Article by Russell Pollard (he/him) | Main Image Credit: Banko Creative Studio
SMPS Ontario’s Annual Symposium, which took place on April 16th, provided an invaluable platform for A/E/C marketing and business development professionals to connect, learn, and adapt in the face of industry changes. Attendees had the opportunity to network with peers while gaining insights into best practices, tools, and techniques aimed at refining their firms’ marketing strategies, processes, and activities.
Society of Marketing Professional Services (SMPS) Ontario is Canada’s only chapter of SMPS, an organization dedicated to supporting and connecting marketing and business development professionals of the built environment across North America.
Marketing professionals and their firms are leading through intense change.
From embracing new technology to navigating changes in legislation, market shifts, and mergers and acquisitions, participants explored questions that impact the A/E/C industry and their roles. The symposium’s theme this year was PIVOT, a nod to the continuous changes that individuals and organizations contend with to remain both compliant and competitive. Speakers delved into various topics, including technological advancements, positioning firms to showcase expertise and secure new work, forecasting and preparing for upcoming changes, and strengthening personal leadership resilience.
The event began with opening remarks by Katie Weber, SMPS Ontario’s Director of Education and Certification. Katie is the energetic and gracious force behind this year’s symposium. She is also an Certified Professional Services Marketer (CPMS) and – apart from her volunteer leadership with SMPS Ontario – an Associate and Director of Marketing for renowned Toronto firm Moriyama Teshima Architects.
Networking, volunteering and relationships are invaluable to the success of individuals in this industry.
Johanna Hoffman of Oomph! Marketing Group facilitated a speed networking session. More than fifty participants enjoyed shuffling through the room, making connections, and learning more about the breadth of people and careers in AEC marketing. Johanna noted the importance of getting involved and networking:
“Many of my own career pivots have come about from building relationships and getting involved in groups like SMPS Ontario and volunteering. Our industry is all about people and SMPS Ontario is one of the most valuable networks to belong to and learn from.”
Johanna Hoffman
SMPS Ontario depends on volunteers contributing time, leadership and ideas to enact their mission. It with great gratitude that the SMPS Community acknowledges their efforts: Melissa Van Loon (Workbench); Gretchen Overholtzer (Cumulus Architects); Shannon Harvey (Crozier); Kyla Rowntree (RWDI); Johanna Hoffman (Oomph!); Russell Pollard (Framework Leadership).
Artificial Intelligence is and will continue to be a partner to each firm’s competitive make-up.
Following the networking, Scott Steiding, a seasoned executive with extensive experience in the A/E/C industry, delivered the symposium’s keynote address, drawing from his decades-long career in sales, marketing, operations, and corporate communications with engineering firms. He provided valuable insights into leveraging technology-driven systems for business development and operational success. His presentation was engaging, charismatic, and complete with real applications of how AI is and can support efficiencies in marketing.
While people are at different levels of understanding of how AI is currently or can be applied to one’s daily work, Scott demonstrated several examples that impact public speaking, client research, proposals, and more. Participants also shared how they have leveraged AI to date in their respective firms.
Additionally, speakers from Procurement Assistance Canada shed light on the federal procurement process and initiatives. They welcomed feedback from attendees on how to support smooth procurement and offered insights for small and diverse-owned businesses to access economic opportunities. They noted that the federal government is a potential client with $24 billion of spending each year.
“Procurement Assistance Canada is here to make it easier for smaller businesses to bid on federal contracting opportunities and increase supplier diversity in federal procurement.”
Leaders must consider values, people, and outcomes as they facilitate or navigate change.
After the keynote session and subsequent key updates on procurement, a panel discussion shed light on how individuals and organizations can navigate, respond to, and initiate change programs. Each speaker brought unique perspectives and experiences to support attendees in considering and managing change from the macro context to the human level.
Ian Chodikoff, founder of Chodikoff & Ideas, offered insights on the shifting nature of architecture and the winning of work. He made connections to how firm leaders can approach changes with greater focus on empowering staff, attending to client experience, and fostering strategic partnerships. Ian prompted attendees to spend time and energy outside of their own organization and building connections with other organizations and communities who may benefit from their work and relationships.
Sybil Allen, PhD, MSW, RSW, a therapist and corporate trainer, encouraged people to acknowledge the genuine needs of their staff when dealing with or engaging with workplace changes. She asserted the imperative to support the mental health of employees and really understand their needs across differences. In the context of change, Sybil led the discussion of respecting the many generations that exist within each workplace now, and leaders’ roles of supporting each person.
Cynthia Damar-Schnobb, shared her founders’ story, having recently started experiential graphic design and wayfinding firm Artellix. She described challenges, decisions, and strengths with humble candor and with the view of supporting others who may consider starting on their own. She honed in on the importance of having confidence in one’s strengths and being open to newness.
The panel was moderated by Russell Pollard, (author) a Past-President of SMPS Ontario and founder of Framework Leadership, where he supports individuals and firms with workplace culture, leadership training, and equity, diversity, and inclusion.
At the heart of the panel discussion was the importance of reminding ourselves and our colleagues of the purpose of our respective companies and professions, and the values that drive them. While marketing is often solely seen as “selling” or “winning work”, the true essence of AEC Marketers is impacting the built environment and, hopefully, providing value.
“The panel was engaging, inspiring, and addressed current issues faced by architecture, engineering, and construction marketing professionals. Many attendees expressed that it was a very uplifting way to end the symposium.”
Katie Weber, CPSM, SMPS Ontario Board Member
The Annual Symposium is an integral feature of SMPS Ontario’s programming.
In conclusion, SMPS Ontario’s Annual Symposium 2024 served as a conduit of knowledge and collaboration, empowering A/E/C marketing and business development professionals to embrace change and fortify their strategies for success. Attendees benefited from newfound insights and connections, and they carry forward a shared commitment to adaptability and resilience in the ever-evolving landscape of the industry.
