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SMPS SOUTHEASTERN REGIONAL CONFERENCE ROADMAP

MARCH 16-18, 2020TAMPA, FL

MARRIOTT WATERSIDE HOTEL & MARINA

Printing donated by New Age Reprographics Photography donated by Rimo Photo

SMPS SOUTHEASTERN REGIONAL CONFERENCE

7AM - 5PM REGISTRATION / EXHIBITS OPEN

1PM-2PM PIRATE’S

COVE

MAKING A CASE FOR CERTIFICATION (CPSM) | BETH HARRIS, FSMPS, CPSM, F.SAME ANDKIM THOMPKINS, FSMPS, CPSM

2PM-4PM HARBOR ISLAND

COSENTIAL’S BEST FEATURES FOR DRIVING ADOPTION | CHAZ ROSS-MUNRO, CPSM

2PM-4PM TREASURE ISLAND

SOCIETY VOLUNTEER FORUM | SPEAKERS INCLUDE SMPS BOARD MEMBERS & STAFF

5PM-7PM BUCCANEER

BAYWELCOME RECEPTION & TREASURE HUNT

7PM DINNER (RESTAURANT MAP PROVIDED IN WELCOME BAG)

4PM-8PM TAMPA BAY LIGHTNING HOCKEY GAME

7AM - 5PM REGISTRATION / EXHIBITS OPEN

7:30AM PLATED BREAKFAST

8AM-9AM | WELCOME KEYNOTE

BUCCANEER BAY STOP & SHIFT | KAREN MILLSAP

9:30AM-10:30AM | SESSION 1

PIRATE’S COVEDO THIS, NOT THAT! ACTIONABLE IDEAS TO TRANSFORM LACKLUSTER MARKETING | TIM ASIMOS, CPSM

TREASURE ISLAND YOUR SUMMIT JOURNEY | BARBARA SHUCK, FSMPS, CPSM

HARBOR ISLAND SOCIAL MEDIA: A NEW TOOL IN YOUR BD TOOLBOX | MACY DEGNAN

30 MINUTE BREAK

11AM-12PM | SESSION 2

PIRATE’S COVE SETTING SAIL FOR A DECADE OF GROWTH | KARL FELDMAN

TREASURE ISLANDCHART A NEW COURSE WITH CHANGE MANAGEMENT | COURTNEY KEARNEY, CPSM, CHAZ ROSS-MUNRO, CPSM, AND CHRISTINA LEAHY

HARBOR ISLANDA CORPORATE REBRANDING JOURNEY CHERYL MAZE, LEED AP BD+C, CPSM, MASSIEL BARCENAS, AND TERI ASHORI

12PM-1PM PLATED LUNCH & BREAK

1:15-2:15 | SESSION 3

PIRATE’S COVECREATING BD STRATEGIES THROUGH THE CLIENT EXPERIENCE (CX) LENS BLAKE GODWIN

TREASURE ISLAND COURSE CORRECTION: TURNING ADVERSITY INTO OPPORTUNITY | LIZ MCCARY

HARBOR ISLANDDISSECTING RFPS: MAPPING YOUR WAY TO CONSISTENT COMPLIANCEJEN MCGOVERN, CPSM

30 MINUTE BREAK

2:45-3:45 | SESSION 4

PIRATE’S COVE

INSIDE THE FELLOWS STUDIO: FUEL YOUR GROWTH AND YOUR FIRM’S SUCCESS MODERATOR: MELISSA LUTZ, CPSMPANELISTS: BETH HARRIS, FSMPS, CPSM, F. SAME, RUSS SANFORD, FSMPS, CPSM, KEVIN HEBBLETHWAITE, FSMPS, CPSM, AND KIM THOMPKINS, FSMPS, CPSM

TREASURE ISLANDFOOD FOR THOUGHT: HOW CONTENT MARKETING CREATED AN INDUSTRY AUTHORITY | MICHELLE CALCOTE KING AND JUSTIN BRIDEGAN

HARBOR ISLAND Q&A THE BIG BOLD WAY | CAROL DOSCHER


SMPS CHAPTER PHOTOS HOTEL LOBBY

3:50PM SMPS TAMPA BAY

4:00PM SMPS NASHVILLE

4:10PM SMPS RESEARCH TRIANGLE

4:20PM SMPS CHARLOTTE

4:30PM SMPS NORTH FLORIDA

4:40PM SMPS CENTRAL FLORIDA

4:50PM SMPS SOUTH FLORIDA

5:00PM SMPS PALMETTO

5:10PM SMPS ATLANTA

5:20PM SMPS ALABAMA

5:30PM YACHT STARSHIP DINNER CRUISE - BOARDING TIME 5:30PM SHARP

7AM REGISTRATION / EXHIBITS OPEN

7:30AM PLATED BREAKFAST

7:45 - 8AM RAFFLE PRIZES (MUST BE PRESENT TO WIN)

