Transforming preconceived perceptions of ServiceNow’s capabilities for government.
ServiceNow hosts Federal and Public Service Forums across various regions globally and has conducted their Federal Forum program in Washington, D.C. for over a decade. In 2024, ServiceNow engaged GPJ to execute their inaugural Federal Forum event as a trial in Australia to see if it could be an effective opportunity to engage with this audience. Our objective was to showcase ServiceNow’s capabilities and business solutions to partners, stakeholders and potential customers through an exceptional event experience, featuring content specifically tailored to the priorities of the Australian Government.
There is a common misconception with many audiences that ServiceNow is merely an IT ticketing/help desk tool. Through this event, ServiceNow sought to demonstrate that the platform offers far more, showcasing how a wide range of business problems can be effectively addressed with ServiceNow solutions.
To do this, customer-led stories that showcase innovative projects they have delivered with ServiceNow took centre stage at Federal Forum. We developed a series of engagements, including an exclusive C-suite breakfast, main event conference, exhibition space, partner forum and networking reception. The events featured guest speakers, including ServiceNow customers and subject matter experts (SMEs), both global and local to bring to life the capabilities of the Now Platform. Each of the sessions encompassed a variety of formats, such as keynotes, panel discussions, fireside chats, and ServiceNow demonstrations to keep audiences engaged and informed, changing the perception of the brand.
Success was measured using our proprietary Experience Impact Score process.
98%
rated their experience at Fed Forum as ‘Good’ or ‘Excellent’
92%
of respondents are likely to recommend Fed Forum to a colleague
86%
stated they intend to find out more about ServiceNow’s solutions to solve a business challenge
Improved
Understanding
Pre and post event surveys captured an increased understanding of the Now platform
On Track
ServiceNow is on track to meet their business impact KPIs
Client Testimonial
“The ServiceNow team is still buzzing after yesterday at Federal Forum. The GPJ team did not miss a beat and I just loved how our teams partnered together to make this such an incredible event. The business is raving about this program and there is no doubt that this will go ahead now next year. Thank you for your partnership, leadership and having such a great team.”