StrategicPlanforJetBlueAirways

ByMichaelShaw,AnnieNelson&ClayChristensen

ExecutiveSummary

ProblemandPurpose
AboardJetBlueflight191,flyingfromNewYorkCitytoLasVegas,FirstOfficerJasonDowd
removedCaptainClaytonOsbonfromthecockpitandchangedtheentrycodeafternoticing
hisirregular,unrulybehavior,andbeganmakinganemergencylandingtoremovehimfrom
theplane.Evenwiththebadpress,JetBluesquarterlyearningsdidnotdrop,whichshows
theopportunitytomoveonandthecompanysmissiontocontinuetogrow.However,JetBlue
isstillvulnerable.Keypublicsmaybeswitchingtocompetingairlinesbecausetheydonot
trustJetBluessafetyprotocol,ortheymaynotbeawareofJetBlueflyingfeatures,suchasits
affordability,comfortandexcellentcustomerservice.Byestablishingandpromotingasafe,
familyfriendlyatmosphere,JetBluecanincreaseitscustomerbaseandticketsalesrevenue.

Ourgoalistoimproveairlineandpilotcommunication,restoretheconfidenceofJetBlues
customers,potentialcustomersandstakeholdersinthesafetyofJetBlueflightsandincrease
thecustomerbaseandprofitabilityofthecompany.

Conclusions
AnalysisofthereactiontoJetBluesmidaircrisisanditscurrentstateinthepubliceyehas
financiallyledustothefollowingconclusionsabouttheproblemthatJetBlueAirwaysis
facing:
KeypublicsmaybeswitchingtocompetingairlinesbecausetheydonottrustJetBlues
safetyprotocol.
Manypublicsmayassociatelowfareswithlowqualityandmaynotbeawareof
JetBluesflyingfeatures,suchasitscomfortandexcellentcustomerservice.
Stakeholdersmaybeskepticalbecauseofthenumeroussafetyandcustomerservice
issuesJetBluehasfacedrecentlyandfeartheirinvestmentwilldeteriorate.
KeypublicsmaybeunawareofJetBluesrewardprogram,TrueBlue,andthebenefits
ofjoining.

Recommendations
AftercarefulevaluationofthemajorissuesthatJetBlueAirwaysisfacingwehavethe
followingspecificrecommendationstoeffectivelyreachthedesiredpublicsandaccomplish
theorganization'sobjectivesandgoals:
Increasepublicawarenessofnewsafetyprotocolsthroughearnedmedia,advertising
andmasscommunication.
RaisestakeholderconfidenceinJetBluescapabilitytoprogressbyraisingawareness
ofcampaignsandcompanyupdatesthroughdirectcommunication.
Increasethenumberofticketsalestoboostrevenuethroughpromotions,earned
media,masscommunicationandadvertising.
IncreasethenumberofloyalcustomersandTrueBluemembersthroughpromotions
andreferrals.

BackgroundResearch:

TheIssue
OnMarch27,2012,JetBlueflight191toLasVegas,NevadadepartedJohnF.
KennedyInternationalAirportandwasforcedtounexpectedlylandinAmarillo,Texasdueto
medicalconcernssurroundingtheflightsCaptain,ClaytonOsbon.131passengerswere
aboardtheflightandnoonewasharmed.
Duringtheflight,CaptainOsbonbeganmutteringincoherentthoughtsaboutbeing
evaluated.Hethenyelledatthepeopleovertheradio,turnedtheradiooff,anddimmedthe
computers.Hebegantopreachasermontothecopilotwhosoonrecognizedthatsomething
waswrong.

