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the shortlistQ4 | 2015 The Award-Winning Publication of the Society for Marketing Professional Services San Francisco Bay Area Chapter www.smpssf.org
3 President’s Quarterly Update by Katie Spurlock
4 The Race for Talent by Traci Vogel
5 Talent: The Revolutionary Force by Marjanne Pearson
7 Firm Culture: Attracting the Millennials by Erin Clinch
8 Arch by John Grimes
9 The Society Page by Daniel Carfora
9 The Network
10 Upcoming Events
10 New & Transferred Members
11 New Member Spotlight: Rebecca Sunter by Tina Barni
12 Committee Member Spotlight: Faith Ragan by Tina Barni
The shortlist is produced and edited by the Communications Committee of the SMPS San Francisco Bay Area Chapter.
Managing Editor - Al Anderson, NOVA Group, [email protected] Editors - Erin Clinch, Leddy Maytum Stacy Architects, [email protected] and John Covington, WSP, [email protected] – Ali Wasserman, Dome Construction, [email protected] Committee Directors - Justin Nagy, Enovity, [email protected] and Traci Vogel, RMW, [email protected]
News Events Education
The Race For Talent
the shortlistThank you to our 2015 annual sponsors for making SMPS SFBAC such a success.
We couldn’t do it without your generous support!
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President’s Quarterly Updateby Katie Spurlock, Charles M. Salter Associates, Inc.
As the calendar year winds downs, the SMPS board year is off to a dashing start. Thank you to everyone who’s taken part in one of our many recent events. Our new program Market Share debuted in November and had a great turn-out in each of our four Bay Area regions. Look out for our next Market Share series: bi-monthly events free to members and geared towards marketers of all levels.
Last month, SMPS SFBAC was pleased to team with AIASF as a Community Partner for the NEXT Conference to explore
interdisciplinary solutions to tomorrow’s challenges in the built environment. As an attendee, I enjoyed the conference and learned some valuable lessons in the business track. Often, we think of our companies as professional services firms. However, we should view them as businesses that provide professional services. The distinction is to focus on the business side of the firm, and not solely on providing services, which is necessary in order to be a successful practice. As marketers and leaders in our firms, it’s important for us to learn about the financial and operational sides of our business. I learned that when negotiating in a business setting a good negotiator spends more time listening than talking, which is the case with good business developers as well! By listening more, we can better anticipate human behavior and empathize with the other point of view, which is the best way to reach a collaborative agreement.
In the technology track at AIASF NEXT, architecture as storytelling was examined. Considering my storytelling theme for the year, this certainly piqued my interest. In the past, public space was the original social network, as it can convey content and encourage conversation. These days, designers are thinking about how technology can foster collaboration among people in public spaces, instead of people individually working on their personal electronic devices. The panel left the audience thinking about how we can create a storytelling environment for people always connected to technology, but not necessarily with each other. Thinking about how storytelling is at the root of all human communication, I’m excited for our Creative Storytelling Workshop next March! And save the date for our full-day Marketing Coordinators Boot Camp on Friday April 15th at the Omni Hotel in San Francisco. It will be a comprehensive training for new to mid-level marketers, with plenty of networking as well.
For anyone seeking more exposure for your firm, we have some excellent opportunities for you. Our Annual Sponsorship Drive is in full gear, with enhanced benefits and lower pricing
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to help provide your firm with the highest level of visibility and awareness. Click here for more information. Individual event sponsorships of the Marketing Coordinators Boot Camp and Wine Tour are also available.
You may have noticed you’re receiving fewer SFBAC emails! To help minimize the amount of chapter emails, we are now sending one “upcoming events” email every Thursday morning instead of individual event emails, so please scroll down to make sure you’re seeing all of our events and opportunities.
In thinking about this Shortlist’s theme, The Race for Talent, I’ve seen several accomplished marketers recently leave the A/E/C industry. SMPS strives to provide innovative educational programing to keep up with marketing trends in other industries, which our upcoming digital marketing program will address. Through all our events, education, and outreach, our goal is to uplift the profession of marketing and create business opportunities in the A/E/C industry. We want to grow business for our firms and also help firms create dynamic marketing departments that attract the top marketing talent. There is a very competitive market right now (with business booming in the Bay Area), and we want to make sure the best marketers stay in the building industry.
