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jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
jetBlue Media Plan
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jetBlue Media Plan

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ADV 375 Final Project - Media Plan for jetBlue

ADV 375 Final Project - Media Plan for jetBlue

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  • 1. JetBlue Media Plan Presented by: Kerry Chereskin Lauren Christopherson Stefan Tenev Steve Tomburinni David Hickey Tayler Carpenter
  • 2. Executive Summary - 3 SWOT Analysis • Marketing Objectives and Strategies - 4 • Competitive Considerations - 7 • Creative History of the Brand - 11 • Target Audience - 13 • Geographic Considerations - 16 • Timing and Purchase Cycle -18 • Questions about the Media Mix - 20 Creative Brief - 21 Marketing Objectives/Strategies • Target Audience and Media Mix - 29 • Reach and Frequency - 31 • Scheduling and Timing - 34 • Media Budget - 35 • Geography - 41 • Sales Promotion - 42 Appendix - 432 Table of Contents
  • 3. jetBlue is a low cost, high quality airline. It is Impact Creative Group’s goal to increase summer travel by 5% to all coastal and Caribbean destinations. To encourage metropolitan professionals to book vacations during the summer months, we will launch a campaign that will target Caucasian women ages 25-34. They will be college graduates with a household income of $75,000 or more. These women like to book trips online, prefer active vacations with many activities, and enjoy traveling abroad. Impact Creative Group will utilize the following media to reach our target audience: prime time television regional spots, consumer magazines, outdoor billboards in five major markets, Internet advertising and the use of social media. Our media flight plan will pulse two months before heavy travel and vacationing to reach a frequency of 10 times a month while maintaining a constant frequency of at least 5 during months of high travel. Advertising will primarily occur January through April, so we can successfully reach metropolitan women before they book their summer vacations.3 Executive Summary
  • 4. Marketing Objectives and Strategies • Analyze the four P’s of Marketing: o Product: jetBlue’s fleet of about 140 aircraft consists mainly of Airbus A320s but also includes Embraer 190s o Price: jetBlue keeps their fares low and quality of travel high o Place: jetBlue flies to about 55 cities in more than 20 states. Also travel to Mexico, Colombia, and the Caribbean. Most flights depart from Boston, Orlando, Fort Lauderdale FL, Long Beach California, and New York o Promotion: to promote brand awareness, jetBlue engages in large multi-market programs, along with many local events and sponsorships. All of these marketing initiatives complement jetBlue’s strong word- of-mouth channel.  The most recent promotion was Taylor Swift jetBlue Terminal at JFK playing on a stage inside the jetBlue terminal at Kennedy International Airport. Taylor Swift’s popularity will draw attention to jetBlue, and the airline will promote Ms. Swift’s album for at least two months on its in-flight entertainment network.4 SWOT Analysis
  • 5. Marketing Objectives and Strategies Method used to sell? What advertising mediums have been The website is the main method used used in the past? to sell plane tickets. With the increase jetBlue uses social media such as Twitter to in internet use over the years, announce deals and updates, as well as a passengers are buying their boarding medium for responding to travelers’ passes online. concerns. They also use newspaper, magazines, television, radio, internet, and What is current awareness for the outdoor billboards. brand? jetBlue engages in large multi-market programs, along with many local events and sponsorships, including Where is the brand in the product life “Live From T5” program, which began last summer with low-profile artists and cycle? also a few big name artists, such as Introductory and Growth Stage Taylor Swift. Product quality is maintained and additional features may be added. What is the breakdown of sales Pricing low penetration to build market share geographically? Mostly national- in 50 cities in more Distribution selective until consumers show than 25 states, and also internationally acceptance of the product in Mexico and the Caribbean. (See Promotion aimed at innovators and early Geographic considerations below) adopters, seeks to build product awareness and educate potential consumers about the product5
  • 6. CURRENT GOALS: Beginning next calendar year, management’s goal is to increase vacation passenger seat miles by 5% between the following destinations: • Boston & Cancún • Salt Lake City & St. Maarten • Phoenix & Jacksonville • Chicago & Bermuda • Buffalo, NY & San Francisco • Baltimore & Aruba • Charlotte & Bermuda • Burbank & Fort Lauderdale • Raleigh & Phoenix • Seattle & Sarasota • New York City (JFK) & Las Vegas • New York & Costa Rica • Syracuse & Barbados • San Jose, Ca & Cancún • New York City (JFK) & Barbados • Pittsburg & Montego Bay • Portland, ME & Nassau • Sacramento & Santiago • Burlington & Orlando • Raleigh & Long Beach CA • Rochester & Jacksonville6
