1. Official Newsletter of The Long Island Chapter of the Society for
Marketing Professional Services, Inc. Published Quarterly Volume II, Issue 4
Inside This Issue
President’s Message 2
New Board of Directors 2
BetheMasterofYourDomains 3
Canstruction:CanstructaWorld
Without Hunger 4
UpcomingPrograms 4
RecentProgramsWrap-Up
“Meet Who’s Developing Long
Island Today” 5
“Demystifying Market Research:
Be Knowledge Driven” 6
“Meet the Media: The Untapped
Opportunities!” 7
SMPS Long Island Grapevine 8
Ready, Aim, Market!
Published by:
The Long Island Chapter of the
Society for Marketing
Professional Services, Inc.
c/o Diana Soldano
DirectorofMarketing
EschbacherEngineering,P.C.
532BroadHollowRoad
Melville, NewYork 11747
631.249.8822,ext.203
631.249.4925 Fax
soldano@eschbacher.com
SMPS Long IslandSMPS Long IslandSMPS Long IslandSMPS Long IslandSMPS Long Island
GrapevineWhy the “Grapevine?” It is to pay hommage to our significant local Long Island vineyards. Our focus is
Long Island business, Long Island culture, and Long Island opportunites in theA/E/C industry. In each
issue, this column will specifically highlight Long Island member news. So, if you changed jobs, have been
promoted, or have any other professional news, we want to hear about it! Please send any news you’d like
to share to our Editor-in-Chief, Lynne Viccaro, at lviccaro@arbor.com, so we can include your news in our
upcoming issue. Thanks, and watch for our next issue coming this spring!
Congratulations to SMPS Long Island's Secretary, Lynne Viccaro,on the birth of her daughter, and her promotion to
Assistant Vice President, Marketing, withArbor Commercial Mortgage, LLC, in Uniondale.
Congratulations to SMPS Long IslandTreasurer, Harvey Bienstock, PE,on the birth of his grandchild.
Congratulations to Susan Perotto, Marketing Manager withA. James de Bruin & Sons, LLP, in Bethpage, for her
feature in Newsday.
Jeffrey Stern is now Executive Vice President with RCG Group, a general contracting firm headquartered in Eastern
Canada, with regional offices in Parsippany, New Jersey.
Welcome New Members:
Jamie N. Reve, MarketingAssistant, BaldassanoArchitecture LLP
Raymond V. Tobia, SeniorAssociate, VollmerAssociates LLP
Gerard J. Cuomo, P.E., Senior Vice President, Gedeon GRC Consulting
Dominic LaPierre, Partner, Ashley McGrawArchitects PC
Christine Belson, BusinessAdministrator, BBS
Peter Heretakis, Vice President, HiRise Engineering PC
Rachel A. Lioio, CorporateAccount Executive, MT Group
Larry Maggiotto, President, Pathway Systems Design
John A. Roccotagliata, Designer Sales, Evenson Best
Alan Wax, President, WaxWords Public Relations
Beatriz Seinuk-Ackerman, Vice President, Marketing & Business Development, YsraelA. Seinuk, P.C.
LisaAckerman, Marketing Coordinator, Emtec Consulting Engineers
Gus Maimis, President, MKG Construction & Consulting
EDITOR-IN-CHIEF
Lynne R. Viccaro
ArborCommercialMortgage,LLC
lviccaro@arbor.com
CONTRIBUTINGWRITERS
Linda Bauer
SpectorGroup
Matthew DeLange
GU3 Design
Ann Middleman
ADM Marketing & Research
Consulting
LAYOUT & DESIGN
Rebecca Lipscomb
Hirani Engineering &
Land Surveying, P.C.
PRINTING COURTESY OF:
SMPS
LongIsland
Society for
Marketing
Professional
Services
www.smpsli.org
Ready, Aim, Market!
We would like to express special thanks to our Corporate Sponsors for 2006-2007:
For information on becoming a Corporate or Event Sponsor, please contact John Rivera at jrivera@ftcny.com or 516-918-2944.
Gold: J Stern Construction Group
KM Associates of New York, Inc.
Silver: Eschbacher Engineering, P.C.
Hirani Engineering & Land Surveying, P.C.
Partners: Habitat for Humanity of Suffolk Sarah Grace Foundation
SMPS Long Island Receives National Awards
The SMPS Long Island Chapter is thrilled to
announce that we have been awarded
FIRST PLACE in SMPS National’s Striving
for Excellence Awards Program for Chapter
Recognition, Small Chapter.
We were also awarded Outstanding,
Educational Program for our panel
program, “It’s Not Easy Being Green: Green
Building on Long Island.”
Striving for Excellence is a demanding
national awards campaign committed to
honoring local SMPS Chapters that fulfill the
far-reaching goals of a time-honored
organization dedicated to building business
in the A/E/C industry and beyond.
Its important to us that you know that our First
Place award demonstrates the Long Island
Chapter’s commitment to you as we
strategize goals and fulfill game plans to
satisfy our mission to become the premier
forum for education and networking that
creates community, facilitates business and
inspires professionals marketing for the built
environment.
Some of these goals include:
• Creative programming
• Diverse speaker representation
• Educational & networking
opportunities
• Increased membership
• Increased sponsorship
• Effective chapter communication
• Charitable affiliation
• Initiation of Scholarship Fund
• Plan for future growth
Having just completed our second year as a
Chapter, we are proud of our accomplishments
and look forward to a year of continued growth,
outstanding programs and events, and
advancing our strategic goal to provide for our
members, and the Long Island A/E/C community
at large, a comprehensive and valued resource.
SMPS
LongIsland
InspiringProfessionals
CreatingCom
m
unity
Published by:
The Long Island Chapter of the
Society for Marketing
Professional Services, Inc.
www.smpsli.orgBuilding Business
Benefactors: Brenner Lennon Photo Productions, Inc.
Building Long Island Magazine
Knowing Point, LLC
Proforma Quest Graphics
The LiRo Group
Spector Group
LMW Engineering Group, LLC
TNS Management Services, Inc.
Platinum: A. James de Bruin & Sons, LLP
Display Presentations, Ltd.
Future Tech Consultants of New York, Inc.
Spector Group
Board of Directors
2006-2007
Chapter Officers:
President
Hiara Guevara-Delgado
CSMEngineering,P.C.
President-Elect
Jane Felsen Gertler, CPSM
SpectorGroup
Secretary
Lynne R. Viccaro
ArborCommercialMortgage,LLC
Treasurer
Harvey Bienstock, P.E.
James LaSala & Associates, LLP
ImmediatePastPresident
Diane M. Soldano, CPSM
EschbacherEngineering,P.C.
Committee Directors:
Communications
MatthewG.DeLange
GU3Design
Membership
Ellen Talley
PatcraftCommercialCarpet
Programs
Andrew J. Weinberg, CPSM
TheLiRoGroup
Public Relations
Tracy Lobdell
J S McHugh
Sponsorship
John Rivera
FutureTech Consultants of NYInc.

