jetblue marketing case study

JetBlue Marketing Strategy 2024: A Case Study

JetBlue Airways Corporation, founded in 1999, is an American low-cost airline known for its four-star rating from Skytrax. In today’s competitive airline industry, effective marketing strategies are crucial for success. This case study examines JetBlue’s marketing approach, challenges faced, and its response to customer experience. We also explore the airline’s performance, strategic alliances, and financial outlook. From digital marketing to customer acquisition, JetBlue’s marketing strategy provides valuable insights for airline and aviation marketers.

Key Takeaways:

• JetBlue experienced an 18 percent increase in earnings during the second quarter of 2016.
• Challenges in 2017 included rising fuel prices, technical disruptions, and a declining quality of the flying experience.
• JetBlue undertook massive cost reductions by investing in cabin restyling to cope with potential fuel price increases.
• Robin Hayes became JetBlue’s CEO in February 2015 after working for about 25 years in the airline industry.
• The U.S. airline industry includes three primary segments: major airlines, regional airlines, and low-fare airlines.

About JetBlue Airways Corporation

JetBlue Airways Corporation, commonly known as JetBlue, is an American low-cost airline founded in 1998 by Founder David Neeleman. Headquartered in Long Island City, JetBlue operates primarily out of John F. Kennedy International Airport, providing convenient access for both domestic and international travelers.

JetBlue prides itself on being a customer-centric airline, offering high-quality service and affordable fares. The airline has positioned itself as the fifth largest airline in the U.S. following its acquisition deal with Spirit Airlines, amounting to an impressive $3.8 billion. This strategic move solidifies JetBlue’s presence in the industry and sets it apart as a key player.

When it comes to customer satisfaction, JetBlue has earned a four-star rating from Skytrax, a global air transport rating organization. This recognition acknowledges their commitment to delivering a positive flying experience to passengers.

JetBlue operates a large fleet of over 250 aircraft and employs approximately 22,000 dedicated professionals. With a broad network of 97 destinations spanning the Americas, including Central and South America, the Caribbean, Mexico, and the United States, JetBlue serves as a preferred choice for both leisure and business travelers. The airline’s average ticket prices range from $100 to $300, offering customers flexibility and affordability depending on the route and season.

In addition to its commitment to excellent service, JetBlue excels in digital marketing campaigns, setting itself apart from competitors. The airline leverages engaging content through short films and YouTube series, creating memorable experiences for its audience.

JetBlue also maintains an active presence on major social media platforms, such as Twitter, Instagram, Facebook, and LinkedIn, to connect with customers and enhance its digital marketing strategy.

Despite the challenges faced by the airline industry, JetBlue’s resilient approach and innovative marketing strategies have helped the company maintain its reputation and financial stability. In 2020, JetBlue Airways Corporation reported a total revenue of $5.6 billion.

JetBlue’s commitment to quality service, affordable fares, and strategic partnerships has propelled its growth and success in the highly competitive airline industry. With a focus on customer-centric experiences and a dedication to innovation, JetBlue continues to meet the evolving needs of domestic and international travelers.

JetBlue’s Marketing Approach

JetBlue Airways Corporation has established itself as a leader in the aviation industry through its innovative marketing approach. The airline recognizes the power of social media marketing , advertising media, and exceptional customer service in engaging with customers and conveying its brand message.

JetBlue leverages its strong social media presence across platforms like Facebook, Twitter, and Instagram to connect with its audience. Through these channels, the airline actively shares updates, travel promotions, and engaging content to keep customers informed and entertained. By utilizing social media for customer support, JetBlue promptly responds to inquiries and addresses issues, demonstrating its commitment to customer satisfaction.

JetBlue’s social media campaigns, such as “#IHeartBlue” and “Fly-Fi for All,” have successfully engaged customers by showcasing the airline’s dedication to in-flight connectivity and sustainability. By offering free Wi-Fi on all flights, JetBlue not only enhances the customer experience but also highlights the importance of staying connected while traveling.

The airline differentiates itself from competitors by providing more legroom and spacious seating, prioritizing customer comfort. In addition, JetBlue places a strong emphasis on exceptional in-flight entertainment, offering individual screens and a wide range of shows and movies. These efforts ensure that passengers have an enjoyable and memorable journey.

JetBlue’s marketing strategy revolves around customer-centric content, building strong relationships with customers, and enhancing its brand reputation. The airline’s core values of safety, caring, integrity, passion, and fun guide its operations and marketing efforts , creating a unique and authentic brand identity.

JetBlue understands the importance of addressing customer concerns promptly, which sets it apart in an industry often plagued by consumer complaints. The airline’s FlyBabies campaign, which rewards passengers for enduring a crying child on a flight, exemplifies its customer-centric marketing strategy and commitment to making every journey enjoyable for passengers.

JetBlue’s marketing approach also extends to its recruitment and training practices. New employees undergo cultural orientation at JetBlue University, further reinforcing the company’s customer-focused culture. The airline empowers its staff with autonomy, allowing them to make decisions that enhance the customer experience, foster trust, and improve overall service quality.

JetBlue leverages social media platforms, such as Twitter, to provide hands-on customer service and immediate value to customers. Its Twitter account is renowned for its quick responses and friendly engagement, creating a more casual and approachable relationship with customers.

JetBlue’s strategic acquisition of Spirit Airlines in a $3.8 billion deal positions it as the 5th largest airline in the U.S., showcasing its significant market share shift. This strategic move highlights JetBlue’s marketing prowess and its ability to leverage opportunities for growth and expansion.

JetBlue’s Digital Marketing Presence

JetBlue distinguishes itself in the digital marketing landscape through its engaging content, including short films and YouTube series. These initiatives strengthen the airline’s people-focused brand image and resonate with its audience.

Social media platforms, including Twitter, Instagram, Facebook, and LinkedIn, play a vital role in JetBlue’s digital marketing strategy. These platforms serve as drivers of brand awareness and engagement, allowing the airline to connect with customers on a more personal level.

JetBlue’s marketing approach encompasses various channels, from social media marketing to exceptional customer service. By prioritizing the customer experience and delivering a compelling brand message, JetBlue has successfully cultivated customer loyalty and driven sales in a competitive industry.

Challenges Faced by JetBlue

JetBlue, known for its exceptional service and customer-centric approach, has faced its fair share of challenges throughout its journey in the airline industry. One of the major challenges JetBlue has encountered is effectively managing the customer experience during periods of rapid growth.

As the demand for air travel continues to rise, JetBlue has experienced a surge in the number of passengers and flights. Last year, the airline received a staggering 130,000 applicants competing for 2,000 available jobs, reflecting the high demand for employment with JetBlue. While this demonstrates the airline’s popularity, it also creates a challenge in ensuring a seamless and satisfying experience for every customer.

In addition to managing the exponential growth, JetBlue has also faced operational challenges such as weather-related flight cancellations. To address these challenges, the airline has implemented various operational changes. JetBlue has developed an “operational recovery system” as a technological tool to effectively manage disruptions and reroute planes, considering various criteria to minimize disruptions and enhance the customer experience.

During times of crisis, such as weather-related flight cancellations, JetBlue has prioritized early flight cancellations to minimize inconvenience for its customers. This crisis response strategy showcases the airline’s commitment to transparency and proactive communication with passengers, ensuring that they are informed and accommodated in the best possible way.

It is worth noting that such challenges have had a significant impact on JetBlue’s financial performance and corporate image. However, the airline’s dedication to managing customer experience and implementing operational changes has allowed them to adapt and overcome these hurdles.

JetBlue also understands the importance of selecting the right employees who excel in handling demanding situations with customers. The airline enforces a selective hiring process that includes rigorous testing to ensure employees can effectively retain customers and deliver exceptional service.

Despite these challenges, JetBlue’s emphasis on managing customer experience, operational changes, and crisis response has propelled the airline to excel in the industry. They have successfully kept their planes in the air for an average of 13 hours per day, the highest in the industry, leading to enhanced productivity.

To provide further insights, the table below highlights key statistics related to JetBlue’s challenges and operational changes:

JetBlue’s commitment to addressing challenges, managing customer experience, and implementing operational changes demonstrates their dedication to providing exceptional service in the face of adversity.

Operational Changes and Crisis Response

In response to the crisis in 2007, JetBlue Airways Corporation took significant operational changes to improve its crisis response and ensure passenger safety. With a proactive approach, JetBlue implemented measures to minimize disruptions and enhance communication channels.

JetBlue recognized the importance of early flight cancellations during a crisis, prioritizing passenger safety over profitability. By canceling flights in advance, the airline aimed to minimize the impact on passengers and streamline operations for a smoother travel experience.

Furthermore, JetBlue invested in advanced technology and predictive analytics to identify potential operational challenges and take proactive measures. This allowed the airline to anticipate and mitigate crises before they escalated, providing a more seamless journey for passengers.

Enhancing communication channels was another crucial aspect of JetBlue’s operational changes. The airline recognized the need to keep passengers informed about flight changes and developments during challenging situations. By strengthening communication channels, such as social media platforms and online portals, JetBlue effectively relayed real-time information, improving passenger experience and reducing uncertainty.

Crew training also played a vital role in JetBlue’s crisis response strategy. The airline focused on equipping its crewmembers with the necessary skills and knowledge to handle customer concerns and ensure their well-being during challenging situations. This training emphasized effective communication, empathy, and problem-solving skills, enabling crewmembers to provide support and assistance to passengers in difficult circumstances.

By implementing these operational changes and taking a proactive approach to crisis response, JetBlue aimed to enhance the customer experience and maintain its commitment to passenger safety. These measures reflected the airline’s dedication to continuous improvement and its willingness to adapt to challenges in the ever-evolving aviation industry.

Benefits of Operational Changes and Crisis Response

The operational changes and crisis response measures implemented by JetBlue brought several benefits to both the airline and its passengers. Firstly, these changes significantly improved passenger safety and well-being during challenging situations. By prioritizing early flight cancellations and enhancing communication channels, JetBlue ensured that passengers were informed, reassured, and taken care of throughout the crisis.

Moreover, the proactive approach to crisis response resulted in minimized disruptions for passengers. By identifying potential operational challenges in advance through advanced technology and predictive analytics, JetBlue was able to address issues promptly and efficiently, leading to fewer delays and cancellations.

By investing in crew training, JetBlue equipped its employees with the necessary skills to handle customer concerns during crises. This training enhanced customer service and satisfaction, as crewmembers were empathetic, knowledgeable, and capable of providing the support passengers needed under challenging circumstances.

Overall, these operational changes and crisis response strategies not only improved passenger experience but also had a positive impact on JetBlue’s reputation. By demonstrating a commitment to safety, effective communication, and customer-centricity, JetBlue strengthened its brand image and maintained the loyalty of its passenger base.

Impact of the Crisis

The crisis in 2007 had a significant impact on JetBlue Airways Corporation. Severe weather conditions resulted in a high number of flight cancellations, causing substantial revenue loss and damage to the airline’s corporate image.

JetBlue, known for its exceptional customer service and profitability, faced a considerable challenge during this crisis. The widespread flight cancellations led to stranded passengers, long delays, and frustrated customers, tarnishing the airline’s reputation.

To overcome the crisis, JetBlue took decisive action to rectify the situation and regain customer trust. The airline implemented various measures, including:

• Offering full refunds or future travel vouchers to affected passengers
• Implementing a comprehensive customer compensation program
• Improving communication channels with customers, providing regular updates on flight status
• Investing in operational improvements and increasing staffing levels to handle future disruptions

These actions were crucial in mitigating the negative impact of the crisis. By demonstrating commitment to customer satisfaction and taking responsibility for the issues faced, JetBlue slowly regained the trust of its customers.

Despite the challenges, JetBlue’s recovery efforts paid off. The airline returned to profitability in 2007, posting operating earnings of $169 million. However, JetBlue’s operating margin of 6% in 2007 was below the margins of competitors like Allegiant and Southwest.

Despite these challenges, JetBlue’s dedication to customer service, supported by data-driven decision-making, helps the airline maintain a loyal customer base. With approximately 36 million people flying with JetBlue each year, the airline’s emphasis on meeting customer preferences through innovative initiatives like Mint and Fly-Fi has proven successful.

In conclusion, the crisis in 2007 had a profound impact on JetBlue’s operations, resulting in flight cancellations, revenue loss, and damage to the corporate image. However, through swift action and a commitment to customer satisfaction, JetBlue was able to recover and regain customer trust, showcasing their resilience and dedication to their passengers.

Actions Taken by JetBlue

JetBlue demonstrated a proactive approach in navigating the challenges in the transatlantic flight market. The airline implemented several strategic actions to adapt and thrive amidst the crisis.

