JetBlue

COMMS 421
public relations writing and production

CAMPAIGN
and strategic plan
PLANS >>>>
explore for yourself

together
we fly

created by Neil Davies, Taylor Winget, Becca Klemetson and Dallin Morris

REBEL ALLIANCE
contents
 01 Situation Analasis
02
03
Objectives, Goal & Big Idea
04
05 Our Publics
06
07
Family Fliers
08
09
Shareholders
10
Frequent Fliers
11
12
13
situation
analysis
JetBlue is an American low-cost airline based in Long Island City, New York.
JetBlue is a leading low-cost carrier with $2 billion in revenue each year and
over 12,000 employees.

They have a relatively good

safety record; however, there
was an incident involving a
compromised pilot. Recently,
JetBlue announced an economical
seating arrangement and
eliminated the free checked bag
but. They are installing free wi-fi
in all planes by 2016. Customers
are currently disgruntled by
the changes being made to an
industry with diminishing quality
and increasing price.
Our new free in-flight services
will incentivise a new and larger
customer base. However, convincing
customers that redesigning seats
will not decrease legroom and that
the price to check a bag will be
compensated for in the quality of
their flight will be difficult.
TOGETHER
WE FLY

Objectives Core
Problem
Increase the number of Decreased passenger
commuter flight sales by leg room, along with
10 percent in 12 months no longer providing
free checked bags will
cause criticism against
Increase stock price by 5 the airline, possibly
percent in six months leading to a decrease
and revenue.
Decrease the perception
of unsavory flight
conditions among publics
by 35 percent in a year.
Goal
To reassure publics that
JetBlue is not taking
away but increasing
services and their
quality in flights in order
to maintain current
customers and attract
new customers.
 IDEA
BIG

We want to serve you by bringing humanity back to air travel

Passengers on Jetblue flights will be able to nominate families

to win a trip to anywhere that JetBlue provides flight service.
The nomination process will be over instagram, twitter, face-
book and other social media outlets through a hashtag. We will
focus on families that have never really left their city or reunit-
ing families that have been separated for long periods of time.
 our
publics
JetBlue Family Fliers / Frequent Fliers / JetBlue Shareholders

Demographics Self-Interests Relationship

Opinion Leaders / Objectives / Channels

Strategies & Tactics >>>>

 Demographics 1.73 million people fly each day. Passengers care deeply about the safety,
Channels comfort, speed, cost and amenities of each flight.
Self-Interests The preferred channels to recieve information are email and social media.
Frequent Fliers Relationship They utilize our company for cost, speed and safety. Willing to trade to
Opinion Leaders other companies for cost, speed, service or amenities.

Demographics This public will be critical in achieving all of the objectives leading to
Channels increased flight sales and behavioral based changes. Their self-interests
are the health, safety and welfare of their children. They are motivated
Family Passengers Self-Interests by savings but want good quality for comfortable flights. They will be
Relationship influenced by travel and family bloggers such as Kara Williams and Nancy
Opinion Leaders Schretter

Demographics This public is invested in the success of JetBlue, and is critical to increasing
investment capital. Their driving self interests as shareholders are safe
Channels investment. They want JetBlue to be an autonomous, stable and profitable
investment so that one day they can receive a positive income. They
may have investments in multiple locations, and in some respects are risk
Shareholders Self-Interests
takers when it comes to finances, however, they prefer that investments
can be trusted to make them money. They care about their families, but
Relationship more importantly they care about their bottom line. They will primarily
be influenced by their colleagues and specialized news media, such as
Opinion Leaders financial and stock news.
 JetBlue Family Fliers
Primary Message
We care about keeping your family safe on our airplane

Secondary Messages
Your children are safe on our plane. There is only a 1 in 11 million chance of dying in a plane crash.
There is a 1 in 5,000 risk of dying in a car crash.

We are ranked #2 in the United States for safest airline

Story to illustrate and deepen impact of safety on planes.

Primary Message
Happy children mean happy parents. We care about
keeping your family comfortable
Secondary Messages
Jetblue statistics show that every passenger uses Wi-Fi on the plane.

Children will enjoy the programming available on the Fly-Fi planes

Children should chew gum or swallow on the plane in order to reduce ear discomfort.

Story to illustrate changes to impact happiness

SAFE/ COMFORTABLE/ ENJOYABLE/ FREE Wi-Fi/ GOOD FOOD/

CARING/ SERVICE ORIENTED/ CUSTOMER SATISFACTION
 Strategy One:
Motivate families to consider JetBlue as an affordable & quality airline.

Inforgraphic
that we will
spread around
the internet
to highlight
the cool and
interesting
facts about
airtravel. Each
inforgraphic
will link back to
JetBlue.com.
 JetBlue Shareholders
Primary Message
Their smart business moves can help me relax.
S
econdary Message
JetBlue is continuing to add new features to their flights to incentivize loyalty and build their customer
base. Within the last month they have implemented their new Fly-Fi Hub to provide free wireless
internet access to all passengers, as well as their new JetBlue Business rewards program to incentivize
loyalty.

Their new Fly-Fi Hub will get more people to fly with them, thanks to their free internet access. Many
major airlines charge a standard fee of $30 for wireless access, and have even gone as high as $1,200
per flight for overage charges.

Story to illustrate and deepen impact

Primary Message
I can trust that I wont lose money by investing in JetBlue.

Secondary Message
JetBlue has reported consistent positive revenue streams, compared to other airlines. For example,
American Airlines filed for chapter 11 bankruptcy.

JetBlue has been named Best Low Cost Carrier for 2 years in a row by AirlineRatings.com

SAFE/ COMFORTABLE/ ENJOYABLE/ FREE Wi-Fi/ GOOD FOOD/

CARING/ SERVICE ORIENTED/ CUSTOMER SATISFACTION
 Strategy One:
Shareholders exposed to increased promotional events by direct mail campaigns, posters
and in-airport demos inviting them to try JetBlue Business.

Shareholders will be
shown and be exposed
to promotional events
put on by JetBlue.
These events, including
direct mail campaigns
will help build interest
in new and returning
passengers trying the
JetBlue Business pro-
gram.

Shareholders will show

increased trust in the
company and this will
also garner new inves-
tors, which will raise
company value and
profit.
 Frequent Fliers
Primary Message
JetBlue is the best airline for those that fly frequently on business

Secondary Message
US News and World Report calls our TrueBlue rewareds program the best rewards program in the industry

JetBlues Mint class is the only cabin of its kind on the US airline industry.

Story to illustrate and deepen impact

Primary Message
Making JetBlue your airline gives you the best rewards available
in the industry
Secondary Message
Our new mint class offers flyers the option of comfortably sleeping on the flight and saving on hotel costs

Free in-flight wi-fi allows you to easily continue working so you are prepared to work the moment you land.

By flying to many different airports in the same region you will have the convenience of less travel time and
more work time.

TrueBlue rewards program

SAFE/ COMFORTABLE/ ENJOYABLE/ FREE Wi-Fi/ GOOD FOOD/

CARING/ SERVICE ORIENTED/ CUSTOMER SATISFACTION
 Strategy One:
Motivate flyers to try JetBlue for the first time

In order to get build engagement

and visibility on social media, we
plan to use a program to create
interactive and engaging contests.
Our program allows you to create
contests that build engagement
across your various social media
platforms; YouTube, Facebook,
Twitter, Instagram, etc. These
contests reward your followers
for their continued loyalty, reward
new followers in the same way and
dramatically increase your social
media presence and visibility.