president's p message m - smps san diego · president's message by kelly michajlenko,...

President's Message . . . . . . . . . . . 1Brand Matters by Dave Lecours . . . 2New Member Update . . . . . . . . . . 3

Movers & Shakers . . . . . . . . . . . . 4Meet the New 2013-14 Board. . . . . . 5A Content Marketing Plan . . . . . . . 9

Awards Gala Wrap Up . . . . . . . . . 10The Wave 2014 . . . . . . . . . . . . . 11Officer & Board Member Listing . . . 12

President's Message

By Kelly Michajlenko, CPSMHarley Ellis Devereaux

November is a time for giving thanks. As such, it is an opportune time to thank our membership for participating in chapter events and making this a true community of professionals dedicated to advancing the marketing profession within the AEC industry. Two months into the new year the SMPS San Diego Board is engaged in developing several great initiatives. The theme Engage, Evolve, Express, represents the visions we have for the coming year:

• Engage new and existing members to join the conversation.

• Evolve our programs and member benefi ts.

• Express our appreciation to our members and their fi rms.

Through a variety of events including luncheons with client speakers, educational programs on marketing and business development topics, and the highly requested member-only “best practices” groups, we are helping each other advance marketing within our fi rms. In addition to the industry focused speakers we have lined up, we are also planning popular networking events such as the Holiday Party on December 5 and our annual Golf Tournament on May 30.

This year, the board is also bringing back the CPSM study group. Although the CPSM training is targeting members preparing for the exam, I recommend this educational program for anybody interested in elevating their understanding of marketing professional services.

Each year, the chapter leaders work together to create programs and events our members have requested. We have listened to your requests, and I am pleased to announce our newest initiative -- the fi rst salary survey dedicated to Southern California. Working in collaboration with SMPS LA and OC, the chapter is creating one salary survey that will be followed by a comprehensive report for the region.

Expect the survey to appear in your inbox in early 2014.

In August, the fi rst AEC Marketing Rockstar Awards was an outstanding success. SMPS leaders were encouraged by the participation and feedback from both members and non-members. The Awards Committee is already in the early planning stages for the 2015 AEC Marketing Rockstar Awards. Now is a great time to put your marketing plan into action and start that new campaign.

The board members are planning an exciting year for SMPS San Diego. If you don’t already know the board members, I encourage you to reach out to one of them and share your thoughts about the programs and events we are offering. We are here to serve you, the members.

Kelly

QUARTER FOUR 2013 VOLUME 13 | ISSUE 4

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SOCIETY FOR MARKETING PROFESSIONAL SERVICES – SMPS

SMPS December 2013 www.smpssd.org

Brand Matters

How to Create an Award-Winning Website

By David Lecours, CEO and Creative Director, LecoursDesign, Inc.

Our fi rm, LecoursDesign, was recently honored with winning the Best Website Award for randalllamb.com at the SMPS San Diego Awards Gala. Creating an award-winning website requires a visionary client like Olga Fisher, Marketing Director for Randall Lamb. It also requires a process of specifi c phases to ensure smooth project delivery. To help you with your next website project, I've summarized each phase below.

PlanningFirst, we establish goals and tactics for your new site. We consider how your new site will be a hub for your fi rm's offl ine and online marketing initiatives. We review your current site analytics to see where visitors go on your site, how long they stay, and how they fi nd your site (keyword search and referring sites).

In the architecture world, this phase is called programming. In website development, we call it planning. In both cases, it's about gaining clarity on the why, what, and when of your new site. Most importantly, it's about who, the user and their needs. So we develop three “personas” for the targeted user archetypes who will be visiting the new site. These “personas” are a compilation of demographic information and user profi ling at the three buying stages: researcher, evaluator, and purchaser.

PrototypingThis phase is focused on information architecture: what sections/pages will be included in the new site and how will the user fi nd her way to the information she seeks. This results in a Site Map: an outline of all the proposed pages organized by navigation buttons and page titles.

After the Site Map has been approved, we create greyscreen prototypes of the key page templates on the actual server that the site will eventually reside. Greyscreens, also called wireframes, are sketches of content to be included on each key page template. They are done in grey because color is too distracting. The goal in this phase is to focus on content, not design. We used to present printed greyscreens, but found that to really understand how a user experiences navigating from one page to the next, these greyscreens need to be on screen and clickable within a browser.

Now knowing which pages will be included in the new site, you must begin wrangling content. This means gathering project descriptions, project photos, leadership bios, and about the fi rm information. A determination must now be made for a writer and photographer.

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Design ExplorationWe bring the greyscreen key templates to life with design by introducing color, typography, photography, illustration, backgrounds, graphic elements, buttons, etc. Two design explorations of the Home, About, Project Gallery, and Project templates with placeholder imagery and copywriting are presented as static screenshots.

Design Refi nementWe refi ne the design by adding actual copywriting and imagery to the initial four key templates. We apply the chosen design to all the remaining page templates. Interactive elements like rollovers or motion are shown as storyboards. If the site features responsive design (optimized for desktop, tablet and mobile), then we fi ne tune the design for different sized screens.

