Upwards and Onwards with Your Health Marketing Campaign
1. “Upwards & Onwards with Your Health”
A Marketing Campaign for
Intern Marketing Team Presents:The
2. Mission Statement:
To increase the Delta employee
awareness and engagement with the
platform in order to improve their
overall health and wellness, thereby
cutting health care costs incurred by
Delta Airlines.
3. Selected due to our
academic
accomplishments and
proven creativity,
Sharecare’s Intern
Marketing team
possess the critical
thinking capacity and
outside-the-box
mindset necessary in
order to develop and
execute engaging and
ambitious marketing
campaigns.
TheTeam Marketing Intern
Columbia University ‘16
Film Studies Major
Marketing Intern
University of Georgia ‘18
Advertising Major
5. Executive Summary
Delta Air Lines, the largest commercial airline carrier in the United States, employs over 80,000
employees world-wide, who require access to health care despite their jet-setting lifestyles. As a result,
Delta’s self-insurance plan is quite a financial burden. Adopting Sharecare's platform in an effort to cut
claims and premiums costs can only be effective if employees are aware about the platform, engage
with it, and, most importantly, re-engage. The ultimate goal for this campaign is for Delta Air Lines
employees to incorporate health and wellness into their lifestyles via Sharecare's platform.
The campaign is broken into three major parts. The first being to raise awareness about the platform
and all of its tools, content, and features with the objectives of a 40% opt-in rate the first year, of which
75% register for the RealAge Test, and 60% of those who register complete the RealAge Test.
Secondly, to ensure engagement with the platform with the objectives to receive 75% participation in
wellness challenges from RealAge Test-completers, 50% of these RealAge Test-completers
downloading the Sharecare app, an average of 3 green days per week per employee the download the
app, and 500 “Sharing Care” nominations total. Finally, to ensure continued engagement with the
platform with the objectives to have 60% of all registered employees uploading content and an average
RealAge Test reduction of 1 year per RealAge Test completed by the end of the year.
6. Executive Summary
Employees of Delta Air Lines are involved in numerous disciplines. 26.2% are passenger handlers,
24.1% are flight attendants, 13.8% are pilots, and 10.6% are involved in maintenance. Focusing on
these disciplines captures approximately 75% of Delta Air Lines employees. The concept of our
campaign aims to revitalize the spirits of Delta’s employees with the optimistic and aviation-inspired
tagline: “Up and Onwards with your health!” Finally, Delta Air Lines employees have a convenient way
to manage their health and wellness while traveling, despite the strenuous demands of their taxing jobs.
This campaign will inspire Delta Air Lines’ employees to become active in their health by offering them
to tools to understand their current level of wellness. Through setting personal goals and engaging in
competitions, Delta Air Lines employees will find the motivation to live a healthy lifestyle no matter
where they fly in life.
8. Originally established as an aerial crop dusting
operation in 1924 in the Mississippi Delta. Delta
Air Lines has grown into a major American airline
whose headquarters and largest hub is in
Hartsfield-Jackson Atlanta International Airport.
Delta Air Lines serves 180 million customers
annually, offering service to 337 destinations in
62 countries on 6 continents. To operate a fleet of
more than 800 aircraft, Delta employs nearly
80,000 employees worldwide.
10. Delta Air Lines Employee Demographics
Situational Analysis
Delta Air Lines
Employee Breakdown
12%
13%
14%
24%
11%
26%
Passenger Handling
Maintenance
Flight Attendants
General Management
Other
Cargo Handlers, Record Keeping, Instructors, Sales, General Air Craft & Traffic, Aircraft Control
11. Delta’s
Expenditures on Healthcare
Growing Costs
In 2014, Delta noted that their
healthcare costs would rise by an
approximate $100 million dollars due
to the Affordable Care Act:
• Around $10 million due to the “re-
insurance fee” (an annual $63 fee
per patient)
• Around $14 million due to the
legislations “individual mandate"
• Around $14 million dollars due to
the coverage of "adult children”
under the age of 26
• Higher Premiums all around
Self-Insured
Delta Air Lines currently offers a self-
insured healthcare plan for its
employees, which means that Delta
covers all claims costs altogether.