Firstly, JetBlue appointed a new Chief Operating Officer to strengthen leadership and decision-making processes. This move aimed to enhance operational efficiency and ensure a robust response to the evolving market conditions.

The airline also took steps towards operations decentralization. By considering the division of operations, JetBlue aimed to minimize the impact on passengers in case of disruptions or cancellations. This proactive approach allowed them to effectively address customer concerns and maintain a high level of service.

Crisis management was a key focus for JetBlue as well. By identifying potential crises and developing contingency plans, the airline was able to respond swiftly and effectively. This proactive strategy helped mitigate risks and enhance customer satisfaction during challenging times.

In line with their commitment to risk distribution, JetBlue explored new geographic expansion opportunities. The airline strategically expanded into underserved cities and routes, where competition primarily came from trains and buses. This approach enabled JetBlue to tap into new markets and diversify their portfolio.

Overall, JetBlue’s actions showcased their commitment to proactive decision-making and a customer-centric approach. By embracing operational changes, crisis management, and geographic expansion, JetBlue positioned itself for growth and success in the transatlantic flight market.

JetBlue’s Performance and Customer Satisfaction

JetBlue Airways Corporation, an industry leader in the aviation sector, operates more than 1,000 flights daily, spanning over 100 destinations across the U.S., Caribbean, and Latin America. With such a wide reach, JetBlue demonstrates its commitment to providing accessible and convenient travel options for its customers.

Despite the industry’s challenges, JetBlue continues to prioritize customer satisfaction as a core element of its business strategy. The airline’s mobile app has been widely adopted, with over 887,000 downloads, offering customers a seamless and convenient travel experience. The app’s functionality and user experience have garnered high praise, earning an impressive average rating of 4.9 stars.

To ensure efficient and connected customer data management, JetBlue has implemented mParticle and a best-in-breed stack. This strategic move has not only saved thousands of engineering hours, but it has also enhanced operational performance and customer service delivery.

JetBlue has earned its reputation as a “customer service company that happens to fly planes,” showcasing its dedication to customer-centricity within the airline industry. The company empowers its employees to make decisions based on core values like Safety, Caring, Integrity, Fun, or Passion, emphasizing the importance of prioritizing the customer experience at every touchpoint.

In an industry where customer satisfaction often lags, JetBlue stands out. The American Customer Satisfaction Index ranks airlines in the bottom 30% of major industries; however, JetBlue Airways has consistently ranked in the top three airlines for customer satisfaction in the J.D. Power Customer Satisfaction study. This achievement further solidifies JetBlue’s commitment to exceeding customer expectations.

JetBlue understands the importance of listening to its customers and continuously improving its services. The airline has made changes based on customer feedback, such as implementing amenities at the Philadelphia airport, offering water, juice, and coffee at the gate. These small gestures contribute to a positive customer experience that sets JetBlue apart from its competitors.

By leveraging technology, JetBlue provides a differentiated in-flight experience, offering amenities such as in-flight connectivity and personalized flight information on personal devices. These innovations enhance the overall travel experience and further contribute to customer satisfaction.

JetBlue’s strategic use of social media platforms, particularly Twitter, enables the airline to engage with customers in real-time, address concerns promptly, and provide exceptional customer service. This proactive approach to customer communication reflects JetBlue’s commitment to maintaining high levels of customer satisfaction.

In addition to its customer-centric initiatives, JetBlue focuses on operational efficiency and cost-effective practices. Managing fuel costs and increasing aircraft utilization allows the airline to provide affordable fares while maintaining high service standards.

JetBlue’s Omni-Channel Marketing Strategy

JetBlue Airways Corporation employs an innovative omni-channel marketing strategy to provide personalized experiences and real-time pricing to its valued customers. By leveraging various marketing channels , JetBlue aims to foster a strong customer-brand relationship and enhance customer satisfaction.

One of the key elements of JetBlue’s omni-channel marketing strategy is the integration of first-party data to personalize email campaigns. By utilizing customer data and preferences, JetBlue can tailor its communications and offers to individual customers, creating a more personalized and engaging experience.

In addition to email marketing , JetBlue also utilizes automated email campaigns using CSV data sources for data inclusion. This allows for seamless and efficient communication with customers, ensuring that they receive relevant and timely information.

JetBlue understands the importance of social media in today’s digital landscape. Rather than spreading its efforts across all available networks, the airline focuses on a few select social media platforms to maximize its marketing impact. This strategic approach enables JetBlue to connect with and engage its target audience effectively.

One notable instance of JetBlue’s effective use of social media is its decision to manage canceled flight re-bookings via Twitter. This innovative approach has led to a significant reduction in hold times and has been well-received by customers, showcasing the company’s commitment to improving the customer experience.

JetBlue’s partnership with travel influencers and its use of user-generated content through social media campaigns have further strengthened its customer-brand relationship. By leveraging the power of word-of-mouth marketing, JetBlue has been successful in fostering brand loyalty and positive brand sentiment.

The Value of Online Reputation Management

In the airline industry, JetBlue stands out for its successful online reputation management strategy. The company recognizes that having a positive online reputation is crucial in the digital age. By actively monitoring online reviews and social media mentions, JetBlue can promptly address potential issues and continuously improve its services based on customer feedback.

JetBlue’s transparency and authenticity are evident through its behind-the-scenes insights and personalized responses. This commitment to open communication has contributed to building trust and positive brand sentiment among customers.

JetBlue’s proactive approach towards problem resolution, quick and transparent communication during flight disruptions, and offering compensation for inconveniences have played a significant role in retaining customer loyalty. By prioritizing exceptional customer support, JetBlue has established itself as a customer-centric airline.

Lessons can be learned from JetBlue’s omni-channel marketing strategy and online reputation management success. Transparency, engaging on social media, prioritizing exceptional customer support, incorporating humor into brand communications, and promptly addressing negative feedback are all essential elements in converting unhappy customers into loyal fans.

Strategic Partnerships and Loyalty Programs

JetBlue Airways Corporation has been successful in leveraging strategic partnerships and loyalty programs as vital components of their marketing strategy. These initiatives play a crucial role in expanding their services, fostering customer loyalty, and enhancing the overall customer experience. Through collaborative efforts and innovative loyalty programs, JetBlue has been able to stay ahead in the highly competitive airline industry.

JetBlue’s Strategic Partnerships

JetBlue has formed strategic alliances with various airlines to provide customers with a wider range of destinations and seamless travel experiences. One notable example is the recently announced codeshare partnership enhancement with Etihad Airways on May 8, 2024. This collaboration further strengthens the nearly decade-long partnership between the two airlines, enabling them to offer over 70 destinations through Etihad and more than 40 destinations through JetBlue within the Americas.

JetBlue’s Loyalty Program: TrueBlue

JetBlue’s loyalty program, TrueBlue, plays a significant role in cultivating customer loyalty and repeat business. The program was revamped last year, introducing new features such as Perks You Pick® and additional Mosaic levels. TrueBlue allows frequent flyers to accumulate points based on dollars spent, providing a unique earning system that rewards customer loyalty. Moreover, TrueBlue stands out from other programs by offering no blackout dates for point redemption, providing flexibility and convenience to its members.

JetBlue’s partnerships extend beyond airlines, encompassing collaborations with hotels and car rental agencies. These partnerships offer discounted rates exclusively for JetBlue customers, adding further value to the TrueBlue program. Customers can enjoy benefits beyond flights, making JetBlue a one-stop solution for seamless travel experiences.

The Importance of Loyalty Programs

Loyalty programs have become increasingly crucial for businesses in various industries, including the airline sector. According to recent surveys, 78.6% of companies plan to revamp their loyalty programs within the next three years. In 2022, 71.6% of companies already expected significant changes to their programs. JetBlue’s proactive approach in revamping TrueBlue highlights its commitment to adapting to the evolving needs and expectations of its customers.

The airline industry is highly competitive, and JetBlue differentiates itself by providing exceptional customer experiences and premium perks. In addition to the loyalty program, JetBlue offers complimentary snacks, beverages, and unique amenities such as free Wi-Fi on select flights. This focus on customer satisfaction helps build brand loyalty and ensures that JetBlue remains a top choice for travelers.

In conclusion, JetBlue has demonstrated a comprehensive and effective marketing strategy that encompasses various elements to enhance its brand and customer experience. Through its proactive approach to crisis management, JetBlue has shown its commitment to transparent and empathetic communication, emphasizing customer satisfaction and loyalty. By providing compensation and support beyond industry norms, JetBlue has alleviated passengers’ inconvenience and showcased its dedication to their well-being.

Operational agility and preparedness have been crucial in JetBlue’s ability to navigate challenges and maintain its operational competence. The airline’s focus on its corporate culture has played a significant role in shaping its responses and maintaining a customer-centric approach. The success of JetBlue’s handling of Flight 2826 exemplifies its commitment to operational excellence and dedication to passengers.

Looking ahead, JetBlue plans to expand its services to Canada, capitalizing on the lucrative Canadian airline industry and its significant operating revenues. By leveraging its fleet of diverse aircraft, JetBlue aims to provide exceptional flight experiences to a wide range of domestic and international destinations. The airline’s marketing strategy, centered around differentiation, sustainability, and customer engagement through social media, has reinforced its brand identity and built trusting relationships with its customers.

What is JetBlue Airways Corporation?

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Exploring JetBlue's Innovative Marketing Strategy

JetBlue Airways has always been known for its innovative marketing strategy , setting itself apart from other airlines in the industry. From its brand identity to its customer-centric approach, JetBlue continues to push boundaries and redefine the way airlines approach marketing. In this article, we will delve into the various aspects of JetBlue's marketing strategy and how they have successfully carved a unique position in the market.

Understanding JetBlue's Brand Identity

JetBlue's brand identity is built on a foundation of core values that differentiate it from its competitors. The airline places a strong emphasis on providing a superior customer experience, offering unmatched comfort and convenience, and delivering exceptional service at affordable prices. These values are at the heart of JetBlue's marketing strategy and have played a key role in its success.

The Core Values of JetBlue

At the core of JetBlue's brand identity are its five core values: safety, caring, integrity, passion, and fun. These values guide every aspect of the airline's operations, including marketing. By placing safety as the top priority, JetBlue not only ensures customer trust but also showcases its commitment to providing a secure and enjoyable travel experience.

JetBlue's caring approach is evident in its emphasis on customer service. The airline goes above and beyond to address customer needs and provide personalized assistance. Whether it's assisting passengers with special needs or going the extra mile to make families feel comfortable, JetBlue's commitment to caring is deeply ingrained in its marketing efforts, making customers feel valued and appreciated.

Integrity is another critical value that JetBlue upholds. The airline believes in transparency and open communication with its customers, leading to trust and alty. JetBlue's marketing campaigns reflect this commitment to integrity, where customers can see the airline's authenticity and trustworthiness shining through. From clear pricing policies to honest advertising, JetBlue ensures that customers can rely on the brand for a straightforward and reliable travel experience.

Passion and fun are synonymous with the JetBlue brand. The airline's vibrant personality shines through its marketing campaigns and advertisements, creating a distinctive and appealing image. JetBlue's passion for providing an extraordinary travel experience sets it apart from its competitors. From the moment passengers step on board, they are greeted by friendly crew members who are genuinely excited about their jobs. This enthusiasm is contagious and contributes to the overall positive and fun atmosphere that JetBlue strives to create.

Related: United Airlines Marketing Strategy: From MileagePlus to Global Branding

How JetBlue Differentiates Itself in the Market

JetBlue's marketing strategy revolves around differentiation. By offering unique features and services, the airline stands out from its rivals in a highly competitive industry. One of the key differentiators is JetBlue's commitment to providing more legroom and spacious seating compared to other airlines. This focus on passenger comfort has resonated with travelers and sets JetBlue apart from the cramped confines of other airlines.

JetBlue's dedication to providing exceptional in-flight entertainment has also contributed to its differentiation strategy. With individual screens for each passenger, offering a wide range of movies, TV shows, and live channels, JetBlue has redefined the in-flight entertainment experience. Passengers can enjoy their favorite entertainment options throughout the flight, making the journey more enjoyable and memorable. This unique selling point, combined with free Wi-Fi and streaming capabilities, has made JetBlue a popular choice among tech-savvy travelers who want to stay connected and entertained during their flights.

In addition to comfort and entertainment, JetBlue differentiates itself through its commitment to sustainability. The airline has implemented various eco-friendly initiatives, such as reducing carbon emissions and investing in fuel-efficient aircraft. By prioritizing sustainability, JetBlue appeals to environmentally conscious travelers who want to minimize their ecological footprint while traveling. This commitment to the environment is not only reflected in the airline's marketing efforts but also in its day-to-day operations.

