ONBOARD
Samantha Hicks • Abigail Klein • Heather Patterson • Jessica Scaff • Joshua Washington
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TABLE OF CONTENTS Situation Analysis 3 Competitive Analysis 4 Target Markets 5 Advertising and Marketing Objectives 6 Strategy 7 Message Strategy 9 Integrated Marketing Communications 10 - Radio 10 - Print 11 - Commercial 13 - At-Gate Tutorial 15 - Social Media 17 References 20
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SITUATION ANALYSIS Today, airlines utilize a variety of boarding methods. Some use front-to-back, random order or outside-in boarding. Regardless of the method used, the same basic question remains: how can the boarding process be more efficient and less painful for the passenger? Passengers are typically divided into groups and then boarded in order of importance. Airlines like American Airlines, United and Jetblue offer reward programs which give priority boarding to their members. For example, American Airlines’ boarding process has first class board first, then the upper tier of their reward program, followed by the middle tier, then the basic members, priority group and eventually group one. That means five groups have boarded before group one even begins boarding. After group one completes boarding, groups two, three and four will finally board. The final boarding groups still need to find their seat as well as an overhead compartment to stow their carry-on(s). Airlines diminish the efficiency of boarding when they divide passengers into groups and allow for individuals randomly seated throughout the plane, to be seated first. This disrupts the organization of the boarding process. The problem is that boarding airplanes is not an efficient or organized process. Additionally, few people find the process of boarding a plane exciting or fun. Being divided into groups, then being told to wait because there are more important people, starts the process with a negative tone. Once individuals are on the plane, chaos ensues with people trying to find their seat, keep their family together and find a place for their carry-on. Currently, there are too many boarding groups with a lack of efficiency and no tangible incentive to board a plane quickly. What differentiates ONBoard’s process is that this service provides a simple, organized system of boarding which rewards passengers for boarding the plane quickly. Many major airlines have a long gate turnaround time and frustrated passengers. With ONBoard, there will be a reduced turnaround time at the gate. Because of this we plan to pass those savings on to the passengers that made it possible.
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COMPETITIVE ANALYSIS One of the most common boarding methods airlines use is the front-to-back method, but many airlines are trying to improve boarding times by switching to other boarding methods. United Airlines uses the outside-in method and Southwest uses the random boarding method. According to astrophysicist Jason Steffen, the front-to-back method was one of the slowest of the five methods he tested. Faster methods included the Wilma method, Reverse Pyramid method and the random-with-seats method. However, studies also suggest that the back-to-front boarding method is more “pleasurable” than some of the faster methods. While this method is faster than front-to-back boarding, it is not the fastest method available. Back-to-front boarding is a straightforward and easily understood method that doesn’t confuse or frustrate the passengers.
RANDOM BOARDING BACK-TO-FRONT BOARDING OUTSIDE-IN BOARDING http://menkes76.com/projects/boarding/boarding.htm
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TARGET MARKETS Airlines: Many airlines operate to provide quality flight experiences, while getting passengers to their destination in a safe and timely manner. Airlines are one of our target markets, because ONBoard is a service that airlines use. They first purchase our services and in return we expedite their boarding process. This saves airlines time on the ground and allows them to fly to more destinations. Passengers: Our second target market is the passengers of airlines. Passengers typically deal with frustrations from boarding as well as the consequences of delays in departures and arrivals. The Federal Aviation Administration found that “delays cost passengers even more — nearly $17 billion� (The Associated Press). With ONBoard, passengers will receive benefits through the Board Rewards Program. This concept will encourage passengers to board aircrafts in a timely and fashionable manner in an effort to reduce the consequences and costs of travel.
