EVENT PROGRAMThursday, November 4, 2010

8:00 AM - 1:00 PMCUNY Graduate Center

New York, NYPhoto by Ari Burling

2011

THE FUTURE NOW Where Technology, Communications, and the Economy Will Take the A/E/C Industry Next

FridayOctober 21, 20118:00 am - 5:30 pm

Register before October 1 SMPS Member ... $250 Non-Member ..... $300

CUNY Graduate Center365 5th AvenueNew York, NY 10016

Register October 2 - 18 SMPS Member ... $300 Non-Member ..... $350

FridayNovember 9, 20128:00 AM - 5:30 PM

CUNY Graduate Center365 Fifth AvenueNew York, NY 10016

WelcomeTHE Marketing Event, SMPS-NY’s award-winning, eighth-annual, professional development symposium, is a dynamic conference that draws hundreds of A/E/C professionals from the East Coast and beyond.

This year’s conference, “Breaking Ground,” started with a simple premise: leadership is fundamental for success.

Leadership is essential to getting ahead, winning the project, and building business, but how do we develop these skills in between all the meetings, conferences, SF330s, and client presentations? At “Breaking Ground,” we’re putting this conversation front and center, and bringing together some of the most forward-thinking experts in leadership to discuss all this and more.

This year, THE Marketing Event will include workshops in three tracks on a variety of Marketing, Business Development and Leadership topics. We hope you’ll join us for this dynamic day of professional development, leadership, and networking.

Register today at smpsny.org

8:00 AM - 5:30 PMFriday, November 9, 2012

CUNY Graduate Center365 Fifth Ave, NY, NY 10016

Register before October 1SMPS Member ... $250Non-Member ... $300

Register October 2 -26SMPS Member ... $300Non-Member ... $350

Event Sponsorship

FEATURED SPONSOR ($1000)• Full-page (7.5”w x 9.5”h) sponsorship recognition in the THE

Marketing Event 2012 Program• Five promotional slides shown throughout the entire event

in the lobby• Exhibit table to display marketing materials throughout the

event• Logo and hyperlink on SMPS-NY web site• Prominent display of logo/company name on all electronic/

print event collateral• Verbal recognition at event• Two (2) complimentary registrations to the event• List of attendees

EVENT SPONSOR ($750)• 1/2-page sponsorship recognition in the THE Marketing

Event 2012 Program• One promotional slide shown throughout the entire event

in the lobby• Exhibit table to display marketing materials throughout the

event• Logo and hyperlink on SMPS-NY web site• Prominent display of logo/company name on all electronic/

print event collateral• Verbal recognition at event• One (1) complimentary registration to the event

CONTRiBUTiNG SPONSOR ($500)• 1/2-page (7.5”w x 4.5”h) sponsorship recognition in the THE

Marketing Event 2012 Program• Logo and hyperlink on SMPS-NY web site• One (1) complimentary registration to the event• Prominent display of logo/company name on all electronic/

print event collateral• Verbal recognition at event

HALF-PAGE AD ($300)• Half-page (7.5”w x 4.5”h) sponsorship recognition in the

THE Marketing Event 2012 Program• Logo and hyperlink on SMPS-NY web site

Contact Jason Vesuvio, President, SMPS-NY at 212.971.0936 or jvesuvio@ellana.net to sponsor.

1.1 MARkETiNG

Getting Published: What Makes a Good Story?Why publish and, more importantly, how? Today, where information is everywhere, platforms are endless and the results are varied and often uncharted, A/E/C professionals who want to get the word out must face an avalanche of questions about the kind of story they have, the most appropriate venue for telling it, and the return they can expected to get. in this panel discussion, hear new media innovators, PR gurus, online and print media editors, literary agents, marketers, and architects discuss the types of stories editors want to publish, the audiences whowanttoreadthem,andbenefitsanddownsides of the publishing venture.

