HUDWAYGLASSBRANDING CAMPAIGN

PROJECT HUDWAY, a name derived from the military term for “Heads-Up Display,” is a company that creates modern, affordable navigational soft and hardware. Starting from a Kickstart-er crowdfunding campaign, HUDWAY released their first and only physical product, HUDWAY Glass. HUDWAY Glass is actually a plastic dock for smartphones that reflects the phone’s screen onto a car’s windshield, allowing a driver to see real-time maps and directions without ever taking their eyes from the road. It is set to be released to the public in March 2016, but they have a lot of branding work to do before then.

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I. DiscoveryPurpose HUDWAY Glass is a heads-up display that reflects navigational content on a transparent plastic screen fixated on the dash of a motor vehicle with the use of smart cell phone. This car accessory allows for drivers to see directions and a speedometer, without having to look down at their phone. HUDWAY Glass aims to provide a heads-up display accessory for any vehicle, make or model, and any smart phone. The car accessory is less than $50, making it more affordable than any competitor. The HUDWAY Glass car accessory works with the HUDWAY App, which is free for download.

a. Industry Analysis (PESTLE)

Political: Political factors that could affect the HUDWAY brand would be restricting sales overseas, and laws restricting the sale and use of some mobile apps in certain countries. Along with these issues, taxes could also impact the company, causing the cost of business to increase.

Economic: An economic factor that could affect this company would be amount of disposable income the consumer has. For instance, if the consumer has more disposable income, they may be more willing to pay for a competitor’s product that offers more features. Along with this, consumers may have money to be able to buy vehicles that already have that type of heads-up display built in.

Social: A social factor that could affect this brand would be the increase shift in need or desire for the product. With the constant advances in technology, people are always wanting the latest and greatest product. While this product may be popular now, it could be completely outdated in a few years. The challenge comes from how to stay relevant, especially to a younger, tech-savvy market. Another social factor would be the increase in the population, and the Generation Z consumers are starting to become of driving age soon. Generation Z are individuals who have been surrounded by technology since birth. With them hovering around the new driver age, the need for this product could increase as more of them reach 16.

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Technological: Some technological factors that could affect this brand would be the addition of a heads-up display built into vehicles already. A lot of the newer vehicles already have nice navigational systems built in, with some even built as a heads-up display for an extra cost. With technological advances, this could become the standard in vehicles, causing the need for this product to diminish. Another technological factor that could affect this market could be if the size of smartphones continue to increase. If that happens, the mount and plastic screen of this product will have to be reevaluated to accommodate these changes. Another factor revolving around cell phones would be the change in the smartphone technology as the years progress. Ten years from now, smartphones may be something entirely different. If that happens, the company will have to reevaluate and make changes accordingly. Legal: With the rise in distracted driving, a legal factor that could affect this brand would be laws against any cell phone usage by the driver. While this product is meant to cut down on distracted driving by projecting the cell phone screen onto the front windshield, a person could use end up using this car accessory with other apps instead of GPS apps, thus causing a possible distraction. Going along with this, product labeling could be a factor that could really get the company in trouble. HUDWAY needs proper labeling on their products and packaging so that if something bad were to happen while someone was using this product, that they could not be held liable. Another legal factor could be laws against putting things on or near the windshield, potentially covering the visibility of the road. Although HUDWAY Glass is clear, there still may some laws that could affect the use of this product. Environmental: Environmental factors that could affect the HUDWAY brand could be the alterations of the infrastructure of roads. This could cause problems with the app not registering changes in the road, which would affect the directions given and the display. Other potential problems could be regulations and laws on what types of plastics that could be used in production.

b. Competitor Analysis

HUDWAY Glass and the HUDWAY App as a unit’s arena, navigation systems, is fairly saturated and varied. There are not many needs that have not been covered by existing products. The key in HUDWAY’s is affordability and safety. In-dash-GPS systems are one branch of competition, but these are more for customers with higher incomes who can afford cars that have these installed, HUDWAY avoids this competition with a low price point. Other GPS apps such as Waze and Apple Maps offer cheap to no-cost directions, but take the driver's’ eyes off the road. HUDWAY offers the security of not having to look down at a phone. Car-mounted (not in-dash) GPS systems are very popular, and offer reliable navigation without draining phone battery. However, they

are still taking the customers’ eyes off the road.

