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May 2017  

President's Letter

As marketing and business development professionals, our world hinges on influence. Whether your approach revolves around inspiration, authoritative guidance or fear tactics – we MUST impact human behavior on a primal level in order to survive. Influencing the decision-making process comes down to three primary factors:

1. ACCESSKnowing whom your target is and how to reach them.

This is where industry metrics, analytics and third-party research collide with local knowledge to create a roadmap for your pursuit. Let’s say you are planning a social media post directed at your K-12 clients. According to international metrics published by Hootsuite, the best times to post Monday – Friday are at 3:00pm (Twitter), between 12:00pm and 3:00pm (Facebook) or between 12:00pm and 1:00pm (Instagram). Since I have done my homework, I also know the (hypothetical) K-12 districts I’m targeting have open houses after school on Wednesday and the district basketball tournament on Friday. So, the most effective plan of attack is to publish my social media post at 3:00pm on Thursday.

I’m in the weeds here, but hopefully the message is clear: Identify your audience and use micro and macro analytics to find out when and where they gather information.

2. APPLICABILITY – Developing content or solutions that appeal directly to spoken and unspoken needs, fears or aspirations.

Face it, we are all scared of something; we all face perceived limits, and we are all seeking expeditious resolution. Our clients and prospects are no different. The only way to convince someone you have a solution is to acknowledge the problem. For example, imagine you are interviewing for a new student residence hall. Having tracked this client and project for over a year, you know enrollment is down and funding is scarce. Needless to say, tensions are high on campus. So, would you dedicate half of your presentation to the potentially problematic soil conditions of the chosen site? No! While soil conditions will definitely impact the project, your audience is perplexed by something else at the moment. A better approach is to focus on how this new facility can positively impact student recruitment and retention efforts, or how incorporating a retail / mixed-use component could forge new relationships with local businesses and establish new revenue streams for the university.


Moral of the story: Being solution-minded requires speaking directly to the fears and anxieties of your audience. Tugging on heartstrings – whether tied to a client’s emotions or wallet - closes more business than any other factor. Just make sure you end on a positive note!

3. ACTION – Driving a desired behavior through a genuine call-to-action.

Many brilliant messages, campaigns and presentations fall on eager ears but dead legs. Whether it’s a selection committee or a worldwide social network, an audience can love your content and delivery, but may never act on it. That means you didn’t truly influence anyone, and your effort, time, money (fill in the blank) was completely wasted.


Why didn’t they act? Probably one of two reasons: There was no call-to-action, or the call-to-action was too complex. People are busy (and lazy), so make it easy for them to engage. Excite them; spell out the next steps, and provide clear contact information. While this doesn’t ensure a win every time, it will grow your response percentage, intensify industry impact and eventually increase your hit rate. 

Influence is the difference maker between a textbook-marketer and a rebel-marketer. Which category do you fall into?

Lindsey Tudor, (Murphy Group Architects), SMPS President 2016-17

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SMPS Class

SMPS ClassSustainability Panel
May 22, 2017

Learn about how industry leaders design to improve the health and welfare of all Kentucky citizens through a sustainable and responsible built environment. Educating individuals and promoting the design, construction, and operation of environmentally responsible places to live, work, and learn. These design professionals transform the built environment through advocacy, education, volunteerism, service, and celebration of LEED and sustainable design, in an effort to support the growth of healthy, resource-efficient, high-performing buildings and connected, resilient neighborhoods. This panel will discuss industry trends, sustainable practices, and responsible design and engineering.

AGENDA
9:00 - 9:45am: Registration & Networking
9:45 - 10:00am: Welcome & Introduction
10:00 - 11:45am: Presentation
11:45am - Noon: Questions/Announcements

WHEN
Monday, May 22, 2017
9:00am to Noon

WHERE
KY Coalition Against Domestic Violence
111 Darby Shire Circle
Frankfort, KY 40601

MODERATOR
Janet Lively, CPSM, ‎Business Development--Energy Services Team, ‎Harshaw Trane

PANELISTS [Click here for Panelists' Bios]
Joan Pauly, Sustainability Coordinator
Berea College

Billie Hardin, Sustainability Project Manager
Kentucky Community and Technical College System [KCTCS]

Scott Southall, RLA, LEED AP, ASLA, AICP, VP of Sustainability
CDP Engineers

Michael Hogan, AIA, WELL AP, LEED AP, CPHC, GGP, GCP, Sustainability Coordinator
Ross Tarrant Architects

SPONSORS

    

For more information and to register, click here!

