cullatherGlobal Managing Partner
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
is a global brand communications agency
to help brands and organizations create
remarkable moments that challenge
convention, challenge mindsets, challenge
compet...
core
capabilities
Meetings & Events
Creative Services
Media & Digital
Brand Environments
#ElevateDCSCOTT CULLATHER // @scu...
6
2008
our start #ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
experienced
#ElevateDCSCOTT CULLATHER // @scullather
60countriesin6continents
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
PLACEHOLDER:
SIZZLE
#ElevateDCSCOTT CULLATHER
#ElevateDCSCOTT CULLATHER // @scullather
design+produce
moments
cut
#ElevateDCSCOTT CULLATHER // @scullather
attention#ElevateDCSCOTT CULLATHER // @scullather
indifference
#ElevateDCSCOTT CULLATHER // @scullather
leave a
#ElevateDCSCOTT CULLATHER // @scullather
chord#ElevateDCSCOTT CULLATHER // @scullather
ofyourevent
#ElevateDCSCOTT CULLATHER // @scullather
$350 million
+400 thousand events….in US alone
#ElevateDCSCOTT CULLATHER // @scullather
+brands
something
change
#ElevateDCSCOTT CULLATHER // @scullather
challenge
expectations
status-quo
norms
beliefs
habits
allegiances
#ElevateDCSCOTT CULLATHER // @scullather
challenge competitors
the market
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
PLACEHOLDER:
Miele SIZZLE REAL
VIDEO
#ElevateDCSCOTT CULLATHER // @scullather
principle
adopta
challenger
mindset
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
principle
no one is
listeningand
noone cares
#ElevateDCSCOTT CULLATHER // @scullather
peopleare
#ElevateDCSCOTT CULLATHER // @scullather
stufftodo
theyhave
#ElevateDCSCOTT CULLATHER // @scullather
payingattention
theyaren’t
#ElevateDCSCOTT CULLATHER // @scullather
bored
theyare
#ElevateDCSCOTT CULLATHER // @scullather
they’veseenitall
#ElevateDCSCOTT CULLATHER // @scullather
they’veshowup
theyhaveto
#ElevateDCSCOTT CULLATHER // @scullather
becauseit’sjusta
#ElevateDCSCOTT CULLATHER // @scullather
nooneis
&noone
#ElevateDCSCOTT CULLATHER // @scullather
love#ElevateDCSCOTT CULLATHER // @scullather
Miele teaser invite
VIDEO
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
principle
setKPI’s&measurementsuccess
Performancevsobjectives
Messagingimpact
Att...
#ElevateDCSCOTT CULLATHER // @scullather
Opel AdamVIDEO
#ElevateDCSCOTT CULLATHER // @scullather
a microcosm of an
over-crowded world
centers
#ElevateDCSCOTT CULLATHER // @scullather
the middle
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER
peek
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
discove
r
define develop deliver debrief
the 5dsour approach
principle
#ElevateDCSCOTT CULLATHER // @scullather
playbook #ElevateDCSCOTT CULLATHER // @scullather
Overall strategy for each specific event
Target Audience Information
Key global and regional contacts & VIPs
Venue Informa...
Graphic templates
Design standards
Image specifications
Language requirements
visualidentity
#ElevateDCSCOTT CULLATHER // ...
All Branded Media Assets
Product photo & video
schedules
Speech development
Press releases
Speaker Support Graphics
mediaa...
Duration of speeches
Key message points
Program flow
Blocking Maps
presentation
standards
#ElevateDCSCOTT CULLATHER // @sc...
Critical Path w/
Deadlines
Show Flows
Rehearsal Guidelines
Crew & Staff Brief
productionschedule
#ElevateDCSCOTT CULLATHER...
Audio and Lighting Package Standards
Room layout - Floorplans
IT & Video Playback Standards
Back of House & Green Room
Sta...
Photo Op Specifications
Sight Lines for Attendees & Camera
Crews
Daily Logistics Check List
misc
miscellaneou
#ElevateDCSC...
principle
authentic, on point,& disruptive
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
6rule
create
sharable
content
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
Pepcity video
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
7principle
immerse
& interact
#ElevateDCSCOTT CULLATHER // @scullather
developyourstrategy
#ElevateDCSCOTT CULLATHER // @scullather
stand out and gain
share of voice in the
packed, super
competitive playing
field of mega-brands
all screaming at the
top o...
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
principle
multiple
engagement
platforms
#ElevateDCSCOTT CULLATHER // @scullather
food
NYart
sculpture/
architecture
music
#ElevateDCSCOTT CULLATHER // @scullather
poetry
media
design
performance
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
principle
evenif it’s
private,
it’s public
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
principle
gather
attendee/target
audience
intelligence #ElevateDCSCOTT CULLATHER // @scullather
Principles:
1 adoptachallengermindset
2 Startwiththepremisethatno
oneislistening
3 SetKPIs&measuresuccess
4 Usethe5Ds–Crea...
#ElevateDCSCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER // @scullather
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Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

