HUMANITY CARRIERInspire Humanity 2.0

GARFIELD HARRY | OPS CONTROLLERFEB 28, 2016

HUMANITY CARRIER

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Contents•Introduction•Definitions•Campaign Overview•Campaign Phases and Detail•End of Year Event•Reason To Believe•Conclusion

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Introduction

This presentation explores an advertising campaign based on our Culture. air·lineˈerˌlīn/Noun- an organization providing a regular public service of air transportation on one or more routes.

JetBlue is so much more than that simple definition. We are a collection of people bonded together by the common mantra of Inspiring Humanity but how exactly does one measure “humanity” or for that matter define it?

To me “Inspire Humanity” is about the effect our CULTURE has on our customers. As a business we correctly measure customer satisfaction but part of that experience is what our customers SEE us do for others, whether it’s other customers, fellow crew members or OAL crew members flying with us.

OUR HUMANITY/CULTURE IS HOW WE TREAT ALL PEOPLEI believe this perception is almost as influencial as customer satisfaction with regard to NPS. Our Humanity and how it Inspires is the main thesis of my campaign idea.

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DefinitionsAlthough I would love to say JetBlue is the airline for all mankind, that is not what Humanity Carrier means. It’s a play on words; Humanity meaning Goodwill (Our Culture) and Carrier meaning “infected host.” By turning that negative connotation on its head we turn the brand into a Carrier of Goodwill, spreading our Culture/Humanity to all we touch.

The concept is real, based on people’s reaction to acts of kindness. The effect has been dubbed MORAL ELEVATION by best selling author and PhD Social psychologist, Jonathan Haidt working with PhD psychologist, Sara Algoe.

A great illustration of this concept is the Liberty Mutual “Pay It Forward” commercial from a few years ago.

Click on the image to launch the video in Youtube

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Moral ElevationThe best way to describe this is in the words of Psychologist Jonathan Haidt,

“I have defined elevation as a warm, uplifting feeling that people experience when they see unexpected acts of human good ness, kindness, courage, or compassion. It makes a person want to help others and to become a better person himself or herself.”

This is the essence of inspiration and may be an accurate description of what is happening in our terminals yet remains undocumented. I’m not going to fill this presentation with data on Elevation but I have provided links on the next slide so you can read more about it.

Sara AlgoeJonathan Haidt

I think implications of this research is relevant to JetBlue because in a sector that has been so maligned by the media due to past missteps, JetBlue has been a leader in positive passenger engagement to the point of compassion.

By shining a light on that part of our culture I think we can position ourselves to be the “Feel Good” airline while providing credence to why we do the things we do. And if we can have a little fun suggesting we’re spreading peace on Earth why not.

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Moral Elevation - ReferencesIntroduction to “Moral Elevation” - http://greatergood.berkeley.edu/article/item/wired_to_be_inspired

How it works - http://www.huffingtonpost.com/mark-matousek/wired-for-elevation-this-_b_842004.html

Neural Basis for “Moral Elevation http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0039384

Physiological Effect – http://www.ncbi.nlm.nih.gov/pubmed/25813121 http://greatergood.berkeley.edu/article/item/how_our_bodies_react_human_goodness

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Campaign OverviewThe campaign I’m proposing is more of a collaborative project directed at our customers and completed by us:

Customers - Show us how we are delivering on our mission to “Inspire Humanity.” JetBlue - Suggest through various marketing efforts that those moments were potential catalyst for

undocumented inspired acts of kindness as a result of Moral Elevation.

Picture and song contest

Tweet contest, select

winning song

Leverage content in

various media

Customer generated content for later use Marketing leveraging customer content

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Campaign OverviewBelow is a high level overview of my campaign idea followed by more detail on the next few slides.

The three contests above are designed to generate both buzz and content to be used in Phase III. The most genuine and believable testimonials of our Culture will come from our customers versus something we produce. I believe the risk of potential blowback from negative submissions is low and will be overshadowed by the volume of people looking for a free flight.

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Q2 Phase I – "SEE GOOD"The launch of this campaign happens in the season of rebirth and new hope, Spring. The launch should encourage people to look for the good in life without sounding preachy. Creative executions should include mild sarcasm so as not to appear condescending. Humor is good here and works with our Brand personality.

Medium Execution /examples onlyPrint • Funny Optimism – ex. image of traffic jam with copy reading, “Late? You can hope traffic clears up in

time for your flight or look forward to those great blue chips on the next flight” alternate – “Left late? It’s a good thing you purchased that fare that doesn’t charge extra for rebooking.”

• Quotes and research talking about the benefits of being positive

Outdoors • Billboards - an image of half full cup of juice on a tray with the copy, “It’s Half Full because you can always get more.” alternate “Half Empty? At least you’ll be landing soon.”

• Bus Shelters – unique execution- enclosed narrow glass section with real water in lower half and image of tropical locale on upper half with copy that reads “Looks half full to us. JetBlue.”

Web • Highlight above. The funny executions may be memeable and go viral• JetBlueSoFly to host contest for best pic showing some good deed happening in our terminals with

the hashtag #seegood

Promotions • Song writer contest- Contest open to musicians for an original song with lyrics extoling the virtue of giving back. Winners can either be selected by a panel or through voting on JetBlue.com. Since this is an election year this will serve as a nice and welcome contrast to all the nasty politics ahead of us.

Sponsorships Cross promotional deal with vision care or sunglass company to help people SEE GOOD.

