Download - Tva 360° virtual tours finished
TVA 360° Virtual Tours Brett Henderson
Mission Statement
TVA 360 is a company that creates high quality virtual tours. We have
created a website to provide information, samples, and contact info for our
customers and potential new customers. We are proud of our product and we want
to share it with everyone. TVA stands for Tyler Van Arsdale, who is the owner of this
company as well as the inventor of the program used to create the virtual tours. We
pride ourselves on having a technologically advanced product as well as great
customer service. We know that our virtual tour is a high-‐quality, high-‐functioning,
and technologically savvy product. None of our competitors have the quality of tour
that we provide. We will be using our web presence to showcase our talents and
keep in touch with our customers, as well as gain new customers. We chose to do a
blog because according to an article in the Journal of Advertising Research, “Blogs
have become highly fashionable among writers, readers, and marketers. They are
now leading destinations among web users” (Colliandr J. March 2011). We will drive
our web presence to our blog through Twitter, YouTube, Facebook, and Email.
Target Audience
Our primary target market will be insurance agencies because we want to
provide our services to helping people in need. We would provide a virtual tour that
would showcase all of the valuables that each of our customers own. This service
would be used if a disaster, such as a fire, tornado, or hurricane occurred and
destroyed their property. This would aid the insurance agencies in helping replace
customers’ valuables.
Our secondary target market will be brokerage firms in the Tulsa, Oklahoma
area. We would like to tap into the more expensive houses in price ranges over
$180,000. The areas that we want to use are the surrounding cities of Tulsa, such as
Broken Arrow, Jenks, and Sand Springs. The customer will use our product to sell
their house as quickly as possible by showcasing their house on the Internet. Our
customers want to sell their house and get it off the market. The only requirements
for using our product are to have a house for sale.
Needs
The needs we are trying to fulfill for the user are samples of the product,
information, answers to questions, interaction with the company, and company
updates. We want to provide as much information as we can to keep people
interested in TVA 360. Working with the company as a consultant for the past two
years, I have had the opportunity to talk with potential customers about what they
think we need to provide. According to the feedback, we need to get our product out
in front of people so they can see the full effect of what our tours can provide. We
know that if we can get enough people to see the high-‐class product that we provide,
we can make a huge splash in the industry. We ran a SWOT analysis of our company
to show what we can provide and what we need to improve (see figure 1). On the
Website, they will get to see samples of tours with voice-‐overs that serve as a
testimonial of our product. The samples of the product are the most important need
of the consumers, and that is our main reason for having a web presence. The rest of
the information is just to provide a reason for people visiting our site more than
once. The needs of our consumers are something we take very seriously, so we are
continually uploading more tours that we shoot, blog posts that the consumers can
read, and a continually updated site they can frequently visit.
(Figure 1)
Content
Our content meets the needs of the audience by providing blog posts that
introduce us, break down pricing, and share our adventures and other tips that we
think are important. We based our content off of three different steps that we found
in Tactics Journal:
• Deliver Value – Focus on the customer not the company, think of the
company as a publisher, and promote resources not products and
services.
• Have a Voice-‐ A blog theoretically is a personal journal. So have a
personality not a PR department’s personality.
• Think Visually-‐ Look at your blog post. Break up the copy and make it
readable to the consumers. Use subheads, bullets bold face lead-‐ins,
links and highlight words. (Wyile A. July 2011)
We have created a focal point on the home page with our name and slogan of the
company. According to the article, “Hummingbirds,” “…your focal point is the
equivalent of a big sign that says, ‘Really amazing stuff starts here’”
(Hummingbirds). We have used the 5 principles of media creation according to the
“Principles for a New Media Literacy” article that was published in the Berkman
Center for Internet and society at Harvard University:
1. Do your homework, and then do some more.
2. Get it right, every time.
3. Be fair to everyone.
4. Think independently, especially of your own biases.
5. Practice and demand transparency. (Gillmor D. 2008)
Blog posts are an important product of the site. It allows us to bring in
potential customers, as well as keep them coming back. It makes the website feel
less like a company pushing business on them, but still keeps them informed and
our business in their mind. The blog posts will vary in information such as Meet the
Owner, Introduction to the Company, Updates on Products, and Polls. We will post
polls once a week on different topics to keep the audience feel like part of the team,
while it allows us to gather consumer feedback. Guests will also get to comment on
the site to leave feedback about our products and sevices. The comments will be
monitored by our team in order to collect useful responses and keep spam or
inappropriate content off of the site.
We have a Frequently Asked Question page where questions are answered
directly by the owner. We decided to have them answered by Tyler to bring a sense
of comfort to the consumer by connecting the audience with the owner. It gives
them the feeling that Tyler is answering their questions directly.
