The annual summer festival for system administrators, engineers, CTOs, developers and all connected to IT, organized by Softline and supported by leading Russian and international companies (Miscorosft,Mail.RU, Kaspersky, Symantec, Dr.Web, NetGear, Zebra Telecom, EMC, Veeam).

2. Who:
6000 IT-professionals (system administrators and engineers, CIOs and
CTOs, tech support staff and many others) from all over Russia and
CIS countries.
Where:
Kaluga region.
When:
July, 29–31.
Why:
Unite IT specialists from different regions, discuss work related issues
with each other and leading experts, rest and regenerate for upcom-
ing IT-year.

3. How:Sports:
Football
Volleyball
Variations on rugby,
paintball and other
seasonal activities
Fun:
Traditional events
(keyboard throwing, blindfold
hardware assembly, network
cable lying in field conditions)
New events
(Winlock fights, sysadmin
younglings’ initiations, UPS
races)
Partner events
Conference:
Virtualization
Cloud computing
Security
And more!
ITalks:
Inspiring casual talks
on IT: above and be-
yond

4. The Annual Russian System Administrator Festival celebrates international System Administrator Ap-
preciation Day (every last Friday in July). In 2011 the Annual Russian System Administrator Festival will
be held for the 6th time. After the last 2 years Sysadmin Festival rightfully earned the “main summer IT-
event” title.
Sysadmin Festival 2006
The first festival was held in 2006 and gathered 350 IT geeks. As a first
casual IT event in Russia it received wide mass media coverage (web and
printed periodicals, radio and central TV).
Watch video by NTV channel:
http://sletadminov.ru/about/photo_video/slet2006/detail.
php?SECTION_ID=9&ELEMENT_ID=196
See the photos of the Sysadmin Festival 2006:
http://sletadminov.ru/about/photo_video/slet2006/index.php
Sysadmin Festival 2007
The second festival gathered 1500 people from 105 Russia cities. The agen-
da was significantly expanded by sysadmin events (which later on became
traditional), sports, rock concert, fireworks and sysadmin campfire (to
burn n00bs effigies).
Watch video by RenTV channel:
http://rutube.ru/tracks/122789.html?v=6e11177323b9de0096eace776b0f
81ae
See the photos of the Sysadmin Festival 2007:
http://sletadminov.ru/about/photo_video/slet2007/index.php
Sysadmin Festival 2008
The third festival was visited by 2400 people from 174 cities of Russia
and CIS countries. The festival was inaugurated by Kaluga mayor Nikolai
Lyubimov.
The festival was supported by the leading Russian IT and geek proj-
ects:
“System Administrator”, “BYTE”, “Computer Build”, “Windows IT Pro/
re”, bash.org.ru, OSzone.net, Securitylab.Ru, Sysfaq.Ru, Habrahabr.
See the photos of the Sysadmin Festival 2008:
http://sletadminov.ru/about/photo_video/slet2008/index.php
Awesome video made by the participants
http://www.youtube.com/watch?v=arhIW0yROoA

5. Sysadmin Festival 2009
In 2009 the festival was attended by over 4000 people. The agenda was traditional: sports, mouse and keyboard throwing, network cable lying in field
conditions, IT gym, rock concert followed by burning n00b effigies on a huge campfire and fireworks.
Beginning with 2009 the mass media representatives live at the festival in a special camp to watch and take part in all the events.
Photo and video of the Sysadmin Festival 2009:
http://sletadminov.ru/about/photo_video/slet2009/
Sysadmin Festival 2010
In 2010 the IT-community of the festival celebrated their first anniversary - the 5th Annual Russian System Administrator Festival! To commemo-
rate this wonderful event the organizing committee built a 5 meter tall monument of a “n00bs prohibited” sign (crossed teapot – Russian symbol of a
dummy).
It was the first year the official discussions were divided by themes creating special zones for virtualization, IP telephony and information security.
Photo and video of the Sysadmin Festival 2009:
http://sletadminov.ru/about/photo_video/slet2010/

6. NetCat
Fast Report Colortek Alt-N
Exclaimer S.N.Safe&Software UserGate
Partners

7. bash.org.ru
Also: Windows IT Pro/RE, Computer Bid, OSzone.net, Securitylab.Ru, HUB.ru, Sysfaq.Ru, iToday.ru,
technodrive, UDM CLUB, RUVR, ICTonline, bhv, ITevent, tadviser and much more!
Millions from Russian-speaking web IT-community will know about your participa-
tion in the Annual Sysadmin Festival thanks to our information partners (including
all the leading Russian IT magazines, online journals and web projects)
Information partners

8. Elena Chekhievskaya
Kaspersky Lab
Thank you for the event – you are truly heroic! The possibility of
organizing this was unreal but you did it! All in all the impressions
are positive, it is surprising but there even was no rejection of our
brand (we were expecting a far worse reaction from the audience),
everyone was very eager to communicate. The audience practi-
cally snatched all our brand souvenirs from our hands. My col-
leagues were able to talk to our users, get feedback, find leads
and even make amends to solve unsatisfied clients.
We really liked this comment:
“Greatly enjoyed the Kaspersky Lab camp, although if I were
them I’d place there a huge plasma screen and show ads. By
the way their idea of “geek selecting” was totally cool”.
I believe we were able to make our audience happy and after all
that is our main goal. There was no negative feedback so I guess
we’ve reached our aim! Thank you!
Kirill Doudarev & Julia Salnick
Zebra Telecom
Thank you, we immensely enjoyed our partnership, everything
was perfect.
Waiting for the next festival!

