President's Message . . . . . . . . . . . 1Mentor/Protégé Program . . . . . . . 3Marketing Tips . . . . . . . . . . . . . . 3

Marketing Voice . . . . . . . . . . . . . 5New Member Update. . . . . . . . . . . 6CEO Corner. . . . . . . . . . . . . . . . 7

Golf Tournament. . . . . . . . . . . . . 8Officer & Board Member Listing . . . 8

President's Message

By Evan RossRBF Consulting

Refl ections on a year that I'm almost positive actually happened

Airline magazine cover on this weekend’s fl ight read, “Summer’s Almost Here!”

Whoa! Really?

Really.

As a person who identifi es with Jimmy Buffet’s penchant for living and dying in ¾ time, I’m fairly aghast at how quickly nine months of this Presidential adventure has elapsed. And while it’s been a whirl, I am happy to say that is owed primarily to the non-stop fl urry of programming activity brought to fruition by your Board of Directors.

I have been constantly impressed with the number of objectives this group has not only envisioned, but achieved. From launching a new website to

organizing superior quality luncheon programs and education events to providing numerous opportunities for networking, the dynamics are remarkable. Witnessing such creativity and dedication fi rst hand is inspiring, not only from the standpoint of “proud President,” but from that of a Chapter member who gets to reap the benefi ts.

And therein lies the key; the reason this group is so motivated to come together each month, commit their time and energy, and evolve ideas into real opportunities to engage, educate, and empower: you, dear member.

If it weren’t for the chance to build strong relationships with you, share information with you, and offer you a forum for you to grow your career, we would all be off in Margaritaville, living at that easy pace, thinking about golf. Actually, we would probably be at the offi ce, running around like headless chickens. But that’s another story.

Anyway, this is all about you. And as you’ll see, moving forward we are going to be focusing even more on you.

Specifi cally, your membership–what you value most about being part of SMPS, what we could be doing to improve the SMPS experience even more, and things we might want to rethink altogether. But we’ll get to that. First, a quick rundown of the year’s best thus far, and what you’ll want to look for on the horizon:

SMPS SD Cyber Home – A major undertaking several years in the making, our new SMPS SD website is a connection and information portal we can be proud of. Thanks to the commitment and effi ciency of our Media Committee, website development focus group and LeCours Design, we are now able to bring you all the information you need to stay involved via a classy, user friendly site.

Brand San Diego – The website was one piece of our overall effort to brand the San Diego Chapter and create a consistent, cohesive aesthetic theme across all of our outreach media. While we appreciate that variety is the spice of life, in this case we thought you might most appreciate knowing who is

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sending you all this info. So, we streamlined our look and stamped it on all of our material. We hope you like it.

Socially Adept – Is there anything we like more than socializing? I mean besides golf? Not really. We are business development professionals after all. This is why we are paying it more attention this year. Our quarterly networking socials have been a tremendous success, offering folks an opportunity to connect outside of any sort of structured program, and our social media program is in full swing, with regular tweets and postings on Facebook and LinkedIn. Networking groups are rolling along as well, and we’ve got one more big surprise up our sleeve.

Eat, schmooze, and get the news – Of all the things SMPS SD does consistently well, luncheon programs are right at the top. This year’s offerings have provided vital information on local redevelopment, renewable energies, fi nding and funding projects with grants, as well as a chance to meet with San Diego’s general contractors. This month we explore opportunities in the education market with local K-12 and higher learning institutions.

Complete Breakfast – Starting the day with two hours of information-rich industry education provides a good foundation for production. Our popular, ongoing Breakfast Education Workshops range in topic from keys to making the shortlist, real client success stories, and tools for implementing successful email marketing. We are rounding out the year with an exclamation point, so get ready for Reggie Gee.

Riding the Wave – The 2nd annual Pacifi c Regional Conference, a.k.a. The Wave, took place in Sacramento last month and provided an excellent forum for learning and networking with representatives from chapters up and down the west coast and Hawaii. The nearly 200 attendees walked away with valuable marketing tips and ideas to implement back home. We can’t wait to host the conference here in 2012!