CodingExcept for the greyscreens, pages so far are static. Coding brings the pages to life by making them interactive, and fully functioning within modern web browsers. We code sites by creating a Content Management System (CMS) framework to allow clients to take over maintenance of key sections of their sites.

SMPS-SD Awards “Best Website” randalllamb.com designed by lecoursdesign.com

Content Management System (CMS) and Search Engine Opti-mization (SEO) TrainingAfter the fi rst key templates have been coded, we hold a training session with you on how to use your shiny new CMS. We share best practices for adding and updating content so your site stays fresh without having to hire an outside coder every time you want to make changes. We also share best practices for you to optimize each page for search (SEO).

Content PopulationNewly trained on your CMS, you can now populate your entire site with all the copy and imagery you have been gathering since the Prototyping phase. This helps you learn the CMS in a “real

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environment” with a safety net of the site not being live yet. Plus, you've got an available expert (us) should you run into roadblocks.

Browser Testing & LaunchWe test your site on major browsers (both desktop and mobile) and operating systems (Mac, PC, iOs, and Android) and suggest you upgrade from Internet Explorer 8. Once ready, we prefer to go live with the new site over a weekend. We recommend a soft launch where the site goes live but you don't make a big announcement for at least a week. This let's us fi ne tune any quirks (there will be some). Then you launch a promotion to drive people to your new site.

Obviously I'm biased, but I recommend you hire an expert A/E/C web consultant (perhaps the SMPS-SD Marketer-of-the-Year?) to guide you with your next website. With the guide above, you'll be an informed partner in the process. Who knows, it may lead to your next site being awarded “Best Website” 2015.

David Lecours helps A/E/C fi rms fi ght commoditization to win new business. He was recently named SMPS-SD “Marketer of the Year.” More at davidlecours.com.

New Member UpdateSMPS San Diego Welcomes Our New MembersBy Tarek Nabas, PRC, LEED AP, JCJ Architecture

Ipek OzuluDirector of MarketingPacific Medical [email protected]

As Director of Marketing, Ipek is responsible for managing and implementing PMB’s strategic marketing plan. Specifically, she drives content creation, proposals and presentations, event management, advertising, branding, marketing strategy and budgeting, graphic design, email marketing, website, and public relations. In 2012, Ipek was a finalist for San Diego Business Journal’s Marketing Professional of the Year Award. She is currently working towards her Certificates in Real Estate Finance & Development, and Strategic Online Marketing from the University of San Diego.

Michael HarrisDirector of Membership & AdvertisingBuilding Industry Association of San Diego (BIA)[email protected]

Michael is Director of Membership and Advertising for the BIA. He has several years of experience in marketing, public relations, and advertising within the new construction and real estate industries. Michael was the Director of Marketing for KB Home in San Diego & Riverside Counties and head of marketing for a plumbing manufacturer whose commercial/residential products sold nationally. Michael holds a Bachelor’s Degree in Journalism and a Master’s Degree in Organizational Management. He lives in North County with his two kids and is one of the last remaining San Diego natives.

Ray EndsleyAccount ExecutiveAnderson Howard Electric, Inc. and Anderson Howard Communications, [email protected]

Ray Endsley has recently joined the Anderson Howard team as Account Executive for their San Diego office. In this role, he will help with sales and marketing for their communications and electrical services in the contracting sector. Having spent the last 11 years as a manufacturer's representative for companies like Schneider Electric, Fluke Networks, Leviton, and Superior Essex he has a communications technical background in the construction industry where he worked with many of San Diego's finest contractors and distributors. Living in Oceanside with his wife, three children, and a giant dog, the family enjoys playing at the beach and building sand castles.

Brand Matters continued from page 2

Newsletter Committee / Contributors Editor & Print Layout: Marylou Flanders, CPSM, AtkinsWeb Layout: Vikki Ott, CPSM, Haley & AldrichContributors: Jamie Engelhardt, Rick Engineering Company Anna Rowland Tarek Nabas David Lecours, Lecours Design, Inc. Nanette Newbry, Studio 2055


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Movers & ShakersSMPS San Diego Welcomes Our New MembersBy Jamie Engelhardt, Rick Engineering Company

Bree TsaniffVice President of Marketing & Business DevelopmentSWS Engineering, [email protected]

Bree Tsaniff has been promoted to partner at SWS Engineering. Bree has been with SWS since 2007 and has been instrumental in helping the firm's expansion with new customers and markets. As the Vice President of Business Development, Bree will oversee the marketing efforts of the firm and coordination with existing and future clients. She is an active participant in several organizations, including the current SMPS San Diego Professional Development co-chair and has been on the SMPS Board of Directors since 2008; BIA membership committee; San Diego Housing Federation membership committee; CREW San Diego marketing committee; AIA San Diego health care committee, and the fundraising committee for the Boys and Girls Club of San Marcos…and has enough energy to raise two very cute four year old twin boys.

