SVA Masters in Branding thesis: The TSA

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Challenge:

Develop a strategy around the return of respect to the Transportation Security Administration, identifying key problematic insights, and developing internal & external tactics.

Key Insights:

Since it's hastily inception in 2001, the TSA has dealt with multiple public relations issues, which has led to problems involving recruitment, retention, the respect of the American public, and support from the government. Furthermore, we identified a cycle of negative emotions that surround both the Airport and the TSA, causing headaches for everyone involved, and if kept unchecked, will poison the air travel industry. This is unfortunate for an organization that when developed, had over 1,000,000 applicants for just 50,000 jobs. And despite all of their problems, they have a 12 year track record, and constantly identify passengers attempting to sneak weapons and explosives on board planes. Their success rate has turned them into a global leader in airport security, yet the American public has a deep distrust and disrespect for the organization and it's employees.

Strategy:

Seeing that the TSA is an entity that will always exist, we proposed the TSA utilize a strategy that requires them to change behaviors internally and externally, with the goal of earning back the public respect that they had at their inception.

Positioning line:

Repositioned as vigilant, respectful defenders, the responsibility of the TSA is securing peace of mind.

Tactics:

Key to this strategy are the new tactics the TSA should embrace, including better messaging in airports, a redesigned bin organization system, bottles of water handed out at the end of the line, and messaging asking for user feedback. Internally, the employees must be stimulated through the tablet based brain training exercises, team-based reward systems, and a badge system similar to military medals, awarding for good service, good deeds, and successfully identifying threats.

Lastly, looking forward towards Futurism trends, the TSA can evolve into a well-groomed automated security system, utilizing pathogen sensors, behavioral recognition software, RF identification, and the continued use of a global threat detection system.

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SVA Masters in Branding thesis: The TSA