Whew! What a year so far. Clearly, all of this activity has resulted in something of a time warp. As I write this, less than three months until we transition into a new board and new SMPS year, I am thrilled at what has been accomplished and excited about what’s to come. And what is that, you might ask? Well, how about the annual SMPS Golf Classic for starters. This has-to-be-world-famous-by-now event lands at Coronado Municipal Golf Course

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on June 3rd, when 150 of our closest friends will attempt to keep hitting the little white ball straight despite such distractions as ice luges, margaritas, and playing partners networking in their backswing.

We also look forward to June 14th, when Reggie Gee, “The Presentation Coach,” brings his superb half-day workshop, “Presentation Training for the A/E/C Professional,” to SMPS SD. And keep your eyes open for information on our End of the Year Party. It’s shaping up to be something of a landmark event for the Chapter, involving baseball, networking, rooftop bay views, and other disagreeable things.

Lastly, we are launching our “SMPS SD Membership Enhancement Project” where we’ll touch base to ask you about your membership experience and what we can do to maximize its value to you. And if you’re not a member, we hope to learn what might inspire you to join.

It’s thanks to you that we get to do all of these fun things. We look forward to hearing how we can do them better.

Evan

June 2011 Breakfast EventPresentation Training for the A/E/C Professional

Wanting to polish up those presentation skills for your next interview? Tired of making the shortlist and losing in the interview? Come join us to learn some techniques that will help you win that next important project. This particular course will focus entirely on the A/E/C industry and address the interview stage of the proposal process. The workshop will include numerous best practices for presentations that will assist your fi rm in hitting a home run next time you are up for a project interview.

Speaker: Reggie Gee, The Presentation CoachWhen: Tuesday, June 14, 2011Time: 8:00am-12:00pm (7:30am registration)Where: PCL Construction Services, Inc. 4690 Executive Drive, Suite #100 San Diego, CA 92121Register at www.smpssd.org

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Mentor/Protégé ProgramBy NK Mbaya, CPSM, HELIX Environmental Planning, Inc.

Last May the San Diego Chapter kicked off our Mentor/Protégé program in which several SMPS members volunteered to pair up with other members looking to learn from an experienced person in the A/E/C industry. A fun “speed networking” kicked off the program where each of the protégés and mentors were given the opportunity to meet each other in a relaxed setting, and spend a few minutes with each person to fi gure out who would be the best fi t for one another. The program encouraged mentors to meet with their protégés once a month to discuss any issues the protégé was facing in their current role as a marketer or business development staff, advice on professional development, and as a general support person and champion of the protégé.

This was a pilot program for the San Diego Chapter, but with the positive feedback from both the mentors and the protégés, we are happy to announce the return of the program next year.

“I had a phenomenal experience participating as a protégé in the SMPS mentor/protégé program. I found participation in this program to be rewarding because I developed a close relationship with my mentor that we have chosen to continue. I met my mentor for lunch at least once a month. As a senior level marketing professional, she offers career guidance and support when needed, but our relationship is mutually benefi cial. We both provide each other with feedback when facing personal challenges. This program is unique because it offers the opportunity to develop a long lasting personal relationship with a fellow industry professional. I strongly encourage SMPS members to participate in this program as either a mentor or a protégé.” – Rachel Emme, Marketing Coordinator, Research Facilities Design

“The mentoring program gave new insight from other professionals outside my fi rm. Not only did I fi nd support and value from my own mentor-protégé relationship, but I was also able to connect with other mentors and protégés. It was a great learning experience and I recommend it to people who are just starting out, or to people who have been in the business for a while. I can’t wait to be a mentor myself when I grow up.” – Joniene Swick, Marketing Coordinator, Aquatic Design Group

“The mentor/protégé program is a mutually benefi cial program. For the protégé, it provides an opportunity

to share concerns and issues in confi dence. For the mentor, it is an opportunity to listen, encourage and offer a different perspective. Just a quick call or hello to check in is sometimes all that is needed. Our industry thrives on relationships, and the mentor/protégé relationship can be one of the most meaningful. I thoroughly enjoyed my experience, and hope that the program continues as we seek to promote and grow our profession.” – Olga Bastiaannet Fisher, Associate Principal, Randall Lamb Associates, Inc.

