SMP Marketer FEB16-F REV.indd

A N N O U N C I N G

The MARKENDIUM: SMPS Body of Knowledge (BOK)™ is a vetted and concise compendium that further defines the six

Domains of Practice for the Society and the industry. MARKENDIUM: BOK acts as a comprehensive resource for business development and marketing professionals within the A/E/C industry.

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Making its debut this spring, MARKENDIUM: BOK helps solidify the principles of marketing and business development. Everyone—and every firm—needs a strong foundation and the fundamentals to grow successfully. Curated by experts in the A/E/C industry, MARKENDIUM: BOK provides best practices, wisdom, and industry essentials all in one place for easy access and knowledge-building.

Below, we provide a snapshot of what to expect, along with our vision and mission of this new SMPS offering.

MARKENDIUM: BOK:

¡ Defines the foundation and concepts needed to work in the profession

¡ Serves as the go-to resource for those in the profession

¡ Can be used to guide professional development or to learn about a particular skill or domain

¡ Is packaged into content segments, for just-in-time reference, so readers can find specific content as needed

¡ Incorporates real-life stories, reflection questions, and theory-into-practice tips

¡ Includes interactive elements such as navigation menus, a linkable glossary, and embedded hot spots (links) to related content or supplemental resources

The MARKENDIUM: BOK is being developed in collaboration with subject matter experts (SMEs) and reviewers. It contains a rich breadth of knowledge and is a work in progress. Articles, presentations, and books are being created and will be added and updated on an ongoing basis.

The MARKENDIUM: BOK anchors the SMPS educational programs and serves as the framework for key professional development. Future educational programs will reference it, align to the domains and skills defined in it, and may use specific segments as part of a particular course.

Vision

The vision of the MARKENDIUM: BOK is to serve as the vetted and concise compendium that further defines the A/E/C marketing and business development (BD) profession. The compendium will not only serve as a resource for marketing and BD professionals, but it will also assist those who are seeking the designation of Certified Professional Services Marketer (CPSM).

It validates the practice of marketing and business development as essential to the success of all professional services firms.

Mission

The mission of the MARKENDIUM: BOK is to become the premier go-to resource for anyone seeking information about what marketing and business development professionals do in the A/E/C profession. SMPS strives for the compendium to be used in academic and employer environments in the future.

MARKENDIUM: BOK and Certification

The resource will assist professionals seeking the designation of Certified Professional Services Marketer (CPSM).

The CPSM exam and supporting materials will change gradually over time with the development of the MARKENDIUM: BOK.

Format

The reference will initially be released as a six-volume print publication and EPUB, with each volume focusing on one Domain of Practice. The volumes will be available for purchase either as a set or individually.

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For More Informationsmps.org/Education/The-SMPS-Body-of-Knowledge

The MARKENDIUM: SMPS Body of Knowledge (BOK)™ ecosystem infographic highlights the continuous learning opportunities and activities that our educational compendium offers to marketing and business development professionals. Aligned with the Domains of Practice for Professional Services Marketing, the MARKENDIUM: BOK will enhance knowledge and assist with developing top-notch skills, while leading to career success.

SMPS BOK ECOSYSTEM

� BOOK (POD)� EPUBS� REAL WORLD STORIES� CASE STUDIES� TIPS� KEY TERMS� GLOSSARIES� RESOURCES� WIKIS

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� STUDY GROUP GUIDES� RECOLLECTION QUESTIONS� APPLICATION QUESTIONS� PRACTICE TESTS� CERTIFICATION EXAM� FLASHCARD APPS

LIFELONG LEARNING

DOMAINS OF PRACTICE:

MARKETING RESEARCH

MARKETING PLANNING

CLIENT AND BUSINESS DEVELOPMENT

PROPOSALS

PROMOTIONAL ACTIVITY

MANAGEMENT

■ Immediate Deliverables (April 2016)

■ Short-term Deliverables (May 2016–April 2017)

■ Exploratory Deliverables

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Domains of Practice

Marketing Research Marketing Planning Client and Business Development

Proposals Promotional Activity Management


Introduction

The MARKENDIUM: BOK is classified under six Domains of Practice for Professional Services Marketers. These Domains of Practice are as follows:

As mentioned above, this first Domain, Marketing Research, covers the planning, execution, and analysis of a firm’s market research efforts. When market research is properly conducted, A/E/C firms are able to effectively prioritize and execute on their marketing objectives. This section addresses the basics of marketing research, providing an introduction to fundamental concepts such as primary vs secondary research and quantitative vs qualitative research. We’ll cover the importance of refining the focus of your research, and identifying the key sources—public, private, and internal—for your research data.

