Creative Link | Marketing Report 2017 | Emma Louise Carney by Emma Louise Carney

Marketing Report Emma Louise Carney 27 / 04 / 2017 Adobe Systems Inc. Creative Link LOADING

table of contents

ABSTRACT Pages 4,5

7.0 PLACE Pages 36 to 39

METHODOLOGY Pages 6,7

8.0 PROMOTION Pages 40 to 54 8.1 Pre-launch 8.2 Testing 8.3 Launch Day One 8.4 Launch Day Two 8.5 Launch Day Three 8.6 Viral 8.7 Outdoor 8.9 Media Plan 8.10 Budget

1.0 INTRODUCTION Pages 8,9 1.1 Background 1.2 Rationale 1.3 Proposed Solution 2.0 S.M.A.R.T OBJECTIVES Pages 10,11 2.1 Specific 2.2 Measurable 2.3 Achievable 2.4 Realistic 2.5 Timed 3.0 THE ITâ&#x20AC;&#x2122;S Pages 12,13 3.1 Get It 3.2 Do It 3.3 Share It 3.4 See It 3.5 Feel It 4.0 MARKET SEGMENT Pages 14 to 25 4.1 Market Level 4.2 Competitors 4.3 Target Market 4.4 Demand

9.0 PEOPLE Pages 54,55 10.0 PERSUASION Pages 56,57 11.0 CONCLUSION Pages 58,59 11.1 Future Development 11.2 SWOT Analysis 12.0 APPENDIX Pages 60 to 13.0 BIBLIOGRAPHY Pages 62 to 64

5.0 PRODUCT Pages 26 to 33 5.1 Software 5.2 Lifespan 6.0 PRICE Pages 34, 25

LOADING 03

Marketing campaigns need creativity. With social media leading the digital marketing industry and creative jobs being in high demand, computer graphic software takes a lead in industry expectations. Adobe Systems Inc. Creative Cloud is the worldâ&#x20AC;&#x2122;s leading creative software with over 22 applications for a multitude of tasks. The following report is to investigate the use of social media within the creative industries and the problems that occur when using current platforms. The aim is to identify a gap in the market towards creative communities and illustrate a new, innovative way of communication. Collecting primary research in the field and creating a new path of direction to a traditional social media approach, accurately solving a problem while still thinking ahead. While a new approach to social media has potential, there is room for improvement if successful, such as using new technology to better advance the creative outcome and be ahead of competition.

In this report the following methodology was conducted to correctly identify a gap in the market for Adobe Systems multimedia programmes and their use of social interaction. The research taken place is to a broad target audience to get a better understanding of all skill levels for the programme.

Primary research is key throughout. This is to ensure the correct communication between active users of the programmes and how they create their craft in the industry are accurate, providing a clear outlined gap in the market. Conducted an online survey. 56 creatives were asked their industry and if they use Adobe to enhance their creative outcomes. 33 people said yes but 50 people said they would like to learn more about the programmes. (February, 2017) (Apx. 1) A face to face interview with Microsoft and Apple focusing on how their computing services provide for a creative field and how, considering they are main competitors, they feel Adobe impacts their creative thinking. Daniel Mead, Reading and Anonymous Apple employee (February, 2017, London) (Apx.2) Conducted a creative focus group in The Bluecoat, Liverpool to allow users of the programmes to collectively give their opinions on any gaps or problems. This generated an online focus group via Facebook, where artists would send over a short sample of their work and why they use Adobe. (March, 2017, Liverpool) (Apx.3)

Secondary research consists of a wide range of online and print applications. The following reading material Metamorphosis of (New) Media by KĂźchler Ulrike Genz Julia Cambridge Scholars Publishing 2015-10-01 and Principles of Marketing 16e by KĂźchler Ulrike Genz Julia Cambridge Scholars Publishing 2015-10-01 allowed me to look at past Adobe case studies and how the company use marketing techniques to promote their services.

Further market segmentation research through online resources Euro monitor, Mintel and WARC allowed for a better consumer understanding in a creative field, including their daily habits, professional behaviour and key areas worldwide where the programmes are most successful.

1.0 1.1

Adobe Systems Inc. is the world’s leading creative computer software company. Adobe was founded in 1982 by Charles Geschke and John Warnock with headquarters in San Jose, California, USA. The company is currently worth Fiscal 2016 Revenues: US$5.854 billion (FY ended Dec. 2, 2016) and have over 15,000 employees worldwide. “World’s Most Innovative Companies” list Forbes, 2016 (Adobe, 2017) Photoshop is the most recognised for its editorial usage 1.1 in magazines etc. with the coined phrase “Photoshopped” after the release in June 1990. In 2013 the company announced that future developments for the software would only be downloaded via Creative Cloud. In recent years, the creative industries have developed into a high demand role, “Government statistics from the Department for Culture, Media and Sport (DCMS) show that in 2015 the creative industries contributed £87billion to the UK economy. The number of jobs in the sector increased by 3.2% between 2014 and 2015 to 1.9 million, 5.8% of total UK jobs.” (Prospects, 2016) Now, with social media growing rapidly every day, the demand is increasing.

1.2

1982

Adobe founded by Charles Geschke & John Warnock, California

1987

When creatives are scrolling through social media, users are continuously bombarded by images of family members, new-borns and what people have for their dinner from an everyday perspective. With Instagram and Pinterest style platforms being staged and redeemed as the fake industry, creative people in the industry have no place to go where everything they see is for inspiration, connecting and collaborating. Creative Link will use this research to identify the target market and software available in the industry to become the world’s first social media platform for creatives that allows you to see every step of the progress, not just the outcome. Competition is currently at an all-time high, with Facebook and Instagram releasing innovative answers to their users throughout the years such as 360 video, facial recognition and chatbots.

