It’s an exciting time. We have easy access to relevant content that’s atomically delivered to us wherever and whenever. Tips, tricks, and video snippets cater to solving our latest pain point … or at least address our most recent search history. Sometimes though, that excitement is just noise. It’s only human to get pulled into the video loop that captures our attention and leaves us wanting more, which leads to another scroll and save for later.

How do we cut through the noise and make a difference? How to we capture moments or ideas that will really make positive change? What insights lead you to action, today?

In August, I challenged you to turn insights into action. At that time, the SMPS Foundation had just unveiled two new research reports: our first annual Emerging Trends in A/E/C Marketing and Business Development report as well as a deep-dive look at the state of Client Experience (CX) in the A/E/C Industry. The challenge was based on the opportunity we all have to take information and do something with it! Now, I want to hear from you. What insights have you turned into action?

Here’s a snippet from August to jog your memory:
It’s our [the SMPS Foundation’s] hope that you do more than just download the reports we developed alongside our research partners FMI Consulting and Client Savvy, A Clearly Rated Company. We challenge you to turn these insights into action. And, in turn, those actions can bring a positive impact for you, your firm, and our industry as a whole.

The research reflects challenges and opportunities professionals are facing and provides insight into where the A/E/C industry is headed. What you discover in the reports is meant to inspire and guide your next moves. Here are some insights pulled directly from the reports for you to begin considering:

67% of A/E/C professionals expect increased use of collaborative delivery models. Clients are asking for more than technical execution. They want early alignment, shared risk, and responsive teams that can adapt with them. The report explores how marketing and business development (BD) teams are helping firms respond to shifting client expectations, and why collaboration is no longer optional.

87% of firms say Client Experience (CX) will be their most effective lead generation tool in the next 3–5 years. That’s a powerful insight and a reminder that how clients feel during the process matters as much as the final outcome. The research offers a closer look at how CX is shaping firm messaging, strategy, and delivery, and how marketers and BD professionals are leading the way.

Nearly half of A/E/C firms plan to invest in new roles such as CX strategists, CRM administrators, and marketing automation managers in the next 3–5 years. Firms are shifting how they structure marketing and BD, moving beyond coordination and production toward strategy, data, and CX. This new research explores how firms are evolving their teams and capabilities, and what it means for the future of growth in A/E/C.

But, what good are insights if they don’t make a difference? Help us create this action today by asking…

• What area of our practice has the greatest risk to our business’ continuity and how could understanding these impacts help mitigate that risk?
• How do I move from observer/collector of the insight to help shape action and the future of our industry?
• How can I use these research insights in my strategic/business planning and leadership training to get in front of the trends?

As you may know, the SMPS Foundation is committed to turning research into action and will partner with you to further the opportunities to advance the profession. Drop us a note to present this research or conduct roundtables at your firms, chapters, regions, or other industry associations. We’d also love to hear from you regarding insights that you have turned into action.

Insights are powerful—but your action is what will move this profession forward.

Article written by SMPS Foundation President Michele Raftery, FSMPS, CPSM,  WELL AP. Michele is a principal at 4240 Architecture and can be reached at mraftery@4240arch.com.

The SMPS Foundation, in partnership with the United Negro College Fund (UNCF), provides financial assistance to students at Historically Black Colleges and Universities (HBCUs). Made possible by generous donations, the SMPS Foundation Zinsmeyer Scholarship Program focuses on the fields of architecture, construction management, engineering, marketing, mass communications, and public relations. Recently, SMPS chatted with Yenique Mason who attends Morgan State University. Yenique is one of 16 students who received a scholarship for the 2024-25 academic year.

What inspired you to apply for this scholarship? I was particularly inspired to apply to the SMPS Foundation Zinsmeyer Scholarship because of the organization’s commitment to helping students at Historically Black Colleges and Universities (HBCUs), especially those in my designated field of marketing. This, along with the Foundation’s aim to support the youth who will guide the future, all influenced my decision to apply.

How has receiving this scholarship impacted your academic or personal journey? Receiving this scholarship has been a great help as it has allowed me to focus on my academics instead of worrying about the financial pressures associated with schooling. This scholarship has also helped me on my personal journey.

What are your academic and career goals? Academically, I aim to complete my degree at Morgan State University double majoring in marketing and human resources management with minors in management/business administration and sociology. I then aim to return to graduate school to gain my master’s. Career wise, I hope to venture into the field of marketing working with digital solutions to help promote brands and products.

