Sunday Beach Party Welcome Reception/Volleyball
5:30-9:00p

Surf’s up! Although the Renaissance Vinoy is not a beach-front venue, it is waterfront and overlooks beautiful views of Tampa Bay. So this year we decided to bring the beach to you — kicking of your TMCA conference experience with style, in true “beach” style! Come in your casual beach attire and participate in some great volleyball action throughout the evening, while enjoying the fantastic networking that always comes with TMCA and its conferences. Make sure to bring your two complimentary drink tickets that you received at registration and have a drink or two on TMCA. Also come prepared to enjoy the wonderful cuisine prepared by the Renaissance Vinoy culinary staff.

Keynote Session – “Radical Innovation: How to Use Creativity for the Ultimate Competitive Edge”

This high-energy, fast-paced, MTV-style presentation will energize you and leave you cheering on your feet. With a combination of practical insight, and personal inspiration, Sally Hogshead and her business partner, Bill Haggett, teach marketers how to use the power of innovation to expand their brands, and themselves. During this multi-media adventure, you’ll learn:

• Proprietary five-step process for creating innovation in work, and in life
• Tips and techniques to squeeze bigger results out of shrinking resources
• Cutting-edge marketing insights on consumer trends, advertising, and new media
• Hands-on information on how to push your own personal brand

Keynote Presenters: Sally Hogshead and Bill Haggett

Luncheon Keynote - “Leading With A Smile, Winning With Wit”

Leaders who are comfortable smiling and poking fun at themselves and difficult situations are the easiest to follow. They also generate the greatest loyalty and effort from co-workers. The secret of using humor successfully as part of your leadership style rests in a few simple principles: Understanding your humor assets, doing some basic preparation to increase your likelihood of success, and then confidently putting it into practice. In this session, you’ll learn how to:

• Identify the most natural humor approaches for your personal style
• Start building your individual humor toolkit
• Incorporate humor into your leadership style, even if you don’t consider yourself funny

Presenter: Mike Brown, Vice President-Strategic Market Planning & Research,
YRC Worldwide

Executive Panel Discussion: “E-marketing In The Fast Lane”

E-mail and search marketing are now the foundation of most interactive marketing programs. But marketers are also enthusiastic about additional emerging opportunities, such as online forums (blogs, podcasts, webcasts) and e-commerce applications. During this executive panel discussion, you’ll hear from the experts what today’s marketing executives are doing to optimize existing marketing and communications channels online, and will also gain a new perspective on concerns involving limited adoption of emerging media.

Executive Panelists: Kevin Senne, Director-Production and Deliverability, eMarketing Solutions, Premiere Global Solutions, Inc.; Michael Madej, General Manager-eMedia Sales and Marketing, IndustryWeek; and Jim Graziano, Product Manager, Schneider National.

Networking Fun - “Paddlewheel Riverboat Cruise of Tampa Bay”
Monday

Experience the warm winds from the Gulf of Mexico and enjoy the beautiful waterfront view of the area. Welcome to StarLite Cruises, Tampa Bay’s favorite cruise line – to see the downtown and bayfront sites first-hand! The cruise is included in your registration. Sponsored by James Street Associates

TMCA "Networking Dine-Around"
Monday

Following the cruise reception, make it a night out with your marketing peers in beautiful downtown Tampa Bay. This organized dine-around gives you the chance to network and relax after a full day of learning. A variety of restaurant choices, with your choice of cuisine and price point.
Organized by: JoAnne Kazmierski, Manager-Community Outreach and Environmental Advocacy, Jacksonville Port Authority (JAXPORT)

Interactive Workshops (Breakfast Included)

• Topic 1: “New Media – E-commerce, Web sites, Blogs and Beyond”
  There are many opportunities through new media - yet there are many emerging challenges to all the new technologies available. Learn how to navigate your way through those challenges and obstacles in order to leverage new media technologies.
  Facilitator: Michelle McManus, Web Marketing Specialist, Ozburn-Hessey Logistics

• Topic 3: “Measuring PR Performance”
  When it comes to measuring public relations performance, find out what’s hot topic in PR circles right now. This session will cover what is expected from senior management, current methodology, challenges to overcome, and ideas going forward. You’ll gain valuable insight on identifying your challenges, delivering solutions, gaining greater media intelligence and helping to prove and improve your PR’s ROI.
  Facilitator: Mike Renderman, Vice President of Business Development. Cision, Inc. (formerly Bacon’s Information)

• Topic 3: “Building Customer Relationships through CRM”
  Customer Relationship Management is one of the hottest topics in marketing today. Through new technologies, you can manage not only your ongoing communication with your targets and customers, but also manage your overall relationship with them - from how they use your products and services, to buying patterns and everything inbetween. This session will open your eyes to the new CRM opporutunities out there!
  Facilitator: Hernan C. Vera, Director of Marketing-Supply Chain Solutions, Ryder System, Inc.

