Cisco

Groove 11 helped Cisco increase attendance at their 2007 Marketing Summit by 25% over the previous year.

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Insights

The annual Cisco Powered Marketing Summit is an opportunity to strengthen partnerships, build long-term commitments, and make positive connections with an important global audience. Despite successful past events, Cisco wanted to increase attendance, strengthen creative, improve vendor coordination, and eliminate cost overruns. They needed a partner who not only understood their company and its goals, but who could also develop, produce, and deliver an extraordinary Summit experience that kept attendees going for a full year, not just one week.

Architecture

Groove transformed the event into a campaign by integrated marketing and sales communications before, during and after the event. We paid attention to the way the message manifested itself from the first HTML invitation to the set design at the live event, and everything in between. The message became a call to action, and every aspect of the campaign reinforced that theme, creating an immersive brand experience for attendees that elevated the conversation to a more sustainable, relevant context.

Impact

• Attendance increased 25% over the previous year.
• Overall experience score jumped 5% from previous year.
• 98% of attendees reported that the Summit increased their awareness of Cisco Powered Program benefits.