FAQs

For the first time in nearly three years, SMPS will gather in person for our annual conference in July 2022, and the event will have a new name: AMPLIFY A|E|CTM. More than a new name, the conference will offer an enhanced learning and networking experience. SMPS Amplify AlElC is planned to be The Industry’s Premier Marketing, Business Development & Leadership Experience.

As the song goes, “The Times They Are a-Changin’.” How we live, gather, learn, and conduct our business activities have changed and, with shifting demographics, all of this will continue to evolve. It’s time for something new. SMPS is retiring the conference name, “Build Business,” which has been used since 2004.

The idea of overhauling the conference has been in the works for many years. Long- time attendees have seen modifications as successive conference committees tweaked and reimagined various components of the event and tested new concepts. The most dramatic impact, of course, is the COVID-19 pandemic that kept the organization from hosting a large annual gathering in-person for nearly three years. Over this time, we all learned to do things differently and our expectations for learning and networking experiences have changed as well.

Updating the conference necessitated altering what we call it. We considered the need for a fresh and inspiring approach—an identity inclusive of emerging professionals who are the future of our profession; it should be vital to everyone in the A/E/C industries; it must differentiate from competitor conferences; and set expectations that things are new, among other characteristics.

Earlier in 2021, SMPS also conducted research that included marketing and business development practitioners and firm leaders. We asked questions about what’s important to them, their businesses, and their supervisors (when appropriate), among other concerns. There was a consistent theme in the responses: As we continue to transform our businesses through marketing leadership (the vision of SMPS), the annual conference needs to offer related content and amplify the spirit of the vision. Additionally, members told us there needs to be an obvious emphasis on the business of architecture, engineering, and construction.

After much thought and creative considerations, a name was crafted: AMPLIFY A|E|C.

The name and the conference experience will support the core principles of the SMPS brand: Amplify Your Influence, Flip the Script, Take Your Career to the Next Level, and Where Marketing Meets A/E/C. Combined with our vision of Business Transformed Through Marketing Leadership, we will amplify knowledge and skills, careers, leadership capabilities, and opportunities for professionals and their firms.

The Reflex Blue is bold and contemporary yet edgy and conforms with the SMPS brand colors. The font is Gotham Narrow Ultra, part of the SMPS family of fonts, and the “M” for marketing, designed as arches, continues to be the focus. The arches represent business evolution, leadership innovation, and professional advancement. More than that, the logo expresses upward movement—amplifying A/E/C.

Conferences are evolving and SMPS is leading the way. Along with a new name, additional changes are being made to the experience that will meet the needs of today’s attendees. The planning committee is committed to ensuring a wide diversity of speakers along with content and inclusive opportunities to learn and network.

The revamped program will include micro learning formats (sessions of shorter durations to allow attendees to participate in more activities), exclusive access to thought leaders (new ask the expert opportunities to accompany sessions), revitalized social and peer recognition events, and appreciation lounges for Fellows, CPSMs, and Chapter Presidents to connect and network with their communities.

Also new is an online companion conference for those that cannot attend in-person. A specially curated event will be offered in the summer and available on-demand (it will be complimentary to the Amplify A|E|C in-person event attendees).

The Amplify A|E|C in-person event will be held on July 18-20, 2022, at the Hilton Atlanta. The online event will be available on-demand this summer.

View the opportunities available in our Sponsorship Prospectus. Contact marci@smps.org for more information. 

Sunday, July 17, 2022 | Pre-Conference

5:30 p.m. – 7:30 p.m. ET
Welcome to Atlanta Experience - Hosted by SMPS Atlanta

Monday, July 18, 2022 | AMPLIFY

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9:00 AM – 6:00 PM ET

Registration

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10:00 AM – NOON ET

Project & Studio Tours

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1:00 PM – 1:45 PM ET

Main Stage Experience – Welcome to AMPLIFY A|E|C

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2:00 PM – 4:00 PM ET

Concurrent Sessions

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5:30 PM – 7:00 PM ET

Amplify Welcome Reception

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Tuesday, July 19, 2022 | INNOVATE

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7:00 AM – 6:00 PM ET

Registration

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8:30 AM – 10:00 AM ET

Main Stage Experience

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10:15 AM – 11:45 AM ET

Concurrent Sessions

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NOON – 1:30 PM ET

Main Stage Experience

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1:45 PM – 4:30 PM ET

Concurrent Sessions

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5:00 PM – 6:30 PM ET

Main Stage Experience

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8:00 PM – 11:00 PM ET

Amplify Party & Celebration!

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Wednesday, July 20, 2022 | ACTIVATE

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8:00 AM – 3:00 PM ET

Registration

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9:00 AM – 10:30 AM ET

Main Stage Experience

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11:00 AM – 12:30 PM ET

Concurrent Sessions

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12:45 PM – 2:00 PM ET

Main Stage Experience

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2:00 PM ET

That’s All Folks! See you at the 50th Anniversary Celebration of SMPS in Austin,TX and Amplify A|E|C 2023!

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