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TABLE OF CONTENTS
Background .2
Target Audience...3
Creative Brief...3
Strategy/Objectives..4
Brand Development.....5
Promotion, Advertising and Media Strategy...5
Marketing and Venture Capital Strategy.....7
Implementation Plan....8
Alternative Media....8
Media Placement..9
Campaign Evaluation.10
Marketing, Advertising, Promotion Outcome Objectives.....11
Appendix A, Demographics of US Wheelchair Users......12
Appendix B, Points of Difference..13
Appendix C, Creatives
C1, Outdoor Boards...14
C2, Magazine Spread.....17
C3, Public Service Announcement....18
C4, Sample Youtube Video...19

Appendix D1, Gantt Chart.20

D2, Implementation Schedule....21
Appendix E, Budget...22
Works Cited...23
Brochure is included in the binder pocket

Background:
Independence from others and the ability to perform normal, everyday tasks are obstacles
and frustrations that individuals dependent on wheelchairs face every day. There are 25 million
wheelchair dependent individuals in the world and 6.5 million in the United States. There is a
market and need to provide an easily-accessible vehicle for these individuals. Specialized cars
are expensive and often large and cumbersome to drive. Used, specially-equipped cars often
have high mileage and need to be customized to the need of the customer.
Attorney Stacy Zoern has been in a wheelchair since early childhood. Her own
frustration and lack of independence drove her to search for an easy-to-use and maneuverable
vehicle that would increase her freedom and mobility. She searched the Internet and in 2009
found Istvan Kissaroslaki who lived in Hungary. He had designed a prototype of a small vehicle
for wheelchair-bound people. He put it on hold for 2 years due to lack of funding. This discovery
was enough to get Stacey excited and committed. In 2010, she encouraged Kissaroslaki to
partner with her and move to Austin, Texas. The development of the Kenguru electric car for
wheelchair individuals was formally born. This mini-vehicle is an affordable small electric car
for wheelchair-dependent individuals. Entry through the rear of the vehicle provides easy access
and egress. The wheelchair moves up the automatic ramp and locks into place at the wheel. It
only requires a scooter drivers license to operate and register.
One of the companys goals is to develop economies for the car to reduce the current
retail price of $25,000 to $13,000. They expect to deliver the first 500 vehicles for nonmotorized wheelchair users in mid 2015. They are seeking awareness first in the United States.
They need additional capital to develop a car for motorized wheelchairs and create design
changes to reduce fixed-costs.

Target Audience
The target segment for this campaign is wheelchair-dependent and mobility-impaired
individuals ages 16 years and older. There are approximately 6.5M wheelchair users in the
United States (See Appendix A). This market segment is heavily dependent on outside services,
friends, family, and hired caretakers in order to perform normal activities. Current speciallyequipped vans are expensive ($29-80,000), heavy, and require upper body strength to get into.
Sedan automobiles, the other driving alternatives currently serving this segment, requires
someone to be with the individual in order to put the wheelchair into the car and take it out. This
target audience therefore has an unmet need for a driving method that is convenient and
sufficient for individual use. They are in need of a Kango Cruiser.

Creative Brief
Objective: Create brand awareness within the wheelchair dependent community
Positioning Statement: To the mobility impaired community, who seek freedom and convenient,
cost-effective modes of transportation, the Kango Cruiser by Kenguru is the innovative and
empowering get up and go electric car with no custom outfitting required. Its one of a kind,
providing relief from dependency and promoting greater independence.
Communication Strategy: To symbolize that owning and driving a Kango Cruiser is an
exhilarating and empowering experience of freedom and independence.
Target Audience: Ages 16 and above individuals dependent on wheelchairs for mobility
Points of Difference: See Appendix B

Customer Value Proposition: One of a kind cruiser for wheelchair users-creating Limitless
Possibilities
Product Benefits:
Product Benefits

Emotional Benefits

Personality

+ green electric
+ small, efficient
+wheelchair safety lock
+direct entry
+handlebar steering to
accommodate weak upper
body strength
+easy to park and
maneuver

+feeling of freedom and

independence
+the excitement of being
mobile
+relief from dependency
+exploration and discovery

+adventurous
+socially/emotionally
responsible
+optimistic
+positive
+thrill seeking
+environmentally friendly