Speaking of the best marketers, congratulations to all of our Marketing Award winners, who were honored at our fabulous holiday party! They are all very deserving! I’m looking forward to celebrating everyone’s successes this year and welcoming in a new year full of potential. Wishing you joyful and revitalizing holidays!
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Talk to any colleague in the A/E/C industry today and you’ll hear the same refrain: “We’re hiring!” Business is booming, and firms are scooping up technical staff left and right. However, some of the hottest new jobs in A/E/C aren’t on the design and construction side. Marketing talent is in high demand.
Maybe the industry is catching up with the need for a professional approach to promotion, and realizing that there’s more to winning work than just cranking the proposal mill. Or maybe increased competition is spurring the demand. Whatever the reason, the race for marketing talent is fast and furious. Between October 5 and November 5, the SMPS SFBAC job board posted 17 new openings. As of this publication’s press date, there were 61 positions posted to the SMPS National website. And many firms are discovering that finding the right person to fill marketing positions is more challenging than in years past.
In part, the increased difficulty is because the nature of marketing in our field has changed. Marketing Coordinators, the most commonly posted jobs, are expected to be skilled in a broad set of traditional marketing abilities, including proposal management, public relations, brand messaging, and lead-finding. Increasingly, however, they are also expected to bring expertise in digital graphics, content management, social media strategy, CRM implementation, and email marketing. A majority of these job ads require proficiency with web content management systems, email marketing systems, the Adobe Creative Suite, and the MS Office Suite.
As Nicole La, Marketing Director at TEECOM and SMPS SFBAC Outreach & Development Committee Co-Director, has observed, there is no clear pipeline for young marketing talent into the A/E/C industry, and the industry doesn’t have the draw of high-tech or finance. This is why Nicole has helped SMPS SFBAC create “SMPS for Students,” an outreach effort that offers scholarships and chapter membership discounts for students, and establishes liaisons to local colleges. For more information, see http://smpssf.org/content.php?page=Students.
A/E/C also seems to be lagging when it comes to competitive compensation, compared with other professional services industries. According to Glassdoor, the current median salary for a general Marketing Manager position in San Francisco is $98,205. The SMPS National FY 2014 Compensation Survey, however, lists a median salary for a Marketing Manager in the A/E/C industry in the State of California of $65,000.
The Race for TalentBy Traci Vogel
How can we position our firms to attract young talent, whether technical or marketing? In what ways can we as marketers support our human resources staff as they run the race for talent? And, as the professional marketing needs of the industry evolve, how can we keep up with changing expectations? These are some of the questions we tackle in this Q4 2015 issue, The Race for Talent.
About the AuthorTraci Vogel is Communications Manager and Associate at RMW architecture & interiors in San Francisco. She serves as Co-Director of the SMPS SFBAC Communications Committee. She can be reached at [email protected] or (415) 490-1702.
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Ultimately, it all comes down to talent. How can we ensure that we not only attract the “best and the brightest” people to our firms, but create a culture of development and recognition in which they will flourish (so our firms will become successful beyond our wildest dreams)?
All of our firms are concerned about our professional portfolios — think of the time spent on website design, brochures, proposals, and all of the other marketing collateral that we develop. Think of the time spent in design — not just the conceptual design, but the technical documentation and specifications, followed by construction administration to ensure the intent of the design. And think of the focus that we give to the clients with whom we want to work (and whose names and now logos appear on the “client” pages of our websites and brochures).
The most successful firms have developed their talent and leadership portfolios as well. We look at firms like ARUP and SOM, and we think of the projects that they have built and the leaders whose names we see in print (or with whom we have the opportunity to work). In the Interior Design Giants surveys, Gensler is consistently admired for their portfolio, as well as
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Talent: The Evolutionary Forceby Marjanne Pearson
What are the building blocks of a successful design practice? They are:
• Your aspirations and values;• The work that you do;• The clients for whom you work;• The platform from which you conduct your practice;• The talent that creates the foundation for your firm.
We know that professional services firms are different from other types of businesses. We provide B2B and B2C services, but our long-term success is depended on person-to-person relationships – with our own C-suite of clients, consultants, contractors, and colleagues.
