Chapter 3 Breakdown: Catching the Next Wave — Timing Is the Hidden Edge

Series: Start. Scale. Exit. Repeat. Reflections | Author: Brent Parker, Resilience Repurposed LLC

🌊 Welcome to Chapter 3 of the Start. Scale. Exit. Repeat. Reflections Series
You’ve got a great idea. You’ve taken action. But what if you're just too early—or too late? Timing can feel like luck, but Colin C. Campbell shows it’s something you can anticipate and plan for.

In this chapter, we’ll explore the adoption curve, trend waves, and why being first isn’t always the best. Get ready to learn how to read the market like a surfer reads the ocean—and how to position yourself before the big wave hits.

⏰ Timing Is Essential

Campbell emphasizes that the correct timing often separates successful startups from failures. Entrepreneurs who understand the tech adoption curve know how to ride momentum, not fight against it (Campbell, 2023).

📊 The Startup Wave Chart

Campbell introduces a wave diagram adapted from Geoffrey Moore’s Crossing the Chasm:

Moore, G. A. (2014).

• Start: Tech Enthusiasts, Innovators
• Early Adopters: Visionaries
• The Chasm (most startups fail here)
• Scale: Early Majority, Pragmatists
• Exit: Late Majority, Conservatives
• End: Laggards, Skeptics

This model helps founders time their efforts and identify where customers are in their adoption journey.

🚦 Ideas Live in the Future

Campbell writes that startup success often depends on seeing just slightly ahead of the curve, not too early, not too late. “The best companies deliver when the market is ready, not just when they are.”

⚡ It’s Not About Being First — It’s About Delivering Fast

Being the first to market isn’t a guarantee of success. Fast followers who execute well often outperform first movers. Campbell stresses: speed of delivery trumps speed of idea.

🧠 Don’t Try to Change Customer Behavior

Focus on existing behavior and make it easier, faster, or cheaper—not different. Attempting to change human nature is a futile endeavor.

🔬 Depth Before Breadth

Don’t chase every customer. Focus deeply on a specific segment and win their trust. Campbell says this gives you more traction—and more referrals.

🏢 Beat Big Corporations, Then Sell to Them

Disrupt with speed, then consider strategic partnerships or acquisitions. Campbell encourages founders to prove value, then leverage their edge.

📈 Watch These Trends

Campbell shares some key trend categories to watch right now, including AI (such as ChatGPT), e-commerce, blockchain, AR/VR, gene editing, drones, cloud technology, online education, and sustainability startups.

💡 Final Takeaway:

Chapter 3 focuses on market awareness. Winning startups don’t just build great products—they build them at the right time. Train yourself to watch trends and anticipate change.

🔁 Coming Next: Chapter 4 – Focus on Something You and Others Love

In the next breakdown, we’ll tackle why loving your idea (and knowing others do too) is the ultimate entrepreneurial advantage.

💬 What Wave Are You Riding?

Tag me on LinkedIn @Brent Parker and share the trends you’re watching or the wave you want to catch. Let’s build in the right direction—together.

📚 References (APA Style)

Campbell, C. C. (2023). Start. Scale. Exit. Repeat. Wiley.
Moore, G. A. (2014). Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers (3rd ed.). HarperBusiness.

🔩 Additive Manufacturing as a Power for Good

There’s something deeply human about building.

Whether it’s a prototype, a process, or a better future—we build because we believe in possibility.

Resilience Repurposed LLC doesn’t just print parts. We print potential.

What started as battlefield grit has become a blueprint for transformation—using additive manufacturing to empower:

• Veterans transitioning into entrepreneurship
• Inventors bringing concepts to life
• Small businesses scaling meaningful products
• Individuals honoring memory through design

We repurpose materials. But more importantly, we repurpose resilience.

"You don’t have to be big to build something that lasts. You just have to be intentional, precise, and unshakably resilient."

This is what drives us. This is how we lead.
And this is just the beginning.

🔗 Follow Resilience Repurposed LLC to see how we’re turning vision into volume—and building a movement that lasts.