Laterintheflight,CaptainOsboncontinuedtoacterratically,rantingaboutAlQaida
andSeptember11,andthreatenedthattherewasabombonboardtheplane.FirstOfficer
JasonDowdtrickedthecaptainintoleavingthecockpittochecksomething,andlockedthe
doorbehindhimsoCaptainOsboncouldnotreenter.
WhileOsbonwasoutsidethecockpit,fivemalepassengersaboardtheflight
restrainedthecaptain,usingseatbeltstokeephimfromescaping.OfficerDowd,aidedbyan
offdutypilotwhohappenedtobeonboard,madeanemergencylandinginAmarillo,Texas.
UponlandinginAmarillo,thehandcuffedcaptainwastakenintoanambulanceand
immediatelyhospitalized.PassengersweretransportedtoadifferentflightinAmarilloand
safelylandedinLasVegaslaterthatevening.
Jetbluefirstalertedthepublictellingthemabouttheemergencylandingandsaidit
wasbecauseofamedicalemergencyinvolvingthepilot.Theyalsoupdatedthepublicabout
thesecondflightandalertedthemwhentheplanehadtoucheddowninLasVegas,their
intendedlocationapproximatelyfivehourslater.JetBluemadethepublicawarethatOsbon
wasreceivingpropermedicalattention.
AccordingtopublicrecordsOsbonwassaidtohavehadabriefpsychoticdisorder
broughtonbylackofsleep.ForaweekaftertheincidentOsbonstillhadmultipledelusions
alsoattributedtosleepdeprivation.Osbonwentunderpsychiatricevaluationataprisonin
NorthCarolinaandwaseventuallyreleasedundertheconditionsthathegoesthrougha
treatmentprogramfordependencyonnarcotics,alcoholanddrugsandsurrendershispilots
license.

Aftertheincidentmanyofthepassengersfromtheflightleakedoutvideostheyhad
takenonboardtheflightandthenewsbegantospread.ItwasspreadthroughYouTubeand
founditswaytoABCWorldNewsandThisWeek.
JetBlueimmediatelyreachedouttocustomersandstakeholdersontheircorporate
blogcalledBlueTales.InitiallyJetBluereportedthatthepilotincommandelectedtodivert
toAmarillo,TXforamedicalsituationinvolvingtheCaptain.AboutthreehourslaterJetBlue
reportedthatthesecondflightwasonitswaytotakethepassengerstherestofthewayto
LasVegasandthankedallthosethathelpeddiffusethesituationonboard.

Thedayfollowingthisincident,JetBluepostedanswerstothetop10questionsthey
hadbeenreceivingandgaveasmuchinformationastheycould.ThatsamedayJetBlue
CEO,DavidBarger,appearedontheTodayShowtotalkabouttheeventsoftheflight.The

nextdayJetBluemadeanefforttodemonstratealloftheresourcesthatcustomersand
employeescoulduseincaseofanemergencyforfuturereference.JetBlueaskedtheirmost
loyalcustomerstopostontheirBlueTalesblogonbehalfofthecrewandcustomersthatwere
onthisflight.Twodaysaftertheflight,JetBluesentoutapressreleaseasanupdateonthe
captainssituationandagainapologizedforeverythingthathappenedandexpressedhow
gratefultheyweretothosethathelpeddiffusethesituation.

Manypeopleappreciatedthequickthoughtofthecopilot,butotherswereupsetand
thoughtthatJetBluewasdownplayingtheevent.JetBluesuffered$2millionindamages,and
wasaccusedofnegligence,butwerealsoabletomaintaintrustwiththeirloyalcustomers
throughpassengercompensationandmaintainingpublicawarenesswithupdates
surroundingthesituation.JetBlueusedtheircorporateblogBlueTalestocommunicatewith
theircustomersandwillcontinuetouseittobuildbacktrustbetweenhesitantcustomersand
theairline.

TheClient
JetBlueisasmall,lowcostairlinebasedoutofLongIsland,NewYork.Theyburstinto
themarketin1999byofferinginflightperksthatotherairlineswerenotofferingsuchas
DirecTVateveryseatandsatelliteradio.Theycurrentlyflyoutof71U.S.cities,21statesand
12internationalcities.JetBluehasover$2billioninannualrevenueandnearly12,000
employees.
JetBlueistheyoungestdomesticfleetintheUnitedStatesandfocusesonproviding
lowcostairfare.Theyhaveacustomerbillofrightspolicythatfocusesoncustomerserviceto
ensurethatthepassengersaretakencareof.Theyalsolaunchedathreeyearcampaignin
2010themedYouAboveAllandtheiradsalwaysendedwiththeslogan:Ifyouwouldnt
takeitontheground,donttakeitintheair.Theywantedtofocusoncompletecustomer
serviceandlowcostairfare.SouthwestAirlinesisJetBluesdirectcompetitor.American
AirlinesandUnitedAirlinesarealsobigcompetitors,butnotasdirectbecauseofSouthwest
andJetBlueslowcostbusinessmodel.

