrow’s challenges. Adapting your processes and system is a never-ending journey so don’t look for a final destination. Empower your employees and establish a good relationship with your consultant. Keep the lines of communication open and express your concerns during the implementation. Your consultant is there to adjust the implementation to your needs, however, be open to new ideas and suggestions. The best solutions come from open dialogue. Successful implementations require a collaborative effort between your firm’s implementation team and your consultant. “Success is a journey, not a destination." -Ben Sweetland

The Possibilities are Endless – Want to know more about these key points or how to make the most of your system, contact Sarah Mackley Gonnella, Acumen Advisors via email at sgonnella@acumenadvisors.com 

How Social Media Helps Me Think Like a Client

For the record (in this era of full disclosure), I have participated actively in social media communications for the past three years. I post regularly in both the professional and personal worlds. And allow me to state clearly: Never the twain shall meet.

But in reviewing my postings and reading others’ posts, tweets, updates, musings, and diatribes, I have noticed that my eye is invariably drawn to content that hits my sweet spot: ideas, statistics/data, news, reports, happenings, and revelations that attract me either because of my continuing long-term interests or because of a timely, short-term event.

This makes me wonder, “How do clients read my copy?” Or maybe, “DO clients read my copy?”

If I had to summarize my idea or my firm’s compelling response to an RFP in 140 characters* or less, what would I say? What unique response would make my client say, “I want to read more”?

I am certain that 140 characters would not be enough for a client to make a decision, but people engage and read more based on something that catches their interests or hits their sweet spots. So I have to ask, “What is my client’s sweet spot? What will catch his or her interest above all of the other chatter [proposal responses] out there?“

A good part of what will turn heads is really knowing your client (another blog entirely…). And essential to turning their heads is crafting a well-rounded, lean, and distinctive statement about what you bring to the table at that particular point in time, something that will entice them to read more and stay with them in the retelling of your idea to others.

This “sweet spot” exercise helps me to get down to the minutiae of how to say what I need to say. I need to cut out the unnecessary adjectives and overused “industryspeak” and really give an honest response with a solid hunk of creative input. Clients rely on ideas and creativity, so why not craft your response with a character limit of wisdom, making sure you are stating something new, something workable, and something to make them want to read more.

So as I tweet and post, I give my statement the client once-over, asking “Who cares?” And after proofing again for accuracy, I think for a second about my clients and what they want. Where are their sweet spots? Have I boiled my clever idea down to its most critical component? And then I hit send, tweet, share, post, or print.

And in the back of my mind, I wonder to myself, “Will they ‘Like,’ re-tweet, comment, or reply?” If I phrased it correctly and succinctly, I think they will. And I’m hoping they “Like” it again and again and again.

-Bob Mullen,
Senior Marketing Communications Manager, Jacobs

Don't forget to follow SMPS Atlanta on Twitter @SMPSAtlanta or join the discussion on our LinkedIn Group SMPS: Atlanta.

*The maximum number of characters allowed in a Twitter "tweet"

Do You Speak Architect?

All professions have their own jargon, their own shorthand. When speaking with your peers, it’s often easier and quicker to use those verbal shortcuts to convey your message. But too many of us forget that we’re not in-house when we speak to the rest of the world.

Marketers, particularly, need to remember to speak English, not Architect, when we communicate with the rest of the world. The same goes for engineers, contractors, and anyone else in a profession with its own quick-speak.

Here’s a link to an excellent article from Slate, written by Witold Rybczynski, titled “A Discourse on Emerging Tectonic Visualization and the Effects of Materiality on Praxis Or an essay on the ridiculous way architects talk.” 

Thank goodness none of us work with anyone that talks like this…or do we?

