336 final team case

8/12/2019 336 Final Team Case

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Salt Lake City International Airport Redesign - PR Campaign


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Research and BackgroundExternal Environment

The Salt Lake City International Airport is located five miles northwest of downtown Salt Lake City. The

SLC airport is a major hub for Delta airlines. It is Deltas fourth largest hub nationwide, making it the

Deltas most prominent location in the western United States. Over 74% of traffic at the airport is

through Delta. Around 21 million passengers fly through the airport each year although passenger traffic

has been slowing recently due to reductions in airline service

(http://dev.utahbusiness.com/articles/view/ready_for_takeoff).

The SLC airport is the closest commercial airport for more than 2.5 million people living in the greater

Salt Lake area. It employs 14,000 people and is within a 30-minute drive to nearly 1.3 million jobs. The

Salt Lake area is considered a growing metropolitan area and is an ideal location for businesses(http://www.sltrib.com/sltrib/money/55378651-79/lake-salt-growth-metropolitan.html.csp) .As of 2008, the SLC airport is self-sustaining and is the only airport in the country with no outstanding

debts. It became self-sustaining after retiring its bonds for a payout of nearly $50 million. This put the

airport in a better position for expansions and renovations because it requires no funding from the

government or taxes (http://en.wikipedia.org/wiki/Salt_Lake_City_International_Airport) .The airport has been highly ranked in many areas including snow and ice removal and fewest flight

cancellations. It has also been voted the nations best airport for domestic on-time performance.The airport provides convenient access to many recreational activities such as ski resorts and stateparks. It is just 15 minutes from the Salt Palace Convention Center, the Energy Solutions Arena and a

variety of hotels. A new Trax line going directly to the airport was opened in Spring 2013 and allows

travelers to commute to and from the airport easily.ClientThe SLC airport is managed by the Salt Lake City Department of Airports, a division of Salt Lake City

Corporation, the airports owner. The Salt Lake City Mayor, City Council and an advisory board of citizen

volunteers oversee the airports affairs (http://www.slcairport.com/airport-overview.asp) . The Terminal

Redevelopment Program (TRP) is a plan designed by the Salt Lake City Department of Airports toredesign and rebuild the airports facilities. The $1.8 billion plan will replace the three existing terminals

with one terminal designed to better accommodate high traffic and an airline hub. Salt Lake City Mayor

Ralph Becker announced the plan on January 17, 2012 in his State of the City address

(http://www.sltrib.com/sltrib/home2/53317416-183/airport-terminal-concourse-lake.html.csp) .

Product, Service or Issue
http://dev.utahbusiness.com/articles/view/ready_for_takeoffhttp://www.sltrib.com/sltrib/money/55378651-79/lake-salt-growth-metropolitan.html.csphttp://en.wikipedia.org/wiki/Salt_Lake_City_International_Airporthttp://www.slcairport.com/airport-overview.asphttp://www.slcairport.com/airport-overview.asphttp://www.sltrib.com/sltrib/home2/53317416-183/airport-terminal-concourse-lake.html.csphttp://www.sltrib.com/sltrib/home2/53317416-183/airport-terminal-concourse-lake.html.csphttp://www.slcairport.com/airport-overview.asphttp://en.wikipedia.org/wiki/Salt_Lake_City_International_Airporthttp://www.sltrib.com/sltrib/money/55378651-79/lake-salt-growth-metropolitan.html.csphttp://dev.utahbusiness.com/articles/view/ready_for_takeoff


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The SLC airport currently has three terminals and four runways spread over 7,700 acres. It has 86 gates,

30 of which are only equipped for short-hop commuter flights (http://www.slcairport.com/airport-

overview.asp). Many of the airports facilities are reaching 50 years of age. During busy times of day, the

terminals are crowded and the facilities are overstressed

(http://dev.utahbusiness.com/articles/view/ready_for_takeoff).The aging facilities have outlived their

usefulness and need to be improved (http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf ).

Along with improved facilities, the airport needs to be redesigned to better accommodate an airline

hub.The TRP is scheduled to begin in 2013 and continue for eight to ten years with a projected completion

in 2022. Along with a new terminal, the TRP will create two new concourses, add a parking structure

and support facilities and replace the 86 existing gates with 74 multipurpose gates. The purpose of the

redevelopment is to address seismic risk, provide right-sized facilities, solve operational issues and

improve customer service. The TRP plans to accommodate growth while maintaining the airports

competitive prices (http://www.slcairport.com/cmsdocuments/MR-TRP.pdf) .

Though a renovation would be quicker and less expensive, it would be less effective and the TRP plans

for the airport facilities to be demolished and rebuilt in phases. Economic trends in the airline industry

are constantly changing so the details of the airport expansion are being kept flexible. The phases of the

plan are expected to change throughout the course of the project. Construction will be separate from passenger experience and should not have a great effect on it

(http://dev.utahbusiness.com/articles/view/ready_for_takeoff). Though some facilities may be

unavailable during construction, the project plans to work around the busiest areas of the airport.