Have you faced any challenges in your educational journey, and if so, how have you overcome them? Throughout my educational journey, I have indeed faced many challenges. I would say the greatest and most common amongst college students that I encountered was allocating enough time for academics and extracurriculars, while also juggling friendships and a full-time internship. This showed me that time management was most important and allowed me to grow my skills in this area. To overcome this, I began being more intentional with my time as well as being realistic with the goals that I set for myself.

Can you share a school project you’re proud of and what, if anything, has it taught you? One project that I am particularly proud of was my Business Design portfolio for my winter-mini semester Entrepreneurship course. With the course being administered within a two-week period, I was tasked with quickly creating a startup business portfolio as well as a detailed business plan and product presentation for my ideal venture. Although pressured by time constraints, I was proud of the outcome as it has taught me so much about the entrepreneurial sector and mindset.

What drew you to pursue a degree in business management? I became interested in the field of business as I grew up surrounded by many professionals in their various fields. During middle school, I was also a member of Future Business Leaders of America (FBLA), which furthered my interest and knowledge of the industry.

What’s one important lesson you’ve learned about business, leadership, and/or teamwork so far? The most important lesson that I have learned this far has been that “there is no I in team”. Often times when working in groups, people can become overwhelmed or focused on the finished product and instead neglect others and their opinions. Having learned this early within my team and leadership experience, I often repeat this saying to myself within these roles.

Is there a particular sector or industry you’re excited to work in after graduation, and why? After graduation I am particularly excited to work within the digital marketing industry. With today’s world being centered around digital content and media, I see this area as a great field to combine my love for social media with marketing.

The SMPS Foundation, in partnership with the United Negro College Fund (UNCF), provides financial assistance to students at Historically Black Colleges and Universities (HBCUs). Made possible by generous donations, the SMPS Foundation Zinsmeyer Scholarship Program focuses on the fields of architecture, construction management, engineering, marketing, mass communications, and public relations. Recently, SMPS chatted with Arianna Hawthorne-Cox who attends Clark Atlanta University. Arianna is one of 16 students who received a scholarship for the 2024-25 academic year.

What inspired you to apply for this scholarship?
I was inspired to apply for the SMPS Foundation Zinsmeyer Scholarship because of its commitment to supporting students pursuing careers in marketing, communications, and business. As a marketing major with a passion for brand development and creative strategy, this opportunity aligns perfectly with both my academic interests and career path.

How has receiving this scholarship impacted your academic or personal journey?
Receiving this scholarship has been both a financial relief and a source of motivation. It reaffirmed that my hard work and dedication are being recognized, allowing me to focus more on my studies, leadership roles, and building my design and branding business without the added stress of financial burden.

What are your academic and career goals?
Academically, I am striving to graduate with honors from Clark Atlanta University with a degree in business administration and a concentration in marketing. My career goal is to become a brand strategist or marketing consultant, helping businesses, especially those owned by women and people of color, craft powerful brand identities and scale their impact.

Have you faced any challenges in your educational journey, and if so, how have you overcome them?
Yes, one of my biggest challenges has been balancing being a full-time student, leader, and entrepreneur. Time management and prioritization became crucial skills I had to master. Through intentional planning and leaning on my support system, I’ve learned how to remain grounded and still produce high-quality work across all areas of my life.

Can you share a school project you’re proud of and what, if anything, has it taught you?
One project I’m particularly proud of was leading the graphic design for Clark Atlanta University’s Spring 2025 Campus Elections. I created customized branding for multiple candidates, several of whom were successfully elected. This taught me the power of visual storytelling in shaping public perception and how impactful branding can influence real-world outcomes.

What drew you to pursue a degree in business administration?
Growing up, I was surrounded by entrepreneurs in my family who showed me what it means to turn ideas into income. Business administration felt like a natural path, offering me the tools to not only manage and grow my own ventures but also help others succeed in theirs, especially through marketing, which I see as the heartbeat of any brand.

What’s one important lesson you’ve learned about leadership, entrepreneurship, or teamwork so far?
One key lesson I’ve learned is that real leadership is rooted in service. Whether I’m leading a project or supporting someone else’s vision, I’ve found that active listening, empathy, and accountability build trust and drive results far more than titles ever could.

Is there a particular sector or industry you’re excited to work in after graduation, and why?
I’m most excited to work in the beauty and lifestyle marketing industry. I want to help brands authentically connect with Gen Z consumers through storytelling, digital engagement, and inclusive branding. This sector blends creativity, strategy, and culture, all the things I’m passionate about.

