At ease. 1
TABLE OF CONTENTS 4
Opportunity
5
Background
6
Analysis
10
Audience
18
Executions
22
Meet the Team 3
OPPORTUNITY To distinguish Western Shelter among its competitors by highlighting its customer service which has not yet been properly valued within this industry. By harnessing and communicating their hands-on training and uncomplicated assembly, Western Shelter will absorb market shares from their competitors who cannot compete with their level of customer service and support.
BACKGROUND Western Shelter strives to find riches in the niches. Western Shelter’s products are viable amongst their competitors in both durability and portability, but lack focus on what makes them superior within the shelter market. Western Shelter utilizes custom and handson customer service to enable consumers to easily assemble their products so that they can focus on the job at hand. Western Shelter understands the importance of time within disaster relief and works to minimize unnecessary minutes spent assembling their products. 5
STATEMENT “My main job is taking care of the relief workers and trying to help them be as comfortable as possible in an uncomfortable situation, so that they can get back home to their families. I need to make sure that they have all of the tools that they need to get the job done as quickly as possible, so that we can all get back home.� Oregon Department of Forestry Logistics Section Chief, Malcolm Hiatt
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SWOT
SITUATION ANALYSIS Innovation Gov. Need Medical
Response Training
Knowledge Service
National Guard Vaccinations Focus of product sets International market
Market awareness Job security
Continued Care Customizable Quality Portable Speed Setup No tools
Money
Supply/Inventory
SW 0T
Size Limited Reach Small market Competition
No disasters
INSIGHT
In an industry where customer service is often overlooked, Western Shelter ensures a superior customer experience through rapid and uncomplicated assembly. By highlighting the amount of time and aggravation Western Shelter saves, they can position themselves as an integral part of disaster relief organizations. DIRECT COMPETITION
HDT Global Inc./DRASH, Alaska Structures, Gillard Shelters Western Shelter believes that its competitive advantage is that its systems require “minimal manpower, no tools,” but after researching we found that the competition believes speed and ease are their advantage, too. While having a fast erecting system is important, it’s not enough to distinguish Western Shelter from its competition.
Bigger businesses
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CREATIVE BRIEF
“I have breathed smoke so hot that it burned my vocal chords and I could not talk for a day. It is a rush when everyone who has any common sense is fleeing the disaster and you are wondering about your sanity as you are traveling towards the disaster as fast as you can.”
WHAT IS THE JOB? Distinguish Western Shelter among its competitors by highlighting its customer service which enables consumers to save time in deployment to better focus on their job.
WHO ARE WE SPEAKING TO? We are targeting ranked officials O5 (lt. colonel) and above because they have the power to sway the decision makers and buyers.
SMIT Western Shelter provides customer service that prepares teams for quick deployment which means more time to focus on their job at hand.
WHY SHOULD THEY BELIEVE THE MESSAGE? Western Shelter consistently prioritizes customer needs by reorganizing and redistributing products and training teams based on necessity. Its specified training and reliable product maintenance allows customers rapid assembly in the field.
WHAT IS THE GOAL? Establish a brand message and voice for Western Shelter that conveys their customer service to solidify a relationship with the National Guard. WHY SHOULD THEY CARE? Western Shelter removes the complication and worry of shelter assembly so the National Guard’s disaster teams can get back to work.
Oregon Department of Forestry Logistics Section Chief, Malcolm Hiatt
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AUDIENCE
MEET PETE
RESEARCH
TAKEAWAY
We began by trying to target military systems within the US, such as the Army and Navy and found that Western Shelter has no immediate advantage over its competitors within military-grade shelter systems.
We are targeting ranked officials O5 (lt. colonel) and above because they have the power to sway the decision makers and buyers. By interviewing employees within the field of disaster relief we found that they were motivated by products that demonstrate reliability and efficiency because wasted time is wasted lives.
After eliminating the Army and Navy as possible targets, we focused on the National Guard. The National Guard has no current shelter supplier, and is often utilized in emergency and disaster relief situations. The National Guard lacks a unified and all-encompassing protocol, allowing Western Shelter to use its specified customer and training services to thrive within this niche. We narrowed down our target audience to the disaster relief teams of the National Guard because we found that the logistics teams, and more specifically the USPFO, has buying power for each state. The National Guard acts, thinks and operates as one unit, meaning that integration into their organization can begin by convincing one or two key members.
Pete Wilson is a 38 year old man from Coos Bay, Oregon. Pete and his wife Sara have a four-year old daughter, Allie. Pete is a third-generation member of the National Guard and enlisted during his junior year of college. Pete and his family currently live in Salem where he works as a Logistics Section Chief for the National Guard. In 2005, Pete volunteered to be deployed to New Orleans to provide aid and support to the victims of the hurricane. Pete, along with his fellow troops, helped victims survive and cope. Pete didn’t quit when he was tired, frightened or hurt, because he knew that these people relied on him for aid and
survival. Pete is resilient, selfless, strong, actionoriented, determined and brave. While many people’s common sense urges them to run away from catastrophe, Pete’s heart implores him to run towards it. While he isn’t always part of the action, he’s still passionate about helping people.