2. SMPS Long Island
President’s Message
It's incredible how busy we all get and how fast time
goes by. I'm proud to say that the Long Island
Chapter is in its third year and still working very hard.
I have the honor of presiding over your organization
this year and I'm looking to you, our members and
potentialmembers,tohelpmemakeitthebestyear
ever!
My focus this year, as well as the board's, is to get
more people involved by providing exciting
educational and networking programs. We held two
successfulprogramsinSeptemberandOctober:
"Meet the Media: The Untapped Opportunities" and
"Meet Who's Developing Long Island Today"! We
have lined up many more exciting programs for the
rest of the year. Please refer to the Calendar of
Eventsatwww.smpsli.org.
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RRRRReadyeadyeadyeadyeady, Aim,, Aim,, Aim,, Aim,, Aim, Market!
Hiara Guevara-Delgado,Hiara Guevara-Delgado,Hiara Guevara-Delgado,Hiara Guevara-Delgado,Hiara Guevara-Delgado,
SMPS Long Island Chapter
President 2006-2007,
Director, Marketing &
Administration
CSM Engineering, P.C.
Get involved with the Long Island Chapter!You'll
have access to information about the industry you
might not have now, you'll gain new friends, find new
teaming partners, and best of all, you'll have fun
doing it (in addition to the great benefits you receive)!
We are growing and need your expertise, whether it
isinwriting,photography,communications(mail,
phone), data entry, etc. Please contact one of our
directors and ask how you can get involved.
If you have any questions, comments, suggestions or
concerns,don'thesitatetocallme.
Sincerely,
Hiara Guevara-Delgado,
President
New Board of Directors
Officers:
Hiara Guevara-Delgado, President
Director of Marketing/Administration, CSM Engineering, P.C.
Jane Felsen Gertler, CPSM, President-Elect
Associate, Director of Marketing, Spector Group
Lynne R. Viccaro, Secretary
Assistant Vice President, Marketing, Arbor Commercial Mortgage, LLC
Harvey Bienstock, P. E., Treasurer
Director of Marketing, James, Lasala &Associates, LLP
Diana M. Soldano, Immediate Past-President
Director of Marketing, Eschbacher Engineering, P.C.
Directors:
Matthew G. DeLange, Director of Communications
Principal, GU3 Design
Tracy Lobdell, Director of Public Relations
Sales Director, J.S. McHugh, Inc.
John Rivera, Director of Sponsorship
Project Manager, Future Tech Consultants of NY Inc.
Ellen Talley, Director of Membership
Territory Manager, Patcraft Commercial Carpet
Andrew Weinberg, Director of Programs
Director of Marketing, The LiRo Group
We are pleased to announce the SMPS Long Island
Chapter 2006-2007 Board of Directors
Back Row: Diana M. Soldano, CPSM • Jane Felsen Gertler, CPSM • Tracy
Lobdell • John Rivera • Harvey Bienstock, PE • Hiara Guevara-Delgado
• Lynne R. Viccaro
Front Row: Matthew G. DeLange • Ellen Talley • Andrew J. Weinberg,
CPSM
On September 20, 2006, SMPS Long Island presented "Meet the Media: The Untapped
Opportunities!," a panel of regional media professionals from magazine, newspaper, and radio,
and public relations, including: Deborah Herman, Publisher, Building Long Island; Michael
Martino, Managing Editor/News, Long Island Press; John Rigrod, Publisher and Editor,
Hammer Magazine; John Galla, Radio Host, WRIV Radio; andAlan Wax, President, WaxWords
PublicRelations.
Moderated by Jane Felsen Gertler, CPSM,Associate, Director of Marketing with Spector Group,
the panel discussed various ideas and opportunities to gain exposure in the media.
Wax noted that in Newsday and Long Island Business News, while getting real estate or
businessitemsinthepaperissometimesdifficult,thepapersareoftenreceptivetopressreleases
regarding personnel changes, although they must be accompanied by the subject's background
informationandnotjustthetitleorfirmchange.Waxalsonotedtheimportanceofwritingpress
releases as news stories and not as dry facts, in particular, researching the subject for
backgroundinformationofnote.Recommendedonlinepressreleaseoutletsinclude
LongIsland.com, which is free, and PRWeb.com, which requires a voluntary contribution.
Herman of Building Long Island noted that the magazine looks for educational articles in theA/E/
C industry as well as standard content for items such as the calendar of events and
groundbreakings, but that its in-depth articles are developed with an eye toward selling reprints
as collateral marketing materials. The magazine charges a fee for some cover and specialty
editorial coverage.
Regarding the influence of the web vs. print, Martino feels that having a web presence is an
important component/partner for any publication and that people are not yet ready to give up the
printed word, partly because of its ease of portability. He noted a particular spike in his paper's
website traffic during the lunch hour as more people surf during their lunch breaks.
Rigrod does not see the web as competition for Hammer Magazine, and that print's depth of
coverage is generally a significant differentiator from the web. He also noted the trend towards
niche publications as supporting evidence of this perspective. Photography is also an important
differentiator,withprintprovidingsignificantlyhigherresolution.
Herman noted the importance of using the web in a supportive role to print, where breaking
news is identified online and followed up in greater depth in print. She also noted the importance
of attending networking events as a way of identifying news and that theA/E/C industry is "the
most relationship-oriented industry in the world."
Martino feels that having a web presence is an important partner for any publication. People are
not yet ready to give up the printed word, partly because of its ease of portability. He noted a
particular spike in his paper's website traffic during the lunch hour as more people surf during
their lunch breaks.
Rigrod said that print's depth of coverage is generally a significant differentiator from the web. He
also noted the trend towards niche publications as supporting evidence of this perspective.
Meet the Media: The Untapped Opportunities
By Matt DeLange, GU3 Design
Photographs by Jamie Reve, Marketing Assistant, Baldassano Architecture, LLP
MICHAEL MARTINO (Managing Editor/News,
Long Island Press), ALAN WAX (President,
WaxWords Public Relations), JOHN RIGROD
(Publisher & Editor, Hammer Magazine), JANE
FELSEN GERTLER, CPSM (Associate, Director
of Marketing, Spector Group, and SMPS Long
Island President-Elect), DEBORAH HERMAN
(Publisher, Building Long Island Magazine), and
JOHN GALLA (Radio Host, WRIV Radio)

3. Meet Who’s Developing Long Island Today!
continued from page 5
Mannetta: What is the marketplace telling you about the near future and the foreseeable future on Long Island? How do you know what to build and
when?
Coughlan: Having the right partners, the right market opportunity, maybe the right end-user with you at the time, as well as having the right team of
design professionals available to pull off the thing that you are contemplating.