JetBluespreviouscrisesincludedwheelsontheplanejammingsideways,passengers
gettingstuckonplanesforupto11hoursbecauseofsnow,1,000cancelledflights,aflight
attendantlosinghistemperwithpassengers,andasnowstormleavingpassengersonthe
tarmacforsevenhours.RegardlessofthesecrisesJetBluesrevenuehascontinuedtorise.
TheonlycrisisthatresultedinJetBluesdecreaseinrevenuewastheValentinesDaycrisis
thatresultedinallofthoseflightsbeingcancelled.JetBlueiscurrentlyworkingonidentifying
gapsinpilotscreeningproceduresandhopingtomoveforwardwithgreatercustomercare.

SWOTAnalysis:
Strengths:
Revenueisontherise
Knownforbeingalowcostairline
Familyfriendlyatmosphere

Weaknesses:
Customersmaylackfaithin
JetBluespilots.
Customersmaylackfaithin
JetBluesscreeningprocesses.

Opportunities:
Marketshareofmoreexpensive
airlines
Increaserevenueandprofitability

Threats:
Competitorsmayseizeopportunityto
cutinonmarketshare
Customersmaychooseotherairlines

SituationAnalysis:
AboardJetBlueflight191,flyingfromNewYorkCitytoLasVegas,FirstOfficerJasonDowd
removedCaptainClaytonOsbonfromthecockpitandchangedtheentrycodeafternoticing
hisirregular,unrulybehavior,andbeganmakinganemergencylandingtoremovehimfrom
theplane.Evenwiththebadpress,JetBluesquarterlyearningsdidnotdrop,whichshows
theopportunitytomoveonandthecompanysmissiontocontinuetogrow.

However,JetBlueisstillvulnerable.Keypublicsmaybeswitchingtocompetingairlines
becausetheydonottrustJetBluessafetyprotocol,ortheymaynotbeawareofJetBlueflying
features,suchasitsaffordability,comfortandexcellentcustomerservice.Byestablishingand
promotingasafe,familyfriendlyatmosphere,JetBluecanincreaseitscustomerbaseand
ticketsalesrevenue.

CoreProblem:
ByinformingTrueBluecustomers,stakeholdersandpotentialcustomersaboutitsnewpilot
screeningprocessesandfamilyfriendlyatmosphere,JetBluescustomerbaseandrevenue
canmovepastpriorcomplicationsandcontinuetogrow.

Goal:
Ourgoalistoimproveairlineandpilotcommunication,restoretheconfidenceofJetBlues
customers,potentialcustomersandstakeholdersinthesafetyofJetBlueflightsandincrease
thecustomerbaseandprofitabilityofthecompany.

Objectives:
1. Increasepublicawarenessofnewsafetyprotocols42percentbytheendof2015.
2. Raisestakeholderconfidenceby28percentbytheendof2015.
3. Increaseticketsalesrevenuebysevenpercentbytheendof2015.
4. Increasenumberofloyalcustomersby16percentbytheendof2015.

BigIdea:

Strategy
:MotivatethosewhoarenotcurrentlyloyaltoJetBluetoexperienceitssafe,
comfortablefamilyfriendlyatmosphere.

Message
:
Travelingisoftenarushed,nervewrackingorlonelyexperience,butitdoesnthave
tobethatway.OnJetBluewebringpeopletogetherandmaketravelingthebestpartofyour
trip.

TangibleRepresentation
:Presentationwithpowerpoint.

Slogan
:OnJetBlueyourefamily.