  • 7. Competitive Considerations • jetBlue’s competitors include traditional, network airlines, low-cost airlines, and regional airlines. • Competitors include: – AMR Corporation – Delta Airlines, Inc. – Southwest Airlines Co. – US Airways Group, Inc. – UAL Corporation – Alaska Air Group, Inc. – Sky West, Inc. • The airline industry is highly competitive. The factors in which these airlines compete in are: fares, customer service, routes served, safety record and reputation, in-flight entertainment, and frequent flyer programs. All competitors have similar advanced technologies such as ticket-less travel, and website bookings. • “jetBlue differentiates itself from the other airline companies by its low fares made possible by low distribution and operating costs - largely due to the fact that it has the youngest fleet in all domestic airlines” (wikinvest). Offering high customer service, jetBlue offers travelers affordable point-to-point flights. SWOT Analysis7
  • 8. Figure 28
  • 9. jetBlue Market Share • Figure 1 (left), highlights 2010 Top 10 U.S. Airlines Market Share based on Revenue Passenger Miles according to wikinvest. • Currently American Airlines and Southwest hold the largest share of the airline market with 13.8% • The airline industry is characterized by “intense price competition” that allows companies to differentiate themselves from one another. However, due to the recent global economic decline, demand for air travel has declined exponentially. Because of this traveler decline, companies have had to reduce aircraft, flights and employees. It is still uncertain on the future of the air industry and whether carriers will increase or reduce capacity. • Figure 2 (next page) shows the total advertising dollars each airliner spends. According to the Kantar competitive data, Southwest spends $185,673,200, which give Figure 1 them a 44% SOV in total advertising dollars spent. • See Appendix A and B for the breakdown of “Airline Advertising by Medium” and “Airline Advertising by Month”.9
  • 10. jetBlue Competitors • Southwest – The largest domestic carrier by total passengers, Southwest maintains low operating expenses which has allowed the company an estimated “$1.1 billion in fuel costs”. Current promotional campaigns include: • “Bags fly free” • “Starting at $59 one-way” • Delta Air – The second largest passenger airline in the world by available seat miles, Delta Airlines has faced financial problems associated with price competition from discount airliners. In order to compete with discount airliners (such as jetBlue and Southwest), Delta Air has promotions such as: • “Delta SkyMiles • “Last minute fares” • United & Continental Merger – With a current market share of 10.4%, United Air spends approximately $4,218,200 on advertising. Trying to compete with discount airliners as well, United promotions include: • “Mileage Plus” • The current trend amongst the airline industry is a shift to mobile ads and applications. Southwest, American, Alaskan, and Delta Air have designed iPhone applications that allow users to make future travel plans, keep track of current travel plans, or alter travel plans on the go.10
  • 11. Creative History of the Brand How is jetBlue positioned? • jetBlue is positioned as a low cost passenger airline that provides high quality customer service at low fares, primarily on point-to-point routes. jetBlue is recognized for their superior service and Customer Bill of Rights - a document that ensures their commitment to consumers and dedication to bringing humanity back to air travel. The airline delivers a premium product to a higher class of people who don’t want to pay sky-high prices for travel. jetBlue focuses on secondary airports away from the main hubs. They have invented the most creative triple threat: economy, comfort and customer consideration. Large airline carriers are often indifferent and make passengers feel like just a number, while jetBlue caters to every individual’s needs. Expectations for large airlines are typically low, but jetBlue prides themselves on creating higher expectations for their passengers. Is Air Travel a High or Low Purchase Decision? • Air travel is a high involvement service that requires a thoughtful purchase decision. Consumers research competitor’s products, prices, and promotions. Consumers generally do not travel everyday, so they carefully consider their purchase decision before booking a flight. How, When and Where is the product used and consumed? • Consumers purchase airline tickets to travel to their desired destinations. jetBlue offers one class service to more than 55 cities. The majority of flights arrive and depart from Boston, Orlando, Ft. Lauderdale, Long Beach California and New York City. Tickets are booked primarily through online websites, airport ticketing agents and travel agents. During the spring and summer months, business travel decreases by 10% and vacation air travel increases by 30%. The holidays are another frequent time of travel and a new key focus for jetBlue’s marketing strategies. SWOT Analysis11
