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Case Study

Project:
Introduce DataTech and DirecStar
Objective:
Develop sales collateral for full product line and Trade Show Support
Strategies Applied:

Started with research

Market analysis
Competitive Analysis - Product by product
Technical comparison
USPs
Benefits
Product Design
Pricing
Packaging
Photography
Advertising
Public Relations
Distribution channels
Sales

Then

Established the objectives for...

Photography

Antennas
On Vehicles

Sales collateral
Trade shows
Public Relation
Advertising

Strategies for accomplishing these objectives
Defined Problems and Opportunities
Established Budgets
Wrote an action plan for accomplishing plan strategies
Wrote branding strategies for all antennas
Personally wrote all of the copy, headlines, tag lines used on all of the materials below
Supervised their creative development and production

● Logo Design
● DataTech 1

● DataTech 2

● DirecStar

● Web Site Development
●Design

DataTech Web Site Design Pix 3.jpg

● Advertising

● Home Page Promotion
DT740 Home Page Promo Ad Pix 7.jpg

● Public Relations

● Product Photography
This was a difficult assignment, because of time and budget restraints
The Challenge:

There was no budget to shoot several vehicles in the Mountains, Desert Battlefields, on Beaches, in emergency response situations
But I needed to get shots of the DirecStar
On several different First-Responder vehicles
Such as an Ambulance, News Van, Military Vehicle
Find a Photographic studio
With a door big enough for an ambulance (followed by several other vehicles) to drive through
That we could afford
Find vehicles to photograph
Putting the DirecStar on top
Without damaging the vehicles
Light them from several different directions
And the Consumer Electronic Show in Las Vegas was coming up fast

The Solution: Create Composite Pictures:

Started by finding a variety of background shots
Showing several different locations
To drop DirecStar-toting vehicles into Photo

Photographic Set-up:

So my plan was to shoot indoors
With artificial lighting changing from different angles
To match the sun angles for the chosen outdoor backgrounds
To be used to place the vehicles
In these very different geographic locations around the country
Clearly defined by the backgrounds

Photographic Studio:

Got Winegard to agree to let me use one corner of a warehouse
With a door big enough to drive in an ambulance (our biggest vehicle)
Paid a Winegard employee to paint the corner walls white
To make the drop-out process easier and less expensive

Vehicles:
Ambulance

Called Burlington Ambulance
Made a deal with the President and Randy Winegard (Owner of Winegard Company)
To trade two passed for a day of golf on the Country Club Randy owned
For the use of the ambulance for one day

Van, Stretch Van, Box truck: I rented them
Humvee, Military Ambulance: Purchased the shots off the web
Photography:

Hired a local photographer for two days on a day rate
Shot each vehicle at ground level, roof height, above the roof, side, quartering and front
Directed every shot
Used a Winegard fork-lift for the off-ground shots
Picked the shots to use from hundreds
Had my graphic artist o Do drop-outs of the picked photos o Produce the composite pictures

Results: