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Table of Contents

IMC – Table of Contents pg. 3-5

1.0 Executive Summary pg. 6

2.0 Promotional Opportunity Analysis pg. 8-92.1 Communications Market Analysis pg. 10-132.2 Competitive Analysis pg. 14-17 2.3 Opportunity Analysis pg. 18-222.4 Target Market Analysis pg. 23-25

3.0 Corporate Strategies pg. 263.1 Corporate Image Strategy pg. 273.2 Brand Development Strategy pg. 28 3.3 Brand Positioning Strategy pg. 293.4 Public Relations Strategy pg. 303.5 Evaluation pg. 31-32

4.0 Integrated Marketing Communications Management pg. 344.1 IMC Goals pg. 35-364.2 IMC Budget pg. 374.3 Agency Selection pg. 384.4 Internet Website pg. 39-42

4.4.1 Sitemap pg. 43

5.0 IMC Objective One – Consumer pg. 445.1 Marketing Budget Consumer pg. 45-49 5.2 IMC Methodologies Consumer pg. 50-51

5.2.1 Advertising Objectives pg. 52-535.2.1.1 Advertising Budget pg. 54

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Table of Contents

5.2.1.2 Creative Brief pg. 55-565.2.1.3 Advertising Design pg. 57

5.2.2 Consumer Promotions pg. 58-595.2.3 Personal Selling pg. 605.2.4 Sponsorship Programs pg. 61-625.2.5 Database Programs pg. 63-665.2.6 Alternative Marketing pg. 67-69

5.3 Media Plan pg. 70-71 5.3.1 Sample Media Schedules pg. 72

6.0 IMC Objective Two – Distribution pg. 746.1 Marketing Budget Distribution pg. 75-786.2 IMC Methodologies Distribution pg. 79

6.2.1 Advertising Objectives pg. 806.2.1.1 Advertising Budget pg. 816.2.1.2 Creative Brief pg. 82-836.2.1.3 Advertising Design pg. 84-85

6.2.2 Trade Promotions pg. 866.2.3 Personal Selling pg. 87

6.3 Media Plan pg. 88-89

7.0 Strategic Planning pg. 90-91 7.1 Company Background pg. 92-947.2 Management Team pg. 95-967.3 Strategies and Policies pg. 97-997.4 Industry Research pg. 100-1087.5 SWOT Analysis pg. 109-1107.6 SWOT Matrix pg. 1117.7 Product Positioning Maps pg. 112-113

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Table of Contents

8.0 Corporate ID pg. 1158.1 Stationary pg. 1168.2 Business Card pg. 117

9.0 Advertising Campaign pg. 1189.1 Print Series pg. 119- 121 9.2 TV Story Board pg. 122-1259.3 Radio Script pg.126-1279.4 Direct Mail Piece pg. 128-1299.5 Press Release pg. 130-1319.6 Website pg. 1329.7 Banner pg. 1339.8 Facebook Page pg. 134

10.0 Appendix: Work Cited pg. 135- 136

1.0 Executive Summary

This integrated marketing communications plan is designed for Fluid Motionand Design LLC. The plan contains a promotions opportunity analysis, corpo-rate strategies, and IMC objectives in addition to pertinent advertising, promo-tion, personal selling, sponsorship and database program content. Finally, amedia plan and evaluation methods designed to measure the success of theIMC plan are detailed.

Fluid Motion and Design is an emerging medical equipment provider based inFort Lauderdale Florida. Our company specializes in the design and develop-ment of custom mobility aids including walkers, canes, and crutches that arefunctional expressions of the users’ sense of style. FMD seeks to position itsproducts within both the consumer and distributor market. A lifestyle drivenapproach that encompasses mobility related resources, advocacy efforts, and asocial community will anchor the efforts directed to the consumer market. Inconjunction, FMD with develop relationships with an array of distribution part-ners to strengthen its position in the industry and provide consumers with con-venient ways to acquire accessory like mobility aids.

Although communication efforts will be focused on the needs and desires of aniche market, FMD’s IMC plan has a national scope. The plan will address con-sumers with short-term and long-term mobility challenges and channel mem-bers associated with medical equipment catalog publishing, online stores, andtraditional retailers. Media selection and message execution will foster theimage of FMD as a provider focused on contemporary aesthetics, function, andindependence. The goal is to develop a synergetic program that includes rele-vant and engaging advertising, value building promotions, and a mix of highvisibility sponsorships and direct marketing initiatives to create a brand with anunparalleled focus of quality, service, and individuality.

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Fluid Motion and Design LLC was founded in 2011 as a web based businessdedicated to the mobility aid niche of the medical supply market. Mobility aids,also called ambulatory aids, are a type of medical equipment used by peoplewith locomotive disorders. FMD specializes in making custom aesthetic andstructural modifications to walkers, crutches, and canes, which appeal to con-sumers who value ease of use, independence, quality, convenience, and variety.

The primary marketing strategy is to develop a brand that transforms a prod-uct from plain equipment consumers need to functional accessories that are anextension of the users’ style. FMD’s objectives include building brand aware-ness, changing stereotypical beliefs about the product and its users, and en-hancing the firm’s image. The focus for the company’s IMC program is to createthe perception that this provider caters to consumers on an individual level.Furthermore, FMD seeks to be a lifestyle brand, a mobility information re-source, and an advocate that helps its consumers to overcome mobility related challenges.

The product line consists of customizable walkers, crutches, and canes de-signed for mobility aid users looking for a functional stylish alternative to prod-ucts currently on the market. The brand produces contemporary mobility aidsin response to a significant gap in other manufactures/distributers productline. FMD product modifications included padding and fabric choice, unit col-ors, and patterned designs.

While others focus their attention exclusively on the geriatric market or short-term user, they have neglected the target segment of mobility aid users whoare adults with active lifestyles and who deal with the challenges of a long-term disability. Because of the custom nature of FMD’s product offering, the

2.0 Promotional Opportunity Analysis

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mobility aids will reflect a “high end” pricing strategy. The mobility aids will beavailable though a select network of distributers and directly from FMD’s web-site. The site will allow consumers to learn about the Fluid Motion brandthrough product descriptions and images as well as corporate and team pro-files.

FMD will also incorporate a mix of promotion strategies to motivate con-sumers and distributers to engage with the brand and maintain a relationshipthat extends beyond a simple commercial transaction. All of the company’scommunication will focus on FMD’s unique value proposition and the qualityproduction and customer care.

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The US medical equipment and supplies distribution industry includes morethan 7600 companies with combined annual revenue of approximately $135billion. Marketing communication strategies for the mobility aid industry varydepending on the scale of the firm, and whether the firm has a distinctive com-petency or if operates utilizing economies of scale. Most providers advertise viathe Internet and use their corporate or e-commerce site as the anchor of theircommunication to target both the end users and distributers.

Niche providers implement a pull strategy and highlight the brand and valuemessage though webpage’s dedicated to news releases and product relatedfeature stories that were originally published in local newspapers and lifestylemagazines. Promotional materials are limited to electronic product flyers andadvertising messages that are placed on web banners. Larger firms dedicatemore effort in establishing a knowledgeable sales force, promoting the prod-ucts through tangible specialty catalogs with a readership comprised of usersand medical professionals, and maintaining a presence at industry trade showsto push products to different distribution points.

Despite having large-scale distribution and considerable market penetrationlittle brand loyalty exists among the larger firms. Most communications areprice focused and do little to enhance the value of the products. Only a selectgroup of providers have taken advantage of database technologies to developemail-marketing campaigns. In the same vein, sponsorships are seldom devel-oped and promoted. These factors point to significant gaps in the competi-tions’ marketing communications and create an excellent opportunity for FMDto capture consumers’ attention and interest.

2.1 Communications Market Analysis

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Competitors Communication Methods

Walk Easy

The company offers a quarterly e-newsletter, which allegedly containsoverviews of new products, promotional offers, and product survey results.(After registering I was sent a confirmation email followed by an empty mes-sage) The site also has a designated news page where product related featurestories are published. The most current article is dated 2003. Additional promo-tional incentives are hidden throughout the website and are designed to en-courage product registration or submission of user generated content. Lastly,Walk Easy targets dealers and medical professionals by designating a singlebanner ad space for “featured resellers” and placing the products in specialtycatalogs sponsored by Care Catalog Services and Sammons Preston. Althoughthe company employs various communication elements, the poor execution ofthe strategies make their efforts ineffective. Most of the content is directed tothe end user but it is difficult to access and stale. Still this company poses themost serious challenge to FMD because the product mix and positioning re-sembles our own.

Lemonaid Crutches

Communications are focused on the consumer segment. A blanket promotionadvertising 25% to 50% off is prominently placed on the website discountingmerchandise which had originally been positioned as high-end mobility aids.Brand related content is also distributed through an email marketing cam-paign. This particular brand also utilized PR to enhance the brand image andincrease awareness, but did so only during June and July 2006. Not only doesLemonaid Crutches have a media kit available for download but it also features

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local newspaper coverage, the owner’s appearances on CBS News, ABC News,and The Today Show, and brand related articles in People Magazine. The sitealso promotes a non-profit organization dedicated to the emotional and finan-cial support of individuals faced with life altering personal loss. The companyinitially established a high profile presence within mainstream media butshows no long communication plans with consumers, distributers, or othermobility related business. Despite clearly communicating the authentic valueof the product they neglected to forge relationships with consumers and fo-cused on one-time purchases driven by the novelty of the product.

Dana Douglas

Communications are geared toward industry professionals, distributers, andcorporate investors. The website is much more corporate in nature and func-tions as a publishing medium for communiqués or product news flyers, pressreleases, and supplementary product literature. They dedicate a large portionof the website to corporate governance policies, reports, and financial facts re-lated to the company’s profit and loss and net turnover rates during the year.Although the website functions as a resource, there are no advertising or pro-motional messages directed to the end user. Instead, Diana Douglas relies on asales force segmented by geographic locations and depends solely on theneed for equipment to drive the purchase, as there are no identifying brand ef-forts targeting consumers. Despite the obvious differences between FMD andthis particular competitor, Dana Douglas mobility products are relevant be-cause they have a significant presence in the US market and the resources toremain profitable even with no product differentiation.

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Tuffcare

Communications are limited, passive, and outdated at best. Much like DanaDouglas, Tuffcare relies on a vast sales force and network of distributers to cap-ture market share. Tuffcare products are not branded, and messages placed on-line highlight only generic product functions and features. The website is aportfolio site equipped only with electronic product spec sheets to drive sales.Specific distributors are not mentioned and contact with the end user is onlypossible through “feedback” forms and customer service emails. Overall thissite is rudimentary and functions as a product directory. Even the space dedi-cated to corporate communications remains unused. In summary, Tuffcare isnot utilizing the full potential of its resources. This disconnect may furtherweaken the company image and create an excellent opportunity for FMD toreach those distributers and consumers who are being neglected.

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FMD is a mobility aid provider that occupies an undervalued niche within themedical equipment market. Few competitors offer the same variety, qualityconstruction, and opportunity for customization in their product mix. Our mostrelevant competitors include Walk Easy Inc., Lemonaid Crutches LLC, DanaDouglas Inc., and Tuffcare. These firms have created national distribution net-works utilizing a mix of e-commerce or portfolio sites and a pool authorizedhome healthcare dealers, which showcase mobility aids at brick and mortar lo-cations and in specialized catalogs. By combining a tailor made approach tomobility aids and an e-commerce site that incorporates mobility lifestyle news,a seamless order and delivery process for both dealers and end users, and a so-cial platform where consumers can interact with each other, FMD will set a newstandard for the mobility aid market.

Walk Easy is a privately owned company created by a husband and wife teamthat endeavors to change the notion that forearmed crutches are exclusivelyfor people with long-term disabilities. Walk Easy’s product offering includesforearm crutches, underarm and platform crutches, canes, quad/tripod canes,tips, and other accessories. Although Walk Easy offers 36 different productmodels, customization depends on the model type and is limited to color andtip selection. Price range varies between $20 and $140 depending on the prod-uct type and model, which reflects middle tier positioning. Unlike otherproviders, this company allows consumers to purchase directly from the web-site. As of 2003, Walk Easy distributes over 900 medical supplies stores nation-wide.

