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

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?

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

Senior Roundtable: Thought Leaders Share Perspective

While in the midst of economic uncertainty and firms trying their best to stay ahead of their competition, it was refreshing to see firms sharing information to help fellow A/E/C members survive in today’s market at SMPS Atlanta’s Senior Roundtable event. With more than 60 people attending, Steve Setzer, Senior Correspondent with ENR Magazine moderated a panel of esteemed professionals which included:

• Monica Bell - Senior Vice President and Global Director of Marketing and Business Development with HDR CUH2A
• Pete Kienle, FSMPS, CPSM - Business Development Director with McDonough Bolyard Peck, Inc.
• Bruce Lea - Senior Business Development Manager with Gilbane Building Company
• Bill Viehman - Chief Marketing Officer with Perkins + Will

Although the panel discussed some of the negative impacts of the economy, Peter Kienle posed the question, “If marketing professionals aren’t positive then who is?” Reflecting on the event, Beth Harris, President of SMPS Atlanta and Regional Business Development & Marketing Manager with McDonough Bolyard Peck (MBP) commented, “We had great questions and comments from the audience. The panel was totally willing to open up and share ideas and activities that set them apart. They encouraged us to think outside-of-the-box, now a requirement for survival in these times.” The panel discussion revolved around three questions:

• What are your thoughts about the existing market?
• Where do we go from here with a difficult economy? What outside of the box and provocative ideas can you share?
• What should your firm be doing to cope?

Firms tend to have amnesia and forget the key fundamentals when things get desperate and fear steps in. The panel focused on the do’s and don’ts to be successful. Bruce Lea stated firms should “focus on how to come out stronger”. For example, is your firm maximizing time in front of clients? Do you have a focused, aggressive business behavior, identifying a champion for key clients? Are you reducing the proposal mill versus increasing the number of proposals?

This is a great time to be out in front of your clients, so spend your time wisely by getting involved with clients. Don’t forget the top three things you can do in marketing: hold a seminar/training session, volunteer for a speaking engagement, and write an article or white paper. Always follow the money trail and make sure your client has funds to pay for the project. Lastly, the panel strongly discouraged firms from buying work, as that practice tends to delay the inevitable. Firms buying work now, will ultimately be hurting later leading to reduced staff levels, and clients ultimately pay the price in the end.

All panel members shared some out-of-the-box examples. Monica Bell mentioned her passion for measuring accountability which led to developing a system for measuring face time. Additionally, they are conducting Post Occupancy Evaluations (POE) for work done by their firm and other firms, to identify areas that could be more efficient. Bill Viehman suggested not waiting until a client comes to you with a problem, but rather identifying an area that could help people in a certain industry.

Several panel members discussed how marketing plans are becoming less about the company’s business approach and more about developing an action plan for each individual. Additionally, panel members mentioned that their firms are also focusing on more robust personnel programs by developing staff and taking advantage of down time. There was some concern that a “brain-drain” would occur once things return to normal and firms will be scrambling to find good people.

If you have any additions or out-of-the-box ideas, please add a comment to this blog.

Sarah C. Mackley
Innovative Solutions Group, Ltd. (ISG)
SMPS Atlanta, Director of Communications

International Business Program Synopsis

The SMPS Atlanta Chapter’s November program focused on international business and local A/E/C firms working abroad. The Panelists were Bill Griffin, Chairman of the Board, Rosser International; Helen Davis Hatch, FAIA, Principal and Vice President of Client Relations with Thompson, Ventulett, Stainback & Associates; Richard Taylor, a Partner with HLB Gross Collins, an accounting firm; and Danielle Fernandes, Project Manager of Business Engagement with the Atlanta Development Authority. The panel was moderated by Andrew Schutt, a Partner with Arnall Golden Gregory law firm.

What is attractive about Atlanta? What makes our city easy to sell?
Richard Taylor responded that our people are friendly. Other responses included:

• A good labor supply particularly of technically savvy people aged 25-35
• Having the largest airport in the work in our back yard is very appealing to CEOs
• Top notch colleges and universities that actively partner with private industries

What would you change about Atlanta?
The response was unanimous…our highway system. While the city has a state-of-the-art system, it’s obviously too crowded, and the only solution would be to have a metro system that actually goes somewhere. Danielle Fernandes added that the only other negative she has heard recently about Atlanta is that there should be more focus on the public middle school and high school systems because they’re not as competitive as they should be.

How do you learn, early on, about business opportunities interested in moving into Georgia?
Danielle says that they partner with the state chamber and with Georgia Power, and also have connections within the booming life sciences industry. Richard says that the local chambers of commerce and the Georgia Economic Development office are good sources of information.

Have you been asked in recent years about water resources in Georgia in light of our recent drought conditions?
Neither one of them have been asked about it. They said they tend to focus on business services issues. Plus the city of Atlanta just bought the Vulcan quarry which will function as a water reservoir for the area.

