Final Case Salt Lake Airport

7/27/2019 Final Case Salt Lake Airport

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Muggle

Communications

Response to Proposal

Jenny GordonMitch Park

Beverly Storrs Amberly Asay

Muggle Communications 1


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Reason for RFP

We are interested in helping the Salt Lake City Corporation Department of Airports during itsterminal redevelopment project because it is vital for the organization to maintain mutuallybeneficial relationships with its key publics in this time of transition.

Strengths Connect to the community Brighten Salt Lakes future Increase number of flights Publics interest $250 million Longer distance flights

Weaknesses Media coverage Community unaware Length of project

Opportunities Creating alliances Public experience More flights in and out of Salt Lake

Provide a positive, highly creative, energizing and rewarding public experience

Threats Smaller airports connecting flights to Denver Lose customers during construction Publics lose trust in SLC Airport Construction Opposition from environmentalist groups

Situation Analysis and Core Problem

Salt Lake City has become a mecca for travel. Since the 2002 Winter Olympics took place inSalt Lake, the number of people traveling to Salt Lake has increased. Visitors fly in to go skiing,snowboarding, rock climbing, to the Sundance Film Festival, and to Park City. Additionally, SaltLake attracts many people of the LDS faith who want to visit Church headquarters and thetemple. In order to accommodate for the increased use of the Salt Lake International Airport, theSalt Lake City Corporation Department of Airports has announced plans to expand the facilities.The project will reconstruct currently outdated facilities, increase earthquake safety, and attract



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by private corporations. No taxpayer dollars will be used to fund the project.

Agency Structure Media Relations- Create a strong relationships with the media. Make sure the media iscovering the construction as well as the future plan.

Manage Social Media- Manage the blog, facebook, and twitter. Make sure there areconstant updates and communication with publics. Presentations/ Oral Communication- Present a powerpoint presentation to businesses,agencies, and local governments. Run the conventions. Written reports, photos, video- Write up a report of the current and future status of theairport. Also, take pictures and videos of the construction and progress.

Account Team Bios

Mitch- Open-E public relations manager of North America. Writing, media coverage, working with

technology storage software. Served in Guatemala for two years and knows Spanish. He likeslong walks on the beach and sipping pina coladas while listening to Kenny Chesney.

Bev- Supervisor a lot of managing and delegation (BYU facilities). PR team for Sowers of Hope.Wrote for the Daily Universe. Knows how to write press releases and has a strong relationshipwith the media.

Amberly- Public relations director for Sowers of Hope. Did public relations for Argento Jewelry,while being a Sales Associate. Wrote for the Daily Universe. Public relations for BYU CreativeServices. Executive Director of Student Advisory Council, BYUSA.

Jenny- Public relations for Sowers of Hope. Advertising consultant for BYUSA Clubs. VicePresident of BYUSA Clubs. Marketing plan team for Blue Diamond Almonds.

Previous Case StudiesLa Nay FermeSowers of HopeBlue DiamondBYUSA ClubsBYU Creative Services

Scope

Goals and Objectives

To maintain public support of the Salt Lake City International Airport during the terminalredevelopment project



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Increase public awareness and support of the project to 30 percent in three months, 75percent in six months, and 80 percent in five years. Create 10 alliances and partnerships with existing organizations in one year Increase public feedback by 10 percent in one year,15 percent in three years, and 20percent in five years

Key Publics and Messages

Residents of Salt Lake, Utah, and Davis CountiesObjectives 1 and 3

Self interests Families Safety Commuting Tax money

Flight costs Convenience

Influentials Family members Community peers Local government State government

Relationship to organization Confused about how the project affects their individual lives No relationship to SLCDA

Good relationship with airport Impatient when it comes to waiting in line Important messages

The airport will maintain operation during construction You can still reach the same destinations You can still fly in and out Hours of operation will not change

This will help the future of Salt Lake City We have the greatest city in the West. We should have the greatest

airport We have not done any reconstruction on the city for over 30 years The project will make Utah even more attractive for tourists

The project will result in a better airport experience Salt Lake City International Airport Building a launching pad for your

familys memories The airport will be an enjoyable experience rather than just an aggravating

annoyance The memories start here



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The project will not require your tax dollars The project benefits you without costing you a dime Funding comes from Delta, the Airport Corporation, and other sponsors The project will create jobs