Marketing TipsWhat Makes You Any Different?

By Stacy Mathieson, CPSM, Senior Marketing CoordinatorHaley & Aldrich, Inc.

There has been a lot of talk these days about “differentiators,” both within my own fi rm and in the marketplace. When I fi rst learned about this concept, it was called “positioning.” They are very similar, except I tend to think differentiating yourself is more client-focused (or should be) in that you are demonstrating to them how they will benefi t from these differences. This is opposed to positioning yourself in the marketplace, which seems less personal (more like a slick salesman than a trusted advisor, if you know what I mean).

But how do you differentiate yourself? You could be the fi rst, the only, the closest, the most experienced, or the most innovative. Whatever your strategy for differentiating yourself may be, it should be a combination of the benefi ts your clients will receive from your service and experience, as well as the current and future needs of your target market. And if you are preparing a proposal for them, it must be project-specifi c.

And while you are differentiating yourself, you still must:

Cultivate your relationships with your clients. This cannot be emphasized enough. I think everyone knows that in our industry relationships matter. Whether your client is in the A/E/C industry (architect, contractor), a

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public entity (school, water department), or in the private sector (manufacturer), they want to work with someone they know, like, trust, and respect. And if they don’t know you, here is your chance to wow them.

Determine the key elements that separate you from the pack and how that translates to the client. Are you saving them time, money, headaches? Will your service make them look good? Whether you are designing a building, constructing one, or cleaning up a site, you need to know how what you do will benefi t them. It is about making the intangible, tangible.

Ask your clients what they value. Just straight out ask them. I bet 9 times out of 10 it won’t be price. It will be customer service, relationships, knowledge, and expertise. They want to know that you’ll be there for them, and that you can and will satisfy their needs (kind of sounds like a marriage!).

Understand your client’s issues. What keeps them up at night? It is not enough to just provide great, quality service anymore. You need to anticipate their concerns and be proactive with a solution.

Be a team player. Don’t just tell them what they should do or how they should do it. Work with them, not for them. Collaborate.

Not just listen, hear. Really try to understand what your clients are telling you – their needs, their values, their passions, their business. All of these can help you form a strategy for how you can help them succeed (which in turn helps you succeed). A mutually-benefi cial relationship can go a long way.

Competition is stiffer than ever and, as you may have noticed, more fi rms are competing for the same projects. And most of these fi rms have reasonably the same qualifi cations. Clients are just aching to fi nd those differences that will help them make a decision. Differentiating yourself is a way for you to rise above the competition and hopefully make your customers remember you.

Camp Pendleton Day 2011City-Wide Event

A Networking and Business Opportunity Event for the A/E/C Community

Join us as we learn about regional Marine Corps opportunities, energy initiatives, and future platforms at Camp Pendleton, MCIWEST, and NAVFAC southwest. Last year’s event was sold out! Please mark your calendars for this must-attend networking event.

When: Thursday, June 23, 2011Time: 7:300am-2:30pmWhere: South Mesa Club Ballroom, MCB Camp PendletonRegistration: http://www.sameoc.org

Sponsors and Exhibitors:

The Orange County and San Diego Posts of the Society of American Military Engineers (SAME) are pleased to announce that Sponsor and Exhibitor registration is now open for the 6th annual Camp Pendleton Day. Last year’s event was an amazing success with over 650 attendees and 70 Sponsors/Exhibitors, and we expect this year to also be sold out. Similar to last year, the Program will focus on A/E/C opportunities at Camp Pendleton, but will be broadened to include future plans related to energy issues and the need to accommodate new weapons platforms.

Questions?Please contact Alicia Meza at alicia_meza@urscorp.com.

