The Rampart Pitch

University of Northern Iowa

Kristina Mooney, Amanda Walters, and Haleigh Wolf

Table of Contents
Research...3
Competitive Analysis...4
Target Audience...5
Goals..6
Specific Goals...6
Goal Strategies.6
Media and Message Strategies.. . .................7-14
Media and Message(s) Per Audience.7-14
Facebook. . . .8
Twitter.9
Instagram . . ...10
Pandora.. . . 11
University Bookstores. . 12
Infomercial. ...13-14
Budget.. .15-16
Evaluation..17-18
Group Contact Information...19

Research
Fighting Chance Solutions was founded in Muscatine, Iowa when Daniel Nietzel,
a school teacher, had a brilliant idea to help protect students and teachers in active
shootings or violent intruder scenarios. In 2013, Fighting Chance Solutions was a full-on
business when friends and fellow educators Mike Morgan, John Lawrence, Edwin
Colon, and Jame Hayes joined forces with Daniel and fabricator Carl Negus. The
creation of The Sleeve was brought to life in the summer of 2014 and since then is
currently in 45 different states. The Sleeve has brought much success, however due to
the fact not all doors are the same Fighting Chance Solutions has come up with a new
product.
The Rampart is the newest addition to the safety products that Fighting Chance
Solutions has to offer. The Rampart works with any and every door that opens in. The
simple design is a long, slim bar that fits under the door handle and has a rubber bottom
gripping. The Rampart weighs less than one pound but has the strength to withstand
the force of 500 pounds. Fighting Chance Solution has relied solely on their website to
sell this product. There are others out there, but ours has the premium quality.

Were not a tactical solution, were a practical solution.

Corporate Office
215 E 2nd St.
Muscatine, IA 52761
(888) 559-6412

Production Facilities
Inside Fabricators Plus
3206 Hershey Ave.
Muscatine, IA 52761

Competitive Analysis
Master Lock:
Master Lock Security bar is a dual functioning bar, designed for hinged and sliding
doors to resist forced entry. This bar is made out of 20 gauge steel, adjustable pin holes
from 27- to 42 inches, and comes with a lifetime warranty. This product is available
online and in retail stores including Wal-Mart. Prices range from $15.99 to $33.75.

Trademark U.S. Patrol Alarm Security Bar:

Trademark U.S. Patrol Alarm Security Bar sounds an alarm as soon as the doorknob is
touched. Owners of this security bar can choose between a loud siren or a barking door
to warn you and scare off the intruder. Weighing in at less than three pounds, this
security bar is a tool for everyone. This product is available on multiple online stores
including amazon.com and online through Wal-Mart, priced at $32.70.

Buddy Bar Door Jammer:

Buddy Bar Door Jammer is another security bar very similar to the Rampart. According
to their website, this bar weighing 8.2 pounds of 16 gauge steel is able to withstand the
weight of a full size pickup truck. This product is available on their website, amazon.com
and through Sears at $74.95

Target Audience

Young Individuals Living in Uncontrollable Environments

College students and other young individuals that are living in dorm rooms, apartment
complexes and houses are our main target audience because these environments are
not always the safest to live in.

Parents of Young Individuals

Our second target audience is the parents of these young individuals because these
adults understand the security issues that come with living in these uncontrollable
environments and they are willing to do anything to keep their children safe.

Schools and Universities

We are also targeting schools and university bookstores across the state of Iowa
because we want these young individuals to have easy access to the Rampart. We also
will promote the Rampart product to the school or university itself because not all doors
on campus work with the Fighting Chance Solutions Sleeve design.

Goals
To promote Fighting Chance Solutions and its newest product, the Rampart. We will be
specifically targeting young individuals who live in uncontrollable environments. Through
the slogan, social media messages, and an infomercial we will show the true value of
having a Rampart on hand in dorm rooms, apartment complexes, and residential
homes.

Specific Goals

Increase Social Media hits by 15% by the summer of 2016.

Introduce Rampart in Amazon online store by January 2017.

Raise online sales by 10% through Fighting Chance Solution Website.

Introduce the Rampart into Iowas Public University Bookstores by summer of

2016.

Gain a 10% increase in sales from Iowas Public University Bookstores by winter
of 2016.

Goal Strategies

New Rampart slogan

Social Media advertisements on Facebook, Twitter, Instagram and Pandora

Internet Radio

Rampart Infomercial

Media and Message Strategies

Slogan:
Rampart, Your Knight in Shining Armor

Rationale:
When being defined a rampart is anything serving as a defense, most commonly refer
to as the exterior wall of a castle. So, we wanted to create a slogan that represented
something that was strong and is known for defending people. We also enjoyed the idea
of a castle in medieval times. We thought about other entities during this time period
that were known for protecting the innocent. A perfect example of this would be a knight
because he also defends his castle. In the end, we came up with Rampart, your knight
in shining armor.