📍 Learn more & connect with us:

• 🌐 Website: resiliencerepurposed.com
• 📰 Blog: blog.resiliencerepurposed.com
• 📸 Instagram: @resilience_repurposed
• 👍 Facebook: Resilience Repurposed on Facebook
• 📍 Google Maps: Find us here
• https://linktr.ee/Resilience_Repurposed

#AdditiveManufacturing #VeteranOwned #Entrepreneurship #3DPrinting #PurposeBuilt #Resilience #SmallBusiness #ProductDesign #EngineeringForGood #InnovationWithHeart #ResilienceRepurposed

The Resilience Repurposed Podcast: Navigating Business, Leadership, and Change

Entrepreneurial Thinking and Veteran Leadership – An Interview with Lewis Parker of Parker Panels

Today, we are honored to feature Lewis Parker Sr., the founder and owner of Parker Panels based in Graniteville, South Carolina. Since founding Parker Panels in 1990, Mr. Parker has built a legacy of craftsmanship, entrepreneurship, and community leadership. His journey spans from building custom wood products for the taxidermy industry to owning tire and battery businesses, constructing homes, restoring heirloom furniture, and mentoring future...

In this episode, we explore his inspiring journey, the lessons he has learned, and the vision he holds for the future of Parker Panels and beyond.

🎧 Listen to the Full Podcast Episode

Key Topics Covered:

• How Parker Panels was founded and scaled from humble beginnings
• Lessons in craftsmanship, customer service, and business ownership
• Entrepreneurial mindsets shaped by generational experience
• Challenges and rewards of transitioning industries over a lifetime
• Vision for the future of Parker Panels and preserving a family legacy
• Advice for aspiring entrepreneurs on resilience, leadership, and success

About Parker Panels

Parker Panels specializes in handcrafted wood panels, wildlife bases, pedestals, and turkey calls designed for taxidermists and wildlife collectors across the United States. Built on a foundation of precision, passion, and integrity, Parker Panels continues to set a high standard in craftsmanship and customer service.

Learn more about Parker Panels at parkerpanels.com or call (803) 663-0510.

Strategic Media Plan for Resilience Repurposed LLC

Introduction:
At Resilience Repurposed LLC, careful planning and strategic media use are key to growing our brand in a competitive landscape. This Strategic Media Plan outlines how we will leverage blogging, podcasting, YouTube, email, and social media between May 1 and May 31, 2025 to expand visibility, engage audiences, and support business growth—all while maintaining a lean marketing budget.

You can view the full overview in the screencast below, and review the full media plan directly embedded beneath the video.

🎬 Watch the Screencast Walkthrough

📊 Full Strategic Media Plan Table

Closing Statement:

This Strategic Media Plan positions Resilience Repurposed LLC for a strong post-course marketing launch, focusing on quality content, audience engagement, and efficient resource use.
Thank you for reviewing the plan!

All content © 2025 Brent Parker | Resilience Repurposed LLC

The Resilience Repurposed Podcast

Episode: Veteran Resilience, Innovation, and Leadership – An Interview with Brent Parker

Host: Jeff McDaniel
Guest: Brent Parker, Owner of Resilience Repurposed LLC

🎧 Listen to the Interview

🎙️ Introduction

In this episode, Jeff McDaniel interviews Brent Parker, a combat veteran, engineer, and founder of Resilience Repurposed LLC. Brent shares the journey from military service to engineering leadership and small business ownership. They explore how military training, adversity, and a mindset of constant adaptation shape resilience, innovation, and entrepreneurial success.

🌱 Icebreakers & Personal Passions

Brent discusses his love for plants, art, reading, and spending time with family. He talks about how a bonsai tree helps him gauge his mental health and how creativity, nature, and service ground him outside of work. If he could travel anywhere, he’d visit Sri Lanka to reconnect with a friend and gain fresh perspective.

🪖 From Infantry to Engineering

Brent explains how infantry life instilled a mindset of “adapt and overcome,” essential to problem-solving in engineering and business. He draws parallels between military patrols and real-world manufacturing: planning, improvising, and stretching resources when needed.

🧠 Intelligence & Operational Planning in Business

His background in HUMINT and SIGINT taught him how to gather information before acting. Brent applies this to project planning through tools like mind mapping—especially helpful in managing ADHD and organizing engineering tasks in civilian roles and entrepreneurship.

🏗️ The Launch of Resilience Repurposed LLC

Initially starting in software consulting, Brent shifted toward physical product creation to feel more connected to his work. Today, his business spans 3D printing, laser etching, and CNC prototyping using plastics, polymers, metals, and more.

🎓 Educational & Technical Foundation

Brent holds an AAS in Welding and Building Construction and a BS in Welding Engineering Technology from Ferris State University. Inspired by material science and exposure to innovators like Mike Rowe, he pursued welding as a medium for applied science, not just skilled labor.