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The Marketing Voice7 Presentation Tips from The King's Speech

By David Lecours, CEO and CreativeDirector, LecoursDesign, Inc.

If you haven’t seen the Oscar winning Best Picture The King’s Speech, make it a priority. Here’s my plot summary: Prince Albert, known as “Bertie,” reluctantly ascends to the throne of Great Britain to become King George VI. Bertie’s speech therapist, Lionel Logue, helps the monarch overcome chronic stuttering to deliver a speech that changed the world.

This fi lm offers many great lessons. Here are 7 tips that will make you a better presenter.

Embrace The New Communication MediaAbout living in a new era of global radio, Bertie states, “a king can no longer get by in life solely by looking good in a regal uniform and knowing how to battle while riding a horse.” The modern equivalent is true for today's Principal or Marketing Director. We can’t get by with simply a nice headshot and bio on our website. Prospective clients want to know how we think and what we believe. Presentation Interviews and Web Video are both great media to demonstrate who you are because they utilize both sight and sound.

A Great Presenter is a Great LeaderThe King must capture the confi dence of the British people if they are to rally against Nazi Germany. The king’s speech, thus the title of the fi lm, is what inspires the nation to enter World War II. Being a great presenter communicates that you are to be trusted and that you are worthy of being followed. In a presentation interview, fair or not, prospective clients will judge your technical ability based on what’s in front of them, which are your presentation skills.

Ask for HelpYou may not be a presentation expert, but you can hire one. A coach can provide objective feedback, help you develop content and provide accountability for your team to practice delivery. Be sure your coach can help you with your content, delivery and stunning visual support. Whether you are an athlete, an executive, or the King of England, nobody achieves greatness without guidance.

Presenting is a Learned HabitThere is a common misconception that great speakers and presenters are born, not made. The arc of improvement that Bertie demonstrates throughout the fi lm exemplifi es that Presenting is a learned habit. You can learn to be great. Either hire a private coach or attend the SMPS GoTo Toastmasters meetings to improve your skills. SMPS GoTo Toastmasters meets on the fi rst and third Tuesdays of each month from 8–9am at Winzler & Kelly. Guests are always welcome. Just show up. More info: http://smpsgoto.freetoasthost.org/

You Have a VoiceAt a pivotal point in the movie, Lionel Logue asks a frustrated Bertie “why should I waste my time listening to you?” Bertie screams back, “Because I have a voice!” We all have a unique voice—a distinct point of view that only we can own. The challenge is to develop the confi dence to communicate our voice with such enthusiasm that our clients believe that our voice/vision will solve their problem.

Distract Your FearFear is a very common feeling when we think about public speaking. In Bertie’s fi rst coaching session, Lionel uses music to distract Bertie from how he sounds which gets him to focus on his story. Bertie is passionate about his story and you are passionate about yours. As Lady Bird Johnson said, “Become so wrapped up in something that you forget to be afraid.” It’s ok to be nervous or scared when you present. Harness that energy as passion for your subject and it will infect your audience (in a good way).

Use Technology to Help You ImproveThere is a point in the movie when Lionel records Bertie speaking into a gramophone and gives him the recording. The effect of listening to his own voice is incredibly therapeutic. It can be benefi cial for you too. It is impossible to objectively analyze our own speaking voice in the moment. So use the voice memo function on your smart phone, or even better, video record yourself speaking to listen (and see) where you need improvement.

Whether you have weak presentation skills or not, we all have obstacles in our path to greatness. Be as courageous as Bertie in facing those shortcomings, and who knows, you may just change the world.

David Lecours is Creative Director at LecoursDesign, a Brand Communications fi rm helping A/E/C fi rms to attract new business. LecoursDesign now offers presentation coaching and design for Principals and their teams.

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wastewater, and environmental engineering. As a student at San Diego State University, Caitlin brings a fresh and enthusiastic outlook to KEH, helping to facilitate the successful completion of projects throughout Southern California. Caitlin is currently studying Economics and Marketing at SDSU and intends to utilize her education in supporting the marketing efforts of KEH.