What do you focus on when trying to bring business into the city?
Responses included:

• Understanding your client’s needs
• Maintaining confidentiality
• Learning to connect with the people
• Learn to adapt to cultural differences (the book “Kiss, Bow, or Shake Hands” was referenced)

What are some of the current and near future challenges?
Richard responded that the financial markets are certainly tight and there is definitely lower than normal activity. Danielle added that there are several domestic projects that are on hold until at least January. They both agreed that internationally, Europe is more affected than the Asian markets, and overall there is more activity in China and India.

Where should companies open offices?
Helen Hatch said that she feels the days of US companies working in China and the Middle East are numbered. Right now they need our expertise but that won’t last forever. China needs it more than Dubai for example. She stated that she thinks the Dubai bubble could burst at any moment. Bill Griffin added that India will keep going for a while, but overall it won’t be as strong as it has been.

What are some of the challenges working internationally?
Helen said that the most challenging place to work has been China and a large part of that has been because of cultural differences. First of all it’s not a democracy and it’s an insult to say no. As a result, most often they will tell you what you want to hear, which is not what is actually going to happen in the end. She also said that design competitions are really expensive and it’s a major investment you have to be prepared to make.

How did you enter the international markets?
Bill said that Rosser had employees on staff from the Middle East and wanted to work there, so the company made a commitment to put people on the ground there. Helen said that TVS’ work began with a retail client in Chile that they met through ICSC in the early 1990s. They are still doing work with that client, although they don’t have an office in Chile. Conversely, they wanted to sell their convention center expertise in China, and took one of their employees in Atlanta, who was of Chinese decent and wanted to go to back to China, specifically for that purpose. It took them 3-4 years of consistently selling to finally get work. With Dubai and India, they also had architects on staff that wanted to go to those countries to develop relationships. Additionally they also had contacts in the US through ULI that took them to the Middle East to work.

Some of the challenges that TVS and Rosser face working internationally include:

• Cultural differences
• Knowledge of the legal system (or lack thereof)
• Civil codes
• Local labor laws/labor pool
• Taxes and tariff issues (for instance there are double taxes in India)

Richard offered that he had assisted clients in both Russia and Algeria and found that official in those countries were, for the most part, corrupt. There were bribes required at every turn for one company that was trying to export a product out of the country.

Helen said the common denominator is relationships and it’s all about who you know. She said that TVS would never enter a design competition if they don’t know the owner and if the owner didn’t think highly of them. She also said they only decided to open international offices when clients demanded it, and that sometimes they still debate whether some offices should be representative offices or fully staffed offices, but it’s all based on what the client wants. She said they’re a very culturally diverse firm: there are 22 languages spoken by members of their Atlanta office.

How much time did it take for your firm to see a payoff for your efforts?
Helen said about 4 years in China and about 2-1/2 in Dubai. Rosser said it took about 3 years in the Middle East. Both agreed that firms should plan on about 4 or 5 years.

Take-aways from the panel members:

• There will be manufacturing and distribution centers moving into areas outside the city. Within the city, business services/human capital jobs will continue to move in, primarily those in the life sciences, telecom, engineering, and other high tech industries, because of opportunities to partner with local universities.
• A global economy is here to stay, and countries where there is still work, should you chose to open and office there, include Brazil, India, China, Mexico, and parts of the Middle East.
• One area that may see a lot of attention is the upgrading of infrastructure. Governments may pump money into infrastructure to get the economy moving again.

Lisa B. Roberson, CPSM
Newcomb & Boyd
EAC Member, SMPS Atlanta

Past Event Link

Vectors vs. Pixels

Here's a situation you may be familiar with. You've just joined a firm and you need to do a design that requires a vector image. Your boss doesn't understand why you can't just use a jpg, tif, or gif image and no one knows what a vector image is.

If you feel shy or irritated when trying to explain the importance of vectors, or maybe you need an entertaining reminder yourself, check out this funny 3-minute video by MacMerc.TV called Pixels vs. vectors. Additionally, iStock has a helpful article on vector tips and tricks: Points and Paths article.

Lastly, a great place to find that vector image is to call the printer that provides stationary or signs to your firm.

Sarah Mackley
Innovative Solutions Group, Ltd. (ISG)
SMPS Atlanta, Director of Communications

Freebies!! Everyone loves free stuff.

Here are some links that will get you going on your stock photography library. Nothing is totally free. You are required to register at each of the sites. Be sure to declick receiving free mailings or offers. Also note the usage requirements. Happy photo hunting!

Freebies: Free weekly images at istockphoto

Every week on istockphoto, a free image is provided for download. Downloads continue to be free for three extra weeks. Click here to see previous images.

Freebies: Free monthly illustration at istockphoto
Every month on istockphoto, a free image is provided for download. Downloads continue to be free for three extra weeks. Click here to see illustrations.

Freebies: GoMedia Vector Pack 9
GoMedia has just released the latest vector pack. It is offering a free sample pack for download. Be sure to download it!