In the more specific category of heads-up display products, competitors Garmin, Gearbest, and Navdy offer similar, windshield-projected navigation. Garmin limits which apps you can use with it and costs around $150. Gearbest is the closest to HUDWAY Glass, with a price point of $20-$50. However, the display is very crowded and can only be installed in certain newer vehicles. Navdy’s system is the premium version of HUDWAY Glass. It offers touch-less gestures, voice commands, phone notifications that can be displayed/turned off/spoken aloud, parental controls, and more. All those features price it at $399-$499, placing it out of our target market’s price range.

c. Company Analysis

Vision: “To decrease distracting cell phone use of drivers by showing consumers a positive way to use their cell phone in their vehicle.”“To promote exploration and enhance the quality of travel experience.”Value: Why our consumers would value the product:

Our product makes following directions easier.Our product decreases the negative use of cell phones by drivers.Our product is presented in an affordable package. Our product is compatible with all makes and models of vehicles and cell phones.Our product makes traveling/commuting easier for you.Our product is easy to use. Our product makes it easier to focus on the road while using navigation.Our product makes it easier to see the road in poor conditions such as snow, rain, and fog.

Sales and Profit: Sold Out - Early Bird Privilege $34, Early Bird Special $39, Early Bird Duo $64, Kickstarter Duo $78, Big Family Pack $225, and Reseller Pack $350

Marketing PlansHUDWAY has done a very limited amount of marketing for the brand. They are currently offering sweatshirts and T-shirts with the HUDWAY logo, and including them in some pre-order reward packages. The HUDWAY Glass device is now available for pre-order on the HUDWAY Glass website, and it has sold out of many limited time package offers. Examples of these limited time packages are the Early Bird Privilege reward that includes one app and one heads-up display, and the Reseller Pack reward that includes 10 apps and 10 head-up displays.

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Clients Key ExecutivesCousins Ivan and Alex are the co-founders of HUDWAY Glass and have successfully been launching products together for 10 years. The cousins have also started their own IT company that has launched 12 successful products in the market. Ivan and Alex both received their MBA degrees from the College of Business at the University of Louisville in 2013, and HUDWAY Glass was the result of their graduate qualifications work. Another key executive that the client will encounter is Irina, general counsel and spokesperson.

Brand Identity HUDWAY grounds their brand in the bright blue image of an owl face. Owls traditionally symbolize wisdom and are known excellent vision. The oversized eyes are the focus of the logo, and keep the brand’s focus about the uniqueness of the heads-up display. The brand’s character is modern, confident, and minimalistic, which works perfectly with the bold, simple logo. The bold logo expresses the brand’s confidence, while the simplistic design reflects the European minimalism found in their design and their products.

The brand’s main palette consists of electric blue, muted gray, and an accent color of bright magenta. Blue is a psychologically trustworthy color, adding to the brand’s desired projection of safety and authority. The bright magenta is used very sparingly as an accent color, yet it reinforces the youthful energy of the Kickstarter brand. The muted gray grounds the palette and conveys the modern, tech-savvy nature and practicality of the company.

d. Consumer Analysis

In order to grasp a better understanding of who the target consumer should be for this product, we conducted both primary and secondary research. For secondary research, we consulted MRI. The MRI report for “Any Portable GPS Navigation Devices Bought in last 12 months” provided these insights into those consumers we are also targeting:

- Three percent of the United States population bought a GPS Navigation system in the last 12 months. - Men and women alike are purchasing these devices.- Those individuals who have an education of graduated college plus are most likely to purchase these devices. - People who fall into the age range of 55 to 64 are the most likely to purchase these devices.- Married people buy navigation devices more often than others. - Parents of children under two buy GPS Navigational devices more often. (This is inconsistent with the age range of those who buy navigation systems most often.)

- The occupation of management, business and financial operations has the highest index rating.- People with an income of $75,000 to $149,000, are the most frequent purchasers of GPS Navigation devices.- Those with a home over $500,000, in value are more likely to buy GPS Navigational devices. Those located in the southern census region buy these devices more often than others.Those individuals who identify themselves as white or Asian are most likely to purchase navigation devices.

Media Use: The overall media use is relatively spread over the frequency of use and each respective media. Less than half of those who bought a GPS Navigation System in the past 12 months subscribe to cable.

TV Services: A&E, AMC, The Discovery Channel, ESPN, FOX News, History Channel, HGTV, TLC, USA Network, HBO

Websites: Pandora.com, WebMD.com, Foxnews.com, Amazon.com, Mapquest.com, Travelocity.com

It is important to note that the HUDWAY Glass target audience does differ from that of a high dollar navigation systems. MRI suggests that the majority of the audience who bought a GPS navigation device is older, with a relatively high salary. This leads us to believe that the MRI results pertain to the more expensive GPS navigation systems. The HUDWAY Glass is less than $50 dollars; therefore, the consumer does not need to be making between $75,000 and $149,000 to be the target market.

To further understand the potential target audience, we decided to conduct a survey. See Appendix. The purpose of the survey was to gain insight in the people that would consider buying the HUDWAY Glass product upon initial review. In order to determine this, we asked demographic questions as well as questions regarding their travel habits, current GPS Navigation system they use, and a question about HUDWAY Glass. We had 102 total respondents from four of our group members placing the survey on their Facebook page. The survey participants ranged from 18 to 60 or older with a good variation throughout. Unfortunately the diversification of race is lacking in the respondents. The relationship status of the respondents was mostly married (38) or never married (34) with ten responding as being divorced and 15 saying that they are living with a significant other. Many educational professionals and students took the survey.