🤖 Robotics, CNC, and AI Integration

The conversation shifts into future tech: Brent’s building multi-axis robots, automating manufacturing, and helping family businesses evolve. He discusses cobots, collaborative design, and the potential of AI to close the skill gap in the trades.

💡 Translating Complexity for Clients

Brent explains how he breaks down technical solutions for customers by adapting to their communication style. Using analogies and sketches, he transforms client ideas into tangible CAD models and iterative prototypes they understand and trust.

🌍 Veteran Perspective & Leadership

He reflects on how military hierarchy shaped his approach to leadership, collaboration, and emotional intelligence—emphasizing learning from both good and bad leaders. Brent believes strongly in treating everyone with respect and humility, regardless of rank or title.

👨‍👩‍👧‍👦 Business, Family, and Personal Growth

Brent discusses the balance between running a business and honoring family. After experiencing divorce, loss, and caretaking, he’s learned the importance of putting on his own “oxygen mask” first—taking care of himself to better serve others. He now helps his father and sister expand their own businesses through automation and engineering support.

⚖️ Reflections on Service, Struggle, and Self-Worth

Brent emphasizes that real strength comes from knowing when to step back, be kind to yourself, and cut ties with people or systems that no longer serve your growth. His story is one of learning through hardship, leveraging trauma into innovation, and creating meaning through service and resilience.

📌 Final Takeaway

This conversation captures what it means to be a veteran, an innovator, and a lifelong learner. Brent's journey reminds us that healing, building, and leading are not separate paths—they’re part of the same mission.

Recorded and transcribed with permission. Podcast produced by Resilience Repurposed LLC.

The Resilience Repurposed Podcast

Episode: Entrepreneurial Thinking and Veteran Leadership – An Interview with Jeff McDaniel

Host: Lewis Brent Parker, Jr.
Guest: Jeff McDaniel, Business Owner, OmniVerus General Contractors

🎧 Listen to the Interview

Audio version available here: https://youtu.be/xw3GcoTcj74

🎙️ Introduction

Entrepreneurship is a path filled with challenges, opportunities, and personal evolution. For many veterans, the transition from military service to business ownership is a journey of resilience, adaptability, and strategic leadership. I had the opportunity to sit down with Jeff McDaniel, a veteran entrepreneur and owner of OmniVerus General Contractors, to discuss how his military experience shaped his career, his transition into entrepreneurship, and his vision for the future of his business. Our conversation spanned leadership, industry trends, veteran-owned businesses, and the balancing act of running a company while maintaining personal well-being.

🪖 Military Influence on Career & Transition to Entrepreneurship

Brent Parker: Jeff, thanks for taking the time for this conversation. Let’s start with your military background...

Jeff McDaniel: My military career was a defining factor in shaping my leadership skills and decision-making abilities...

BP: You’ve navigated multiple transitions...

JM: The biggest takeaway is that leadership is situational...

🏗️ Building OmniVerus: The Leap into Entrepreneurship

BP: What was the defining moment that made you decide to start OmniVerus General Contractors?

JM: I always wanted to start my own business... When I returned from deployment in 2020... I wouldn’t change a thing.

BP: What would you say differentiates OmniVerus?

JM: Transparency... We also prioritize veteran hiring...

📈 Scaling Challenges & The Future of OmniVerus

BP: Many startups struggle in their first three years. What were your biggest challenges?

JM: Scaling with limited cash flow has been our biggest challenge...

BP: Where do you see OmniVerus in the next five to ten years?

JM: In five years, I want to see us move away from smaller residential projects...

💼 Advice for Veterans Transitioning into Entrepreneurship

BP: What advice would you give to veterans who want to start their own businesses?

JM: Leverage veteran-specific resources... Veterans often try to do everything alone...

BP: I couldn’t agree more...

🧠 Closing Thoughts

BP: Jeff, this has been a great conversation. Thanks for sharing your insights...

JM: Thanks, Brent. If there’s anything I can do to help, just let me know...

📌 Final Takeaway

Jeff McDaniel’s journey highlights the resilience, strategic leadership, and forward-thinking mindset that drive entrepreneurial success. His experience serves as a testament to the power of veteran leadership in the business world—and a reminder that adaptability and perseverance are the keys to thriving beyond the military.

Interview recorded and transcribed with permission. Podcast produced by Resilience Repurposed LLC.

Situation Analysis of Resilience Repurposed LLC

Written by: Brent Parker
Business: Resilience Repurposed LLC
Program: ENT 610 – Entrepreneurial Creation
Date: April 2025

🎬 Introduction

Welcome to my situational analysis of Resilience Repurposed LLC, my entrepreneurial venture based on engineering-driven innovation, advanced fabrication technology, and creative problem-solving.