8:30-9:30AM | SESSION 5

PIRATE’S COVENEW MARKET, NO PROBLEM: HOW TO OPEN A NEW MARKET ANYWHEREDEIRDRE GILMORE, FSMPS, CPSM AND RICK FAIRCLOTH

TREASURE ISLAND HOW TO LIVE THE BEST MARKETER LIFE | JEFF ANDERLE

HARBOR ISLANDBUILDING A CULTURE-DRIVEN BRAND THROUGH GRIT | BETH GANOE, CPSM AND JULIE SMITH

15 MINUTE BREAK

9:45-10:45AM | SESSION 6

PIRATE’S COVEPEOPLING: BUILDING A LEGACY WITH OUR TEAMSDONALD MILLER, AIA, CCM, CEM, LEED AP, PMP

TREASURE ISLANDNAVIGATING TOGETHER: USING FEEDBACK TO ENHANCE YOUR CLIENT RELATIONSHIP JOURNEY | KEVIN HEBBLETHWAITE, FSMPS, CPSM

HARBOR ISLANDCREATING INFOGRAPHICS: BIG IDEAS IN SMALL PACKAGES | BARBARA HICKS, CPSM

11AM-12PM | CLOSING KEYNOTE

BUCCANEER BAY MARKETING 2022: THE FUTURE OF MARKETING | SCOTT BUTCHER, FSMPS, CPSM

12PM BOX LUNCH

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Arrgh you feeling creative? St. Joseph’s Children’s Hospital is accepting get-well cards for their patients. Brighten their day during the conference by writing a card with a positive message at the St. Joseph’s Children’s Hospital Booth. Some suggested notes are:• You inspire me• Stay strong• You’re awesome• Never forget how amazing you are• You rock• I hope you have a great day today• You shine brighter than the sun• Be brave About St. Joseph’s Children’s Hospital:A not-for-profit health care system, St. Joseph’s Children’s Hospital relies on the support of outside organizations and donors. Some of the most complex medical and surgical conditions are treated there. Its dedicated centers of excellence have become noted for outstanding care and countless lives have been touched and healed by St. Joseph’s Hospital’s staff. To make a donation to St. Joseph’s Children’s Hospital online, you may do so here: https://www.give2stjoeskids.org/


STRUCTURAL ENGINEERING

PARKING CONSULTING

CONSTRUCTION ENGINEERING

STRUCTURAL DIAGNOSTICS

Tampa / Orlando813.221.2424walterpmoore.com

We’ll see you this summer in Austin, TX at Build Business 2020

Join 1,000 of your A/E/C marketing and business development peers to build yourself, your fi rm, and the world. Don’t miss the industry’s premier event—register for the best rate today.

JW Marriott AustinAugust 12–14, 2020


@karen.millsapKaren Millsap@karenmillsapmotivation

KAREN MILLSAP Mindset Mastery Coach | Karen Millsap

SCOTT BUTCHER, FSMPS, CPSM Principal / Owner | A/E/Cumen, LLC

Scott Butcher

Session TitleStop & ShiftOpening Keynote

Buccaneer Bay

Session DescriptionThis powerful keynote will inspire you to master your mindset, helping you get mentally stronger and let go of excess weight like stress, overwhelming thoughts, disappointment, and anxiety. Why is this important? Because what you do with your mind directly translates to the rest of your life. Basically, when you think better you live better.

This simple, yet powerful, technique explains how to let go of negative thought cycles and move to more productive and positive thinking - STOP

& SHIFT. Stop & Shift is a mindfulness exercise designed to help improve your thinking to make better choices and subsequently create a healthier + happier life. Most of all, you will be moved to take action to directly impact your quality of life and the lives you touch.

BioKaren Millsap is a Mindset Mastery Coach passionate about teaching individuals the tools and resources to think better, live better, and achieve their goals with a healthy mindset. Karen’s client list includes NBC’s Golf Channel, Hubspot, Universal Orlando Parks & Resorts, Sprint and many more. Her work has been featured in Forbes, SHRM Magazine, on Good Morning America, MSNBC, and many others. She’s also a regular contributor to Arianna Huffington’s THRIVE Global community.

Session TitleMarketing 2022: The Future of Marketing Closing Keynote

Buccaneer Bay

Session DescriptionWhat will A/E/C marketing look like in 2022? How will marketers, business developers, and company leaders leverage new techniques to keep up with the disruptions that shake the foundations of marketing and business operations? What skills will you need to keep your firm in the forefront? Attendees will learn to leverage new technologies to elevate their firm’s marketing programs, enhance their skills to stay at the forefront of emerging marketing trends, increase their value to firms, and determine opportunities for self-improvement. Scott Butcher led the recent SMPS

research into these latest trends and will share the findings that are sure to shake up marketing departments in the future.

BioScott D. Butcher, FSMPS, CPSM, has more than 25 years of experience in the A/E/C industry. He is Principal/Owner of A/E/Cumen LLC, past director of SMPS HQ, and past president of the SMPS Foundation. He has given more than 275 presentations to local, regional, and national events of SMPS, AIA, ACEC, AGC, ABC, CMAA, SAME, PSMJ, SDA, ASCE, IFMA, USGBC, Deltek, and others. A widely-published authored who has written 20 books/ebooks, Scott writes the Marketropolis blog on ENR.com and has written more than 200 articles and blogs for A/E/C media.

