Jet Blue Final Project - Katelyn Fish's Portfolio -...

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SituationAnalysis

In1999,DavidNeelemanput$130milliondollarsandhisyearsofexperience

atSouthwestAirlinesintohisstart‐upcompanyjetBluewiththepromisetobuildan

airlinethat“putthehumanitybackintoairtravel.”Sincethen,theairlinethatmany

predictedwouldfailhasevolvedintoanaward‐winning,low‐costairlinethattravels

tonumerousdestinationsinover20U.S.states,Mexico,Colombia,andthe

Caribbean.

Focusedonmakingflyingacomfortableandsafeexperiencefortheir

passengers,jetBluehasoutshinedmanyofitscompetitorswiththeircustomer

service.However,liketheothermajorairlines,jetBluehashadtofightthe

dissatisfactionsandsetbacksoftheindustryinthepastfewyears.

ThefollowinganalysisassessesjetBlue’spositioninthemarketplaceand

wheretheystandamongtheircompetitors.Theirstrengths,weaknesses,

opportunities,andthreatshelpdefinehowexactlyjetBluecanstarttomeetthe

objectiveswehaveset.

SWOTANALYSIS

Strengths

MuchofjetBlue’sstrengthlieswithinitsalreadyprofoundreputationfor

customerservice.jetBlueisAmerica’sfirstandonlyairlinetoofferacustomerBillof

Rights,servingtheclientwithdetailedactionsandcompensationsforany

inconvenienceonthepartoftheairline.jetBluehirestalentedemployeeswho

devotetheircareerstoaspecificpartoftheflyingexperience,tomakeeachaspect

morecomfortableforthepassenger.Thisdedicationtocustomerservicehastruly

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madeanimpression,forjetBluewasnamedthe#1U.S.DomesticAirlineforthe

sixthyearinarowbytheConedNastTravelermagazine’s“Reader’sChoice

Awards.”

Theimportanceofcustomerserviceisalsomirroredinthestructureof

jetBlue’saircrafts.jetBlueoffersthemostlegroomincoachofanyU.S.airline,witha

liveTVateveryseatthatcarries36freedirectTVchannelsand100XMradio

channels.

AnotherofjetBlue’sstrengthscanbefoundintheirlow‐costandeco‐friendly

operations.In2008and2009,jetBluewasvoted"MostEco‐FriendlyAirline"by

Zagat'sAirlineSurvey,mostlikelyinresponsetotheLEDlightingintheaircrafts,

wingletsontheaircraftthatincreasefuelefficiency,andtheiruseofde‐icing

chemicaltechniquestodecreaseenvironmentalimpact.

Inadditiontothesestrengths,jetBluealsofliestomanykeyvacation

destinations,includingFlorida,NewYork,California,theCaribbean,Denver,Salt

LakeCity,LasVegas,etc.jetBluealsooffersitsclientstheirfirstcheckedbagfreeof

charge.

Weaknesses

OneweaknessforjetBlueisthatitisarelativelynewairline,anditcurrently

onlyfliesto11outofthe50states.ThisputsjetBlueatadisadvantagetosomeofits

competitors,suchasSouthwestAirlineswhofliesto35states,69totallocations.

Passengershavemoreofavarietyofdestinationstheycantraveltowithanother

airline.

AnotherissuethatweakensjetBlue’scredibilityisthatin2005,jetBluebegan

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tohaveaircraftproblems.Sincesafetyisabigconcerntocustomersthiscaused

peoplechoosetoflyondifferentairlinecarriersleadingtoadecreaseinprofitsfor

jetBlue.

TherecentnegativemediapublicityisalsoaconcernforthefutureofjetBlue.A

flightattendantwasinvolvedinaconfrontationwithapassengeronboard,which

ledtotheattendantcursingoutthepassenger,stealingalcoholfromtheflightand

slidingdowntheemergencychute.Thishascausedahostilerelationshipbetween

somepassengersandtheairline,whichmayaffectfuturecustomers’choiceswhen

decidingbetweenjetBlueandoneofitscompetitors.

