The document outlines Delta Airlines' marketing strategy to attract college-aged customers. The objectives are to increase ticket sales and customer satisfaction. Tactics include a ticket giveaway contest from March to May, billboards, TV ads, and partnerships. The budget is $55,000. Surveys will evaluate if free baggage and tickets increased sales for the target demographic within a year. A viral video will promote the campaign starting 6 months before the contest.

2. SITUATIONAL ANALYSIS
 Issue: the diminishing of return customers and
inter-airline competition
 Proactive promotion -
Being able to keep up with the leaders in the
market
Southwest & Jet Blue
Customer exposure to amenities

3. JUSTIFICATION
 Delta founded in 1924
 4000 flights everyday
 High wages and family atmosphere
 Sky Miles
 Wi-Fi and TV screens
 Business elite

4. GOALS
 Our goal as Delta's advertising and marketing
group is to get more people to become life-long
fliers of Delta Airlines. We want to be dedicated
to our customers, so they're dedicated to us.

5. OBJECTIVES
 Our desired objective is to have more people fly with
Delta Airlines and make sure they have a satisfied
experience when they enter the flight, throughout the
flight, and when they leave our airlines.
 Our focus group is college groups indirectly, but anyone
who has a need to travel will benefit.
 Our measuring scale will be based on the ticket sales.
 We hope to make people choose Delta first and
furthermore, that they enjoy and love their flight
experience with us.
 The contest will run from March-May.

6. OUR STRATEGY: DELIVERY CHANNELS
 Facebook
 Face-to-face
 Delta.com
 Viral Marketing (www.youtube.com)

7. TACTICS TO ACHIEVE OUR GOALS
 Update the Delta Facebook 6 months in advance
 Billboards & posters 1 month in advance and during
the promotion
 Delta.com
 Representatives wearing pins “ask about our spring
break special.”
 Twitter account
 Third-party partnerships with travel deal websites
 Viral Marketing campaign (WOM)

8. MEDIUMS UTILIZED
 Ads were placed on campus all over the U.S.
 The Facebook page was open to all of the U.S.
 The Facebook ad was located on the newsfeed
of Facebook users.
 The video was played on MTV, VH1, E!, Bravo
TV, and other cable channels.

9. FACEBOOK

10. BUDGET
 Total budget: $55,000
 Ticket giveaway: $3,000
 Billboards: $15,000
 TV advertisements: $30,000
 Other (online, campus, airport): $7,000

11. TIMELINE
 Start advertising in September of the year before
 Pick winner after 3 months of contest (stops January 1st)
 Keep advertising free baggage for all domestic flights during the
year
 Post viral marketing video 6 months before the contest
 Update the Delta Facebook & Twitter 6 months before the contest
 Create pins for Delta representatives to wear 3 months before the
contest
 Create third-party partnerships 3 months in advance so they can
host our ads
 Post billboards and posters around airport a month before the
contest
 Evaluate for a full year to see how well the campaign worked
(increased sales for our target audience, etc.)

12. EVALUATION
 Objective:
Attract college
students and
others to Delta
by the free
baggage and
tickets going on
during months
March-May.

13. 3. Were all of your bags received at your destination?
SURVEY ____ Yes ____ No
4. Are you a college student between the ages of 18-24?
____ Yes ____ No
5. Which university do you attend?
After our travelers arrive back home, Delta sends out
a survey to evaluate their flight and trip. ________________
6. Did you win your tickets?
*Survey to travelers: ____ Yes ____ No
1. Was your flight on time? 7. Will you fly with Delta again within the next six months
to a year?
____ Yes ____ No _____ Minutes late
___ Yes ____ No
8. Did the free baggage play an important role in your
2. On a scale of 1-5, (1 being bad, 5 being great) travelling?
was the food acceptable? ___ Yes ____ No
Taste Temperature Quantity Selection 9. Will you refer a friend?
____ Yes ____ No
__ 1 __ 1 __ 1 __ 1 10. How was the flight team’s performance?
__ 2 __ 2 __ 2 __ 2 Attitude Helpfulness Persistency
__ 3 __ 3 __ 3 __ 3 __ 1 __ 1 __ 1
__ 2 __ 2 __ 2
__ 4 __ 4 __ 4 __ 4 __ 3 __ 3 __ 3
__ 5 __ 5 __ 5 __ 5 __ 4 __ 4 __ 4
__ 5 __ 5 __ 5

14. RESULTS
 After the survey was sent out, 74% of travelers
took time out of their day to answer the
questions.
 Results showed that 65% answered positively.
 About 48% said they would fly again.
 There was a 30% increase in travelers within the
year.
 Approximately all travelers appreciated the free
baggage.

15. CUE DELTA MAN …
http://www.youtube.com/watch?v=j1PlH4V7Yrk