United States

2019

Broadband Business Solutions Summit and Connect

Entrant Company

ADTRAN, Inc.

Category

Integrated Marketing

Client's Name

ADTRAN, Inc.

Sub-Category

Event Marketing

Each year ADTRAN hosts the Broadband Business and Solutions Summit (BBSS) concurrently with its Connect (Connect) Press and Analyst event. The BBSS brings in approximately 120 current or potential customers who are in the later stages of the buying cycle to learn about the latest ADTRAN solutions and how we can aid them in their broadband deployment. The 2.5-day event is hosted at the ADTRAN corporate headquarters and provides them with access to product management, engineering, and testimonials from other customers currently deploying our solutions.<br><br>Connect invites approximately 40 members of the industry press and analyst corps to the ADTRAN corporate headquarters. These attendees share the keynote and customer testimonial sessions with BBSS attendees and then break off into private sessions where they learn about upcoming press announcements, meet with customers and members of management. These events are strategically held at the same time to allow press and analysts to hear directly from customers and have access to one-on-one time with them.<br><br>From a creative perspective, each event carries its own name and assets, but the design must be related. We want attendees to understand from the graphic expression that these are separate, but related events. There must be cohesion, not competition. This allows the press and analyst corps to feel special and set apart and allowed access to the customer sessions, without allowing customers to attend the exclusive event.<br>

Credits

Jessica Edelman
Krista Shelton
Jenny House Owen
Shane Young
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