NK Mbaya, CPSMMarketing ManagerSpurlock Poirier Landscape Architects619.681.0090 [email protected]

NK Mbaya joined Spurlock Poirier Landscape Architects as their Marketing Manager. Her duties include strategic initiatives, business development, and marketing operations. NK has spent the last 13 years in the San Diego A/E/C community. She is an active member of SMPS and served on the San Diego Chapter Board for 6 years. NK lives in Mission Beach with her family and plays field hockey whenever she can.

Heather VerhelstMarketing SpecialistGensler619.557.2565 [email protected]

Heather Verhelst joined the marketing team at Gensler, a global architecture firm. As the San Diego office is growing rapidly, Heather was brought in to help with proposal and interview coordination, project collateral, project photography, special graphics creation, and special event coordination. Heather has been an SMPS member since 2011. Connections made through SMPS have been extremely beneficial: a friend to call, a connection made, and career advancement. After work, Heather can be found at the park or running the beach with her 2 dogs, Diogee and Charles, followed by chefing up a delicious homemade dinner, probably something spicy.

Cecilia Kucharski Director of Business DevelopmentBalfour Beatty [email protected]

Cecilia Kucharski, formerly of Webcor Builders, has joined Balfour Beatty Construction as the Director of Business Development for the Southwest Division. As part of her senior management role, Cecilia leads the division’s effort in identifying and pursuing new business opportunities within all market sectors including multi-family residential, hospitality, commercial, healthcare, education, military, criminal justice, aviation, corrections, and government. Cecilia has been working in the San Diego A/E/C community for more than 10 years, with active involvement in SMPS, CREW, NAIOP, ULI, and DSDP. She holds a B.S. in Construction Engineering and Management from Purdue University and is also a certified LEED Accredited Professional. In her free time, Cecilia enjoys spending time with her husband and three young daughters, ages 2, 5, and 7, and swimming, golfing, biking, and cooking.

Jeff SteinBusiness Development CoordinatorNV5858.385.2156 [email protected]

Jeff Stein has joined the Nolte Vertical Five (NV5) team as a Business Development Coordinator. NV5 provides civil engineering, surveying, construction management, and construction quality assurance services to public and private clients throughout the nation. In his current role at NV5, duties include proposal management, interview preparation, and database and collateral material maintenance. Jeff has been an active member of SMPS for 10 years, and is currently the SMPS Sponsorship Chair. He and his wife, Teresa, are proud new first-time parents and they love spending time with their boy, Daniel. When Jeff is out and about, he enjoys relaxing on the bay with friends and family, checking out new local eateries, and collecting vinyl records.

Taleen GeuvjehizianMarketing Coordinator Fuscoe Engineering, Inc.f u l l c i r c l e t h i n k i n g ®[email protected]

Taleen Geuvjehizian, formerly with Syska Hennessy, has joined the Fuscoe Engineering, Inc. team as the Marketing Coordinator in Downtown Los Angeles. In her current role, she is responsible for marketing operations and increasing visibility and awareness of the firm. She has been a member of SMPS for 7 years. When she's not working, Taleen enjoys traveling, rock climbing, spinning, going to Disneyland, photography, and hanging out with her nephew.


Meet the New SMPS 2013 -2014 Board MembersWe are pleased to introduce you to the 2013-14 SMPS San Diego Chapter Board members. You'll see some familiar names and faces, and some new ones who you will get to know in the coming year. Please take a few minutes to learn a little more about your Board. If you have any questions about our chapter, committees, or events, contact any Board member and they'll be happy to tell you more.

PresidentKelly Michajlenko, CPSMKelly is a Business Development Manager for Harley Ellis Devereaux, an architecture and engineering practice. Comprised of fi ve design studios, the fi rm focuses on pre K-12 schools;

higher education; science + technology; health care; and corporate + commercial. Kelly is responsible for identifying and developing new opportunities, as well as maintaining relations with existing clients. She has been a board member of SMPS for the past six years serving as Programs co-chair, Professional Development co-chair, Secretary, and President Elect. Actively involved with her collegiate sorority, she supports the group as a board member of the local alumnae chapter. Five years ago, she initiated the alumnae group’s involvement in the annual Shamu and You Family Walk benefi ting Rady Children’s Hospital. In her spare time she enjoys cooking and playing with her pets.

President ElectCatherine McCullough, CPSMA graduate of the marketing program at Fashion Institute of Design & Merchandising (FIDM) in Los Angeles, Catherine joined husband David at McCullough Landscape Architecture (MLA) in

2001. Prior to joining MLA, Catherine was Marketing Director for Westfi eld Corporation’s San Diego super-regional shopping center, UTC, where she utilized her skills in branding, promotions/public relations, and project management. In 2002, Catherine became President and CEO of MLA, allowing the fi rm to become a woman-owned, Small Business Enterprise. With expertise in many market sectors, MLA’s project list expands into hospitality, retail and entertainment, as well as mixed-use and institutional properties. In her spare time, Catherine serves as Chapter President of the San Diego FIDM Alumni Association, volunteers at her children’s school, and taxis her kids to soccer or baseball practice.