JetBlue also differentiates itself by offering a range of destination options. The airline serves numerous domestic and international destinations, providing travelers with a wide array of choices. Whether it's a beach getaway, a city adventure, or a cultural exploration, JetBlue offers flights to popular destinations that cater to various interests and preferences. This diverse route network allows JetBlue to attract a broad customer base and cater to different travel needs.

JetBlue's brand identity is shaped by its core values, which prioritize safety, caring, integrity, passion, and fun. Through its commitment to these values and its focus on differentiation, JetBlue has established itself as a leading airline in the industry. From providing a superior customer experience to offering unique features and services, JetBlue continues to set itself apart from its competitors and deliver exceptional value to its passengers.

Related: Delta Air Lines Marketing Strategy: Elevating the Travel Experience

The Role of Social Media in JetBlue's Marketing

Judging by JetBlue's success, it is evident that social media plays a significant role in their marketing strategy. Through these platforms, the airline effectively engages with its customers, creating a sense of community and developing brand loyalty.

Engaging Customers through Social Media

JetBlue uses social media to foster customer engagement by keeping travelers informed, updated, and entertained. The airline's active presence on platforms such as Facebook, Twitter, and Instagram allows them to interact with customers in real-time, addressing queries, concerns, and even sharing travel tips and insights.

For example, on Facebook, JetBlue regularly posts updates about flight schedules, new destinations, and travel promotions. They also share captivating photos and videos of their aircraft, showcasing the comfort and amenities they offer. This not only keeps customers informed but also creates a sense of excitement and anticipation for their upcoming trips.

On Twitter, JetBlue takes advantage of the platform's quick and concise nature to provide real-time customer support. They actively monitor mentions and direct messages, promptly responding to any inquiries or issues raised by their customers. This immediate assistance not only resolves problems efficiently but also shows that JetBlue values their customers' satisfaction and takes their concerns seriously.

JetBlue's Instagram account is a visual delight for travel enthusiasts. They curate stunning images of picturesque destinations, inviting followers to daydream about their next vacation. By sharing travel tips and insights in the captions, JetBlue positions itself as a knowledgeable and trusted source of information, further strengthening their relationship with customers.

Social media is also a platform for JetBlue to showcase its commitment to customer satisfaction. By responding promptly to customer comments and resolving issues publicly, the airline demonstrates its dedication to excellent service. This transparent approach not only improves customer relations but also builds trust.

Related: Singapore Airlines Marketing Strategy: A Commitment to Service Excellence

JetBlue's Unique Social Media Campaigns

In addition to engaging customers, JetBlue leverages social media for innovative marketing campaigns. One such campaign, "#IHeartBlue," invited customers to share their favorite JetBlue memories on social media. The campaign created a sense of community and generated user-generated content, further strengthening the airline's brand identity.

Customers enthusiastically participated in the campaign, sharing heartwarming stories of their experiences with JetBlue. From heartwarming encounters with flight attendants to unexpected acts of kindness, these stories showcased the airline's commitment to going above and beyond for their passengers. The campaign not only deepened the emotional connection between JetBlue and its customers but also served as a powerful testimonial to potential travelers.

Another notable campaign, "Fly-Fi for All," highlighted JetBlue's commitment to offering free Wi-Fi on all flights. Using social media as a platform, the campaign effectively communicated this unique feature, generating excitement among travelers who valued staying connected during their journey.

Through engaging visuals and compelling captions, JetBlue showcased the benefits of Fly-Fi, such as being able to catch up on work, stream movies, or stay connected with loved ones while flying. The campaign also encouraged customers to share their experiences using the hashtag #FlyFiForAll, creating a buzz on social media and spreading the word about JetBlue's exceptional in-flight connectivity.

Overall, JetBlue's social media presence goes beyond mere marketing. It serves as a powerful tool for customer engagement, relationship building, and brand promotion. By leveraging these platforms effectively and implementing unique campaigns, JetBlue continues to strengthen its position as a customer-centric airline that values innovation and connectivity.

Related: Southwest Airlines Marketing Strategy: From Rapid Rewards to Convenient Travel Adventures

JetBlue's Customer-Centric Approach

JetBlue's marketing strategy is rooted in a strong customer-centric approach. The airline understands that to be successful, it must put its customers at the forefront of everything it does. This approach has led to initiatives that focus on personalization, customer loyalty, and building trusting relationships.

Personalization in JetBlue's Marketing Strategy

JetBlue recognizes the importance of personalization in marketing . By tailoring its offerings and communications to individual customers, the airline creates a more meaningful and relevant experience. For instance, JetBlue's "You Above All" campaign emphasizes that their customers are unique individuals with specific preferences and needs.

JetBlue leverages customer data to send personalized offers and travel suggestions, ensuring that their marketing messages resonate with each customer. This individualized approach strengthens the customer-airline relationship and allows JetBlue to cater to their passengers' specific desires.

Building Customer Loyalty and Trust

JetBlue places great emphasis on building customer loyalty and trust through its marketing efforts. The airline's TrueBlue loyalty program rewards frequent flyers with exclusive benefits, incentivizing their continued patronage. By recognizing and rewarding customer loyalty, JetBlue ensures that its passengers always feel valued and appreciated.

Furthermore, JetBlue's commitment to transparency and open communication fosters trust among its customers. The airline's marketing messages focus on delivering on its promises, ensuring that customers feel confident in their choice to fly with JetBlue.

The Impact of Innovation on JetBlue's Marketing Success

Innovation is at the core of JetBlue's marketing success. The airline continuously embraces technological advancements and seeks new ways to enhance the customer experience. From utilizing cutting-edge technology to staying ahead of industry trends, JetBlue's marketing efforts demonstrate a commitment to innovation.

Embracing Technology in Marketing Efforts

JetBlue recognizes the importance of technology in modern marketing. The airline leverages data analytics and automation tools to gain insights into customer behavior, enabling highly targeted marketing campaigns. By understanding their customers' preferences, JetBlue can provide more relevant offers, promotions, and personalized communications.

JetBlue also embraces technology in its operations, which directly impacts its marketing strategy. For example, self-service kiosks at airports and a user-friendly mobile app make booking flights and managing travel hassle-free. By offering convenient and efficient services, JetBlue enhances the overall customer experience and solidifies its brand image.

Related: British Airways Marketing Strategy: Tradition Meets Innovation in Modern Travel

The Future of JetBlue's Marketing Strategy

As the airline industry evolves, JetBlue remains committed to staying ahead of the curve. The future of JetBlue's marketing strategy lies in continued innovation and adaptation to changing customer preferences.

JetBlue plans to leverage emerging technologies such as virtual reality and artificial intelligence to create immersive and personalized experiences for its customers. These advancements will enable the airline to deepen its connection with passengers and offer tailored services that cater to their individual needs.

Overall, JetBlue's marketing strategy is a testament to its commitment to providing a superior customer experience, embracing innovation, and differentiating itself in a crowded market. By understanding its customers, engaging with them through social media, and personalizing its offerings, JetBlue continues to set the standard for innovative marketing strategies in the airline industry.

Additional Airline Marketing Case Studies

• Cathay Pacific Marketing Strategy: Excellence in International Aviation
• Japan Airlines Marketing Strategy: Delivering World-Class Travel Experiences
• All Nippon Airways Marketing Strategy: Elevating Standards in Air Travel
• Korean Air Marketing Strategy: Heritage and Innovation in Aviation

About the Author

Hi, I'm Justin and I write Brand Credential. I started Brand Credential as a resource to help share expertise from my 10-year brand building journey. ‍ I currently serve as the VP of Marketing for a tech company where I oversee all go-to-market functions. Throughout my career I've helped companies scale revenue to millions of dollars, helped executives build personal brands, and created hundreds of pieces of content since starting to write online in 2012.

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Sending an iconic airline and true challenger brand soaring into the future  

JetBlue, a prominent U.S. airline, was founded with the grand ambition of challenging other established carriers. Based on the promise of excellent, affordable service, JetBlue consistently offers customers a better way to travel. 

Despite being known for its distinctive wit and irreverent spirit, the company’s visual identity had grown tired, having travelled a few too many miles without a meaningful rebrand since its initial launch. JetBlue no longer reflected how its employees and travellers saw the carrier, nor did it capture what made the brand special. To address this, JetBlue engaged Prophet to refresh its brand and better reflect its competitive edge in the airline industry.   

We evaluated each touchpoint in the JetBlue experience, assessing the airline’s existing identity and market positioning. Initially, our focus was on re-energizing JetBlue’s day-to-day marketing communications. However, through close collaboration with the JetBlue team, it became clear that a more comprehensive approach was needed.

Our scope expanded, and we embarked on crafting a holistic vision for the brand’s future. Together, we developed and launched a completely revitalized JetBlue brand identity. 

The ambitious rebranding initiative has positioned JetBlue for its next stage of growth and demonstrates its ongoing dedication to innovation. Entering a transitional year with an invigorated visual identity, this strategic shift has already led to increased customer interest and conversion. JetBlue continues to challenge industry norms, redefining what customers can expect from a cost-conscious airline. And this differentiating spirit is now beautifully reflected in the new brand identity and the plane liveries. 

Re-asserting JetBlue’s challenger spirit

Our idea centered on a core truth at the heart of the brand: its challenger spirit and character. Every creative decision was made to vividly bring this unique personality to life. 

“JetBlue’s brand is synonymous with irreverence and personality, yet its identity wasn’t fully embodying these traits. Our mission was to bring this back at a time when the company was preparing itself for its next stage of growth.”  

Andres Nicholls   Global Executive Creative Director   Prophet

An expression of joy

A joyful, fun and contemporary brand expression came together through an enhancement of their colour, type and imagery. A system that gave the brand flex and the ability to play, delivering genuine brand moments that put a smile on customer’s faces.

Wit, positivity and plenty of carry-on character

Tone of voice has always been a key differentiator for JetBlue. We meticulously crafted every element of the visual identity system to amplify that voice. It’s designed to be flexible and seamlessly adapting to the practical requirements of each touchpoint, ensuring the effective delivery of JetBlue’s distinctive writing style. From the typeface to the color palette and copy, every aspect communicates with humor, capturing JetBlue’s youthful energy and positivity.

Illustration that tells a story  

Collaborating with Ben Wiseman, we crafted playful illustrations that narrate travel stories and provide imaginative perspectives. Ranging from the whimsical to the extraordinary, they express concepts that can’t always be captured through photography alone – providing yet another way for JetBlue to stand apart from the crowd. 

Imagery captures moments we love  

We’ve all encountered the typical, overly polished destination images. Our approach was to capture those authentic micro-moments that resonate with customers. By keeping imagery simple, subtle and uncluttered, our marketing becomes more relatable – without falling into clichés. 

Created to drive impact  

JetBlue’s new designs aim to turn heads, make a statement and elevate every moment of the experience. Setting an ambitious vision from the outset, Prophet and JetBlue have reshaped the brand expression into one that honors the past while preparing the carrier for its next phase of growth. The rollout continues across many of JetBlue’s primary marketing and communication channels.

Reimagining JetBlue’s liveries   

The project also evolved to include a redesign of JetBlue’s commercial livery. The reimagined identity and updated livery honor JetBlue’s legacy by retaining recognizable tailfin patterns, now extending beyond the tailfin to envelop the entire rear fuselage, ensuring maximum brand impact, visible both in the skies and at the gates.  

“Opportunities like this don’t come around very often. Guiding transformative change for an iconic brand like JetBlue, working so closely with their team, has been a privilege. The company is on an exciting journey and being part of it has been a phenomenal experience.” 

Chris Benson   Associate Creative Director Prophet

Launching JetBlue to the world   

The first of the new designs took flight in the second half of 2023, heralding the beginning of JetBlue’s fleet-wide transformation. We’re proud of how we helped make the fleet bolder. Bluer. Newer.

Related Case Studies

Reimagining the iconic home appliances brand to delight global audiences, helping a streaming partnership re-launch their platform across africa, refreshing a brand experience to be more relevant for the next generation.

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Sky-High Ambitions: How JetBlue Uses Cheery Travel Marketing to Fly High

Creating an alluring marketing campaign for an airline amid a pandemic seems impossible—but JetBlue succeeded. Here's how the trendy airline spoke to weary travelers and brought fliers back to the skies.

Dusty, unstamped passports and unused boarding passes seemed to be the norm for 2020, with air travel slumping over 65% and airlines forced to lay off more than 90,000 workers . To put it another way, you might imagine decent travel marketing is just impossible nowadays.

