SVA Masters in Branding thesis: The TSA

RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE

Transportation Security

Administration

Wednesday, September 18, 13

9/11Wednesday, September 18, 13

Sources:http://www.tsa.gov/about-tsa/september-11-2001-and-tsahttp://georgewbush-whitehouse.archives.gov/news/releases/2001/11/20011119-2.html

“Today,we take permanent and aggressive steps to improve the security of our airways. The events of September the 11th were a call to action. And the Congress has now responded.”

Sources:http://www.tsa.gov/about-tsa/september-11-2001-and-tsahttp://georgewbush-whitehouse.archives.gov/news/releases/2001/11/20011119-2.html

heartfelt

Source: Interview with Lynn Dean, Senior Advisor, TSA

1,000,000 Applicants

Source: Interview with Lynn Dean, Senior Advisor, TSA

There were problems.

Sources: Qualitative Interviewshttp://seattletimes.com/html/travel/2018827766_webtsa01.htmlhttp://www.humanevents.com/2011/09/12/tsa-creator-says-dismantle-privatize-the-agency/

our civil liberties arecompromised

“I am not the enemy.”

STRUCTURE (POST DHS)

Source: http://www.tsa.gov/stakeholders/

STRUCTURE (POST DHS)

MASS TRANSIT

HIGHWAY

TRANSPORATION SECURITY

ADMINISTRATION

MARITIME

PIPELINE

FREIGHTRAIL

AVIATION

Source: http://www.tsa.gov/stakeholders/

a closer look

Theft Accusations

Sources: http://abcnews.go.com/WNT/story?id=129658&page=1#.UdtKdD6G2xw http://blogs.villagevoice.com/runninscared/2010/11/tsa_recruiting.phphttp://seattletimes.com/html/travel/2018827766_webtsa01.htmlhttp://abcnews.go.com/Blotter/TSA/http://travel.yahoo.com/blogs/compass/airport-luggage-thefts-reportedly-rise-tsa-012317876.html

Intrusive Screening

Sources: http://www.csmonitor.com/USA/2010/1117/Are-TSA-pat-downs-and-full-body-scans-unconstitutionalhttp://www.youtube.com/watch?v=mIVO5QqldPghttp://www.huffingtonpost.com/2013/05/29/ashley-jessica-tsa-video_n_3354522.htmlhttp://www.nytimes.com/2013/06/03/opinion/at-the-airport-scanner-or-pat-down.htmlhttp://www.nbcnews.com/id/40291856/ns/travel-news/t/tsa-pat-down-leaves-traveler-covered-urine/

Alleged Harassment

Sources: http://flywithdignity.org/about/stories/http://boingboing.net/2013/06/16/lax-tsa-officer-shames-my-15-y.htmlhttp://www.aisfor.org/another-reason-to-be-shameless-tsa-agent-shames-15-year-old-girl/http://hotair.com/greenroom/archives/2012/07/10/tsa-agents-verbally-abuse-deaf-passenger-illegally-confiscate-bagged-candy/

Source: http://www.huffingtonpost.com/2012/05/02/rand-paul-tsa-groping_n_1470820.html

The American people shouldn’t be subjected to harassment, groping, and other public humiliation simply to board an airplane.”

Rand Paul, R-KY

Source: http://www.huffingtonpost.com/2012/05/02/rand-paul-tsa-groping_n_1470820.html

Sources:http://abcnews.go.com/WNT/story?id=129658&page=1#.UdtKdD6G2xwhttp://www.gadling.com/2010/11/04/tsa-looking-for-new-colleagues-at-gas-stations-promi/http://www.forbes.com/sites/realspin/2012/02/29/the-tsa-is-coming-to-a-highway-near-you/2/http://www.upi.com/Odd_News/2010/11/24/TSA-advertises-jobs-on-pizza-boxes/UPI-75441290631130/#ixzz2XSwnQWxw

How do we cope?

Humor.

Source:Saturday Night Live

so what?

A TOXIC CYCLE

Stressful Experience

A TOXIC CYCLE

Incident Occurs

A TOXIC CYCLE

Incident Occurs

Virality

A TOXIC CYCLE

Incident Occurs

Virality

MediaCapitalizes

A TOXIC CYCLE

Incident Occurs

Virality

MediaCapitalizes

TSACannot

Respond

A TOXIC CYCLE

Incident Occurs

Virality

MediaCapitalizes

TSADevelops

Reputation

TSACannot

Respond

A TOXIC CYCLE

Incident Occurs

Virality

Negative Airport

Expectations

MediaCapitalizes

TSADevelops

Reputation

TSACannot

Respond

A TOXIC CYCLE

Incident Occurs

Virality

Negative Airport

Expectations

MediaCapitalizes

TSADevelops

Reputation

TSACannot

Respond

A TOXIC CYCLE

Incident Occurs

Virality

Negative Airport

Expectations

MediaCapitalizes

TSADevelops

Reputation

TSACannot

Respond

Public Disrespect

TSA Disrespect

Air Travelis

Poisoned

A TOXIC CYCLE

It is time to break the cycle.

The TSA must reduce the friction on air travelers.

The TSA must recruit, train and retainthe very best talent.

Repositioning the TSA

vigilant

CHARACTER

respectful

CHARACTER

protector

CHARACTER

The responsibility of the TSA is

BRAND POSITIONING

securing peace of mind.

Brand voiceLogistics

Communications

First phase

1. Acknowledgement2. Improvements

First phase

The Future

Pathogen detection sensors

Moveablesidewalks

Biometricsensors

RF identification

Threat detection system

mutual respect = safety

Thank you

SVA Masters in Branding thesis: The TSA

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