WashingtonD_NazarOpsCommsPlan
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Date
Feb 20, 2024
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CONFIDENTIAL
NazarOps Technology Communications Plan
SecondSight Tactical Simulation System
For use in proposal for U.S. Department of Defense Infantry Training Simulator contract
Situation Analysis
The Training and Doctrine Command (TRADOC) within the U.S. Department of Defense (DOD),
has issued an Request for Proposal (
RFP
)
for the provision of a next-generation tactical simulation system for the training combat infantry personnel. The specification for the simulators
is provided in Appendix 1 of the RFP, and with some minor modifications, NazarOps' SecondSight Tactical Simulation System meets all system requirements. The contract is for an initial order of 500 simulators, along with simulation packages for urban and semi-urban environments, operator training, and system maintenance and support services. Based on the performance of the first batch of simulators, there is the possibility of a second order of 3500 additional simulators. The estimated value of the contract (for 500 simulators) is US$35,000,000.
The challenge for the communications program is to successfully introduce NazarOps to the DOD's acquisition team, senior TRADOC leadership, and key congressional staff members, as well as differentiate the SecondSight Tactical Simulation System from its anticipated competitors.
Goals
●
Position NazarOps as the leader in immersive tactical simulation technology for military training missions.
●
Convince key DOD acquisition, TRADOC and congressional decision-makers that SecondSight offers the best value for money among potential simulator products.
1
●
Build on NazarOps reputation among metropolitan police departments and in the competitive virtual gaming industry.
Target Publics
DOD Acquisition Officials
Staff responsible for the Materiel Solution Analysis (MSA) Phase of the acquisition process. These will be a combination of military and civilian defense acquisition specialists who oversee the initial development of the acquisition strategy, the technology development strategy and the analysis of alternatives, among other functions
.
TRADOC Leadership
●
The Commanding General TRADOC (a full general).
●
The Deputy Commanding General/Chief of Staff TRADOC (a lieutenant general).
●
The Deputy Chief of Staff TRADOC (a major general).
●
The commander of the Combined Arms Center (a lieutenant general).
●
The commander of the Maneuver Center of Excellence (a major general).
●
The commander of the Infantry School (a brigadier general),
Congressional Staff
The senior staff members of the Senate Armed Services Committee and the House Armed Services Committee.
●
Senate Armed Services Committee (SASC): The SASC is empowered with legislative oversight of the nation's military, including the Department of Defense, military research and development, nuclear energy (as pertaining to national security), benefits for members of the military, the Selective Service System and other matters related to defense policy.
●
House Armed Services Committee (HASC):
The HASC is a standing committee of the
United States House of Representatives that is responsible for funding and oversight of the DoD and the United States armed forces, as well as substantial portions of the Department of Energy.
Texas Congressional Delegation
The senior staff to key members of the Texas congressional delegation, especially the 10th Congressional District that covers Austin, TX, where NazarOps is headquarte
rs is located.
red
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Millennials
Millennials, currently between 25 and 40 years old, can be defined as more achievement oriented, have high expectations for new products, and are not afraid to question/challenge authority.
Generation Z
Generation Z, currently between 6 and 24 years old, can be defined as more influence driven. They are more global, visual, and technological and one of the most connected, informed and educated groups.
Objectives
●
Ensure that key military and congressional decision-makers have complete and accurate
information about the SecondSight simulator within two months of the start of the campaign.
●
Demonstrate NazarOps' leadership in the field of immersive AI-driven simulators to key decision-makers through direct outreach within three months of the start of the campaign.
●
Secure NazarOps' position as the first choice among DOD acquisition officials within one
month of the RFP's closing date.
●
Effectively de-position competitive products through direct product comparisons and related trade media reporting.
Messages
M1: NazarOps Technology is the worldwide leader in immersive AI-driven VR training simulators.
●
NazarOps Technology:
○
Holds over two dozen patents in the areas of AI and VR technology.
○
Maintains an R&D department with scientists recruited from MIT, Stanford, Google and Cambridge (U.K.).
○
Has invested over $100 million in developing proprietary immersive VR simulator systems.
○
Has won contracts with multiple U.S. federal and metropolitan law enforcement organizations as well as with Germany's Grenzschutzgruppe 9 (GSG9).
M2: The SecondSight Tactical Simulation System represents the state-of-the-art in VR training simulators.
3
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●
SecondSight offers:
○
AI-powered randomization of key scenario variables, ensuring that no two runs of
a given scenario will be the same.
○
A climate simulation system that allows for temperature, humidity, wind and precipitation control.
○
The system incorporates state of-the-art VR training simulators, including changing elevations and broken field terrain features, as well as proprietary atmospheric and olfactory sensory input.
○
A multi-directional treadmill that can simulate paved, broken field or even staircase situations.
○
Expansion kits for multi-user synchronization, which would allow small units to train together in a shared virtual environment.
M3: NazarOps simulator technology is the most secure platform available for use by the U.S. military and law enforcement agencies.
●
NazarOps is a privately held company with 100% U.S. ownership.
●
All NazarOps manufacturing takes place in the United States.
●
NazarOps sources the highest percentage of memory and data processing components from U.S. manufacturers of any company in the industry
M4: The SecondSight Tactical Simulation System has been tested among (XYZ) simulators and
is the most affective and accurate platform available.