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ADVERTISING AND MARKETING OBJECTIVES The ONBoard organization has three objectives that they want to accomplish through the new system of boarding people onto their flight. The first and main objective is to decrease the overall time it takes people to board a flight, without causing chaos. The second objective is to get the passengers eager to participate in the system. The rewards offered to the passengers will entice them to get to their seats promptly, in order to receive these rewards. The third objective is for people to view boarding their flights as a more enjoyable experience rather than a painful one. If people are getting on their flights faster, while being rewarded at the same time, everyone should be much happier with the boarding process.
Home
Flight 379 Group A
Group B Group C
Flights
Passengers
Passenger Name
Seat #
Altabtabai, Jawad Simpson, Kate Simpson, Homer Li, Hyun Soo Maset, Jonathon K Zimmer, Gretchen Valkovich, Andrea Valkovich, Armond Bloom, Lilia Mae
29 30 31 32 33 34 35 36 37
Help
Sample of ONBoard system the flight attendents will be using to board passengers and keep track of rewards
Boarding Map
Flight 260 Los Angelos CA to New York NY is expecting a 2 hour delay.
Tap to learn more
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STRATEGY In order to solve the lack of an efficient boarding process for airlines, we’ve decided to create an organizational system that would be available for airlines to use as a service. The ONBoard system stems from the concept of boarding a plane back-to-front. The plane is divided into three groups: A, B and C. Once the boarding process begins, Group C will have twelve minutes to board the plane. If everyone in their section (excluding passengers coming from connecting flights) is seated within that time limit, every passenger in that group gets a reward. This process then repeats for Group B. If both groups B and C are seated within their time limit, then both groups receive a reward. Finally, the process then begins for Group A. If this group also completes boarding and getting in their seat within the time limit, then all three groups receive an in-flight reward, as well as one of the Gold Rewards. In this system, all passengers purchase specific seat tickets in advance. Additionally, before group C boards the plane, there are a few people that will pre-board. The first group is first class. However, because many of the Board Rewards already are provided for first class, they will not be eligible for Bronze and Silver Board Rewards. They will only receive Gold Rewards if Groups A, B and C are able to complete the boarding process within the time limit. This way everyone on the flight benefits in some way. The next pre-boarding group will be elderly people and families traveling with a child under six years of age. The elderly and families with young children are able to receive any tier of rewards with the section their tickets were purchased in. This was important because we did not want the system to exclude passengers due to their age or ability. We also decided to exclude passengers coming from connecting flights in the timing aspect of our system, because that would significantly reduce the chances of a group receiving a reward from Board Rewards.
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For this system to work, flight attendants will direct passengers to their section and prohibit them from using the overhead compartments in other sections of the plane. Each flight attendant will have a tablet that shows people who have confirmed they are in their seats (detailed below) as well as details for passengers from connecting flights on a list. This list on the tablet will show what seats people coming from connecting flights are supposed to be seated in, as well as, the flight number they are coming from. This will allow flight attendants to get an idea of whether the passenger will actually make the connection or not. In order for passengers to confirm they are in their seats, there are on-flight screens on the back of each passenger’s seat. After a passenger is boarded and seated the screen on the seat in front of them will show the passenger’s first initial followed by the first three letters of their last name. It will also show, a checkbox asking them if they are ONBoard? Once they check yes, they instantly are marked off on the flight attendants tablets. At this time passengers are also able to type in the last four digits of their cell phone number to select ONBoard for the rest of their party. Once the flight attendant sees that a complete boarding group has been checked off under time, everyone in that group instantly is eligible to choose their Board Reward. What are Board Rewards? Board Rewards are the rewards that passengers can receive if their boarding group is seated before the timer for their section runs out. There are three different kinds of Board Rewards: Gold, Silver and Bronze. Each of these reward groups offer a variety of options for passengers to choose from. Overall, it is necessary that ONBoard creates an environment that allows passengers to board the plane quickly. However, today people are motivated to complete tasks faster if they are able to gain something from it. This is why we decided to add Board Rewards to our back-to-front organization system. Additionally, this concept also cultivates teamwork amongst passengers because they all are working towards the common goal of having everyone in their section seated on the plane under twelve minutes. We wanted to create an organization system that motivates passengers to move efficiently and rewards them for boarding quickly.