Lemonaid Crutches was created by Laurie Johnson and her sister when theyrecognized a need for better looking more comfortable crutches while recuper-ating from a difficult injury. Lemonaid’s product offering is divided into 5 sepa-rate themed collections; Safari Adventure, Asian Inspiration, Arctic Warmth,

2.2 Competitive Analysis

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American Energy, and British Tradition. The company offers 26 different designsand specializes in crutches with luxury fabrics and coordinated colors but theequipment does not feature any structural modifications. The only productmodel offered is the standard underarm crutch in small, medium and tall sizes.Product prices range from $120-175 depending on fabric type and color.Lemonaid Crutches offers nationwide distribution through its website.

Diana Douglas, a division of Human Care HC Sweden AB, is a manufacturerand distributor of mobility equipment, bathroom safety products, and safe pa-tient handling products. Their mobility products include walkers, crutches, andcanes. The cane product line features four main models; round handle, straighthandle, offset handle and folding style canes. Additional models produced arequad canes and folding seat canes. The canes do not allow for height adjust-ment and are only made with anodized aluminum. Their series of forearmcrutches are available in three sizes; child, adult, and tall adult and come twostyles. The first style is made with plastic arm cuffs and an anodized aluminumframe while the second features grey vinyl coated cuffs. The walker selection isalso limited to two models; an adult size and a junior size, but the distributorcompensates by offering a variety of leg attachments. Product pricing is notavailable through the website and it is not equipped with online ordering ca-pabilities.

Tuffcare is a national mobility equipment provider that offers several differenttypes of mobility aids. Their product line includes 21 different product modelsof walkers, canes, and crutches. Tuffcare canes are available in round handlesand offset handles; both with Hyalon handgrips and anodized aluminumshafts. The units are height adjustable in one-inch increments and come in darkgray or silver models. The company also provides mobility aid users with amolded handgrip cane model that comes in right and left hand versions and is

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height adjustable. In addition, Tuffcare’s cane product line consists of a totalfour quad cane models. The quad canes come in a large and a small base ver-sions and each is produced in silver and dark gray. Tuffcare also offers a foldingseat cane with an offset handle made of anodized aluminum. Tuffcare walkersvary by size and release mechanisms but most are designed to be front facingwith four legs and non- slip tips. Another walker model offered by Tuffcare is afolding hemi walker for patients with the use of one hand. Tuffcare’s mobilityaid offering extends to underarm and forearm crutches. Both types of crutchesare constructed with anodized aluminum and are available in small, medium,and large sizes. Forearm models feature vinyl coated cuffs, extra large tips, andindependent grip height and cuff height adjustments. Pricing and purchasinginformation is only available through authorized linked websites and stores.

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Key: Scale of 1-5, Poor to Excellent

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After reviewing the marketing communication strategies of our key competi-tors alongside FMD’s specific competencies and weaknesses, we have identi-fied several viable opportunities which have been neglected or underutilizedby other mobility aid providers. Opportunities for the medical equipment in-dustry arise as a result of lifestyle changes, the ability to offer greater value,positive perceptions regarding business practices, and the use of technology tocreate more efficiency and enhance reach. FMD’s main objectives for the con-sumer market include developing brand awareness and changing product per-ceptions along with perceptions of providers as a whole. In addition, FMD willdevelop brand awareness with distributers and enhance the firm image to fur-ther industry connections.

Findings

Consumers

a. Lifestyle /Profiles

FMD has identified a consumer that is not being served effectively by the com-petition. The segment consists of active mobility aid users with long-term im-pairments who seek a product that is functional and fashionable. This is arelatively untapped market unlike that of mass produced mobility productsgeared toward the geriatric, bariatric, and short-term users, which is saturated.

b. Perceptions of Value

Previously, purchases in the mobility aid market were driven only by need andfunctionality. However, the consumer goods market as a whole has shifted andis increasingly driven by personalization. Therefore, an opportunity to build a

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consumer relationship based on the value of personal expression throughproducts exists. Online advertising campaigns can be used to better communi-cate with consumers who are heavy Internet users and who place equal valueon information, connectivity, and access.

Communication Objectives – Consumers

I. Build Brand Awareness

1. Maintain a contemporary brand image that will appeal to both the core users (older population) and growing secondary audience (younger users)

2. Develop fully branded product lines that appeal to users with mixed style preference, i.e. -trendy, sporty, or conservative.

II. Change Beliefs

1. Craft a creative message that dispels stereotypical beliefs regarding the product and core users.

III. Enhance Firm Image

1. Extend website content beyond products to include relevant news, events and information to add value to the brand and enhance the per-ception of FMD as a mobility information resource and advocate.

2. Build brand following and recognition by forming affiliations with businesses that have a national presence, i.e. rehab centers, gyms, orthopedic centers as well as highly regarded medical professionals.

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3. Utilize social media to create a community of users regardless of their physical location and communicate brand message and value effi-ciently.

4. Sponsor related events i.e. Abilities Expo to reach a large portion of target segment simultaneously and increase brand awareness.

Findings

Distributers

a. Changes in Business Processes

To operate successfully within the market, mobility aid providers must giveconsumers access to the product both online and through connections withdistributers. Few competitors articulate the different avenues for purchasing aproduct in a way that helps close the sale. They have a vast network of distrib-uters but do little to link them. FMD will implement SEO practices and ele-ments of web design to promote distributers and drive traffic to in store anddigital touch points. In addition the company will use a combination of data-base technology and shopping carts to capture sales and customer informa-tion simultaneously.

b. Corporate Responsibility

In order to enhance the corporate image of FMD, communications must placeequal emphasis on product benefits and the value of the company as an infor-mational resource and an advocate for individuals with mobility issues. Mostlarge-scale providers communicate success only in terms of financial gain. FMD

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will enhance brand value by balancing messages related to profit and thosedealing with corporate responsibility. There are valuable opportunities to cre-ate partnerships with the US Paralympics team, The Abilities Expo, and otherorganizations, which will generate good will.

c. Consistent Communication

Lastly, the company can develop a reputation as a worthy alternative to othergeneric manufactures by maintaining quality service practices and highlight-ing unique product development processes through endorsements from med-ical professionals and opinion leaders. This will differentiate our distributionnetwork from the larger impersonal and often uncoordinated efforts of thecompetition.

Communication Objectives – Distributers

I. Build Brand Awareness

1. Indentify and communicate with quality focused distributers to build a network, enhance the brand image, and create a profitable business relationship.

2. Design an intuitive, accessible website that is optimized to achieve the highest rank possible on a search list in order to serve as the pri-mary point of distribution.

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II. Enhance Firm Image

1. Develop collateral that stresses the features and value of the productsalong with the quality of service provided by the brand.

2. Create a platform that “connects” users to other touch points and serves both the interest of the distributer and the brand.

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FMD’s target market analysis indicates that the company can capture marketshare in two areas; the consumer market and distribution. The consumer mar-ket can be subdivided into long-term and short-term users while distributerscan be classified as online, and specialty catalog publisher.

Consumers

Primary Target Segment- Long Term User

Demographic:

Age- 18 years and olderGender- Male or FemaleIncome- $35,000 per individual or moreIrrespective of race or occupation

Geographic:

Nationwide (due to no existing geographic clusters of population with mobilityimpairments.)

Psychographic:

Consumer with a long-term need for mobility equipment including but notlimited to a walker, cane, or crutches. This consumer values ease of use and in-dependence. They also value self-expression, variety, quality, convenience, andmost importantly personal style.

2.4 Target Market Analysis

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Secondary Target Segment- Short Term User

The short-term user has the same demographic and geographic characteristicslisted above.

Psychographic:

Consumer with a short-term need for mobility equipment including but notlimited to a walker, cane, or crutches due to an injury or accident that requiresambulatory assistance during recuperation. This consumer values ease of useand independence. They also value self-expression, variety, quality, conven-ience, and most importantly personal style.

Distributers

Primary Target Segment- Online

AmazonCaremedicalsource.comCaremedical.com

Secondary Target Segment- Specialty Catalog Publisher

Care Catalog Services Sammons Preston

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Tertiary Target Segment- Physical Retail Locations

Aventura Sickroom Supply – 33009 (Zip)Aldo's Surgical Supply- 33012 Hollywood Medical- 33020Bayshore Medical- 33016Comfort Care Medical- 33309Wheelchair Sales & Service- 33351

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FMD’s image embodies key characteristics including quality, style, strength,and grace. FMD offers consumers the opportunity to express their personalstyle through accessory like mobility aids that do not compromise functionally.Most importantly, the brand revolves around a lifestyle and not a singular product purchase.

To build and maintain this image FMD must strive to develop innovative prod-uct silhouettes and contemporary designs for a product mix that will appeal toconsumers with different design preferences. FMD must also maintain anawareness of mobility related news and legislation to serve as a reliable re-source for consumers and demonstrate its desire to be a consumer advocate bydeveloping promotions and sponsorships designed to improve users’ quality of life.

Several strategically integrated elements will address FMD’s key objectives.Consistent messages will be delivered through traditional and alternativemedia to both users and channel members. The goal is to use every availablepoint of contact to reinforce the perception that FMD is an innovative mobilityaid provider who is equally invested to the progress and achievement of itsconsumers and its business partners.

3.0 Corporate Strategies

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3.1 Corporate Image Strategy

Fluid Motion and Design will build a corporate image that embodies quality,style, strength and grace. The company will position itself as a reliable mobilityaid provider for individuals with ambulatory needs as well as a resource of in-formation pertaining to mobility issues. Most importantly, the company imageshould reflect Fluid Motion and Design’s commitment to improving users’ over-all quality of life and supporting users in every aspect of their lifestyle- not justwhen they purchase a product.

To obtain that position, FMD will combine the tangible elements of goods andservices sold with the intangible elements of ideals, beliefs, and culture in away that resonates with the consumer. The company will design and developfunctional and fashionable models of canes, crutches, and walkers that appealto the users sense of style. The product offering will address a need for mobilityequipment while stressing individuality, independence, and functionality,which are key motivators for users. Supplementing an innovative product mixwith communications based on insight about the users specific lifestyle needsand wants, will help FMD build and maintain a valuable relationship with con-sumers.

The most significant challenge to overcome with regards to FMD’s corporateimage is that of awareness and reliability. Because the company is small andrelatively unknown the initial focus of all of FMD’s marketing communicationswill be raising brand awareness and emphasizing the value of a custom de-signed mobility aid and personalized service.

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3.2 Brand Development Strategy

Fluid Motion and Design LLC choose the “conceptual” brand name Fluid Motionto market its custom designed walkers, canes, and crutches. The name waschosen because it creates distance between negative stereotypes associatedwith mobility aids and other medical equipment. By eliminating descriptorslike “medical equipment” and “geriatric aid” the Fluid Motion brand of productscan be positioned as functional, fashionable lifestyle accessories for a nicheconsumer group.

Moving beyond what the product is and focusing on its benefit to users willhelp the brand evoke positive feelings and a sense of empowerment. Inessence the brand will assist users in their daily pursuit of “Fluid Motion”through the use of the accessories.

The logo will utilize an organic curving or abstract shape to allude to smoothlocomotion and the human form in conjunction with a contemporary sans seriftypeface. Initial branding efforts will include both the brand name and thesymbol to strengthen recognition within the target market. The name, logo,and color scheme will communicate energy, motion, youthfulness, and a funfashion focus

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3.3 Brand Positioning Strategy

FMD products are positioned based on a design attribute that adds value to anecessary product and enhances both brand recognition and the relationshipwith the consumer. The FMD product line consists of customizable walkers,crutches, and canes designed for mobility users looking for a functional fash-ionable alternative to products currently on the market. The brand combinesquality engineering, personalized service, and a high level of product cus-tomization to communicate the users’ style, strength, grace, and independencethereby positioning Fluid Motion at the high end of the mobility aid category.

While other mobility aid manufacturers and distributers focus their attentionexclusively on the geriatric market or short-term user, they have neglected totarget the segment of mobility aid users who are adults with active lifestylesand who deal with the challenges of a long-term disability. Their productionfocuses on the most cost effective materials and designs with little regard forcomfort, innovation, or aesthetics so they can capitalize on economies of scale.Competitors’ aids are often heavy, grey, and generic.

