Marketing Coordinators Bootcamp

Friday, May 18, 2018

8am - noon, Hyatt Regency San Francisco

Aimed at entry- to mid-level emerging marketers who seek to advance their skill sets and industry knowledge, the half-day Marketing Coordinators Bootcamp covers best practices in three areas: proposals, interpersonal skills, and brand strategies.



Marketers are in the business of securing profitable work for their firms, and proposals are vital elements in helping prospects determine what firms they hire. Proposals alone rarely win jobs, but they are crucial in the closing. This session will address what it takes to put together a successful submission, including:

  • SOQ/RFP Process
  • Proposal Planning Process
  • Creating a Memorable Proposal
  • Winning Presentations/The Interview
  • Debriefing 


Speaker: Tracy Allen, CPSM, Senior Marketing Manager + Pursuit Specialist

Tracy Allen has worked in the A/E/C industry for nearly 30 years, with a majority of that time being spent either producing or managing the production of proposals. Tracy has extensive experience in managing both prime and sub pursuits, and will provide insight from both sides of the table. In the past past six weeks alone, Tracy has been an integral team member on 26 submissions (14 of which were prime packages). To handle the volume of submissions, she has developed effective organizational tactics. In addition, Tracy ran the San Francisco's chapter CPSM Study Group for many years, and presented on the Proposal session topic.



Using interactive activity-based exercises, Julie will give participants a deeper understanding of which interpersonal skills make the most impact. Participants will learn practical approaches to difficult situations as well as actionable items to implement once they return to the office. Key interpersonal skills addressed will include:

  • Leading versus Managing
  • How to Run an Effective Meeting / Working with Introverts
  • Communicating with Ease 
  • Power of Presence / Non-Verbal Communication
  • Emotional Intelligence


SPEAKER: Julie Satterwhite, Principal & Chief Marketing Officer, Rutherford + Chekene

Julie Satterwhite is a Principal and Chief Marketing Officer for structural and geotechnical engineering firm Rutherford + Chekene (R+C). A seasoned professional in the A/E/C industry, Julie participates in shaping R+C’s overall strategy, leads firm-wide marketing and business development initiatives, and collaborates with firm principals, technical staff and the marketing team. Throughout her 25-year marketing and leadership career, staff and clients have benefited from her creative ideas, passion, and effective strategic planning and execution. She is a relationship builder with a natural ability to develop trust at all levels of an organization.



This session addresses the essentials of brand equity and why it’s important to your firm’s success, using case studies to illustrate. Vanessa will provide tips and tools including how to create a brand book, and will provide a brand equity questionnaire for participants to take back to their firms. Participants will gain knowledge on:

  • Creating Brand Ambassadors within Your Firm
  • Aligning Brand Values with Business and Marketing Goals
  • Maintaining Consistent Use of the Brand's Look and Feel
  • Messaging (Internal and External)Positioning and Ensuring Delivery of Brand Promise


Speaker: Vanessa Pelletier, CPSM, Brand Manager, FORGE

Vanessa has worked with prominent design and construction companies in the San Francisco Bay Area, Los Angeles and throughout the US since 2005. During her career, she has successfully managed marketing pursuits, collectively attributing to more than $5.5 billion in revenue.

In her current role as Brand Manager for FORGE (formerly FME Architecture + Design), Vanessa is responsible for executing the firm's overall marketing and business development strategy, with a focus on brand positioning and the stakeholder experience. In 2017, Vanessa led the firm through a rebranding that has resulted in wide visibility and brand recognition.

She is currently serving as Immediate Past President of the SMPS SFBAC Executive Board of Directors (2017-2018). 



Note:  To ensure an effective speaker-to-participant ratio, participants will be broken out into three groups which will rotate through sessions.

8:00am - 8:45am: Registration and Breakfast

8:45 - 9:00am: SMPS SFBAC President's Welcome and Announcements

9:00 - 9:45am: Session #1

9:45-10:00am: Break

10:00 - 10:45am: Session #2

10:45-11:00am: Break

11:00 - 11:45am: Session #3

11:45 - 12:00pm: Closing Remarks

All ticket sales are final. Walk-ins not available for this event; pre-purchased tickets only. Member prices available for named ticket-holder ONLY.