Immediate Past PresidentCarina Theissen, CPSMCarina is the Corporate Marketing Director for Vista Environmental Consulting, a certifi ed SBE fi rm. Vista Environmental Consulting provides industrial hygiene and hazardous material

services throughout California. Carina has been a member of SMPS for ten years, and this will be her eighth year on the Board. Carina is a native to San Diego, has 13 years of experience working in the A/E/C industry, and holds a B.S. in Business Administration from California State University, San Marcos. Carina's hobbies include photography, running, hiking, scuba, polo, pilates, yoga, and she is an avid traveler. In the last couple of years she has summited Kilimanjaro, hiked the Inca trail, and backpacked through six of the seven continents.

SecretaryCindy Hill, CPSMCindy is a Marketing Coordinator with KPFF Consulting Engineers, and has been with the fi rm since she joined the A/E/C industry in 2000. She has a B.S. in Biochemistry from UCSD and spent

a few years as a biologist before re-careering into marketing. From 2006 to 2008, Cindy served on the SMPS San Diego Board of Directors as Secretary, and is embarking on the second year of her term serving in the same position. Cindy bought a condominium last year, and she has enjoyed spending much of her free time on home improvement and decorating projects. She also enjoys dancing, playing pool, long walks, Chargers football, online computer games, movies (especially SciFi), golfi ng with girlfriends, relaxing with a glass of wine, reading, and tropical getaways. She calls her two cats “family,” one of which she adopted last year, and enjoys time spent snuggling with them.

TreasurerSuzanne ClemmerSuzanne Clemmer, Business Development Manager for DCI Engineers, has been an active member of the architecture and engineering industry for more than 14 years.

After graduating from Fordham University, she went to work for a global structural engineering fi rm, providing marketing support for their New York City headquarters offi ce. In 2003, she decided to relocate to sunny San Diego and began work with DCI Engineers, a structural engineering fi rm headquartered in Seattle, Washington.

Through the years, Suzanne has always been committed to giving back directly to the local community, and has done so through her work with the A/E/C industry. She was previously involved with the ACE Mentoring Program and held a Board position with Canstruction San Diego for seven years. She has been a member of the Planning Committee of Orchids & Onions for the past seven years, including two years co-chairing the event. In addition to her current tenure as Treasurer of SMPS’ San Diego Chapter, she has been a Chair of the Board of the San Diego Architectural Foundation for the past four years. In her free time, she enjoys yoga, cycling, independent fi lms, and taking in art and music shows.



ProgramsThomas NotoThomas Noto joined Cumming in 2011. As Director of Business Development, Noto is responsible for identifying, tracking, and securing new projects that “fi t” into Cumming’s workload schedule and product focus. A worldwide

leader in providing cost estimating, project management, and dispute resolution services, Cumming’s clients include architects, developers, and stakeholders within both the private and public sectors. Prior to joining Cumming, Noto served for 8 years as Director of Business Development at Smith Consulting Architects in San Diego. Since 2003, Noto has been an active member of the NAIOP and SMPS. In addition to joining HomeAid San Diego’s Board of Directors in 2008, Noto was named one of 2004s “Top 40 Under Forty” by San Diego Metropolitan Magazine for business success and community contributions. Noto received his B.S. in Business Administration, with an emphasis in Marketing, from California State University, Chico. Raised in San Diego, Noto presently resides in Carlsbad with his wife, Tammy, and daughters Chloe and Addison. He enjoys surfi ng (board meetings), snowboarding, golfi ng, and playing bass guitar in Godspeed McQueen. If you meet Noto in person, and have time for a long-winded story…ask him about his brief “photography” career.

ProgramsAndrew JohnsonIn 2011, Andrew began working at Gould Electric, a client-focused, Southern California based Electrical Contractor. He started with Gould by learning the ins and outs of estimating, but soon

found that his true passion was developing relationships with clients and connecting Gould to future business opportunities. This led him to his current position of Business Development Coordinator. Andrew graduated from UCSD with a degree in Urban Planning where he focused on sustainability solutions for the built environment and Geographical Information Systems. He is a native San Diegan and grew up surfi ng, which remains a huge part of his life. Prior to settling into a 9-to-5 job, Andrew chased big waves all over mainland Mexico, Hawaii, and Northern California. When the waves aren’t so big, he enjoys golfi ng, camping, and barbecuing with his family and friends.

EducationOlga FisherOlga joined Randall Lamb in 2003, and was promoted to Associate Principal in 2006. She holds a B.A. degree in Interior Design from Western Washington University, and a Certifi cate

in Interior and Environmental Design from UCSB. Olga has been a member of SMPS since 1995. She is also a founding Board Member of the Hope for a Cure Foundation, a 10-year old non-profi t organization that raises funds and purchases equipment

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for local cancer researchers. Olga enjoys walking on the beach, sunsets, kayaking, jogging, traveling (especially France), and writing. She treasures time with her family as well as major doses of girlfriend therapy.

