Apple Situation And Digital World
Situation:
Apple Computer needs to impress teachers with the usefulness of a low-cost digital movie-making tool.
Solution:
Apple hires DesignWorlds for Learning to organize and produce a wildly successful series of education-related movie projects that leverage the talents of real teachers as well as Hollywood experts.
As many teachers and school administrators began favoring Windows PCs over the past decade, Apple’s Worldwide Marketing Department needed powerful messages to reclaim the education market.
When Apple introduced iMovie, a low-cost digital movie-editing tool for the masses, the company wanted to show teachers how easy it was for them and their students to create great digital movies. The hope was that with this ease of use, coupled with an array of supporting technologies, would help position Apple for a future suite of integrated multimedia applications (now known as iLife)—all integrated easily with the web through Apple’s Digital Hub
The Education Design Challenge
The best way to prove that Apple was a better educational solution was to show real-life, in-the-classroom teachers creating their own digital movies. The resulting movies and learning projects would become the foundation for presentations at national education and industry shows, such as the National Educational Computing Conference (NECC) and MacWorld.
To design the project, Apple faced three marketing challenges:
• What messages best speak to teachers and administrators about the power and fun of using Apple computers to make digital movies and about the uniqueness of iMovie, iMacs and iBooks?
• What exemplary teacher and student digital movie projects best support those marketing messages and show how digital movies can be integrated effectively into the curriculum?
• How can digital movie content and related...
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