Why do people choose one firm over another—and what truly drives their decisions?

Behavioral economics helps answer that question by revealing how people actually think, decide, and act. In this engaging and practical session, Holly Bolton, FSMPS, CPSM, will translate key behavioral science principles into real-world strategies tailored for architecture, engineering, and construction (AEC) professionals.

Through her “6 S’s” framework, Holly will demonstrate how small, intentional shifts in communication can build trust faster, strengthen client relationships, and influence outcomes—both externally with clients and internally with colleagues. Drawing from a range of research and real-world examples, this session moves beyond theory to provide actionable tools you can apply immediately.

Attendees will leave with a clearer understanding of the science behind effective marketing and communication—and how to use it to drive stronger engagement, improve client experience, and elevate their impact within their organizations.

The SMPS Twin Cities chapter welcomes and encourages participation from diverse backgrounds. A 15% discount is available for members of DBE, WBE, MBE, VBR, and LGBTBE firms. Please contact [email protected] for your discount code prior to registration.

Schedule:
8:30 a.m. - 9:00 a.m.: Check-in, Breakfast & Networking (for in-person registrants only)
9:00 a.m. - 9:05 a.m.: Welcome & Chapter Announcements
9:05 a.m. - 10:30 a.m.: Program

Who Should Attend:
Firm Principals + Leadership
Business Development + Sales Staff
Marketers Across All Levels and Roles

Learning Objectives:

1. Build trust and influence with intention using proven behavioral economics strategies that strengthen client relationships and win work.
2. Enhance the client experience and increase retention through simple, high-impact shifts in how you communicate and engage.
3. Translate marketing intuition into science-backed strategy—giving you the language and confidence to elevate your internal influence.
4. Drive stronger team performance by improving responsiveness, accountability, and alignment through behavior-informed approaches.

SMPS Domains of Practice (XX credits for CPSM)
3 - Client and Business Development
4 - Proposals 
5 - Promotional Activity

About the Speaker

Holly Bolton, Owner at 3chord Marketing
Holly Bolton, FSMPS, CPSM, is the owner of 3chord Marketing, where she helps architecture, engineering, and construction firms connect with their audiences through strategy, storytelling, and skills development. With a background spanning marketing, business development, and communications, she brings a practical, insight-driven approach to helping teams communicate more effectively. Holly is passionate about advancing the AEC industry and previously served as SMPS Society President (2022–2023).

Please note that the virtual login information will be sent to registrants the day before the event. In addition, this program will be recorded. The program recording and any presenter material will be shared with registrants after the event. If you have any registration questions, please reach out to [email protected].

By registering for this SMPS-TC event, you give permission for SMPS-TC to use any photographs or videos taken at the event on its website, social media, or in promotional materials without compensation. You also understand that SMPS-TC owns all photographs and videos taken at the event.