Behind the Creative Scenes, Part 1

Communicating the Value of Oracle OpenWorld

Your relationship with Oracle OpenWorld generally begins through e-mails, Web banners, and other official communications materials. But did you ever wonder who is on the other side of those messages? This year we thought we'd use our blog to give you a peak behind the curtain.

Before the first save-the-date e-mail goes out or the first piece of show schwag is stockpiled, Oracle Brand and Creative sits down with Oracle Events to define the show in terms of its value to all of our customers, partners, and other stakeholders who orbit in the Oracle universe. Through a multi-month, multi-revision process, we form the conference messaging and execute the creative campaign.

This year, given the challenging economy, it was clear to everyone that the greatest value we could offer through Oracle OpenWorld was to help our customers maximize the value of their IT.

Our initial discussion resulted in this broad mission statement:

Oracle OpenWorld is the world's most wide-ranging venue where technology and business professionals gain knowledge and insight that can be put directly to work in every IT and business organization. At Oracle OpenWorld, you will gain practical knowledge that can be applied immediately and have direct positive impact on the bottom line.

Eventually, we refined that message down to this simple statement:

Oracle OpenWorld turns IT into a competitive advantage.

That is the single net message that we are trying to communicate this year. Come to Oracle OpenWorld with the need to deliver maximum measurable ROI from your IT, and leave with the information and tools you need to make it happen.

Check back tomorrow to find out how we created a visual identity for this year's theme, and how the words and graphics come together in all of our communications.


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