Opportunities

jetBluehasmanyopportunitiesinthenearfuturethatwillallowtheairlineto

continuetogrowandthrive.Oneofthemoreexcitingopportunitiesthattheyhave

isaprogramcalledjetPaws.IfyouusejetPawsyouwillearn302TrueBluepoints

eachwaywhentravelingwithyourpet.Thisisexcitingforpetownersbecauseno

longeristravelingwithyourpetahassle,youactuallygetrewardedforit.

jetBlueisanenvironmentallyfriendlyairlinethatusesgroundpoweratthe

gateratherthanusingtheenginestopowerairconditioning.Theyrecycle

approximately1500gallonsoffuelandoileachmonth,alongwithapproximately

600poundsofstealeachmonth.

Themajorityofinternationalmarketsareuntappedintheairlinebusiness,and

jetBlueisinagreatpositiontopenetratethesemarkets.Beingthefirstairlineofits

kindinamarketisahugeadvantage,andgivestheairlineanedgetosucceed.

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jetBluehasthisopportunityinternationallyandwillhopefullyaspiretocontinue

growingindifferentareasaroundtheworld.

Threats

EversinceSeptember11ththeairlineindustryhastakenahit,increased

securityandtheincreasedfearofterrorismhasledtonegativeviewsonairtravelin

general.Peoplearetakingalternativetravelroutesandridingincarswhenthe

optionexists.Alternativetravelandfearofattackisbecominganincreasingthreat

tojetBlueandairtravelingeneral.

AnotherthreatfacingjetBlueisthemergeofSouthwestandAirTran.Both

airlinesweretopcompetitorsofjetBlueandnowthattheyaremergedtheypose

andevenbiggerthreat.Alone,Southwesthad69locationsthattheyservedand

AirTranhad72combined(minusthe32theyalreadyhaveincommon)theywill

haveabout109airports.AsjetBlue’sprimarycompetitorinaffordableairtravelthis

increaseinnumberoflocationsforSouthwestwillbeamajorthreattojetBluewho

hasarelativelylimitednumberofdestinations.

TheeconomyhasalsoraisedathreattojetBlue.Duetothehighunemployment

familieshavelessmoneytoputtowardselaboratevacationsandinsteadare

choosingplaceswithindrivingdistance.Fuelpricehavealsoledtoanincreasein

thepriceofplanetickets.In2005fuelcostwere$1.70agallonandin2008they

reachedanalltimehighof$3.08whiletheyhavedecreasedalittlebitthelast

coupleofyears.

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MarketingandAdvertisingObjectivesMarketingObjective

• Forthe2011calendaryear,management’sgoalistoincreasevacationtravel

byfivepercentcomparedtothe2010calendaryear.

AdvertisingObjectives

• TopositionjetBlueasthebestairlineincomparisontoitscompetitors.

• ToshowtheconsumerwhyjetBlueisthebestairlinechoicefinanciallyand

economically.

• IncreaseawarenessofjetBlue’seconomicbenefits,highcomfortqualityand

customerconsiderationandsatisfaction.

• RaiseawarenessofjetBlue'sseatguarantees,environmentallyfriendly

services,andpunctualitywhenitcomestoflightdepartureandarrivals.

• CreateastrongadvertisingcampaignthathighlightsjetBlue'sstrengthsand

leavesroomforopportunitiestogrow.

*ForcreativebriefseeAppendixI

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Budget/RecommendationBudget

Wehaveasixmilliondollarbudgetthatwedividedbetweenfourmonthsof

heavyadvertisingandtwomonthsofsupplementaladvertising.Inaddition,wehave

aonemilliondollarbudgettospendoncreativemediarecommendations.

MediaObjectives

Inourheavymonthsofadvertising,ourgoalwastoattainamoderatelevelof

reachandalowleveloffrequency.ForMarch,ourgoalswereslightlyhigherthan

thethreeotherheavymonthssinceweaddedoutdooradvertisinginadditiontoour

heavyadvertisingobjectives.Ourgoalwastoreach70percentofourtarget

audiencebutinrealityweonlyreached53.9percent.Thisisbecauseofourlow

budgetandthefactthatweareattemptinganationalandspotcampaignduring

March,whichismoreexpensive.Ourfrequencygoalwasthree,butweonlyreached

onepointfive,whichisalsoduetoalowbudget.Weobservedthatitisalmost

impossibletoreachthefrequencygoalsthatwehavesetforeachmonthunlesswe

weretoputallourmoneyintoonlyacoupleofmonthsofadvertising.Sincewe

chosenottodothiswewillnotmakeourfrequencygoalsforanymonth.