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Center Stage

Each month we highlight leadership from SMPS member firms. This month we're talking to Jeff Stivers, President of Ross Tarrant Architects.

Ross Tarrant Jeff StiversJeff Stivers, President
Ross Tarrant Architects

Do you have any pets? If so, what are their names?
No pets. I grew up on a farm and was surrounded by a wide variety of animals, most of which were definitely pets. Cats, dogs, horses, sheep, goats… you name it. But given that I live in the city, I can’t seem to quite come up with a city version of what I had growing up.

What’s the most interesting thing about you that we probably wouldn’t guess or know? 
I’ve never suffered a broken bone, but I have broken my nose three times—once being bitten by a horse. Fortunately, I kept my nose.

Why engineering? What inspired you to pursue this career?
I found architecture almost by accident and really had no idea what I was getting into. At the time, I assumed it was like engineering, but without the math. What I’ve come to appreciate since then is that architecture is the ideal blend of art and science—both things at once.

How has the profession changed since you started? How do you see the field changing over the next ten years?
The pace of the work has accelerated both during design and construction phases. Also, we are seeing more and more collaborations across disciplinary lines as opposed to the old-school, design-bid-build method of delivery.

What advice do you have for aspiring engineers?
Develop the ability to draw. By hand. It will help you in so many ways.

What do you believe sets Ross Tarrant Architects apart?
A couple of things. We have a super strong office culture of collaboration. Our office truly is a large family that looks forward to working with one another each and every day. Also, we are motivated and fulfilled to provide design solutions that meet our clientsneeds, whether that be from a design, program, schedule for budget perspective. Doing this truly excites us.

How do you approach your projects?
Each project is unique, just as every client is unique. You can apply lessons learned on previous projects, but no design solution is EVER a duplication of what has been done before. Clients deserve nothing less than our best.

What is your ultimate goal when it comes to your work?
We want all of our clients’ projects to be smashing successes that support their own goals and initiatives.

What is the number one challenge you face in marketing your firm?
Achieving that right balance between doing the work and getting the work. We have strong internal marketing and business development processes and really enjoy those activities. Balancing these activities with actually doing the work is a constant challenge.

How does membership in SMPS benefit Ross Tarrant Architects?
SMPS is a great source of programs and education that keep us on the forefront of marketing trends and practices in the A/E/C industry. It’s an incredibly valuable network of professionals in our industry.

Is there anything we have not covered that you would like to tell us about yourself or Ross Tarrant Architects? 
We feel pretty darn lucky to have the opportunity to do what we do. It’s a challenging business, and there are a lot of great professional peers in our marketplace. That element of challenging each other to do better and be better makes it all the more gratifying.

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Announcements

SMPS Scholarship

We're giving away a $1,000 scholarship to an eligible Kentucky college student pursuing marketing, public relations communications or a related field who meets the following criteria:

Eligibility
The successful applicant will:

  1. Be enrolled in a Kentucky college or university as a junior or senior in Fall 2017.
  2. Be pursuing a major in marketing, public relations, communications, or a related field.
  3. Maintain a 3.0 GPA or above.
  4. Be a full-time student (12+ hours).

Application Requirements
To qualify, applicants must submit the following no later than May 19, 2017:

  1. Fully completed scholarship application (click here to download).
  2. Resume detailing the following: Education history, employment history, personal achievements, awards, honorary societies, extracurricular activities.
  3. Official university transcript.
  4. Letter of recommendation, including contact information. (Suggested references include teachers, employers, clergy, etc.)
  5. Personal statement regarding why you are pursuing a degree and career in marketing. Include information about you, your personal experiences, and specific interests related to the A/E/C industry or marketing (500 words maximum).

Deadline: Friday, May 19, 2017

Contact Megan Hogan of Bell Engineering (mhogan@hkbell.com) with any questions. The successful applicant will be notified no later than June 22, 2017. Click here for a PDF of the instructions and application.

