FunTimeJet
Challenge: Conduct an in-depth analysis of the discount airline industry and prepare an integrated marketing communications plan with collateral for a new entrant: FunTimeJet. Develop FunTimeJet into a leader in an otherwise failing industry by differentiating the company and identifying primary and secondary targets for the airline’s campaign.

Plenary Thought: After intensive brand strategy work, FunTimeJet was poised to stand apart from other discount airlines and move ahead with plans for controlled expansion. The development of an integrated marketing communications campaign provided the infrastructure for the controlled expansion FunTimeJet was seeking and identified two untapped discount airline markets: college students and young professionals. The Plenary Group developed a wide range of collateral materials for FunTimeJet, including: corporate identity (logo, letterhead, brand standards, etc.), web design, print advertisements, internal communications memorandums, investor relations materials, press releases, and informational brochures.

Outcome: The Plenary Thought developed for FunTimeJet has, in part, been adopted by leading discount airlines including AirTran and Ted, however lack of an integrated plan and controlled expansion continues to plague the airline industry amid times of high fuel prices and recession-based uncertainty. The FunTimeJet work was noted as industry leading material by public relations professionals and, as a case study, provides a basis for additional consulting insight for The Plenary Group.

This practicum was completed for at Emerson College under the direction of Derek Beckwith.