Monday, June 2
Keynote 8:45a - 10:00a

Keynote: “Why Great Leaders Break The Rules”
Bill Webb puts his leadership message into action on a daily basis: traveling to Washington, D.C. to provide feedback on transportation issues to elected officials and chairing national boards. He also serves as operating partner with Fenway Partners, a New York City-based private equity firm that owns a number of portfolio companies in the trucking and logistics, retail, and manufacturing industries. Webb’s newly released book Igniting The Blue Flame: Answering The Call To Leadership capitalizes on his work over the past decade in develop the Blue Flame Project, a national leadership initiative.
Keynote presenter: Bill Webb

Monday, June 2
Breakout Sessions 1:00p - 2:00p

CMO Panel Discussion: “How To Develop the Mind of a Strategist”
Marketers can play a critical role at the executive level by helping leaders establish vision, evaluate priorities, adapt to market changes, and execute initiates that transform the talk into the walk inside and outside the building. How does a marketer engage at the highest levels of the organization, becoming a stake holder in the overall direction of the company? This lively panel of the industry’s leading marketing professionals will share insights on taking the marketing function out of the back room and into the board room, elevating responsibilities from tactical to strategic and shifting perceptions from expense lines to value propositions.
Panelists include John Hickerson, Senior Vice President & CMO, FFE; Tom Nightingale, VP Communications and Chief Marketing Officer, Con-Way Inc.; Charlotte Eckley, Chief Development Officer, O & S Trucking, Inc.; and Mason Kauffman, Chief Marketing Officer, CTSI. Facilitated by Cynthia Forstmann, Co-Founder, Allegory Studios.
 
“Research To Create Marketing that Rocks!”
No strategy will succeed if it’s not built on a solid foundation of relevant market intelligence. But what’s relevant and meaningful? John Thomas, Executive Director, Manufacturing Group, Clear Seas Research, will provide practical advice that covers:

• How to determine the data you need – ranging from competitive analysis and environmental scans to customer research and beyond
• Steps to determining appropriate methods in gathering qualitative information for exploratory purposes and quantitative data to draw more finite conclusions
• Practical ways to migrate from numbers on paper to proven ROI
  

Best Practices in Driving Sales:
Hear first-hand how Exel Transportation has developed sales collateral that helps to drive sales and maximize ROI.
Presenters: Todd Thompson, Senior Vice President, and Erin McNeely, Training & Marketing Support Manager for Exel Transportation.

Breakout Sessions 2:15p - 3:15p

“Create A Customer-Focused Marketing Plan”
A marketing plan helps business and marketing professionals in companies of all types and sizes to create a shared, focused strategy that is designed to improve marketing and sales effectiveness. This session introduces key marketing and plan concepts, and provides a framework for developing a customer-centric marketing plan. As a result, participants have a creative, complete, and concise approach that enables them to develop a strategically based, customer-centric, measurable marketing plan.
Presenter: Laura Patterson, President, VisionEdge Marketing, will cover:

• How to develop a customer-centric marketing plan
• The role of the marketing department in such a customer-centric environment
• The 10 questions every marketing plan should answer
• Dragons and Quests: analyzing your situation
• Using the M.O.S.T approach to create a plan
• Mission, metrics, outcomes, objectives, strategies, and tactics

Panel: “The Rules of the Game: Generating Great Leads for Greater ROI”
Far too often, marketing teams focus on generating large numbers of leads, but fail when it comes to qualifying those leads. An unqualified lead will distract sales representatives with low-value leads, while high-value leads languish at the bottom of the pile getting cold. This dialogue, led by Hernan Vera, Group Director, Sales & Marketing, Global Supply Chain Solutions, Ryder System Inc., will feature expert marketers who have found success in lead generation. It will:

• Discuss how to find common ground with the Sales Department in defining what makes a qualified lead
• Uncover practical tips to ensure the right mix of marketing tactics generate the right leads
• Identify ways to leverage technology to effectively generate leads
• Ways to track and analyze performance metrics, such as lead-to-sales conversion rate and lead-to-sales revenue.

Networking Event: Tour of JAXPORT 3:30p – 7:00p

JAXPORT is positioned to become the third largest international seaport on the east coast of the U.S. within 5-7 years. Get a birds-eye view of JAXPORT’s current terminals and learn about this growth, while enjoying the scenic views of the St. Johns River during this bus and riverboat tour.

