© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
The Modern Expo:
How One of the World’s Top Five Brands i...
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Microsoft Worldwide Partner Conference
An international a...
WPC13 Positioning
Showcase Microsoft as innovative, cool and exciting
Make content more impactful
Facilitate a meaningful ...
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
A Reimagining in Progress
The approach to WPC13
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
The Urban Planning Model
The Urban Planning Model
The goal of Urban Design and Planning is to enhance the visual,
physical and social connectivity ...
The Urban Planning Model
This approach fundamentally changes WPC …
The event footprint is not a box you enter, wherein pur...
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
The Urban Planning Model
Neighborhood
focus area
Neighbor...
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
The “Big Question”
Yes, it’s scalable…
But it requires a new way of thinking
Longer-term planning is vital … how will the preferred venue accommodate a
unique fo...
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Thank you.
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The Modern Expo: How One of the World's Top Five Brands is Expanding the Boundaries at a Key Event

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Learn how Microsoft is expanding the boundaries at its Worldwide Partner Conference, a forum to discuss the roadmap and drive joint business. Actionable content is delivered via a powerful combination of the company’s leadership and SMEs from product groups, as well as the Partners themselves.

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The Modern Expo: How One of the World's Top Five Brands is Expanding the Boundaries at a Key Event

  1. 1. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. The Modern Expo: How One of the World’s Top Five Brands is Expanding the Boundaries at a Key Event Kati Quigley, Sr. Director, WW Partner Community Events Mick Brennan, Creative Director, Freeman Presented at PCMA 2013
  2. 2. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Microsoft Worldwide Partner Conference An international audience of 15,000+ Microsoft Partners and company stakeholders gathers to discuss the roadmap and drive joint business Actionable content is delivered via a powerful combination of the company’s leadership and SMEs from product groups, as well as the Partners themselves
  3. 3. WPC13 Positioning Showcase Microsoft as innovative, cool and exciting Make content more impactful Facilitate a meaningful partner community engagement that fosters business building Demonstrate Microsoft’s competitive advantage Provide hands-on experiences with Windows devices Make the cloud real by showcasing public, private and hybrid cloud solutions Deliver an experience that communicates the energy behind the now state of the brand
  4. 4. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. A Reimagining in Progress The approach to WPC13
  5. 5. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. The Urban Planning Model
  6. 6. The Urban Planning Model The goal of Urban Design and Planning is to enhance the visual, physical and social connectivity of a project by giving it a distinct character, sense of place, local identity and natural, artistic and historic heritage. C.T. Hsu & Associates American Institute of Architects “Firm of the Year,” 2006
  7. 7. The Urban Planning Model This approach fundamentally changes WPC … The event footprint is not a box you enter, wherein pursuing content is regimented and compartmentalized; instead, it is a living, breathing destination Messaging that underpins objectives organizes the footprint, not traffic flow The entire breadth of the experience becomes a messaging opportunity
  8. 8. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. The Urban Planning Model Neighborhood focus area Neighborhood focus area Neighborhood focus area Neighborhood focus area City Center Public Space Public SpacePublic Space Public Space
  9. 9. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. The “Big Question” Yes, it’s scalable…
  10. 10. But it requires a new way of thinking Longer-term planning is vital … how will the preferred venue accommodate a unique footprint? A diverse array of presentations and sessions are offered on the floor Event budget needs to be applied in a much different way than the traditional model
  11. 11. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Thank you.
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