Firedog
From Wikipedia, the free encyclopedia
- see fire dog for the archaeological artifact type.
- The correct title of this article is firedog. The initial letter is shown capitalized due to technical restrictions.
| firedog | |
 |
|
| Type | Public (NYSE: CC) |
|---|---|
| Founded | September 1, 2006 |
| Headquarters | Richmond, Virginia, USA |
| Industry | Service |
| Products | PC & Home Theater Services |
| Slogan | Have no fear, firedog is here. |
| Website | http://www.firedog.com |
firedog (formerly known as IQ Crew or simply PC Services) is the brand name through which Circuit City stores offer in-home, in-store & online services for computer repair, installation and support, and home theater product installation.
Contents |
[edit] Services
firedog offers in-home, in-store and online services through a partnership with PlumChoice which began December 12, 2005. PlumChoice allows certified technicians to access consumers’ computers over a high-speed Internet connection to view, configure, demonstrate and repair computers and other technology products. PlumChoice’s services cover all Windows-compatible computers and computer accessories to give consumers full tech support. The range of PlumChoice services now offered through firedog include both setup and training for PCs, wireless networks, MP3 players, digital cameras and more.[1]
In-store firedog technicians are now able to repair warrantied HP and Compaq products, as well as Circuit City Advantage repairs. Warranty work is done in-store for free to the consumer, because the manufacturer reimburses the location doing the repair.
There are three generalized groupings that services are divided into, each of which can be offered in-home, in-store, and online. The divisions of firedog services are as follows:
PC Services, which include repairs, upgrades & training as well as periphery services such as transferring home videos to DVD and converting old CDs or tapes to MP3. Training is not limited to computers and can include digital cameras and MP3 players as well.
Home theater services, which are noted for the firedog technicians wearing shoe covers and gloves inside customers homes, and vacuuming all areas where work has been performed. Home theater services include mounting flat panel TVs, installing in-wall or in-ceiling speakers as well as consolidating all of a customers remotes into one and training the customer on how to operate their home theater equipment.
Integrated services, which are meant to converge PC technology with home theater equipment. Customers can purchase service which include setting up gaming consoles for online play, connecting computers to a TV for watching media, viewing photos or listening to MP3s and setting up whole-home wireless networks for PC and home theater connection.
[edit] Brand Image
The green, black, and white logo, a dog jumping through a hoop, is meant to evoke the idea of Circuit City "doing whatever it takes to get the job right," said firedog spokesman Bill Cimino to the Dow Jones Newswire on August 25, 2006.[2] "We chose the name firedog because it evokes the kind of qualities we intend our technicians and installers to provide: helpful, friendly, knowledgeable and reliable. When it comes to improving consumers' relationship with technology, we want firedog to be your 'best friend,'" added Philip J. Schoonover, chairman, president and chief executive officer of Circuit City Stores, Inc.[3][4]
The dominant color in the logo is green, which, in electronics often signifies "go" or "on." Circuit City has used the color red in many of its branding initiatives in the past and it certainly goes along with the fire-related theme. Circuit City's firedog spokesman has said the company wanted to convey that its services would help the off/on lights on monitors and other electronics stay green, for on and working, rather than red, or off.[5]
[edit] Associates
firedog associates are comprised of Circuit City employees. Circuit City has several superstore positions including: Product Specialists, Sales Managers, In-Home Technicians, In-Store Technicians, In-Home Installers, In-Home Installation Helpers, and In-Home Installation Managers. Every Circuit City location has several Product Specialists, Sales Managers and at least one In-Store Technician. A select number of stores from each area have In-Home Technicians, and/or In-Home Installers and Installation Helpers. In-Home & In-Store Computer Technicians are required to be Microsoft Certified Professional's, by (1) Already having passing a Microsoft test that designates that certication, or by (2) by passing the Microsoft 70-271 exam. Technicians are encouraged but not required to hold the CompTIA A+ Certification for computer upgrades and repairs. On January 9, 2007, firedog attained Microsoft Gold Partner Status, after over 700 technicians attained Microsoft Certified Professional credentials. [6]
Circuit City's Store Support Center has a team of associates, from Operations Analysts to Call Center Reps that work for the firedog brand exclusively. On the store side, firedog is overseen at the regional and district levels. These positions consists of the Regional Services Manager, Regional Elite Team Captain, and District Elite Team Lead.
firedog currently utilizes a Toyota Scion xB for in-home PC services. In some cases, the original Circuit City in-home services van has been converted by receiving a new paint job reflecting the firedog brand.
firedog associates within stores wear bright green polo shirts with the firedog logo on the left breast.[7]
[edit] firedog Across America
On December 06, 2006 Circuit City launched it's "firedog Across America" program in a ceremony attended by former New York City Mayor Rudy Giuliani as well as Circuit City CEO Philip J. Schoonover. The nationwide program aims to identify and reward exceptional public service rendered by America's professional and volunteer firefighters through an online essay contest. Americans can nominate their local firehouses (both volunteer and professional) for outstanding service to the community and the winners will split a prize pool totaling $650,000 (US). The first donations from the program were accepted by Giuliani at Ladder 3/Engine Co. 6 in New York City with FDNY Foundation vice-chairman Andrew Guarino. The first donation, totaling $100,000, was made from Circuit City to the National Law Enforcement and Firefighters Children’s Foundation. Circuit City donated an additional $100,000 to the FDNY Foundation.[8][9][10]
[edit] Slogans
- "Have no fear, firedog is here." (September 2006 - Present)
- "It takes a special breed to be a firedog." (Hiring Slogan, September 2006 - Present)
- "We make technology's tail wag." (September 2006 - Present)
- "Make your computer obey." (September 2006 - Present)
- "Unleash your technology." (September 2006 - Present)
- "Your surround sound hound." (October 2006 - Present)
- "Discover a new breed of technology service" (October 2006 - Present)
- "Helps you turn life on" (October 2006 - Present)
