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Speck-Go Laptop Case Communication Plan

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Speck-Go Laptop Case Communication Plan Speck-Go Laptop Case Communication Plan By: Sydney Dixon April 3, 2014 Table of Contents Research Synopsis…………………………………………………………………………………………………………..3 Executive Summary………………………………………………………………………………………………………11 Situation Analysis…………………………………………………………………………………………………………15 Target Audiences……………………………………………………………………………………………………….…19 Goals and Objectives…………………………………………………………………………………………………..…23 Strategies………………………………………………………………………………………………………………......…26 Tactics………………………………………………………………………………………………………………………….29 Timeline……………………………………………………………………………………………………………………….36 Budget…………………………………………………………………………………………………………………………38 Evaluation……………………………………………………………………………………………………………....……41 2 RESEARCH SYNOPSIS 3 Research Synopsis Overview and History Speck is a U.S. company based in Mountain View, California that makes protective cases for portable electronic devices, including iPhone, MacBook, iPad, Android devices, tablets and eReaders. Speck was founded in 2001 by a group of California-based engineers – Ryan Mongan, David Law and Tony Lillios. Irene Baran joined Speck as CEO in 2006. Speck’s products are designed by an in-house design group. Speck is known for its cases that are both functional and easy to carry. Speck opened a retail store in 2011 in Palo Alto, California where it houses a complete collection of Speck cases and serves as a laboratory for the company. Speck’s products are sold worldwide in Apple Store locations as well as Best Buy, Target, AT&T, Verizon, T-Mobile and other retailers. Speck is committed to bringing the most exceptional products to its customers through its bold logo, fun team and fresh design philosophy. The company is dedicated to creating perfectly-fitting, insanely-styling protective cases for iPhone, MacBook, iPad and other gadgets. Mission Statement “Speck is obsessed with designing iPhone and smartphone cases that complement your favorite gadgets, look sharp and feel just right. When we start working on a new case, we ask ourselves: How can we make your life easier? What will make you smile? That’s what inspires us to architect cases that don’t just protect smartphones, laptops and tablets – they also contain clever details we hope will spark delight in you.” 4 Current Products Speck makes protective cases for brands including Apple, Samsung, LG, Google, HTC, Motorola, Verizon, Nokia, Kindle and Nook. Current products include all types of smartphone, laptop and tablet cases. Speck products include its CandyShell line, PixelSkin HD and FabShell for smartphones; FitFolio and SmartShell for tablets and eReaders; and SeeThru and SmartShell lines for MacBook. The smartphone cases offer everything from dual-layer protection and slim-fitting designs to useful features like card-carrying slots and viewing stands. The laptop cases range from ultra-thin and lightweight to intense color and slim-fitting protection. The tablet cases offer right-fitting durable cases to help get more out of the tablet. Apple cases iPhone: iPhone 5S/5, iPhone 5C, iPhone 4S/4 iPad: iPad Air, iPad mini Retina, iPad mini, iPad 2, iPad 3, iPad 4 Macbook: Macbook Pro Retina, Macbook Pro, Macbook Air iPod: iPod Touch 5G (16GB), iPod Touch 5G, iPod Touch 4G, Nano 6G Samsung cases Smartphone: Galaxy S5, Galaxy S4, Galaxy S4 Mini, Galaxy Note 3, Galaxy SIII Tablet: Galaxy Tab 3, Galaxy Note 8, Galaxy Tab 2 10.1, Galaxy Tab 10.1 LG cases Smartphone: LG Nexus 5, LG G2 Google cases Smartphone: Google Nexus 5 Tablet: Google Nexus 7 (2013), Google Nexus 7 (2012) 5 HTC cases Smartphone: HTC One (M8), HTC One, HTC One Mini, HTC Vivid, Windows Phone 8X, HTC One X, One X+ Motorola cases Smartphone: Moto X , Droid Ultra, Droid Maxx, Droid Mini Verizon cases Tablet: Ellipsis 7 Nokia cases Smartphone: Nokia Lumia 920 Kindle cases Tablet: Kindle Fire (2011 and 2012), Kindle Keyboard, Kindle Touch Nook cases Tablet: Nook HD, Nook HD+, Nook Tablet, Nook Color Current Projects Speck recently announced at the Consumer Electronics Show (CES) closing the gap between protection and style with a lineup of new cases for iPhone, iPad and Android. The lineup is called “CandyShell Inked.” The lineup of new cases is “skillfully designed for style, while also guaranteeing military grade protection in a slim-profile case.” Another recent announcement from Speck is the revealing of “Pantone Color of the Year.” The 2014 Color of the Year was Radiant Orchid, a light purple color. Speck’s Color, Materials, & Finishes (CMF) team, inspired by this year’s color, is devoted to listening to what customers want in the future and will be designing all the devices with the latest style and this year’s color. 