The document discusses the benefits that firms and individuals can gain from involvement in professional associations. It outlines how strategically motivated firms are encouraging staff to get involved in industry organizations in order to build networks, gain exposure, and learn leadership skills. The summary provides that professional association membership allows firms and staff to expand their networks, gain industry insights, and develop leadership skills through committee work and taking on leadership roles within the organizations.

1. Winter 2014
Jump Ahead of the Pack
Strategically motivated firms poised to benefit from professional association membership
With the economy on the road to recovery and a push
to fast track our industry’s rising young stars, strategi-
cally motivated firms are looking to jump ahead of the pack by
encouraging their staff—both young and young-at-heart—to be
actively involved in industry and professional associations.
While many organizations offer publications, resources,
and discounted products and services, these best-practices
firms know that in order to get the best return on the time and
financial investments, their staff must be active on committees,
and, ultimately, take on a leadership role.
Build your network, expand your exposure, and increase your
access to essential industry, project and economic information.
Critical to your success in this effort is to always keep the
mission and well-being of the organization and industry in
mind first and foremost.
“Contributing toward the good of the industry is very
rewarding personally. But, it also makes good sense for
my firm, which benefits from the rich business network
I’ve developed over the years.”
James Fuda, P.E., Vice President, Division Manager-Connecticut, Alfred Benesch &
Company, (Connecticut Building Congress: President; American Council of Engineering
Companies/CT Vice President)
“Committee and board work offers the perfect oppor-
tunity to learn, observe and emulate leadership skills,”
Jessica Osborne, Sr. Marketing Coordinator, BL Companies (SMPS CT: Board
Member, Newsletter Editor, and Communications Committee Chair)
“Working collaboratively with others helps to sustain
the flow of creative juices and keep you up to date on
new technology,”
Patricia Bilotto, CPSM, Sr. Director of Marketing, Panolam Surface Systems
(SMPS National: Immediate Past Chair, Striving for Excellence Award
Committee; Professional Women in Construction Connecticut: Board
Member and Membership Chair)
It’s a given that you meet new people and re-connect with others
at association meetings. But, it’s through collaboration on
committees, working together to attain the professional
organization’s goals that you get to know each other better and
develop a trusted working relationship. The best networkers
share information and help others meet their objectives. In
return, they are able gather critical information quickly,
obtain an introduction to a potential client or employer, or
garner a referral for a job, project, or teaming partner.
Association involvement offers a great opportunity to learn
and grow as a leader. With baby boomers retiring at an
accelerating rate, savvy firm leaders are on a mission to get
their next generation of managers ready. Associations offer:
• A safe venue to learn about business skills, observe,
and test-drive your own leadership skills
• Tremendous support and mentor opportunities for
new and developing leaders
• Formal and informal training, as well as awards
and certification programs for third-party validation
of your skills and accomplishments
Partnering with a diverse group of professionals from a variety
of firm types, brainstorming ideas, discussing alternative views,
and developing solutions helps keep us sharp so we don’t lose
our edge. These lasting ties with others who have common
professional and business interests will be a rich, ongoing
source of inspiration and ideas.
