Jaclyn Marchisella
working backwards brief
The Hauser Group - Georgia



Why are we advertising?
To introduce Motorola's Talkabout. People are unaware that Motorola has "walkie-talkies."

What do we hope to accomplish?
Not many people have a need or desire to use a "walkie-talkie" unless they are children. We need to spread the awareness of the Talkabout and how it is functional and reliable.

Target:
The Team Players:
These people work together and play well with others. They need to communicate. They depend on communicating to get their jobs done.

insights:
There main mode of communication is cell phones, because they already have one, but these team players aren't just sitting around they are out and about. They work or play in rough environments - dense woods, out in the ocean, places where they can't rely on reception towers.
Also, they don't communicate for fun or to gossip, but mostly because staying connected in the different environments they are in ensure their safety.

Key message:
Helping you stay connected where ever you are.

Supporting facts:
Uses FRS and GMRS frequencies - ideal emergency preparedness tool.
A range up to 25 miles.
Emergency alert feature.
Flashlight.
22 channels
11 weather channels
Hands free communication
Quiet talk filter

Tone:
Rugged, dependable, sarcastic, must have