EducationMelanie Cranke, MBAMelanie is the National Marketing Services Manager for Gilbane Building Company, a global provider of construction management services. She has been with the fi rm for nearly six years,

within the A/E/C industry for 15 years and a member of SMPS for eight years. As a past participant in multiple committees, small networking groups and the mentor/protégé program, she wanted to give back to the group by joining a committee and found a great fi t with Education. Melanie graduated from La Sierra University with an MBA. Her expertise is focused on big-picture, strategic long-term business growth planning; market sector and client evaluation; facilitating strategic company initiatives; sales and marketing team management and mentoring; internal sales training and coaching; sales tracking and forecasting; proposal and presentation preparation. In her spare time, she can be found on the water, sailing, paddling or surfi ng, and more than likely training for an upcoming race.

AccommodationsShannah HaysShannah began her career in the AEC Industry and with Englekirk Structural Engineers in the summer of 2006 handling business development and marketing for the Orange County and San

Diego offi ces. Englekirk's project experience is broad: from single family residences to 1.5 million square foot museum campuses, from 10 stories below grade to 60 stories above grade, from simple wood frame construction to innovative seismic isolation and hybrid precast systems, and from brand new construction to delicate historical restoration. Shannah joined SMPS immediately after meeting several members and soon joined the Programs Committee. Since then she has served as Education chair, Treasurer 2011-2013, Programs co-chair, and now accommodations chair. Her free time is spent with her husband of 5 years, her 30 year old daughter (when she is not traveling the world teaching math) and with her 15 year old stepdaughter at Dog Beach with their two dogs, Piper and Cooper.

MembershipBruce Winer, CPSMBruce, Director of Business Development and Preconstruction for BSD Builders, has been in the San Diego A/E/C industry for nearly 30 years. Responsibilities include business development,

marketing, preconstruction activities, and conceptual and hard bid estimating and procurement. In addition, he is providing

Meet the New Board continued from page 5

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Professional DevelopmentTerry McDonaldTerry serves as Vice President of Marketing for San Diego-based Cumming, a national project management and cost consulting fi rm specializing in the education, hospitality and healthcare sectors. Terry fi rst became a member

of SMPS in the Northeast in 1996. He has held a variety of board and committee positions during his time with the organization, including a term as president of the Connecticut Chapter in 2003/2004. Terry holds a B.S. degree in Business Administration/Marketing from the University of Maine, and a MBA from Rensselaer Polytechnic Institute.

CommunicationsMarylou Flanders, CPSMMarylou is a Marketing Manager for Atkins, holds a B.S. degree in Business Management, and has been in the AEC industry for 16 years. In her position at Atkins, she coordinates marketing

efforts and proposal preparation in the West and facilitates strategic pursuits. Marylou joined SMPS San Diego in 1998 and has been on the Board as Communications Chair, publishing our chapter newsletter since 2006. Her volunteer efforts include the Boys & Girls Clubs of Carlsbad where she is on the Board of Directors and serves on the Executive Committee as V.P. of Marketing & Communications, and she will participate for the ninth consecutive year in the Susan G. Komen Breast Cancer 3-Day 60 mile walk...over the past eight years she has raised more than $200,000 with her team. A native of southern California, Marylou lives at the beach with her husband and they love the outdoors. She also enjoys cooking and baking which led to her starting a dessert business, Zen-sational Cheesecakes, with her son, Teddy. Their cheesecakes are served at Zenbu and Rimel's Restaurants in Cardiff by the Sea and Del Mar, at Craft & Commerce in Little Italy, and at private events, parties, and weddings.

CommunicationsJamie EngelhardtJamie serves as the Business Development Coordinator at Rick Engineering Company, a multi-discipline planning, design and engineering fi rm headquartered in San Diego.

At Rick, she is tasked with generating and maintaining business relationships and project leads. Other responsibilities include event coordination, website and social media updates, internal/external news distribution, and marketing support with proposal development and interview preparation. Jamie holds a BA in Communications Studies and a minor in Psychology from California Polytechnic State University, San Luis Obispo. She became a member of SMPS last year and quickly joined the Membership Committee and a SMPS Networking Group; this is her fi rst year on the board. Outside of work, Jamie is involved

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leadership and new process controls to the estimating department. Bruce is a CCM (Certifi ed Construction Manager) as well as a CPSM. Bruce graduated from Azusa Pacifi c University with a BA in Organizational Leadership. He has been active on the SMPS Board for the past three years co-chairing Programs and Sponsorship. Bruce is an avid snow skier, golfer, and scuba diver, who has logged over 500 dives around the world.