6 Speck has many different on-going projects “to craft the best cases and discover the freshest ideas” to deliver to its customers. Competition Speck’s main competitors are Belkin, Incase Designs, Case-Mate, iSkin and Zagg, which sell cases for products similar to Speck. Current Positioning Speck was featured on the Inc. 5000 fastest growing private companies list in 2006, 2007, and 2008 and has been ranked as high as #41. Speck’s products are sold worldwide with over 15 retailers. Speck sees cases on TV, movies and in the hands of celebrities every day. Target Audiences/Attitudes Speck’s target audience is comprised of a broad audience from teens and college students to middle-aged people and celebrities. These people are most likely to benefit and most interested in the latest technology. This audience would also be the main group to invest in Speck products. College students regularly use smartphones and laptops for class and studies, while middle-aged people and celebrities are likely to rely on smartphones and tablets for entertainment and everyday use. Key Executives In 2006, Irene Baran joined Speck as chief executive officer. Baran has 27 years of experience in the consumer electronics world. She started at Monster Cable in 1985, a small specialty accessories company, and served as chief operating officer for 16 years. Mark Lemma is the chief financial officer and has worked in the accounting and finance 7 department since the ‘80s. Rusty Everett is the executive vice president of sales at Speck and is a 20+-year veteran in the consumer electronics business. Pamela Kelly is the vice president of global marketing and eCommerce. Tim Brophy is the vice president of manufacturing. Jarret Weis is the vice president of product development and got his start project managing accessories at Monster Cable. Weis has made his way from Monster Cable across to mobile, power cells, Apple and gaming. Bryan Hynecek is the vice president of product design. Darryl Chang is the corporate controller. Tom Kenyon is the director of human resources. Owen Troy is the creative director at Speck. Troy has been working in consumer electronics for 11 years. Pamela Dresbach is the senior director, customer service and fulfillment operations. Rich Morgan is the director and manages Speck’s supply chain operations. Alex Fast is the director of information technology. Chris Gibbins is the director of global brand protection. Gibbins has 18+ years of experience in consumer electronics from territory management to product/business development. David Burns serves as the director of development. Chris Novak is the director of engineering and has 30 years of experience designing MacBook laptops at Apple. Ralph Merrem is the director of production and studied business prior to joining technology companies. Eric Ronberg is the director of sales and specialty retail and has been in the electronics industry for 14+ years. Scott Harris is the director of sales at Speck and has been involved in the consumer electronics industry for nearly 15 years. Rajeev Mehta is the head of quality and his main focus at Speck is to elevate material and logistical quality standards. 8 Speck-Go Laptop Case Speck’s new product will be sleek, stylish laptop-charging cases that will charge the laptop while also providing reliable outer protection. Speck’s products are centered on “carrying less.” With this new product, customers won’t have to worry about carrying all the cords to charge his/her laptop. The product will be dual-functional by providing the laptop with protection and charging capabilities all in one. The product would be 9 References Speck. “Speck Products.” Speck Products, 2014. Web. 3 Feb 2014. <http://www.speckproducts.com/company>. Unknown. “Speck Products: The iDesign Interview.” Ilounge.com, 2014. Web. 3 Feb 2014. <http://www.ilounge.com/index.php/articles/comments/speck-products-the- idesign-interview/>. Unknown. “Speck Products.” Wikipedia, 2014. Web. 2 Apr 2014. <http://en.wikipedia.org/wiki/Speck_Products>. “Top 5 Mobile Tech-Savvy Campuses.” Collegexpress.com, 2014. Web. 17 Feb 2014. <http://www.collegexpress.com/lists/list/top-5-mobile-tech-savvy- campuses/1540/>. “National University Rankings | Top National Universities | US News Best Colleges.” Colleges.usnews.rankingsandreviews.com, 2014. Web. 17 Feb 2014. <http://colleges.usnews.rankingsandreviews.com/best-colleges/rankings/national- universities>. “Top Information Technology Schools.” Education Portal, 2014. Web. 17 Feb 2014. <http://education- portal.com/article_directory/Top_Information_Technology_Schools.html>. 10 EXECUTIVE SUMMARY 11 Executive Summary Situation Analysis Speck provides protective cases that are important for portable electronic devices and provide full protection and functionality to the users. Speck is committed to having a more advanced functionality and usability between the consumers and machines. Research shows that
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