But JetBlue is weathering the turbulence with more than emphasizing safety in a post-pandemic world. Their efforts reach the wariest—and weariest—of fliers, ensuring that they arrive at their destination refreshed and rejuvenated. 

You don’t have to take to the skies to see what JetBlue is doing right here—and how you can follow their travel marketing lead.

Delighting Fliers with Luxury and Ease

Founded as a low-cost airline, JetBlue has long cornered the market of millennial travelers. Their new Mint service is a clear indicator of the airline growing with its market, catering to an audience that values self-care and wellness, with an affinity for brand names and a desire to support small businesses. 

Mint offers passengers a luxurious travel experience, with chef-curated meals, artisanal cocktails, cozy bedding, and a bevy of other amenities that reinvent air travel as we know it. They’ve partnered with recognizable brands—like Tuft & Needle for bedding, Master & Dynamic for noise-cancelling headphones, and provisions from NYC’s popular Charlie Bird restaurant and Hu snacks—to create a lush, cosmopolitan environment 35,000 miles in the air. 

In a year that has hit airlines hard, JetBlue is refocusing its travel marketing message to highlight the experience of travel itself, emphasizing stellar hospitality and comfort on historically less-than-restful voyages. From “There’s no place like Mint,” to “Arrive in Mint condition,” JetBlue evokes feelings of comfort and home, while also addressing some of flying’s biggest pain points. Plus, after the stress of 2020, self-care in the sky feels like the ultimate cure-all. 

MarketSmiths Case Study

The Austrian Tourist Board (ATO) was planning to launch a major campaign across New York City —aimed at promoting the country’s delicious wines. But before the ATO could get started, it needed help with copy, including a 12-page brochure, a postcard, an insert, and more. With just one month to drum up publicity, MarketSmiths had to work fast, partnering with M ST Creative, a restaurant PR firm, to spread the word on Austria’s many tipples. Our successes speak for themselves: 14 New York restaurants featured Austrian Wine Month, while the event quickly appeared in Zagat, Time Out, and Village Voice, to name just a few major publications.

> Read the full case study here

Steering Sales Upward with Loyal Branding 

Apart from making flights more alluring, JetBlue is encouraging travelers to book with them at a tumultuous time for travel. Since so many plans can be canceled at a moment’s notice —whether due to increased travel restrictions, a positive COVID test, or any number of other concerns — JetBlue has offered flexible ticketing to ease the stress of flying in a pandemic. 

Admittedly, many airlines have implemented similar flexible booking policies since the start of the pandemic. But JetBlue’s approach is much more down to earth and consumer-focused, offering themselves as a trusted travel partner rather than a greedy corporation.

In their policies, they frequently use casual language on par with their audience—they offer programs like “BFF – Best Fare Finder” and “Even More Space,” demystifying their benefits with language and motives that encourage a loyal following. 

And, they have gone one step further, partnering with the Aruba Tourism Board to ensure passengers get the COVID tests necessary before flying. While this is meant to boost the number of travelers and the tourism economy, it also alleviates confusion and stress for travelers, who may be unsure of the most up-to-date policies for the airlines and countries alike. 

This casual-yet-caring travel marketing tactic helps JetBlue retain—and grow—their audience, even in the midst of a global emergency.

Building a Brand for the People 

Since it was founded, JetBlue has strived to give fliers more than the dreary, cramped flying experience that has become the norm across many larger airlines, aimed simply to carry you from place to place. 

Their travel marketing has always centered on the customer experience, seeking to improve not only flying but also the expectations of airlines. Their tagline, “All travel. All right here. All for you,” drives this point home, putting an emphasis on how their service is all-encompassing with multiple ground transportation and accommodation partners, which saves passengers the time and stress of finding what they need. 

But where JetBlue truly soars above the competition is in their community outreach and brand initiatives, from volunteering with and donating to grassroots organizations to strives in sustainability and climate leadership. 

JetBlue’s travel marketing strategy that reflects the brand’s values and engages customers—while valuing their business—is one that all companies should be paying attention to, whether within the travel industry or not. Over the past two decades, JetBlue has stayed true to its core values of safety, caring, integrity, passion, and fun, bringing with them an authenticity inspiring to all budding brands, not just those in travel marketing. 

And with more than 4.1 billion air travelers in 2017 —a number that increases annually (2020 notwithstanding)—and an anticipated boost in air travel in 2021 , it’s clear that the demand for a more transparent, trustworthy airline exists—and JetBlue is at the helm to provide it. 

If you’re looking to launch fresh, engaging copy that soars, our team of copywriting experts is ready to help— contact MarketSmiths today . 

Anne moved to New York after spending several years living in—and writing about—France. She is an avid bookworm and freelance baker with an affinity for underused words (like "ombibulous").

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JetBlue Airways landed ahead of schedule in the realm of social media—and in full-blown crisis mode.

It was February 2007, and the low-cost carrier was facing a public relations storm that seemed unlikely to blow over quickly. On Valentine’s Day , freezing rain pummeled the Northeast, grounding most of JetBlue’s planes. Passengers were trapped in their seats on the tarmac at New York’s JFK International Airport for hours, going nowhere and growing increasingly annoyed. In some cases, their delays stretched into days, and more than 1,000 flights were ultimately canceled.

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David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.

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JetBlue’s overwhelming success as compared to most other airlines is constantly pondered over. What are they doing right and where is everyone else going wrong?

A majority of JetBlue’s success can be attributed to an excellent customer experience strategy that they have managed to perfect down to a science. 

JetBlue’s marketing techniques come down to great content and putting the customer first. While other airlines have thrown hundreds of dollars at getting more expensive seats or a fancier meal plan. JetBlue decided to invest in what mattered- the people who flew on their planes.

This strategy has helped them make more money, create better relationships with their customers, and build their brand’s reputation.

If It Is a Passenger Concern, It Is Our Concern

In an industry that is riddled with consumer complaints. JetBlue makes it its priority to try to deal with every customer’s concerns as if they were their own.

A quick look at some of JetBlue’s content marketing campaigns will show you their brand values. And how different they are from other airlines that are only trying to make their services seem ‘luxurious’.

Instead of that same old advertisement technique, JetBlue taps into what matters more- treating their customers like family.

Who doesn’t hate it when a kid starts crying in the middle of a five-hour flight? It is annoying and you can’t even say anything about it because it is no one’s fault.

Well, JetBlue did the impossible with one of their ad campaigns when they made people look forward to a baby crying on the flight.

The marketing strategy of FlyBabies is centred around creating a reward system wherein if you are on a flight with a child crying endlessly. JetBlue makes it worth your while by giving you some pretty sweet flight credit to use later. 

While they could not ensure that the child stops crying, they could make the situation a little better for everyone.

JetBlue touched hearts with its short film HumanKinda which hit home for pretty much anyone with loved ones, a job, and worries of their own. It was an airline’s way of saying ‘Hey, we get it’.

The kinda of comedy video that featured comedian Sam Richardson trying to get people to pause their crazy busy lives. Which takes a breath, and does something fun; made most people feel the 15-minute long video was not long enough.

The film features real people that Richardson stops on New York streets to try to get to pause and simply talk to him. He does finally get someone who is willing to have a chat about his busy everyday life and surprises him with a spur-of-the-moment trip to Puerto Rico. 

Richardson also then spends time with his own two case studies- Jeniffer, a busy single mom, and Ryan, a young millennial with more than one job. 

He spends time seeing why their day is so busy. And goes through ways they can take a step back and relax more. And then even checks up on them at the end.

It was funny, genuine, and relatable. It begs the question, ‘ Are we too busy to be human? ’.

Creating content that is more than just a sales pitch is at the root of all of JetBlue’s marketing strategies. Whether you choose to create a podcast , a webinar, or a great blog post for your company website . It is important to remember that it should be more than a sales pitch. It is your way of connecting with your customers. 

Flight Etiquette

One of JetBlue’s most popular marketing strategies was its series of video campaigns that took a deep dive into some basic flight etiquette. 

The videos are full of hilarious enactments of basic stuff that can be annoying to deal with as a fellow passenger. It included everything from how to take a tap to how to deal with your smelly food.

This worked wonders cause it was not just funny, it was also honest. 

JetBlue did not pretend flying was a joyous experience like every other airline did. Instead, it talked about the bad stuff customers send in complaints about and gave some of the best advice they could think of. 

Attitude Culture

So, where does this amazing customer-oriented culture come from? Well, whenever a new person joins the JetBlue team as a pilot, air hostess, or anything in between they are invited to JetBlue University . 

Every ground agent, pilot, and mechanic attends a two-day cultural orientation that gives recruits a glance into what is expected of them. These first two days serve as a quick starter for every new employee to show them the culture they need to embrace to be a part of JetBlue.

This is probably why you will often bump into a JetBlue employee and walk away thinking about how helpful they are. 

JetBlue University (unlike other airlines) is not only about teaching employees how to do their jobs. It is also about welcoming them to the JetBlue family and teaching them how to focus on JetBlue’s priority- customers. 

This same ‘JetBlue is a family’ culture also affects how employees are allowed to work. They are given more freedom. If an air hostess thinks it is a good idea to bump a customer up to first class or give them a certain service for free. She is allowed to do that without permission.

Trust between JetBlue staff affects the overall customer experience – it makes it better. 

The Hands-On Twitter Team 

According to HubSpot , Laurie Meacham, the Manager of Customer Commitment says “We call ourselves a customer service company that happens to fly planes.”

This customer-focused attitude is what has led JetBlue’s Twitter team to be known as one of the most hands-on and helpful customer service outlets for their flyers.

It is pretty common to receive a reply within a few hours (or minutes) of tagging their account in a tweet. The JetBlue team uses Twitter as an extension of their awesome CX strategy .

Speaking to HubSpot , Laurie mentioned that the JetBlue Twitter account is handled. This is by three different teams- marketing, corporate communication, and her customer commitment team.

Depending on what sort of tweet it is, different teams will answer and JetBlue also prioritizes answering Tweets where they can help the person straight away. That is probably why they have come to be known as being so hands-on in their approach. 

So, instead of simply answering every tweet that comes their way. The JetBlue team focuses on answering tweets where they can provide value to the customer as quickly as possible.

There was one time in particular when someone tweeted out saying they were boarding their 100th JetBlue flight. The JetBlue team used the person’s Twitter name to figure out she was flying into Boston. And greeted her at the airport with banners and a whole team.

JetBlue took what most other airlines used as a social media platform. And made it so much more than that a place to connect with customers. Which helps them, and even grow their brand.

Instead of only focusing on email and phone support. JetBlue uses Twitter as a more casual way to connect with their customers. The ability to use chat acronyms and crack a joke is something unique to Twitter as compared to other customer service outlets. 

This gives their customers not only a way to reach them. But also a way to build a more casual and friendly relationship with their airline of choice.

Wrapping it up

Whether it is by not pushing their brand constantly (to the point of being annoying). By simply treating their customers like human beings. JetBlue won the airline game by winning over their customers’ loyalty .

JetBlue’s marketing strategies are worth taking a look at if you are trying to create a customer-centric company that builds relationships. In a mostly cold industry filled with emotionless ads. And long-haul flights, JetBlue has taken the time to add love into their strategy which changed everything for them.

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The Magic Behind JetBlue's Marketing

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If there’s one thing about influential marketing, it’s that it presents itself wherever and whenever customers engage, no matter the device.

Since 2000, JetBlue has set its sights on giving customers the most reliable and convenient traveling experiences possible. The airline reinforces this commitment through an omni-channel marketing strategy that prioritizes personalization.

Not only does JetBlue create email experiences that prove the impact tailored communications can have on customers, but the airline has recently become an industry innovator in the mobile marketing space.

JetBlue implements omni-channel marketing to skyrocket its loyalty presence and provide the most real-time pricing, keeping all flows of communication cohesive and simple for customers to absorb. Showcasing the most important information to the customer when and where they need it ultimately results in a stronger customer-brand relationship.

The Movable Ink and JetBlue partnership was born in 2015, and since then the airline’s marketing program has soared to new heights. This case study will pinpoint JetBlue’s communication tactics and how their marketing team formed a winning strategy across the most prominent digital touchpoints.

Stay in the Know: Web Cropping for Relevance

JetBlue personalized their Fall Merch Sale email to display two separate price points dynamic to each customer based on origin airport, destination airport, and travel date.

The first price point reflected real-time pricing for a one-way fare, and the second displayed bundled pricing for flights and hotels. This gives the customer the most relevant information right at their fingertips, while saving the marketer time as the campaign pulls prices directly from JetBlue’s website.

As part of the same campaign, a push notification was sent to consumers to alert with intention. This type of communication captured the customer’s attention quickly, resulting in an 11% increase in direct opens to the JetBlue app.