We chose to have a photo gallery to showcase some of the photos we have
taken at the tour shoots. This serves as a place to showcase our talent and creativity.
It also gives the consumer some really cool pictures to look at and will keep bringing
them back to our site. They will also like it because it will show off their house to
every viewer that comes to the site. It will give them a sense of pride to know that
their house can be showcased on our site.
All of our efforts to get people to the site will pay off when they click on the
virtual tour tab. On this tab they will get to see samples of tours that we have
completed. These tours are filmed and are uploaded on YouTube and embedded on
the page. The videos will be a sample of the virtual tour to give the audience an idea
of what the tour is. The sample will provide a voice-‐over that gives a testimonial to
our efforts, and it will give an outside voice so our audience feels comfortable on the
site.
Social Media
Facebook will be a big part of how we integrate social media into our site. We
have created a Facebook fan page, and it has been posted to the website as a widget.
Consumers who visit the site will be able to “Like” the fan page without clicking off
of our page. This will give them updates on happenings on the blog as well as
serving as a forum for our consumers to communicate with each other and with us.
We chose to have a Facebook because of the large numbers of users and its
continuing expansion. In an article in the “Mobile Marketing Association,” it says
that 59.57% of the sample survey respondents had a Facebook (Sangwon L. Winter
2011).
Twitter will be used to provide updates to our audience. We will use it to let
people know what is currently happening on our site. We are using Twitter because
of the monthly user rate, which is rapidly growing in the recent years. A study in the
Mobile Marketing Association that shows “between December 2008 and Februrary
2009, Twitter adoption already passed the critical mass point at which enough
individuals have adopted an innovation so that the innovation’s further rate of
adoption becomes self-‐sustaining" (Sangwon L. Winter 2011). We try to follow
Susan Gunelius’s Twitter Dos and Don’ts to make sure we are following the correct
code of conduct on twitter. She has six different guidelines that we use:
1. "Do you have a plan" – We will spend time throughout each workday that we
are on Twitter reading through our @ mentions, replying to questions, and
connecting with our followers.
2. "Don’t over promote" – We will follow the 80 – 20 rule in which 80% of our
tweets will be non-‐promotional while the other 20% will promote the
company.
3. "Do integrate your efforts with other marketing initiatives"-‐ We will include
our Twitter address with all of our marketing pieces. This will connect our
users to our website and allow them to get updates on new posts and other
content provided such as new tours, links and photos.
4. "Don’t get too personal or too negative" – We follow the rule of “If you
wouldn’t share information with a customer in person, then you definitely
shouldn’t share it on Twitter.” We will also shy away from being negative on
our Twitter page.
5. "Do engage and interact" – We will make an effort to engage in conversation
and connect socially with our followers. We want to have a good time and
promote our information that we have for every day life such as pricing and
what they can use a tour for.
6. "Don’t use corporate Jargon or rhetoric" – We don’t want to build a
relationship with scripted brochure we want to interact like a human and not
a robot. (Gunelius S. March 2011)
These steps will help our company stay connected with our followers and keep them
coming back to the site. We believe if we can keep a social friendship with our
customers, they will remember us when it comes time to have work done.
Our tours will be sampled by making YouTube videos with voice-‐over
testimonials. We chose a YouTube channel because of the reach that it has to the
younger generation. Clement Chau said, “YouTube provides a sociotechnical
platform to support a participatory culture among young YouTubers” (Chau C.
Winter 2010). Three samples of the tours will be embedded on our page with a link
to the YouTube channel where they can view more samples. There will also be a
link to the website that has all of the virtual tours that we have done so they can
look at them if they want more information.
We have an e-‐mail account set up for people who want to get in contact with
us. They will be able to email us with questions, to book appointments, and receive
newsletters of what is happening with the company. E-‐mail is a quick and price
efficient way of communicating.
Our main focus of our website is to establish our web presence. We live in a
generation where our audience needs information, and they need it fast. We spend a
lot of time updating our Facebook, Twitter, and YouTube channels to make sure our
audience has that information. We want to continue to post blog updates and
information that will keep brining customers back to the site on a regular basis.
Reference Page
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• Chau, C. (2010). YouTube as a participatory culture. New Directions For Youth Development, 2010(128), 65-‐74. doi:10.1002/yd.376
• Adams, J., Brunner, B. R., & Yates, B. L. (2010). Social-‐Structural Factors and E-‐mail Communication with College Students: A National Study of Journalism and Mass Communication Faculty. International Journal Of Instructional Media, 37(3), 251-‐262.
• Wylie, A. (2011). Polish your posts: 3 ways to improve your blog copy. Public Relations Tactics, 18(7), 7.
• Following the Fashionable Friend: The Power of Social Media. (2011). Journal of Advertising Research, 51(1), 313-‐320.
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