• Topic 4: “Innovation – How To Create Anti-Vanilla Marketing”
  One of the key values to marketing is helping the organization stand out from the rest of the pack. So what is your unique value proposition? and equally important, once you have this identified, how do you go about using innovative and creative marketing to uniquely position your company in the marketplace? This session will give you practical insights on how to go about making it all happen.
  Facilitator: Marcio Stewart, Director of Market Research & New Business Development, Con-way Inc.

• Topic 5: “Strategies On A Shoestring Budget”
  According to the most recent TMCA Marketing Trends Report, many transportation companies have $50,000 or less for their overall marketing budget. Ouch. But if that's your reality, how do you stretch your dollars, establish priorities, and maximize your marketing impact. During this session, you'll get practical advice from others who have become experts in doing just that.
  Facilitator: JoAnne Kazmierski, Manager of Community Relations & Environmental Advocacy, Jacksonville Port Authority (JAXPORT).

• Topic 6: "Getting Your Associates Excited about Marketing Campaigns"
  In brand management and marketing, if your salesforce isn't "living the brand" or understanding what you're trying to accomplish through marketing, oftentimes its effectiveness is diminished. In many cases, getting buy-in and involvement from your workforce is key to making your strategies successful. Attend this session and learn how.
  Facilitator: Sundy Muse-Morton, Recruiting and Marketing Director, O&S Trucking, Inc.

• Topic 7: "Navigating the Treacherous Trade Show Seas"
  Just like an iceberg, exhibitors only see 10% of what goes on at a trade show. Make no mistake, trade shows are still the best face-to-face marketing value out there. However, they can also represent some of the most costly marketing mistakes a company can make. This session will shed light on how trade shows are built and what you as an exhibitor need to know to squeeze every sales and marketing drop out of them.
  Facilitator: Joel Dunkel, President, EventEvolution Management Inc.

• Topic 8: "How to Measure Marketing Investments"
  In this session you will learn the techniques used by industry leaders to measure the effectiveness of your marketing investments. Techniques include return on investment (ROI), media equivalents, and quantitative research. The session is structured in the format of Navigate’s Boomerang Effect; a methodology that guides marketers through targeting efficient investments, effectively activating against those investments, and ultimately maximizing your program’s ROI.
  Facilitator: A.J. Maestas, Managing Director, Navigate Marketing
  
  
• Topic 9: "Using Communications To Align Employees To The Brand"
  The service sector economy has driven the US labor and GDP number for nearly a century. But the service sector presents unique branding challenges. During this session, you will discuss with other communication pros how a disciplined, formal communications process is the key to unlocking the value in communication - as well as delivering shareholder value and quality service.
  Facilitator: Tom Nightingale, Vice President of Communications and Chief Marketing Officer, Con-Way Inc.
  
  
• Topic 10: "High Ranks: Search Engine Optimization"
  As marketing becomes more critical in a virtual environment, determining
  ways to ensure you're top on the list of search engines is imperative.
  E-marketers will share with each other practical tips on how to improve your
  search engine optimization.
  Facilitator: Becky Walker, Account Executive, James Street Associates
  

Keynote Session: “Radical Careering: Finding the Best in Yourself”

During this session, you’ll learn the point of careering and the fact that it goes far beyond money or fame: It bestows the power to do, and have, and be what you love. A radical career allows you to control your future, rather than being controlled by it. It grants true power: the power to become your best self. And even if you don’t know what your best self looks like, or feels like, or even does on a day-to-day basis, that’s okay. Radical careering is the process of figuring all that out.

This session will show you how not to be afraid to make big things happen, whether it’s on a
personal or global level. You’ll then find the courage, vision, and audacity to build something bigger than yourself in your company.

Keynote Presenters: Sally Hogshead and Bill Haggett

Breakout Session 1: Best Practices in Marketing, Communications and Sales

These comprehensive breakout sessions will feature successful marketing, communications and sales strategies within the transportation industry that have delivered powerful, measurable, bottom-line results. You’ll discover the thinking behind their strategies and the challenges they needed to overcome to generate the intended results. Hear from organizations in a number of market segments, ranging from carriers, 3PLs and technology companies to passenger transit organizations. All the strategies profiled in these special breakout sessions are recipients of the 2007 TMCA Compass Award.

Session 1: "Ryder.com Corporate Web Site Redesign"
What does it take to successfully redeploy a Web site that is so fundamentally at the core of a company's operations? During this session, you'll learn how Ryder redesigned its site to structure new and existing content to make new service offerings more identifiable by prospects and customers.
Presenter: Jill Schmeig, Supply Chain Solutions Marketing, Ryder System, Inc.

