1. Jarrell Brown
Writing Assignment #3
Purpose: to build consumer relationships with previous fliers and potential fliers
Research/Key Findings
 Phone interview with all past travelers show that the areas with the highest
level of complaints were check-in procedures, flight attendants and
bathroom cleanliness
 Online survey distributed to all emails in the database that received online
ticket confirmation to see where they thought the airline could use some
work; results show the check-in procedures and flight attendants are the
biggest problem areas
 Online survey pop-up on all major travel sites for three months to engage in a
survey; survey results show bathroom cleanliness and check-in procedures
are the biggest problem areas
Publics
 Primary: All previous fliers that updated his or her contact information
through our various surveys
 Secondary:
o All other previous fliers
Goal: To improve attitudes of previous fliers about the check-in procedures, flight
attendants, bathroom cleanliness and overall improvements of FairAir
Objectives
 Increase satisfaction of check-in procedures for previous fliers from 18
percent to 35 percent by December 2015
 Increase satisfaction of bathroom cleanliness for previous fliers from 25
percent to 45 percent by December 2015
 Increase satisfaction of flight attendant reviews for previous fliers from 10
percent to 30 percent by December 2015
 Increase overall satisfaction of FairAir for pervious fliers from 15 percent to
35 percent by December 2015
 Increase knowledge and ticket sale for new fliers of FairAir to 35 percent by
December 2015
Strategies
 Generate increased positive customer attitudes through several engagement
programs and tools for previous fliers to become familiar with our revamped
air experience
 Generate increased knowledge and ticket sales through increased visibility of
the re-vamp and programs offered through FairAir

2. Key Messages:
 FairAir has taken all complaints received very seriously and addressed them
to make the FairAir experience more enjoyable for all customers.
 FairAir has a new check-in process that will speed up check-in during busy
check-in times and make the check-in process move smoothly.
 FairAir has hired a new cleaning crew and started new cleaning practices and
hourly cleanliness checks to ensure a clean flying environment.
 FairAir has done a flight attendant review of all flight attendants, re-trained
all attendants and started an incentive program to ensure the best customer
service before, during and after each flight.
 FairAir has done a ton of other improvements including new seats, new food
and drink options during the flight and more entertainment options during
the flight.
Tactics
 Newspaper Ad
o Newspaper ad run in The Wall Street Journal, The New York Times
and USA Today
o Newspaper will feature new check-in procedures, overall new look and
information on FairAir
o Newspaper ad will have a coupon for 10% off one round-trip ticket
o Newspaper ad will run for seven months
 Postcard
o Postcard will be sent to all previous fliers addressing the specific
changes we made based on the surveys and phone interviews like the
new check-in procedures, new cleaning processes and improved
customer service
o Postcard will have offer for one free one-way ticket to experience the
changes we made first hand
o There will be a six month time period to use the free ticket and you
must show proof of previous ticket purchase
o Each free ticket redeems requires the completion of a customer
service and satisfactory survey at the end of flight
 Press Release
o Press release sent to all major news outlets to get coverage of
changes made for FairAir and the programs coming up
o Press release will address previous complaints about FairAir and how
FairAir has addresses them to make the flying process better for
everyone
 Plane Tours
o FairAir will open one re-vamped airplane for guests/waiting travelers to
tour and see improvements
o FairAir will open the airplane from 10 a.m. - 4 p.m. each Saturday for
seven months with samples of the new food and drink choices offered
on the plane

3. o Plane Tour will be offered at a different location every weekend
o Evaluations will be handed out at the end of the plane tour
 Trip Giveaway
o One trip each month for six months
o Giveaway includes round-trip airfare on FairAir and hotel
accommodations for seven nights at a 5-star hotel and resort in the
Caribbean and $10,000 spending money
o Entry will be offered to during plane tours and through all email
addresses obtained with permission to send information
o Each winner will be required to fill out a customer service and
satisfactory survey
Timeline
April 2015
 April 1 – Draft Press Release
 April 1 – April 10 – Research newspapers with highest readership
 April 1 – April 10 – Draft post cards
 April 1 – April 10 – Research top news programs to send press release
 April 1 – April 20 – Plan plane tour stops
 April 10 – April 20 – Draft newspaper ad
 April 20 – Send Press Release
 April 20 – Send out post cards
 April 20 – April 30 - Plan Trip Giveaways
May 2015
 May 1 – May 31 – Research to find media coverage gained from press
release
 May 1 – May 31 – Run newspaper ad
 May 1 – May 31 – Run plane tours
June 2015
 June 1 - Award first trip giveaway
 June 1 – June 30 – Run newspaper ad
 June 1 – June 30 – Run plane tours
July 2015
 July 1 – Award second trip giveaway
 July 1 – July 31 – Run newspaper ad
 July 1 – July 31 – Run plane tours
August 2015
 August 1 – Award third trip giveaway

4.  August 1 – August 31 – Run newspaper ad
 August 1 – August 31 – Run plane tours
September 2015
 September 1 – Award fourth trip giveaway
 September 1 – September 30 – Run newspaper ad
 September 1 - September 30 – Run plane tours
October 2015
 October 1 - Award fifth trip giveaway
 October 1 – October 31 – Run newspaper ad
 October 1 – October 31 – Run plane tours
November 2015
 November 1 – Award last trip giveaway
 November 1 – November 30 – Run last newspaper ad
 November 1 – November 30 – Run last plane tours
December 2015
 December 1 – December 20 – Compile results from plane tours evaluations
 December 20 – December 31 – Holiday Break
January 2016
 January 1 – January 31 - Evaluate evaluations from plane tours
 January 1 – January 31 - Evaluate ticket sales throughout program
 January 1 – January 31 - Evaluate customer complaints and reviews
throughout the program
 January 1 – January 31 - Evaluate surveys from post cards and trip
giveaways
February 2016
 February 1 – February 28 - Evaluate surveys from post cards and trip
giveaways
 February 1 – February 28 - Evaluate customer complaints and reviews from
flights
March 2016
 March 1 – March 20 - Finish evaluating surveys from post cards and trip
giveaways

5.  March 1 – March 20 - Finish evaluating customer complaints and reviews
 March 25 - Present results to FairAir Executives
·
Budget
 Newspaper ad placement:
o Wall Street Journal (Cities with over 100,00 circulation)
 Florida - $11,937.87
 New York - $28,831.95
 Southern California - $18,944.73
 Southern - $19,966.59
 Texas - $15,799.14
 Total - $95,480.28 per week
 Total for seven weeks - $668,361.96
o New York Times
 Sunday Nationwide - $74,088 per week
 Total for seven weeks - $518,616
o USA Today
 Friday Weekend Edition - $99,600 per week
 Total for seven weeks - $697,200
 Postcards:
o Vista Print
 10,000 color on both sides - $414.04
o Postage
 US Postal Service - $.49 per postcard - $4,900
 Free one-way ticket vouchers - $50,000
 Airport fees for plane tours - $10,000
 Snacks for plane tours - $500
 Trip Giveaways - $275,000
o $39,285.71 for each trip
 Total Budget: $2,224,992
Evaluation
 Surveys will be given out as each person leaves the plane tour
 Each winner of the trip giveaways will be required to fill out customer
service and satisfactory surveys
 New customer complaints and reviews of FairAir