First Year in the A/E/C Industry: Three Lessons Learned in Architectural Marketing

By Danni Jones

September 2023 marked my first year as a Marketing Coordinator at Shah Kawasaki Architects (SKA), an architecture and design firm based in Oakland. 

I graduated from college in 2021 and after teaching English in Spain I moved back to the Bay Area, where I was born and raised, in 2022. As I was looking around for a job in the East Bay/SF, a recruiter contacted me and informed me that SKA was advertising for a Marketing Coordinator.

After researching the firm and being invited for a couple of interviews with the Associates and Principals, I received an offer! I was excited and ready to begin my new job. 

Now that it has been a full year of marketing for SKA, here are three lessons that I have learned working in the A/E/C industry.

Utilize Your Network

This may be commonly known, but utilizing your network is crucial in any position that you are in, especially for career advancement. If you work in a small firm (like me), it is imperative to connect with fellow A/E/C marketers. If you are in a medium/large firm, connecting with marketers at new firms can bring new ideas to your team. 

Two ways that I have networked outside of my firm are:

• Connecting with My Firm's Marketing Alumni. With one of my Principal's encouragement, I emailed a previous SKA Marketing Coordinator, who worked there for six years. We had lunch and we talked about the various aspects of the A/E/C Industry. We discussed topics from formatting proposals to tips for career advancement. It was a great experience, and it was nice to have both worked in the same firm. We had more in common than I was expecting, and we have stayed in touch and connected via LinkedIn.

• Connecting with Fellow SMPS Members. I can't express enough how much this organization has facilitated many strong connections with fellow marketers in the A/E/C community. I am currently a Member of the Membership Committee and I volunteer with the Communications Committee. I attend networking events when possible. I am also in the Mentor Program. The various committees and programs offered through SMPS allow me to explore roles that have always interested me. For example, I assist with planning events such as the Topaz Awards, the Annual Business Meeting, and the Holiday Party with the Memberships Committee. My organization, adaptability, creative thinking, and communication skills have strengthened with every event that I have planned and executed. I encourage you to research the different committees and join one. Attend events and, if you are just starting, join the Mentor Program!

Familiarize Yourself with A/E/C Jargon 

Fluently speaking the A/E/C language is important for success in all forms of this industry. Understanding the industry acronyms is crucial to learning the language. Here is a useful handbook that provides 1,190 useful industry acronyms! By learning their meanings and purposes, your credibility, performance, and professionalism will be enhanced. Discussions with co-workers, clients, and city/county officials will flow easier and your rapport with them will begin to build.

Here are a few ways to strengthen your A/E/C fluency:

• Stay up-to-date and read industry-specific publications such as AIA San Francisco and Dezeen.
• Attend conferences, workshops, and local events.
• Network with fellow industry professionals.
• Take extra courses or earn certifications on different industry topics.

Invest in Career Education

It is important to note that you are never too old to learn something new. There is no expiration date on education. I commit to learning new things all the time, whether that is exploring a new genre to read or taking a Flamenco dance class. 

I feel the same way about career education. If you have time in your busy schedule to commit an hour a week to take a course/brush up on a topic, then I say go for it!

A few ways I invest in my career education are through:

• The SMPS Learning Courses
• LinkedIn Learning Courses
• Local Community College Classes

These are three of the many lessons learned in my first year. Reflecting on the past year has allowed me to appreciate my professional growth.

Danni received her Bachelor of Communication and Public Affairs from Chico State in 2021. Since joining SKA in 2022, she has learned so much about the ins and outs of the A/E/C industry. She is originally from the East Bay and loves being a part of the community development in Oakland and the SF Bay Area. She enjoys listening to podcasts, exploring her neighborhood in San Francisco, reading travel memoirs, practicing yoga, supporting the SF Giants, and trying new restaurants!