• 11% lift in direct opens

Building Loyalists: Visualizing Data to Spark Attention

JetBlue powers five different email variations to encourage their customers to upgrade to the JetBlue Plus Card based on their current membership status. The campaign displays the recipient’s first name and highlights specific perks that would be most appealing to the individual customer based on the first-party data captured, such as a free checked bag or 50% off in-flight purchases. To entice their audience even more, JetBlue displays upcoming trips and the limited time offer of earning 80,000 bonus points. All data included in this email was completely automated using a CSV data source.

JetBlue’s marketers took the campaign a step further and created a matching in-app message so customers were in the know while using their mobile device.

And as a finishing touch, the points were animated in both versions of the campaign to create the most eye-catching experience.

Movable Ink’s collaboration with JetBlue is a testament to the power of truly dynamic email marketing experiences. With a shared passion for innovation and customer-centricity, Movable Ink is proud to be a part of JetBlue’s marketing story, and is eager to see how their team continues to fly high and reach new horizons.

Let’s talk about what Movable Ink can do for you.

Activate your data into personalized content in any customer engagement. Get a demo to see why the world’s most innovative brands rely on Movable Ink to drive customer engagement and accelerate their marketing performance.

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Amplifying Perceptions How JetBlue Uses Twitter to Drive Engagement and Satisfaction

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How Jet Blue Soared Above The Rest By Using Great Content

Airlines today are being bashed online with very few managing to uphold a decent reputation. Most domestic airlines have a torrent of Twitter users tearing them down at any given point.

So, to find an airline that has a loyal customer base and good reviews is like trying to find a needle in a haystack. Thankfully, JetBlue changed that.

While other airlines are dealing with mergers and bankruptcy, how did JetBlue manage to not only make a profit but beat Wall Street expectations with its results ?

The Beginning of JetBlue

Table of Contents

It started off by following Southwest’s low-cost budget airline approach with the added bonuses that normally only come with luxury airlines such as in-flight entertainment.

This was a huge undertaking. It meant allowing customers to enjoy discounted rates but also delivering an experience that would be associated with a luxury airline.

JetBlue needed to make itself known as the budget airline that cared about its customers and only content marketing could help with that. But with the analysis, reviewing, and bad decisions, content marketing is no walk in the park.

So how did they do it? How did JetBlue manage to win over the fussiest of customers?

The Jettitude Culture

JetBlue has what they call JetBlue University to get you started which is where every employee begins their time with JetBlue whether they are a pilot or an air hostess. 

You are often greeted by the CEO and there is a certain casualness to the atmosphere.

A brief discussion about the company’s culture, how they see themselves moving forward and how they treat their customers gives future employees a better understanding of what lies ahead but more than anything else it builds a relationship with the employees.

Before an employee begins training for their position, this is how they spend their first two days- understanding JetBlue and how its mind works.

To be kind, courteous and engaging is what is asked off from every employee. 

For a potential JetBlue employee, it is less important to have a work history in the airline field and more important to have a previous employer saying you were the customers’ favorite.

One of the most annoying and dreaded elements of flying is without a doubt having to sit next to a child that is crying non-stop with no real end in sight. We have all dealt with it and it is never pretty.

More than anything, it made it evident to flyers that JetBlue cared about everyone.

The Rules are bendable

As a JetBlue employee, you are given a certain amount of power that you would not be given in any other airline. If you can justify a decision that you took as being backed with one of JetBlue’s values, no further questions are asked.

A trusting work environment is one of the big reasons JetBlue works.

Pick your battles

Due to the strength of the dollar in 2015, travel for international customers had become more difficult causing airlines like Delta to suffer major losses since they have such a strong international presence. 

So even with their constant expansion and increase in flight paths, JetBlue actually increased its overall revenue.

Would you fly to Puerto Rico right now and drop everything if someone handed you a ticket?

That was how the HumanKinda video content campaign started. Comedian and actor Sam Richardson went around asking people whether they could pause their life for just a bit and take a break.

By talking about something that almost all of us feel, JetBlue was able to make us sit down and listen to an advertisement. 

Because the truth is we do keep pushing ourselves with no real break and if someone offers you a trip to Puerto Rico, shouldn’t you just take it?

The focus on getting our humanity back and slowing down a little was something most people could relate to.

This also meant taking a breather and maybe traveling a little more…with JetBlue of course.

Relationships with frequent flyers

https://www.youtube.com/watch?v=6ozvWY7Srs8

During his flight, Paul was greeted by an air hostess who got him the Starbucks he craved and in his words that started what could only be described as a ‘love affair.’

More than anything else, it was not just one flyer they bagged with this simple act of kindness.

Flight Etiquette 

Instead of the classic salesman pitch, wouldn’t you rather have a laugh?

Potential customers liked them because it made JetBlue seem more honest and trustworthy than the airlines that focused only on the good.

‘If you wouldn’t take it on the ground, don’t take it in the air’

This slogan that JetBlue is known for also manages to take their competitors down a notch by focusing on the lack of amenities and the extra fees that oh so many budget airlines come up with.

https://www.youtube.com/watch?v=EPurzKVTlU4

The key takeaway from most of JetBlue’s marketing techniques is that social media is really important to them. Whether it is a facebook video or a tweet, it is where they truly shine as a digital brand.

They are always ready to address grievances or praise on Twitter and if you @ them, they are one of the few companies that you can expect a response from.

The brand has about 30 people who monitor social media 24/7.

This isn’t something that hasn’t been done before. Most companies have social media departments that handle their accounts but with JetBlue, a complaint found on Twitter is dealt with by the person who finds it.

A lot of JetBlue’s strategy is exactly what their phrase entering the market evokes:

Bringing humanity back to air travel.

The JetBlue Twitter Team: How it works

Instead of just replying to every single Twitter mention, JetBlue intended on connecting with their customers and getting long-term value out of it.

If a tweet can do that, their job is done.

Defy expectations

The common expectation from an airline company is to be left frustrated by a problem if one arises. JetBlue’s head-on approach to problems turns them into content marketing dynamite.

In a recent interview with Mashable , Marty St. George who is the Senior Vice President of Marketing at JetBlue agreed. 

“Most of the agencies we went to had a very old school view of how advertising worked….. And really, for JetBlue, none of those worked very well, because we have fundamentally a digital brand in that the overwhelming majority of customers come through jetblue.com”, Marty explained.

Building conversations with customers and solving their problems on a social media platform like Twitter is actually becoming one of JetBlue’s key marketing techniques.

In the end, they solved his problem and won him over.

Listen to your customers. Ask them for advice.

Sending out surveys on a regular basis is something JetBlue believes is important as well. What it really comes down to is it is just another way to listen to the customer and learn from them.

When the brand found that customers that love JetBlue choose other companies for intercontinental flights because of certain benefits like WiFi and more comfort, JetBlue used this new data to launch two brand new products. 

This was in no way a cheap solution but it was backed by data and that was enough for JetBlue. 

Key Takeaways  

A lot of what JetBlue does can simply be narrowed down to listening to their customers AND staff. 

Employees are giving the power to do what they think is right and know their company trusts and backs them. 

Whether it is a team of thirty people monitoring their social media or 4 million surveys telling them why potential customers may go for another airline, JetBlue knows the solution is in the data.

A lot of airlines choose to continue with the traditional route but JetBlue’s digital approach has paid off.

It worked for JetBlue.

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28 August 2018 | Case study

JetBlue case study: Driving a rise in satisfaction levels by putting the customer first

The customer.

JetBlue is a low fare airline, mainly based at John F Kennedy Airport in New York, USA with corporate offices in New York, Utah and Florida. It commenced operations in 2000 and now serves over 100 destinations in the USA, Central America, South America and the Caribbean.

The airline transported more than 40 million passengers in 2017 and operates a fleet of almost 250 aircraft.

JetBlue was founded on the understanding that the customer would always be put first – a novel concept in an industry not always recognised for customer service. As the company has grown, a constant area of focus has been on ensuring that customers are effectively communicated with, particularly when unexpected travel disruptions occur.

An overview

The airline had previously taken steps to automate its management of schedule changes, with 78% of schedule change notifications cleared in minutes since adopting an innovative solution by 15below using the Queue Manager tool. Now it looked to expand its capabilities to stay connected with customers at every stage of their journeys; to inform and delight them and to lay the foundations for a smooth and stress-free experience.

Challenges and objectives

Challenges faced by JetBlue:

• Disruption communications were not automated or tailored to meet customers’ needs and ease their journeys
• Customers who missed a connecting flight when travelling on a multi-leg journey with JetBlue and a partner airline faced challenges making adjustments to their itineraries
• Travellers flying to/from Cuba required specific documents, resulting in pain points at the airport

To resolve the challenges it faced, JetBlue opted to set the following objectives:

• Overhaul the notification experience to generate an increase in Net Promoter Score
• Streamline the process for rebooking and issuing a new itinerary to customers who miss a connecting flight
• Working to provide customers travelling to Cuba with the required documents prior to departure

The solution

JetBlue has worked with 15below for a number of years, building a notifications strategy designed to ensure the customer is put first throughout their journey. Keeping customers informed from booking to travel day and beyond was key to this objective, so JetBlue and 15below worked together to devise an automated system guaranteed to ensure the timely provision of relevant details, advice and offers.

15below supported JetBlue in delivering optimum customer service in the following ways:

• Automating timely communications to relay news of changes to the flight itinerary, provide options and follow-up if the customer did not respond
• Communicating relevant details including terminal changes, baggage reminders, special services, peak travel reminders, gate information and more to make navigating the airport as stress-free as possible
• Offering apologies to customers affected by a delay or cancellation and a credit towards future travel

The results

JetBlue has seen improvements in customer experience scores and satisfaction levels.

The objectives have been met in the following ways:

• Positive, proactive communications during disruption periods were found to result in a rise in customer satisfaction. JetBlue’s Net Promoter Score increased by more than 100 points to +29.8 due to improved communications through email and crew member announcements at the airport
• A new communications team was set up in the airline’s Customer Experience Operations Centre. It sends all disruption notifications through the 15below platform so that customers have relevant information – including terminal details, baggage allowances and special services – on hand and do not need to queue to speak to a call centre operator or member of ground staff
• New templates created with 15below allow voice notifications to be sent to customers who have missed a connection directing them to specific crew members at their support centres who are specifically trained to assist
• An automated email notification was devised for customers travelling to Cuba allowing them to fill in documents prior to departure
• An apology email with attached credit was created and sent to disrupted customers before they land at their destination

“We have worked with 15below for many years and it has proved to be a fantastic partner for our business. 15below’s platform allows us to communicate with our customers in a variety of ways exactly when they need to hear from us and has led to improved communication with our customers, especially when unexpected travel disruptions occur.” Lori Fox, Manager Customer Experience Operations Centre, JetBlue

How can we help you?

More than 50 airlines, rail operators and travel companies already use 15below’s industry-leading range of advanced passenger communications. We help companies stay connected with their passengers at every stage of their journey. Our aim is always the same: To help customers get the right information to the right people at the right time.

Get in touch for a personalised product tour.

Other content you may be interested in

Case study: Helping JetBlue overcome the challenges of manual COVID-19 data collection

A review of JetBlue: What has the airline done to stand out amid the covid-19 crisis?

From 4 hours to 15 minutes: How Swoop used automation to efficiently deal with disruption

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Marketing Process Analysis

Segmentation, targeting, positioning, marketing strategic planning, marketing 5 concepts analysis, swot analysis & matrix, porter five forces analysis, pestel / pest / step analysis, cage distance analysis international marketing analysis leadership, organizational resilience analysis, bcg matrix / growth share matrix analysis, block chain supply chain management, paei management roles, leadership with empathy & compassion, triple bottom line analysis, mckinsey 7s analysis, smart analysis, vuca analysis ai ethics analysis analytics, the jetblue story marketing 4p mix analysis / mba resources.

• The JetBlue Story
• Strategy & Execution / MBA Resources

Introduction to Marketing Mix Analysis - Product, Price, Place Promotion

EMBA Pro Marketing Mix 4P Analysis for The JetBlue Story case study

This case outlines the history of JetBlue Airways from its inception, in 2000, until 2004. The case provides details of JetBlue's business model and reasons for success. It can be used in a course on service operations or strategy.

Case Authors : Elliott N. Weiss, Marlene Friesen

Topic : strategy & execution, related areas : supply chain, emba pro marketing approach for the jetblue story.

