EXECUTIVE SUMMARY

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Research OverviewResearch ComponentsTarget AudienceAudience Li festyleCompeti t ive ReportSi tuat ion AnalysisOwned ChannelsConversat ion & Sent imentStrategyInsightPosi t ioningThe Big IdeaCreat ive Execut ionChallenge AcceptedThe LaunchThe EventMedia CoverageAwarenessShock ValueSocial EngagementMedia Select ion & BudgetMedia Plan & Evaluat ionSales & Post CampaignCreditsWorks Cited

We have discovered that Solowheel has ample opportunities to mature in the market.

Solowheel’s unique product attributes led us in many directions that ultimately landed us

in front of an ideal target audience that acts as a catalyst for growing the brand name

and image.

We began by analyzing the segments of the technology adoption lifecycle. Pinpointed

the target consumer purchase behavior and developed an extensive psychographic

profile of that consumer, going as far to name him. You’ll get to meet him later.

We chose strategic media placements to reach our target at the most optimal times.

Our campaign consists of two major phases exposing the brand through the use of

experiential marketing, out of home placement, and branded content. These three

techniques will enable product trial-use, generate brand awareness, and facilitate brand

interaction.

INDEX

The Target

The Value

The Experience

THE CHALLENGEWHERE WE STARTEDThe Solowheel is a one-wheeled, high-tech

transportation device. It is comprised of state of

the art technology and is equipped with 3-axis

gyrosensors and accelerometers, fine-tuned

balancing, energy-saving technologies, and built-

in blue-tooth capabilities. It has an advanced motor

that is quiet and energy efficient and a high-end

battery that is safe and stable.

Inventist founder Shane Chen created and

launched the Solowheel in 2011. Over the past three

years, about 1,700 Solowheels have been sold

at approximately $1,800 each, bringing Inventist

revenues of $3 million. For now, the Solowheel can

only be purchased on e-commerce sites and is

not currently available on the actual product site.

Aspiring local SoloWheel distributor, Luke Wallace,

has requested that our campaign drive awareness

and engagement. His suggestions have included:

product demonstrations, paid media options,

and a strictly defined target audience. Initially, Mr.

Wallace considered the SoloWheel as a potential

substitute for automobiles in distinguished markets

as well as a supplement to popular ridesharing

services, such as UBER and LYFT.

We knew that reaching members of our target audience would require more than simply

linking their interests and commute practices; we needed to find a more compelling

unifying factor. Once we found the objective that resonates with the group, we could

expose the product to the right people who would consider purchasing a Solowheel.

A number of copycats in the product category have entered the market and offer similar

products for much lower price points. Over the past three years, Inventist has taken

legal action to protect its copyrights related to the Solowheel technology, but remains

threatened by new entrants, particularly in foreign markets like China.

Those outside of the target audience would find the pricetag unjustifiable. But, those within

have the discretionary income and lifestyle that provokes and justifies more outlandish

purchases.

Our primary challenge was to introduce the Solowheel to the niche target audience through the development of a low-budget campaign designed to create awareness, consumer engagement and subsequent purchase.

3

S

RESEARCH OVERVIEW

We spoke with the inventor, a

salesman, and a customer

of a competitor, each for

an extended period of time.

From our conversation with

the inventor, we learned that

innovation and improvement

drive are at the core of the brand.

From our conversations with a

salesman and a customer of

a competitor we learned the

barriers that Solowheel faces in

the marketplace: price

and differentiation.

We looked into any reviews

and commentary on the

product that we could find.

This taught us that there is

significant frustration among

consumers surrounding the

price of Solowheel, when

there are a number of knock

of versions available for much

lower prices. This convinced

us that differentiation must be at

the core of our campaign and

drive all of our communications

efforts.

We conducted a mass survey,

from which we deduced that the

primary goal of our campaign

needed to be awareness

and differentiation. We were

also able to outline our target

audience through analysis of

over 200 participant responses.

We surveyed the existing

body of secondary research

articles, which allowed us to

better define the marketplace

within which the Solowheel

must operate. It confirmed our

belief that there is a very real

opportunity for products that

provide a green and efficient

mode of transportation.