SERC: SMPS Regional Conference, March 16-18

I love attending the annual SMPS Southeastern Regional Conference (SERC). A regional event with the Atlanta, Alabama, Nashville, Charlotte, and Research Triangle SMPS Chapters, this is much more of a personal, local conference than the National Conference. The crowd is always a great size to:

• Get to know great people in just two days
• Make real, concrete local and regional connections
• Allow for ample networking and socializing

The programming of this event tends to be very strong, and right on target, with what our firms need to know, and what marketing/BD professionals want to learn.  We also have strong national and regional marketing leaders heading up our sessions this year, and we expect a record crowd with our central location of Atlanta.  
 
Join us---GET LUCKY--March 16-18, 2011, Atlanta, GA.  

Don't forget to follow us on Twitter @SMPS_SERegion and join our group on LinkedIn for updates and news regarding this event.  

Is It Possible To Find Fulfillment at Work?

Thank you to Ron Worth for his daily blog information. Below is one of his most recent postings.

We all have to do it. Work that is... if we expect t achieve any of the goals or dreams we have for tomorrow. I am one of those odd birds who actually enjoys work and have been very fortunate over the years to have jobs that were challenging, rewarding and very satisfying. Lucky also since we all spend more time at work than we do with family or in pur suite of self-interests. Your situation at work may not be so positive. If not, I want to share with your seven ideas from two authors, Sam Deep and Lyle Sussman, who provide guidance in their book "Yes You Can" that may move you toward a more fulfilling life at work, since this is critical for your happiness, health, and future career advancement.

1. Broaden your vision beyond the job you perform. Find out as much about your company as you can. Learn where you fit in the grand scheme, and look for ways to make your fit a more satisfying one.
2. Volunteer for new and more challenging assignments as soon as they become available. Ask before your boss thinks of someone else.
3. Ask your boss what the two of you can do to raise the level of responsibility and creativity in your present assignment. If you want a more enriched job, ask for it. Make specific suggestions.
4. Expand your capabilities; learn new skills. Enjoy the feeling that you can do your job as well as anyone has ever done it.
5. Take advantage of opportunities to help coworkers succeed. Take new comers and less experienced employees under your wing. Teach them everything you know. Your excitement will grow as they do.
6. Dream up ideas for doing your job better, faster, and differently. The resulting variety and cost savings will pump you up, as will the appreciation you receive from your superiors and customers.
7. If non of the ideas above do the trick for you, and you're determined to feel better about your vocation, start hunting for a new situation that meets your needs to grow while you work.

Ronald D. Worth, CAE, FSMPS, CPSM
Chief Executive Officer
Society for Marketing Professional Services

With Our Economy in the Red, Green is the New Black

Nearly every business seems to have turned “green.” and it’s easy to be skeptical of the altruistic claims that always follow. If a business is serious about green, however, not just claiming “green” as a marketing strategy, there is a quieter green strategy that can reduce our impact on the environment as well as assist in the recovery of a bottom-line issue for any business: management of utility costs.

Currently, there are more than 5 million professional buildings in the United States, consuming 40 percent of the total energy in the country. This amounts to $100 billion spent annually to power the U.S. office environment. This cost of doing business is not a fixed amount; there are both small and large actions that can be taken by any company to reclaim a percentage of this overhead expense. And even a small percentage of $100 billion could be a large fortune. Here are some ideas that can help your organization start reclaiming its share:

Gain awareness. Clear, accurate reporting is crucial to every successful business plan. Demand the same understanding of your overhead expenses as you would of any service area or marketing campaign.

- Collect historical data, and create baselines of your previous utility use.

- Track and trend the current data against previous patterns.

- Understand the utility bills so you can react to the inevitable inconsistencies in both costs and consumption amounts.

- Set benchmarks to solidify your energy goals.

Get the low-hanging fruit. Some energy solutions are complicated. These are not.

- Replace any old lighting with new compact fluorescent lamp (CFL) bulbs.

- Window treatments will help deflect solar heat in the warmer months, lessening the strain on the air conditioning system.

- Install occupancy sensors on the lighting system.

- Install low-flow plumbing fixtures.

Establish involvement from the users.