  • 12. jetBlue: Happy Jetting • jetBlue’s customers typically feel satisfied with the services offered and appreciate jetBlue’s commitment to customer service. Their motto, “Happy Jetting” and “We Love to Smile” demonstrates the friendly and welcoming nature of the jetBlue brand. • Consumers have also had a positive response to the amenities offered by jetBlue – Dunkin Donuts Coffee – Most Legroom in Coach – Lush, Leather Seats – DirectTV – Free Satellite Radio – First Run Movies – Content from New York Times, Broadway Channel – Wireless Internet On-Board SWOT Analysis12
  • 13. jetBlue: “You Above All” • jetBlue’s current slogan is “You Above All.” This demonstrates the brand’s commitment to putting their consumers first. The tagline was founded on the company’s mission to bring humanity back to travel. • The campaign was founded by Mullen Media agency in Boston. jetBlue’s campaign utilized a comprehensive media mix that included: in-flight advertising, print, outdoor, social media and offbeat video clips that ran on Hulu, VeVo, and YouTube. New technologies were also embraced through the use of “Monster Media” in Boston, Los Angeles, and New York City. These interactive billboards respond to the motion of consumers passing by them to create an animated experience. • Impact Creative Group will keep these strategies in mind and develop a campaign that will better reach our target audience and successfully increase jetBlue’s summer travel by 5%. SWOT Analysis13
  • 14. Target Audience Demographics Our Target… Markets with high travel business and personal: • Baltimore, MD • Boston, MA-NH • Anchorage, AK • Chicago, IL • Honolulu, HI • Los Angeles, CA • New York, NY • San Francisco, CA • Washington, DC-MD Women vs. Men using low price carriers • Women: 54.6% • Men: 45.5% …young female professionals Men are 4:1 compared to women in business travel. Women have a higher rate of personal travel (57.1%). Two Largest Working Demographics: 1. Professional and Related Occupations 2. Sales and Office Occupations Professionals are also the largest demo for the heavy business travel followed by management business. Management is the largest demographic for Heavy Business Travel. Management is also used to flying with traditional airline carriers. Professionals are the largest low-price demo. SWOT Analysis Our model consumer: married, woman, age 25-34, professional, white, kids, owns a home, HHI>100k14
  • 15. Target Audience: PsychographicsPsychographics according to MRI crosstabs:•Book trips online (183)•Prefer active vacations with lots to do (146)•Travel with self or small group (140)•Prefer to travel to places theyve never been (119)•Vacation abroad and/or Caribbean (215)•Opinion leaders (205)•Heavy readers of fashion, entertainment and travel magazines (176)Our target audience’s primary VALS type is innovator.Their secondary VALS type is achiever.Innovators are successful, sophisticated, take-charge people with high self esteem.They are active consumers and receptive to new innovations and technology.Their purchase habits reflect their tastes for upscale niche products and services.Status and power are important to innovators, but they prefer to also highlight theirinterests and personality in all they do. Innovators are cultured and enjoy the finerthings in life.Achievers are motivated by their desire for achievement. They are goal-orientedand have a large commitment to their careers and families. They value SWOT Analysispredictability, stability and intimacy. Achievers are likely to purchase prestigeproducts that they can count on and show off to their peers.15
  • 16. Geographic Considerations • JetBlue is a regional brand that operates in roughly 55 cities, more than 20 states and several international destinations including Mexico, Columbia, the Caribbean, Puerto Rico, Bahamas and the Dominican Republic. There are five key markets that jetBlue focuses on: Boston; Orlando and Fort Lauderdale, Florida; Long Beach, California; and New York. Considering the fact that the majority of our flights arrive and depart from these five key markets, we are proposing that our campaign focus on these locations. Since we operate in multiple markets scattered around the United States, we jetBlue travel destinations believe a regional campaign would be most successful to all of our target markets. If we do national campaign we might not be able to reach our five key markets as strongly as we hope. In this case we will lose money and prospective customers. SWOT Analysis16
  • 17. Geographic Considerations There are several cities that need special attention based on CDI of 110 and above in the Personal/ Vacation Trips by Plane, 3+ market: This table with high CDI`s includes some of our key target markets such as Boston 135 CDI, Miami – Ft. Lauderdale 114 CDI and New York .151 CDI SWOT Analysis17