Professional services marketing pioneer Weld Coxe understood this. He was a founder of SMPS (and namesake of the SMPS Weld Coxe Marketing Achievement Award), and in his groundbreaking book, Marketing Architecture & Engineering Services, he put it into perspective. There are different methods of approach to marketing and business development, and different practice models to design and deliver the work, but there must be a direct relationship between the client and the practitioner — a bond that is both a contractual obligation and an interpersonal relationship.
Over the years, the scale of practice has changed. Although small firms (25 or fewer) have traditionally dominated the practice of architecture and design, firms of 100 or more people continue to grow and merge with other larger firms. However, if you take a look inside the firms you’ll see some things that haven’t changed much:
• An organizational structure that is based on markets, clients, and projects;• Focus on core practice areas of management, marketing, design, and
technology;• Emphasis on subject-matter expertise, whether it’s design of single-family
homes or programmatically complex civic and institutional projects;• Success metrics that address client relationships, process and quality of
professional services, and operational performance.
We want to do our best work, with the best clients, working with the best people. We want to feel a sense of accomplishment from what we do, and we want to be recognized for it.
continued on the next page
Business . . . is about nothing if not people. First the people you serve, your market. Then the team you build, your employees. Finally, your many business partners and associates.
Sever the chain of values between leadership and the people translating strategy into products and services for your customers, and you will destroy our foundation for long-term success.
The culture you create and principles you express are the only connection you will have with each other and your many constituencies.
- Randy Komisar, The Monk and the Riddle
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the strong culture that they have developed — achieved largely through its talent and leadership program that reinforces their core values as well as expectations.
But it’s not just the big firms. In almost every city around the world there are smaller firms with leaders who share common values and a method of approach to the work that they do. This cascades throughout the firm, enabling everyone to do their best work.
Eskew+Dumez+Ripple (EDR) in New Orleans is an excellent example. Founded in 1989, their “core values have guided every aspect of our practice.” EDR is admired not only for their excellent portfolio of work, but for “a culture centered on mentorship and the development of young talent.”
Now take a look at your firm. If you’re like everyone else, your leaders are focused on the metabolic force that drives our businesses — getting the work and doing the work. What about the evolutionary force — the cycle of change that begins with an implanted seed and results in a beautiful garden or, even better, a spectacular landscape?
In professional services firms, we invest in our client relationships, as well as the people who create our companies. We not only want to attract the best talent,
but also to nurture it — providing opportunities for growth and recognition within the framework of successful performance.
Marketing plays a huge role — by working with our HR team and our firm’s leadership to communicate our firm’s values and goals to attract the most appropriate talent, and by creating opportunities for growth and recognition within the framework of successful performance. We create the stories and communicate the messages, internally and externally. We help our firms understand how our clients measure success, so we can
Talent: The Evolutionary Force - continued from the previous page
About the AuthorRecognized as an industry pioneer in business strategies for architecture and design, Marjanne Pearson has the ability to ask the questions that should be on the strategic agenda of every design firm. She is the founder of Marjanne Pearson Associates — a consulting practice that focuses on qualitative issues from vision and leadership to competitive strategy and organizational performance.
continuously improve our service offerings and go-to-market strategies. We collaborate with people every single day. And we coach — working together to achieve success.
Sarah Mergy, Associate Principal at Bull Stockwell Allen Architecture, Planning and Interiors, offers a unique perspective: she has worked in both HR and marketing for her company. In her opinion the most valuable skill a marketing person brings to HR in the recruitment effort is “the ability to help the HR person communicate the cultural fit – not just who we are today, but how we’re growing, who we want to become in the future.” Marketers live their firm’s brand from day-to-day, and they understand exactly how culture influences the hiring strategy and vice versa. Mergy ensures that Bull Stockwell Allen’s firm’s culture is specifically expressed in the job description as well as in the “voice” of the job advertisement, and that it provides a lens for reviewing candidate resumes and questions asked when calling references.
