6. Executive Visibility
Goals
• Drive Company-wide strategic initiatives in support of
business imperatives
• Tell the SWA Story and create new Executive Brand
Ambassadors
• Support Senior Leader Development
• Champion Culture Integration/Saturation
• Activate/Rally around key issues
• Create Strong Leadership Voices
• Strategically leverage media interviews among
Executives on various topics aligned with their
expertise
Outcomes: Confident, credible and visible Executive leaders that
demonstrate depth in the management Team, enhance the external Brand
and actively support the Culture
7. Executive Visibility
A comprehensive, cohesive approach to positioning our leaders and
drive business success
Executive
Visibility Program
Speaker’s
Bureau (SB)
Local Market
Presence
Contingency
Planning (CP)
Executive
Culture Visits
(ECV)
Executive
Platforms (EP)
10. Why do we need Executive Platforms?
• Our mission is to develop the voice, Topic(s), and Venues—both internally and externally—in an
effort to elevate the profile for selected Executives.
• Our objective is to create individual messaging platforms for our Executive-level Leaders. Some
will be more involved than others, and each will be tailored to the individual.
• Each platform will enable our Leaders to place Southwest in the best competitive position
through strategic messaging in their area of expertise
• Our job is to identify opportunities to position our Leaders internally and externally through
speaking opportunities, publications, surveys, and blogs
• The ultimate goal is to position our Leaders to drive industry-wide innovation and establish best
practices in their domains, and elevate the Executives’ individual profiles.
So basically, we’re the internal
publicists for our great Leaders!
11. Example: Executive Platforms
Training Needs:
On-Camera
Presentation
External
Venue Platform/Messaging
Nuts about Southwest One post each quarter talking about our
commitment to efficiency and improving
our operation.
Speeches Place Mike at one top-level industry
conference a year as a keynote speaker.
Media Media training? -
Use Mike as spokesperson on operations,
including maintenance, Ground Ops,
Pilots, etc. .
Trade publications Pitching our COO as the an efficiency
pioneer
Initiative
Create a platform for Mike Van de Ven to place Southwest in the best competitive position through
messages encompassing our efficient operation, Safety, competitive advantage, and being a Leader in
Customer Service—increasing his visibility both outside and inside the Company walls.
Communication Strategy
Find opportunities to position Mike internally and externally as Southwest’s operational visionary through
venues, publications, pitches, surveys, blogs, and videos. The goal is to position him to drive industry-
wide innovation and establish best practices as our Chief Operations Officer.
Strengths/Topics:
Operational Excellence
Safety
Absenteeism
Fleet Modernization
12. What does this look like in action?
EXECUTIVE PLATFORM: MIKE VAN DE VEN
“This is a very complex transaction that requires time
and close coordination with multiple parties,” said
Southwest Chief Operating Officer Mike Van de Ven.
“While we do have a tentative agreement with Delta,
final details must be completed with all parties
before a binding agreement between Delta and
Southwest can be completed.” – WSJ, May 22, 2012
14. Starts at the Top
“I work for the Communications Department!”
-- Southwest CEO Gary Kelly
15. CEO Channels
Internal:
• January Battle Plan Letter to Employees
• Messages to the Field
• Weekly: Gary Newsline; Digital Signs
• Monthly: Employee Newsletter Column
• Mid-Year Update
• Periodic Letter on Critical Issues
External:
• Monthly: Spirit Magazine Column
• Quarterly: Financial Results
• Social: LinkedIn Influencer
• Speeches
• Media Events
16. Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.
LUVLines
Gary’s
Takeoff
Spirit Gary’s
Greeting
Appearances
& Events
LinkedIn
Influencer
Internal
External
TACTICS
The
Year
Ahead
The
Year
Ahead
= INTERNAL COMMUNICATION
= EXTERNAL COMMUNICATION
Connect
with
our
Culture
Our
Purpose
Gary’s Communication Calendar
Message
to
the Field
International
Expanding
Beyond
our
Borders
Birthday
Past/Present/
Future of
SWA
(SWA Vison)
Community/
From
the
Heart
Mid
Year
/Integration
Update
Industry/
Outlook
Overview
Wright
Amendment/
DAL
Heroes/
Holidays/
Thank You
Customer
Service Stories/
Surprise and
Delight
Culture
Spreading
the
LUV
Our
Purpose Communication
International
Expanding
Beyond
Our
Borders
Birthday
Past/Present/
Future of
SWA
(SWA Vison)
Community/
From
the
Heart
Integration
Update
Industry/
Outlook
Overview
Wright
Amendment/
DAL
Thanksgiving
Holidays
Customer
Service
Stories/
Surprise and
Delight
1/23:
4Q 2013
Financial
Results
MTTF
2/6- MCO
2/10- ATL
2/12- LAS
2/20- PHX
2/26- MDW
2/14- Heroes
of the Heart
03/04:
Dallas
MTTF
4/24:
1Q
Financial
Results
5/14:
Shareholder’s
Meeting
6/14:
Annual
Awards
Banquet
7/24:
2Q
Financial
Results
10/23:
3Q
Financial
Results
Thanksgiving
Wing’s
Club
NYC?
