Small Firms Exchange

Interactive Expert-Led Workshops

Join us for our upcoming Empowering Small Firms Workshops focused on enhancing skills in business etiquette, legal risk mitigation, as well as social media strategy. These three essential areas of modern practice are often overlooked in architectural education.

Our Workshops focus on essential, actionable business development skills, to enhance participants’ ability to market their services effectively, build professional networks, and present themselves with confidence—foundational skills that contribute directly to the sustainability of architectural practice.

By combining hands-on skill-building workshops with insightful panel discussions, the Small Firms Exchange meets emerging firm owners where they are—offering both the technical know-how and the personal inspiration needed to grow and lead.

These FREE workshops feature expert-led content, peer discussion, and practical tools for building a strong, sustainable practice.

Learn with local professionals

Upcoming Workshops

This workshop explores the legal and risk considerations essential to small firms, including AI risk, cybersecurity, liability, and business structuring.

Our incredible expert speakers are Jessica Witherow, ARM, SBCS Vice President, Ames & Gough and Jonathan Shoemaker, Esq from Lee/ Shoemaker, PLLC.

Led by a nationally recognized architect and social media strategist, this session helps small firm leaders enhance their digital outreach. The session provides practical, platform-specific strategies, case studies, and live demonstrations tailored for architectural practice.

Our expert speaker is Jeremiah Russell, AIA, NCARB, RIBA.

Principal Architect at Rogue Architecture

Due to a medical emergency, Blueprint will be unable to join us on November 18. We’re pleased to welcome Joanna Kozlowski, Founder of Resolute Consulting LLC, who will lead a dynamic session tailored for small firms.

Her program will explore brand, marketing, business development, and client growth—helping you deliver the right message to the right audience at the right time

Meet the Moderator

Lori Apfel Cardeli, AIA, NCARB, is the Maryland State Representative for the AIA Small Firm Exchange
(SFx) and Principal of LACArch, a Bethesda-based architecture practice specializing in custom homes and
renovations throughout the Mid-Atlantic. She is currently completing the AIA Business Academy: Cohort
One, a national program advancing small firm leadership and business strategy, and is an active advocate
for K–12 architecture outreach and mentorship within the profession.

Legal, Insurance & Risk Mitigation Essentials for Small Firms

This workshop provides small architecture firm leaders and practitioners with a comprehensive understanding of how to identify, assess, and mitigate legal and operational risks in today’s evolving professional landscape. Participants will examine the legal implications of emerging technologies—such as artificial intelligence (AI)—and learn how these tools can affect project delivery, intellectual property, and professional liability. The session will also address strategies to strengthen cybersecurity practices and protect sensitive client and project data, particularly in resource-limited small firm environments.

In addition, the workshop will guide participants through the core insurance policies essential for safeguarding architectural practices, including professional liability, general business coverage, cyber insurance, and employment practices liability insurance (EPLI). Attendees will gain insight into how these policies function, what exclusions to watch for, and how to determine appropriate coverage based on firm size and project scope.

Finally, participants will explore best practices for firm structure, ownership models, and contract management that reduce exposure to risk. Emphasis will be placed on implementing internal protocols—such as client intake checklists, documentation standards, and annual insurance reviews—to create a culture of proactive risk management. Participants will leave with practical tools and a clear framework for protecting their practice and supporting long-term resilience.

Speakers

Digital Presence and Outreach

Attendees will gain an understanding of platform-specific best practices for LinkedIn, Instagram, and Facebook as they relate to architecture. Participants will gain a working knowledge of how to optimize their firm’s presence on key social media platforms. This includes learning how algorithms influence visibility, identifying appropriate content formats for each platform, and establishing a professional brand voice tailored to architectural audiences. Emphasis will be placed on practical techniques for increasing engagement while maintaining AIA Code of Ethics standards.

Develop digital networking strategies to connect with potential clients and collaborators. Explore the principles of online relationship-building through professional platforms. This includes identifying target audiences, engaging in strategic commenting and content sharing, leveraging groups and hashtags, and integrating social networking with traditional business development. The session will also cover timing, tone, and consistency for effective outreach.

Participants will learn techniques to effectively communicate architectural value through visual and written online content. Architects will learn how to translate complex design ideas into accessible language and compelling visuals. This objective focuses on storytelling techniques that demonstrate process, sustainability, and impact—using real-world project examples. Attendees will practice writing captions, headlines, and project summaries that resonate with both clients and the broader public.

Participants will analyze case studies of successful social media use in architectural practices. They will further examine case studies of firms (particularly small or solo practices) that have successfully leveraged digital tools to generate business leads, build credibility, and elevate brand identity. Through interactive discussion and guided analysis, attendees will identify key takeaways and determine how to apply these insights to their own firm’s strategy.

Speaker

Business & Client Communications

This high-engagement program, tailored for small firms, explores best practices and individual approaches across the client lifecycle. Participants will examine brand and firm differentiators, refine marketing and business development strategies, and learn methods to retain and grow clients—even during slower project periods. The session emphasizes crafting the right message for the right audience, at the right time, and in the right place—recognizing that “right” looks different for every firm.