  • 18. Timing and Purchase Cycle • jetBlue was launched in 1999, making it roughly 11 years old. Instead of re-launching the brand, we are kicking off jetBlue’s campaign with heavy advertising and promotional events to bring brand recognition and awareness to jetBlue consumers. • Life cycle is relevant for jetBlue. Right now, it is borderline between the introductory and growth stages, meaning that it is still growing and gaining recognition. If jetBlue was in the declining stage, serious rebranding and a re-launch would be critical. • jetBlue is trying to increase vacation passengers by 5% and one way to do this could be to create a niche time to make themselves known. Since our target demographic tends to plan ahead, jetBlue will start off the calendar year with heavy advertising until April, then remain at a constant level of advertising until September, which will involve heavy advertising to instill brand recall and recognition. For October through December, advertising will remain at a steady constant, to ensure jetBlue maintains market share. • Airfare is a high-involvement purchase decision, usually involving cross-fare comparisons, trying to find the least expensive and stressful itinerary. It is purchased often during primary travel seasons and periodically throughout the year. Since jetBlue wants to increase vacation travel, an offensive strategy at least six months before Summer should be implemented with frequency being at an all-time high between January and April, and sporadically in September. SWOT Analysis18
  • 19. Timing and Purchase Cycle Continued… • The optimal time to advertise would be Monday through Thursday during primetime television (8p.m. to 10p.m.) • Budget for the jetBlue campaign was planned using the previous year’s budget. For the 2011 fiscal year, we appropriated a $26 million budget to a media plan that we thought best paralleled jetBlue’s previous success and would increase jetBlue’s brand awareness and recall. • Holidays are a critical component of jetBlue’s vacation travel. Aside from summer, holidays are the second best time for people to vacation. Advertising will have to start off heavy at the beginning of the year and constantly promote vacation and holiday specials and packages to increase their vacation travel by 5%. • Climate is not that much of a factor for jetBlue, considering everyone likes a vacation every now and then. We will specifically target the coastal regions to increase travel to and from these areas, since they have been in a slight decline since 2007. Capacity Distribution Year 2009 2008 2007 Courtesy of East Coast–Western U.S. 34.7% 41.5% 47.4% Northeast–Florida 32.8 % 33.9% 31.8% jetBlue’s 2009 Medium–haul. 3.5% 3.0% 2.8% Annual Report Short–haul . 7.7% 7.6% 7.4% Caribbean, Including Puerto Rico 21.3% 14.0% 10.6% SWOT Analysis19
  • 20. Questions About the Media Mix• jetBlue will advertise in media that match the lifestyles of our target demographic. Young, female professionals will connect with print, television and online marketing techniques that we will promote. Instead of trying to outspend the competition, we will advertise heavily in months where larger airlines are not dominating the market. We will use graphic visuals with little text that varies upon a centralized theme: the comfort and quality of jetBlue’s airfare. Taglines focused on the female consumer will engage the audience and make jetBlue top of mind when they are purchasing airfare- a high involvement purchase decision that involves much thought and consideration. Our creative concept, centered upon the idea of women desiring comfort and luxury, can be used consistently in all media types. SWOT Analysis
  • 21. Communication Objective: – To appeal to our target audience of young female professionals. – Encouraging women ages 25-34 to travel more in the summer months. – Increase vacation travel by 5% over the next year. Creative Strategy and Brand Position: The strategy of the campaign is to position jetBlue as a stylish, low cost travel carrier that provides an escape for the metropolitan professional by targeting five regional areas to vacation to the Caribbean and coastal destinations. Promise: To provide every passenger with an affordable, luxurious in-flight experience Benefits: superior customer service,low-cost airfare, easy and comfortable travel experience, non-traditional amenities Tone: Fun, playful, professional, stylish Tag Line: “You don’t have to sacrifice a new wardrobe for comfort”21 Creative Brief SWOT Analysis
  • 22. Sample Advertisement22
  • 23. Sample Advertisement SWOT Analysis23
  • 24. Sample Advertisement SWOT Analysis24
  • 25. Sample Advertisement SWOT Analysis25
  • 26. Sample Advertisement SWOT Analysis26
  • 27. Sample Commercial SWOT Analysis27
  • 28. Sample Billboard28
  • 29. Target Audience and Media MixObjective: To target people in the following demographic:                    -White/Caucasian women, ages 25-34                    -College graduates; working professionals                    -Married or single with no children                    -Household Income of $75,000+Strategy:  According to MRI data, the following mediums are best suited to reach jetBluestarget audience o Prime Time Television  Law and Order (MRI Index 104)  Desperate Housewives (140)  Today Show (137)  Greys Anatomy (121) o Consumer Magazines  People (128)  InStyle (201)  Conde Nast Traveler (255)29 Media Objectives and Strategies
