Event Strategy Group was engaged to successfully plan and
execute a new identity, communications plan and exhibitor
participation program for the co-location of the ASUG Annual
Conference (a separate user group conference) and SAP’s own
SAPPHIRE.  Acknowledging the best-interests of their shared
attendee and exhibitor populations, the two entities agreed to
hold their individual meetings over a shared week, in the same
location.  Event Strategy Group, with key members having
produced 5 prior SAPPHIRE’s when in-house at SAP, worked with
both organizations to understand their individual event goals and
synthesize them into a coordinated plan to both market and sell
the new week of events.  The effort met its objectives on all
fronts, and the co-located programs continue on together today,
strongly supported by the strategic foundation we helped build
jointly with our client.