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PROFESSIONAL DEVELOPMENT PROGRAM: Trendspotting & Its Role in Strategy

DITCH your crystal ball - WARNING: Trendspotting Ahead

Environmental scanning and trendspotting are important for any firm to be successful. Tools such as STEEP analysis allow us to evaluate external factors that can affect our companies. This program will explain environmental scanning through all stages: research, trend identification, data collection, interpretation, prioritization, and communication. Additionally, you will gain insight on identifying market trends and best practices on relaying the information to your company through tools such as STEEP analysis.

Registration is now open!


Scott D. Butcher, FSMPS, CPSM

Vice President/CMO

JDB Engineering, Inc.

Scott Butcher

Scott D. Butcher, FSMPS, CPSM has more than 25 years of experience in the A/E/C industry. He is vice president and chief marketing officer for JDB Engineering, Inc. and two affiliate companies. Scott currently serves on the SMPS board of directors and is a former trustee and past president of the SMPS Foundation.

A regular speaker at industry events, he has given more than 200 presentations to local, regional, and national events of SMPS, AIA, ACEC, AGC, PSMJ, SDA, ASCE, IFMA, USGBC, and others. A widely ­published author who has written 15 books, Scott writes Marketropolis, the sales and marketing blog on the His articles have been featured in Professional Services Management Journal, Project Management, A/E Marketing Journal, The Zweig Letter, Revolutionary Marketing, Construction Executive Online, The Marketer, and The Military Engineer, among others. He co­authored the SMPS Foundation book, A/E/C Business Development – The Decade Ahead, and wrote the recent SMPS publication Sell. Do. Win Business. How A/E/C Firms are Using Staff to Win More Work.

Scott also authored the book Reputation Design+Build: Creating Winning Personal Brands for Engineering, Design, and Construction Professionals and forthcoming Simplified Project Photography. He is a Certified Professional Services Marketer and a Fellow of the Society for Marketing Professional Services.


William R. Long, PE, LEED AP, FSMPS, CPSM

Associate Vice President

P. Agnes

William Long

William R. Long is an experienced member of the design and construction community where he has been active for over thirty years. During that time, Bill has held multiple positions including Principal, Vice President, Project Executive, Director of Business Development, Project Manager, and Project Engineer. His experience has ranged from systems design and building construction to business development and firm management. A registered Professional Engineer and LEED Accredited Professional, Bill possesses a Bachelor of Architectural Engineering degree from Penn State University and an MBA degree from Villanova University.

An active member of the A/E/C community, Bill has been a featured speaker at multiple industry presentations and has also served as a moderator or panelist for a number of panel discussions focusing on the building industry. He has also been quoted or profiled in Engineering News-Record, Building Design + Construction, Principals Report, The ZweigLetter, Professional Services Management Journal, Mid-Atlantic Construction, A/E Marketing Journal, New York Construction, and MarketingNow.

Bill is a Fellow in the Society for Marketing Professional Services (SMPS) and is the recipient of the 2017 Honoring Legends Award from SMPS’s Philadelphia chapter.

Earn AIA/CES or CPSM Credit

Earn 1.0 AIA/CES Learning Units (LU) or 1.0 hours of CPSM Continuing Education Credit by attending. Be sure to sign in at the session.


Maximize Your Exposure: Sponsor This Event

Download information on sponsoring this event here (.pdf). Contact Brian C. Ferry at to become a sponsor today.


Contact Genesis Vasquez, SMPS-NY Director of Professional Development, at for questions about this event.

When & Where

  • 02/22/2018
  • 5:30 pm - 8:00 pm

  • Knoll Showroom
  • 1330 6th Avenue
  • New York, NY
  • MAP

Registration & Pricing

  • $50.00   SMPS Member Registration
  • $80.00   Non-Member Registration
  • $50.00   AIA Member
  • $0.00   Corporate Sponsor Registration
  • $60.00   SMPS Member, Walk in
  • $90.00   Non-Member, Walk in
  • register now!