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Washington DC MonumentsMarketing Communications Campaign

Dina Perry, Kelly Rooney, Hugh Swart

The light is finally coming.

Table of Contents

iGuzzini Background
Situation Analysis (Market and Industry analysis, historical and cultural
context, competitor analysis, SWOT analysis)
Objectives
Strategy
Execution
Story Board-Youtube Video
Timeline
Possible Contingencies and Solutions

Company Background-Alexander Rocca

Innovative illumination solutions


Target audience-architects and designers
Social Innovation through lighting
Export 75% of business

United Kingdom-1st in sales


2nd-France, Germany, China

80 international patents
Company goal-increase quality and quantity of iGuzzini network through

Engagement and loyalty


Consistent growth rate

Better Light for a Better Life

iGuzzini in the United States


Eataly Chicago (Chicago)

The Whitney Museum of American Art (New York)

iGuzzini SWOT Analysis

Cultural Context

Freedom and Individualism

Desire for more wealth and consumer goods

Failing relationships

Lack of faith in unity

Historical Context

Originally no artificial lighting


Artificial lighting implemented

Quality
Desire for green lighting

Transition from fluorescent lighting to


LED lighting

United States still lags far behind other


countries in green lighting efforts

Market Situation

National Park Agency


Specialized Market
Potential for Long Lasting Relationship
Increasing Emphasis on Green Energy

Industry Analysis

Public Sector Purchasing Policies


Competitive Contracts
Bidding Process
Difficult Barriers to Entry in Industry
Lobbyist and Government Official Influence

Competitor Analysis
Main Competitor
Office for Visual Interaction (New York)

Potential Competitor
Philips Lighting (Dutch)

Objectives

The Light is Finally Coming.


Inspire hope and change for the future of the US

Increase tourism

Increase consumer awareness of iGuzzini

Strategy

Working with the National Park Service


Done through public relation events and social media
Show the United States how lighting can bring hope to people in bad times

France did this after the Paris attacks with the Eiffel Tower

Execution

Public relations, social media, personal selling through lobbyists


Youtube video spread throughout Facebook, Instagram, etc
Publicity events-Fireworks on the National Mall

Sales people at event showing attendees about products available

Costs

Production cost-YouTube
video
Government may pay
costs
Promotional materials for PR
events
Production costs-PR events
July 4, 2020
Fireworks/Light Show

StoryBoard
Youtube videoShared through Facebook, Twitter, Instagram,
etc.

Timeline
June 2020
Find lobbyists
and supports
for the project

Expect 6-12
months for
funding to
go through

Create Youtube
video and share
through social
media (6 months)

July 2016
Put a bid in for
the construction
contracts on
different
monuments
December 2016

12-24 months
for construction
to finish
December
2019-Latest
possible end
date

6 months-Evaluate
progress of
campaign through
surveying

6-12 months:
incorporate
lighting into
different PR
events
June 2021

December 2021

Possible Contingencies/Recommendations

iGuzzini doesnt win the contract for monument lighting

Extended project, extra costs

Lobbyists and supporters of the project


Expect twice the amount of time for project
Low cost options

US Government does not want to support the project

Supporters
Explain the importance to different Congress and National Park Service members

Any Questions?

References

http://www.thewrap.com/wp-content/uploads/2015/11/gang_sized.jpg
http://i2.cdn.turner.com/cnnnext/dam/assets/160613093157-orlando-pulse-att
ack-uk-papers-sun-bataclan-large-169.jpg