This section helps you clarify the scope of your marketing research, and we’ll provide tips on how to set up and administer the different types of surveys. We’ll provide an introduction to trend forecasting, and discuss the critical role of knowledge management within your organization. We’ll look at how we interpret the research results, whether they are qualitative or quantitative in nature. And finally, we’ll discuss the final step of presenting the results of your research in a way that will have the most impact.

Excerpt: Introduction to Domain 1

Here’s an excerpt from the first chapter of MARKENDIUM: BOK.

DOMAIN 1: MARKETING RESEARCH

Marketing research is executed to gather, record, and analyze data related to marketing a firm’s services. The data can be used to identify and define marketing opportunities; generate, refine, and evaluate marketing actions; monitor marketing performance; and forecast trends.

DOMAIN 2: MARKETING PLANNING

The marketing plan serves as a map to define a firm’s market prospects and key market characteristics. The plan should include marketing goals and strategies to ensure successful direction to the team, as well as information on how marketing budgets and efforts should be spent.

DOMAIN 3: CLIENT AND BUSINESS DEVELOPMENT

Business development involves relationship building with current and prospective clients, often prior to a request for proposal. Through interaction with the client, development activities may include calls, visits, correspondence, social media, referrals, and tradeshows.

DOMAIN 4: PROPOSALS

Proposals are prepared in response to a specific solicitation where the project and scope of work are identified. Proposals can include general firm information, relevant projects, a technical project approach, and key staff résumés.

DOMAIN 5: PROMOTIONAL ACTIVITY

This undertaking includes all forms of communications and inbound/outbound marketing. Some examples include advertising, direct mail, web site, social media, brochures, presentations, special events, public relations, and press releases.

DOMAIN 6: MANAGEMENT

Management involves coordinating the efforts of staff and/or consultants to accomplish marketing goals and objectives. Using available resources, management effectively plans, organizes, staffs, and directs projects of an organization or firm.

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24 SOCIETY FOR MARKETING PROFESSIONAL SERVICES

How did the new MARKENDIUM: BOK project come about?

It was almost two years ago that I was sitting in a Society board meeting and the question was raised, “What educational content does SMPS own?” At the time, my mental checklist went something like this: SMPS owns a handbook, CPSM recommended reading materials (not all of which are owned by SMPS), a webinar series, Lunchtime Learning Labs, Marketer articles, and a Marketing Resource Center library on MySMPS. That’s all very good and very relevant educational content, which led to the next logical thought: How do we improve the content we own by making it more pertinent and significant for our members?

The answer wasn’t simple and it didn’t come overnight. After much thoughtful discussion, research, and benchmarking other associations, SMPS embarked on creating its own Body of Knowledge (BOK) for professional services marketing and business development.

Over the course of 2016, especially this spring when MARKENDIUM: BOK is rolled out, you’ll be learning more about its relevance. It’s exciting to see it come to fruition and realize the impact it will make in our profession.

—Paula M. Ryan, FSMPS, CPSM, SMPS president, and director of marketing, Jezerinac Geers & Associates, Inc., Dublin, OH

How does the project fit in with the SMPS strategic plan launched in 2014?

When the strategic plan was conceived by the SMPS board of directors, the overarching goals encompassed awareness, education, membership, and infrastructure. Within the realm of

education, the goal stated, “SMPS will provide marketers and business developers with the necessary knowledge, skills, tools, and expertise to develop, manage, and drive success for professional services firms.” Specifically, the board wanted to increase educational programming to all levels of membership; develop tools, education, and resources for doer-sellers; and develop an integrated educational approach utilizing chapter, regional, and HQ offerings. The MARKENDIUM: BOK aligns with all of these goals to build up the SMPS education and certification programs.

—Michael V. Geary, CAE, SMPS CEO

What is the SMPS board of directors’ vision for how the MARKENDIUM: BOK will change and enhance membership?

