Final Presentation for ADV 420 - New Media Drivers License

1. Southwest Airlines
Digital Strategy
Campaign
#NOWflySW
Presented by: Claire Walters

2. To create a digital strategy that will
implement digital platforms to the best
structure that best fits the campaign of
Southwest Airlines.
Objective

3. The Big Idea
“If not now, when?” #NOWflySW
Continuing a former strategic move by SW ($100 flights)
I want to focus on SW being the airline meant for
spontaneity. Travel should not always have to be
planned. SW can bring a new light to travel by using the
slogan “If not now, when?” and the hashtag
#NOWflySW.

4. Target Audience
Men and women, ages 25-45
•Adventure seekers
•Priorities in travel

5. KPI
•Engagement with #NOWflySW
•Social media engagement (comments, likes, retweets,
etc.)
•Number of tickets sold
•Website traffic (Google Analytics)

6. Tools and Tactics
1. Facebook (first post, 4.5 million followers)
2. Blog announced via Facebook (travel destination
guide)
3. Google Adwords

7. Tools and Tactics
1. Facebook (first post, 4.5 million followers)
• Their Facebook page has the most followers, because this
is a plan that counts on engagement, this is a great place
to start
2. Blog announced via Facebook (travel destination guide)
• Travelers need ideas of where to go! Because this is
based on spontaneity, a nudge in the right direction would
help
3. Google Adwords
• Making sure SW is on the first pages for the phrase
“cheap travel”

8. Example Post
Sick of the winter weather? Been itching to go on an adventure?
Travel doesn’t have to be the unaffordable, stressful event
that it is cracked up to be. Take that vacation! You deserve it.
Because if not now, when? #NOWflySW

9. Budget
•Strategy building and planning - $250/hr x 30 hours =
$7,500
•Creative Team, Creating the New Digital Brand -
$250/hr x 25 hours = $6,250
•Building, Creating Posts, Blogger - $275/hr x 50 hours
= $13,750
•Budget for Planned Media - $25,000

10. Summary
Why is this going to work?