Reputation ManagementPeggy Adamu

Juan Paolo M AlbaCaroline Kinsey

Suryabala Shenbagamurthy

Background

● SCPP, LLC● Develops Jet Bird Diverter (environmentally-friendly airplane equipment)● Incorporated in 2012● Based in Chicago● 150 employees● Mid-level segment● Business to business

Product Information● Jet Bird Diverter● How does it work

○ High pitched frequency○ Bird strobe light○ Visual moving bird image

● Advantages○ Environmentally friendly○ Humane repellent○ Quicker turnaround

Initial StepsResearch

● Internal audit: Through SWOT analysis, identify strengths and weakness of the organization. Based on the findings, advise the management on risk, governance, and control process.

● Talk to key stakeholders: Interact with the key stakeholders like the Customers (Aircraft manufacturers), employees, and C Suite management on the perception, attitude, and vision and mission of the company. Use Sue Dewhurst’s (B)ARROW framework to ask the right questions:

B - Bridging StatementA - AimR - RealityR - RoadblocksO - OpportunitiesW - Who & When

Initial StepsDevelop actionable objectives

● Social media strategy planning: Analyse the existing social media strategy and build an effective social media guidelines. Explore our pursuit on online platforms like LinkedIn to reach B to B target audience.

● Focus groups: Organize expert focus groups to understand the employees’ perception towards our product and their role in the performance of the company.

● Branding workshop: Invite employees to attend workshops for personal development.

● Effective internal communication: Introduce weekly internal newsletters, department catalogues, brochures, and presentation materials to constantly provide updates to the employees and keep them informed.

Customer Opinion

● Survey: One-time survey on the product innovation, customer expectations, and perception about the product

● Feedback form: Collect feedback from the customer about delivery, satisfaction, and product quality

● Qualitative analysis: Monitor media placements, social mentions, and identify competitive advantage

Profile A: $100,000Years 1-3

Regionalization - Outreach

● Communicating the company's profile to airlines flying in and out of highly bird-dense areas and airplane manufacturers that ship planes specifically to these designated areas.

● Offer field visits to the local chapter of the FAA and invite potential customers to visit headquarters. Including:

○ Alcoa○ Eaton○ GE○ Goodrich○ Hamilton Sundstrand○ Honeywell○ Northrop Grumman○ PPG

● Get on board with local conservation organizations

Regionalization - Outreach ● Approach people who mentioned us before

○ Including: Have current clients offer industry specific outlets testimonies on SCPP - Third party endorsement

● Attend conferences and offer panelist/speaking opportunities ○ Including: The RAA’s (Regional Airline Association) annual conference ○ RAA represents North American regional airlines, the manufacturers of products and

services supporting the regional airline industry ○ More than 12,000 regional airline flights companies and manufacturers present

Regionalization - Outreach Position SCPP’s role as (regional) advocate in aviation and environmental related issues

including:

● Pitch to local air-related special interest outlets with news round-ups pertaining to aviation and environmental related topics

○ Form relationship with aviary advocates and environmental agencies such as Greenpeace and the American Bird Conservancy

○ Offer industry-specific guest blogging opportunities and have CEO be the company’s spokesperson - Goal is to create a regional executive visibility plan

■ Example: Fast lane (Official blog of The US Secretary of Transportation)● Internal outreach:

○ Have employees featured in alumni newsletters○ Create a LinkedIn business group with news posting possibilities for employees

Visibility - Outreach Increase SCPP’s visibility by applying for global environmental grants including:

● Global Environmental Fund ○ Global alternative asset manager with approximately $1 billion in assets under

management○ World’s most successful investment firm dedicated to the energy, environmental, and

natural resources sectors○ Investing in the middle market since 1990

● UNDP (United Nations Development Program) Global Environmental Facility Grant ○ UNDP supports countries in addressing development, climate, and ecosystem

sustainability in an integrated manner. ○ Offers countries highly specialized technical services for eligibly assessment,

programme/project formulation, due diligence, mobilization of required co-financing, project implementation oversight, results management and evaluation, performance-based payments and knowledge management.

Regulatory Bodies● US Environmental Protection Agency (EPA)

○ Human health and environment

● Department of Transportation (DOT)○ Safe transportation

● Federal Aviation Administration (FAA)○ Under the DOT○ National aviation authority of the US

Reputation Declaration

Position SCPP, LLC as a cost-efficient, environmental friendly, safe and reliable

company.

Convincing Senior Mgmt. ● We will convince senior management of our reputation-enhancing ideas by

appealing to their vanity. ● In making the CEO the spokesperson of the company, we will aspire to:

○ Raise the CEO’s executive visibility from a regional level to a national and international level;

○ Enhance the CEO’s overall reputation by positioning him/her as a thought-leader and expert in the industry;

○ Associate the CEO with popular topics (environmental concerns, technological advancements, cost-cutting due to economic troubles) and position the CEO as an innovator who has solutions to relevant problems

Profile B: $500,000Years 4-7

Expanding Regional Activities● Continue activities performed during years 1-3● Expand regional activities performed during years 1-3 to a national and

international level, continuing to pay specific attention to airlines that fly in and out of highly bird-dense areas and airplane manufacturers that ship planes specifically to these designated areas.