Residents of Utah as a wholeObjectives 1 and 3

Self interests Families Safety Tax dollars Flight costs Convenience

Influentials Family members

Community peers Local government State government

Relationship to organization Confused about how the project affects me No relationship to SLCDA Neutral relationship with airport Impatient when it comes to waiting in line

Important messages The airport will maintain operation during construction

You can still reach the same destinations You can still fly in and out Hours of operation will not change You wont have to go through the hassle of finding a new airport The airport is still the most convenient option

The airport will be safer The airport will be more prepared for any seismic activity Your family will be safer as it travels through SLC

The project will result in a better airport experience Salt Lake City International Airport Building a launching pad for your

familys memories The airport will be an enjoyable experience rather than just an aggravating

annoyance The memories start here The airport needs a facelift

The project will not require your tax dollars The project will create jobs statewide The project benefits you without costing you a dime



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Funding comes from Delta, the Airport Corporation, and other sponsors

BusinessesObjectives 1, 2, 3

Self interests

Employees Being cost effective Convenience Timeliness Variety of destinations Taxes Safety

Influentials Other businesses Local government

State government Their respective industries Partnerships Employees

Relationship to organization Use the airport frequently Want to have open communication Frustrated by waiting


You can still travel to the same destinations Clients can still come to SLC to meet with you You wont have to temporarily relocate your travel plans You can still use the convenient airport

This will help the future of Salt Lake City You wont have to fly to New York or LA because clients will want to come

here to meet with you More money will flow into the city, which means more money coming to

you National exposure for the airport means national exposure for you

The project will not require your tax dollars No increase in tax money Delta, the Airport Corporation, and other sponsors are funding the project

Environmentalist GroupsObjectives 1 and 3

Self interests Protecting the environment



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Safety Public awareness of specific causes

Influentials Peer groups Local government

State government Industry experts

Relationship to organization Unaware of the details of how the project will affect the environment Hostile towards any group whose expansion would threaten the environment

Important messages The expansion will not pose substantial harm to the environment

The land around the airport will not be more affected than it currently is Several hundred acres of wetlands will remain intact The animal population is already used to the aviation environment

We will rigorously abide by EPA standards We will follow all regulations We will allow for regular EPA inspections

The improvements will make the airport more environmentally friendly The updated airport interior will help the airport use natural resources

more efficiently

Frequent flyersObjectives 3

Self interests

Reliable airline flights Good prices Safety Quality of flights/ airport/ service Honesty (if flight is having problems, rebook customer)

Influentials Other frequent fliers Opinion leaders Airport itself Business leaders Company CEOs

Relationship to organization Use airport often Depend on flights in SLC area Trustworthy Close to home




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You can still travel to the same destinations Clients can still come to SLC to meet with you You wont have to temporarily relocate your travel plans You can still use the convenient airport

The airport will be safer

The airport will be more prepared for any seismic activity You will be safer as you continue your travels through SLC

The project will result in a better airport experience The airport will be an enjoyable experience rather than just an aggravating

annoyance The memories start here The airport needs a facelift Youve seen the same airport for 30 years. Youre due for a change of

scenery

Local government officialsObjectives 1 and 3

Self interests Have strong, open communication with the public Citizens of the state of Utah Citizens of the different counties Being able to keep citizens happy Want to create strong relationships so they can be reelected

Influentials Other government officials

The people they are leading Industry leaders Relationship to organization

Currently, they have a strong relationship but they need to create an evenstronger one to promote open communication.