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Dare to think big. In this workshop, Scott Cullather, global managing partner at inVNT will inspire you to create impactful event experiences that will resonate far beyond the life of the event. Hear the story behind #PepCity and how inVNT transformed a high-profile public space into a high-impact brand environment. Learn how to create a clear and consistent message with your events, and how to use branding and marketing to provide value to sponsors, attendees and partners.

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  • Move our logo to the right corner from the left corner.
  • PB -
    We exist at inVNT to help our clients . . .
    Challenge expectations

    Challenge status-quo

    Challenge norms

    Challenge beliefs

    Challenge habits

    Challenge allegiances
  • PB -
    We help our clients

    Challenge competitors

    Challenge the market
  • I share this with you not as a commercial for inVNT, but to set your expectations that what I am going to talk to you about today is something that we do almost every day at inVNT . . . all over the world. And that is…
  • http://www.invnt.com/videos/Miele_Long_Final.m4v
  • This would be Principle #2
  • Love this image. Please make the note slightly larger on slide
  • http://vimeo.com/85149575
  • Need to get statistics from Dina.
    Get from Dina. How many publications, media impressions, washers & dryers sold etc.
  • https://www.hightail.com/dl?phi_action=app/orchestrateDownload&rurl=https%3A%2F%2Fwww.hightail.com%2Ftransfer.php%3Faction%3Dbatch_download%26send_id%3D2580195696%26email%3D81209f4e00e52aff75d44dada055260d
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Principle #5

    Somehow I deleted this image and cant find it. Really like it.
  • Principle #6

    I changed the copy on this slide. Please make pretty and better.
  • http://www.invnt.com/videos/Pepcity_Long_Awards.m4v
  • Principle #7

    Changed the copy on this image and needs to be reformatted
  • Principle #7

    Changed the copy on this image and needs to be reformatted
  • Principle #9
  • Principle #10

    Let’s use this image for header Gather attendee/Target Audience Intelligence.

  • Adopt a challenger mindset
    Start with the premise that no one is listening
    Set KPIs & measure success
    Use the 5 Ds – Create a Playbook
    Be authentic – on brand, on point but disruptive
    Create sharable content
    Immerse & Interact
    Develop multiple engagement platforms
    Lean into social Media – Even if it’s private it’s public
    Gather attendee/target audience intelligence
  • Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

