August 26, 2013
Mr. Jake Jackson
123 Laser Lane
St. Louis, MO, 63101
Dear Mr. Jackson:
I want to take this time to introduce our company and myself; I hope upon finishing this
letter you will strongly consider us for your representation on the Holographic Telephone.
I am a brand advisor for Brand Image Consulting (BIC), I hold a Bachelors degree in
Strategic Communications with a focus of public relations and brand management from
Maryville University. I was a peer mentor for freshman students as well as a peer tutor.
During this time, I was responsible for planning multiple events for the students and
helping reassure them that choosing Maryville was the best decision they ever made. I did
just that.
Selling a product or a concept is not about pushing it heavily in the public eye, nor is it about
repetition; it is about making a connection. Making a connection with your target audience
is how we will sell your product. What we do at BIC is help your company build a strong
connection with the public. This connection eventually turns into a relationship, which we
effectively help you maintain.
Holographic Telephone is an amazing concept; I want to assure you the feedback we are
receiving is positive. There are several different methods we can use to present this new
concept. I would like to target families. Whether it is a businessman who can now work
from home, or a marine communicating with his wife and newborn for the first time, we
think that the emotional appeal is the way to build the connection with the public. What will
really determine the success of the holographic telephone is how it is officially introduced to
the world.
We have a variety of ideas for the début of this product that we look forward to discussing
with you and your partners. Give me a call to discuss future plans and ideas.
I appreciate your time and I look forward to working with you.
Sincerely,
Danielle M. Shelton
Brand Consultant
314.296.9740
dshelton@live.maryville.edu
Danielle Shelton
9/9/13
Strategic COMM Plan
Mission Statement: The mission of Holographic Technologies is the consistent
innovation of communications; we are convenience of the future.
Situational Analysis: Holophone
 Strengths of the Holophone include: convenient communications,
innovative, excellent visual capabilities, few substitutes and
sustainable.
 Weaknesses of the Holophone include: costly and you can only use it
with people who also have a Holophone
 Threats: new entrants
Holophone is an innovative alternative to the generic telephone. The strengths of
the product outweigh the weaknesses tremendously.
Public Relations Strategies: We plan on bringing the “home phone” back from the
dead. This will be a costly product, but we would like to market it as the must-have
landline phone. Not everyone will be able to afford this right away. At first glance
the Holophone comes across as a very sophisticated and wealthy product; we want
to almost down sell it so the average income household isn’t discouraged by the
price.
We plan on doing a series of events demonstrating how the Holophone works. The
first series will be for corporate and company use at business conventions. The
second series will be for key potential clients such as: Radio Shack, Best Buy, and a
more basic store like Target. The last series will be for the public. We would like the
demographic to start from age 27-40. There is no gender, race, or ethnicity target.
We plan on selling to families. We will showcase the product at a public friendly
event. We will advertise for the event utilizing major social network cites such as
Facebook, Twitter, and Instagram. We will also do poster, newspaper, and radio ads.
We would like to book a tour for the inventor of the Holophone for Ellen, Dr. Oz,
Conan, and the Today Show. From a promotional stand point we would like to give
the first 50 people an extra Holophone to communicate with other people.
Objectives:
 Become America’s new home phone. Bridge the gap of distance.
 Become the must-have office phone
Goal:
 Make supplying contracts with three major clients six months after debut.
 Sell 1000 Holophones in the first 3 months
 Host three demonstrative and informational events 6 months prior to official
debut
 For the first month after release, address all high-priority issues within 24
hours
Rationales: We need to accomplish these goals to keep our sales and our
momentum in a constant progression. These standards are set high to keep our
ideals and our values as a top priority.
Target Publics: Our target market has an age range from 27-50. We plan on selling
to major businesses first to set the mood. Then we will spend the next 6 months
preparing for a public debut. Our plan is to target Families. We want the Holophone
to be the new Skype.
Gatekeepers:
 Secretary/administrative assistant- this group can push the Holophone on to
the big guys as an office must-have
 Educators- this group can push the product to administration as a must-have
educator tool as well as to the parents
 Preachers- they can spread the facts and the importance of communication to
their congregation and to the community
 Media: Newspapers, local broadcasting news, television commercials
Key Messages:
 Give your company the innovative push into the future it needs.
Communicating globally is now more real than ever with the Holophone.