Session TitleMaking a Case for Certification (CPSM)

Pre-Conference Session1:00-2:00pm Pirate’s Cove

Session DescriptionHave you ever wondered where your career is headed? Do you have the skill-set and determination to succeed in marketing professional services for the built environment, but feel like something is still missing? We will:

• Explore the answers to these questions and present the case for CPSM certification• Discuss how certification can provide benefits on a professional and personal level• Examine the six domains of practice and how the knowledge and understanding of these principles

can lead to a fulfilling and successful career

If obtaining CPSM certification is something you’ve been thinking about, please join us for this interactive session to learn what it takes to prepare, process, and pass the certification exam.

Session TitleSERC Society Volunteer Forum

Pre-Conference Session2:00 - 4:00pm Treasure Island

Session DescriptionAre you an SMPS chapter volunteer? Whether you’re a member of your chapter’s board, a committee chair, a committee member, or interested in volunteering, this session is for you.Join SMPS staff, leaders, and volunteers from local chapters to collaborate and extend your network. During the forum participants will explore:• Common challenges chapter volunteers face• The Society’s future• How to leverage HQ• Ways to transform the member experience

BETH HARRISFSMPS, CPSM, F.SAMEDirector of BDCumming Corporation

KIM THOMPKINSFSMPS, CPSM Director of Proposals Cumming Corporation

MICHAEL GEARY CAE

ANTONIO PAYNECPA

BARBARA STILESFSPMS, CPSM


Session TitleCosential’s Best Features for Driving Adoption

Pre-Conference Session2:00 - 4:00pm Harbor Island

Session DescriptionAttendees will learn more about Cosential’s newest features and system improvements that are helping Overall Firm Administrators (OFAs) drive adoption at their firms.

This session will cover:• Cosential for Outlook (CFO)• Cosential Card Reader Mobile App• Integrations• Publisher InDesign Batch Processing

CHAZ ROSS-MUNROCPSMProfessional Services Manager Cosential

BARBARA STILESFSPMS, CPSM

Session TitleDo This, Not That! Actionable Ideas to Transform Lackluster Marketing

Session 19:30 – 10:30 am Pirate’s Cove

Session DescriptionToday’s A/E/C marketer has more data and analytics at their fingertips than ever before. Nearly every aspect of modern marketing—from website activity, to email click-through rates, video views to social media engagement—can now be tracked online in real-time. Data is everywhere and it can be incredibly overwhelming! But beneath the data of bounce rates, average session times and Facebook likes are powerful stories that will enlighten, drive action, and demonstrate results. In this session, we’ll take a closer look at the relationship between digital data and the stories that are found behind the numbers. We’ll explore how marketers can more effectively sift through analytics to uncover powerful stories that provide change-driving insights and validate the digital activities of the marketing team.

Tim Asimos, CPSM is a catalyst for disruptive change in A/E/C marketing, providing keen insights on modern marketing principles and an uncommon perspective gleaned from nearly 20 years of experience both inside and outside the industry. As Partner and Director of Digital & Growth at circle S studio, Tim leads the marketing agency’s development of innovative strategies in website development, content marketing, and marketing technology. A national speaker and syndicated blogger, Tim’s expertise has been featured in numerous industry publications, webinars, programs, and conferences around the country.

Session TitleYour Summit Journey

Session 19:30 – 10:30 am Treasure Island

Session DescriptionA career summit journey is difficult, challenging, invigorating… and rewarding. This session is reflective and interactive, so everyone walks away more knowledgeable, insightful, and motivated to take meaningful next steps. We investigate how awareness, acceptance, and action impact career

TIM ASIMOSCPSM Partner & Director of Digital Growth | circle S studio

BARBARA SHUCKFSMPS, CPSMPresident Everest Marketing Services, LLC


development, with exercises for personal reflection and growth. Through insightful stories, compelling examples, and engaging group discussion, attendees will gain a better understanding of how these three A’s affect their career route and contribute to firm success. Each attendee will look at what’s behind and what’s ahead, discovering how he/she got to his point, accepting current realities, and then acting based on new perspective and insights. The speaker promises to deliver sound guidance and helpful resources that compel attendees to chart their leadership course beyond this conference session.

Barbara shares her energy, passion, and 35+ years of experience to teach, challenge, motivate, and inspire others for personal growth and career success. An accomplished A/E/C consultant, she brings fresh ideas for internal and external initiatives through compelling, targeted, and persuasive content and messaging. As a leadership mentor, she combines “soft skills” and proven best practices with veteran insights that make leadership actionable and intentional. She has a bachelor’s degree in Communication Arts and French, and a master’s degree in International Business, (marketing emphasis).

Session TitleSocial Media: A New Tool in Your Business Development Toolbox

Session 19:30 – 10:30 am Harbor Island

Session DescriptionThe world is evolving around us. Digital media is more prevalent in our day-to-day lives. Social media isn’t just for updating your relatives about your personal life anymore, it has become an important business tool. Learn how to harness this tool to add value to your marketing and business development tactics. Create and foster meaningful relationships online and in person. Bridge the know, like and trust gap with your clients, both current and potential, colleagues and teaming partners.

