Rain Making. By Valerie Berstene, AIA, LEED AP, CNU-A SmithGroupJJR & Joey Ijjias RA, LEED AP Soto Architecture and Urban Design February 3, 2017

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1 By Valerie Berstene, AIA, LEED AP, CNU-A SmithGroupJJR & Joey Ijjias RA, LEED AP Soto Architecture and Urban Design February 3, 2017 Rain Making SESSION #5 Town Hall Conference Center 1999 K Street NW Washington, DC 20006

2 I. Program Summary & Learning Objectives Rain Making PROGRAM SUMMARY: Rain making is all about selling your business and turning a profit! Learn how to build a brand, market your skills, and win the job at the interview. Industry experts will present on business development and marketing; social media and branding; and presentation techniques. Scholars will learn the business development and marketing strategies and trends; how to build a brand, develop content, and leverage social media platforms; and explore the art of storytelling for showcasing differentiators and winning work. The seminar will culminate in a panel discussion of leaders in the architecture and development community, exploring how to turn relationships into opportunity. LEARNING OBJECTIVES: 1. Discuss the difference between marketing and business developments and the implementation strategies of each; 2. Develop a brand strategy through various media platforms and use these platforms to display value-added differentiators and thought leadership; 3. Create value through storytelling for persuasion in marketing materials and presentation techniques; 4. Understand the different approaches for turning relationships into profit, and the similarities or differences between what architects and their clients consider most important PROGRAM ABSTRACT: The Christopher Kelley Leadership Development Program s Session 5, Rain Making focuses on recognizing and selling the value of architecture as a professional service, and cultivating relationships into new work. Through the session, industry experts will share their knowledge to give scholars a broad understanding of business development, marketing, branding, presentation techniques, and maintaining fruitful relationships. The seminar will start with a presentation on what marketing means to the AEC community. Amy Cuddy and Laura Ewan bring their professional expertise to introduce the typical definitions of business development (BD) and marketing and present the advantages and challenges in using them uniquely and in combination. The presentation will cover differentiation, branding and brand awareness, and the role of social media and content marketing to tailor a brand. Activities in understanding differentiation and personal brand will engage the scholars. In a segment focused on presentation skills, former Broadway actress Carol Dorscher brings 30 years of marketing professional services in an interactive workshop. Carol will lead the group through theatre exercises in coaching public speaking. The workshop will teach the scholars to connect with an audience, command the room, and make technical material come to life. Through the exercises, participants will learn to identify and drop nervous habits, prepare and practice presentation materials, and use graphics effectively. Concluding the seminar, a panel of architecture professionals and developer/clients will discuss their experience in building and maintaining business relationships. By bringing both sides of the profession together for this discussion, scholars can uncover similarities and differences in what architects think their clients are looking for and what really matters to the clients. The panelist will discuss how to turn networking contacts into lasting relationships and clients, how to maintain relationships to cultivate repeat clients, and what truly differentiates and brings value in the profession today. Christopher Kelley Leadership Development Program

3 II. Agenda Rain Making Date: 03 February 2017 Location: Town Hall Space, First Floor, 1999 K Street NW Washington, DC Time: 12:00 pm 5:00pm AGENDA 12:00 12:15 Lunch Reception 12:15 1:35 Business Development, Marketing, and Brand Amy Cuddy & Laura Ewan, Society of Marketing for Professional Services 1:35 1:40 Break 1:40 3:25 The Human Connection: Bringing Your Presentation to Life! Carol Dorscher, Graceworks, Inc 3:25 3:35 Break 3:35 4:50 Panel Discussion: Relationships Panelists: Deborah Kuo, Vice President of Real Estate & Facilities, Exelon Sean Cahill, Senior Vice President of Real Estate & Facilities, Property Group Partners Joanna Hoffschneider, Vice President of Business Development and Marketing, Grimm + Parker Joe Brancato, Regional Managing Principal, Gensler 4:50-5:00 Conclusion & Housekeeping 5:00-7:00 Happy Teddy & The Bully Bar th Street NW, Washington, DC

