The document provides a marketing strategy for Textron Aviation to target C-suite executives and corporate flight departments interested in purchasing the Citation Longitude business jet. The strategy includes promoting the advantages of private jet ownership to law firms, exhibiting at industry conferences, hosting tailgates at sporting events, conducting direct mail and digital ad campaigns, and leveraging Textron's brand recognition and industry expertise. A budget of $400,000 is proposed to implement tactics over two years, focusing on the top 100 U.S. law firms. The goal is to educate target customers on how private jet travel yields greater efficiency and flexibility than commercial options.

1. Marketing the Citation Longitude for
C-Suite Executives
By: Rob Bruns, Emily Haskins, Quynh Jacobs, Matt Mrozek, and Anthony Tucker

2. The Question
What is the best strategy to reach C- level executives and corporate flight
departments who are interested in purchasing an aircraft in this segment (cost of
$20-30M)?

3. The Longitude
Super-midsize business jet
$20 to $30 million price range
12 seat max capacity
3,400 nm range (NY to LA is 2472 nm)
Customization available for customer satisfaction
First flight completed October 8, 2016
First design to combine Cessna and Hawker Beechcraft
concepts

4. Comparable Competition
Bombardier- Challenger 350
Starting at $26.67 million
9 seat max capacity
3100 nm range
Gulfstream- G280
Starting at $25 million
10 seat max capacity
3600 nm range
Embraer Legacy 500
Starting at $20 million
12 seat max capacity
3125 nm range

5. Misconception of private ownership
Issue: Many believe that purchasing a private jet is too expensive.
Response: Convey to our target audience how cost of purchasing and operating a
private plane outweighs using commercial flights, charter flights, or utilizing
fractional ownership on a business jet.

6. Create brand awareness in the segment
Issue: In the midsize jet segment, Textron Aviation is a fairly new entrant. We do not
have the brand recognition that our primary competitors have with regards to
luxury jets. In other words, Gulfstream and Bombardier are likely the two brands
that come to mind when considering purchasing a private jet.
Response: Emphasize Textron Aviation’s success and expertise within other
segments of the industry. Explain the Citation Longitude’s features/specs and how
they compare to the more recognizable brands in the segment.

7. Embraer SWOT
Strengths
-Strong brand image; regularly sources the U.S. military
-17% of deliveries in the business jet market, with only 7 models
-Although a Brazilian company, has a large manufacturing and engineering facilities
in Florida (can claim American-made)
Weaknesses
-Not yet a competitor in the ultra-long-range, large cabin jet market
-Lacks the R&D pipeline, government subsidization, and university recruitment of
Bombardier, Gulfstream, and Textron
-Forced to adopt voluntary layoff program

8. Embraer SWOT
Opportunities
-Respond to Textron’s 4,500nm range Cessna Citation Hemisphere
-International expansion; build a customer network and service centers beyond
Brazil and U.S.
Threats
-As a Brazilian company, is more likely to be hurt by currency exchange rates than
Canadian or U.S. companies
-In discussion with US Dept of Justice regarding allegations of violating Foreign
Corrupt Practices Act

9. Bombardier SWOT
Strengths
-In-house financing
-Well-known brand with a strong marketing position
-Service centers in 27 countries
-Aircraft training, situation simulator available
Weaknesses
-Still not the premiere name in this market
-Too diversified- only aerospace brand to also compete in the rail industry
-Small profit margins forced a cutback of production of popular existing models and
development of a new jet on hold

10. Bombardier SWOT
Opportunities
-Current Canadian government is heavily courting Bombardier to invest upwards of $50
million (Canada) for a research consortium (supersonic jets); the Quebec provincial
government has recently followed through on a $1 billion (US) commitment
Threats
-Cost overruns due to delays on C-Series (commercial jets with range between 3,000nm
and 6,000nm) (Feb 2015)
-Cash flow issues, is relying on loans and shares to keep it afloat until the C-series hits
the market (Feb 2015)
-Brazil (Embraer) threatening to file a challenge at the WTO regarding government
bailout of Bombardier (July 2016)

