A digital marketing strategy created for Southwest Airlines. (owned by Mitchell Swan)

1. Southwest Airlines Digital
Marketing Strategy
Mitch Swan
New Media Drivers License
12-1-14

2. Social Media Marketing
• Hire Social Media Specialist

3. Facebook + Twitter
• Social Media Contests
• Company News
• Special Offers/Discounts
• Flight Information

4. Southwest Airlines Blog
• NEW BLOG
• Public Engagement
• Traveling Tips
• Destination Pictures
• Flying experiences

5. Instagram
• "Blog on the Go”
• Pictures
– Flights
– Airports
– Destinations
• Special Giveaways
– Follow account
– Like/Comment on pictures
– Win free stuff

6. Special Gifts
• Special gifts under seats
• Free flights
• Free drinks
• Free upgrade to 1st Class
• Free alcohol beverage on
delayed flights

7. Budget
• Digital Marketing Strategy (3 months)
– $120,000
• Google Adwords
– $9.1 million
• Social Media Specialist
– $50,000
• Free flights
– $9.3 million
• Free incentives
– $2 million
2015 Budget: $20.5 Million

8. BIG IDEA
• Audience
– Families
– Business travelers
• New Target
– College Students

9. Southwest March Madness
• Top 8 Schools
– 10% flight discount for undergrads
• Championship School
– 20% flight discount for undergrads
• Top 10 best brackets
– Win a free flight

10. Southwest Airlines Digital
Marketing Strategy
• Catches Public Attention
• Cost Efficient
• Creative
• Innovative
• Engaging
• New Client Base
• WILL CREATE HIGHER REVENUE