TMCA Networking Dine - Evening

Following the tour of JAXPORT, make it a night out with your marketing peers! This organized dine-around gives you the opportunity to network and relax after a full day of learning, touring, and doing business. A variety of restaurant choices, with your choice of cuisine and price point. Make sure to sign up at the TMCA Registration Desk. All groups will depart from the hotel lobby.

Tuesday, June 3
Panel Discussion with Shippers and Providers 8:45a - 10:00a

“Today’s Customers: Reacting To Their Needs”
People want to buy. Nobody wants to be sold (even when they have a need). Buyers want to discover what is available and, when exposed to the right opportunities, choose what is best for themselves and their situation. How is this synopsis put into action? How do they move from theory to application? A panel of buyers and sellers will address both theory and practice of how transportation and logistics services are bought and sold in the real world of business. Marketplace leaders will address the value that relationships play in their world and how business has evolved from a transaction driven “price and commodity” model to one that is all about understanding how leaders in sales serve and how the marketing function brings value to the relationship process.
Panelists include Barry Mulkay, Director, Procurement & Carrier Operations, PepsiCo; Dave McShane, Vice President of Logistics, Vitality Foodservice; Jerry Ulm, Owens Corning; and Todd Thompson, Senior Vice President, Exel Transportation. Moderated by Jeffrey Brashares, Executive Vice President, Chief Operating Officer at Pacer Global Logistics.

Breakout Sessions 10:30a - 11:30a
 
Panel Discussion: “Get the Most From Your Agency”
Among the tasks that many corporate marketers aren’t prepared to tackle: Choosing and managing their marketing firm. There are countless options to choose from, and once you’ve selected the right partner, how do you make sure that you effectively use their expertise and resources while moving your marketing plan forward?

During this session, you will gain insights on how to select the right agency partner based upon compatibility, culture, capabilities, and price; ways to set realistic expectations and measure results; and making sure you’re delivering to your agency everything it needs to be successful. Panelists include Jim Caponigro, Management Director, JWT; Stefan Speligene, Partner, redpepper; Erica Swerdlow, Executive Vice President, Porter Novelli; and Craig O’Neal, President and CEO, VantagePoint. Moderated by: John Fitzgerald, Vice President of Marketing, SEKO.

“Branding With Archetypes: What's Your Story?
The traditional strategy of marketing transportation services and driving opportunities based on reputation and reach is challenged in today’s competitive, cost-driven market.  How does a company develop a unique and memorable message that speaks more effectively than cost or pay per mile?  Archetypal branding represents a new communications paradigm that discovers what is meaningful to your company and creates a compelling story - complete with names, concepts, language and artwork. It identifies and puts in motion universal stories to reach potential customers and drivers at a deep level. Learn how to quickly and effectively tap your core strengths and inner motivations in your brand and marketing messages.
Presenter: Cynthia Forstmann and Theresa Marshall, Co-founders & Partners, Allegory Studios.

Advertising Best Practices: "Con-Way Truckload Driver Recruitment" and "This Is My Ride" Campaigns
Hear first-hand how marketing practitioners leverage the power of advertising to generate results for their organizations.
Presenters: Will Ruch, CEO and Managing Partner for Versant; Jacqueline Janz, Marketing Director for the Milwaukee County Transit System; Amy Cypres, Senior Client Manager, and Alex Kemp of KG Partners.


Breakout Sessions 1:00p - 2:00p

“Beyond Profits: The Marketing Value of Corporate Responsibility”
In recent years, corporate citizenship has become a highly valuable component of brand visibility and identity. No longer is this citizenship conducted through quiet, passive charitable giving. It’s now an interwoven business objective that has helped position companies more positively within their industries. Join this panel session to learn how to be an appropriate corporate citizen and how companies are leveraging related activities to mobilize and empower staff, build stronger relationships within their communities, and enhance their value to customers. Participants include: Julie Freeman, ABC, President of the International Association of Business Communicators, Sundy Muse-Morton, Recruiting & Marketing Director, O & S Trucking, Inc.; Barbara Wirth, Corporate & Strategic Communications Manager, Satellite Logistics Group. Moderated by Don Stoppenbach, Director of New Business Development, Group1201.