This blog provides a complete business strategy breakdown using SWOT, PESTLE, Porter’s Five Forces, and Porter’s Value Chain frameworks. It also includes embedded screencasts for each section, designed to educate and inform anyone interested in small-batch manufacturing or entrepreneurship.

🔍 Value Proposition

Resilience Repurposed LLC delivers custom-engineered, high-performance products using advanced 3D printing and CO₂ laser cutting techniques. We focus on precision, adaptability, and rapid turnaround and serve small businesses and individual innovators looking for low-volume, high-impact solutions.

This includes prototypes, tooling, personalized items, and batch production—all from a workshop rooted in lean systems, technical expertise, and quality-first values.

Reference: Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

✅ SWOT Analysis

• Strengths: Engineering and manufacturing experience, advanced 3D printing and laser technologies, customization, speed, and small-batch flexibility
• Weaknesses: Limited startup capital, small team, early-stage brand visibility
• Opportunities: Growth in demand for unique, custom-manufactured goods, local partnerships and small business collaboration, expansion into short-run production services
• Threats: Supply chain disruptions, competition in the maker/manufacturing space, shifting economic conditions impacting consumer spending

Reference: Gurel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. Journal of International Social Research.

🌐 PESTLE Analysis

• Political: Tariffs and regulations affecting imported materials, incentives for reshoring manufacturing
• Economic: Inflation and material price volatility, demand shifts in small-scale fabrication
• Social: Preference for locally made, custom products, growing interest in DIY and maker culture
• Technological: Advances in additive manufacturing and CAD tools, expansion of material options
• Legal: IP considerations, compliance with safety labeling and digital delivery
• Environmental: Interest in sustainable materials, low-waste production processes

Reference: Aguilar, F. J. (1967). Scanning the Business Environment. Macmillan.

🏁 Porter’s Five Forces

• Threat of New Entrants: Moderate – accessible tools, but experience and quality are differentiators
• Supplier Power: Moderate – reliance on niche materials affects price and delivery timelines
• Buyer Power: Moderate to high – customers expect precision, customization, and competitive pricing
• Threat of Substitutes: Low – few off-the-shelf alternatives meet the same level of personalization
• Industry Rivalry: High – crowded space with makers, engineers, and Etsy-style operations

Reference: Porter, M. E. (1979). How Competitive Forces Shape Strategy. Harvard Business Review.

⚙️ Porter’s Value Chain

Primary Activities:

• Inbound Logistics: Specialty filaments, substrates, and tooling
• Operations: 3D printing, CAD design, and CO₂ laser cutting
• Outbound Logistics: Shipping, digital delivery, and local drop-offs
• Marketing & Sales: Word-of-mouth, blog content, and local outreach
• Service: Consultations, customer support, and feedback loops

Support Activities:

• Procurement: Reliable sourcing at scale
• Technology: CAD software, machine calibration, and upgrades
• HR Management: Solo operator with expansion potential
• Infrastructure: Lean, workshop-based production model

Reference: Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.

📈 Strategic Summary & Outlook

Resilience Repurposed LLC is strategically positioned to thrive in a market that values customization, speed, and technical precision. With a lean infrastructure and high-performance tools, the company is designed for agile production without compromising quality.

Future goals include increasing local visibility, building partnerships with creative agencies and product designers, and expanding into short-run commercial fabrication.

This situation analysis has helped me refine my roadmap, and I hope it will help you better understand how to evaluate your business using these proven models.

All screencasts and visuals created by Brent Parker. Citations follow APA style.

OUT-OF-HOME AD #1

Media Type: Out-of-Home

Advertisement: Mike Woodward - CSRA Local Real Estate Billboards

Company/Brand: Mike Woodward & Associates

Link to Example: Realtor Profile

1. Ad Description

Mike Woodward’s billboards have become iconic within the Central Savannah River Area (CSRA). They feature bold taglines like “The Undisputed Heavyweight Champion of Real Estate.” The style is simple but direct and stands out through humor, local pride, and cultural references. The imagery often borrows from sports, wrestling, and pop-culture visuals common to the region.

The emotional appeal is centered on trust, familiarity, and authority. These billboards resonate with CSRA locals by speaking their cultural language, using regional humor, and positioning Mike as a dependable, no-nonsense real estate agent.

