Delta Airlines

Lily Schorr, Alyssa ClarkEva Simone, and Dale Miller

Our Mission...“We- Delta’s employees, customers, and community partners together form a force for positive local and global change dedicated to bettering standards of living and the environment where we and our customers live and work”

Our Promise...Delta is committed to providing all of its passengers with safe, reliable, and comfortable flights at competitive prices. We are driven to always be better and value every one of our customers

SWOT AnalysisStrengths:Convenient, premium, affordable flights to destinations all over the globe.Generally happy satisfied customers

Weaknesses:Legal issues and proceedingspresents Substantial indebtedness in an period where airlines are under substantial scrutiny

Opportunities:Growing US airlines industry (more hubs)Growth of global air freight sector Open skies agreements

Threats: Intense competitionFluctuating fuel prices impacting the cost structureExtensive government regulation

ListeningTwitter

Negative trends are not as vocal currently, with other airlines taking the brunt of the negativity. Casual negative trends include upset customers due to overbooked planes causing associates to ask passengers to give up seats.

Listening (continued)

Facebook

Positive trends were common across the board with almost every news/social outlet had conversations about how Delta has been positively responding to the bad rap that airlines have been getting currently

SMARTObjective

AWARENESS

We aim to make customers aware of Delta’s new Peace of Mind Policy and carry-on charges with 80% regularity by developing an advertising campaign focusing on the Peace of Mind Policy and using survey techniques to measure our success.

Our OwnObjectives

Not only protecting the company from backlash of customers ‘not knowing’ (awareness) about Delta’s new carry on charge, but also turning more customers onto the idea of paying more than the $5 and instead choosing to check a bag entirely with the Peace of Mind Policy (beneficial alternative)

Strategies

Undifferentiated Strategy

Targeting Strategy

We chose this because we believe we will be most efficient and can retain a ‘better airline’ image if we are honest and fair to all customers.

Adults of all backgrounds utilize airlines, there’s no avoiding it, and they all have feedback to give, we’d like it to be positive across the board.

Can’t afford to segment

Creative Brief

Why are we advertising?

To educate!

Our goal is to successfully educate 80% of Delta’s customers of these new policies prior to purchasing tickets.

Whom are we talking to?

Our audience we are focusing on is adults - specifically employed adults.

We are addressing these flyers due to the fact that the new policies will affect these passengers.

What do they currently think?

They currently do not know about either our Peace of Mind Policy or our new fees that are being attached to carry-on baggage.

Airline customers are frustrated with how baggage is handled in the airline industry.

What would we like them to

think?

We would like them to think that the upcharge for carry-on luggage is a fair tradeoff for the peace of mind that comes with knowing that your baggage comes with a 12-Hour guarantee.

“The carry-on upcharge is worth it to get the Peace of Mind of knowing my checked bag will be there”

What is the single most

persuasive idea we can convey? Flying with Delta ensures a

premium, stress-free baggage experience.

Why should they believe it? Our customers are important to us.

We stand by our promise. If our promise is not met we will give customers a free ticket!

Are there any creative

guidelines? Our campaign has no set guidelines from corporate.

Media Plan

No matter where they are, we will reach them!

- Commute to work

- During leisure time

- While using social media

Early Morning 6:00 AM - 9:00 AM ; Early Fringe 4:00 - 5:30 PM ; Early News 5:30 - 7:00 PM ; Late News

11:00 - 11:30 PM ; Primetime 8:00 - 11:00 PM

Customer PersonaName : Amanda Job Title : Sales Executive

Company : Automatic Data Processing Inc.

At her job she is responsible for a team of 10 account executives. She oversees their daily tasks, holds meetings, maintains relationships and seeks new business.

Demographics● Age : 41● Salary : $82,000.00● Location : Pittsburgh ● Education: MBA ● Family : Married w/ 2 kids

Psychographics ● Finds fulfillment in

family and career● Concerned with health

and appearance ● Enjoys relaxing after

work ● Values comfort and

reliability

Behavior ● Vacations at least once

a year● Travels for business

often

Measurement

Measurement

We want to measure our campaign’s success with surveys presented to customer during the purchasing process online and at the terminal.

We would like to ask customers if they were aware of the carry-on upcharges and the 12-Hour Guarantee before the purchase of their tickets.

If they were not aware, we would like to educate them by either a short optional commercial (with incentive to watch) or by training our ticket gate employees to educate our customers about the changes in Delta’s policy.

Creative

Carry-On Baggage Icon

(_)

Radio Ads

We chose to focus heavily on radio ads to target adults that drive to and from work on a regular basis. In order to target this market in the most effective manner, we will need to advertise in the “Morning Drive” and “Afternoon Drive” dayparts. Included to the right are a few radio ads that we believe will serve as a good starting point for our campaign.

Business 20 sec

General 10 sec

General 25 Sec

TV Ads

Our TV ads will also be positioned to target our market the most effectively. We are going to purchase time slots in nearly the same time frames as our radio ads.

Here at Delta, our number one priority is the comfort and safety of our passengers. We are completely committed to providing the best flying experience possible. Our new, industry leading technology allows us to offer to our customers what other airlines cannot: The 12-Hour Guarantee. Once your plane hits the tarmac, we guarantee that within 12 hours you will have your checked baggage or your next flight is on us! Delta: Fly with us!

Delta’s Billboard

Billboards

Appendix

Media considered, but omitted

Twitter

● With the PR crisis that United had recently and with our $5 carry-on fee, we thought it might be best to stay off the social media platform most commonly associated with “roasts”

Instagram

● Our target market is adults with disposable income, which is not what Instagram’s use base

● 59% are 18-29 years old

Pop-Up Ads on Website

● Pop-ups are annoying and people don’t read them

Facebook Page

● Delta’s facebook pages are split up into terminals (Atlanta, Pittsburgh, Beijing, etc)

● Consolidate

Concept Alternatives

“$5 Guarantee”

Originally, we had thought of trying to spin the $5 charge as being a good thing, but we thought that it would ultimately be better to instead focus on the checked baggage rather than the carry-on baggage. Also, calling it a “$5 Guarantee” makes it sound like it isn’t worth much.

“Checked Bags are where its at!”

Another concept we came up with was developing a catchy ear-worm about the benefits of checking baggage as opposed to carrying it onto the flight. We scrapped this idea because we figured that a multitude of parodies about Delta Airlines would come out of it.

The End