Guardian Athletics are a small start-up that created the Kato Collar, a revolutionary new safety device for contact sports, especially football. The problem that they are facing is that there have been quite a few "football collars" out in the market previously, and some of them have limited the range of motion for a player's head or were just so overly bulky, that player felt that these were for young football players and not for high school or college level football. With this "Collar Stigma", Guardian Athletics has gone out to various trade shows to demonstrate how their collar, with a low profile and full range of motion, is a necessary piece of contact sport equipment, reducing head related injuries by up to 70%.
Knowing that we were trying to reach players to let them know about these collars, the trade shows that cater to sports equipment buyers are predominately visited by coaches, trainers and school equipment mangers. Though our research and understanding of these trade shows, we decided to target coaches and trainers, since they are the "gatekeepers" of what equipment that the players will use on the field. So we created a Touchpoint Map to show how we could potentially Attract, Engage, Educate and Follow Up with coaches and trainers and what touchpoints we would implement to do so.
Using the Touchpoint Map to define the touchpoints and when they would be impliemented, we set out to create Journey Maps of the coaches and trainers journey though a typical trade show experience.
And build a trade show experience where coaches and trainer could try on the collar and see first hand how the collar would work, as well as see an interactive demonstration of how the collar reduces player injuries.
To show the client the entire engagement process, we designed an Implementation Roadmap to show how we will engage prospective clients at every stage of the process.