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Bridging the creativity gap

How design and creativity are helping agencies redefine exceptional customer experience.

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Bridging the creativity gap

  1. 1. Adobe Digital government solutions Bridging the gap How design and creativity are helping agencies redefine exceptional customer experiences
  2. 2. Creative communications, or design-first content aimed at delivering a message, are transforming government. According to a recent Adobe survey, 91% of public sector creatives agree—43% strongly—the creative industry has changed more in the last 5 years than in the last 50 years. Additionally, 91% agree—49% strongly—creative and design-focused communications are critical in today’s digital world. Adobe is on the forefront of helping government agencies push their creative limits—transforming the way public sector employees communicate and succeed. Survey methodology From September 15 to October 12, 2015, Adobe Public Sector launched a survey for American and Canadian public sector creatives in order to understand how creative communications impact their work. This white paper includes results from a survey of n=175 creatives (n=150 in the United States and n=25 in Canada). The value of creativity in the public sector Public sector employees are finding increasing value in design-led experiences, as the become an important component of mission achievement for both internal and external stakeholders. According to Adobe’s Public Sector Creativity survey, 86% of public sector creatives agree—28% strongly—that creative and design-focused communications are indispensable to successful government workplaces. Yet, there is a fundamental gap between how creativity should operate versus how it currently does . According to the survey, 94% of creatives say government should be as creative as private sector business, yet only 46% say they are currently as creative as private sector business. Bridging this gap means harnessing the power of creative communications, which will help agencies achieve their missions and retain top creative talent by giving them a license to innovate. believe that creativity is more valued compared to 5 years ago. believe it will become even more valued over the next 3 years. 60% 72% 2 Adobe Digital government solutions January 2016 | Bridging the gap
  3. 3. The U.S. Navy is on the forefront of leveraging creative tools to produce some of the most digitally innovative communications products in government. Goals • Produce the best films and multimedia products • Create a workflow that incorporates a global network of feedback and input • Organize all media assets into a platform for multiple creative parties Solutions • Adobe Creative Cloud • Adobe Premiere Pro • Adobe After Effects • Adobe Photoshop • Adobe Illustrator • Adobe Muse • Adobe AEM Mobile Results • Seamlessly allowed many creative stakeholders to share, collaborate and iterate using creative products • Created a collaborative platform for vendors and stakeholders • Enhanced innovation by minimizing lead time for getting up-to-speed—allowing creatives to focus on creating Success story: U.S. Navy and Left of Creative 3 Adobe Digital government solutions “Investing in technology such as Adobe Creative Cloud makes connecting teams inside and outside the government a very easy process.” David Bellino (Fmr. US Navy Civilian) Founder & CEO, Left of Creative January 2016 | Bridging the gap
  4. 4. Increase efficiency through creative communications • Develop communications that are compatible across multiple devices • Release visually compelling communications • Leverage analytics to learn and improve on new platforms According to Adobe’s Public Sector Creativity survey, 89% of public sector creatives say that employing best practices in design allows them to craft communications and customer experiences with greater efficacy and impact. The Office of U.S. Marine Corps Communication transformed its trusted print magazine into an interactive, relevant tablet app using Adobe Digital Publishing Solution. As a result, they were able to smoothly transition their communications to a digital platform and continuously improve content and features by analyzing user interactions. Key Learnings January 2016 | Bridging the gap 4 Adobe Digital government solutions of public sector creatives say that creative communications and design allow them to communicate more efficiently and effectively. 89%
  5. 5. Challenges • Establish streamlined, cost-effective workflow to take print publication online to tablets • Exceed creative excellence of print publication first issued in 1915 • Continuously improve publication by discovering what audiences consume and most want Solutions • Adobe Digital Publishing Solution • Adobe creative cloud apps: Adobe Illustrator, Adobe InDesign and Photoshop • Adobe Analytics , part of Adobe Marketing Cloud Results • Developed tablet version of Marines magazine using Adobe Digital Publishing Solution • Created magazine design using Adobe Creative Cloud apps Case study: U.S. Marine Corps and Bates Creative Group January 2016 | Bridging the gap 5 Adobe Digital government solutions “Creating Marines magazine in a digital format gives us the opportunity to offer vivid, interactive, on-demand content right at readers’ fingertips.” Marine Colonel Gregory Reeder Director of U.S. Marine Corps production
  6. 6. Challenges • Raise awareness of MWR educations, sports and leisure programs