- Let the users know what is being done and what the benefits are.

- Encourage participation. Let them know what they can do to help, such as turning off computers and lights when they leave, unplugging chargers and other gadgets, and becoming vigilant and responsible energy users.

Seek an energy study.

- If you want to see changes on a larger scale, bring in an energy management team or engineering firm so you can identify greater tracking and response methods and optimize the performance of your building.

- If you are a client of Georgia Power, contact your account representative for more information on receiving a free energy audit.

Minimizing energy use is as good for the earth as it is for business. By redirecting green initiatives inward, businesses can move beyond marketing trends and truly start minimizing their impact on the environment. Green initiatives that make business sense—without the need for a public campaign—can succeed in any economic climate and truly act in the best interest of the business and our environment.

Michael Rouse,
Draper and Associates

SMPS Atlanta Sponsoship Opportunities

As we enter into a new SMPS Year, 2010-2011, it’s time for our annual Sponsorship Campaign for 2011. Our Sponsorship team has worked hard to revamp our sponsorship packages to include exceptional values for vendor and industry firms alike. We’re excited to roll out these new packages and hope you will consider supporting SMPS Atlanta in 2011!

This year our Chapter Partner and Platinum Sponsor levels are only open to non-competing firms, which adds a tremendous value to your firm’s participation! Also, not only will your firm benefit from brand recognition through SMPS Atlanta communications, but various levels of sponsorship also include benefits such as:

• One free year of SMPS membership or renewal
• Additional members from firm register at the Member Rate for all events
• Free job postings on our chapter website
• Time with program speakers prior to the start of event
  
  

In addition, we are offering a 15% discount to all SMPS Atlanta annual sponsors from the past five years! Click HERE to see the available sponsorship packages. Each sponsorship level’s benefits are explained with an approximate value for key items that are included. We hope you’ll agree there is tremendous value to the sponsorships for the coming year.

The package also includes lower priced sponsorship options for various events, luncheons and our exceptional Boot Camp Series, which has been a tremendous success.

Please contact Ashley Dale, SMPS Atlanta Treasurer, should you have any questions about the sponsorship packages or send your sponsorship forms in to SMPS Atlanta today!

Ashley Dale,

Parrish Construction
770.880.0521 cell
678.566.3770 office
sponsorship@smpsatl.org

AEC Mega Meeting: Show Me the Money

The 2010 Mega Meeting was focused on a most fitting topic for the current economy: MONEY! The panelists came from a variety of backgrounds to give an overview of the private and public market sectors to discuss about where project opportunities are coming in the short and long term.

Moderator
Gena Evans, Executive Director, Georgia State Road and Tollway Authority

Panelists

• Linda M. Daniels, Vice Chancellor for Facilities, University System of Georgia
• Ryan Gravel, Design Manager, Perkins + Will
• Becca Hardin, Executive Vice President of Economic Development, Greater Columbus, Georgia Chamber of Commerce
• Andrew Scholtens, Dir. of Strategic Marketing and Segmentation, Equifax, Inc.

The last couple of years have proven to be a challenging time for the A/E/C industry, but we all hope the tides are changing. The panelists discussed the lack of public & private funding, opportunities with public-private-partnerships (P3), and future economic growth.

I enjoyed listening to panelists, especially since they all didn't come from the AEC world. They gave some interesting insight (and a little hope!) that a slow recovery has begun.

Here are a few of the main points I took away from the event. Please feel free to comment with your own!

• Andrew (Equifax) discussed that we should be following consumer spending as an idea of how the economy is doing. Rates like unemployment and GDP may not always be the best measuring tools
• Ryan (Perkins+Will) discussed the impact the Beltline project will have on our local economy. Eight miles of the Beltline are currently open as biking and walking trails, and the community has started to get excited about the potential for development around this transit project. Three parks are already under construction with countless more public and private developments planned.
• Linda (Board of Regents) discussed the higher education market sector and how the BOR is looking for qualified design/construction firms that are stable, experienced, and qualified. The BOR wants to create lasting partnerships with the AEC community
• Becca (Columbus Economic Development) discussed the positive impact that the Ft. Benning re-development has had on the Columbus and surrounding area. Columbus has created a "joint-venture" with other local cities and counties to help spur and promote development. Learn more about the Valley Region and its initiatives here.