Frank: As we were talking before, that's the beauty of some of the access to capital that's available now. You can get partners that will say, "Look, this is
going to ride two or three cycles. We are not trying to hit the condo market right now. We are going to hit the job growth that's projected for 2007 for an
office project. We are going to build this project. We are going to own it for a long time. We are going to be partners together, and we are going to ride out
the ups and downs." And I think that's a really wonderful partnership.
Mannetta: With all the desire for green building and conservation on a higher level, even government action now to make it happen, how extensive is it
and is it going to happen more in your world?
Coughlan: I think that the market is finding stronger demand for more sustainable buildings. The cost is coming down, but there is still an increased cost to
do many of the greener technologies in building. We're retrofitting buildings now on the energy side. It's a little bit easier to identify where you can make
improvements and install ice storage systems, taking advantage of the off-peak hour rates.
6Be the Master of Your Domains!
SMPS Long Island
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RRRRReadyeadyeadyeadyeady, Aim,, Aim,, Aim,, Aim,, Aim, Market!
Ten Tips for Conducting Research
The decision to conduct market research generally derives from a major
question or problem in the marketing of some product or service.As with
so many things, there are several approaches you can use. Here are
some things to keep in mind that can help you plan better for a successful
outcome.
1. Start with your objectives.
You must be clear on your reasons for the research. If possible,
hold a strategy session and put your objectives in writing. This will
help focus your effort throughout the process.
2. Be clear on how you want to use the results.
Are you making a go/no go decision on a new product or an ad
campaign?Are you looking for the optimal target for your product
or service? Does the research have to do with your company’s or
brand’s image? Is it for publicity? The answers to these questions
will determine the scope and methodology of your research.
3. Be as specific as you can about who you want to interview.
Some people are harder to find than others. Some groups are
more expensive to research than others. Some groups are so
narrowly defined that conducting a large-scale survey is
unfeasible. Sometimes you may need to interview people in other
countries.Thisinformationalsohelpsdeterminethebestandmost
cost effective way to reach your target audience.
4. Is your target audience homogeneous or diverse?
Very often, the size of the survey/research sample is dependent on
the diversity of the target population. That is because you need a
minimumnumberofsubjectsforeachsignificantsegmentinthe
study; e.g., genders, age groups, product usage groups.
5. Do you need to show samples, storyboards, or prototypes?
You may want to show product samples or prototypes, advertising
slogans,storyboards,orpositioningstatements.Thiswillalso
impactthespecificapproachusedandtheassociatedcosts: focus
groups or a central location intercept (mall interviewing); sending
things through the mail/FedEx and even some online techniques.
6. Don’t wait until the last minute.
It is important to know when you absolutely need to have results.
You should plan on spending three to six months (depending on
the scope of the effort) on your study, from the initial planning to
deliverables.
7. Try to keep your team small.
The more people having input into your research, the more
likely you are to have a study that is unfocused and ultimately,
unsatisfying.Ifyoucanlimittheteamtoyourmarketingdirector,
product manager, and ad agency (if appropriate), it will go
quicker and better.
8. Make sure you understand what the deliverables are.
Most of the time, you can expect a detailed written report at the
conclusion of a research study which can include an executive
summary, charts and tables or verbatims and quotes from
respondents. The more detailed the report the more it will cost,
so if you have to cut corners anywhere, ask for a less detailed
report.
9. Don’t solicit too many proposals.
Naturally, you want to choose a research consultant carefully,
especially if you are spending a significant part of your
marketing budget on this effort. However, if you solicit more
than three proposals, you could get bogged down in trying to
compare “apples to apples.” Generally speaking, you want a
research consultant to be a good partner. He or she should be
a good listener and a good advisor, able to offer the best
research approach for your needs.
10. What about cost?
Primary research can cost anywhere from $5,000 to over
$100,000. Under-funding the effort will generally produce
results that are barely useful, thereby having wasted your
limited resources. Over-funding is never a good idea either.
Fortunately, as stated earlier, there are a number of ways to
accomplish nearly any objective, so you have choices. Be
candid with your consultant so that you receive a meaningful
proposal.
By Ann Middleman, Principal
ADM Marketing & Research Consulting
Complete program details are available at our website at www.smpsli.org, where you can also download our Calendar of Events brochure. To suggest topics for future
programs or to join our Programs Committee, please contactAndrew J. Weinberg, CPSM, Director of Programs, at (516) 214-8103 or weinberga@liro.com.
Demystifying Market Research
The Six Domains
Market Research
Client/Business DevelopmentSOQs/Proposals
nal Activity
Information, Resource and
Organization Management
Marketing Plan
In keeping with our mission to be the premier source of education for our members, in upcoming issues of
the newsletter, we will explore one of the six domains of marketing.
By Linda Bauer
Marketing Coordinator; Spector Group
Photos: Ellen Talley, Territory Manager, Patcraft Commercial Carpet
"Would you drive at night without lights?" asked Ann Middleman, Principal, ADM
Marketing & Research Consulting at “Demystifying Market Research: Be
Knowledge Driven - Make the Investment Pay” (November 15th, 2006). "You
wouldn't know how far to go before turning, or see obstacles and other drivers. It could
be very dangerous. So why do businesses embark on strategic and tactical ventures
without knowing what's out there, who's out there, and whether anyone is listening?"
That, according to Middleman, is why research is needed. Research allows marketers
to discover which direction the market is going; alerts them to obstacles that can stand in
the way of success; detects variations in different sectors of the target audience and
shows what the competition is up to.
Middleman pointed out that marketers need to become knowledge-driven, rather than
assumption-driven, by conducting market research. To do so, you need to identify what
you want to know about, who and what size is the audience, when do you need results
and what is your budget. The best way to accomplish these objectives is through
primary and secondary research. Primary research can be obtained quantitatively
through surveys conducted by telephone, online, mail or at a central location.
Secondary research can be collected through trade publications, basic market or
population data, annual reports, Dow Jones, Google, press releases, demographics
and census data. The results can yield ideas for many different marketing initiatives:
Product development: New products or re-introduction of a brand or product line.
Corporate communications and advertising: Brand management and logos;
advertising effectiveness and "disaster checks."
Customer and employee relations: Problem detection and correction
Sales Support: White papers, input for sales calls, seminars for customers or
prospects.
Publicity and Public Relations: Generate news for press releases, user meetings,
or websites.
MATT DELANGE (Principal, GU3 Design), ANN D.
MIDDLEMAN (Principal, ADM Marketing & Research
Consulting), and CATHY DEFRANCES (Associate, Director
of Marketing, Kenneth Boronson Architects LLC)
Event Sponsors: GBC and Pixellence

4. SMPS Long Island
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RRRRReadyeadyeadyeadyeady, Aim,, Aim,, Aim,, Aim,, Aim, Market!
Meet Who’s Developing Long Island Today!