The board’s vision for MARKENDIUM: BOK is to have a comprehensive tool for all members to use. By providing these best practices and learning tools, SMPS hopes to raise the quality of work in our profession to allow our members to better serve their firms and their careers.

What are the board’s ultimate goals for members and the membership as they relate to MARKENDIUM: BOK?

It is our goal to provide the most current and relevant information that applies to our members’ jobs and careers. We want the MARKENDIUM: BOK to be a constant in their professional lives since we plan to regularly update it. We want each member to benefit from having this information at their fingertips to help them grow themselves and their firms.

—Craig S. Galati, AIA, FSMPS, CPSM, SMPS president-elect, and president, LGA, Las Vegas, NV

Viewpoints on MARKENDIUM: BOK

Viewpoint: SMPS LeadershipPAULA M. RYAN, FSMPS, CPSM, is the president of SMPS, and director of marketing, Jezerinac Geers &

Associates, Inc., in Dublin, OH. She is a past chapter and SMPS Foundation president. She has also served as fellows delegate and at-large delegate on the Society board of directors. Reach her at 614.766.0066 or [email protected].

MICHAEL V. GEARY, CAE, is CEO of SMPS in Alexandria, VA. With more than 20 years of relevant association

management experience prior to starting with SMPS in October 2015, Geary served as president & CEO of AmericanHort, the horticulture industry’s trade association. He also was the executive director of the independent American Institute of Architecture Students and senior director for the National Association of Home Builders. Reach him at 703.549.6117, x221, or [email protected].

CRAIG S. GALATI, AIA, FSMPS, CPSM, is president-elect of SMPS, and president of consulting firm LGA in

Las Vegas, NV. Galati is a member of the Las Vegas Metro Chamber of Commerce Government Affairs Committee, ULI Nevada Executive and Smart Growth Committees, Downtown Las Vegas Soccer Club board of directors, and the St. Elizabeth Ann Seton Catholic Church Parish Council. He is a former president of SMPS Las Vegas and former president of both AIA Las Vegas and AIA Nevada. Reach him at 702.263.7111 or [email protected].


Viewpoint: SMPS Headquarters

What is the overall scope of the project?

The project will encompass six publications, online courses, case studies, a website, and more. It will replace outdated materials and be updated bi-annually through an audit process.

When and how will the MARKENDIUM: BOK launch?

The MARKENDIUM: BOK will launch in spring 2016 with multiple delivery methods including EPUB, print-on-demand books, online courses, and more over time. At the release, we will celebrate the SMEs for their efforts.

How will the MARKENDIUM: BOK change education for members? How does certification fit?

It won’t immediately impact certification. Eventually the test will change, but we have to allow time for adoption of the book. We anticipate that it will be at least one year or more from initial release so it will be in circulation long enough to give people time to consume the new information before we change the test.

The compendium will give members and study-group leaders a framework to build materials. It will be the standard for certification, and you always come back to the standard. The current challenge is study groups use materials 10 years old. The MARKENDIUM: BOK will be a refresh to build and provide new study materials.

The MARKENDIUM: BOK is current, relevant to today’s practice, and it is the foundation for future education. It’s credible, vetted, comprehensive information. It’s a thorough look into key concepts for marketers and business developers.

How will the reference help members in their personal and professional development?

The information in the books confirms the importance and relevance of all things marketing and business development (BD). It validates the importance of understanding the six Domains of Practice and the profession.

What are your goals for the MARKENDIUM: BOK as they relate to mem-bers?

It’s our hope that the materials are well-received and get buy-in from SMPS members. This is a way to reassure our members that we want to remain relevant and current. We are well-positioned to advance as an industry and grow our members professionally. The reference will guide their development so they can contribute to the profession and their firms.

—Marci Thompson, SMPS senior director of education

MARCI THOMPSON is SMPS senior director of education at the headquarters office in Alexandria, VA. She has

15 years of association management experience. A seasoned leader, familiar with all aspects of education strategy, instructional design and program development, Thompson is passionate about designing learning opportunities that transform individuals. Reach her at 703.549.6117, x247, or [email protected].


Viewpoint: Subject Matter Expert

What section of the MARKENDIUM: BOK did you work on and with whom?