 Don’t allow space to put a strain on your relationships. Bridge the gap with
the Holophone.
 Keep your friends close, but your grandkids closer with the Holophone,
bridging the inconvenient distance gap.
Central Message Statement: Technology’s newest communication breakthrough;
the Holophone-bringing captivating convenience to everyone. We want to forever
resolve the long-distance correspondence aggravation. The Holophone allows
everyone to maintain relationships (personal or business) in a convenient
innovative manner. We hope to make the hardships of life a little easier.
Communication Vehicles: Advertisements for the debut of product
 Social Media-Facebook, YouTube, Twitter
 Radio ads
 Flyers
 Newspapers
 Local news outlets
Media Strategy: The decision makers we are trying to effectively reach are: TopLevel Managers, Education administration, and Moms. The best media and
specialized communication tools for this group is early morning news
announcements, newspapers, and mail advertisements.
Tactics:
 Objective: Become America’s new home phone.
o Goal: Making supplying contracts with at least 3 major clients 6
months after debut
 Supply Target, Best Buy, and Radio Shack with free samples of
the Holophone for their own company use.
 Invite to debut
 Allow their store advertisements (coupons) at debut.
o Goal: Host three demonstrative and informational events six months
prior to debut
 The first event will be for corporate and company use at one of
the more profound business conventions such as, the National
Business Educational Association.
 The second event will be for key potential clients such as:
BestBuy, Target, and Radioshack. This will take place at an
annual technological expo to showcase the event.
 The third event will be a public friendly event that will allow
ordinary people to get a feel for the product at the Tech
Museum of Innovation, the same weekend of the Start Wars
Exhibit.
 Budget for all three events- $15,000
o Goal: Debut of Holophone
 Have the official debut of the Holophone on the Super Bowl.
Commercial advertisements every break. Also, have the Star
Spangle Banner singer be singing as a hologram using the
phone. This will get extreme amounts of interest and media
attention.
 Budget- $20,000
o Goal: For the first month after release, address all high-priority issues
within 24 hours.
Evaluating/Measuring: We will measure the success of our objectives by the
measuring the success of our goals. We will incorporate weekly sales reports. Also,
critiques and suggestions, it is how we maintain our devotion to innovative
communications.
Budget: The budget of $50,000 will go mostly to our advertising. We will spend
$20,000 for the product debut, and the $15,000 for the three demonstrative and
informational events. $15,000 will go to all forms of ads: radio, web, newspaper,
television, and mail.
Holographic Technologies
FREQUENTLY ASKED QUESTIONS (FAQ)
The below document contains questions commonly asked about the Holophone.
This document can be distributed to a variety of audiences, including parents,
students, school officials and the media.
Q. What is the Holophone?
A. The Holophone is a telephone that projects a 3D holographic image. Features
include:
 Base unit (includes camera and speaker)
 Projector
 Receiver
 Headphones
Q. How does the Holophone work?
A. To use the Holophone you will set the camera on the base unit to face you. Then
turn on the receiver and point it where you want your hologram to appear. Dial the
number and wait for the answer.
Q. Does the Holophone require an internet connection?
A. No an internet connection is not required. Only a phone line is required.
Q. How many people can be projected at once?
A. Up to four people can be projected at any one time.
Q. How big is the projected hologram?
A. The hologram will take the shape of whomever is in front of the camera and
wearing the head piece. It is life-size.
Q. Do you need to wear 3D glasses when operating the Holophone?
A. No, the Holophone does not require 3D glasses.
Q. How do I set the caller ID?
A. When someone calls you, the number will automatically show up. After you are
finished with the call go to the menu and click on recent calls. Scroll down to the
number you want to save and pick it. It will give you the option to block or save.
After you hit save, you can then choose what that person’s “ring” will be. Hit the
menu button to exit.
Q. What kind of processor does it use?
A. The Holophone uses an ARM "Cortex A8" processor running at 600 MHz with 256
MB of RAM memory. The Cortex is faster per MHz.
Q. Where can I buy a Holophone?
A. You can purchase the Holophone at Target, BestBuy, or RadioShack.
Q. How much does the Holophone cost?
A. The Holophone is currently going for $599.99 plus tax.
For any additional questions feel free to call our toll free number 1-800-677-4353.