MODERATOR Judith Nitsch, PE, LEED AP BD+C, FSMPSFounding Principal & ChairmanNitsch Engineering, inc. Andrea MonfriedEditorial DirectorThe Monacelli Press

Mark KushnerCEO, ArchitizerPartner, HWkN

Linda LentzSpecial Sections Editor, Architectural Record

David Koren, FSMPS, CPSM, Assoc. AIAAssociate Principal & Director of Marketing Perkins Eastman

Elizabeth Harrison KubanyPrincipalEHkPR

Breakout Sessions 10:10-11:25 am

kEYNOTE 9:00 - 10:00 amTHE FuNDAMENTALS oF LEADErSHIPDynamic marketing leadership results in winning business - whether dealing directly with clients or working in-house. in this essential session by leadership expert Mitchell kusy, we’ll learn what makes a true leader and how to set your own course to becoming one. We’ll begin with an essential overview that presents the six core practices of true leaders and explores such questions as what is your own leadership style, how to motivate others, building trust, and the “best” decision making styles..

Dr. MITCHELL KuSy ProfessorAntioch University

2.1 BUSiNESS DEVELOPMENT

Business Development EssentialsGet ready for a lively, dynamic discussion about the essential skills, tools, preparation, and attitude required for successful business development. We have assembled a unique and diverse panel comprised of seasoned business developers from multiple professional service industries, including one who markets both products and services. Learn aboutourcommonanddifferenttacticsand tools, and walk away with a bunch of great tips and ideas.

MODERATOR Andrew J. Weinberg, CPSMRegional Director of Business DevelopmentWorkingBuildings, LLC

Pallas KnightManager, Business Development – LitigationWeil, Gotshal & Manges LLPincoming President of NY chapter of LMA (Legal Marketing Association)

Jean HeatonManager, Marketing, Citrin Cooperman President of NY chapter of AAM (Association for Accounting Marketing)

yeng-Tse WuPrincipalZimmer Gunsul Frasca Architects LLP

Scott Stelzer, PEAccount Executive iMAGiNiT Technologies

3.1 LEADERSHiP

Leadership Styles: An interactive Workshop As a follow-up to the keynote address, this workshop provides a context for taking individual ownership of the leadership platform. it will translate the content from the keynote address into concrete actions. Each participant will design one action based on any of the six key leadership practices previously presented. Highly interactive, this is a true workshop where participants roll up their sleeves and determine how to move forward with the one action that is most meaningful to them.

Dr. Mitchell Kusy, Professor, Antioch University

1.2 MARkETiNG

The Human Connection: Bring Your Presentations to Life!

in this hands-on workshop, we help you relax, be yourself and communicate your messagewithclarityandconfidence.Through teaching, discussion, participation in theater exercises and individual coaching, you will learn to connect with your audience, identify and drop nervous habits, prepare and practice your material, make technical material come to life and use graphics and props wisely.

Carol DoscherPresident & CEO (Chief EncouragementOfficer)Graceworks inc.

Jen HebblethwaiteChampion of All Things Grace Graceworks inc.

Breakout Sessions 11:35am -12:50pm

2.2 BUSiNESS DEVELOPMENT

The Doer/Seller Model of Business Development

The “seller-doer” approach to Business Development is an integral part of the A/E/C industry, taking the “doers” of the actual work (project managers, mid- to senior-level technical employees, etc.) and making them the “sellers” by giving them responsibility for getting new business. The best doer/sellers build strong client relationships by becoming experts in their businesses, goals, hot buttons, and project needs. This allows for pre-positioning before a project is advertised, creating circumstancesforselectionofyourfirmwithout competing for the work. Learn the pros and cons of this model of BD, as well as best practices, in this informative discussion.

Diana SoldanoDirector of Marketing OperationsLockwood, kessler & Bartlett, inc

Paula M. ryan, FSMPA, CPSMAt-Large Delegate at Society for Marketing Professional Services

3.2 LEADERSHiP

Leading from the inside Out

Life in A/E/C organizations demands of us that we respond to a multitude of personalities, needs, directives and situations every day. it’s no wonder then, that we get pulled outside ourselves and can easily lose touch with our own values, intuition and good sense. This situation erodes our “presence” - the way we non-verbally communicate who we are and what we believe as we interact with others and make important decisions every day. Great leaders are those who can access their own values, ideas and style and live comfortably with these as an inner compass. This quality allows them to hear otherswithoutthreatorconflictandtoactfromastateofconfidenceandopenness.in this workshop we will test drive ways to access and maintain our own skill, style, valuesanddesiressowecanflourishandlead in the many environments in which we live and work.