I enjoyed the Mega Meeting again this year, and I'm looking forward to a positive and successful 2011!

Malory Hunter, Business Development Manager
Foresite Group, Inc.
SMPS Atlanta, Communications Committee Director

Common Mistakes to Avoid When Marketing Your Firm’s Green Initiatives

“Sustainable” and “green” are the big new buzzwords, and many AEC firms are looking at their own marketing to see how they can better promote their own green or sustainable efforts.

Maybe you’re already pretty green and work with LEED^® consultants on building certification, whether it’s new construction or LEED-EBOM (LEED-Existing Buildings: Operations and Maintenance). Perhaps you are a contracting company that works under a LEED AP project manager. Or possibly you are really just getting started in the world of green. No matter where your firm is on the continuum, your marketing efforts need to reflect your firm’s reality.

Here are a few common mistakes I’ve seen marketers make when promoting their firms’ green efforts, trying to be “more green” in order to jump on that sustainable bandwagon.

Exaggerating your claims of being green
One small project or a single effort (recycling in the break room, anyone?) does not make you green. Don’t get me wrong: You should definitely promote your real, concerted green efforts. But don’t magnify them out of proportion or you will face the

Under-promoting your green efforts
Yes, this also happens a lot. A company that has been quietly “doing the right thing” in many areas all along just doesn’t showcase that on its Web site, in its materials, or even in conversations with prospects and clients. If your firm has a track record in being green, either in its day-to-day operations or with its client projects – or better yet, both – this needs to be promoted across all forms of media you use. It should be easy to find on your firm’s Web site and should be highlighted whenever possible in all materials.

Overlooking the obvious
So you have good green projects to shout about, and they are properly showcased in your materials and on your site. What about your internal operations? DO you have recycling in the break room? Is staff encouraged to ride-share or work from home? Do you reuse, reduce, and recycle everything possible in your office (paper, cardboard, toner cartridges, and so forth)? Do you unplug non-critical equipment when it’s not in use to save energy? (Did you know you can have your Web site hosted with a solar- or wind-powered ISP?) I have worked with many companies selling a green product or service, but not thinking about their daily operations or their own supply chain. Being green is about walking the walk.

Failing to differentiate
With all the other businesses out there clamoring about how green they are, it’s easy for your firm to get lost in the noise. Unless you are strategic in promoting your green efforts, you will come across as just another business trying – or worse, pretending – to be green. Really analyze what you’ve done better or differently, and use that in your marketing efforts. If you are consistent about that, it will pay off.

Copyright 2010, Linda McCulloch, Design That Works Communications Inc
Reproduction permitted with copyright line, author credit and author contact information.
linda@greatdesignthatworks.com http://greatdesignthatworks.com/

About Linda McCulloch and Design That Works Communications Inc.:
With many awards for her work and more than 20 years of experience, Ms. McCulloch helps small and large businesses with their branding and marketing efforts by focusing on their strengths to improve their position in the marketplace. McCulloch, whose green initiative is called Design That’s Green, is an active member of several green organizations, including the U.S. Green Building Council–Atlanta Chapter. She volunteers with these groups, providing marketing and communications advice as well as graphic design services. In addition, she composts and recycles just about everything, maintains her gardens organically, is a Legacy member of the Nature Conservancy, and her yard has been certified as a Wildlife Habitat by the National Wildlife Federation.

