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hope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time securityconfidencehope peace time securityA Vivint GivesBack Initiativeconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time securityconfidencehope peace time securityStrategicCampaignconfidence hope peace time security confidence hope peaceBrittany Bivings, Samantha Gilbert, Stacey Harkey, Raphael Magre,time security confidence hope peace time security confidenceStephanieProbert, confidenceJacob Roberts,GentryThomsonhope peacetime securityhopepeacetime security0confidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencevivint.givesmore
hope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence Tablehopeofpeacetime security confidenceContentshopepeacetime security confidence hope peace time securityExecutiveSummary . . . .2confidencehope peace time security confidence hope peaceBackground . . 3time security confidence hope peace time security confidenceSituation Analysis .12hope peace time security confidence hope peace time securityCore Opportunity . .13confidence hope peace time security confidence hope peacePlanning and Programming . .14time security confidence hope peace time security confidenceObjectives, Campaign Theme . . . .14hope Goal,peacetime security confidence hope peace time securityKey Publics, Strategiesand Tactics. . . .16confidencehopepeace time security confidence hope peaceAutismconfidenceOutreach Programs . . 16time securityhope peace time security confidenceEducationDirectors . . .20hope peaceSpecialtimesecurityconfidence hope peace time securityconfidence Familieshopeof AutisticpeaceChildren . .22time security confidence hope peaceBudget . . . 25timesecurity confidence hope peace time security confidencehopepeace time security confidence hope peace time securityCalendar. . . .38confidencehope peacetime security confidence hope peaceCommunication ConfirmationTable . 31timesecurityconfidence hope peace time security confidenceEvaluationStrategies . .34hopepeacetime security confidence hope peace time securityAppendix .35confidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time security confidence hope peace time securityconfidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencehope peace time security confidencehope peace time security1confidence hope peace time security confidence hope peacetime security confidence hope peace time security confidencevivint.givesmore
Executive SummaryCore IssueWith 1 out of 47 children in Utah diagnosed with Autism, Vivint has the opportunity to positively affect a largenumber of families with its home automation technology. According to research and focus group data, familieswill potentially see the product as a necessary aid and feel that the price is too expensive. This perception ofVivint’s product will prevent families from purchasing the technology.GoalImprove the lives of Utah Families with autistic children by motivating them to purchase Vivint’s innovativehome automation technology.Objectives1. Have 50 families with autistic children purchase Vivint home automation system by December 2014;150 by July 2015.2. Partner with three autism outreach programs: Autism Speaks Utah (national branch), Autism Councilof Utah, Utah Autism Foundation, in Utah by December 2014.3. Increase positive perception of Vivint to 60 percent within Utah by December 2014.Vivint Gives MoreSpring boarding off of Vivint’s successful phrase ‘Vivint Gives Back’, we will use the theme Vivint Gives Morefor this campaign aimed specifically at Autism. Depending on which group we are focusing on ‘Vivint GivesMore’ will mean something different yet important. To families it means Vivint gives more time, peace andsecurity. To special education directors and outreach programs it means Vivint gives more resources, hope andpurpose. This theme will appear on all of the material for this campaign.Key PublicsAutism Outreach Programs: Immediately reaching out to these organizations will give Vivint the credibilityand ability to reach out to families. Creating a partnership with these organizations will also positivelyinfluence Vivint’s reputation.Special Education Directors: Most children with autism are enrolled in schools. By reaching out to specialeducation directors and focusing on them Vivint will tap into the best channel to reach families that havechildren with autism.Families with Autistic Children: The most important group to focus on, families are the key to Vivint’ssuccess. Not only will they purchase the product but they will influence their neighbors and Vivint’s reputationthe most.Budget by PublicAutistic Outreach Programs: 121.74Special Education Directors: 126.43Families with Autistic Children: 247,945.50 248,193.672
BACKGROUNDIntroductionOur team has performed intensive secondary research and analyzed primary research on autism andthe home alarm security industry to provide a report of the current situation surrounding the latestVivint Gives Back initiative. Our research has led us to an overall situation analysis and core issuethat will act as the foundation for our campaign goal and objectives, and lead us into the next stagesof our campaign.The ClientTodd Pedersen and Keith Nellesen were both former summer salesmen and together decided tocreate their own summer sales style business. In 1992, the two started a direct selling companycalled Creative Concepts which sold pest control. Five years later Nellesen and Pedersen branchedout and started APX Alarm Security Solutions and were incorporated two years later.For many years APX Alarm Security Solution expanded into a large company, putting it on the map oflarge investors. In 2006 APX signed a multi-million dollar agreement with Goldman Sachs Group Inc.This agreement allowed APX to spread across state lines into Canada. In the next four years thecompany’s customer base grew more than 800 percent.However, with this drastic growth came a bad reputation for shady sales tactics. Prosecutors in 12different states sanctioned APX for using deceptive