Certain facilities will be relocated such as the airports rental car facilities. Temporary roads will detour

traffic around the construction zone and drivers will have to navigate a sharp curve. Local travelers may

be impacted by the changes in the terminal roadway system as the road configuration will change

occasionally with the project progression. However, the single terminal will result in less traffic when

completed.

The plan will help the airport accommodate growth over the next 50 years and will allow future projects

to be implemented when the need arises. The TRP should improve nearly every aspect of the airport

experience including gates equipped to accommodate any flight, modern, roomy facilities and more

retail concessions (http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf) .PromotionsOnce the TRP is completed, the SLC airport will be similar in design to the Atlanta and Denver airports

that also serve as large hubs for airlines. The new airport configuration is recognized as the optimal

design for an airline hub.Resources
http://www.slcairport.com/airport-overview.asphttp://www.slcairport.com/airport-overview.asphttp://dev.utahbusiness.com/articles/view/ready_for_takeoffhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/MR-TRP.pdfhttp://dev.utahbusiness.com/articles/view/ready_for_takeoffhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://dev.utahbusiness.com/articles/view/ready_for_takeoffhttp://www.slcairport.com/cmsdocuments/MR-TRP.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://dev.utahbusiness.com/articles/view/ready_for_takeoffhttp://www.slcairport.com/airport-overview.asphttp://www.slcairport.com/airport-overview.asp


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Delta Airlines fully support the project and believe the redesign is the best option for the airport. Delta,

along with other airlines, are providing $300 million in bonds for the project. Passenger fees and fee-

backed bonds will also provide a large share of the funds. Community leaders and members of the

greater Salt Lake area can serve as a resource to submit feedback and input ideas for the new airport

design. As their support for the project increases, they will spread the word about what is happening

and community support will increase. National media can be a resource to spread the word about the

improved airport facilities to travelers in other states. Other resources available for this are the

advertising resources already in place at the SLC airport such as banners, screens and announcements.

IndustryThe Salt Lake City Department of Airports has taken steps to ensure the SLC airport follows all

requirements of the Federal Aviation Administrations (FAA) National Environmental Policy Act (NEPA).

The airport has operations in place for recycling, conserving water and minimizing impact on wildlife

(http://www.slcairport.com/environment.asp) . The TRP will have minimal effects on the natural andhuman environment and the plan will fall within the limits of all NEPA requirements. When the TRP is

completed, air emissions will be reduced by shorter delay times for aircrafts and other vehicles on the

runways (http://www.slcairport.com/cmsdocuments/EA/Final_SLC_EA_Aug2012.pdf) . The construction

will generate air emissions but they will stay well under the satisfactory levels established by the FAA.

The new terminal will also reduce energy consumption and be built using energy-efficient technology

and environmentally safe materials. The TRP will involve land already being used by airport facilities, so

it will not affect floodplains or wetlands (http://www.slcairport.com/cmsdocuments/EA/Appendix-

G.pdf). Additionally, because the redesign will take place entirely on airport property, it will have no

health or safety impact on communities.

Strengths, Weakness, Opportunities and ThreatsStrengths

SLC Airport is financially self-sustaining and TRP does not require any taxpayer funds TRP will keep airport costs affordable and improve user experience TRP plan is flexible and allows for changes if necessary Recently completed Trax line offers easy access to airport

Weaknesses Current crowded terminals and overstressed, aging facilities TRP will not be completed for 8-10 years

Opportunities Increase airport passenger traffic Increase public feedback and participation Increase community support for TRP Garner national interest for SLC Airport
http://www.slcairport.com/environment.asphttp://www.slcairport.com/cmsdocuments/EA/Final_SLC_EA_Aug2012.pdfhttp://www.slcairport.com/cmsdocuments/EA/Appendix-G.pdfhttp://www.slcairport.com/cmsdocuments/EA/Appendix-G.pdfhttp://www.slcairport.com/cmsdocuments/EA/Appendix-G.pdfhttp://www.slcairport.com/cmsdocuments/EA/Appendix-G.pdfhttp://www.slcairport.com/cmsdocuments/EA/Final_SLC_EA_Aug2012.pdfhttp://www.slcairport.com/environment.asp


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Threats Slowing airport passenger traffic due to reductions in airline services Lack of facility availability during construction Confusion regarding facility relocation Changing driving routes will affect local travelers

Public Profiles1. Business Frequent FlyersDemographicsBusiness frequent flyers are mainly professional men and women between the ages 30 and 55. Most of

the business frequent flyers that visit the SLC airport often are American citizens who live in states west

of the Mississippi

(http://www.frequentflyerservices.com/press_room/facts_and_stats/business_travel_statistics.php) .