CONSUMERAUDIENCE SURVEY

4

OBJECTIVES

IN-DEPTHINTERVIEWS

CONSUMERCONSUMPTIONANALYSIS

SECONDARYRESEARCHARTICLES

RESEARCH COMPONENTS

TARGET AUDIENCE SUMMARY

In his time out of the 50+ hours a week he spends

at the office he is active and likes to be in-the-

know of the latest technological developments. He

buys the latest and greatest items once they’re on

shelves. He strives to be one of the first to purchase

and enjoys showing it off to his peers.

He’s the kind of guy who rises to the occassion

when the spotlight is on him. He knows that he

performs better when others expect something of

him. He loves to try things that other people will want

to copy, and knows that he can get them excited to

join in to the group.

Meet Nate. He’s had a successful first 10 years out of college and is working his way

up the ranks as an accountant. Since his latest promotion he’s making well over $70K

per year and has plenty of disposable income. But Nate didn’t get to where he is without

pushing the limits. Luckily, he isn’t afraid to be the center of attention and speak his mind

if he knows his boss would appreciate the opinion.

5

TARGET AUDIENCE

PURCHASE BEHAVIOR

DAILY HABITSThe target lives in a mid- to large-size city that is

relatively dense, but not overly congested. This

location lacks significant crowding on the sidewalks

and has a relatively flat surface for commute. The

target will live downtown and routinely travel short

distances for work and other activities in the area.

This creates the opportunity for frequent Solowheel

use as a substitute for his current chosen method of

transport. The Solowheel will not only fit with his current

location and travel habits, but will also represent his

desire for an active lifestyle and willingness to meet

new people. It will demonstrate his nature as a go-

getter to peers and passerbys.

Nate is a member of the early adopter segment of the technology adoption profile. Or, as Geoffrey A. Moore refers to this segment,

a visionary. Visionaries base their purchase decisions on nothing more than intuition and gut. They strive to discover technology that

makes them a leader in the category and in their industry. They seek ways to integrate technology into their daily lives. Visionaries are the

least price-sensitive segment of the technology adoption profile because they are able to see the potential for innovation that the product

holds, and this potential outweighs dollar amounts.

Visionaries base purchase decisions on their own intuition and lack the need for well-established references from others. They hold the

charisma and enthusiasm to share their technological “discovery” with peers. The

Solowheel is a product that needs someone who is willing to take a risk with their

purchase without need for product recommendations. This criteria makes Nate

the visionary - the early adopters - the perfect segment to target in our campaign.

6

L IFESTYLE

The most direct competitors for Solowheel are alternative transportation

products designed for distances too long to walk and too short to drive. These

are entertaining and innovative products that have helped make that awkward

distance interesting. All have a substantial learning curve and require time to

get to know the technology. One example is the AirWheel, which is widely

regarded as a copycat of the Solowheel, but still generates significant sales

due to its lower price point ($500, compared with the $1,800 Solowheel).

Another example is the Segway, which entered the market earlier than the

Solowheel and holds higher product awareness than any other product in

this niche category; it is sold at a price of $1,099-$2,099. Still other examples

include the Zboard,SpnKix, and ElfBike.

Beyond the products in this niche category, Solowheel is also competing with

more traditional forms of transportation, particularly those that are available for

short commutes in mid- to large-sized cities. Examples of competitors in this

category include buses, subways, bicycles, taxis, private driving services (i.e.,

Uber and Lyft), and ride-sharing services (i.e. ZipCar).

In order for our target audience to purchase and adopt the Solowheel, they

must be convinced that it offers more value than these competing modes of

transport (and is worth the $1,800 price tag).

7

COMPETIT IVE REPORT

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

First to market in product category

Inventist holds patents or proprietary technology

Positioned as premium brand in product category

Earned marketing on television and social media

Supplemental product lines to engage brand enthusiasts

Highest price point in product category

Minimal awareness for Solowheel

Extremely niche target audience

Short range for longer distances

Product needs to be operated to ensure quality

performance in a region that is relatively flat

Seasonality factor that prefers dry temperate climates

Copycat products with lower price points

Short distance alternate transportation

Niche audience

Limited budget to make impact

Limited number of brand advocates due to low number of

current customers

Alternative transportation culture on the rise with cities

implementing options such as shared bikes, subways or

bus systems

Popularity for green technology

Developing supplemental product lines to increase

revenues

Ability to upgrade or improve on prdouct features

B2B or B2C campaign strategies

Unpaid marketing opportunities for brands that fit the mold

Independent distribution networks to drive sales

8

SITUATION ANALYSIS

At the moment, Inventist maintains social media accounts on three

platforms: Facebook, Twitter, and Instagram. In order to measure the

success of our campaign in generating social media engagement with

the brand, we have compiled the following information on Inventist’s

current social media structure.

