SMPS February 10, 2021 Professional Development Session 2: There is Power in the Pivot

February 10, 2021
11:30 AM - 1:00 PM

Zoom Virtual Platform

Session Overview:

Amidst this global pandemic, it's imperative for firms to use the power of the pivot! There's strength in having fresh ideas and creating new ways to serve our clients and communities during this unprecedented time. Utilizing the power of market intelligence can help shift our business development strategies to better serve the marketplace. We must navigate the industry's needs and shine the spotlight on our firm's differentiators to provide value.

Market research and enhanced communications are key in gaining an enlightened understanding of the built environment and offering solutions needed for tomorrow. How we best pivot our approaches to this new normal will determine our future—and it's up to us to help move our firms in the right direction.

Learning Objectives:

In this forum, you will learn how to:

  • Capitalize on your firm's strengths for growth and development in new and existing markets
  • Refine your business development and marketing objectives and take steps to gain results
  • Enhance internal communications to strengthen your firm's business development efforts
  • Increase brand recognition through social media and thought leadership


CPSM CEU's: 1.5 hours
Domains: 1 - Market Research, 3 - Business and Client Development

Featured Speaker:

Jana Monforte, Associate
Director of Marketing and Business Development, Wallace Engineering

As an associate and Director of Marketing/Business Development, Jana works closely with the firm’s leaders to build a responsive, innovative and competitive strategic marketing/business development program. Helping build the department from the ground up and seeing it prosper has been a highlight for her. She’s proud to have played a significant role in the growth of the firm which today encompasses five offices and has engineered well over $100B of construction nationwide.

Jana has been an active member of Society for Marketing Professional Services (SMPS) since 2000 and has served as National Marketing Communication Awards program co-chair, National Striving for Excellence committee member, Build Business MCA gala emcee, Southern Regional Conference co-chair and Oklahoma Chapter President. She serves as a board member for Leadership Tulsa, committee member of Iron Gate’s ‘Cooking For A Cause’ event and an active member of the International Council of Shopping Centers (ICSC), Women in Design and AIA Eastern Oklahoma.


Robyn Zurfluh
Principal, Smith Dalia Architects

Robyn  is a Principal at Smith Dalia Architects (SDA), a mid-sized Atlanta firm featuring 33 years of high-profile revitalization, cultural and affordable projects. Some of its more recognizable projects are the King Plow Arts Center, Piedmont Park’s Greystone, and Mercy Park in Chamblee. Robyn’s experience spans the full spectrum of project types with a consistent focus on urban infill of all shapes and sizes.

 As a Firm Partner, Robyn is focused on fostering SDA’s service to community, culture, and city by improving the daily lives of real people through design. Her collaborative style and passion for humanitarian work have resulted in many successful public/private, affordable housing and place-oriented projects including three in UNESCO World Heritage Sites. Robyn has led nationally-awarded community revitalizations such as Independent Communities in Decatur, Retreat at Edgewood in Atlanta and Page Woodson School in Oklahoma City.

A Kansas native, Robyn holds a Bachelor of Architecture degree from Kansas State with scholarly studies at Eugene Lang College’s New School for Social Research in NYC, and a year as a VISTA volunteer. Robyn now volunteers with the American Institute of Architects (AIA), The Fox Theatre, and Trees Atlanta. 

Heidi Swygert
Senior Project Manager, JLL

Heidi is a Senior Project Manager for JLL, an international real estate services firm with a focus on industrial, commercial, retail, residential and hotel properties. In this role, she is responsible for strategically developing tenant interiors in the metropolitan Atlanta area. After serving more than four years with KDC, a national development firm, Heidi joined JLL in January of 2020. Most recently, she was a Development Associate where she collaborated with the new business team to develop innovative projects including the Park Center project’s Phase I and II, totaling nearly a $1.2 Billion in assets.

With more than 16 years of real estate experience, Heidi also served in transactional real estate ventures as a Client Services Manager with Campbell & Brannon, LLC, Halperin Lyman LLC and O’Kelley & Sorohan.
Her efforts to grow the real estate industry drive her to also lead in a variety of different volunteer capacities. Heidi is the current chair of the sponsorship committee for Commercial Real Estate Women (CREW), raising more than $200,000 for program expansion.

Heidi graduated from Georgia Southern University with a Bachelor’s degree in finance with an emphasis in real estate. She is participating in CREW Leadership, and is the vice chair of the scholarship committee, earning her Committee Member of the Year in 2018. Heidi has obtained her LEED Green, FitWel Ambassador and OSHA 10 certification.

Katie Leonard
VP of Real Estate and Facility Development, Wellstar Health Systems

Katie Leonard serves as Wellstar Health System Vice President of Real Estate and Facility Development Services.  In her role, Katie provides strategic oversight and direction for construction, real estate, security, and overall plant operations and maintenance of Wellstar owned and managed properties.

Katie is an established industry leader with over 20 years of experience in complex facility management, field operations, cost and risk analysis, and procurement. Throughout her career, she has specialized in healthcare and higher education capital investments.

Katie holds a Bachelor of Science degree from Georgia Tech.  In addition to her degree, Katie is a LEED AP BD+C accredited professional. She served as the 2020 Board Chair for the Associated Builders and Contractors (ABC) of Georgia and continues to serve on ABC’s Executive Committee.  Katie is a member of the Georgia Tech School of Civil and Environmental Engineering Construction & Infrastructure Systems Engineering (CISE) Advisory Board and is also a member of the Wellstar Foundation Giving Committee. In February 2020, the Atlanta Business Chronicle named her as one of their “People on the Move.”    

Joseph Alcock, AIA, LEED AP, NCARB
Associate Principal, McMillan Pazdan Smith

Joe has over 21 years of experience in challenging adaptive reuse, historic rehabilitation and urban infill projects across metro Atlanta. His focus on developing high-quality, environmentally efficient designs by integrating critical objectives has presented numerous satisfied clients with award-winning buildings. Joe consistently combines strong knowledge of planning regulations, building codes and zoning with his natural ability to find creative solutions.





Sponsorship opportunities:

Sponsorships are AVAILABLE for the 2021 SMPS Professional Development Series!  Please contact Laura Young at [email protected] for additional information.

event champions:

 Laura Young

Faith Hoople

Sarah Appleton


$30.00 SMPS Member Ticket

$30.00 Non-Member/Guest Ticket

$30.00 CPSM Ticket