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The average household income for the respondents ranged from $0 to $24,999, to over $200,000. Over 95% of those who responded answered that they use smartphone applications every day and over 61% use laptops everyday. 45% of respondents reported that they take over six trips each year, 60 miles or more, for recreational or work related trips. Those who answered the questions asking whether they would purchase the HUDWAY Glass resulted in around half stating that they would buy the product, and half saying the would not.

Those who said they would purchase the product was because:“easier to focus on road instead of looking at phone”“that is a great price”“it would take away cellphone use while driving”“it would be a huge help. You would be able to navigate wherever it is you are going without having to look at your phone.”“looks very smart, and located in a perfect spot.”“HUD is a technology that has taken way too long to make it to market for drivers other than high end cars. For $50 even if it doesn’t work well you’re not out a lot of money”“Yes, because I use my phone for directions already.”“Seems better than looking at my cup holder to check phone currently”“Yes if it updated roads without me having to pay to do it.”“It looks like a great hands free system! I would be interested for myself and 3 driving children.”“I would get it for my family”“I hate looking down at my phone. I always miss a turn”“I do have a built in GPS in my car but I have an obsession with apps and would most likely use this”“It would be hands free and a safer option”“Minimizes distracted driving and seems safer than using your cell phone”“Yes because OnStar is too expensive.”

Those who said that they would not purchase the product was because: “it would use the data on my cellphone”“I think it would be a major distraction while traveling.”“the display on my phone is fine and cost nothing”“No, I don’t think so. A free app and my cell phone makes me wonder what the $50 provides.”“Already have built-in system”“No. It’s too much money for not getting a new device”“I think it would be a distraction and duplicate information already readily available in my car.”

“I don’t travel enough to need it.”“I can use my phone for that already with a dash mount or I could use a TomTom.”“Looks like it might be in the line of sight”

Questions that were asked:How does it show up when sunlight hits it?How much cellular data does it use?

From the survey results we are able to also gather that a majority of people already use their cell phone for navigation. The HUDWAY application provides those people with an accessory that makes the use of navigation on cell phones easier. These individuals who already use there cell phone for directions are aware of the risks associated with looking down to see the directions, and the HUDWAY Glass eliminates those risks. From the survey and MRI, the following personas were developed:

Timothy Allen: The dad of teenage driver.Value and rationale: The HUDWAY Glass provides directions and a speedometer that is easy to see. The cell phone has to be on the dash in the HUDWAY Glass for it to be used, thus the cellphone is not in the hands of the driver. This is a feature that parents are very fond of. Anything that limits the likelihood of their child texting and driving or having any distraction caused by the cell phone is a product that they would want to purchase. See page 6 for full persona.

Sarah Stevens: The military wife and stay at home mom.Value and rationale: The affordable HUDWAY Glass gives the benefit of the high-dollar heads-up display units to more consumers. The easy to follow directions that the HUDWAY App provides is ideal for consumers looking for a way to navigate around a new area. This military mom is a target consumer because she is moving to new places every few years, and is in need of an easier way to explore the new places. Her young child is also demanding her attention while on the road, so not having to look at her phone for directions is one less distraction. See page 7 for full persona.

Nathan Hunt: The traveling Businessman.Value and rationale: The affordability of the HUDWAY Glass and App alike provides the average consumer the ability to have a heads-up display. The traveling salesperson needs a way to easily get from point A to point B. The HUDWAY Glass and App gives easy to follow directions where the user does not have to divert their attention away from the road. The technology behind the HUDWAY Glass also is attractive to the businessman. See page 8 for full persona.

This dad is greatly concerned for the safety of his child who is new to driving. He’s the all American dad who coaches high school football. He will do anything to keep his child safe from anything and everything. He likes that this product keeps the cell phone out of the hands of the driver and provides easy to read directions.

FRUSTRATIONS

MOTIVATIONS Being a role model for his family Providing for his family

TIMOTHY ALLEN, 42

Laziness People who don’t take responsibility for their actions

GOALS

OCCUPATION High School Football Coach

LOCATION Sumter, South Carolina

Leaving behind a legacyMaking school history in footballMaking his kids and wife happy

PERSONALITY IntelligentStrong willedStrong communication skillsTechnologically savvyStable

BRANDS

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Being strong for her daughterCounting down the days until her husband returns

SARAH STEVENS, 26

People who take advantage of othersStaying at home for a long timeLack of communication

Stay at home Mom

Fort Irwin, California

Support her husbandGive her daughter a well rounded childhood

IndependentSelf reliantExtrovertOrganizedLikes controlSelf confident

She is a United States Army Wife. Her young family just got stationed at a new base, in a new town and she wants to be able explore surroundings but is on her own since her husband just got deployed. She has a 10 month old baby girl that demands her time and attention. When she is driving, having to look down to follow directions on her phone puts both her and her daughter in danger. Keeping her daughter safe is her top priority.

