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scot t cullat her Global Managing Partner

Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

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Dare to think big. In this workshop, Scott Cullather, global managing partner at inVNT will inspire you to create impactful event experiences that will resonate far beyond the life of the event. Hear the story behind #PepCity and how inVNT transformed a high-profile public space into a high-impact brand environment. Learn how to create a clear and consistent message with your events, and how to use branding and marketing to provide value to sponsors, attendees and partners.

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Page 1: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

scottcullatherGlobal Managing Partner

Page 2: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 3: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

invntis a global brand communications agency

Page 4: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

to help brands and organizations create remarkable moments that challenge convention, challenge mindsets, challenge competitors, and challenge the market.

#ElevateDC SCOTT CULLATHER // @scullather

we exist

Page 5: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

corecapabilitiesMeetings & EventsCreative Services

Media & DigitalBrand Environments

#ElevateDC SCOTT CULLATHER // @scullather

Page 6: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

6

2008our start#ElevateDC SCOTT CULLATHER // @scullather

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#ElevateDC SCOTT CULLATHER // @scullather

Page 8: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

experienced #ElevateDC SCOTT CULLATHER // @scullather

60 countries in 6 continents

Page 9: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 10: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

PLACEHOLDER:SIZZLE

Page 11: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDCSCOTT CULLATHER

Page 12: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

remarkabledesign + producemoment

s

Page 13: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

throughcut#ElevateDC SCOTT CULLATHER // @scullather

Page 14: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

seizeattention#ElevateDC SCOTT CULLATHER // @scullather

Page 15: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

destroyindifference #ElevateDC SCOTT CULLATHER // @scullather

Page 16: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

memoryleave a#ElevateDC SCOTT CULLATHER // @scullather

Page 17: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

strike achord#ElevateDC SCOTT CULLATHER // @scullather

Page 18: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

extend the lifeof your event

#ElevateDC SCOTT CULLATHER // @scullather

Page 19: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

$350 million +400 thousand events….in US alone

#ElevateDC SCOTT CULLATHER // @scullather

organization+ brands

Page 20: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

somethingchange

#ElevateDC SCOTT CULLATHER // @scullather

Page 21: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

challengeexpectations

status-quonormsbeliefshabits

allegiances#ElevateDC SCOTT CULLATHER // @scullather

Page 22: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

challenge competitorsthe market

#ElevateDC SCOTT CULLATHER // @scullather

Page 23: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 24: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

PLACEHOLDER:Miele SIZZLE REAL

VIDEO

Page 25: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

1principleadopt a

challengermindset

Page 26: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 27: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 28: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 29: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 30: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 31: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 32: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

2principle

no one is listening and

no one cares

#ElevateDC SCOTT CULLATHER // @scullather

Page 33: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

busypeople are#ElevateDC SCOTT CULLATHER // @scullather

Page 34: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

stuff to dothey have

#ElevateDC SCOTT CULLATHER // @scullather

Page 35: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

paying attentionthey aren’t#ElevateDC SCOTT CULLATHER // @scullather

Page 36: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

boredthey are

#ElevateDC SCOTT CULLATHER // @scullather

Page 37: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

beforethey’ve seen it all

#ElevateDC SCOTT CULLATHER // @scullather

Page 38: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

cause they’ve show upthey have to

#ElevateDC SCOTT CULLATHER // @scullather

Page 39: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

because it’s just abloody job

#ElevateDC SCOTT CULLATHER // @scullather

Page 40: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

listeningno one iscares& no one

#ElevateDC SCOTT CULLATHER // @scullather

Page 41: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

things ilove#ElevateDC SCOTT CULLATHER // @scullather

Page 42: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

Miele teaser invite VIDEO

#ElevateDC SCOTT CULLATHER // @scullather

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challenger#ElevateDC SCOTT CULLATHER // @scullather

Page 44: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 45: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 46: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

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#ElevateDC SCOTT CULLATHER // @scullather

3principle

set KPI’s & measurement successPerformance vs objectives

Messaging impactAttendee experience

Media impressionsSocial relevance

Value of spend

Page 48: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 49: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