Key Business Strategies for Design Firms

The following major points come from the seminar “Maximize Profits/Minimize Risks” given by Ames & Gough:

• The art of design can coexist with the business of design.
• Conducting a survey of project managers reveals which tasks and responsibilities are viewed as being more important than others. The strengths and weaknesses identified through the survey become the starting point for in-house training and process improvements.
• Identifying the specific causes behind every account receivable write-off provides the project team with the necessary information to avoid those actions or inactions on future projects.
• Succession planning is an integral component of any business plan in that it creates the opportunity for senior firm leaders to redefine responsibilities and roles to evolve the firm. Thoughtful succession structures retain top talent at all levels and actively promote talented individuals into key positions, thus creating a future generation of leaders to support those seeking redefined roles in the firm or retirement.
• Operational processes may include strategies such as aggressively awarding stock bonuses to identified key future leaders to facilitate the accumulation of stock in their hands.
• Succession parameters can be incorporated into bylaws to provide a defined process and, thereby, a sense of continuity in the firm and its future.
• Externally led confidential 360 reviews allow a firm to identify misalignments and to reorganize when necessary to play to individual strengths, rather than focus on weaknesses.
• Consider dividing your firm into project teams that function as mini-firms, each supported by corporate infrastructure.
• Evaluate employees based on what the organization needs and how employee abilities meet those needs.
• Balance technical abilities with client-relationship abilities.
• Use Web-based training to replace more costly seminars.
• Keep up with industry software, such as building information modeling (BIM).
• Stay visible to clients and potential clients. One method is to offer “Lunch-‘n’-Learn” programs.
• Tune up your business-development strategy by trying to identify hot markets.
• Establish budgets, and stick to them.

Moderator: Gregg Bundschuh, JD, Ames & Gough
Presenters: Susan Baker, AIA, LEED AP, LS3P
Greer J. (“Pete”) Pruitt, P.E., S.E., Pruitt Eberly Stone Inc.

Social Media: New Wave or Tsunami?

Blogs, Twitter, Skype, YouTube, Facebook, LinkedIn…. Social media are unavoidable. But whether and how you use them can either enhance your firm’s success or land you and your firm in court.

Many firms have a presence on Facebook and LinkedIn. Some include buttons for Facebook and Twitter on their homepages. To the extent that you use these and other social media for interactive communications with clients and prospects, your firm may be exposed to claims for libel, copyright infringement, invasion of privacy, and other causes of action.

For example, what if a client writes on your Facebook wall that your services make your competition look incompetent—and names those competitors? That compliment could have a downside. How long can that disparaging comment stay there before your firm “owns” it? And how soon after that will your competitor sue you for libel?

What if you tweet that you’ve just landed a big contract, and the information was supposed to be kept confidential for a while? What if the other party to the contract sues your firm for releasing the information prematurely?

The problem with social media is that they are so easy to use. There’s often not time, in a busy day, to think before you pull the trigger. And sometimes that can mean shooting yourself in the foot.

The other problem is that coverage for these and other gaffes is somewhere between slim and none under many insurance policies. For example, the standard commercial general liability policy excludes libel suits that result from an electronic bulletin board or chatroom if your firm hosts, owns, or controls the site. Unfortunately, the policy does not define either “bulletin board” or “chatroom,” but it’s not too much of a stretch to see your Facebook page as qualifying. While your firm clearly does not host or own Facebook, it certainly controls the content on the firm’s page. And if that’s the way your insurer sees it, any claim will most likely be denied.

There are other liability policies available. Some are specifically designed to cover such technology-related risks, and some professional liability (errors and omissions) insurance policies may provide some coverage as well. To be sure that your firm is adequately protected against claims arising out of social media, you need to raise the issue with your insurance broker and get answers specific to your insurance program. An insurance broker who specializes in risk management for design and construction firms can provide meaningful advice on identifying your social media risks, pointing out insurance coverage gaps, and procuring appropriate insurance coverage.

