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Signs of Change: Reinventing Oracle OpenWorld Exhibition Materials

Francisco G Delgadillo, Senior Creative DirectorJane Grodem, Director of Production and Traffic

© 2010 Oracle Corporation

Corporate Citizenship

We can’t position ourselves as COMPLETEwithout a sustainability strategy.

• Serve the needs of the customer • Serve the needs of the brand• Serve the needs of the event• Serve the needs of the environment

Corporate Citizenship

Introduce both VOLUNTARY and MANDATORY guidelines to createsustainability stakeholders.

• Impact our industry• Influence our partners• Engage our vendors• Educate our customers• Encourage our employees

Corporate Citizenship

Ensure a high degree of PERSONALOWNERSHIP in the creation and implementation of best practices.

• Document the issues• Collaborate on methods• Set performance benchmarks• Assign and prioritize actions• Measure progress• Share results

Oracle OpenWorld: The World’s Largest IT Event

Over 40,000 Attendees

APEX Standards: Areas of Focus for 2009 Event

CITY: San Francisco is greenest locale

MOSCONE: Energy/waste programs

HOTELS: 86 percent report on sustainability

SHUTTLES: Hybrids and fewer buses

A/V: Local sources lower fuel use

1 FOOD: 18,000 carbon saved, no plastic

WATER: US $1.5 million saved

PAPERS: 136,000 digital downloads

TRASH: Compostable lunch boxes

SIGNAGE…

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Participants in this initiative included: Champion Exposition Services, George P. Johnson, Hartmann Studios, InVision Communications, Moscone Center, San Francisco Convention & Visitors Bureau, and Savor.

Reduce. Recycle. Reuse.

• Waste Reduction– Create less signage– Optimize production to maximize

standard materials

• Recycling Initiatives– Partner with facilities to ensure proper

implementation of recycling programs– Turn banners into construction materials

• Reuse Programs– Establish systems that minimize

production and maximize reuse for large-count sign requests

– Share signs with multiple locations for the same event

Old Assumptions About Event Signage

• Signs must be timely

• Signage must be themed

• Signs must be standardized

Rethinking the Design

• Timeliness– Remove all elements that create an expiration date– Message benefits instead of features– Use vetted terminology in place of catchy words or phrases

• Theme– Remove design elements that prevent reuse at recurring events

or at other events

• Standards– Remove the assumption of standard formats– Turn negatives into positives (scraps into signs)

Before and After: Timeliness plain

Date, Product, Feature Brand, Benefit, Emotion

2006

Before and After: Theme

0% Reuseable 64% Reuseable

Before and After: Standards plain

Standard Easel: 24” x 36”

New Optimized Easel: 23” x 31”

Digital Replacement

Web sites

Kiosks

Mobile Devices

Recruiting the Virtual Green Team

• Identify focus of action– Responding to the Green Meetings Industry Council’s

Trash Challenge (CEO)

• Create a written action plan– Outline vendor responsibility for in-event request for proposals– Implement voluntary reporting to track progress – Extend data tracking beyond the event

• Set goals– Identify 85 key performance indicators in 10 areas

Recruiting Participation of Others

• Integrate voluntary sustainability guidelines into exhibitor kit

• Provide education about sustainable practices to exhibitors through the Oracle OpenWorld blog

• Invite exhibitors to share and promote sustainable practices through the daily show guide

• Introduce comprehensive materials tracking for the general services contractor

• Populate the event with Green Angels

More Hurdles

• Do it all under budget

• Do it for HALF the budget

• Do it without compromising the brand

• Do it without compromising the attendee experience

Case Study: Sign Production

• Vendors– Champion Exposition Services – Lithographix

• Materials– Duroplast, Ecoboard, Recycleable Vinyl– UV and Solvent inks– Biodiesel trucks, local storage

• Recycling – Moscone “blue bin”– Laptop bags, Construction Materials– Timbuktu, City Fibers– Landfill: window clings, adhesives

Resetting the Bar

• Audit team members– MeetGreen calculator score– Pursue BS 8901 certification

• Establish new targets

• Publish your findings– Meet Green Report available upon request

• Invite feedback– jane.grodem@oracle.com– francisco.delgadillo@oracle.com

Signage Benchmarks

square feet of signage was used for Oracle OpenWorld, including banners, easel signs, floor signs and adhesives.

75,796

of signage (28,074 square feet) is available for reuse at other events

Signage Benchmarks

64%

Signage Benchmarks

of signage inventory (14,793 square feet) was recycled, including Ecoboard railroad signs and Duraplast easels.

20%

Signage Benchmarks

of signage (39,590 square feet) used recyclable substrates

52%

Signage Benchmarks

of event signage was produced locally, with the remainder shipped from Los Angeles on a biodiesel- fueled shipment

39%

Signage Benchmarks

of total signage (19,320 square feet) was donated

25%

Signage Benchmarks

of signage (13,609 square feet) was sent to a landfill

18%

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2009

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80Goal:

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Goal:50

Goal:80

MeetGreen Calculator, Third Party Validation

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Open the Discussion

• Report our techniques

• Share our vendors

• Invite collaboration

• Recruit new partners