At EMBA PRO , we provide corporate level professional Marketing Mix and Marketing Strategy solutions. The JetBlue Story case study is a Harvard Business School (HBR) case study written by Elliott N. Weiss, Marlene Friesen. The The JetBlue Story (referred as “Jetblue Jetblue's” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Marketing Mix, Product, Price, Place, Promotion, 4P, Supply chain. Our immersive learning methodology from – case study discussions to simulations tools help MBA and EMBA professionals to - gain new insight, deepen their knowledge of the Strategy & Execution field, Marketing Mix factors, Products related decisions, pricing strategies and more.

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Marketing Mix of The JetBlue Story – Definition & Explanation

Neil Borden of Harvard Business School first used the term “Marketing Mix” to explain the set of activities that a firm uses to execute its marketing strategies. According to Neil Border, organizations blend the various elements of marketing mix into a marketing strategy that helps the organization to compete and developed a differentiated positioning in the market place.

The 12 core elements of Neil Borden Marketing Mix are -

Consolidation of 12 elements of marketing activities into 4ps of marketing mix.

Jerome McCarthy consolidated the 12 elements of marketing mix and other critical component into a simplified framework – 4Ps of Marketing Mix.

What are the 4P’s of Marketing Mix

The 4Ps of Marketing Mix are - 1. Product – The products Jetblue Jetblue's is making or are in the pipeline to capture potential markets. 2. Price – Pricing strategy that Jetblue Jetblue's is pursuing in various customer segments it is operating in. 3. Place (Channels of Distribution ) – Distribution mix of Jetblue Jetblue's has taken a new dimension with the emergence of Online Retailing & domination of players such as Amazon. 4. Promotion (Communication Strategy of Jetblue Jetblue's) – The emergence of social media and online advertising has changed the landscape of Jetblue Jetblue's communication mix and communication strategy.

Products – 4Ps in The JetBlue Story Case

In marketing strategy, product is not viewed as a tangible product, but the source of value to be delivered to the customers. Value to the customers of Jetblue Jetblue's can be delivered in numerous ways such as – convenience of availability , quality assuring brand name, installation and repair services, priming and pre purchase education provided by sales staff, point of sale equity, physical product , word of mouth references, financing plans to purchase the products etc. These numerous ways to understand product concept provide marketing managers of Jetblue Jetblue's an opportunity to differentiate its overall value proposition from that of the competitors.

4 Stages of Product Management as part of Marketing Process

Identification of Opportunity – Market research and customer research is done to identify the needs of the customers that Jetblue Jetblue's can cater to with its present and acquired resources.

Design and Testing – Product is designed based on the value proposition that customers are seeking and one that Jetblue Jetblue's can deliver. The key consideration regarding product design and testing are – customer value proposition, regulatory requirements, Jetblue Jetblue's skills and resources, opportunities for differentiated positioning, and profitability.

Jetblue Jetblue's Product Launch – It includes decision regarding pricing, communication strategy, distribution channel management, and building infrastructure to provide post purchase services.

Product Life Cycle Management of Jetblue Jetblue's products – Once the product is launched the company needs to manage the life cycle of the product through its various stages such as – introduction, growth phase, cash cow stage, and finally decline stage.

Product Line Planning Decision

There are three major product line planning decisions that Jetblue Jetblue's can take – Product Line Breadth decision, Product Line Length decision, and Product Line Depth decisions. Some of the considerations that marketing managers at companyname need to take while making product line decisions are –

1. Does the product launch or product extension launch satisfy potential customer needs and wants in a way that can deliver profits to the firm.

2. Will the product will be viewed completely different from the existing products of the firm and how much is the risk of cannibalization of the present brands by a new brand.

3. How the new product brand launch will impact the overall brand equity of the Jetblue Jetblue's present brands and products. For example often launching a no frill product may end up impacting the image of the company as an innovator in the field. This is one of the reason why Apple stopped selling its plastic phones as it negatively impacted the image of the company as a deliverer of superior hardware products.

Product Line Breadth Decision for Jetblue Jetblue's

As the position of Jetblue Jetblue's in its industry well established it can expand to the adjacent segments where the customers are using complimentary products from other brands to get the maximum value out of the products.

Product Line Length of Jetblue Jetblue's

The decision regarding product line has to be balanced between complexity of the present products and service required, and available niche space available in the market place. From my perspective at present Jetblue Jetblue's should stick with the present merchandise mix rather than launching new products to expand the product line.

Product Line Depth of Jetblue Jetblue's

These are decisions regarding how many different Stock Keeping Units (SKU) of a given product. For example Apple has its iPhone in various colors even though the hardware and software is the same.

Product - Broad Recommendations

1. Jetblue Jetblue's can try to reposition the products from the existing brands within one line.

2. Jetblue Jetblue's can stop selling the products that are either not profitable or not creating enough differentiation from the existing products.

3. Jetblue Jetblue's can think of ways - how features and value can be added to existing brands that help them in consolidating and increasing their market position.

4. Jetblue Jetblue's can introduce a new brand in the existing product line or it can strive to establish a whole new product line.

Pricing – 4Ps of Marketing The JetBlue Story

Pricing is a highly complex activity and we will cover only a very limited aspect of what goes into pricing decisions. To a large extend pricing depends upon the other 3Ps of marketing – product, place and promotion. Conceptually perceived value is the maximum price a customer is willing to pay for Jetblue Jetblue's product in the given competitive context.

Cost Base Pricing

Under cost based pricing strategy – Jetblue Jetblue's can work out what it takes to produce the product and put a markup based on profit it wants earn. In a highly competitive strategy with dynamic pricing the strategy may not be feasible. For example Uber running losses in billions can provide lower prices and sustain compare to individual taxi service provider who is not backed by private equity and long term strategy.

Value Base Pricing

Value Base Pricing is a pricing strategy which is based on customer perception of value. It inculcates put the number on both tangible and intangible benefits with a clear understanding of elasticity of demand and competitive pressures.

Market Penetration Pricing

Jetblue Jetblue's can employ this pricing strategy where it launch a new product either at loss or at very low margin to get a foothold in the segment.

Market Skimming Pricing

For certain well established brands, Jetblue Jetblue's can increase the prices as customers can pay higher price.

Good Value Pricing

Offering right mix of product features, quality, and service combination at fair price. For example offering a limited frill option - customers can have initial product experience at an accessible price. GoPro use this strategy extensively.

Competition Based Pricing

The pricing strategy is based on the competition in the market. Under this strategy Jetblue Jetblue's focus is to match the prices of the competitors and focus on reducing the cost of operations to increase profitability.

Pricing Recommendation

Based on the evidences at hand – we can choose the following pricing strategy High Brand Awareness – The brand of Jetblue Jetblue's is well respected in the market so it can fetch a slight premium over the other competitive brands. Innovative Product – With advanced features the product is perceived as innovative in the current market context. A slight premium price will not only emphasize the features of the products but also stops other players entering into the present segment. A high premium price may attract new entrants and thus lower the profitability.

Place – Distribution Channels - 4Ps in The JetBlue Story Case

Place or Distribution Channel is a set of processes through which Jetblue Jetblue's delivers its products to the customers. Distribution & Marketing channels fulfill various purposes such as – providing customers information about the products , providing extensive product assortment using product line – breadth, length, and depth, enabling product customization options at the point of sales, providing product quality assurance, easy availability of the products to end consumers , reducing purchase lot size thus enabling opportunities for individual customers to buy products, logistics,and after sales services and installation services.

Designing Channels of Distribution for Jetblue Jetblue's

There are two major Channel of Distribution related decision criteria –

1. Channel Design

Jetblue Jetblue's needs to choose whether it wants to implement a distribution system which is – Direct, Indirect, or Both. The channel design decision involves - understanding of customer value proposition, current customer convenience points, length breadth and depth of Jetblue Jetblue's product line, and competitors’ distribution systems.

Direct Distribution System – Jetblue Jetblue's putting its own direct distribution channel and reach directly to the customers. It can be through opening its own stores or just selling all the products online. Indirect Distribution System – Jetblue Jetblue's including channel partners such as wholesalers, retailers, logistics companies, and distribution agents. Hybrid Distribution System – Jetblue Jetblue's should implement a hybrid model where the critical aspect of distribution system are managed by Jetblue Jetblue's, and secondary functions such as logistics, warehousing, store management etc are delegated to various channel partners.

2. Channel Management

Channel management is about managing various power centers within the delivery system and managing them based on bargaining power of each player in the value chain. The channel management from marketing perspective can be done considering three critical aspects –

Market Development Requirement – One of the most prominent functions of channel is market development. If Jetblue Jetblue's needs higher market development efforts then it is sensible to include channel partners who have know how and skills to expand into new markets.

Per Unit Cost of Stocking – If the cost is high then Jetblue Jetblue's needs channel partners which can pool in resources. Otherwise Jetblue Jetblue's can do the operations on its own.

Customer Willingness to Search & Travel to Purchase Good – If the customer willingness is high then company has a strong brand awareness and brand loyalty. Jetblue Jetblue's can design favorable channel policies vis a vis channel partners.

Promotion - Marketing Communication

Promotion Mix or Integrated Marketing Communication strategy is a mix of various promotion tools that are at disposal of Jetblue Jetblue's. They are – Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct Marketing. Jetblue Jetblue's can use all these five communication tools to persuasively communicate to customer – existence of the product, price of the product, differentiating features of the product, places where people can buy the products, and finally how consumers can effectively use the products or services.

6M Model of Marketing Communication Strategy for Casename

With the increase importance of online advertising and social media role in product promotion, 6M Model of marketing communication has become a critical marketing tool in hands of marketing manager and promotion strategist to measure marketing efforts impact. The 6M of Marketing Communication Strategy Model are – Market – The target segment – current or potential, at which the marketing communication efforts are aimed at. Mission – What are the goals and Key Performance Indicators of the marketing communication strategy. Message – What are the specific aspects – brand awareness, product features etc, that Jetblue Jetblue's wants to communicate to its target customers. Media – Which are the most effective media vehicle that Jetblue Jetblue's can use to convey its message to its target market. Money – Like all other organizations, Jetblue Jetblue's has limited marketing resources so it has to figure out how it needs to spend to get the best outcome based on specified objectives. Measurement – How is the promotion campaign impact is measured. It can vary from brand to brand within the organization. For example – new product campaign can be measured on spreading brand awareness, while existing product marketing campaign can be measured on repeat purchase or product recall.

Email Marketing for Jetblue Jetblue's

Email Marketing is form a direct marketing approach that Jetblue Jetblue's can take to directly reach out to its potential customers. Email Marketing can help the Jetblue Jetblue's to reach out high probability prospects based on the data collected by the company using its kiosks, trade marketing, and customer survey.

Search Engine Marketing

Another popular form of advertising vehicle that has emerged in the last decade and half is search engine marketing where advertisements are shown to the customers based on their search history and browsing history. Like email advertising this can result in relevant advertising to high potential prospective customers who are already interested into products and looking for information regarding it.

5C Marketing Analysis of The JetBlue Story

4p marketing analysis of the jetblue story, porter five forces analysis and solution of the jetblue story, porter value chain analysis and solution of the jetblue story, case memo & recommendation memo of the jetblue story, blue ocean analysis and solution of the jetblue story, marketing strategy and analysis the jetblue story, vrio /vrin analysis & solution of the jetblue story, pestel / step / pest analysis of the jetblue story, case study solution of the jetblue story, swot analysis and solution of the jetblue story, references & further readings.

Elliott N. Weiss, Marlene Friesen (2018) , "The JetBlue Story Harvard Business Review Case Study. Published by HBR Publications.

Kotler & Armstrong (2017) "Principles of Marketing Management Management", Published by Pearson Publications.

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JetBlue Strategic Change Case Study

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Introduction

Strategic change.

JetBlue was founded as a small entrepreneurial company. Authority was centralized with the CEO having making almost all decisions. Delegation of power was almost non-existent.

The CEO basically controlled all operations at the firm. Since its inception, the CEO cultivated the entrepreneurial spirit which saw the company grow tremendously but at the same time reflecting the original image of a small low-cost airline. At JetBlue, the CEO has cultivated a culture of being unique; standing out from the competitors. Being a low-cost airline, it itself does not offer the uniqueness since there are others in the category. What made it unique was the high quality of passenger services and comfort.

The company CEO always insisted on three things: low-cost, great product and capitalization. With this experience, talent and expertise, Neeleman saw the company’s profit grow tremendously and this success may have contributed to the growth of the uniqueness culture. It is not easy to operate in the low-cost range and yet offer high quality services. This made the company’s strategy difficult to imitate and hence it stood out.

Goals of the new Project

There are two major goals in this project: first is Enacting growth in a cost effective manner while, at the same time, maintaining the entrepreneurial culture. Second is to maintain the image of a low-cost airline that is Jet Blue.

