Do you get this same problem if you build/deploy the "bridge" example that's shipped with the ESB? This example is a pure JBI deployment, and should deploy just fine if you start up the ESB and copy bridge-sa/target/target/bridge-sa*.zip to the "deploy" directory.
From the pom.xml snippet you sent of your SA I think maybe the problem is that you've set up your project so that the SA is the parent project and your two SUs are sub-projects, normally when working with the servicemix JBI plugin I've only seen/created projects with a parent project that contains the SUs and the SA as well, much like how the "bridge" example is set up.
Hope that helps!
The problem using the designated command still fails with the sample. However, the straight dropping into the deployment directory works. For the time being the dropping directly into the deployment directory will satisfy the requirements.
Thanks for the assistance.