Challenge: Develop a strategy around the return of respect to the Transportation Security Administration, identifying key problematic insights, and developing internal & external tactics. Key Insights: Since it's hastily inception in 2001, the TSA has dealt with multiple public relations issues, which has led to problems involving recruitment, retention, the respect of the American public, and support from the government. Furthermore, we identified a cycle of negative emotions that surround both the Airport and the TSA, causing headaches for everyone involved, and if kept unchecked, will poison the air travel industry. This is unfortunate for an organization that when developed, had over 1,000,000 applicants for just 50,000 jobs. And despite all of their problems, they have a 12 year track record, and constantly identify passengers attempting to sneak weapons and explosives on board planes. Their success rate has turned them into a global leader in airport security, yet the American public has a deep distrust and disrespect for the organization and it's employees. Strategy: Seeing that the TSA is an entity that will always exist, we proposed the TSA utilize a strategy that requires them to change behaviors internally and externally, with the goal of earning back the public respect that they had at their inception. Positioning line: Repositioned as vigilant, respectful defenders, the responsibility of the TSA is securing peace of mind. Tactics: Key to this strategy are the new tactics the TSA should embrace, including better messaging in airports, a redesigned bin organization system, bottles of water handed out at the end of the line, and messaging asking for user feedback. Internally, the employees must be stimulated through the tablet based brain training exercises, team-based reward systems, and a badge system similar to military medals, awarding for good service, good deeds, and successfully identifying threats. Lastly, looking forward towards Futurism trends, the TSA can evolve into a well-groomed automated security system, utilizing pathogen sensors, behavioral recognition software, RF identification, and the continued use of a global threat detection system.

1. RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE
Transportation
Security
Administration
Wednesday, September 18, 13

2. 9/11
Wednesday, September 18, 13

3. Wednesday, September 18, 13

4. Wednesday, September 18, 13

5. Sources:
http://www.tsa.gov/about-tsa/september-11-2001-and-tsa
http://georgewbush-whitehouse.archives.gov/news/releases/2001/11/20011119-2.html
Wednesday, September 18, 13

6. “Today,we take permanent and
aggressive steps to improve the security
of our airways. The events of
September the 11th were a call to
action. And the Congress has now
responded.”
Sources:
http://www.tsa.gov/about-tsa/september-11-2001-and-tsa
http://georgewbush-whitehouse.archives.gov/news/releases/2001/11/20011119-2.html
Wednesday, September 18, 13

7. heartfelt
Wednesday, September 18, 13

8. Wednesday, September 18, 13

9. Wednesday, September 18, 13

10. Source: Interview with Lynn Dean, Senior Advisor, TSA
Wednesday, September 18, 13

11. 1,000,000 Applicants
Source: Interview with Lynn Dean, Senior Advisor, TSA
Wednesday, September 18, 13

12. Wednesday, September 18, 13

13. There were problems.
Wednesday, September 18, 13

14. Sources:
Qualitative Interviews
http://seattletimes.com/html/travel/2018827766_webtsa01.html
http://www.humanevents.com/2011/09/12/tsa-creator-says-dismantle-privatize-the-agency/
Wednesday, September 18, 13

15. Sources:
Qualitative Interviews
http://seattletimes.com/html/travel/2018827766_webtsa01.html
http://www.humanevents.com/2011/09/12/tsa-creator-says-dismantle-privatize-the-agency/
our civil liberties are
compromised
“I am not the enemy.”
Wednesday, September 18, 13

16. STRUCTURE (POST DHS)
Source:
http://www.tsa.gov/stakeholders/
Wednesday, September 18, 13

17. STRUCTURE (POST DHS)
MASS
TRANSIT
HIGHWAY
TRANSPORATION
SECURITY
ADMINISTRATION
MARITIME
PIPELINE
FREIGHT
RAIL
AVIATION
Source:
http://www.tsa.gov/stakeholders/
Wednesday, September 18, 13

18. a closer look
Wednesday, September 18, 13

19. Theft Accusations
Sources:
http://abcnews.go.com/WNT/story?id=129658&page=1#.UdtKdD6G2xw
http://blogs.villagevoice.com/runninscared/2010/11/tsa_recruiting.php
http://seattletimes.com/html/travel/2018827766_webtsa01.html
http://abcnews.go.com/Blotter/TSA/
http://travel.yahoo.com/blogs/compass/airport-luggage-thefts-reportedly-rise-tsa-012317876.html
Wednesday, September 18, 13

20. Wednesday, September 18, 13

21. Intrusive Screening
Sources:
http://www.csmonitor.com/USA/2010/1117/Are-TSA-pat-downs-and-full-body-scans-unconstitutional
http://www.youtube.com/watch?v=mIVO5QqldPg
http://www.huffingtonpost.com/2013/05/29/ashley-jessica-tsa-video_n_3354522.html
http://www.nytimes.com/2013/06/03/opinion/at-the-airport-scanner-or-pat-down.html
http://www.nbcnews.com/id/40291856/ns/travel-news/t/tsa-pat-down-leaves-traveler-covered-urine/
Wednesday, September 18, 13

22. Wednesday, September 18, 13

23. Alleged Harassment
Sources:
http://flywithdignity.org/about/stories/
http://boingboing.net/2013/06/16/lax-tsa-officer-shames-my-15-y.html
http://www.aisfor.org/another-reason-to-be-shameless-tsa-agent-shames-15-year-old-girl/
http://hotair.com/greenroom/archives/2012/07/10/tsa-agents-verbally-abuse-deaf-passenger-illegally-confiscate-bagged-candy/
Wednesday, September 18, 13