Ethical issues and Social responsibility

Jet Blue’s business is in an industry where ethicality is a key issue to be considered direct interaction with the customers, calls for good moral values and integrity. The airline is an entity in itself and should be given a personality. The personality of the airline is reflected in its employees.

In the case study, when the CEO apologized to the passengers who suffered the impact of flight delays, he did so on behalf of the company. This shows that the company values its customers and will not wish to inconvenience them. The move to compensate customers and give them a free full round trip in addition to the profuse apologies was another way to bring out the ethical nature of JetBlue. It is in best Interest to accept one’s mistake and rectify than to point a blaming finger on someone else.

JetBlue knew this too well and hence had the courtesy to agree that the flight ought to have been cancelled like in the other airlines; and instead of blaming it on the bad weather, JetBlue apologized and made it up for the stranded customers. This goes along way in building customer trust and in return earns their loyalty.

As a social being, JetBlue faces the responsibility of ensuring the wellbeing of those that it interacts with. The first thing that is notable at JetBlue is the low cost of their flights. It has ventured into the unexploited routes and offered fairly affordable flights that encourage even non-flyers to enjoy the luxury of flying. Secondly, the services offered are reasonably prestigious considering the cost.

Classy refreshments, comfortable seats and individual seatback TVs is far too much for a low-cost flight. Again by letting the passengers communicate their feelings concerning the 2/14 flight delay publicly shows that the customers’ feelings are catered for. Another responsibility facing JetBlue is being profitable. The owners should boast of a return on their investments.

Strategic Approach

The project at hand is aimed to substantially cut down cost while increasing profitability and enacting growth. A strategic approach that aims at minimizing production cost yet offer appealing services to the customers will best suit JetBlue.

Looking at Porters generic strategies, the low cost leadership Strategy offers the best strategic measures that can help JetBlue achieve its goals. For instance, the decision by the New CEO to drop the idea of adding more jets to their fleet is a way of avoiding additional cost and this is suggested by Porter, 1985 in this generic strategy.

He further argues that access to a large capital investment at entry creates a barrier that may not be crossed by any other company. Initially, JetBlue started off with huge investment capital but now that it is recovering from a blow, it is like a fresh entry altogether and the new COO is strategizing and implementing ways in which to accumulate capital for an effective comeback.

The strategic plan to cut down the number of current flights and introduce a new route is an assured way reduces cost incurrence. By reducing the number of flights, we introduce some free hours of labor and idle jetliners. These can be transferred to the new route meaning that there will be a new route at no extra cost.

Decentralization

With the founder CEO out of the scene, and having been faced with great challenges and losses, it is time JetBlue modified its operational strategy. The company needs to break up from the old culture of centralization, and diversify the decision making process. Lewin’s Model of change management, unfreezing, changing and then refreezing can be used to implement the required changes.

The starting point is to break up the system that has been since inception; that is the lines of authority and power. Construct them once again but this time in a different form. The conventional hierarchical model of organization can be used in this case.

The company is small and this works in favor of the model since even the topmost managers will have an idea of what is happening in the lower levels. This hierarchy provides a means of power delegation from the topmost position to the lowest in the ranking. The CEO who is ranked highest in this case will have the overall decision making authority but there are other levels of decision making that can be made in the lower level authority. In this organizational structure, every leadership position is assigned specific roles.

This is a particularly important as it enhances accountability and stimulates the urge to work harder to achieve the goals that are expected of the leadership position held. During this change-over, there may be a lot of confusion as employees learn to work in the new system and it may cause a drop I productivity. The new organizational form may be implemented in the current design. This may make things easier for the employees when it comes to adapting to the change.

Now that change is underway, it is hard to determine how the new system will be welcome but one thing is for sure, there has to be some amount of resistance to this change. This resistance is manageable with a little effort. This is where leadership qualities are evidently required. Communicating effectively the underlying change; its benefits and challenges and the reason why it needs to be implemented prior to implementation is particularly important (McShane & Glinow 2009).

This may not be a means of avoiding resistance but a way of managing the inevitable resistance. Making every member of the organization a part of the change process by holding healthy discussions, listening to their views and sharing in their fears makes each individual support the change positively with the feeling that he is making it happen and it is in his favor. Such communication issues require a strong leader.

Delegation of power and Duties

Now that there are different levels of authority and power, delegation of duties comes into play. The question of grouping these duties appropriately and assigning them to the relevant department is quite challenging in many cases. However, the implementation of the organizational form should put into consideration the professional background of each person before assigning them to the different department.

The most effective way is to create departments based on expertise and professional or educational foundations. Advertising, for example, should be allocated to the marketing department together with issues such as when to offer discounts on trips and the like. In other words related tasks should be grouped together. When it comes to authority, orders should flow from above, however, every level of authority has its decision making capabilities. Each person should be answerable to the one directly above him.

The organizational goals can only be met if the parties involved work collaboratively towards them. However, with the delegation of authority, delegation came of duties as well.

This means that every player in the process has got a role to play towards achieving the organizational goal, (Wonnacott and Wonnacott, 1986) There are needs to be a benchmark against which achievements can be measured. The benchmarks can be created by setting departmental goals.

These will form a basis on which success will be measured. As an example, setting target sales may be a goal in the marketing department. The target can be based upon sale projections from previous years or the appropriate trading period. If they are not met, the person in-charge will be answerable.

This accountability will translate to commitment towards realizing the set goals and objectives. Also, to determine if goals are being met, performance is measured (Sumanth, 1984). Measures of performance are based on feedback collected from customers as well as deliverables made to stake holders. Performance is measured by the following metric drivers. (House of Commons Committee of Public Accounts)

Effectiveness = Actual output/ Expected output x 100%

Efficiency = Resource actually used/ Resources planned to be used x 100%

Productivity = Outputs/ Inputs this can also be expressed as

Expected productivity = Expected output/ Resources expected to be consumed or

Actual productivity = Actual output/ Resources actually consumed.

Project monitoring is done by the CEO who should feed the Board of Directors with all relevant information and feed back from the employees under his command.

Quality Control

Quality control should be implemented in three levels; first is the incoming Quality Control, In-Process Quality Control and Outgoing quality assurance. In our case, we are dealing with a service industry and the input is mostly in terms of ideas. The ideas presented by different stake holders should be thoroughly scrutinized to determine whether they are worthy implementing.

Secondly, if an idea is to be implemented, continuous analysis should be carried out on the implementation process to find out if it is likely to yield the anticipated results. Finally, the services and other deliverables should be of the highest possible quality.

In the control of quality of any business process, we need to look at all dimensions of quality. The first Dimension is experience. It has got the ability to translate a vision into a reality. Without experience, all visionary plans are bound to fail. Experience also brings about learning in an organization. An organization whose quality management process is done by a person with experience will acquire its own experience during the process and with time eliminate consultancy services.

The second dimension is measurement. This is a characteristic of quality that enables the assessment of thee fact that something was done and the degree to which it was well done. The third dimension is relationship and system thinking. Relationships are seen in using such tools as graphs and charts where one variable is plotted against another to see how one affects the other.

System thinking translates a two dimensional quality system to a multidimensional, integrated, dynamic and leveraged system. There are two types of thinking, dynamic and static thinking. Dynamic thinking covers the interrelationship among all the dynamically interactive parts of the system. Static thinking captures a single point in time of a process. It shows the process’s logical flow.

Static thinking shows the relationship between one part of a system and the other parts. The point wise view of a process is more suitable in showing how the system is working at that particular point in time. The fourth dimension of quality is Interconnectivity and Paradigm logic.

A system has three basic parts, inputs, processes and outputs all of which are interconnected to produce results. This fourth dimension looks at the interconnectivity in systems. That is how the parts of a system are connected and thus understand the guiding rules and principles that make the system not only work but work in a certain way. His dimension explains the logic that drives a system.

The last dimension of Quality is value sharing. In relational economics theory, the value of sharing defines that if a party A gives party B something that is more valuable to party B than it is to party A then they are better off together as a result of the trade. When it comes to quality, value sharing is used to mean that you should give the customer more than what he is paying for, (Winder, 1993).

Risks and Benefits

This strategic change process may face opposition from the management who feel that their power positions are threatened. Also, as noted earlier, employees are most likely going to resist this change especially for fear of the unknown.

Communication is the key tool that can help in management of these crises, (Robbins, 2003). The Board of Directors and shareholders may be opposed to the change in fear of failure but if properly discussed and the benefits of the new system in comparison to the shortcomings of the old one clearly defined, they will support it.

If the project is successful, the shareholder’s will be the first beneficiaries as the get good returns on their investments; employees may have pay rises and the security that comes with working in a successful company. Due to the diverse views in decision making process, more productive decisions are likely to be made and also with diversity in culture, come employee satisfaction as everybody fits in.

In conclusion, the project may be summarized as an organizational change induced by change in management and the need to be more profitable. Changes are inevitable, what is most important is how the change is implemented and the benefits that come with the new system in comparison to the old system do benefits out do the risk.

House of Commons Committee of Public Accounts . Department of Trade and Industry: Regulation of weights and measures. Retrieved from https://publications.parliament.uk/pa/cm200203/cmselect/cmpubacc/581/581.pdf

McShane, S., & Glinow, M. (2009). Organizational Behavior. (5th ed.). New York: McGraw-Hill/Irwin.

Porter, M. (1985 ) Competitive Advantage . New York: The Free Press.

Winder E. Richard. (1993) Fulfilling Quality’s Five Dimensions. Retrieved from http://www.ldri.com/articles/93aqcfillqual5dim.html

Robbins, S. (2003). Organizational Behavior. 10th ed. Upper Saddle River, NJ: Prentice Hall.

Sumanth, D. J. (1984) Productivity Engineering and Management. New York: McGraw-Hill.

Wonnacott, P., and Wonnacott, R. (1986). Economics . 3rd ed. New York McGraw-Hill.

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Bibliography

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7 Compelling Content Marketing Case Studies From JetBlue, IBM, Adobe and More

Let’s be honest: Content marketing is hard. Between the strategizing, analysis, content production, dissemination, endless audits, reviews and tweaks, good content marketing is, as they say, an all-hands-on-deck affair. You need to coordinate different departments and stakeholders and meticulously form a plan of attack that hits the right audience at the right time with the right message.

Even when you seemingly do everything right, things can go wrong. It’s times like those where we may be tempted to throw our hands in the air and say “Enough!” In those moments of despair, it’s helpful to revisit some past success stories to feed our inspiration.

The following content marketing case studies aren’t just proof that the right approach will pay off, they provide ample fodder for your next marketing campaign. Want to learn from the biggest name brands around? Thought so. Then take a look at these marketing examples and what they can teach you about crafting a better strategy and executing on it.

1. Coca-Cola Goes Viral

Even household names like Coca-Cola rely on content marketing to support their brand and boost customer engagement . With soda sales steadily declining over the past decade-plus , the iconic soft drink manufacturer has fully embraced digital channel outreach to help turn the tide back in its favor.

Coca-Cola’s content marketing strategy has its roots in the brand’s “Content 2020” campaign “, which dates all the way back to 2012. That initial foray into the world of content marketing pushed brand stakeholders to move away from relying on typical 30-second TV advertisements, ubiquitous signage and the odd blockbuster Super Bowl spot to capture an audience.

The idea was simple: Create compelling content to help build a digital presence and engage consumers on a wider variety of channels. How the brand went about achieving that goal was a little more complex.

It created a network of guest bloggers to contribute to its site , cultivating young, exciting talent to help reach new audiences. The brand launched unique promotions and giveaways on different platforms, including a dedicated mobile app. It really took advantage of just about every conceivable form of media at its disposal. In one of its riskier moves, Coca-Cola distributed video camera-equipped bottle openers in Pakistan and India to encourage customers to upload their recordings on social media and highlight the shared experiences that people on both sides of the countries’ decades-long conflict enjoyed.

The idea was simple: Create compelling content to help build a digital presence and engage consumers on a wider variety of channels.

Perhaps the most visible strategy Coca-Cola has embarked on has been its “Share a Coke” campaign, which initially launched in Australia in 2011. The brand took the concept of personalization to its natural endpoint, designing special bottle labels featuring one of the 150 most popular names in Oz at the time. The campaign encouraged customers to give the monikered bottles to friends and family as gifts, track down products featuring their own names and share pictures and videos on social media networks. Coca-Cola even incorporated those customer experiences back into its marketing and advertising.

“Share a Coke” was a massive success Down Under, going viral and helping the company move 250 million bottles and cans during its first summer . That’s roughly 10 units per Australian resident, for those keeping score at home.