Media 1: Facebook

Target Audience: parents ranging from ages 40-65 who have children living in dorms,
apartments or houses that are located in uncontrollable environments
Cost:

Creation of account and message postings: NO CHARGE

Promotion of page: $1680.00 annually

Message: Fighting Chance Solutions will be able to post updates on their company's
progress, statistics and news stories about intruders, the knight infomercial, and
special package deals for mass purchases.
Message Frequency: advertisements promoting the Fighting Chance Solutions
Facebook page will occur every 28 days
Message Outreach: across the United States (page boosting will only be in Iowa)

Media 2: Twitter

Target Audience: young individuals ranging from ages 18-25 who live in dorms,
apartments or houses that are located in uncontrollable environments
Cost:

Creation of account and message postings: NO CHARGE

Promotion of page (across the United States on average): $2.00 per interaction.
An interaction includes likes, comments and retweets on the Fighting Chance
Solutions Twitter page and posts.
o

e.g. $2.00 x 25 interactions x 12 months = $600.00 annually

Promotion of page (within a local community on average): $1.35 per interaction.

An interaction includes likes, comments and retweets on the Fighting Chance
Solutions Twitter page and posts.
o

e.g. $1.35 x 25 interactions x 12 months = $405.00 annually

Message: Fighting Chance Solutions will be able to post updates on their company's
progress, statistics and news stories on intruders, links to their Facebook page, ask
consumers for feedback and announcements of special package deals for mass
purchases.
Message Frequency: the Fighting Chance Solutions Twitter page will get boosted
depending on how many and how often people like, comment on, or retweet the
contents of the page
Message Outreach: across the United States (page boosting only in Iowa)

Media 3: Instagram

Target Audience: young individuals ranging from ages 18-25 who live in dorms,
apartments or houses that are located in uncontrollable environments
Cost:

Creation of account and message postings: NO CHARGE

Contest: a free Rampart for top 3 winners ($50 per winner = $150 total)

Message: picture/video contest, most creative fans will win a prize

Through pictures and videos show us how important a Rampart would be in your
dorm room, apartment complex or house
o

Examples of this would include: showing how dangerous their

neighborhood is, how old or insufficient of a door they have, or how easy it
is to get into their living environment.

Message Frequency: this message will be broadcasted a month before the final entry
date. Additionally, we will also re-post the message twice a week until the due date and
link it to the Facebook page so more people have the opportunity to participate in the
contest.
Message Outreach: across the United States

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Media 4: Pandora Internet Radio

Target Audience: young individuals who live on their own in uncontrollable

environments ranging from 18-25 and their parents ranging from 40-65
Cost:

$3.20 per day x 30 days = $96 per month

$96 per month x 12 months = $1,152 annually

Message: 30 second advertisement between songs

Rampart logo and slogan on banner

Sound- *clinking of swords introduction* Dont be a victim to mayhem buy

yourself a knight in shining armor, the Rampart *clinking of swords conclusion*

Message Frequency: 1 commercial per hour per targeted user

Message Outreach: across the United States

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Media 5: Letter to Iowa Public University Bookstores

Message:

To Whom It May Concern,

We would like to introduce you to a product that would benefit your bookstore in
many ways. This product involves the safety of students, professors and faculty
members who work and/or live on or off campus.
With 2.2 million break-ins occurring each year within the United States and 60
percent of those break-ins involving occupants at home during the intrusion there is an
increasing need for our product.
We are a company from Muscatine, Iowa who is heavily involved within the
community, therefore, we want surrounding colleges to have easy access to this
amazing product.

Thanks and we hope to hear from you soon,

Fighting Chance Solutions

215 E 2nd St.
Muscatine, Iowa 52761
(888) 559-6412

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Media 6: Infomercial

Message Outline:

PART ONE

A girl is home alone studying in her apartment

She hears a loud BANG BANG BANG on the front door

She looks out her door peephole and there is a man trying to knock the door
down.

First she grabs a chair and positions it under the door.

The man hits the door with great force and the chair slides out of place.

Next, she grabs her computer charger cord and wraps it around the door handle
and holds on tight.

In the back of her mind she knows this won't stop the man but she is doing all
she can...