Jeff RankMarketing ManagerGould Electric, Inc.jrank@gouldelect.comT: 858.748.2474 F: 858.748.2431

Jeff Rank joined Gould Electric in 2008 and is the Marketing Manager for the company. The firm provides customer-focused electrical solutions for the A/E/C industry and has continued to prosper despite the economic downturn by adjusting its strategies to meet the new environment. His goals include increasing brand presence for Gould and continuing to tune its strategic planning in order to continue to “punch above our weight.” He has written two produced screenplays and loves new experiences, preferably through travel.

Transfer Member

Alexander BeatonBusiness Development ManagerSwinerton Buildersabeaton@swinerton.comT: 858.622.4040 F: 858.622.4044

New Member UpdateSMPS San Diego Welcomes Our New MembersBy Tarek Nabas, PRC, LEED AP, JCJ Architecture

Kristen ClarkeBusiness Development CoordinatorRuhnau Ruhnau Clarke Architectskclarke@rrcarch.comT: 951.684.4664 F: 951.684.6276

As Business Development Coordinator for Ruhnau Ruhnau Clarke Architects, Kristen oversees all marketing and business development related activities for the firm. This includes the development of the firm's marketing strategy, marketing communications, marketing collateral, leads development, and proposal production. Kristen holds a Bachelor of Science in Marketing and Minor in Design Studies from Arizona State University. She previously held marketing positions in various industries/companies including the NFL and Fender Musical Instruments Corporation.

Peter J. GaetaBusiness Development ManagerGeneral Coatings Corporationpgaeta@gencoat.comT: 858.587.1277 F: 858.587.2122

Prior to joining General Coatings Corporation as the Business Development Manager in June of 2009, Peter Gaeta owned and operated a paint contracting business here in San Diego. General Coatings provides Commercial Architectural Coatings and Waterproofing services to Southern California’s commercial construction and real estate management community. Joining General Coatings allowed Peter to further develop his passion for marketing, lead generation, and client relationship management. When not serving his clients, Peter enjoys helping raise his two daughters with his wonderful wife Michele.

Caitlin HumeProject CoordinatorKEH & Associates, Inc.chume@KEHGroup.comT: 760.741.0060 F: 760.737.8931

Caitlin Hume serves as the Project Coordinator for KEH & Associates, Inc., a California corporation providing professional services to private and public sector clients in the fields of water,

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manage and the benefi ts far outweigh the risk. It’s important to note that you can’t buy this kind of exposure, credibility, and the opportunity it presents for you to show that you really know your stuff.

Editors at publications are tasked with providing information to readers, and content is still king. If you can provide them with articles that provide value to their readers (and that they don’t have to pay for), everyone wins – especially you. You should also spend some time to cultivate your relationships with editors to ensure your future ideas for articles are well received.

Of course, the writing process takes a bit of time and effort to pull off successfully. You need someone with the knowledge to develop content of the articles, and someone with the writing skills to successfully communicate the concepts to readers.

The fi rst article will be the toughest – it can be like pulling teeth. But once you have one or two under your belt, and have established a relationship with editors, the skids will be greased.

Networking is another inexpensive option that will keep your fi rm actively engaged. You can do this through community organizations, professional organizations or special interest groups. It’s true that you never know who you might meet or what business opportunities those chance meetings might bring. You also need to accept that you may not meet anyone at all.

On the other hand, rather rolling the dice and depending solely on chance meetings, take the time to fi nd out if anyone you’ve wanted to approach will be at one of the networking events. Don’t be afraid to ask and if you’re lucky, set a brief meeting there. These offsite meetings are often more casual and relaxed, which can lead to a more open exchange of ideas. Over time, networking has proven to be one of the most effective marketing strategies, if not the most effective, by creating new relationships and building upon existing ones.

Like everything else, necessity can be the mother of invention and when marketing budgets are limited, you just have to be creative. These approaches have worked for us – they can work for you too.

If you’ve used other effective marketing tactics, or have insights to offer, please share them through the SMPS.