KeyPublics:
JetBlueTrueBlueMembers
JetBlueStakeholders
PotentialJetBlueCustomers

JetBluesTrueBlueMembers
JetBluescurrentloyalcustomersvaluelowcostfaresandfriendlycustomerservice.JetBlue
isoneofthefewairlinesthatallowyoutostillhaveonefreebagcheckedandthisis

somethingthatisimportanttoloyalJetBluecustomers.Thesecustomersalsovaluesafetyin
airlinetravel.Theyflyfrequentlyforbusinessorpersonaltrips.Duetothefrequencyoftheir
flying,thisgroupofindividualsvaluesaffordableairfare,comfortableaccommodationsand
excellentservice,whichJetBlueprovides.Thisgroupofindividualsiscomprisedof
middleagedAmericansthatarefinanciallysupportingfamilies.Theydonotlikebeingaway
fromhomeorfamilyasoftenastheyare.Thisgroupalsoincludesyoungadultswhoare
lookingtosavemoneyandseniorswhoareinterestedinsavingretirementmoney,butarestill
abletovisittheirgrandchildren.Italsoincludesthosewhowanttogetthebestbangfortheir
buck.TrueBluemembersvaluerewardsandfrugality.

PrimaryMessage:

JetBluevaluespassengersafetyaboveallelseandwillbeadding
additionalscreeningprocessesandsafetyprotocoltomakepreventfutureinflight
emergenciesandsafetyissues.

SecondaryMessages:
AllJetBlueemployeeswillbeputthroughanewadvancedsoftwaresecuritytest
beforeabletofly.
Thisprocesshasbeentestedandusedinsimulationsformanymonthsandwillgive
passengerspeaceofmindregardingtheirJetBluecrew.
Ourgoalistoensurepilotsandcaptainsmeetthelatestrequirementstosafelyflyand
thatallarepolishedintheworkingsofournewestjetlinersandpolicies.
TheProfessionalAviationBoardofCertification(PABC)iscurrentlylaunchinganeffort
toensurepilotsareadequatelytrainedandpreparedtofly.

StrategyOne:

InformTrueBluemembersofthepreventativemeasuresbeingtakeninorderto
preventfutureinflightemergenciesandsafetyissuesthroughmasscommunicationand
earnedmedia.

Tactics:
EmailTrueBluememberslettingthemknowwhatprocedureshavechanged.
Createanddistributeapressreleaseannouncingthenewsafetyprotocolsand
processchanges.
PitchastorytoallmajornewsnetworkstointerviewCEODaveBargeraboutthenew
updatesandhisperspectiveonhowbeneficialtheywillbe.

Objectivesitwillassist:
Increasepublicawarenessofnewsafetyprotocols42percentbytheendof2015.
Increaseticketsalesrevenuebysevenpercentbytheendof2015.
Increasenumberofloyalcustomersby16percentbytheendof2015.

PrimaryMessage:

JetBluecaresabouttheirpassengersandwantstorewardthemforbeing
loyalTrueBluemembers.

SecondaryMessages:
JetBluewillbehostinga31DaysofHalloweeninflightcostumecontestgivingaway
freeflights.
JetBluehasa
CustomerBillofRightsthatdedicatesthemtobringinghumanityback
toairtravel.
JetBluewillhaveareferralpromotionforallTrueBluemembers.
Youcantbeatourplushleatherseats,personaltelevisionswith36channels,snacks
andupto38inchesoflegroom.
JetBluerankedamongthetopsixfriendliestairlines.
Threefeetofroomintheaisles,somovingaroundintheplaneiseasier.
JetBlueallowsonebagtocheckforfree.
Wewantyoutofeelrightathome.

StrategyOne:
InformTrueBluemembersoftheupcomingpromotionsthroughearnedmedia
andmasscommunications.

Tactics:
EmailTrueBluememberstheinformationfortheupcoming31DaysofHalloween
promotionandinvitethemtoparticipate.
CreateanadforJetBlues31DaysofHalloweencampaign.Buyanadslotonthe
majornetworksforthemonthofOctober.
CreateanddistributeapressreleaseannouncingthenewHalloweenpromotion.
PitchtothemajornewsnetworkstointerviewCEODaveBargertodiscussthe
upcomingHalloweenpromotion.
TakepicturesofdailywinnersofthecostumecontestandpostthemtoJetBlues
BlueTalesBlog.
OnJetBlue.comsmainpageadvertisetheupcomingpromotionandincludedetailson
howtoparticipate.
Createaneventwebpagethatdescribesalldetailsoftheeventsandincludethelink
onJetBlue.comsmainpage.
Postonthewebpagetheinfographicexplaininghowtoparticipateinthecostume
campaign.
HanguppostersatJetBluecustomerservicedesksaboutthe31DaysofHalloween
campaignhighlightingdetailsforcustomerswantingtoparticipate.
Tweetanannouncementofthepromotioninthedaysandweeksleadinguptoit.
Tweetapictureofwinnerscostumeseachdaysothepubliccanseethecampaignas
itcontinuesthroughoutthemonth.
MakeFacebookpagepoststoupdatepeopleaboutthepromotionandwinners
pictures.
InviteTrueBluememberstoliketheFacebookpagetoget100TrueBluepoints
addedtotheiraccount.PostthisofferonJetBlue.comandthepromotionswebsite.
Postpromotionvideoonallsocialmediapagesandoncompanywebsite.