April,MayandJuneareourthreeothermonthsthatweareplanningto

advertiseheavilyin.ThecampaignsinApril,MayandJunearethesameasMarch

exceptthatadvertisinginMarchincludesanoutdoorcampaign.Thesemonthshave

bothanationalcampaignandaspotcampaign.Ourgoalwastoreach55percentof

ourtargetaudienceinApril,MayandJune.Wewereabletoactuallyreach53.5

percent,whichwasveryclosetoouroriginalgoal.Ifwehadabudgetincreaseor

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tookmoneyoutofothermonthstoputitinthesemonthsthenitwouldbevery

possibletoexceedourgoal.Wehadafrequencygoalofthreebutinactualitywe

onlyreachedonepointfive.Thisisonceagainduetolowbudget.Wechosethese

reachandfrequencygoalsbecausewefeltthatmoderatereachandlowfrequency

wereattainablewithourbudgetconstraints.

Inoursupplementaladvertisingmonths,JulyandAugust,wechosetosetlow

reachandfrequencygoals.Sincewewanttomainlyfocusoureffortsonincreasing

vacationtravelpriortothevacationseasonwedonotneedtoheavilyadvertising

duringthemainseasonalmonths.Wechosetoadvertiseinthesemonthsbecause

wewantedtostillreachthelastminutevacationtravelers.Oursupplemental

advertisingconsistsofaspotcampaign.Ourreachgoalwas35percentandwewere

abletosuccessfullyreach42.5percentofourtargetaudience.Althoughwe

exceededourexpectationsforourreachgoals,wewerenotassuccessfulwithour

frequencygoals.Weonlymanagedafrequencyofonepointfivewhenourgoalwas

toachieveafrequencyoftwo.

January,February,September,October,NovemberandDecemberarethe

monthsthatwedecidednottodoanyadvertisinginforvariousreasons.Therefore

ourfrequencyandreachgoalsforthesemonthswereallzero.

*ForReachandFrequencyTableseeAppendixII

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ProspectIdentificationAfterdoingresearchonMRI‐pluswebrokedownourtargetaudienceintotwo

primarymarketsthatconsistedofsinglesages25‐34andmarriedcouplesages28‐

49.AccordingtoMRI‐plusthisincludes1,560,000people.Ofthesepeople,wewant

toaimforthemtohaveanincomeofatleast$50,000iftheyaresingleandan

incomeofatleast$75,000iftheyaremarried.BasedonMRI‐plustheseincome

levelseachhaveamoderatelyhighindexnumberof89and118,respectively.Even

thoughmostofthepeoplethatflyjetBluecurrentlyhaveanincomeof$100,000+

(indexof196)itwasimprobablethatourtargetmarketofsinglesandmarried

coupleswouldmakethatmuchmoney.Wealsoconsideredthefactthatthemarried

couplesmayhavechildren,andbecauseweareaimingforvacationtravel,families

withchildrenwillneedalowfareairlinetomakevacationsmoreaffordable.

jetBluetendstoattractcustomersthatliveintheMiddleAtlanticandNew

Englandarea,primarilyduetothefactthatjetBluehaslimiteddestinations.Thisis

convenientbecausemanyoftheairportsthatjetBluefliestoarepopularvacation

spots.Thiswillbehelpfultomeetourobjectiveofincreasingvacationtravelingby

5%forthe2011calendaryear.

ThetypeofpeoplethatflyjetBluetendtobeverytechsavvy;theyarelikelyto

relyontechnologyonaneverydaybasisandwanttomakesuretheystayup‐to‐date

withthelatesttrends.Asofcurrent,jetBluehaslittleadvertisingontheInternet,but

weplanonincreasinginternetadvertisingtocaptureandcontinuegrowingthis

market.Ourtargetmarket’stopcareerchoicesareprofessionalandrelated

occupations(index167),managementandbusinessandfinancialoperations(index

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168),managementoccupations(index167),computerandmathematicaloperations

(index208),andlegaloccupations(index273).Becauseoftheindustriesthatour

targetmarketfallsinto,theytendtobesuccessfulinvestorsandspendtimelearning

abouttheeconomyandthebestwaystobudgettheirmoney.

