SVA Masters in Branding thesis: The TSA
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RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE Transportation Security Administration Wednesday, September 18, 13
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Challenge: Develop a strategy around the return of respect to the Transportation Security Administration, identifying key problematic insights, and developing internal & external tactics. Key Insights: Since it's hastily inception in 2001, the TSA has dealt with multiple public relations issues, which has led to problems involving recruitment, retention, the respect of the American public, and support from the government. Furthermore, we identified a cycle of negative emotions that surround both the Airport and the TSA, causing headaches for everyone involved, and if kept unchecked, will poison the air travel industry. This is unfortunate for an organization that when developed, had over 1,000,000 applicants for just 50,000 jobs. And despite all of their problems, they have a 12 year track record, and constantly identify passengers attempting to sneak weapons and explosives on board planes. Their success rate has turned them into a global leader in airport security, yet the American public has a deep distrust and disrespect for the organization and it's employees. Strategy: Seeing that the TSA is an entity that will always exist, we proposed the TSA utilize a strategy that requires them to change behaviors internally and externally, with the goal of earning back the public respect that they had at their inception. Positioning line: Repositioned as vigilant, respectful defenders, the responsibility of the TSA is securing peace of mind. Tactics: Key to this strategy are the new tactics the TSA should embrace, including better messaging in airports, a redesigned bin organization system, bottles of water handed out at the end of the line, and messaging asking for user feedback. Internally, the employees must be stimulated through the tablet based brain training exercises, team-based reward systems, and a badge system similar to military medals, awarding for good service, good deeds, and successfully identifying threats. Lastly, looking forward towards Futurism trends, the TSA can evolve into a well-groomed automated security system, utilizing pathogen sensors, behavioral recognition software, RF identification, and the continued use of a global threat detection system.
Transcript of 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
Wednesday, September 18, 13
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Sources:http://www.tsa.gov/about-tsa/september-11-2001-and-tsahttp://georgewbush-whitehouse.archives.gov/news/releases/2001/11/20011119-2.html
Wednesday, September 18, 13
“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
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heartfelt
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Source: Interview with Lynn Dean, Senior Advisor, TSA
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1,000,000 Applicants
Source: Interview with Lynn Dean, Senior Advisor, TSA
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Wednesday, September 18, 13
There were problems.
Wednesday, September 18, 13
Sources: Qualitative Interviewshttp://seattletimes.com/html/travel/2018827766_webtsa01.htmlhttp://www.humanevents.com/2011/09/12/tsa-creator-says-dismantle-privatize-the-agency/
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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.”
Wednesday, September 18, 13
STRUCTURE (POST DHS)
Source: http://www.tsa.gov/stakeholders/
Wednesday, September 18, 13
STRUCTURE (POST DHS)
MASS TRANSIT
HIGHWAY
TRANSPORATION SECURITY
ADMINISTRATION
MARITIME
PIPELINE
FREIGHTRAIL
AVIATION
Source: http://www.tsa.gov/stakeholders/
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a closer look
Wednesday, September 18, 13
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
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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/
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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/
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“
Source: http://www.huffingtonpost.com/2012/05/02/rand-paul-tsa-groping_n_1470820.html
Wednesday, September 18, 13
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
Wednesday, September 18, 13
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
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Wednesday, September 18, 13
How do we cope?
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Humor.
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Source:Saturday Night Live
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Source:Saturday Night Live
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so what?
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A TOXIC CYCLE
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Stressful Experience
A TOXIC CYCLE
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Stressful Experience
Incident Occurs
A TOXIC CYCLE
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Stressful Experience
Incident Occurs
Virality
A TOXIC CYCLE
Wednesday, September 18, 13
Stressful Experience
Incident Occurs
Virality
MediaCapitalizes
A TOXIC CYCLE
Wednesday, September 18, 13
Stressful Experience
Incident Occurs
Virality
MediaCapitalizes
TSACannot
Respond
A TOXIC CYCLE
Wednesday, September 18, 13
Stressful Experience
Incident Occurs
Virality
MediaCapitalizes
TSADevelops
Reputation
TSACannot
Respond
A TOXIC CYCLE
Wednesday, September 18, 13
Stressful Experience
Incident Occurs
Virality
Negative Airport
Expectations
MediaCapitalizes
TSADevelops
Reputation
TSACannot
Respond
A TOXIC CYCLE
Wednesday, September 18, 13
Stressful Experience
Incident Occurs
Virality
Negative Airport
Expectations
MediaCapitalizes
TSADevelops
Reputation
TSACannot
Respond
A TOXIC CYCLE
Wednesday, September 18, 13
Stressful Experience
Incident Occurs
Virality
Negative Airport
Expectations
MediaCapitalizes
TSADevelops
Reputation
TSACannot
Respond
Public Disrespect
TSA Disrespect
Air Travelis
Poisoned
A TOXIC CYCLE
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It is time to break the cycle.
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GOAL
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The TSA must reduce the friction on air travelers.
GOAL
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GOAL
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GOAL
The TSA must recruit, train and retainthe very best talent.
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Repositioning the TSA
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vigilant
CHARACTER
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respectful
CHARACTER
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protector
CHARACTER
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The responsibility of the TSA is
BRAND POSITIONING
securing peace of mind.
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Brand voiceLogistics
Communications
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First phase
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1. Acknowledgement2. Improvements
First phase
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The Future
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Wednesday, September 18, 13
Pathogen detection sensors
Moveablesidewalks
Biometricsensors
RF identification
Threat detection system
Wednesday, September 18, 13
Wednesday, September 18, 13
mutual respect = safety
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RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE
Wednesday, September 18, 13
RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE
Thank you
Wednesday, September 18, 13
