Running Head: ASSIGNMENT 1

Case Study Report

Name

Class

Subject

Date
ASSIGNMENT 2

Case Study Report

Q1

The company's social media efforts have helped to alleviate some of the company's customer

service concerns. Additional benefits include enhancing brand identity and increasing revenue

for the organisation. As a result of customers having to wait extended periods of time before

receiving a response to their questions, Sabre, the company's customer support IT programme,

expanded social media activity. It's been able to depict the company as one that values customer

service and is also a lot of fun to fly with, as well. The company's brand value was enhanced as a

result of all of these factors. As a result of the WestJet Kargo Kids April Fool's Video's fantastic

marketing, the company has seen a significant rise in the number of company tickets sold. As a

result of its social media efforts, WestJet's customers are more likely to encounter the company's

brand and build stronger relationships with businesses. Through its social media operations,

West Jet can quickly and efficiently meet the needs of its customers and disseminate vital

information. This approach can eventually be formalised into a business procedure. By

establishing a West Jet "social media identity," users would be able to find and communicate

with the airline on various social media platforms. West Jet should use social media to begin

establishing its brand image, define content, and engage customers as a consequence of the

advantages Pinterest gives through Snapchat.

Q2

The following section will explain why Bartem and Hounslow should invest more in developing

WestJet channels on Snapchat rather than Pinterest after reviewing all of the organization's
ASSIGNMENT 3

activities. Snapshot may not be under as much pressure to attract attention as Pinterest because

only four airlines actively seek Snapshot. If WestJet's 18-24 and 25-34 year old target audiences

are more closely linked with Snapchat's user base, then this could be the explanation. For the

most part, people in their 30s and 40s are more likely to travel by air. Comparatively, the age

demographics of people using Pinterest are more diverse. Because of the advantages of

Snapchat, Bartem and Hounslow have decided to build Pinterest channels on WestJet instead.

This could have an impact on the company's capacity to engage with customers and distribute

crucial information via Snapchat (Bartoš & Badánik, 2019). With Pinterest, the company will be

able to better sell its products, establish a stronger brand identity, and connect with its target

audience.

Q3

Marketing and customer service can be improved by interacting with potential customers via

search and maps on Google My Business, which may be used by WestJet. In the system, it looks

that clients who search for something related to a service provider are revealed immediately. For

WestJet to reap the most benefits, it is highly recommended that they begin testing this

technology right away as a large number of people use Google as a mapping tool. Elk have their

own year, and it's their year this year. To better service their clients, the company will now be

able to handle more customers in the same amount of time. With a well-established social media

presence and a loyal following, WestJet is well-positioned to implement any of its previously

mentioned projects (Reddy, 2021). While WestJet will continue to implement the objectives and

activities indicated below, it will do so with the same vigour and a critical eye for any necessary
ASSIGNMENT 4

revisions. For WestJet's workers and contractors, these tactics will help them achieve their goals

via hard effort and passionate involvement.

Q4

This would assist the organisation achieve its long-term goal of improving customer happiness.

For both short-term sales and demand growth as well as customer satisfaction, WestJet's long-

term aims are better fulfilled by Snapchat than those of any other marketing channel. By taking

use of Snapchat's large millennial audience and regular use of the airline service, these goals can

be achieved in the short term. Brand recognition can be enhanced by giving high-quality movies

to customers. Based on WestJet's observed and investigated strengths, weaknesses, opportunities,

and threats, the following social media campaign objectives have been found to be attainable.

According to the organization's history, current position, and predicted long-term trajectory, the

stated goals are on target (Bartoš & Badánik, 2019). Even if these goals change to better serve

the organization's overall objectives in the future, reaching new audiences and customers,

strengthening and increasing WestJet's market share in the commercial flight industry, and

strengthening and maintaining existing 6 customer relationships are the primary goals of this

social media campaign. The following social media goals have been set to help you achieve your

goals:

 Boosting the brand's visibility

 Word-of-mouth is a great way to get new customers.