This group is among the upper-middle class and well-educated. 97% of frequent flyers are enrolled in

airline frequent flyer rewards systems.PsychographicsBusiness frequent flyers have demanding schedules. They fly across the country to hold business

meetings regularly. Therefore, flights arriving and departing on time is important to them. They also

want to receive all services that were promised them. This public believes hard work and results are very

important. They represent the best of their respective organizations.Self-interestsThis public is most interested in efficiency. They want to travel as quickly and inexpensively as possible

so they can complete company business. Another interest for this public is dependability. They want an

airport and airline they can always count on to deliver them to their destination efficiently. Additionally,

convenience is important to this public. Because travel can be tiring, it is important to make the airport

as convenient as possible to the needs of this public.Current RelationshipBusiness frequent flyers are very interested in air travel. Because they have demanding schedules and

they often fly to attend business meetings, they are very concerned about arriving at their destination

on time. They may be worried that construction around the airport will delay their flights or cause other

problems; re-routing their flights to other airports may be an attractive option to them. They are likely

to pay attention to any media concerning the Salt Lake City airport and the Terminal RedevelopmentProgram. They spend a great deal of time in airports and on flights and are familiar with the SLC airport.

This public is likely to pay attention to and remember airport and in-flight advertising.

(http://www.mediaplanet.com/blog/2013/03/27/special-digital-section-reveals-the-changing-travel-

demographic-and-what-this-could-mean-for-advertisers-trying-to-land-new-customers)InfluentialsThis group is influenced by their bosses, colleagues and other business travelers. They listen to
http://www.frequentflyerservices.com/press_room/facts_and_stats/business_travel_statistics.phphttp://www.frequentflyerservices.com/press_room/facts_and_stats/business_travel_statistics.php


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corporate travel agents who may arrange flights and hotels for them. They also interact with airport and

airline employees frequently and are likely to value their opinions.2. Greater Salt Lake community membersDemographicsThe greater Salt Lake area is comprised of the 2.5 million people who use the SLC airport as their

primary commercial airport. Over 1 million of these people reside in Salt Lake County, while the rest live

in the surrounding areas. A large majority of this community are between the ages of 25 to 34. There is a

growing number of young families with kids under the age of 5. Many members of this public have

obtained a bachelors degree or are currently attending school. The racial makeup of the community is

86.63% Caucasian and 11.71% Hispanic. Economically, this is an upper middle class/middle class

community where median income for a household is $59,136. 100,000 jobs are located around the

community (http://factfinder2.census.gov/faces/nav/jsf/pages/community_facts.xhtml) .PsychographicsThis public places a high value on education. Family, health and safety are important to them since many

are starting new families and have young children. A large majority of this public is religious and very

committed to their beliefs. They believe it is important to be involved in their community. They want a

safe and supportive environment for their families.

Self-interestsThis group is motivated by their families and religious beliefs. They want to do what is best for their

families and childrens futures. They are motivated by keeping their community safe. They care about

the economic conditions in their community and are willing to work to improve the areas they live. Current RelationshipThis group is the closest community to the SLC airport. It is the airport they are most familiar with andmany members of this community visit it at least once a year. In the past, the community has

demonstrated interest over projects that happen at the airport. They are concerned with how

construction and projects at the airport will affect their community. They want to be involved in

decisions that will affect the area

(http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=DEC_10_DP_DPDP

1).

InfluentialsThis group is influenced by the other families that live near them, neighbors and extended family

members. They also place high importance on the opinions and advice of various religious and church

leaders. They value the opinions of educational leaders and community leaders.3. Airport and Airline Employees

DemographicsThere are 14,000 jobs supplied by the airport. Employees are both Male and Female and range from age

35- 55 years old. The members of this group earn a low to middle class income. Only 20% of airport
http://factfinder2.census.gov/faces/nav/jsf/pages/community_facts.xhtmlhttp://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=DEC_10_DP_DPDP1http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=DEC_10_DP_DPDP1http://factfinder2.census.gov/faces/nav/jsf/pages/community_facts.xhtml


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employees have obtained an undergraduate degree or education beyond that level.

(http://www.slcairport.com/cmsdocuments/annualreport-2011.pdf) Psychographics

Airport employees value their jobs. They need money to support themselves and their families. In order

to keep their jobs, they come to work on time, follow airport security rules and work hard for the hours

they are scheduled. Airport employees believe in America and have taken oaths to keep both the airport

and passengers safe while they are working. A majority of these employees support their family and

provide health benefits for their family through their airport job.

Self-interestsAirport employees are motivated by money. The employees hold their job because it provides the

means for them to pay their bills and enjoy their life. Job security is important to them. They are also

motivated by having a good quality of life and enjoying their free time. They value their families and

friends.Relationship

The airport operates day-to-day because of their dedicated employees. The airport needs employees

because there are many jobs to be done each day to ensure the quality of customer experience. The

airport employees may not currently be aware of the plans for the airport redevelopment. As the

project progresses, more jobs will be created.

InfluentialsThe most effective way to send messages to employees is through their boss. The boss gives directions

and the employees must follow those instructions. Another influencer of employees is flyers that they

are given at work. Airport employees value the opinions of their coworkers and airport customers. If

customers have a negative experience and express their anger, it affects their work experience. No one

wants to work with unhappy customers.