Instead of offering mobility aids which are cumbersome, impersonal, unattrac-tive, and produced for the mass market like many other firms, FMD will create aproduct service combination that caters to the individual with a unique set ofneeds and a strong sense of self. Not only will a Fluid Motion mobility aid assistin ambulation but it will give users creative control in the design and develop-ment process and the opportunity to relate to the brand on a personal level.Bright colors, ergonomic silhouettes, light materials, and a strong focus on theconsumers’ individual preferences will establish Fluid Motion as a top of mindbrand.

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3.4 Public Relations Strategy

In-house personnel will handle our public relations efforts. They will monitorboth internal and external publics. The responsibilities will include managingcontent of internal messages, press releases, and corporate reports for stake-holders like channel members and employees. They must also conduct routinecorporate reputation assessments through internal audits as well as socialmedia driven surveys, comments, or posts. Lastly, those dedicated to FMD’spublic relations must coordinate every aspect of company events and sponsor-ships.

FMD anticipates that key issues to monitor involve disability stereotypes anddiscrimination issues. It will be essential to monitor the development orchanges made to accessibility related legislation like the Americans with Dis-abilities Act, Fair Housing Act, and Architectural Barriers Act among others. Ad-ditionally, the firm must have a response strategy in place to deal withdefective merchandise and safety concerns. FMD’s public relations strategywill be centered on empowering consumers to continue to live productive andindependent lives though the use of quality custom mobility aids.

FMD will generate positive publicity though the sponsorship for nationalevents like the Abilities Expo, the Disability Leadership and Policy Summit, andmedia stories that highlight individuals’ strides to overcome challenges associ-ated with limited mobility. An example could be an article that highlights theachievement of an adaptive sports team that uses custom designed mobilityequipment with team colors. These features could appear in print media whereFMD places ads or as a piece in FMD social media content, thereby becomingintegrated with other IMC components.

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3.5 Evaluation

Evaluations of FMD’s IMC plan will be conducted both internally and by theconsulting staff of Mad 4 Marketing. The focus of the evaluation will be brandawareness, corporate image perception and positioning. FMD will also measurethe impact and effectiveness of media vehicles, consumer and trade promo-tions, and direct marketing efforts.

To measure and evaluate brand awareness FMD will compare new versus re-turning traffic to the website before the campaign to new versus returning traf-fic during the campaign. This will allow the firm to determine what change inbrand awareness occurs. The traffic will be segmented by point of contact todetermine which media vehicle had the most impact. FMD will also comparethe frequency of visits to determine visitor loyalty and frequency before andafter the campaign. An on-exit survey would help to further segment this traf-fic and categorize it by purpose of the visit i.e. research product, looking to pur-chase, product and service support etc., and determine whether the visitorcompleted the task. Awareness can also be evaluated through conversions likethe number of subscribers to the blog or promotional emails, the number offans or followers, and the number of brand mentions before and after the cam-paign. Data acquired using online analytics could be supplemented by calcu-lating the impressions of the audience exposed through traditional media likeprint impressions and event attendance.

Attitude and opinion tests will help determine FMD’s corporate image and theoverall perception of the consumer and trade advertising. Concept and copytesting will occur prior to the ads being finalized. A small focus group sessionmay be utilized to determine whether the message resonates with the targetaudience. Special attention would be placed on product descriptors related tostyle and product functionality and whether the FMD brand is considered inno-vative and trustworthy. After the campaign FMD will monitor the responses by

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compiling consumer comments, responses, and mentions or referrals alongwith qualitative information about their service inquiries. It will be crucial tosegment this type of data by type of audience being evaluated because con-sumers and distributers will be influenced by different factors. The goal of thistype of evaluation is to understand whether consumers have a positive, neu-tral, or negative impression of the brand as a result of the brand message beingcommunicated through the campaign and whether this impression is in linewith the market position FMD wants to obtain.

Although, FMD’s main objectives revolve around awareness and perception itwill also be important to evaluate the overall effectiveness of the consumerand trade promotions and the direct marketing program. Consumer promo-tion elements can be evaluated by comparing traffic prior to the start of thecontest and sweepstakes to the traffic during the contest and sweepstakes.FMD will also monitor the trends related to online interactions and changes inthe number of contributions in the form of user generated content to deter-mine which type of incentive works best.

The number of contacts and sales leads generated through trade shows will betabulated to determine the impact of exhibits and sponsorships, while the rateof sales before and after bonus pack promotion will be compared to determinethe overall effectiveness of trade promotions. Lastly, direct marketing initia-tives will be evaluated based on the number or sales leads generated by cata-log distribution, the rates of email messages received and opened, and thenumber of click throughs generated.

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4.0 IMC Management

Fluid Motion and Design’s primary objectives for this IMC plan are to createbrand awareness, enhance the firm’s corporate image, and change beliefs re-lated to the core product offering and its consumers. To reach these objectives,FMD has developed a set of synergetic strategies that will address both theconsumer and distributer markets.

The budget for FMD’s 2012 IMC plan will be $428,086 and will be allocated inthe following manner:

The most significant portion of the budget, $234,925 (54.8%) will be dedicatedto IMC Objective 1 and the consumer market. Of that amount, $79,534 (33.9%)will be invested in advertising while 32.0% will be allocated to personal sellinginitiatives. This allotment will support continued efforts in raising awareness,affecting product perceptions and assure the highest quality of service. Con-sumer promotions expenditures account for 14.2%, the FMD site will require10.6%, sponsorships 5% and database marketing 4.3%. These elements com-bined will further positive perceptions, add value to the brand, and continueFMD’s efforts to capture the interest and attention of the consumer market.

FMD will dedicate $193,161 (45.2%) of the total budget to Objective 2 and thedistribution channels. Again the largest sum, $89,960 (46.6%) will be destinedto advertising in industry publications and websites, followed by trade promo-tions. 32.4%, personal selling 18.4%, and 2.6% for sponsorships. Together theseelements will help establish the firm as a stable and reliable business partnerwith a product unlike that which is currently available on the market.

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4.1 IMC Goals

As a relatively new provider in the medical equipment industry, it is essentialfor FMD to establish a distinctive identity in line with its specific competency.The primary focus of its endeavors will be to create a brand that lets consumersshowcase their personality while maintaining a level of quality and service thatmotivates channel members to invest in a different type of mobility product.The overall IMC message will reflect FMD’s functional accessory positioning,which stresses aesthetics, functionality, independence and innovation. Anevaluation of the competitive analysis yields the following goals:

To Inform

Consumers- The consumer must recognize FMD as a contemporary mobility aidprovider. Communication must provide information related to product use andproduct features and benefits.

Distributers- Distributers must recognize FMD as a source for innovative prod-uct solutions and have an understanding of the firm’s business practices in-cluding design and development, inventory management and sales objectives.

To Persuade

Consumers- FMD must develop creative messages that dispel stereotypes asso-ciated with it product offering and consumer profiles and persuade the audi-ence to adopt the perception of FMD products as functional accessories thatrepresent their personal style and values.

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Distributers- Similarly, channel members must be persuaded to adopt FMD mo-bility products because of the market appeal created through distinctive de-sign and lifestyle positioning. They must also believe that the firm has theresources to service their business needs and create equally beneficial long-term relationships.

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IMC Objective 1: Consumer SegmentFMD’s budget for Objective 1 is $234,925.

IMC Objective 1: Distributer SegmentFMD’s budget for Objective 2 is $193,161.

4.2 IMC Budget

FMD’s IMC strategies focus on two distinct market segments. First, FMD’s com-munications target the consumer segment that is subdivided into long-termand short-term product users. Secondly, FMD targets decision makers in thehome care equipment market with access to traditional brick and mortar andonline distribution sites. The total IMC budget is $428,086 and will be allocatedin the following manner.

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4.3 Agency Selection

FMD has selected Mad 4 Marketing to develop most of the integrated market-ing communication materials based on their location notable experience in thehealth care field, and flexibility. They are a mid-sized full service agency locatedin Fort Lauderdale Florida, which offers research, strategy, media planning, cre-ative development, PR, interactive, and direct marketing services.

A partnership with Mad 4 Marketing allows FMD to concentrate on the com-pany’s core competencies without sacrificing the quality of the marketing com-munications and ensuring that every communication effort is integratedeffectively. Mad also grants smaller firms the opportunity to work with excel-lent creatives on a project by project basis and then developing more elementsof the campaign as required. This focus on the client/creative relationship was akey factor in the selection of the agency.

Mad 4 Marketing’s clients include Baptist Health Medical, Broward Health,Northwest Center for Integrated Medicine and Rehabilitation among otherhealth related organizations. They have also worked with clients in the retailand service industry. For Baptist Health Medical, they developed print ads, de-signed the website, and developed brochure style editorials.

Mad 4 Marketing also provided a web-based company E-Diets with a successfuldirect mail campaign to drive more traffic to the site. The range of clients Mad 4Marketing services, along with the variety of approaches and positive resultsindicates that the agency will be able to develop the type of communicationelements FMD needs to be successful.

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4.4 Internet Website

FMD’s website will serve as the primary point of contact for both consumersand distributers. The website will provide clients with access to brand andproduct information while also functioning as a convenient retail destination.The FMD site will allow consumers to learn about the Fluid Motion brandthough product descriptions and images as well as corporate and team pro-files.

Fluidmotiononline.com will feature a contemporary design, with intuitivenavigation. The site will have several strategic features including a searchablecollections catalog, a simple and secure shopping cart accessed though indi-vidual user account, and links to larger social communities.

Other important design considerations with regard to ADA standards involve acoding structure formatted to be compatible with voice recognition and otheraccessibility software. Along with featured product descriptions, content thatengages mobility aid users including product development and health news,user profiles, and related lifestyle information will be prominently displayed onthe site.

The second, yet equally important section of the site will be designed to servedistributers. Those seeking product literature, warranty information, and a wayto manage product inventory and related inquires can do so though FMD’s cor-porate pages. In addition to completing online orders and shipment tracking,distributors can establish service related communications via email submissionthrough FMD’s site.

Mad 4 Marketing will design and monitor the site as they have notable experi-ence providing similar online retailers with interactive design services.

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Site Structure and FeaturesConsumer Focused Content

FMD will develop a community of consumers by utilizing several integrated so-cial media platforms. The social section will cater specifically to FMD’s primarytarget segment. It will feature a “Product” section with subcategories for dif-ferent types of mobility aids. On this page, registered users will have access toproduct review videos that are uploaded on YouTube, user ratings of newly re-leased mobility aids, a form to submit design or product improvement ideas tothe company and the ability to purchase existing products through integratede-commerce capabilities.

A section called “Accessible Places” will be a user rated directory of the mostand least accessible businesses and public locations listed by city or zip code.Users will rate their experience based on layout, safety, service, and overall ex-perience etc. and rank the location. Locations with the best reviews will receivea community seal of approval.

In addition, a section called “Connections” will serve as a meeting ground formobility aid users with similar interest or hobbies. Users can create groups todiscuss favorite topics or plan “meet ups” for specific activities or events. For ex-ample, if a user is interested in adapted yoga, then he or she can plan to “meetup” with other mobility impaired individuals, and participate in a members-only class on a level playing field.

Lastly, a section of the social site will archive and display all the content relatedto the “Getting There” blog. The blog, which is modeled after Nike’s Plus So-cial site, will give users the opportunity to set goals, set a timeframe, and setachievement markers for their goals. As a user, if my goal is to complete a

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physical rehabilitation program, I would blog about my experience for the pre-determined timeframe and get rewarded for the user-generated content I pro-vide to the site with activity specific badges.

Other users will be able to subscribe to the blog, comment or like post andtrack their own achievements. The blog would serve to foster a sense of com-munity and support for users and serve as a tool for driving frequent repeat vis-its to the site. Users will not only have access to content but they will have theopportunity to create and publish as well.

Traffic to the social section of FMD’s site will be supplemented by exposure onthree mass-market social sites including Facebook, Twitter, and YouTube whichwill be elaborated on in section 5.2.6 Alternative Marketing. The content onthese platforms will be designed as previews to more extensive material avail-able on Fluidmotiononline.com/social.

