Concourse Case Study (New Product Development)Objective1) To create a new product/ brand that uses the current technological and digital tools.2) To create an integrated marketing campaign to launch this brand.

Product/Brand

A GPS enabled system that provides people in wheelchairs the fastest, safest and most convenient routes around town.

It uses Garmin’s GPS technology to give layouts of different buildings. It also has an option for voice recognition. On the website, you have different tools that help you plan outings, tag favorite places, suggest routes, make comments, plan trips to other cities, etc.

We called it Concourse because the word ‘concourse’ means a confluence of people as well as a driveway or boulevard, and what we’re trying to do is not only provide a tool to provide people in wheelchairs with the most convenient routes, but also serve as a social networking website for this closely knit community.

Brand Tonality• Cheerful and honest• Addresses its target as a community• Never timid• Not condescending

Consumer Four Value DimensionSymbolic:• independence, control, community

Relationship:• partners, you/wheelchair, support system

Reputation:• assertive, up-to-date, capable

Experiential: • eliminates uncertainty, fosters spontaneity, convenient

Stages of Grief

Other Insights • ey don’t pity themselves.• ey rely on public transportation even though they think

it’s a significant barrier.• ey are a closely knit community, sharing information

online in order to enhance their lives.

e ChallengeTo make an authentic entry into this community without seeming condescending.

e Strategic ShiftShift the mindset of how people in wheelchairs are perceived, by themselves and by others.

From• Sympathy• See the wheelchair• Inability

To• Respect• See the person• Difficulty

Static Active

e MessageConcourse develops tools that empower people with disabilities by helping them be more independent. It makes people’s disabilities less of a factor when they’re navigating a world that wasn’t built with them in mind.

Campaign OverviewBecome part of the community:

Political ActivismChange of Logo, the Mobilize Movement

Provide ToolsConcourse DeviceRating SystemOnline Tools

We want to talk to people who have reached the acceptance stage in the stages of grief and have decided to resolve and readjust.

Target

e Accept-abled

e Concourse Website: Mobilize Movement One page Ad in the NY Times

Banner Ad

Direct mailCreativeTo generate buzz about the Mobilize Movement and get people on board, we will run a one page ad in the New York Times followed by a direct mail to this community of people on wheelchairs, as well as general people.

Another space that we will utilize for this purpose is special events such as the Abilities Expo, the biggest trade conference for handicapped people as well as other sporting events. Kiosks will be placed strategically at sporting events organized for handicap people as well as at

We will also have banner ads on popular handicap websites like newmobility.com.

Measurement:Website TrafficKiosk TrafficMobilize Movement ParticipationWidget downloads

Rating System & Widget:e rating system is another feature available online and on the device itself which allows users to rate buildings based on handicap accessibility. It’s an engaging experience which lets you rate, make comments, add buildings, etc.

Widget:is widget will pop up whenever you open any particular building, mall, restaurant’s website and give you its handicap rating.