4. Airline Investors

DemographicsBecause the new Salt Lake City airport will have no funding from taxpayers or customers of the airport,

they rely heavily on their investors and the airlines who use the airport. The largest carriers at the

airport are Delta (74 percent market share), Southwest (12 percent market share), United (three percent

market share), American (three percent market share) and Frontier (two percent market share)

(http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf) . Airlines are expecting their third-most

profitable year since 2001 (http://www.usatoday.com/story/todayinthesky/2013/06/04/airlines-expect-

third-most-profitable-year-since-2001/2387639/) and estimate a 67 percent increase in profit from last

year to this year. Most of the airlines that use the SLC airport are U.S. based. Over the past year, these

airlines employment number has gone down 2.3 percent

(http://www.rita.dot.gov/bts/press_releases/bts015_13) .

PsychographicsAirlines and investors want their customers to be happy, and believe for the most part that the

customer is always right. They do their best to listen to their customers and make reasonable changes
http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.usatoday.com/story/todayinthesky/2013/06/04/airlines-expect-third-most-profitable-year-since-2001/2387639/http://www.usatoday.com/story/todayinthesky/2013/06/04/airlines-expect-third-most-profitable-year-since-2001/2387639/http://www.rita.dot.gov/bts/press_releases/bts015_13http://www.rita.dot.gov/bts/press_releases/bts015_13http://www.usatoday.com/story/todayinthesky/2013/06/04/airlines-expect-third-most-profitable-year-since-2001/2387639/http://www.usatoday.com/story/todayinthesky/2013/06/04/airlines-expect-third-most-profitable-year-since-2001/2387639/http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf


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improved terminal designed to allow for growth but also keep airport costs affordable. The new airport

will present the opportunity for an increase in passenger traffic. Because trends in the airline industry

change quickly, the TRP plan is flexible and may change if necessary. The project already has the support

of investors such as Delta airlines but it has the challenge of gaining both community and national

support. The Department of Airports is interested in listening to feedback from community members

and investors. Construction and changing road directions may be inconvenient to local travelers during

their commute to the airport, but the recently completed Trax line offers easy access to the airport and

will not be affected by the construction.Currently, the airport terminals are overstressed and the facilities need renovation. Because the

TRP plan will take a long time to complete, passengers will have to continue using old facilities during

the construction. The construction may also decrease the availability of certain airport facilities, as they

are shut down to accommodate construction zones. Airport customers may be confused when facilities

are relocated and driving directions change. Airport passenger traffic has been lower because of the

reduction in operating airline services and the airport needs to keep traffic at a self-sustaining level in

order to continue with the TRP.

Core ProblemIf the Salt Lake City airport fails to communicate that travel experience will not be negatively affected

during construction, they will risk losing business which will cause a decrease in profits and inhibit

community support and national interest.

Goal

Increase support and national interest for the Terminal Redevelopment Program by communicating the

benefits of the program to increase business.

Objectives1. Keep airport traffic at a self-sustaining rate of 21 million passengers annually throughout the

next two years.

2. Increase participation whether feedback is positive or negative by 10% over the next two years.3. Increase key public support by 10% over the next two years.4. Increase national interest annually by 5% during the next two years.

Big IdeaYour airport, your ideas.

A big idea is needed to tie all of the messages and tactics together. For the redevelopment program to


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succeed, each public needs to feel involved with the program. The ideas of ownership and investment

into the airport are expressed by the slogan Your airport, your ideas. The words of the slogan are

interchangeable so they can fit the self-interests of each public; examples of this include Your airport,

your voice and Your airport, your convenience. This big idea is integrated into each of the messages

and tactics outlined in this campaign.

Key Publics, Messages, Strategies and TacticsKey Public # 1: Business Frequent FlyersDemographics: American, professional men and women aged 30 to 55 who frequently fly through the

SLC airport on business trips.Psychographics: They value time, quality service and hard work.Self-interests: Efficiency, time, money, dependability and convenience.

Relationship: Familiar with the SLC airport, concerned about construction affecting flight schedules,

arrivals and departures, and ease of traveling.

Influentials:Corporate travel agents, business leaders, bosses, colleagues and airport or airline

employees.Objectives Accomplished: 1 and 4Messages

1. Your airport. Your value. The Salt Lake City International Airport represents substantial value. Changes coming to the airport make it an even bigger bargain. i i.

http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf Cost per passenger at the SLC airport is lower than other airports.http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf

The redevelopment program will update the airport facilities to meet the higheststandards.

http://myairportslc.com/learn/project-elements/current-airport/ 2. Your airport. Your convenience. The Salt Lake City International Airport is convenient to

business travelers.