Includes a multi-user networking functionality that is currently being used by Germany's Grenzschutzgruppe 9 (GSG9) to practice hostage rescue and counterterrorism operations
Officially launched in 2015 but expedited because
the team was able to utilize the critically acclaimed and commercially successful HarrierEye III game simulation platform.
Strategies
Direct Outreach by NazarOps Senior Leadership
Arrange meetings between our senior executives and key military and congressional decision makers to discuss ways in which the company can support the DOD's objective of providing best-in-class virtual reality (VR) training systems to U.S. warfighters. Leveraging Key Opinion Leaders
Utilize NazarOps existing relationships with DOD leaders, senior members of the federal law enforcement establishment, major defense contractors with whom we have partnerships, and senior members of the trade press, to promote the advantages of SecondSight to relevant 4
decision-makers. Also incorporate social media inf
luencers who cater to Millennial and Generation Z demographics
. Offer incentives whether pay or promotion for the influencers to use the product to gain additional traction.
Targeted Media Outreach (Paid and Earned)
Leverage key media to reach decision-makers with credible and relevant information that highlights NazarOps' expertise in VR simulators in general and SecondSight's unique selling points in particular.
Give the Product a Face
Appoint a human face from NazarOps. Millennials do not want to interact with a department or read through pages of information. They want to talk to a real person who will answer their questions in a personable and transparent manner. Multiple faces can be appointed as well and this can be done like a panel and should be a two-way conversation. This strategy is meant to inform in a personal way and not being passive with tools like ‘frequently asked questions’.
Create a Large Social Media Presence
Include a presence on all large social platforms that demonstrates and highlights the benefits of the product to include Facebook, Instagram, and Twitter. Use fun facts, easily digestible information, environmental impacts, societal impacts, and information that highlights the advancements in the technology being implemented versus the older technology. This will appeal more to generation Z. The desired result of this strategy is to engage the users and keep
the AI-driven VR simulator in the memory of Generation-Z. When the time comes to come onboard with the idea, the product will no longer be brand new and questionable because of how often it is seen.
Tactics
Briefings/Demos
NazarOps HQ and production facility tours combined with SecondSight demonstrations. Invite DOD and congressional decision-makers to Austin for briefings on the latest developments in AI-driven VR simulations at NazarOps HQ. Combine this with a tour of NazarOps production facility highlighting the fact that our technology is made in the United States and utilizes U.S.-
manufactured chipsets wherever possible. Conclude session by letting decision-makers experience a training scenario in the SecondSight system.
5
Executive Visits
NazarOps executive door-knock program. Arrange a visit to key congressional committee chairs
and senior staff by NazarOps CEO and CTO. Coordinate this program with our advocates among the Texas congressional delegation.
Advertorial Program
Prepare, purchase and place advertorials in the Washington Post, Washington Times, Jane's Defense Weekly and Aviation Week and Space Technology. The focus of the advertorials will highlight the multiple benefits of VR training simulators for the U.S. military, with reference to SecondSight's primary unique selling points. In addition, p
urchase and place advertorials on college campuses, throughout local malls, a
nd local restaurants. Particularly restaurants
that are known as brunch locations which have a demographic geared towards both Millennials
and Generation Z.
Media Outreach
Contact key industry and national media outlets with stories on NazarOps advances in the area of AI-VR interfacing, our recent wins in securing business with major metropolitan police departments, and our commitment to designing, developing and manufacturing our world-class simulators in the United States.
Target publications include:
●
Daily newspapers: New York Times, Wall Street Journal, Washington Post, Chicago Tribune, San Jose Mercury News, LA Times, Austin American-Statesmen.
●
Trade/technology media: Wired, Fast Company, AR/VR Magazine, VRJournal.
Media Campaign
Using ad space within social platforms such as YouTube, Facebook, Instagram, and Twitter that
follow analytics on AI-VR interfacing and similar products to increase visibility to a niche audience. Each ad should be simple and not overcrowded with information but will allow users to click to learn more.
The media campaign should be expanded to include sponsorships for other products
that are known to be used by the Millennial
and Generation Z demographic
s. This includes cell phones and tablets that are sponsored by SeconSigh
t, low priced clothing, and even vape products. 6
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Timeline
One month should be the maximum time for the roll out. This will appeal to all target publics. One month allows enough time for necessary information to be learned, and the right amount of hands on experiences to be had to form a decent opinion. But it is also short enough so that the Millennial and Generation- publics to not run out of attention span and lose interest in the product all together. Budget
Evaluation
The communications program will use the following success indicators in its evaluation:
●
The number of key DOD and congressional decision-makers who visit NazarOps HQ for meetings.
●
The number of congressional leaders and/or senior staff members that agree to meet with NazarOps executives during the door-knock program.
●
The number of positive stories in key publications—use advertising value equivalent (AVE) to generate the ROI on the media relations aspect of the campaign.
●
Social media insights will be used to determine the virtual traffic the product receives and to determine the amount of shares, saves, and people talking about the product. ●
“How Did You Hear About Us?” Surveys wi
ll be set up on the SecondSight website to determine which tactic
s are working the best and can be expanded on or have additional
funding poured into. 7