The objective is straightforward:

• Increase local name recognition.
• Drive homebuyers and sellers to contact Mike Woodward & Associates.
• Build community trust by being highly visible and approachable.

2. Target Market

• Age: 25–65
• Income: Primarily middle-class ($40,000–$100,000 annual household income)
• Education: High school diploma to some college; some degree holders.
• Psychographics: Family-oriented, values trustworthiness and local expertise. Tend to favor word-of-mouth recommendations and community-based services.
• Geography: Residents of Aiken, SC, Augusta, GA, and surrounding areas.

3. Desired Audience Action

The billboard encourages:

• Calling Mike Woodward for real estate needs.
• Visiting the agency’s website or Facebook page.
• Remembering the brand when thinking about buying or selling a home.

Locals benefit by choosing a real estate agent who intimately understands the CSRA market and culture.

4. Value Proposition

Mike Woodward & Associates offers:

• Local expertise from a recognizable community figure.
• Straightforward, dependable service.
• A real estate experience tailored to CSRA families.

OUT-OF-HOME AD #2

Media Type: Out-of-Home

Advertisement: Volkswagen - Piano Staircase

Company/Brand: Volkswagen (Fun Theory Campaign)

Link to Ad: Watch

1. Ad Description

Volkswagen installed a fully functional piano on a public staircase to encourage people to take stairs instead of escalators. Every step produced a musical note, transforming an ordinary staircase into an interactive experience.

The emotional appeal leans into joy, surprise, and childlike curiosity. By blending everyday infrastructure with playful design, Volkswagen associates its brand with fun, positive behavioral change, and creativity.

The campaign’s objectives:

• Position Volkswagen as an innovator in encouraging positive social behavior.
• Subtly reinforce VW’s brand as forward-thinking and people-friendly.
• Drive online engagement and brand affinity.

2. Target Market

• Age: Broad (8–60), skewing toward families and young professionals.
• Income: Middle-class to upper-middle-class ($50,000–$120,000+).
• Education: Mixed but favors urbanites and commuters with some college or higher.
• Psychographics: Environmentally conscious, appreciate creativity, novelty-seekers, and value brands that make life more enjoyable.
• Geography: Urban populations with access to public transportation.

3. Desired Audience Action

The ad encourages:

• Positive online sharing (virality).
• Associating Volkswagen with fun, responsible innovation.
• Viewing VW as a brand that improves everyday life.

Viewers are left with a sense of delight, increasing brand affinity without an overt sales pitch.

4. Value Proposition

Volkswagen offers:

• Creative, people-friendly innovation.
• A brand that understands everyday human behavior.
• Fun without sacrificing practicality.

OUT-OF-HOME AD #3

Media Type: Out-of-Home

Advertisement: IBM - Smarter Cities Functional Billboards

Company/Brand: IBM

Link to Ad: Campaign

1. Ad Description

IBM’s “Smarter Cities” billboards doubled as functional urban furniture: benches, shelters, and ramps. These installations provided utility while subtly promoting IBM’s involvement in city planning and innovative technology integration.

The emotional appeal focuses on practicality and community care. IBM effectively demonstrates how design can enhance urban life, aligning its brand with innovation that serves people.

Objectives:

• Position IBM as a leader in urban technology solutions.
• Build goodwill among city dwellers.
• Reinforce IBM’s commitment to solving real-world problems.

2. Target Market

• Age: 25–55
• Income: Middle-class and above ($50,000+)
• Education: Bachelor’s degree or higher, especially professionals in tech, engineering, or public administration.
• Psychographics: Value functionality, problem-solving, and smart infrastructure.
• Geography: Urban dwellers and city planners.

3. Desired Audience Action

IBM wanted viewers to:

• Connect the concept of “smarter cities” with IBM’s solutions.
• Discuss the creative billboards online.
• Consider IBM as a partner in tech-driven urban planning.

The ad helps audiences see IBM as not just a tech company but a contributor to their daily quality of life.

4. Value Proposition

IBM offers:

• Real-world tech solutions.
• A brand that directly improves urban living.
• Forward-thinking partnerships for cities.

OUT-OF-HOME AD #4

Media Type: Out-of-Home (Mural)

Advertisement: Equestrian Culture Mural in Downtown Aiken

Artist: Erika Parker Rogers

Location: Downtown Aiken, South Carolina

Link to Ad: Artist to highlight equestrian culture in new mural for downtown Aiken

1. Ad Description

This mural, crafted by artist Erika Parker Rogers, serves as a vibrant homage to Aiken’s rich equestrian heritage. Positioned prominently in downtown Aiken, the artwork captures the essence of the city’s longstanding association with various equestrian disciplines, including steeplechase, polo, fox hunting, and both English and Western riding. The mural not only beautifies the urban landscape but also reinforces Aiken’s identity as a global hub for equestrian sports.