The government needs to know what is going on with the progress of the project Important messages

The airport will maintain operation during construction Residents of your city can still travel to the same destinations Tourists can still travel easily to Utah Your city can still use the convenient airport

This will help the future of Salt Lake City This project will boost the states economy The project will create jobs The airport will help SLC become even more attractive for tourists

The project will not require your tax dollars Your citizens dont have to give up anything The project will create jobs and increase opportunity in your community



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Travel agenciesObjectives 1, 2

Self interests Solid customer base Want to get deals for their customers

Keeping a trusting/ open relationship with customers Having reliable and safe flights constantly Fixing problems quickly and effectively

Influentials Customers Other agencies Airports Hotels Different cities, states, and countries

Relationship to organization

Works with the airport to coordinate flights for their customers Wants to know the progress of the project Needs to know surrounding traffic and delays so they can notify customers


Your clients can still travel to the same destinations You wont have to find backup travel plans; the airport will still be in

operation Your clients can still use the convenient airport You wont have to put your business on hold during construction

The airport will be safer The airport will be more prepared for any seismic activity Your clients and their families will be safer

The project will result in a better airport experience Families will be more prone to flying because the airport will be an

enjoyable experience rather than just an aggravating annoyance You help families create memories. Now, we do too. Your opportunities will expand as the airport does

The Big Idea

Expanding YOUR travels Expanding YOUR future.

The publics need to understand that this project will only benefit them. By expanding the airportthe number of available flights will increase, travel will be more convenient, and customers willhave a better experience at the airport. We will create a tagline for each key public. For examplefor residents of Utah, Davis, and Salt Lake Counties we could say Salt Lake International

Airport Building a Launching Pad for YOUR Familys Memories. Additionally, we will have a



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giant statue of a plane in City Creek to help advertise the expansion. We will also have a planefly by with a banner at major events in Salt Lake and Utah counties.

Strategies and Tactics

Residents of Salt Lake and Davis Counties

1. To establish an effective program allowing community stakeholders to provide meaningfulfeedback and participation to the extent possible for the upcoming TRP through personalcommunication.

Town Hall meetings City council meetings Focus groups Presenting the PowerPoint will the implementation plan Personal interviews of opinion leaders (mayors and city council members)

Personal interviews with people as they enter and exit the airport

2. Raise awareness of the plan and the progress of the construction of the airport through printmedia

Send a newsletter to each resident about the construction plan of the airport Send out press releases in order to have the news cover the building of the airport Place ads in local newspapers about the new airport (for example Daily Herald,

Salt Lake Tribune, Deseret News) Make a brochure and put it into the airport at the desks where you check in. Place billboards around the state telling where to go for more information about

the plan

3. Raise awareness of the plan and the progress of the construction through social media Update the companys Facebook

Post frequent status updates of the construction Post pictures of the future plan and current progress Include what areas are under construction Survey customer satisfaction using Facebook Track and respond to comments in a timely and professional manner

Update the companys Twitter handle

Frequent tweets about traffic, areas to avoid, wait times Post pictures of future plan and current progress Tweet back in response to comments Track current trends involving the airport Post positive tweets in the airport

Update the companys blog Blog about the projects progression Blog about how the airport will benefit the city



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4. Raise awareness of the plan and the progress of the construction through visual media Make a video of the future plan Make videos of the current construction Update photos on the blog with the current progress

Utilize GIS technology to show key publics how the project will look and currentprogress

Have a giant statue of an airplane in City Creek Mall Have a plane fly with a banner with the big idea and the website

Residents of the state of Utah


Town Hall meetings City council meetings Focus groups Presenting the PowerPoint will the implementation plan Personal interviews of opinion leaders (mayors and city council members) Personal interviews with people as they enter and exit the airport


Send a newsletter to each resident about the construction plan of the airport

Send out press releases in order to have the news cover the building of the airport Place ads in local newspapers about the new airport (for example Daily Herald,Salt Lake Tribune, Deseret News)

Make a brochure and put it into the airport at the desks where you check in. Place billboards around the state telling where to go for more information about

the plan


Post frequent status updates of the construction Post pictures of the future plan and current progress Include what areas are under construction Survey customer satisfaction using Facebook Track and respond to comments in a timely and professional manner

Update the companys Twitter handle Frequent tweets about traffic, areas to avoid, wait times Post pictures of future plan and current progress Tweet back in response to comments



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Track current trends involving the airport Post positive tweets in the airport


4. Raise awareness of the plan and the progress of the construction through visual media Make a video of the future plan Make videos of the current construction Update photos on the blog with the current progress Utilize GIS technology to show key publics how the project will look and current

progress Have a giant statue of an airplane in City Creek Mall Have a plane fly with a banner with the big idea and the website

