Events Management MBA Project

Around The Silver River Adobe’s Global Show Event proposition

Summary
Your need
Our Idea
Benefices
Costs
ROI

Your need
1. Company’s profile
Leading softwear company
2. Company’s values
Adobe revolutionizes how the world engages with ideas and information .

Your need
Some figures
More than 90% of creative professionnals have adobe photoshop on their desktops
Over 250 million PDF files existe on the web
The world 10 top manufacturers ship their systems with PDF technology pre-installed
Adobe Flash Player is installed on nearly 98% of Internet-connected deskstops
Adobe Reader and Flash Player softwear combined are on more than 700 million connected PCs and devices worldwide
2008 marked Adobe’s eighth year on FORTUNE’s « 100 Best companies to work for »list.
More than half of the revenues are generated outside the United States

Your need
History and positionning
Founded : 1982
John Warnock Charles Geschke
Headquarters: San José, CA
US $ 3, 158 billion
Adobe was created as a typical start-up between a couple of friends and wants to maintain a contact with its public.

Your need
Some Adobe CRM goals:
Communicate with corporate and individual clients to obtain some ideas that could be integrated in the future releases of the Adobe’s products. So, make them:
Communicate their business goals and interests
Discuss strategic issues with Adobe executives and technologists
Learn about Adobe product roadmaps and future directions
See the latest products in action and give direct feedback to Adobe product teams
Engage with experts on Adobe solutions and related technologies
Some PR goals
Announcement of aligning of Mobile and Platform Operations
Collaboration with Microsoft
Celebration of the 25 years history of the company (2007) and the 20eth anniversary of Adobe’s Photoshop launching (2009)
Straiten the corporate image and thanks the 6, 427 employees worldwide

Your need
The Adobe’s virtual community:
who they are and what are their motivations
Developers
Get the latest developer information and extend their knowledge with articles, tutorials, code samples, downloads, and sample applications. Stay on top of trends and new techniques with blogs, forums, Exchanges, and events.
Educators and students
Read case studies, explore resources, find pricing, and learn how Adobe software can help faculty, teachers, and staff deliver engaging instructional experiences.
Designers
Explore, learn, and connect with the latest in digital design and motion graphics. Browse work by leading artists, discover new design trends, and hone your skills with tutorials, key workflows, and advanced techniques.
Partners (Resellers)
Find solutions and training

Our idea
Red line: every image we see in the word is made with an Adobe software
A big ‘mass’ of the brand and its virtual community

Our idea
How?
Global 3 days 24 hours virtual and real show « Around the Silver River »
Why The Silver River?
The company name Adobe comes from Adobe Creek , which ran behind the house of one of the company's founders, John Warnock.
Last year Adobe celebrated its 25 years’ anniversary: the Silver Anniversary
And also: Adobe is images and images (colors) are light
The river is a movement and evolution ; water is a light too
Water is everywhere. And water reflects light.

Our idea
What that means?
The idea is that the global Adobe community is united by the river of light that is creating the link between the members of the community around the word.
Slogan of the campaign :‘Let’s sit together on the river’s sites’

Our idea
What exactly it will be?
a 3 days non-stop event, that could be virtually attended from everywhere in the planet.
The center of the event is in the headquarters city, San José, with events in every development center:
in Seattle, Washington ; San Francisco, California ; Ottawa , Canada ; Minneapolis , Minnesota ; Newton, Massachusetts ; San Luis Obispo, California ; and in Hamburg , Germany ; Noida , India ; and Bangalore, India .
In every town a show will be organized around a river or a like.

Our idea
The concept: the most talented members - became a part of the Adobe creative staff.
After a creative contest on-line, the best designers, in 2 categories:
Professionals
fans,
will participate to some workshops with the Adobe staff in the San Jose Customer Briefing Center to create new forms of design for mobile devices.
They will
use Adobe products and imagine new forms of expression to fit to the new support.
participate in workshops where everybody has the right to experiment unimaginable thinks.
The public (communities’ members) will vote and select the best of the candidates
The winners will spend 3 days in San José, between creating and doing water competitions in a fantastic surrealistic colored water aria.
The first 50 best artists will be invited in San José.
The next 100 will work with the creators and developers in the other centers

Our idea
The design of the show
The World known artist Christo will create a Silver River in the San Franciso Bay

Our idea
The Place
San José, situated at the southern end of the
San Francisco Bay Area , is the capital of the Silicon Valley and there are situated the headquarters of Adobe

Our idea
Accommodation
The Customer Briefing Center in San Jose, California, is a state-of-the-art, full-service center designed to host customers and partners at Adobe.

Our idea
The program
Some highlights:
3 days non-stop show on Internet
Basic on-line event: design contest for mobile phone content design.
‘ Real word’ events – canoe and water sport competitions.

Our idea
San José Program*
Some highlights :
- Special guests: Björk, Elton John, Red Hot Chilli Peppers,
Cruise in the San Francisco Bay, Dancing and ‘Cabaret’ Dinner,
Canoe competitions,
Workshops, global web conference
Professional presentations:
Tero Ojanpera EVP Entertainment & Communities, Nokia
Brandon Lucas Sr. Director, Mobile Business Development, MySpace
Suresh Sudera Consumer Internet Services & Platforms, Games, Vodafone Group Marketing
Eric Berger VP Mobile Entertainment, Sony Pictures Television
Douglas Craig SVP New Media Operations, Discovery Communications

Benefices
Promotion of Adobe Mobile Experience Suite
The Adobe® Mobile Experience Suite includes solutions that enable operators to deliver engaging mobile experiences across a broad range of handsets. The solutions include a client-server platform, applications, fully integrated content creation and development tools.
React to the loaching of the Microsoft SilverLight
Microsoft® Silverlight™ is a cross-browser, cross-platform, and cross-device plug-in
for delivering the next generation of media experiences and rich interactive applications for the Web.

Benefices
Find new ways of communication and artistic expression related to mobile device
Reward employees who will meet their best fans
Recuit talented people
Straiten the clients brand loyalty
Create media buzz (traditional and Internet): http://tv.adobe.com

How much will it cost?

ROI
Impact of the Event
3 days non-stop Internet show = potential impact on Milliards of people
Design contest between the virtual communities of Adobe = immeasurable buzz
Hypersegmentation and hypertargetting = hit the right person and create brand Ambassadors for Adobe, nuclear effect

Our guarantees of succes
Global Events Group is a world leader of international corporate events organization
We have 25 years of experience in this domain
Our references:

Contact
Daniela Dalbokova
General Global Events Manager
[email_address]
http://blog.ifrance.com/didok

Questions?
If you have any question, my secretary will be pleased to answer …
;o)))

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Events Management MBA Project

by didok on Jul 25, 2008

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Events Management MBA Project — Presentation Transcript