In 2015 Delta spent over $600 million
on healthcare claims, covering 80% of
costs.
Bottom Line:
In 2015, Delta’s health care costs rose another
$50 million.
Delta needs sustained engagement from
employees in order to cut healthcare costs.
Situational Analysis
12. Delta’s Previous Healthcare Platforms
Situational Analysis
MyUHC
MyUHC is an online portal that allows
Delta employees (who use
UnitedHealthcare’s network of doctors)
to book appointments, request refills,
and manage claims.
13. Health4Me
A mobile app, created by
UnitedHealthcare in order to allow
users of the UnitedHealthcare network
of providers to easily book
appointments, request refills, and
manage claims on the go.
Currently the app is available for both
Android and iOS.
Delta’s Previous Healthcare Platforms
Situational Analysis
14. Delta’s Previous Healthcare Platforms
Situational Analysis
RallyHealth
A comprehensive health and wellness
platform, in order to allow users to book
appointments and manage their
wellness seamlessly. WeRally also
offers users the ability to accept health
challenges or accept missions.
WeRally also offers the RallySM app to
allow users to engage in health and
wellness while on the go. Currently the
app is only available for iOS.
15. Created in 2010 by Jeff Arnold and Dr. Mehmet
Oz, Sharecare is a health and wellness
engagement platform providing a personalized
experience to bring the exam room to the living
room
16. Created in 2010 by Jeff Arnold and Dr. Mehmet
Oz, Sharecare is a health and wellness
engagement platform providing a personalized
experience to bring the exam room to the living
room
17. HEALTH PROFILE
One profile architected for delivering
ultrapersonalization and maximizing
interoperability
RETAIL PROFILE
SOCIAL PROFILE
FINANCIAL PROFILE
PROFESSIONAL PROFILE
22. Frictionless Insights: Invisible Health
Programs and Challenges
Sample Event Cards
Daily RealAge Targets Daily Personalized Engagement
23. Features Sharecare Rally Health
Real/ Rally Age Test
Dynamic Profile
Programs
Health Trackers
Email Engagement
AskMD
Medical Records
Patient Provider
Connection
Frictionless Insights
Patient Scheduling
Telehealth
Transparency
Rewards
Compare Benefits
Packages
Personalized Content
Stress Analysis
Sharecare versus RallyHealth
Situational Analysis
24. Delta’s Current Healthcare Issues & Sharecare’s
Resolutions
Resolutions
• Consolidation:
• “All your health in one place”
• Efficiency:
• A complete catalog of
healthcare services
• Cut Costs:
• The ability to quantify the health
of employees
Issues
• Fragmentation:
• No one comprehensive platform
• Inefficiency:
• Services missing across all
platforms
• Rising Costs:
• How can Delta Curb growing
Healthcare costs?
Situational Analysis
26. World’s Largest “Thank You” Card
”This year, our employees set record
after record, so we decided to set
another one,” said Mauricio Parise,
Director – Delta Marketing
Delta broke two Guinness world
records in order to commemorate the
largest corporate profit sharing payout
in history.
The greeting card was 50ft x 33ft.
Previous Promotions
27. Unveiled in October 2015 in Salt
Lake City, Delta employees may
enjoy a pampering for free.
Amenities include: massages, skin
and nail care, hair styling, makeup
application, and uniform alterations.
Two more SkySpas are planned to
open in 2016 in Atlanta-Hartfield and
Detroit.
SkySpas
Previous Promotions
29. The Gift Back Project
Partnership between Delta
Air Lines and American
Express.
Family members and friends
may nominate individuals
who have demonstrated
unwavering generosity.
Winners are awarded funds
to continue giving back to
their communities.
Previous Promotions
30. The Safetys
Previous Promotions
A tongue-in-cheek take on
the Academy Awards in order
to promote airline safety.
Delta awards creative ways
flight attendants promote
routine safety procedures.
Special Categories include:
Best Lavatory Drama, Most
Unruly Passenger, and
Lifetime Achievement.
31. My Next Trip Back Campaign
This Delta Air Lines
marketing campaign
reconnects foreign individuals
with their roots by awarding
them an all-expenses paid
trip back to their homes.
Winners discover their prize
through being reconnected
with a new family member.
