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 JetBlue Client: JetBlue Agency: MWW Group. Situation:  Problem: Air Line Pilots Association filed for election to represent JetBlue’s 2,108 Pilots.

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Presentation on theme: " JetBlue Client: JetBlue Agency: MWW Group. Situation:  Problem: Air Line Pilots Association filed for election to represent JetBlue’s 2,108 Pilots."— Presentation transcript:

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 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 www.jetBluefacts.com  #1 Among Low-Cost Carriers  April 22, 2014 JetBlue joined ALPA


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