sales techniques. These states include thefollowing: Arkansas, California, Kansas, Louisiana, Minnesota, Nebraska, Ohio, Oregon, SouthCarolina, Tennessee, Washington and Wisconsin. In an attempt to regain community trust andapproval, APX began a series of CSR campaigns in 2008 titled “Gives Back.”With a terrible reputation APX was rebranded in 2011 to Vivint, which is a combination of “vive,”meaning to live and “intelligent,” in hopes of better representing the company. The following yearVivint was acquired by Blackstone Group for 2 billion. In the same year Forbes ranked Vivint 46thout of 100 in America’s Most Promising Companies. Since the Blackstone Group acquisition Vivint hasreceived many awards including: 2013 People’s Choice Stevie Award for Favorite Customer ServiceProvider, Silver Stevie Award for Customer Service Department of the Year, and the No. 2 “Top JobCreating Private Company in the U.S.” Tim Izatt, Vivint’s director of customer service, was alsoawarded a Silver Stevie Award for Contact Center Leader of the Year.Vivint has continued its CSR campaigns, raising thousands of dollars every year. In 2008, 90 Vivintemployees went to aid Hurricane Ike victims. In 2010 Vivint was the single largest contributor ofblood donations in Provo, Utah. In 2011, Vivint raised 1.25 million and had 7,500 person-hours ofservice. In 2012, 1.77 million was raised and distributed to 20 different international relief3
organizations. Last year Vivint raised more than 200,000 for its sixth annual Sub-for-Santa drivewhich reached more than 3,000 children.Your company has more than 800,000 customers and more than 7,000 employees. Along with its CSRcampaigns, Vivint has expanded into solar energy with Vivint Solar which was formed in 2011. Vivintis a leader in technology with its touch screen displays and home security technology. This is thecompany direction that Vivint wanted with an intelligent-living lifestyle.The IndustryVivint is in the industry of home security. You have recently extended the business and ventured intothe home automation, solar energy and energy management industries. However, Vivint is bestknown for home alarm systems which are sold through a door-to-door selling strategy.Vivint entered this industry in 1997 (as APX) and has since seen different management and names.The industry of home security systems has continued to grow in recent years and Vivint has a lot ofcompetition, both locally and nationally. Vivint currently serves only America and Canada while somecompetitors are expanding internationally. Some of the leaders in the industry are big-namecompanies such as ADT Monitored Security System, First Alert (Honeywell), Broadview Security, ADT,Pinnacle Security and LifeShield Home Security.A large trend currently in the home security industry is to have control of home features from aremote location through a smartphone. Many companies report this to be their most requestedfeature. Another current trend is that customers desire more customized systems. Basic alarmsystems have been around for decades, and today's consumers demand customized systems that fittheir lifestyles and security needs. One of the largest trends seen in 2013 was the rise of homeautomation. Home automation allows people to control home functions remotely, such as lightingand temperature. While home automation has been around for years, it became adopted by themainstream in 2013 because technology has made it more accessible and cost efficient for theaverage homeowner. According to ABI Research, home automation is expected to increase to 20million installed units by 2017, up from 1.5 million in 2011. Vivint is up-to-date in all of these trendsand leads in some areas.Within the industry of security, you’re testing services that will hopefully eventually assist withfamilies who have autistic children. Participants in our focus group praised the alarm system, sayingthat it made it so they could rest easier knowing their children are safer and that they will benotified when their child is in harm’s way. Participants unanimously praised the system for its abilityto keep their children safe. Some described it as a tool that could help save their children’s lives.With the cost of many alarm systems on the rise, families with autistic children are weary that theprice might be too much. Many participants in the focus group said they would not be willing to payanything for the system as they already pay a high amount on therapy and prescription bills. Otherssaid they would pay about 30 to 40 a month for the system because it is what they can afford.4
The ServiceVivint provides home security for paying customers. Home security can include a lot of things,varying from different prices and packages. The main functions of Vivint home security packages areas follows:Home Automation: Connects all the technologies that run the home and allow for safety viaall technological devices. Remote controlled security and safety measures are included.Energy Management: More for the control of energy usage in a home. Saves the earth’sresources and supposedly, in the long run, money on energy bills. This one isn’t nearly asapplicable to our CSR as the others.Home Security: This is purely for a secure home. Alarm systems are set throughout the housewith different monitors and detectors to ensure home safety.With all the packages and options involved, the product that applies most to our target audiencewould be the basic home security package. Included in this package is the following: 1 touch screen panel3 door/window sensors1 motion detector1 key fob1 yard signSevere weather alertsVivint Live wireless communicationFree app for remote monitoringAdditional features availablePricing of installation varies from approximately 99- 199. For the non-profit families, they don’thave to pay an installation fee. Further, they get a subsidized cost of 78 per month as opposed tothe regular package. The monthly payments also vary from package to package and depend on thesize of the home. Vivint offers a free quote to any family