Adescriptionofouridealtargetaudienceisdescribedbelow:

ScottKimis27yearsoldandlivesinSanFrancisco,Californiainanewly

renovatedtwo‐bedroomapartment.HewasborninJapanbutmovedtoNewYork

withhisfamilywhenhewasfive.Whilehehadasteadygirlfriendinthepastheis

nowenjoyingthesinglelife.Althoughheisonly6yearsoutofcollege,hisjobatIBM

hasproventobeanexcellentdecisionandhehasexcelledveryquicklyupthe

corporateladder.Heiscurrentlymaking$58,000ayear.Scottenjoysreading

magazinesthatkeephimup‐to‐datewiththebusinessworldandteachhimandhow

tobeeconomicallystableandmakesmartinvestmentsintoday’srougheconomy,

suchasMoney.Inhisfreetimeheenjoystraveling,workingout,andexploringthe

latesttechnology(hetookoffworktobeoneofthefirstpeopletogettheAppleiPad

lastspring).Scottalsoenjoysdoingresearchtofindgreatdealsonvacation

locationsinandaroundCaliforniasoduringthevacationseasonhecangetbackto

NewYorktovisithisfamily.

MarkandMeganbothgraduatedfromtheUniversityofGeorgiaandhavebeen

happilymarriedforfiveyears.TheyliveinNewJerseywiththeirthreeyearold

twinsnamedAliandJakeandtheirdogSnookie.Markisacomputerconsultantwho

doesalotoftravelingaroundtheUnitedStatesforhisjob.Hisincomeis$95,000a

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yearandheisthesoleincomeproviderforhisfamilyasMeganstayshomewiththe

twinsasastayathomemother.MarkandMeganbothlovetotravel,andbeforethey

hadkidstheytraveledmanyplacesincludingtheCaribbeanandthewestcoast.Now

thattheyhavekids,however,theirtraveltimeanditsaffordabilityhasbeencut

short.MarkandMeganbothenjoykeepingupwiththelatesttrendsintechnology,

fashion,andlifestyle.WhenMeganisnotspendingtimewiththekidsandMark,she

attendskick‐boxingandPilate'sclassesathernearbygym.Markisalsoisgym

memberandenjoysplayingonhischurchbasketballandsoftballleagues.

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MediaStrategiesMediaSelection&Scheduling

Wechosetoutilizebothanationalandspotcampaigninordertonotonly

increaseawarenessonanationallevelbutalsomoreeffectivelyreachourtarget

audienceinourspotmarkets.Byadvertisingnationallyweareabletocreatebrand

awarenessonalargerscalethereforeaddingmorejetBluecustomers.By

advertisinginspotmarkets,wearefocusingmoreonheightenedawarenessineach

citythatjetBluefliesinwhichhelpsusattainourreachgoals.Wechose21markets

thatwereimportanttothejetBluecampaign:Baltimore,MD,Boston,MA,Buffalo,

NY,Burlington,NY,Charlotte,NC,Chicago,IL,Jacksonville,FL,LasVegas,NV,New

York,NY,Orlando,FL,Phoenix,AZ,Pittsburgh,PA,Portland,OR,Portland,ME,

Raleigh‐Durham,NC,Rochester,NY,Sacramento,CA,SaltLakeCity,UT,San

Francisco,CA,Seattle,WAandSyracuse,NY,whichmakeup28.3percentofU.S.

households.