“Transitioning the Magic of Technology to Full Marketing Automation”
Marketing Automation software can be of substantial benefit in managing your prospect base and filtering a large volume of suspects into sales-ready prospects. These software packages allow you to conduct “permission-based” marketing campaigns that clearly separate immediate buyers from suspects and also disqualify those that are not suspects. They also allow you to maintain frequent contact with suspects, allowing them to gather progressively more-detailed information about your company and your services and to self-determine when they are ready to buy. This protects the time of your most valuable resource—the skilled sales force—and allows them to concentrate on selling to prospects that are ready to buy. This session will explore the features and functions of Marketing Automation software and present a success story of how it has been employed in transportation software marketing.
Presenters: Presenters: Pete Stiles, Vice President, Marketing and Strategy, LeanLogistics; William Schnabel, Vice President and General Manager, Vtrenz Operations, Silverpop

Best Practices in Media Relations
Learn how media relations and PR practices can not only generate awareness of brand and corporate value but also can strengthen business goals of an organization. Hear about the "YBI Viaduct Replacement Public Awareness" program from Bart Ney, Public Information Officer for the California Department of Transportation, as well as the "DriveCam Teen Safe Driver Program" from Erica Swerdlow, Executive Vice President for Porter Novelli.

Breakout Sessions 2:15p - 3:15p

Panel Discussion “Meet The Press”
During this session, editors of the leading industry media will share their insights on a number of key trends, opportunities and challenges facing the industry, including:

• The trade media have the opportunity to observe industry developments from a unique perspective. Editors will share opinions on the biggest issues facing the industry today.
• With the changing reading habits of trade media outlets and how the market consumes its news and information, what do editors need from PR practitioners? And what are practical tips for PR practitioners to follow in order to best work with the media?

Panelists include: Peter Bradley, Editorial Director, DC Velocity & CSCMP’s Supply Chain Quarterly; Russell Goodman, Editor, Global Logistics & Supply Chain Strategies; Neil Shister, Editorial Director, World Trade magazine; Perry Trunick, Chief Editor, Outsourced Logistics magazine; Jeff Berman, Group News Editor, Logistics Management/RBI Supply Chain Group.
Faciliated by Bill Fahrenwald, Executive Director, James Street Associates.

Beating Murphy's Law: Crisis Communications
As the bumper sticker says, “crisis happens” (or something like that). Unfortunately, Murphy’s Law doesn’t include a second phrase about what to do when things do go wrong. But as marketing and communications professionals, our job, unfortunately, may include helping customers, employees, shareholders, communities and (gawk!) the media understand what went wrong, how it happened and, most importantly, what does it all mean. This session covers the basic truths and myths about crisis communications. Whereas every crisis has distinctive communications challenges and calls for unique strategies, find out what companies can do to plan for crises by using some common themes. This workshop will include “ripped from the headlines” case studies and a discussion of best-practice techniques – all in an effort to help protect that all-too-important asset, your brand.
Presenters: David Goldberg, Partner, KG Partners; Gary Frantz, Director, Corporate Communications, Con-way, Inc.

Best Practices in Integrated Communications
Gain practical tips on how a marketing authority from a leading transit organization successfully integrates various tactical efforts for strategic results. Presented by Matt Raymond, Chief Communications Officer for the Los Angeles County Metropolitan Transportation Authority (METRO).

Closing Keynote 3:30p - 3:30p

“Understanding Buyer Behavior and Building Relationships”
During this session, you will learn about buying behavior within the Buying Decision Model—and how to maneuver through six layers of the relationship pyramid. This method will give you a shortcut to developing relationships that take years (and even careers) to build. You’ll transition from the old model of prospecting into the new era of requested appointments and demand-driven inquiries. The presenter of this special session, Bob Lambert, holds a "black belt" in business development. He knows full well that no one wants to be sold anything but everyone wants to buy something. His system is the antithesis of persuasion. It's syncretic in nature. It's about distinction verses differentiation. Lambert says that words trigger reactions so you need to choose words carefully. Make buying appointments not sales meetings. Meetings are about discovery and serving not drudgery filled got-to-do's.
Closing Keynote : Bob Lambert, Partner & Sensei, Samurai Business Group, LLC®

2008 Compass Awards Program - Tuesday Evening

Tracks: Strategy • Tactics • Best Practices