PostphotosonInstagramwithwinnersmostinterestingcostumesandinitial
announcementofpromotion.
Provideamediakitforallmajornewsoutletsincludingafactsheet,photosofwinners
whogivetheirconsent,video(Broll),eventscheduleandparticipationdetails,contact
sheet,socialmediaandwebsiteaddresses,VNRsandafeaturestoryontheoneof
thewinnersfromthelocalareaofoutletbeingpitched.
Placeadonallmajorradiostationspromotingtheeventthroughoutthemonth.
EmailTrueBluememberstoannouncereferralpromotion,givingeachmembera
uniquereferralcode.Memberswillbeaskedtogivetheircodetotheirfriendsand
familyandwhoeverhasfriendsandfamilysignupforTrueBlueandprovidetheir
referralcodeuponsignupwillreceive1000TrueBluepointsperpersontheyrefer.
Includeonlinebrochurewithprogramdetailsincludedinthebrochure.
Createanddistributeapressreleaseannouncingthenewreferralpromotion.
KeepastackofreferralpromotionbrochuresatallJetBluecheckinandcustomer
servicedesks.
Postonallsocialmediaaccountstheannouncementofthereferralpromotion.
PostonJetBlue.comtheinformationaboutthereferralpromotion.
CreateareferralpromotioninformationpageandincludethelinkonJetBlue.com

Objectivesitwillassist:
Increaseticketsalesrevenuebysevenpercentbytheendof2015.
Increasenumberofloyalcustomersby16percentbytheendof2015.

JetBluesStakeholders
JetBluestakeholdersareveryinterestedinthepublicimageofthecompanyandthepriceof
theirstock.Stakeholdersstresswhenemergencieshappenandmayloseloyaltytothe
companybecauseofadecreaseinstockpricesoralackoftrustinthestabilityofthe
company.StakeholderswantJetBluetolookgoodinthepubliceyeandtheywantcustomers
tobeloyal.Theyarealsoconcernedwithcompanyprofitabilityandwanttokeepcostsdown
sotheyhavealargerreturn.Stakeholdersrangefromavarietyofbackgrounds,butmostare
financiallystableandconcernedaboutthestateofJetBlue.

PrimaryMessage:
JetBlueisincreasingsafetymeasuresandpromotingafamilyfriendly
atmospheretohelpthecompanygrowandbecomemorestable.

SecondaryMessages:
AllJetBlueemployeeswillbeputthroughanewadvancedsoftwaresecuritytest
beforetheyareabletofly.
Thisprocesshasbeentestedandusedinsimulationsformanymonthsandwillgive
passengerspeaceofmindregardingtheirJetBluecrew.
Ourgoalistoensurepilotsandcaptainsmeetthelatestrequirementstosafelyflyand
thatallarepolishedintheworkingsofournewestjetlinersandpolicies.

TheProfessionalAviationBoardofCertification(PABC)iscurrentlylaunchinganeffort
toensurepilotsareadequatelytrainedandpreparedtofly.
JetBluewillbehostinga31DaysofHalloweeninflightcostumecontesttoincrease
customerbaseandimprovecustomerexperience.
JetBluehasa
CustomerBillofRightsthatdedicatesthemtobringinghumanityback
toairtravel.
JetBluewillhaveareferralpromotionforallTrueBluemembers.
Earlyin2012,JetBluebeganresearchingtheprocessinwhichflightcrewswere
selectedandtrainedandfoundtheprocessneededtoberevisedandimprovedupon.

StrategyOne:
ReassureJetBluestakeholdersthatthecompanyisstable,continuestobea
goodinvestmentandisonitswayupthroughdirectcommunication.

