Write a Owned Media Plan and Earned Media Plan for SoutWest Airlines
Earned Media Plan:
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:
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
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.
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
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
Increase positive brand association and perception of fulfilling business travel needs from identified target audience by 20 percent over 12 months
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
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