facebook.com/invent ist incMay 2009

3,360October 28, 2014

20218692%Low

(3.01 posts/month)

@Invent ist IncJune 2009

631September 21, 2014

69497

14%Medium

(10.5 tweets/month)

@Invent ist IncSeptember 2012

63Apri l 2013

77

100%Inact ive

(.27 posts/month)00

Handle

Account Start Date

Likes/Followers

Most Recent Post

Total Posts

# of Photos/Videos (Visual)

# of Visual Posts as % of All

Activity Level

Inventist is clearly more focused on maintaining its Facebook and

Twitter accounts than its Instagram page. Its Facebook page has

the largest following, with Twitter a distant second. Our campaign will

necessarily incorporate all three social media platforms as a means

to increase brand awareness. The goals for post-campaign social

media engagement are delineated on the “Metrics” page.

9

OWNED CHANNELS

HOW HAS THE KEYWORD “SOLOWHEEL” BEEN USED?

61,605 total mentions, at an average of 43 per day (or one every 33 minutes)

39% of content mentioning “Solowheel” was sentimental

Of the sentimental content, 77% was positive, 14% was negative, and 9% was mixed

Sentiment is down 10% since 1/1/2011

72% of total mentions were made by men, with just 28% being made by women

Average household income of those mentioning “Solowheel” was $48,047

Average household size of those mentioning “Solowheel” was 2.6 peopleR

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C O N V E R S AT I O N F O R M AT

L A N G UA G E D I S T R I B U T I O N

CONVERSATIONS & SENTIMENT

The Solowheel is no more environmentally friendly than a bike. It doesn’t really save you time. The high price point isn’t saving you much money. It’s pretty heavy and needs regular charge. Marketing this from a practicality standpoint just isn’t sensible, it needed to have an emotional connection.

The product is not pract ical.

Users are passionate & engaged.

Trial use is crucial.

Ul t imately, our strategy can be summed up with just one l ine.

We may not have an overwhelming amount of awareness, but the people already using Solowheels are passionate and eager to share their experiences and thoughts in a digital space.

People love the shock value of seeing the Solowheel in action, but for our target, experiencing the product is the missing link between awareness and purchase consideration. We need to give people opportunity to try to product, and compel current Solowheel users to bring the product to the community to create more opportunities for first hand product experiences.

11

STRATEGY

THE SOLOWHEEL IS NOT A WHEEL, I T ’ S A S T A G E .

The Solowheel is not a wheel, it’s a stage. It provides the user, who seeks the spotlight, with a platform

to perform on. It is a product that, when used, attracts

attention from the audience to the user. It attracts users

who do not fear all eyes on them for reasons of being

different. In this case, the use of the SoloWheel. Solowheel

can be used daily to embody a lifestyle and attitude. As

a luxury item it will demonstrate the target’s peers that he is

technologically savvy, affluent and socially confident.

The Solowheel enriches the commute. While the Solowheel performs a function, the function that it performs is absolutely

secondary to the way that it performs it. It provides alternative transportation to the

busy, young professional who is used to taking busses and cabs to get around

town when walking won’t cut it. It is eco-friendly and easily transportable. It is great

for a physically-fit and active person who enjoys a bit of a challenge each day.

The Solowheel provides high quality technology.It is the highest quality in its product category. Inventist provides top-notch

manufactured goods and provides innovative and ground-breaking technology.

SECONDARY

We’ve learned that we’ve got a small audience, but this audience would love a product like

the Solowheel and would have no trouble purchasing it for the price it is sold on the market

today. The problem is, the audience doesn’t know about it and in order to ensure purchase

intent we have to get them on a Solowheel. How can we b r idge the gap be tween the n iche ta rge t aud ience and l im i t ed awareness fo r t h i s p roduc t ca tego ry? This leads us to our big idea.

There are hundreds of different ways to get from point A to point B, but none of them are

like the Solowheel. Strategies that tote the Solowheel as green, or practical fail to see what

is truly special about the product, which is the fact that it allows you to immediately identify

yourself as an individual and to communicate who you are to the people around you.