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Metrics

Along with SEO, and keyword optimization, FMD will utilize a combination ofGoogle Analytics as well as data compiled from Mad 4 Marketing to monitortraffic and brand perception.

Social Section

Brand Awareness CommentsLikes Retweets RepostingLinked Profile Access

E-Commerce

Purchase Patterns (Order History) Checkout Information Viewed Items (click throughs) Reviews

Email

User database (Demographic and contact info)Messages Received Messages Opened Click Throughs

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4.4.1 Site Map

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5.0 IMC Objective One Consumer

The objective for the consumer segment is to create awareness of FMD uniqueproduct and service combination. We want to communicate the value of FMD’scontemporary mobility aids, the aesthetic appeal and the functional and com-fortable ergonomic design while establishing the firm as an informationresource and advocate.

To accomplish this objective, FMD will use a combination of advertising, con-sumer promotions, sponsorships, and direct marketing tools supported by acontent rich website. Previous providers focused only on fulfilling a need with ageneric product and gave little thought to the individual consumer. FMD en-ters the market with the mission of supporting all aspects of a mobility chal-lenged lifestyle through a brand that encompasses style, function, andindependence.

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FMD’s budget for Objective 1 is $234,925. The largest portion of the budget,$79,534 (33.9%) will be spent on advertising so that the firm may create greaterbrand awareness and enhance the overall corporate image. The second majorinvestment will occur in the personal selling category, $75,065 will be investedto insure the highest quality customer care; a key factor in customer relation-ship management and retention. An amount of $25,000 will be allocated forthe design and development of a functional and engaging website that willserve as a platform for both consumer promotions and alternative marketingstrategies estimated at $33,356 and $0 respectively. FMD’s online platform willbe supported by a database investment of $10,000. Lastly, the company plansto allocate $11,970 to initiate brand building sponsorship efforts for 2012.

5.1 Marketing Budget Consumer

FMD will utilize the objective and task method to prepare the marketingbudget for the firms consumer segment.

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Advertising Assumptions

See advertising budget 5.2.1.1

Consumer Promotions Assumptions

To calculate the cost of premiums FMD assumes that first year sales will total13,255 units. FMD also assumes that 50% of consumers who purchase will se-lect a branded MP3 armband as their premium, while the other 50% willchoose a digital copy of Ability Magazine.

MP3 Armband

5000 units at 1.91 per unit = $9,5501000 units at 2.19 per unit= $2,190500 units at 2.20 per unit = $1,100 150 units at 2.35 per unit = $352.50

Abilities Magazine

6,628 x $2.95 per unit = $19,552.60

The cost of acquiring 6,627 branded arm bands is estimated at $13,192.50 andthe cost of acquiring 6,627 PDF versions of Ability Magazine is estimated at$19,552.60. The cost of premiums would total $32,745.10.

FMD estimates the cost of monthly contest prizes at a maximum of $40 perprize. The total annual cost of contest prizes is $480.

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FMD assumes that the value of the sweepstakes prize is $600. A cross-promo-tional argument agreement stipulates that the third party will absorb 75% ofthe value of the prize in exchange for online advertising space; therefore thecost of the sweepstakes prize will total $150.

FMD assumes that the cost of the three consumer promotion elements willtotal $33,355.10

Website Assumptions

FMD assumes that the cost of developing and maintaining FMD’s website willbe $25,000.00.

Sponsorship Assumptions

The conference session sponsorship at the Abilities Expo costs $995 per loca-tion, which totals $5,970 for all six of FMD’s on-site initiatives. FMD will alsosponsor the “product showcase section” on the Abilities Expo Event homepage, which is cost an additional $6,000. The total estimated cost of consumercentered sponsorship initiatives is $11,970.

Database Assumptions

FMD estimates the cost of developing and implementing a database will be$10,000

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Alternative Marketing Assumptions

The social media content associated with the alternative marketing initiativeswill be produced by FMD’s in-house marketing team, therefore the firm as-sumes that there will not be any related expenses. Platforms and profiles wouldnot require any additional investment either.

Consumer Personal Selling Assumptions

FMD assumes that the costs associated with consumer personal selling initia-tives will include the production of sales collateral, travel and compensation.Collateral will be designed and produced by FMD’s in-house staff and equip-ment. Most collateral pieces will be digitally displayed and distributed with theexception of materials distributed at trade shows.

Salary and Commission

FMD assumes that the rate of pay for sales support staff member is $11.61 perhour. For a full time employee the base salary is estimated at $ 24,150. In addi-tion, FMD assumes a commission-based compensation totaling $48,000 a yearusing the following estimate:

Estimated annual sales volume totaling $1,200,000 x .04 (multiplier) =$48,000.00

The total cost of sales support compensation including base salary and com-mission is $72,150.00

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Travel

NY Metro: Edison NJ May 20-22 2011$584.74

Chicago July 8-10 2011$457.98

Houston August 26-28 2011$444.24

San Jose November 18-20 2011$508.00

Atlanta Feb 17-19 2012$396.28

Los Angeles Mach 30- April 1 2012$523.10

FMD assumes that travel and accommodation costs will range from $450 to$600 depending on the destination and time of year. The company estimatesthat this will cost $2,914.34

FMD assumes all expenditures associated with consumer personal selling willtotal $75,064.34

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5.2 Methodologies Consumer

FMD has developed an integrated marketing approach that incorporates ad-vertising, promotions, personal selling, sponsorships and database manage-ment to communicate with the consumer segment. Advertising placed in printand digital platforms will anchor the FMD brand and generate awarenesswithin targeted audience clusters. Association with established media vehicleswill also help to enhance the firm’s corporate image and position Fluid Motionand Design as a reliable and innovative mobility aid provider.

A second equally important function of FMD’s ad campaign will be to direct theconsumers to Fluidmotiononline.com. The site will serve as an e-commerceplatform designed to showcase mobility aid products, provide product andservice information, and create unique retail experiences for each user. Apartfrom its function as an online store, the site will be the point of contact for pro-motions like premiums, contests, and sweepstakes, which are designed tostrengthen consumer’s relationship with the brand and generate additionalawareness.

Online promotions will also provide consumers with more incentive to commu-nicate with the brand. Participants will be asked for contact information andproduct preferences, which will create the foundation for FMD’s customer data-base. Additionally, online behavior will serve as an indicator of consumer’s psy-chographic preferences and overall brand perceptions.

Direct marketing initiatives will extend FMD brand messages beyond tradi-tional and digital media. This particular communication method will supple-ment product related information with mobility news and lifestyle content. Notonly will these messages add value to the brand, but they also will support theidea of a brand that is an information resource and a consumer advocate.

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Lastly, sponsorships that target the consumer in a real world setting and sup-port mobility related events cement the brands position as a quality providerand an advocate within the industry and supplements sale, promotions, andawareness efforts nationwide.

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5.2.1 Advertising Objectives Consumers

The objective of FMD’s IMC plan is to build brand awareness and change per-ceptions associated with mobility aids. Because of the niche nature of the FMDproduct line it is necessary to build our advertising campaign using a targetedmedia mix with the most effective reach and overall impressions possible. Mo-bility aids are purchased infrequently and purchases do not arise from seasonalchanges, therefore FMD has structured the campaign around related lifestyleevents. We believe this strategy will help establish the FMD brand name in theconsumers’ evoked set and position it as the stylish and functional alternative.

Objective 1: Communicate unique value proposition- (Gross Impressions andReach)

In order to communicate that FMD is a stylish and functional high-end mobilityaid alternative, print 4 Color Full Page ads will be placed in related lifestylemagazines. Placement will depend on the specific topics covered in the issue toinsure that the written content compliments the ad. Not only does this strategyutilize the principles of recency theory, but it also takes advantage of 624,000gross impressions. In addition, the format and size allows for use of creative im-agery and copy, which maximizes the impact of the ads.

Objective 2: Drive traffic to FMD’s website- (Reach)

Advertising placed on the print media’s online portals will help drive traffic tothe FMD site. Banners that facilitate clickthoughs will take advantage of exist-ing clusters of FMD target audiences and guarantee that the users are inter-ested in mobility aid related content and therefore more receptive to the ads.Targeting the audience through complementary media vehicles will also en-hance the effective reach of the campaign. Advertising on broader based so-cial platforms will capture the attention of users that may not identify with

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lifestyle media but may be interested in the product for short-term use. Together the gross impressions generated from online ads total 158,498.

Objective 3: Reach more traditional consumers at home- (Gross Impressionsand Reach)

Direct mail in the form of product postcards will serve to reach more traditionalusers within the target segment. This method capitalizes on third party geo-graphic and psychographic information to contact only those users with an in-terest in mobility related products, which again implements recency theoryprinciples. This particular method also increases reach because this segment ofthe target audience is seldom exposed to mobility related product messages inother print media. An estimated 100,000 people opt-in to receive product post-cards and subsequently share their information with participating retailers.Scheduled mail dates occur in February, April, June, September and Novemberand the direct mail incentives receive 500,000 gross impressions.

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5.2.1.1 Advertising Budget Consumer

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Objective: To create awareness of the Fluid Motion brand and change beliefsregarding the product.

Target Audience Profile: The primary target audience is both male and femalemobility aid users. These users have a long term need for home health equip-ment including walkers, crutches, and canes. Consumers value ease of use andindependence. They also value self-expression, variety, quality, convenience,and most importantly personal style.

Message Theme: The theme is Fluid Motion offers the only contemporary mo-bility aids that let users express their personal style.

Support: Contemporary colors and patterns which add flair without compro-mising function are not available from other mobility aid providers, as shownby competitors product offering. Information from competing product litera-ture can be used to substantiate the claim. Proprietary patents or trademarkeddesigns can also be used to highlight key benefits.

Constraints: Products will be referred to as mobility aids or “functional” acces-sories. No communication will use the term “equipment” “geriatric” “bariatric” or“handicapped”.

In creating the advertisements for Fluid Motion the following means end chainwas developed:

Message Elements: Communication will focus on combination of functionaldesign elements and aesthetic details including contours, colors, patterns, andtextures in the FMD product line.

5.2.1.2 Creative Brief Consumer

Benefit: The variety of contours, colors, patterns, and textures available forFMD products allows the user to choose a product that fulfills the need for as-sistance during locomotion without sacrificing their personal style.

Personal Value: The focus on the users’ personal style reinforces the con-sumers’ self-perception. It gives them freedom to choose and promotes indi-viduality. This communicates FMD’s customer centered approach and makesusers feel unique and valuable.

Leverage Point: The overall message will combine a cognitive or rational ap-peal with a subtle emotional appeal to stress the products “functional acces-sory positioning”. Imagery will include a variety of mobility aids being “triedout” by consumers like they would try other accessories. First the user will trygeneric or unattractive mobility aids and then they would try Fluid Motionbrand mobility aids until they found one that fit their style. The tagline “Do Mobility Differently” would be used.

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5.2.1.3 Advertising Design Consumer

FMD will use a cognitive message strategy for advertising efforts that targetthe consumer. This strategy was selected because it is most effective at raisingawareness, which is the primary adverting objective. A cognitive message strat-egy will also allow creatives the opportunity to emphasize specific product at-tributes. FMD’s unique selling proposition is that it designs functionalaccessory like mobility aids in vibrant colors and contemporary patterns. Themessage strategy will have undertones of resonance advertising because ittaps into shared experiences of the niche consumer group; the previous experi-ence of only having generic mobility equipment options available.

Specific appeals used in FMD’s advertisement. The emotional appeals includetrust, happiness, and glamour. First the ad will focus on the consumers’ individ-uality or personal style and deliver an affirmation through the copy “Do Mobility Differently”. Then, after showing how generic equipment does not fitall the users’ needs, FMD presents a solution by introducing aesthetically pleas-ing mobility equipment that fits their needs and style. The new mobility aidsmake users comfortable, independent and happy. The custom colors and pat-terns also add glamour to an otherwise bland product.

The executional framework develops a slice-of- life scenario in the ad becauseit depicts an activity- trying on an accessory. The message will be deliveredthrough “typical person” source. (Typical person within the niche market seg-ment) The sources must be moderately attractive and likable. In order to be lik-able, it is important to avoid the typical “senior citizen persona” and the “obesepersona”. The sources must diverse in age, gender, and ethnicity so that anequally diverse pool of consumers can identify with them.

