Client PresentationBy Delroy N Souden

Our Rich History

United Airlines

Background

!United Airlines is one of the largest airlines in the world with over 87, 000 employees. It currently serves North America, Asia, Europe, Latin America and the Caribbean. United Airlines is owned by United Continental Holdings, which is headquartered in Chicago Illinois. !The airline was founded in Boise, Idaho in 1929 when William E Boeing and Frederick B. Rentschler and their associates founded United Aircraft Transport Corporation. !United Airlines operate airport hubs in Chicago, Denver, Houston, Los Angeles, Newark, San Francisco, Washington DC, Guam and Narita with passenger revenue of $330 billion and sales revenue of over $38.3 billion. The airline has a fleet of around 1,265 aircrafts.

!

Marketing Strategic Planning

GOALTo improve the reputation of United Airlines with its customers by paying attention to and addressing their concerns.

OBJECTIVETo increase the amount of repeated customers by 20%. !Increase positive feedbacks by 30% in 30 days.

Strategy Place cap on number of passengers per flight.

Tatics Discounts for a second trip during a 3-month period.

TARGET AUDIENCE Male 30 - 55 year’s old who are Regular Business Flyers.

PRESS RELEASE

FOR  IMMEDIATE  RELEASE  !United  Airlines  Launch  “We  Are  Listening”  Initiative Move  Aims  At  Strengthening  Airline-­‐Customer  Relationships !New  York,  NY  April  27,  2015  –  United  Airlines  announced  today  that  it  is  launching  the  “We  Are  Listening”  initiative  in  the  spring  of  2015.  The  goal  of  this  initiative  is  to  improve  its  reputation  and  focus  its  attention  more  towards  addressing  customers’  concerns.    This  announcement  comes  at  a  time  when  passenger  bookings  are  getting  ready  to  soar  and  the  competition  between  airlines  is  about  to  get  serious.  !United  admitted  that  it  has  not  held  up  to  the  standards  that  its  customers  expects,  and  wishes  to  strengthen  airline-­‐customer  dialogue  and  put  the  airline  back  in  line  with  its  original  ambitions.  For  quite  a  while  some  customers  have  expressed  their  unhappiness  with  the  airline  regarding  the  overcrowding  of  Klights  and  their  customer  service  experience  that  many  feel  is  lacking.  Furthermore,  customers  have  been  displeased  at  how  the  airline  handles  refunds  that  are  taking  too  long  to  process.  !United  Airline  has  taken  a  bold  step  in  in  the  right  direction  and  has  apologized  to  its  customers  in  an  effort  to  regain  their  trust.  The  airline  is  committed  to  improve  communications  by  frequently  using  Twitter  to  disseminate  important  information  to  customers.  It  has  streamlined  its  customer  service  department  in  order  to  make  contacting  the  airline  easier,  and  is  responding  to  customer  issues  within  24  hours.  !The  news  comes  as  a  relief  to  many  and  the  airline  stands  to  gain  a  lot  from  this  move.  “These  improvements  will  help  to  make  it  more  enjoyable  for  our  customers  and  put  us  back  at  the  forefront  of  great  customer  care”  Jeff  Smisek,  The  president  and  chief  executive  ofKicer  said.    These  are  exciting  times  for  an  airline  that  has  such  rich  history  and  longevity.    !About  United  Airlines  !United  Airlines  employs  over  85,000  people  globally  with  hubs  in  Chicago,  Denver,  Houston,  Los  Angeles,  Newark,  San  Francisco,  Washington  DC,  Guam  and  Narita.  It  is  one  of  the  largest  and  most  successful  airlines  in  the  world  with  Kleet  exceeding  690  aircrafts.  !

######

PSA

LET’S  BE  REAL  ABOUT  IT,  UNITED  AIRLINES  ISN’T  NECESSARILY    !KNOWN  FOR  GREAT  CUSTOMER  SERVICE.  IN  FACT,  MORE  PEOPLE    !HAVE  MANY  NEGATIVE  THINGS  TO  SAY  ABOUT  IT  THAN  ANY    !OTHER  AIRLINES.  LET’S  FORCE  UNITED  AIRLINES  TO  TAKE    !RESPONSIBILITY  FOR  THEIR  ACTIONS.  !!FOR  MORE  INFORMATION  VISIT:  WWW.CHANGEUNITED    !AIRLINES.COM.  THAT’S  CHANGEUNITEDAIRLINES.COM