The emotional appeal lies in community pride, cultural preservation, and aesthetic enhancement, fostering a deeper connection between residents, visitors, and the city’s equestrian traditions.

Objectives:

• Celebrate and preserve Aiken’s equestrian culture.
• Enhance the visual appeal of downtown Aiken.
• Strengthen community identity and pride.
• Attract tourists and equestrian enthusiasts to the area.

2. Target Market

• Age: All age groups, focusing on adults aged 25–65.
• Income: Varied, from middle to upper-income brackets.
• Education: High school diploma to advanced degrees.
• Psychographics: Individuals with an appreciation for art, culture, and equestrian sports; community-oriented; value historic preservation and local traditions.
• Geography: Primarily residents of Aiken, SC, and surrounding regions; also targeting tourists and equestrian enthusiasts nationally and internationally.

3. Desired Audience Action

Encourage viewers to:

• Develop a heightened appreciation for Aiken’s equestrian heritage.
• Engage with local equestrian events and activities.
• Share the mural through social media and word-of-mouth, promoting Aiken as a cultural destination.
• Support local artists and community art initiatives.

4. Value Proposition

The equestrian mural offers:

• A visually captivating representation of Aiken’s equestrian legacy.
• A cultural landmark that enriches the community’s aesthetic and historical landscape.
• An attraction that bolsters local tourism and economic activity.
• A testament to the city’s commitment to preserving and celebrating its unique traditions.

This mural is a testament to Erika Parker Rogers’ artistic vision and dedication to honoring Aiken’s equestrian culture. It significantly contributes to the city’s cultural tapestry.

OUT-OF-HOME AD #5

Media Type: Out-of-Home (Murals)

Advertisement: Outdoor Murals in Augusta, Georgia

Location: Various locations throughout Augusta, Georgia

Link to Ad: Must-See Outdoor Murals in Augusta

1. Ad Description

Augusta, Georgia, boasts a rich tapestry of outdoor murals that adorn its cityscape, each telling a unique story and reflecting the city’s cultural and artistic heritage. From the “Spirit of Funk: James Brown Mural” by artist Cole Phail, celebrating the Godfather of Soul, to “The Big Idea” by Aort Reed, paying homage to artist Jean-Michel Basquiat, these murals transform public spaces into open-air galleries. Other notable artworks include “Robot and the Moon” by Leonard “Porkchop” Zimmerman and “Girl with Butterflies” by Jay Jacobs. These murals not only enhance the city's visual appeal but also serve as landmarks that foster community pride and attract visitors.

Objectives:

• Celebrate and promote Augusta’s rich artistic and cultural heritage.
• Enhance the aesthetic appeal of public spaces.
• Foster community engagement and pride.
• Attract tourists and art enthusiasts to explore the city.

2. Target Market

• Age: All age groups, focusing on individuals aged 18–65.
• Income: Varied, encompassing a broad range from middle to upper-income brackets.
• Education: High school diploma to advanced degrees.
• Psychographics: Art enthusiasts, cultural explorers, community-oriented individuals, and tourists seeking unique experiences.
• Geography: Primarily residents of Augusta, Georgia, and surrounding regions; also targeting national and international tourists interested in art and culture.

3. Desired Audience Action

Encourage viewers to:

• Explore Augusta’s outdoor murals and engage with the city’s public art scene.
• Share their experiences on social media, promoting Augusta as a cultural destination.
• Participate in local art events and support community initiatives.
• Develop a deeper appreciation for public art and its role in community identity.

4. Value Proposition

Augusta’s outdoor murals offer:

• A visually captivating journey through the city’s cultural and artistic landscape.
• An accessible and free art experience for all visitors.
• Opportunities for community engagement and cultural education.
• Enhancement of the city’s appeal as a vibrant destination for art and tourism.

These murals testify to Augusta’s commitment to celebrating art and culture, significantly contributing to the city’s dynamic and colorful atmosphere.