Holographic Technologies
The Holophone
 The Holophone is a telephone that projects a 3D holographic image. Features
include:

Base unit (includes camera and speaker)

Projector

Receiver

Headphones
 To use the Holophone you will set the camera on the base unit to face you.
Then turn on the receiver and point it where you want your hologram to
appear. Dial the number and wait for the answer.
 An internet connection is not required. Only a phone line is required.
 Up to four people can be projected at any one time.
 The Holophone projects the image of the person in front of the camera and
wearing the head piece. It is life-size.
 The Holophone does not require 3D glasses.
 Caller ID will automatically show up. After you are finished with the call, go
to menu and click on recent calls. Scroll down to the number you want to
save and pick it. It will give you the option to block or save. After you hit save
you can then choose what that person’s “ring” will be. Hit menu button to
exit.
 The Holophone uses ARM "Cortex A8" processor running at 600 MHz with
256 MB of RAM memory. The Cortex is faster per MHz.
 The Holophone can be purchased at Target, BestBuy, or RadioShack.
 The Holophone is currently selling for $599.99 plus tax.
For any additional questions feel free to call our toll free number 1-800-677-4353.
SLUG: Danielle Shelton
Length: 0:30
Time: 7:15am, 4:30pm, 5:30pm
Reporter: Vic & Trish, Greg Hewitt
Radio Station: KEZK 102.5 FM
Don’t let distance become a concern in your relationship. This Valentines Day,
bridge the miles with the Holophone. Holographic Technologies is presenting an
innovative alternative to the landline phone. With a three dimensional life-size
hologram of your loved ones, long distance is eliminated from your relationships.
The Hologram will take the image of whomever is in front of the camera and
wearing the headpiece. Locate the Holophone at your local Radioshack, BestBuy, or
Target. Find more information at www dot holotech dot com. The Holophone,
convenience of the future.
News Release
Contact: Danielle Shelton
Brand Consultant
Phone: 314.296.9740
dshelton@live.maryville.edu
FOR IMMEDIATE RELEASE
SuperBowl XLVIII plays Host for Worldwide debut
of the Holophone
St. Louis, February 2nd , 2014---Holographic Technologies chose SuperBowl XLVIII
to host their debut of their latest product, the Holophone. National Anthem singer
chosen to sing at this SuperBowl was infamous Luke Bryan, who now adds to his
title, the first artist to ever sing via Holophone. Luke’s Hologram appeared center
stage and on the big screens so everyone could easily view him. After the song, the
announcer gave a brief description of the Holophone, the website
(www.holotech.com) and where to pick one up. The Holophone is a modern day
phone that projects a three dimensional image of the person you are talking to. Each
Holophone includes: base unit, projector, receiver, and headphones.
The SuperBowl half-time show hosted a free giveaway of 3 Holophones, by having
half-time performer Kid Rock pick random tickets out of a container. Holographic
Technologies not only debuted their product but they gave the SuperBowl fans a fun
and exciting time.
The first 500 Holophones were purchased within 24 hours of the official worldwide
debut. Those first 500 people received 50 percent off an additional Holophone. An
estimated 2500 Holophone’s have been sold since the debut.
About Holographic Technologies:
CEO Marlee Cowsert first started developing the idea of the Holophone in 2010, and
since then is rapidly becoming responsible for the technological craze of the
century. She has a high devotion to her employees and an even higher devotion to
her customers, which is why all high-priority issues are address within 24 hours.
The Holophone is the first phone ever to possess holographic technology; it has 3D
capabilities, life-size imaging, and 3.5-16 megapixels which calls for crystal clear
imaging. It projects every color and detail visible to the naked eye. Up to four people
can be projected at any one time, so all four kids can pay grandma a personal visit
down in Florida from the comfort of their own home.
###
For Immediate Release:
January 29, 2014
Presenting the Holophone
What:
Holographic Technologies presents the Holophone, the first
3D life-size alternative to the landline phone.
When:
Sunday, February 2nd
Where:
Edward Jones Dome
901 N Broadway
St Louis, MO 63101
(314) 342-5201
Who:
Luke Bryan
International country singer
More Information:
www.Holotech.com
314.845.5842
Background:
The idea for the Holophone was primarily developed by
Marlee Cowsert, Holotech’s CEO. Planning process of the
Holophone began in 2010, and was perfected mid-2013.
The Holophone has life-size imaging that projects every
color and detail visible to the naked eye. The first 500
purchases of the Holophone will get 50% off a second
Holophone! Up to four people can be projected at a time.
