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COMMS 421
public relations writing and production
CAMPAIGN
and strategic plan
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explore for yourself
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we fly
created by Neil Davies, Taylor Winget, Becca Klemetson and Dallin Morris
REBEL ALLIANCE
contents
01 Situation Analasis
02
03
Objectives, Goal & Big Idea
04
05 Our Publics
06
07
Family Fliers
08
09
Shareholders
10
Frequent Fliers
11
12
13
situation
analysis
JetBlue is an American low-cost airline based in Long Island City, New York.
JetBlue is a leading low-cost carrier with $2 billion in revenue each year and
over 12,000 employees.
Objectives Core
Problem
Increase the number of Decreased passenger
commuter flight sales by leg room, along with
10 percent in 12 months no longer providing
free checked bags will
cause criticism against
Increase stock price by 5 the airline, possibly
percent in six months leading to a decrease
and revenue.
Decrease the perception
of unsavory flight
conditions among publics
by 35 percent in a year.
Goal
To reassure publics that
JetBlue is not taking
away but increasing
services and their
quality in flights in order
to maintain current
customers and attract
new customers.
IDEA
BIG
Demographics This public will be critical in achieving all of the objectives leading to
Channels increased flight sales and behavioral based changes. Their self-interests
are the health, safety and welfare of their children. They are motivated
Family Passengers Self-Interests by savings but want good quality for comfortable flights. They will be
Relationship influenced by travel and family bloggers such as Kara Williams and Nancy
Opinion Leaders Schretter
Demographics This public is invested in the success of JetBlue, and is critical to increasing
investment capital. Their driving self interests as shareholders are safe
Channels investment. They want JetBlue to be an autonomous, stable and profitable
investment so that one day they can receive a positive income. They
may have investments in multiple locations, and in some respects are risk
Shareholders Self-Interests
takers when it comes to finances, however, they prefer that investments
can be trusted to make them money. They care about their families, but
Relationship more importantly they care about their bottom line. They will primarily
be influenced by their colleagues and specialized news media, such as
Opinion Leaders financial and stock news.
JetBlue Family Fliers
Primary Message
We care about keeping your family safe on our airplane
Secondary Messages
Your children are safe on our plane. There is only a 1 in 11 million chance of dying in a plane crash.
There is a 1 in 5,000 risk of dying in a car crash.
Primary Message
Happy children mean happy parents. We care about
keeping your family comfortable
Secondary Messages
Jetblue statistics show that every passenger uses Wi-Fi on the plane.
Children should chew gum or swallow on the plane in order to reduce ear discomfort.
Inforgraphic
that we will
spread around
the internet
to highlight
the cool and
interesting
facts about
airtravel. Each
inforgraphic
will link back to
JetBlue.com.
JetBlue Shareholders
Primary Message
Their smart business moves can help me relax.
S
econdary Message
JetBlue is continuing to add new features to their flights to incentivize loyalty and build their customer
base. Within the last month they have implemented their new Fly-Fi Hub to provide free wireless
internet access to all passengers, as well as their new JetBlue Business rewards program to incentivize
loyalty.
Their new Fly-Fi Hub will get more people to fly with them, thanks to their free internet access. Many
major airlines charge a standard fee of $30 for wireless access, and have even gone as high as $1,200
per flight for overage charges.
Secondary Message
JetBlue has reported consistent positive revenue streams, compared to other airlines. For example,
American Airlines filed for chapter 11 bankruptcy.
JetBlue has been named Best Low Cost Carrier for 2 years in a row by AirlineRatings.com
Shareholders will be
shown and be exposed
to promotional events
put on by JetBlue.
These events, including
direct mail campaigns
will help build interest
in new and returning
passengers trying the
JetBlue Business pro-
gram.
Secondary Message
US News and World Report calls our TrueBlue rewareds program the best rewards program in the industry
JetBlues Mint class is the only cabin of its kind on the US airline industry.
Primary Message
Making JetBlue your airline gives you the best rewards available
in the industry
Secondary Message
Our new mint class offers flyers the option of comfortably sleeping on the flight and saving on hotel costs
Free in-flight wi-fi allows you to easily continue working so you are prepared to work the moment you land.
By flying to many different airports in the same region you will have the convenience of less travel time and
more work time.