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MESSAGE STRATEGY The whole purpose of our new boarding system is simply to get people “ONBoard” their flights. The new system is also a more organized navigation process, resulting in the ON in ONBoard. Since this is such a simple concept, its users will easily understand its purpose. The red, navy and white colors derived from the purpose of ONBoard being a national service used by airline companies in the United States. Therefore, patriotic colors were chosen to be most fitting. The Nexa font family, light and bold, is the main typeface used in promotion materials. This is a bold and easy to read font, that has a modern look to it because this service is modernizing the boarding system. Overall, the ONBoard organizational service will have a national and modern feel, which is appealing to most audiences. We also will be using our slogan, “get more out of your flight” on many of our promotional materials. This is an appropriate slogan because passengers will get more out of their flight with the rewards system we offer.
ONBOARD Get more out of your flight #BoardRewards
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ONBOARD
INTEGRATED MARKETING COMMUNICATIONS Radio
The radio promotion is part of the IMC to increase the amount of audience exposure to our services. Promoting Board Rewards will allow us to spark potential passenger interest while they are in transit. We also plan on using radio to promote Ten For Ten. This is a promotion that states that the first ten flights nationwide that use our service, and have all three boarding groups seated under time, will receive 10,000 miles per ticketed passenger. This is an essential part to our IMC because not everyone has access to television or Internet. Overall, radio allows us to reach a wider audience and get people interested in ONBoard.
General Script: Cruising 30,000 feet just got better with Board Rewards. The ONBoard team has made airline boarding a process that rewards the passenger for simply... taking their seat. Rewards range from upgraded snacks and discounted spirits to earning miles toward the vacation you’ve been waiting for. Everyone else is doing it. Are you ONBoard? Ten For Ten Promotional Script: Have you ever been told that things will get better, but they never did? Well, better has finally arrived. ONBoard has made the lives of frequent flyers even better with its upgraded Ten For Ten Board Rewards. For a limited time only, passengers of the first 10 flights to be seated under time will receive 10,000 miles per ticketed passenger. What will you do with those miles? Be a part of the first ten flights, and you can decide. Paradise is waiting. Are you ONBoard?
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INTEGRATED MARKETING COMMUNICATIONS Print
Both the print/digital ad and rewards menu will include the ONBoard logo, red and navy colors of the organization. For the print aspect of this campaign, the rewards will be the main focus to entice all future passengers to book their flights with an airline using our service in order to receive the rewards. The menu is a simple foldable that lists all rewards offered to passengers in a gold, silver and bronze ranking. The bronze rewards will be immediately obtainable if the passenger meets the set time to arrive in their seats. The silver and gold rewards are earned as the passenger continues to earn points through the ONBoard boarding process. The menu of rewards will be handed out to all passengers on board and be available throughout airports for people to pick up and look through. The print/digital ad will be on display throughout airports on digital ad boards. It will also show a few rewards people can earn from the new boarding system. This way when people are walking around the airport, they will already be aware of the rewards for boarding quickly with the ONBoard system.