As background, the MARKENDIUM: BOK was conceived out of the six Domains of Practice, which are the building blocks of a marketer’s and business developer’s career. A team was assigned to each domain based on the experience of the team members. I worked on Domain 2—Marketing Planning—with Shannah A. Hayley, FSMPS, CPSM, director of marketing and community engagement for the City of Plano, Plano, TX.

All the SMEs were genuine experts. I was honored to be part of the project and humbled to be acknowledged as an expert.

What were the goals of the undertaking?

The goal was to create a resource that is all knowledge about a particular topic—the holy grail of what marketers and business developers need to know. The MARKENDIUM: BOK is equivalent to a desk reference. There’s a whole degree right here in these books.

What were you specifically tasked with?

We were asked to create a resource that could be read cover-to-cover to convey the wide array of subjects members need to know. Or, they could use it as a recipe book and search on specific topics.

We were asked to prepare content in a way that will be presented as a book, yet could be adapted to any vehicle—online, website, searchable database, etc.

What’s so great about the MARKENDIUM: BOK?

The greatest thing about this book is it’s not one thing. The MARKENDIUM: BOK offers much at many levels.

When asked if this seems like a good investment, my answer is that it’s a great investment if you have an interest in understanding the full breadth of marketing, BD, and sales in the design and construction. industry.

The MARKENDIUM: BOK content offers marketers and business developers a genuinely beneficial perspective. You’ll gain an awareness of issues that are of great interest to senior leaders–strategy and big-picture improvements for the firm. It can help you show your senior leaders that you are knowledgeable and have experience in those and other special areas. This is the type of competence that gets marketers noticed, and helps capable SMPS members get taken seriously and move closer to the next promotion and the proverbial “seat at the table.”

—Scott W. Braley, FAIA, FRSA, principal consultant, Braley Consulting & Training

SCOTT W. BRALEY, FAIA, FRSA, is principal consultant at Braley Consulting & Training in Atlanta, GA. Braley has

30 years of A/E and CM/PM practice experience in the A/E/C industry. He has consulted on a full-time basis for more than 15 years, and focuses on A/E/C strategy, leadership, ownership, project delivery, and marketing/BD/sales. Reach him at 404.252.9840 or [email protected].


March 7-9, 2016 Dallas, Texas|

Where the Public & Private Sector Meet

Discover how P3C helps you navigate theintersection of government and industry.

Learn the mechanics that drive partnerships forward.

EDUCATION | NETWORKING | BUSINESS DEVELOPMENT

For more information, visit www.thep3conference.com

Co-Char Sponsor: Diamond Sponsors:

A COMPANY OF THE MICHAELS ORGANIZATION

The largest conference for collaboration between public offi cials and industry leaders.

Trade Sponsor:

Dana L. Birkes, APR, FSMPS, CPSM

CMO, Clifford Power Systems, Tulsa, OK

Scott W. Braley, FAIA, FRSA

Principal Consultant, Braley Consulting & Training, Atlanta, GA

Theresa M. Casey, FSMPS, CPSM

Principal, On Target Marketing & Communications LLC, Columbia, CT

Karen O. Courtney, AIA, FSMPS

Chief Marketing Officer, Fanning Howey, Indianapolis, IN

Dana Galvin Lancour, FSMPS, CPSM

Director of Communications, Barton Malow Company, Southfield, MI

Shannah A. Hayley, FSMPS, CPSM

Director of Marketing and Community Engagement, City of Plano, Plano, TX

Linda M. Koch, FSMPS, CPSM

Director of Marketing & Business Development, Pfluger Architects, San Antonio, TX

Michael J. Reilly, FSMPS

Principal, Reilly Communications, Boston, MA

Laurie B. Strickland, FSMPS, CPSM

Director of Marketing, Nitsch Engineering, Boston, MA

Mark Tawara, FSMPS, CPSM

Owner, Manageability, LLC, Kailua, HI

Nancy J. Usrey, FSMPS, CPSM

Associate Vice President, HNTB Design Build, Plano, TX

Andrew J. Weinberg, FSMPS, CPSM

Regional Business Development Manager, Simpson Gumpertz & Heger Inc., New York, NY

Body of Knowledge Subject Matter Experts (SMEs)


Documents

SMP Marketer FEB16-F REV.indd