13

POSIT IONING

PRIMARY

Instigating by nature, “I Dare You”, speaks directly to “Nate” challenging him to do things he naturally thrives

upon. When dared to do something, one is put in the spotlight, aggregates an audience, and is forced to

perform. The adrenaline rush from completing a dare is identical to the feeling of being on a stage.

To Solo (v) : to ride a Solowheel. A verb describing the action of using our product is imperative given our

intentions to marginalize the thought of competing brands in the mind of the consumer. When the brand

becomes synonymous with the product use, we have become thought leaders in the product category. We

don’t want users “riding around on their Solowheels,” we want them “Soloing.”

We use pronouns like “I” and “You” to speak directly to Nate. We know who he is and what makes him tick. We

want him to know that. Our message dictates it and allows him to respond to our request. This forms a strong

relationship between our consumer and brand and encourages both brand engagement and loyalty.

I DARE YOU TO SOLO.

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15

phase o

ne

phase tw

o

CREATIVE EXECUTION

I DARE YOU, AUSTIN.We know that Nate, our ideal target audience member, is a successful young

professional with a confident persona and a flair for trying new things. He makes

the most of his free time, attending music festivals, trade shows, and other cultural

events. He knows that the things he does – both at work and outside it – are

what define him as a person, and he strives to make these things unique and

memorable.

In recent years, Austin has also been ranked as the #1

fastest-growing city, the #1 greenest city, the #1 city for young adults,

the #1 city for best jobs, the #2 most innovative city, and the #3 best

music city. Austin is also ripe for the adoption of alternative transportation

methods; a recent study by the City of Austin found that 55% of residents

would be willing to use bicycles for transportation after road conditions

are improved.

We chose to launch the “I Dare You” campaign in Austin,

Texas, for several reasons, but primarily because it is the

exact environment that Nate would thrive in professionally and

personally. The local motto, “Keep Austin Weird,” perfectly

encapsulates what the city is: a hub for innovation

and fun where great ideas are brought to life by

enthusiastic residents. Austinites are highly engaged,

reading and contributing more to blogs than the

residents of any other U.S. city.

16

900,000 Population Increase

over the next 15 years

46% Demand Increase

over the next 15 years

300+ Sunny Days a Year

Sixth most energy efficient

city in the US

Eleventh fittest city in the US

CHALLENGE ACCEPTED

AGE

<$1,000 = 29%

$1k-9,999 = 19%

$10,000 - 49,999 = 15%

$50,000 - 99,999 = 4%

$100k+ = 33%

AU

DIE

NC

E

BR

EA

KD

OW

N

100

90

80

70

60

50

40

30

20

10

0GENDER COMBINED

HH INCOMEPURCHASING

POWER

MALE= 59%

25-34 Y.O.= 43%

$150K+= 33%

$100-149K= 22%

$75-99K= 22%

PURCHASINGPOWER

SOUTH BY SOUTHWEST EVENTThe I Dare You campaign revolves around the SXSW festivals and the SXSW Create

event in Austin, TX. The SXSW Create event is March 13th-15th and is designed to

showcase the disruptive innovations that are shaping our future to approximately

20,000 visitors per year. Not only does this environment cultivate an appreciation for

creativity in technology, but it will also draw in exactly the type of people we are trying

to reach because SXSW guests skew towards our desired target demographic. .

Our target will respond to a dare, because it provides them an opportunity to seize

the spotlight and stand out from the crowd. They will feel compelled to complete the

challenge as a testament to their social confidence.

SXSW 2014

17

THE LAUNCH

At a core level, our branded event at SXSW will center on product demonstration. Our booth will provide the perfect

exhibition space for a small stage and a large projector screen. We will have an MC call out members of the

audience and “dare” guests in attendance to volunteer and master the Solowheel on stage (with necessary safety

protocols like guardrails and event workers).

Volunteers will wear helmet-mounted cameras as they participate, and their first-person view of the product trial will

be streamed onto a large screen above the stage. Each volunteer will be given 20 minutes to hone his skills on the

Solowheel, before having a ten-minute opportunity to complete as many dares as possible (i.e. throw a football

pass while riding, drink a cup of water while riding, ride 10 yards backwards in a straight line, etc.).

At the end of each day, competitors

who complete the most dares and

have mastered the Solowheel will be

entered into a drawing to bring the

product home with them. Therefore,

we will distribute three products in total.