Strategy/Objectives
1. To gain brand awareness in target market through strategic target market placements
using mixed media (ICP) vehicles.
2. To develop a brand personality showing the limitless possibilities a Kango Cruiser
provides, and establish Kenguru as seen as a socially and ethically responsible company.
3. To create opportunities for Kenguru to get Venture Capital attention and investment.
4. To create a robust market for sales beginning in mid 2015.
5. Spokesperson: To give Kenguru credibility and exposure that a well-known spokesperson
can give. We have contracted with Cheri Blauwet, Marathon and Paralympic winner and
champion, to be spokesperson for the Kenguru brand. Cheri has been in a wheelchair
since a childhood accident. She is a two-time winner of the Boston and New York
Marathon Wheelchair Division, a four-time winner of the Los Angeles Marathon
Wheelchair Division, and has won bronze, silver and gold in Paralympic Games since
2000. Her determination to see her life in terms of limitless possibilities is a perfect

model for our target market. She is a known spokesperson for those persons with
disabilities and organizations that serve them.
Brand Development: Our first recommendation is that Kenguru create a name for the car that is
memorable, while staying aligned with the company name and brand. Kenguru means
kangaroo in Hungarian. This is not recognizable in the United States or elsewhere outside
Hungary. We recommend that they give the name Kango Cruiser (Kango for short) to the current
model. This plays off of the word kangaroo. A kangaroo is the brand symbol and suggests
forward movement, distance, and freedom to move. This name provides ample tagline
opportunities that reflect the name of the brand and benefits of the product. For example, Oh,
the places you can go in a Kango, giving a sense of having choices and freedom.

Promotion, Advertising and Media

Our creative theme for the Kango Cruiser is to empower the everyday wheelchair user
and present the concept and feelings of freedom, independence and limitless possibilities that
come with the purchase of a Kenguru product. We will gain brand awareness through strategic
target market placements of attention-grabbing advertisements such as (See Appendix C):
outdoor billboards, magazine spreads, an informational brochure, sponsorship of the Rock N
Roll Marathon series, a Public Service Announcement radio spot, themed social media posts, and
promotional raffles and spokesperson appearances at wheelchair community based events- such
as the Wheelchair Divisions of Marathons and Abilities Product Trade Shows. In addition to
alternative media vehicles listed on page 7, we are proposing the following five traditional
advertising vehicles:

Outdoor Boards: Each billboard depicts a mobility-impaired person soaking up a breathtaking, scenic view in different locations - a park, a beach, and a mountain. Different locations
appeal to different interest groups. The Kango Cruiser is placed in each image to show that the
car provides a greater, more fulfilling, mobile, living experience.(See Appendix C1)
Brochure: Through a fold over, 4 color brochure we will educate the target market about
the various deductions, vehicles assistance grants, and other services for supporting persons with
disabilities. It is critical for wheelchair persons to realize that the purchase of the Kenguru
vehicle is within their budget, and, in certain cases, fully funded. (See Binder Pocket)
Magazine Spread:. In order to tell the empowering story of our spokesperson, Cheri
Blauwet, in further detail, weve included a magazine spread as part of our promotion plan. As
Cheri is a role model for most of the wheelchair population, using direct quotes from her
regarding the convenience of brand will further establish Kengurus credibility. (See Appendix
C2)
Public Service Announcement Radio Spot: In collaboration with the Rock N Roll
Marathon Series we will be raffling a Kango Cruiser. We have created a radio public service
announcement to promote the wheelchair division of the event in the different cities that the
Rock N Roll Brand Marathon takes place. We will continue to use Cheri Blauwet as our
spokesperson for this advertisement, because she is a marathon wheelchair advocate and winner.
(See Appendix C3)

Marketing and Venture Capital Strategy

In addition to creating brand awareness, Kenguru also has a goal of raising additional capital in
order to continue improvements on the original car. They want to develop an additional model

that accommodates electric wheelchairs and design changes that will help to drive the price down
to $13,000 from the current $25,000. To achieve this goal, we recommend the following entry
vehicles:
Shark Tank: Shark Tank rules the ABC 9 p.m. TV viewing slot with 8.05 million
viewers among adults 18-49. It continues to be the #1 Friday night series show. Start-ups
have the opportunity to present to four venture capitalists and compete for venture
dollars. This program provides great exposure.
Kickstarter.com: A website in which start-ups present their products and seek venture
capital support online. In 2014, Kickstarter had 1.006M+ viewers per day. The site has a
comment component that will provide feedback to Kenguru.
These two vehicles provide opportunities for encouraging venture capital investment while also
providing great visibility and exposure for Kenguru.

