Project Introduction
Project Outline for Frontier Airlines
Project Purpose
Research the airline industry’s social media presence and determine Frontier’s standing against its competitors. Highlight some of the best practices of Frontier and other industry competitors in social media.
History
Social media by way of twitter and Facebook has grown exponentially over the last few years, and as a result has opened an entirely new medium to capture, promote to, and educate customers. Frontier Airlines entered the social media realm in September of 2010. In a year we have managed to gain over 40,000 “like” on Facebook and over 20,000 followers between our three twitter accounts. Frontier averages 1.9 million post views per month, however maintains a relatively small amount of followers who have elected to “Like” the page. Frontier has noticed a plateau in our reach on social media and as a result would like to determine the causes and a solution to this problem.
Project Objectives
• Rank Frontier and its competitors based on twitter follower and Facebook “likes”
• Analyze competitors reach and impact in social media
• Determine response rate via twitter and Facebook for Frontier and its competitors
• Highlight best practices in the airline social media industry
• Forecast Frontier’s social media presence 1 year from now
• Research new social media tools/apps to increase Frontier’s following and presence
• Develop one suggested social media campaign for consideration by Frontier for implementation
Project Scope
o All airlines’ social media pages and accounts
o Use of Frontier’s partners social media pages for new campaign ideas
o International carriers
Deliverables
• Interim report halfway through project highlighting research findings and project status
• Project plan for suggested social media marketing campaign
• Final report outlining research findings and recommendations
**All presentations will be to Frontier Airlines Marketing Staff
Project Approach
• Research key airline industry trends in social media
• Research Frontier’s competitors social media presence and compare that to Frontier’s current standing
• Develop recommendations and suggested campaign plan for Frontier’s consideration
Critical Milestones and Event Dates
Two formal presentations: Interim update on research findings- November 16th, at Frontier Headquarters. Final Report- TBA, at Frontier Headquarters.
Roles & Responsibilities
• CU Team
o Provide Frontier with a status report once a week outlining that week’s activities
o Be available for weekly in-house meetings at Frontier’s headquarters
o Exercise confidentiality with all internal and company information provided by Frontier
• Frontier Representatives
o Respond to emails/voicemails within 48 hours
o Provide CU team with pertinent requested information
Quality Considerations
The final report will be shared with Frontier Marketing staff and executives. If team’s suggestion is taken up by Frontier, a report back to Prof. Marlatt with the results of student’s campaign will be issued.
Assumptions
It is assumed that the students participating in this project are proficient in social media platforms such as twitter and Facebook.
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