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FRUSTRATIONS

MOTIVATIONS

GOALS

OCCUPATION

LOCATION

PERSONALITY

BRANDS

This is someone who is on the go and traveling to different places quite often. Their position is not very high in their company but they are avidly trying to climb the business ladder. He enjoys his job but is not the best at navigating his way from point A and point B. With set meeting times, being late is not an option for him if he wants to land a promotion whether it is because of weather or a directional error.

Happiness in his careerMaking something of himself

NATHAN HUNT, 33

Slow technologyUndedicated co-workersBeing lateDriving in snow

Traveling Salesman

Boston, Massachusetts

Become successful enough to help his parents financiallyTo be able to travel

On-the-goFlexible/adaptableDiversified in technologyHigh learning ability

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FRUSTRATIONS

OCCUPATION

LOCATION

PERSONALITY

BRANDS

MOTIVATIONS

GOALS

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e. Brand Audit

The HUDWAY Glass project launched on Kickstarter on October 7, 2015. The original pledge goal was for $100,000, in which HUDWAY surpassed. HUDWAY Glass ended its funding campaign on November 7, 2015, raising $622,785, from 9,095 backers.

HUDWAY Glass was first introduced at CeBIT 2015, in Hanover, Germany. The idea of HUDWAY Glass came from research that, “75 percent of people who get behind the wheel of a car are distracted drivers.” Thus, the HUDWAY team first came up with the HUDWAY App that turns a mobile phone into a heads-up-display. This app was the first step of this creation process; from there, the team designed the HUDWAY Glass to use in conjunction with the HUDWAY app or other apps that can be used in heads-up display mode.

The present plans of HUDWAY Glass is to start incorporating the Stretch Goals that they established for their Kickstarter campaign, in which they received full funding for all of them. These Stretch Goals are as listed: voice control in HUDWAY apps, HUDWAY PRO Lifetime for free, NFC tag in HUDWAY Glass, offline maps in HUDWAY app, and donation to owl-saving foundations. Another current plan for HUDWAY is to continue the assembling and testing process. Once that process is done, HUDWAY will start to get the final certifications for the product in time to ship the first round of product samples around March of 2016. Future plans for the brand include the partnership with the race car advertising that those who backed HUDWAY with a certain amount of money received as part of their package deal. This race car will compete in the European Rally Championship in 2016.

Consumers viewing the product on Kickstarter praise the brand saying things such as:

“This was a great idea and how fast it filled is proof!” -Kickstarter“Well done chaps, looking forward to next year, wishing you well, bringing about a safer driving experience is a gift worth the giving.” -Kickstarter“The very best of luck, it sounds like a brilliant idea, can’t wait to see it and use it.”-Kickstarter

From the survey we conducted, participants responded with comments such as:

“Seems better than looking at my cup holder to check phone currently” -Survey Participant“It would be hands free and a safer option” -Survey Participant “it would use the data on my cellphone” -Survey Participant“I can use my phone for that already” -Survey Participant

Consumers see the product as a technological advancement that provides a safer option when driving. The concerns that consumers are bringing up include the amount of data the application will use, being able to charge your phone on the HUDWAY Glass, being able to play music and the effects of direct sunlight on the HUDWAY Glass.

HUDWAY Glass is currently taking pre-sale orders on their HUDWAY Glass website. They plan to ship mass production in March of 2016, and is available internationally. The current sales for the brand are $622,785, that was funded by 9,095 backers on Kickstarter.

II. SWOTStrengthsPrice PointModern Designs/simple displayuses a cellular device which the majority of people haveShowcases dangerous curves with red dot indicatorsVoice assistance acting like a co-driverInternet connection not required to operate NASA ProvenHeads-up-displayTheir Owl support mission

WeaknessPoor customer serviceNot in production yetUses cellular data to runEndures a low sales cycleShipping Cost Only works with some navigation apps due to the flipping of contentCompatibility from iOS, Android, Windows, etc.

OpportunitiesAdd a Public Relations person Partner with groups aiming to reduce distracted drivingPartner with Uber/ taxi servicesDevelop a solar charger to use while product is in useAlternative way to attach HUDWAY to dash to move from one vehicle to anotherFuture luxury car option competition will cost you over $1,000Combine HUDWAY websites instead of two different ones

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ThreatsThere is a risk of market saturation of GPS devices with rising competitionGPS satellites may become inoperable due to future conditionsIn car GPS devicesLaws and RegulationsTechnological Advances-It is estimated that by 2020, 9% of all new cars will be equipped with HUD displays (currently it is just 4%).