9. Tanja Angermaier
Symantec Hosted Services
I have heard some great feedback from the event end of July in
Russia.
Thank you very much for the professional organisation!
Eugene Lisovsky
Famatech
This festival from the reaching the target audience and positive
feedback points was 5 times more effective for us than the last
year. I’ve extremely glad we participated. Everything happened
just the way we planned it to, the audience was very amicable
towards our product (and hold beer we provided along).
This time we decided to make everything simple yet effective: give
IT guys what they truly want – beer and show associating all that
with our brand.
In the end we were able to reach 10% of the audience, recorded
all that to make our viral promotional videos and are now monitor-
ing the feedback at the social media (which is so far very positive).
On the whole this is a unique event. As far as I know nowhere else
in the world IT-professionals gather in one place in such quantities.

10. Partner agreement
“Pro or the Gospel according to sysadmins”
Best suited for companies having some charismatic experts-evangelists at their disposal on July, 30th. A perfect way to get maximum feedback from
the professional discussion part of the Sysadmin Festival is to bring this exceptional person to charm your target audience and find some new loyal
followers for your brand!
For companies able to lead the discussions in their field of compe-
tence and position itself as an expert over the other participants of the
professional part of agenda.
For companies with fewer resources yet the same desire to bring their
ideas to the IT-world.
“Pro-1” “Pro-2”
300000
a 450000
a

11. Partner agreement
“Dream team”
A popular partnership participation in the festival’s sports activities. Best
suited for companies that prefer to combine business with pleasure and
bring their corporate team to the festival for a friendly match with their cli-
ents. A perfect way to provide your brand with a human face and befriend
your target audience.
Partner agreement
“Outstandingly creative”
Our favorite kind of partners. They gather huge audiences, attract all the
media attention, get interviewed by TV-cameras and are being discussed
in social media for weeks after the Festival. This implies some bright and
memorable concept of an event or promotional activity linked to partner’s
brand or productservice.
450000
a300000
a
600000
a

12. Activities
Workshop (seminar, lecture)
in your theme section (30min);
Advertising at the event:
Your logo at:
Main banner at the professional
part;
Main banner of the organizers
and partners of the festival
Printed agenda.
Video of your presentation
(workshop) in the collection of
the festival website presentations;
Your banners at your presenta-
tion auditorium;
Your questions in the ques-
tionnaire (1 question);
Your informational booklets
and other materials at the registra-
tion desks;
Online advertising:
Your logo on every page of the
festival’s website;
Your media banners (internal
pages, the impressions divided be-
tween all the partners);
Your news and promotional
activities at the Festival’s twitter
and Facebook channels;
Agitation and propaganda:
Vocal announcement by hosts
on opening and closing the Festi-
val;
Press-releases mentioning your
partnership and participation;
Your logo on Festival’s advertise-
ment layouts in printed media;
Miscellaneous
Accommodation and FB for 1
of your colleagues working at the
Festival;
Results of the questionnaire;
Pro-1
300000
a

13. Activities
Theme section lead by your
experts!
Workshop (seminar, lecture) in
your theme section (90min);
Permanent spot for your
stand.
Advertising at the event:
Your logo at:
Main banner at the professional
part;
Main banner of the organizers
and partners of the festival;
Buses;
Questionnaires, tickets and
bracelets;
Printed agenda.
Video of your presentation
(workshop) in the collection of the
festival website presentations;
Your banners at the main event
field and at your presentation audi-
torium;
Your questions in the question-
naire (3 questions);
Your info in the printed agenda
(13 of a page);
Your promotional materials
in the participants welcome pack-
ages;
Your informational booklets
and other materials at the registra-
tion desks and in the professional
zone;
Online advertising:
Your logo on every page of the
festival’s website;
Your media banners (internal
pages, the impressions divided be-
tween all the partners);
Your media banner (all pages,
total half of all impressions);
Your personal promo page
announcing your activities in the
Festival’s agenda
You logo on the banners of
the Festival (at leading IT mag-
azines and portals – information
sponsors);
Your news and promotional
activities at the Festival’s twitter
and Facebook channels;
Agitation and propaganda:
Vocal announcement by hosts
on opening and closing the Festi-
val;
Your quote in the press-releases;
Emphasizing mass media’s
attention on your activities at the
Festival;
Your logo on Festival’s advertise-
ment layouts in printed media;
Miscellaneous:
Accommodation and FB for 4
of your colleagues working at the
Festival;
Results of the question-
naire;
Pro-2
450000
a