Tactics:
Sendemailtostakeholderswithrevenueinformation,showingthatearningsdidnot
decreaseforthequarter,evenafteremergenciesoccurred.
Sendemailbeforepromotionannouncementstomakestakeholdersawareofthe
effortsthatJetBlueismakingtoincreasecustomerbaseandprofitability.
Invitestockholderstothecompanysummitthroughapersuasiveemailthatwillbesent
toeachindividualperson.

PrimaryMessage:
JetBluewillbestrongerandmoreprofitableinthefutureaspeoplelearnof
ourincreasedsafetyandtraining.

SecondaryMessages:
AllJetBlueemployeeswillbeputthroughanewadvancedsoftwaresecuritytestand
trainingbeforetheyareabletofly.
Thisprocesshasbeentestedandusedinsimulationsformanymonthsandwillgive
passengerspeaceofmindregardingtheirJetBluecrew.
Ourgoalistoensurepilotsandcaptainsmeetthelatestrequirementstosafelyflyand
thatallarepolishedintheworkingsofournewestjetlinersandpolicies.
JetBlueAirwayswillimmediatelybeginanewscreeningprocessforeachofitspilots,
captains,andinairstafftoincreaseandimprovesafetyfortravelpassengers.
CEODavidBargerregardingthenewsafetysoftware:Weareverypleasedand
excitedaboutthisnewsoftwareandbelieveitwillbethenewstandardwithinthe
aviationindustrypertainingtotravelsafety.
Withthelaunchofthisnewsoftwareprogram,andinsupportofthePABCsrecent
findings,JetBluespilotswillbethemosttrained,prepared,andscreenedindividualsin
theworld.

StrategyTwo:
BuildconfidenceinJetBlueStakeholdersandassurethemthattheir
investmentswillcontinuetogrowthroughpersonalcontact.
Tactics:

Sendemailtostakeholdersreferencingthepromotionalvideothatwillbepublicizedon
televisionandduringlargeevents.
Sendpersuasiveemailinvitingstockholderstotheannualcompanysummit.
Atthesummit,holdaninformationalsessionwithstockholdersonlythataddressesthe
securityoftheirinvestmentandthepotentialithastogrowmovingforward.
SendaletterfromJetBlueCEODavidBargerthankingstockholdersfortheir
contributions.
SendstockholdersamonthlyJetBluenewslettersotheyareuptodateonthelatest
companypoliciesandprocedures.

Objectivesitwillassist:
Increasepublicawarenessofnewsafetyprotocols42percentbytheendof2015.
Raisestakeholderconfidenceby28percentbytheendof2015.

JetBluesPotentialCustomers
JetBluespotentialcustomerscurrentlyflywithotherairlinesduetoeithercomfortorprice.
Theyflyfrequentlyforbusinessorpersonaltrips.Duetothefrequencyoftheirflying,this
groupofindividualsvaluesaffordableairfare,comfortableaccommodationsandexcellent
service,whichJetBluecanprovide.Thisgroupofindividualsiscomprisedofmiddleaged
Americansthatarefinanciallysupportingfamilies.Theydontlikebeingawayfromhomeor
familyasoftenastheyare.Thisgroupalsoincludesyoungadultswhoarelookingsosave
moneyandseniorswhoareinterestedinsavingretirementmoney,butstillbeingabletovisit
theirgrandchildren.

PrimaryMessage:
OnJetBlueAirways,youarefamily.

SecondaryMessages:
Youcannotbeatourplushleatherseats,personaltelevisionswith36channels,
snacksandupto38inchesoflegroom.
JetBluerankedamongthetopsixfriendliestairlines.
Almostthreefeetofroomintheaisles,somovingaroundintheplaneiseasier.
JetBlueallowsonebagtobecheckedforfree.
Wewantyoutofeelrightathome.

StrategyOne:
Acquirenewcustomersthroughdirectcommunicationandpaidadvertising.

Tactics:
Distributeinfographic,4ReasonstoFlyJetBlueAirways,throughallsocialmedia
channels.
Distributeinfographic,4ReasonstoFlyJetBlueAirways,throughtargetedtraveland
businessmagazines.
Sendmarketingemailsthatpitchourproducttobigbusinesses,explainingwhythey
shouldbookflightswithJetBluefortheiremployees.

