Embed Size (px)
Citation preview
CAMPUS REP ORIENTATION
2
Fall 2010 Campuses
3
MISSION STATEMENT &OBJECTIVES 2010
4
Mission Statement
To promote brand awareness, instill loyalty,
and sell AA by strategically marketing to the college
student population.
5
Campus Rep Objectives
1. 175 new AAdvantage enrollments
2. Generate $15,000 AMR revenue
3. Generate a total of 30,000 brand impressions
6
MARKETING TOOLS
7
• Group & Meeting Travel• Tickets• AAdvantage Enrollments• Promo Codes
Marketing Tools
8
Request Procedures• Group and Meeting Travel Request
– Submit the Group Travel Quote Request Form • 10 or more people (6 or more if NCAA Sport)
• Ticket Request– Submit the Tickets Request Form– The value of one Round-Trip ticket is $750– Valid for travel within US48 States, Canada, Mexico,
Caribbean, Bermuda and Bahamas for one year– Tickets must generate AAdvantage Enrollments and/or
Revenue Opportunities– 7 tickets per semester– Send reminder email to [email protected] one week
prior to event
9
Request Procedures• Promo Codes Request
– Submit the Promo Codes Request Form– Request should be made 4 weeks prior to event
• AAdvantage Enrollment – Send forms weekly– Mail to:
• ATTN: Chris CoyAmerican Airlines4255 Amon Carter Blvd. MD 4105Ft. Worth, Texas 76155
10
WEBSITES
13
BRANDING EXERCISES
14
Branding Exercise
• Group 1: Create a promotional campaign with the objective of enrolling 500 students in the AAdvantage program
• Group 2: Plan and promote an AA.com discount code targeted at a specific travel period or travel related event
• Group 3: Create a sales campaign that encourages student groups to travel with AA using AA’s Group and Meeting Travel product
• Group 4: Create a marketing campaign to generate brand awareness during freshman/graduation week
15
Branding Exercise
• Group 1– Matthew Blough– Dominique M. Star– Clara Luo
• Group 2– Brian Keenan– Jermaine Robinson– Kelsey Nadolski
• Group 3– Jason Karpf– Keith Newhouse– David Lindow
• Group 4– Sameer Desai– Mark Preston– Adam Swart
16
BUSINESS PLAN
17
Things to keep in mind when creating your marketing plan:
– Who are your targeted audiences?– What distribution channels are
you using to get your message across?– What is your differentiation strategy
(to stand out from others)?– How are you measuring the success of your
marketing plan?
Deadline: Business Plan must be emailed to [email protected] by Aug 27th, 2010
Business Plan
