MAKE YOUR

MISSION :
POSS I B L E
WITH ADOBE E XPER
IENC E C LO U D F O R A DV ERTISING

TEAM 872
TABLE OF CONTENTS

Research Strategy & Tactics Media Overview Acknowledgments

03-06 07-16 17-18 19-21

EXECUTIVE SUMMARY
Adobe’s mission is to change the world through digital experiences. Since 1982, Adobe has developed innovative technology to
achieve this mission. Adobe Experience Cloud for Advertising is an adtech solution designed to streamline multiple advertising
processes, thus saving time and money for a wide variety of businesses around the world.

Although there are a variety of adtech solutions available — Google Ad Manager, Amazon Advertising, Facebook Ads, and more —
omnichannel capabilities set Adobe Experience Cloud for Advertising apart from the rest. This is the secret that delivers users
a seamless advertising experience from inception to completion.

Adobe Experience Cloud for Advertising is the programmatic advertising tool you need to make smarter media planning and buy-
ing decisions. With it, you will truly know your audience, making your advertising mission possible.
THE CHALLENGE
Raise unassisted awareness of Adobe’s adtech Capture 10,000 new decision-maker and
solution by two percent practitioner contacts

3
Drive 50,000 visits to Adobe’s Experience Cloud Secure a spot in the top three for share of
for Advertising landing page voice for earned media

THE TARGET THE UNKNOWN

1
Consumers want non-conflicting adtech solutions. Adobe’s
What is the target audience current awareness of
connected advertising experiences and omnichannel
the product?
capabilities meet those needs; the problem is that not
enough consumers know about it. It’s time the secret got
out. Mid-sized to large enterprise companies in the U.S. with
a minimum annual spend of $1 million on digital advertising
are the target market for this awareness campaign. Only
2What do the target audience value in their
adtech solution(s)?

3
Adobe gives everyone everything they need to design
and deliver exceptional digital experiences to Make Your What are the target audience professional
Mission: Possible. motivations?

OVERVIEW
 TARGET THE TARGET
The target market for this campaign consists of buying centers. Key members throughout
the buying stage make up the personas within this target market.

SNAPSHOT ROLE IN TECH MOTIVATIONS

PURCHASE
Motivated to maximize
DECISION MAKER

Develop media strategies

return on ad spend
ADVERTISER

for their companies to Leads the process of

reach and engage the target evaluating vendors and which will grow the
audience. Oversee multiple comparing benefits and business more efficiently.
audience touchpoints and features of competing adtech Develop a cohesive multi-
want to consolidate data to solutions. channel campaign that
get a holistic view of their is personalized to their
prospects and customers. audience.
DECISION MAKER

Decision maker and organizer

MEDIA AGENCY

Responsible for planning of ad vendor selection Exceed clients’ campaign

and executing cost-effective development for each client purposes and recollect client
media strategies. Getting the and campaign. Compare business while claiming new
right message in front of the benefits and features with opportunities from brands.
right audience and managing the competition, and play an Prove their significance to the
their entire portfolio. influential role in the vendor client while doing more for less.
4

evaluation process.
PRACTITIONER

Influences people inside Motivated by return on ad

ADVERTISER

Execute the planning and

and outside of the company. spend across their campaigns,
buying of their company’s
Decision makers who driving customer conversion,
advertising campaigns. Test
evaluate examination increasing engagement,
and prove the effectiveness of
outcomes and approve and optimizing campaign
each campaign.
finances within the company. performance and efficiency.
 63%
of respondents had heard of
50%
of respondents currently
86%
of respondents use at least
42%
of respondents are only
the Adobe Experience Cloud use more than one adtech one of the top three walled moderately satisfied with their
for Advertsing solution garden competitors adtech solution

5
ADTECH PRIORITIES “
[My adtech] needs more
omnichannel positioning that
provides new opportunities.

”
1 st
FIRST-PARTY DATA
AD PERFORMANCE - A company who hasn’t experienced the secret of Adobe’s Experience Cloud for Advertising

FEEDBACK
SURVEY REACH

$
OPTIMIZED
BIDDING/ MEDIA METRICS
FUNCTIONALITY

“
We’re always looking to upgrade
software, but no adtech meets all
expectations for every Rankings and percentages reflect survey responses from
35 advertising and marketing professionals in 10 states.

data set or function.