MODERATORGail Noppe-Brandon, LMSWFounder/DirectorFind Your Voice, inc. David Carpenter, AIAPresidentCarpenter Enterprises

Maxinne rhea Leighton, Assoc. AIABusiness Development and Marketing Northeast RegionParsonsBrinckerhoff,Inc.

Lauren HlavenkaDirector of MarketingSTUDiOS Architecture

Register today at smpsny.org

1.3 MARkETiNG

Top Ten Techniques for Better Presentations

Graceworks meets David Letterman as we explore presentation how-to tips. Find answers to questions centered around why you and your team should warm up, best practices for content development and graphics, approaches to rehearsing for the shortlist interview, techniques for coaching team members and tips on how to look like a team in front of clients.

Carol DoscherPresident & CEO (Chief EncouragementOfficer)Graceworks inc.

Jen HebblethwaiteChampion of All Things Grace Graceworks inc.

Breakout Sessions 2:10 - 3:25pm

2.3 BUSiNESS DEVELOPMENT

The “Mad Men” of Business Development

The past 50 years have seen tremendous advances in technologies that have changed the way projects are designed and constructed. Has our ability to ‘develop business’ also changed or are we still the Mad Men of business development – stuck in the 1960’s. is the three-martini lunch still a viable strategy to ‘develop business’? Does the ‘account executive’ model of 30-40yearsagostillwork?Dofirmsstillneeda Don Draper?

MODERATORMichael GormanDirector of Project DevelopmentNk Architects

Alexander Bergo, AIAVice President Pavarini McGovern

Kate Mullaney, CPSMDirector of Business DevelopmentCotter Consulting, inc. 2012-13 President of SMPS Chicago

Kyujung WhangVice President for Facilities ServicesCornell University

3.3 LEADERSHiP

Leaders on Leadership

While leaders can be found at every level inafirm,themostcomplexdemandson leadership are for those at the top. We’ve assembled a panel of leaders from the worlds of real estate, engineering, academia and business to describe their views and experiences of leadership including the responsibilities of the role, creating the vision, empowering a team, maintainingdirection,anddefiningandachieving success.

MODERATORrichard StaubPresidentRichard Staub Marketing Service

Keith KepplerPrincipal, Consulting ServicesCresa New York Charlie BuscarinoPresident and FounderThe Clarient Group Brenda CowanChair of Graduate Exhibition DesignFashion institute of Technology/SUNY Peter DixonSenior Partner, Creative DirectorProphet

1.4 MARkETiNG

The Unstated Message: Visual Communication & Design for Non-Designers

Visual Communication is as much a part of delivering your message as the actual written content. This session is about best practices – we will discuss various design principles including the use of color, contrast, size, organization and the overall readability of your important communications documents.

Maya KopytmanPartnerC&G Partners

Breakout Sessions 3:35 - 4:50pm

2.4 BUSiNESS DEVELOPMENT

Why Me? A Discussion of Successful Business Development Relationships

Did you ever wonder what clients are REALLY thinking when they retain a particularfirm?Orwhyaconsultantisableto keep a preferred client for many years after the initial assignment is completed? As Business Developers and Marketers it is our goal to establish and help build these lasting relationships. You are invited to attend a panel discussion on winning and keeping new business, featuring two ‘end-user/service provider’ teams and how their working relationships have led to mutual success.

MODERATOR John PerezDirector of HealthcareGardiner & Theobald

robert W. MullenChiefExecutiveOfficerStructure Tone

3.4 LEADERSHiP

People Power: Building a Foundation on Authentic Leadership Life in A/E/C organizations demands of us that we respond to a multitude of personalities, needs, directives and situations every day. it’s no wonder then, that we get pulled outside ourselves and can easily lose touch with our own values, intuition and good sense. This situation erodes our “presence” - the way we non-verbally communicate who we are and what we believe as we interact with others and make important decisions every day. Great leaders are those who can access their own values, ideas and style and live comfortably with these as an inner compass. This quality allows them to hear otherswithoutthreatorconflictandtoactfromastateofconfidenceandopenness.in this workshop we will test drive ways to access and maintain our own skill, style, valuesanddesiressowecanflourishandlead in the many environments in which we live and work.

Lara Weitzman Faculty MemberSEiU institute For Change

Register today at smpsny.org

Featured Event Sponsors

MEDIA

Contributing Event Sponsors

Ferzan Robbins