CreateadcampaignwiththesloganOnJetBlueYoureFamily.Placecommercials
onHGTV,theTravelchannel,andduringamajorsportingevent.
Postcommercialtosocialmediaoutlets.
PitchtothemajornewsnetworkstointerviewCEODaveBargertodiscussthenew
familyfeelofJetBlue.
DisplayposterpromotingourOnJetBlueYoureFamily,campaign.

Objectivesitwillassist:
Increaseticketsalesrevenuebysevenpercentbytheendof2015.
Increasenumberofloyalcustomersby16percentbytheendof2015.

PrimaryMessage:
JetBlueisalowcost,familyfriendlyenvironment,makingitthebestairline
totravelon.

SecondaryMessages:
JetBluewillbehostinga31DaysofHalloweeninflightcostumecontest,givingaway
freeflightstothosewhodisplayholidayspiritwithcreativecostumes.
VisitfamilyandfriendsthisHalloween,andbesuretoshowusyourcreative
costumes.
Youcouldwinafreeflight.

PrimaryMessage:

JetBluevaluespassengersafetyaboveallelseandwillbeadding
additionalscreeningprocessesandsafetyprotocoltomakepreventfutureinflight
emergenciesandsafetyissues.

SecondaryMessages:
AllJetBlueemployeeswillbeputthroughanewadvancedsoftwaresecuritytest
beforetheyareabletofly.
Thisprocesshasbeentestedandusedinsimulationsformanymonthsandwillgive
passengerspeaceofmindregardingtheirJetBluecrew.
Ourgoalistoensurepilotsandcaptainsmeetthelatestrequirementstosafelyflyand
thatallarepolishedintheworkingsofournewestjetlinersandpolicies.
TheProfessionalAviationBoardofCertification(PABC)iscurrentlylaunchinganeffort
toensurepilotsareadequatelytrainedandpreparedtofly.

StrategyTwo:

Informthepublicofthepreventativemeasuresbeingtakeninorderto
prevent
futureinflightemergenciesandsafetyissuesthroughmasscommunicationandearned
media.

Tactics:
Createanddistributeapressreleaseannouncingthenewsafetyprotocolsand
processchanges.

Createanddistributeapressreleaseannouncingthepresenceofasecurityofficeron
eachflightwhowillbetheretoassistanyoneinneed.
PitchastorytoallmajornewsnetworkstointerviewCEODavidBargeraboutthenew
updatesandhisperspectiveonhowbeneficialtheywillbe.

Objectivesitwillassist:
Increasepublicawarenessofnewsafetyprotocols42percentbytheendof2015.
Increaseticketsalesrevenuebysevenpercentbytheendof2015.
Increasenumberofloyalcustomersby16percentbytheendof2015.

StrategyThree:
Raiseawarenessof31DaysofHalloweencampaignthroughpaid
advertisingandearnedmedia.

Tactics:
CreateacommercialforJetBlues31DaysofHalloweencampaign.Airthe
commercialduring
TheWalkingDead
.
CreateanddistributeapressreleaseannouncingthenewHalloweenpromotionto
majornewsoutlets.
OfferexclusiveinterviewswithCEODavidBargerinordertodiscusstheupcoming
Halloweenpromotion.
TakepicturesofdailywinnersofthecostumecontestandpostthemtoJetBlues
BlueTalesBlogandsocialmediaoutlets
OnJetBlue.comsmainpageadvertisetheupcomingpromotionandincludedetails
abouthowtoparticipate.
Tweetanannouncementofthepromotioneachdayasitapproaches.
Postpromotionalvideoonallsocialmediapagesandoncompanywebsite.
Provideamediakitforallmajornewsoutletsincludingafactsheet,photosofwinners
whogivetheirconsent,video(Broll),eventscheduleandparticipationdetails,contact
sheet,socialmediaandwebsiteaddresses,VNRsandafeaturestoryontheoneof
thewinnersfromthelocalareaoftheoutletbeingpitched.
Placeadonallmajorradiostationspromotingtheeventthroughoutthemonth.

Objectivesitwillassist:
Increaseticketsalesrevenue10percentbytheendof2015.
Increasenumberofloyalcustomers16percentbytheendof2015.