Adobe Illustrator released to the public

1990

Adobe Photoshop released and coined the phrase “Photoshopped”

1.3

2013

Creative Cloud made only creative software to download

The proposed solution: The Creative Link aim is to change the i nterface of social networking and to make connectivity and communication fun and easy to use for all users, while still maintaining the brand loyalty and professional reputation. The marketing campaign aims to develop a narrative that appeals not just to creatives but the everyday by being bold, colourful and shocking.

2.0 2.2

2.1

SPECIFIC

Adobe, in conjunction with Creative Cloud, will be launching a new social media network dedicated to being a step in a new direction for social media platforms already out there that get used every day. The service will be dedicated to striving for creative individuals to constantly share their own work and see every aspect of a creative process, not just the outcome. // Raise awareness of the creative industry // Step in a new direction for social media today // Encourage new customers to be inspired and be a part of the Adobe Creative Cloud community // Raise brand awareness // Increase brand loyalty // Make social media fun again

MEASUREABLE

The objectives provided will be measured in a variety of different ways, through traditional access points and new, innovative ways of further progressing results. // // // // // // //

Total sales revenue from new and current Creative Cloud providers Dictating how many subscribers open emails from Adobe Daily statistics of new users of the service App store reviews Survey and customer feedback via the app Media and praise approvals from press, customers and expert influencers Web traffic: Organic search, display, direct, paid search (AdWords), Referral (Influencer), Social and Email to track user activity

2.3

ACHIEVABLE

With the net worth of Adobe being 5 billion currently (TheStreet, 2017), the campaign budget is realistic. Although this amount of money doesnâ&#x20AC;&#x2122;t mean it should all be used, it does mean that there arenâ&#x20AC;&#x2122;t as many restrictions. With Dell sponsoring the launch event with their new canvas screens, there is also a budget coming through there.

2.4

REALISTIC

With Adobe being one of the most innovative creators with a very large amount of contacts, the organisation of the launch event will not be done in house. An agency will be responsible for the show, with other companies attending with a presentation table at the event. The traditional marketing campaign will be done in house.

2.5

TIMED

The objectives are to be planned from Summer 2017 up until the launch in February 2019. From 2nd June, up until 16th April 2018 will be the software creation, ready to be launched to paid developers for BETA. After this is cleared the user base and statistics will then take place, keeping up to date on every trend in social media for any emergency changes in the industry. The promotional plans will then take part from September until the end of January 2018 in preparation for the launch event. 11

3.0

3.2

DO IT 3.1

GET IT

Experience the service to fully understand itâ&#x20AC;&#x2122;s benefits through a 14-day trial or video example.

3.3

SHARE IT

Explaining the service through an online guide via the app with step by step interaction.

3.4

SEE IT Simple and easy message to understand, clear that there is nothing like this on the market.

Social interaction and networking is a must through Creative Link as well as other platforms, with social media being used every single day by creatives. (6)

3.5

FEEL IT Lack of emotive message but collaborators interaction can be their own story per user.

4.0

Adobe Systems Inc. would be a part of the global consumer electronics market currently at a figure of 2,704,803 participants being known to use technology daily. With the UK market size being 73,140.4. (Euromonitor, 2017) with a growth forecast of 0.01%- 1.1% by 2019. Adobe Creative Cloud is part of the computer graphics industry, ahead of all their competitors in terms of applications and daily users. The company sits in a high-end market level offering mid-level computer solutions for creatives, marketers and enterprises. By 2019 the computer graphics market is to be worth $32.68 billion. (markets, 2017)

4.1

2 million participants known to use technology daily.

73k

market size in consumer electronics

ÂŁ32.68 billion 1.1%

computer graphics industry worth by 2019

4.2

high end

market level offering mid-level computer solutions for creatives, marketers and enterprises.

market growth forecast by 2019 15

4.3 “Over 90% of the world’s creative professionals use Photoshop with their mobile apps being downloaded more than 150 million times. Behance, Adobe’s online creative community, has over 6.6 billion users. Creatives worldwide use Behance to showcase work and find inspiration” The core values at Adobe further enhance the ability to be a creative and feel like a trusted consumer in a competitive market. Genuine: Sincere, trustworthy and reliable. Exceptional: Committed to creating exceptional experiences that delight Adobe employees and customers. Innovative: Highly creative, always striving to connect new ideas with business realities. Involved: Inclusive, open and actively engaged with their customers, partners, employees and communities they serve. (AdobeFastFacts, 2017) Most consumer spending goes towards the computer or smartphone itself with computer software coming in second “Most respondents (84%) access their computers on a daily basis, partly because of society’s increased reliance on digital technology and online services.” (Mintel, 2016)

150

On the go editing increasing for smartphone photography Behance.com is a creative social network aimed to showcase work

