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Earned and Owned Media Plan of Boeing

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You will need to develop two execution plans: one for earned and one for owned that include the following:

Earned Media Plan
A set of specific measurable earned media (PR) objectives for Boeing. Remember to always structure your objectives with anticipated measurable outcomes specific to your earned media recommendations. 3-5 earned media objectives are recommended.

A detailed description of at least three earned media tactics that support your objectives and strategies. This is how you'll execute in PR and the tools you'll use. Remember to focus on the communications aspects of these executions and provide sufficient detail on each of your recommendations for Boeing.

Owned Media Plan
A set of measurable owned media objectives for Boeing. Remember to always structure your objectives with anticipated measurable outcomes specific to your owned media recommendations. Again, 3-5 specific owned media objectives are recommended.

A detailed description of at least three owned media tactics that support your objectives. This is how you'll execute content marketing and the tools you'll use. Remember to focus on the communications aspects of these owned media executions and provide sufficient detail on each of your recommendations for Boeing.

Refer to the definitions and examples of objectives and tactics last week when developing this section of your campaign. While earned media and owned media are measured differently than paid and based on the specific tactics you recommend in each area, the structure of functional objectives and tactics in IMC is consistent.

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Solution Summary

Earned media plan and owned media plan of Boeing are discussed in a structured manner in this response. The related references are also provided.

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Earned Media Plan:
Measurable Earned Media Objectives for Boeing
• Increase website visits by 58 US airline companies by 100%. (Double their annual visits to Boeing Website)
• Engage CEOs of at least 800 global airlines to view the video of 777X Inner Story accessible on the Boeing website.
• Persuade 58 US airline companies to go through the 737 MAX simulation at least once in the year
• Have at least 70 percent of global airlines mention Boeing Company or its Aircraft in their news, press release, or website.

A detailed description of three earned media tactics to support the objectives and strategies of Boeing:
Sending 737 MAX simulations for review: Boeing will send a link to 737 MAX simulations for operating the plane and highlighting its safety features to 58 US airlines and 2000 international airlines. Each airline will be asked for a review of the features of 737 MAX (1).

The sales teams of Boeing making presentations at US airlines and international airlines will request everyone in the buying team to click onto the Boeing website and go to the 737 MAX simulation or 777x simulation to get a personal miniature model of the aircraft as a gift from Boeing.

Ranking for key source words: Boeing will regularly publish interesting data relevant to the airline industry. This data will be published in a manner so that it has high "viral" tendencies, ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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