The new parking garage and car rental facility will make traveling through the SLCairport even more convenient.

http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf Traveling through SLC airport is easy with TSAs Pre program that allows frequent

passengers to pass through security quicker.

http://www.tsa.gov/press/releases/2012/02/14/tsa-pre%E2%9C%93%E2%84%A2-

begins-salt-lake-city-international-airport Airport services including dining and lodging are convenient for travelers.

http://www.slcairport.com/airport-services.asp
http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://myairportslc.com/learn/project-elements/current-airport/http://myairportslc.com/learn/project-elements/current-airport/http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.tsa.gov/press/releases/2012/02/14/tsa-pre%E2%9C%93%E2%84%A2-begins-salt-lake-city-international-airporthttp://www.tsa.gov/press/releases/2012/02/14/tsa-pre%E2%9C%93%E2%84%A2-begins-salt-lake-city-international-airporthttp://www.tsa.gov/press/releases/2012/02/14/tsa-pre%E2%9C%93%E2%84%A2-begins-salt-lake-city-international-airporthttp://www.slcairport.com/airport-services.asphttp://www.slcairport.com/airport-services.asphttp://www.slcairport.com/airport-services.asphttp://www.tsa.gov/press/releases/2012/02/14/tsa-pre%E2%9C%93%E2%84%A2-begins-salt-lake-city-international-airporthttp://www.tsa.gov/press/releases/2012/02/14/tsa-pre%E2%9C%93%E2%84%A2-begins-salt-lake-city-international-airporthttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://myairportslc.com/learn/project-elements/current-airport/http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf


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Well trained airport and airline staff make the travel process easier for travelers.http://www.slcairport.com/customer-assistance.asp

3. Your airport. Your business hub. The Salt Lake City International Airport is surrounded byguest and business amenities.

The airport is within 30 minutes of 1.3 million jobs.http://www.udot.utah.gov/main/uconowner.gf?n=947118327175611311

The airport is only four miles from Salt Lakes central business district.http://www.slcrda.com/projectareas/cbd.htm

The airport is nearby Utahs silicon slopes area, a region with numerous big techcompanies.

http://www.slctravel.com/ The airport is near many popular travel and vacation spots.

http://www.slctravel.com/ Strategies and Tactics

1. Inform business frequent flyers of SLC airport changes through targeted media in the airport. Objectives met: 1 and 2Tactics:

Produce an in-flight magazine article for frequent flyers to read about the changescoming to the airport.

Design airport banners with primary messages to be displayed in the airport. Design graphics with primary messages to be displayed across televisions in the airport. Design bathroom advertisements with primary messages for frequent flyers to read

about changes coming to the airport. Develop a free flight contest where publics can submit their best ideas and feedback

about the airport online or in the airport and win up to free flights for a year. (No more

than 12 flights.) Create a renovations information booth where frequent flyers can get information

about the changes coming to the airport. The booth should include the following things: Brochures about the changes coming to the airport Submission slips for the contest to win a free flight A list of frequently asked questions about airport changes and their answers Employees trained to answer questions about airport changes

2. Convince business frequent flyers that the SLC airport changes are beneficial to them through

opinion leaders.Objectives met: 1 and 4Tactics:

Write a prompt for airport and airline employees to make gate and terminalannouncements about changes coming to the airport.

Write a prompt for airplane crews to make in-flight announcements about changes
http://www.slcairport.com/customer-assistance.asphttp://www.slcairport.com/customer-assistance.asphttp://www.udot.utah.gov/main/uconowner.gf?n=947118327175611311http://www.udot.utah.gov/main/uconowner.gf?n=947118327175611311http://www.slcrda.com/projectareas/cbd.htmhttp://www.slcrda.com/projectareas/cbd.htmhttp://www.slctravel.com/http://www.slctravel.com/http://www.slctravel.com/http://www.slctravel.com/http://www.slctravel.com/http://www.slctravel.com/http://www.slcrda.com/projectareas/cbd.htmhttp://www.udot.utah.gov/main/uconowner.gf?n=947118327175611311http://www.slcairport.com/customer-assistance.asp


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coming to the airport. Write a prompt for airport travel agents to explain changes coming to the airport.

Key Public #2: Greater Salt Lake Community members

Demographics:Educated, young, middle-class parents aged 25 to 43.Psychographics: Value education and having a safe community.Self-interests: Safe community, family values and education, local communitys economy and projects.

Relationship: The SLC airport is the closest airport to this public. Because they live close to it, it affects

their community and they are interested in projects related to their community.

Influentials: Neighbors, family, religious leaders, community leaders and educational leaders.Objectives Accomplished: 1 and 3

Messages1. Economic benefits are coming to the Salt Lake area. Your airport. Your economy.

The airport industry brings sustained economic growth and works as an investment inthe communities they serve.

http://aci-asiapac.aero/upload/page/818/photo/4f799746b975d.pdf Airports provide access to international business opportunities.

http://aci-asiapac.aero/upload/page/818/photo/4f799746b975d.pdf The Salt Lake Airport is a catalyst for business expansion, job growth and it is critical to

Utahs economic well-being and cultivation as a thriving regional metropolis and tourist

hot spot.http://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdf

As one of Utahs major employers, the Salt Lake City Airport makes significantcontributions to the states economic vitality.

http://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdf No local tax dollars will be used for the project. It will be paid for using a combination of

airline and user passenger user fees.http://myairportslc.com/learn/

2. Fewer terminals. Less traffic. Your airport. Your home. A Utah Transit Authoritys (UTA) Airport light rail station will be built. This will make for

faster and easier transportation to and from the airport to local areas.http://myairportslc.com/learn/project-elements/new-roadway-system-and-light-rail-

station/ The construction happening at the airport would not affect local traffic in the greater