In addition, we will have a handout

at the booth to give to members

of our audience that will have our

call to action and provide them the

information they need to get directly

linked to the Solowheel website. From

this, Solowheel will be top of mind and

provide those with sparked interest the

route to learn more.

18

PRODUCT TRIAL

19

MEDIA COVERAGE

FREQUENCY & REACHIn 2014, over eight thousand media and press reps

were in attendance at SXSW. SXSW gets a lot of media

coverage. Major news bodies with various backgrounds

cover the event. There are some notable technology

publications such as Tech Crunch or Wired. There are

also many entertainment publications such as Buzzfeed

or Mashable. Finally, there are many traditional outlets

such as CNN, ABC, and the Associated Press.

In total, the value of all of this media coverage amounts to

over $78 million in print, online and broadcast mediums.

Due to this high amount of coverage, we would like

to leverage this paid media and the earned media

opportunities it produces. In 2014, 78 percent of all posts

were domestic. Which means 22% was international.

Of the domestic posts, 90 percent were from outside of

Austin. This goes to show that although SXSW is a local

event to Austin, the media spread reaches far out of the

boundaries of the city and spreads not only nationally,

but around the globe.

BUS WRAP AND PRODUCT USAGE

What is the SoloBus? The SoloBus is yet another stage for our potential consumers to perform on. We know the metros are

crowded and people are forced to stand. Instead of the standing on the floor, this is the perfect opportunity to get them on the

SoloWheel. A track will run down the center of the metro and there will be 4 fixed solowheels ready for trial-use. The Solowheel

requires the understating of a very specific back and forth motion before mastering the product. The fixed Solowheel’s will offer

a chance to let first time testers experience this motion. Handle bars will be in tact for those more injury prone. In addition, the

interior of the bus will have daring copy encouraging those to try our product and driving traffic to our: website, social media

platforms, and app.

In addition to the earned media strategies we will be implementing on social media platforms, we have one major media

buy. We call it the SoloBus. We plan on wrapping one of Austin’s city buses for a three-month flight beginning on March 7th

when the SXSW festival begins. The bus wrap will read, “I DARE YOU TO SOLO (AUSTIN),” accompanied by our hashtag

#ShareTheDare (see mock-up).

20

AWARENESS

This media buy will achieve two key objectives. First,

the buses will serve to increase widespread awareness

of the brand with Solowheel users and nonusers alike.

Roughly 110,000 riders use the metro daily in Austin.

During SXSW that number skyrockets, and the reach from

this buy is unrivaled. Second, brand interaction and trial-

use. Those who are willing to change up their otherwise

mundane bus ride, will be daring enough to hop on our

product and try it out.

We predict this installation to have enough shock-value to

the audience that a substantial amount of PR credibility

will be generated. The strength in having one bus is that

Austin will hear about it and by word of mouth those who

use the metro daily will be seeking out the Solobus

to get a unique experience during an otherwise

forgettable commute.

The one bus wrap will cost $4,812/mnth, (which includes

the standard rate, installation fee, and printing/production

costs). When we factor in the 4 SoloWheels and installation

costs for the interior execution the entire media buy ends

up averaging $43,100.

21

SHOCK VALUE EXPERIENCE

Additionally, we will launch a branded smartphone application called the “I Dare You” App. The app will be exclusively

available to Solowheel owners, and will have two key functions. The first function is to provide a platform where owners can

challenge eachother to Solowheel-related dares or show themselves completing said dares (i.e., “I dare you to solo while

catching a football pass”). We designed this function as a means to show that Solowheel owners are unique and socially

confident, and to create a more connected community of owners.

To supplement the product awareness built by our campaign in Austin, we will promote the hashtag #IDareYouToSolo

across our social media accounts. We will post updates regarding the branded event at SXSW Create, and share posts

from users who attempt dares off of the list we have created.

The second function is to relay usage data to each owner from the computer chip in his or her Solowheel. Having instant

access to this data represents an additional product benefit for Solowheel owners because it will allow them to monitor their

travel patterns, speed, battery life, range, and so on. We designed this function with the knowledge that Solowheel’s target

audience is tech-savvy and eager to adopt innovations as soon as they are available, and because Solowheel’s high

price point demands product features that are unavailable from competing devices.