The State of
My Industry
Deadline- 3/13
Launch- 3/25
Career
Curveballs
Deadline- 4/11
Launch- 4/22
If I Were 22
Deadline- 5/8
Launch- 5/20
No
Influencer
Submissions
Best Business
Travel Shortcuts/
Best Business
Travel Disasters
Deadline- 6/4
Launch- 7/22
No
Influencer
Submissions
How I Do It
Deadline- 8/28
Launch- 9/16
The One Thing I’d
Fix
Deadline- 10/2
Launch- 10/14
My Plan B/The
Road I Didn’t Take
Deadline- 10/30
Launch- 11/11
Big Ideas
2015
Deadline- 12/4
Launch- 12/16
DONE!DONE!
Newslines
(Weekly)
Battle Plan
Herb and Gary
Video
Ask Gary MTTF
Edition
Gary’s 10th
Year as CEO
Ask Gary
Mid Year
Update
Ask Gary
Mid Year
Update
Ask Gary
Mid Year
Update
Ask Gary
Mid Year
Update
MTTF Cities Media
Interviews
MTTF Cities Media
Interviews
MTTF Cities Media
Interviews
D CEO Magazine
Feature: Lunch
with the CEO
Pitch to Business
Magazine
(Fortune/
Forbes)
Ask GaryAsk Gary Ask Gary Ask GaryRichardson
Chamber
Of
Commerce
SER
National
Conference
U.S. Conference
Of Mayors
AIME
Award
Wing’s
Club
18. Message to the Field
Our “State of the Union” Address
Five to Six Messages per Year in key
markets
February and March
Arrange Key Media Interviews with
Gary and major outlets
Meet with local influencers
Reuters Headline: Southwest looks at growth opportunities
19. ‘Ask Gary’
New Take on Mid-Year Update
Employees submit Qs via short videos
Gary answers unscripted
Drive more engagement and interest
Some of best success we’ve ever had
http://youtu.be/tN8fIVA1KqI
“I’m addicted to Ask Gary!”
“I look forward to Ask Gary like I look forward to Breaking Bad!”
20. Overview
Ask Gary 2013 – All Episodes 1 - 13
Total Blog & Video Views per Episode
3,687
6,307
4,684
7,303
10,055
12,329
7,260
11,752
5,330
10,448
14,455
12,935
8,174
1,879
2,952
2,655
2,433
3,773
5,547
3,405
5,407
2,715
3,426
6,335
4,605
2,859
0 5,000 10,000 15,000 20,000 25,000
E13: Season Finale
E12: AirTran Policies and More
E 11: Integration and More
E10: All Things International
E9: AA/US Merger and No Show
E8: SWA Effect and Red Eyes
E7: ATL, Early Bird and Ads
E6: Growth, SAN & more
E5: NY Market, Fuel
E4: International, SWAG
E3: Labor, TSA, PreChecks
E2: Early Out, Bags, Hawaii
E1: How is SWA Doing?
Blog Views Video Views
21. ‘Ask Gary’ Next Steps
Next Steps:
• ‘Ask Gary’ MTTF Edition
• Take ‘Ask Gary’ External—
will New Take Questions
from Customers on Social
Channels
http://youtu.be/mixWbuXjLgA
22. Gary as LinkedIn Influencer
Link from Brian
Gary Kelly on LinkedIn
About the LinkedIn Influencer
Group: Comprised of more than 400 of the
top world and business leaders (President
Obama, Bill Gates, Richard Branson, Jack
Welch, Joel Peterson, and CEOs from Expedia,
Marriott, Quantas in the travel sector) share
professional insights with LinkedIn’s 259+
million members. Influencer group includes
75+ CEOs.
23. LinkedIn Influencer
Influencers chime in on the state of the world’s economy to their best career mistake
Influencers and editors are tapped for business insights and commentary on the day’s top
news
Dallas Business Journal:
Southwest's Kelly calls on the FAA to take navigation into 21st century
Entitled State of Aviation: Emerging from a Lost
Decade, it’s Kelly’s first post since being named
a LinkedIn Influencer, a group that includes 400
top world and business leaders.
On average posts generate 300+ social actions and likes or comments
25. CASE STUDY: GARY AT DU
• 700 attendees (200 MBA students, 500 local business leaders)
• 329 live stream views
• 50,000 recipients of post-event YouTube link
• Harvard Business Review
• $50 SWA Audience voucher
26. FREE HOBBY
Had to convince City of Houston to build
International Terminal at Hobby
Major tactic was to have Gary in market:
• Media interviews
• At City Council Hearings
• Local Speeches and Events
28. Contingency Planning
• Identified Potential Issues
• Drafted Contingency Plans for each topic,
including verbiage, statements, resources,
spokespeople, etc.
• Routed for Review
• Received Direct Leadership Approval and made
necessary edits
• Core Team meets quarterly to discuss new
topics, review case studies, talk about best
practices
29. Contingency Planning
PRIMARY PILLARS AND SUB-CATEGORIES BY SPOKESPERSON:
Bob Jordan – Chief Commercial Officer
Operations
Massive Flight Reduction/Station Closing
Codeshare Discontinuation
Ginger Hardage – Senior VP Culture and Communications
Customer Service
Controversial SW sponsorships
Misplaced Customer (ex. child or special needs)
Employee
Criminal Activity (ex. Substance Abuse, Employee Arrest,
etc)
Officer or Executive Medical Emergency
Officer or Executive Death (natural, murder, accident)
Employee Death (or serious injury)
Disruptive Employee Action
