Target personas

IT leaders:

CIO/VP of Information Systems and Technology

IT Director

IT Manager

IT admins:

Chief Architect

Enterprise Architect

Management Information Systems (MIS) Manager

Operations Manager

Systems Manager

IT leaders:

Transform the organization to digital, and keep the business profitable, successful, and high-growth

Understand how to efficiently run the organization under resource constraints

Develop digital strategies that present company to customers for the most consistent, engaging, and effective outcomes

Develop mobile and web app strategy that is not costly and heavily dependent on IT or engineering

Recruit, retain, and grow great talent

IT admins:

Support the dynamic needs of creative teams with range of creative tools, mobile apps, and cloud services

Manage and deploy software efficiently

Understand cloud solutions and how to integrate with current technology

Mitigate security and compliance risk

Budget and forecast appropriately and efficiently

Integrate with existing IT infrastructure

Deliver the products required by their workers and end users— users both inside and outside the organization need creative apps and services, like Photoshop, InDesign, and UX products to do their jobs and enhance the branding, design, and creativity of the organization

Determine the best way to deploy the apps and services to their users

Evaluate the needs of users to ensure the organization is efficient, effective, and productive

Mitigating security risk

Purchasing the most appropriate and industry-leading tools and apps for the organization

Deploying software and apps across the organization in a timely manner

Tracking user licenses and staying compliant

Ensuring solutions don’t indirectly drive up the cost of IT, such as more help-desk calls, unnecessary additions to the IT footprint, or difficult deployments that strain IT resources

Buying solutions that fit within the IT infrastructure 

Art Director

Junior Art Director

Creative Director 

Associate Creative Director

Senior Designer

Designer

Senior Graphic Designer

Graphic Designer

Drive creative vision/expression at the intersection of marketing, technology, product, and advertising

Equip teams of designers, art directors, art buyers, artists, copywriters, sellers, and marketers with campaign assets needed to deliver on content velocity

Plan advertising, oversee the creative process, guide and approve the creative team’s work, and often work directly with clients to present that work

Follow the latest trends in design, technology, advertising, and marketing

Help attract clients

Hire creative staff

Design of products, campaigns, services, and events for customers, vendors, and internal and external systems

Development of collections of images, icons, templates, fonts, and other asset libraries that match brand standards

Designs for print, web, social, and digital platforms

Review and approval of designs, artwork, photography, graphics, and assets created by other staff members

Iteration on ways to collaborate, edit, and store files

Increasing need to deliver innovative content to market faster

Establishing and maintaining brand differentiation with assets

Flat or decreasing budgets

Scaling content creation from concept to production across all of the channels (3-second videos, TV, mobile, social, banners, and more)

Finding the right imagery for each project

Collaborating efficiently with freelancers in different locations, and conducting client reviews

Keeping up with the latest creative technology

Marketing Director

Marketing Manager

Business Strategist

PR Officer

Communications Officer

Sales Manager

Operations Officer

Define and effectively communicate company strategy and operations

Manage sales teams and set quotas while providing training and mentorship

Oversee and develop marketing campaigns

Conduct research and analyze data to identify and define audiences

Write and proofread copy

Organize promotional activities

Develop and communicate company policies

Engaging marketing materials for social media campaigns

Business and sales-related presentations and press releases

Marketing copy and visuals, in accordance with branding

Ideas and strategies

Branded communications and statements for the press and customers

Keeping up with brand consistency

Standing out from the competition

Having access to the latest assets, like logos, icons, product shoots, or copy

Managing a growing quantity of assets 

Adopting new technology

Finding easy-to-use tools with a low learning curve

Creating high-quality outputs

Reducing time to market for product launches, marketing campaigns, and communications

Video Producer

Broadcast TV Editor

Broadcast Journalist

Advertising Video Pro

Film Editor

Audio Engineer

VFX & GFX Artist

Audio Mixer

On-time & on-budget pre-production, production, and post-production management and oversight

Managing collaborative production projects (VFX, MGX, editing, color, and sound), often across several teams and locations

Creating engaging, branded visual stories

Editing and delivering finalized assets across various formats and regions; expertise in compression, delivery formats, and broadcast standards

Creating a stylized visual and auditory aesthetic for each project

Harnessing the latest technologies of production to push the limits of creativity

Multi-cam editing of live and scripted content

Organizing the metadata and archiving of large sets of assets

Short-/long-form programming

Feature films and documentaries

15-, 30-, and 60-second advertisement videos for broadcast and web delivery

Music videos

Web, social, and experimental video (such as video walls and AR/VR)

Visual effects, transitions, and graphical data

Mastered sound mixes

Color mixing

Ingest and meta-tagging of footage

Archiving of footage and finalized projects

Editors are working with an increasing number of assets and varied formats and need a robust tool that can handle all of the demands of the modern video production process.

Lack of collaboration tools and rendering inefficiencies can slow down production.

Video editing takes highly skilled and experienced editors and motion artists, but with the increasing demand for video content, the current tools do not meet the ease-of-use requirements for the modern videographer.