Businesses


Town Hall meetings City council meetings Focus groups Presenting the PowerPoint will the implementation plan Personal interviews of opinion leaders (mayors and city council members)

Personal interviews with people as they enter and exit the airport




the plan3. Raise awareness of the plan and the progress of the construction through social media

Update the companys Facebook Post frequent status updates of the construction Post pictures of the future plan and current progress Include what areas are under construction Survey customer satisfaction using Facebook Track and respond to comments in a timely and professional manner



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Update the companys Twitter handle Frequent tweets about traffic, areas to avoid, wait times Post pictures of future plan and current progress Tweet back in response to comments Track current trends involving the airport

Post positive tweets in the airport Update the companys blog

Blog about the projects progression Blog about how the airport will benefit the city


progress

5. Keep selected publics (travel agencies and businesses and local gov) publics updatedthrough written communication

Send monthly emails of the progress of the project Send them a detailed written plan of the project every five years

6. Introduce the project to selected publics (travel agencies and businesses and local gov)through personal communication

Use the existing PowerPoint to thoroughly explain how the program will benefit

their business Hold a conference every five years requesting feedback

Frequent Flyers




the plan


Post frequent status updates of the construction



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Post pictures of the future plan and current progress Include what areas are under construction Survey customer satisfaction using Facebook Track and respond to comments in a timely and professional manner

Update the companys Twitter handle



3. Raise awareness of the plan and the progress of the construction through visual media

Make a video of the future plan Make videos of the current construction Update photos on the blog with the current progress Utilize GIS technology to show key publics how the project will look and current

progress

4. Keep frequent fliers updated through written communication Send out quarterly emails explaining the project, the benefits of the project, and

the emails

Local Government Officials


Town Hall meetings City council meetings Focus groups Presenting the PowerPoint will the implementation plan Personal interviews of opinion leaders (mayors and city council members) Personal interviews with people as they enter and exit the airport



Salt Lake Tribune, Deseret News)



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Make a brochure and put it into the airport at the desks where you check in. Place billboards around the state telling where to go for more information about

the plan

3. Raise awareness of the plan and the progress of the construction through social media

Update the companys Facebook Post frequent status updates of the construction Post pictures of the future plan and current progress Include what areas are under construction Survey customer satisfaction using Facebook Track and respond to comments in a timely and professional manner

Update the companys Twitter handle Frequent tweets about traffic, areas to avoid, wait times Post pictures of future plan and current progress Tweet back in response to comments

Track current trends involving the airport Post positive tweets in the airport


4. Keep selected publics updated through written communication Send monthly emails of the progress of the project Send them a detailed written plan of the project every five years

5. Introduce the project to selected publics through personal communication Use the existing PowerPoint to thoroughly explain how the program will benefittheir business

Hold a conference every five years requesting feedback

Travel Agencies




the plan

2. Raise awareness of the plan and the progress of the construction through social media



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Update the companys Facebook Post frequent status updates of the construction Post pictures of the future plan and current progress Include what areas are under construction Survey customer satisfaction using Facebook

Track and respond to comments in a timely and professional manner Update the companys Twitter handle




progress

4. Keep selected publics updated through written communication Send monthly emails of the progress of the project

Send them a detailed written plan of the project every five years

5. Introduce the project to selected publics through personal communication Use the existing PowerPoint to thoroughly explain how the program will benefit

their business Hold a conference every five years requesting feedback

BudgetSee attached.

Sensitivities Traffic Present complaints about I-15 construction Hassle Length of project Limited number of flights Travel to other airports



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Evaluation Procedures

Objective 1

Criteria: Increase public awareness and support of the project to 30 percent in three months, 75percent in six months, and 80 percent in five years.

Evaluation: Measure the number of responses from the public opinion surveys. Compare thecustomer experience before, during, and after the expansion

Objective 2

Criteria: Create 10 alliances and partnerships with existing organizations in one year.

Evaluation: Count the number of alliances and partnerships created.

Objective 3

Criteria: Increase public feedback by 10 percent in one year, 15 percent in three years, and 20percent in five years

Evaluation: Measure the number of public opinion surveys returned and the number of attendance at conferences. Also, measure the number of complaints given by citizens.



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Documents

Final Case Salt Lake Airport