Previous Promotions
33. Sharing Care Video Campaign
The Sharecare video team
interviews people with
inspiring stories.
The “Sharing Care” segment
includes a wide array of
touching stories from cancer
survivors to humbling stories
of those with disabilities.
Previous Promotions
35. Research Questions & Methodologies
Research
Questions
• How does Delta Air Lines primarily communicate with its
employees?
• Are there any physical spaces that Delta Air Lines employees
report to, frequent, communicate, and socialize at?
• Are employees aware of their current online health portals?
• What is their level of satisfaction with Delta’s current offerings?
Methodologies
Primary:
Quantitative:
• Employee Surveys
Qualitative:
• Employee Surveys
• Glassdoor Reviews
Secondary:
• Delta Air Lines Employee Handbook
• Delta Air Lines Website
• Articles from Periodicals Available Online
36. Summary of Findings
Research
Communication &
Behaviors
Delta relies heavily upon e-mail to communicate
with its employees. While many air crew staff do
report to locations within major transportation
hubs, they are not necessarily areas of
socialization. In addition, there is a low level of
awareness of the newly unveiled SkySpa.
Level of Satisfaction
with Health Benefits
According to Glassdoor, Delta Air Lines
employees report an average level of satisfaction
with Delta’s current health care offerings.They
rate Health Care a 3.6/5, dental a 3.3/5 and
vision a 3.1/5.
Delta Employees surveyed were overall unaware
of Delta’s current healthcare platform offerings,
like RallyHealth and Health4Me.
Unionization
Controversy
In 2010, after merging with heavily unionized
Northwest Airlines, un-unionized Delta Air Lines
had employees vote to determine the future of
their unionization.
Results: 9,544 for (50.7%) - 9,266 against
(49.3%).
While the non-Union supporters ultimately won,
but many were left unsatisfied when their union
memberships were stripped.
In 2015 another campaign was launched to re-
unionize.
37. SWOT Analysis
Research
Weaknesses
• Missing some features compared to main
competitors
• Reliance on self-reporting information may
cause users with little time to lose interest and
become disengaged with the platform
• Lack of in-platform incentives or tangible
reward can discourage engagement
Strengths
• A singular and comprehensive platform
provides the tools to serve Delta Air Line's
employees’ health care needs, like finding
doctors while traveling
• Availability on both the web and mobile allows
for use while traveling
• Provides content and social networking tools
that can help make health and wellness a
lifestyle
Threats
• Lack of a central meeting hub for Delta
employees to communicate and socialize
• Over reliance on e-mail correspondence
• Limited access to internet, data, and wifi or
limited free time while traveling
Opportunities
• Due to Unionization Controversy, employees
are seeking greater benefits from Delta
• The general nationwide trend of health
engagement is easy to piggyback upon
• Integration with Delta’s current health and
wellness programs like SkySpa
S
O T
W
39. Marketing & Communication - Phase One
Marketing & Communication
Objectives:
• Create brand awareness
• 40% opt-in rate
• 75 % RealAge Test taking
• 60% RealAge Test completion
Strategies:
In order to create awareness, e-mail
blasts will be used to initiate our
campaign, and spread
communication regarding the opt-in
period, Kickoff Festival, and
complimentary biometrics
screenings. Accompanying these e-
mails, employees will encounter
informative fliers, posters, and
signage in administrative areas.
Rationale:
Our research uncovered that Delta
Air Lines heavily relies on e-mail to
correspond with its employees, due
to their jetting-setting lifestyles.
Thus, it only made sense to use this
mode of communication to anchor
our campaign. The posters, fliers
and signage merely support this
primary mode of communication.
The Kickoff Festival and Biometrics
Screenings, are events designed to
build awareness, interest, hype,
and confidence in the platform.
40. Marketing & Communication - Phase Two
Marketing & Communication
Objectives:
• Encourage employee engagement
with the platform
• 75% of RealAge Test-completers
engaging in challenges
• 500 Sharing Care Nominees during
this period
• 50% of RealAge Test-completers to
use Sharecare on multiple
platforms (web and mobile)
• An average of 3 Green Days a
week per mobile-using employee.
