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JetBlue Client: JetBlue

Agency: MWW Group

Situation:

Problem: Air Line Pilots Association filed for election to represent JetBlue’s 2,108 Pilots.

Opportunity: JetBlue partnered with MMW group with objective of creating a convincing campaign. Crisis Communications

Problem: Creating campaign without damaging culture or prevent a working relationship in the future.

Research

JetBlue – America’s last union-free major carrier. Direct relationship with “Crew”

May 2010 – Federal law changes made it easier to unionize Simple majority vote

ALPA won elections at 49 carriers Previous ALPA members

Research

Pilot Schedules created dispersed, transitory workforce Difficult to engage

Elections ran only eight weeks Filing to voting close Company’s actions highly restricted Anything deemed interference allowed union to call

for a new election with additional advantages

Planning

MMW broke it down to three imperatives for success: Engage Educate on what’s at stake Motivate to vote

Strategy & Execution

Excellent track record Listening Fair employee treatment Improving quality of life

Economic conditions Job security fears

Results/Evaluation

17-point victory (58-41 with 1% write-in)

97.24% turnout Record!

ALPA didn’t file interference charges Lop-sided victory Lack of content to justify

Media

Controlled – www.jetbluefacts.com Videos Infographics

Uncontrolled – Interactive Q & A Face-to-face

Timeline/Budget

Timeline: Elections ran 8 weeks Only 6 weeks to create and run a campaign

No budget

Evaluation: Objective #1

“Dialogue vs. one-way – Engage in an authentic way through intimate conversations with the CEO and COO via in-person visits, Q&A, and videos.” “Dynamic, engaging video – Created and posted

15 videos, including responses by COO to difficult FAQ.”

“Digital platform for content – Launched a robust, mobile-optimized website at www.jetbluefacts.com. Content was updated daily, including interactive Q&A.”

Rewrite #1

“To ensure quality personal relations with the CEO and COO through Q&A and 15 Videos to educate publics of the company and unions.”

Evaluation: Objective #2

“Go where Pilots are – Multi-channel approach in the crew room, at home, and mobile-optimized website.” “Face-to-face with Pilots – Conducted 35+

informal CEO/COO crew room base visits in all 5 JetBlue bases.”

Rewrite #2

“Give all 2,108 Pilots opportunities to get the knowledge they need to make an educated decision on the potential unionization.”

Evaluation: Objective #3

“Factual discourse over emotion – Rigorous fact-based messaging, contrasting track records. Acknowledge where JetBlue can improve, and confront misinformation directly.” “Using info graphics to simplify complex issues –

Produced info graphics distributed through posters and flight information display screens in crew rooms, postcards to homes, and airport mailboxes.”

“Rapid response to tough questions – Answered 100+ questions within 48 hours of submission, including openly hostile ones.”

Rewrite #3

“To create compelling fact based messaging and contrasting track records. In addition to that recognize where JetBlue can improve and confront misinformation openly. Making JetBlue 100% truthful about the company and unions”

Questions not addressed

What was the budget? What factors lead up to ALPA wanting to unionize

JetBlue Did MWW Group continue to work with JetBlue What was the specific feedback from employees?

PR Model Used

One-way asymmetrical Toolkit of Tactics

Brought materials to the Pilots Conversations with CEO/COO Jetbluefacts.com Interactive Q&A

Publics

JetBlue’s 2,108 Pilots Older generation: 30 year veterans Younger generation: 200 pilots in past six months,

some previously military

JetBlue Update

Still in business www.jetBluefacts.com is still active today #1 Among Low-Cost Carriers April 22, 2014 JetBlue joined ALPA