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company understands and acknowledges that some people are most productive in collaborative environments, and that firms should provide tools to help with an employee’s emotional health. Elaine explained: “In a company, I look for perks that are centered on self-improvement and emotional health, such as education grants, free gyms, or destination company retreats.” A happy employee is a more productive and inspired worker. Hannah Mobarekeh, Marketing Coordinator for McCarthy Building Companies, also told me, “I value flexibility because it’s important to have the opportunity to work from home at times as well as have a flexible schedule while in the office. If I am full time on a project or task, it’s important to be able to have time to step away from what I am doing and get inspired – having the flexibility to determine what my day looks like to support productivity is vital.”
Having heard about what kinds of things these young professionals value today, how can the A/E/C industry compete against other companies in the Bay Area? Hannah believes that small actions can go a long way for A/E/C firms to make a big difference in the way the industry recruits. She explains, “To stay competitive, firms could look into creating flexible work-from-home policies, offering greater PTO packages, rewarding employees with catered meals, or fostering a more youthful feeling in the office place through more casual dress and regular team-building events. There is a reason why tech companies are recruiting millennials successfully, and, instead
In a company, I look for perks that are centered
on self-improvement and emotional health, such
as education grants, free gyms, or destination company retreats.
Firm Culture: Attracting the MillennialsBy Erin Clinch
If you happen to have stumbled upon the SMPS San Francisco Bay Area chapter website’s job bank page recently, you may have noticed the vast amount of open positions available over the last couple of months. Many of these open positions are for junior- or mid-level marketing staff, directed toward an age group that is commonly referred to as “millennials.”
A millennial is most commonly referred to as the generation born between the early 1980s and late 1990s, and it’s a generation that has largely existed with an abundance of technological resources at their fingertips. Growing up and reaching adulthood in the age of iPhones and Google, the way millennials approach many aspects of life is vastly different than it was 30 years ago. One of these ways is in their professional lives, and this is no truer anywhere else than in the Bay Area – the land of start-ups and company culture, where more “traditional” approaches to work are being challenged in new ways every day. The A/E/C industry is not necessarily known for sharing these workplace values, which can make competing for top talent an undertaking; in talking with other millennials in this industry, I noticed a few trends among them in what they are searching for to fulfill their professional development.
A few words I heard often were flexibility and transparency. Young professionals today are eager to prove themselves and let their voices be heard – they want their employers to be open with them, and allow them the flexibility to work in the ways that suit them best. Rose Hartley, Marketing Coordinator at Guttman & Blaevoet Consulting Engineers, places importance on “a company that values the contributions of each of its members, and is not strongly hierarchical.” It’s important for young professionals today to be exposed to the realities of a company’s highs and lows, and they want to feel that their firm’s Principals can be open with them. Elaine Chan, Marketing and Business Development Manager for Kwan Hanmi Architects, agreed: “I value trust in employees to be part of large-scale decision-making processes and room for creativity to challenge established systems that may be outdated.” This simple trust given to them by a respected professional will inspire them to work harder and set goals aimed at making the company better.
Flexibility was another aspect important to many millennials – flexibility both in work spaces and a work-life balance. It’s more important than ever for professionals to feel that their
a company that values the contributions of each of its members, and is not
strongly hierarchical.
continued on the next page
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Archby John Grimes
About the AuthorCartoonist/Illustrator/Marketing Manager John Grimes, CPSM, left his position at Gould Evans Architects to focus on several freelance projects. However, he’s likely to be back in captivity before long, just as assuredly as tanned shivering tourists will flock to Union Square in the summer.
Learn more at www.grimescartoons.com
About the AuthorErin Clinch serves at the Marketing Coordinator for Leddy Maytum Stacy Architects and has been involved with SMPS since the beginning of her marketing career; she is an Assignment Editor for the Shortlist newsletter. She can be reached at 415-495-1700 ext. 301 or [email protected].
of turning these philosophies away, selectively employing them could help A/E/C firms attract top young talent.” Elaine echoed similar sentiments in describing being sold on a job by touring an office building and seeing all the firm had to offer: “In a first-round interview with my previous employer, I was given a tour of the impressive 48th floor view, the colorful break-out rooms for group meetings/activities, an in-office gym, and prizes scattered around my soon-to-be coworkers' desks from performing well in that quarter. I could envision myself working late hours but still enjoying my time in this youthful environment.” The A/E/C industry in the San Francisco Bay Area faces the unique challenge of having to compete for top talent with the prominent culture offered by tech companies. Though it is not expected for these firms to completely change their ideals to compete with start-ups, it is safe to say that they should be prepared to make some assurances. As Rose tells me, “If limitless vacation time or an in-house barista are deciding factors for a perspective employee, I would have to question that employee’s values. That said, I do think the A/E/C industry will need to be flexible in certain ways to adapt to the ever-changing 21st century workplace.” The market today is changing rapidly, and, with that, what professionals are looking for in their place of work is transforming. A/E/C firms should expect to take a more active role in adjusting their recruitment policies to ensure that they are in the running for the best talent the area has to offer.