Salt Lake area or freeway access.

http://myairportslc.com/learn/ The construction happening at the airport would not affect freeway access from the
http://aci-asiapac.aero/upload/page/818/photo/4f799746b975d.pdfhttp://aci-asiapac.aero/upload/page/818/photo/4f799746b975d.pdfhttp://aci-asiapac.aero/upload/page/818/photo/4f799746b975d.pdfhttp://aci-asiapac.aero/upload/page/818/photo/4f799746b975d.pdfhttp://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdfhttp://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdfhttp://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdfhttp://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdfhttp://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/project-elements/new-roadway-system-and-light-rail-station/http://myairportslc.com/learn/project-elements/new-roadway-system-and-light-rail-station/http://myairportslc.com/learn/project-elements/new-roadway-system-and-light-rail-station/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/project-elements/new-roadway-system-and-light-rail-station/http://myairportslc.com/learn/project-elements/new-roadway-system-and-light-rail-station/http://myairportslc.com/learn/http://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdfhttp://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdfhttp://aci-asiapac.aero/upload/page/818/photo/4f799746b975d.pdfhttp://aci-asiapac.aero/upload/page/818/photo/4f799746b975d.pdf


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airport to Salt Lake County.http://myairportslc.com/learn/

3. Submit your ideas, change the airport. Your airport. Your voice.

We have the communitys best interest in mind. Let us know how the new terminalwould work best for you.http://myairportslc.com/engage/

We love Utah and want to add a community flavor to our airport. Share with us how wecan make the new terminal look and feel like Utah.http://myairportslc.com/learn/

Travel a lot? Share with us what youve loved or would love to see on our airport.http://myairportslc.com/learn/

Share with us your opinions and questions regarding the new Salt Lake City airportonline.

http://myairportslc.com/learn/ Strategies and Tactics

1. Inform Greater Salt Lake community members of upcoming changes to the airport through

mass media.Objectives met: 2 and 3Tactics:

Produce VNR regarding planned airport changes and benefits of changes for local andnational TV news shows and stations.

Put together and distribute a media kit containing: Press Release B-roll Resource contact sheet Website

Produce and distribute Radio advertisement for local radio stations. Produce commercials for local television stations to be played between popular TV

shows and during movie reels at local movie theaters.

Produce one-page advertisements to be published on local magazines (Salt LakeMagazine, Utah Business, Utah Bridal, Utah Homes).

Create billboards to go along I-15 and I-80 highways leading to greater Salt Lakecommunity.

2. Encourage Greater Salt Lake community members that airport changes will benefit them

through social media.Objectives met: 2 and 3Tactics:

Produce videos on Youtube regarding the airport renovation plans and how to be part of
http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/http://myairportslc.com/learn/


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the changes by voicing their opinions and ideas. Create a Facebook page in which community members can comment and voice their

opinions and ideas and get contact information. Create a Twitter account in which community members can be reached with updates

regarding the renovation and in which they can voice their opinions and ideas.

Key Public #3: Airport and Airline EmployeesDemographics:14,000 employees at SLC airport primarily aged 35 to 55.

Psychographics: Value their jobs and money. Believe in America and safety.

Self-interests: Money, job security and quality of life.Relationship: Responsible for day-to-day operation of SLC airport.Influentials: Bosses, coworkers and family members.

Objectives Accomplished: 2Messages

1. The construction wont affect your work; Your airport. Your workplace. Airport employees will always be updated on current and future construction projects.

http://www.slcairport.com/construction-projects.asp The construction happening at the airport would not affect local traffic in the greater

Salt Lake area or freeway access.

http://myairportslc.com/learn/ There will always be an easily accessible place designated for employee parking.

http://www.slcparkingguide.com/ 2. Airport expansion will provide more or better jobs for our current emp loyees. Your airport.Your opportunities.

The airport will serve 3 million more passengers a year after completion.We will havenew jobs to serve those traveling .http://www.slcairport.com/employment.asp

The Salt Lake Airport is a catalyst for business expansion, job growth and it is critical toUtahs economic well-being and cultivation as a thriving regional metropolis and tourist

hot spot.http://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.