24. Wednesday, September 18, 13

25. “
Source: http://www.huffingtonpost.com/2012/05/02/rand-paul-tsa-groping_n_1470820.html
Wednesday, September 18, 13

26. The American people shouldn’t be
subjected to harassment, groping, and
other public humiliation simply to board
an airplane.”
Rand Paul, R-KY
“
Source: http://www.huffingtonpost.com/2012/05/02/rand-paul-tsa-groping_n_1470820.html
Wednesday, September 18, 13

27. Sources:
http://abcnews.go.com/WNT/story?id=129658&page=1#.UdtKdD6G2xw
http://www.gadling.com/2010/11/04/tsa-looking-for-new-colleagues-at-gas-stations-promi/
http://www.forbes.com/sites/realspin/2012/02/29/the-tsa-is-coming-to-a-highway-near-you/2/
http://www.upi.com/Odd_News/2010/11/24/TSA-advertises-jobs-on-pizza-boxes/UPI-75441290631130/#ixzz2XSwnQWxw
Wednesday, September 18, 13

28. Wednesday, September 18, 13

29. How do we cope?
Wednesday, September 18, 13

30. Humor.
Wednesday, September 18, 13

31. Source:
Saturday Night Live
Wednesday, September 18, 13

32. Source:
Saturday Night Live
Wednesday, September 18, 13

33. so what?
Wednesday, September 18, 13

34. A TOXIC CYCLE
Wednesday, September 18, 13

35. Stressful
Experience
A TOXIC CYCLE
Wednesday, September 18, 13

36. Stressful
Experience
Incident
Occurs
A TOXIC CYCLE
Wednesday, September 18, 13

37. Stressful
Experience
Incident
Occurs
Virality
A TOXIC CYCLE
Wednesday, September 18, 13

38. Stressful
Experience
Incident
Occurs
Virality
Media
Capitalizes
A TOXIC CYCLE
Wednesday, September 18, 13

39. Stressful
Experience
Incident
Occurs
Virality
Media
Capitalizes
TSA
Cannot
Respond
A TOXIC CYCLE
Wednesday, September 18, 13

40. Stressful
Experience
Incident
Occurs
Virality
Media
Capitalizes
TSA
Develops
Reputation
TSA
Cannot
Respond
A TOXIC CYCLE
Wednesday, September 18, 13

41. Stressful
Experience
Incident
Occurs
Virality
Negative
Airport
Expectations
Media
Capitalizes
TSA
Develops
Reputation
TSA
Cannot
Respond
A TOXIC CYCLE
Wednesday, September 18, 13

42. Stressful
Experience
Incident
Occurs
Virality
Negative
Airport
Expectations
Media
Capitalizes
TSA
Develops
Reputation
TSA
Cannot
Respond
A TOXIC CYCLE
Wednesday, September 18, 13

43. Stressful
Experience
Incident
Occurs
Virality
Negative
Airport
Expectations
Media
Capitalizes
TSA
Develops
Reputation
TSA
Cannot
Respond
Public
Disrespect
TSA
Disrespect
Air Travel
is
Poisoned
A TOXIC CYCLE
Wednesday, September 18, 13

44. It is time to
break the cycle.
Wednesday, September 18, 13

45. GOAL
Wednesday, September 18, 13

46. The TSA must reduce the friction
on air travelers.
GOAL
Wednesday, September 18, 13

47. GOAL
Wednesday, September 18, 13

48. GOAL
The TSA must recruit, train and retain
the very best talent.
Wednesday, September 18, 13

49. Repositioning the TSA
Wednesday, September 18, 13

50. vigilant
CHARACTER
Wednesday, September 18, 13

51. respectful
CHARACTER
Wednesday, September 18, 13

52. protector
CHARACTER
Wednesday, September 18, 13

53. The responsibility of the TSA is
BRAND POSITIONING
securing peace of mind.
Wednesday, September 18, 13

54. Brand voice
Logistics
Communications
Wednesday, September 18, 13

55. First phase
Wednesday, September 18, 13

56. 1. Acknowledgement
2. Improvements
First phase
Wednesday, September 18, 13

57. Wednesday, September 18, 13

58. Wednesday, September 18, 13

59. Wednesday, September 18, 13

60. Wednesday, September 18, 13

61. Wednesday, September 18, 13

62. Wednesday, September 18, 13

63. Wednesday, September 18, 13

64. Wednesday, September 18, 13

65. Wednesday, September 18, 13

66. Wednesday, September 18, 13

67. Wednesday, September 18, 13

68. Wednesday, September 18, 13

69. Wednesday, September 18, 13

70. Wednesday, September 18, 13

71. Wednesday, September 18, 13

72. Wednesday, September 18, 13

73. Wednesday, September 18, 13

74. Wednesday, September 18, 13

75. Wednesday, September 18, 13

76. Wednesday, September 18, 13

77. The Future
Wednesday, September 18, 13

78. Wednesday, September 18, 13

79. Pathogen
detection
sensors
Moveable
sidewalks
Biometric
sensors
RF
identification
Threat
detection system
Wednesday, September 18, 13

80. Wednesday, September 18, 13

81. mutual respect = safety
Wednesday, September 18, 13

82. RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE
Wednesday, September 18, 13

83. RANDY GREGORY JEREMY MILLER DANIYIL ONUFRISHYN BILL VESCE
Thank you
Wednesday, September 18, 13