SITUATIONAL ANALYSIS Issue: the diminishing of return customers and  inter-airline competition Proactive promotion -  B...
JUSTIFICATION Delta founded in 1924 4000 flights everyday High wages and family atmosphere Sky Miles Wi-Fi and TV scr...
GOALS Our goal as Deltas advertising and marketing  group is to get more people to become life-long  fliers of Delta Airl...
OBJECTIVES Our desired objective is to have more people fly with  Delta Airlines and make sure they have a satisfied  exp...
OUR STRATEGY: DELIVERY CHANNELS Facebook Face-to-face Delta.com Viral Marketing (www.youtube.com)
TACTICS TO ACHIEVE OUR GOALS Update the Delta Facebook 6 months in advance Billboards & posters 1 month in advance and d...
MEDIUMS UTILIZED Ads were placed on campus all over the U.S. The Facebook page was open to all of the U.S. The Facebook...
FACEBOOK
BUDGET Total budget: $55,000 Ticket giveaway: $3,000 Billboards: $15,000 TV advertisements: $30,000 Other (online, ca...
TIMELINE Start advertising in September of the year before Pick winner after 3 months of contest (stops January 1st) Ke...
EVALUATION Objective:  Attract college  students and  others to Delta  by the free  baggage and  tickets going on  during...
3. Were all of your bags received at your destination?    SURVEY                                              ____ Yes ___...
RESULTS After the survey was sent out, 74% of travelers  took time out of their day to answer the  questions. Results sh...
CUE DELTA MAN …http://www.youtube.com/watch?v=j1PlH4V7Yrk
The Dominators
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The Dominators

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The Dominators

  1. 1. SITUATIONAL ANALYSIS Issue: the diminishing of return customers and inter-airline competition Proactive promotion - Being able to keep up with the leaders in the market Southwest & Jet Blue Customer exposure to amenities
  2. 2. JUSTIFICATION Delta founded in 1924 4000 flights everyday High wages and family atmosphere Sky Miles Wi-Fi and TV screens Business elite
  3. 3. GOALS Our goal as Deltas advertising and marketing group is to get more people to become life-long fliers of Delta Airlines. We want to be dedicated to our customers, so theyre dedicated to us.
  4. 4. OBJECTIVES Our desired objective is to have more people fly with Delta Airlines and make sure they have a satisfied experience when they enter the flight, throughout the flight, and when they leave our airlines. Our focus group is college groups indirectly, but anyone who has a need to travel will benefit. Our measuring scale will be based on the ticket sales. We hope to make people choose Delta first and furthermore, that they enjoy and love their flight experience with us. The contest will run from March-May.
  5. 5. OUR STRATEGY: DELIVERY CHANNELS Facebook Face-to-face Delta.com Viral Marketing (www.youtube.com)
  6. 6. TACTICS TO ACHIEVE OUR GOALS Update the Delta Facebook 6 months in advance Billboards & posters 1 month in advance and during the promotion Delta.com Representatives wearing pins “ask about our spring break special.” Twitter account Third-party partnerships with travel deal websites Viral Marketing campaign (WOM)
  7. 7. MEDIUMS UTILIZED Ads were placed on campus all over the U.S. The Facebook page was open to all of the U.S. The Facebook ad was located on the newsfeed of Facebook users. The video was played on MTV, VH1, E!, Bravo TV, and other cable channels.
  8. 8. FACEBOOK
  9. 9. BUDGET Total budget: $55,000 Ticket giveaway: $3,000 Billboards: $15,000 TV advertisements: $30,000 Other (online, campus, airport): $7,000
  10. 10. TIMELINE Start advertising in September of the year before Pick winner after 3 months of contest (stops January 1st) Keep advertising free baggage for all domestic flights during the year Post viral marketing video 6 months before the contest Update the Delta Facebook & Twitter 6 months before the contest Create pins for Delta representatives to wear 3 months before the contest Create third-party partnerships 3 months in advance so they can host our ads Post billboards and posters around airport a month before the contest Evaluate for a full year to see how well the campaign worked (increased sales for our target audience, etc.)
  11. 11. EVALUATION Objective: Attract college students and others to Delta by the free baggage and tickets going on during months March-May.
  12. 12. 3. Were all of your bags received at your destination? SURVEY ____ Yes ____ No 4. Are you a college student between the ages of 18-24? ____ Yes ____ No 5. Which university do you attend?After our travelers arrive back home, Delta sends out a survey to evaluate their flight and trip. ________________ 6. Did you win your tickets?*Survey to travelers: ____ Yes ____ No1. Was your flight on time? 7. Will you fly with Delta again within the next six months to a year?____ Yes ____ No _____ Minutes late ___ Yes ____ No 8. Did the free baggage play an important role in your2. On a scale of 1-5, (1 being bad, 5 being great) travelling? was the food acceptable? ___ Yes ____ NoTaste Temperature Quantity Selection 9. Will you refer a friend? ____ Yes ____ No__ 1 __ 1 __ 1 __ 1 10. How was the flight team’s performance?__ 2 __ 2 __ 2 __ 2 Attitude Helpfulness Persistency__ 3 __ 3 __ 3 __ 3 __ 1 __ 1 __ 1 __ 2 __ 2 __ 2__ 4 __ 4 __ 4 __ 4 __ 3 __ 3 __ 3__ 5 __ 5 __ 5 __ 5 __ 4 __ 4 __ 4 __ 5 __ 5 __ 5
  13. 13. RESULTS After the survey was sent out, 74% of travelers took time out of their day to answer the questions. Results showed that 65% answered positively. About 48% said they would fly again. There was a 30% increase in travelers within the year. Approximately all travelers appreciated the free baggage.
  14. 14. CUE DELTA MAN …http://www.youtube.com/watch?v=j1PlH4V7Yrk

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