ServiceNow had teamed with Lightspeed on other C-level executive events, so we knew them as event experts who could deliver a first-class experience. Lightspeed knows executive preferences, understands deadlines, and delivers exceptional value to make the most of your budget.
Overview
Connecting Leaders at a Grand Slam Tournament
Based in Santa Clara, California, ServiceNow operates in nearly 70 locations globally to put AI to work for people. ServiceNow’s AI platform for business transformation connects people, processes, data, and devices to improve and automate workflows.
The company teamed with Lightspeed to offer ServiceNow customers a connection-focused VIP experience with C-level peers at one of the oldest tennis championships in the world – the US Open in New York City.
By tapping into Lightspeed’s distinct understanding of what C-level executives want, ServiceNow curated an unforgettable event for their top finance and human resource customers.
Challenge
Elevating an Event into a Relationship-Building Experience
Lightspeed previously partnered with ServiceNow executives and teams to deliver successful premier events including the ServiceNow Global CEO Summit and ServiceNow CHRO Leadership Exchange.
The US Open event would be a first for Lightspeed to work with the company’s Field Marketing team to evolve an existing event sponsorship into a VIP relationship-building opportunity.
Previously focused on finance customers, the event would expand to include human resource executives from among ServiceNow’s top customers. The elevated event would build C-level relationships and foster discussions on transformative trends such as AI, which is at the heart of ServiceNow’s offerings.
The company’s Field Marketing team turned to Lightspeed for branding, creative and website development, messaging, and registration. All communications and creative elements would need to align with the preferences of busy, get-to-the-point C-level executives while adhering to the company’s branding guidelines.
Branding & Creative
A Sophisticated Experience, Down to Every Detail
ServiceNow hosted an exclusive contingent of less than 20 senior executives for the Grand Slam tournament. ServiceNow and Lightspeed aligned on a simplified, sophisticated approach to the branding, messaging, registration, and creative elements for the event:
Branding. Reflecting the event’s evolution, Lightspeed proposed a simplified and to-the-point name: the ServiceNow US Open Executive Experience. All creative elements adhered to the company’s official branding guidelines. Lightspeed applied the guidelines to new types of collateral created for the event, such as a 52-card deck that provided prompts for icebreakers and interactions among executives.
Creative. A clean, sophisticated look-and-feel ran through all creative elements including a custom-designed website, badges, experience guide, registration assets, onsite signage, and digital displays.
Communications
Clear Messaging for Busy Executives
Messaging. Lightspeed simplified messaging throughout all program elements for clarity. Bryan Meyer, Event Operations Lead at Lightspeed, says:
“We understand executive preferences and know C-level executives are pressed for time. Don’t write a paragraph when a sentence is all you need to convey the what and why of the event. Simplify everything.”
Registration & Production
A Seamless Journey from Invitation to Arrival
Registration. A custom registration website made it easy for VIPs to RSVP, have their questions answered, request any special needs be met, and see who among their peers would be attending.
Vendor Sourcing and Production. Lightspeed sourced and vetted vendors to fulfill print, production, and shipping needs to ensure all assets were in place and on time for the event.
Results
Setting the Bar for Executive Engagement
ServiceNow hosted a VIP, relationship-building experience for an elite group of HR and finance C-level executives. In addition to peer-to-peer networking, participants held court with notable guests including Allie K. Miller, one of the world’s top AI leaders and advisors, plus former tennis champions Andre Agassi and Darren Cahill.
ServiceNow and Lightspeed are already planning future programs including the next ServiceNow US Open Executive Experience.
Our Services
Make Your Next Event Extraordinary
Ask us about these and other services for your next virtual or in-person event:
- Branding
- Creative Design
- Communications
- Engagement and Entertainment
- Event Planning and Production
- Event Registration
- Project Management
- Speaker Engagement and Support
- Strategic Communications
- Video Production
- Web Design/Development