Brand Livery  September 2006 vs January 2009 Sarah Lynch, Brand Livery Manager, 22 nd  January 2009
highlights: September 2006 vs January 2009 <ul><li>easyJet  won the itm environmental icarus awards  2007 </li></ul><ul><l...
the Changes Outlined on Slide 2 have played a Significant part in the Uplift in   Brand Awareness   , for example   UK: Sp...
the Changes Outlined on Slide 2 have played a Significant part in  customer satisfaction , for example <ul><li>airport cus...
appendix 1:  increased the volume of airport branding by 50%, the standard by 90% Note: Branding scores are approximate an...
appendix 2: examples of NEW signage to support airport customer journey Note: There are many other ideas that will be impl...
appendix 3: development of in-flight magazine   <ul><li>2006 </li></ul><ul><li>Whilst some editions were strong and dynami...
appendix 4: in-flight entertainment, available on X GB aircraft <ul><li>Identified three key challenges to improve sales a...
appendix 5: environmental marketing (eg APD) Offline Date - Monday June 30 th  2008 Times Telegraph Guardian Independent F...
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Livery Changes Sept 2006 Vs Feb 2009

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Livery Changes Sept 2006 Vs Feb 2009

  1. 1. Brand Livery September 2006 vs January 2009 Sarah Lynch, Brand Livery Manager, 22 nd January 2009
  2. 2. highlights: September 2006 vs January 2009 <ul><li>easyJet won the itm environmental icarus awards 2007 </li></ul><ul><li>business passengers now account for over 20% of bookings </li></ul><ul><li>customer centric announcements </li></ul><ul><li>capacity to localise marketing PA’s on monthly basis </li></ul><ul><li>saved easyJet over £1 million by identifying potential issues and solving them logically </li></ul><ul><li>Positive feedback and buy-in from crew and customers “we are getting good”. </li></ul><ul><li>new routes featured have been extremely successful </li></ul><ul><li>customer satisfaction for magazine increased by 16% between September 2006 and February 2007 </li></ul><ul><li>18% more passengers take the magazine home , keeping easyJet top of mind </li></ul><ul><li>August 2007’s front cover won a gold design award </li></ul><ul><li>smaller size saves fuel costs </li></ul><ul><li>positive PR – recognised for “knowing the customer” </li></ul><ul><li>lead the way for further 2009 improvements </li></ul><ul><li>capacity to deliver some campaigns in one week </li></ul><ul><li>saved easyJet over £200,000 in signage costs through careful planning, analysis and decisions </li></ul><ul><li>increased the volume of airport signage by over 50% </li></ul><ul><ul><li>secured & delivered ‘free’ branding space at over 100 airports including Lyon & Gatwick. </li></ul></ul><ul><li>improved the standard by over 90% </li></ul><ul><ul><li>developed manual and introduced new signage. </li></ul></ul>Result <ul><li>improved process and standard of onboard PA’s </li></ul><ul><li>Localised onboard PA’s </li></ul><ul><li>new uniform distinctively easyJet </li></ul><ul><li>Staff uniform </li></ul><ul><li>provided a more flexible format to meet and exceed commercial objectives </li></ul><ul><li>improved customer satisfaction scores </li></ul><ul><li>developed brand personality by introducing guidelines so the easyJet in-flight magazine becomes an extension the easyJet brand personality </li></ul><ul><li>crew use destination guides as a customer service tool </li></ul><ul><li>size reduced from A4 to A5 </li></ul><ul><li>Improved value of in-flight magazine (see appendix 3) </li></ul><ul><li>increased awareness of easyJet as a more responsible and ethical airline </li></ul><ul><li>maximised sales and ROI </li></ul><ul><li>increased customer satisfaction </li></ul><ul><li>supported and developed easyJet brand </li></ul><ul><li>time to deliver campaigns dramatically reduced </li></ul><ul><li>more scope to plan campaigns/save cost </li></ul><ul><li>better customer support/service </li></ul><ul><li>easyJet brand developed </li></ul><ul><li>more consistent customer experience </li></ul><ul><li>more opportunities to support commercial objectives eg new products and services </li></ul><ul><li>flexible format </li></ul>Outcome <ul><li>Environmental marketing (see appendix 5) </li></ul><ul><li>Revamped in-flight entertainment (see appendix 4) </li></ul><ul><li>Introduced airport data base </li></ul><ul><li>Redesigned look and feel of airport signage (see appendices 1 & 2) </li></ul>Key change
  3. 3. the Changes Outlined on Slide 2 have played a Significant part in the Uplift in Brand Awareness , for example UK: Spontaneous 1 st mention awareness up 17% France: Spontaneous other mention awareness up 32% Germany: Prompted brand awareness up 13% Greece: Prompted brand awareness up 11% Italy: Spontaneous 1 st mention brand awareness up 100%
