In the class Media Planning, students worked all semester long to create a media plan for JetBlue Airways. We were given a budget of $6 million and asked to make strategic decisions concerning the purchase of television, radio, newspaper, magazine, out-of-home and online advertisements to effectively and affordably increase the company's passenger seat miles by 5%.

1. Micaela Metz, Morgan Gatzemeyer, Carter Smalley, Rebecca Long

2. We are Communiqué

3. Agenda
• Current market trends and where JetBlue stands against competitors
• The New Blue Campaign covering our target market and budget
• Media Selections and Scheduling

4. Marketing Objectives & Strategies
Objectives:
Objective #1: Beginning in the next calendar year increase JetBlue’s passenger seat miles
by 5% between the following destinations
• Boston & Cancun
• Buffalo & San Francisco
• Raleigh & Phoenix
• Syracuse & Barbados
• Portland & Nassau
• Rochester & Jacksonville
• Chicago & Bermuda
• San Jose & Cancun
• Burbank & Fort Lauderdale
• New York & Costa Rica
• Seattle & Sarasota
• San Jose & Cancun
• Pittsburg & Montego Bay
• Raleigh & Long Beach
• Phoenix & Jacksonville
• New York City & Las Vegas
• New York City & Barbados
• Burlington & Orlando
• Salt Lake City & St. Maarten
• Baltimore & Aruba
• Seattle & Sarasota
• Sacramento & Santiago
Objective #2: Increase JetBlue’s share of vacation travelers by 5% over last year’s volume
Objective #3: Generate a 25% increase in revenue by targeting flights going to a from
coastal destinations from May to August

5. SWOT Analysis
Strengths:
1. Exists in secondary airports away from main hubs
2. Vice President assigned to manage social media (ex: Twitter)
Weaknesses:
1. Has canceled significantly more flights than other airlines
2. Newer airline, not as many loyal customers yet
Opportunities:
1. Expand airline to fly to more destinations
2. Create more brand awareness
Threats:
1. Competitors more established and recognizable in market
2. Competitors have loyal customers

6. Competitor Analysis
Primary =
Secondary =

7. Competitor Analysis
- 3 leading airlines financially
- Offer competitive, low cost flights
- Delta not necessarily low cost, but 2nd largest holder of
domestic market share in US
- Fly heavily domestically in the United States
Rationale for Primary Choices:
Rationale for Secondary Choice:
- Subsidiary of Southwest Airlines
- Ranked the number 1 low-cost carrier in Airline Quality
Ranking Study for past 3 years

8. Target Market
• 55-64 years old, older-middle to upscale
households
• $100,000 to $150,000
• College-educated with possible further education
• Mature lifestyle but like using social media

9. Target Market: “Mature Excursionists”
• Embrace their new, unaccustomed free time since they are
economically and socially available
• Takes vacations 2-3 times a year
• Want to fly comfortably but frugal with their savings
• Enjoy calm weekdays and active weekends to do things

10. Target Market Profile
• Mary is a 60-year-old professional women
and avid traveler
• Retiring soon and wants to take vacations in
the spots she always wanted to but couldn’t
while raising her three children.
• Connected to her mobile phone and
internet keeping up on her social media sites
like Facebook, Pinterest, and current news
• Excited for her upcoming vacation to relax at
a tropical place with her husband
• Looking for frequent flyer rewards

11. The New Blue Campaign

12. Budget
Budget: $8 million
Contingency: $1 million
National Contingency: $500,000
Spot Contingency: $500,000

13. Media Mix
Strategy:
• Television (Cable and Network)
• Magazine (General Interest and Women’s Magazines)
• Radio
• Out-of-Home (Billboards)
• Social Media

14. Media Selections - TV

15. Media Selections - Magazine

16. Media Selections - Radio
Spot Buys:
NPR and local stations
Portland (WGBQ)
Boston (WBYR)
Radio Boston
Chicago (WDRV)

17.
Media Selections – OOH
Strategy & Rationale:
• “Mature excursionist” is active and
always on the move
• Constantly driving to a from work
• Billboards will significantly
strengthen the amount of our audience
who will see and fully comprehend
the ad
• Pittsburg, PA; Sacramento, CA;
Boston, MA; Seattle, WA; Chicago,
IL; Rochester, NY; Portland, ME;
and Syracuse, NY

18. Media Selections – Social Media

19. Scheduling & Timing
• Flighting and national campaign with spot heavy-ups
• Save money and keep audience awareness
• February through September: spot heavy-ups using traditional and social media
• March, April, May won’t have heavy-ups
• June and July off
• August the campaign will start up again

20. Geography
Objective:
17 markets are targeted for The New Blue campaign, TV, FM radio, magazine, Internet
and out-of-home buys are national except for the months of February and September
when they are spot-heavy ups.
Strategy
In conjunction with JetBlue’s marketing objectives market selections were chosen based
on the 17 DMAs in which JetBlue wished to increase sales by 5%

21. In the end…