uav mock case study

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We are in no way associated with Insitu. This was purely for a class assignment.


Unmanned Aerial VehiclesTaking crisis preparation to new heights

History & Overview UAV technology Our mission Plan of attack

Whats a UAV? Unmanned Aerial Vehicle Used since 1950s 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

Whats 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 Insitus 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 AudiencesInternalInsitu

ExternalUS Search and Rescue Humane Society of the US Salvation Army US Forest Service Bureau of Land Management National Weather Service NASAR Dept. of Homeland Security National Marine Life Center

IntermediaryMedia FEMA American Red Cross


RankingMust Influence Insitu FEMA FAA Targeted government agencies Should Influence Military General Public

Likely to influence

Media Unlikely to influence

Audience Internal: Insitu

Message Expanding the brand to non-military usage.

Channel Training Processes

External: Listed Targeted Audiences

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

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

Intermediary: Media, FEMA, American Red Cross

Special: FAA

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

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.

CampaignObjective 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.

CampaignTactics 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.

CampaignTactics 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). 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 locations potential emergency situations.

CampaignTactics 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 percentof attendees. 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 ModelIs 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:Rawls 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.