11. Gulfstream SWOT
Strengths
-Highly respected brand name in the domestic market
-Strong relationship with top engineering schools
-Has not suffered downward pressure on prices affecting other business jet
producers

12. Gulfstream SWOT
Weaknesses
-Only 3 international service centers (Brazil, UK, and China); 8 U.S. service
centers; compared to Textron’s industry-leading 21
-30% of Gulfstream’s 1Q deliveries were to the Middle East, a highly volatile
region that cannot be relied on for long term, sustained sales
-Pre-owned inventory is rising, particularly the G650 (range of 7,000 nm), which
has doubled in pre-owned inventory in the past year

13. Gulfstream SWOT
Opportunities
-Develop new jet models that succeed off the Gulfstream brand
-Customers report wanting the speed and technology of the G650, but at a lower
price and range capacity
-Expand to markets outside of North America
Threats
-Tepid demand in energy-dependent/emerging markets
-Growing competition and lowering profitability

14. Typical Private Jet Audience
1. Fortune 1000 companies (100+ million annually)
2. Wealthy individuals (30+ million net worth)
3. Companies or individuals that frequently fly (120+ flight hours)

15. What C-Suite Executives are Looking for
Content- strong data, concise points and a vision for the future
Network- building specific networking contacts
Publish Frequently- looking at reputable sources for purchases
Highly Digital- everything accessible on their mobile devices
Immediate Value- positive results

16. Our Specific Target Audience
Top 100 law firms by revenue
Range from 300 million to 3 billion dollars

17. Reality of Law Firms
Clients want cheaper legal bills
Issues accounting for billing- ex. Time spent traveling or working on the plane (by
minute)
Everything is digital- Digital Briefs and Memos via email
“Travel is quite common; lawyers must visit out-of-town clients and attend distant
depositions, hearings, trials, site inspections, board meetings, conferences and
other events.” - The Balance
“Companies that make their own employees fly coach also expect their lawyers to
do the same.”- WSJ

18. Advantages of Private Jets
Flexible schedule so they can fly any time of day
Increased efficiency and less time than commercial flights
Flexible locations so you can get closer to your exact destination (5000 compared
to 500)
"Features like WiFi are very popular, and we provide our Clarity fibre optic based
system which gives the passengers full connectivity to the internet, moving maps,
and trip metrics like altitude and speed."- GQ Magazine interview with Ashley
Namihas, Cessna's regional sales director for northern Europe

19. Advantages of Private Jets
Tax benefits for using private jet
Privacy, for meetings etc.
Multiple color options and seating arrangements

20. Specific Advantages for Law Firms
From the standpoint of an average firm, the ratio of travel expenses to total
revenue lies around 0.6%
For a law firm within the segment we are targeting, revenues start at around $300
million. For a firm making this much, the anticipated travel expense would be
around $1.8 million per year
With the purchase of a longitude business jet, it would only take a little over 10
years of use (minus maintenance costs) to be beneficial to the firm

21. Where are they flying?

22. ABA Techshow Expo
ABA TECHSHOW Expo- March 16-17, 2017 - Chicago, IL
Costs: booking early- $850 a ticket (assuming booking early)
Send about 4 people to make connections at this show ($2000 room/board)
Stipend for potential networking dinners/cocktail hours: $3500
total : ~$9500

23. Legal Marketing Technology Conference
Legal Marketing Technology Conference- October 2017 in San Francisco, CA
Focuses on adopting new technologies to attract/better serve clients
Terabyte Sponsor:
Cost: $4,750 West/$4,250 Midwest.
Registrations: 4.
Exhibit Area: Premium placement.
Logo: In "Terabyte" section of: advertising, communications, signage, intro slide show, on LMA website with
link, promotional video, on passport to prizes.
Program: Full page ad on front/back cover of program
VIP Dinner: 2 admissions.
Premium promotion: Select one complimentary add-on from the list below.
Attendee List: One week before conference and after the conference.

