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Page 1: SVA Masters in Branding thesis: The TSA

RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE

Transportation Security

Administration

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9/11Wednesday, 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

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“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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There were problems.

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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/

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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.”

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STRUCTURE (POST DHS)

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

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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

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

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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

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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

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Stressful Experience

Incident Occurs

Virality

MediaCapitalizes

A TOXIC CYCLE

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Stressful Experience

Incident Occurs

Virality

MediaCapitalizes

TSACannot

Respond

A TOXIC CYCLE

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Stressful Experience

Incident Occurs

Virality

MediaCapitalizes

TSADevelops

Reputation

TSACannot

Respond

A TOXIC CYCLE

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Stressful Experience

Incident Occurs

Virality

Negative Airport

Expectations

MediaCapitalizes

TSADevelops

Reputation

TSACannot

Respond

A TOXIC CYCLE

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Stressful Experience

Incident Occurs

Virality

Negative Airport

Expectations

MediaCapitalizes

TSADevelops

Reputation

TSACannot

Respond

A TOXIC CYCLE

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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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Pathogen detection sensors

Moveablesidewalks

Biometricsensors

RF identification

Threat detection system

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mutual respect = safety

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RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE

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RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE

Thank you

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