Advanced Combat Helmet Light (ACHL)

by Tangmo

Introduction

1. Background

2. Target Audience

3. Key Communication

4. PR Objectives

5. PR Strategies

6. Target Press

7. PR Ideas

8. Promotional Partners

Background• Company name : Three Sixty Corp • Founder: Mr. Phillip O’hara and Mr. Christopher Garvin• Product: Advanced Combat Helmet Light (ACHL)

– ACHL is a center-mounted, multiple-output that containes four white LEDs, two red LEDs, one blue lens and a blackout cover The amount of light released can be adjusted.

• Price: $80 (shipping not included)• Specialty :

– Durable, watertight polymer body in black.– Attachable to any Modular Integrated Communications Helmet (MICH) and

Advanced Combat Helmet (ACH). It can be put on by a centrally located mount (included with ACHL) which allows the ACHL to go 360 degrees.

• Extra info: – Weight of the ACHL including battery is only 1.25oz compared to other

helmet. The range of the light is from 3.01oz to 4ozBe leery (if the FSC seal is not on the label).

– The company is founded by two combat veterans– Veteran owned and Veteran Operated, best way to service our clients is to

employ the very people who we service as they move forward in their career

• ACHL use

Target Audience

- Individuals within a military, special tactical unit and police. Enthusiastic and patriotic - Primarily : male - Secondary : female- Age: 17-45 year old- For large sales we need orders from organizations such as Defense Logistics Agency, the primary center point for all equipment used by the US government.

- Outdoor adventurers - Males who likes outdoors and camping.

- Age: 30-45 year old.

Primary Secondary

Key communication• Brand name : Three Sixty Corp • Products : Advanced Combat Helmet Light (ACHL)

– The ACHL helmet light represents the latest in LED technology.– Mountable in all standard helmets

• Dining Room Items (tables, chairs, sofas, etc)• Specialty :

– Weighing only 1.25 ounces the ACHL is the easiest to mount and wear compared to other products

– Batteries last 9 hours under illumination (bright white)– 17 hours in infrared bands

• Extra interesting info :– Battery life 10 times longer than the current types used in

the armed forces.

Key communication• ACHL can be easily mounted on any standard

helmet as seen below:

PR objectives• Target publications on “US Army Times”, “US Cav”,

“Ranger Joes”, “Star and Stripes” and other related magazines related to the field.

• Convince and create a good impression of the product and allow consumers to experience the features of the ACHL,

• make the consumers realize the superiority of the ACHL by trying it on

• Create word of mouth buzz.– Attend public events, display product in expos, press

release in military and outdoor news mainstream media, free samples in training and competitions…

• Products can be viewed mainly through magazine, outdoor/ military shopping brochures and expos.

• military, special tactical unit, police and outdoor adventurers will be the consumers.

• Assert ACHL’s superior specifications towards the consumers.

PR strategy• Assert the importance of an improved and reliable

helmet light by sharing testimonials from high ranked officers/ soldier and outdoor adventurers.

• Create awareness by providing free samples to staff at outdoor parks and military officers.

• Create interest for new soldiers and outdoor adventurers by attending military training schools and outdoor adventure shops.

• Build a good brand image by donating a portion of sale towards military veterans and charity events.

Target press• Professional Press– US Army Times, US Cav, Ranger Joes, Star and

Stripes…• Men’s press– Men’s Health, outdoor life, Men’s Journal…

• Online Press– Shopmyexchange, revision military, military

clothing, outdoor research…

PR Ideas

• Product placement in outdoor life advertisements

• Public speaking in outdoor adventure centers• Sponsorship for outdoor adventure competition• Product placement in army souvenir shops• Interviews with military officers and soldiers• Speak in military safety education sessions• Free trial and education in military enrollment

centers

PR ideas

• Public speaking in military meeting rooms (where family meet soldiers)

• Public booth in recruiting organizations for police/ soldiers

• Sponsorship for military/ police sports team• Invite military/police/ outdoor related

bloggers and journalists for free trial (including dinner)

Detailed PR ideasInvite military/police/ outdoor related bloggers and journalists for free trial (including dinner)

Sponsorship for military/police sports team

Idea

• Invite bloggers and journalist related to the military, police or outdoor activity.• Free dinner will be provided while education and demon-stration of the ACHL will take place.

•Sponsor a high profile military or police American football team.•Banners and pictures will be pinned in the home stadium.

Rationale

• To encourage the writers to write about the benefits and reason for buying an ACHL.

• To capture interest from crowd at-tending the game•To raise awareness of the brand

Target Media

• Blogs (military related)• Magazines (police, military, outdoor)• Social media (police, military, outdoor related communities)

• viewer (soldiers, police, parents)• Social media (team page)

Cost • Less than 1000 dollars • Around 1500 dollars

Promotional partners• competitions in Outdoor adventure – free gifts, souvenirs with 360 degree corp logo.

• Safety in the dark for soldiers campaign (targeted towards families of soldiers)– Discussions on how to improve safety, provide education

on why ACHL can save the soldier’s life• Outdoor adventure product companies– Advertise and sell ACHL through their website and stores

• Military/ police product companies– Sell ACHL through their website and stores

• US army recruitment centres – free 360 degrees corp pens and notepad

• New opening outdoor life magazines– 1 free 360 degree cap/ shirt

Words• Safety• Long lasting• Reliable• Light• Adjustable• All use• Value for money• Life saver• Veteran owned and Veteran operated • Love our soldiers