DIGITAL AD #1

Media Type: Digital

Advertisement: The Sound of Mátra - Black Noise [Case Study]

Company/Brand: Fekete Zaj Festival / Mátra-Sástó / Kilohearts

Link to Ad:
https://www.youtube.com/watch?v=pbBCYx0Yysc

1. Ad Description

This digital advertisement highlights the unique relationship between the Fekete Zaj Festival (also known as the Black Noise Festival) and the Mátra Mountains of Hungary. The ad creatively synthesizes the literal topography of Hungary’s highest mountain into sound using wavetable synthesis. By turning the three-dimensional surface of Mátra into an electronic music waveform, the ad merges nature with music, making it both scientifically interesting and emotionally resonant.

The emotional appeal relies on a fusion of novelty and cultural authenticity. Instead of using humor or shock, the ad provokes curiosity and awe by blending the natural environment with electronic music production. The technique evokes a strong sense of place-based identity, which is particularly powerful for niche music enthusiasts and fans of ambient or experimental sounds.

The primary objective of the ad is to:

• Promote the 2024 Fekete Zaj Festival.
• Generate intrigue through the innovative “Sound of Mátra” project.
• Increase ticket sales and brand engagement through a culturally grounded digital campaign.

These objectives are measurable (ticket sales, content downloads, social media engagement) and attainable, as this creative marketing style aligns with the interests of the festival’s niche audience.

2. Target Market

The target market is niche music lovers, particularly experimental, ambient, and underground electronic music fans. It also targets individuals who value nature, sustainability, and unique cultural experiences. Most are likely between 20 and 45 years old, tech-savvy, and part of festival and subcultural music communities in Hungary and neighboring European countries.

3. Desired Audience Action

The ad seeks to motivate viewers to:

• Purchase tickets for the 2024 Fekete Zaj Festival.
• Download the free Sound of Mátra content.
• Engage with the festival’s online content, share it, and possibly integrate it into their own music using the wavetable assets.

For the audience, taking these actions enhances their cultural connection, provides them with exclusive music resources, and offers them the opportunity to experience a distinctive, immersive festival in the Mátra mountains.

4. Value Proposition

The value proposition is that Fekete Zaj Festival offers an experience that no other festival provides — blending music, technology, and the natural beauty of Mátra into a living soundscape. By literally turning the mountains into music, they make the festival:

• Culturally authentic (rooted in the natural environment).
• Musically unique (offering sounds no other festival can).
• Emotionally engaging (creating a strong sense of place).

Festival-goers receive a concert and a unique auditory and environmental experience, making this more than just a festival—it is an artistic and natural pilgrimage.

 DIGITAL AD #2

Media Type: Digital

Advertisement: Back Market - Hack Market

Company/Brand: Back Market

Link to Ad:
https://youtu.be/J2Y66Av5Cuk?si=N9eMKxReVmIDQuot

1. Ad Description

This digital ad by Back Market, a company specializing in refurbished electronics, delivers a clever, satirical critique of typical tech marketing and product launch events. The ad exposes how companies often sell consumers minor upgrades disguised as revolutionary technology through humor and exaggerated stereotypes of tech industry keynotes.

The emotional appeal centers around humor and wit, creating an instant connection with viewers who have grown cynical or fatigued by yearly tech product launches. The creative technique used is parody, making the ad stand out among standard digital tech advertisements.

The objectives of the ad are to:

• Increase awareness of the refurbished electronics market.
• Challenge consumer perceptions about buying “new” versus “refurbished.”
• Drive traffic to Back Market’s online store.

These objectives are realistic, measurable through sales, web traffic, and online engagement, and align well with the growing trend of sustainability and budget-conscious tech consumption.

2. Target Market

Back Market targets tech-savvy consumers aged 18–45 who are budget-conscious, environmentally aware, and skeptical of planned obsolescence. This includes students, young professionals, and anyone who values technology but is unwilling to overpay for minor product upgrades.

3. Desired Audience Action

The ad encourages viewers to:

• Consider refurbished electronics as a smarter alternative.
• Visit Back Market’s website.
• Share the ad due to its humorous and relatable content.

Viewers benefit by saving money, reducing electronic waste, and accessing high-quality refurbished devices without falling for marketing gimmicks.

4. Value Proposition

Back Market offers consumers:

• Substantial savings on like-new devices.
• A sustainable alternative to buying new electronics.
• Transparency and honesty in a market often driven by hype.

The ad positions Back Market as the rational choice for savvy, practical tech consumers.

 DIGITAL AD #3

Media Type: Digital

Advertisement: Puma - Go Wild Campaign

Company/Brand: Puma

Link to Ad:

https://youtu.be/LaI7Ty0UeRk?si=hOUQRGoZhm5qIc_X

1. Ad Description

Puma’s “Go Wild” campaign creatively blurs the line between sport, fashion, and street culture by inviting consumers to embrace their primal, untamed nature. Through fast-paced visuals, bold imagery, and urban influences, the ad evokes energy, adrenaline, and freedom.