Macy Degnan is a pro at developing relationships, whether that be online or in-person, is at the foundation of everything she pursues. With experience in both B2B and B2C social media marketing, Macy grasps the importance of understanding audiences and the type of content that is most important to them.

MACY DEGNANMarketing Communications SpecialistRS&H

Session TitleSetting Sail for a Decade of Growth: The Latest 2020 Research on High-Growth A/E/C Firms

Session 211:00am - 12:00pm Pirate’s Cove

Session DescriptionIt’s no secret that the A/E/C industry is undergoing significant change. So, what does it take for firms to continue to grow despite these changes? In this presentation, Karl Feldman will present the latest results of Hinge’s 2020 High Growth Study — the largest study ever conducted on how high-growth A/E/C firms separate themselves from their slower-growing peers. With detailed insights on how high-growth firms are increasing the visibility of their expertise and services offerings, Karl will ensure attendees leave the conference with research-based insights on the industry and actionable tips to chart the course of their firm’s future growth.

Karl Feldman leads Hinge’s architecture, engineering, and construction practice. He guides clients through the complexities of research, marketing strategy, brand building, and high-performance website development. Before joining Hinge, Karl was Director of Marketing at HITT Contracting, a top-50 general contractor with 700 employees and five offices nationwide. An inveterate entrepreneur, Karl has founded and run several small companies in his career.

Session TitleChart a New Course with Change Management

Session 211:00am - 12:00pm Treasure Island

Session DescriptionAlthough change is constant, rolling out a new technology tool or process can really meet a lot of resistance at most organizations. In this session, Chaz Ross-Munro and Courtney Kearney will leverage their experience from hundreds of CRM implementations to discuss how to successfully roll out a new technology tool and/or process. Change doesn’t have to be painful, but it does require a strategic approach to ensure it’s a success. In this session, you’ll learn why employees may be resistant to change, how to help your employees overcome their fear of a “new” tool or process, and how to effectively implement these types of changes to small, medium, and large firms.

Known for her love of data, Courtney Kearney, CPSM - owner of CKearney Consulting (CKC) - brings her marketing skills and years of experience to a technical world of databases, processes and numbers. She is a CRM thought leader; writing white papers, leading roundtables and giving presentations at local and national conferences. CKC is proud to provide CRM system evaluation, implementation, support, training, proposal automation, data analytics and API integration services.

KARL FELDMANPartnerHinge

CHAZ ROSS-MUNROCPSM

COURTNEY KEARNYCPSM

CHRISTINA LEAHY


Chaz-Ross Munro manages a team responsible for providing comprehensive CRM and proposal automation solutions for some of the world’s best A/E/C firms. She brings 15 years of A/E/C marketing experience and helped secure more than $700 million in contracts. Chaz is the author of Sink or Swim Faster! Making a Splash in Marketing Professional Services (a great resource to help onboard new A/E/C marketers). She is a CPSM, holds a CF APMP through the Association of Professional Management Professionals, and is a Certified Scrum Master (CSM).

Christina Leahy has decades of experience as an AEC marketer and database and organizational consultant. A past winner of 3 SMPS MCA first place awards, she currently serves as Integrations Manager at Cosential, an online AEC-focused Marketing and Growth Relationship Management system. Her background includes database development, implementation and training; marketing management; proposal preparation and coordination; and public relations. She has conducted numerous well-received presentations to SMPS chapters and Cosential stakeholders on the topics of effective marketing, organizational systems and design.

Session TitleA Corporate Rebranding Journey

Session 211:00am - 12:00pm Harbor Island

Session DescriptionIn 2019 TLC Engineering for Architecture became TLC Engineering Solutions, a comprehensive rebranding of our 65-year old firm, with a new logo to support the new name. Join the three of us to hear about our planning, partnering, execution, marketing materials, website, and visual perspectives of this major rebrand. We’ll discuss the development of the new brand, the philosophy behind the name and logo, and our process to build consensus across a 350+ person firm as well as satisfying the expectations of our internal clients. We learned plenty along the way and by sharing with you, we hope to minimize the surprises you encounter when tackling a rebranding journey.

As shareholder of TLC since 2013, Cheryl Maze has invested much of her career in the marketing and business development of professional services. Progressing from marketing coordinator at Burt Hill Kosar Rittelmann (now Stantec) to Director of Lasting Impressions at FIGG Bridge Engineers, Cheryl joined TLC in 2008 in a business development role. She has been a member of SMPS for 23 years, is a founding member of the Pittsburgh chapter, and held various roles in the Central Florida chapter.

Massiel Barcenas is the Marketing Manager of TLC, where she specializes in leading diverse teams to meet strategic marketing objectives. Known for being resilient and remaining poised under pressure, Massiel is a creative marketing professional with over a decade of A/E/C experience. She began her career managing large-scale proposals and presentations across the country and internationally, producing winning submissions while building meaningful relationships.