Implementation Plan
Alternative Media: Advertising and promotional materials will be available 2 weeks before
implementation. (See Appendix D1, D2 for Gantt Chart and Implementation Schedule). Our
efforts in this area will focus on the following:
Facebook/YouTube: Short videos made by Agency 6 will be inserted into Facebook.
This will provide longer and deeper exposure than TV, and is also at no cost. There are
plans for future videos using Cheri Blauwet. (Appendix C4)
Twitter and Instagram: Share photos with hashtags #limitless possibilities, #Kango.

Communispace: a company providing online community based networks between

consumers and companies for feedback. They also provide analysis on specific company
data obtained through this vehicle which will provide critical feedback and information.
Blueredefined.org: an online community for disabled persons, providing opportunities
to share and connect.
Kenguru Company Website: refreshed and revised to reflect Limitless Possibilities
and new brand themes.
The Today Show and OMB, production company of the Oprah Show: Along with
Stacey Zoern, using Cheri Blauwet as a spokesperson and interviewee, reinforces the
products benefits for wheelchair users and adds the power of a celebrity consumer.
These shows are known for featuring compelling and personal interest stories with broad
appeal.

Media Placement:
We will initially target our campaign in the top five states and cities with the largest
wheelchair populations. (See Appendix C1-4)
Outdoor Boards: will be strategically placed on billboards in the following top-five cities
where the target market gathers: New York, Los Angeles, Houston, Albequergue,
Philadelphia with one addition in Chicago prior to the Rock N Roll Marathon.
Videos: will be placed on Youtube and shared through Facebook promoting the freedom
and independence the Kango Cruiser provides. We will air a new video at the beginning
of every month.

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Magazine Spread: We will actively promote human interest stories in sports magazines
such as Challenge Magazine, New Mobility Magazine, and Special Living Magazine
directly aimed at our target audience. Challenge Magazine is an informational magazine
about adaptive sports targeted to adults and children with disabilities.
PSA: We will air PSAs in the top five states that have a highest percentage of
wheelchair market target and the states that are going to have the Rock N Roll Marathon.
KAMP 97.1 FM Los Angeles, CA
WCBS 101.1 FM New York, NY
KITY 102.9 FM Houston, TX
WERG 90.5 FM Philadelphia, PA
KABG 98.5 FM Albuquerque, NM
WDRV 97.1 FM Chicago, IL
Brochures: (introducing the Kango Cruiser and its benefits as well as websites, and
organizations which supply funding for vehicles and equipment for those with
disabilities) will be placed in rehabilitation centers based on the credentials and
specialties of these institutions serving the target market. All have been topped ranked in
their specialty by US & World News Report, a recognized leader in industry rankings.
The three rehabilitation centers are:
Rancho Los Amigos National Rehabilitation Center in California, ranked #1 for
innovative research and applications
Rehabilitation Institute of Chicago (RIC), ranked #1 as the best rehabilitation care
provider in the country

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Spaulding Rehabilitation Hospital in Boston, MA, one of the largest rehabilitation

centers in the country focusing on maximizing physical health and psychological
well-being
Sponsorships: The Kango Cruiser will be raffled at The Rock N Roll Marathon in
Chicago on July 18, 2015
Product and Vehicle Venues: The Kango Cruiser will have a booth at the the Abilities
Expo (an Expo showcasing equipment for the disabled) in Houston from July 21st August 2nd, 2015.

Campaign Evaluation
Communispace will provide a vehicle for consumer/company two-way feedback and
information sharing. It is a creative and effective vehicle for companies who want to learn from
and share with customers. Communispace will be used for the first two months to track customer
responses to our campaign. Kickstarter has a consumer comment section capability which will
provide Kenguru with direct feedback from those who are interested in startups and new
products. Exhibiting Kenguru vehicles at trade shows and sports venues where wheelchair users
participate will also provide face to face opportunity for feedback and provide opportunities to
test the vehicle. Lastly, we will monitor the number of orders placed through the Kanguru
website, and website clicks driven by our Social Media placements.

Marketing, Advertising, Promotion Outcome Objectives

1. Kenguru, Inc. will become a recognizable brand and the Kango Cruiser an exciting new
discovery for the wheelchair community.
2. Kenguru will be able to reduce the price point to $13,000 from $25,000 by receiving

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additional venture capital for vehicle development and modifications. A vehicle for electric
wheelchairs will be able to be developed.
3. The Kenguru vehicle will become the vehicle of choice by a large percentage of the 6.5M
person US market and be successful enough to begin to enter the 18.5M overseas market.
4. A successful and strong entry into the market will discourage competitors.

