Field Controls - Guerilla Marketing > Stickers We will use the same information provided on the print media in the bus stop ads and reinforce our theme via stickers plastered all throughout the three major metropolitan areas. The stickers will have the name of the city and its average air pollution levels, which will all be completely factual information. The purpose of the stickers will be to catch the eyes of pedestrians as they go about their daily routines. This component, much like the bus stop, will bring more of an overall attention to the brand, its position and the benefits that Field Controls equipment can provide. It will be posted at various locations throughout the cities, namely in high traffic areas like bus terminals, metro stations and building walls.
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Field Controls - Outdoor > Billboard These outdoor advertisements will reinforce the information provided in the bus stops, namely the city name and it’s air pollution levels. The creative presentation of the information will be identical to that of the bus stops as well as the guerilla marketing campaign explained above.
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Field Controls - iPhone App Interface Design This iPhone application will have 3 features. First, the user will be able to have information on IAQ and Field Controls products that relate to their specific issues at their fingertips. Second, the app will allow the users to locate Field Controls certified contractors near them and provide their contact information. Lastly, we will build a simple / addictive game, much in line with the current trend in the iPhone developer industry presently, that if all else fails, will keep our logo in front of the user even if they are not using the other features of the application.
Field Controls - Trade Show Display Concept This is an idea of what our display will look like at a trade show where we plan on inviting contractors to become Field Controls certified contractors. We will highlight the benefits provided, namely the iPad, to entice our primary target.
Field Controls - iPad App Design This iPad application will be solely for our Field Controls certified contractors and it will allow them to log in to their contractor accounts for price quotes on equipment, the standard Field Controls toolkit in a digital format, and collect and maintain the customer’s information.
(ADV4800) Advertising Campaigns | Creative Executions Bus Stop Our second creative strategy will be to install an attention-grabbing exhibit in 3 major-metropolitan locations, which are Charlotte, NC, Washington, DC, and New York, NY. The exhibits will feature an enclosed space within an outdoor bus stop. Within the space will be a piece of Field Controls air purifying equipment. Also in the enclosed space will be a digital monitor that responds to noise such as cars or buses that will increase slightly with approach of said vehicles. Underneath the monitor will be a color code in 5 varying colors. The color displayed will directly correlate with the number the digital monitor is displaying. As the decimal number of the “air quality” lowers in relation to the increased noise of traffic, the color code will also change. These monitors will not actually be monitoring air quality and a disclaimer will be written in small print on all of informational displays stating that this monitor is for promotional use only and does not reflect the quality of air. Within the enclosed space, this fluctuation will be minimal, however it will fluctuate showing passersby that it is interactive. Not within the enclosed space in the same bus stop will be another digital monitor with it’s own correlating color code display. This monitor and display will show a significantly lower number in terms of “air quality” and will also have a very clear explanation as to which levels are good and which are bad in terms of the numbers and colors. There will also be a place in the display to distribute information about Field Controls as well as a reinforcement of our theme / tagline. The print media in the display will also inform passersby that Field Controls has an app for the iPad / iPhone and where to download it. We believe that the display will be interesting and catch the eyes of pedestrians passing by. This particular component will engage our secondary target bother directly and indirectly. While there will be no way of knowing if the people consuming the media are homeowners or not, we believe the display will be attention-grabbing enough to spark word-of-mouth communication that will reach our secondary target if it was not a member of the secondary target that consumed the advertisement in the first place. (I wrote this strategy explanation for our final project in ADV4800)
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