Rebranding
At CommuteAir, I was the project manager for a major initiative to rebrand the entire airline in 2022. As the head of the Corporate Communications Department and marketing lead for the organization, I was chosen to spearhead this cross-departmental initiative which spanned six months and resulted in a major reentry into the market when the airline needed it most.
Project Management
As the project manager, I was trained in the EDBA project management philosophy used by the organization and then put that expertise to use by creating a GANTT chart identifying all required project objectives, hosting regular project meetings with department leaders and key stakeholders, and tracked objective progress by holding toll gates with executive management throughout the project.
All-New Marketing Collateral
Having a new brand required the creation of a complete portfolio of new material including all physical marketing collateral (flyers, tradeshow booth, recruiting tchotchkes) organizational branding (interior & exterior signages, service equipment labels, posters, rugs, building artwork) digital footprint (external website, intranet, PDFs, PowerPoints, sales content) and printed manuals required by the FAA.
Vendor Management
The relatively small marketing department required additional horsepower for content creation and execution on this massive undertaking and I managed the chosen outside contractor who supported this initiative. I acted as the primary liaison between executive management, our outside contractor, and key stakeholders working on the project – making our vision into reality.
Making a Splash
In order to reap the maximum benefit of rebranding the airline, I was determined to maintain the utmost secrecy. Though the project team contained members from nearly every department, I successfully unveiled the new brand to the market without exposure to frontline employees or external competitors. The resulting response was so strong, multiple social media groups in the industry were sharing and reporting our surprise announcement within minutes of the launch.
Company Store
One of my primary marketing objectives at CommuteAir was combating the question, “Who is CommuteAir?” in the marketplace. Despite being a regional airline with nearly 40 years of operation, our recruiting team was routinely met with blank stares at colleges, vocational schools and industry trade events. One of my major initiatives to create additional brand awareness in the market was accomplished via a company apparel store.
Sharing Organizational Pride
The family-oriented culture is the pride of the organization at CommuteAir. With so many passionate people working for the airline, I simply needed to create an avenue for them to express that passion. Employees from the frontline up to the executive management team were ecstatic to have the ability to support their brand with t-shirts, backpacks, hats and other high-quality items, strengthening brand identity.
Recruiting Talent
The recruiting team had relied on one-off apparel purchases which was a slow and ineffective method (inconsistent presentation amongst various vendors). With a standardized line of approved products to choose from, our team also successfully lobbied for an allowance for all recruiters to be able to purchase items of their choice for every six months of service.
Market Impact
By creating a comprehensive store with a variety of different items, styles and fits with appropriate branding, and using a reliable sole supplier, we were able to confidently open the store up to the public. This created additional opportunities for anyone to become a brand ambassador.
Visibility at the Top
As a regional airline, the vast majority of pilots, flight attendants and mechanics at CommuteAir often transition to a major airline carrier (United, American Airlines, JetBlue etc.) after a few years of service. The store provides a new avenue for those who once worked for the airline to call back to their regional days and create recognition at the highest levels of the industry – increasing brand equity.
Live Event Coverage
Scheduling, planning, traveling to and covering live events is something I’ve grown to become familiar with throughout my career. While you can’t be everywhere at once, it can really make an impact to have a member of the marketing team at key events to bring them to life – before, during and after the event. I’ve traveled for numerous trade shows, industry expos and recruiting events to set up & tear down, act as a photographer and brand ambassador.
Trade Shows
As a subject matter expert and product manager, I have attended a variety of annual trade shows and national events to meet with current and potential customers, create leads, support the sales team, support the brand and perform competitive research.
Corporate Events
Whether it’s an employee appreciation party, PR stunt, community engagement event or regional meeting, I’ve been a key member on multiple teams that have brought all kinds of corporate events to life – large and small! From selecting venues & vendors, designing decorations, organizing a menu, creating a detailed itinerary, even setting up and tearing down…I’m never afraid to roll up my sleeves to make the magic happen.
Recruiting Events
Being a brand ambassador for recruiting purposes at colleges and technical schools is an important role for many organizations and requires a different approach from professional or corporate events. I’ve attended many recruiting events and interacted with hundreds of students: answering questions, sharing the mission and values of the organization, building brand awareness, identifying talent and generating interest in the industry.