84% of users access their computers on a daily basis

Adobe mobile apps downloaded

market share

6.6

billion active users on Behance.com

90%

creative professionals use Photoshop

Mintel

In the market, there is a sudden confusion of what to use when creating content, leisure and technology analyst Paul Davies explains, â&#x20AC;&#x153;Of the three core devices, the smartphone is the most versatile when it comes to the number of locations in which it is used. However, limitations such as screen size, a lack of signal and high connection costs mean that it is the least versatile when looking at the range of activities that consumers are willing to perform on itâ&#x20AC;?. (Mintel, 2016) Each of the devices have some form of USP, based on a report of 2000 internet users aged 16+, 92% of consumers use a desktop/laptop computer. 75% use a smartphone, 47% use a tablet and 2% use a smart watch. With Adobe being in the computer graphics industry, itâ&#x20AC;&#x2122;s clear that the competitive advantage is next to none of the company as they are so forward thinking and dominate the market. As the service will be aimed at a social network, the competitive advantages change, meaning Facebook, Instagram and Pinterest are a threat but Adobe can overcome them with a new direction for social media networking. LOADING

CORE DEVICES

75%

47%

75%

tablet use

75%

92%

use a desktop/laptop computer

4.3 The target market of Adobe is very varied; therefore, it is placed into a core demographic group of 7. As the consumer data is so broad, the ACORN groups havenâ&#x20AC;&#x2122;t been placed into types as this would single out other users on the platform.

THE NEWCOMER

13-17 - School, just starting college

Interest in the arts, technology & journalism

Not earning much money, part time work

Eager to learn new skills in a new industry

Uses basic Adobe skills to create artwork

Smartphone photography and app drawing

Photoshop basics to enhance imagery

Drawing shapes and writing colourful text

Easily influenced by social media

ACORN - Group L - Modest Means 18

CONSUMER CONSUMER CONSUMER CONSUMER

Pinterest.com

C C C C

CONSUMER CONSUMER CONSUMER CONSUMER THE APPRENTICE

CONSUMER CONSUMER CONSUMER CONSUMER

18-21 - University student

Apprentice, developing a new creative career

Part time work/freelancing with current skills

Eager to enhance skills or learn a new craft

Uses advanced Adobe skills for their artwork

DSLR photography, Illustrator drawings

Creating mock ups or illustrate an idea

Heavily influenced by social media sharing

Developing a personal brand/professionalism

Pinterest.com

ACORN - Group K - Student Life 19

CONSUMER CONSUMER CONSUMER CONSUMER

THE TRANSITIONAL

CONSUMER CONSUMER CONSUMER CONSUMER

22-25 - Entry level career

Freelance, part time jobs or graduate intern

The beginning of a professional career

Graduates or gaining experience in their field

Already have the skills needed for the job

Skills enhanced for further development

Wanting to learn a new skill or gain contacts

Advanced Adobe skills for professional use

Working towards commercial briefs

ACORN - Group J - Starting Out 20

Behance

CONSUMER CONSUMER CONSUMER CONSUMER THE PRACTITIONER

CONSUMER CONSUMER CONSUMER CONSUMER

26-30 - Experienced in a field

Full time/two part time careers

Working towards multiple fields and skillsets

Goal of published work and online features

Advanced Adobe skills for their client briefs

Experiments with new styles in their free time

Commercially selling their craft for high prices

Continous work of mockups and networking

Social media used for professional use only

FreePik

ACORN - Group H - Steady Neighbourhoods 21

CONSUMER CONSUMER CONSUMER CONSUMER

THE PROFESSOR

31+ - Exceptional skillset in a field

Immaculate client base and brief experience

Runs a studio, office space or teaches a craft

Works to other client base outside of class

Works towards gaining live briefs for students

Higher pay role and understanding of Adobe

Uses Adobe to demonstrate outcomes to peers

Has an outstanding portfolio thats up to date

Social media influence for clients or teaching

ACORN - Group D - City Sophisticates 22

Behance

CONSUMER CONSUMER CONSUMER CONSUMER

THE HOBBYIST

16 - 50+ - No creative career aspiration

Self-taught Adobe skillset, often works for free

Collaborating with other practitioners

Time for print/image client base

Uses social platforms to organise their work

Has a full/part time job in another industry Freepik

Client base consists of friends, social or shared

Uses Adobe to enhance imagery and experiment

Experimental work based around social media

ACORN - All of the previous 23

4.4

The target market value and lifestyle types would be innovators, thinkers, achievers, strivers and makers. Currently there is a gap in the market for creatives to share their work and network in a way that creates a positive impact, you can scroll through a feed without irrelevant content getting in the way much like you would with Facebook etc. After conducting a survey on creatives and their social platforms, 25% of creatives network every day with 93.3% using current social media. (7) This creates the need for the service as well as desired as some consumers may be already comfortable with what they have, early adopters would see this is an opportunity that was needed. â&#x20AC;&#x153;Design and visual arts are part of the most favorable media shared on social networks. Sharing images and video content indicates higher engagements and exposure compared with text status on Facebook. Social networks that are based on visual arts and design such as Pinterest have proven success in the social market.â&#x20AC;? (DesignOrate, 2015)

15% watch a video

TIVITY SOCIA A E L CR

M AL I C

T LEM TA

HOW

10% read a blog

9 HOUR average daily intake

N F UE L Y OU

EDIA EFFEC

A IA C ED

45% send or read emails

15% message friends

Learning: Many of the educational institutions and design bodies use different social networks to share their news and resources.

Groups:

Feedback:

Facebook, LinkedIn and Google+ groups were built to gather people with the same interests to share ideas and collaborate together.

Social media such as Behance.net and Devientarts.com allows followers to add comments and give feedback on the presented artwork.

