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Salt Lake City International Airport Redesign - PR Campaign

Research and Background


External 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 state parks. 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. Client The 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 to redesign 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

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/airportoverview.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). Promotions Once 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

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 feebacked 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. Industry The 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 and human 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/AppendixG.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 Threats


Strengths 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

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 Profiles
1. Business Frequent Flyers Demographics Business 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. Psychographics Business 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-interests This 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 Relationship Business 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 Redevelopment Program. 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-traveldemographic-and-what-this-could-mean-for-advertisers-trying-to-land-new-customers) Influentials This group is influenced by their bosses, colleagues and other business travelers. They listen to

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 members Demographics The 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). Psychographics This 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-interests This 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 Relationship This group is the closest community to the SLC airport. It is the airport they are most familiar with and many 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). Influentials This 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 Demographics There 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

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-interests Airport 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. Influentials The 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 Demographics Because 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-expectthird-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). Psychographics Airlines 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

based on input. Self-interests Airlines value profit. Investments are normally made with the increased value of what is being invested in mind. The intent of most investors is to be able to increase their financial situation, and make money throughout the future. They also value their own reputation. It is very rare for an investor or stakeholder to put/keep money in something that will come back to haunt them in the future. Often, when an investor or stakeholder puts money towards something sketchy or illegal, and it enters the public, the reputation of the investor is tarnished. An investor is only going to invest in something that will reflect positively on them. Funders also tend to fund things based on their reputation and how they will reflect on things. Another self-interest for this group is risk. Investors and stakeholders will not invest in something too risky, but will invest in something with a little risk in order to receive a higher return. Relationship Stakeholders have already agreed to the changes in the airport, so they obviously have a good relationship. There have been small fees put into place for many airlines (particularly Delta Airlines) which have been agreed upon and will take in place in order to help fund the new airport. This means that stakeholders believe in what is being done and have a common interest when it comes to modernizing and recreating the Salt Lake City airport. It is mutually beneficial for the stakeholders and the airport. Influentials Airlines are influenced by customer opinions. The customer is always king for most organizations. The airport is no exception. Without customers, the airport would not exist. The customers are where the profit comes from and if they are not happy, the profits will go down. If they feel the airport construction is too much for comfort, they will not use it as much. Customer input is something that is or should be held in high regard. Airlines also must listen to government officials. There are a lot of regulations put into place by government officials which are either beneficial or detrimental to the airport and its organization. If regulations slow profit down, the stakeholders will not be happy, and investors will not be willing to place funds. Economic forecasters are also often opinion leaders for investors. If an economic forecaster, whether internal or external, says the economy is not going well, stakeholders will look to sell their shares, investors will not be willing to invest, and funders will look to hold onto their money in order to sure up their futures.

Situational Analysis
The Salt Lake City Department of Airports has planned a terminal redevelopment program for the Salt Lake City International Airport to begin in 2013. The program will continue over the next eight to ten years, and has an expected completion date in 2022. The TRP will replace the three existing terminals at the SLC airport with a single terminal designed to be much more efficient. The SLC airport has been financially self-sustaining since 2008 and the redevelopment plan will not require any taxpayer funds to support the project. When completed, the TRP will greatly improve almost every aspect of the airport experience for customers. The purpose is to replace the airports current aging facilities with an

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 Problem
If 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.

Objectives
1. 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 Idea
Your 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 Tactics


Key Public # 1: Business Frequent Flyers Demographics: 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 4 Messages 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 highest standards. 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 SLC airport 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%A2begins-salt-lake-city-international-airport Airport services including dining and lodging are convenient for travelers. http://www.slcairport.com/airport-services.asp

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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 by guest 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 tech companies. 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 2 Tactics: Produce an in-flight magazine article for frequent flyers to read about the changes coming 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 4 Tactics: Write a prompt for airport and airline employees to make gate and terminal announcements about changes coming to the airport. Write a prompt for airplane crews to make in-flight announcements about changes

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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

Messages 1. 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 in the 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 significant contributions 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-railstation/ 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

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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 terminal would 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 we can 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 airport online. 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 3 Tactics: Produce VNR regarding planned airport changes and benefits of changes for local and national 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 Lake Magazine, Utah Business, Utah Bridal, Utah Homes). Create billboards to go along I-15 and I-80 highways leading to greater Salt Lake community. 2. Encourage Greater Salt Lake community members that airport changes will benefit them through social media. Objectives met: 2 and 3 Tactics: Produce videos on Youtube regarding the airport renovation plans and how to be part of

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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 Employees Demographics: 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: 2 Messages 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 employees. Your airport. Your opportunities. The airport will serve 3 million more passengers a year after completion.We will have new 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 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. There will be many new job opportunities and youll be the first to hear about new positions. http://www.deseretnews.com/article/865550566/Everything-youwanted-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 seismic risk due to age and location. http://www.deseretnews.com/article/865550566/Everything-you-wanted-to-know-

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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 of the TRP.

Strategies and Tactics 1. Inform employees of upcoming changes through opinion leaders. Objectives met: 2 and 4 Tactics: Work meeting announcements to inform employees of upcoming changes and opportunities. Newsletters and emails sent to all employees informing them of advancements in the project and current updates on the construction. Presentation meetings and luncheons, held twice a day (AM/PM) so all employees can attend. 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: 2 Tactics: Hold an employee forum and allow employees to give feedback on the redevelopment program. Distribute surveys at the meetings that will tell the SLC airport if the staff is in support of the program. Include surveys in the email/newsletters for employees to report their opinions and feedback. This will be an effective way to measure support throughout the entire project.

Key Public #4: Airline Investors Demographics: 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 and continue 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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Messages 1. SLC is a growing market that will drive airport traffic. Unemployment dropping and currently around three percent lower than the nation http://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 from the 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 Becker http://www.ksl.com/?nid=960&sid=19317679 The project is proposed to be "phased and staged in a way that we can operate efficiently 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 with results. Reconstruction done in phases which allows for accountability and responsibility. http://www.slcairport.com/cmsdocuments/TRP-1-17-12.pdf

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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 efficiently and 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 Tactics 1. Inform investors of upcoming changes through personal contact. Objectives met: 2, 3 and 4 Tactics: 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 information needed and offer a schedule of upcoming events pertaining to the airport. Create and distribute a survey handout/online survey which will provide valuable feedback and show we are interested in the key publics opinion. 2. Involve investors through various events. Objectives met: 2, 3 and 4 Tactics: Plan an airport sponsored getaway for high ranking airline and investment officials and their 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.

Evaluation
Objective 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

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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.