4 III. Speakers & Presentations Presentation #1: Different View + Different You: Navigating AEC Marketing Amy Cuddy and Laura Ewan bring their professional expertise to discuss what marketing means to the AEC community. They will introduce the typical definitions of business development (BD) and marketing and present the advantages and challenges in using them uniquely and in combination. The presentation will cover differentiation, branding and brand awareness, and the role of social media and content marketing to tailor a brand. Amy Cuddy, CPSM acuddy@asg-architects.com Amy Cuddy, CPSM Amy P. Cuddy, CPSM, is a senior associate and manages marketing and business development for Ayers Saint Gross, an employee-owned architecture and planning design firm focused on higher education. Her previous experience includes similar work at architecture and engineering firms specializing in housing, higher education and embassy and federal government commissions. Amy helped these firms win clients, national awards, and gain press coverage in national publications. She is an active member of the Society of Marketing Professional Services (SMPS). Amy has shared her expertise by speaking at SMPS Build Business and Deltek Insight conferences. She has written for the Zweig Letter and Marketer on various marketing and business development topics. Amy holds a Bachelor of Science degree in digital communications from Lebanon Valley College and earned her Certified Professional Services Marketer (CPSM) certification in She currently serves on the Board of Directors for the Washington, DC chapter of the Society for Marketing Professional Services as the Director of Career Advancement. Laura Ewan, CPSM Laura Ewan is a marketing and communications expert passionate about advancing the profession of marketing within the AEC industry. Laura s work strives to build community through the integrated use of strategic online platforms, specializing in creative internal and external communications that reinforce corporate brand and culture. Her experience includes working closely with firm leadership at both large and small firms to gain buy-in, develop internal champions, and make the connection between successful communications and overall firm success. Laura is a Certified Professional Services Marketer, a graduate of SMPS University, and currently serves as President of SMPS Washington, DC. Laura Ewan, CPSM lewan@mgac.com Christopher Kelley Leadership Development Program

5 III. Speakers & Presentations Presentation #2: The Human Connection: Bringing Your Presentations to Life! Through this interactive workshop learn to connect with your audience and speak in public with more confidence. Learn to command the room and make technical materials come to life. Carol Dorscher guides participants through theatre exercises and coaching to identify and drop nervous habits, prepare and practice presentation material, and use graphics wisely. Carol Dorscher Carol Dorscher Carol Doscher, President & CEO (Chief Encouragement Officer) has been captivating audiences since she performed in Broadway s Sweeney Todd. For this former actress turned trainer and coach, it s not so far from the boards of Broadway to the boardrooms of America. Since founding Graceworks in 1995, she s trained thousands of professionals globally to make that vital human connection in sales presentations, client meetings and lectures. Featured in The New York Times and on Bloomberg Television, Carol also has published numerous articles on presentation and communication skills. Prior to her current work, she marketed design and construction services for many years. Responding to the growing need for the human connection in the corporate world, Carol is a trained practitioner of Whole Brain Thinking a great tool to help people understand and leverage their own thinking preferences. 5

6 Presentation #3: Relationships - A Panel Discussion The panel discussion brings together professionals from the architecture and development sides to explore the many facets of building and maintaining effective relationships. Joe Brancato, AIA joseph_brancato@gensler.com Architect Representatives Joe Brancato, AIA Joe is Co-Managing Principal for Gensler s Northeast and Latin America Regions, with offices in the following locations: New York, NY; Morristown, NJ; Boston, MA; Toronto, Canada; San José, Costa Rica; São Paulo, Brazil; and Mexico City, Mexico. He is also a member of the firm s Board of Directors, for which he sits on the Executive Committee and chairs the Global Practice Committee. With vision and focus, Joe has led Gensler into new markets, providing leadership to the architecture, urban planning and interior design studios, and identifying the challenges and potential value proposition of each project. Joe is also active in talent development and mentoring, having shaped Gensler s gconnect program, which focuses on professional development for next-generation leaders in the firm. Engaged in professional outreach, Joe serves on the Finance Committee for the New York Chapter of AIA, NAIOP, ULI, and CoreNet Global. A strong community supporter, he is a co-chair of the Special Events Committee of AHRC and the Event Chair for the St. Francis Food Pantries. Joe holds Bachelor Degrees in Architecture and Urban Studies from the University of Maryland. Joanna Hoffschneider, AIA Joanna leads the Business Development and Marketing team at Grimm + Parker Architects, a community architecture firm. She oversees strategy and works closely with the Partners and Principals on Business Development. Her role includes research, planning, and execution of the full spectrum of Marketing activities, in conjunction with a team of specialists. She also represents the firm in professional associations and is a regular speaker at conferences. Sometimes she even works directly with clients! Joanna Hoffschneider jhoffschneider@gparch.com Joanna brings experience in professional services BDM from the perspective of construction and engineering, as well as architecture. Her background in teaching and training, combined with her passion for the built environment, informs her commitment to G+P as community architects. Joanna s first career was building her own business focused on English Language Learners in Hong Kong, which she still considers home. Upon moving to the US, she followed many family members into the A/E/C world and is delighted to have brought these two careers together in her role at G+P. She approaches the challenges of Marketing and Business Development from both a teacher s and a business owner s perspective What s the challenge to be solved? What knowledge do our clients need? How can we help clients leave the room more informed and more focused? and particularly enjoys opportunities for mentoring and professional development with both colleagues and clients. Christopher Kelley Leadership Development Program