1. www.aks.com 2. www.gillard-shelters.com 3. HDT Global Inc.’s Director of Sales Larry Rosenfeld 4. http://www.hdtglobal.com/series/drash-products/ 5. United States Property & Fiscal Office (USPFO)
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MEDIA PLAN EXECUTIVE SUMMARY
Western Shelter currently relies on trade shows to interact with and attract new potential customers. Western Shelter’s biggest strength is customer service, in an industry where it is crucial. This is proven through their quick response time and on-site training. They provide a hands-on experience and the information necessary to deploy their systems with speed and ease.
MEDIA MIX Envelope greet package This media execution will engage each state level National Guard lt. colonel and above by giving them an opportunity to touch and get a feel for the Western Shelter product material, as well as communicate the values of their exceptional customer service through the brochure style pamphlets found inside. Two months after the initial package we are going send out a follow-up letter containing sales information and purchase options that will correlate with the start of their fiscal budget schedule. “Why it matters” video The expectation of our 40-second video is to evoke an emotional response from the lt. colonel by communicating the driving forces that motivate emergency relief crew members to do their sometimes dangerous jobs. The second purpose of the video is to demonstrate the efficiency of Western Shelter’s product expertise and trained customer support. Print Ad: We chose to place these print ads in the National Guard Magazine because it is the most relevant publication connected to our target audience. We are going to release the three print ads during the first three months of the new year, and repeat them again at the start of their fiscal budget month.
MEASUREMENT SUMMARY To measure the effectiveness of our campaign, we are tracking the web impressions on Western Shelter’s site. Each execution will have a call to action to direct our audience to westernshelter.com for more products and service information.
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SCHEDULE Jan Feb Mar Apr May Jun Jul Direct Mail
Video
BUDGET Aug Sep Oct Nov Dec
DIRECT MAIL
VIDEO
Magazine Ads
Printing and Postage
Online promotion
$71,400
$186
$3,040
Print ads
TOTAL
$74,626 17
“WHY IT MATTERS” VIDEO SCRIPTS
Video starts with footage of disasters
Show customer service and training setup
Environment and impact after disaster
Detail shots of shelter making process
Transition to introduce Western Shelter
Quote from Malcolm Hiatt: “It is a rush when everyone who has any common sense is fleeing the disaster and you are travelling towards it as fast as you can go; wondering how you are going to tame the chaos.”
Concludes with services and mission
At Western Shelter, time is built into everything we do. From constructing our shelters to setting them up, we’re committed to ensure not a minute is wasted. Through our ever-expanding options, on-site training and tool-free design, we can provide services for any emergency.
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DIRECT MAIL
At eas e.
Minimal manpower, no tools.
Assembly Made Simple.
Wester n Shelt er mak es stru your fo cture a cus can ssembly b e on the in send easy so job at h ing you that a n d a . W c o e don’t mplica the bes believe ted ma t. We b nual an elieve in d hopin require easily b g for minim u il t , r a e l liable s manpo sendin h w e lt e e r g out a rs that and no membe tools. W the pro r of ou e believ r team cess. O e in to guid ur top priority team th e you t h rough is r ough to be in consta suppor nt cont ongoin t of you act, int g main r eractiv tenanc e trainin e. We w little ea ant to h sier. Le g a n d t us pro elp you ve it. V r team isit we r e s t a sternsh e lter.com
At ease. Western Shelter makes structure assembly easy so that your focus can be on the job at hand. We don’t believe in sending you a complicated manual and hoping for the best. We believe in easily built, reliable shelters that require minimal manpower and no tools. We believe in sending out a member of our team to guide you through the process. Our top priority is to be in support of your team through constant contact, interactive training and
www.westernshelter.com
1.
7.
48b x 9 548d x 2 c16va x 5
y187 x 12
11.
15.
12.
16.
Our instruction manual is a person.
www.westernshelter.com
www.westernshelter.com
Each of our three ads were crafted to promote memorable customer service and easy setup.
ongoing maintenance. We want to help your team rest a little easier. Let us prove it.
Visit westernshelter.com
People in this industry are hands-on. And that’s why we want to send them a precision-stitched and sealed package made from our Western Shelter material. Inside includes an invite to join our family as well as other promotional materials. 21
STRATEGIST
CREATIVE
STRATEGIST
ACCOUNT EXEC
PLANNER
PLANNER
Mikey Gibson
Jake Crump
Jack Buchanan
Colleen Rogers
Jaira Chaffee
Iris Tian
DREAM JOB:
DREAM JOB:
DREAM JOB:
DREAM JOB:
DREAM JOB:
DREAM JOB:
Director of Content Strategy at Complex
Art Director at an agency in NYC.
NFL Starting-QB
Judge on Top Chef
Work for the United Nations
Cafe owner
WHAT SUPER POWER WOULD YOU WANT?
WHAT SUPER POWER WOULD YOU WANT?
WHAT SUPER POWER WOULD YOU WANT?
WHAT SUPER POWER WOULD YOU WANT?
WHAT SUPER POWER WOULD YOU WANT?
WHAT SUPER POWER WOULD YOU WANT?
Control of the Spacetime Continuum/ Teleportation
See two minutes into the future.
That’s so Raven power
Teleportation
Man with incredibly low standards because then I’d never have to worry about being single, or elasticity.
Invisibility
Ketchup (on the side)
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Thank you.