III. The ChallengesThe key existing challenges that HUDWAY is facing is the lack of awareness of the HUDWAY Glass and the HUDWAY App alike. Those who are aware of the HUDWAY products are skeptical of the products value because of the fact that the product has not been produced or distributed yet. Very few people have been able to see the product in person, let alone test the product; therefore, there are no reviews of the product for people to consult. They are forced to take the company’s word about the product, which consumers tend not to believe.

In addition, the lack of distinction between the HUDWAY App and the HUDWAY Glass products produces confusion in the consumer’s mind. For instance, on the HUDWAY App website, it states that the app can run without the HUDWAY Glass product. (We suggest deleting this point, merging the two websites so that consumers will see both products as a unit instead of stand alone products.)

Additional challenges that we discovered from our research are that consumers can use the HUDWAY app with other display systems, and do not see the benefit of purchasing a holder for their phone. Also, many consumers are already using an application that gives them directions that they like. Communicating why consumers should switch to HUDWAY product will be a challenge. Communicating the fact that the HUDWAY Application can store directions and not have to access data to use the application will be important.

SMART Objectives:

- Raise consumer awareness by increasing Facebook likes on HUDWAY by 50% (current numbers: 2,213; 50% is at 3,320) by Quarter 2 2016.- Establish a Klout score of 60 by Quarter 1 2017- Increase mentions on digital media and print media by 30% by the start of 2017.- Raise consumer awareness by increasing website visits by 50% by Quarter 1 2017.- To get website bounce rates to less than 50% by Quarter 1 2017- To increase sales fulfillment rate via website traffic by 30% by Quarter 1 2017- Convert 15% of abandoned sales via re-marketing by Quarter 1 2017.

IV. Branding Strategies: Branding SolutionsBrand CharacterThe brand character of HUDWAY is described as being modern and informative while promoting an adventurous lifestyle. They are confident in their product and pride themselves in providing a product that is adaptable to work with the numerous phones and vehicle make and models that consumers may have. The simplistic design of the product is reflected in the language and communication from the company. Direct and helpful responses from HUDWAY gives consumers directions in using the product, and how to troubleshoot any hurdles they may need to overcome. The masculine nature of the company thwarts a character that is not fluffy or evasive. While the company is a startup, their technological experience leaves them wise beyond their years. See Appendix.

Brand ArenaHUDWAY Glass exists in the arenas of: navigation systems, smart phone applications, and car accessories. For the HUDWAY Glass, the car accessory arena is the primary arena. Competition in this arena includes in-car devices, and other navigation devices, as well as GPS and navigation applications for smart phones.

Brand PositioningOur HUDWAY Glass is the only car accessory that provides a safe heads-up display with the use of a mobile phone to transform your dash into a navigation system, making exploration accessible and safe for everyone. See Appendix.

Brand ExperienceThe HUDWAY Glass experience currently comes from their campaign on Kickstarter, the website, and social media outlets that HUDWAY has established. These are all great resources for potential customers to come and learn about the product; however, there are opportunities for improvement to help cultivate that initial consumer touch point. On their social media pages, the comments that HUDWAY makes need to align with the brand character, whereas they currently include poor grammar, and tend to have an underlying attitude in their responses. After the consumer purchases the HUDWAY Glass, there needs to be strong packaging and a feature to be able to track shipping.

Along with those features, there needs to be customer satisfaction surveys sent out to measure how the customers perceive their interactions with the physical product. Once the consumer has had the product for a set time period, customer education needs to continue. This can be in the form of statistics and videos about the product and how to use it. Again, surveys, social media comments, and the percentage of product returns can measure how well the consumer is responding to the product.

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Finally, a plan for continued support for the customer for the duration of product’s lifetime needs to be established. This can be in the form of support forums, technical support, a strong public relations department, and a way to monitor the reviews of the customers who are buying the premium app. For a full description of how HUDWAY Glass will maintain their customer’s experience journey, see Appendix.

Brand IdentityWe will maintain the current brand identity including the logo, color scheme, and fonts. See Appendix.

V. Summarize your IMC planWe want to implement a new HUDWAY brand slogan: “The future of navigation is clear.” This slogan plays on the fact that the HUDWAY Glass product is a clear heads-up display. It also mirrors the more common phrase, the future is here, hinting at how modern the product is. The statement, when taken literally, asserts that HUDWAY Glass is the apparent front-runner in the future of navigation.

Glass & App MergeCurrently, HUDWAY Glass and the HUDWAY Application have separate websites and do not promote one another. The HUDWAY Application website states that the app will work without the HUDWAY Glass. We want to merge the Glass and App together including the websites and purchasing. Logistically, when the HUDWAY Glass product is purchased, the consumer would receive a code to enter into the website or app store in order to download the application.

As it stands, the HUDWAY App website provides suggested applications that work with the HUDWAY Glass; we purpose keeping those applications as suggestions that consumers can see when they download the application. HUDWAY would reach out to those partnering applications to have them promote the HUDWAY Glass product as a platform which their application works well with.