Coca-Cola subsequently rolled out the campaign to other markets with similar results. The “Share a Coke” project has often been credited with helping the brand reverse its declining sales figures.

The Takeaway

In short, the brand left no stone unturned in its quest to craft a sound content strategy. It wasn’t afraid to roll the dice on out-of-the-box ideas while still supporting a solid digital marketing strategy. And while we all don’t have the resources that “big pop” has to invest in such wildly ambitious projects, we can still learn from that willingness to experiment, commit to a strategy and see it through to the end. It paid off, and its content strategy was a fantastic success.

Content creation can include incorporating new forms of media into your inbound marketing strategy. Mobile apps, podcasts, quizzes, interactive infographics – it’s all on the table. Don’t be afraid to try something new with your target audience. It could just be the best thing to ever happen to your digital marketing strategy.

2. JetBlue Leans into Passenger Concerns

The airline industry has had its fair share of PR nightmares over the last few years, from aggressive removal tactics to lost pets to extensive delays. Combine that with shrinking seats, disappearing perks and nickel-and-dime pricing plans, and you have a field that struggles mightily to convey the right message to its customers.

Under those conditions, you would think a premier, luxury airline would be in the best position to showcase its brand as standing above the fray and one that truly understands its customers. You would think that, but you would be wrong.

Low-cost airline JetBlue may just be the industry leader when it comes to content marketing, consistently pumping out thoughtful, engaging and compelling content that speaks directly to its brand values.

Whereas competitors are busy doing the same ol’ advertising campaigns, JetBlue’s content marketing strategy focuses on the human experience, treating their audience like actual people.

Imagine that?

Whereas competitors are busy doing the same ol’ advertising campaigns, JetBlue’s content marketing strategies focus on the human experience, treating their audience like actual people.

In particular, the airline has constructed several campaigns that address some of the most common in-flight issues that can derail the passenger experience. It has an entire series of videos tackling flight etiquette, urging passengers not to bring stinky food with them on the plane and giving window seaters the best strategy to move past their sleeping co-passengers when nature calls.

JetBlue has even waded into the touchy subject of flying with infants, launching a campaign that awarded passengers rewards program points every time a baby cried on one of their flights. At every turn the airline’s content strategy has focused on not only showing customers that JetBlue cares about their experience, but also using that content as a means to actually improve it.

Every industry and market niche has its own pain points and sources of irritation for customers. As JetBlue has shown, sometimes it’s better to lean into those issues and address them head on rather than try to downplay them or ignore them altogether. Acknowledging your customers’ concerns and demonstrating your commitment to solving those problems can go a long way. It makes for good content too.

3. IBM Builds Its Network of Social Media Influencers

IBM may be one of the oldest tech companies around, what with it being virtually synonymous with the gargantuan mainframe computers of days gone by. Yet that doesn’t mean the brand can’t flex its social media marketing muscles with the best of them.

The company’s content marketing strategies have been remarkably robust over the years, posting instructional how-to videos on YouTube and aggregating the brand’s entire digital output, including blog post content, videos, graphics and social media posts, into a single live feed .

But that’s nothing compared with IBM’s work developing a network of social influencers to help build brand awareness with an audience that may view the company as a relic of the past. For several years now, IBM has cultivated working relationships with influential industry writers and well-respected commentators across the entire IT landscape.

IBM’s business model stretches into different sectors – each of which have their own specific IT-related concerns and issues – so the company’s stable of influencers includes writers and thought leaders who have their own areas of expertise from which to really speak intelligently and authentically about those problems.

With all of these knowledgeable, respected and trusted IT professionals crafting guest blog post content for IBM, the brand can showcase a high level of authority across a massive range of tech topics – and it all rings true with readers because it’s coming directly from the industry’s foremost thinkers.

IBM doesn’t just go out and find the biggest name around. It strategically picks different influencers for various demographics and personas within its customer base. Successful influencer marketing strategies depend on matching the brand with the mouthpiece and the audience. Getting your name in front of a large number of users on any given social media platform doesn’t mean much when the message lacks authenticity and the support of your influencer. Choose your partners wisely.

There’s also something to be said for IBM’s willingness to embrace guest blogging. If you’re on the fence about having articles written by third parties appear on your company blog, consider some of the benefits that go hand in hand with a sound guest blog strategy :

• Increased website traffic.
• Exposure with new potential customer demographics.
• Greater industry authority.
• More referral traffic through external links.

Showcasing industry experts and deeply knowledgeable viewpoints on your blog is always a good move, even if those insights aren’t necessarily coming from your own employees.

4. AARP Goes Beyond Analytics

Data drives every aspect of content marketing, but there are some instances where metrics, KPIs and analytics reports don’t tell the whole story. AARP, that bastion of cutting-edge thought leadership, combines a data-driven marketing strategy with its own novel approach to developing relevant, better content: just asking readers what they want to see more of.

The organization actively solicits feedback from its members through social media, email and even good old-fashioned letters (these are retirees, after all) to get a better idea of what they like and dislike with AARP content. Future issues and publications are crafted with those comments in mind, and content is continually tweaked and reworked to best meet reader expectations.

More than half of AARP members say they have read three out of the last four publications they’ve received.

That approach seems to be working: More than half of AARP members say they have read three out of the last four publications they’ve received. Imagine having that kind of return rate on your email marketing campaign.

Having cold, hard data to back up your marketing strategies and content production decisions is great – ideal, even. Every aspect of your inbound marketing strategy should be informed by data and analytics. If you’re doing something because of what you think you know rather than what you can prove with raw numbers – whether it’s creating specific forms of content, targeting a particular segment of your audience, covering different subject matters, or identifying goals – you could be heading down the wrong path.

Don’t overlook the importance of speaking directly with your audience members every once in a while and picking their brains about your content. You can always look for correlations between organic traffic figures and topics or content types, but it’s also helpful to just straight-up ask returning visitors and existing customers what they found compelling about your content marketing campaign.

These conversations occur pretty organically during the sales process, and can help guide your content marketing efforts to drive more traffic to your site and generate more qualified leads.

5. John Deere Updates Brand Content for the Digital Age

Although content marketing is often considered a recent development borne out of a need to respond to the rise of search engines and evolving customer journeys, its roots actually extend much further back in time well before the digital age. Some even argue that Ben Franklin’s “Poor Richard’s Almanack” was the very first example of content marketing in action, since the founding father used the publication primarily as a means to promote his printing business.

Along the way, there have been numerous major landmarks that led us to where we are today, none more so important than John Deere’s magazine, “The Furrow.” Since 1895, The Furrow has served as a source of agricultural news, insights and advice, earning itself a legion of dedicated readers. At the height of the magazine’s popularity in 1912, more than 4 million people subscribed to The Furrow.

While the print edition still remains incredibly popular with readers, John Deere has updated the publication to appeal to digitally native consumers. The online version of “The Furrow” is as informative and engrossing as ever, featuring stories on cutting-edge agricultural innovations like robotics, vertical farming and the Internet of Things. The brand has effectively dragged the millennia-old practice of farming into the digital age – and it didn’t need to skimp on the quality of the content one bit to get there.

What’s old is new again. There are actually a few takeaways to glean from The Furrow’s continuing success over the years. First, the magazine wouldn’t have survived this long if it didn’t feature high-quality content. John Deere’s publication has deftly balanced informative and educational content that advises farmers how to manage their family-owned businesses with branded material that showcases John Deere’s authority in this space. For more than a century, readers have kept coming back because they find the publication valuable. Through that, the company has established itself as a trusted thought leader in its field – a source of information for the most important industry developments and purveyor of thoroughly tested farming best practices.

Your content needs to be substantive and provide readers with insights, advice and takes that can’t be found anywhere else. Content has to mean something, otherwise it’s just noise.

John Deere has effectively dragged the millennia-old practice of farming into the digital age – and it didn’t need to skimp on the quality of the content one bit to get there.

The second lesson here is to always look for opportunities to update your content to reflect the latest trends, news and shifts in target audience demographics. John Deere probably could have continued pumping out physical copies of The Furrow filled exclusively with farming tips and machinery reviews with relative success, but instead chose to tie in high-tech and digital developments to round out the high quality content. You never want to fall into complacency and regurgitate the same old content over and over again. Keep looking for ways to give your audience insights they won’t be able to find with other companies in your space.

6. Charmin Finds Its Own Brand of Toilet Humor

You can only hawk toilet paper for so long before you stop taking yourself seriously. That isn’t to say that Charmin doesn’t diligently protect and manage its brand. But over the years it hasn’t been afraid to add a twinge of humor to its messaging and outreach every now and then.

Case in point: Charmin’s free SitOrSquat mobile app , which provides users on the go with a map of nearby bathrooms where they can … well, go. As anyone who’s experienced Chicago’s draconian public restroom policies can tell you, the app is extremely practical while also throwing a nodding wink toward Charmin customers. It even allows users to upload reviews of different spaces and rate the cleanliness of the facilities – hence the “SitOrSquat” title.

Far be it from us to suggest that every brand release their own restroom-location platform, but it’s worth taking note of Charmin’s willingness to poke fun at itself and inject its brand messaging with a healthy dose of humor.

It’s OK to have fun every once in a while. Your audience will thank you for it.

Need more convincing? Salesforce’s U.K. operation (cleverly called Salesforce UK) was lagging well behind its American counterpart in both organic traffic and lead generation before it completely revamped its digital marketing strategy to add in some fun, light-hearted interactive content with all of the usual, grave CRM talk. Even those famously staid and priggish Brits ate it up, including a series of fun, breezy videos that educated and entertained in equal measure.

It didn’t take long for Salesforce UK to see tangible results: Site traffic increased 80 percent and a single eBook resulted in roughly 10,000 downloads . We’ll hazard a guess and say the brand’s lead generation and conversion rates are looking pretty good right about now.

Don’t be afraid to pepper in some irreverent – dare we say, even goofy – takes with the rest of your content. Yes, that means you too, B2B brands. Not every blog, infographic and video needs to be a deathly serious breakdown of some industry trend . It’s OK to have fun every once in a while. Your audience will thank you for it.

7. Adobe Gets B2B Customers Involved With User Generated Content

User generated content has been a hallmark of B2C content marketing ever since Burberry launched its “Art of the Trench” campaign back in 2009. In many ways, it’s the perfect way to encourage customers to interact with your brand at a time when social media networks run rampant and every consumer has a smartphone capable of snapping a photo or recording a video at a moment’s notice.

B2B brands have, for the most part, missed out on the user generated content party, though. That business model just doesn’t naturally lend itself to this kind of content. Although, personally speaking, the world could use more videos of giddy data center managers breathlessly showing off their latest server racks, UPS equipment and cooling systems.

If you’re struggling to see how user generated content applies to your B2B organization, consider Adobe’s approach.

The software company has a wide userbase, including both consumers and business users, but its UGC marketing strategy manages to target both demographics simultaneously. Adobe encourages Photoshop, Illustrator and Lightroom users – among other Adobe software platforms – to share their creations on the brand’s Instagram page .

Adobe’s B2B users can show off the great work they’ve done on recent advertising or marketing campaigns and the various materials they have created using Adobe products. It’s a chance for those customers to showcase their expertise and capabilities, thereby enabling them to build their own brand awareness and attract customers.

Meanwhile, Adobe encourages customer engagement and interaction, further burnishing the relationship it has with its dedicated users. Not to mention, Adobe customers can be inspired by the work posted on its social media pages to explore new software features and push themselves to become expert Adobe users themselves. It’s a win-win.

Adobe’s example shows that there are valuable applications for user generated content in the B2B space (consumer-focused companies really shouldn’t need that much encouragement or inspiration for incorporating UGC into their content marketing plans). You may have to get a little creative to come up with a setup that’s beneficial for everyone involved, but that will only differentiate your brand from everyone else.

Of course, you could always go a more traditional route and encourage your clientele to submit UGC-like testimonials . Whatever approach you take, don’t shy away from user generated content. Social proof is an important element to any marketing strategy – content-based or otherwise – so be sure you’re actively working with your existing customers to showcase your product or service in the best light.

Content Marketing That Works

Whenever you need a little content marketing inspiration, look at what the most successful brands in your space are doing and incorporate some of those same marketing strategies into your own campaigns. There’s no sense in reinventing the wheel when there are so many case studies and examples out there to fuel your marketing efforts.

If you want to be the best, you first have to learn from the best.

Editor’s Note: Updated January 2023.

Jeff Keleher

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Jeff Keleher is a writer and editor at Brafton. A man of simple tastes, he enjoys playing guitar, playing video games and playing with his dog - sometimes all at once. He still hasn't gotten over Illinois' loss in the 2005 NCAA National Championship game, and he probably never will.

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