Research & Situation Analysis

!!United Airlines is one of the largest airlines in the world with over 87, 000 employees. It currently serves North America, Asia, Europe, Latin America and the Caribbean. United Airlines is owned by United Continental Holdings, which is headquartered in Chicago Illinois. !The airline was founded in Boise, Idaho in 1929 when William E Boeing and Frederick B. Rentschler and their associates founded United Aircraft Transport Corporation. It is one of the oldest airlines in the United States and has the distinction of being the only commercial airline to have operated Executive One, the designation given to a civilian flight where the U.S. President was aboard. !In the 1960s United Airlines began to seek international routes but was denied in 1969. It wasn’t until 1983 that it was granted international route when it started flying to Tokyo, Japan from Portland, Oregon and Seattle, Washington. By 1986 the airline had began flying to 13 pacific destinations. !In 1994 United employees purchased a controlling share of 55 percent of the airline in return for $4.9 billion in wages and work-rule concessions. This buy-out made United Airlines the largest employee-owned company in the United States. !In 2010, a historic merger took place with United Airlines and Continental Airlines, which also has a rich history in the aviation world. Together both airlines create the world’s most comprehensive global route network that include Asia, Australia, Europe, Latin America, Africa, The Middle East and other countries and regions with non-stop ad one-stop service from just about anywhere within the continental United States. !United Airlines operate airport hubs in Chicago, Denver, Houston, Los Angeles, Newark, San Francisco, Washington DC, Guam and Narita with passenger revenue of $330 billion and sales revenue of over $38.3 billion. The airline has a fleet of around 1,265 aircrafts. !United's main competitors in its domestic market are Delta Air Lines and American Airlines. United is using Continental's air operator's certificate and it surrendered its original certificate when the merger closed. !As of November 2013 United Express Airlines received $31,660,211 in annual Federal subsidies for Essential Air Services that they provided through Silver Airways and SkyWest Airlines to rural airports in the U.S.

Guerrilla Marketing Campaign

Crisis Management

White Paper

Executive Summary United Airlines prides itself on being a world-class airline with great service and staff. !Problem Customers often feel unappreciated, they seem to believe that the airline does not address their concerns. !Solution Become proactive in addressing customers’ issues in a timely manner. !Benefit By addressing the above, United Airlines image will be restored in the public’s eyes and will see an increase in flight as a result. !A Call-To-Action United Airlines welcome your feedback via email, Twitter and Facebook. Additionally, the airline will engage in community-related activities and events that usually see many people who fly. !About United Airlines Founded in 1927 by William Boeing, United Airlines was birth out of small private companies that were contracted by the United States Postal Service to deliver mail to the Pacific coast and flew between Chicago and San Francisco. United Airlines started flying its first DC-8 jets in 1959, then at the beginning of the 1960s and employed over 28,000 people worldwide.

Crisis Communication

Ladies and gentlemen, !It is with great disappointment that I make this announcement today. Brendan Jair who was employed by the Boston Paragon as a journalist, who has won numerous awards for journalistic excellence, is no longer an employee of the Boston Paragon. !It has recently come to light that Mr. Jair made up several stories and even lied about his academic achievement. !Let me make this clear, under no circumstance was Mr. Jair told or encouraged by the Boston Paragon to make up or lie about anything in his articles and reports. !Boston Paragon has had a long history of honest and quality journalistic practices, and has always lived up to out code of ethics. !I am saddened by the fact that (1) Mr Jair felt it necessary to misrepresent himself by lying about his educational background, and (2) deceive you and our loyal and trusted readers, and as a result of his actions he is immediately no longer an employee of the Boston Paragon. !We sincerely apologize to our readers and stakeholders and we take this matter very seriously and will continue to investigate. !let me reiterate, Mr. Jair is no longer an employee of the Boston Paragon. !Thank You. !!!

Code Of Ethics

Conduct toward passengers !- All employees must conduct him/herself properly at all times. - Passengers must be spoken to professionally always. - There shall be no monetary exchanges between passengers and employees. !Baggage Examination !- Passengers baggage must only examination must only be conducted to

ensure any banned items that are in direct threat to the safe operation of the aircraft.

- No security personnel shall remove passenger’s personal possessions including document, credit cards, photographs, jewelry or any other times.

- Baggage searches must be conducted in the passenger’s presence. !Use of company Assets !United Airlines employees are responsible for the proper and efficient use of the company’s resources and properties that include but not limited to equipment, supplies and all other resources. !Confidentiality !Directors, employees and officers must maintain the confidentiality of all information entrusted to them at all times. !Conflict of Interest !United Airlines employees and directors hav an obligation to be loyal which is in the best interest of the company. Actions or affiliations that may involved or appear to involve a conflict of interest must be avoided at all cost. !Acknowledge of receipt and compliance with the Code !All directors, officers and employees shall certify that they have read and understood the company’s code of ethics and will abide by the rules set forth.