For those consumers who have already downloaded the HUDWAY Application without buying the HUDWAY Glass, they would no longer be able to update the application. Over time the old version of the HUDWAY Application would be fazed out and users would see a redirection page where they are lead to where they can purchase the current HUDWAY Glass and Application.

AdwordsTo drive traffic to the website, we will bid on several keyword phrases for a Google Adwords campaign. The keywords we will bid on include:

Cheap GPS Cheap navigation system GPS App Navigation app Cheap heads up display HUDWAY HUDWAY Glass HUDWAY App Heads up display for cars Head up display

Google Adwords suggests that those words would receive between 63 and 77 clicks per day. The average cost per click is estimated as being between thirteen cents and sixteen cents. The average cost a day fluctuates between nine dollars and eleven dollars. This is based on a maximum cost per click of one dollar, and a maximum budget of ten dollars a day. After determining which words work best, we suggest spending a little more towards those keyword phrases that prove to be the most beneficial.

Package DesignCurrently, the package design is shown as a simple brown box. We want to change the design to better reflect the brand image of HUDWAY. The logo will be on the box on multiple sides. We want the consumer to see the box in the mail or wherever they purchase the product from, and immediately know their HUDWAY Glass is in the box. Included inside the box will be a the code to download the Application, a HUDWAY logo sticker (see Sticker section below) and informative materials about the significance of the owl and their donations to owl saving organizations. See Appendix.

StickerHUDWAY will provide a sticker for consumers to place on their vehicle, laptop or anywhere they wish, with the purchase of HUDWAY Glass and Application. The sticker will be the owl image from the logo. See Appendix.

Social MediaFacebook, Instagram and YouTube will be our main focuses for social media. The social media campaign will aim to increase awareness of the HUDWAY brand. The hashtag #HUDWAYcation will be used across all social media platforms. HUDWAY consumers can share their destinations using the hashtag, and HUDWAY will share some of their consumers’ posts on their social media platforms. Some of the posts would be showcasing the places people can go with the HUDWAY Application and would be carried throughout the social media platforms.

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On Facebook, promoted posted and advertisements will be used to target our audience. YouTube will be a platform in which the brand videos (see Video Marketing section) and informative videos will be housed. Additional compilations of videos from consumers using the HUDWAY products will be available here as well. Instagram will be a platform where the places that HUDWAY users can discover using the HUDWAYcation feature will be exposed.

HUDWAYCATIONWaycation: urbandictionary.com: a weekend vacation. it’s like staycation, to stay at home during vacation, but waycation is synonymous with weekend getaway.

ApplicationWe want to implement a new section called “HUDWAYcation” into the existing HUDWAY Application. Our big idea focuses around HUDWAY being the go to application to find local hidden spots that HUDWAY can provide directions to and from the destination. HUDWAY would partner with parks and recreational departments, and local HUDWAY ambassadors in each state to have destinations that already exist in the application upon downloading. As consumers use the application more and more, they can add their favorite places to the application. When the place is visited and suggested multiple times, the likelihood that destination is suggested to a consumer increases. Those destinations would be approved by HUDWAY brand ambassadors from each state, and then integrated within the application for other users to find or be sent to. Users would also have the option to like or dislike the place after visiting, which can show other users popular places near them. People can then go into the app and choose to “Find an Adventure” within a certain distance, within a certain price point, and age range, from their current location. These destinations will be categorized in the HUDWAY app as:

Nature and Parks - Nature trails, waterfalls, scenic views Historic Landmarks - historic battlefields, historic homesEducational - museums, cave tours, Local Restaurants - unique restaurants that are not chains, bakeriesDate Night - drive-in theaters, live music venues, Nightlife - bars, night clubsSeasonal Destinations - Winter (lights, trees, tree farm) Fall (haunted houses, orchards, pumpkin patches) Summer (lakes, fireworks, aquatic parks)Surprise Me - farmer’s market, flea market

Once a category, a price point, and an age range is chosen, the HUDWAY Application will then load a list of directions the user can choose from, and lead them on a new adventure to a secret destination.

Within the HUDWAY Application, there will be an option for users to connect with a HUDWAY Spotify Playlist or Pandora Station that will accompany them on their journey.

Video MarketingWe would partner with one or more military families expecting their loved ones back soon, and wishes to surprise someone special. HUDWAY would not be the primary focus of the video, rather the reunion would be the highlight. The HUDWAY Glass and Application would be the direction provider for the loved one to find their military family member and be shown in the video sporadically. The video would follow the loved one getting the directions to the military family member and their journey to find them along with the emotional reunion. Military homecomings and reunions tug at the heartstrings of many consumers thus we would use these videos for commercials on TV, and digital streaming platforms, once additional marketing funds are developed. For now we will use these videos on the YouTube channel as well as within our social media campaigns on Facebook and Instagram. Videos focusing around the places where consumers have gone will also be a future development. Content can be pulled from social media. See Appendix.