The following excerpts are provided courtesy of Building Long Island Magazine. For complete 4-page coverage of this event, please see "Developing a
New Picture: The Region's Top Developers Outline the Effects of the Changing Market at SMPS LI", from the Novemer/December issue.
For subscription info, please call (631) 543-0320 or email dherman@buildinglongisland.com.
Photos: Ellen Talley, Territory Manager, Patcraft Commercial Carpet
On October 18, the Society of Marketing Professional Services
(SMPS) Long Island sponsored a discussion geared toward what will
be driving force in building renovations and new developments on
Long Island. Moderator, Michael J. Mannetta, RA, Partner and
Director of Design, Spector Group, and panelists Frank Castagna,
Chairman of Castagna Realty Co. Inc.; James L. Coughlan, Principal
of TRITEC Real Estate Co. Inc.; Matthew Frank, AIA, Senior Vice
President of Development and Design at Reckson Associates Realty
Corp.; David Glaser, COO of CLK/Houlihan-Parnes; and Marlon E.
Matza, Senior Vice President of Gould Investors LP, gave a sneak
peek into the year ahead. Below are excerpts of the discussion.
Mannetta: How do you see real estate development changing on
Long Island and how has it changed during the last 10 to 20 years
specifically?
Coughlan: Long Island really wasn't on the radar screen for the major
sources of capital. But the wash of capital that's come into the market in
the past five years has really changed the opportunities, allowing
people to be very entrepreneurial, and even visionary; in the way
they look at projects.
Glaser: As long as you have location and access, we can find an
expeditious way of developing and increasing asset values.
Occasionally you can buy the asset at the [present market] price and
then update it to something different, creating value. There is capital
available for that and it's a little bit easier to get through the approval
process on that basis, because you have an asset already in place.
Mannetta: What is the role of the citizens and the local municipalities
who represent them? Do you see a positive turn towards
development as opposed to the last 10 to 20 years?
Recent Programs Wrap-Up
Upcoming Programs - Mark Your Calendars!
Spinning Your Website to Catch Your Prey
Wednesday, January 17, 2007, 8:00-10:00AM
Matt DeLange of GU3 Design will present a non-technical program on
developing,improving,andintegratingyouronlinepresence.Focusingprimarily
on websites, topics will include the full range of online marketing, from usability to
blogs to measuring results and ultimately winning new work.Attendees will
leave with a better understanding of how to proceed on their own and/or how to
betterworkwithanoutsidedeveloper.
Market Boom: Who’s Building Multi-Family / Senior Housing on Long
Island
Wednesday, February 14, 2007, 8:00-10:00AM
As Baby Boomers hit the retirement age, many are choosing to spend their
golden years on Long Island. Likewise, changing lifestyles and a growing
suburbiapointtohugestridesinmulti-familyhigh-riserentalsandcondos.Meet
the owners and developers behind the Multi-Family Housing boom and learn
what you need to tackle this market.
A/E/C Success Behaviors: Powerfully Connect Your Leadership to
ProfitABILITY
Wednesday, March 21, 2007, 8:00AM-12:00PM (half-day workshop)
Want to advance your career? Want to know the key leadership skills necessary to
doit?Wanttolearnhowothershavehadmeasurableimpactontheirbusinesses?
We know how and want to help you. Join us to learn how to link proven leadership
behaviors to the profitability of your business in measurable ways.
New York City Public Work: Breaking the Client Barrier
Wednesday,April 18, 2007, 8:00-10:00AM
Hear directly from a consortium of New York City Government andAgency
Representatives how to do public work in the greatest city in the world! Achance to
listen closely to a frank panel discussion plus Q&A sessions devoted to multiple
agency projects. These high level representatives will reveal upcoming
opportunities,agencyexpectationsandqualificationproceduresforwinningnew
work. Join our group of Principals and Marketers for prime networking and
stimulatingdiscussiondesignedtobringyouupcloseandpersonalwiththedecision
makers and industry experts!
All events, except the Holiday Party, will be held atThe Milleridge Inn, 585 North
Broadway (Routes 106/107), Jericho, NY.
SMPS Long Island is excited to report that Canstruction®, produced
undertheauspicesoftheSocietyofDesignAdministration,willbe
returning to our region in the fall of 2007. Canstruction is a national
designcompetitionthatmakesasignificantcontributiontothefight
against hunger. SMPS Long Island, in tandem with the Long IslandAIA,
challengesthedesignandconstructionindustriestoshowcasetheir
talents by designing giant sculptures made entirely out of canned foods.
At the close of the exhibition, all of the food used in the structures will be
donated to Long Island Cares for distribution to food pantries, shelters,
soup kitchens, elderly and day care centers.
A visual feast for the eyes, you will surely want to join this illustrious
group of competitors and participate in this joyful event. Keep an eye
outinthecomingmonthsformoreinformationaboutCanstruction!
Mission: Canstruct a World
Without Hunger
Coughlan: I sense that not-for-profits do have a different feel from the
community and from the municipalities. It's not written in any zoning or
code book anywhere, but I think there's a role for the not-for-profits to
take leadership here in trying to push forward some affordable housing
development.
Matza: The other thing I'd like to note is that the local villages and towns
want to promote assisted-living facilities and 55-plus communities. So I
think that's another change that I've seen in the Long Island development
arena over the last few years. Municipalities will really work toward
getting those approvals and they are in favor of those types of
developments.
Mannetta: What do you feel is your role as a developer in addressing the
current and future concerns of Long Island?
Castagna: You really need the support of the communities. You can't just
come in and say, "We are now going to be part of your community." So I
think every developer has learned that the best policy is maintaining
relations with the community and do your best to understand their
requirements.
Frank: The housing on Long Island is a prime issue right now. Housing
stock has not replenished itself at appropriate levels and it's becoming
more difficult to find good paying jobs that allow [young people] to stay.
Real estate taxes, particularly in Nassau County, are incredibly high,
which I think plays into the difficulty that new companies and certainly
large companies and corporations have with considering moving to the
Island. The office market for large moves is heavily impacted by the
operating expenses and the real estate taxes.
FRANK CASTAGNA (Chairman, Castagna Realty Company, Inc.),
MATTHEW FRANK, AIA (Senior Vice President of Development &
Design, Reckson Associates Realty Corp.), MICHAEL J. MANNETTA, RA
(Partner, Director of Design, Spector Group), JAMES L. COUGHLAN
(Principal, TRITEC Real Estate Company, Inc.), DAVID GLASER (Chief
Operating Officer, CLK/Houlihan-Parnes), and MARLON E. MATZA
(Senior Vice President, Gould Investors, LP)
Continued on page 6
Event Sponsors:Arbor Commercial Mortgage, Patcraft andYsraelA. Seinuk, P.C.

5. SMPS Long Island
Page 4 Visit our website at www.smpsli.org Visit our website at www.smpsli.org Page 5
RRRRReadyeadyeadyeadyeady, Aim,, Aim,, Aim,, Aim,, Aim, Market!