  4. 4. the Changes Outlined on Slide 2 have played a Significant part in customer satisfaction , for example <ul><li>airport customer satisfaction </li></ul><ul><li>the percentage of customers completely satisfied with easyJet at Gatwick airport increased by 10% from October 2007 to October 2008 – despite a new split terminal operation and an increasingly demanding customer mix </li></ul><ul><li>the percentage of customers completely satisfied with easyJet at Stansted rose by 13% from October 2007 to October 2008 </li></ul><ul><li>onboard customer satisfaction </li></ul><ul><li>as suggested by the pie chart, 85% of mystery shoppers rated the onboard experience as excellent July to September 2008 </li></ul>
  5. 5. appendix 1: increased the volume of airport branding by 50%, the standard by 90% Note: Branding scores are approximate and account for the bigger picture rather than minor changes. The standard of airport signage has been measured against adherence to the signage manual volume +14% standard + 44% volume +14% standard + 35% - branding/signage – bases 166 aircraft – increase of 66 (66%) 157 – increase of 57 (57%) 100 fleet Feb 09 April 08 Sept 06 volume +50% standard + 91% 109 airports – increase of 38 (54%) volume + 49% standard +90% - branding/signage – all airports 103 - increase of 31 (43%) 71 airports
  6. 6. appendix 2: examples of NEW signage to support airport customer journey Note: There are many other ideas that will be implemented in 2009 and have not been included on this slide. <ul><li>introduced posters to support key messages for timing and safety </li></ul><ul><li>commercialised baggage gauges by introducing baggage gauge inserts eg Speedy Boarding, online check-in </li></ul>Check-in <ul><li>introduced thank you for flying with us posters to thank customers for flying with easyJet - meaning that they like us more and think of us first when they book again </li></ul><ul><li>also used this poster as an opportunity to cross reference ancillary products </li></ul>Arrivals <ul><li>pioneered magnetic inserts eg to support the boarding process by setting customer expectations </li></ul>Departures <ul><li>commercialised content to support the customer experience and encourage sales </li></ul><ul><li>introduced flexible poster frames so messages are inter-changeable </li></ul><ul><li>introduced airport specific tag lines to increase brand tracking and bring easyJet at local airports to the heart of their communities </li></ul>Sales desk
  7. 7. appendix 3: development of in-flight magazine <ul><li>2006 </li></ul><ul><li>Whilst some editions were strong and dynamic, others were confused and did not represent the easyJet brand effectively </li></ul><ul><li>2008/9 </li></ul><ul><li>Positioned as part of the ‘easyJet family’ in terms of look and feel and substance </li></ul><ul><li>More route information </li></ul><ul><li>Clear calls to action </li></ul><ul><li>New links to other sections/comms </li></ul><ul><li>Brand guidelines developed and delivered for both content and advertising </li></ul><ul><li>To develop brand personality, emphasis placed on easyJet pillars and values </li></ul><ul><li>Customer centric content with more variety and fun </li></ul><ul><li>More airline stories and input eg crew and Gulliver bear features </li></ul><ul><li>Further improvements to be implemented in 2009 </li></ul>
  8. 8. appendix 4: in-flight entertainment, available on X GB aircraft <ul><li>Identified three key challenges to improve sales and ROI - then developed and delivered a plan to get round them </li></ul><ul><li>Costs </li></ul><ul><li>Reduced quoted costs by over 30% through careful and analysis and decision making </li></ul><ul><li>Minimised costs in loss making months by providing short content only </li></ul><ul><li>2) Content quality </li></ul><ul><li>Introduced stronger, newer, more customer focused films like the Hollywood blockbuster Mama Mia </li></ul><ul><li>Completely revamped the short content to include quirky programmes like Dr Who and Gavin and Stacey, apparently an airline first </li></ul><ul><li>Brought headsets, PA’s, screensavers and ads in line with the easyJet brand </li></ul><ul><li>Process </li></ul><ul><li>Improved crew and general comms </li></ul><ul><li>Worked with ancillary for crew incentives and bundles </li></ul><ul><li>Developed and streamlined other processes eg for storage </li></ul>
  9. 9. appendix 5: environmental marketing (eg APD) Offline Date - Monday June 30 th 2008 Times Telegraph Guardian Independent FT Seat back stickers live from April 2008

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