Signs of Change: Reinventing Oracle OpenWorld Exhibition Materials Francisco G Delgadillo, Senior Creative Director Jane Grodem, Director of Production and Traffic © 2010 Oracle Corporation

Corporate Citizenship We can’t position ourselves as COMPLETE without a sustainability strategy. Serve the needs of the customer Serve the needs of the brand Serve the needs of the event Serve the needs of the environment

Corporate Citizenship Introduce both VOLUNTARY and MANDATORY guidelines to create sustainability stakeholders. Impact our industry Influence our partners Engage our vendors Educate our customers Encourage our employees

Corporate Citizenship Ensure a high degree of PERSONAL OWNERSHIP in the creation and implementation of best practices. Document the issues Collaborate on methods Set performance benchmarks Assign and prioritize actions Measure progress Share results

Oracle OpenWorld: The World’s Largest IT Event Over 40,000 Attendees

APEX Standards: Areas of Focus for 2009 Event CITY: San Francisco is greenest locale MOSCONE: Energy/waste programs HOTELS: 86 percent report on sustainability SHUTTLES: Hybrids and fewer buses A/V: Local sources lower fuel use 1 FOOD: 18,000 carbon saved, no plastic WATER: US $1.5 million saved PAPERS: 136,000 digital downloads TRASH: Compostable lunch boxes SIGNAGE… Participants in this initiative included: Champion Exposition Services, George P. Johnson, Hartmann Studios, InVision Communications, Moscone Center, San Francisco Convention & Visitors Bureau, and Savor.

Reduce. Recycle. Reuse. Waste Reduction – Create less signage – Optimize production to maximize standard materials Recycling Initiatives – Partner with facilities to ensure proper implementation of recycling programs – Turn banners into construction materials Reuse Programs – Establish systems that minimize production and maximize reuse for large-count sign requests – Share signs with multiple locations for the same event

Old Assumptions About Event Signage Signs must be timely Signage must be themed Signs must be standardized

Rethinking the Design Timeliness – Remove all elements that create an expiration date – Message benefits instead of features – Use vetted terminology in place of catchy words or phrases Theme – Remove design elements that prevent reuse at recurring events or at other events Standards – Remove the assumption of standard formats – Turn negatives into positives (scraps into signs)

Before and After: Timeliness plain Date, Product, FeatureBrand, Benefit, Emotion 2006

Before and After: Theme 0% Reuseable 64% Reuseable

Before and After: Standards plain Standard Easel: 24” x 36” New Optimized Easel: 23” x 31”

Digital Replacement Web sites Kiosks Mobile Devices

Recruiting the Virtual Green Team Identify focus of action – Responding to the Green Meetings Industry Council’s Trash Challenge (CEO) Create a written action plan – Outline vendor responsibility for in-event request for proposals – Implement voluntary reporting to track progress – Extend data tracking beyond the event Set goals – Identify 85 key performance indicators in 10 areas

Recruiting Participation of Others Integrate voluntary sustainability guidelines into exhibitor kit Provide education about sustainable practices to exhibitors through the Oracle OpenWorld blog Invite exhibitors to share and promote sustainable practices through the daily show guide Introduce comprehensive materials tracking for the general services contractor Populate the event with Green Angels

More Hurdles Do it all under budget Do it for HALF the budget Do it without compromising the brand Do it without compromising the attendee experience

Case Study: Sign Production Vendors – Champion Exposition Services – Lithographix Materials – Duroplast, Ecoboard, Recycleable Vinyl – UV and Solvent inks – Biodiesel trucks, local storage Recycling – Moscone “blue bin” – Laptop bags, Construction Materials – Timbuktu, City Fibers – Landfill: window clings, adhesives

Resetting the Bar Audit team members – MeetGreen calculator score – Pursue BS 8901 certification Establish new targets Publish your findings – Meet Green Report available upon request Invite feedback – –

Signage Benchmarks square feet of signage was used for Oracle OpenWorld, including banners, easel signs, floor signs and adhesives. 75,796

of signage (28,074 square feet) is available for reuse at other events Signage Benchmarks 64%

Signage Benchmarks of signage inventory (14,793 square feet) was recycled, including Ecoboard railroad signs and Duraplast easels. 20%

Signage Benchmarks of signage (39,590 square feet) used recyclable substrates 52%

Signage Benchmarks of event signage was produced locally, with the remainder shipped from Los Angeles on a biodiesel- fueled shipment 39%

Signage Benchmarks of total signage (19,320 square feet) was donated 25%

Signage Benchmarks of signage (13,609 square feet) was sent to a landfill 18%

Goal: 70 Goal: 50 Goal: 80 MeetGreen Calculator, Third Party Validation

Open the Discussion Report our techniques Share our vendors Invite collaboration Recruit new partners