7 Presentation #3: Relationships - A Panel Discussion [continued] Deborah Kuo deborah.kuo@exeloncorp.com Client Representatives Deborah Kuo As the Vice President of Real Estate & Facilities, Deb is responsible for leading the Exelon organization that provides portfolio strategy, transactions, project and occupancy management, facilities operations, and lease administration services for Exelon and Exelon Generation. Deb joined Exelon as the Portfolio Manager for Exelon s real estate portfolio, adding progressive responsibilities in Planning and Strategy, Real Estate & Facilities, and Merger Integration. Before joining Exelon, Deb was a Senior Manager with Deloitte s management consulting practice, where she advised Fortune 100 corporations and commercial real estate industry clients on strategic, operational, financial, and technology issues relative to their business operations and real estate portfolios. Deb began her career in asset management with Rubloff, moving into property management roles at JMB Properties, Compass Management & Leasing, and Miglin- Beitler. At Exelon, Deb led the development of Exelon s Chicago headquarters which attained Platinum LEED-CI, the largest project at the time, to achieve this recognition. With the merger of Exelon and Constellation Energy, Deb also led the development of Exelon s Baltimore HQ for Constellation, notable for its significant MWBE, local, and workforce development impacts, as well as achieving Platinum LEED-ID+C. Deb received her bachelor s degree in finance from the University of Illinois and her MBA from Northwestern Kellogg Graduate School of Management. She has been featured in numerous publications and organizations including the American Institute of Architects (AIA), BOMA, Commercial Real Estate Women (CREW), CoreNet, International Interior Design Association (IIDA), Law Seminars International, National Governors Association, PEW Center on Global Climate Change, and the US Green Building Council Sean Cahill scahill@pgp.us.com Sean Cahill Sean C. Cahill a native Washingtonian, born and raised in the District of Columbia and, is the Senior Vice President of Development for PGP Development LLC, (formerly Louis Dreyfus Property Group). He oversees development activities in the Washington Metropolitan area. Before joining the company in 2003, he was the chief operating officer at Horning Brothers where he supervised daily operating aspects of large residential and mixed use development projects such as the Tivoli Theatre in Columbia Heights. Mr. Cahill started his career with the JBG Companies in 1984 and worked there for over 17 years. He is a trustee of the District of Columbia Preservation League, immediate past president of the DC Building Industry Association as well as a board member of Casey Trees, a community tree planting initiative. Active in developing green standards in Washington, Mr. Cahill is a LEED AP, a past member of the Mayor s Green Building Advisory Council and a member of the USGBC. He successfully guided the recent construction of two PGP office buildings that qualified for the first LEED Gold and LEED Platinum certifications in the District. His current projects include the development of an air rights platform over a portion of I-395 in Northwest Washington. A project that will re-knit the City by reconnecting G & F Streets Northwest and creating three city blocks of mixed use, smart growth development. Mr. Cahill is a member of the Urban Land Institute, Washington Real Estate Group, Montgomery County Chamber of Commerce, National Association of Industrial & Office Properties and the International Development Research Council. He has a Bachelor of Science degree in architecture from Catholic University of America. 7

8 IV. Acknowledgements Sponsors We want to thank all of our sponsors for generously helping us develop CKLDP for the future success of our emerging leaders of the Washington, DC metropolitan area. SESSION SPONSORS Society for Marketing Professional Services, Session Sponsor SmithGroupJJR, Benefactor CKLDP 2016 PROGRAM SPONSORS Acknowledgements We would also like to thank Goulston Storrs for use of their conference space. Christopher Kelley Leadership Development Program