Firm Culture: Attracting the Millennials - continued from the previous page
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The Society Page By Daniel Carfora, CPSM, LEED AP
Your Tuesdays just got better. If you received the SMPS Connections each week in your e-mail inbox, you should now see Marketer QuickLook making an appearance. Launched in October, QuickLook is the new SMPS Headquarters’ e-newsletter revamped to reflect the Marketer brand. In this new magazine-style format, it focuses on news related to the A/E/C industry and the marketing and business development profession.
One of the first things I noticed was the similar structure to the new magazine format; the e-newsletter features a message from our SMPS CEO, links to webinars, resources for CPSM education and certification, announcements on upcoming conferences and workshops, and even a feature article taking center stage. Its launch in October also tied in well with the appointment of Michael Geary as the new CEO of SMPS – a position that was formerly held by Ronald Worth for 16 years.
One thing that stood out from the premiere issue was an announcement for SMPS Radio, a channel on SoundCloud started nine months ago that hosts original Podcast interviews. Episodes cover topics like selling services via social media, branding’s role in marketing professional
services, and the importance of CPSM certification for a professional services marketer. You can view the current list of episodes at http://soundcloud.com/smps-radio. Download the SoundCloud app at the Apple Store, Google Play, and Amazon for your mobile device and listen to SMPS Radio on your daily commute.
To subscribe or learn more about Marketer QuickLook, visit http://www.smps.org/marketerquicklook. If you would like to contribute member, chapter, or industry news to QuickLook, you can contact the e-newsletter editor Linda Smolkin at [email protected].
About the AuthorDaniel Carfora is the Director of Marketing for Huntsman Architectural Group. In addition to serving as Society Liaison for our SMPS chapter, he’s co-founder of the award-winning Business Leaders Forum and served as the 2008-09 Chapter President. Reach him at [email protected] or www.linkedin.com/in/dcarforahale.
The Network
Welcome to The Network, our new regular column mapping SMPS SFBAC members on the move. We want to hear about your notices of promotion, job changes, firm mergers and acquisitions, and office openings or relocations. Please send updates to: [email protected]
Fall 2015 updates:
• Erin Clinch has been hired as Marketing Coordinator at Leddy Maytum Stacy Architects in San Francisco.
• Katelyn Surprenant has been promoted to Marketing Assistant at RIM Architects in San Francisco.
• Katherine Yau is now Graphics and Marketing Coordinator at Kilroy Realty Corporation.
Several firms celebrated exciting milestone anniversaries this quarter. These celebrations are a testament to the quality and longevity of Bay Area A/E/C firms. We look forward to many more of them.
• Taylor Design has a new San Francisco office location, at 26 O’Farrell Street, 2nd Floor.
• Charles M. Salter Associates threw a super groovy party commemorating their 40th Anniversary Party October 1 at their offices.
• BKF Engineers celebrated its 100th anniversary with an all-star party on September 24 at the Metreon.
• DPR Construction celebrated 25 years of building great things with a party in October.
• On December 3, Forell/Elsesser Structural Engineers raised a glass to 55 years at a party at the Press Club.
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New & Transferred MembersLiz Agraz, Marketing Director, WRA, Inc
Cheryl Childs, Director of Business Development, Inspection Services, Inc.
Erik Fish, Client Director, Investis
Aubrey Hahn, Marketing Assistant, Gordon Prill Inc.
Christopher Hall, Vice President, Eaton Hall Architecture, Inc.
