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Campus Rep Orientation

Campus Rep Orientation. Fall 2010 . Fall 2010 Campuses. Mission Statement & Objectives 2010. Mission Statement. To promote brand awareness, instill loyalty, and sell AA by strategically marketing to the college student population. Campus Rep Objectives. 175 new AAdvantage enrollments

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Campus Rep Orientation

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  1. Campus Rep Orientation Fall 2010

  2. Fall 2010 Campuses

  3. Mission Statement & Objectives 2010

  4. Mission Statement To promote brand awareness, instill loyalty, and sell AA by strategically marketing to the college student population.

  5. Campus Rep Objectives • 175 new AAdvantage enrollments • Generate $15,000 AMR revenue • Generate a total of 30,000 brand impressions

  6. Marketing tools

  7. Marketing Tools • Group & Meeting Travel • Tickets • AAdvantage Enrollments • Promo Codes

  8. Request Procedures • Group and Meeting Travel Request • Submit the Group Travel Quote Request Form • 10 or more people (6 or more if NCAA Sport) • Ticket Request • Submit the Tickets Request Form • The value of one Round-Trip ticket is $750 • Valid for travel within US48 States, Canada, Mexico, Caribbean, Bermuda and Bahamas for one year • Tickets must generate AAdvantage Enrollments and/or Revenue Opportunities • 7 tickets per semester • Send reminder email to college.travel@aa.comone week prior to event

  9. Request Procedures • Promo Codes Request • Submit the Promo Codes Request Form • Request should be made 4 weeks prior to event • AAdvantage Enrollment • Send forms weekly • Mail to: • ATTN: Chris CoyAmerican Airlines4255 Amon Carter Blvd. MD 4105Ft. Worth, Texas 76155

  10. websites

  11. AA.com/college

  12. Campusloyalty.com

  13. Branding exercises

  14. Branding Exercise • Group 1: Create a promotional campaign with the objective of enrolling 500 students in the AAdvantage program • Group 2: Plan and promote an AA.com discount code targeted at a specific travel period or travel related event • Group 3: Create a sales campaign that encourages student groups to travel with AA using AA’s Group and Meeting Travel product • Group 4: Create a marketing campaign to generate brand awareness during freshman/graduation week

  15. Branding Exercise • Group 3 • Jason Karpf • Keith Newhouse • David Lindow • Group 4 • Sameer Desai • Mark Preston • Adam Swart • Group 1 • Matthew Blough • Dominique M. Star • Clara Luo • Group 2 • Brian Keenan • Jermaine Robinson • Kelsey Nadolski

  16. Business plan

  17. Business Plan Things to keep in mind when creating your marketing plan: • Who are your targeted audiences? • What distribution channels are you using to get your message across? • What is your differentiation strategy (to stand out from others)? • How are you measuring the success of your marketing plan? Deadline: Business Plan must be emailed to college.travel@aa.com by Aug 27th, 2010

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