Inordertoachievetopofmindbrandawareness,wechosetoheavilyadvertise

inthemonthspriortoandduringthebeginningofheavyspringandsummer

vacationtravel.Thesemonthsincluded:March,April,MayandJune.Byfocusing

heavilyonthesemonthswewillbeabletoeffectivelyreachpotentialvacation

travelersduringthespringandsummervacationseason.Duringthesefourmonths

wechosetoadvertiseinfourdifferentmediaincludingNetworkTV,Local

Magazines,InternetandLocalRadio.Sinceweareutilizingbothanationalandspot

campaignwefeltitwasimportanttohavespecificmediavehiclesthatrelatetoeach

campaign.WefoundinpastadvertisingcampaignsforjetBluethatMarchwasthe

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heaviestmonthofadvertisingsowedecidedtoaddafifthmediumtothemixfor

thatmonth,outdooradvertising.Outdooradvertisingisexpensive,andwithour

limitedbudgetwewereonlyabletoinsertitinMarch.

Inordertofocusoureffortsonreachingasmuchofourtargetaudienceas

possiblewechosetospend77.4percentofourbudget,or$4,643,708.72ofour

budgetduringourheaviestmonthsofadvertising.Ineachofourheavymonthswe

allocated$1,017,218,43exceptinMarch,wherewewillbespendinganadditional

$574,835foroutdooradvertising.Wehavedistributed30.375percent,or

$1,647,893.87totaltoNetworkTV,whichbreaksdownto$411,973.47permonth.

ForLocalMagazineswehavedistributed28.375percent,or$1,539,390.57total,

whichbreaksdownto$384,847.64permonth.Internethasatotalof10.875

percent,or$589,986.69,whichbreaksdownto$147,496.67permonth.Last,Local

Radiototals5.375percent,or$291,602,distributed$72,900.65permonth.

InthemonthsofJulyandAugustwewantjetBluetostillactivelyreach

vacationtravelers.Itisnotasimportanttoheavilyadvertiseinthesemonths

becausetheytendtohavelowervacationplanning.Duetothefactthatthese

monthslieinthevacationseason,mostpeoplehavealreadymadetravelplans,but

westillwanttoenforceourpreviousmessages.Wealsowanttoacquirelastminute

vacationtravelerstoflyjetBlue.Sincethesemonthsaremoreforreinforcementwe

decidedononlyusingaspotcampaignduringJulyandAugust.Sincetherewillbean

umbrellacampaignontopofours,wefeellikewecanmoreeffectivelyreachour

targetaudiencebyfocusingonthemosttraveledcitiesinordertoincreasevacation

travel.ThemediathatwehavechosentouseareSpotTV,ConsumerMagazines,

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SpotCableandInternet.BothconsumermagazinesandtheInternethavethe

potentialtoreachonanationallevelaswell.

SincewehavechosentouseJulyandAugustasreinforcingmonthsweareonly

spending22.6percent,or$1,356,291.26ofourbudget.Tobreakthatdownbetween

thetwomonths,therewillbe$678,145.63permonthtospend.Wehavedistributed

8percent,or$434,013totaltoSpotTV,whichbreaksdownto$217,006.60per

month.Wehavedistributedsixpointninepercent,or$374,336.39totaltoGeneral

InterestMagazines,whichbreaksdownto$411,973.47permonth.Spotcablehas

onepointninepercentofthetotalbudget,or$103,078.14permonth.Internet

accountsforanadditionaleightpointtwopercentinthesupplementalcategory,

whichis$444,863.53totalor$222,431.77permonth.

WechosenottoadvertiseinthemonthsofJanuary,February,September,

October,NovemberandDecember.WefoundthatinpreviousyearsjetBluespent

theleastamountofmoneyinJanuary.Thisisprimarilyduetothefactthatitis

immediatelyaftertheholidayseasonandmostpeoplecannotaffordtravel

expenses.ThisisthesamecaseforSeptember,asitisdirectlyaftertheprimary

summervacationtravelseason.Sincetherewillbeanumbrellacampaignwe

wantedtofocussolelyonpromotingtheheavytravelmonthsofthespringand

summerinourcampaign.Wewillrelyontheumbrellacampaigntomaintainbrand

awarenessduringthemonthsnotincludedinouradvertisingschedule.

