At the end of January, the Cleary Zimmermann marketing team had the opportunity to attend one of the top AEC marketing conferences in Texas — the Society for Marketing Professional Services’ (SMPS) Southern Regional Conference (SRC). Designed to bring together AEC marketing professionals from six southern regional chapters, this event is a must for anyone looking for the latest AEC marketing tips and networking opportunities. With just over 300 people in attendance, our team spent two-and-a-half days in Houston, TX, attending workshops, keynote presentations, and interactive sessions geared toward enhancing both personal and professional growth.
This year’s SMPS conference (held January 29-31, 2025) covered everything from leveraging artificial intelligence in the workplace to website design and brand development. As a leading Texas AEC firm, Cleary Zimmermann Engineers is committed to staying at the forefront of industry best practices — not just in engineering, but also in how we communicate and connect with our clients, partners, and teams. Below, our marketing team shares key SMPS conference insights and takeaways you can apply to your own firm.
Win the Projects, Win the People: Marketers’ Vital Role in Talent Attraction
Presented by Crista Reed, CPSM & Jim Riney
Joyce Watson, CPSM (Principal | Marketing, Cleary Zimmermann Engineers) shared these actionable tips:
- Create regular touchpoints between marketing and talent acquisition to align goals and build a unified strategy.
- Host focus groups with interns and new hires to discover why they chose your firm over others.
- Develop talent audience personas to better understand candidates’ goals, challenges, and search behaviors.
- Address candidates’ pain points in marketing content and help them visualize themselves at your firm.
- Map out all candidate touchpoints and optimize digital channels with content and graphics that attract top talent.
AEC Websites That Win Work
Presented by David Lecours
Angela Navarro (Marketing Manager, Cleary Zimmermann Engineers) gathered these key takeaways:
- Showcase staff beyond leadership by featuring different team members on your website every few months.
- Highlight “hero” projects that represent the type of work your firm wants to win.
- Establish clear criteria for which projects are featured online.
- Use the case story formula: Client as protagonist → Background → Challenge → Turning point → Outcome → Results.
Atomic Business Development Habits
Presented by Janki Depalma, FSMPS, CPSM, & Rachel Brehm
Maddy Stokes, CPSM (Proposal Specialist, Cleary Zimmermann Engineers) recommends these practical AEC marketing tips:
- Focus on building systems, not just setting goals. Systems drive sustainable success.
- Redefine your wins — small steps are still progress and create momentum.
- When starting a new habit, specify when and where you’ll do it to stay consistent.
- Adopt the identity of someone who does the habit (“I am a person who writes thank-you cards after meetings”).
Mastering the Blueprint: Crafting Brand and Style
Presented by Laurel Dicus & Courtney Bain
Meagan Mendoza (Social and Digital Media Coordinator, Cleary Zimmermann Engineers) shared these insights:
- Start your branding refresh by identifying your team’s real-world pain points.
- Analyze your firm’s specific branding needs before developing standards.
- Roll out brand standards with team training and processes for easy adoption.
- Regularly update brand guidelines to stay relevant and effective.
- Learn from feedback and adjust as your firm grows.
Constructing Connections: Building Bridges with Teaming Partners
Presented by Joyce Watson, CPSM & Corryn Williams
In addition to attending sessions, Cleary Zimmermann’s own Joyce Watson, CPSM co-presented on building stronger relationships during the RFQ process. Key takeaways included:
- Build empathy for teaming partners and technical staff during proposals.
- Communicate clearly to streamline collaboration.
- Aim to be the partner everyone wants to work with — winning together as a team.
As one of the leading Texas AEC firms, Cleary Zimmermann Engineers believes in the power of continuous learning and connection. Attending the SMPS Southern Regional Conference not only provided fresh AEC marketing tips but also reinforced the value of sharing knowledge and building strong partnerships across the industry. Whether you’re a fellow marketer, a teaming partner, or a firm looking to elevate your brand, we hope these SMPS conference insights help spark ideas for your own growth.
As we wrap up the 2025 conference and head into the year ahead, we’re excited to apply what we’ve learned and continue to serve our clients and partners across Texas. And we’re already looking forward to seeing what SMPS SRC 2026 will bring!