In the meantime, your firm should have a formal policy for using social media, including who is and is not authorized to make any changes to your Facebook and/or LinkedIn page, who is responsible for monitoring such sites to be sure no negative information is posted, who can and cannot tweet on behalf of the company, and so on. And the policy should include real penalties for disregarding the rules. The same insurance broker who helps you identify your firm’s risks should also be able to provide your firm with sample policies and procedures.

Meike Olin, CPCU, CIC, CRM
Director of Marketing
Ames & Gough

InDesign Tips and Tricks

SMPS Atlanta's Boot Camp Series has had great speakers all year long. The last Boot Camp session on InDesign Tips and Tricks was no exception. Attendees didn't want the session to end. Claudia McCue's content was information packed. She is proficient in InDesign, Illustrator, Acrobat, and Photoshop and also provides "Realistic Training for Real-World Applications".

Tips included:

• Setting up Paragraph and Character Style Sheets
• How to Effectively Use Master Pages
• Customizing a Workspace
• Text geekery: numbers, bullets, variables, easy fixes for common problems, and the hidden macro typing trick
• Anchored objects

For those that missed the session, check-out two tips she provided in PDF format: www.practicalia.net/SMPS/idtips.zip. Another great resource provided was www.indesignsecrets.com, which covers things you didn't even know were possible in InDesign.

Claudia can be contacted through her website at www.practicalia.net. Also, be sure to check-out her blog at www.claudiamccue.com.


Sarah Mackley Gonnella
Acumen Advisors
SMPS Atlanta - President-Elect

Program: Social Media Marketing - Useful Tool or Passing Fad

Do you tweet? Are you LinkedIn or on Facebook? According to Forrester Research, since 2007 social networking users have doubled. In 2009, 55.6 million adults or just less than one third of the U.S. population now visit social networks at least monthly. A breakdown from the study is provided to the right.

Jim Walton, Chief Executive Officer of Brand Acceleration, Inc. presented at the SMPS Atlanta program in February. The presentation provided an overview of different social media and how it is being utilized. The program stimulated questions from the audience, but left many more questions.

How does it apply to the AEC industry? What type of guidelines should a company have related to social media? Which media should I use personally and professionally? I have a profile, but what should I be doing with it?

How does it apply to the AEC industry?
There are firms in the AEC industry utilizing social media, but it is still new to the industry. Some resources to find out more include blogger, Markitecture Consulting, who discusses how his firm utilizes social media. Ingrid Ricks provides a presentation on SlideShare (another social medium) of why social media marketing has the potential to differentiate the successful architectural firms of the future. Social media isn't just a fad, but rather a tool for innovative firms that are ready to embrace new ways to capture attention.

What type of guidelines should a company have related to social media?
If you are involved in LinkedIn, you will find groups you can join related to you and your client's industry. These groups have discussions where you can ask questions or just read what others are posting. This exact question was asked on one of the forums I'm a part of. There are many social media guidelines that have already been developed by companies. So why create your own when you can borrow? Social Media Today answers this question and probably many others you might have on social media.

Which media should I use personally and professionally?
There are many other social media avenues. Most people utilize Facebook for personal relationships and LinkedIn for professional relationships. However, that is not true for all services. If your service is geared towards residential users for example, you might create a group on Facebook or even pay to have your ad appear. Blogs, Youtube, Twitter, and Flicker are some that can easily be used for both. To the right are some social media icons. How many do you know?

I have a profile, but what should I be doing with it?

Most of those that attended the SMPS Atlanta program indicated they had a Facebook account and LinkedIn page. However, many people don't realize how you can boost your Search Engine Optimization (SEO) so searches on the internet find you and your company more easily. I found a YouTube clip that discusses just a couple of these items. You can do a search on Google or YouTube to find others.

These are just a few items to help you begin your journey into social media. Please post comments to let SMPS Atlanta know what else you might want to know about this subject or if you are an expert on the matter and have other suggestions, post those.

Sarah Mackley Gonnella

Acumen Advisors

SMPS Atlanta - President-Elect