Teri Ashori is a Marketing Specialist with TLC handling visual communications and brand development. Teri has an extensive background in the sign industry and enjoyed speaking and educating other business folks through the Chamber of Commerce that she was very involved with. She finds marketing in the A/E/C industry a natural progression and an exciting opportunity for growth.

CHERYL MAZELEED AP BD+C, CPSM TERI ASHORI MASSIEL BARCENAS

Session TitleCreating Business Development Strategies Through the Client Experience (CX) Lens

Session 31:15 – 2:15 pm Pirate’s Cove

Session DescriptionBusiness development involves relationship building with current and prospective clients, often prior to a request for proposal. How you chart your course from the first interaction all the way to after a project is complete is critical for the opportunity of repeat business and negotiated contracts. Learn how leveraging the lens of Client Experience (CX) and Employee Experience (EX) will drive higher win rates with new prospective clients, drive higher profitability for new and existing clients, and grow your portfolio of referrals. New research by SMPS released in 2019 revealed a firm’s CX will be the single most important driver of growth and differentiation by 2022. You simply cannot ignore this approach if you want your firm to outperform the competition and be poised for any economic challenges of the future.

Blake Godwin, Partner, VP of Growth and Operations at Client Savvy, has helped firms of all sizes realize revenue potential through solving critical business problems for over 13 years. Through client experience strategy and feedback, Blake empowers and enables his clients to capitalize on opportunities while accomplishing both short and long-term Strategic Priorities. Blake is a SMPS member in the Raleigh, NC Chapter and holds a B.S. in Business Marketing as well as a B.S. in Business Management from the University of North Carolina at Wilmington where he also played golf.

Session TitleCourse Correction: Turning Adversity into Opportunity

Session 31:15 – 2:15 pm Treasure Island

Session DescriptionAs the youngest female VP in her company, Liz catapulted her marketing department of one to twelve in just four years. Right when she thought she had her career figured out, she was diagnosed with stage 4 breast cancer. After 16 rounds of chemotherapy, radiation, bilateral mastectomy and a partial hysterectomy - she stands with no evidence of disease, while many with the same diagnosis don’t make it through the year. Her battle has taught her five key takeaways that have made her a better marketer and person, and created a stronger team through cancer. Sometimes good things come out of bad situations.

BLAKE GODWINPartner, VP Of Growth & Operations Client Savvy

LIZ MCCARYVP of MarketingColliers International


Liz Mccary, Vice President of Marketing for Colliers International South Carolina, provides the company with an enhanced creative and analytical platform for Colliers’ brokerage associates, property and project managers and clients through the management of the company’s marketing and communications strategies. She has over a decade of experience in brand strategy and promotion, social media marketing, property marketing, public relations, website content management and design, SEO and lead generation, event planning, proposal development and advertising.

Session TitleDissecting RFPs: Mapping Your Way to Consistent Compliance

Session 31:15 – 2:15 pm Harbor Island

Session DescriptionReading an RFP can be overwhelming—and deciphering the proposal requirements and evaluation criteria can be even harder. This program will take you step-by-step through dissecting the RFP and developing a comprehensive outline that addresses all of the proposal requirements, evaluation criteria, consultants, deliverables and pursuit calendar. We will break down typical RFP sections and review sample public sector RFPs for the A/E/C industry. Then, the attendees will be broken into small groups to participate in an RFP Scavenger Hunt and develop a proposal outline together. Finally, we will discuss best practices to responding to RFPs, including how to be more compliant in your responses.

Jen McGovern, CPSM, is the Mid-Atlantic Regional Marketing Manager for VHB in Tysons, VA. With extensive editing, writing, and marketing experience, she fell into the A/E/C industry in 2012 and found a passion for proposals and infrastructure projects. Jen is currently the President-Elect of SMPS Washington, DC, and also serves on the Editorial Committee for SMPS Marketer magazine. She achieved her CPSM certification in 2015.

JEN MCGOVERN, CPSMMid-Atlantic Regional Marketing Manager VHB

Session TitleInside the Fellows Studio: Fuel Your Growth and Your Firm’s Success

Session 42:45 – 3:45pm Pirate’s Cove

Session DescriptionJoin this open exchange of knowledge and information shared by SMPS Fellows about how businesses can be transformed through marketing leadership. The panelists represent decades of involvement and knowledge of the A/E/C industry, making this a unique learning opportunity. This conversation is open to professionals at all stages of their careers, where you will hear first-hand how these professionals were able to evolve their firms and the firms with whom they consult. SMPS Fellows represent the highest level of experience and leadership in professional services marketing and business development within the design and building industry.

Melissa Lutz is a Principal at Champlin Architecture and a member of the firm’s Board of Directors. Melissa currently serves as President of the SMPS Society Board of Directors and is a Past President of the SMPS Foundation. A volunteer for the Carnegie Arts Center, she donates her time to Suits That Rock, an effort which has raised almost $1M for children’s arts educational programs. Melissa was one of the researchers and authors for the SMPS Foundation’s book, A/E/C Business Development -The Decade Ahead and continues to serve the Foundation in research endeavors.