PART TWO
(Video switches from girl struggling to statistics being displayed on screen)
Examples of statistics on how often an intrusion occurs and what happens during one:

2.2 million burglaries occur within the United States each year
o

60% of burglaries were forced entry

40% of burglaries the doors were left unlocked

28% occupants were present at their home

7% were assaulted and 1% were sexually assaulted

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PART THREE

We pan back to the girl struggling to hold the door with the computer cord

Out of the blue she hears the sound of metal clinking heading her way

Out of the hallway steps a 6ft tall, 230lb knight in shining armor and in his hand
he holds the Rampart

He shoves it under the door handle and

PART FOUR

Knight picks up the girl, puts her on the couch, and turns on the TV while the
intruder continues to hit the door.

The intruder continues to throw himself at the door until he damages his shoulder
in the process

He then runs away in pain

The girl then becomes relaxed/comforted by the power of the Rampart

Screen switches to a plain background page with the Fighting Chance

Solution/Rampart Logo and Rampart, Your Knight in Shining Armor slogan.

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Budget

Facebook: $5 a day for 28 days with an estimated 3 to 13 likes per day

$5 x 28 days x 12 months = $1,680 per year (cost for boosting the page).
Twitter: Twitter offers three types of advertising options promoted tweets, promoted
accounts and promoted trends. The first two cost between 50 cents $4.00 per
engagement, and promoted trends are $200,000.
Promoted tweets are exactly that tweets you have already tweeted that you
wish to promote. They appear in timelines and search results. These ads can be
targeted by interests, gender, device, geography and similarity to existing
followers.
You only pay when users interact with your ad by clicking, replying, retweeting or
liking your tweet. These engagements typically cost between 50 cents $2.00,
depending on your targeting. For local campaigns it averages $1.35 per
engagement.
We figured the reasonable choice would be $1.35 for Fighting Chance Solutions.
So if there were 25 interactions per month it would cost them around $405 a
year.
Instagram: Fighting Chance Solutions will give away 3 Ramparts to Instagram contest
winners that post a picture showing their need for a Rampart. It will cost them $150 to
give them away.
Pandora: $1,152 a year or $96 a month
Commercial and Distribution Costs: In order to distribute the commercial it will cost
$1,000 per month. So we decided to distribute the commercial in the months of July and
August to target college students on their way to college campuses.
For commercial costs we will lower production costs by getting people we know
to play the parts. Also, Fighting Chance Solutions could hire an intern to shoot
and edit the commercial to keep costs low.

15

Budget for Advertising

Media
Advertising

Cost

# of
Days/Months

Cost per
month

Cost per
year

Commercial
Production Cost

$500

Distribution Cost

$1,000

Miscellaneous
Cost

$85.94 (Knight
Uniform)

Pandora

$3.20 / day

$500
2 months

$1,000

$2,000
$85.94

30 days

$96

Subtotal

$1,152

$3,737.94

Social Media
Advertising

Cost per day/

interactions

Total # of Days/
Interactions

Cost per
month

Cost per year

Facebook

$5 / day

28 days

$140

$1,680

Twitter (local)

$1.35 / interaction 25 interactions

$33.75

$405

Twitter
(Nationally)

$2 / interaction

25 interactions

$50

$600

Instagram
(Giveaway)

3 winners

1 time giveaway

Subtotal

$150 (1 year
only)
$2,235 (local
option)
$2430
(national
option)

TOTAL BUDGET RANGE: $5,972.94 to $6,167.94

16

Evaluation
These evaluation steps will help track and calculate the progress throughout the year to
determine the success of the Fighting Chance Solutions Rampart.

Pre-Evaluation:

Find out current number of likes of Facebook page

Find out current number of followers on Twitter

Find out current number of followers on Instagram

During:

Track the number of likes and shares on Fighting Chance Solutions Facebook
page

Track the number of followers gained, retweets, and likes on Fighting Chance
Solutions Twitter, as well as the created hashtag

Track the number of posts written by Fighting Chance Solutions on all social
media sites

Track number of Instagram posts created by contestants in Rampart giveaway

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Post Evaluation:

Calculate the growth of likes and shares on Fighting Chance Solutions

Facebook page

Calculate the growth of followers gained, the retweets and likes on Fighting
Chance Solutions Twitter account

Calculate the growth of followers and photo likes on the Instagram page

Analyze the posts written by Fighting Chance Solutions on all social mediums
and how their audience responded to them

Analyze the reviews / comments about the Rampart

Calculate revenue of sales from Iowas Public Universities Bookstores

Calculate revenue on Fighting Chance Solutions website

Calculate the number of commercial listeners through Pandora Internet Radio

Review comments on the Infomercial

Determine top 3 winners for Instagram Rampart giveaway

Determine the concrete number of Ramparts sold for the year of 2016

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Group Contact Information

Kristina Mooney
moonekaa@uni.edu
(712) 661-9570

Amanda Walters
walteaae@uni.edu
(712) 480-3405

Haleigh Wolf
wolfhab@uni.edu
(319) 939-0682

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