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APPENDIX A
DEMOGRAPHICS OF WHEELCHAIR USERS IN THE UNITED STATES

TOP FIVE STATES WITH HIGHEST USAGE:

California

10.2%

New York

7.8%

Texas

5.6%

Pennsylvania

5.5%

New Mexico

5.3%

Illinois (Marathon)

4.6%

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APPENDIX B
Points of Difference
Convenience

This vehicle requires no outside assistance to operate and does not require the
consumer to shift from wheelchair to vehicle. With the click of a key the small ramp
extends and the consumer enters the rear of the vehicle. The wheelchair locks into
place at the wheel. Another click the hatchback closes and the ramp retracts.

Price Point

Although larger vehicles may be within a similar price point, they are frequently older
with high mileage and require extensive modifications to meet the needs of a
particular consumer.Tax deductions, grants and other monetary subsidies are available
for vehicles designed for the handicapped/wheelchair bound individuals. In some
cases the cost can be up to 100% covered if it a vehicle is required for work or in
service to the United States. Kenguru is hoping to reduce the high-cost for of freedom
by designing a vehicle made for the mobility-impaired.

Competitive

This is a scooter license driven car. Although it is not registered for highways, it
serves the same purpose as a scooter does. It is meant for in town errands and
transportation. Unlike a scooter is it fully enclosed and the consumer is protected
from the elements. It is steered using scooter-like handle bars. It is small and easy
to park in small spaces but large enough to be recognized as a small car on the
road. It goes 30 MPH and has a 60 mile range. Recharging takes 6 hours. Perfect
for its intended use as a means for getting out of the house independently to do
every day errands, getting to work, friends houses or entertainment without
transfer from chair-to vehicle-to chair. It does not require assistance from others
to operate.

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APPENDIX C1
Creatives: Billboards
Placement: Los Angeles, CA; New York, NY; Houston, TX; Philadelphia, PA;
Albuquerque, NM

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APPENDIX C1, cont.

Creatives: Billboard

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APPENDIX C1, cont.

Creatives: Billboards

APPENDIX C2
Creatives: Magazine Spread

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APPENDIX C3
PSA Announcement

Reading Time: 60 seconds

Contact: Shira Hartman
Word Count: 150 Media Director
Run Dates: May 13th - July 13th 810-956-984
Use Until: July 13th hartmanSH@rocknroll.org

Announcer: Are you ready to Rock n Roll
Adult #1: How?
Announcer: By running the 5k marathon! In Chicago in July 18th -19th
Adult #1: That sounds super fun!
Adult #2: How can I get to the Rock n Roll Marathon start if I am in a wheelchair?
Cheri Blauwet: You can just hop into a Kango Cruiser by Kenguru and get there in plenty of time to Rock
n Roll in the Marathon in Chicago in July 18th -19th
Adult #1: Whats Kango?
Cheri Blauwet: The Kango by Kenguru is an exciting and innovative get up and go electric car for
wheelchair dependent individuals.
Adult #2: Let me at it! I will be ready to rock n roll in a Kango for sure!
Announcer: This message was brought to you by the collaboration of Kango by Kenguru and the Rock n
Roll Marathon Series. We will be raffling one Kango Cruiser at the event. See you in Chicago. Be ready
to get Rocking in July
####

KAMP 97.1 FM Los Angeles, CA

WCBS 101.1 FM New York, NY
KITY 102.9 FM Houston, TX
WERG 90.5 FM Philadelphia, PA
KABG 98.5 FM Albuquerque, NM
WDRV 97.1 FM Chicago, IL

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APPENDIX C4
Sample YouTube Video

YouTube Link:
https://www.youtube.com/watch?v=er7kSIVi4jw&feature=em-upload_owner

Description: The video opens with five different wheelchair dependent users performing
everyday tasks, and going about their daily lives. The video then transitions to each person
getting in their Kango Cruiser, highlighting car features. The video shows one person going to
their favorite hidden spot overlooking the city. The video closes with the words Limitless
Possibilities and the Kango Cruiser by Kenguru name. We want to show that the Kango Cruiser
empowers them to enhance their living experience.

