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Events Management MBA Project

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Around the Silver River Adobe Global Show

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Events Management MBA Project

  1. 1. Around The Silver River Adobe’s Global Show  Event proposition
  2. 2. Summary <ul><li>Your need </li></ul><ul><li>Our Idea </li></ul><ul><li>Benefices </li></ul><ul><li>Costs </li></ul><ul><li>ROI </li></ul>
  3. 3. Your need <ul><li>1. Company’s profile </li></ul><ul><ul><li>Leading softwear company </li></ul></ul><ul><li>2. Company’s values </li></ul><ul><ul><li>Adobe revolutionizes how the world engages with ideas and information . </li></ul></ul>
  4. 4. Your need <ul><li>Some figures </li></ul><ul><ul><li>More than 90% of creative professionnals have adobe photoshop on their desktops </li></ul></ul><ul><ul><li>Over 250 million PDF files existe on the web </li></ul></ul><ul><ul><li>The world 10 top manufacturers ship their systems with PDF technology pre-installed </li></ul></ul><ul><ul><li>Adobe Flash Player is installed on nearly 98% of Internet-connected deskstops </li></ul></ul><ul><ul><li>Adobe Reader and Flash Player softwear combined are on more than 700 million connected PCs and devices worldwide </li></ul></ul><ul><ul><li>2008 marked Adobe’s eighth year on FORTUNE’s «  100 Best companies to work for  »list. </li></ul></ul><ul><ul><li>More than half of the revenues are generated outside the United States </li></ul></ul>
  5. 5. Your need <ul><li>History and positionning </li></ul><ul><ul><li>Founded : 1982 </li></ul></ul><ul><ul><li>John Warnock Charles Geschke </li></ul></ul><ul><ul><li>Headquarters: San José, CA </li></ul></ul><ul><ul><li>US $ 3, 158 billion </li></ul></ul><ul><ul><li>Adobe was created as a typical start-up between a couple of friends and wants to maintain a contact with its public. </li></ul></ul>
  6. 6. Your need <ul><li>Some Adobe CRM goals: </li></ul><ul><ul><li>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: </li></ul></ul><ul><ul><ul><li>Communicate their business goals and interests </li></ul></ul></ul><ul><ul><ul><li>Discuss strategic issues with Adobe executives and technologists </li></ul></ul></ul><ul><ul><ul><li>Learn about Adobe product roadmaps and future directions </li></ul></ul></ul><ul><ul><ul><li>See the latest products in action and give direct feedback to Adobe product teams </li></ul></ul></ul><ul><ul><ul><li>Engage with experts on Adobe solutions and related technologies </li></ul></ul></ul><ul><li>Some PR goals </li></ul><ul><ul><li>Announcement of aligning of Mobile and Platform Operations </li></ul></ul><ul><ul><li>Collaboration with Microsoft </li></ul></ul><ul><ul><li>Celebration of the 25 years history of the company (2007) and the 20eth anniversary of Adobe’s Photoshop launching (2009) </li></ul></ul><ul><ul><li>Straiten the corporate image and thanks the 6, 427 employees worldwide </li></ul></ul>
  7. 7. Your need <ul><li>The Adobe’s virtual community: </li></ul><ul><li>who they are and what are their motivations </li></ul><ul><ul><li>Developers </li></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul><ul><ul><li>Educators and students </li></ul></ul><ul><ul><ul><li>Read case studies, explore resources, find pricing, and learn how Adobe software can help faculty, teachers, and staff deliver engaging instructional experiences. </li></ul></ul></ul><ul><ul><li>Designers </li></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul><ul><ul><li>Partners (Resellers) </li></ul></ul><ul><ul><ul><li>Find solutions and training </li></ul></ul></ul>
  8. 8. Our idea <ul><li>Red line: every image we see in the word is made with an Adobe software </li></ul><ul><li>A big ‘mass’ of the brand and its virtual community </li></ul>
  9. 9. Our idea <ul><li>How? </li></ul><ul><ul><li>Global 3 days 24 hours virtual and real show « Around the Silver River » </li></ul></ul><ul><li>Why The Silver River? </li></ul><ul><ul><li>The company name Adobe comes from Adobe Creek , which ran behind the house of one of the company's founders, John Warnock. </li></ul></ul><ul><ul><li>Last year Adobe celebrated its 25 years’ anniversary: the Silver Anniversary </li></ul></ul><ul><ul><li>And also: Adobe is images and images (colors) are light </li></ul></ul><ul><ul><li>The river is a movement and evolution ; water is a light too </li></ul></ul><ul><ul><li>Water is everywhere. And water reflects light. </li></ul></ul>
  10. 10. Our idea <ul><li>What that means? </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Slogan of the campaign :‘Let’s sit together on the river’s sites’ </li></ul></ul>