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Job Postings

Chapter Administrator 2017-18
SMPS Kentucky

The Kentucky Chapter of the Society for Marketing Professional Services is a non-profit professional organization focused on the Architecture / Engineering / Construction Industry. This position is a support role to the Board of Directors to assist with managing the organization's membership, communications and events. This is a part-time position with an average of 20 hours per month.

Responsibilities include:

  • Assist President with the Annual Meeting in August
  • Support individual committees as needed
  • Order Board member name tags and supplies as needed
  • Coordinate with the President to order speakers' gifts
  • Send reminder emails to all Board members the day before a program / event
  • Oversee day-of program / educational class logistics, including (attendance at monthly programs and intermittent networking events is required):

    • Printing sponsorship signs (event and table sponsors)
    • Directional signage
    • Easels and table easels
    • Registration list and iPad / computer for check-in
    • Printing nametags (including speakers)
    • Distributing blank surveys to attendees / Enter program survey responses and circulate results
    • Creating / printing placemats
    • Printing table tents (if applicable)
    • Distributing blank CEU certificates / CPSM CEU forms and submitting CEU information to Nationals
    • Purchasing gift cards for survey raffle winner

Should you be interested, please contact Lindsey Tudor, SMPS President, at Lindsey@murphygroupky.com to submit your resume.

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Member News

AwardsWe would like to extend a warm welcome to our new SMPS Kentucky members:


The American Society of Landscape Architects - Kentucky Chapter awarded CARMAN the First Annual 2017 FIRM OF THE YEAR Award in recognition of their extended service to the profession and their representation of Landscape Architecture in the Commonwealth of Kentucky. Congratulations CARMAN!

Murphy Group Architects received two first place Pinnacle Awards - for Corporate Identity and Brand Awareness Campaign - at the SMPS Heartland Regional Conference in April. Well done!

SMPS Kentucky Board Member Dwayne Rice, Director of Business Development at Henderson Services, recently completed his MBA at the University of Louisville. Dwayne managed to finish his degree in just two years - no small feat with a family and full-time job. Congratulations, Dwayne!!

Don't miss the opportunity to share your successes or highlight your firm's recent accomplishments! If you have new member or firm news, click here to submit and be published in our newsletter!

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Mark Your Calendar!

May 19 | Deadline to apply for the SMPS Kentucky scholarship. Click here for more information and an application.

May 22 | 9 AM to Noon | SMPS KY Class: LEED/Sustainability Panel Discussion. Hear about industry trends, sustainable practices, and responsible design and engineering. KCADV Offices, Frankfort, KY. Click here for more information and to register!

June 14 or 15 | Afternoon | SMPS KY Class: Business Development & Marketing Roles. Details to come - check the SMPS Kentucky website for updates. Louisville Zoo, Louisville, KY.

July 19 | Noon | SMPS Lunchtime Learning Lab: How to Maximize LinkedIn Resources. Locations in Louisville and Lexington. Details to come.

August | Date TBD | SMPS KY Class: Historic Preservation. Details to come. Shaker Village, Harrodsburg, KY.

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CPSM Corner

CPSMTake your marketing career to the next level!
The Society for Marketing Professional Services (SMPS) offers a credential that recognizes your achieved marketing expertise, the Certified Professional Services Marketer (CPSM).

The CPSM credential is a voluntary certification designed to elevate the professional standards in marketing and influence the future of this vital field. Furthermore, the CPSM designation serves as a mark of distinction for professional services marketers and business developers, raising their standing with their employers, peers, and the public. SMPS Kentucky even has a reimbursement program for members that take and pass the CPSM Exam! What are you waiting for? Click here for more information.

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List of Officers

President
Lindsey Tudor [Murphy Group Architects]

President-Elect
Megan Hogan [Bell Engineering]

Treasurer
Jamie Draper [CMTA, Inc.]

Secretary
Terri Albert [Whittenberg Construction]

Click here for a complete list of officers and their contact information.

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Contact Us

SMPS of Kentucky
P.O. Box 910833
Lexington, KY 40591
www.smpskentucky.org

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