22

SOCIAL ENGAGEMENT

MEDIA BUDGET

$1,000.00$43,100.00$15,000.00$7,500.00$3,000.00$25,000.00$2,000.00$53,500.00

$1,000.00$0.00$0.00$0.00$0.00$0.00$2,000.00$3,000.00

MAYAPRILMARCH$2,000.00$43,100.00$15,000.00$7,500.00$4,000.00$25,000.00$6,000.00$102,600.00

$0.00$0.00$0.00$0.00$1,000.00$0.00$2,000.00

Before/After Survey

Bus Wrap

SXSW Create Booth

Production

Giveaways/Rewards

App

Contingency

TOTAL

INSIDE OF BUSInside of our Solobus we will customize the aisles to fit four Solowheels placed on

tracks. These Solowheels will be limited to a range of motion creating the pendelum

swinging action for hips. Bus riders will be able to experience and practice this

necessary movement for beginner riders. In addition, for those that do not get onto the

Solowheel there will be branding on the wheels that will direct them to the website and

social media platofrms to learn more about the product.

SXSW BOOTH SXSW FLYER

BUS WRAP

I DARE YOU APP

We will also distribute a branded flyer with a list of 100 dares to build awareness of

the campaign. The list will be sent electronically to all existing Solowheel owners, and

distributed physically to attendees of the SXSW Create Event.

We are factoring in the cost of one fully wrapped bus that will strike shock value and

awareness to the Austin community. The wrap will center on the product, but also

promote our tagline (“I Dare You to Solo”) as a call to action for the audience to embrace

unique, new experiences with confidence.

Finally, we will develop the “I Dare You” app to improve

user experience, to build a more connected community

of Solowheel owners, and to showcase Solowheelers as

socially confident and adventurous. We are estimating

the cost of building the app and maintaining it for use in

secondary campaign cities.

23

MEDIA SELECTIONWe chose the SXSW Create Festival as the location

for our branded event because its mission statement

(“showcasing the disruptive innovations that are shaping

our future”) is perfectly in line with the Solowheel as a

product. We will be factoring in costs to make this event

a success. This will take items such as: a booth, guard

rails, event workers, helmets with mounted cameras

and three giveaway Solowheels.

SXSW CREATE EVENT - PRODUCT TRIAL USE

BUS WRAPS - BRAND AWARENESS

BRAND AWARENESSI DARE YOU APP - BRAND ENGAGEMENT

MAY

APRIL

MARCH1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

SOCIAL MEDIA ENGAGEMENT GOALS: One of the key tasks for this campaign is to stimulate product awareness of the Solowheel by increasing social media engagement. As such, we

have set the following benchmarks as goals for post-campaign engagement on Inventist’s social media platforms, the "I Dare You" app, and in the

overall social media universe. We intend to reach these targets within three months of the conclusion of our campaign (i.e., by September 1st, 2015).

Inventist Facebook page - increase number of page likes by at least 50% (target level: 5,040 likes)

Inventist Twitter account - increase number of followers by at least 50% (target level: 947)

Inventist Instagram account - increase number of followers to at least 500

“I Dare You” App - ensure that at least 50% of all current Solowheel owners download the app (target level: 850 downloads)

Overall social media universe - increase frequency of “Solowheel” mentions by at least 50% (target level: 65 mentions per day)

Total sentimental content mentioning “Solowheel”, increase percentage of positive sentimental content to at least 80% and

reduce percentage of negative sentimental content to no more than 10%

1.2.3.4.5.6.

24

MEDIA FL IGHT PLAN & EVALUATION

SITE TRAFFIC & SALES GOALS:Although increasing social media engagement is a key tactic for

building product awareness, our ultimate objective is to drive sales.

To measure our success in accomplishing these goals, we will compare

overall site traffic and Solowheel sales during the six months preceding

the campaign with overall site traffic and Solowheel sales during the

six months following the campaign. The dates for those periods are

September 1st, 2014 – February 28th, 2015 (pre-campaign) and June

1st, 2015 – November 30, 2015 (post-campaign).

Once awareness of the Solowheel is stimulated in Austin, it is

likely that many of these same residents would be open to trial

and purchase. In sum, we expect that the residents of Austin will

respond strongly and favorably to our call to action – “I Dare You,

Austin.” But, out campaign is easily adaptable to other geographic

locations because it is not only flexible, but also extremely dynamic.

Inventist.com site traffic - Increase site traffic by at least 50%

Solowheel sales - ncrease Solowheel sales by at least 25%

1.2.