The SMPS Foundation, in partnership with the United Negro College Fund (UNCF), provides financial assistance to students at Historically Black Colleges and Universities (HBCUs). Made possible by generous donations, the SMPS Foundation Zinsmeyer Scholarship Program focuses on the fields of architecture, construction management, engineering, marketing, mass communications, and public relations. Recently, SMPS chatted with Jaden Adams, who attends Tuskegee University and is majoring in architecture. Jaden is one of 16 students who received a scholarship for the 2024-25 academic year.

What inspired you to apply for this scholarship? I applied for this scholarship because I saw it as a great opportunity to not only ease some of the financial pressures of college, but also to connect with a network of professionals who are passionate about building better communities. Knowing that the scholarship supports students in the architecture, engineering, construction (A/E/C) field made it feel like the perfect fit.

How has receiving this scholarship impacted your academic or personal journey? Receiving this scholarship has been a major blessing. It has allowed me to focus more on my coursework and less on how I was going to pay for it. It also affirmed that my hard work and goals are being recognized, which has kept me motivated to keep pushing forward.

What are your academic and career goals? My academic goal is to complete my degree in architecture at Tuskegee University and continue developing my design and technical skills. Career-wise, I want to become a licensed architect and eventually start my own firm that focuses on designing for underserved communities, creating spaces that are both functional and inspiring.

Have you faced any challenges in your educational journey, and if so, how have you overcome them? Yes, like many students, I’ve had moments where balancing academics, leadership roles, and financial stress was tough. I’ve overcome these challenges by staying organized, leaning on my support system, and reminding myself why I started this journey in the first place.

Can you share a school project you’re proud of and what, if anything, it has taught you? One project I’m especially proud of was a community center design we worked on in studio. The project focused on sustainability and social impact. It taught me how to really think through the needs of the people who would use the space—not just how it looks, but how it feels and functions for the community.

What sparked your interest in architecture, and how has that passion evolved since starting your studies? Growing up, I was always fascinated by how spaces influence our everyday lives. That curiosity turned into a passion once I started studying architecture and saw how design could directly impact people’s quality of life. Since then, my interest has evolved from simply admiring buildings to wanting to be a part of the process that shapes meaningful, inclusive spaces.

How do you hope your work as an architect will impact communities or the built environment? I want my work to be centered around equity and accessibility. I hope to design spaces that reflect and uplift the people who use them—especially in historically marginalized neighborhoods. My goal is to create environments that inspire, empower, and bring people together.

What’s one piece of advice you’d give to future architects starting out in college today? Don’t be afraid to ask questions and put yourself out there. Architecture school can be intense, but it’s also full of opportunities. Build strong relationships, stay open to feedback, and always remember why you started. Your voice and vision matter.

The SMPS Foundation, in partnership with the United Negro College Fund (UNCF), provides financial assistance to students at Historically Black Colleges and Universities (HBCUs). Made possible by generous donations, the SMPS Foundation Zinsmeyer Scholarship Program focuses on the fields of architecture, construction management, engineering, marketing, mass communications, and public relations. Recently, SMPS chatted with Destinie James, who attends Tuskegee University, and is one of 16 students who received a scholarship for the 2024-25 academic year.

What inspired you to apply for this scholarship? I was inspired to apply for this scholarship because it aligns with my passion for building a more inclusive, innovative future in engineering. As a student at Tuskegee University double majoring in computer engineering and electrical engineering, I’ve consistently sought opportunities to further my education while giving back to my community. This scholarship represents both recognition and empowerment for students like me who are committed to making a difference.

How has receiving this scholarship impacted your academic or personal journey? Receiving this scholarship has lightened my financial burden, allowing me to focus more deeply on my coursework, certifications, and extracurricular leadership. It’s also given me a boost in confidence—knowing that there are organizations who believe in my potential has motivated me to continue pushing forward.

What are your academic and career goals? Academically, my goal is to continue developing strong technical skills in areas like cloud computing, cybersecurity, and AI through both formal education and hands-on experiences. Professionally, I aspire to become a technical program manager and engineer working on impactful infrastructure and technology projects that serve both government and underserved communities.

Have you faced any challenges in your educational journey, and if so, how have you overcome them? Yes, balancing dual degrees in computer and electrical engineering while working part-time, completing internships, and leading student initiatives has been a major challenge. I’ve overcome it by developing strong time management skills, leaning on mentors for guidance, and staying focused on the bigger picture—knowing that my efforts will open doors for others who come after me.

Can you share a school project you’re proud of and what, if anything, has it taught you? I’m most proud of my senior design project, where I helped build a multi-factor authentication surveillance system integrating PIR motion sensors, RFID, and facial recognition. It taught me the importance of collaboration, documentation, and designing for real-world constraints—skills I’ll carry with me into my career.