Strategies:
To encourage engagement in Phase
Two, we will continue to use e-mail to
communicate to Delta Air Lines
employees. These communications
will inform employees regarding
ambassador-led invitational health
challenges and monthly “Sharing
Care” segments. To further inundate
the Delta Air Lines employees, we
will integrate with Delta’s already
existing SkySpa (using posters and
fliers) and host Delta Air Lines
exclusive virtual events on the
Sharecare website.
Rationale:
For our campaign, we wanted to
leverage the power of the already
existing Delta Air Lines community.
Through “Sharing Care” segments
that highlight heartwarming stories
from Delta Air Lines employees, and
ambassador-led invitational
challenges, we want to spread the
message that the Delta Air Lines
community can become improve
their health as a team.
41. Marketing & Communication - Phase Three
Marketing & Communication
Objectives:
• Sustain employee use of the
platform
• 60% of employees contributing
content by year end
• An average improvement of 1 Real
Age Year per RealAge Test
completed
Strategies:
In order to sustain use of the
platform, we will unveil our “Green
Day” challenge. The “Green Day”
Challenge awards points to Delta Air
Lines employees for uploading
content, meeting goals, and
achieving “green days”. There will be
a winner every month, per
department, as well as an overall
winner for the individual with the
most points at the end of the year.
Rationale:
Continued engagement must be
voluntary. By offering an incentive to
reengage with the platform,
employees are rewarded for
engaging in the platform in various
ways.
42. Consumer Profiles
The Campaign
Pilot Peter
Peter’s job keeps him in the air. However,
Peter must also be able to meet minimum
flight hour requirements while maintaining
sufficient sleep. Peter would enjoy a
healthcare platform that could seamlessly
monitor his lifestyle while he focuses on
managing his busy schedule amongst
rerouted and delayed flights.
43. Passenger Handler Paul
Paul is the face of Delta Air Lines for the
average customer. Paul must greet each
customer warmly and ensure they get to their
destination smoothly while working hours that
can start as early as sunrise or as late as
midnight. Paul would enjoy maximizing his free
time with his family by not having to worry about
the stresses of healthcare.
Consumer Profiles
The Campaign
44. Flight Attendant Felicia
Felicia’s job puts her on her feet and on the
go in the air all the time. While Felicia always
exhibits a positive, peppy, and hospitable
attitude while on the job, hiding behind her
smile is stress. Due to her irregular schedule
that requires constant travel, she finds it
increasingly difficult to keep up with her
health. Felicia would prefer one
comprehensive platform for her to keep up
with her health and wellness rather than
having to juggle through several.
Consumer Profiles
The Campaign
45. Maintenance Crew Maxwell
Maxwell ensures the safety, convenience, and
comfort of Delta’s passengers. Maxwell must
be prepared to operate around the clock,
seven days a week, 365 days a year. Since
much of his work is physical and labor
intensive, Maxwell would enjoy a much less
laborious method of taking care of his health.
Consumer Profiles
The Campaign
46. Creative Concept
The Campaign
Engaging in health and wellness and
incorporating it into a lifestyle is an empowering
and revitalizing experience. As a result, our
campaign aims to maximize this feeling of
empowerment amongst Delta Air Lines
employees.
By offering complimentary consultations to
compute Real Age statistics (blood pressure,
cholesterol, etc.), giving out health-centric
freebies, and invitations to virtual, health-
conscious events, this campaign arms each
Delta Air Lines Employee with the tools
necessary to empower themselves through a
healthy lifestyle.
47. Creative Concept
The Campaign
As the airline industry booms to new heights,
Delta Air Lines leads the way. Their new slogan,
“Keep Climbing” encourages travelers to explore.
Our campaign has a similar objective, to
encourage Delta employees to engage in their
health and wellness.
Taglines:
“Upward and Onward with your health!”
“Let your health keep climbing!”
“Let your health take you to new heights!”