Session TitleFood for Thought: How Content Marketing Created an Industry Authority

Session 42:45 – 3:45pm Treasure Island

Session DescriptionA half-billion-dollar A/E/C firm, Stellar is a world leader in designing and building food processing plants, serving clients such as Heinz, Starbucks, and Nestlé. To market its food-industry expertise, Stellar knew that traditional marketing and sales tactics would not suffice. In 2013, together with its marketing agency partner, Reputation Ink, Stellar launched Food for Thought, a blog focused on the design and construction of food processing facilities. In addition, the team developed a content platform full of e-books, checklists,

MELISSA LUTZFSMPS, CPSMPrincipalChamplin Architecture

MICHELLE CALCOTE-KINGPrincipal & PresidentReputation Ink

JUSTIN BRIDEGANDirector of MarketingStellar

BETH HARRISFSMPS, CPSM, F.SAME

KEVIN HEBBLEWAITE FSMPS, CPSM

RUSS SANFORDFSMPS, CPSM

KIM THOMPKINSFSMPS, CPSM


white papers, and infographics that attract and nurture high-quality leads. In this presentation, we will show how to build and manage a content platform like Food for Thought, which has generated millions in direct sales.

Michelle Calcote King is the principal and president of Reputation Ink, a professional services and B2B public relations and content marketing agency. Reputation Ink serves law firms, architecture, engineering, and construction (A/E/C) companies, and a range of business-to-business companies, helping them build their reputations and drive sales through thought leadership activities. Michelle received her bachelor’s degree in public relations and master’s degree in international communications from the University of Florida. She’s been named a Woman of Influence by the Jacksonville Business Journal and her agency has received numerous awards, including a first-place SMPS Marketing Communications Award.

As Director of Marketing for Stellar, Justin Bridegan oversees worldwide marketing efforts for the Stellar Group, Inc., including executive strategies, team development, client research, and lead generation tactics. He works directly with the sales team on content creation, lead qualifying, scoring and creating buyer personas. His contributions include the Forbes Communication Council Member, Florida State College of Business - Executive Leadership Program Stellar Academy of Engineering - Board Chair (2015-2018) and featured articles on: Forbes, BtoB Online Magazine, Florida Magazine Association, ExactTarget (Salesforce) company.

Session TitleQ&A The Big Bold Way

Session 42:45 – 3:45pm Harbor Island

Session DescriptionThese days, the shortlist is often won or lost during Q&A. Shoot, sometimes the whole presentation is nothing but 45 minutes of Q&A! Your teams need to be prepared to listen, think fast, and share their stories with personal, positive, passion. This Graceworks workshop uses improvisation techniques to help you do just that! What do you think of when you hear the word “improv?” We tend to see it as something that’s way out of our comfort zone — not something we can do. But the thing is, we do it all the time. No one hands us a script every morning with exactly what we’ll say throughout the day. We live our lives “doing improv.” Since it’s a life skill, why not get better at it? Even better, what if we use it to help us prepare for those tricky Q&A sessions at shortlist interviews?

Carol Doscher, President & CEO (Chief Encouragement Officer) of Graceworks, has been captivating audiences since she performed in Broadway’s “Sweeney Todd.” For this former actress turned trainer and coach, it’s not so far from the boards of Broadway to the boardrooms of America. Since founding Graceworks in 1995, she’s trained thousands of professionals globally to make that vital human connection in sales presentations, client meetings and lectures. Featured in The New York Times and on “Bloomberg Television,” Carol also has published numerous articles on presentation and communication skills. Prior to her current work, she marketed design and construction services for many years.

CAROL DOSCHERPresident and CEOGraceworks, Inc.

Session TitleNew Market, No Problem: How to Open a New Market Anywhere

Session 58:30 – 9:30am Pirate’s Cove

Session DescriptionOpening a new market takes the combined, collaborative efforts between business development, marketing planning, public relations and a lot of grit. This session will provide a case study on how this team created a marketing plan to penetrate the USVI and Puerto Rico to address the needs of these devastated communities. We will explore all of the facets of how the plan was conceptualized, the boots on the ground work done by business development, the behind the scenes PR efforts, the hours of research, numerous meetings, proposal efforts and the results of this collaboration. And most importantly, we will show the ROI on this large scale effort.

Deirdre Gilmore is the founder of TankGirl Marketing. For 19 years, Deirdre has led every part of marketing and communications for A/E/C companies of all types, sizes, markets and geographies. As the marketing leader of some of Arizona’s most prestigious A/E/C firms, Deirdre is a master at coordinating the marketing and communications strategy for companies with multiple market sectors. She specializes in setting strategies, business and marketing planning, training and coaching, strategic pursuits, strategy, and branding.

Rick Faircloth serves as Director of Business Development for State & Local Government Business Line within APTIM. His primary focus is on supporting communities and government agencies with identifying technical and resource solutions to complex programs involving infrastructure, transportation, water/wastewater, energy, environmental, resiliency, and disaster recovery. In the wake of Hurricanes Irma and Maria, he temporarily relocated to the USVI to start the process of establishing an APTIM office there.