MembershipErica MossErica serves as the Marketing Manager for J.R. Filanc Construction Company, Inc., an award-winning, general engineering and design-build contractor that constructs, renovates, and

expands water and wastewater treatment, biosolids management, and waste-to-energy facilities throughout the Western United States. She also continues to perform marketing consulting services. Erica has been a member of SMPS since 2000 and has been a marketer in the A/E/C industry intermittently since 1995. She holds a B.S. degree in International Business, an Associates in Arts, and a certifi cate in Interior Design. Erica provides marketing management, creative solutions, planning, strategizing, and preparation of proposals; qualifi cations and prequalifi cation packages; project sheets; resumes; advertisements; presentations; press releases; and marketing brochures. In addition, she creates content, updates and maintains the company website and is the face of the company at trade shows. In her spare time, Erica enjoys singing with the Center for the Performing Arts Chorale and in musical theater productions. She recently was in the cast of Les Miserables, and is currently preparing for another show. She loves spending time with her eight year old daughter Ashley and volunteering at Ashley’s school teaching art as well as, playing the piano, creating art, making jewelry, hiking, taking walks, reading, historical architecture, visiting museums, and traveling.

Professional DevelopmentBree TsaniffBree is Business Development Manager for SWS Engineering, a full service civil engineering, land surveying and land planning fi rm with offi ces in San Diego and Riverside Counties. A native

San Diegan, she has been in the A/E/C industry for more than ten years, with a passion for pursuing projects involving sustainable development and design. Her position at SWS includes business development, leads generation, strategic planning, preparation of marketing collateral, website design, and composing articles and publications. In her spare time she enjoys writing and playing music, cooking, yoga, painting, gardening, snowboarding, and hiking; and is always seeking new adventures to pursue with her husband and 4 year old twin sons Ryder and Liam.




with several local charities and coaches youth volleyball. In her additional spare time she enjoys spending time with friends and family outdoors.

MediaVikki Ott, CPSMVikki is the Digital Media Producer for Haley & Aldrich, a 500+ employee, environmental and geotechnical engineering consulting fi rm. Vikki manages all aspects of the fi rm’s digital media

and communications, including company website, social media and e-outreach. Though Vikki loves working on all things digital, her downtime activities are decidedly off the grid. She spends an extraordinary amount of time on a yoga mat, and since receiving her yoga teaching credentials this year, she can now be found teaching yoga classes. She travels extensively and prefers locations where phone and internet are scarce, but beaches are accessible and deserted. Vikki is a formidable vegan cook and baker, and is an avid supporter of local, organic and sustainable agriculture. She is a long-time volunteer and team leader with Habitat for Humanity, and has built homes for people in need on dozens of sites in the US and abroad. She is a volunteer with The Community Project: Ethiopia, and plans on a 2014 visit to help build a community center and school. Locally, she is a Public Information Offi cer with the American Red Cross, and speaks to the media during emergency response situations in San Diego and Imperial Counties.

Golf TournamentJeff RankJeffrey joined Rolf Jensen & Associates (RJA) this year. RJA is the leading fi re protection consulting fi rm providing a range of professional services involving life safety, fi re protection,

and security on commercial, institutional, and industrial projects for clients worldwide. With fi ve years of experience in the A/E/C industry, he is responsible for business development in the Southern California region. His efforts range from new market development to relationship building with clients, both new and existing. In his spare time, Jeffrey pursues confl icting hobbies, like attempting to stay fi t while drinking craft beer, or being a fan of football and of the San Diego Chargers.

Golf TournamentRachael GonzalezRachael has been in the A/E/C industry since 1999. As Business Development Director for Echo Pacifi c Construction she has had the opportunity to be involved with some tremendous

company growth. In her 14 years with the company she has gained valuable experience in many facets of the day-to-day workings of the construction industry. Echo Pacifi c’s primary business focus is K-12 school construction and modernization.

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Rachael has been a valuable part of the company’s branding and historical reputation. She is involved with several community and industry organizations where she enjoys event planning and fundraising. As a mother of two sons she is also an active volunteer for sports and recreational activities. Rachael’s involvement with the SMPS organization has provided her with a great resource to form relationships with industry colleagues and has crafted a productive outlet for creative thinking and career growth. As your Golf Committee co-chair she is looking forward to assisting in the delivery of a top notch, FUN, memorable event.

Pacific Regional Conference LiaisonEvan RossEvan serves as Business Development Associate for RBF Consulting, a Company of Michael Baker Corporation. He assists the multi-discipline environmental and land planning, engineering

and construction management services fi rm in building brand awareness and developing targeted client relationships. Evan has served on the Board of Directors of SMPS San Diego for eight years, most recently as Chapter Liaison to the Pacifi c Regional Conference Planning Committee. A committed locavore, Evan occasionally writes for local food publication, Edible San Diego, supports urban farms and local food production, and is continually seeking the best in artisanal food and drink. In his role as random individual, he enjoys moments with family and friends, escaping, sport, live music, broad perspectives, cocktail napkin philosophy, and maintaining a certain level of humor in every situation, particularly ones ill-prepared for it.

SponsorshipJeff SteinJeff Stein, Business Development Coordinator at NV5 is responsible for the preparation and production of proposals, presentation materials, brochures, and other marketing collateral. NV5

is a full-service civil engineering, surveying, and construction management fi rm with offi ces located throughout the US. Jeff has worked in the A/E/C industry since 2003 supporting various engineering and construction fi rms. He holds a B.S. in Business Administration with a concentration in Marketing from CSU San Bernardino. Jeff is an active member of SMPS since joining in 2003, during this time he has served on the Board as Chair of the Programs, Golf and Sponsorship Committees. When not working, Jeff enjoys gardening, music (collecting vinyl records), reading archeology/historical literature, home improvement projects and spending time with the new addition to his family, four month old Daniel.