Webasedourdecisionsofwhichmediatouseoffofourshareofvoiceand

mediamixcalculations.WelearnedthatjetBluehasthelargestshareofvoicein

LocalMagazines,whichwewantedtomaintaininouradvertisingschedule.They

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alsohavealargeshareofvoiceinLocalNewspaperandNationalSpotRadio.We

includedSpotRadioinourmediavehiclechoices,butchosetoeliminatelocal

newspaperduetoadeclineintheindustry.Lookingatourmediamixwefoundthat

jetBluespendsmostoftheirmoneyonInternetandOutdooradvertising.Again,we

wantedtomaintainspendinginthesecategories,butwealsowantedtoincrease

theirspendinginothercategoriessuchasNetworkTVandSpotTVinorderto

increasetheirshareofvoiceinthesemedia.Wechosetoincreaseinthesetwo

vehiclesbecauseourtargetaudienceismorelikelytobewatchingtelevisionthan

readingnewspapers.Also,ourmaincompetitor,SouthwestAirlines,hasa99

percentshareofvoiceintheNetworkTVcategory.Byaddingadvertisingwewould

increaseourshareofvoice,andhopefullydrivesomeoftheircustomerstoour

airline.

*SeeAppendixIIIthroughXfordetailedBudgetComparisons,ShareofVoiceandMediaMix

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CreativeMediaRecommendationsOprah’sFavoriteThings

AdistinctivewaythatwecanincreasejetBlue’sbrandawarenessamong

peopleinourtargetaudienceisthroughauniqueformofproductplacementvia

Oprah’sFavoriteThingsontheOprahWinfreyShow.AlthoughthisisOprah’sfinal

season,wehavebeenmadeawareofasurprisereunionshowsheisplanningin

November2011,wherejetBluewillbefeaturedasoneofOprah’sfavoritethings.

Onceayear,Oprahgiveseachmemberofherstudioaudienceherfavorite

things,whetheritisjewelry,cars,trips,etc.ForherNovember2011surprise

reunionshow,jetBluewillprovideeachmemberofthestudioaudience(which

consistedof275peoplethispastyear)andaguestoftheirchoosingafreeroundtrip

flighttoWestPalmBeach,FLfromOprah’sstudioinChicago,IL.Aroundtripticket

fromChicagotoWestPalmBeachonjetBlueairlinescosts$428.80,soforthe275

peopleinthestudioaudienceplusaguestforeach,itwouldcostjetBlue$235,840

fromtheextra$1millionallocatedforcreativemediarecommendationsinour

budget.

In­FlightTrayTableAdvertising

Anotherportionofourextra$1millionwillbespentonadvertisingonin‐flight

traytables.Thisformofadvertisingwillberelativelyinexpensiveandwillrun

duringMarch,April,MayandJune.ThisisaninexpensivewaytokeepjetBlueatthe

topofourclient’smind.

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Make–a–WishFoundation

Weplantousetheremainderofourextra$1milliontopartnerwiththeMake‐

a‐Wishfoundation.Disney’sMake‐a‐Wishfoundationgrantswishesofchildrenwho

areterminallyillorhavelife‐threateningdiseases.jetBluewillplantosponsorthe

travelforawishofonechildandaguesteverymonthfromMarchtoJuly.Notonly

doesthispromoteapositiveimageforjetBlue,butitalsohelpstrulydeserving

children.

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EvaluationLookingattheflowchart,providedinappendixXI,weconcludethatwe

obtainedourreachgoalsforJuneandJuly,wereveryclosetoobtainingourreach

goalsinMarch,April,MayandJune,butdidnotreachourfrequencygoalsinanyof

oursixmonthsofadvertising.Forournationalandspotcampaignwehaveatotalof

429GRPswithoutOutdoor.ByintroducingOutdooradvertising,itboostedourGRPS

by684GRPSinthemonthofMarch.Basedonthisinformationweconcludethatwe

shouldreachourmarketinggoalbyincreasingvacationtravelbyfivepercent.We

recommendboostingvacationtravelofjetBluebyadvertisingforthewinterholiday

vacationtravelaswellasincreasingtheallocatedbudgettomeethigherreachand

frequencygoals.

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References1)www.Smarttravel.com2)www.msnbc.msn.com3)www.Mriplus.com4)www.jetblue.com5)www.oprah.com6)www.mediaflightplan.com

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AppendixI)CreativeBrief

ClientName:jetBlue

KeyFact:Thesedayspeopletendtoexpectmoreoutofalloftheirexperiencesin

life.Whentheytraveltheywanttobeabletoflywithoutkillingtheirbudgetsbutat

thesametimenotsacrificethecomfortandsatisfactionontheirtrip.