Print AdvertisementsIn the future, as HUDWAY builds their brand and monetary funds, HUDWAY could create different print advertisements relating to each of the categories a consumer can choose to be led to using the HUDWAYcation feature in the HUDWAY Application. The advertisement will be focused around a visual representation of each. The viewer of the advertisement can scan the advertisement itself and see one of two things depending on whether they are a current consumer or not.When current HUDWAY customers scan the advertisement, they will see related places around them where they can go. For example, if the advertisement was an image of a waterfall, wherever the customer is located when they scan the advertisement, they will see nearby “Nature and Parks” places.For those who scan the advertisement and are not currently a HUDWAY consumer, they will be taken to an informational video of what HUDWAY is. At the end of the video they are connected with places to purchase the product.

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VI. Discuss Costs of Implementing your ideasFollowing the norm of having around seven percent of the revenue spent towards advertising, the advertising budget for HUDWAY is roughly $43,000. This number is based on the $622,785 that HUDWAY raised on Kickstarter. The allocated advertising budget will be broken down as follows:

Social Media 20%Video Production 30%Website 8%PANDORA/Spotify 17%AdWords 20%

VII. Summary or Next StepsAfter conducting primary and secondary research about HUDWAY Glass and HUDWAY App, we have come to better understand the brand and their goals as a company. In order for HUDWAY to become the brand they aim to be, we suggest that their initial actions be unifying the HUDWAY Glass and the HUDWAY App as we suggested. Following that change, launching a social media campaign to raise awareness will be crucial to their success. The implementation of the HUDWAYcation feature on the existing app will drive demand for the application because of the unique features. With the implementation of these changes, the future for HUDWAY is clear.

APPENDIXSURVEY

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BRAND PLATFORMBrand CharacterModern InformativePractical ConfidentSimplistic Problem solverAdaptable Adventurous

Mission “To provide the driving population with an affordable, easy to use car accessory that makes their drive time safer and easier with an increase in comfort regardless of the make or model of the vehicle.”

PersonalityMasculineYoung but experiencedSimpleTechnologically Savvy

Vision “To decrease distracting cell phone use of drivers by showing consumers a positive way to use their cell phone in their vehicle.”

“To promote exploration and enhance the quality of travel experience”

Value Our product makes following directions easier.Our product decreases the use of cell phones by drivers.Our product is presented in an affordable package. Our product is compatible with all makes and models of vehicles and cell phones.Our product makes traveling/commuting easier for you.Our product is easy to use. Our product makes it easier to focus on the road while using navigation.

VoiceWe will communicate to each persona in such a way that will resonate with them while staying true to our brand character and personality. For example: Traveling Business Person would communicate with a professional, formal tone that gets straight to the point; they will not use slang words, or fluff words. Celebrities: Angelina Jolie, Julie Bowen

POSITIONING EXERCISEAssets - Backed by over 5,000 people on Kickstarter- Owns/controls app- Adjustable and compact mount- Startup/Kickstarter (no board or bosses or parent company)- Small scale (limited product line/depth)

Offer- Low price vs. competition- Compatibility (works with all phones, iOS & Android)- Look & feel (sleek, clear, modern)- Ease to use (app)- Tailored to mobile lifestyle

Approach- Treat customers as partners- US based- Straightforward - Constantly evolving- Educational

Skills- Industry experience- Educated founders- Cultured/worldly (founded in Europe)- NASA research (on HUDs)- Diverse team (age & gender & ethnicity)

Mission- Affordability- Safety- Innovation- Comfort- Promote travel

Positioning Statement “Our HUDWAY Glass is the only car accessory that provides a safe heads- up display with the use of a mobile phone to transform your dash into a navigation system, making exploration accessible and safe for everyone.”

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CUSTOMER JOURNEY MAPLIFECYCLE

STAGEPRE-PURCHASE

(90 DAYS)PURCHASE(00 DAYS)

EDUCATION(00 DAYS)

SUPPORT(LIFETIME AVERAGE

= 0 YEARS)