14. Activities:
A fun and creative event linked
to your brand (less than 3 hours)
Permanent spot for your
stand.
Advertising at the event:
Your logo at:
Main banner of the organizers
and partners of the festival;
Printed agenda.
Filming your event for the gen-
eral Festival video;
Your banner at the main event
field;
Your questions in the question-
naire (1 question);
Your promotional materials
in the participants welcome pack-
ages;
Your informational booklets
and other materials at the registra-
tion desks;
Online advertising:
Your logo on every page of the
festival’s website;
Your media banners (internal
pages, the impressions divided be-
tween all the partners);
Your personal promo page
announcing your activities in the
Festival’s agenda
Your news and promotional
activities at the Festival’s twitter
and facebook channels;
Agitation and propaganda:
Vocal announcement by hosts
on opening the Festival and before
your event;
Press-releases mentioning your
partnership and participation;
Your logo on Festival’s advertise-
ment layouts in printed media;
Miscellaneous:
Accommodation and FB for 2
of your colleagues working at the
Festival;
Results of the question-
naire;
Your prizes for Festival ac-
tivities;
Outstandingly creative – 1
450000
a

15. Activities:
A fun and creative event linked
to your brand (unlimited length)
Permanent spot for your
stand;
A speech at the Festival’s
opening.
Advertising at the event:
Your logo at:
Main banner of the organizers and
partners of the festival;
Buses;
Questionnaires, tickets and brace-
lets;
Printed agenda.
Filming your event for the gen-
eral Festival video;
A separate video dedicated to
your event;
Your banner at the main event
field and on the central scene (front
bottom);
Your questions in the question-
naire (3 questions);
Your info in the printed agenda
(13 of a page);
Your promotional materials
in the participants welcome pack-
ages;
Your informational booklets
and other materials at the registra-
tion desks;
Online advertising:
Your logo on every page of the
festival’s website;
Your media banners (internal
pages, the impressions divided be-
tween all the partners);
Your media banner (all pages,
total half of all impressions);
Your personal promo page
announcing your activities in the
Festival’s agenda
You logo on the banners of the
Festival (at leading IT magazines
and portals – information spon-
sors);
Your news and promotional
activities at the Festival’s twitter
and facebook channels;
Agitation and propaganda:
Vocal announcement by hosts
on opening and closing the Festi-
val;
Your quote in the press-releases;
Emphasizing mass media’s
attention on your activities at the
Festival;
Your logo on Festival’s advertise-
ment layouts in printed media;
Miscellaneous:
Accommodation and FB for 4
of your colleagues working at the
Festival;
Results of the question-
naire;
Your prizes for Festival ac-
tivities (unlimited and apart from
your own)
Outstandingly creative – 2
600000
a

16. Activities:
Holding a championship in
one of the sports
Award ceremony for the winners
held by you on the stage;
Advertising at the event:
Your logo at:
Main banner of the organizers
and partners of the festival;
Printed agenda;
Your banner at the championship
area;
Your questions in the
questionnaire (1 question);
Your informational booklets
and other materials at the
registration desks;
Online advertising:
Your logo on every page of the
festival’s website;
Your media banners (internal
pages, the impressions divided
between all the partners);
Your news and promotional
activities at the Festival’s twitter
and facebook channels;
Agitationandpropaganda:
Vocal announcement by
hosts on opening and before your
championship;
Press-releases mentioning your
partnership and participation;
Your logo on Festival’s
advertisement layouts in printed
media;
Miscellaneous:
Prizes for the winners of
the championship;
Results of the
questionnaire;
Dream team
300000
a

17. Interactive add-on:The Sysadmin Festival lasts for 3 days. The rest of the year
the system administrators live at www.sletadminov.ru – the
web community and the on-line version of the Festival where
you may reach even those who didn’t make it to the event. To
promote any chosen way of partnership we do special digital
events and promotional activities.
How it looks like with Kaspersky Lab promo:
quest.sletadminov.ru
An interactive add-on to a partnership of the Festival involves
the target audience that couldn’t make it to the Festival this year.
It reaches not only all the users of sletadminov.ru community but
also the audience of our information partners.
100000
a** — with amendments due to difficulty every project is calculated
based on functionality

18. Alexandra Salova
Project Manager
Alexandrasa@softline.ru
+7 (495) 221-10-70 ext. 0430
Softline, Moscow, Gubkina str., 8 (Steklov Mathematics Institute)
Contact us…

19. Roman Agafonov
Digital business development director
RomanA@softline.ru
+7 (495) 221-10-70 ext. 0405
Softline, Moscow, Gubkina str., 8 (Steklov Mathematics Institute)
…And we will tell you more