Client Branding

Overview Changing  my  client,  United  Airline’s  audience  perception  is  of  great  importance  to  me.  It  will  take  a  team  of  talented  individuals  with  like  minds  to  implement  this  change  that  will  consist  of  meaningful  conversations  with  the  heads  of  United  Airlines.  Once  we  have  met  possibly  a  number  of  times,  I  will  then  put  together  collateral  materials  that  are  inline  with  the  new  direction  of  the  airline  Below  you’ll  Kind  information  on  how  I  hope  to  accomplish  this.    !I’d  start  out  by  formulating  a  plan  of  what  differentiate  United  Airlines  from  its  competition.  !1.   It’s  highly  trained  Klight  crew  that  gets  additional  training  outside  of  the  required  amount.  

2.   Its  86,000  employees  around  the  globe,  more  than  any  other  airline  anywhere.  And  over  700  aircrafts.  

3.   The  amount  of  hubs  it  operates.  (9  hubs  out  of  the  US,  Guam  and  Japan)  

4.   The  daily  number  of  Klights  (5,100  daily  departures)  5.   It’s  rich  history  and  global  signiKicance  !

Our  Goal  To improve the image and reputation of United Airlines with its customers by paying attention to and addressing their concerns in a meaningful way !Target Audience Our target audience is current business-class and economy-class customers. Additionally, we are targeting first-time flyers and frequent flying customers; people who vacation regularly. !Main Objective To increase the number of repeated passengers that travel on our airline by 30% in six months, and to attract new passengers that used to flying on other airlines by 20% over the same period. This will be achieved by offering attractive discounts on ticket prices. !Key message United Airlines truly care and value its customers and will go above and beyond to make their flight comfortable through the various service that it offers. !

RebrandingNew Logo

Rebranding  United  Airlines  !We  have  decided  to  rebrand  United  as  an  airline  that  is  more  friendly,  reliable  and  ontime,  thus  the  new  slogan  –  “Friendly,  Reliable,  Ontime.”  This  logo  represents  United  Airlines  Global  reach.  It  also  signiKies  the  same  airline  with  a  brand  new  approach  to  customer  satisfaction  and  restoration.  The  rebranding  comes  with  a  fresh  new  logo  that  incorporates  element  from  the  old  logo  with  a  fresh  new  twist  as  seen  below.  !

We  believe  that  this  new  look  will  instantly  connect  with  our  audience  and  will  peak  their  interest  into  Klying  and  experiencing  the  new  United  Airlines.  Additionally,  we  have  rolled  out  a  new  United  Airlines  radio  commercial  that  will  be  airing  worldwide  beginning  next  week.  This  commercial  will  portray  the  reason  why  this  airline  should  be  the  Kirst  choice  for  those  looking  to  travel  both  nationally  and  internationally.  

Going PublicThe Result

Going  Public !In  going  public,  United  will  be  planning  a  highly  assortment  of  digital  and  in-­‐person  employee  communication  along  with  outreach  and  live  events  the  airline  will  additionally  announce  its  campaign  through  radio,  television,  magazines,  social  media  (Facebook,  Twitter,  Instagram),  customer  communications  and  press  releases,  and  will  set  up  booths  near  the  entrances  of  each  of  its  hubs  globally  and  have  representative  meet,  greet  and  talk  to  customers  getting  ready  to  depart  and  also  those  who  have  just  arrived.  Each  person  will  be  given  gifts  engraved  with  its  new  logo  along  with  brochure  consisting  of  the  airline’s  history,  games  and  trivia.  Customers  will  get  their  questions  answered  right  there  on  the  spot,  and  will  be  encouraged  to  subscribe  to  its  Facebook,  Twitter  and  Instagram  pages  so  that  they  can  be  communicated  with  instantly.  The  chief  executive  ofKicer  of  the  airlines  will  also  make  appearances  at  some  hubs  and  will  communicate  with  the  customers  face-­‐to-­‐face.  !The  strength  of  the  company  and  its  effort  to  attract,  retain  and  keep  customers  is  the  central  theme  of  these  campaigns  that  will  resound  very  well  with  those  who  have  seen  and  heard  it.  !The  Results !Through  a  variety  of  integrated  communications,  Souden  Media  will  successfully  introduce  United’s  new  brand  identity  that  will  help  to  garner  well  over  100,000  unique  visitors  and  over  a  million  page  views  on  its  website,  United.com  on  the  day  of  the  launch.  The  new  visual  identity  is  expected  to  see  more  than  25,000  total  social  mentions  with  more  than  93  million  potential  impressions  across  all  mediums.