How design and creativity are helping agencies redefine exceptional customer experience.

1. Adobe Digital government solutions
Bridging the gap
How design and creativity
are helping agencies redefine
exceptional customer experiences

2. Creative communications, or design-first content aimed at delivering a message, are transforming
government. According to a recent Adobe survey, 91% of public sector creatives agree—43%
strongly—the creative industry has changed more in the last 5 years than in the last 50 years.
Additionally, 91% agree—49% strongly—creative and design-focused communications are
critical in today’s digital world. Adobe is on the forefront of helping government agencies push
their creative limits—transforming the way public sector employees communicate and succeed.
Survey methodology
From September 15 to October 12, 2015, Adobe Public Sector launched a survey for American and Canadian public sector creatives
in order to understand how creative communications impact their work. This white paper includes results from a survey of n=175
creatives (n=150 in the United States and n=25 in Canada).
The value of creativity in the public sector
Public sector employees are finding increasing value in design-led experiences, as the become an important component of mission
achievement for both internal and external stakeholders. According to Adobe’s Public Sector Creativity survey, 86% of public sector
creatives agree—28% strongly—that creative and design-focused communications are indispensable to successful government
workplaces.
Yet, there is a fundamental gap between how creativity should operate versus how it currently does . According to the survey, 94% of
creatives say government should be as creative as private sector business, yet only 46% say they are currently as creative as private
sector business. Bridging this gap means harnessing the power of creative communications, which will help agencies achieve their
missions and retain top creative talent by giving them a license to innovate.
believe that creativity is
more valued compared to
5 years ago.
believe it will become
even more valued over
the next 3 years.
60%
72%
2
Adobe
Digital government solutions
January 2016 | Bridging the gap

3. The U.S. Navy is on the forefront of leveraging creative tools to produce some
of the most digitally innovative communications products in government.
Goals
• Produce the best films and
multimedia products
• Create a workflow that
incorporates a global network
of feedback and input
• Organize all media assets
into a platform for multiple
creative parties
Solutions
• Adobe Creative Cloud
• Adobe Premiere Pro
• Adobe After Effects
• Adobe Photoshop
• Adobe Illustrator
• Adobe Muse
• Adobe AEM Mobile
Results
• Seamlessly allowed many
creative stakeholders to share,
collaborate and iterate using
creative products
• Created a collaborative platform
for vendors and stakeholders
• Enhanced innovation by
minimizing lead time for
getting up-to-speed—allowing
creatives to focus on creating
Success story: U.S. Navy and Left of Creative
3
Adobe
Digital government solutions
“Investing in technology such
as Adobe Creative Cloud
makes connecting teams inside
and outside the government
a very easy process.”
David Bellino (Fmr. US Navy Civilian)
Founder & CEO, Left of Creative
January 2016 | Bridging the gap

4. Increase efficiency through creative communications
• Develop communications
that are compatible across
multiple devices
• Release visually compelling
communications
• Leverage analytics to
learn and improve on new
platforms
According to Adobe’s Public Sector Creativity survey, 89% of public sector creatives say that employing best practices in design
allows them to craft communications and customer experiences with greater efficacy and impact. The Office of U.S. Marine Corps
Communication transformed its trusted print magazine into an interactive, relevant tablet app using Adobe Digital Publishing Solution.
As a result, they were able to smoothly transition their communications to a digital platform and continuously improve
content and features by analyzing user interactions.
Key Learnings
January 2016 | Bridging the gap 4
Adobe
Digital government solutions
of public sector creatives say that
creative communications and
design allow them to communicate
more efficiently and effectively.
89%

5. Challenges
• Establish streamlined,
cost-effective workflow to
take print publication online
to tablets
• Exceed creative excellence
of print publication first issued
in 1915
• Continuously improve
publication by discovering
what audiences consume and
most want
Solutions
• Adobe Digital Publishing
Solution
• Adobe creative cloud apps:
Adobe Illustrator, Adobe
InDesign and Photoshop
• Adobe Analytics , part of
Adobe Marketing Cloud
Results
• Developed tablet version
of Marines magazine using
Adobe Digital Publishing
Solution
• Created magazine design
using Adobe Creative Cloud
apps
Case study: U.S. Marine Corps and Bates Creative Group
January 2016 | Bridging the gap 5
Adobe
Digital government solutions
“Creating Marines magazine
in a digital format gives us
the opportunity to offer vivid,
interactive, on-demand content
right at readers’ fingertips.”
Marine Colonel Gregory Reeder
Director of U.S. Marine Corps production

