Directions
- On a word document, for each of the following five scenarios, write up one – two paragraphs describing what you assess would be the best Skyline banner stand or table top system for the fictional client based on the client’s objective and subjective needs and the strengths of the specific display product(s).
- Be sure to describe your rationale for EACH of the six areas listed below:
- Space Size
- Event
- Goal
- Objective Needs
- Subjective Needs
- Save your document as YourLastName_Course2_Lesson4 and upload in the area provided below.
Scenario One
H V Pharmaceuticals • Generic drug manufacture | Client needs:
Space:
8’ wide x 8’ deep
Event:
College sponsored recruitment fair
Goal:
Find suitable candidates for pharmaceutical sales positions in US 13 states of the midwest
Objective Needs:
Strong branding: competing with known brands like Pfizer, Bayer, etc.
Durability:
30 events per year
Easy set-up:
One staffer travels and carries display to all events
Limited space:
Wants open floor plan for inviting access by attendees
Lots of literature packets to hand out
Subjective Needs:
25-30 year-old male staffer; wants simplest, lightest, easiest solution; travels in a small car and on commuter flights with limited carry-on
Wants something that is more unique, not run-of-the-mill
Scenario Two:
Exhibiting Company Pacific Northwest College | Client needs:
Space:
6’ wide x 6’ deep
Event:
High school sponsored recruitment fair
Goal:
Attract potential, suitable students for small, liberal arts college
Objective Needs:
Environmental branding: looking for arts/humanities/small college feel
Durability: 50 events per year
Easy set-up:
One staffer travels and carries display to all events
Subjective Needs:
Needs to quickly develop relationship with attendee 22-26 year-old female staffer; wants the simplest, lightest, easiest solution; mostly travels on commuter flights with limited carry-on.
Wants something that is tried and true; RELIABILITY IS CRITICAL
Scenario Three:
Mirror-Plated Injection Moldings, Inc. | Client needs:
Space:
8’ wide x 10’ deep
Event:
Regional job manufacturing show
Goal:
Find potential clients for short run, high quality plastic injection molding
Objective Needs:
Messaging is key…HIGHEST quality (Apple-worthy quality); top-level technical support; international standards compliant
High quality exhibit to reflect high-quality offerings
No travel/set-up restrictions; smart and strong staffers (two)
Need to tell complex story quickly
Subjective Needs:
Apple supplier story is a big feather in our cap; have received permission from Apple to use as testimonial
Scenario Four:
Dents-R-Us Auto Insurance | Client needs:
Space: 10’ wide x 10’ deep
Event:
Regional home shows and car shows
Goal:
Find suitable candidates for auto insurance policies
Objective Needs:
Strong branding: funny name…gets attention
Durability:
20 events per year
Relatively easy set-up: Two staffers transport and set up display
Subjective Needs:
Has to look modern, current, up-to-date; looking for Gen X and Millennials; bad drivers are a big part of our business
Scenario Five:
Southwest Hospice Centers, Inc. | Client needs:
Space:
8’ wide x 8’ deep
Event:
College recruitment fair
Goal:
Find suitable nurses for group of regional hospice services
Objective Needs:
Sensitive branding
Durability:
50 events per year
Easy set-up:
One staffer travels and carries display to all events
Limited space:
Wants open floor plan for inviting access by attendees
Subjective Needs:
Absolutely has to convey a considerate and supportive feeling to all attendees
Needs to make nurses FEEL that the distinct end-of-life nature of our business requires only compassionate and caring applicants