Final Presentation

Jack Brant, Colin Fugger, Trent Marean, Chizua Onua

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TODAY’S AGENDA

INTRODUCTION

Jack Brant

First Year

Finance

Colin Fugger

Second Year

Chemical Engineering

Business Minor

Trent Marean

First Year

Finance

Chizua Onua

Third Year

Chemical Engineering

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MIDPOINT RECAP

1. What are Jet Select and Signature doing to market their chartering services?
2. What is the chartering market like in cities that are similar to Columbus?
3. What makes Zanesville Aviation successful?
4. Is there a company that could handle the search engine optimization for all platforms?

REFINEMENTS

SEARCH ENGINE OPTIMIZATION

• Goal: Propel Lane Aviation to the top of searches in the Columbus area
• Minimum CPC Bid: $0.01
• Keywords: Charter, Columbus, Aviation, Aircraft, Ohio
• CPC between $0.01 and $0.25

COLUMBUS SEM FIRMS

Premium Option: The Media Captain

SEO Package starts at $750/month

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Cost-Effective Option: RevLocal

Positive reviews, Simple platform, Reasonable prices

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Rising Company: ViaForge

First reviews seem positive, but little overall information

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REVLOCAL PRICING CHART

STREAMLINING SERVICES

Goal: Make booking fast and easy to promote chartering services

Plan: Add a “Book Now” button to home page

What are your competitors doing?

REFERRAL BONUSES

Logistics

• Implement a page on the website dedicated to existing customers looking to refer new clients
• Add a referral option within the booking process
• Connect with Loyalty Program

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How are other successful charter companies utilizing referrals?

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STRATOS REFERRAL PROGRAM

BONUS STRUCTURE

Referral Bonuses

• Motivate new and existing clients
• Incentivize both parties to work with Lane Aviation

Potential Bonuses

• Offer a first-time flyer discount for referred clients, and reward referrers with a cash reward or identical discount
• Offer event specific referral bonuses
• Establish networking events dedicated to reconnecting with existing clients and their associates, or integrate this concept into your Memorial Tournament gathering

PACKAGE DEALS

Seasonal Packages

• Sports Package �Super Bowl, All-Star Weekend, NBA Finals, Ohio State vs. Michigan Game
• Family Vacation Package�Spring Break, Winter Break, Labor Day Weekend
• Corporate Packages�Corporate Retreats, Flying to Important Clients

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Packages include hotel accommodation, ground transportation & entertainment options.

PACKAGE DEALS: Logistics

• Reach Out
• Grandview Travel
• Uniglobe
• Add “Aviation Vacation” Tab on website
• Feature Packages and Destinations
• Add “Vacation Planning” button to the quote request screen

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TARGETED ADVERTISING: Sporting Events

Ohio State Football Games

• Suites�OSU only sells suites on an annual basis� Prices range from $20,000 - $75,000
• Premium Lower Level Seats�Prime seating near the 35 and 25 yardline� Prices range from $2,000 - $3,600 per seat

OSU Basketball Games

• Suites�Suites can be rented on a game to game basis� Prices range from $1,500 - $2,500

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TARGETED ADVERTISING: Auctions

• Participate in auctions to generate interest
• Join Ohio Travel Association
• Hosts Annual Conference on Travel
• Conference includes Auctions:
• Live Auction
• Silent Auction
• Great platform to network with Ohio companies

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EMAIL / LETTER CAMPAIGN

• Analyze current customer data for similarities
• Extrapolate these trends to further filter current Chamber of Commerce spreadsheet
• Reach out specifically to the remaining people/companies via a well drafted email
• You have a strong drafted letter already!

NEW STRATEGIES

LOYALTY PROGRAM

• Exclusive club
• Tiered rewards for loyal customers
• Variety of benefits - mostly financial
• Waiting area

Blue Status

Gold Status

Silver Status

Spending > 100k

Spending > 250k

Spending > 500k

LOYALTY PROGRAM

Silver Status

Spending > 250k

ONLINE ARTICLES

• Links to positive articles on website
• Create own content about Charter industry
• Guide potential customers to website

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“ When a third party, such as the media, endorses a product or service, the company gains credibility. Consumers are much more likely to make a purchase based on third party endorsement than an advertisement.”

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-Cision PR Newswire

SOCIAL MEDIA

• Links to articles
• Improve Image
• Interact with customers
• Offer pictures with jets
• Charge or require tag
• Advertise packages
• LinkedIn
• Post content
• Reach professionals

ONLINE REVIEWS

Online Rating Today

• 3.2 / 5 on Google Reviews
• 2.5 / 5 on Glassdoor

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Why does this matter?

• “86% of people will hesitate to purchase from a business that has negative online reviews”

ONLINE REVIEWS

How to Increase?

• Encourage customers to review you
• Reward those who do
• Respond to all reviews (good & bad)

CONNECT WITH COLUMBUS

Columbus has a growing business community and start-up presence. Connecting with this community can create the relationships that drive the chartering industry.

• Attend Columbus business/networking events
• Host a tour of Lane’s facilities for Central Ohio’s business leaders

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SUMMARY

Create a strategic marketing plan to promote Lane Aviation’s chartering services

I. Determine Lane Aviation’s ideal demographic and how to target them

II. Find the most effective way to market services to unaware Columbus consumers

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Ideal Demographic | Midpoint Infographic

How to target Ideal Demographic

Referral Bonuses, Package Deals, Loyalty Program

Market to unaware Columbus consumers

Search Engine Optimization, Streamlining Services, �Email/Letter Campaign, Targeted Advertising, �Online Presence, Connect with Columbus

• Convenience

Schedule

Location

• Privacy

Flights

Parking

Limited Security

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• Luxury

“We do it your way”

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Questions?

Thank you!