The document outlines a strategic plan for Southwest Airlines aimed at increasing its market presence and capturing the economy consumer segment. Key initiatives include enhancing online visibility, boosting social media engagement, and improving the mobile app with promotional notifications. The plan also emphasizes customer value through transparent pricing and superior service offerings.

1. A New Chapter

2. Building Off of Momentum
• At a glance…
Founded: 1967
CEO: Gary C. Kelly
Employees: 53,500
Sales: $20.43 Billion
Market Cap: $33.6 Billion
Publicly Traded – LUV - $53.94 (4/15)

3. Taking the next step
• Capture the “economy” consumer that fly’s:
• Increase online visibility & digital presence
• Continue providing value customers
• Take market share away from:

4. 2018 Digital Strategy

5. Social Media
INCREASE social media presence on

6. Highlight Southwest Advantages (No
baggage fees, robust destination
offering, superb customer service)
More mention of “Transfarency”
Website Updates

7. Banner Ad Campaign

8. Inbound Lead Generation
• Increased inbound lead generation via Website SEO, banner
ad’s and sponsored social media ad’s and posts.

9. Mobile App Improvements
• Push notifications for “hot sales” and promotions
• Additional notifications sent to the customer with pricing on
previously booked flights and other outbound destinations
based on domicile or “current location”