The document discusses an emergency response notification system that alerts drivers of approaching emergency vehicles using an app. A focus group was conducted with 13 participants to gather feedback. Most participants felt the system could help emergency responders save more lives by reducing response times and traffic accidents. However, some had concerns that a visual display may be too distracting. Most preferred an audio alert with the option of hearing the vehicle type or direction. The marketing budget proposes low-cost strategies like blogging, a website, and press releases to promote the system.

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Jason Cumiford
Kyle Schmella
Dennis Litwin
Anton Bernatskyi

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13. Strengths Weaknesses
Opportunities Threats

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It is our job as marketers to present
this product to the market.

18. “every year, 133,000 Americans die of heart attacks, and another 300,000 die of sudden cardiac
arrest—largely because they didn't get help in time”
-Wall Street Journal

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21. Table 122: Rural Fatal Crashes, by State and Average Emergency Medical Services (EMS) Average Response Time
Comparison Arrival On Scene of Emergency Emergency to Hospital Total Time # Fatalities
Washington 9.90 Minutes 40.96 Minutes 51.67 Minutes 248
U.S. AVG 12.57 Minutes 39.44 Minutes 55.45 Minutes 16,443
Table 123: Urban Fatal Crashes, by State and Average Emergency Medical Services (EMS) Average Response Time
Comparison Arrival On Scene of Emergency Emergency to Hospital Total Time # Fatalities
Washington 5.85 Minutes 34.14 Minutes 41.07 Minutes 161
U.S. AVG 7.31 Minutes 27.8 Minutes 37.91 Minutes 14,263
IIHS HLDI: 2013 Rural versus Urban Fatal Crash Comparison
Comparison
Urban Rural Total
Number % Number % Number
Washington 213 49 223 51 436
U.S. total 14,987 46 17,696 54 32,719

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➢ Went from an app based product to a in-car system based product!

34. ● Positioning product to meet identified need
❖ Value proposition
❖ Frame of reference
❖ PoPs and PoDs
❖ Brand mantra
❖ Emotional Marketing

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➢ Public Relation
■ Utilize City’s channels
➢ Personal Selling
■ To the Car manufacturers
■ To the Cities
■ To the Emergency services
➢ Advertising
■ Social Media
➢ Direct Marketing
■ Ad campaigns

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48. 20-29 5
30-39 2
40-49 4
50+ 1
No
response
1
Males 8
Female 5
Occupations: Software engineer, Intelligence analyst, Aircraft mechanic/inspector, Director
of military outreach, Lawyer, Operating engineer, Accounting administration, regional manager,
student (x2), EFT Trader assistant, us military, (1 no response)
Volunteer experience: fashion shows planner, church, food bank, environmental
restoration, and community support
Emergency Responder experience: Ambulance, firefighter (x2), EMT
Sex
Age
Focus Group Data Compiled: Total of 13
participants

49. 0 1
1-10 3
11-20 4
21-30 2
31-40 3
Driving ackground:
Years Driving:
0 4
1 5
No response 4
Accidents At Fault:
0 3
1-2 7
3+ 1
No Response 1
Accidents Not At Fault:
Radio 9
Phone 4
CD 5
Ipod 4
Satellite 1
Other 1 (music)
What do you listen to in the Car:
Yes 6
No 4
No
Response
3
Recognize and see emergency
vehicles approaching you:

50. ❖ Currently own smartphone: All 13 did Participants did own a smartphone
IPhone 8
Android 5
Free-$0 9
$0.10 1
$0.50 1
$1.00 1
$5.00 1
Average price paid:
Phone type:
How would you prefer to be notified of
an oncoming emergency vehicle
No 3
Yes 6
No response 2
Do you feel that each emergency
department should have its own
notification tone?
Should this app include a visual component
that allows the driver or passengers to see the
location of the approaching emergency
vehicles? OR will this be too distracting and
cause more accidents?
Too distracting 7
Maybe 1
No visual 1
Yes 3
Proximity 1
(a) Single Alert Sound 3
(b) Operator's Voice Announcing
the oncoming vehicle
2
(C)Operator voice telling you
which direction (North, South,
East West)
5
(d) Operator voice stating “behind
you” or “In front of you” etc.
5
(e) Matching emergency alert
sounds according to individual
service: police siren
1
(f) Other 1 (would rather not
hear anything)

51. Do you feel that this would help
emergency vehicles respond to
incidents in a timelier manner and
be able to save more lives?
No 3
Yes 9
No response 1
Do you feel that this would reduce
the number of traffic accidents or
fender benders?
No 6
Yes 5
Maybe 1
No response 1
If you were to receive an auto
insurance discount or would
you pay for this app?
No 5
Yes 8

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53. Marketing Budget
Marketing Strategy Estimated Cost Notes
1. Blogging Free Requires time and effort
2. Online Website Free Use Google to set up
3. Press Release Free Utilize the city
4. Business Cards $200.00 Vista print
5. Office Supplies $750.00 Officemax
6. Airline Tickets $3,000.00 Delta (Maximize Miles)
7. Lunch Meetings $1,000.00 Culturally Dependent
Total: $4,950.00 Minimal costs

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