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
JUSTIFICATION Delta founded in 1924 4000 flights everyday High wages and family atmosphere Sky Miles Wi-Fi and TV screens Business elite
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.
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.
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)
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.
BUDGET Total budget: $55,000 Ticket giveaway: $3,000 Billboards: $15,000 TV advertisements: $30,000 Other (online, campus, airport): $7,000
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.)
EVALUATION Objective: Attract college students and others to Delta by the free baggage and tickets going on during months March-May.
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
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.
CUE DELTA MAN …http://www.youtube.com/watch?v=j1PlH4V7Yrk