Rebrand: We rebranded the existing informational videos on the website because they were
solely information-based, with no emotional connection to the audience. Through conveying the
exhilaration of seeing a breathtakingly-scenic view, we will create an emotional connection to
our target market - specifically the innovators amongst the wheelchair demographic. Rather than
the traditional background music from the existing videos, we selected the instrumental version
of the hit song, Love Me Like You Do, by Artist Ellie Goulding. This creates relevance
amongst our target market, as well as sparks a desire to share and repost the video on social
media platforms.

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APPENDIX D1
Gantt Chart

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APPENDIX D2
Implementation Schedule

Campaign Date: April 30, 2015- April 30, 2016

First Phase April 30, 2015-July 19, 2015

Facebook/YouTube: Short videos made by Agency 6 will be inserted into Facebook.

This will provide longer and deeper exposure than TV, and is also no at cost. There are
plans for future videos using Cheri Blauwet. Videos clips are created and shared on
facebook on the 1st Tuesday of each month.
Facebook/Buzzfeed: video clip articles are created by consumers and sponsored by
Kenguru.Videos clips are created and shared on facebook on the 3rd Thursday of each
month.
Twitter and Instagram: Sharing photos with hashtag #limitless possibilities, and
#Kango. The company will share and receive photos with relevant information
throughout the duration of the campaign.
Communispace: an online community based vehicle network between consumers and
retailers for feedback. Will be monitored every Wednesday for consumer/company input.
Blueredefined.org: an online community for disabled persons, providing opportunities
to share and connect. Will be monitored every Wednesday for consumer/company input.
Kenguru Company Website: will be refreshed and revised to reflect the Unlimited
Possibilities and You Can Go in a Kango slogans and new Brand themes. Review of
the website begins on May 1st.
Oprah and The Today Show: We believe that the founder and founding of Kenguru is
a compelling story. Using Cherie Blauwet as a spokesperson reinforces the products
benefits and adds the power of a celebrity consumer. These shows are known for
featuring compelling and personal interest stories that have broad audience appeal.
Lead times will be confirmed between May 1st and May 25th.

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APPENDIX E
Budget
Kenguru Marketing Campaign Expenses

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WORK CITED

(n.d.). Retrieved April 1, 2015, from http://www.grist.org/list/kenguru-electric-dash-wheelchairaccessible/

(n.d.). Retrieved April 1, 2015, from http://www.electric-dash-cars-are-forgirls.com/kenguru.html
Kenguru - The car you have all been waiting for. (n.d.). Retrieved April 1, 2015, from
http://www.kengurucars.com
Media. (n.d.). Retrieved April 29, 2015, from http://www.kenguru.com/media/
Xie, J. (n.d.). An Electric Car Designed Especially for People in Wheelchairs. Retrieved April 1,
2015, from http://www.citylab.com/design/2014/02/electric-car-designed-especially-peoplewheelchairs/8385/
Wheelchair Van Grants and Funds - BraunAbility. (n.d.). Retrieved April 1, 2015, from
http://www.braunability.com/wheelchair-van-grants-funds
(n.d.). Retrieved April 1, 2015, from http://www.irs.gov/individuals/information-for-veterans-withdisabilitieswww.irs.gov/publications/p502
(n.d.). Retrieved April 1, 2015, from http://www.communispace.com - community development
for feedback from consumers
Radio-Locator. (n.d.). Retrieved April 1, 2015, from http://www.radio-locator.com/
Spinal Cord Injury Hospitals & Rehabilitation Centers. (n.d.). Retrieved April 1, 2015, from
http://www.sci-info-pages.com/rehabs.html
The Cost of Advertising Nationally Broken Down by Medium. (2013, July 30). Retrieved April 29,
2015, from http://www.webpagefx.com/blog/business-advice/the-cost-of-advertising-nationallybroken-down-by-medium/
The Cost of Advertising Nationally Broken Down by Medium. (2013, July 30). Retrieved April 1,
2015, from http://www.webpagefx.com/blog/business-advice/the-cost-of-advertising-nationallybroken-down-by-medium/
How Much Does Billboard Advertising Cost? - Fit Small Business. (2013, August 26). Retrieved
April 1, 2015, from http://fitsmallbusiness.com/how-much-does-billboard-advertising-cost/

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Attend an Open Call. (n.d.). Retrieved April 1, 2015, from

http://abc.go.com/shows/shark-tank/open-call
Answers to your burning questions. (n.d.). Retrieved April 1, 2015, from
http://www.communispace.com/tips/faqs.aspx