interested.Vivint offers training on how to use security systems at the time of set up, but doesn’t come backonce the homeowner has become more comfortable with the system. Vivint offers a very dynamicand helpful customer service line that is available at all hours of the day, for any inquirieshomeowners have about their systems. In a focus group, a sample of Vivint users agreed that a cheatsheet, manual or some kind of online chat room to talk about different issues or questions with thealarm system would be extremely helpful.Not only do the alarms protect the family from outside threats like burglars, but they also protectchildren by alerting parents of when they’re getting into the knife drawer or medicine cabinet. Thealarms allow guardians to be able to help their children quicker and easier. Further, the alarms helpchildren by curbing their destructive habits. The children quickly learn that when they get into adangerous cabinet, an alarm goes off. It causes them to be less likely to make these dangerousdecisions. There are distinct behavioral changes with autistic children when they adapt to the newalarms and locks.5
This product can vastly improve the life of a family struggling with the dangers of having an autisticchild in their home. The fear of their child harming themselves takes a great toll. With the homesecurity system features, there is a greater chance of being better prepared and proactive againsttheir child hurting themselves. Ultimately, families with autistic children agree that Vivint offersonly positive benefits in the safety of their homes and families.Communication EnvironmentVivint uses almost every social media platform in order to effectively communicate with its publics.These include:Twitter: 7,238 followersFacebook: 347,082 page likesYouTube: 960 subscribers and over 1,854,640 viewsPinterest: 1,075 followersInstagram: 382 followersLinkedIn: 5,863 connectionsGoogle : 726 connectionsBlogs: blog.vivint.comBy having so many different forms of social media associated with the company, you’re effectivelyreaching out to the various and diverse members who are their potential buyers and advocates. Inaddition, by constantly staying connected with its publics, Vivint could possibly, over time, repairthe bad reputation which the firm has incurred. However, having multiple Instagram and Twitteraccounts could be confusing and problematic. You should focus on one account for each platform ofsocial media in order to stay organized and more sufficiently impact your target audience.From our Nuvi research, we’ve learned that within the social media sphere, key words such as“autism speaks”, “asd”, “families with autism”, “autism needs” and “autism spectrum” receive 38mentions per hour, reaching a total of 7,386 mentions within a seven-day period. The most trendingkeyword while searching these five terms was “children” with 1,421 mentions in the seven days. Inaddition, the topic keyword frequency was “asd” with 3,035 mentions and the trending positiveterms include “want”, “will help”, “to support”, and “to share”. As Vivint begins announcing thisnew program to support families with autism on social media, these keywords will be helpful indirecting them to the right publics and vice versa.6
Competition/Stakeholder DistractorsMost companies that support Autism Speaks focus strictly on raising money and fundraising activityfor autism research. They do not specifically create products that alleviate the burden of havingautistic children in the home. This type of support for the cause is seen as mostly charitable becausethere is no real expectation of a return besides an image or reputation boost. Any company thatseeks to alleviate the burden and still generate a profit can be known as a strategic business partner:helping the cause while still pushing business.Due to the physical concerns for families with autistic children who have high risks for wandering,drowning and pica (consumption of non-edible substances), most parents have become experts atlocating resources or products to help aid the safety of their autistic child, and have no problempulling in resources from several different areas. Most companies market their products to severalpublics while very few companies and industries strictly market their products to autistic families.Companies that do focus on tracking and identification devices but do not solely specialize in thosedevices.Donating money is better for image. Focusing on becoming a specialty company for autism isn’t anarea with much competition because most companies focus on the research aspect and not theproduct. Most product-focused companies market to several publics with issues (young children,senior citizens and other mental disabilities) because they deal with wandering and identityproblems.The External EnvironmentGovernment Involvement with AutismWith the passing of the Affordable Care Act several changes to the medical coverage of autism havetaken effect:1. Americans of all ages cannot be denied coverage for existing conditions including autism.2. New health insurance plans or insurance policies must cover preventive services withoutcost-sharing, including autism screening for children at 18 and 24 months.3. Insurance companies will no longer be able to impose lifetime dollar limits on coverage,including for the treatment of autism.4. Young adults can remain covered under their parents’ insurance up to the age of 26.5. Health insurers will have annual out-of-pocket limits to protect families’ incomes againstthe high cost of health care services.These changes to health care coverage may reduce the financial burden on families with autisticmembers, allowing them to allot more money to assistive technologies, such as those provided byVivint, depending on each family’s cu
Vivint provides home security for paying customers. Home security can include a lot of things, varying from different prices and packages. The main functions of Vivint home security packages are as follows: Home Automation: Connects all the technologies that run the
