Jet Blue Media Planning Presentation

Micaela Metz, Morgan Gatzemeyer, Carter Smalley, Rebecca Long

We are Communiqué

Agenda •  Current market trends and where JetBlue stands against competitors •  The New Blue Campaign covering our target market and budget •  Media Selections and Scheduling

Marketing Objectives & Strategies

Objectives: Objective #1: Beginning in the next calendar year increase JetBlue’s passenger seat miles by 5% between the following destinations

•  Boston & Cancun •  Buffalo & San Francisco •  Raleigh & Phoenix •  Syracuse & Barbados •  Portland & Nassau •  Rochester & Jacksonville •  Chicago & Bermuda •  San Jose & Cancun

•  Burbank & Fort Lauderdale •  New York & Costa Rica •  Seattle & Sarasota •  San Jose & Cancun •  Pittsburg & Montego Bay •  Raleigh & Long Beach •  Phoenix & Jacksonville

•  New York City & Las Vegas •  New York City & Barbados •  Burlington & Orlando •  Salt Lake City & St. Maarten •  Baltimore & Aruba •  Seattle & Sarasota •  Sacramento & Santiago

Objective #2: Increase JetBlue’s share of vacation travelers by 5% over last year ’s volume Objective #3: Generate a 25% increase in revenue by targeting flights going to a from coastal destinations from May to August

SWOT Analysis    Strengths: 1.  Exists in secondary airports away from main hubs 2.  Vice President assigned to manage social media (ex: Twitter)

Weaknesses: 1.  Has canceled significantly more flights than other airlines 2.  Newer airline, not as many loyal customers yet

Opportunities: 1.  Expand airline to fly to more destinations 2.  Create more brand awareness

Threats: 1.  Competitors more established and recognizable in market 2.  Competitors have loyal customers

Competitor Analysis

Primary =

Secondary =

Competitor Analysis

-  3 leading airlines financially -  Offer competitive, low cost flights -  Delta not necessarily low cost, but 2nd largest holder of

domestic market share in US -  Fly heavily domestically in the United States

Rationale for Primary Choices:

Rationale for Secondary Choice: -  Subsidiary of Southwest Airlines -  Ranked the number 1 low-cost carrier in Airline Quality

Ranking Study for past 3 years

Target Market •  55-64 years old, older-middle to upscale

households •  $100,000 to $150,000 •  College-educated with possible further education •  Mature lifestyle but like using social media

Target Market: “Mature Excursionists”

•  Embrace their new, unaccustomed free time since they are economically and socially available

•  Takes vacations 2-3 times a year •  Want to fly comfortably but frugal with their savings •  Enjoy calm weekdays and active weekends to do things

Target Market Profile •  Mary is a 60-year-old professional women

and avid traveler •  Retiring soon and wants to take vacations in

the spots she always wanted to but couldn’t while raising her three children.

•  Connected to her mobile phone and internet keeping up on her social media sites like Facebook, Pinterest, and current news

•  Excited for her upcoming vacation to relax at a tropical place with her husband

•  Looking for frequent flyer rewards

The New Blue Campaign

Budget    

Budget: $8 million Contingency: $1 million National Contingency: $500,000 Spot Contingency: $500,000

Media Mix       Strategy: •  Television (Cable and Network) •  Magazine (General Interest and Women’s Magazines) •  Radio •  Out-of-Home (Billboards) •  Social Media

Media Selections - TV

Media Selections - Magazine

Media Selections - Radio

Spot Buys: NPR and local stations

Portland (WGBQ) Boston (WBYR) Radio Boston

Chicago (WDRV)

   Media Selections – OOH

Strategy & Rationale: •  “Mature excursionist” is active and

always on the move •  Constantly driving to a from work •  Billboards will significantly

strengthen the amount of our audience who will see and fully comprehend the ad

•  Pittsburg, PA; Sacramento, CA; Boston, MA; Seattle, WA; Chicago, IL; Rochester, NY; Portland, ME; and Syracuse, NY

Media Selections – Social Media

Scheduling & Timing •  Flighting and national campaign with spot heavy-ups •  Save money and keep audience awareness •  February through September: spot heavy-ups using traditional and social media •  March, April, May won’t have heavy-ups •  June and July off •  August the campaign will start up again

Geography    Objective: 17 markets are targeted for The New Blue campaign, TV, FM radio, magazine, Internet and out-of-home buys are national except for the months of February and September when they are spot-heavy ups.

Strategy In conjunction with JetBlue’s marketing objectives market selections were chosen based on the 17 DMAs in which JetBlue wished to increase sales by 5%        

In the end…