SMPS Member Spotlight: Leslie Blaize

In our member spotlight, Leslie Blaize, CPSM, sat down for a virtual chat with the Society. Leslie, who’s owner of Blaize Communications, has been an SMPS member since 1992.

How long have you been in the AEC industry? I’ve been working in the AEC industry for most of the past 34 years. My career in AEC began when I joined a multidisciplinary professional services firm. In 2017, I launched Blaize Communications, where I specialize in writing for industry-related firms and organizations. My work includes case studies, magazine features, thought leadership pieces, and web content.

Along the way, I edited a World War II memoir. It was meaningful work, but I realized I could make the greatest impact by helping AEC firms communicate complex technical ideas in clear, human-centered ways.

How long have you been an SMPS member? When I joined a Wisconsin multidisciplinary firm in 1992, the SMPS marketing coordinator handbook was the only resource on my desk. I was new to the industry and relied on SMPS to learn best practices.

My firm supported my SMPS membership and conference attendance, and I earned my CPSM designation in 1994. As a member of SMPS Wisconsin, I served as programming chair and helped plan a regional conference.

Please share some recent professional-related news that you’re proud of. I’m honored to be presenting to SMPS Wisconsin this spring on how firms can differentiate themselves through case studies and storytelling. In 2024, I presented at the SMPS Women + AEC Virtual Symposium, speaking about the use of employee case studies to demonstrate a firm’s commitment to diversity and inclusion. I continue to share the value of storytelling for AEC through podcasts, virtual and in-person industry presentations, and my writing.

What has been one of your most meaningful projects? In 2019, I became a Certified Case Study Specialist through the American Writers and Artists Institute (AWAI). After earning the designation, I searched for AEC firms publishing client-centered success stories and didn’t find any. That realization became a turning point. I made it my mission to encourage firms to use storytelling in a variety of formats to connect with internal and external stakeholders.

In 2022, I launched A/E/C Connect, a LinkedIn newsletter that focuses on case studies and storytelling in the industry. In today’s AI-driven content environment, authentic stories matter more than ever. Technical expertise remains essential, but human connection is what builds trust. Stories help accomplish that goal.

Why is SMPS membership important to you? When I first joined the industry, I was encouraged to participate in SMPS and pursue the CPSM designation. My company supported my attendance at meetings and conferences, and that investment gave me practical training and professional confidence.

SMPS connected me with other AEC marketers facing similar challenges. Some of my favorite memories involve carpooling to chapter meetings, where we swapped stories about our challenges and best practices. After leaving my corporate position to launch my business, I continued my membership because it keeps me connected to the evolving concerns of marketers, business developers, and firm leaders.

Which SMPS member benefits or resources have helped you? As a business owner, I find SMPS webinars valuable for sharing emerging trends. I also appreciate the research conducted by the SMPS Foundation, which provides insight into high-performing firms and industry shifts.

I’m currently a member of SMPS Idaho and participate in virtual meetings. This spring, I will attend my fourth SMPS Pacific Regional Conference. These regional events help me stay connected to the marketplace and learn about industry priorities and challenges from outstanding speakers and engaged members.

How has the CPSM designation benefited you? Maintaining the CPSM designation requires continuing education, which benefits both individuals and firms. In my corporate role, management supported my attendance at conferences to earn continuing education credits.

As an entrepreneur, the CPSM designation adds credibility in the marketplace. While not everyone is familiar with the credential, industry marketers understand its significance. It signals advanced training, commitment, and a deep understanding of the AEC industry.

What would you still like to accomplish in your career? I want to continue elevating the role of case studies and storytelling in the AEC industry through presentations, podcasts, and potentially an e-book. I enjoy helping firms recognize that their projects contain powerful narratives that strengthen trust and differentiate their brand. Sharing knowledge and helping firms strategically magnify their voice remain among the most rewarding parts of my work.

Tell us something we’d be surprised to learn about you. I’ve participated in four women’s dance groups over the past 25 years. Currently, I’m a member of the award-winning Golden Dancers in Billings, MT. We perform primarily at senior living facilities and for individuals with disabilities. It’s our pleasure to bring joy to our audiences.

What’s on your bucket list? I would love to visit Paris, France, and use my French language skills. I have been learning the language through Duolingo since September 2023 and would enjoy putting that learning to the test.

Guilty pleasure: what can you not live without? Chocolate.