Welcome and Opening Session
Mark Ayers, President, National Building Construction Trades Department
Keynote: A Fragmented Industry, A United Message

Mark Breslin, Breslin Strategies Inc.
Keynote: Strategic Marketing for Labor and Management

Case Studies:  A National, Regional & Local Perspective

Merck Case Study:  An RX for Market Expansion:  IBEW
Ken McDougal, Business Manager, IBEW
•	Creating Credibility with Major Corporate End-Users
•	Re-Building Trust with Big End-Users
•	Rallying Internal and External Political Support for Change
•	Guidelines for Selling the Fortune 500 On or In Your Home Town

Integrating National, Regional and Local Marketing:  IMPACT
Eric Waterman, CEO IMPACT Jim Gallik, Apprenticeship Coordinator, Iron Workers Local 3 David Gornewicz, Administrator, Iron Workers Local 848 Darrell LaBoucan, President, Western Canada District Council of Iron Workers Kevin Wallace, President, Southeastern District Council of Iron Workers
•	Professional Tools and Preparation
•	Advanced Presentation Strategies for Contractors and End-Users
•	Proven Tactics for Establishing Credibility with Even the Toughest Clients
•	Consistent Messaging and Media

Break

New York's Not Taking It For Granted Anymore:  BTEA/BCTC of NY

Edward J. Malloy, President, Building & Construction Trades Council of Greater New York
Louis J. Coletti, President & CEO, Building Trades Employers’ Association of New York
•	Critical Strategies Developed through Labor-Management Partnership
•	Project Labor Agreements
•	Strategies to Regain Market Share

Presentations and Campaigns to Re-Inspire Customer Confidence

Borrowing Best Practices:  What’s Going On in Corporate Marketing?
Tim Weinheimer, Vice President, Director of Account Management, Blattner Brunner, Inc.
•	Lessons from Marketing Consumer Goods
•	Creating Macro Buzz and Momentum
•	Big Budgets, Big Expectations

Key Strategies to Maximize Marketing Dollars and Customer Impact:  Ad Agency Panel
Sarah S. Berman, President, The Berman Group, Inc.
Robert Mizke, President, Oswego Creative, Inc.
Tim Weinheimer, Vice President, Director of Account Management, Blattner Brunner, Inc.

•	Getting Value & Responsiveness From Your Agency, "How to Avoid Wasting Money"
•	Daring to be Different.
•	Leveraging Technology: It Ain’t the Same Game Anymore
•	Shotgun vs. Rifleshot Marketing
•	Marketing and Sales—Two Different Animals
•	Q & A

Breakout 1 – Using Web-Based Marketing Technology: Projecting, Promoting & Connecting with Technology
Robert Mizke, President, Oswego Creative, Inc.

Breakout 2 – Sales: The Essential Strategic Component
Adrian Miller, Adrian Miller Sales Training

•	Crossing the Boundary from Marketing to Sales
•	Getting ROI from Your Marketing Dollars
•	Defining and Strengthening Core Sales Fundamentals