Create the Integrated Communications Strategy Statement for your IMC Campaign. Include a justification for the ICSS by answering the following questions:
Why is it impossible for anyone to misinterpret what this statement means?
What rational and emotional benefit intersection does this statement represent?
How does this statement appeal specifically to your persona?
How will you derive outward-facing messages from this statement? Create two examples as an exercise.
List the media assets you believe you will need for your campaign. This is meant to be a strong starting point; this list may be adjusted for the eventual IMC campaign. In addition, you must:
Explain how these assets will support your strategies.
Describe ways they can be used across different components and channels of your IMC campaign.
Explain how they align with and support your overall IMC strategies.
IMC Campaign Background:
the airline industry has been disrupted by the impacts of the pandemic for both consumer and business travel. Operational decisions that may have been “behind the scenes” in the past have much more influence on the bottom line. United’s choice to mandate vaccinations is one example of a safety policy that may have far-reaching impacts. Staff shortages are also impacting the ability to fly more routes.
While the airline industry as a whole is experiencing turmoil, we’ve chosen Southwest Airlines this semester as our case study for a few reasons:
Southwest Airlines is a unique brand in the industry that has put customer service front and center since its inception.
The brand is suffering in the press, with some stories saying they are “awful” to fly. (Wallace, Isidore, 2021)
Based in Texas, the company is also experiencing backlash from a recent decision to mandate vaccinations for its employees. (Arnold, 2021)
The airline has limitations on routes that make it less competitive.
As a publicly held company (LUV) Southwest Airlines’ financial numbers are easily found on investor sites, as are business articles about the company’s prospects and problems.
OUr IMC Campaign client is Southwest Airlines. We have created a campaign that targets Small business owners as a primary target audience, with a secondary target audience of business managers and executives.
The overall goal for this campaign is to position Southwest Airlines to be seen as a go-to travel airline for business purposes by the identified Small Business Owners’ audience.
Campaign Objectives:
➢ Obtain a 10 percent increase in RapidRewards Loyalty Program sign-ups from identified target audiences over 12 months.
➢ Increase travel flight bookings created by our target audience over 12 months by 15 percent.
➢ Increase unreached target audience brand awareness by 15 percent over 6 months.
➢ Increase positive brand association and perception of fulfilling business travel needs from identified target audience by 20 percent over 12 months.
Campaign Strategies:
Offer 2x Bonus points for all business travel bookings for the first 14-months.
Create a messaging campaign that introduces the target audience to Southwest Airlines.
Partner with top entrepreneurial spokespersons to present Southwest Airlines to the target audience.
Sponsor in-person Small Business Expositions events.
Create a brand-driven messaging campaign that highlights business travel benefits through Southwest Airlines.
Develop a celebrity/influencer-driven marketing campaign with business-travel messaging.
Audience:
A. Primary target audience: Small Business Owners and Founders
In the corporate, companies must always set their priorities on having a clientele base. To this effect, (Boamah, 2019) asserts that primary target audience entails a group of customers that a business considers the largest chance to convert. Further, he describes them as a ‘good bet’ for a business and to contextualize this assertion in Southwest Airlines, points to primary audience as comprising business entrepreneurs travelling for business purposes. Other reasons for travelling such as for family visits and the middle-class section of the economy also form a basis of prioritizing this group as target audience. According to passenger demographics from Statista June 2021 Aviation Report, short haul flights had a satisfaction index score of 839/1000 which was the highest in aviation industry (Erick, 2021). From that, it is apparent that individuals who often travel in relatively short distances for business deals or recreation and tours across the country form the greatest majority of the demographic numbers. Therefore, our airline stands the greatest chance of wooing them to travel with Southwest.
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