This document provides an overview and communication plan for Google Glass. It describes Google Glass as a wearable computer with a display and camera that allows hands-free access to information. The communication plan aims to analyze key target audiences, outline messaging strategies, and define benchmarks to measure success. The main target audiences are older adults for the health and safety benefits, and bold, creative individuals who can provide innovative uses. The plan also discusses pricing, technical specifications, and strategies for reaching other potential customers, investors, media, and employees.

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By: Steven A. Cabrera

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TABLE OF CONTENTS
INTRODUCTION……………………………………………………………………………………………………………………………………..3
TECHNICAL SPECIFICATIONS…………………………………………………………………………………………………………………4
GOAL..…………………………………………………………………………………………………………………………………………….……...6
TARGET AUDIENCES………………………………………………………………………………………………………………………………6
OTHER AUDIENCES……………………………………………………………………………………………………………………………..…9
PRICING…………………………………………………………………………………………………………………………………………………10
KEY MESSAGING STRATEGY…………………………………………………………………………………………………………………...10
CALL TO ACTION……………….…………………………………………………………………………………………………………………...10
MEASURING THE SUCCESS…………………………………………………………………………………………………………………......11
REFERENCES……….…………………………………………………………………………………………………………………………………11
AD CAMPAIGN/FULL EXECUTION……….....………………………………………………………………………………………………..13

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INTRODUCTION
What is it?
Google Glass, also known as Project Glass, is X-Lab initiative’s new groundbreaking product. In its purest form, it’s an optical
head-mounted display (OHMD), a wearable display that has the capability of reflecting projected images as well as allowing
the user to see through it.
What does it do?
Google Glass is designed to display information like a smartphone-like hands-free format. It communicates on the Internet
through voice commands. It operates like a visual smartphone and has a high-resolution display that fits any face.
Examples of usage1
On the Bicycle
 Google Glass makes it easy for cyclists to track their rides, visualize their progress, and challenge their friends.
In the Kitchen
 Google Glass allows users to find and share recipes whilst cooking.
Translation
 Google Glass translates printed words in real time.
Golf
 Google Glass gives golfers accurate pin distance, course data, and scoring information.
1 (“Glass Start” 8 December, 2013)

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TECH SPECS2
Fit
 Adjustable nose-pads and durable frame fits any face
 Extra nose-pads in two sizes
Display
 High resolution display is the equivalent of a 25 inch high definition screen from eight feet away
Camera
 Photos- 5 MP
 Videos- 720p
Audio
 Bone Conduction Transducer
Connectivity
 Wifi- 802.11 b/g
 Bluetooth
Storage
 12 GB of usable memory, synced with Google cloud storage. 16GB Flash total.
Battery
 One day of typical use. Some features, like video calls and video recording, are more battery intensive.
2 (“Tech Specs” 2013)

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Charger
 Included Micro USB cable and charger
While there are thousands of Micro USB chargers out there, Glass is designed and tested with the included charger in
mind. Use it and preserve long and prosperous Glass use.
Compatibility
 Any Bluetooth-capable phone.
 The MyGlass companion app requires Android 4.0.4 (Ice Cream Sandwich) or higher. MyGlass enables GPS and
SMS messaging.

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GOAL OF THIS COMMUNICATION PLAN
The goal of this communication plan is to:
 Analyze the target audiences for this specific product
 Outline the key messaging for our key audiences
 State our call-to-action
 Set benchmarks for this product
 Sketch the communication strategy
 Measure our success
TARGETAUDIENCES3
Older Adults (Age 65+): 4 (AD Campaign is attached on Page 13)
The group that is most receptive to the idea of wearing a connected device rather than carrying a smart phone is the older half
of the population. There is a market for older adults who are willing to invest in this product for their own health. As of right
now, the baby boomers are the largest and wealthiest demographic. 4 90 million Americans are 50 and over -- that's 42% of
the adult population of the U.S.5 During the next decade that number will grow by 22 million.
Six Reasons why older adults will love Google Glass:
1) Use sensors to track a person’s gait and provide early warnings of mobility problems. Healthcare providers could then
intervene to prevent a fall before it happens.
3 Bold 2013
4 Geralyn 2013
5 (Klein 2006)