Elizabeth Monti, Business Development Manager, Alfa Tech
Kristina Nugent, Marketing, DCI Engineers
Faith Ragan, Marketing Manager, CSDA Design Group
Chet Roan, Business Development Manager, Epic Scan
Jessica Rusca, Regional Business Development and Marketing Coordinator, Mazzetti
Kat Walenter, Community Relations Specialist, Craig Communications
Jaime Wisniewski, Marketing Assistant, HLB Lighting Design
February: Pacific Regional Conference February 10-12 Hyatt Regency Indian Wells Resort & Spa, Palm Springs, CA
March: Creative Storytelling Workshop March 24 McCarthy, 1265 Battery Street, San Francisco
April: Marketing Coordinators Bootcamp April 15 Omni Hotel, San Francisco
May: Digital Marketing Program Date & Location TBD
VIEW SMPS CALENDAR OF EVENTS http://smpssf.org/calendar.php
A Look Ahead at the Upcoming Year
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About the AuthorTina Barni is a Senior Marketing Coordinator at Degenkolb Engineers. She is a member of the Communications Committee. Contact her at 415.354.6511 or [email protected].
With a background in landscape architecture and non-profits, Rebecca Sunter comes to SMPS with the goal of meeting fellow marketers and expanding her professional community. As a designer and business developer for Conger Moss Guillard (CMG) in San Francisco, Rebecca is thrilled to part of SMPS.
“My predecessor, Imani Hamilton, raved about the organization,” said Rebecca, “I could forget everything from her training and take BD wherever I wanted, but the one thing I just had to do was join
SMPS.”
Rebecca has worked in landscape architecture for just over a year. Rebecca joined CMG as a designer. When their BD/marketer announced her departure, Rebecca was approached by Partner Kevin Conger to fill the position. Although the transition to business development and marketing was not in Rebecca’s original plans, she is excited about the opportunity for the change and growth.
“I had been hard at work on the design team for Treasure Island at the time,” said Rebecca. “A switch to BD/marketing was not in my plans, but the longer I sat with the idea, the more the sense of it started to take shape. I get to work on my favorite parts of design (story and concept), grow connections within my firm, the design industry, cities and developers.”
Rebecca finds that delegation and intra-office collaboration is key. She enjoys empowering fellow designers to see BD as exciting and that it enriches their work.
As a new member to SMPS, Rebecca is looking forward to sharing knowledge and experiences with all members.
New Member Spotlight: Rebecca Sunterby Tina Barni
“I’m excited to expand my professional community,” said Rebecca, “I am interested in hearing what drives other practices and finding new and unexpected collaborative opportunities that amplify our mission and advance shared innovations.”
Rebecca is originally from Fitzwilliam, New Hampshire. She enjoys marine biology and hiking in the Bay Area.
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About the AuthorTina Barni is a Senior Marketing Coordinator at Degenkolb Engineers. She is a member of the Communications Committee. Contact her at 415.354.6511 or [email protected].
After serving on the Communications Committee for more than four years, Faith Ragan decided to branch out into other aspects of SMPS. She is currently the Marketing Manager for CSDA Design Group in San Francisco. She is an active member of SMPS San Francisco and is currently a co-director of the membership committee, along with Devon Kurcina from BKF Engineers.
“I was excited to join the Membership Committee because it gives me the opportunity to support our current members and share how valuable membership in SFBAC can be with new marketers and potential members,” said Faith.
Faith has been a marketer in the AEC for more than 15 years. She previously worked in the legal and insurance industries.
Faith has served in multiple roles on the Communications Committee since 2011, including Website Affiliate, Email Affiliate and, most recently, Membership Committee Liaison. This is Faith’s second year on the Membership Committee and her first year on the Board.
“Faith has been an outstanding Membership Committee member for many years,” said Laura Hopkins, Business Development Manager at SmithGroup and past Membership Committee Director.
Laura is excited that Faith is co-leading the Membership Committee.
“Faith has been integral with reaching out to new members and helping lead our golf tournament planning,” said Laura.
Faith enjoys introducing new members to the benefits and resources of SMPS and plans to continue to support new members.
Commitee Member Spotlight: Faith Raganby Tina Barni
“My favorite experiences come from introducing new marketers to SMPS,” says Faith.
Faith has also been very involved in charity work. She has contributed more than 100 handmade blankets for children with cancer and has received the SFBAC Volunteer of the Year Award in 2013.
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