Overall, the ad must be simple and contemporary while still alluding to theconcepts behind “Fluid motion”- quality, variety, and independence.

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5.2.2 Consumer Promotions

FMD’s consumer promotions budget is $33,356. The budget will be divided be-tween three separate promotional categories; premiums, contests, and sweep-stakes. FMD choose to focus on franchise-building promotions that increaseawareness and loyalty to the brand, because these are the key communicationobjectives outlined in the IMC plan.

The first element of FMD’s consumer promotion plan will be premiums. FMDwill distribute one of two possible “store premiums” that consumers can selectas a thank you for a first time purchase. They can choose from the latest issue ofAbility Magazine by C.R. Cooper or a FMD branded universal armband case forMP3 players. The purpose of these different premiums is to give an added in-centive while reinforcing FMD’s position as a resource for mobility related infor-mation, an advocate for an active lifestyle, and a provider who cares about userpreferences. The premiums also create lasting brand touch points because theconsumer will see FMD ads in the magazine thereby integrating another ele-ment of IMC. The second gift option will generate more brand awareness whenothers see the company logo on the armband.

The second promotional item will be a contest to motivate users to interactwith the FMD brand before and after they purchase a mobility aid. The contestwill unlock promotional items through participation in the Fluid Motion socialcommunity. Contributions will be ranked and participants would receive intrin-sic rewards or “Status” in the form of “Achievement Badges”. At the end of everymonth, the user with the most “Achievement Badges” will win a physical prize.Prizes will vary and could range from product related accessories, to tickets to amovie or other event. All prizes would have no more than a $40 dollar valuebecause the purpose of the contest is to reward users for the content they pro-vided. The contest would serve to increase traffic to the site, increase brandawareness and reinforce the FMD image of a contemporary lifestyle brand.

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Lastly, FMD will utilize a sweepstakes to further strengthen brand awarenessand create positive associations with the brand. This element of consumer pro-motions is designed for those users who are not as likely to be interested by so-cial media. The sweepstakes will offer a larger prize in the form of amembership to a health spa. Participants would need to visit the website tosubmit an entry and do so consistently to improve their chances of winning.This will increase traffic to the website and exposure to brand messages placedonline.

Aligning the brand with health related services will also foster positive associa-tions. The sweepstakes also provides an opportunity to acquire additional in-formation for FMD’s database and continue communication after thesweepstakes has ended.

FMD estimates the cost of a one-year membership to a Massage Envy Spa tototal $600. The prize would be part of a cross promotional agreement in whichMassage Envy would absorb 75% of the membership fee in exchange forprominent advertising placement on FMD’s site.

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5.2.3 Personal Selling Consumer

FMD’s total personal sales budget is $75,065. FMD operates as an e-commercebusiness; therefore it does not employ a traditional sales staff. FMD will employone sales and service agent to manage inbound communication with con-sumers via telephone or email. His or her responsibilities will involve customercare and order management. In addition, this employee will act as a represen-tative of the FMD brand at tradeshows and other events.

The service and sales agent must be friendly and courteous and proficient withinventory management software. He or she must also be able to adapt to con-sumers communication preferences. This is particularly important because theagent may interact with consumers with special communication needs, whichrequire that information be presented in a particular format. In addition theagent must have an extensive knowledge of product features and benefitsalong with an understanding of different causes of mobility impairments. Collateral will include digital product brochures with regular and large typeand individual product sell sheets.

The expenses related to the personal selling component include training, pro-duction of collateral, travel, and compensation. The sales agent will be com-pensated with a base salary and a bonus for meeting their monthly sales quota.

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5.2.4 Sponsorship Programs

FMD’s sponsorship program will cost $16,970. The company plans to partici-pate as an exhibitor and a sponsor of two trade shows. The firm will sponsortwo elements of the 2011-2012 Abilities Expo along with a bronze level spon-sorship of Disability Leadership and Policy Summit. Becoming a brand affiliatedwith these events will help accomplish several objectives outlined within FMD’sIMC plan. FMD’s participation as an exhibitor will increase the firm’s visibilitythereby creating substantial brand awareness among a portion of the com-pany’s target audience who is actively seeking mobility related information andproducts. Sponsorship will also enhance the firm’s image because the AbilitiesExpo has provided mobility-impaired individuals with educational resources,quality product vendors, and engaging social activities for more than 30 yearswhile the Disability Leadership summit is a valuable discussion forum attendedby influencers of the target audience.

Specifically, FMD will sponsor workshops dealing with durable medical equip-ment and assistive technology at the Abilities Expo. The sponsorship entitlesFMD to signage outside and inside the conference session, which features theFMD brand name and logo. In addition, the firm’s name and logo is placed onthe session listing online and in the directory. Finally, this type of sponsorshipgives FMD the opportunity to hand out literature to seminar attendees and tointroduce the speaker and say a few words about the company. The conferencesession sponsorship costs $995 per location, which totals $5,970 for all six ofFMD’s on-site initiatives.

FMD will also sponsor the “product showcase section” on the Abilities ExpoEvent home page to reach the portion of the audience that only interacts withthe event online. FMD plans to spend an additional $6,000 dollars for the on-line sponsorship activities.

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FMD will also be a bronze sponsor of the Disability Leadership and Policy Sum-mit 2011. This sponsorship will entitle FMD to one full-page four-color ad in theexpo edition of “Action”, a bimonthly membership magazine, and a quarterpage ad in the event program. It also includes a 10 x 10 booth in a high trafficlocation at an exhibit hall and featured logo placement at the entrance of theevent. Furthermore, FMD will be named sponsor of one event workshop andhave the opportunity to place a 50 word corporate quote on the event websiteand program. The cost of the bronze sponsorship for the summit held in Floridais $5,000.

Not only will these sponsorships generate goodwill among the target audienceand the general public, but it will also provide an opportunity to develop con-tacts within the industry. FMD will utilize its own e-mail marketing program topromote the events and its news section to distribute event related press re-leases. Lastly, the venues provide an opportunity to interact with consumerson an individual level and strengthen the consumer-brand relationship.

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5.2.5 Database Program

Collecting Data

Because FMD operates primarily as an e-commerce business, a variety of infor-mation will be collected through users’ online interactions. Information includ-ing user names and email addresses will be collected when users create anaccount to purchase online, and if they sign up to receive promotional emailsand related notifications. If they select to sign in through a social media profile,any publicly available psychographic information will also be collected.

Other information collected during the account creation process includes theusers’ full shipping and billing address, telephone number(s), and payment in-formation. Once users have created a FMD account or made a related inquirythrough online forms, FMD will collect and store cookie data that records thefrequency and duration of visits to the website, as well as other online behaviorlike browsing patterns, comments, ratings, uploads and search histories.

In addition, the company will maintain a record of each users’ purchase trans-actions and service related communications. Special attention will be given tothe users’ individual preferences and the creation of profiles; particularly withregards to information related to mobility needs and concerns. Segmentingconsumers by age, type of equipment viewed or purchased, and level of onlineinteraction will give FMD the opportunity to identify consumer clusters and de-velop tailored communication efforts.

Although the majority of data will be collected electronically, some informationwill be acquired through communication via telephone or in person interactionat trade shows and other events. FMD will have a system in place to collect andadd the information from those sources into the company database. As thedatabase is considered valuable proprietary information, FMD will outsource its

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database management activities to insure that the information remains action-able and secure.The data will be coded and analyzed by outside specialists.Then FMD’s marketing officer and Webmaster will evaluate the information inorder to develop strategies and collateral most appropriate for different con-sumer segments.

Data Warehouse

FMD will use the databases for many different business processes. The opera-tional database will be utilized for sales related communication such as orderand shipping confirmation emails and therefore will be made available to cus-tomer service representatives as they deal with related interactions. Distribu-tors will also utilize information from the operational database, as they requireaccess to sales figures and purchasing trends. On the other hand, marketingdatabase information will be shared with Mad for Marketing so that the cre-atives working with FMD can customize the communication methods used toreach consumers according their preferences, media exposure, and responsehistory.

Direct Marketing

E-blasts will be used to promote new product releases and special promotions.This type of distribution strategy takes advantage of existing user behavior(email is the number one most popular activity online) and gives users incen-tive to provide the company with basic demographic and contact information.This method is also better suited to reach a target demographic with no identi-fiable geographic clusters and is much more cost effective than traditional di-rect mail campaigns. To reach the distributors target segment FMD will executea direct marketing initiative that incorporates e-mails and catalogs. This com-

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bination will allow for the most flexibility. Catalogs could be distributed on ayearly basis and serve to enhance the brand image and function as a price andproduct reference. This method gives decision makers the scope of informationnecessary to facilitate a positive decision. Email will supplement the catalog ef-forts and maintain communication with the distributers on more frequent bi-ases.

Permission Marketing

FMD will engage consumers through permission marketing initiatives. Themost common point of contact for this type of marketing will be through theaccount registration process. Another possible contact point will exist in theform of digital banners that advertise sweepstakes for prizes in the form of se-lect merchandise. For example, users could be asked for their email in return fora chance to win a mobility aid of a particular design or color. Although the ini-tial opt-in may be motivated by the desire to purchase or the possibility of aprize, a curriculum that is of value to the consumer could be developed by tai-loring the content of the message depending on what the user views or inter-acts with more often on the site. This will be determined by factors like whatlink or platform did the consumer initiate contact from. If it was a news storyabout accessible design then content could include other material with a focuson design elements. It is essential for all permission marketing communica-tions to have an easy way to opt out of receiving content if the user feels it is ir-relevant so as to preserve a positive perception of the brand.

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Frequent Shopper Program

FMD will not utilize a frequent shopper program because of the nature of theproducts and typical purchasing patterns associated with this product cate-gory. The focus will be primarily on cross selling efforts because many mobilityaid users have a need for more than one type of equipment. In addition, specialemphasis will be given on new design features and product improvements toreinforce accessory positioning and motivate consumers to purchase morethan one of a kind. i.e. one for everyday use and one for going out.

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5.2.6 Alternative Marketing

Facebook Page

This channel will be used to reach both the long term and short term user butit will emphasize communication with short-term users, as they are less likelyto associate with the lifestyle brand positioning. The platform will also helpdrive traffic to the social section of Fluidmotiononline.com site by means ofpreview style content. Ex: “Top Three Most Accessible Restaurants in SouthBeach... for complete list visit Fluidmotiononline.com”

Twitter Feed

Content on FMD’s Twitter feed will have a greater focus on news related items.Content related product releases and promotions will be supplemented by ar-ticles related to rehabilitation, health and fitness, and any medical advances inthe area of mobility. Feature articles on the latest assistive technology devisesand ADA information and legislation will also drive traffic back to the site andhelp position the brand as a reliable current information resource.

YouTube Page

The FMD YouTube page would serve as a better targeted cost effective alterna-tive to more traditional multimedia platform. The channel will showcase videosof mobility aid products in use, and implement keywords, tags, and captions toentertain and inform the target audience.

Interactive communications such as blogs and reviews will be incorporatedinto the website. (Refer to section 4.4)

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Activities and Promotions

Positioning FMD as a lifestyle brand first and a mobility aid provider second al-lows the company to expand the scope of the activities offered on the FluidMotion Site and create an engaging online experience for the consumer drivenby user generated content. Promotions will be unlocked through participationin the Fluid Motion social community. Contributions will be ranked and re-warded utilizing a system of “Achievement Badges”

Rocking Reviewer Badge

Users can earn and maintain a special rank on the site if they contribute valu-able comprehensive content in the form of product reviews or accessible loca-tion reviews that are rated good or better in the “Product” or “Accessibility”sections of the site.

Meet –Ups Master Badge

Users can earn and maintain a special rank on the site if they contribute valu-able comprehensive content in the form of popular or relevant discussion top-ics or groups in the “Connections” section of the site or by attending variousevents in their local area and checking in.

Able Reporter Badge

Users can earn and maintain a special rank on the site if they contribute valu-able comprehensive content by sharing, re-tweeting or posting mobility newsrelated items from reliable established third party sources in the “News” sectionof the social site.

