McGraw-Hill Construction Outlook 2005 Executive Conference
October 2004

THE CHALLENGE
McGraw-Hill Construction, the industry leader in connecting the people, projects and products of the design and construction industry, was holding their 66th annual Outlook Executive Conference, to provide insight into the economic trends that will shape the construction industry in the coming year. Held annually in Washington, D.C., the challenges faced by McGraw-Hill Construction include making the event more attendee-focused each year, and dealing with competitive events offered by other construction publications. The executive attendees also want to learn about issues of immediate relevance to their organizations, network with their peers, and gain valuable insight from knowledgeable experts.

THE SOLUTION
Brainium worked with the McGraw-Hill Construction Trade Shows & Events Marketing Department to develop a comprehensive event marketing plan that included traditional and electronic advertising, direct mail, and email blasts. “Getting the word out” early was important, so that prospective attendees could learn about the high-level experts speaking at the McGraw-Hill event, as opposed to those at competing events.

Brainium negotiated a contract with Mark Shields, a syndicated columnist and moderator of CNN’s
The Capital Gang, to provide levity during the luncheon keynote presentation, while remaining on-topic in regards to the political landscape and its affects on the construction industry. Economic and business experts from Standard & Poor’s, Business Week and McGraw-Hill Construction also provided insight into issues of immediate importance to the attendees.

RESULTS
Attendees said that the Outlook 2005 Executive Conference was the best they had ever attended, with up-to-date content, and the critical information required to succeed in the construction industry. Amy Katz, director of events marketing, said “great job, yet again! Thanks for taking care of all the details and making this the best Outlook ever!”