Promotion: Sharing creative content to add marketing and advertising methods for projects.25 Designorate

5.0

In a recent survey conducted by trend forecasters Trend Hunting, the online based company sent out a bi-annual article in relation to social networking. The research found that 62% of millennials are more loyal to brands who engage in social messaging. (Forbes, 2017) This enabled further research into social media and how Adobe could branch out into a new field. Currently, Adobe have online social network to showcase work called Behance and Creative Magazine, although these platforms allow you to showcase the practitioner’s final outcomes – They don’t provide a behind the scenes and step by step process for peers to see, something Adobe are missing out on.

5.1 Forbes 2017 62% of millennials are more loyal to brands who engage in social messaging 41% of millennials use Facebook every day for creative purposes 25% of millennials ages 25-34 are on Instagram every day and 34% ages 12-24

A new social media networking service available through Creative Cloud. The programme will be designed to drive a new connected world for creatives of all ages, skill level and industry. The social service will be called Creative Link, a rationale of allowing artists to globally connect in a way that has never been done before. The unique selling point of the product is that it will be the world’s first social network that can connect you with practitioners without the intimidation of a professional atmosphere. See every step of the creative process, not just the outcome. With Behance.com being the current leading social networking service for Adobe customers, the main purpose of the platform is to create a whole new atmosphere for all their existing customers, whilst still bringing in the new with a less intimidating service for ages between 14-50+

Service Objectives:A new social atmosphere specially designed for creative like minded people to share their work and explain the process Decrease the intimidation for beginners in a creative field Make social media fun again, easy to use and visually pleasing Create a new way of gaining professional contacts at all levels Easily adapt to new technology two steps ahead of competition Continue to drive increase in sales while remaining authentic Adapt to future trends without seeming overpowering Capture the message of community and connectivity

5.1

All own imagery

://

THE

P R O C E S S ://

1. Welcome Page This page will be in full view upon opening the software on your desktop (also mobile/tablet compatible). The page has a button for easy access, highlighted here with a cursor with large font. 2. Choose your field This page is an important step in the way artificial intelligence within the app can dictate what you will see in your timeline and recommendations. The fields are broad, meaning other tags can come under these brackets. Although the AI will determine interests, this does not mean you canâ&#x20AC;&#x2122;t view other fields. 3. Interests After selecting your field the artificial intelligence within the software can get a clearer idea of who are when you select practitioners you admire.

All own imagery

://

THE

P R O C E S S ://

4. Upload your own work This page will be something most consumers recognise – An image and video based feed for your admirers to view. This feature will include a new way of liking a creatives post – Burst the bubble! A small bubble will appear in which you would click, like most social media platforms. There is also a new way of saving an image with a roll of tape, something well recognised in the creative industries. 5. Notifications page Mentioned previously there is a new liking system in the software, this also applies to the notifications feature. In your timeline, there will be bubbles circulating the page which you can dismiss with a single click. 6. Welcome to our community Another new feature is a new sense of connectivity within the creative community. Using self-adjustable avatars where you can click a member’s profile, reply to any castings or watch their current live streams.

All own imagery 32

5.2 ://

THE

P R O C E S S ://

8. Community by region As previously mentioned the new community creates a sense of fun, this applies globally as well as regionally. You can easily click the world map which will provide a screen to click a country, you will then get an overview of members who exist on the platform. You can then click regional areas for a simmered down viewing. 9. Live stream and communication Upon viewing an avatar update on their live stream, when you click on the pop up you will be directed to a new page where you can live view what they are currently working on. You can also see their step by step process and provide comments where you can ask questions, post your own version of the work or give criticism. The social platform software will also be available for tablet, phablet and smartphones, with automatic adjustments for the viewers screen size for all phones. iOS11+ and Android.

6.0 From considering competitors Facebook, Instagram and LinkedIn, these are all free applications for the consumer to use. With additional prices for Facebook and LinkedIn for premium business services, such job advertising and sponsored content using digital marketing strategy. Facebook pricing ranges from £13.35 for professional services and £9.66 for technology, this service runs for one specific ad. The most popular is cost per click advertising, £1 for a bid meaning 100 clicks adds to £100. Instagram, being owned by Facebook falls under the same bracket, although they work differently with a cost per click of £2. (Business, 2017) The more you bid, the more chances you get of your ad being seen. LinkedIn is similar, with a cost per campaign of £10 daily budget across the site. (LinkedIn, 2017) Although the prices for these websites are indeed free to use, it’s important to note that they generate their sales through advertising, thus making the use of competitive pricing relevant for Adobe to consider.

Adobe: Creative Link will not be generating their sales growth through digital advertising, they will be sourced from their Creative Cloud pricing. March 2017 prices will hike up to 62% since Brexit (Pro, 2017) The following prices will be for Creative Cloud, the new programme extension will be a new add on with no additional costs. As the competitors gain sales through advertising and the customers use the applications for free, having any additional costs can ultimately scare new consumers away who are only just being introduced to the platform. 11% hike: Photography Plan: £8.57 to £10.10pm inc VAT. (This is because most photographers only require Photoshop and Lightroom) CC bundle: £45.73 to £50.57 CC teams: £53.20 to 59 62% hike: Students: £15.49pm to £25.28 (doesn’t change if you already have a subscription) (Adobe, 2017) These prices support the existing customer base, as well as increasing brand loyalty. As the service is more expensive than the competitors Adobe have an edge on, including 15 additional services that come with the network or being able to buy the single app online for £8.57, additional clients will increase profit with new features such as in app messaging, live content and never seen before footage of professionals at work, thus making the service desirable.

7.0 where? ? e r e h w where?

Creative Link will be available for purchase worldwide through resellers. (Inc, 2017) www.adobe.com is the only website to purchase, available on a global scale for all individuals who are interested in downloading the programme for their own needs.

where?

