SOUTHWEST AIRLINES

FOSTERING LOYALTY AND CREATING A LEGACY BRAND

Sydney Burns sydneyburns29@gmail.com

Who we need to engage - millennials.

●  They only want to do business with accountable companies: They “believe that companies and businesses only think about their immediate profits. They are not concerned with what tomorrow will bring and what the damage of their relentless search for capital will do to future generations.” - Deloitte Research

●  Family trumps all: A 1997 Gallup survey found that 9 in 10 children (a population

comprised entirely of Millennials that year) reported high levels of closeness with their parents and were personally happy with that relationship.[This means getting home is a priority now they are in college away from their family, or just starting their lives away from home.]

●  They will need an affordable, but reliable airline for years to come: Millennials

grew up in a time of great economic uncertainty. Research shows that entering the labor market during a recession can result in substantial earnings losses that persist for more than a decade, with negative effects lasting longer for college graduates.

https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-dttl-2014-millennial-survey-report.pdf [2014]

http://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf [2014]

When it comes to connecting families, nobody beats Southwest. Why not start a conversation with the one group of people who is constantly growing in size? COLLEGE STUDENTS.

Emotion trumps all. Let’s speak to the generation that was raised on Southwest, and still deeply depends on Southwest to bring them home because Southwest is the most affordable, familiar, and humble airline brand they know. Millennials need an airline that is easily accessible and honest. They make themselves at home on the flight back home with Southwest.

“They are also always the cheapest flight between

here and San Diego, so it makes visiting my parents easy. Last minute tickets

are even easy to get” - Thea Brown, 22

CAN’T BUY ME LOVE: MEMORIES WITH SOUTHWEST

They were the airline where you would get on the plane and the flight attendant would make a joke, or she'd be wearing bright lipstick and fun jewelry, or he would rap about the pilot. So when you are going somewhere and you are excited, it's so fun to start your adventure or your journey with an airline that is JUST as excited as you are to get you to your destination.

I learned how to travel alone with Southwest. I got my little wings pin when I would visit my grandmother, and was scared to fly alone. They made me feel at home. As I got older, I learned to book my first flight ticket with them too. They have a lot of firsts for traveling in my life.

I was introduced to Southwest by my mom. She was a single mom and needed a cheaper option with great baggage rates for all the stuff she brought with her on trips. In a way, it’s like Southwest helped my mom out - they were there for her when she needed to fly, and made it easy.

A lot of millennials use Southwest, but to them SW is more than just a cheap option. It’s an experience that gives them the same warm, fuzzy feeling coming home does.

“Southwest attendants - and even pilots - occasionally joke around or sort've spice up the safety instructions: it makes the whole thing a lot more enjoyable. I remember this time the pilot - who sounded like a radio show host - joked we were going to Chicago, when in fact we were going to Ontario (CA): I was eleven, so I freaked out, but the guy next to me explained he was joking.

The last time I was on Southwest - when I flew home for Christmas - a flight I've done upwards of 20 times. The pilot cracked jokes, and when we landed, he came out wearing an electronic dancing Santa hat - and then placed on the head of a passenger next to me. People were laughing, just good cheer all around. They are the kind of folks who feel like family. Stephen Boynton, 23

SOUTHWEST STORIES

“I have no choice but to fly with them on trips to LA and San Diego since they beat out their competitors! To me, Southwest is a very cost efficient airline but really lacks a brand or a unique experience. Just another typical airline to get you from point A to point B.” Dan Chesmore, 24

“Yeah, southwest is great but now that I think of it, they don't have a brand” Sarah Gurbach, 26

Looks like an opportunity.

HOW THEY FEEL ABOUT THE BRAND [what brand?]

Southwest needs to unite their brand image with the feelings of the people who use them most. These college students have their reasons for staying loyal to Southwest, so let’s keep them engaged by being a catalyst for sharing their most cherished Southwest memories.

The Rebrand - looks friendly, trustworthy, and warm

Customers love Southwest, they trust Southwest to bring them closer to their loved ones.

UNITE THE REBRAND WITH THE CUSTOMER’S PERSONAL EXPERIENCE

Where our message needs to be

Speak to the generation that looks to Southwest for a familiar, familial feeling…. ...the generation that trusts and depends on Southwest to bring them to what matters most - family. This way, they will be more likely to show future generations that the way home begins with Southwest.

LEGACY STARTS WITH LOYALTY