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ONBOARD
BOARD
REWARDS
ARE YOU
ON BOARD? FIRST CLASS
ONBOARD
Free BLANKET for current flight
Earn MILES for other trips
Earn points to upgrade to FIRST CLASS
Free SLEEP MASK for current flight
Upgrade on SNACK
Discounted ALCOHOL
Get more out of your flight #BoardRewards
BOARDREWARDS
BOARDREWARDS
GOLDREWARDS
SILVERREWARDS
FIRST CLASS Earn MILES for other trips
ONBOARD Get more out of your flight #BoardRewards
Far Left: Menu Left/Below: Ad
ARE YOU Free BLANKET for current flight
Free SLEEP MASK for current flight
Free PILLOW for current flight
ON BOARD? FIRST CLASS
Earn points to upgrade to FIRST CLASS
BRONZEREWARDS
Free BLANKET for current flight
Earn MILES for other trips
Earn points to upgrade to FIRST CLASS
Free SLEEP MASK for current flight
Upgrade on SNACK
Complimentary ALCOHOL
ONBOARD Get more out of your flight #BoardRewards
Free inflight MOVIE for current flight
Free HEADPHONES for current flight Upgrade on SNACK
Discounted ALCOHOL
Free COLORING book and crayons
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INTEGRATED MARKETING COMMUNICATIONS Commerical
The commercial is designed to be promotional content that introduces ONBoard’s boarding process and the associated awards. Instead of giving viewers all of the information at once, the commercial provides a short overview of the process, with the intention to spark the viewer’s interest and curiosity. The commercial will follow a few of the steps the main character takes during the boarding process. The commercial will end with a plane flying off into the clouds with tagline at the bottom and read aloud. The commercial uses simple, flat animation and pastel colors to illustrate to the audience that ONBoard’s process is modern and an enjoyable experience. This visual style also allows ONBoard to stick to their budget and appeal to children, as well as adults.
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The ONBoard commerical opens up with our main An overhead shot of the passengers quickly character running up to the end of the line. She boarding is shown. The seats turns green as they sighs out of relief, and then boarding begins. are lled.
We follow our character as she quickly makes her way to her seat. She sits down as other passengers make it to their seats. A wider shot is used.
The character is shown looking at her watch and counting down towards a reward. A close up shot is used.
Another overhead shot of seats lling up are shown. The camera also shows passengers sitting down from inside the plane.
The camera then cuts to an outside view of the plane ying off into the clouds. “Get more out of your ight.”
The airplane fades into the ONBoard logo. “Are you on board?”
A wide shot is used to show the characters celebrating. Close ups and other shots may be used. Audio voice over: “With ONBoard, we reward our passengers for leaving the gate early.”
ONBoard Commerical
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INTEGRATED MARKETING COMMUNICATIONS At-Gate Tutorial
The At-Gate Tutorial will provide a more in-depth look at ONBoard’s boarding process and will be shown on monitors as passengers are waiting for their flights. It is intended to educate and entertain the passengers. The tutorial will provide a detailed look at the boarding process with audio describing each step along the way. Additionally, it will show step by step instructions, educate passengers on the boarding procedure, how the timing element will work and what rewards the passengers should expect if they meet their goal. Exhibiting the same style as the commercial, the tutorial will entertain passengers, especially children, with its visual style and pastel colors. Using the same main character, visual style, and ending, the tutorial will be an expanded version of the commercial.
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INTEGRATED MARKETING COMMUNICATIONS Social Media
This type of non-traditional advertising is essential for ONBoard to succeed. We plan on utilizing Facebook and Twitter to spread awareness of what ONBoard is. This includes describing the organization process, rewards program, and some of the other promotions we have. For example, social media and radio are the only types of advertising that will be promoting the Ten For Ten promotion. This promotion states that the first ten flights that complete the ONBoard process under the time limit will receive 10,000 miles per ticketed passenger to be used towards another flight in the future. Throughout our social media campaign we will be using the #BoardRewards. The purpose of this hashtag is to get people excited about Board Rewards as well as spread awareness. Additionally, through social media we will be encouraging passengers to share their experiences with our Board Rewards Program by using our hashtag when posting. Overall, we feel that by utilizing social media, we will be able to spread awareness of our organization system for airlines and get the public excited about the incentives we offer.
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REFERENCES Briel, Menkes van den. 2003. Airplane Boarding: How to board a 150 seat airplane in less than 15 minutes? Accessed June 24, 2015. http://menkes76.com/projects/boarding/boarding.htm. The Associated Press. “Flight Delays Are Costing Airlines Serious Money.� Mashable.com. Last modified December 10, 2014, http://mashable.com/2014/12/10/cost-of-delayed-flights/
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ONBOARD