Unmanned Aerial Vehicles Taking crisis preparation to new heights

History & Overview• UAV technology• Our mission• Plan of attack

What’s a UAV?• Unmanned Aerial Vehicle

• Used since 1950’s to collect information• Simple or sophisticated

• Technological diversity• Varies in size, flight range, flight time• Remote or pre-programmed

• Are they legal?• FAA guidelines – most require permit• Exceptions with rules

What’s our mission?

To convince potential opposing forces that UAVs should be used in

non-military efforts.

How?UAVs are a tool to increase efficiency:• High-risk • Crisis situations• Where lives are at stake

Plan of Attack• Knowledge is power.• Expand Insitu’s CSR effort by using

technology for the greater good.

ResearchGoal

Provide FAA substantive data about the safety of UAVs to

ease any concerns of non-military use.

Qualitative

Focus groups

- Military personnel – success rates

Insitu database

Test runs in various conditions

Interview FAA officials

ResearchQuantitative

• Determine Search and Rescue effort and crises situation numbers

• Survey outreach organizations- Determine UAV usage stance

Target Audiences

Ranking

Must Influence Should Influence

Likely to influence

InsituFEMAFAATargeted government agencies

MilitaryGeneral Public

Unlikely to influence

Media

Audience Message Channel

Internal:Insitu

Expanding the brand to non-military usage.

Training Processes

External:Listed Targeted Audiences

UAV information highlighting safety features and benefits.Exemplifying need for use.

Brochures, Conferences, Special Events, One-on-One Trainings, Media Kits, Press Releases

Intermediary:Media, FEMA, American Red Cross

UAV information highlighting safety features and benefits.

Brochures, Conferences, Special Events, One-on-One Trainings, Media Kits, Press Releases

Special:FAA

Proving safety and reliability of UAV usage outside of the military. Need for dispersion of the technology.

Meeting, Brochures, Press Releases

Issues• Lack of knowledge can cause skepticism of

new technology.• Military and FAA will have concerns about outside

parties lack of training.• No concrete data exists about the safety of UAVs.• People might think this technology will take away jobs.• Privacy issue rumors can escalate, creating a fear of

this technology.• Potential customers might see UAVs as an

unnecessary expense.

Campaign Objective 1

Convince 75 percent of targeted audiences to implement the use of UAVs in emergency and crisis efforts.

Strategy 1.1

Ease fear and hesitation while simultaneously advancing corporate social responsibility efforts by educating audiences about how to safely and responsibly use UAVs so they feel comfortable implementing the technology.

Campaign Tactics

1.1.1 Send out 12 media kits prior to each Insitu event to encourage media coverage.

1.1.2 Hold a meeting with FAA representatives presenting our research on the safety of UVAs.

Campaign Tactics

1.1.3 Convince military partners to allow introduction of UAVs at seven exhibitions at highly populated air shows across the country (non-international ones to protect U.S. military advantage).

1.1.3.1 Hand out 40,000 informational print materials to potential customers.

CampaignTactics

1.1.4 Require attendance at training session for 99 percent of UAV purchases from Insitu. Training session costs included in price of purchase.

1.1.5 Hold four “mock crises” at strategic locations in the U.S. – each targeted specifically for that geographical location’s potential emergency situations.

Campaign Tactics

1.1.6 Host one two-day conference in Pensacola, FL with targeted consumers during the first three months of the campaign to spread knowledge and build a positive reputation about UAVs with 80 percent of attendees.

1.1.6.1 Provide live stream and following webcast of the conference for interested non-attendees. Track website traffic and hits on the video.

Budget• Attending Exhibitions

• Cost for each participation: $3,000• Supplies cost: $4,000• TOTAL: $49,000

• One Two-Day Conference• Planning and supplies: $150,000• Registration cost for attendees:

$100,000• Demonstrations: $50,000• TOTAL: $300,000

Budget • Research

• Surveys, Focus Groups and Interviews: $150,000

• TOTAL: $150,000• Mock Demos in Four Cities

• Equipment: $200,000• Permits from Cities: $100,000• Clean-Up: $100,000• Travel costs: $50,000• TOTAL: $450,000

Results & Evaluation• Media kits

• Media attendance at events• Exhibitions

• Exit survey• Pre-paid Training Programs

• How many people/ groups attended the pre-paid training programs.

Results & Evaluation• Mock Crises

• Level of attendance at each location of mock crises.

• Content analysis pre and post mock crises.• Survey attendees about the mock crises.

• Conference• Number of invited attendees at conference.• Survey and content analysis pre and post event.

Results & Evaluation• Live stream of conference

• Check the number of hits on live stream video.• Comments attached on live stream video.

Potter Model

Is it ethical for Insitu to promote military technology for non-military

use?

Definition: To use: Insitu recognizes the benefits of UAVs in crisis situations outside of military responsibilities.

Not use: UAVs were designed primarily for military use.

Values:To use: If UAVs can help save lives and contribute during relief efforts, then we should do what it takes to lessen fatalities. We value public safety more than military exclusivity.

Not use: We value strength of military relationship and business security more than gaining potential consumers.

Principles:To use: Kant. What is good for one is good for all. Utilitarianism. Since the technology will help save lives, it benefits the general public. By keeping it private we are not fulfilling the duty to help those in need.

Not use: Rawl’s Veil of Ignorance. UAVs were designed for military purposes and should remain as such. Insitu cannot ignore loyal military customers.

Loyalties:To use: Insitu has a loyalty to the general public to make use of the technology available when it can help save lives more than maintaining military exclusivity.

Not use: Insitu has a loyalty to the military as a primary customer of UAVs more than sharing the technology with potential outside sources.