Week 8 Writing Assignment_Amanda Wood.docx - Wood Amanda K...

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Wood, Amanda K MRKT 310- PROFESSOR GANNAGE Week 8 Writing Assignment
Part 1 1. Integrated Marketing Communications : Integrated Marketing Communications for Southwest: Integrated Marketing Communications (IMC) uses multiple methods and strategies to spread a message. By using multiple tools and media to reach their target audience by being able to control different outlets to ensure they are being used in the most effective way (Richards, n.d.). It’s important for Southwest to differentiate themselves from other airline competitors. The big idea is to market Southwest as the airline that cares, and is compassionate about their customers. The new and vibrant heart logo means ‘heart sets up apart’ and was inspired by their love for people (Southwest.com). The stories posted on social media outlets like Facebook about Southwest reaching out to the community, helping the military, people facing serious illness, disaster recovery efforts, and other charitable efforts will create buzz marketing. This is what makes SWA relatable and not just any airline. Adding new destinations and redeye flights enables Southwest is able to meet the desires of millennial’s who love to travel. By extending Southwest’s services they are able to more effectively compete with other airlines like JetBlue and American. Marketing these new services on social media and television outlets allows Southwest to reach the millennial target market. 2. Marketing Communications Objectives : 1. Brand Awareness: to make Southwest a well-known airline to target customers 2. Sales: to increase the sales of Southwest airline flights 3. Retention: to keep customer relations good with customers so they keep coming back 3. Promotion Mix : 1
1. Brand Awareness- Public Relations (PR) would be an appropriate promotion tool to use to reach the goal of brand awareness. Southwest could use PR to share stories to connect with their target market. Southwest could share stories about flying the families of deceased military and sick children to hospitals free of charge. These stories will spread and touch the hearts of people, it will make them want to fly Southwest airlines because of how much they value their customers.

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