  • 30. Target Audience & Media Mix Continued… o Outdoor  Billboards in five major markets (Boston, Orlando, Ft. Lauderdale, Long Beach, New York City) o Online  Integrated social media campaign  Improve SEO (Search Engine Optimization) o Mobile  Target female consumer with monthly mobile updates on jetBlues deals and promotions  Create FourSquare app that allows travelers to "check- in" mid flight    Key insight into our target demorgraphic have led Impact Group tobelieve these mediums would be best suited to carry the jetBluemessage and hit our key demorgrpahic with the highest level offrequency, and relevancy. MRI data identifies woman as having ahigh propensity for personal travel. Further research shows that thesemediums would be receptive to an increase in advertising spendingby jetBlue. Impact Group believes that advertising in this channels willhelp increase the sales revenue for jetBlue in the coming year by 5%or more. SWOT Analysis30
  • 31. Reach and Frequency • Objective: We plan to reach 70% of jetBlue’s target market with a constant frequency of 3.5 and an increased frequency during periods of high vacation travel. • Strategy: By executing a pulsing ad campaign at the beginning of the year we expect to achieve an average frequency of 85% from January through April. With a frequency of 10 for the remainder of the year, we expect that our campaign will achieve a 60% reach level, and will achieve a minimum frequency level of 3.5. It is possible that our reach and frequency could spike in September with our additional ad expenditures to hit 65% reach and 4.5 frequency. SWOT Analysis31
  • 32. Reach and Frequency Charts SWOT Analysis32
  • 33. Ostrow’s Model SWOT Analysis33
  • 34. Scheduling and Timing • Objective: We plan to advertise heavily from January through April in order to reach our target audience before they book their summer vacations. • Strategy: Our advertising schedule will pulse during months of high travel. Working women will want to plan their vacations months ahead, therefore advertising from January through April will give these women ample time to plan for their summer travels. The start of a new year will also give young working professionals a new budget that will allow our target demographic to book airfare to their vacation destinations. jetBlue’s competitors are also not advertising heavily during these months, allowing us to market jetBlue’s brand successfully. SWOT Analysis34
  • 35. Media BudgetThe media budget allocated for jetBlue will Januaryconsist of $26 million to spend on a We will start our campaign by establishing jetBlue’s SOV at 10% through theregional campaign in the 5 target markets allocations of the budgets as follows:we have identified as the core of thejetBlue clientele. Our campaign will – Television $3,150,000consist of a pulsing media flight during the – Print $1,000,000beginning of the year and will maintain a – Outdoor $200,000constant jetBlue presence online, outdoor, – Online $100,000and with our new mobile campaign. Our – Mobile $50,000online advertising campaign will parrotSouthwest Airline’s online strategy of In January we will be kicking off ourappropriating 4% of our yearly ad budget campaign with a themed “Sex and the City” event along with a promotionalfor online advertising. Additionally, our event at jetBlue’s main headquarters atoutdoor campaign will consist of JFK International Airport. This will be kickingpurchasing 100 30-boards in our 5 target off a promotional campaign that we willmarkets at roughly $2000 per be implementing for jetBlue for the rest of the year.board/month. For the rest of the year, wewill spend $100,000 for 50 boards tomaintain consumer awareness in ourmarkets (top-of-mind awareness). SWOT Analysis35
  • 36. Media Budget Continued… February MarchOur campaign will reach a our our campaign will surge, competing with all of our major competitors, reaching aprojected maximum SOV of 20% with projected 8% SOV in a month generallythe following allocations: dominated by companies such as - Television $4,000,000 Southwest and Continental. Traditionally, - Print $863,000 these competitors have increased their budgets in other media outlets, so we - Outdoor $200,000 propose the advertising in the following - Online $87,000 channels: - Mobile $50,000 – Television $2,500,000 – Print $2,500,000During this month, our main competitor – Outdoor $200,000Southwest Airlines will be decreasing – Online $150,000the amount of money they spend on – Mobile $50,000their national television campaign. In In March jetBlue will throw a sponsored concert for the popular musical grouporder to break through the noise and to Maroon 5. The concert will be held Boston-reach the maximum amount of Logan International Airport, one ofpotential customers, we propose jetBlue’s major hubs.jetBlue to increase their budget forprimetime television spots to $4 million. SWOT Analysis36