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2) Remind wearers to take medications and prevent double dosing. The Glass display could also post reminders about
family birthdays.
3) Offer visual cues to people in the early stages of dementia. The device could be programmed to recognize family
members and display simple messages like, “This is your son, his name is John.”
4) Replay video of significant life events. These videos could remind the older person about the details of the events. But
Google Glass could also allow the older person to share pictures of the event with family and friends.
5) Facilitate communication with adult children and other distant relatives. They could check-in with their parents very
easily. With Google Glass-type devices, (relatives) could patch into what (older adults) are doing, even what they are
seeing.
6) Emergency response. If the Google Glass wearer falls, the wearable computer could send an immediate alert to first
responders.
Communication Strategy:
Appeal to what keeps them up at night and what they care about most, their loved ones and their safety.
Communication Tools:
Traditional Print and Direct-Mail Pieces.
Bold, Creative Individuals6
This description may seem vague, but it really isn’t. The Glass Explorer Program7 launched earlier this year and is designed for
people who want to get involved early and help shape the future of Glass. The audience chosen for this experiment is those
who are able to pitch an innovative way to maximize Glass’ effectiveness. They do so by going to
www.google.com/glass/start/how-to-get-one/ and filling out a form asking for their name, contact info, why they are
interested, and how they would like to stay involved. Those who can conjure up ways to utilize this product outside of Google’s
X-Lab’s original intentions, become eligible to purchase this Explorer Edition for $1,500. These “bold, creative individuals”
might include skydivers, sculptors, ballerinas, horseback riders, amateur pilots, etc.
6 (Bosker 2013)
7 (Alvarez 2013)

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Five Reasons why cutting-edge members of the creative class would love Google Glass:
1) Snap instant photos. Adventure seekers like to have photos taken of them during their wild experiences. What’s
missing, however, is their ability to share their experiences with others through their eyes. Taking photos while
jumping off cliffs or skydiving has never been easier.
2) Those who find themselves traveling by vehicle often shouldn’t have to find themselves lost as well. The ability to keep
the GPS screen in sight without having to glance away from the road. As for those who travel really long distances,
keeping a voice-activated language translator on at all times makes it easier to read signs.
3) Being a part of the creative class, this group is always on the look out for information and finding it has never been
easier. Those who are in the habit of “googling” often will only have to simply ask a question and the device will display
the answer.
4) Being adventurous, bold, creative individuals can now show the world what they are seeing live. Whether they are
mountain climbing, kayaking, or at a concert, they can now live video share instantly.
5) More than enough features to name all packed into sleek glasses. Everyone who is a part of this vast demographic
group can now use Bluetooth, wi-fi, GPS, speakers, camera, microphone, touchpad and even a gyroscope with this tiny
hardware. 8
Communication Strategy:
Promoting the hands free technology and ability to multi-task. The technical specifications are also appealing to this
group.
Communication Tools
This is a very diverse audience; the best way to reach out to them, however, might be through digital advertising. This is
our Explorer Group; therefore, the tactic in releasing this product to this wide audience would be so that they may
share their experience with perhaps an even more diverse crowd.
8 (Colins 2013)

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OTHER AUDIENCES
Why this would appeal to them
Communication Strategy
Communication Tools
PROSPECTIVE
CUSTOMERS
TECH-
SAVVY
COMMUNITY
INVESTORS/
SHAREHOLDERS
MEDIA ANALYSTS Executives EMPLOYEES
WHY WHY WHY WHY WHY WHY WHY
The vast
amount of
technical
specifications
The
technological
innovations
from Glass
The Revenue Ability to
photograph
and video-
record
instantly
Recommends
appropriate
business
actions
New era of Google
and Revenue
It is assumed that
everyone in the
company is Tech Savvy
and looks forward to
our new products
Comm
Strategy
Comm
Strategy
Comm Strategy Comm
Strategy
Comm
Strategy
Comm Strategy Comm Strategy
Promote the
many features
of Google Glass
Appeal to
their need for
having the
newest
gadgets
Promote the
large profits that
will be driven in
from this product
Appeal to
their need
for
coverage
Promote new
way to study
financial data
Promote the large
profits that will be
driven from this
product
Promote how this ties
in with the rest of their
work
Comm Tools Comm Tools Comm Tools Comm
Tools
Comm Tools Comm Tools Comm Tools
Digital
Advertising,
Social Media,
and Video
Campaigns
Forums, Print
Media, and
TechCrunch
Magazine
Investor
Relations reports
Press
Release
Direct Mail
Pieces
Intranet,
Communication
Plan Presentation
Intranet, Email Opts