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Goal Maven Badge

Users can earn and maintain a special rank on the site if they complete objec-tives set on a “Getting There” blog or if they follow or comment on other usersblog post.

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5.3 Media Plan Consumer

FMD’s primary objective is to create brand awareness and enhance the firm’simage through the use of select advertising media. Fluid Motion will take ad-vantage of a combination of media to position its brand at the forefront of theconsumers evoked set by achieving the most extensive reach possible in aniche market that is both demographically and geographically diverse. Addi-tionally, our media strategy will involve combinations of visual media inte-grated in such a way that FMD can capitalize on the media multiplier effect.Lastly, media will deliver FMD’s creative message on a continuous campaignschedule.

TV advertising is a medium with a high reach and intrusion value as well asquality creative opportunities, particularly for product attributes that are visualin nature. However the high cost of space and production are key considera-tions. For FMD, the most effective strategy with regards to TV advertising willbe spot ads placed on cable channels which focus on health and fitness, style,and home improvement as these are key lifestyle interests for those in the tar-get market. Venues include Discovery Health, TLC, HGTV, and Style. To make TVadvertising efforts as cost effective as possible, spot ads would run in DMA’swith the highest concentration of possible consumers. Research indicates thatthe largest consumer clusters occur in the Central US marketing region, fol-lowed by the South East and North East just outside large metropolitan areas.

Radio ads can also be used to reach narrower target markets as the mediumhas high segmentation potential. Other advantages associated with thismedium are radio’s high mobility and the ability to modify ads to fit local con-ditions and create a sense of intimacy. However, radio ads offer limited expo-sure time and low intrusion value in most cases. FMD could utilize this mediumto reach the target in the work environment, as it would be difficult to reachconsumers through other more intrusive media.

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Clear Channel radio stations with a focus on news and easy listening would bethe ideal platforms for FMD’s ads.

Because of the nature of FMD’s product offering, only select print media out-lets would serve as an effective communication channel. Among the maga-zines with high levels of readership for consumers within the target market areAbility Magazine by C.R. Cooper, Play to Podium by DT Publishing Group, NewMobility Magazine by No Limits Communications Inc. and Sports n’ Spokes bythe Paralyzed Veterans of America. In addition targeted direct mail pieces willbe a part of FMD’s printed media used primarily as an incentive to supportother communication efforts.

The Internet is by far the most targeted, flexible, and far reaching mediumsavailable. In conjunction with FMD’s website, banners can be utilized as spring-boards for communication with consumers. Online advertising would be cen-tered on joint efforts with other media vehicles, such as on select magazinessites. Online advertising could further extend FMD’s efforts to related eventsites such as the Abilities Expo online and the Paralympics website.

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5.3.1 Sample Media Schedules

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The objective for the distribution segment is to create awareness of FMD’s posi-tion as a quality custom mobility aid provider that enters the market with avaluable product offering. We want to develop relationships within the homecare industry and virtual and physical retail outlets, which include specialty cat-alog publishers, local medical supply stores, and online stores for the massesand for niche consumers.

FMD will use a combination of advertising, trade promotions, direct marketingtools, and sponsorships to establish the firm’s position within the industry. Thefirm will target selective online and brick and mortar retailers and wholesalesto build a network that accommodates various purchasing preferences. Everypartnership will be structured around a push strategy and the affiliations willbe selected and monitored to enhance FMD’s corporate image.

6.0 IMC Objective Two - Distribution

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6.1 Marketing Budget Distribution

FMD’s budget for Objective 2 is $193,161. The largest portion of the budget$89,960 (46.6%) will be spent on advertising because it is essential to capturethe interest and attention of industry decision makers and establish a relation-ship that creates a solid network of distributers. The trade promotions categorywill require the second most significant investment totaling $62,751 (32.4%)FMD considers this essential to move inventory and generate additional touchpoints with distributors. Once distribution networks are in place, FMD will allo-cate $35,450 (18.4%) to merchandising service fees and travel expenses relatedto personal selling efforts. Sponsorship expenses total $5,000 (2.6%) and in-house alternative marketing initiatives will not be an additional expense for thefirm.

Advertising Assumptions

See advertising budget 6.2.1.1

Trade Promotions Assumptions

To calculate the cost of premiums FMD assumes that attendance at distributerrelated trade shows would not exceed 5,000. FMD also assumes that 50% of at-tendees who select a giveaway will choose a branded MP3 armband as theirpremium, while the other 50% will choose a branded water bottle.

MP3 Armband total $5,480

1000 units at 2.19 per unit= $2,190 x 2 = $4,380500 units at 2.20 per unit = $1,100

Branded Water Bottle

2,500 units at $0.99 per unit = $2,475

The cost of acquiring 2,500 branded arm bands is estimated at $5,480 and thecost of acquiring 2,500 water bottles is estimated at $2,475.00 The cost of alltrade premiums total $7,955.

To calculate the cost of FMD bonus packs FMD assumes that the first year saleswill total 13,255 units. If FMD includes one bonus unit for every 50 purchasedthen, the company must stock a minimum of 266 units to meet expected de-mands. FMD assumes the average price unit is $206 then FMD must budget$54,796 for bonus pack incentives

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FMD estimates the total cost of trade promotions will be $62,751

Sponsorship Assumptions

The cost of a “Bronze Sponsorship” of Disability Leadership and Policy Summit2011 is estimated at $5,000.

Alternative Marketing Assumptions

The social media content associated with the alternative marketing initiativeswill be produced by FMD’s in-house marketing team, therefore the firm as-sumes that there will not be any related expenses. Platforms and profiles wouldnot require any additional investment either.

Personal Selling Assumptions

FMD assumes that cost related to personal selling for distributers will includetravel expenses, (to distributer related tradeshows) product literature (pro-duced in-house) and store sets the cost of store sets.

Travel

Orlando September 23-24$450.00

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Cost of Store Sets

FMD assumes that merchandising and store set services will cost $35,000.FMD estimates that the total cost of selling to distributors will be $35,450. Thisdoes not included compensation or the cost of producing product literature.

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6.2 Methodologies Distribution

In an effort to develop the most effective synergy between different elementsof FMD integrated marketing components, the firm will communicate with po-tential distributors through targeted advertisements, sales directed promo-tional efforts, and personal selling tactics designed to highlight the value of thebrand and create functional and profitable relationships with decision makers.

Advertising messages placed in print and online media that is used as industryguides will generate awareness and align the brand with reputable business re-lated communication vehicles. Because these platforms are consulted beforemaking buying decisions the ads will supplement selling initiatives by provid-ing important information that transitions the reader from the informationgathering stage to the action stage. Online advertising will have the additionalbenefit of capturing the interest and traffic from relevant platforms and redi-recting it to fluidmotiononline.com.

Distributor focused content on the site will provide additional information de-signed to close a sale which includes, FMD’s corporate profiles, product litera-ture, warrantee information, and inventory management tools. The site willalso feature promotional incentives highlighting bonus packs created to drawtraffic from perspective channel members and enhance awareness. Click-though information combined with user profile information will serve as thecornerstones of a distributor-focused database.

Selling initiatives will be conducted primarily through direct mail campaignsand personal selling at tradeshows that the brand sponsors. Not only will thisfacilitate individualized communication that leads to long-term relationshipswith channel members. These methods create yet another opportunity to col-lect market intelligence for the database and increase brand awarenessthrough the use of collateral and premiums.

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The objective of FMD’s IMC plan for the distributers segment is to build brandawareness and enhance the firm’s image with mobility aids. A targeted mediamix designed to capitalize on impressions and create associations with trustedindustry publications will help the brand maximize the reach of its advertisinginitiatives and develop connections with distribution channel members anddecision makers.

Objective 1: Capitalize on established media reputation to reach decisionmakers- (Reach and Goss Impressions)

To enhance FMD’s corporate image, advertising will be placed on trusted publi-cations, which are consulted for industry related intelligence. This approach willhelp the target transfer positive perception of the media vehicle to the FMD. Inaddition, because these magazines are retained and consulted before the tar-get makes a buying decision, the ads will reach the segment and effectivelytransition the consumer from the information gathering stage to the actionstage. FMD estimates that print advertising will generate 103,383 impressions.

Objective 2: Drive traffic to FMD’s site – (Reach)

Advertising placed on the print media’s online portals will help drive traffic tothe FMD site. Banners that facilitate clickthoughs will take advantage of exist-ing clusters of FMD target audiences and guarantee that the users are inter-ested in mobility aid related content. In addition this type of advertising hasthe potential to reach the target audience in and outside of the workplace, dur-ing a time when he or she may be more receptive to brand messages.

6.2.1 Advertising Objectives Distribution

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6.2.1.1 Advertising Budget Distribution

6.2.1.2 Creative Brief Distribution

Objective: To create develop brand awareness in the Fluid Motion line of prod-ucts which leads to stock inquiries and the development of a reseller network.

Target Audience Profile: The primary target audience includes wholesale andretail merchandise managers, or buyers (purchasing agents) who may or maynot specialize in medical equipment. This audience is affiliated with a firm andmust be able to justify decisions concerning the product with clear business re-lated benefits.

Message Theme: The theme of contemporary functional and fashionable mo-bility aids that focus on individual users’ preferences translates into a uniqueselling point. For distributers this means no longer being associated withgeneric lack luster products. Instead they can promote the idea that they offerinnovative solutions for their clients mobility needs.

Support: FMD mobility aids are recognized by medical professionals as a func-tional ergonomically sound alternative to mass produced low quality medicalequipment.

Constraints: Exclusive rights accompany all agreements. In addition, distrib-uters must have a high customer satisfaction rating and meet ADA regulationrequirements. In creating the advertisements for Fluid Motion the followingmeans end chain was developed:

Unique Selling Point: The Fluid Motion brand offers quality custom mobility aidswith contemporary styling

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Benefit: The value enhanced product appeals to the distributers target usinglogic as well as emotional purchase triggers which will increase overall de-mand.

Distribution Chanel Value: Less selling effort required. The value enhanced prod-uct will generate repeat purchases and increase the number of transactions percustomer.

Leverage Point: The tagline “Propelled by innovation” will reinforce a cogni-tive or rational appeal in distributer focused advertisement by linking the con-cepts of business, mobility, and innovative or new products to the Fluid Motionname. The advertisement will show the evolution of different products, whichare part of users’ everyday life and contrast it to the evolution of mobility aids.FMD mobility aids will be placed at the end of a visual timeline thereby posi-tioning it as the stylish contemporary alternative to other equipment. The con-cept alludes to the fact that businesses need to evolve to stay relevant in themarketplace and in the mind of the consumer.

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6.2.1.3 Advertising Design Distribution

FMD will use a cognitive message strategy for advertising efforts that targetdistributers. This will allow creatives to focus on the information that is mostimportant to the distribution channel members; how it will create sales, gar-ner’s profit, and enhance their corporate image. The message will be compara-tive in nature but it will not name specific competing brands. This approach isideal because most other firms in the mobility aid market have neglected tobrand their products. It is important to note that because the main objective isbrand awareness affective strategies will tie the information that is presentedwith relatable experiences in order to create a positive image.

Advertising to distributors will require the use of rational appeals with subtleinfusions of humor. This approach is necessary because the target is collectinginformation in order to justify a decision and the way the product will benefitthe business must be immediately apparent. However, because the industry issaturated with generic substitutes, humor or whimsy will help the messagecapture the necessary attention.

The executional framework will develop a slice of life scenario similar to thatof the consumer advertising. The goal is to show how different products haveevolved over time and position the product as a solution only available to se-lect distributors that are also “Propelled by Innovation” The use of the wordpropelled links back to the products purpose of facilitating motion while inno-vation in a coveted descriptor for businesses. Information related to the prod-ucts design elements that emphasizes quality, ergonomics, function, aestheticsand how those characteristics positively impact demand will be placed along-side the “visual timeline”.

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To reinforce the message that FMD mobility aids are quality custom mobilityaids that are in high demand an expert source will be used. The expert could bea medical professional or an industrial designer who is likable, trustworthy, andcan communicate the value of product because of his or her experience.

The advertisement for distributors must also mirror the simple contemporarystyle of the consumer ads to create visual consistency.