” INSIGHTS & SURVEY

- A company who hasn’t experienced the secret of
Adobe’s Experience Cloud for Advertising
 1. Offers a true omni-channel 1. Customers may be 1. The digital advertising 1. The product can get lost

SWOT
experience as opposed to deterred by the fact that industry is on a continuous in the mix of the Experience
competitors, which are all there isn’t a specific price uprise. Cloud with all of the other
missing at least one channel. point. This makes it harder products Adobe includes.
to create cost-benefit 2. It’s estimated that
2. Adobe Experience Cloud analyses. 50% of searches will be 2. Competing with Google,
for Advertising is the first through voice this year; this Amazon and Facebook is
of its kind to be an end-to- presents an opportunity to difficult because they have
end platform for managing 2. Adobe cannot tailor digital ads to voice a strong brand presence,
advertising across simultaneously promise searching. or a strong foothold in the
traditional TV & digital a true omni-channel adtech market.
formats. experience for every 3. Since 2018, Google and
customer while also Facebook have experienced 3. Customers may choose
3. Has the capability to scale allowing prospects to pick- declining interest in their Google because they can
and layer insights and data. and-choose which elements takeover over the digital ad display their advertisements
they want. market share, opening up on Google’s Search and
4. It is a transparent product, the door for Adobe. YouTube as a free product.
and has no conflicts of 3. The product can be
interest as a media owner. overwhelming and 4. Adobe can increase 4. Customers may opt for
confusing for customer to market share by offering an a product that is easier to
learn and use. omni-channel adtech that’s learn and use.
affordable to non-enterprise
6

S W O T

THREATS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
THE MISSION CAMPAIGN INSIGHT

STRATEGY & TACTICS

To raise awareness of Adobe as the leading, independent Each of the personas are motivated by wanting to create the
adtech provider with our target audience so they can get the best personalized advertising experience for their clients.
right solution to make their mission possible. Adobe Experience Cloud for Advertising uncovers the secret
to an omnichannel advertising experience for its users.

THE TONE CREATIVE STRATEGY

Creative. Empowering. Fun. The strategy behind this advertising campaign is to raise
unaided awareness of Adobe Experience Cloud for Advertising.
The tactical execution includes out-of-home marketing,
advertising in trade publications and online, press kits and
direct mail marketing, tradeshows, pre-roll ads, Google Ad
words, social media advertising, and a sweepstakes.

7
MESSAGE STRATEGY
The goal is to build awareness and empower advertisers to
create the best campaigns possible. By appealing to the target
audience’s needs for a simpler and smarter solution, the secret
will get out that Adobe Experience Cloud for Advertising is the
key to making their mission possible. The message of the
campaign tactics portray the product as the secret to solving
their advertising needs.

CREATIVE BRIEF
 PUBLIC RELATIONS
PRESS KIT
Press kits will be sent to 200 industry publications and newspapers, including PR Week, PR Daily,
AdAge, AdJournal, Bloomberg BusinessWeek, Wall Street Journal, and Harvard Business Review.
Press releases, a Q&A with the Adobe team about the product, and testimonials from product
users will be included to provide publications with all the necessary information to report on
the product.

DIRECT MAIL MARKETING

Direct mail marketing will be sent to 2,000 of the targeted personas working
8

for U.S. enterprise companies and media agencies with a minimum $1

million spend on digital advertising. Each direct mail package will include
STRATEGY & TACTICS

a manilla folder containing documents outlining the features and

benefits of the product, user testimonials, and contact information for
Adobe sales representatives. An informational document about
the sweepstakes with a QR code to scan will direct prospects
to the landing page to enter the sweepstakes. In addition,
supplies will be included to help prospects complete
their mission. They will be gifted with a 4 oz. package
of “Fuel Your Mission” coffee beans, chocolate
blackjack chips, a pack of logo cards, and a logo-
revealing coffee mug. The mug will appear
to be all black; however, when it is filled
with warm coffee, the logo for Adobe
Experience Cloud for Advertising will
be revealed..
SWEEPSTAKES

STRATEGY & TACTICS

Adobe will partner with one of its trusted Experience
Cloud customers, Virgin Holidays, to offer a vacation
sweepstakes to prospects. The partnership with Virgin
Holidays will increase Adobe’s credibility and reinforce
customer loyalty. Participants will be able to enter through
the landing page. The sweepstakes will be available for the
duration of the campaign. Following the Adobe Summit
in March, two winners will be randomly selected. Each
winner will receive a Virgin Holidays vacation package of
their choice up to $5,000. LANDING PAGE
Prospects will be directed to a landing page to enter
the sweepstakes via link or QR code. The link or QR
code will be distributed using social media, email,