CUSTOMER EXPERIENCE

RECOMMENDATIONS

CONSUMER TOUCHPOINTS

KICKSTARTER WEBSITE, FACEBOOK, TWITTER, INSTAGRAM, VIMEO,

SUBSCRIBE TO THE EMAIL LIST, BLOG

BENEFITS OF FUNDING KICKSTARTER ARE

UNCLEAR, KICKSTARTER IS THE ONLY PLACE TO

PRE-ORDER, CONFUSION AS TO HOW THIS DEVICE & APPS AFFECTS PHONE

CALLS, TEXTS, CHARGING, AUXILIARY CORDS

CONFUSION BETWEEN HUDWAY APP AND

HUDWAY GLASS

MONITOR WHAT PEOPLE ARE SAYING ON SOCIAL MEDIA

ABOUT THE PRODUCT

PAID/PROMOTED ADVERTISEMENTS ON SOCIAL MEDIA, ADS IN

TRAVEL MAGAZINES, TV COMMERCIALS SHOWING

YOUNG ADULTS USING HUDWAY GLASS TO GO

ON ROAD TRIPS

IMPROVE COMMUNICATION OF

WHERE TO BUY HUDWAY, MAKE A DIRECT WEBSITE

WHERE PEOPLE CAN PURCHASE RATHER THAN

OFF OF KICKSTARTER, SELL IN STORES TOO

INCLUDE A LINKS TO HOW TO VIDEOS AND INFORMATION WHEN

YOU BUY IT, PERCENTAGE OF PROCEEDS GOES TOWARDS A CHARITY

FIGHTING DISTRACTED DRIVING

HAVE A POSITION DEVOTED TO CUSTOMER

RELATIONS, NEED PR PEOPLE TO MANAGE SOCIAL MEDIA, HAVE

PHONE SUPPORT

CUSTOMER SATISFACTION SURVEYS, CUSTOMER REVIEWS ON WEBSITE

AND SOCIAL MEDIA ACCOUNTS

RETURNS %, CUSTOMER SATISFACTION SCORE,

APP REVIEWS

MONITOR PEOPLE BUYING THE PREMIUM APP WITH

THIS PRODUCT? AND THEIR REVIEWS

FINDING WHERE TO PURCHASE, INCONSISTENCY

BETWEEN THE PRICING METHODS ($ AND EUROS), DOESN’T SHOW UP IN THE

DAYLIGHT AS CLEARLY, CELL PHONE OVER-HEATS, CELL PHONE IS TOO BIG, PHONE/

CASE COMBO IS TOO HEAVY/BIG, ADJUSTABLE

MOUNT BECAME UNSTABLE WITH PHONE/CASE COMBO

CONSUMERS STRUGGLING WITH HOW TO INSTALL

AND USE THE PRODUCT, CONFUSION WITH

HOW TO USE THE APPS ASSOCIATED WITH THIS PRODUCT, CONNECTING TO MUSIC WHILE USING,

ANSWERING PHONE CALLS, CHARGING PHONE

WHILE IN STAND

FEEDBACK ON FACEBOOK HAS A SASSY TONE

DON’T FULLY ANSWER QUESTIONS

SLOW RESPONSE TO PROBLEMS

PACKAGING WITH HELPFUL

INSTRUCTIONS FOR HOW TO INSTALLTRACK SHIPPING

INFORMATION/STATISTICS ON

DISTRACTED DRIVING,

HOW-TO USE/INSTALL THE PRODUCT VIDEOS

USER FORUM

TECHNICAL SUPPORT

CONSUMER FRUSTRATIONS

SCORECARD(METRICS)

OPPORTUNITIES

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Proxima NOVA Proxima NOVA BoldDIN Next Light

Very clean, mostly white and gray. Simple text usually over artistic, natural photos.

#1788e3 #db1a39#e1e1e1#919599

TYPOGRAPHY

IMAGERYLOGOPACKAGING

STICKERS

BRAND IDENTITY

COLOR PALETTE

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Design BriefWho we are:A modern, informative, practical, confident, simplistic, problem-solving & adventurous team who created a navigational system through a phone app and a futuristic, affordable heads-up display.

What we offer, over time: A platform to use existing mobile devises as car GPS systems.

How we’re useful to people: Affordable, resourceful, increased safety, versatility.

What we promise to do for people: Provide people with an affordable, easy to use car accessory that makes their drive time safer and easier with an increase in comfort regardless of the make or model of the vehicle or phone.

Here’s who we’re selling to: Lower-tier businesses, young, tech-savvy adults, new drivers, traveling businesspeople, on-the-go moms, parents who don’t want their kids holding their phones while driving.What we need from (designers): Package design, sticker design, typography, color palette, imagery.

These are three things we’d love to see: Clean, functional, and modern design.

These are three things we’d hate to see: Complex, outdated/vintage, overly feminine design.

Shot of UPS Delivering HUDWAY package with special instructions.

Shot of Military wife opening door and finding the package.

Shot of military wife unwrapping and figuring out whats in the box.

Shot of phone in app.

Shot of military wife following the directions to a blind surprise.

Close up of HUDWAY glass in use. Shot of couple reunited. Title: The future of navigation is clear.

HUDWAYCATION CAMPAIGNSTORYBOARD

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WILL BERRYMAURA BRODERSON

EMMA NAPIERCHELSEA RITTER

HAYLEY RENNEKER

References

https://www.kickstarter.com/projects/361842686/hudway-glass-keeps-your-eyes-on-the-road-while-dri

http://hudwayglass.com/

http://hudwayapp.com/

http://www.mriplus.com/site/index.aspx