8:00 am

Registration/Continental Breakfast
 

8:45 am

Welcome and Attendee Introductions
 

9:30 am

Keynote Speaker: "View from the Top: Educational Publishing: Past, Present, and Future"

Paul McFall, President, Pearson Scott Foresman  
 

10:00 am

New Era of Product Development

Confirmed Speakers:
1) Michael Ross, SVP and Education General Manager, Encyclopaedia Britannica
2) John Morse, President, Merriam Webster

This session will cover:

• The basics of product development
• What the future holds
• Taking existing content to global markets
• Utilizing multiple platforms and the benefits/challenges of doing so
   

11:00 am

Break
 

11:15 am

The Marketing Mix: Promote or Perish

1) Dennis DeCock, Vice President of Sales and Marketing, Heinmann-Raintree
2) RuthAnn Green, Peters&Green

This session will cover:

• The four P’s of marketing as they relate to educational publishing
• Sales vs. marketing
• Internet vs. “traditional” marketing
• Opportunities in this area with educational publishers
   

12:15 pm

Lunch on your own
 

1:15 pm

Educational Sales: How It's Done, How It Connects to the Rest of the Enterprise, and Who Does It

1) Rich Westrick, EVP, Curriculum Mapper/Collaborative Learning
2) Kathryn Capizzani, Director, National Sales Support Services, McDougal Littell a Division of Houghton Mifflin Company

This session will include

• An overview of face-to-face, telemarketing, conference exhibiting, email, direct mail and other selling tactics
• What's special about selling to schools, districts and regional or state agencies compared to other markets?
• How sales teams interact with product development, marketing, finance and other educational publishing units
• How sales people are compensated, what career paths look like and who fits well doing it
   

2:15 pm

Break
 

2:30 pm

"Counting the Beans" Economics and Financial Management for Non-Financial Types

Dan Caton, President, McGraw-Hill Learning Group
 

3:30 pm

"What You Always Wanted to Know But Were Afraid to Ask"
A panel of industry executives taking questions from the audience via raising hands and submitted anonymous questions in advance.

1) Karen Billings, SIIA
2) Jay Diskey, AAP
3) Charlene Gaynor, AEP
4) Nelson Heller, The Heller Reports, A QED Company (Moderator)
 

4:30 pm

Conclusion