 • Produce wide variety of exceptional promotional materials

 • Tap into software and services that expand creative possibilities Solutions Adobe Creative Cloud for Enterprise, including:
 • Adobe After Effects CC
 • Adobe Dreamweaver CC • Adobe Illustrator CC
 • Adobe Photoshop CC • Adobe Premiere Pro CC
 • Adobe PhoneGap Build
 • Adobe Color
 • Adobe Typekit Results • Produce diverse, high-quality marketing materials—apps, websites, videos, webzines, brochures and more
 • Experimented with high-end video techniques to add interest
 • Built and compiled multi-platform app for military families
 • Enhanced look and feel of communications materials with color and fonts Case study: U.S. Army IMCOM at Fort Gordon January 2016 | Bridging the gap 6 Adobe Digital government solutions “I work in the world’s best creative playground for producing compelling materials.” Nathan Hoeller Webmaster and Creative Director, Fort Gordon
  7. 7. Better serve and connect with constituents • Keep audiences in mind when developing new applications • Make your designs easy to use and intuitive • Create feedback loops that allow you to tailor your services to your audience, try new things and iterate Creating intuitive, easy-to-use platforms public sector employees to reach constituents is essential. According to the survey, 89% of public sector creatives agree—36% strongly—that creative communications allows them to better serve constituents, connect with people, and provide tools and services for citizens. Computer Sciences Corporation (CSC), is an example of a top IT government provider developing solutions to solve its clients’ most complex and mission-critical challenges. In every step in its efforts to generate more leads and move prospects through the sales funnel, CSC leveraged Adobe’s creative and marketing solutions to help ensure it provided an integrated offering that seamlessly connected with customers. Key learnings January 2016 | Bridging the gap 7 Adobe Digital government solutions of public sector creatives agree that creative communications allows government to better serve constituents. 89%
  8. 8. Challenges • Provide security, ensure privacy and brand messaging • Integrate digital marketing efforts across channels and groups • Identify and engage prospects earlier in their decision- making process Solutions • Leverage Adobe Marketing Cloud to integrate marketing and conversion data from multiple channels—including social—for an end-to-end view of the sales process • Optimize and personalize prospect experiences using insights from Adobe Analytics, Target and Social Solutions • Use Adobe Creative Cloud to create and deliver rich, compelling digital content across channels and devices Results • Strengthened brand marketing and sales by gaining new insights into the preconversion activities of prospects across multiple channels • Created an integrated, effective digital marketing platform • Engaged prospects earlier, leveraging segmentation, optimizing resource allocation and machine learning to target relevant content Case study: Computer Sciences Corporation January 2016 | Bridging the gap 8 Adobe Digital government solutions increase in the number of visitors viewing important content. year over year increase in leads generated from multichannel campaigns. 200% 265%
  9. 9. January 2016 | Bridging the gap 9 Give employees a license to innovate Keep audience in mind when developing new applications Make your designs easy to use and intuitive Empower partner agencies and organizations to own their digital properties Through the introduction of new creative platforms, government employees are looking for new ways to be creative at work. According to the survey, 57% of creatives say that they and their colleagues are not living up to their creative potential. Also, 87% of public sector creatives say that creative communications make agencies better able attract and retain top talent. Not only are the benefits of creativity felt by the constituents, but employees also benefit from being given the opportunity to be creative. Key learnings Adobe Digital government solutions of public sector creatives say creative communications make agencies better able attract and retain top talent. 87%
  10. 10. January 2016 | Bridging the gap 10 Each year, Adobe recognizes innovative public sector entities for design-centric and bleeding- edge uses of creative communications. In 2015, the award for Most Engaging Citizen- Facing Campaign went to the U.S. Capitol Visitor Center’s U.S. Capitol Rotunda app. The app provides 360-degree views and panoramic images of the Rotunda in addition to lessons about the structure’s design and history. Download the U.S. Capitol Rotunda App for iOS from the iTunes Store. Adobe spotlight Adobe Digital government solutions
  11. 11. Adobe Systems Incorporated 345 Park Avenue San Jose, CA 95110-2704 USA Adobe, the Adobe logo, Adobe Premiere, Creative Cloud, Illustrator, InDesign and Photoshop are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. © 2016 Adobe Systems Incorporated. All rights reserved. Adobe Digital government solutions For more information Solution details: government.html Several barriers remain for public sector creatives who want to incorporate creative communications into their missions. They are hindered by issues such as slow approval processes and limited budgets. However, lessons can be learned through private sector or hybrid public/private organizations that have combined technology tools with mission-oriented strategies. Los Angeles International Airport (LAX) is an example or an organization that combined technology with design-focused innovation through a suite of products that helped create better customer services. LAX serves 72 million customers each year and experiences many of the same pitfalls of large public agencies. Using Adobe Experience Manager, LAX built custom, airport-wide applications to monitor the condition of 1,900 critical assets—from escalators to access control doors and bathrooms—increasing customer comfort and convenience for passengers. Now, managers have a single, mobile solution that they can rely on to monitor each and every asset. Combine technology tools with mission-oriented strategies