  11. 11. Our idea <ul><li>What exactly it will be? </li></ul><ul><ul><li>a 3 days non-stop event, that could be virtually attended from everywhere in the planet. </li></ul></ul><ul><ul><li>The center of the event is in the headquarters city, San José, with events in every development center: </li></ul></ul><ul><ul><li>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 . </li></ul></ul><ul><ul><li>In every town a show will be organized around a river or a like. </li></ul></ul>
  12. 12. Our idea <ul><li>The concept: the most talented members - became a part of the Adobe creative staff. </li></ul><ul><li>After a creative contest on-line, the best designers, in 2 categories: </li></ul><ul><li>Professionals </li></ul><ul><li>fans, </li></ul><ul><li>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. </li></ul><ul><li>They will </li></ul><ul><li>use Adobe products and imagine new forms of expression to fit to the new support. </li></ul><ul><li>participate in workshops where everybody has the right to experiment unimaginable thinks. </li></ul><ul><li>The public (communities’ members) will vote and select the best of the candidates </li></ul><ul><li>The winners will spend 3 days in San José, between creating and doing water competitions in a fantastic surrealistic colored water aria. </li></ul><ul><li>The first 50 best artists will be invited in San José. </li></ul><ul><li>The next 100 will work with the creators and developers in the other centers </li></ul>
  13. 13. Our idea <ul><li>The design of the show </li></ul><ul><ul><li>The World known artist Christo will create a Silver River in the San Franciso Bay </li></ul></ul>
  14. 14. Our idea <ul><li>The Place </li></ul><ul><ul><ul><ul><ul><li>San José, situated at the southern end of the </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>San Francisco Bay Area , is the capital of the Silicon Valley and there are situated the headquarters of Adobe </li></ul></ul></ul></ul></ul>
  15. 15. Our idea <ul><li>Accommodation </li></ul>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.
  16. 16. Our idea <ul><li>The program </li></ul><ul><li>Some highlights: </li></ul><ul><li>3 days non-stop show on Internet </li></ul><ul><ul><li>Basic on-line event: design contest for mobile phone content design. </li></ul></ul><ul><ul><li>‘ Real word’ events – canoe and water sport competitions. </li></ul></ul>
  17. 17. Our idea <ul><li>San José Program* </li></ul><ul><li>Some highlights : </li></ul><ul><li>- Special guests: Björk, Elton John, Red Hot Chilli Peppers, </li></ul><ul><li>Cruise in the San Francisco Bay, Dancing and ‘Cabaret’ Dinner, </li></ul><ul><li>Canoe competitions, </li></ul><ul><li>Workshops, global web conference </li></ul><ul><li>Professional presentations: </li></ul><ul><ul><li>Tero Ojanpera EVP Entertainment & Communities, Nokia </li></ul></ul><ul><ul><li>Brandon Lucas Sr. Director, Mobile Business Development, MySpace </li></ul></ul><ul><ul><li>Suresh Sudera Consumer Internet Services & Platforms, Games, Vodafone Group Marketing </li></ul></ul><ul><ul><li>Eric Berger VP Mobile Entertainment, Sony Pictures Television </li></ul></ul><ul><ul><li>Douglas Craig SVP New Media Operations, Discovery Communications </li></ul></ul>
  18. 18. Benefices <ul><li>Promotion of Adobe Mobile Experience Suite  </li></ul><ul><li>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. </li></ul><ul><li>React to the loaching of the Microsoft SilverLight </li></ul><ul><li>Microsoft® Silverlight™ is a cross-browser, cross-platform, and cross-device plug-in </li></ul><ul><li>for delivering the next generation of media experiences and rich interactive applications for the Web. </li></ul>
  19. 19. Benefices <ul><li>Find new ways of communication and artistic expression related to mobile device </li></ul><ul><li>Reward employees who will meet their best fans </li></ul><ul><li>Recuit talented people </li></ul><ul><li>Straiten the clients brand loyalty </li></ul><ul><li>Create media buzz (traditional and Internet): http://tv.adobe.com </li></ul>
  20. 20. How much will it cost?
  21. 21. ROI <ul><li>Impact of the Event </li></ul><ul><ul><li>3 days non-stop Internet show = potential impact on Milliards of people </li></ul></ul><ul><ul><li>Design contest between the virtual communities of Adobe = immeasurable buzz </li></ul></ul><ul><ul><li>Hypersegmentation and hypertargetting = hit the right person and create brand Ambassadors for Adobe, nuclear effect </li></ul></ul>
  22. 22. Our guarantees of succes <ul><li>Global Events Group is a world leader of international corporate events organization </li></ul><ul><li>We have 25 years of experience in this domain </li></ul><ul><li>Our references: </li></ul>
  23. 23. Contact <ul><li>Daniela Dalbokova </li></ul><ul><li>General Global Events Manager </li></ul><ul><li>[email_address] </li></ul><ul><li>http://blog.ifrance.com/didok </li></ul>
  24. 24. Questions? <ul><li>If you have any question, my secretary will be pleased to answer … </li></ul><ul><li>;o))) </li></ul>

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