There will be many new jobopportunities and youll be the first to hear about newpositions. http://www.deseretnews.com/article/865550566/Everything-you-wanted-to-know-about-the-Salt-Lake-City-International-Airport-expansion.html?pg=all

3. The reconstruction of the airport will provide a better workplace.

Reconstruction is necessary because all buildings at the airport are currently at seismicrisk due to age and location.

http://www.deseretnews.com/article/865550566/Everything-you-wanted-to-know-
http://www.slcairport.com/construction-projects.asphttp://www.slcairport.com/construction-projects.asphttp://myairportslc.com/learn/http://myairportslc.com/learn/http://www.slcairport.com/employment.asphttp://www.slcairport.com/employment.asphttp://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdfhttp://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdfhttp://www.google.com/url?q=http%3A%2F%2Fgovernor.utah.gov%2Fdea%2Fpublications%2FBackup%2FOld%2FOld_PDFs%2Fairport.pdf&sa=D&sntz=1&usg=AFQjCNHKMA2TpuDwA2xuJ5dyH82EDJ6QoQhttp://www.deseretnews.com/article/865550566/Everything-you-wanted-to-know-about-the-Salt-Lake-City-International-Airport-expansion.html?pg=allhttp://www.deseretnews.com/article/865550566/Everything-you-wanted-to-know-about-the-Salt-Lake-City-International-Airport-expansion.html?pg=allhttp://www.deseretnews.com/article/865550566/Everything-you-wanted-to-know-about-the-Salt-Lake-City-International-Airport-expansion.html?pg=allhttp://www.deseretnews.com/article/865550566/Everything-you-wanted-to-know-about-the-Salt-Lake-City-International-Airport-expansion.html?pg=allhttp://www.deseretnews.com/article/865550566/Everything-you-wanted-to-know-about-the-Salt-Lake-City-International-Airport-expansion.html?pg=allhttp://www.google.com/url?q=http%3A%2F%2Fgovernor.utah.gov%2Fdea%2Fpublications%2FBackup%2FOld%2FOld_PDFs%2Fairport.pdf&sa=D&sntz=1&usg=AFQjCNHKMA2TpuDwA2xuJ5dyH82EDJ6QoQhttp://governor.utah.gov/dea/publications/Backup/Old/Old_PDFs/airport.pdfhttp://www.slcairport.com/employment.asphttp://myairportslc.com/learn/http://www.slcairport.com/construction-projects.asp


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about-the-Salt-Lake-City-International-Airport-expansion.html?pg=all

Our plan is that this is the last airport were ever going to build,Riley said.http://www.ksl.com/?nid=960&sid=19317679

The airport will be able to serve 3 million more passengers a year after completion ofthe TRP.

Strategies and Tactics1. Inform employees of upcoming changes through opinion leaders.

Objectives met: 2 and 4Tactics:

Work meeting announcements to inform employees of upcoming changes andopportunities.

Newsletters and emails sent to all employees informing them of advancements in theproject and current updates on the construction.

Presentation meetings and luncheons, held twice a day (AM/PM) so all employees canattend. The presentations will show pictures of the new construction projects and give

information about future plans.

2. Encourage them to give feedback through opinion leaders.Objectives met: 2Tactics:

Hold an employee forum and allow employees to give feedback on the redevelopmentprogram.

Distribute surveys at the meetings that will tell the SLC airport if the staff is in support ofthe program.

Include surveys in the email/newsletters for employees to report their opinions andfeedback. This will be an effective way to measure support throughout the entire

project.

Key Public #4: Airline InvestorsDemographics: Airlines including Delta, Southwest, United and American. Delta has 74% of the market

share at the SLC airport.

Psychographics:Value customer happiness and loyalty. They want to listen to their customers andcontinue improving their airlines.

Self-interests: Profit, reputation and risk.Relationship: The airlines have agreed to support and help fund airport redesign.Influentials:Customers, government officials and economic forecasters.Objectives Accomplished: 2, 3 and 4
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Messages1. SLC is a growing market that will drive airport traffic.

Unemployment dropping and currently around three percent lower than the nationhttp://www.bestplaces.net/economy/city/utah/salt_lake_city

Recent job growth higher than national average.http://www.bestplaces.net/economy/city/utah/salt_lake_city

Average household income higher than national average.http://www.bestplaces.net/economy/city/utah/salt_lake_city

State recently on improved freeway system.http://www.city-data.com/us-cities/The-West/Salt-Lake-City-Economy.html

Public Transportation System is expanding and recently opened metro lines to and fromthe airport and frontrunner line from Ogden to Provo.

www.rideuta.com Procter & Gamble, ITT, Home Depot, Adobe, Ebay, and Boeing all recently expanded in

Utah or have announced expansions in Utah. Others will likely follow.

http://www.ksl.com/?nid=148&sid=18077569 Provo and Salt Lake City areas in top ten of fastest growing U.S. cities.

http://realestate.msn.com/10-fastest-growing-us-cities-of-2013#7 Tour of the area during getaway to show growth that has occurred.

2. We value your feedback. Airlines helping to pay for renovations and will be kept happy.

http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf (page 28) Get feedback after tours of construction and city during getaway.

3. Harm to customer experience during construction will be minimal. One of our key goals is to stay customer-friendly. -Maureen Riley

http://www.ksl.com/?nid=960&sid=19317679 "The idea is to phase this in a way that there will be no disruption of operations at the

airport." - SLC Mayor Ralph Beckerhttp://www.ksl.com/?nid=960&sid=19317679

The project is proposed to be "phased and staged in a way that we can operateefficiently without impacting customer service to a large degree." -Barbara Gann, airport

spokeswoman.

http://www.ksl.com/?nid=960&sid=19317679 Customers wont pay any more for the construction.

http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf Tour of the facility and surrounding city will show investors and airline officials their

investment is safe.

