CASE STUDY
Supporting a new global events series
Project Date: 2023-24
Company: Adobe, a software company offering a suite of creative tools and apps
Challenge
Adobe’s Creative Cloud team was launching a new global event series for B2B creative leaders in 2024. Previously, the event, called Make it., was only held in Asia. Now it would be held in 19 cities across the globe.
The challenge was facilitating events through a global lens while ensuring consistency across four different regions, with different leads for each city. In addition, we would need to be able to use the 2024 Make it. events as a benchmark for future events, which would require consolidated event reporting and feedback.
Solution
As program manager, I worked collaboratively and cross-functionally across regions and departments to support the launch of Make it. as a global event series. This work included:
Weekly syncs with regional leads to check-in on progress for each of the 19 events
Creating a landing page experience to be used globally for Make it. events
Measuring event performance through reporting KPIs on an ongoing basis
Creating and sending a monthly internal newsletter to share Make it. updates
Managing the development of swag and digital assets to ensure consistency and create a cohesive in-person experience
Coordinating distribution of physical swag and digital assets to regional leads
Gathering feedback from regions through a survey post-event
Creating and editing content for Make it. assets as needed
Results
Make it.’s 19 events took place over four months in the first half of 2024.
The events had a 48% attendance rate on average, with more than 4,000 attendees globally.
As of wrapping up the last event, Make it. had contributed more than $39M in total pipeline growth.
In addition, the event reporting template I created will allow us to establish a baseline for future events, while the survey enable changes to improve Make it. in 2025.
Make it. landing page (click to view)
Customer speaker brief for Make it. LA event (click to view)
Make it. reporting by region
Example of graphic for Make it. speakers
Example of swag created with agency for Make it. events
A Make it. event in action
Example of graphic for Make it. promo