Session TitleHow to Live the Best Marketer Life

Session 58:30 – 9:30am Treasure Island

Session DescriptionAs marketers, we are constantly challenged to dig deep for inspiration and creativity to position our firms as market leaders. But how do we bring inspiration and laughter to our own work days and experiences in

DEIRDRE GILMORE FSMPS, CPSM President + Lead Strategist Tank Girl Marketing

JEFF ANDERLEDirector of Marketing & Communications Donley’s Concrete Group

RICK FAIRCLOTHDirector of Business DevelopmentAPTIM


the midst of a jungle of crazy deadlines, the multitasking circus and the never-ending story of messaging. Through stories and audience engagement, this experience will offer attendees the much-needed moment to take a breath, laugh and connect with their inspirations. It will allow them to recall the at times silly nature of our vocation in the A/E/C marketing universe. All leading to how we can best clear our minds, focus on inspiration in our positions and company culture and lastly, find laughter in the most stressful of situations.

Jeff Anderle began his career in A/E/C marketing in 1991 because his theatre career had hit the skids. He started as a temp for a small interior design firm in Chicago and grew in marketing as the firm grew to 155 staff. He has spent the last 4 years as Director of Marketing and Communications for Donley’s. Jeff served as the President of the Chicago SMPS Chapter from 1997-1999, National SMPS Marketing Communication Awards Vice Chair in 1999, 2017 Heartland Regional Conference Communications Chair, and is currently NEO Chapter Programs Chair. Jeff has stayed true to his roots in theatre since there is always an endless supply of drama, tragedy and comedy, throughout the A/E/C industry.

Session TitleBuilding a Culture-Driven Brand Campaign through GRIT

Session 58:30-9:30am Harbor Island

Session DescriptionGRIT – We Have What it Takes. This single sentence encapsulates how it feels to be an ECS employee. For current ECS employees, inherent in this statement is a sense of pride and accomplishment. For potential recruits, it begs the question, “Do I have what it takes to work at ECS?” We wanted job seekers to understand what type of person was successful in our company, as well as to provide them with information about our company culture. We also wanted a brand that our internal employees could identify with, one that was honest and motivational. As a 2019 SMPS National Marketing Communications Award - Award of Excellence in Promotional Campaign- Mixed Media Winner, hear how our team created a campaign within four months designed to help lower field technician turnover and create an identifiable employer brand.

Beth Ganoe has a natural talent for design, as well as the ability to powerfully connect people and ideas. She excels as an experimental thinker and executes in a strategic and passionate manner. Beth sees value in people and their ideas. Her positive and enthusiastic nature break down the notion of limitations. Beth is a CPSM, a Vice-President and the first non-technical employee in her firm’s Executive Program. Her experience ranges from print and digital publications to television and streaming media.

Julie Smith’s creativity and skill for storytelling was established at an early age. From landing stories on CNN to implementing national social media strategies, Julie is constantly pursuing new paths and communication expeditions. She thrives on connecting with people, making a positive impact in the community and inspiring others to do the same. Her [half] marathon runner commitment empowers her to turn challenges into opportunities. Julie sees the world through her lens of opportunity and is always searching for the subject of her next story (and chocolate).

BETH GANOE, CPSMMarketing Executive ECS Southeast LLP

JULIE SMITHSenior Marketing Specialist ECS Southeast LLP

Session TitlePeopling: Building a Legacy with Our Teams

Session 69:45-10:45am Pirate’s Cove

Session Description“Peopling” refers to building a legacy with a firm’s most important asset - its team. This session on simple people skills is intended to reach the audience by tapping into the basic desire to be connected and accepted. Attendees will be faced with introspective questions, tools to help better connect to teams, and an interactive section that will drive each team toward its goals. The ability to communicate, connect, and share with one another, while staying above board is essential in every business. Presenters will cover accountability, ownership, and general skills to help every team achieve the outcomes it desires. “Peopling” spans genders, race, ethnicity and personality and the more team members grow in this skill set, the more they will see differences as strength, rather than weakness.

Donald Miller is the Vice President of Project Management. He has been recognized for his contributions in the firm with a unique ability to grow talent through increasing engagement while mentoring sound leadership principles and explaining the “Why.” He is a true believer in servant leadership, personal accountability and a People First approach. Professionally he has over 20 years in the industry and holds an active architectural registration in HI. Additionally, he has earned designations from several industry associations including CMAA, IBC, AEE, LEED, PMI, PSMJ, ZW and is a certified trainer in Accountability through Partners in Leadership.

