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Jetblue Airways Corporation Public Relations Strategy for Jetperks Campaign

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Jetblue Airways Corporation Public Relations Strategy for Jetperks Campaign Assignment #1: JetBlue Airways Corporation Public Relations Strategy for JetPerks Campaign Situational Overview JetBlue Airlines is best known for providing quality and economical air travel across the United States. However, JetBlue offers consumers much more than reasonable flights. In an effort to promote more benefits of flying with JetBlue, JetPerks campaign will promote JetPaws, CoatChex, and in-flight DIRECTV, three convenient services that consumers will be able to take advantage of on every flight. In addition, the JetPerks campaign will make an extensive effort to gain more traction and consumers through large-scale social media efforts. The JetPerks campaign will begin on February 14, 2015 and continue through July 5, 2015. The goal of the campaign is to inform consumers about the additional benefits that JetBlue has to offer, and subsequently reach more consumers. Throughout the process, the campaign will use a combination of videos, hashtags, and blog posts to distribute the information over social media. Keywords/ Messages JetBlue is committed to providing the highest quality service, which can be seen through several key messages: Above all other standards, safety is JetBlue’s number one priority. By pledging to provide consumers with efficient safety standards, JetBlue can do its best to ensure an enjoyable flight experience. JetBlue cares. As a company dedicated to serving the “average American,” JetBlue respects all consumers and makes a strong effort to understand any and all concerns. In order to respect and understand all consumers, JetBlue also takes having integrity very seriously. Honesty is the best policy. JetBlue loves to have fun. When a company allows for a friendly work environment, it shows, and consumers further enjoy the JetBlue experience. Lastly, JetBlue is passionate about the airline industry. By showing a passion for the industry, each and every department flourishes and is able to provide the best possible service. Keywords for JetPerks Campaign: COMPANY CONFIDENTIAL 1 Airline/ Airplane Flight/ Vacation Pets/ Pet Travel Live TV JetPaws DIRECTV CoatChex JetPerks Strategies In order to promote JetBlue’s JetPaws, CoatChex, and in-flight DIRECTV services effectively, there are two strategies that must be implemented: Increase awareness through a strong social media presence, specifically Twitter, including circulating hashtags and creating images. Produce and circulate six short entertaining videos over the six-month period depicting each of the three services and how they are convenient and useful for consumers. Approach Strategy #1: Increase Social Media Presence Goal: JetBlue Airlines will use social media outlets such as Twitter, Facebook and Pinterest to begin circulating the JetPerks Campaign. Tactics: Twitter: Because JetBlue already has 1.9 million followers, it will likely be most necessary to concentrate on trending hashtags on Twitter. JetBlue will create hashtags for each service it is trying to promote and begin to circulate them on Twitter. The hashtags will include: ‘#JetPerks ’, ‘#CoatChex’ ‘#JetPaws’ and ‘#DIRECTV’. Posts will be made 4-5 times per week. Each post will also contain a link to related content. Facebook: JetBlue also has a significant Facebook following with nearly 1.1 million likes. The campaign will use Facebook to post creative images that promote each of the three service that are being promoted two to three times per week. Each image will contain a quality that may catch a viewer’s attention, such as humor or a clever headline. COMPANY CONFIDENTIAL 2 Pinterest: Currently, JetBlue does not have a significant following on Pinterest. However, developing one could benefit the campaign greatly. JetBlue will use the same images that will be posted to Facebook. However, JetBlue will also incorporate other “boards” such as a “Destinations” and “Aircraft” boards in order to continue building a following. In addition, JetBlue will also take full advantage of any holidays in order to reach more followers and gain more traction among consumers. JetBlue’s digital team will also work to film three 10-15 second clips that showcase each service. Each clip will circulate across each social media outlet. This will be further discussed in the next strategy. Audience: JetBlue is targeting social media users who are at least 25 years old. The reason that the target audience is at least 25, is because they must have the financial means to purchase an airplane ticket. Images and blog posts about CoatChex will target audiences on the east coast of the United States. Target Media: The target media will be Twitter, Facebook and Pinterest. Strategy #2: Create Showcase Video Clips Goal: The digital team at JetBlue will produce a series of three video clips that will be circulated throughout social media. Tactics: Videos 1-4: JetBlue JetPerks JetBlue JetPerks will demonstrate the usefulness of JetPaws, CoatChex and free DIRECTV. The purpose of these videos will be to get