9
and the informational materials in the direct mail
marketing. Participants will be asked to fill out a
form to enter the sweepstakes on the landing page.
They will be required to enter their employer’s
name, their job position, and their professional
email address to ensure Adobe is securing credible
contacts. Landing pages are 220% more effective
at garnering leads than website call-to-actions.
In addition, participants will be redirected to the
Adobe Advertising Cloud webpage upon entry.
This will generate traffic to Adobe’s requested site.

PUBLIC RELATIONS
 SOCIAL MEDIA FACEBOOK
THE VOICE
With 2.2 billion active monthly users, Facebook is a top
social media platform for advertising. Facebook’s targeting
functionality allows prospects to be identified using
Creative. Empowering. Fun. This is the voice that best aligns demographic and psychographic information, which includes
with Adobe’s goals while accomplishing the purpose of this targeting prospects by their specific job title. Spending $10,000
campaign. An established voice that spans across all social on Facebook ads will create the potential to reach 1.5 million
media platforms is essential to create consistency and make impressions (CPM).
Adobe easily recognizable.

HASHTAG(S) LINKEDIN
10

A unified campaign hashtag will make it easier to uncover LinkedIn offers a high level of ad customization for
the secret. Both users and Adobe will be able to find content
STRATEGY & TACTICS

targeting specific audiences, which is essential for

relating to the Adobe Experience Cloud for Advertising. User- B-to-B advertising. Audiences can be targeted by job
generated content is even more important than opinions of experience (job function, job titles, years of experience),
family and friends for 51% of people when making purchase demographics (age and gender), company details
decisions. #MissionAdobe will help potential prospects to (connections, followers, industry, name, and size), and
find what others are saying about the product. The hashtag interests (member interests and member groups).
will also be critical for Adobe to track what prospects are Furthermore, campaign objectives can be selected
saying and republish content. based on awareness, consideration, or conversion.
Spending $20,000 on LinkedIn ads will create the

WHY IT WORKS
potential to reach 2.4 million impressions (CPM). With
660 million total users and 310 million monthly users
as of January 2020, LinkedIn is an effective platform for
Revenue for social media ads is forecasted to grow at an reaching business prospects.
annual rate of 10.5%.
TWITTER ORGANIC

STRATEGY & TACTICS

Promoted Trends appear at the top of the “Trending” tab on Twitter. Organic marketing is one of the most effective
Although clearly labeled as “Promoted,” these ads look just like other tools for building an authentic audience.
trending topics and users can interact with them in the same ways. Therefore, Adobe’s Facebook, Instagram, Twitter,
#MissionAdobe will be promoted on three specific days during the and LinkedIn accounts will be used to promote
campaign: October 1 while marketing mirrors are in New York City, the Adobe Experience Cloud for Advertising
January 15 while marketing mirrors are in Chicago, and March 29 sweepstakes and the product’s presence at
while the marketing mirrors are in Las Vegas. Coordinating Promoted Advertising Week in New York City and at Adobe
Trends with the marketing mirrors will increase the likelihood that Summit. All aspects of each social media platform
user-generated content is shared and found using #MissionAdobe. should be utilized, including — but not limited
User-generated content is considered a great method for discovering to — traditional posts, stories, and live feeds.
new products by 48% of consumers. Furthermore, multiple pushes
of the hashtag on Twitter throughout the campaign will keep the
topic relevant.