Fill Your Sales Pipeline With a Content Marketing PlanBy Nanette Newbry, Principal and Creative Director, Studio 2055

Using technology to market your professional service continues to change as new ways to reach clients evolve. Today's biggest change for fi nding new customers is “how to fi ll the sales channel.” Advances in technology provide new ways to support the sales cycle by increasing traffi c to your website and creating buzz around your brand. In the past, leads and new clients were attracted by expensive advertising and public relations campaigns. Now, content marketing is paying huge dividends for fi rms willing to make a plan and stick with it.

What is content marketing? The concept behind content marketing is to pull customers to you as opposed to push. The purpose is to pull in customers by consistently creating relevant content with the purpose of changing or enhancing consumer behavior. The key word is "consistent" and proves most valuable when integrated into your overall marketing strategy. You own the media; you’re not renting it.

What are the benefi ts?

• Convenience and speed. Buyers now expect to fi nd out about your service on their own time. Utilizing relevant social media and your website gives buyers information about your service 24/7.

• Familiar process. Everyone’s online and uses the Internet to search, buy, research, and inquire.

• Tightens customer bonds. When you are using social media or blogging, it’s a two-way conversation. Open the door and let your customer engage with you. Build on your brand by including them in the conversation.

• Improves organic search. Frequent activity online such as posting to your news, blog or website will help users fi nd you.

• Fosters trust. For professional services companies, trust is a key component to why you are selected. When companies continuously publish credible content, the honest exposure earns a potential client’s trust.

How do you establish a good plan?

• Start with outlining your goals and objectives. Is it to gain new customers or improve your search ranking? Set a goal in your analytics and check in to see how the campaign is reaching those goals.

• Plan the campaign. To reach your goal, determine the best content marketing mix that will help you get there. Start by looking at your website and social media engagement along with content management and automation tools.

• Establish accountability. Make a schedule and stick to it. Smaller businesses have a challenge and will be successful when everyone knows who is doing what and when.

The beauty of content marketing is that it builds on itself. You can start with a small campaign, i.e., start with utilizing your social media platforms a few times a week. Build on that. The more content you push out, the better your potential client will be pulled toward you.

About Studio 2055

Located in Carlsbad, Studio 2055 is a full-service branding, design and marketing fi rm. They partner with A/E/C clients to discover creative ideas to enrich brands and grow their businesses. Website: www.studio2055.com Email: [email protected].


SMPS December 2013 www.smpssd.org10

Awards Gala Wrap-UpBy Bree Tsaniff

Black ties, red carpets and gold records…just a few of the hues that painted the spectacular scene at the 2013 SMPS San Diego A/E/C Rockstar Awards. The local star-studded event featured Interim-Mayor Todd Gloria on the Mic, mint-infused “hair-of-the-dog” at the bar, and delectable delicacies artfully presented by Alchemy to sate even the hungriest competition.

Indeed, the inaugural Awards Gala was the place to be seen for A/E/C professionals on August 22nd. It was such a success, in fact, that our Chapter Board of Directors has voted unanimously to set the ball in motion to make this a bi-annual event! Stay tuned for details of the follow-up.

Thank you to everyone who donated to our charity – The Community Project: Ethiopia! Your individual donations, combined with proceeds from the awards, golf, and our holiday party, allowed us to donate almost $5,000 towards their important work developing community facilities in Debre Birhan. If you are interested in learning more about our charity and how you can help, visit: http://communityproject.org/

And last but certainly not least, SMPS San Diego would like to congratulate our winners!!!

• Member of the Year – Kevin Gennerman, Scantech Graphics• New Member of the Year – Heather Verhelst• Social Media – Toni McMahon, Good & Roberts• Digital Media – Schmidt Design Group• Specifi c Project Marketing – Ruff Haus Design• Promotional Campaign – Cook & Schmid• Rebranding – BNBuilders• Website – Lecours Design, Randall Lamb• Client of the Year – Ginger Hitzke, Hitzke Development• Project of the Year Private – Sharp Douglas & Nancy

Barnhart Cancer Center, Cuningham• Project of the Year Public – Monarch School, Davy

Architecture• Marketer of the Year – David Lecours, Lecours Design

www.smpssd.org December 2013 SMPS

it’s Pro Surfi ng Tips: What the New Wave of Websites Means for AEC Marketers. Is it Q&A the Big Bold Way or Killer 1st Impressions? Some might fi nd it while Riding the Creative Wave: Finding Inspiration in Unexpected Ways and others going From the Beach Boys to Imagine Dragons: Embracing Generational Differences.