UX/UI Designer

Product Designer

UX Lead

UX/UI Architect

UX Design Engineer

Interaction Designer 

Develop and construct designs from initial request to development handoff

Collaborate with product managers, program managers, and engineers

Understand the problem and user needs

Conduct discovery research and user testing

Create flows, wireframes, prototypes (low- and high-fidelity), and design finalization

Create animation within the digital experience 

Define the behaviors of buttons, transitions, and other user affordances 

Interactive, clickable prototypes 

Wireframes of screens and interactions 

Storyboards 

Sitemap 

UI kits 

User guides/storyline 

Finding ways to get their design work done faster and create better processes for team (designer, developer, stakeholder) collaboration

Keeping up with emerging technologies (like voice interface) and continuing to learn, adapt, and design for new creative formats

Navigating daunting learning curve when implementing new tools

Reducing frustrations and slow-downs when moving back and forth between tools

Figuring out how to spend less time on tedious design tasks and more time on actual design work

C-level:

• CIO/CTO/COO
• Chief Innovation Officer
• Commissioner
• Assistant/Deputy Secretary

Push agency to improve process efficiencies, reduce infrastructure costs, and improve engagement with constituents and employees

Foster long-term technology plans for the agency and leave a positive legacy

Lead a culture of innovation and achievement that is measurable and drives the mission forward

Increasing constituent reach and engagement to support the mission

Resolving headaches from duplicated content and slow-to-respond communications

Unintegrated or legacy systems that continually add to the bottom line for support, updating, and maintenance and are potential cause for security concerns

Vendor pricing and contracts that add pressure on budgets and planning

The objective is to gain access and address critical agency issues that Creative Cloud can help solve.

Start by getting access through LOB/IT management (decision makers).

Show that you’ve done your homework by validating the critical agency issues you’ve learned about from LOB/IT management with their management.

Work with them to prioritize issues to be solved.

Show how Adobe can help and support with value-focused reading—briefs, customer success stories, and white papers.

Consider introducing them to other C-level customers who can share how Adobe has helped them.

LOB:

• Operations Director
• Program Executive Officer
• Project/Program Manager
• Administrative Program Officer
• Deputy Director

Lead programs/projects with management expertise around risk, scope, schedule, contributors, and quality

Create partnerships and lead consultancy with content teams and outside organizations

Lead program-level communication, feedback, and public engagement

Drive program or project reporting and releases for stakeholders and partners to amplify agency communications or announcements

Delays in compelling content production or multiple revision cycles

Coordination with communications department on program or project schedule

Keeping team members in sync and working with up-to-date content

Accessing team content, which is often stored only in certain physical locations

The objective is to help build the business case for using Creative Cloud to deliver on a program or project.

Share value-focused content like customer stories, infographics, white papers, and brochures.

Show how their project vision quickly translates into content.

Map the team’s content workflows as blueprints and provide the combined ROI.

Add dialogue with IT and content teams for collaborative buy-in.

IT:

• IT Director
• Deputy IT Director
• Systems Architect
• Applications Manager
• IT Specialist
• IT Portfolio Manager
• Mission Information Manager (DoD)
• Enterprise Technology Services Manager
• Data Migration Specialist
• Director of Infrastructure Operations
• Intranet Manager

Oversee the implementation, operations, and maintenance of information technology

Direct cybersecurity strategies and standardize and streamline operations and services, on premises or in the cloud

Merge and integrate selected technologies with the strategic business objectives of the organization

Lead cloud strategy, defining both short-term goals and long-term vision, and create cloud governance policies for applications and data

Lack of interoperability among agency applications or data

Complicated software licensing, maintenance, provisioning, and migration

Complex administration, with multiple management interfaces

User management and directory synchronization that can’t be automated

Fear that content is insecurely duplicated or put at risk

Inability to scale up or down in complex environments as agency use demands

Disconnected or isolated workstations that are unable to connect to the internet and/or internal networks for security reasons, making named user deployment impossible

The objective is to help IT demonstrate easy administration and integration for the rest of the agency.

Showcase simplicity and dashboard-style administration.

Reference relevant documentation or manuals to preview easy ramp-up or updates.

Take on a consulting role with technical sales and support.

Be influential on licensing scope and user access.

Procurement:

• Purchasing Department Manager
• Purchasing Manager
• Acquisitions Manager
• Buyer
• Procurement Officer
• Quartermaster

Easily implement licensing and contract creation and maintenance.

Ensure that acquisitions are made according to policy, regulation, and transparency compliance

Unexpected changes in product or service pricing or contract terms

Multiple rounds of validation or approval for purchases

Delayed purchasing based on protests or fitness failures

Managing standards and mandated compliances

Managing multiple government acquisition contract vehicles

The objective is to build trust and ensure compliance.

Call directly and engage early on license use and scope changes.

Emphasize licensing flexibility and how to customize for agency needs.

Use periodic, small touchpoints with the greatest visibility into ongoing license commitments

Solicit feedback, as procurement is a likely funnel point from internal users.

Creatives:

• Creative Director
• Art Director
• Multimedia Manager
• Graphic Designer
• Chief Photographer
• Video Production Lead
• Visual Information Specialist
• Communication Lead/Specialist
• Webmaster
• Exhibition Designer

Design content and applications quickly and effectively to engage the public and employees

Continual access to work files, whether working remotely or collaborating with others

Easy upgrade of legacy content and files, with assurance that new content is standards-based and will work as expected

Adherence to agency content policies, compliances (such as Section 508, FIPS), and style guides

Siloed or fragmented stores of creative content

Wasted or abandoned effort; needless or tedious repetition

Old creative tools that force hand-editing tasks that can’t be streamlined or batch processed

Expanding professional skills in industry-leading Adobe Creative Cloud

Ever-increasing demand for content creation compounded by no increase in resources to support

The objective is to create a champion for Creative Cloud and expand agency use beyond core tools (Photoshop, InDesign, Illustrator, and Premiere Pro).

Show how cloud-based content is essential to today’s pace of work.

Frame engagement in terms of work product or mission success.

Use value-based discussions; focus an shorter workflows, fast results, access to design assets, AI-powered design workflows, and the ability to work on the go and across departments.

Show faster design workflows to help justify cloud access.