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PRICING
Explorer Edition: $1,500
General Public Edition: $999
For those in the Explorer group, swapping to the public release edition is free with a shipping charge.
KEY MESSAGING STRATEGY
Hands-Free
Multi-tasking has never been easier. Having a smartphone in your hands at all times can be distracting to you and your
colleagues.
Technical Specifications
The many features appeal to a large audience. A suitable way to reach out to as many as possible would be to advertise
the everyday uses.
CALL TO ACTION
1) As previously stated with the second target audience (bold, creative individuals) the call to action is to get enthusiasts
with diverse backgrounds to explore our product in the Explore Program, recall how they used it in their everyday
lives, and to give feedback.
2) Release this product to the public after building up hype from the Explore Program. We also look forward to launching
a video campaign from the “Explorers” themselves.

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MEASURING SUCCESS
Awareness:
1) How Google Glass ranks in search engine results pages under optical head-mounted display as opposed to
competitors
2) Views per website page (Website Traffic)
3) “Likes,” “follows,” and other social metrics
4) Mentions on social media platforms such as Twitter
User Investment:
1) How long do our audiences view our page?
2) What’s the increase rate on the website traffic?
3) How many new social metrics do we have (i.e. likes, follows)?
4) What’s the increase rate of mentions on social media platforms such as Twitter?
CRM Sales Tracking:9
A customer relationship management (CRM) system is simply a database to store our leads, sales, and any other
business contacts. We can also use an Excel file or a Google Spreadsheet to get started and then migrate to more robust
CRM tools like Salesforce or Infusionsoft. CRM tracking is critical for businesses; we can track sales using website
analytics since the sales occur online.
9 (Phil 2013)

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REFERENCES
Alvarez, Kaz. "Seeing Double: UAF’s eLearning wins two pairs of Google Glasses." University of Alaska Fairbanks, December 10,
2013. http://www.uafsunstar.com/2013/12/seeing-double-uafs-distance-education-wins-two-pairs-of-google-glasses/ (accessed
December 11, 2013).
Bold, B. (2013, 31). Marketing - the UK's leading title for marketing professionals.. Wearable tech such as Google Glass 'too
expensive' for target audience | Marketing Magazine.Retrieved from http://www.marketingmagazine.co.uk/article/1219009/wearable-
tech-google-glass-too-expensive-target-audience
Bosker, Bianca. "The Secret To Google Glass Success: Make It Seem Normal." Huffington post, February 27, 2013.
http://www.huffingtonpost.com/2013/02/27/google-glass-normal_n_2776750.html (accessed December 11, 2013).
Collins, Ben. IBanjo, "My review of Google Glass." Last modified 12 10, 2013. Accessed December 11, 2013. http://blog.red-
bean.com/sussman/?p=700.
Frist, Phil. " 5 Ways to Measure Marketing Campaign Performance." YFS Magazine. Web. 12 Dec 2013.
<http://yfsentrepreneur.com/2013/09/02/5-ways-to-measure-marketing-campaign-performance/#axzz2nI0GrTbA>.
Geralyn, Magan. "6 Reasons Older Adults Will Love Google Glass." Leading Age, May 13, 2013.
http://www.leadingage.org/6_Reasons_Older_Adults_Will_Love_Google_Glass.aspx (accessed December 10, 2013).
Hillen, Brittany. "Google Glass Explorers receiving invitations to swap for updated version - SlashGear." SlashGear - Feeding Your
Gadget and Tech Obsessions. Slash Gear, 4 Dec 2013. Web. <http://www.slashgear.com/google-glass-explorers-receiving-invitations-
to-swap-for-updated-version-04307654/>.
Klein, Karen. "Reaching Out to an Older Crowd." Business Insider, April 2, 2006. http://www.businessweek.com/stories/2006-04-
02/reaching-out-to-an-older-crowd (accessed December 10, 2013).
http://www.google.com/glass/start

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