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6.2.2 Trade Promotions

FMD’s trade promotion budget is $62,751. The budget will be divided betweentwo separate promotional categories; trade shows and bonus packs. FMDchose to focus on these two elements because they are in line with the IMC ob-jectives and upscale mobility aid positioning.

Participating in national trade shows that attract both distributers and con-sumers will generate brand awareness within FMD’s two target audiences. Byutilizing this type of venue, FMD will also maximize the reach of its messagebecause the attendees who converge at the tradeshows come from all over theUnited States. Both the Abilities Expo and the Disability Leadership and PolicySummit will provide an opportunity to generate positive exposure and salesleads. Promotional opportunities for FMD include seminar sponsorships, baginserts, and directory listings among other things. Trade show giveaways willinclude a branded universal armband MP3 case and brightly colored er-gonomic water bottles, which also display the Fluid Motion logo.

FMD will also use bonus packs to entice distributers to place orders. This typeof promotion works with the brand positioning because it does require estab-lishing a discounted price. Retailers will be required to purchase a predeter-mined amount by a particular day in order to receive a bonus pack of product.Not only will this type of promotion help move inventory but it will also protectthe brand value.

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6.2.3 Personal Selling Distribution

FMD’s budget for personal selling to distributers will be $35,450. Initially all ofFMD’s sales efforts will be coordinated through a sales and service agent. Asthe business expands beyond e-commerce and into physical retail locations,FMD will consider hiring a sales agent that specializes in retail merchandisingor medical sales.

The sales agent will be responsible for qualifying prospects and managing allaspects of the relationship with retailers. An important consideration with re-gards to this position is whether or not the sales agent has any existing con-tacts within the field that FMD can leverage. FMD will compensate the salesagent based on a commission of his or her sales.

Contacts can be made through referrals, trade show sponsorships, related pro-fessional associations, and industry directories. Sales agents can also work withinformation gathered from the FMD database. Criteria used to qualifyprospects include ability and authority to purchase, level of influence in the in-dustry, and brand image. Expenses associated with this type of personal sellinginclude commission, travel, product literature, and store sets. The goal is to de-velop and maintain a profitable relationship with channel member who are de-cision makers.

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6.3 Media Plan Distribution

FMD’s will use highly targeted industry publications and relevant trade showsponsorship packages to reach the decision makers within the mobility aidmarket. Aligning our communication messages with these information re-sources will generate brand awareness and enhance the firm’s image.

Relevant industry publications include HomeCare published by Penton MediaInc. HomeCare serves “home medical equipment distributers who provide pa-tients in the home with medical equipment, medical supplies and a variety ofin-home services. Content includes regulatory and business news; in-depthanalyses of various market segments; features on emerging issues and trends;practical how-to advice on business operations; best-practices profiles; and aconstant stream of new product information. The magazine has a reportedqualified circulation of 17,161 readers.

Mobility Management, part of the HME Media Group is the second trade publi-cation that will be utilized by FMD as part of communication efforts to distrib-uters. This magazine reports on “markets ranging from power wheelchairs andscooters to senior mobility, adaptive automotive equipment, environmental ac-cess and pediatrics”. Mobility Management reports a total qualified circulationof 17,316.

Along with the continuous efforts on the previous media vehicles FMD willsponsor key industry events. The Abilities Expo, is an coveted venue which oc-curs throughout the year in different metropolitan areas including New York,Chicago, Huston, San Jose, Atlanta and Los Angeles. This expo offers distrib-uters and manufactures the exposure to their key demographic via specializedproduct booths, printed and electronic materials, and expo TV. Besides the op-portunity to promote new products and gather user feedback, the expo is theperfect opportunity for the FMD brand to position itself as an advocate and

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lifestyle brand by supporting informational seminars and social activates dur-ing the expo.

A second industry event, which provides exposure for FMD distributor audi-ence, is the Disability Leadership and Policy Summit scheduled for June 1,2011. The summit includes attendees that are health care professionals, advo-cates, rehab professionals, and target consumers. The Disability Leadership andPolicy Summit, which is presented by the United Spinal Association and the Na-tional Spinal Cord Injury Association, offers different levels of sponsorship,which will effectively accomplish FMD brand and image objectives.

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7.0 Strategic Planning

The Company

Fluid Motion and Design LLC was founded in 2011 as a web based businessdedicated to the mobility aid niche of the medical supply market. Currently, themedical supply and equipment market reports a combined annual revenue ofapproximately $135 billion with annual growth rates of over 6.5%. Mobility aidsinclude, but are not limited to canes, walkers, and crutches. FMD seeks to ad-dress the needs of an untapped segment of the mobility market- the active,style conscious, individualistic, long-term user. Paola Blanco, President andChief Executive Officer hold the company’s stock.

Products and Services

FMD specializes in designing functional and stylish walkers, crutches, andcanes. The initial product line will consist of 22 base models; 3 walker models, 9cane models, and 10 crutch models. The base models will be produced in up tofive different versions that the consumer can choose from. Additionally, thecompany provides users various mobility resources including product fitguides, health and wellness information, and assistive technology newsthrough the website. The company will also provide product or service consul-tations by phone or email upon request.

Competition

No mobility aid manufactures or distributer has successfully combined a variedambulatory aid product line with top of mind brand recognition. Competitorsutilize a mass-market approach relying solely on users need to drive the pur-chase. FMD will utilize insight, design, and service to create a product offeringthat combines functionality with aesthetics and caters to users with individual

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needs. Current advantages over the competition include; nationally accessibleproduct line via the website, quality customer centered service, limited directcompetition, and first hand user experience observations applied to the designof products.

Marketing Sales and Strategy

FMD’s product line consists of customizable walkers, crutches, and canes de-signed for mobility users looking for a functional stylish alternative to productscurrently on the market. FMD’s unique value proposition lies in the brand’s abil-ity to express the users’ individuality. Whereas most competitors approach mo-bility aids users with a mass-market mentality, FMD tailors its communicationand its product line to fit customers’ unique needs and wants.

FMD’s product is priced at a minimum of 30% above other mobility aids. Priceswill vary depending on the product type and designs. They will range from$127 to $270 for walkers, $28 to $65 for canes, and $110 to $163 for crutches.FMD will create a branded online portal from which mobility aid users find andpurchase mobility aids and related accessories and access pertinent product in-formation, mobility related news, and social connections to other users.

Promotional efforts for FMD will be centered around a strong web and socialmedia presence because it is the most effective means of reaching the targetwith no clustered location They will be complimented by select event and busi-ness sponsorships to reach the consumer in a real world setting.

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Fluid Motion and Design LLC was founded in 2011 as a web based businessdedicated to the mobility aid niche of the medical supply market. It is thebrainchild of Paola Blanco-a marketing consultant, entrepreneur, and a mobil-ity aid user. The company designs and develops various types of mobility aidsthat are a functional extension of the users’ style.

Mobility aids, also called ambulatory aids, are a type of medical equipmentused by people with locomotors disorders. Firsthand experience, coupled withinput from a diverse pool of mobility aid users, made it clear that the industry’scookie cutter approach to equipment was outdated and impersonal. Mobilityaids such as walkers, crutches, and canes are the one thing consumers in thisniche of the medical supply market cannot leave home without; so why arethey so ugly and uncomfortable?

In an age where every product is designed to speak to and about its consumer,FMD brings the same opportunity of fluid self-expression and function to mo-bility aids. The company specializes making custom aesthetic and structuralmodifications to walkers, crutches and canes which appeal to consumers whovalue ease of use, independence, quality, convenience, and variety.

Consumers can choose from more then 100 variations in the collections devel-oped by the designers at FMD. Variables include the units overall material, thematerial used for the handle, cuff diameter, cuff cut, and wheel or tip type. Ad-ditional modification could include padding and fabric choice, unit colors, andpatterned designs.

FMD’s website provides clients with access to brand and product informationwhile also functioning as a convenient retail destination. The site will allow con-sumers to learn about the Fluid Motion brand though product descriptions and

7.1 Company Background

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images as well as corporate and team profiles. It is a contemporary, easy to nav-igate portal featuring a searchable collections catalog, a simple and secureshopping cart accessed though individual user account, and links to larger so-cial communities.

FMD coordinates with manufactures, industrial designers, graphic artists, andclients to create mobility aids of consistent quality, which reflect individualstyle. Competing brands offer little or no modification or room for personal ex-pression. Therein lies the brand value and unique selling proposition of this in-dustry innovator.

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Vision Statement

Fluid Motion and Design endeavors to create expressive mobility aids that areicons of a style, strength, and grace.

Mission Statement

Fluid Motion and Design develops walkers, canes, and crutches that are func-tional individualistic expressions of users’ personal style.

We understand that our clients’ needs are as unique as their personalities and cater to both through quality product engineering and a functional but fashionable approach for every mobility aid.

We focus research and technology resources to consistently improve the quality of every mobility aid and position FMD as an industry innovator.

We believe that our responsibility to mobility aid users extends beyond equipment and will strive to support users in every aspect of their lifestyle.

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7.2 Management Team

Paola Blanco- President and Chief Executive Officer

Paola Blanco became passionate about creating stylish and functional mobilityaids after more then ten years of struggling with other mobility aid equipmentproviders for her own locomotive needs. Paola graduated from The Art Instituteof Fort Lauderdale with a Bachelors degree in Advertising in 2011. While inschool, Ms. Blanco gained insight in managing consumer relationships throughan entry-level position at GLC Healthcare in Weston FL. In addition, she workedat Greenfield World Trade, an international food service equipment providerthat specialized in research and development of innovative commercial equip-ment, cross-cultural marketing, and international product distribution. Aunique combination of first hand experience with a variety of mobility equip-ment, an academic background in marketing and advertising, and a keen un-derstanding of what it takes to develop customer relationships helpedtransform Fluid Motion and Design from a classroom exercise to an industrysuccess.

Webmaster – Open

The webmaster must design, code, launch, and maintain an fully functional e-commerce site while adhering to industry standards and internal criteria re-lated to SEO best practices, conversion, and usability. Additional requirementsinclude the ability to develop and maintain a standardized reporting formatand schedule to assess the impact of SEO efforts, site modifications and otherchanges. The webmaster must also install, configure, troubleshoot and main-tain server-side scripts as assigned (specifically: Google Analytics) and act as amarketing department liaison when necessary.

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Industrial Designer- Open

The industrial designer must work in conjunction with product manufacturersand the team’s graphic designer to brainstorm ideas and create product mod-els that are in line with the needs and stylistic preferences of FMD’s clients. Theindustrial designer must also participate in product testing to insure that everyproduct developed meets the highest standard of safety and functionality.

Graphic Designer – Open

The graphic designer must brainstorm design ideas, create a budget and pro-duction schedule with the help of the industrial designer, produce mock upsand final concepts using pertinent software to execute designs. The graphicdesigner must also working with others, such as printers, programmers, devel-opers or other technicians, to complete a variety of marketing collateral.

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7.3 Strategies and Policies

FMD will utilize a combination of differentiation and focus strategies to posi-tion the brand in the mobility aid market because the company is targeting aniche market with consumers who are relatively insensitive to price.

Strategy 1- Product Development

Develop product lines that appeal to users with mixed style preference, ei -trendy, sporty, or conservative. (O1, O3, S1, S2)

Policies

1. Conduct research though social media and online surveys to determine color, pattern, and padding, preferences of consumers within FMD’S target market. Compile and analyze trend and preference information to determine the necessary product line modifications.

2. Instruct the Graphic Designer and the Industrial Designer to interpret the trend and preference information to concept and draft designs for FMD’s product collections.

3. Test product appeal through monadic techniques using criteria such as comfort level, usability, durability, visual appeal etc.

4. Refine design to maximize consumer satisfaction and differentiation.

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Resources

Financial- Cost of prototype manufacturing Cost of survey creation and management service

Physical- Test prototypes

Human- On staff Graphic, Industrial Designer, Webmaster

Technological- Online survey creation and management serviceSocial media portals; Facebook, Twitter, and YouTube (research and communication for focus groups)

Strategy 2- Market Penetration

Design an intuitive, accessible website that is optimized to achieve the highestrank possible on a search list in order to capture market share and make pur-chasing easy. (O4, T2)

Policies

1. Design, code, launch, and maintain a contemporary website formatted to be compatible with voice recognition and other accessibility software.