INSTAGRAM PAID

11
Instagram will be utilized to promote the sweepstakes because of Paid social media is essential for revenue growth
its interactive user platform and visually appealing social content. and brand awareness; for this reason, Facebook
Bi-weekly posts on Adobe’s account will promote the sweepstakes and LinkedIn will be the focus of the campaign’s
and encourage the target market to enter. The Instagram posts will paid media efforts. Using the “job title” options
also refer followers to Adobe’s page for a link to the sweepstakes for ad targeting will help direct ads to industry
landing page, which will be located in the bio of the Adobe Instagram members of the target market. Allocating $10,000
page using linkin.bio throughout the duration of the campaign. Of for advertising on each platform will create the
Instagram users, 200 million visit at least one business profile every potential to achieve an estimated 1.3 million
day, two-thirds of which are viewers not following those profiles. impressions with cost-per-impression tactics.
Along with sweepstakes promotions, testimonials from current
users of Adobe Experience Cloud for Advertising will be posted in
accordance with Adobe’s current post format.
SOCIAL MEDIA
 OUT OF HOME
MISSION MIRROR
Out-of-home tactics are on the rise for B-to-B advertising with 33%
of a B-to-B audience looking up information on an advertiser after
seeing an out-of-home ad. Going along with the #MissionAdobe
GEOFILTER
theme, advertisements will be placed at bus transits in six cities A Snapchat geofilter will correspond with the city
across the United States with dense amounts of agencies. These where the out-of-office ads are taking place. They will
cities include San Jose, New York City, Seattle, Minneapolis, be available for one month in a 5 million square feet
Chicago, Washington D.C., and Las Vegas. At a total of 30 bus radius of the city. Snapchat has over 100 million daily
transits per city, ads will include printed spy outfits on mirrors active users, meaning
12

where users can interact there is a massive

and see themselves audience reach. This
as the beholder of will boost popularity for
STRATEGY & TACTICS

the “secret” that will the corresponding out-

ultimately lead their of-office marketing in
businesses to success. each city. The campaign
Not only will this generate needs to run across all
awareness among our social media platforms,
target audience, but including Snapchat, so
it creates a fun and that we stay relevant
engaging way for digital where our target market
marketers to participate is engaging. The filter
in a B-to-B campaign. builds brand awareness
with our target audience
and drives the audience
to the out-of-home
displays.
PRE-ROLL ADS

STRATEGY & TACTICS

A campaign video will be uploaded organically to the Adobe YouTube
channel. It will also be shared on all Adobe social media accounts as Will be a still
organic content. The campaign video will also be used for pre-roll ads on
YouTube. Pre-rolls ads are 3.5 times less likely to be considered “interruptive,” from video
making it easier to grab users’ attention. When the pre-roll ads play before
a YouTube video, users will be able to click on them. This will then direct
them to Adobe’s chosen landing page for the campaign. Therefore, these
ads will simultaneously help to raise unaided awareness and generate
website traffic.

THE SECRET IS OUT

The video advertisement presents viewers with the recognizable

13
spy and action movie cliche of a valuable briefcase being passed
from carrier to carrier. Throughout the video, viewers follow
the breifcase’s journey until it is brought to a television studio,
where the on-air anchor interrupts his newscast to broadcast Will be a still
the secret within the briefcase to the world. He announces
that advertisers across the nation are using a new ad tech from video
solution that provides an end-to-end advertising experience,
delivers consistency across customer touchpoints, and leads
the way in omnichannel advertising with analytics, audience
data, and creative capabilities. Following the live broadcast
announcement, it is revealed that the mysterious adtech
mentioned is Adobe Experience Cloud for Advertising.

VIDEO & YOUTUBE

14
INDUSTRY PUBLICATIONS
STRATEGY & TACTICS

PRINT ADS
Print advertising in respected trade publications will
increase awareness of Adobe Experience Cloud for
Advertising. Because potential prospects read these
publications and trust them, credibility is created for
the product. A two-page, four-color spread will run in
Advertising Age and Ad Week in early March and one
quarter page ad will run in each of these publications
every month during the remainder of the campaign.
 DIGITAL TAKEOVER

STRATEGY & TACTICS

Digital advertising takeovers will be used in Advertising Age and Ad Week to increase brand awareness. Adobe Experience
Cloud for Advertising creative will fill every available digital ad space on each publication’s website for the week. When
visitors to the websites click on the ads, they will be directed to Adobe’s website, thus increasing exposure to information
about Adobe Experience Cloud. The initial set will launch for the first full week in October to correspond with Advertising
Week in New York. The second set will run from March 24 – 31 to correspond with Adobe Summit.