Following our initial launch, we believe that the “I Dare You (Austin)”

campaign can be expanded to a number of similar cities across

the United States. The most obvious, in our opinion are: Chicago,

Boston, and Portland.

Chicago is flat, and 24-44 year olds have a median income of

$77,000. Chicagoans also spend above average on transportation

and 66.4% are White Collar workers.Similarly, Boston’s median

age is 30 and a majority of the population is between 25-34 with

an average income of $75,000. Finally, Portland boasts 80% flat

terrain, and a $65,000 median income. Furthermore, all of these

places offer rich cultural events and communities that we can tap

into.

25

SALES & POST-CAMPAIGN

CONCLUSION

An original army brat, lifelong Irish twin and established Eastern North Carolinian. A curious spirit and thrill for adventure lead her to find her two greatest passions in life: sailing and creative advertising. She aspires to be an Account Planner and seeks to understand (almost) every aspect of the ever-changing digital world. Oh, and her mom can’t watch TV with her anymore because she is quite the critic.

He’s a firm believer in the term dog friendly and a staunch proponent of the power of naps. This Scotch-English New Englander/New Yorker has a passion for strategy and finding out what appeals to people and why. He loves to cook and has seen The Lion King over 100 times.

Twenty-one years young and a thriving advertising student at the University of North Carolina at Chapel Hill. This Boston native prides herself on her obsession with fine cuisine and curiosity to wander the world. She enjoys the psychology and understanding of consumer behavior and its role behind the production of effective creative campaigns.

Thank you for al lowing us to work on this project. We thoroughly enjoyed i t!

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We were prompted to drive brand awareness and engagement in tandem with identifying a specific target audience. Our research led us to Nate, our sample target profile, and a three-tiered media campaign that met our awareness and engagement objectives.

The “I Dare You” Campaign will engage all Nate-like beings and smoothly integrate Solowheel in their lives. The brand personality we have created will continue to encourage Nate to push himself as he does naturally.

Our media placements were purchased with enough precision to reach our target audience while simultaneously optimizing all configured marketing strategies. Our defined focus on one geographic area will enable us to gauge the success of our strategies to then expand and adjust current strategies to limit risk.

We thrive on facilitating the marriage between our consumer’s lifestyle and our brand’s personality. As a result, Solowheel will see noticeable market share growth and prominent brand recall and recognition amongst consumers. After all, no one wants to ride a one-wheeled alternative mode of short-distance transportation; they want to Solo. It was our job to tell them they can and should.

CREDITSALEX GRIMM

DYLAN MCCUE

ANGUS ROBERTSON

ELYSE SCHAEFER

JOANNA SANFILIPPO

She’s an eager advertising student best defined by her enthusiasm for Harry Potter, expertise on crime TV and aspirations to be a creative media planner. The common thread in her varied interests? A passion for great storytelling. She loves the process of crafting an innovative media strategy that translates creative executions into efficient, meaningful interactions between the brand and consumer.

A lifelong Tar Heel, born in Texas and raised just down the road from UNC in a town called Saxapahaw. Began studying advertising because he hates the bad ads, but likes the good ones – and he wants to tip the scales toward the latter. Hobbies include fishing, snowboarding, cooking, and creating all sorts of things.

WORKS CITED

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"Capital Metro Transit Advertising: 2014 Rates and Information." Accessed November 15, 2014. https://www.capmetro.org/uploadedFiles/ Capmetroorg/Business/Advertise_With_Us/PRM 131115B Transit Advertising Media Kit Update_revision.pdf.

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"City of Austin Bicycle Master Plan 2014." Accessed November 15, 2014. http://austintexas.gov/sites/default/files/files/Transportation/Final_-_Ch._1_-_ Introduction.pdf.

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"Organic Transit." Welcome to Organic Transit! Accessed November 15, 2014. http://organictransit.com.

"Top 7 Most Exciting Alternate Modes of Transport in Israel." Israel21C.com. Accessed November 15, 2014. http://www.israel21c.org/headlines/top-7- most-exciting-alternative-modes-of-transport-in-israel/.

"USA E-bike Market Bigger Than Expected." Bike Europe. Accessed November 15, 2014. http://www.bike-eu.com/Sales-Trends/Market- Report/2014/9/USA-E-bike-Market-Bigger-than-Expected-1561424W/.

"Zike." Zike.com. Accessed November 15, 2014. https://www.zike.net/products.html.

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