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JetBlue

JetBlue . Client: JetBlue Agency: MWW Group. Situation:. Problem: Air Line Pilots Association filed for election to represent JetBlue’s 2,108 Pilots. Opportunity: JetBlue partnered with MMW group with objective of creating a convincing campaign. Crisis Communications

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JetBlue

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  1. JetBlue Client: JetBlue Agency: MWW Group

  2. Situation: • Problem: Air Line Pilots Association filed for election to represent JetBlue’s 2,108 Pilots. • Opportunity: JetBlue partnered with MMW group with objective of creating a convincing campaign. • Crisis Communications • Problem: Creating campaign without damaging culture or prevent a working relationship in the future.

  3. Research • JetBlue – America’s last union-free major carrier. • Direct relationship with “Crew” • May 2010 – Federal law changes made it easier to unionize • Simple majority vote • ALPA won elections at 49 carriers • Previous ALPA members

  4. Research • Pilot Schedules created dispersed, transitory workforce • Difficult to engage • Elections ran only eight weeks • Filing to voting close • Company’s actions highly restricted • Anything deemed interference allowed union to call for a new election with additional advantages

  5. Planning • MMW broke it down to three imperatives for success: • Engage • Educate on what’s at stake • Motivate to vote

  6. Strategy & Execution • Excellent track record • Listening • Fair employee treatment • Improving quality of life • Economic conditions • Job security fears

  7. Results/Evaluation • 17-point victory • (58-41 with 1% write-in) • 97.24% turnout • Record! • ALPA didn’t file interference charges • Lop-sided victory • Lack of content to justify

  8. Media • Controlled – • www.jetbluefacts.com • Videos • Infographics • Uncontrolled – • Interactive Q & A • Face-to-face

  9. Timeline/Budget • Timeline: Elections ran 8 weeks • Only 6 weeks to create and run a campaign • No budget

  10. Evaluation: Objective #1 • “Dialogue vs. one-way – Engage in an authentic way through intimate conversations with the CEO and COO via in-person visits, Q&A, and videos.” • “Dynamic, engaging video – Created and posted 15 videos, including responses by COO to difficult FAQ.” • “Digital platform for content – Launched a robust, mobile-optimized website at www.jetbluefacts.com. Content was updated daily, including interactive Q&A.”

  11. Rewrite #1 • “To ensure quality personal relations with the CEO and COO through Q&A and 15 Videos to educate publics of the company and unions.”

  12. Evaluation: Objective #2 • “Go where Pilots are – Multi-channel approach in the crew room, at home, and mobile-optimized website.” • “Face-to-face with Pilots – Conducted 35+ informal CEO/COO crew room base visits in all 5 JetBlue bases.”

  13. Rewrite #2 • “Give all 2,108 Pilots opportunities to get the knowledge they need to make an educated decision on the potential unionization.”

  14. Evaluation: Objective #3 • “Factual discourse over emotion – Rigorous fact-based messaging, contrasting track records. Acknowledge where JetBlue can improve, and confront misinformation directly.” • “Using info graphics to simplify complex issues – Produced info graphics distributed through posters and flight information display screens in crew rooms, postcards to homes, and airport mailboxes.” • “Rapid response to tough questions – Answered 100+ questions within 48 hours of submission, including openly hostile ones.”

  15. Rewrite #3 • “To create compelling fact based messaging and contrasting track records. In addition to that recognize where JetBlue can improve and confront misinformation openly. Making JetBlue 100% truthful about the company and unions”

  16. Questions not addressed • What was the budget? • What factors lead up to ALPA wanting to unionize JetBlue • Did MWW Group continue to work with JetBlue • What was the specific feedback from employees?

  17. PR Model Used • One-way asymmetrical • Toolkit of Tactics • Brought materials to the Pilots • Conversations with CEO/COO • Jetbluefacts.com • Interactive Q&A

  18. Publics • JetBlue’s 2,108 Pilots • Older generation: 30 year veterans • Younger generation: 200 pilots in past six months, some previously military

  19. JetBlue Update • Still in business • www.jetBluefacts.com is still active today • #1 Among Low-Cost Carriers • April 22, 2014 JetBlue joined ALPA

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