Meeting/Event Information

SMPS Ontario Professional Development Symposium

May 24, 2019
9:00 AM EDT - 5:00 PM EDT

The Spoke Club
600 King St. W
Toronto , ON

The SMPS Ontario Professional Development Symposium will provide Marketing, Business Development, and Technical staff with processes, tools and techniques to identify, develop and secure new clients and business. This indepth, workshop-based symposium will look at the critical planning exercises and strategies that will help to define (or refine) your firm’s marketing and BD process with the end goal of securing the right projects and clients for your firm.

Half and full day pricing options are available. Tickets are limited for each of the options.

**We will be giving away a set of Markendium: the SMPS Body of Knowledge, to one full day attendee!


Morning Session

9 am - Registration & Networking with Continental Breakfast for morning and all day attendees

9:30 am – Welcome & Announcements

9:45 am – 10:45 am – From Turnovers to Touchdowns: Score More Work Through a Strategic Business Development Approach

Does your firm employ a “Hail Mary” approach to business development? Are you waiting until the two-minute warning to develop your strategy? Do you find yourself unable to execute a solid offensive game plan? Are you consistently making it to the red zone, but unable to cross the goal line? Implementing a strategic business development approach driven by a priority-based client management system allows you to place more focus on specific targets enabling you to convert more of your leads into projects. This session will guide you through the development of your strategic business development playbook and help you win more work!

Learning Objectives:

  • The process of developing a successful business development program;
  • How to organize and maximize your business development efforts so you see a better return on investment; and
  • The tools you can implement to improve your business development program and investment.


10:45 am – 11:00 am – Break 

11:00 am – 12:00 pm – Client Capture Plan Workshop

By taking a strategic, focused approach to pre-positioning with your top priority clients and prospects, you will give your firm the competitive advantage to win more work. This interactive session will take you through the capture planning process and provides examples of strategies that have worked to increase firm’s effectiveness to establish long-term client relationships that win continued work. Each participant will need to come to the workshop with their one high priority client in mind. They will bring with them any existing intel they have on that client. A sample client capture plan will be provided. This session will go through an actual Client Capture Plan.

Learning Objectives:

  • The importance and benefits of capture planning;
  • How to create a capture plan utilizing case studies of successful capture planning; and
  • Create a capture plan for one of their priority 1 clients.


12:00 pm – Symposium ends for half day morning attendees.

12:00 pm – 1:00 pm – Registration & Lunch for afternoon and all day attendees

1:00 pm – 2:30 pm – Creating Client Personas as Part of Your Marketing Strategy

When you are developing your marketing and content strategy, it is tempting to try to make everything as widely appealing as possible. No matter how tempting it may be when you’re crunched for time, don’t settle for shallow, lukewarm strategy and content made for everyone. You can’t please everyone, and it’s not worth trying. Creating client personas can help you avoid the trap of creating something for everyone while still managing to stay productive and keep up. Client personals are fictional representations of your target audience. Long term, these are best accomplished with interviews with your clients and ideal prospects. This workshop will guide you through diving into your best or “ideal” clients and defining the goals, needs, and interests that led them to find value in your service. They will help you refine positioning, communicate and form consensus, make and defend decisions and set pre-qualification criteria.

Learning Objectives:

  • Why client personas should be an important part of your marketing strategy;
  • How to develop client personas; and
  • How to apply your client personas to your marketing strategy.


2:30 pm – 2: 45 pm – Break

2:45 pm – 4:15 pm – Creating PEAK Moments in Your Client Experience Journey

Our experiences are mostly forgettable and occasionally remarkable. According to psychologists, we ignore or forget most of what happened in any experience and focus instead on a few particular moments: the peaks, the pits, and the transitions. All moments are not created equal. Research suggests that our most positive moments share certain traits in common–traits such as elevation, insight, pride and connection. If we understand what powerful moments are made of, we can be intentional about creating them because the right moment can have extraordinary power. This hands-on workshop will walk you through how you can create moments that deliver elevation, insight, pride and connections that will build peaks with your clients instead of fixing potholes. Now, imagine when creating your client experience program, the value you can create by infusing PEAK moments.

Learning Objectives:

  1. How to identify and define PEAK moments;
  2. The four elements of PEAK moments;
  3. The three types of moments; and
  4. The strategies for creating and defining PEAK moments.


4:15 pm – 5 pm – Networking Happy Hour

5 pm – Event Ends for half day afternoon and full day symposium attendees.


Led by:

Jennifer Newman, CPSM

Managing Director, Zweig Group

As Managing Director at Zweig Group, Jen Newman, CPSM utilizes her 20 years of AEC-specific experience to help firms across North America grow their people and profits. Whether you struggle with strategy, process, training or you lack the bandwidth to carry out your action plans, Jen can help. She has developed a reputation for helping firms improve processes, create better leaders, train and retain talent, increase brand loyalty, differentiate through client experience, and develop winning strategies that lead to successful firm growth through individualized recommendations, programs and services. Jen focuses on creating positive experiences for clients and employees, resulting in increased brand loyalty externally and internally. All along the way, she makes the process fun. To Jen, there is no greater satisfaction than helping others achieve their goals. Jen is actively involved in the Society for Marketing Professional Services.


Target Audience

All levels of career individuals from Firm Owner/Partner and Marketing and Business Development staff who want to better understand and refine their marketing and business development processes for winning work.

Markendium Domains of Practice

Client and Business Development (Domain 3)

Morning session: 2 
Afternoon session: 3
All day: 5 

Limited tickets are available for this event. First come, first served via RSVP.
This is an "in-person" event only. No recording or webcasting will be provided.
Attendees are kindly asked to refrain from recording this event.
For event cancellation and ticket refund policy, please see:


$120.00 Member Ticket Morning Session - breakfast included

$120.00 Member Ticket Afternoon Session - lunch included

$180.00 Member Ticket Full Day Session - breakfast and lunch included

$160.00 Non-Member Ticket Morning Session - breakfast included

$160.00 Non-Member Ticket Afternoon Session - lunch included

$240.00 Non-Member Ticket Full Day Session - breakfast and lunch included