What drew you to pursue a degree in engineering? Growing up, I was always curious about how things worked—taking apart electronics, rebuilding them, and solving technical problems. Engineering gave that curiosity a purpose. Being at Tuskegee University, surrounded by a legacy of excellence and innovation, has only further inspired me to pursue this path.

Is there a particular sector or industry you’re excited to work in after graduation, and why? I’m especially excited about the intersection of infrastructure, energy, and emerging technologies. Whether it’s through renewable energy systems or smart city innovations, I want to work in an industry where technology is used to improve lives and close equity gaps.

How do you hope your work as an engineer will impact your communities and the world around you? I hope to use my engineering skills to create solutions that increase access, efficiency, and safety, particularly in underserved communities. Whether it’s through secure infrastructure, accessible tech, or clean energy solutions, I want my work to empower people and create more equitable opportunities worldwide.

Uncovering what’s new, what’s next, and what will propel your firm.

The mission of the SMPS Foundation is to deliver intelligence and insights for growth professionals and leaders to help them navigate trends, change, and business evolution in a highly competitive marketplace. In 2024, the Foundation published Building Resilience and AEC.BD to do just this. Both research publications can be found on the SMPS Foundation webpage.

In 2025, the SMPS Foundation, in partnership with FMI, is embarking on its newest annual research project to deliver the most relevant emerging trends in marketing and business development for A/E/C firms. Emerging Trends 2025, one of the largest Foundation research initiatives, will equip firm leaders with key intelligence to inform their company’s strategy, planning, and execution. This comprehensive project will be delivered in variety of ways including a presentation at Amplify A|E|C and chapter and regional programming toolkit.

As we know, the A/E/C landscape is changing more rapidly than ever. Emerging Trends 2025, along with its research and recommendations, will help firms prepare for these shifts. For this vital study, the SMPS Foundation counts on valuable feedback from A/E/C growth professionals. In a survey, which will be available this month, please consider sharing your insights and best practices. Your contribution will help us uncover what’s new, what’s next, and what will propel your firm to remain competitive in the ever-changing marketplace.

For more information about the SMPS Foundation, please visit our Foundation page.

My son was recently awarded a Purposeful with Perseverance award at his school. Although he wasn’t exactly sure what he had done to earn it, the recognition got me thinking about the hidden power of perseverance. What would our industry look like if we showed up for one another each day purposeful with perseverance? Could it be that perseverance is not just a trait but a defining factor in overcoming challenges and achieving success?

A couple weeks ago I had the privilege of joining the season opener of A/E/C Unplugged with host Danielle Gray, MBA, from SMPS HQ, and SMPS President, Dr. Paula Raymond Stamp, MBA, FSMPS, CPSM. Our conversation reinforced what many have shared in their own journeys: our paths are untraditional and unique, our stories are vast, but when we come together with intention, we can create positive change with lasting impact. Whether through mentorship, knowledge sharing, inclusion, or philanthropy, the generosity of SMPS members continues to impress.

This year, the SMPS Foundation is introducing a new way for volunteers to contribute to our mission: the Ambassador Program. This initiative brings together a network of professionals who support the Foundation trustees in advancing industry research and providing scholarships for our diverse futures. Ambassadors play a key role in communicating the value of research, engaging with SMPS chapters and regions, and expanding donor outreach and opportunities. Through their time and talent, these volunteers amplify the Foundation’s impact, ensuring that research-driven insights reach and benefit the entire A/E/C community.

We are also excited to announce a new project with Client Savvy, our research partner who will bring their unparalleled expertise in Client Experience (CX) strategies. By illustrating the current state of CX maturity for A/E/C companies, identifying best practices and revealing targeted actions for improvement, this study will offer firms the tools needed to assess and establish client experience as a central business strategy, driving measurable ROI and long-term client retention. This strategy-based research need was identified, along with other driving industry trends, in our Building Resilience: A/E/C’s Path Beyond 2025 report, which was developed to equip our industry leaders with the knowledge and foresight needed to navigate change with confidence.

As we welcome a new year, I invite you to join us in being purposeful with perseverance. Become a volunteer, contribute to industry-shaping research, donate, or help spread the word about what’s possible when A/E/C Intelligence opens new doors for you and your company. Your engagement fuels the SMPS Foundation so that we continue delivering on the priorities that matter most to you, your firm,  and to the future of our profession.

Thank you again for demonstrating generosity. Your belief in what we can accomplish together, while being purposeful with perseverance, will see it through.

Article written by SMPS Foundation President Michele Raftery, FSMPS, CPSM,  WELL AP. Michele is a principal at 4240 Architecture and can be reached at mraftery@4240arch.com.