SMPS Pacific Regional Conference
Welcome to PRC! Hosted by the SMPS Seattle Chapter.
In March, I had the opportunity to attend the 2026 Society for Marketing Professional Services (SMPS) Pacific Regional Conference (PRC) hosted in Seattle alongside marketing, business development, and other AEC professionals from the Pacific region. Over three empowering days, the conference provided me with valuable insights into proposal strategies, AI and its impacts, data storytelling, leadership, and the evolving role of marketing within our industry.
One of the messages that stayed with me throughout the conference came from opening keynote speaker, Tracy Joyner (Head Coach, University of Oregon), she asked: "If you're always growing, do you ever let your flowers bloom?" It served as a valuable reminder to me that while continuous improvement is important, it's equally important to recognize and leverage the skillsets and successes we've already built, especially in an industry that is always changing.
A recurring theme throughout many of the sessions I attended was the importance of systems and processes. One of my favorite sessions, "Proven AEC Marketing Strategies to Boost Results & Reduce Stress" by Kelly Jo Jeffries (Founder, Threaded Marketing Group), emphasized that many workplace challenges are not talent problems; they are system problems. Her session focused on the idea that marketing should be viewed as a strategic function rather than a reactive one. Several takeaways from this session resonated with me, including the importance of maintaining a "single source of truth" where everything begins, creating predictable workflows, and ensuring that every marketing initiative directly supports a business development goal. As Kelly Jo said, "predictability is one of the greatest stress reducers in marketing," so maintaining consistency is vital.
Several sessions throughout the conference focused on improving pursuit and proposal outcomes. Scott Johnston (President, Johnston Framework) hosted a presentation on interview coaching that offered practical strategies for helping technical professionals (like my favorite architects) communicate their ideas during project interviews. I appreciated his emphasis on progress over perfection and the idea that interviews skills are developed through consistent practice and feedback. Later in this session, there was a panel of selection committee representatives that provided valuable insights into what evaluators are actually looking for in proposals. Their perspective reinforced the importance of targeted content, strong project approaches, and clear differentiations instead of relying heavily on boilerplate language.
Storytelling also emerged as a common theme through sessions on data visualization and media relations that challenged the attendees to think beyond simply presenting information but rather focus on creating meaningful narratives. Whether through metrics, project stories, or thought leadership, the message given was clear: people connect with stories, and effective storytelling helps transform our counterpart's technical expertise into something memorable and impactful to our audience.
The conference concluded with the debut of Danielle Gray's powerful keynote, "Peace is a Strategy: The Competitive Advantage of Calm Leadership." Her PEACE framework—Pause, Empathize, Assess, Choose, and Execute—offered practical tools for responding thoughtfully in professional and personal situations. Her discussion on the cost of stress and the benefits of calm leadership especially resonated in an industry that often operates under tight deadlines and constant demands.
Overall, attending the 2026 SMPS PRC Conference was an inspiring and empowering experience. I left with practical ideas that I can apply to showcasing the skills and design focus here at HKP, a renewed appreciation for the strategic role that marketing plays in communicating our firm’s identity and purpose, and valuable reminders about the importance of effective systems, meaningful story-telling, and intentional leadership. And of course, plenty of new friends as well! Most importantly, this experience reinforced my belief that success isn't always about doing more but instead it's about creating the right processes, making thoughtful decisions, and focusing on the work that creates the most meaningful impact.
Written by Karyn Elliott, Marketing Coordinator/Office Manager