With new technology in social media becoming so advanced, it’s important that Adobe are always ten steps ahead. After conducting a survey on how creatives create, share and communicate with clients and other practitioners, there is an interesting gap in how many use Adobe programs for their work. When asked, “In your creative field, how often are you planning and networking?”, 35.7% of respondents said weekly. Then when asked, “How do you do this?”, a total of 92.9% said using social media platforms such as Facebook, Twitter and LinkedIn. (Apx. 4) With social media being of such an importance in the creative industry, the life span of the service could potentially last if other competitors such as Facebook which has been on the market since 2004. (Guardian, 2007) Meaning if the Facebook longevity is 13 years, then a new platform could potentially be doubled.

where?

The reason the programmes are limited to these places for individual use is country restrictions for download and licensing through Adobe Inc, the original trademark belongs to the United States and other countries have their own trademark rights per country. (Inc, 2017)

ADOBE PER COUNTRY

8.0

GAME TESTING

8.1 In the first stages of promotion the service will be available to test via smartphone and desktop. This will be set in a task basis where users will play a series of games based around Creative Cloud knowledge – These games will be directly aimed at creative individuals of all ages on a race against the clock. The #first100 to complete the game in each key city will win VIP tickets to the MAX launch event. Once these tickets have been sent out the tickets will be available online, all current subscribers to Adobe Creative Cloud and Marketing Cloud will receive a prompt email to alert the customer that the tickets are available for purchase, they will also receive a push notification for iOS, Windows and Android who have downloaded the CC app.

8.2

VIP tickets will be prompt to sharing via social media Online tickets will be launched on max.adobe.com Direct mail to alert current Adobe customers Target of 30,000 attendees for the full 3-day event

After initial customer invites have been launched via email and app notification press, influencers and micro-influencers will receive an innovative press pack and press release, including a teaser for the event and the creative impact for Creative Link. The press pack will include:

Adobe Acrylic, a new way of viewing virtual reality with already installed 1KB memory, 8K LED video screens placed into the screen for instant easy viewing – No smartphone needed! The video will include an animated short based around the principle of collaboration, connectivity and creative influence. ‘The 3 C’ story. The USB port can then have the video erased and replaced for free gifting. (tangible pack only, email will link to YouTube 360 compatible video)

Adobe 41

Pu ll o

ut fo r

in fo

be Ad o

In future event trends predicted by Hello Endless, a specialist service for brands to showcase their new products through an event, launch summits are key to a successful campaign. The key takeaway from this research was that to have a successful and innovative launch, multiple stand out concepts are to be accessed. 1. Share event experiences with anyone, anywhere with mixed reality. 2. Make the physical feel digital via on-demand services, touch tech etc. 3. Increase engagement via artificial intelligence 4. Deliver exemplary event experiences 5. Make better decisions through real-time data. 6. Let participants run the show. 7. Hold events in non-traditional locations. 8. Leave a positive message 9. Create personalised experiences. (Endless, 2017)

Pr es sR el ea Cr se ea tiv e Li nk

A press release including main points, description of the application with any hard facts, public announcement, the USP and availability including contact information. This will be presented as an event lanyard. Also included will be a list of influencers, guests and workshops running and aphone case pack for Android and iPhone, with the back being a “how it works” instruction guide (tangible pack only)

LAUNCH EVENT

Adobe MAX London, The Creativity Conference – Annual 3-day experience dedicated to guide Adobe Creative Cloud customers to build their careers. “MAX is the perfect blend of information and inspiration, practical knowledge and creative magic. Come to MAX and be prepared to change the way you work, imagine and create.” (MAX, 2017) The event will be hosted February 19th-21st 2019 to mark the anniversary of Adobe Photoshop launching. (Overflow, 2011) The launch event with be exclusive to those who win #first100, ticket holders, press and a-list creatives and will be held at the business design centre, a prestigious exhibition and conference centre. (Olympia, 2017)

Adobe MAX The Creativity Conference Held at Business Design Centre 42

Feb 19th - 21st 2019 Marks the anniversary of Photoshop launching

3 day event Day 1 - Adobe Applied Day 2 - Creative Link Day 3 - Totally MAX’d out

Winners of #first100 Exclusive exhibitions Ticket holders

DAY ONE

8.3 Adobe Applied: The first day will be a look into the creative world as we know it using new innovative technology based systems to create an outcome to showcase to all attendees. :// Upon entering attendees will have an Adobe lanyard with their name on. (Shown on page 42)

:// In collaboration with Google, they will provide a series of new technology that can be used in a creative way. The stand will have VR tilt brushes where attendees can stand in front of a large LED digital canvas where their drawings will come to life. The drawings will then be opened in Creative Cloud where Adobe Experts will give a live showcase of transforming the work into new media outcomes. Google Create

:// Touch technology – In collaboration with Tanvas, the touch screen specialist’s photographers will submit their work via the computers provided and can create real touch abilities to the work. E.g. A landscape of a beach, you can then touch the sand and the sea for a full sense approach to creativity. (CES, 2017)

Tanvas & Dell

:// Dell Canvas – A touchscreen canvas scattered across the venue for all graphic designers and illustrators to draw their own work, this will then be saved into the Apple Cloud and be showcased on screens around the venue and on Adobe Create, the online magazine. (AdobeCreate, 2017) 43

:// Guest talks from micro influencers â&#x20AC;&#x201C; Rethinking the way we see experts in a creative field, this gives a chance for smaller artists with just above average followers to talk about their work, connect with bigger influencers and change the thinking process of attendees. :// All aspects of the venue will include interactive adshels where you can take photos with facial and body recognition with pre-set filters to play around with, plus the option to use your smartphone and share the experience via social media.