    1. 1. cullatherGlobal Managing Partner
    2. 2. #ElevateDCSCOTT CULLATHER // @scullather
    3. 3. #ElevateDCSCOTT CULLATHER // @scullather is a global brand communications agency
    4. 4. to help brands and organizations create remarkable moments that challenge convention, challenge mindsets, challenge competitors, and challenge the market. #ElevateDCSCOTT CULLATHER // @scullather
    5. 5. core capabilities Meetings & Events Creative Services Media & Digital Brand Environments #ElevateDCSCOTT CULLATHER // @scullather
    6. 6. 6 2008 our start #ElevateDCSCOTT CULLATHER // @scullather
    7. 7. #ElevateDCSCOTT CULLATHER // @scullather
    8. 8. experienced #ElevateDCSCOTT CULLATHER // @scullather 60countriesin6continents
    9. 9. #ElevateDCSCOTT CULLATHER // @scullather
    10. 10. #ElevateDCSCOTT CULLATHER // @scullather PLACEHOLDER: SIZZLE
    11. 11. #ElevateDCSCOTT CULLATHER
    12. 12. #ElevateDCSCOTT CULLATHER // @scullather design+produce moments
    13. 13. cut #ElevateDCSCOTT CULLATHER // @scullather
    14. 14. attention#ElevateDCSCOTT CULLATHER // @scullather
    15. 15. indifference #ElevateDCSCOTT CULLATHER // @scullather
    16. 16. leave a #ElevateDCSCOTT CULLATHER // @scullather
    17. 17. chord#ElevateDCSCOTT CULLATHER // @scullather
    18. 18. ofyourevent #ElevateDCSCOTT CULLATHER // @scullather
    19. 19. $350 million +400 thousand events….in US alone #ElevateDCSCOTT CULLATHER // @scullather +brands
    20. 20. something change #ElevateDCSCOTT CULLATHER // @scullather
    21. 21. challenge expectations status-quo norms beliefs habits allegiances #ElevateDCSCOTT CULLATHER // @scullather
    22. 22. challenge competitors the market #ElevateDCSCOTT CULLATHER // @scullather
    23. 23. #ElevateDCSCOTT CULLATHER // @scullather
    24. 24. #ElevateDCSCOTT CULLATHER // @scullather PLACEHOLDER: Miele SIZZLE REAL VIDEO
    25. 25. #ElevateDCSCOTT CULLATHER // @scullather principle adopta challenger mindset
    26. 26. #ElevateDCSCOTT CULLATHER // @scullather
    27. 27. #ElevateDCSCOTT CULLATHER // @scullather
    28. 28. #ElevateDCSCOTT CULLATHER // @scullather
    29. 29. #ElevateDCSCOTT CULLATHER // @scullather
    30. 30. #ElevateDCSCOTT CULLATHER // @scullather
    31. 31. #ElevateDCSCOTT CULLATHER // @scullather
    32. 32. principle no one is listeningand noone cares #ElevateDCSCOTT CULLATHER // @scullather
    33. 33. peopleare #ElevateDCSCOTT CULLATHER // @scullather
    34. 34. stufftodo theyhave #ElevateDCSCOTT CULLATHER // @scullather
    35. 35. payingattention theyaren’t #ElevateDCSCOTT CULLATHER // @scullather
    36. 36. bored theyare #ElevateDCSCOTT CULLATHER // @scullather
    37. 37. they’veseenitall #ElevateDCSCOTT CULLATHER // @scullather
    38. 38. they’veshowup theyhaveto #ElevateDCSCOTT CULLATHER // @scullather
    39. 39. becauseit’sjusta #ElevateDCSCOTT CULLATHER // @scullather
    40. 40. nooneis &noone #ElevateDCSCOTT CULLATHER // @scullather
    41. 41. love#ElevateDCSCOTT CULLATHER // @scullather
    42. 42. Miele teaser invite VIDEO #ElevateDCSCOTT CULLATHER // @scullather
    43. 43. #ElevateDCSCOTT CULLATHER // @scullather
    44. 44. #ElevateDCSCOTT CULLATHER // @scullather
    45. 45. #ElevateDCSCOTT CULLATHER // @scullather
    46. 46. #ElevateDCSCOTT CULLATHER // @scullather
    47. 47. #ElevateDCSCOTT CULLATHER // @scullather principle setKPI’s&measurementsuccess Performancevsobjectives Messagingimpact Attendeeexperience Mediaimpressions Socialrelevance Valueofspend
    48. 48. #ElevateDCSCOTT CULLATHER // @scullather
    49. 49. Opel AdamVIDEO #ElevateDCSCOTT CULLATHER // @scullather
    50. 50. a microcosm of an over-crowded world centers #ElevateDCSCOTT CULLATHER // @scullather
    51. 51. the middle #ElevateDCSCOTT CULLATHER // @scullather
    52. 52. #ElevateDCSCOTT CULLATHER // @scullather
