Meeting/Event Information

SMPS Seattle Seminar | A/E/C Marketing 101

May 08, 2019 1:00 PM to May 10, 2019 4:30 PM

Plaza 600 Building
600 Stewart Street, Second Floor Conference Room 205
Seattle, WA 98101

May 8 – 10 | 2.5 Day Seminar

Join SMPS Fellows Bill Strong and Carla Thompson for an immersive and interactive exploration of Marketing 101 in the A/E/C world, updated with new and exciting content to help sharpen your skills and broaden your understanding of the industry. This is a must-attend workshop for anyone who wants to go from 0 to 60 mph in their marketing process and career – whether you are marketing-, business development-, or technically-focused. Bill, Carla, and a handful of their special guests will guide you through the program in an entertaining, energizing, and engaging format.

“It was so enthusiastic and inspirational—like ‘marketing church’—I left every session inspired to market my heart out.”
 –A/E/C Marketing 101 Graduate, 2017

May 08, 2019 1:00 – 5:00 PM

May 09, 2019 8:00 – 5:00 PM
May 10, 2019 8:00 – 4:30 PM

Marketing Overview: People, Process, and Best Practices
- How marketing, business development and operations intersect
- Roles, responsibilities, and salary guidelines
- Developing a marketing culture
- What it takes to be successful
- Systems, software, structure, and solutions

Marketing and BD Plans and Budgets: Your Roadmap
- Importance of research prior to starting your trip (roadmap)
- Systematic approach to developing marketing and BD plans and budgets
- Implementing, monitoring and motivating success in achieving goals
- Tracking, monitoring and analyzing ROI of marketing expense
- Training technical staff to be successful doer/sellers

PR and Communications: Building Brand Awareness
- Social Media: What’s most effective? And what’s not??
- Your brand is much more than a logo
- Getting visibility for your firm
- Websites, newsletters, direct mail…oh my!

Proposal Power: How to Win More Work
- Go/No Go decision-making
- Proposal strategy, themes and messaging
- Proposal production and management
- Class critique of real-life proposals: you be the judge

Shortlist Interviews: In It to Win It
- Presentation process, tools and techniques
- Rehearsing and coaching the team
- Live client debrief
- Class Graduation

“What was most helpful for me was learning how to shift from ‘reactive mode’ to a ‘proactive mode’ in marketing.”
– A/E/C Marketing 101 Graduate, 2017

BONUS! During this 2.5 day seminar your network will grow organically. Your new contacts will be invaluable both professionally and personally, and provide an ongoing support and sharing opportunity for you and your firm. Carla and Bill will help organize an A/E/C Marketing 101 Roundtable for attendees, so you can continue to share challenges and learn from one another long after the seminar is over. They will make occasional guest appearances to check in with the group and provide expert advice. You won’t get this opportunity from any other educational program!



Carla Thompson FSMPS, CPSM
Senior Director of Marketing, Core States Group

Carla has more than 35 years’ experience in the A/E/C industry. After serving as Chief Marketing Officer for NAC Architecture for three years and Global Marketing Director for MG2 Architecture for 10, she now proudly represents Core States Group as their new (and first!) Senior Director of Marketing. Core States is a full-service A/E/C firm with 350 employees, 15 offices across the U.S., and big aspirations. Marketing is an integral part of the firm’s growth strategy.

Carla has over 200 seminars, workshops, and presentations to her credit, in addition to numerous articles in national publications and more than a dozen marketing communication awards. She has presented educational programs for SMPS, AIA, AGC, ACEC, SDA, 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. She was named a Fellow in 1999 and, in 2018, she was the 27th individual to receive the Weld Coxe Marketing Achievement Award, the Society’s highest honor, in recognition for her career achievements, leadership roles, and lasting contributions to the industry.

  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. Before consulting, Bill retired as a Principal and Director of Marketing for a Pacific Northwest leader in the 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 46 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.


A/E/C Marketing 101 is approved for 18.5 Continuing Education Units.

Content covers the following SMPS Domain(s) of Practice:
1 – Marketing Research
2 – Marketing Planning
3 – Client and Business Development
4 – Proposals
5 – Promotional Activity
6 – Management

For more information about becoming a Certified Professional Services Marketer (CPSM), contact Brandon S. Peters, CPSM, or visit SMPS Headquarters.



This seminar is relevant for all career levels.


AIA DISCOUNT: First 5 AIA Seattle members to sign up can save $49 off Non-Member rate. To purchase a discounted ticket, email [email protected]. Limit one discounted registration per person. Discount offer ends April 30.

SMPS DISCOUNT: A 50% rate discount is offered for up to three (3) SMPS Seattle members experiencing financial hardship. To apply, complete the Event Discount Request Form and email to [email protected]. First-come, first served. Offer ends April 30.

For convenient parking options for this event please see the link in the address above or click HERE.


$350.00 SMPS Member

$399.00 Non-Member