Problem:Reliable,satisfying,andaffordableairtravelneedstobespreadpassed

businesstravelersontovacationtravelers.

Objectives:

*Toincreasethe2011vacationtravelersby5%comparedto2010.

*TopositionjetBlueasanalternativeairlinetoitscompetitors.

*IncreaseawarenessofjetBlue’seconomicbenefits,highcomfortqualityand

customerconsiderationandsatisfaction.

*Topromoteaseatguaranteeandon‐timearrivalandtakeoffforyourflight.

TargetMarket:

*Singleadults24‐34withanincomeofatleast$50,000ANDMarriedcouples(with

kids)ages28‐49withanincomeofatleast$75,000

“MarkandMeganbothgraduatedfromtheUniversityofGeorgiaandhavebeen

happilymarriedforfiveyears.TheyliveinNewJerseywiththeirthreeyearold

twinsnamedAliandJakeandtheirdogSnookie.Markisacomputerconsultantwho

doesalotoftravelingaroundtheUnitedStatesforhisjob.Hisincomeis$90,000a

yearandheisthesoleincomeproviderforhisfamilybecausetheydecidedtohave

Meganstayhomewiththetwinsasastayathomemother.MarkandMeganboth

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lovetotravelandbeforetheyhadkidstheytraveledmanyplacesincludingthe

Caribbeanandthewestcoastbutnowthattheyhavekidstheirtraveltimeandit’s

affordabilityhasbeencutshort.MarkandMeganbothenjoykeepingupwiththe

latesttrendsintechnology,fashion,andlifestyle.WhenMeganisnotspendingtime

withthekidsandMark,sheattendskick‐boxingandPilate'sclassesathernearby

gym.Markisalsoisgymmemberandenjoysplayingonhischurchbasketballand

softballleagues.”

“ScottKimis27yearsoldandlivesinSanFrancisco,Californiawithacoupleofhis

friendsfromworkinafour‐bedroomapartment.HewasborninJapanbutmovedto

NewYorkwithhisfamily.Whilehehadasteadygirlfriendinthepastheisnow

enjoyingthesinglelife.Althoughheisonly6yearsoutofcollegehisjobatIBMhas

proventobeanexcellentdecisionandhehasexcelledveryquicklyupthecorporate

ladder.Heiscurrentlymaking$58,000ayear.Scottenjoysreadingmagazinesthat

keephimup‐to‐datewiththebusinessworldandteachhimandhowtobe

economicallystableandmakesmartinvestmentsintoday’srougheconomy,suchas

Money.Inhisfreetimeheenjoystraveling,workingout,andexploringthelatest

technology(hetookoffworktobeoneofthefirstpeopletogettheAppleiPadlast

spring).Scottalsoenjoysdoingresearchtofindgreatdealsonvacationlocationsin

andaroundCaliforniasoduringthevacationseasonhecangetbacktoNewYorkto

visithisfamily.”

Insight:

IwantanAirlinethatIcantakemyfamilyonvacationwithouttakinganextra

mortgageonthehousebutstillbeabletohaveacomfortableandreliabletripthat

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everyonewillenjoy.

Promise:

jetBluepromisestoprovidelowcost,luxury,andconsistenttravelingtothose

travelingforpleasurepurposes.

Support:MRI‐Plus,personalresearch,jetBluewebsite

Mandatories:

jetBluename,logo,websiteand,acronym,tagline‐HappyJetting

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II)ReachandFrequencyGoals

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III)BudgetPieChart

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IV)SupplementalMonths(July&August)VehicleBreakdown

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V)March(includingoutdoor)&HeavyVehicleBreakdown

IV)HeavyMonths(April,May,June)VehicleBreakdown

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VI)SupplementalVehicleCategoryBreakdown

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VII)MarchVehicleCategoryBreakdown

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VIII)HeavyVehicleCategoryBreakdown

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IX)ShareofVoiceandMediaMix

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X)BudgetAnalysisbyMonth

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XI)Flowchart