24. Demographics

25. Legal Marketing Tech. conference
4 marketers ($2000 room/board)
TED talk style presentation
“How flying privately will help enhance your legal career”
Exhibit Table
Run 5 Demos: $2000 per demo
Stipend for potential networking dinners/cocktail hours: $3500
Send Tru Simulation pod with salesman ~$50000
Total Cost: ~$69750

26. Football Tailgates
November 4th: Harvard/Columbia game at Columbia
Tailgate costs- $20,000
Raffle with 3 demo flights
November 18th: Harvard/Yale game at Yale
Tailgate- $20,000
Raffle with 3 demo flights
(Bonus: attract students and alumni)

27. Monthly Contact Plan
Cold Calling- C suite executives at major law firms
Direct mail printing ads to top 100 law firms- $25 per mailing, $2500 semi-annually
(March and September of each year), Total Cost: $10,000
Digital ad campaign- $3000 per ad per month, 10 websites
Run ads popular publications
WSJ: 1 year, ½ page, $137,595
Illinois, Texas, Washington D.C., California, and New York state BAR
association publications ($3000 for a full page 3 times a year, for 5 states, 2
years: $30000)

28. Why Textron- Our Pitch
More deliveries than any of its competitors in the first halves of 2015 and 2016
Several high-profile brands under common management (Cessna, Beechcraft,
Hawker)
Due to name-recognition, these brands perform very well in the domestic market
Cessna and Beechcraft together account for more than ½ of all general aviation
aircraft currently flying
In-house financing available

29. Why Textron- Our Pitch
Industry’s largest global service network
Citation Jets (Cessna) are world’s best selling jets
Well-funded and supported R&D capabilities
TA has posted strong, stable financial performances since acquiring its subsidiary brands
Existing sales and distribution network
Highly skilled and valued workforce

30. Budget
Breakdown of $400K
Left with $1115 remaining

32. Future Marketing Tactics
Creating a club for all c suite level executives
Offering private flying lessons through cessna.org and cessnaflyer.org
Leveraging status as leading aircraft manufacturer - industry expertise
Add Tru simulation as part of package of buying the plane (keeps it in house)
International- expanding to attract international law firms
Ex. London Law Expo

33. Questions?

34. Works Cited
https://www.flightglobal.com/news/articles/citation-longitude-completes-first-flight-430170/
https://www.entrepreneur.com/article/243125
http://blog.hubspot.com/sales/5-keys-to-successfully-selling-to-fortune-500-
companies#sm.00008ceadnxdodddqg51ihw2680d6
http://jetcraft.com/outlook/Jetcraft-10-Year-Market-Forecast-2016.pdf
http://www.gq-magazine.co.uk/article/private-jet-buyers-guide
http://www.investopedia.com/articles/wealth-management/032516/time-move-business-class-private-jet-
charter.asp
http://www.wsj.com/articles/SB10001424052970203400604578070611725856952
http://www.businessinsider.com/why-lawyers-are-unhappy-at-work-2013-8
https://www.thebalance.com/so-you-want-to-become-a-lawyer-2164536
http://www.americanbar.org/content/dam/aba/publications/solosez/billfortravel_2005_07.authcheckdam.pd
f
http://www.atticusonline.com/wp-content/uploads/SampleBudget.pdf

35. Works Cited
http://www.techshow.com/
https://www.isba.org/
http://www.marketingprofs.com/articles/2015/27672/five-proven-elements-of-b2b-c-suite-marketing
http://tampabayblog.dupontregistry.com/
http://www.forbes.com/sites/kenrapoza/2013/03/21/kansas-airplane-maker-beechcraft-sues-u-s-air-
force/#5b16b4e618fd
https://www.flightglobal.com/news/articles/ebace-embraer-caps-16-year-run-with-1000th-deliver-424532/
http://business.financialpost.com/news/transportation/federal-liberals-signal-desire-to-invest-in-
bombardier-but-dont-indicate-dollar-
amount?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+FP_TopStories+%28Fin
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http://business.financialpost.com/news/transportation/bombardier-inc-the-top-5-problems-that-need-to-be-
fixed
]https://www.ft.com/content/ca329a12-214e-11e5-aa5a-398b2169cf79
https://www.ft.com/content/ca329a12-214e-11e5-aa5a-398b2169cf79