Meet Who’s Developing Long Island Today!
The following excerpts are provided courtesy of Building Long Island Magazine. For complete 4-page coverage of this event, please see "Developing a
New Picture: The Region's Top Developers Outline the Effects of the Changing Market at SMPS LI", from the Novemer/December issue.
For subscription info, please call (631) 543-0320 or email dherman@buildinglongisland.com.
Photos: Ellen Talley, Territory Manager, Patcraft Commercial Carpet
On October 18, the Society of Marketing Professional Services
(SMPS) Long Island sponsored a discussion geared toward what will
be driving force in building renovations and new developments on
Long Island. Moderator, Michael J. Mannetta, RA, Partner and
Director of Design, Spector Group, and panelists Frank Castagna,
Chairman of Castagna Realty Co. Inc.; James L. Coughlan, Principal
of TRITEC Real Estate Co. Inc.; Matthew Frank, AIA, Senior Vice
President of Development and Design at Reckson Associates Realty
Corp.; David Glaser, COO of CLK/Houlihan-Parnes; and Marlon E.
Matza, Senior Vice President of Gould Investors LP, gave a sneak
peek into the year ahead. Below are excerpts of the discussion.
Mannetta: How do you see real estate development changing on
Long Island and how has it changed during the last 10 to 20 years
specifically?
Coughlan: Long Island really wasn't on the radar screen for the major
sources of capital. But the wash of capital that's come into the market in
the past five years has really changed the opportunities, allowing
people to be very entrepreneurial, and even visionary; in the way
they look at projects.
Glaser: As long as you have location and access, we can find an
expeditious way of developing and increasing asset values.
Occasionally you can buy the asset at the [present market] price and
then update it to something different, creating value. There is capital
available for that and it's a little bit easier to get through the approval
process on that basis, because you have an asset already in place.
Mannetta: What is the role of the citizens and the local municipalities
who represent them? Do you see a positive turn towards
development as opposed to the last 10 to 20 years?
Recent Programs Wrap-Up
Upcoming Programs - Mark Your Calendars!
Spinning Your Website to Catch Your Prey
Wednesday, January 17, 2007, 8:00-10:00AM
Matt DeLange of GU3 Design will present a non-technical program on
developing,improving,andintegratingyouronlinepresence.Focusingprimarily
on websites, topics will include the full range of online marketing, from usability to
blogs to measuring results and ultimately winning new work.Attendees will
leave with a better understanding of how to proceed on their own and/or how to
betterworkwithanoutsidedeveloper.
Market Boom: Who’s Building Multi-Family / Senior Housing on Long
Island
Wednesday, February 14, 2007, 8:00-10:00AM
As Baby Boomers hit the retirement age, many are choosing to spend their
golden years on Long Island. Likewise, changing lifestyles and a growing
suburbiapointtohugestridesinmulti-familyhigh-riserentalsandcondos.Meet
the owners and developers behind the Multi-Family Housing boom and learn
what you need to tackle this market.
A/E/C Success Behaviors: Powerfully Connect Your Leadership to
ProfitABILITY
Wednesday, March 21, 2007, 8:00AM-12:00PM (half-day workshop)
Want to advance your career? Want to know the key leadership skills necessary to
doit?Wanttolearnhowothershavehadmeasurableimpactontheirbusinesses?
We know how and want to help you. Join us to learn how to link proven leadership
behaviors to the profitability of your business in measurable ways.
New York City Public Work: Breaking the Client Barrier
Wednesday,April 18, 2007, 8:00-10:00AM
Hear directly from a consortium of New York City Government andAgency
Representatives how to do public work in the greatest city in the world! Achance to
listen closely to a frank panel discussion plus Q&A sessions devoted to multiple
agency projects. These high level representatives will reveal upcoming
opportunities,agencyexpectationsandqualificationproceduresforwinningnew
work. Join our group of Principals and Marketers for prime networking and
stimulatingdiscussiondesignedtobringyouupcloseandpersonalwiththedecision
makers and industry experts!
All events, except the Holiday Party, will be held atThe Milleridge Inn, 585 North
Broadway (Routes 106/107), Jericho, NY.
SMPS Long Island is excited to report that Canstruction®, produced
undertheauspicesoftheSocietyofDesignAdministration,willbe
returning to our region in the fall of 2007. Canstruction is a national
designcompetitionthatmakesasignificantcontributiontothefight
against hunger. SMPS Long Island, in tandem with the Long IslandAIA,
challengesthedesignandconstructionindustriestoshowcasetheir
talents by designing giant sculptures made entirely out of canned foods.
At the close of the exhibition, all of the food used in the structures will be
donated to Long Island Cares for distribution to food pantries, shelters,
soup kitchens, elderly and day care centers.
A visual feast for the eyes, you will surely want to join this illustrious
group of competitors and participate in this joyful event. Keep an eye
outinthecomingmonthsformoreinformationaboutCanstruction!
Mission: Canstruct a World
Without Hunger
Coughlan: I sense that not-for-profits do have a different feel from the
community and from the municipalities. It's not written in any zoning or
code book anywhere, but I think there's a role for the not-for-profits to
take leadership here in trying to push forward some affordable housing
development.
Matza: The other thing I'd like to note is that the local villages and towns
want to promote assisted-living facilities and 55-plus communities. So I
think that's another change that I've seen in the Long Island development
arena over the last few years. Municipalities will really work toward
getting those approvals and they are in favor of those types of
developments.
Mannetta: What do you feel is your role as a developer in addressing the
current and future concerns of Long Island?
Castagna: You really need the support of the communities. You can't just
come in and say, "We are now going to be part of your community." So I
think every developer has learned that the best policy is maintaining
relations with the community and do your best to understand their
requirements.
Frank: The housing on Long Island is a prime issue right now. Housing
stock has not replenished itself at appropriate levels and it's becoming
more difficult to find good paying jobs that allow [young people] to stay.
Real estate taxes, particularly in Nassau County, are incredibly high,
which I think plays into the difficulty that new companies and certainly
large companies and corporations have with considering moving to the
Island. The office market for large moves is heavily impacted by the
operating expenses and the real estate taxes.
FRANK CASTAGNA (Chairman, Castagna Realty Company, Inc.),
MATTHEW FRANK, AIA (Senior Vice President of Development &
Design, Reckson Associates Realty Corp.), MICHAEL J. MANNETTA, RA
(Partner, Director of Design, Spector Group), JAMES L. COUGHLAN
(Principal, TRITEC Real Estate Company, Inc.), DAVID GLASER (Chief
Operating Officer, CLK/Houlihan-Parnes), and MARLON E. MATZA
(Senior Vice President, Gould Investors, LP)
Continued on page 6
Event Sponsors:Arbor Commercial Mortgage, Patcraft andYsraelA. Seinuk, P.C.