15
GOOGLE & LANDING
INDUSTRY PAGE
PUBLICATIONS
 GOOGLE/TRADESHOWS
TRADESHOWS
ADVERTISING WEEK NEW YORK
Adobe will be a gold-member sponsor at Advertising Week in New York City. By sponsoring an event, Adobe can build brand
image, provide opportunities for media coverage, create content for social media, and offer the opportunity to meet one-on-one
with the target audience and other businesses. A workshop seminar at the event, led by an Adobe employee, will explore the
Adobe Experience Cloud for Advertising. A gold-member level sponsorship will allow Adobe representatives to demo the product
directly for the target market, accumulate contacts, and build brand awareness.
16

ADOBE SUMMIT
Trade show efforts at Adobe Summit would be the final push of the campaign. Adobe Experience Cloud for Advertising would
STRATEGY & TACTICS

have an interactive booth that follows in line with the #MissionAdobe$ campaign. Potential clients could talk to experts, learn the
benefits of Adobe’s adtech solution and interact with the software itself. According to a survey by Statista, 74 percent of responders
said they were more likely to purchase products that had been promoted at a trade show. This booth will build awareness of the
product, drive industry professionals to Adobe’s website, and encourage people to sign up for the sweepstakes.

GOOGLE
Utilizing Google Ads will be part of the campaign’s online advertising efforts. The main goal with using this program is
retargeting users. Google has a massive reach that will tailor to targeting a specific audience through keyword optimization
and pay-per-click ads. Competitors are using Google Ads, therefore there’s a need to reinforce the brand alongside these
opponents. Advertising on Google will drive website visits and continue to build brand awareness. Since the name has been
changed several times, using Google Adwords will clarify the brand name and optimize Adobe’s search results.
 Launch Social Campaign Ends
Campaign Mon. 9/7 April 1

Ad Week NYC Adobe Summit

MEDIA OVERVIEW & EVALUATION

Oct. 5-8 Mar. 29-31

SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APRIL BUDGET OUTLAY

Mon. 9/7 Thurs. 4/1

Social Media $670,000
Thurs. 10/1 NYC Fri. 1/15 Chicago Mon. 3/29 Las Vegas
Trending Twitter $XX,XXX

Ad Week and Ad Age

Fri. 10/2 - Fri. 10/9 Wed. 3/24 - Wed. 3/31
Webpage Takeover $476,848

Direct Mail Marketing Tue. 9/1 - Fri 9/4 $100,000

and Press Kit

Quarter Print Ads: Mon. 9/7 Wed. 3/31

Ad Age/ Ad Week $107,640

March Edition
Ad Age and Ad Week: $66,235
Two Page Spread Ad

Out of Office Mirrors San Jose New York City Seattle Minneapolis Chicago Washington DC Las Vegas
and Snap Filter $1,395,000

Sweepstakes Mon. 9/7 Wed. 3/31

$10,000

Advertising Week NYC The Summit

Tradeshows $990,000

17
Total $4.4 Million

BUDGET & TIMELINE

 EVALUATION POTENTIAL
RESULTS:
Unaided awareness will be measured primarily using number of
Increasing unaided awareness
impressions and interactions on social media, follower increases,
18

will increase brand and product

how many times the campaign’s hashtag is used, amount of traffic at
awareness alongside internet
Adobe Summit and Advertising Week, and an awareness survey post
traffic.
campaign sent out to both the old survey recipients and the new
MEDIA OVERVIEW & EVALUATION

An increase in website visits will

continue to drive awareness
The objective of driving 50,000 visits to the website will be of Adobe and the Adobe
measured by the number of clicked advertisements and ultimately the Experience Cloud. An increase
final number of visits during the campaign. in website visits can also create
an increase in client interest
and sales.

Capturing 10,000 new clients

Capturing 10,000 new decision-maker and practitioner contacts will create a more focused target
will be followed by the number of usable emails from sweepstakes market and increase sales.

The objective of becoming top three for earned media will be Adobe breaking the top three
measured by the amount of earned media throughout the campaign for earned media will result in
and Adobe’s rank in adtech at the close of the campaign. more awareness, internet traffic,
sales, and even more prestige.
MISSION ACCOMPLISHED.
Team 872 would like to thank the American Advertising Federation
for making the National Student Advertising Competition possible.
We are honored to have the opportunity to compete and to gain
experience for our future careers.

We’d like to thank Adobe for sponsoring the competition and

challenging us with a product that inspired creativity and pushed us to think outside the box. You made our mission to build a
campaign we could be proud of possible.

Lastly, we’d like to thank our advisors, Lori and Ryan. Thank you for leading us on this mission as we stepped into unknown territory.
Your expertise and endless support are greatly appreciated. Thank you, also, for reviving the NSAC team at our university. We hope you
lead many successful teams who build winning campaigns in the years to come.

SINCERELY,
TEAM 872
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