DAY TWO 8.4

Witchoria

Creative Link: The second day will be the official launch date for Creative Link, the venue will still include the workshops and activities from the day before, only this time they will be tailored slightly for the use of sharing via Creative Link. The gradient colour scheme will be apparent and obvious to make a statement of the new application for Creative Cloud.

:// Two-hour conference of the service, how it works, why you need to use it, live demonstrations and picking people from the audience to try it for themselves to give instant reviews. The two hours will be starting from 8am until 9pm with different public speakers per conference. As the audience leave they will be given starter packs with gifting, these will be distributed throughout the day by staff. Interactive adshels will now be linked to Creative Link â&#x20AC;&#x201C; giving attendees a first chance to try the service out for themselves.

Adobe

:// Live walkthrough – Each stand will now be a part of the Creative Link user base with all workshops sharing and live streaming via the app as well as their own social presence elsewhere. :// Gifting – With being sponsored by Dell with their canvas touchscreens live artists will be walking around drawing people that pass, they will then present the artwork to the person they drew and gift the attendee with the tablet. This will be a way of getting Creative Link and Dell’s new canvas touchscreen out there and will keep attendees feeling appreciated.

Adobe

:// Come and see us postcards for all stands that have taken part in the show, these will be a scratch and see creative postcard with the Creative Link logo placed on the bottom for product placement. Provided by Adobe but personalised for the brands attendance. :// All bars and cafeteria areas will have a number on the bottom of a postcard where they will be entered into a raffle to win a year’s free subscription of Creative Cloud. :// Half of something – As attendees enter the building they will be given half of a key; this will become clear once they attend the conference. In the starter pack provided the other half the key will be inside, attendees can then become involved in an interactive game where you need to find a case to open. Inside will be an Adobe package including coupons, stationery, prints from featured artists and a Dell canvas.

Own Imagery

DAY THREE

8.5 Totally MAX’d Out: With the interactive workshops and official launch underway, this day will be a full immersive workshop day to interact, use and share the advantages of having Creative Link.

:// This will be where the ‘global sticker movement’ will be announced with influencers already getting Creative Link out there. This will be presented to the entire event through all the screens provided, each attendee will then be given a sticker book full of circle #MadeByAdobe stickers to place in their home town of everything they see that would have needed Adobe applications to create. E.g. A bottle of water in a supermarket would have needed to be mocked up and the logo created.

AdWeek

:// Passed around the event this day will be newspapers, a humorous take on a creatives life, this will be in conjunction with the A Creatives World campaign launched the following week. :// Next generation pioneers – With influencers taking YouTube and social media by storm the aim is to get Creative Link an influencer base. The following influencers will be in attendance: Rufus Design, Sarekua Unique Designs, Val’s Darkroom, SVK Creative, Nicosirkas and Witchoria. (Influence, 2017) :// Currently Adobe only have A-List and successful ambassadors when not promoting via social media therefore the aim is to revolutionise the way creatives think about success in the art world.

Adobe 46

After the event, all key indication performance will be tracked, such has how many people used the hashtag, overall satisfaction, email notification for a thank you to those who attended, all documentation through video and photography on to the website and Creative Link platform, engagement rate and press reviews on multiple blogs and websites.

THE CAMPAIGN

# # # Own Imagery

8.6 With the announcement of the #MadeByAdobe campaign, attendees will be posting their own findings to Creative Link. On the sticker, there will be a NFC technology icon linking to the Adobe site for more information and the option to purchase the sticker to get involved, no app needed, simply scan with your phone. With those out the know, the use of the hashtag will create hysteria and confuse people, thus making a successful campaign as when you search for the hashtag the Creative Link social platforms will then answer any questions the viewer may have. The campaign is to raise awareness of creative efforts in everyday life that the average person wouldn’t think about, it will also be in relation to the video campaign A Day Without Creatives.

Global video release, the video will be inspired by a world without creative influence. “A Day Without Creatives”, it will feature global artists walking in a dark, uninspired atmosphere. This message is to provoke potential customers as well as existing that the stereotype ‘being an artist is not a real job’ is in fact very real, with all usually colourful locations such as supermarkets, shops etc. being nothing but plain. (Vice, 2015) The video will then finish with a happy alternative using Adobe programmes to spark your creativity and share them on the Creative Link platform.

8.7 This campaign will then be the global launch and will be placed in multiple ways around the world. :// Interactive adshel, augmented reality – As you walk past the adshel it makes you seem like you are in a miserable looking atmosphere turning all your clothing black and white. Then as your attention is guided towards it, a time-lapse of post-production editing will take place. E.g. A brush would colour your clothes back in and the sky blue etc. Own Imagery

Own Imagery

:// Print â&#x20AC;&#x201C; Computer Arts, Monocle, Viewpoint, Society 6 and Creative Review will all feature the ad with a Blippar, an app that allows you to photograph the magazine print that then makes the image come alive and present the video to the viewer. A QR code was considered but as they are not pleasing to the eye an instant app like Blippar will be used instead.