“Let your health fly higher”
48. Creative Concept
The Campaign
Logos:
Tone:
Empowering, Confident, Approachable,
Trustworthy, Authoritative, Conversational,
Welcoming, Caring, Personal, Informative
Fonts:
Whitney and Proxima Nova
Colors:
Language:
Inspirational, optimistic, encouraging,
empowering, and welcoming language will be
combined with aviation-themed language. Many
taglines will put the onus on the employee to “let”
themselves become healthy. While before
Sharecare, there were many roadblocks to a
healthy lifestyle, now the only impediment is
themselves. We will also feature the hashtag:
#NewHeights
49. The Campaign
Phase: 1 - Awareness 2 - Engagement 3 - Re-Engagement
Communication &
Objectives
Educate employees about Shareware platform
Create brand awareness
40% opt-in rate
75 % RealAge Test taking
60% RealAge Test completion
Encourage employee engagement with the
platform
75% of RealAge Test-takers engaging in
challenges
500 Sharing Care Nominees during this period
50% of RealAge Test-completers to use
Shareware on multiple platforms (web and
mobile)
An average of 3 Green Days a week per mobile-
using employee.
Sustain employee use of the platform
60% of employees contributing content by year
end
An average improvement of 1 Real Age Year per
RealAge Test completed
Timing October 2017 - March 2018 January - June 2018 June - December 2018
Tactics
Email blasts
Posters & Fliers in Employee lounges
Sharecare branded, health-conscious freebies
Promotion-booths at company picnics/events/
parties
Complimentary biometrics screenings
Sharecare Kickoff Festival
Continued email blasts
Monthly Sharing Care segments
Ambassador-led invitational challenges
SkySpa Integration
Virtual Events
Recurring biometrics screenings
Lifestyle goal reminders
New groups/challenges
Green Day Challenge
Consumer Call-to-Action “Takeoff” “Climb Higher” “Soar"
Consumer Action
Sign up for Sharecare
Take RealAge Test
Download App
Check E-Mails
Participate in Delta Air Lines Events
Collect Freebies
Check E-mails
Communicate with ambassadors
Visit SkySpas
Check the Shareware App or website
Partake in health challenges
Attend consultations events
Check lifestyle reminders
Partake in new challenges
Creative Concept Table
50. GREEN
DAY
The Campaign
Creative Concept Timeline
October FebruaryNovember December January AprilMarch May July September NovemberAugust October DecemberJune
Phase One
Awareness
Phase Three
Re-Engagement
Phase Two
Engagement
Phase One
Awareness
Onboarding Period Onboarding Period
Biometrics
Screening
Biometrics
Screening
Biometrics
Screening
Biometrics
Screening
Ambassador
Challenge
Ambassador
Challenge
Ambassador
Challenge
Ambassador
Challenge
<3
Sharing Care
Video
<3
Sharing Care
Video
<3
Sharing Care
Video
<3
Sharing Care
Video
<3
Sharing Care
Video
<3
Sharing Care
Video
Kickoff Event
Fliers, Signage,
& Initial E-mail
Blasts
Goal
Reminders
Freebies
GREEN
DAY
GREEN
DAY
Ambassador
Challenge
Ambassador
Challenge
GREEN
DAY
GREEN
DAY
20182017
52. Phase One Awareness
The Campaign
E-Mail Blasts:
Phase One of the campaign begins with an e-mail blast featuring
an explanatory video vignette demoing all of Sharecare’s
features, tools, and content, as well as a call-to-action (“Takeoff”)
to sign up for the platform.
Posters, Fliers, and Signage:
Delta employees will also encounter posters, fliers, and signage in
administrative areas. These fliers will be very informative,
explaining all the tools the platform offers as well as inviting each
employee to engage in exciting health challenges with the rest of
the Delta Air Lines team.
Freebies:
The campaign will also offer Sharecare-branded freebies that
address common health ailments affecting Delta Air Lines
employees due to the taxing nature of their jobs.
Each of these freebies will also come printed with statistics that
tabulate how the demands of their jobs affect their health.
Example: Did you know that the average Delta Air Lines
maintenance worker spends about 10,678 hours in the sun per
year? Take charge of your health today. Start applying sunblock!
Corporate
• Stress Balls
• Neck Pillows
• Chair Donuts
Flight Personnel
• Shoe Inserts
• Hand Sanitizer
• Ear Plugs
• Sleep Masks
Ground Crew
• Sunblock
• Dri-Fit Shirts
• Ponchos
• Chapstick
53. Phase One Awareness
The Campaign
Complimentary Biometrics Screenings
Accompanying the product launch, Sharecare will offer
complimentary health evaluations to Delta Air Lines employees.
