Operation Air Support

The Dunkin’ Doughnuts

Chris Lewis

Lauren Sarama

Adriana Richards

Josh Lyon

Laney Lewis

The purpose of this presentation is to

introduce our cause-related marketing

program and describe how it aligns with

the corporate image of Delta to benefit

the brand through positive public

perception.

Purpose

Brand’s Overall Performance: • Operating revenues: $36.67 billion

o 4.25% sales growth

• Industry leader in ancillary revenue dollars

o $814.3 million added to bottomline (2011)

Market Position:

• 2011: 163.8 million passengers - 22.4% market

share

• A “Big 4” Legacy Carrier (one of the airlines

operating prior to deregulation)

Overview of Delta

SWOT Analysis

Strengths: • Brand recognition and longevity

• Airline staff is trained and experienced

• Different levels of services

Weaknesses: • No differentiation between “Big 4”

• Not perceived as a good value among

casual flyers

• Low customer satisfaction

Overview of Delta

Brand Perception Map

SWOT Analysis

Opportunities: • Expansion to new destinations

• Fuel efficiency (vertical integration)

• Technological advancements

o Newer planes

Threats: • Southwest and other low-cost carriers

• Volatile fuel prices

• Global political climate

• Quicker innovation from competitors

Overview of Delta

Past Growth Trends: • Net Income and % Increase

Range of Offerings: • Commercial flights

• Skymiles

• Hotel booking

• Various airport amenities (Sky Club)

Overview of Delta

Core Equities in the Marketplace:

• Superior online experience

o First airline to allow flyers to book their

tickets through Facebook

• Travels to a greater number of

destinations more frequently than other

airlines

• Innovative, streamlined boarding process

o Self-service turnstile

Overview of Delta

1974: Delta is My Airline

1980: Airlines Are the Same. Only People Make the

DIfference

1984: Delta is Ready When You Are

1984: Delta Gets You There

1987: We Love to Fly and It Shows

1992: Ready When You Are

1994: You’ll Love the Way We Fly

1997: On Top of the World

2005: Good Goes Around

Past Advertising Campaign

Slogans

Past Advertising Campaign

Present Advertising Campaign

Current Slogan: Keep Climbing

June 7th, 2011 Incident

• Improve brand image

• Develop closer relationship with current and

potential customers

• Reduce negative public opinions

• Better relations with military/government

• Increase profits

Operation Air Support

Objectives:

To show support for U.S. troops and their

families, Delta will partner with the USO

to provide 100 families of active military

members with a first class flight and

hotel, if needed, to visit their extended

family for the holidays.

Operation Air Support

Campaign

History: • Established in 1941 by President FDR

• Nonprofit, nonpolitical organization whose

mission is to “lift the spirits of America’s troops

and their families”

Fit with Delta’s Brand Equity: • Both organizations are in the business of

customer service.

• Both are continuously looking for ways to evolve

in order to meet the ever-changing needs of

their target markets

Cause Partner:

United Service Organization

Strength in Program Area: • “Offers a variety of programs and services to

support the morale, welfare, social and

entertainment needs of troops and their families,

free of charge.”

Uniqueness of Partner: • The USO is the only nonprofit military support

organization that is congressionally chartered

• Recognized by the Department of Defense,

Congress, and the President of the United States

Benefits: • Provides funds

• Positive publicity

Cause Partner: USO

• Working directly with the USO will show

our value in military personnel.

o This will improve our public image as well as the

opinion of Delta Airlines by military members

and their families, specifically.

• Documenting this service will highlight

Delta’s commitment to customer service

and strengthen the brand’s bond to

current and potential customers

Meeting Objectives

Vehicles: • www.delta.com/operationairsupport

• TV commercial

• #OperationAirSupport

Tactics:

• Illustrate support for troops and their families

through commercials that showcase the

treatment they receive during this campaign

with minimal Delta branding

Plan for Execution

Content: • Commercials will urge viewers to send in a

reason why a family should receive the special

treatment by self submission or nomination by

friends or family.

• Select 100 families during each holiday ad

campaign.

• Treat these families to a free flight to visit

extended family and a hotel if requested.

• Create more commercials that showcase the

experience

Plan for Execution

Key Performance Indicators: • Positive publicity in the press

• Increase in profits

Tracking Results: • Hashtag activity

• Video views

• Click-through rates

Metrics

We believe that Operation Air Support

will generate goodwill with the

community, develop closer relationships

with customers, and allow Delta to be

seen in a positive light to improve their

brand image.

Conclusion

“Delta Airlines Inc.” DAL Annual Income Statement.

The Wall Street Journal, 2013. Web. 13 Nov. 13.

Mintel. “Airlines-US-August 2012.” 2012. Mintel.

University of Georgia Library, Athens, GA.

13 Nov. 13. http://academic.mintel.com.proxy-

remote.galib.uga.edu/display/590662/?highlight=tru

e

“The Organization.” United Services Organization.

N.p., n.d. Web. 13 Nov. 2013.

<http://www.uso.org/the-organization.aspx>

Works Cited