    53. 53. #ElevateDCSCOTT CULLATHER // @scullather
    54. 54. #ElevateDCSCOTT CULLATHER peek
    55. 55. #ElevateDCSCOTT CULLATHER // @scullather
    56. 56. #ElevateDCSCOTT CULLATHER // @scullather
    57. 57. #ElevateDCSCOTT CULLATHER // @scullather
    58. 58. #ElevateDCSCOTT CULLATHER // @scullather
    59. 59. discove r define develop deliver debrief the 5dsour approach principle #ElevateDCSCOTT CULLATHER // @scullather
    60. 60. playbook #ElevateDCSCOTT CULLATHER // @scullather
    61. 61. Overall strategy for each specific event Target Audience Information Key global and regional contacts & VIPs Venue Information Key message details Product information specific to each show/event programbrief #ElevateDCSCOTT CULLATHER // @scullather
    62. 62. Graphic templates Design standards Image specifications Language requirements visualidentity #ElevateDCSCOTT CULLATHER // @scullather
    63. 63. All Branded Media Assets Product photo & video schedules Speech development Press releases Speaker Support Graphics mediaassets #ElevateDCSCOTT CULLATHER // @scullather
    64. 64. Duration of speeches Key message points Program flow Blocking Maps presentation standards #ElevateDCSCOTT CULLATHER // @scullather
    65. 65. Critical Path w/ Deadlines Show Flows Rehearsal Guidelines Crew & Staff Brief productionschedule #ElevateDCSCOTT CULLATHER // @scullather
    66. 66. Audio and Lighting Package Standards Room layout - Floorplans IT & Video Playback Standards Back of House & Green Room Standards Teleprompter specifications & placement recommendations techinical standards #ElevateDCSCOTT CULLATHER // @scullather
    67. 67. Photo Op Specifications Sight Lines for Attendees & Camera Crews Daily Logistics Check List misc miscellaneou #ElevateDCSCOTT CULLATHER // @scullather
    68. 68. principle authentic, on point,& disruptive #ElevateDCSCOTT CULLATHER // @scullather
    69. 69. #ElevateDCSCOTT CULLATHER // @scullather
    70. 70. 6rule create sharable content #ElevateDCSCOTT CULLATHER // @scullather
    71. 71. #ElevateDCSCOTT CULLATHER // @scullather
    72. 72. Pepcity video #ElevateDCSCOTT CULLATHER // @scullather
    73. 73. #ElevateDCSCOTT CULLATHER // @scullather
    74. 74. 7principle immerse & interact #ElevateDCSCOTT CULLATHER // @scullather
    75. 75. developyourstrategy #ElevateDCSCOTT CULLATHER // @scullather
    76. 76. stand out and gain share of voice in the packed, super competitive playing field of mega-brands all screaming at the top of their lungs during Super Bowl #ElevateDCSCOTT CULLATHER // @scullather
    77. 77. #ElevateDCSCOTT CULLATHER // @scullather
    78. 78. #ElevateDCSCOTT CULLATHER // @scullather
    79. 79. principle multiple engagement platforms #ElevateDCSCOTT CULLATHER // @scullather
    80. 80. food NYart sculpture/ architecture music #ElevateDCSCOTT CULLATHER // @scullather
    81. 81. poetry media design performance #ElevateDCSCOTT CULLATHER // @scullather
    82. 82. #ElevateDCSCOTT CULLATHER // @scullather
    83. 83. #ElevateDCSCOTT CULLATHER // @scullather
    84. 84. principle evenif it’s private, it’s public #ElevateDCSCOTT CULLATHER // @scullather
    85. 85. #ElevateDCSCOTT CULLATHER // @scullather
    86. 86. principle gather attendee/target audience intelligence #ElevateDCSCOTT CULLATHER // @scullather
    87. 87. Principles: 1 adoptachallengermindset 2 Startwiththepremisethatno oneislistening 3 SetKPIs&measuresuccess 4 Usethe5Ds–Createa Playbook 5 Beauthentic–onbrand,on pointbutdisruptive 6 Createsharablecontent 7 Immerse&Interact 8 Developmultiple engagementplatforms 9 LeanintosocialMedia– Evenifit’sprivateit’spublic 10 Gatherattendee/target audienceintelligence #ElevateDCSCOTT CULLATHER // @scullather
    88. 88. #ElevateDCSCOTT CULLATHER // @scullather
    89. 89. #ElevateDCSCOTT CULLATHER // @scullather
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