International Paris Air Show

● Get heavily involved with the International Paris Air Show, which is held in Le Bourget, France every summer and participate in other national aerospace conferences

● Major Publicity Opportunity (2013 show):○ 3,100 reporters attended○ Over 10,000 articles were written about the show worldwide○ 315,000 visitors○ Aircraft manufacturers received approximately $150 billion in orders

International Paris Air Show● Become either a Major Sponsor or Official Sponsor of the event

○ Obtain publicity rights to use the title○ Exclusivity (Major = limited to 3 companies; Official = Limited to 1

company/industry)○ Invited to private B2B Meetings between exhibitors and trade vendors○ VIP location for public relations events○ Official = exposure on the show’s website and on all of the show’s

documents and promotional materials made available to attendees

● Host an exhibit in the VIP sponsor’s location where employees and the CEO will perform product demonstrations for conference attendees

International Paris Air Show● Have the CEO be featured as a keynote speaker to discuss the importance of

technological advancements in aerospace travel, the importance of cost-efficient, environmentally-friendly aircraft equipment, and the financial return airlines receive when using Bird Diverter

● Include the CEO on environmental panels that take place at the trade show

● Invite attendees to visit and tour company facilities

● Provide conference attendees with a gift bag filled with useful items (pens, stationery, mugs/thermoses, business cards) that bear the company name and logo

Other Popular Trade Shows ● International Society of Transport Aircraft Trading (Phoenix, AZ)● Aircraft Electronics Association (AEA) International Convention & Trade Show

(Grapevine, TX)● AeroDef Manufacturing (Dallas, TX)● American Association of Airport Executives (Philadelphia, PA) ● EAA AirVenture Experimental Aircraft Association (Oshkosh, WI)● Air & Space Conference and Technology Exposition (National Harbor, MD)● Aviation Summit (Palm Springs, CA)● FLYING Aviation Expo (Palm Springs, CA)● National Business Aviation Association (Las Vegas, NV) ● Manufacturing for the Future (Hartford, CT)

Collectively these conferences host over 100,000 aerospace-related corporations

Grants/Scholarships● In conjunction with other aircraft manufacturers and aerospace industry

leaders offer research-based funding grants to individuals who intend to research cost-efficient, environmentally-friendly ways to breathe new life into the aviation industry and minimize overhead cost to airlines

● Identify universities in the United States that have received national and international recognition for environmental programs and, in conjunction with these universities, offer small college scholarships and internships to students pursuing a degree at these universities○ Northland College (Wisconsin)○ Syracuse University Environmental Science and Forestry (New York)○ Middlebury College (Vermont)

Networking Events● Host a series of B2B networking events for members of the aerospace industry at

company facilities (airlines, airplane part manufacturers, airplane manufacturers, local aviation experts). As the company obtains more revenue, the networking events would expand into aerospace conferences.

● Invite local and trade press (Aviation Week, Aviation News, Landings, ISTA, Aviation)

● Promote event in popular trade publications and through networking with companies met at the International Paris Air Show

● Have the CEO be featured as the keynote speaker, provide tours of the facility, and conduct product demonstrations

Develop Short Documentary● Highlight bird-dense areas and expand upon the problem without

implying airlines without this product are unsafe or becoming an enemy of the airlines.

● Emphasize the importance for development of cost-efficient, economically friendly aircraft equipment and how technological advancements can minimize costs to the airlines while preserving the environment

● Include a product demonstration● Include interviews with research & development, ornithologists,

satisfied customers, airlines that have benefitted from the use of our product, and the company’s CEO

Develop Short Documentary● Documentary will be:

○ Presented and played at all networking events/conferences○ Shown at our exhibit during the International Paris Air Show and

before all tours of corporate facilities begin○ Made available on the International Paris Air Show mobile phone

app.○ On the company website○ Put onto USB’s and included as part of the gift bags given out by the

company at the International Paris Air Show○ Included as a link in email communications sent to prospective

customers○ Mentioned by the CEO during press coverage, whenever possible

Demonstrate CEO’s Expertise● Expand the media tour conducted during years 1-3

● Have CEO draft Op.Eds. and travel to different airline headquarters and airplane manufacturing companies to discuss the product, its benefits, and the importance of environmentally-friendly aircraft equipment

● Strive to get CEO and company featured on the cover of trade publications and promoted as an industry thought-leader

● Have the CEO conduct a TED Talk on the importance of technological advancements in aerospace travel and how cost-efficient, environmentally friendly aircraft equipment can benefit both the public and the airlines

Questions?