6. Challenges
• Raise awareness of MWR
educations, sports and leisure
programs
• Produce wide variety of
exceptional promotional
materials
• Tap into software and
services that expand creative
possibilities
Solutions
Adobe Creative Cloud for
Enterprise, including:
• Adobe After Effects CC
• Adobe Dreamweaver CC
• Adobe Illustrator CC
• Adobe Photoshop CC
• Adobe Premiere Pro CC
• Adobe PhoneGap Build
• Adobe Color
• Adobe Typekit
Results
• Produce diverse, high-quality
marketing materials—apps,
websites, videos, webzines,
brochures and more
• Experimented with
high-end video techniques
to add interest
• Built and compiled
multi-platform app for
military families
• Enhanced look and feel of
communications materials
with color and fonts
Case study: U.S. Army IMCOM at Fort Gordon
January 2016 | Bridging the gap 6
Adobe
Digital government solutions
“I work in the world’s
best creative playground for
producing compelling materials.”
Nathan Hoeller
Webmaster and Creative Director, Fort Gordon

7. Better serve and connect with constituents
• Keep audiences in mind
when developing new
applications
• Make your designs
easy to use and intuitive
• Create feedback loops that
allow you to tailor your
services to your audience, try
new things and iterate
Creating intuitive, easy-to-use platforms public sector employees to reach constituents is essential. According to the survey,
89% of public sector creatives agree—36% strongly—that creative communications allows them to better serve constituents,
connect with people, and provide tools and services for citizens. Computer Sciences Corporation (CSC), is an example of a
top IT government provider developing solutions to solve its clients’ most complex and mission-critical challenges. In every
step in its efforts to generate more leads and move prospects through the sales funnel, CSC leveraged Adobe’s creative
and marketing solutions to help ensure it provided an integrated offering that seamlessly connected with customers.
Key learnings
January 2016 | Bridging the gap 7
Adobe
Digital government solutions
of public sector creatives agree
that creative communications
allows government to better
serve constituents.
89%

8. Challenges
• Provide security, ensure
privacy and brand messaging
• Integrate digital marketing
efforts across channels and
groups
• Identify and engage prospects
earlier in their decision-
making process
Solutions
• Leverage Adobe Marketing
Cloud to integrate marketing
and conversion data from
multiple channels—including
social—for an end-to-end
view of the sales process
• Optimize and personalize
prospect experiences using
insights from Adobe Analytics,
Target and Social Solutions
• Use Adobe Creative Cloud
to create and deliver rich,
compelling digital content
across channels and devices
Results
• Strengthened brand
marketing and sales by
gaining new insights into
the preconversion activities
of prospects across multiple
channels
• Created an integrated,
effective digital marketing
platform
• Engaged prospects earlier,
leveraging segmentation,
optimizing resource allocation
and machine learning to target
relevant content
Case study: Computer Sciences Corporation
January 2016 | Bridging the gap 8
Adobe
Digital government solutions
increase in the number of visitors
viewing important content.
year over year increase in leads
generated from multichannel
campaigns.
200%
265%

9. January 2016 | Bridging the gap 9
Give employees a license to innovate
Keep audience in mind when
developing new applications
Make your designs easy to use
and intuitive
Empower partner agencies
and organizations to own their
digital properties
Through the introduction of new creative platforms, government employees are looking for new ways to be creative at work.
According to the survey, 57% of creatives say that they and their colleagues are not living up to their creative potential. Also, 87% of
public sector creatives say that creative communications make agencies better able attract and retain top talent. Not only are the
benefits of creativity felt by the constituents, but employees also benefit from being given the opportunity to be creative.
Key learnings
Adobe
Digital government solutions
of public sector creatives say
creative communications make
agencies better able attract and
retain top talent.
87%

10. January 2016 | Bridging the gap 10
Each year, Adobe recognizes innovative public
sector entities for design-centric and bleeding-
edge uses of creative communications.
In 2015, the award for Most Engaging Citizen-
Facing Campaign went to the U.S. Capitol Visitor
Center’s U.S. Capitol Rotunda app.
The app provides 360-degree views and
panoramic images of the Rotunda in addition to
lessons about the structure’s design and history.
Download the U.S. Capitol Rotunda App for iOS
from the iTunes Store.
Adobe spotlight
Adobe
Digital government solutions

11. Adobe Systems Incorporated
345 Park Avenue
San Jose, CA 95110-2704
USA
www.adobe.com
Adobe, the Adobe logo, Adobe Premiere, Creative Cloud, Illustrator, InDesign and Photoshop are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
© 2016 Adobe Systems Incorporated. All rights reserved.
Adobe
Digital government solutions
For more information
Solution details:
www.adobe.com/industries/
government.html
Several barriers remain for public sector creatives who want to incorporate creative communications into their missions. They
are hindered by issues such as slow approval processes and limited budgets. However, lessons can be learned through private
sector or hybrid public/private organizations that have combined technology tools with mission-oriented strategies. Los Angeles
International Airport (LAX) is an example or an organization that combined technology with design-focused innovation through a
suite of products that helped create better customer services. LAX serves 72 million customers each year and experiences many of
the same pitfalls of large public agencies. Using Adobe Experience Manager, LAX built custom, airport-wide applications to monitor
the condition of 1,900 critical assets—from escalators to access control doors and bathrooms—increasing customer comfort and
convenience for passengers. Now, managers have a single, mobile solution that they can rely on to monitor each and every asset.
Combine technology tools with mission-oriented strategies