Session TitleNavigating Together: Using Feedback to Enhance your Client Relationship Journey

Session 69:45-10:45am Treasure Island

Session DescriptionThe nature of professional services business development requires that we build and maintain strong relationships with long-term repeat clients. Do you really know what your clients think? How confident are you about your firm’s ability to deliver a client experience that leaves them no better choice but to hire you again and rave to others about your awesomeness? If you’ve attempted a client feedback process

KEVIN HEBBLEWAITE, FSMPS, CPSM Principal ConsultantFull Sail Partners

DONALD MILLER, AIA, CCM, CEM, LEED AP, PMP VP of Project ManagementCuhaci & Peterson Architects Engineers Planners, Inc.


in the past, were you able to maintain and scale it as your firm grew? What’s YOUR first thought when you hear the word “survey?” This session will explore questions like these through the lens of a planned, proactive approach to seeking feedback from the stakeholders involved with your firm’s work – as a normal routine, not an afterthought!

Kevin Hebblewaite has 20 years of experience in business development, marketing, and management for technology-centric professional services companies. He trains and advises clients who seek enhanced results from their investments in Deltek and related enterprise software systems. Previously, Kevin was President/CEO of an engineering consulting firm where he worked with design and construction firms, program managers, developers, hospitals, corporations, academic institutions, and government agencies throughout the United States. Kevin served as SMPS President in 2012-2013 and spends what little time remains as a freelance musician and amateur sports broadcast producer.

Session TitleCreating Infographics: Big Ideas in Small Packages

Session 69:45-10:45am Harbor Island

Session DescriptionInfographics are a serious trend, one that’s here to stay. Whether you’re looking to spruce up a boring page of text, or turn a complicated chart into something easier to understand, infographics are a smart way to quickly and concisely convey big ideas. Today’s clients are saturated with brochures, proposals, presentations, and other collateral, so it’s critical to deliver your message as simply and as beautifully as possible. In this session, we’ll go over what infographics are, how and when to use them, how to transform existing boring graphics (bar and pie charts are a thing of the past), and how to create them even if you don’t have a background in graphic design.

Barbara Hicks is an award-winning marketer and graphic designer with a special interest in creative problem solving. With over 18 years of experience in the A/E/C industry, she founded B-Graphic, a boutique marketing and graphic design studio using creativity to help firms tell their unique story with the ultimate goal of improving their bottom line. B-Graphic focuses on marketing strategy, branding, email marketing, video marketing, website development, search engine optimization, and social media initiatives to help firms win work.

BARBARA HICKS, CPSMOwner / PartnerB-Graphic

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CONFERENCE CO-CHAIRSSHIRLEY DIMON, CPSM

SERC 2020 Co-ChairSMPS Tampa Bay

KRISTIN DOWNER, CPSMSERC 2020 Co-Chair

SMPS Tampa Bay

JEN WEAVERAdvisor

SMPS Charlotte

REBECCA MADDOX, CPSMAdvisor

SMPS Charlotte

EMILY HAWARAHSERC 2021 Co-Chair

SMPS Nashville

FINANCE CHAIRJESSICA CICCARELLI

SMPS Tampa Bay


GRAPHIC DESIGNERS

Sara SweeneyMichelle L’ItalienEmily Hawarah

COMMUNICATIONSCO-CHAIRSNIKKI DEVEREUXSMPS Tampa Bay

ELISA GUGGINOSMPS Tampa Bay

COMMUNICATIONS COMMITTEE

Leisa BurkeRachel NixKimberley AndersonJanet Lively, CPSMAnn LucasKafferti Durham, CPSMJamie Holmes. CPSMLindsay Diven, CPSMElizabeth ReedNikki FortugoSusan Julien

SPONSORSHIPCO-CHAIRSLINDA PORTERSMPS Tampa Bay

ERIKA BOOKERSMPS Central Florida

SPONSORSHIP COMMITTEE

Shelly NorrisAbby SmithJennifer LittleWendy Whittemore

PROGRAMSCO-CHAIRSANN SCHIOLA, CPSM, CIPSMPS Tampa Bay

JUSTIN DAVIDSON, CPSMSMPS Nashville

RACHAEL FROHARDTSMPS Central Florida

PROGRAMS COMMITTEE

Beth AhmedicMonique MattilaLauren GuyTracy Sagehorn, CPSMBarbara Stiles, FSMPS, CPSMKatie Brancheau

Amanda Welch, PMPEmily Crews, CPSM, LEEDCaroline SchwengelJodi Espinoza, CPSMJulie Trowbridge

SOCIALCO-CHAIRSKEELY ORSELLISMPS Tampa Bay

ROBIN LEIBYSMPS Tampa Bay

SOCIAL COMMITTEE

Casey CroneMaggie AndrettaNadia DiazNatalie Rodriguez, CPSM


SILVER

FRIENDS OF SERCEVENT SPONSORSWelcome Reception SwinertonYacht StarShip Cruise JE Dunn ConstructionBreakfast SMPS Tampa Bay, SMPS Atlanta,

C*ConnectRefreshments SMPS Research TriangleWater Bottle TLC Engineering SolutionsLanyards Biltmore ConstructionIn-Kind Sponsors New Age Reprographics & RiMO Photo

SMPS Charlotte SMPS North Florida SMPS Central Florida SMPS South Florida SMPS PalmettoVoltAir Cumming Management Group, Inc. M&O Marketing ConsultantsKisinger Campo & Associates

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