Write a Owned Media Plan and Earned Media Plan for SoutWest Airlines Owned Media:  1-2 Objectives. These objectives must

Write a Owned Media Plan and Earned Media Plan for SoutWest Airlines


Owned Media: 

  • 1-2 Objectives. These objectives must be SMART, just like your overall objectives, but they are focused only on owned media.  
  • 3-4 strategies to support the owned media objectives. These strategies typically align with your overall strategies but are focused on owned media results. For example, you may decide that a new blog series relevant to the brand is part of your strategy. Any advertisements associated with that blog series belong in your paid media section, not here. 
  • Associated, actionable tactics for each strategy. The number of tactics are up to you, but these are the actual activities that you will do to achieve your objectives. If were using our blog example, writing a specific would be a tactic as part of your blog series strategy. 

Earned Media Plan:

  • 1-2 Objectives. These objectives must be SMART, just like your overall objectives, but they are focused only on earned media.  
  • 3-4 strategies to support the earned media objectives. These strategies typically align with your overall strategies but are focused on earned media results. For example, perhaps you have outdoor events as part of your overall strategy. Creating a media relations plan for each event would be a good, aligned earned media strategy. 
  • Associated, actionable tactics for each strategy. The number of tactics are up to you, but these are the actual activities that you will do to achieve your objectives. If were using our event example, writing a press release would be a tactic as part of your media relations strategy. 

In addition, you must include justification for your chosen strategies and tactics. This should be written in narrative form but needs to be quite detailed. Imagine you were explaining to a client why youve chosen a particular strategy. Youll need to explain: 

  • Why these strategies are suitable for this particular component of the campaign. 
  • How you feel the target customer will respond to the strategy, and why. 
  • How your secondary audience will respond to strategies, and in particular how this will increase their influence and help achieve your objectives. 
  • How your strategies and tactics are aligned with the overall goals, and how they contribute to more synergy within your IMC campaign. 
  • Why your tactics will be effective, and how they take advantage of the latest IMC techniques.

Background:

Your Target Audience are small business owners. The Small Business Owner is an audience that has business travel needs, which can effectively be fulfilled by Southwest Airlines. According to studies, 88 percent of small business owners who travel for business do enjoy traveling; with just under 72 percent saying they wish they traveled for business more often (Haileysus, 2020).


Your Overall campaign objectives are as below:

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 and Strategies:

  • Obtain a 10 percent increase in RapidRewards Loyalty Program sign-ups from identified target audiences over 12 months

  1. Offer 2x Bonus points for all business travel bookings for the first 14-months. 

  • Increase travel flight bookings created by our target audience over 12 months by 15 percent. 

  1. Create a limited-time discount offer for first-time bookings from the target audience 

  • Increase unreached target audience brand awareness by 15 percent over 6 months 

  1. Create a messaging campaign that introduces the target audience to Southwest Airlines

  2. Partner with top entrepreneurial spokespersons to present Southwest Airlines to the target audience

  3. Sponsor in-person Small Business Expositions events 

  • Increase positive brand association and perception of fulfilling business travel needs from identified target audience by 20 percent over 12 months 

  1. Create a brand-driven messaging campaign that highlights business travel benefits through Southwest Airlines

  2. Develop a celebrity/influencer-driven marketing campaign with business-travel messaging


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