This PowerPoint helps students to consider the concept of infinity.
The Dominators
1.
2. SITUATIONAL ANALYSIS
Issue: the diminishing of return customers and
inter-airline competition
Proactive promotion -
Being able to keep up with the leaders in the
market
Southwest & Jet Blue
Customer exposure to amenities
3. JUSTIFICATION
Delta founded in 1924
4000 flights everyday
High wages and family atmosphere
Sky Miles
Wi-Fi and TV screens
Business elite
4. GOALS
Our goal as Delta's advertising and marketing
group is to get more people to become life-long
fliers of Delta Airlines. We want to be dedicated
to our customers, so they're dedicated to us.
5. OBJECTIVES
Our desired objective is to have more people fly with
Delta Airlines and make sure they have a satisfied
experience when they enter the flight, throughout the
flight, and when they leave our airlines.
Our focus group is college groups indirectly, but anyone
who has a need to travel will benefit.
Our measuring scale will be based on the ticket sales.
We hope to make people choose Delta first and
furthermore, that they enjoy and love their flight
experience with us.
The contest will run from March-May.
7. TACTICS TO ACHIEVE OUR GOALS
Update the Delta Facebook 6 months in advance
Billboards & posters 1 month in advance and during
the promotion
Delta.com
Representatives wearing pins “ask about our spring
break special.”
Twitter account
Third-party partnerships with travel deal websites
Viral Marketing campaign (WOM)
8. MEDIUMS UTILIZED
Ads were placed on campus all over the U.S.
The Facebook page was open to all of the U.S.
The Facebook ad was located on the newsfeed
of Facebook users.
The video was played on MTV, VH1, E!, Bravo
TV, and other cable channels.
10. BUDGET
Total budget: $55,000
Ticket giveaway: $3,000
Billboards: $15,000
TV advertisements: $30,000
Other (online, campus, airport): $7,000
11. TIMELINE
Start advertising in September of the year before
Pick winner after 3 months of contest (stops January 1st)
Keep advertising free baggage for all domestic flights during the
year
Post viral marketing video 6 months before the contest
Update the Delta Facebook & Twitter 6 months before the contest
Create pins for Delta representatives to wear 3 months before the
contest
Create third-party partnerships 3 months in advance so they can
host our ads
Post billboards and posters around airport a month before the
contest
Evaluate for a full year to see how well the campaign worked
(increased sales for our target audience, etc.)
12. EVALUATION
Objective:
Attract college
students and
others to Delta
by the free
baggage and
tickets going on
during months
March-May.
13. 3. Were all of your bags received at your destination?
SURVEY ____ Yes ____ No
4. Are you a college student between the ages of 18-24?
____ Yes ____ No
5. Which university do you attend?
After our travelers arrive back home, Delta sends out
a survey to evaluate their flight and trip. ________________
6. Did you win your tickets?
*Survey to travelers: ____ Yes ____ No
1. Was your flight on time? 7. Will you fly with Delta again within the next six months
to a year?
____ Yes ____ No _____ Minutes late
___ Yes ____ No
8. Did the free baggage play an important role in your
2. On a scale of 1-5, (1 being bad, 5 being great) travelling?
was the food acceptable? ___ Yes ____ No
Taste Temperature Quantity Selection 9. Will you refer a friend?
____ Yes ____ No
__ 1 __ 1 __ 1 __ 1 10. How was the flight team’s performance?
__ 2 __ 2 __ 2 __ 2 Attitude Helpfulness Persistency
__ 3 __ 3 __ 3 __ 3 __ 1 __ 1 __ 1
__ 2 __ 2 __ 2
__ 4 __ 4 __ 4 __ 4 __ 3 __ 3 __ 3
__ 5 __ 5 __ 5 __ 5 __ 4 __ 4 __ 4
__ 5 __ 5 __ 5
14. RESULTS
After the survey was sent out, 74% of travelers
took time out of their day to answer the
questions.
Results showed that 65% answered positively.
About 48% said they would fly again.
There was a 30% increase in travelers within the
year.
Approximately all travelers appreciated the free
baggage.
15. CUE DELTA MAN …
http://www.youtube.com/watch?v=j1PlH4V7Yrk