At Nacht & Lewis, we believe in continuous growth—not just for our firm, but for our team. The SMPS PRC conference was an invaluable opportunity for our marketing team to explore new strategies, refine skills, and connect with other marketing professionals in the architecture, engineering, and construction (AEC) industry. Empowering our team is one of our core values, and professional development plays a key role in that. The insights gained through workshops and networking will strengthen our work and enhance the value we provide to our clients.
Interview Preparation: Strategies for Success
One of the most impactful sessions at the conference was interview preparation. This workshop provided practical strategies for confidently presenting our firm, fostering meaningful client conversations, and strengthening relationships. These techniques complement our existing approach at Nacht & Lewis, equipping our team with tools to engage potential clients more effectively and leave a lasting impression.
Adobe Express: Streamlining Design and Collaboration
Another highlight was learning about Adobe Express and its integration with other Adobe’s design suite tools. This platform allows our marketing team to streamline the design process while maintaining quality and consistency. By integrating with InDesign, Illustrator, and Photoshop, Adobe Express allows us to import assets, refine designs, and ensure brand cohesion across projects. Its cloud-based functionality also enhances team collaboration, making our proposal, graphics, and branding efforts more efficient. Leveraging this tool will help us create visually compelling content more quickly while upholding Nacht & Lewis’ high standards.
Managing Workplace Stress and Conflict
The conference provided valuable insights into managing workplace stress and conflict. One of the most important lessons was the power of stepping back and looking at the bigger picture. This shift in perspective helps us address challenges strategically and maintain a positive, collaborative environment. By pausing to reflect on the broader context, we can manage stress and conflict more effectively, focusing on long-term solutions rather than immediate reactions. Encouraging open communication and active listening also guarantees that we resolve conflicts constructively. At Nacht & Lewis, we know that fostering a supportive workplace culture is key to success. By applying this approach, we can navigate challenges with clarity and confidence, strengthening our team and our ability to work together towards our goals.
Brand Self-Audit: Strengthening the Firm’s Identity
A self-audit workshop provided a framework for evaluating a firm’s brand, prompting important questions about how we communicate our core values, strengths, and goals. One key takeaway was the importance of conducting regular brand audits to assess the effectiveness of our branding. This process involves tracking key metrics such as marketing strategy, client satisfaction, brand consistency, engagement, and the impact of marketing collateral, helping us measure how well our brand resonates with our audience. As part of the audit, we analyze our brand through thoughtful questioning to identify strengths, uncover weaknesses, and recognize opportunities for growth, ultimately assigning an effectiveness rating. This rating highlights where the firm excels and where improvements are needed.
To maintain a strong brand presence, we can routinely revisit our brand messaging through internal check-ins or team discussions, asking questions such as: Does our messaging clearly reflect our core values? How do clients perceive our brand? What sets us apart from competitors? Where can we improve our outreach and engagement?
Additionally, reviewing design elements—such as logos, colors, typography, and imagery—ensures consistency across all marketing platforms. Regularly updating our brand effectiveness rating based on these audits will help us track progress and maintain a competitive presence in the AEC industry. By refining our approach, we can ensure our brand remains strong, cohesive, and aligned with our firm’s commitment to excellence.
Networking: Expanding Industry Connections
Networking with other marketing professionals was one of the most rewarding parts of the conference. It provided the opportunity to connect with industry peers from chapters such as Alaska, Oregon, and San Diego, exchanging ideas and learning from their experiences. It was also a great chance to reconnect with marketing professionals we often collaborate with but don’t see regularly, strengthening those relationships. These connections not only expanded our industry network but also gave our marketing team new tips and insights to improve efficiency and stay ahead of industry trends.
Thursday Happy Hour: Building Relationships
A Thursday happy hour with the Sacramento chapter allowed for more relaxed networking and the chance to reconnect with familiar faces. These informal events are an important part of building relationships and strengthening our professional network, both inside and outside of the firm.
Conclusion
The SMPS PRC conference was an investment in the growth of both our marketing team and Nacht & Lewis as a whole. The knowledge and insights gained will directly benefit the firm’s marketing efforts, enhance collaboration within the team, and help us continue to deliver high-quality service to our clients. By investing in the professional development of our staff, we are building a stronger, more successful future for the firm.
Written by: Kaeli Asche