6. Meet Who’s Developing Long Island Today!
continued from page 5
Mannetta: What is the marketplace telling you about the near future and the foreseeable future on Long Island? How do you know what to build and
when?
Coughlan: Having the right partners, the right market opportunity, maybe the right end-user with you at the time, as well as having the right team of
design professionals available to pull off the thing that you are contemplating.
Frank: As we were talking before, that's the beauty of some of the access to capital that's available now. You can get partners that will say, "Look, this is
going to ride two or three cycles. We are not trying to hit the condo market right now. We are going to hit the job growth that's projected for 2007 for an
office project. We are going to build this project. We are going to own it for a long time. We are going to be partners together, and we are going to ride out
the ups and downs." And I think that's a really wonderful partnership.
Mannetta: With all the desire for green building and conservation on a higher level, even government action now to make it happen, how extensive is it
and is it going to happen more in your world?
Coughlan: I think that the market is finding stronger demand for more sustainable buildings. The cost is coming down, but there is still an increased cost to
do many of the greener technologies in building. We're retrofitting buildings now on the energy side. It's a little bit easier to identify where you can make
improvements and install ice storage systems, taking advantage of the off-peak hour rates.
6Be the Master of Your Domains!
SMPS Long Island
Page 6 Visit our website at www.smpsli.org Visit our website at www.smpsli.org Page 3
RRRRReadyeadyeadyeadyeady, Aim,, Aim,, Aim,, Aim,, Aim, Market!
Ten Tips for Conducting Research
The decision to conduct market research generally derives from a major
question or problem in the marketing of some product or service.As with
so many things, there are several approaches you can use. Here are
some things to keep in mind that can help you plan better for a successful
outcome.
1. Start with your objectives.
You must be clear on your reasons for the research. If possible,
hold a strategy session and put your objectives in writing. This will
help focus your effort throughout the process.
2. Be clear on how you want to use the results.
Are you making a go/no go decision on a new product or an ad
campaign?Are you looking for the optimal target for your product
or service? Does the research have to do with your company’s or
brand’s image? Is it for publicity? The answers to these questions
will determine the scope and methodology of your research.
3. Be as specific as you can about who you want to interview.
Some people are harder to find than others. Some groups are
more expensive to research than others. Some groups are so
narrowly defined that conducting a large-scale survey is
unfeasible. Sometimes you may need to interview people in other
countries.Thisinformationalsohelpsdeterminethebestandmost
cost effective way to reach your target audience.
4. Is your target audience homogeneous or diverse?
Very often, the size of the survey/research sample is dependent on
the diversity of the target population. That is because you need a
minimumnumberofsubjectsforeachsignificantsegmentinthe
study; e.g., genders, age groups, product usage groups.
5. Do you need to show samples, storyboards, or prototypes?
You may want to show product samples or prototypes, advertising
slogans,storyboards,orpositioningstatements.Thiswillalso
impactthespecificapproachusedandtheassociatedcosts: focus
groups or a central location intercept (mall interviewing); sending
things through the mail/FedEx and even some online techniques.
6. Don’t wait until the last minute.
It is important to know when you absolutely need to have results.
You should plan on spending three to six months (depending on
the scope of the effort) on your study, from the initial planning to
deliverables.
7. Try to keep your team small.
The more people having input into your research, the more
likely you are to have a study that is unfocused and ultimately,
unsatisfying.Ifyoucanlimittheteamtoyourmarketingdirector,
product manager, and ad agency (if appropriate), it will go
quicker and better.
8. Make sure you understand what the deliverables are.
Most of the time, you can expect a detailed written report at the
conclusion of a research study which can include an executive
summary, charts and tables or verbatims and quotes from
respondents. The more detailed the report the more it will cost,
so if you have to cut corners anywhere, ask for a less detailed
report.
9. Don’t solicit too many proposals.
Naturally, you want to choose a research consultant carefully,
especially if you are spending a significant part of your
marketing budget on this effort. However, if you solicit more
than three proposals, you could get bogged down in trying to
compare “apples to apples.” Generally speaking, you want a
research consultant to be a good partner. He or she should be
a good listener and a good advisor, able to offer the best
research approach for your needs.
10. What about cost?
Primary research can cost anywhere from $5,000 to over
$100,000. Under-funding the effort will generally produce
results that are barely useful, thereby having wasted your
limited resources. Over-funding is never a good idea either.
Fortunately, as stated earlier, there are a number of ways to
accomplish nearly any objective, so you have choices. Be
candid with your consultant so that you receive a meaningful
proposal.
By Ann Middleman, Principal
ADM Marketing & Research Consulting
Complete program details are available at our website at www.smpsli.org, where you can also download our Calendar of Events brochure. To suggest topics for future
programs or to join our Programs Committee, please contactAndrew J. Weinberg, CPSM, Director of Programs, at (516) 214-8103 or weinberga@liro.com.
Demystifying Market Research
The Six Domains
Market Research
Client/Business DevelopmentSOQs/Proposals
nal Activity
Information, Resource and
Organization Management
Marketing Plan
In keeping with our mission to be the premier source of education for our members, in upcoming issues of
the newsletter, we will explore one of the six domains of marketing.
By Linda Bauer
Marketing Coordinator; Spector Group
Photos: Ellen Talley, Territory Manager, Patcraft Commercial Carpet
"Would you drive at night without lights?" asked Ann Middleman, Principal, ADM
Marketing & Research Consulting at “Demystifying Market Research: Be
Knowledge Driven - Make the Investment Pay” (November 15th, 2006). "You
wouldn't know how far to go before turning, or see obstacles and other drivers. It could
be very dangerous. So why do businesses embark on strategic and tactical ventures
without knowing what's out there, who's out there, and whether anyone is listening?"
That, according to Middleman, is why research is needed. Research allows marketers
to discover which direction the market is going; alerts them to obstacles that can stand in
the way of success; detects variations in different sectors of the target audience and
shows what the competition is up to.
Middleman pointed out that marketers need to become knowledge-driven, rather than
assumption-driven, by conducting market research. To do so, you need to identify what
you want to know about, who and what size is the audience, when do you need results
and what is your budget. The best way to accomplish these objectives is through
primary and secondary research. Primary research can be obtained quantitatively
through surveys conducted by telephone, online, mail or at a central location.
Secondary research can be collected through trade publications, basic market or
population data, annual reports, Dow Jones, Google, press releases, demographics
and census data. The results can yield ideas for many different marketing initiatives:
Product development: New products or re-introduction of a brand or product line.
Corporate communications and advertising: Brand management and logos;
advertising effectiveness and "disaster checks."
Customer and employee relations: Problem detection and correction
Sales Support: White papers, input for sales calls, seminars for customers or
prospects.
Publicity and Public Relations: Generate news for press releases, user meetings,
or websites.