Session 2: "Making Direct Marketing Work: 'Designed for the Cold' Campaign"
How do you cut through the clutter using direct mail? McLeod Software figured it out when it used direct mail tactics to promote the release of its new dispatch, accounting and operations software called LoadMaster Version 8, designed specifically for the refrigerated trucking market. Hear practical tips on how to turn dimensional direct mail into a successful ROI.
Presenter: Caroline Lyle, Marketing Director, McLeod Software

Session 3: "Integrated Communications: Mack and Volvo Parts Marketing"
How do you leverage marketing through your 'extended marketing channels?' Mack and Volvo figured it out. Dealers deserve a parts marketing program that is as superbly engineered as the Mack and Volvo Genuine Parts they sell. Learn how this program provided dealers with a powerful, comprehensive toolbox of marketing tools - all at little or no cost to them. All while making sure ROI was maximized.
Presenters include: Fanny Stronach and Mike Horn, partners with Horn & Stronach; and Todd Shelton, Product Marketing Manager, Volvo Trucks NA, Mack Trucks Inc.

Breakout Session 2: Best Practices in Marketing, Communications and Sales

These comprehensive breakout sessions will feature successful marketing, communications and sales strategies within the transportation industry that have delivered powerful, measurable, bottom-line results. You’ll have the unique opportunity to hear directly from the professionals who planned and implemented the strategies that are considered to be the “best practices” in the industry. You’ll discover the thinking behind their strategies and the challenges they needed to overcome to generate the intended results. You’ll have the opportunity to hear from organizations in a number of market segments, ranging from carriers, 3PLs and technology companies to passenger transit organizations. All the strategies profiled in these special breakout sessions are recipients of the 2007 TMCA Compass Award.

Session 1: "Meritor Brand Campaign”
What makes a brand a successful one that is memorable and meaningful. Learn during this session how ArvinMeritor, Inc. took a practical approach to make it happen with their organization's brand.
Presenter: Mike Pennington, Senior Director-Global Marketing Communications and Industry Relations, ArvinMeritor Inc.

Session 2: “Creating Possibilities: The Yellow Transportation Branding Campaign”
When you’re “creating possibilities” for the success of a branding campaign, integrated communications are essential. In 2006, Yellow Transportation launched the “Creating Possibilities” campaign with a thoroughly researched, comprehensive program. During this session, you will learn what Yellow did through a fresh logo and stronger positioning line; print and online advertising; employee communications; facility signage; new vehicle designs and driver uniforms; and a Telly Award-winning brand video. In keeping with the company’s brand promise, Yellow took an innovative approach to every element of the program.
Presenter: Mike Brown, VP-Strategic Market Planning & Research, YRC Worldwide

Session 3: TBA

Breakout Sessions - Tuesday

• Session 1: “Selling Your Story to the Media”
  To reach the media in the most effective manner is a common goal to all of us in the industry. This session will enhance your ability to reach the press and get them to respond to your messages. In addition, it will help you develop a comprehensive program for your organization, designed to expand both the quality and quantity of personal relationships with the media.
  
  Presenter:Mike Renderman, Vice President of Business Development. Cision, Inc. (formerly Bacon’s Information)
  
  
• Session 2: “Driver Marketing: Recruiting Strategies”
  This session will provide practical insights on how driver recruitment can become a major goal of the marketing function, and helping the company to succeed in business growth.
  
  Presenters: Sundy Muse-Morton, Marketing Director for O&S Trucking, Inc.; Spring McMurry, Public Relations Manager, Maverick Administrative Services, LLC
  
  
• Session 3: “Get a Grip: Understanding the Transportation Industry's Top Challenges”
  During this session, you’ll learn the latest updates on the top 10 biggest challenges in the transportation marketplace from those who cover the beat of the industry.
  
  Presenters: Tom Andel, Executive Editor, Logistics Management magazine; Stan Erickson, Associate Publisher, Transport Topics

Session – “Solving the Mystery of Lost Leads: 7 Steps to Improve Your Marketing and Sales ROI”

To distribute and track leads effectively, you must adopt effective and repeatable business practices that give each player in the process the answers and tools they need to take action. In this general session you will:

• Learn how to quickly deliver leads to sales and engage prospects with added value
• Discover how to measure each drop, list and offer (and more) – from click to close
• Find out how others justify marketing expenses with revenues delivered by campaigns
• Learn techniques to ensure feedback from sales on individual leads
• See how much money can be wasted by only measuring clicks and responses

Presenter: Greg Wilkinson, Partner, Growthpoint Inc.

Workshop - “How To Make Presentations Work For You”

Most of us have to sit through endless meaningless and boring presentations. But this does not have to happen. Effective design, structure development, and new technologies like 3D, Flash, and CGI can enhance your presentation and ensure you get you create an effective presentation that makes an impact. Solutions you will take away from this workshop:

• How to define the presentation concept and analyse your audience
• Planning the appropriate presentation structure
• Effectively designing through the use of color, images and animation
• Harnessing the power of new presentation technologies

Presenter: Sean Fitzpatrick, Senior Client Strategist, KempGoldberg Strategic Marketing and Communications.

2007 Compass Awards Program - Tuesday Evening

The creative work and measurable results of 2007 TMCA Compass Awards recipients will be featured during the celebration of this industry awards program. This year’s banquet will be an evening of fun, socializing and celebration. It will also be an opportunity to see first-hand the industry’s best practices in marketing and communications.