Media Planning - jetBlue Media Plan December 7, 2010...

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Unformatted text preview: jetBlue Media Plan December 7, 2010 Jennifer Johnson, Julie Burke Katelyn Fish, Kayla Schmandt 1 Executive Summary The main goal of our jetBlue media plan is to increase vacation travel by five percent in the 2011 calendar year. We plan to achieve this goal by positioning jetBlue as the best airline in comparison to its competitors, as well as increase awareness of the relatively new airlines economic benefits, high comfort quality and customer consideration and satisfaction. In order to do this we recommend reallocating the budget to focus on Television, Internet and Magazines and put less emphasis on newspapers to better reach our target audience, singles 24-34 and married couples 28-49. We chose to utilize both a national and spot campaign in order to not only increase awareness on a national level but also more effectively reach our target audience in our spot markets. We chose to heavily advertise in March, April, May and June because we will be able to successfully reach potential vacation travelers planning vacations for the spring and summer season. We also chose to advertise in July and August to keep jetBlue top of mind during the end of vacation travel time as well as persuade last minute vacation travelers decisions to fly jetBlue. By reallocating our budget to effectively reach of target audience we feel confident that vacation travel will increase by five percent within the 2011 calendar year. 2 Table of Contents Situation Analysis..1 Marketing and Advertising Objectives..5 Budget/Recommendation..6 Prospect Identification..8 Media Strategies.11 Creative Media Recommendations.15 Evaluation.17 References.18 Appendix.19 3 Situation Analysis In 1999, David Neeleman put $130 million dollars and his years of experience at Southwest Airlines into his start-up company jetBlue with the promise to build an airline that put the humanity back into air travel. Since then, the airline that many predicted would fail has evolved into an award-winning, low-cost airline that travels to numerous destinations in over 20 U.S. states, Mexico, Colombia, and the Caribbean. Focused on making flying a comfortable and safe experience for their passengers, jetBlue has outshined many of its competitors with their customer service. However, like the other major airlines, jetBlue has had to fight the dissatisfactions and setbacks of the industry in the past few years. The following analysis assesses jetBlues position in the marketplace and where they stand among their competitors. Their strengths, weaknesses, opportunities, and threats help define how exactly jetBlue can start to meet the objectives we have set....
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Media Planning - jetBlue Media Plan December 7, 2010...

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