Evaluation centers will be located in administrative areas,
SkySpas, company picnics, and corporate events.
Basic health information will be collected, like blood pressure and
cholesterol, while the employee receives a demo of the platform.
At the end of the procedure, using the newly collected data, the
employee with take the RealAge Test. Following the RealAge
Test, the employee will also be prompted to set health and
wellness related goals, which also be input into the platform.
54. Phase One Awareness
The Campaign
Nationwide Kickoff Festivals:
Sharecare’s Nationwide Kickoff Festivals will take place on the
outdoor campus’ at all of the 12 major Delta Air Lines hubs. All
employees are encouraged to participate.
The festival will raise awareness, build hype, and build confidence
in the platform.
One major hub will receive a surprise guest appearance by Dr.
Oz.
Featured:
• Interactive booths- health hotspot booths centered around
festival
- participating partners at selected booths offer rewards card
at end of festival if employee completes RealAge test
• Bucket list wall
• Photo booth
• Live band and stage
• Free biometrics screenings inside a retired plane
55. Phase Two Engagement
The Campaign
Ambassadors:
Popular and influential Delta employees (those with seniority,
union-leaders, as well as popular rookies), will be appointed
brand ambassadors by their Head of Department. They will
promote the platform via personal e-mail blasts, testimonials, as
well as inviting coworkers to participate in health challenges with
them. These ambassadors will create a community of Sharecare
users at Delta Air Lines.
SkySpa:
It only makes sense to integrate Sharecare within Delta Air Lines’
latest health and wellness offering for its employees. While
employees enjoy a complimentary massage or facial, Sharecare
will be incorporated by tracking stress levels or giving helpful tips
on how to relax while away from the Spa.
Virtual Events:
To further encourage engagement, virtual events will be hosted on
the Sharecare platform for Delta Air Lines employees exclusively.
These events can range from training in CPR to instructional
cook-along streams, to virtual work outs. Information regarding
these events will be continuously be spread through
ambassadors, e-mail blasts, posters, and fliers.
Fact-of-the-Day Push Notifications:
Every Delta Air Lines employee will receive a push notification
telling them about a health and Delta Air Lines related “fact-of-the-
day”. Much like the tidbits of information printed on the freebies,
these tidbits will remind Delta employees about how important it is
to be healthy and how tiny things can add up to a big impact upon
health.
56. Phase Two Engagement
The Campaign
Sharing Care Segments:
Do you know a co-worker with an inspiring story or comeback
from bad health? Nominate them and tell us why they deserve
some recognition. Our team will choose one person monthly and
interview them.
With 80,000 employees world-wide, Delta is the perfect company
to incorporate this new campaign. Delta staff will “nominate” a co-
worker to be featured in the monthly “Sharing Care” segment. At
Sharecare, we will choose the recipient weekly and interview
them. The emailed segment will include their life story,
inspirational messages, how he/she got to Delta, and how they
hope to achieve their dreams with the help of Sharecare.
57. Phase Three Re-Engagement
The Campaign
To ensure re-engagement, the campaign will re-incorporate
elements from Phase 1 and Phase 2.
Biometrics Consultations will re-occur quarterly, so that late-
adopters can input accurate data into their RealAge Tests. Also,
early adopters can track how far Sharecare has taken their health
to new heights.
Challenges will be updated, offering new rewards for different
healthy behavior. This way, adopters do not get bored and
disengage with the app.
Lifestyle Goal Reminders will be sent out via push-notification
and e-mail in order to further encourage users to realize their
health and wellness potential and achieve empowerment.
Green Day Challenge
To encourage re-engagement with the platform, the “Green Day
Challenge” will be unveiled in Q2 of 2018. The Challenge will
reward individuals with points per behavior engaging with the
platform. Every month, the individuals with the most points from
each department will receive prizes. At the end of Phase Three,
there will be a grand prize winner, awarded to the individual with
the most points accumulated throughout Phase Three.
Action Points
Uploading a Photo 10
Writing a Blog Post 15
Joining a Challenge 25
Green Day 100
