Meeting/Event Information


    May 03, 2017
    4:00 PM - 6:30 PM
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    Sellen Construction
    227 Westlake Avenue North
    Seattle, WA 98109




    Join SMPS Fellows Bill Strong and Carla Thompson for a five-week exploration of Marketing 101 in the A/E/C industry. This is a must-attend event for those looking to broaden their understanding of the industry and improve their marketing skills. From start to finish, Bill and Carla will guide you through the topics in an entertaining, energizing and interactive format. 

    Session 1 (May 3) – Marketing Overview: People, Process, and Best Practices     [Addresses CPSM Domains 3 and 5]

    • Roles, responsibilities and salary guidelines
    • Developing a marketing culture
    • Training technical staff to be seller/doers
    • Systems, software, structure, solutions

    Session 2 (May 10) – Marketing and BD Plans and Budgets: Your Roadmap [Addresses CPSM Domains 1 and 2]

    • Importance of research prior to starting your trip (roadmap)
    • Systematic approach to developing marketing plans and budgets
    • Implementing, monitoring and motivating success in achieving goals
    • Comparing, tracking, monitoring and analyzing ROI of marketing expense

    Session 3 (May 17) – PR & Communications: Building Brand Awareness [Addresses CPSM Domain 5]

    • How to get published or posted
    • Websites, social media, direct mail…oh my!
    • Outbound vs. inbound marketing strategies
    • What’s most effective? And what’s not??

    Session 4 (May 24) – Proposal Power: How to Win More Work [Addresses CPSM Domain 4]

    • Go/No Go decision-making
    • Proposal strategy, management and messages
    • Class critique of real life proposals
    • Debriefing the client

    Session 5 (May 31) – Shortlist Interviews: In It to Win It [Addresses CPSM Domain 4]

    • Presentation process, tools and techniques
    • Rehearsing and coaching the team
    • Hear directly from a guest client about what works and what doesn't in interviews
    • Class graduation and celebration


    Carla Thompson

    Carla Thompson FSMPS, CPSM | Chief Marketing Office, NAC Architecture

    With more than 30 years’ experience in the A/E/C industry, Carla worked her way up from marketing coordinator and now serves as the CMO for NAC Architecture. She is responsible for setting marketing and sales strategies, fostering employee engagement, and elevating brand awareness for the firm. She leads a dedicated group of senior marketing professionals focused on identifying and securing new projects and positioning the firm in its key markets.

    Named an SMPS Fellow in 1999 in recognition of her significant contributions to the profession, she has over 100 seminars, workshops, and presentations to her credit, in addition to numerous articles in national publications and more than a dozen marketing communication awards. Carla has presented educational programs and presentations for SMPS, AIA, AGC, ACEC, and NAWIC and has been retained by such well-known business consulting firms as the Zweig Group and the Coxe Group. Carla has served three terms on the SMPS National Board of Directors, most recently as At-Large Delegate and Fellows Delegate.

    Bill Strong

    Bill Strong FSMPS, CPSM | Owner, Bill Strong Consulting

    Bill helps architecture, engineering and construction firms with strategic planning, marketing and business development, communication training, client perception surveys, client care programs and mentoring marketing personnel. Prior to consulting, Bill retired as a Principal and Director of Marketing for a Pacific Northwest leader in architectural design of educational, healthcare, and institutional projects. He was a member of the firm’s executive management team that incorporated two offices in Seattle and Portland.

    Bill has over 44 years of experience for architectural firms. He received his Bachelor of Architecture degree from Kansas State University and his Masters in Public Relations and Marketing from the University of Missouri. Bill has been a member of SMPS since 1982 and a Fellow since 1999, plus a member of AIA since 1973. He has repeatedly presented at conventions and seminars for organizations locally, regionally, and nationally. Bill’s working and speaking style is energetic, sincere, and passionate.

    NOTE:  No refunds within 72 hours of an event.



    $225.00 SMPS Member

    $275.00 SMPS Member Firm

    $325.00 Non Member