Then again, maybe for you it’s all about a conversation and business card swap. Or perhaps it’s the feeling of connecting to a larger group of your peers, colleagues and clients; fi nding out what’s happening in other markets; peering into the inner-workings of other SMPS chapters. Whatever the “it” is of your conference experience, we suspect it’ll be waiting for you in Huntington Beach.

So hang loose at Hang 10, February 12-14 at the Hyatt Regency Huntington Beach Resort and Spa. All the info you need to register and sponsor is here: http://www.smps-prc.org/. We’ll wait for you in the lineup!

11

The West's Most Gnarly A/E/C Marketers Will Hang 10 at The Wave 2014

By Evan Ross

Once a year, a swell of enthusiasm rises among the 10 SMPS chapters that play host to the west’s best A/E/C marketing and business development gathering: The SMPS Pacifi c Regional Conference. For the fi rst time in February 2014, that Wave will crash on the shores of Huntington Beach, California, bringing with it an ocean of opportunity for learning, professional growth and developing lasting connections.

Much like the SMPS National Conference, The Wave offers attendees the chance to connect with fellow marketing, business development and technical professionals; take in an array of exceptional lectures, panel discussions and workshops; and gather a Woodie’s worth of tips and tricks to take back to the offi ce. Unlike the National Conference, one doesn’t have to battle 1,200 people from across the nation for a seat. Indeed, the PRC is a microcosm of all of the inclusive, high-quality learning one expects of SMPS, but in an intimate, regionally-oriented and accommodating environment.

Now in its fi fth year, The Wave is gaining serious momentum, with the caliber of speakers, attendance numbers and sponsors all steadily increasing. Last year’s “Confl uence” saw more than 200 excited registrants come together and assimilate three days’ worth of valuable info in Portland, Oregon. Relationships were forged, minds expanded, ideas discussed and, well, tipples sipped (I mean, this is SMPS after all). Many left saying they couldn’t wait to do it again the following year. Well, we’re almost there and the 2014 edition, “Hang 10”, is shaping up to be all they hoped for and more.

This year the Wednesday set will feature the ever popular Chapter Leader’s Forum and the panel discussion, Engage in Your Career Development, before the crowd decamps to the opening reception and restaurant round-up. Fortune 500 leader and professional stand-up comic, Garrison Wynn will kick off Thursday’s festivities with his insightful and engaging keynote. After lunch we’ll jump right into the breakout sessions, available for your choosing in three distinct tracks: Paddling Out - Suit Up and Dive In (Marketing Coordinator), Big Kahuna’s Barrel Ride - Charge for Success (Marketing Manager/Director), and Joining the Lineup - Know the Locals, the Aces and the Flounders (Business Development).

Sessions will roll on through Friday and the incredible variety of topics means you’ll surely fi nd whatever it is you’re looking for. Maybe it is Wild Tide – Communicating with Weirdos, or perhaps



SMPS OFFICERSPresidentKelly Michajlenko, CPSMHarley Ellis DevereauxPresident ElectCatherine McCullough, CPSMMcCullough Landscape Architecture, Inc.Immediate Past PresidentCarina Theissen, CPSMVista Environmental ConsultingSecretaryCindy Hill, CPSMKPFF Consulting EngineersTreasurerSuzanne ClemmerDCI Engineers

BOARD MEMBERSProgramsThomas Noto CummingAndrew JohnsonGould Electric, IncEducationOlga FisherRandall LambMelanie Cranke, MBAGilbane Building Company AccommodationsShannah HaysEnglekirk Structural EngineersMembershipBruce Winer, CPSM BSD BuildersErica MossJ.R. Filanc Construction Company, Inc.Professional DevelopmentBree TsaniffSWS Engineering & Surveying, Inc.Terry McDonald CummingCommunicationsMarylou Flanders, CPSMAtkinsJamie EngelhardtRick Engineering Company

MediaVikki Ott, CPSMHaley & AldrichGolf TournamentJeff RankRolf Jensen & Associates, Inc.Rachael GonzalezEcho Pacific Construction, Inc.

Pacific Regional Conference LiaisonEvan Ross, CPSMSponsorshipJeff SteinNolte Vertical Five (NV5)

12

2013-2014 SMPS BOARD OF DIRECTORS

CPSM Study Group Forming

Distinguish yourself.

Demonstrate your marketing and BD knowledge.

Remain on the leading edge of marketing and BD trends.

Become a Certifi ed Professional Services Marketer!SMPS San Diego is seeking interest from individuals who would like to join a CPSM Study Group to help prepare for the CPSM exam. With a commitment from at least 10 individuals, we will establish a series of bi-weekly study sessions beginning in late April. Each session will be taught by a CPSM and will be free of charge. Participants will, however, be required to purchase their own study materials.

Please visit www.smps.org/Certifi cation/ for more information on becoming a CPSM, or contact Terry McDonald at [email protected] or at 858.217.3586 with any questions or if you would like to be included on the list for next year’s study session.

We look forward to hearing from you!

Look for the SMPS Newsletter in PDF format on our website

www.smpssd.org

president's p message m - smps san diego · president's message by kelly michajlenko,...

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