William Long

William Long

Adjunct Professor

William Long

Adjunct Professor


William Long is an experienced member of the design and construction community where he has been active for over thirty years. During that time, Bill has held multiple positions including Principal, Vice President, Project Executive, Director of Business Development, Project Manager, and Project Engineer. His experience has ranged from systems design and building construction to business development and firm management. A registered Professional Engineer and LEED Accredited Professional and an active member of the A/E/C community, Bill has been a featured speaker at multiple industry presentations and has also served as a moderator or panelist for a number of panel discussions focusing on the building industry. He has also been quoted or profiled in Engineering News-Record, Building Design + Construction, Principals Report, The ZweigLetter, Professional Services Management Journal, Mid-Atlantic Construction, A/E Marketing Journal, New York Construction, and MarketingNow. He has presented at local, regional, and national functions for the American Institute of Architects (AIA), the Associated General Contractors of America (AGC), the Construction Specifications Institute (CSI), the American Society of Landscape Architects (ASLA), the Construction Management Association of America (CMAA), the Associated Schools of Construction (ASC), the Construction Marketing Research Council, the Society for Design Administration (SDA), the International Society of Pharmaceutical Engineers (ISPE), PSMJ Resources, and the Society for Marketing Professional Services (SMPS). He has authored numerous articles and columns for various building industry publications including A/E Rainmaker, The Marketer, Principals Report, and New York Construction. In addition, he was the lead author and researcher for the 2016 Fellows Report published by the SMPS Foundation and also authored a White Paper for that organization entitled International Success in the A/E/C World – Benchmarks and Best Practices.

Degrees / Education

  • Master of Business Administration, Villanova University, 1991
  • Bachelor of Architectural Engineering, Pennsylvania State University, 1984

Research Areas

Research Interests

Project Management, Construction Industry Trends, Marketing & Selling Professional Services, Soft Skills in Design and Construction, Contracts/Delivery Methods, Sustainability, Strategic Planning, Construction Project Planning, Leadership, Structural Systems, Oral & Written Communication, Reputation Management

Areas of Study

Academic Distinctions

  • Society for Marketing Professional Services Legends Designation (Philadelphia Chapter), 2017 Fellow, 2010 - present
  • ‘Cracked Bell’ Award recipient, 1998, 2008
  • Carpenters Company of the City and County of Philadelphia Member, 2015 – present
  • Charter High School for Architecture + Design Designing Futures Foundation Board of Directors, 2015 – 2018
  • Business Advisory Council, 2018 - present
  • Penn State Alumni Society of Architectural Engineers Board of Directors, 2011 – present Vice President, 2017 – present Marketing/Communication Committee, 2013 – present Outreach/Continuing Education Committee, 2011 - 2013

Select Publications

  • Lead Author and Researcher, ‘2016 Fellows Survey’; May 2016 SMPS Foundation, Informed Strategy Series
  • Co-Author, ‘The Butterfly Effect and Its Impact on A/E/C Firms’; April 2016 The Marketer
  • Foreword Author, ‘Reputation Design + Build’; October 2015 Scott D. Butcher, Author
  • Co-Author, ‘The Seller-Doer Model: Is It Really Taking Hold – And Is It Working?’; February 2014 The Marketer
  • Co-Author, ‘Reputation Differentiation: Your Staff Holds the Key’; April 2013 The Marketer
  • Author, Editor, and Publisher, ‘TRINIUM ResourceBook, Higher Education Series’; January 2011 TRINIUM Resources Group
  • Author, ‘Wake Up, Recover, and Grow: Strategies for 2011”; December 2010 Principal’s Report
  • Author, ‘Strategic Competitive Advantage is a Must in Today’s Economy’; December 2009 Principal’s Report
  • Author and Researcher, ‘International Success in the A/E/C World: Benchmarks and Best Practices’; July 2009 SMPS Foundation
  • Thought Leadership Series Author, ‘Velcroed Relationships Improve Client Retention and Future Profitability’; April 2009 Principal’s Report