  • 37. Media Budget Continued… AprilWe plan on using outdoor advertising to reach our targetaudience. Our competitors do not focus on outdoor andthis is the medium that we feel is appropriate to give jetBluethe competitive edge going into the top vacation months.Also in April, we propose the launch of a new smartphoneapp that will allow travelers to “check-in” mid flight to letfriends and family know where they are in their trip. We willsend current/prospective customers a SMS that enablesthem to download the new app for free. A flashmob willtake place in Miami International Airport in hopes toenhance brand recognition and recall for our targetaudience right before the vacation travel season. The following is the proposed allocations and their outlets: - Television $3,113,000 - Print $800,000 - Outdoor $400,000 - Online $87,000 - Mobile $100,000 SWOT Analysis37
  • 38. Media Budget Continued… May – August jetBlue will take a defensive advertising approach with just enough emphasis on our campaign to maintain our share of voice by having our rates be at a constant. With our competitors spending at high rates during these months, a defensive approach will allow us to maintain one last push for the beginning of the holiday seasons. The allocated budgets for the following mediums are: - Television $0 - Print $0 - Outdoor $100,000 - Online $87,000 - Mobile $50,000 SWOT Analysis38
  • 39. Media Budget Continued… September October - DecemberjetBlue will spend most of its budget on print once again jetBlue will be at the defense,magazines. Our target consumer, being 25-34 maintaining a constant allocated advertisingyear old females, will be interested in fashion. budget. Southwest is at a spending high in these three months. The following constant budget willIn September, Condé Nast and Hearst be allocated to the following channels:Corporation, the owners of high fashion – Television $0magazines such as Vogue and Harpers – Print $0Bazaar, release their issue with new trends and – Outdoor $100,000styles that have high readership and – Online $87,000circulation. We have allocated $1.5 million to – Mobile $50,000spend on ads in these magazines to promotebrand awareness. The following allocatedbudget will be appropriated to the correctmediums. -Television $0 -Print $1,500,000 -Outdoor $100,000 -Online $87,000 -Mobile $50,000September will also mark the final “Sex andthe City” themed promotional event. SWOT Analysis39
  • 40. 40
  • 41. Geography • Objective: It is our goal to increase jetBlue’s coastal and Caribbean travel by 5%. • Strategy: We will target the following key markets with a new advertising campaign: – Boston: Logan International Airport- 11,531,788 passengers per year – Orlando International Airport- 16,705,633 passengers per year – Los Angeles International - 21,477,231 passengers per year – New York La Guardia- 11,514,609 passengers per year – New York JFK Airport- 12,742, 779 passengers per year • We will be targeting all of the 62,461,650 passengers that go through these airports every year. Advertising in these key markets will enable us to reach nearly 14 percent of total airline passengers in the United States. By implementing advertising strategies amongst these markets, we will drive sales of jetBlue tickets to the Caribbean and coastal destinations by 5% in the next year.41 41
  • 42. Sales Promotion • Objective: We will increase top-of-mind awareness of the jetBlue brand amongst consumers. Our campaign will make our primary target audience of young female professionals feel independent and sophisticated. • Strategy: We will implement the following sales promotions and events: – Flash mob in Miami International Airport – Sponsorship of Television Programming (I.e. The Amazing Race) – Host special events inside of major airports – Develop a jetBlue travel iPhone application – Offer coupons and specials through social media – Product placement in movies focused on travel – Spokesperson: the face of jetBlue • Select a strong, successful working woman as the face of the campaign – Host a jetBlue event/party that has a “Sex and the City” like theme • Attract our young, female demographic and appeal to their desire for luxury and sophistication • We will host two events in New York and Florida beginning in January • At the event we will offer special jetBlue promotions and giveaways to create a positive brand image in the minds of our consumers SWOT Analysis42
  • 43. 43 SWOT Appendix A Analysis
  • 44. 44 Appendix B
  • 45. 45 Appendix C45
  • 46. www.wikiinvest.com/jetblue www.jetblue.com http://www.strategicbusinessinsights.com/vals/presurvey.shtml http://www.people.com/people/static/mediakit/main.html http://www.people.com/people/static/mediakit/pdfs/demographics/audience/ audience_profiles_women.pdf http://www.instyle.com/instyle/static/advertising/mediakit/instyle/mri.html http://investor.jetblue.com/phoenix.zhtml?c=131045&p=irol- newsArticle&ID=1482885&highlight= http://www.mullen.com/2010/10/you-above-all-mullens-first-for-jetblue/ http://www.quickmba.com/marketing/product/lifecycle/46 Works Referenced SWOT Analysis

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