2. Build and maintain efficient shopping cart with order tracking capabili-ties.

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3. Perform SEO and key word tagging to reach a first page rank on search engine results page.

4. Create and update content that engages mobility aid users including product development and health news, user profiles, and related lifestyle information.

Resources

Financial- Cost of website development and maintenance (including shopping)cart

Physical- N/A

Human- Webmaster

Technological- Digital content for website

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7.4 Industry Research

Market Trends

• Continuing cost containment efforts of both the providers and purchasers.

• The impact of the economic downturn will be attenuated by the ongoingtrend of medical tourism. Medical tourism is the practice of traveling outsidethe country where you reside to obtain better quality of medical care or moreaffordable care.

• Major medical equipment manufacturers to remain stable in spite of mount-ing financial crisis.

• Direct to consumer advertising of medical devices to continue to increase. Itwill become necessary to develop communication directly with consumersthrough a medium that is targeted, consistent, and easy to access and interactwith.

• Young adults and middle aged patients to drive the US market for hip resur-facing for next five years. The demand for products that are designed for thegeriatric market will be replaced by a need of contemporary functional prod-ucts for active professionals.

(Equipment Trends 2008)

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• Telemedicine systems geared toward a prevention-oriented, consumer-drivenmodel for health care may see an increased adoption rate. Innovations such as"smart devices" that can "think" for themselves, customized wearable devices,electronic patient records, and wireless Internet-linked systems--all expected todeliver convenient, user-friendly, intelligent health care in the home. The willreduce demand for equipment in outpatient care facilities and place emphasison unique aids designed for one user.

(Lewis 2001)

• Recent changes to the Medicare Mobility Benefit will limit the number of pa-tients who despite having prescriptions for medically necessary equipment willqualify to receive it through the program. Changes include the creation of thecompetitive bidding program, elimination of the first-month purchase option,excessive audits and denial of reimbursement. Consequently, mobility aid usersmay look to independent providers or adopt a substitute product.

(State of Mobility Benefit 2011)

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Industry Overview

The US medical equipment and supplies distribution industry includes morethan 7600 companies with combined annual revenue of approximately $135billion. Major companies include Henry Schein, Owens and Minor, and PPSWorld Medical. (Industry Profile). The medical supply industry is concentratedand requires effective distribution and either a high number of SKUs (stockkeeping units) or specialization in a niche market.

National Suppliers of Ambulatory Aids include the following:

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Projected Growth of US Market for Ambulatory Aids by Type 2001-2011Manufactures’ Revenue in Millions

This particular industry is concentrated; meaning that more than 70% of thatrevenue is derived from the top companies. *Table created with informationfrom source (Sahoo)

The U.S. Market for Canes and Walking Sticks(Units Sold, Price Per Unit, Revenue)

2001–2011

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Cane Pricing

“The cane and walking stick segment of the ambulatory aids market continuesto be under pricing pressure since canes’ relatively straightforward design pre-cludes the technology-based improvements seen more commonly in other sec-tors that justify more premium prices. While some manufacturers have beenable to introduce enhanced models at higher prices, the cane sector as a wholehas not been able to increase prices.” (Sahoo) *Table created with informationfrom source (Sahoo)

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The U.S. Market for Crutches 2001–2011(Units Sold, Price Per Unit, Revenue)

Crutch Pricing

“Sales of crutches remain lower than sales of other ambulatory aids due to theirlower unit pricing, however, as manufacturers continue to introduce new andenhanced products, unit prices are slowly rising. Furthermore, crutches tend tobe replaced more frequently than other types of ambulatory aids, thereby in-creasing unit sales.”(Sahoo) *Table created with information from source(Sahoo)

The U.S. Market for Walkers 2001–2011(Units Sold, Price Per Unit, Revenue)

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Walker Pricing

“While most ambulatory aids continue to experience pricing pressure, prices forwalkers and particularly rollators have been firmer due to increasing use byhome carepatients.” (Sahoo)

Overall Price Trends

Prices for these types of products do not vary seasonally as they are a necessityfor most users. Technological improvements create a perceived value, andtherefore cause a temporary price increase until the same technology is avail-able from a wide range of competitors. Lastly, insurance coverage does affectproduct pricing for some end users.

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Distribution Channels

The medical equipment and supplies industry differs in the way it manages dis-tribution channels depending on the size of a specific company. “Most large-scale operations buy high volumes of product from the manufacturer, storythese products at the company operated distribution center, and deliver on de-mand.” (Industry profile)

Technology plays a major role in managing distribution channels. Current sys-tems include inventory monitoring, automated purchase order creation, orderanalysis, pricing, delivery scheduling, and billing. These features allow compa-nies to function productively and deliver product in a timely fashion.

Smaller companies rely on web-based purchasing utilizing such tools as SEO(search engine optimization), web banners, web links, and multimedia graphicsto drive traffic to a singular website on which orders can be placed and moni-tored.

The method of selling also differs depending on the company's size. Largercompanies utilize “trade publications, product literature delivered directly toprovider locations, and product presentations by trained sales force member tosell to retailers” (Industry profile). Web based providers that operate on asmaller scale utilize photography, and descriptive writing to highlight productfeatures and benefits thereby selling directly to the end consumer

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Different company used different methods of selling depending on the targetand their budget. While personal selling may be effective, it is not an efficientuse of resources for smaller operation. Selling business-to-business also re-quires different forms of contact then selling directly to the consumer. Eachcompany develops their media plan according to their budget and the audi-ence they wish to reach.

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7.5 SWOT Analysis

Strengths

• Offers consumers a custom-made accessibility aid made according to eachclient’s needs and preferences.

• Can make both aesthetics and functional modifications to any unit in productline

• Competitively priced

• Nationally accessible through the website

• Quality customer centered service

• Limited direct competition

Weakness

• Brand new product offering with limited brand recognition

• Product targets a niche market with client base spread over a large geo-graphic area which makes consumers difficult to reach

•Currently limited distribution

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Opportunities

• Branding the product so a necessary purchase becomes value expressive addsbrand value and builds a loyal consumer base

• Growing market creates opportunity to capture and maintain more marketshare

• Use firsthand experience and consumer input to develop brand specific modi-fications and establishing brand as an innovator

• Expand product line to include related accessories including slings, braces,bags etc.

Threats

• Economic downturn may affect purchasing decisions

•Lower quality and price substitutes are readily available

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7.6 SWOT Matrix

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7.7 Product Positioning Maps

*Size of sphere indicates scope of product mix

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*Size of sphere indicates scope of product mix

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8.0 Corporate ID

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8.1 Stationery

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8.2 Business Card

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9.0 Advertising Campaign

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9.1 Print Series

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9.2 TV Story Board

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9.3 Radio Script

Client: Fluid Motion and DesignProduct/Service: Accessory-like Mobility AidsSubject: Hit Your Stride Duration: 0:60

MVO: (Conversationally) Everyone knows the expression… march to the beat of your own drummer. But if you use a cane, a walker, or a pair of crutches to get around, chances are you have equipment that looks and works like…

SFX: CREAKY WHEELS

MVO: Fluid Motion and Design offers mobility aids that are in tune with each individual’s needs and sense of style, n matter if you are a…

MUSIC: “TANGO BEAT”

MVO: Or a…

MUSIC: “HIP HOP BEAT”

MVO: Or even a…

MUSIC: “ROCK BEAT”

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MVO: Fluid Motion’s mobility accessories are designed to be ergonomic, contemporary, and they will help you hit your stride. Check out Fluid Motion and Design’s selection of mobility products at FluidMotionOnline.com, because (EMPHASIZE) You are different, and We are too.

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9.4 Direct Mail Piece

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9.5 Press Release

CONTACT: Paola Blanco954- 806-9584pblanco@fluidmotiononline.com

PRESS RELEASEFOR IMMEDIATE RELEASE

Crushing Disability Stereotypes: Wave of Change Hits the Web

Fort Lauderdale, January 10, 2012- Custom mobility aid retailer, Fluid Motionand Design, launched fluidmotiononline.com today. The site is the company’sfirst step toward breaking out of the cookie-cutter medical supply market andoffering consumers equipment such as canes, crutches, and walkers that arefunctional and full of personality.

The FMD product line is as unique as its users because it offers an unprece-dented level of customization. On the site, clients can choose from 32 differentbase models and select the units overall material, the material used for thehandles, handle width and length, cuff diameter, cut and material, and wheeltype and size. They can also choose padding, fabric, solid colors, and even pat-terned designs for their equipment. Once consumers are happy with their de-sign, they can order it in a few clicks.

“ In an age where every product is designed to speak to and about its con-sumer, the mobility aid sector seemed to ignore the fact that mobility aid usersare individuals with their own sense of style. Fluid Motion and Design willchange that,” says Motion’s owner, Paola Blanco.

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There were over 14 thousand individuals in the U.S. in 2007 with a documentedphysical disability, that use this equipment. Until now, they have been givenonly a cursory glance by providers who bolster a one size fits all philosophy.Fluid Motion and Design is the diametric opposite. The brand of products com-bines function and form with personalized designs for individuals- not astereotyped mass market.

For more information, contact Paola Blanco.

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9.6 Website

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9.7 Banner

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9.8 Facebook Page

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Work Cited

"Advanced Logistics." Econdev.columbus.gov. City of Columbus, Ohio, 2011.Web. 15 Feb. 2011.<http://econdev.columbus.gov/growth_cluster/advanced_logistics.aspx>.

Danadouglas.com. Human Care Group, - 2010. Web. 1 Feb. 2011.<http://www.danadouglas.com>.

"Industry Profile: Medical Equipment Distributors." Hoovers.com. Hoovers,2011. Hoovers. Web. 25 Jan. 2011.<http://premium.hoovers.com/subscribe/ind/fr/profile/basic.xhtml?ID=228>.

"Invacare eForm." invacare.com. Invacare Inc., 17 Feb. 2010. Web. 15 Feb. 2011.<http://www.invacare.com/doc_files/96-090_Patient%20Lifts%20Slings%20Ac-cessories%20IV%20Stands.pdf>.

Lemonaidcrutches.com. LemonAid Crutches LLC, - 20010. Web. 1 Feb. 2011.<http://www.lemonaidcrutches.com/index.php>.

Lewis, Carol. "Emerging Trends In Medical Device Technology." findarticles.com.CBS Business Network, - May 2001. Web. 24 Jan. 2011.<http://findarticles.com/p/articles/mi_m1370/is_3_35/ai_75608871/pg_2/?tag=content;col1>.

Sahoo Alison. “U.S. Market for Home Care Products” A Kalorama InformationMarket Intelligence Report. June 2007. 23, 28, 43, 45. MarketResearch.com. AIFLLibrary, Fort Lauderdale, FL. 25 Jan. 2011.<http://academic.marketresearch.com/product/display.asp?produc-

10.0 Appendix

tid=1434526&curl=&surl=%2Fsearch%2Fresults%2Easp%3Fprid%3D913491912%26query%3Dwheelchair%26cmdgo%3DGo&prid=913491912>

"Sea and Rail Routes." rickenbackerinlandport.com. Columbus Regional AirportAuthority, 2011. Web. 15 Feb. 2011.<http://rickenbackerinlandport.com/files/home/home-map-3-sea-rail.jpg>.

"State of the Medicare Mobility Benefit." www.aahomecare.org. American Asso-ciation for Homecare, 20 Jan. 2011. Web. 24 Jan. 2011. <http://www.aahome-care.org/associations/3208/files/StateOfMobilityBenefitAAHomecare012011.pdf>.

"Top 10 Medical Equipment Trends for 2009 - a new research report fromGlobal Markets Direct." www.prlog.org. Global Markets Direct , 3 Dec. 2008.Web. 24 Jan. 2011. <http://www.prlog.org/10149978-top-10-medical-equip-ment-trends-for-2009-new-research-report-from-global-markets-direct.html>.

Tuffcare.com. Tuffcare , - 2009. Web. 1 Feb. 2011. <http://www.tuffcare.com/de-fault.php>.

Walkeasy.com. Walk Easy Inc., - 2011. Web. 1 Feb. 2011.<http://www.walkeasy.com/shop/default.asp>.

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