  1. 1. RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE Transportation Security Administration Wednesday, September 18, 13
  2. 2. 9/11 Wednesday, September 18, 13
  3. 3. Wednesday, September 18, 13
  4. 4. Wednesday, September 18, 13
  5. 5. Sources: http://www.tsa.gov/about-tsa/september-11-2001-and-tsa http://georgewbush-whitehouse.archives.gov/news/releases/2001/11/20011119-2.html Wednesday, September 18, 13
  6. 6. “Today,we take permanent and aggressive steps to improve the security of our airways.  The events of September the 11th were a call to action. And the Congress has now responded.” Sources: http://www.tsa.gov/about-tsa/september-11-2001-and-tsa http://georgewbush-whitehouse.archives.gov/news/releases/2001/11/20011119-2.html Wednesday, September 18, 13
  7. 7. heartfelt Wednesday, September 18, 13
  8. 8. Wednesday, September 18, 13
  9. 9. Wednesday, September 18, 13
  10. 10. Source: Interview with Lynn Dean, Senior Advisor, TSA Wednesday, September 18, 13
  11. 11. 1,000,000 Applicants Source: Interview with Lynn Dean, Senior Advisor, TSA Wednesday, September 18, 13
  12. 12. Wednesday, September 18, 13
  13. 13. There were problems. Wednesday, September 18, 13
  14. 14. Sources: Qualitative Interviews http://seattletimes.com/html/travel/2018827766_webtsa01.html http://www.humanevents.com/2011/09/12/tsa-creator-says-dismantle-privatize-the-agency/ Wednesday, September 18, 13
  15. 15. Sources: Qualitative Interviews http://seattletimes.com/html/travel/2018827766_webtsa01.html http://www.humanevents.com/2011/09/12/tsa-creator-says-dismantle-privatize-the-agency/ our civil liberties are compromised “I am not the enemy.” Wednesday, September 18, 13
  16. 16. STRUCTURE (POST DHS) Source: http://www.tsa.gov/stakeholders/ Wednesday, September 18, 13
  17. 17. STRUCTURE (POST DHS) MASS TRANSIT HIGHWAY TRANSPORATION SECURITY ADMINISTRATION MARITIME PIPELINE FREIGHT RAIL AVIATION Source: http://www.tsa.gov/stakeholders/ Wednesday, September 18, 13
  18. 18. a closer look Wednesday, September 18, 13
  19. 19. Theft Accusations Sources: http://abcnews.go.com/WNT/story?id=129658&page=1#.UdtKdD6G2xw http://blogs.villagevoice.com/runninscared/2010/11/tsa_recruiting.php http://seattletimes.com/html/travel/2018827766_webtsa01.html http://abcnews.go.com/Blotter/TSA/ http://travel.yahoo.com/blogs/compass/airport-luggage-thefts-reportedly-rise-tsa-012317876.html Wednesday, September 18, 13
  20. 20. Wednesday, September 18, 13
  21. 21. Intrusive Screening Sources: http://www.csmonitor.com/USA/2010/1117/Are-TSA-pat-downs-and-full-body-scans-unconstitutional http://www.youtube.com/watch?v=mIVO5QqldPg http://www.huffingtonpost.com/2013/05/29/ashley-jessica-tsa-video_n_3354522.html http://www.nytimes.com/2013/06/03/opinion/at-the-airport-scanner-or-pat-down.html http://www.nbcnews.com/id/40291856/ns/travel-news/t/tsa-pat-down-leaves-traveler-covered-urine/ Wednesday, September 18, 13
  22. 22. Wednesday, September 18, 13
  23. 23. Alleged Harassment Sources: http://flywithdignity.org/about/stories/ http://boingboing.net/2013/06/16/lax-tsa-officer-shames-my-15-y.html http://www.aisfor.org/another-reason-to-be-shameless-tsa-agent-shames-15-year-old-girl/ http://hotair.com/greenroom/archives/2012/07/10/tsa-agents-verbally-abuse-deaf-passenger-illegally-confiscate-bagged-candy/ Wednesday, September 18, 13
  24. 24. Wednesday, September 18, 13
  25. 25. “ Source: http://www.huffingtonpost.com/2012/05/02/rand-paul-tsa-groping_n_1470820.html Wednesday, September 18, 13
  26. 26. The American people shouldn’t be subjected to harassment, groping, and other public humiliation simply to board an airplane.” Rand Paul, R-KY “ Source: http://www.huffingtonpost.com/2012/05/02/rand-paul-tsa-groping_n_1470820.html Wednesday, September 18, 13
  27. 27. Sources: http://abcnews.go.com/WNT/story?id=129658&page=1#.UdtKdD6G2xw http://www.gadling.com/2010/11/04/tsa-looking-for-new-colleagues-at-gas-stations-promi/ http://www.forbes.com/sites/realspin/2012/02/29/the-tsa-is-coming-to-a-highway-near-you/2/ http://www.upi.com/Odd_News/2010/11/24/TSA-advertises-jobs-on-pizza-boxes/UPI-75441290631130/#ixzz2XSwnQWxw Wednesday, September 18, 13
  28. 28. Wednesday, September 18, 13
  29. 29. How do we cope? Wednesday, September 18, 13
  30. 30. Humor. Wednesday, September 18, 13
  31. 31. Source: Saturday Night Live Wednesday, September 18, 13
  32. 32. Source: Saturday Night Live Wednesday, September 18, 13
  33. 33. so what? Wednesday, September 18, 13
  34. 34. A TOXIC CYCLE Wednesday, September 18, 13
  35. 35. Stressful Experience A TOXIC CYCLE Wednesday, September 18, 13
  36. 36. Stressful Experience Incident Occurs A TOXIC CYCLE Wednesday, September 18, 13
  37. 37. Stressful Experience Incident Occurs Virality A TOXIC CYCLE Wednesday, September 18, 13
  38. 38. Stressful Experience Incident Occurs Virality Media Capitalizes A TOXIC CYCLE Wednesday, September 18, 13
  39. 39. Stressful Experience Incident Occurs Virality Media Capitalizes TSA Cannot Respond A TOXIC CYCLE Wednesday, September 18, 13
  40. 40. Stressful Experience Incident Occurs Virality Media Capitalizes TSA Develops Reputation TSA Cannot Respond A TOXIC CYCLE Wednesday, September 18, 13
  41. 41. Stressful Experience Incident Occurs Virality Negative Airport Expectations Media Capitalizes TSA Develops Reputation TSA Cannot Respond A TOXIC CYCLE Wednesday, September 18, 13
  42. 42. Stressful Experience Incident Occurs Virality Negative Airport Expectations Media Capitalizes TSA Develops Reputation TSA Cannot Respond A TOXIC CYCLE Wednesday, September 18, 13
  43. 43. Stressful Experience Incident Occurs Virality Negative Airport Expectations Media Capitalizes TSA Develops Reputation TSA Cannot Respond Public Disrespect TSA Disrespect Air Travel is Poisoned A TOXIC CYCLE Wednesday, September 18, 13
  44. 44. It is time to break the cycle. Wednesday, September 18, 13
  45. 45. GOAL Wednesday, September 18, 13
  46. 46. The TSA must reduce the friction on air travelers. GOAL Wednesday, September 18, 13
  47. 47. GOAL Wednesday, September 18, 13
  48. 48. GOAL The TSA must recruit, train and retain the very best talent. Wednesday, September 18, 13
  49. 49. Repositioning the TSA Wednesday, September 18, 13
  50. 50. vigilant CHARACTER Wednesday, September 18, 13
  51. 51. respectful CHARACTER Wednesday, September 18, 13
  52. 52. protector CHARACTER Wednesday, September 18, 13
  53. 53. The responsibility of the TSA is BRAND POSITIONING securing peace of mind. Wednesday, September 18, 13
  54. 54. Brand voice Logistics Communications Wednesday, September 18, 13
  55. 55. First phase Wednesday, September 18, 13
  56. 56. 1. Acknowledgement 2. Improvements First phase Wednesday, September 18, 13
  57. 57. Wednesday, September 18, 13
  58. 58. Wednesday, September 18, 13
  59. 59. Wednesday, September 18, 13
  60. 60. Wednesday, September 18, 13
  61. 61. Wednesday, September 18, 13
  62. 62. Wednesday, September 18, 13
  63. 63. Wednesday, September 18, 13
  64. 64. Wednesday, September 18, 13
  65. 65. Wednesday, September 18, 13
  66. 66. Wednesday, September 18, 13
  67. 67. Wednesday, September 18, 13
  68. 68. Wednesday, September 18, 13
  69. 69. Wednesday, September 18, 13
  70. 70. Wednesday, September 18, 13
  71. 71. Wednesday, September 18, 13
  72. 72. Wednesday, September 18, 13
  73. 73. Wednesday, September 18, 13
  74. 74. Wednesday, September 18, 13
  75. 75. Wednesday, September 18, 13
  76. 76. Wednesday, September 18, 13
  77. 77. The Future Wednesday, September 18, 13
  78. 78. Wednesday, September 18, 13
  79. 79. Pathogen detection sensors Moveable sidewalks Biometric sensors RF identification Threat detection system Wednesday, September 18, 13
  80. 80. Wednesday, September 18, 13
  81. 81. mutual respect = safety Wednesday, September 18, 13
  82. 82. RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE Wednesday, September 18, 13
  83. 83. RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE Thank you Wednesday, September 18, 13

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