1. Operation Air Support
The Dunkin’ Doughnuts
Chris Lewis
Lauren Sarama
Adriana Richards
Josh Lyon
Laney Lewis

2. Purpose
The purpose of this presentation is to
introduce our cause-related marketing
program and describe how it aligns with
the corporate image of Delta to benefit
the brand through positive public
perception.

3. Overview of Delta
Brand’s Overall Performance:
•
•
Operating revenues: $36.67 billion
o 4.25% sales growth
Industry leader in ancillary revenue dollars
o $814.3 million added to bottomline (2011)
Market Position:
•
•
2011: 163.8 million passengers - 22.4% market
share
A “Big 4” Legacy Carrier (one of the airlines
operating prior to deregulation)

4. Overview of Delta
SWOT Analysis
Strengths:
• Brand recognition and longevity
• Airline staff is trained and experienced
• Different levels of services
Weaknesses:
• No differentiation between “Big 4”
• Not perceived as a good value among
casual flyers
• Low customer satisfaction

5. Brand Perception Map

6. Overview of Delta
SWOT Analysis
Opportunities:
•
•
•
Expansion to new destinations
Fuel efficiency (vertical integration)
Technological advancements
o Newer planes
Threats:
•
•
•
•
Southwest and other low-cost carriers
Volatile fuel prices
Global political climate
Quicker innovation from competitors

7. Overview of Delta
Past Growth Trends:
•
Net Income and % Increase
Range of Offerings:
•
•
•
•
Commercial flights
Skymiles
Hotel booking
Various airport amenities (Sky Club)

8. Overview of Delta
Core Equities in the Marketplace:
•
•
•
Superior online experience
o First airline to allow flyers to book their
tickets through Facebook
Travels to a greater number of
destinations more frequently than other
airlines
Innovative, streamlined boarding process
o Self-service turnstile

9. Past Advertising Campaign
Slogans
1974: Delta is My Airline
1980: Airlines Are the Same. Only People Make the
DIfference
1984: Delta is Ready When You Are
1984: Delta Gets You There
1987: We Love to Fly and It Shows
1992: Ready When You Are
1994: You’ll Love the Way We Fly
1997: On Top of the World
2005: Good Goes Around

10. Past Advertising Campaign

11. Present Advertising Campaign
Current Slogan: Keep Climbing

12. June 7th, 2011 Incident

13. Operation Air Support
Objectives:
•
•
•
•
•
Improve brand image
Develop closer relationship with current and
potential customers
Reduce negative public opinions
Better relations with military/government
Increase profits

14. Operation Air Support
Campaign
To show support for U.S. troops and their
families, Delta will partner with the USO
to provide 100 families of active military
members with a first class flight and
hotel, if needed, to visit their extended
family for the holidays.

15. Cause Partner:
United Service Organization
History:
•
•
Established in 1941 by President FDR
Nonprofit, nonpolitical organization whose
mission is to “lift the spirits of America’s troops
and their families”
Fit with Delta’s Brand Equity:
•
•
Both organizations are in the business of
customer service.
Both are continuously looking for ways to evolve
in order to meet the ever-changing needs of
their target markets

16. Cause Partner: USO
Strength in Program Area:
•
“Offers a variety of programs and services to
support the morale, welfare, social and
entertainment needs of troops and their families,
free of charge.”
Uniqueness of Partner:
•
•
The USO is the only nonprofit military support
organization that is congressionally chartered
Recognized by the Department of Defense,
Congress, and the President of the United States
Benefits:
•
•
Provides funds
Positive publicity

17. Meeting Objectives
•
Working directly with the USO will show
our value in military personnel.
o This will improve our public image as well as the
opinion of Delta Airlines by military members
and their families, specifically.
• Documenting this service will highlight
Delta’s commitment to customer service
and strengthen the brand’s bond to
current and potential customers

18. Plan for Execution
Vehicles:
•
•
•
www.delta.com/operationairsupport
TV commercial
#OperationAirSupport
Tactics:
•
Illustrate support for troops and their families
through commercials that showcase the
treatment they receive during this campaign
with minimal Delta branding

19. Plan for Execution
Content:
•
•
•
•
Commercials will urge viewers to send in a
reason why a family should receive the special
treatment by self submission or nomination by
friends or family.
Select 100 families during each holiday ad
campaign.
Treat these families to a free flight to visit
extended family and a hotel if requested.
Create more commercials that showcase the
experience

20. Metrics
Key Performance Indicators:
•
•
Positive publicity in the press
Increase in profits
Tracking Results:
•
•
•
Hashtag activity
Video views
Click-through rates

21. Conclusion
We believe that Operation Air Support
will generate goodwill with the
community, develop closer relationships
with customers, and allow Delta to be
seen in a positive light to improve their
brand image.

22. Works Cited
“Delta Airlines Inc.” DAL Annual Income Statement.
The Wall Street Journal, 2013. Web. 13 Nov. 13.
Mintel. “Airlines-US-August 2012.” 2012. Mintel.
University of Georgia Library, Athens, GA.
13 Nov. 13. http://academic.mintel.com.proxyremote.galib.uga.edu/display/590662/?highlight=tru
e
“The Organization.” United Services Organization.
N.p., n.d. Web. 13 Nov. 2013.
<http://www.uso.org/the-organization.aspx>