MATT DELANGE (Principal, GU3 Design), ANN D.
MIDDLEMAN (Principal, ADM Marketing & Research
Consulting), and CATHY DEFRANCES (Associate, Director
of Marketing, Kenneth Boronson Architects LLC)
Event Sponsors: GBC and Pixellence

7. SMPS Long Island
President’s Message
It's incredible how busy we all get and how fast time
goes by. I'm proud to say that the Long Island
Chapter is in its third year and still working very hard.
I have the honor of presiding over your organization
this year and I'm looking to you, our members and
potentialmembers,tohelpmemakeitthebestyear
ever!
My focus this year, as well as the board's, is to get
more people involved by providing exciting
educational and networking programs. We held two
successfulprogramsinSeptemberandOctober:
"Meet the Media: The Untapped Opportunities" and
"Meet Who's Developing Long Island Today"! We
have lined up many more exciting programs for the
rest of the year. Please refer to the Calendar of
Eventsatwww.smpsli.org.
Page 2 Visit our website at www.smpsli.org Visit our website at www.smpsli.org Page 7
RRRRReadyeadyeadyeadyeady, Aim,, Aim,, Aim,, Aim,, Aim, Market!
Hiara Guevara-Delgado,Hiara Guevara-Delgado,Hiara Guevara-Delgado,Hiara Guevara-Delgado,Hiara Guevara-Delgado,
SMPS Long Island Chapter
President 2006-2007,
Director, Marketing &
Administration
CSM Engineering, P.C.
Get involved with the Long Island Chapter!You'll
have access to information about the industry you
might not have now, you'll gain new friends, find new
teaming partners, and best of all, you'll have fun
doing it (in addition to the great benefits you receive)!
We are growing and need your expertise, whether it
isinwriting,photography,communications(mail,
phone), data entry, etc. Please contact one of our
directors and ask how you can get involved.
If you have any questions, comments, suggestions or
concerns,don'thesitatetocallme.
Sincerely,
Hiara Guevara-Delgado,
President
New Board of Directors
Officers:
Hiara Guevara-Delgado, President
Director of Marketing/Administration, CSM Engineering, P.C.
Jane Felsen Gertler, CPSM, President-Elect
Associate, Director of Marketing, Spector Group
Lynne R. Viccaro, Secretary
Assistant Vice President, Marketing, Arbor Commercial Mortgage, LLC
Harvey Bienstock, P. E., Treasurer
Director of Marketing, James, Lasala &Associates, LLP
Diana M. Soldano, Immediate Past-President
Director of Marketing, Eschbacher Engineering, P.C.
Directors:
Matthew G. DeLange, Director of Communications
Principal, GU3 Design
Tracy Lobdell, Director of Public Relations
Sales Director, J.S. McHugh, Inc.
John Rivera, Director of Sponsorship
Project Manager, Future Tech Consultants of NY Inc.
Ellen Talley, Director of Membership
Territory Manager, Patcraft Commercial Carpet
Andrew Weinberg, Director of Programs
Director of Marketing, The LiRo Group
We are pleased to announce the SMPS Long Island
Chapter 2006-2007 Board of Directors
Back Row: Diana M. Soldano, CPSM • Jane Felsen Gertler, CPSM • Tracy
Lobdell • John Rivera • Harvey Bienstock, PE • Hiara Guevara-Delgado
• Lynne R. Viccaro
Front Row: Matthew G. DeLange • Ellen Talley • Andrew J. Weinberg,
CPSM
On September 20, 2006, SMPS Long Island presented "Meet the Media: The Untapped
Opportunities!," a panel of regional media professionals from magazine, newspaper, and radio,
and public relations, including: Deborah Herman, Publisher, Building Long Island; Michael
Martino, Managing Editor/News, Long Island Press; John Rigrod, Publisher and Editor,
Hammer Magazine; John Galla, Radio Host, WRIV Radio; andAlan Wax, President, WaxWords
PublicRelations.
Moderated by Jane Felsen Gertler, CPSM,Associate, Director of Marketing with Spector Group,
the panel discussed various ideas and opportunities to gain exposure in the media.
Wax noted that in Newsday and Long Island Business News, while getting real estate or
businessitemsinthepaperissometimesdifficult,thepapersareoftenreceptivetopressreleases
regarding personnel changes, although they must be accompanied by the subject's background
informationandnotjustthetitleorfirmchange.Waxalsonotedtheimportanceofwritingpress
releases as news stories and not as dry facts, in particular, researching the subject for
backgroundinformationofnote.Recommendedonlinepressreleaseoutletsinclude
LongIsland.com, which is free, and PRWeb.com, which requires a voluntary contribution.
Herman of Building Long Island noted that the magazine looks for educational articles in theA/E/
C industry as well as standard content for items such as the calendar of events and
groundbreakings, but that its in-depth articles are developed with an eye toward selling reprints
as collateral marketing materials. The magazine charges a fee for some cover and specialty
editorial coverage.
Regarding the influence of the web vs. print, Martino feels that having a web presence is an
important component/partner for any publication and that people are not yet ready to give up the
printed word, partly because of its ease of portability. He noted a particular spike in his paper's
website traffic during the lunch hour as more people surf during their lunch breaks.
Rigrod does not see the web as competition for Hammer Magazine, and that print's depth of
coverage is generally a significant differentiator from the web. He also noted the trend towards
niche publications as supporting evidence of this perspective. Photography is also an important
differentiator,withprintprovidingsignificantlyhigherresolution.
Herman noted the importance of using the web in a supportive role to print, where breaking
news is identified online and followed up in greater depth in print. She also noted the importance
of attending networking events as a way of identifying news and that theA/E/C industry is "the
most relationship-oriented industry in the world."
Martino feels that having a web presence is an important partner for any publication. People are
not yet ready to give up the printed word, partly because of its ease of portability. He noted a
particular spike in his paper's website traffic during the lunch hour as more people surf during
their lunch breaks.
Rigrod said that print's depth of coverage is generally a significant differentiator from the web. He
also noted the trend towards niche publications as supporting evidence of this perspective.
Meet the Media: The Untapped Opportunities
By Matt DeLange, GU3 Design
Photographs by Jamie Reve, Marketing Assistant, Baldassano Architecture, LLP
MICHAEL MARTINO (Managing Editor/News,
Long Island Press), ALAN WAX (President,
WaxWords Public Relations), JOHN RIGROD
(Publisher & Editor, Hammer Magazine), JANE
FELSEN GERTLER, CPSM (Associate, Director
of Marketing, Spector Group, and SMPS Long
Island President-Elect), DEBORAH HERMAN
(Publisher, Building Long Island Magazine), and
JOHN GALLA (Radio Host, WRIV Radio)

8. Official Newsletter of The Long Island Chapter of the Society for
Marketing Professional Services, Inc. Published Quarterly Volume II, Issue 4
Inside This Issue
President’s Message 2
New Board of Directors 2
BetheMasterofYourDomains 3
Canstruction:CanstructaWorld
Without Hunger 4
UpcomingPrograms 4
RecentProgramsWrap-Up
“Meet Who’s Developing Long
Island Today” 5
“Demystifying Market Research:
Be Knowledge Driven” 6
“Meet the Media: The Untapped
Opportunities!” 7
SMPS Long Island Grapevine 8
Ready, Aim, Market!