Freebies: Dreamstime - 3600 Stock Photos Free!
At Dreamstime you can access to 3600 stock photos for free. Here’s the link: Dreamstime to access the free image section.

Freebies: Daily Free Stock Photos at Crestock

Crestock is giving away a free, high quality photo every single day! Here is a montage of some of the better photos I have downloaded over the past 2 weeks. They even have an RSS feed so you can get the daily updates directly in your favourite RSS reader.

Sarah Mackley
Innovative Solutions Group, Ltd. (ISG)
SMPS-GA Director of Communications

Choosing the Right Public Relations Partner

Strategic Approach
Public relations firms come in all different shapes and sizes. Finding the right firm that fits your company is the first step.

Your PR firm should have:

• Knowledge about your business
• Industry expertise across critical sectors
• Experience and relationships with local media and industry trade publications
• Proven success in the marketplace
• Seasoned PR professionals as day-to-day contacts

Strategic Exploration
The strategic exploration process enables your chosen PR firm to attain a comprehensive understanding of your company’s business, brand, customers, markets and processes.

• Material Review – Background information and materials help facilitate a broader understanding of the mission, goals and resources of the company
• Exploratory Interviews and Research – Interviews with key executives within the company helps define brand philosophy, company visions for growth, company goals and overall brand perception and impact
• Competitive Analysis – Competitor analysis allows for a comprehensive review of how your competitors stack up in the industry
• Information Analysis and Development of Program Recommendations – Analysis of data and background information gathered help develop a brand and communications blueprint
• Discussion and dialogue on recommendations – After the brand and communications blueprint has been submitted, decide on a set of goals and objectives prior to implementation

Implementation
During implementation, your PR firm should offer:

• Proactive management of your PR objectives
• Consistent Support for Mission & Vision from look & feel design standpoint to a comprehensive verbal support structure
• Audience Positioning to frame a distinct, differentiated identity and create a foothold with key client groups and organizations
• Strategic Outreach to create alliances with businesses, associations, organizations and groups to strengthen reach and resources
• Thought Leadership on issues, trends and topics that extend brand relevance and reputation with key regional, national and international audiences
• Executive Visibility including compelling ways to deliver identity and promote involvement through representative senior leadership
• Audience Research & Analysis tools to support targeted messaging outreach and impact measurement of the identity process

Measure Results
Establishing a company’s thought leadership promotes brand awareness and expertise in a given area. Public relations, like any other marketing tool, must be strategically planned for, diligently implemented and measured on a regular basis. A public relations road map must be developed and then implemented effectively and efficiently, measuring results on a monthly, quarterly and annual basis.

At the end of the implementation stage, did your PR firm:

• Establish industry leading visibility?
• Drive trade media coverage?
• Perform above expectations?
• Deliver against measurable goals?
• Provide creative, strategic solutions for your business?

Judy Sparks
SMPS Atlanta Executive Advisory Panel
Brand Resources Group, Inc.

RSS Feeds: What Are They & How Can They Benefit Me?

What is RSS?
RSS, or Really Simple Syndication, is an XML-based format for content distribution on the Internet. RSS Feeds (similar to a bookmark in a web browser) are often indicated by links that say "RSS," "Syndicate this site" or a square orange button with the text "RSS" or "XML" within it. RSS Feeds are commonly used on weblogs (blogs), news Web sites and other places with frequently freshened content. They are a great way for Internet users to receive recently updated online articles or news content -- without having to search for it.

How Does RSS Work?
When new content has been posted or updated on a site, the RSS reader (AKA an aggregator) keeps track of the changes and delivers them to you. The aggregator "pulls" content to the user every time a specified page is updated and allows the user to view all the new content in one location. RSS feeds are most often attached to text, images, podcasts and video, but they can be used with any document (word processing and spreadsheets) that has content that changes.

How Do I Access a RSS?
There are many free, web-based readers, all which compile and update feeds, all which allow anonymous access to their feeds from any computer with Internet access. For heavier users, there are desktop, application-based readers that offer more features. You can access RSS feeds on mobiles device and many cell phones or via e-mail as well as on a computer.

What Are the Benefits?
One of the main benefits is the ability to eliminate the time it takes to find information you want on the Internet. Every time something changes on the page, it comes to you through the RSS Feed. One of the original uses for RSS is the ability to create a personal newspaper with new content updated every morning. For example, if you always read the front page of Atlanta Journal Constitution, the RSS eliminates the need to check for updates.

Some other examples of its use include: organizing information about a particular topic; tracking packages; finding cheap airfares; searching for jobs; receiving software updates; etc. All without surfing through pop-up ads, slow downloads and poorly navigated sites. RSS saves time. It’s as simple as that. Using RSS you can subscribe to this blog.

Sarah Mackley

Innovative Solutions Group, Ltd. (ISG)

SMPS-GA Director of Communications