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Q3 Phase II – "FEEL GOOD"The second phase kicks off in the Summer. Vacations, no school, time to feel good in the sun. At this point our campaign will be asking people to reflect on how good they feel from being positive for 3 months. This will be a balance since it should be tongue-in-cheek so we don’t appear to be taking ourselves too seriously while ramping up the connection to feeling good from seeing people being good to each other. We are not making the assertion that good deeds in our terminals are inspirational YET. That's in the next and last phase.

Medium Execution /examples onlyPrint • Funny Optimism – ex. Image of traffic jam with copy reading, “Still stuck in traffic? At least you feel

better from all that positive thinking. alternate – Image of Crew Member going above and beyond with copy, “You can always find something to make you smile at the airport if you look for it.”

• Quotes or research talking about the tangible physical benefits, less stress.

Outdoors Mirror whatever we do with print. Consider pulling back to focus on the marketing that was originally planned for this period.

Web • Continue to highlight everything we do. The funny executions may be memeable and go viral• Twitter contest for best Tweet describing a “FEEL GOOD” moment in our terminals.

#seegoodfeelgood.

Promotions Select winning song on July 4 or around that time. Enough time to record it for end of year video and to have crew members learn it. This should be a company wide project and can be big for the brand.

Sponsorships Cross promotional deal with spa or spa product company focused of making people feel good.

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Q4 Phase III – "DO GOOD"The holidays, the season of giving and doing good is great timing. Here is where we pull everything together so people see the connection. Introduce people to the concept of Moral Elevation, by labeling it as we give it life.

Medium Execution /examples onlyVideo • Introduction with JetBlue representative talking about the campaign and our culture ending with a

montage of the images, Tweets submitted with the winning song in the background.• Short Interview with Dr. Jonathan Haidt and his colleague that developed the Moral Elevation

concept. Haidt is no stranger to cameras and can be entertaining. Check out one of his TED TALK performances.

• Consider “Liberty Mutual” type execution showing the chain reaction of goodwill in our terminals• Consider a “Holiday Inn Express” type execution- instead of people acting smart from brand

exposure, people acting good, prompting the tag line, “He must have just flown JetBlue.” • Holiday season - Scrooge bursts into Bob Crachit’s home with a huge turkey - Tiny Tim turns to the

camera and says “He must have just flown JetBlue.” This execution lends itself to becoming viral and memeable very easily. If the reaction is good we can consider a series of ads for 2017 featuring fictional characters.

• Video of JetBlue Crew Members representing all departments at all stations singing the winning song. Our Coca Cola “Like to Teach the World to Sing” moment. More about this on the next slide

Web • Highlight everything above

Print • Feature implausible historical figures (might be too edgy). Gandhi and Mother Teresa with tag “We like to think they flew JetBlue.”

• Feature fictional characters – Image of Santa Claus – copy reads “Legend has it St. Nicholas started the tradition of gift giving after flying JetBlue.”

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End of Year Event

The Crew Member video Lots of companies do it but it could be really special for our brand as a feel good piece that wraps up half a year of customer testimonials on our culture in the form of pictures and Tweets, backed by related scientific research on Moral Elevation.

By putting our faces out there, we will humanize one of the most human brands. I personally think it could be our Coca Cola “Hilltop” moment. The iconic “Hilltop” ad wasn’t impactful because of how good the song was or well directed the ad was, it was impactful because of the message and timing. A positive transformative message in a challenging time.

I think this country is at a similar point in our history with the threat of global terrorism, viral pandemic, global economic uncertainty that threatens our own recovery and a nation/government that seems to be irrevocably divided. Not to mention all the negativity we will have to endure in the presidential campaign. Our “Good” message will impact the brand dramatically and hopefully inspire and attract new customers.

Click on the image to launch the video in Youtube

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Reason To Believe

So why us? Why is JetBlue perfect for this campaign?

In my introduction I defined our Humanity as how we treat all people. If that is true then the various satisfaction reports from our customers and employees is how to measure it. We don't need to feature our accolades but the fact that they're out there means we’re well positioned for a campaign like this, based on public perception.

Conversely, it would be a heavy lift for an airline line like Delta Air Lines to pull off convincingly since they have such a strong focus on business class customers.

I’ve included support slides showing perceptions on our brand.

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Airline Industry NPSIn 2015 our NPS rating outperformed the much maligned Airline sector mentioned before, by more than 40 points, lending legitimacy to our “humanity” message.

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J.D. Power

Our NPS isn’t the only metric that validates the public trust in our brand. We have consistently topped J.D. Power’s Satisfaction study.

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Glassdoor

According to Glassdoor, an independent Company rating website, employees are also satisfied with JetBlue.

I'm not a statistician but that 69% on the right looks like an internal NPS number.

Overall the highest rated metric was Culture and Values.

Our Humanity.Glassdoor has compiled reviews on 400,000 companies. Average overall rating is 3.3 out of 5 and average CEO approval is 66%Source DMR

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Forbes Best List

In 2015 JetBlue held the second highest position in the Transportation and Logistics category of Forbes’ list of America’s Best Employers.

#19 of 500 employers chosen based on an independent survey by Statista.com of 20,000 American employees working for large U.S. companies and institutions (minimum headcount: 2,500), and U.S. divisions of international firms.

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Conclusion

It may seem that our business is about transporting people but any company with planes and good personnel can do that.

Our business is about transforming HOW WE TRANSPORT PEOPLE.

Inspire Humanity is more than a tag line or slogan, it’s a way of life for people that believe it.

I hope we can execute some if not all of the brand building ideas in this presentation.

Thank you for your time.

HUMANITY CARRIER

THANK YOU