4. The segmented plan requires minimal risk and allows investors to stop if they are unhappy withresults.

Reconstruction done in phases which allows for accountability and responsibility.http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf
http://www.bestplaces.net/economy/city/utah/salt_lake_cityhttp://www.bestplaces.net/economy/city/utah/salt_lake_cityhttp://www.bestplaces.net/economy/city/utah/salt_lake_cityhttp://www.bestplaces.net/economy/city/utah/salt_lake_cityhttp://www.bestplaces.net/economy/city/utah/salt_lake_cityhttp://www.bestplaces.net/economy/city/utah/salt_lake_cityhttp://www.city-data.com/us-cities/The-West/Salt-Lake-City-Economy.htmlhttp://www.city-data.com/us-cities/The-West/Salt-Lake-City-Economy.htmlhttp://www.rideuta.com/http://www.rideuta.com/http://www.ksl.com/?nid=148&sid=18077569http://www.ksl.com/?nid=148&sid=18077569http://realestate.msn.com/10-fastest-growing-us-cities-of-2013#7http://realestate.msn.com/10-fastest-growing-us-cities-of-2013#7http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.ksl.com/?nid=960&sid=19317679http://www.ksl.com/?nid=960&sid=19317679http://www.ksl.com/?nid=960&sid=19317679http://www.ksl.com/?nid=960&sid=19317679http://www.ksl.com/?nid=960&sid=19317679http://www.ksl.com/?nid=960&sid=19317679http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.ksl.com/?nid=960&sid=19317679http://www.ksl.com/?nid=960&sid=19317679http://www.ksl.com/?nid=960&sid=19317679http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://realestate.msn.com/10-fastest-growing-us-cities-of-2013#7http://www.ksl.com/?nid=148&sid=18077569http://www.rideuta.com/http://www.city-data.com/us-cities/The-West/Salt-Lake-City-Economy.htmlhttp://www.bestplaces.net/economy/city/utah/salt_lake_cityhttp://www.bestplaces.net/economy/city/utah/salt_lake_cityhttp://www.bestplaces.net/economy/city/utah/salt_lake_city


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Customers will stay happy.http://www.ksl.com/?nid=960&sid=19317679

Construction to last around ten years to make sure everything is being built efficientlyand effectively.

http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf Presentation during getaway to help reassure and excite investors and high ranking

airline officials.

Strategies and Tactics1. Inform investors of upcoming changes through personal contact.Objectives met: 2, 3 and 4Tactics:

Make announcements in investor meetings that include vital information. Schedule personal meetings with high-ranking airline and investor officials to relay vital

information and build relationships with the key public.

Design and distribute a brochure to the key public which will relay the informationneeded and offer a schedule of upcoming events pertaining to the airport.

Create and distribute a survey handout/online survey which will provide valuablefeedback and show we are interested in the key publics opinion.

2. Involve investors through various events.

Objectives met: 2, 3 and 4Tactics:

Plan an airport sponsored getaway for high ranking airline and investment officials andtheir guests.

Pay for and organize flights to and from the event. Pay for and organize hotel rooms for them to stay. Plan out and pay for food and beverages for the key public. Schedule and pay for a day of skiing for the key public. Plan parties and different social gatherings. Give a presentation to key public regarding the airport and the upcoming

changes that are being made. Plan a tour of the facilities and surrounding areas in SLC to show the key public

that the area is booming and the facilities are being worked on in a quality way. Offer the key public a box at a Utah Jazz game if they would like.

EvaluationObjective 1

Criteria: Continued airport traffic rate of 21 million passengers throughout the next two years.Tool: Look at sales from restaurants and airport stores, gather data from each airline about
http://www.ksl.com/?nid=960&sid=19317679http://www.ksl.com/?nid=960&sid=19317679http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdfhttp://www.ksl.com/?nid=960&sid=19317679


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number of flights through SLC airport, tickets sold and flight attendance. Review data at

beginning and end of campaign as well as every six months throughout to ensure target traffic

rate is being met.

Objective 2

Criteria: 10% increase in participation from key publics over the next two years. Tool: Survey each key public about their current level of participation in project at beginning and

end of campaign. Distribute surveys every six months for key publics to submit feedback. Record

number of surveys completed. Track attendance of key publics at events to measure level of

participation.Objective 3

Criteria: 10% increase in support from the greater Salt Lake community over the next two years. Tool: Send surveys to members of the greater Salt Lake community at beginning and end of

campaign to measure levels of interest, support and attitudes towards project.Objective 4

Criteria: 5% annual increase in national interest during the next two years.Tool: Survey travel agents, business frequent flyers and national airlines at beginning and end of

campaign to measure knowledge of project, attitudes and interest level. Record positive and

negative media mentions of project throughout campaign. Look at number and attitude of

media mentions at beginning of campaign. At end of campaign, evaluate whether a 5% increase

in positive mentions was achieved.

336 final team case

Documents