Published by:
The Long Island Chapter of the
Society for Marketing
Professional Services, Inc.
c/o Diana Soldano
DirectorofMarketing
EschbacherEngineering,P.C.
532BroadHollowRoad
Melville, NewYork 11747
631.249.8822,ext.203
631.249.4925 Fax
soldano@eschbacher.com
SMPS Long IslandSMPS Long IslandSMPS Long IslandSMPS Long IslandSMPS Long Island
GrapevineWhy the “Grapevine?” It is to pay hommage to our significant local Long Island vineyards. Our focus is
Long Island business, Long Island culture, and Long Island opportunites in theA/E/C industry. In each
issue, this column will specifically highlight Long Island member news. So, if you changed jobs, have been
promoted, or have any other professional news, we want to hear about it! Please send any news you’d like
to share to our Editor-in-Chief, Lynne Viccaro, at lviccaro@arbor.com, so we can include your news in our
upcoming issue. Thanks, and watch for our next issue coming this spring!
Congratulations to SMPS Long Island's Secretary, Lynne Viccaro,on the birth of her daughter, and her promotion to
Assistant Vice President, Marketing, withArbor Commercial Mortgage, LLC, in Uniondale.
Congratulations to SMPS Long IslandTreasurer, Harvey Bienstock, PE,on the birth of his grandchild.
Congratulations to Susan Perotto, Marketing Manager withA. James de Bruin & Sons, LLP, in Bethpage, for her
feature in Newsday.
Jeffrey Stern is now Executive Vice President with RCG Group, a general contracting firm headquartered in Eastern
Canada, with regional offices in Parsippany, New Jersey.
Welcome New Members:
Jamie N. Reve, MarketingAssistant, BaldassanoArchitecture LLP
Raymond V. Tobia, SeniorAssociate, VollmerAssociates LLP
Gerard J. Cuomo, P.E., Senior Vice President, Gedeon GRC Consulting
Dominic LaPierre, Partner, Ashley McGrawArchitects PC
Christine Belson, BusinessAdministrator, BBS
Peter Heretakis, Vice President, HiRise Engineering PC
Rachel A. Lioio, CorporateAccount Executive, MT Group
Larry Maggiotto, President, Pathway Systems Design
John A. Roccotagliata, Designer Sales, Evenson Best
Alan Wax, President, WaxWords Public Relations
Beatriz Seinuk-Ackerman, Vice President, Marketing & Business Development, YsraelA. Seinuk, P.C.
LisaAckerman, Marketing Coordinator, Emtec Consulting Engineers
Gus Maimis, President, MKG Construction & Consulting
EDITOR-IN-CHIEF
Lynne R. Viccaro
ArborCommercialMortgage,LLC
lviccaro@arbor.com
CONTRIBUTINGWRITERS
Linda Bauer
SpectorGroup
Matthew DeLange
GU3 Design
Ann Middleman
ADM Marketing & Research
Consulting
LAYOUT & DESIGN
Rebecca Lipscomb
Hirani Engineering &
Land Surveying, P.C.
PRINTING COURTESY OF:
SMPS
LongIsland
Society for
Marketing
Professional
Services
www.smpsli.org
Ready, Aim, Market!
We would like to express special thanks to our Corporate Sponsors for 2006-2007:
For information on becoming a Corporate or Event Sponsor, please contact John Rivera at jrivera@ftcny.com or 516-918-2944.
Gold: J Stern Construction Group
KM Associates of New York, Inc.
Silver: Eschbacher Engineering, P.C.
Hirani Engineering & Land Surveying, P.C.
Partners: Habitat for Humanity of Suffolk Sarah Grace Foundation
SMPS Long Island Receives National Awards
The SMPS Long Island Chapter is thrilled to
announce that we have been awarded
FIRST PLACE in SMPS National’s Striving
for Excellence Awards Program for Chapter
Recognition, Small Chapter.
We were also awarded Outstanding,
Educational Program for our panel
program, “It’s Not Easy Being Green: Green
Building on Long Island.”
Striving for Excellence is a demanding
national awards campaign committed to
honoring local SMPS Chapters that fulfill the
far-reaching goals of a time-honored
organization dedicated to building business
in the A/E/C industry and beyond.
Its important to us that you know that our First
Place award demonstrates the Long Island
Chapter’s commitment to you as we
strategize goals and fulfill game plans to
satisfy our mission to become the premier
forum for education and networking that
creates community, facilitates business and
inspires professionals marketing for the built
environment.
Some of these goals include:
• Creative programming
• Diverse speaker representation
• Educational & networking
opportunities
• Increased membership
• Increased sponsorship
• Effective chapter communication
• Charitable affiliation
• Initiation of Scholarship Fund
• Plan for future growth
Having just completed our second year as a
Chapter, we are proud of our accomplishments
and look forward to a year of continued growth,
outstanding programs and events, and
advancing our strategic goal to provide for our
members, and the Long Island A/E/C community
at large, a comprehensive and valued resource.
SMPS
LongIsland
InspiringProfessionals
CreatingCom
m
unity
Published by:
The Long Island Chapter of the
Society for Marketing
Professional Services, Inc.
www.smpsli.orgBuilding Business
Benefactors: Brenner Lennon Photo Productions, Inc.
Building Long Island Magazine
Knowing Point, LLC
Proforma Quest Graphics
The LiRo Group
Spector Group
LMW Engineering Group, LLC
TNS Management Services, Inc.
Platinum: A. James de Bruin & Sons, LLP
Display Presentations, Ltd.
Future Tech Consultants of New York, Inc.
Spector Group
Board of Directors
2006-2007
Chapter Officers:
President
Hiara Guevara-Delgado
CSMEngineering,P.C.
President-Elect
Jane Felsen Gertler, CPSM
SpectorGroup
Secretary
Lynne R. Viccaro
ArborCommercialMortgage,LLC
Treasurer
Harvey Bienstock, P.E.
James LaSala & Associates, LLP
ImmediatePastPresident
Diane M. Soldano, CPSM
EschbacherEngineering,P.C.
Committee Directors:
Communications
MatthewG.DeLange
GU3Design
Membership
Ellen Talley
PatcraftCommercialCarpet
Programs
Andrew J. Weinberg, CPSM
TheLiRoGroup
Public Relations
Tracy Lobdell
J S McHugh
Sponsorship
John Rivera
FutureTech Consultants of NYInc.