 Use the most up-to-date technology and informational resources accessible today

 Think of new product and service ideas and new venues to put them into practise..
ASSIGNMENT 5

 The level of overall customer satisfaction needs to be raised and elevated.

Q5

We need to talk about what constitutes a win in this situation. Make certain that all passengers

most likely to use the airline service are covered, because this is quite crucial. Competition for

customers' attention should not be too fierce so that businesses can attract clients on a daily basis

and the application is well utilised. The company's brand can be elevated by using this new

social media network.

Q6

There are many advantages to using Google My Business for WestJet, including a more tailored

approach to the company's policies and a more financially viable long-term strategy for the

airline. Because of Snapchat's high marketing costs, Google My Business is recommended over

Snapchat in this industry (Lowes & Ferguson, 2021). To overcome the financial limits that

businesses experience when developing a social networking site to fulfil their aims while

simultaneously requiring zero funding for advertising, Google My Business, which provides

companies with a free company profile, is better equipped. It's unlikely that the company's goals

would be achieved as effectively if it relies entirely on Snapchat, despite its massive user base.

There are a number of objectives for the WestJet campaign, including increasing brand

awareness, driving word-of-mouth referrals and utilising the newest in electronic and

informational technologies. The following tools will be incorporated into the social media

campaign developed for WestJet in order to reach the aforementioned target audience. Tools will
ASSIGNMENT 6

be utilised to engage with customers and develop an ongoing dialogue with those customers so

that the message is properly received and acted upon, even though it will be conveyed in a

variety of methods. The campaign's tools and examples of how they will be used in each target

market are listed below.

Q7

WestJet will be able to maintain their current social networking site in addition to making an

impact on the new social networking site that they have selected, which is Google My Business.

This is because there is no budget that has been given for this purpose. The applications allow

automatic customer tracking that is connected to the company and even automated market

service presence while customers are searching for themes that are relevant to them. Because of

these recent developments, WestJet will be able to expand its customer base while

simultaneously maintaining its current clientele. This programme also requires that the

customer's company profile be kept free for a certain length of time; as a result, the customer will

receive income from this site and will be supporting this network.

Additionally, the firm would be able to keep its dominant position in this market on this social

networking site with the assistance of the app's large user base and the development of new

features. The budget for the campaign contains a breakdown of the costs required to accomplish

the plan, taking into consideration the organization's current presence on social media.

An analysis of the expected return on investment is going to be presented as the strategy for

marketing with social media comes to a close. The formulation and execution of the strategy are

the responsibilities of Robert P. Baker, Ryan Roseberry, and Mariana Medakovic, respectively.
ASSIGNMENT 7

Due to the advanced degree of maturity that WestJet's business has reached, the company has a

budget of 1,364,000 dollars (Starbird, Dailey, Mohamed et al., 2018). Due to the fact that the

business already maintains a presence on social media, just 25 percent of the funding will be

allotted to it for use in achieving this objective. This comes out to a grand total of 341,000

dollars spent on utilising social media.

ASSIGNMENT 8

References

Bartoš, M., & Badánik, B. (2019). Flying social media course. Transportation Research

Procedia, 43, 119-128.

Lowes, M., & Ferguson, S. D. (2021). Solutions Journalism: Strategies for Effecting and

Managing Change. Canadian Journal of Media Studies, 17(1), 60-85.

Reddy, R. (2021). Reasons for changes of passenger perceptions of low cost carriers identified

on social media-a case study on Jetstar Airways-A literature review. Technium Soc. Sci.

J., 19, 520.

Starbird, K., Dailey, D., Mohamed, O., Lee, G., & Spiro, E. S. (2018, April). Engage early,

correct more: How journalists participate in false rumors online during crisis events.

In Proceedings of the 2018 CHI conference on human factors in computing systems (pp. 1-

12).