:// Digital marketing â&#x20AC;&#x201C; Facebook, Instagram, LinkedIn, Google AdWords, Snapchat, Pinterest and Twitter adverts

Own Imagery & Facebook

:// • Guerrilla marketing – In key cities London, New York, Paris, Hong Kong and Tokyo in a heavily creative area such as Camden will have a corner of the street with a very large LED screen into a low saturation and burnt out. Then the only place full of colour will be a large Creative Link cube placed in front of the screen that you can then interact with by pressing buttons and change the appearance of the screen. This is part of a colour psychology trait that can generate a happy feeling when being involved in a positive change, something Creative Link also does.

Own Imagery

:// Key cities – Recreate that space – Co-pilots and passengers of a car will be handed out Adobe Acrylic VR headsets like those used at the launch event filled with an animated short film based around Creative Link, connectivity and collaboration. The idea behind this VR experience is to specifically target busy roads with a lot of advertising space such as Piccadilly London, UK or Times Square New York, USA where every turn is a billboard, adshel or window display. The aim is to allow the user to only can see the Adobe campaign in an innovative and fun way.

Own Imagery & HTC

THE

PLAN

8.8

8.9

8.10

9.0 Customer Login

Through past campaign research you can clearly see Adobe use a humorous tone of voice throughout their company image. An example of this is their most current campaign video of ‘Hovering Art Directors’ where it shows an employee using Adobe software to create an outcome that is due in for Adobe Stock. (AdobeBlog, 2017) https://youtu.be/1C75bKax4Eg Therefore in terms of staff employed Adobe would need to have this consistently throughout their customer service. Email, social and customer service are all part of the consumer journey and employers would need to know a lot about the company, the ins and outs of the new social network and can help a customer out with any of their needs in a cheery, fun way. All employers will be in house worldwide ready for a 24/7 live chat available through the apps and social network with full training provided by the Adobe HQ as well as an online crash course where you will need to complete numerous tasks to receive a certificate of completion to be able to continue the job process.

Password

Go!

Customer service will range from any enquiries customers may have, help and guidance, video live chat and telephone guidance. As there is no in-store process and the service isn’t specifically to increase sales, no sales associates will be necessary. A corporate lanyard is all that will be required for uniform. Diversity is key and a person of any race, gender or sexual preference employed by Adobe 55 Systems Inc. will be a valued employee.

10.0 Sticker promotion Share It

#MadeByAdobe A Day without creativity â&#x20AC;&#x201C;

See It

Get It

Guerrilla and outdoor Adobe.com, FB, Insta, Twitter and LinkedIn 14 free day trial CC Computer Arts & Creative Review

Visual connection: Print ad with a strong message making consumers think

Launch event

Experience: The user gets an experience to remember

In app ads for Live Chat and assistance

Authority: Brand loyalty increase by experts and employees helping a consumer through a live chat

See It

Do It

Feel It

Viral connection: Strong message conveyed to the public making you think

Launch event See It

See It

Overall aesthetic

Physical attractiveness: Future trends using colourful gradients with grey hues to keep brand image consistent

11.0

11.1 As previously mentioned in the introduction of the report, the objectives of the following campaign were to allow a fun and innovative way of thinking for the creative industries, whilst maintaining a professional reputation and brand loyalty. Although key objectives have been discussed, there is still room for more enhancement and development. The following SWOT analysis provides an overview of future capabilities for the campaign.

11.2

-Consumers can engage and experience social interaction in a new way. -First social network to provide a step by step process to a creative outcome for all ages, skill level and occupations. -Easily adaptable for future trends and technology advancement. -As the service is paid via a subscription fee, there are no pages filled with advertising content unlike competitors. -Downloading the software directly from Adobe.com and it not being available to anyone on the web keeps brand loyalty high and consumers feel exclusive.

-Other social platforms are free to use, meaning creatives on a budget or those who donâ&#x20AC;&#x2122;t want the whole package can potentially miss out on the software. -As the software is so new to the social media world, it could be difficult to use at first meaning people could leave their 14 day free trails. -Accessibility may be a problem for those who are partially sighted or have problems with reading white writing on bold and vibrant colours. -Colour gradient can become quickly outdated, meaning regular updates needed.

- Expand to more fields. -Could potentially release a web version free of charge with limited access, meaning to use the application its full potential you would need to buy the software. -Measuring the success in the first 3 months will allow room for system updates. -An opportunity for industry experts at Adobe to review other work and for smaller artists to get noticed regionally by famous creatives in the industry.

-With the software being a new style than other apps, major competitors may copy much like Snap stories. -Consumers income may decrease meaning the service would need to end. -New competitors can come forward in the industry. -Social platforms may try and take the platform a step further by adding new features before Adobe. -Post Brexit cost raising meaning consumers are cancelling subscriptions.

12.0 Apx 1

CREATIVE SURVEY

Creative People and their platforms, Jan 2017 What creative field are you in?

In your field, how often are you networking with other creatives?

How do you do this?

Illustration

Art Direction

Marketing

Photography

19 Daily Monthly Weekly Yearly

Do you often see yourself asking the question â&#x20AC;&#x153;How did they do that?â&#x20AC;? when seeing other creatives work?

86.7% said yes

30TH JAN 2017

Do you use Adobe for your work?

61.7% said yes

93.3% said social media

How do you look for inspiration?

Instagram Pinterest Behance

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INTERVIEWS

In the technology market Apple products are often perceived as the go to computers for creative work, just from working here would you say this is accurate?

I often find that everybody who walks through our doors are creative in some way, as sales representitives it’s our policy to get to know the customer before recommendation. I would think it’s pretty accurate - I also own a Windows laptop and the comparison doesn’t even come close.

I’m currently researching into consumer electronics and the relationship between the creative world as I’m developing an idea for Adobe Systems Inc. If a customer came in and asked you for advice on what system to purchase to use in conjunction with Adobe what would you recommend?