Opel AdamVIDEO

#ElevateDC SCOTT CULLATHER // @scullather

Page 50: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

a microcosm of an over-crowded world

conventioncenters#ElevateDC SCOTT CULLATHER // @scullather

Page 51: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

race tothe middle#ElevateDC SCOTT CULLATHER // @scullather

Page 52: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 53: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

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#ElevateDCSCOTT CULLATHER

sneakpeek

Page 55: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 56: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 57: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 58: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 59: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

1discover 2define 3develop 4deliver5debrief

the 5dsour approach4principle

#ElevateDC SCOTT CULLATHER // @scullather

Page 60: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

theplaybook#ElevateDC SCOTT CULLATHER // @scullather

Page 61: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

Overall strategy for each specific eventTarget Audience InformationKey global and regional contacts & VIPsVenue InformationKey message detailsProduct information specific to each show/event

prog

ram

brief

#ElevateDC SCOTT CULLATHER // @scullather

Page 62: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

Graphic templatesDesign standardsImage specificationsLanguage requirementsvis

ual

ident

ity

#ElevateDC SCOTT CULLATHER // @scullather

Page 63: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

All Branded Media AssetsProduct photo & video schedulesSpeech developmentPress releasesSpeaker Support Graphics

med

iaas

sets

#ElevateDC SCOTT CULLATHER // @scullather

Page 64: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

Duration of speechesKey message pointsProgram flowBlocking Mapspre

senta

tion

stand

ards

#ElevateDC SCOTT CULLATHER // @scullather

Page 65: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

Critical Path w/ Deadlines Show FlowsRehearsal GuidelinesCrew & Staff Briefpro

ducti

onsc

hedu

le

#ElevateDC SCOTT CULLATHER // @scullather

Page 66: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

Audio and Lighting Package StandardsRoom layout - FloorplansIT & Video Playback StandardsBack of House & Green Room StandardsTeleprompter specifications & placementrecommendationstec

hinica

lsta

ndar

ds

#ElevateDC SCOTT CULLATHER // @scullather

Page 67: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

Photo Op SpecificationsSight Lines for Attendees & Camera CrewsDaily Logistics Check List

misc

misc

ellan

eous

#ElevateDC SCOTT CULLATHER // @scullather

Page 68: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

5principleauthentic, on point,& disruptive #ElevateDC SCOTT CULLATHER // @scullather

Page 69: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 70: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

6rulecreate sharable

content#ElevateDC SCOTT CULLATHER // @scullather

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#ElevateDC SCOTT CULLATHER // @scullather

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Pepcity video

#ElevateDC SCOTT CULLATHER // @scullather

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#ElevateDC SCOTT CULLATHER // @scullather

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7principle

immerse &

interact#ElevateDC SCOTT CULLATHER // @scullather

Page 75: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

developyour strategy#ElevateDC SCOTT CULLATHER // @scullather

Page 76: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

stand out and gain share of voice in

the packed, super competitive

playing field of mega-brands all screaming at the top of their lungs

during Super Bowl

#ElevateDC SCOTT CULLATHER // @scullather

Page 77: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 78: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

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8principle multiple engagement platforms

#ElevateDC SCOTT CULLATHER // @scullather

Page 80: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

food NY art

sculpture/ architecture

music#ElevateDC SCOTT CULLATHER // @scullather

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poetry

media

desig

n

performance#ElevateDC SCOTT CULLATHER // @scullather

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#ElevateDC SCOTT CULLATHER // @scullather

Page 83: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

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9principleeven if it’s private,it’s public

#ElevateDC SCOTT CULLATHER // @scullather

Page 85: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 86: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

10principle

gather attendee/target audience intelligence #ElevateDC SCOTT CULLATHER // @scullather

Page 87: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

Principles:1 adopt a challenger

mindset2 Start with the premise that no one is listening

3 Set KPIs & measure success4 Use the 5 Ds – Create a Playbook

5 Be authentic – on brand, on point but disruptive

6 Create sharable content

7 Immerse & Interact

8 Develop multiple engagement platforms

9 Lean into social Media – Even if it’s private it’s public10 Gather attendee/target audience intelligence

#ElevateDC SCOTT CULLATHER // @scullather

Page 88: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather

Page 89: Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

#ElevateDC SCOTT CULLATHER // @scullather