The SuperBowl half-time show will host a free giveaway of
3 Holophones, by having the performer pick three tickets
out of a container.
Ms. Kathy Baker
News Editor
ABC: Good Morning America
77 West 66th Street, 3rd Floor
New York, NY 10023
Dear Kathy:
On February 2, SuperBowl XLVIII, America will advance years into the future with the
breakthrough technology of the century.
Thanks to Holographic Technologies, the SuperBowl will have the newest product on the market
to present Luke Bryan as he sings the Star Spangled Banner in front of our entire nation.
After everyone has risen for the singing of the National Anthem, the hologram of Luke will
appear at the fifty yard line and on the big screens, for easier viewing. Absolutely no advertising
of the Holophone will be done prior to the song; however, after the song the announcer will give
a brief description of the Holophone and where to pick one up. The Holophone is a phone that
projects a life size three dimensional image of whomever using the holophone.
CEO Marlee Cowsert will be in New York Thursday, January 30th and Friday, January 31st and
would love to make an appearance on Good Morning America to demonstrate and discuss the
details of the Holophone and her role in the development of the innovative alternative to the
landline phone.
I’ll be in touch to discuss a possible appearance. I look forward to hearing from you.
Sincerely,
Danielle Shelton
Brand Consultant
314.296.9740
dshelton@live.maryville.edu
Embrace your “Techoholic” Tendencies
Written by: Danielle Shelton
How many people are ready for the newest technology that doesn’t involve Apple?
Holographic Technologies has the technological advancement of the century. They
are presenting a holographic telephone, called the Holophone. Holographic
technologies is unveiling the Holophone at a public event that gets arguably the
most media attention of the year. This event is to remain a surprise. Six months
prior to the unveiling of the Holophone, there will be three demonstrative and
informational events. The first event will be for corporate and company use only,
hosted at the annual National Business Education Association convention. The
second event will be for key potential clients such as: #BestBuy, #Target, and
#RadioShack. This event will take place at an annual technological expo to showcase
the event. The third event will be a public friendly event that will allow people to get
a feel for the product at the #TechMuseumofInnovstion, the same weekend of the
Star Wars Exhibit. This last event will be the one to go to; experts will explain the
Holophone and demonstrate how it works. If you are "techoholic” looking for the
hottest technology be sure to check out one of the three events!
For more information be sure to check out www.holotech.com. To attend one of the
three events you can get more information at www.nbea.org, www.thetech.org, or
www.technologyconference.org.
Tweets
December 25th: Merry Christmas! 2013 is coming to an end, along with the landline
phone. Holographic technologies is presenting the Holophone! #3D #lifesize
December 31st: Happy New Year’s Eve! We are getting closer to the Holophone
Debut. Come check out our event at the Tech Museum of Innovation January 3rd!
December 31st: Get more information about our upcoming event and the Holophone
itself at www.holotech.com.
January 1st: Start the New Year off right with the hottest technology! The Holophone
is convenience of the future. #Holotech
January 3rd: Come check out our informative/demonstrative event today at the Tech
Museum of Innovation and learn about the Holophone, from 2:00pm-5:30pm.
January 3rd: Thanks everyone for coming out today, it was a huge success and a lot of
fun. Review today’s event at www.holotech.com.
January 4th: Yesterday’s event was awesome! Check out the feature story on our
event at www.foxnews/holotechevent/holophone.com
January 14th: Sick of Skype? Holographic Technologies has the evolution of Skype!
#Holophone
January 14th: With the Holophone, enjoy life size three dimensional images of your
loved ones! #bridgethegap #nomorelongdistance
January 17th: Long distance is a thing of the past, with the Holophone. Feel your
loved one’s presence when you talk to them! #Holophone
January 20th: Valentine’s Day is nearing. Don’t let distance become a factor in your
special day. Pre-order the Holophone now at www.holotech.com.
January 21st: Did you know that the idea of a Hologram wasn’t really considered till
after the Star Wars movies? #funfact
February 1st: Our official Holophone Debut is nearing. Can you guess where this
event will take place?
February 2nd: See your friend’s lifesize Hologram from every angle with the
Holophone! #Holotech
February 3rd: Keep your eyes open for our official Holophone debut!! Be one step
ahead of the game and pre-order your Holophone now at www.holotech.com.