I can’t tell you that I’m afraid, but what i can say is that I have multiple friends who use Adobe software and they swear by a iMac desktop machine as it gives them ultimate control when viewing with a much bigger screen.

The current visuals in store look like they have been created using Adobe After Effects - It immediately caught my attention. Do you think impactful visuals are an important step in driving sales at Apple?

I personally think it makes no difference, it may look good to a passerby but the brand is already so well established that our customers are loyal and continue to come in store . I think they still would if we where based in an old warehouse.

...

APPLE STORE, LONDON - ANONYMOUS

...

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INTERVIEWS Prior to this meeting I gave you a summary of the service Iâ&#x20AC;&#x2122;m currently developing an idea for. Although Adobe are seen as Microsofts competitor, through research I have noticed you collaborate often with your computers, would you say Microsoft was a creative company?

Currently we have 100 machines adapt for Adobe programs in our head offices. These are specifically for our creation roles such as marketing, in recent years Microsoft has adapted to current trends in the consumer electronics market such as our most recent logo update. I think we work with Adobe to enhance this image.

(Presented with page 33 visuals) - Looking at these, what would you say the service offers? As Iâ&#x20AC;&#x2122;m currently researching into the field I have left the ideas quite broad. Such as an educational platform, a moodboarding service or a social media platform.

Instantly my thought was social media - I think keeping the idea too vague will confuse the development of the idea even more. As ideation goes, when I am developing an idea for the company - I start with 3 and simmer down to one. I recommend social media, that seems to be trending more and more every day lately.

...

Creativity has a sense of community to it, much like social media. If I was to continue this idea further, what would your opinion be on a direct path to go down in terms of innovation, current trends and community?

...

Only recently I read an article on the importance of innovation in social medai. A competitor like Instagram (/Facebook) would be a great case study. My professional opinion would be to do what has never been done before - Yet done 100 times.

MICROSOFT, READING - DANIEL MEAD, ENGINEER

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Adobe, 2017. Adobe Fast Facts. [Online] Available at: http://www.adobe.com/uk/about-adobe/fast-facts.html AdobeBlog, 2017. Adobe Blog - Hovering Art Directors. [Online] Available at: https://blogs.adobe.com/creativecloud/keep-up-with-hovering-art-directors/ Adobe, C., 2017. Adobe. [Online] Available at: https://creative.adobe.com/plans [Accessed 1 March 2017]. AdobeCreate, 2017. Adobe Create Magazine. [Online] Available at: http://create.adobe.com/ AdobeFastFacts, 2017. Adobe Fast Facts and figures. [Online] Available at: http://wwwimages.adobe.com/content/dam/acom/en/fast-facts/pdfs/fast-facts.pdf Business, F. S., 2017. [Online] Available at: http://fitsmallbusiness.com/instagram-advertising/ [Accessed 2017].

CES, 2017. Trusted Reviews CES Highlights. [Online] Available at: http://www.trustedreviews.com/news/ces-las-vegas-2017-news-highlights-rumours-dates-schedulepreview Endless, H., 2017. Hello Endless, 2017 event trends. [Online] Available at: http://helloendless.com/2017-event-trends/ [Accessed 04 March 2017]. Forbes, 2017. [Online] Available at: http://www.forbes.com/sites/laurenfriedman/2016/12/29/4-millennial-social-media-trends-to-watch-i n-2017/#725334e6bd08 [Accessed 2017]. Guardian, T., 2007. The Guardian. [Online] Available at: https://www.theguardian.com/technology/2007/jul/25/media.newmedia Inc, A. S., 2017. CC Availability Matrix, San Francisco: Adobe Systems Inc. Influence, 2017. Current Adobe influencers. [Online] Available at: https://influence.co/category/adobe-creative-cloud LinkedIn, 2017. Linked In Advertising. [Online] Available at: https://www.linkedin.com/help/linkedin/answer/7431/linkedin-s-advertising-cost?lang=en markets, M. a., 2017. Markets and Markets. [Online] Available at: http://www.marketsandmarkets.com/PressReleases/computer-graphics.asp 65

MAX, A., 2017. Adobe MAX, Why attend?. [Online] Available at: http://2016.max.adobe.com/agenda/attend/ Mintel, 2016. Computer Software 2016, s.l.: s.n. Mintel, 2016. PC and Mobile usage, s.l.: Mintel. Olympia, 2017. Olympia London Exhibit. [Online] Available at: https://olympia.london// Overflow, C., 2011. History of Photoshop. [Online] Available at: https://creativeoverflow.net/history-of-photoshop-journey-from-photoshop-1-0-to-photoshop-cs5/ Pro, C., 2017. Cloud Pro. [Online] Available at: http://www.cloudpro.co.uk/cloud-essentials/public-cloud/6605/adobe-creative-cloud-prices-toclimb-11 [Accessed Feburary 2017]. Prospects, 2016. Prospects Creative Industries. [Online] Available at: https://www.prospects.ac.uk/jobs-and-work-experience/job-sectors/creative-arts-and-design/overview-of-the-creative-arts-sector-in-the-uk TheStreet, 2017. Adobe Systems Stock market. The Street weekly newletter, Issue Mar-14-17. Vice, 2015. Vice - Why we should treat creative work like every other job. [Online] Available at: https://i-d.vice.com/en_gb/article/why-we-should-treat-creative-work-like-any-other-job

6484 total word count Marketing Report Emma Louise Carney #CreativeLink17