Randle Pollock, FSMPS, Selected as Recipient of 2005 Marketing Achievement Award

Randle Pollock, FSMPS, is recognized nationwide as an insightful educator to all levels of marketers, a strong leader who has kept SMPS relevant and compelling to its members, and an advanced marketer of professional services.

Currently Principal with Walter P. Moore in Houston, TX, Pollock's career has spanned more than two decades in the built environment. Previously, Pollock represented 3D/International; CRSS; van Dijk, Pace Westlake; and Heery International. In his testimony to Pollock's contribution to the growth and success of Walter P. Moore, Raymond Messer, P.E., President and Chairman of the Board of states, "In the four years that Randy Pollock has been with Walter P. Moore, we have improved in every aspect of marketing. As a result we have seen unprecedented growth in sales followed by record revenues. We have added two offices specifically because of our position in the marketplace."

Then there is Pollock's legacy to SMPS. In her nomination letter, Kay Lentz, FSMPS, and 1998 recipient of the Marketing Achievement Award says, "Of all of us who have been in SMPS for more than two decades, I think Randy has done the most to enhance the Society's visibility. In striving to achieve a level of prestige for SMPS akin to the AIA [American Institute of Architects], he has fostered the spirit of SMPS so that each member benefits exponentially." Currently serving as Immediate Past National President and editor of Marketer, Pollock has previously served as National President, National Secretary, Regional Director, and President of the Houston Chapter.
Pollock's achievements related to the Marketing Achievement Award criteria are briefly summarized below.

Education
Enthused by his 1980 interview with legendary architect Philip Johnson which become the cover story for a new arts magazine, Pollock went on to write some 40 articles on architecture and luminary architects for general interest, AIA, and trade publications. Architectural journalism provided the springboard to launch his career into marketing professional services: Randy has written more than 50 articles and given more than 40 speeches on marketing topics - bolstering the marketing skills of his firm's employees, SMPS members, and others in the built environment.

Professional Leadership
As editor, Pollock revamped SMPS' Marketer, the bimonthly professional journal. As National President in 2003-04, he rebranded the national conference into Build Business, enhancing SMPS' posture as a serious professional organization. From co-founding the Business Development Institute (which enhances members' sales know-how), to actively engaging "30-something" members in national committees, to establishing diversity as a standing committee and organizational priority, Pollock constantly seeks new ways to improve SMPS' service to its members.

Innovative Programs
As a business developer responsible for more than $200 million fees in sales, head of corporate marketing departments, and manager of comprehensive marketing programs, Pollock has developed innovative marketing approaches that advanced the business potential and profit for several prominent architectural, engineering, and project management firms with nationwide presence. His five-pronged external and internal marketing program has helped Walter P. Moore achieve dramatic increases in sales and revenues and expand its geographical presence.

Marketing Communications
Pollock consistently has been involved in the creation and implementation of award-winning marketing communications programs. He has raised the bar and set new standards resulting in new awareness, new inquiries, and new project opportunities for his firms. Pollock's efforts have covered a broad range of tools: direct-mail campaigns, corporate identity programs, special event pieces, web sites, and brochures.

Research
Research has been a part of Pollock's professional activities since he obtained his master of science in architecture in 1977. His master's thesis was research-based - on the history and theory of the modern movement in architecture. From client satisfaction studies, to market and trends analyses, to image and reputation audits, Pollock has been involved in more than 25 research projects. His research yielded such concrete results as the decision to open or not to open new offices, the commitment to pursue new markets or get out of old markets, new branding and communications strategies, and client follow-up programs.

Randy Pollock was honored by SMPS during the organization's annual Awards Gala, held this year on August 12 during Build Business 2005 in New Orleans. The 2005 jury was led by Julie Luers, FSMPS, 2003 Marketing Achievement Award recipient and Director of Marketing for HGA Architects & Engineers, Minneapolis, MN. Serving with Julie were Jean Valence, FSMPS, Vice President of Strategic Development, Symmes, Maini & McKee Associates, Cambridge, MA; Betty Hearn, FSMPS, President, Hearn Associates, Inc., Atlanta, GA; Kay C. Godwin, FSMPS, Principal, Marketing Avenues, San Francisco, CA; Bill Strong, FSMPS, Principal, Mahlum Architecture, Seattle, WA; Carol Scheafnocker, FSMPS, Associate, Business Development, TLC Engineering for Architecture, Tampa, FL; and Jack Evans, President, JEAcoustics, Inc., Austin, TX.