Cook & Schmid2760 Fifth Avenue, Suite 210, San Diego, CA 92103T: 619.814.2370 F: 619.814.2375

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CEO CornerMarketing in Challenging Times

By Dan JohnsonVice President, SCS Engineers

During my 25 years as an environment consultant, much of that time spent in leadership positions, I’ve weathered my fair share of economic climates. One thing I’ve learned is that while many companies tend to reduce or eliminate marketing in diffi cult times, that is precisely the wrong approach to take. Sure, it saves dollars in the present (and may be something that you have to do) but it also severely restricts your ability to take advantage of opportunities that arise when the economy rebounds.

Marketing requires time to be effective, to build momentum, and if you stop marketing your fi rm, you’ll spend a lot of time ramping up your marketing while others, who have continued their marketing efforts, can immediately take advantage of opportunities. You’ll quickly fi nd yourself falling behind.

Don’t get me wrong, you may need to reduce spending – but there are ways to market and continue to keep your name in front of potential customers and clients, building confi dence in your abilities and bolstering your reputation, without paying excessive cost.

One of the tactics we’ve found to be effective at SCS Engineers is to make sure we push out press releases regularly. We put out releases when we acquire new clients, complete projects or achieve major milestones, partner with other fi rms on projects, open a new offi ce, and more. Getting your name out in the news, whether in a trade publication or through a regional or local news channel, is important. This lets people know you’re active and engaged.

Another marketing strategy we found advantageous is to write editorial articles for trade publications. Doing this not only builds your name recognition, but, done right, demonstrates your knowledge and expertise, enhances your reputation and promotes your status as a thought-leader within the communities you serve or want to serve. This can be an effective strategy whether the publications are print or online (blogs included). Keep in mind that you’ll be sharing some valuable information with others – with competitors as well as with potential customers. You may also be providing some insight into your fi rm but these issues are easy to

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SMPS OFFICERSPresidentEvan RossRBF ConsultingPresident ElectAntoinette SanchezSouthern California Soil & TestingImmediate Past PresidentAlison MurphyO'Connor Construction Management, Inc.SecretaryKelly Michajlenko, CPSMArchitects Mosher Drew Watson FergusonTreasurerSharon Singleton, CPSMKTU+ABOARD MEMBERSAdvisory ChairRandi Clark, CPSM, AECOMMichael Kincaid, CPSM, AECOMProgramsAlex BeatonSwinerton BuildersPatricia PostSCS EngineersEducationTim Barr, CPSMLegacy Building Services, Inc.Anna RowlandAccommodationsBrie PageBarnhart Balfour BeattyKimberly SmithAVRP Studios MembershipBree TsaniffSWS EngineeringCatherine McCullough, CPSMMcCullough Landscape Architecture, Inc.Professional DevelopmentNK Mbaya, CPSMHELIX Environmental Planning, Inc.Amy Oliver Rolf Jensen & Assciates, Inc.CommunicationsMarylou Flanders, CPSMAtkinsBrandon HernandezRBF ConsultingGolf TournamentRachel EmmeResearch Facilities Design

Erich FlessnerHankins & Anderson

MediaSharon SmithMatalon Architecture

Pacific Regional ConferenceCarina Theissen, CPSM

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2010-2011 SMPS BOARD OF DIRECTORS

Newsletter Committee / Contributors Editor & Print Layout: Marylou Flanders, CPSM, AtkinsWeb Layout: Sharon Smith, Matalon ArchitectureContributors: Suzanne Clemmer, DCI Engineers Dan Johnson, SCS Engineers David Lecours, Lecours Design, Inc. Stacy Mathieson, Haley & Aldrich NK Mbaya, HELIX Environmental Planning, Inc. Tarek Nabas, JCJ Architecture Evan Ross, RBF Consulting

WHEN: June 3, 2011WHERE: Coronado Municipal Golf Course

Contact Erich Flessner for sponsorship opportunitiesTel: 619.488.9069Cell: 619.847.6230Email: e.flessner@ha-inc.com