(Continued on Page 2)
“Involvement in professional associations provides an
effective platform to differentiate yourself and your firm,”
Ann Schiola, CPSM, Director of Marketing, Finley Engineering Group (SMPS
Tampa Bay: President-elect, / American Council of Engineering Companies
Florida: Membership Chair)
Photo: Richard Bergan, Bergan
Architectural WoodworkingPhoto: Miroslov Grajewski, Zuvic, Carr and AssociatesPhotos: Various Attendees

2. “Organization leaders often become aware of industry
issues and initiatives early on in the process making
them valuable contributors to solutions,”
Shawna Bartkus, Regional Marketing Representative, H.W. Lochner
(Women’s Transportation Seminar-CT Valley Chapter: Immediate Past
President & Mentor Chair)
“Volunteering on the sponsorship or marketing
committees is a great way to learn best practices from
your peers and sharpen your marketing and business
development skills,”
Wayne Cobleigh, CPSM, Sr. Business Development Manager, GZA GeoEn-
vironmental, Inc. (Membership Committee Co-Chair, SMPS CT; New Eng-
land Idea Exchange Program Committee Co-Chair, International Council
of Shopping Centers; Board Member, Connecticut Green Building Council)
“Firms are much more effective at meeting strategic
goals if staff are well-versed in its mission, objectives,
and budget,”
Cathy DeFrances, CPSM, Marketing Manager, Tecton Architects, (SMPS CT
President / Board Member, ACE Mentor Program-Hartford, CT)
Theresa M. Casey, FSMPS, CPSM, is principal of
On Target Marketing & Communications, which
is celebrating it 20th anniversary this year. Terry is
active on all levels of SMPS --National: 2014 Salary
Survey Committee and Fellow Chapter Champion;
SMPS Northeast Region: Northeast/Mid-Atlantic
Regional Conference Program Committee and
Fellows Forum Chair; and SMPS CT: Job Data
Bank Chair and Leadership Development Com-
mittee. She also serves as the Executive Director of
the Connecticut Building Congress. She can be reached at (860) 228-0163,
tcasey@on-target.biz, @OnTargetLLC, LinkedIn and FaceBook
Company Pages.
Association trailblazers have access to many resources, including
the diverse team of gurus that make up the governing board
of the organization. These leaders often are preferred program
speakers and article contributors for their own and other orga-
nizations, positioning them as thought leaders in their industry.
With this added exposure, they earn additional opportunities
to further expand their network and spotlight their firm and its
technical capabilities in front of clients, referral resources, other
organizations and media outlets.
"Editors are fully aware that association front-runners
are respected thought-leaders in their field, so they are
often approached for interviews or to author articles
and whitepapers,"
Nicholas Zembillas, CEO/Managing Director, Subsurface Utilities Engineering,
LLC (American Society of Civil Engineers, Standards Australia, Canada
Standards Association, British Standards Institute and Ecuador Institute of
National Standards: Member, Subsurface Utility Engineering Committees)
Organizations often collaborate with other groups and agencies to
address some of the industry’s toughest challenges. Being a part of
the solution can elevate your status in the industry, open up new
business opportunities, and keep you up-to-date on the latest trends.
Almost every organization has marketing and sponsorship com-
mittees that have proven procedures in place and plenty of encour-
agement and guidance as you take on new tasks. With business
development and social media in the forefront, it’s a smart move to
get up to speed quickly and apply these new skills at your firm.
Hone your communication skills, as well, through one-on-
one communications at meetings, group dynamics through
committees, or public speaking opportunities at monthly
events. Writing skills can be developed through proposing
a new initiative to the board or composing an article for the
organization’s newsletter.
In today’s new reality, it’s crucial that everyone in an orga-
nization contribute to the firm’s bottom line. To do this, you
should know, understand and support your firm’s overall
goals and have the ability to develop, read, and interpret
plans and reports.
Professional organizations provide an especially good
opportunity for people who are not typically exposed to
the strategic planning or budgeting process. Look for op-
portunities to be on a budgeting or finance committee or
board to become part of the process.
Jump Ahead of the Pack (Continued from Page 1)
Involvement in professional organizations provides many
unparalleled benefits to the individual and his or her firm.
As with any business development program, the benefits to
professional association efforts take time. Research indicates
solid returns on the effort within 1-2 years, and benefits
increase exponentially over time. The equivalent value of a tar-
geted network, industry and job specific training, and increased
marketing visibility would be out of reach for most firms.
It’s clear that the more time and effort that you invest into the
organization, the more you and your firm get in return. The key
is to be actively engaged on committees, work towards earning
a position of leadership on the board, and leverage the added
exposure and growing network while you work toward bettering
the organization and our industry.
By contributing to the organization, you demonstrate your
work ethic, technical aptitude, and leadership skills, which
are critical to building your personal and firm brands. When
potential teaming partners or clients ask an industry contact
for a referral to a firm with a particular technical specialty, you
want to be top on the list as a well-respected, in-the-know, and
a steadfast trusted advisor.
Society for Marketing Proffessional Services Connecticut Chapter Newsletter
Winter 2014 | www.smpsct.org
Reprints permitted with reference to author and source.