The emotional appeal is rooted in excitement and self-expression, tapping into the youthful desire for individuality and rebellion. The campaign avoids clichés and instead delivers an authentic, visually arresting message.

The campaign’s objectives:

• Position Puma as a trendsetter in the sports and fashion world.
• Engage younger audiences who value personal style and authenticity.
• Drive sales of Puma’s latest product line.

These goals are attainable and measurable through social engagement, online sales, and brand perception studies.

2. Target Market

The target market consists primarily of young adults aged 16–30 active in streetwear, sports, and urban culture. These individuals are fashion-conscious, highly active on social media, and value brands that reflect their identity.

3. Desired Audience Action

The ad invites viewers to:

• Purchase from Puma’s “Go Wild” product line.
• Share and engage with the campaign on social platforms.
• Embrace the brand as a symbol of bold, authentic self-expression.

Consumers gain not just athletic wear but a cultural statement and sense of belonging within a fashion-forward community.

4. Value Proposition

Puma offers:

• Products that fuse performance with street style.
• Apparel that empowers consumers to express their individuality.
• A brand rooted in energy, confidence, and creativity.

Puma invites its audience to “Go Wild” by living unrestrained and stylishly.

DIGITAL AD #4

Media Type: Digital

Advertisement: Google - The Art Project

Company/Brand: Google

Link to Ad:
https://artsandculture.google.com

1. Ad Description

Google’s “The Art Project” is a digital platform that grants users unprecedented access to some of the world’s most significant art collections. This ad showcases the platform’s functionality, offering virtual museum tours, high-resolution artwork scans, and interactive educational experiences.

Google's emotional appeal is rooted in wonder and inspiration. It has democratized access to art previously limited by geography, cost, or circumstance. Google connects people globally to cultural treasures.

The objective:

• Promote the accessibility and educational value of the Google Art Project.
• Increase user engagement with the platform.
• Align Google’s brand with innovation and culture.

The ad’s objectives are attainable and measurable through user engagement analytics and platform usage.

2. Target Market

This ad is directed at:

• Students, educators, artists, and lifelong learners.
• Art enthusiasts who may not have the opportunity to visit world-class museums.
• A broad, international audience interested in cultural enrichment.

3. Desired Audience Action

The ad aims to:

• Encourage viewers to explore the platform.
• Share the resource with schools, communities, or social networks.
• Inspire users to continue engaging with art and culture.

Users benefit by gaining free, global access to an ever-growing collection of art and educational tools.

4. Value Proposition

Google offers:

• Free, high-quality access to global art collections.
• An intuitive, interactive learning platform.
• Cultural enrichment without barriers.

The Art Project transforms how people experience and learn about art.

DIGITAL AD #5

Media Type: Digital

Advertisement: Nikon - The Golden Billboard

Company/Brand: Nikon

Link to Ad:
https://youtu.be/PGpSMyJS6BY?si=xeJ3n1y0BGboxgUO

https://campaignsoftheworld.com/tech-innovations/innovative-marketing-campaigns-2023/

1. Ad Description

Nikon’s “The Golden Billboard” campaign merges outdoor advertising with digital interactivity. The billboard serves as a fully functioning lighting system, allowing passersby to take professional-grade photos using the billboard’s lighting setup. This digital component makes photography accessible and fun for everyday people.

The emotional appeal focuses on engagement, curiosity, and creativity, inviting viewers to actively participate rather than passively observe.

The ad’s objectives:

• Showcase Nikon’s commitment to creative photography.
• Encourage people to experience Nikon products firsthand.
• Reinforce Nikon’s brand as one for both professionals and enthusiasts.

These objectives are realistic and measurable through social media shares, public participation, and brand sentiment.

2. Target Market

Targeted towards:

• Amateur and professional photographers.
• Creatives and visual storytellers.
• Tech-savvy urban populations who appreciate experiential marketing.

3. Desired Audience Action

The ad encourages:

• Interaction with the billboard installation.
• Sharing user-generated photos online.
• Considering Nikon products for future photography needs.

Participants benefit by learning, engaging creatively, and feeling empowered to take professional-grade photos.

4. Value Proposition

Nikon provides:

• Professional-grade photography tools accessible to all.
• Creative experiences that inspire confidence in photography.
• A memorable, shareable brand interaction.