information to consumers as thoroughly and quickly as possible. Video 1 will also serve as the campaign launch video. Video 5: JetPerks: JetPaws Adventure The JetPaws Adventure video will begin by showing a puppy that thinks that he will be left at home while his owner goes on vacation. However, his owner took advantage of JetBlue’s free service, JetPaws, and the puppy arrives in a new city excited to be a part of the adventure. The catch phrase will be JetPaws: Share Your Adventure. Video 6: JetPerks: CoatChex COMPANY CONFIDENTIAL 3 JetPerks: CoatChex will be an informational video directed specifically at east coast audiences. The video will offer all of the details needed to successfully use the service. Audience: JetBlue is targeting social media users who are at least 25 years old. The reason that the target audience is at least 25, is because they must have the financial means to purchase an airplane ticket. Images and blog posts about CoatChex will target audiences on the east coast of the United States. Target Media: The target media will be Twitter, Facebook, and Vine. Proposed Timeline *Twitter posts will be maintained four to five times per week. *Pinterest and Facebook posts will be maintained two to three times per week. Date Event Name Details Feb 14 Campaign Launch Campaign launch will begin by posting the first JetBlue JetPerks video, as well as commencing the social media push with additional blog posts to each social media outlet. Feb 14 Valentine’s Day Social Because February 14th is also Valentine Day, JetBlue Media Blitz will incorporate “love” themed posts in order to generate awareness and traction. Feb 18 JetPerks: JetPaws Video will launch across all social media outlets Adventure Launch Feb 23 CoatChex Information Video will launch across all social media outlets Video Launch March 2 JetPerks Video 2 Launch Video will launch across all social media outlets March 6 Employee Appreciation JetBlue will incorporate gratitude towards employees Day in order to generate awareness and traction. March 17 Saint Patrick’s Day Because February 14 is also St. Patrick’s Day, JetBlue Social Media Blitz will incorporate “four-leaf clover” themed posts in order to generate awareness and traction. COMPANY CONFIDENTIAL 4 April 1 Saint Patrick’s Day Because April 1 is also April Fool’s Day, JetBlue will Social Media Blitz incorporate jokes within posts in order to generate awareness and traction. May 4 JetPerks Video 3 Launch Video will launch across all social media outlets June 1 JetPerks Video 4 Launch Video will launch across all social media outlets July 4 Independence Day Because July 4 is Independence Day, JetBlue will Social Media Blitz incorporate patriotism within posts in order to generate awareness and traction. July 5 Last Campaign Day The campaign has come to an end. Budget Given the simplicity of this campaign, the budget for JetBlue Airlines JetPerks campaign is estimated to be: Social Media Cost: $0 Video Creation: $6,000 Image Creation: $500 Total estimated rage for six-month campaign: $6,500 Measurement Criteria Measure effectiveness through number of “re-Tweets”, “likes” and “shares”. Receive 500 re-Tweets on Twitter Receive 300 likes and 150 shares on Facebook Measure number of video views Measure any increase in use of any of the three services over the following six months. COMPANY CONFIDENTIAL 5 Assignment #2: JetBlue Airways Corporation Media Kit Corporate Overview JetBlue Airways, also known as New York's Hometown Airline™, is a corporate airliner dedicated to delivering quality, economical and enjoyable air travel experiences across the United States. As a “homegrown” company, JetBlue prides itself with maintaining a culture focused on five core values: Safety, Caring, Integrity, Fun and Passion. At JetBlue, every crewmember works together to provide a comfortable and easy-going inflight ambiance. JetBlue was founded in August of 1998 and was granted authorization of 75 takeoff and landing slots at John F. Kennedy International Airport in February 2000. The first flight took off on February 11, 2000, with service to Buffalo and Ft. Lauderdale. Since then, JetBlue has grown to become the fifth largest passenger carrier in the United States. By 2013, JetBlue averaged 850 daily flights with over 300 million passengers traveling to 87 destinations. With over 16,000 employees across the nation, JetBlue operates from Boston, Fort Lauderdale, Hollywood, Los Angeles, Orlando and San Juan. JetBlue also offers a multitude of inflight services, including free DIRECTV, unlimited snacks, and wireless internet on every flight. In addition, JetBlue is well known for offering consumers affordable flights and profitable shareholder returns. In the fourth quarter of 2014, JetBlue reported record operating revenues of $1.4 billion. Operating expenses for the quarter increased by $27 million compared to the previous quarter. As a company dedicated to “bringing humanity back to the skies,” JetBlue is committed to being a socially responsible company. JetBlue has actively partnered with six non-profit organizations, including Carbon Fund, Do Something, First Book, KaBOOM!, VH1 Save The Music and Points of Light.
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