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3;
‹#=
›
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![](3D"master05_image002.gif")
‹#›
![](3D"master05_image005.gif")
![](3D"slide0357_image006.gif")
=
;
=
;
=
;
=
;
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;
=
;
=
;
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;
![3D"gLOBAL](3D"slide0357_image008.gif")
![3D"logo](3D"slide0357_image010.gif")
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![](3D"master18_image012.gif")
Diversity at American Airlines :
An Integrated Business Strategy
Denise Lynn
Vice President, Diversity and Leadership Strategies
Colloquium on Global Diversity
‹#›
3
=
American Air= lines: a Tradition of Marketing to Women
American Air= lines: a Tradition of Marketing to Women
![3D"Ad](3D"slide0356_image014.gif")
‹#›
4
–Our
goal:
§Grow loyalty among our increasingly diverse customer and employee
base
§Develop and implement a diversity strategy directly connected to our
business objectives
–Our
approach:
§A holistic approach that integrates traditional diversity initiatives
with market goals using
cross-functional teams and processes
–Our
results:
§Enhanced understanding of diverse employees and cu=
stomers
§Organizational diversity strategies aligned to diverse market business
goals
§Diverse teams and interdepartmental partnerships that require employe=
es
to think differently about =
how
work gets done at American Airlines
Diversity at American Airlines
DRAFT=
‹#›
![](3D"slide0348_image015.gif")
5
The First Step: Re-define the Diversity “Conversation”=
Compliance
Protect the Brand
Enhance
Brand Equity
Ø© 2005 Mill
Square Group, Inc.
All rights reserved.
‹#›
![](3D"slide0332_image016.gif")
6
Next:
Inventory All Existing Assets that Matter to
Diverse Customers
and Employees
=
Diversity Business Strategy
![](3D"slide0332_image017.gif")
![](3D"slide0332_image018.gif")
![](3D"slide0332_image019.gif")
Marketing
Human Resources<=
/b>
Corporate Citize=
nship
Suppliers
Products/Channels
=
•=
Do our products =
appeal to diverse <=
/span>=
customers?
•
=
•=
Can diverse customers easily purchase our=
products and use ou=
r =
services?
=
•=
Do the demographics =
of our supplier bas=
e reflect those of ou=
r customers and employees?
•
=
•=
Do diverse customers see our messages in=
the media they use?
=
;
•
=
•=
Are those messages targeted, relevant =
and appealing to them?&=
#13;
•
=
•=
Do we support the communities and organizations t=
hat
our employees and customers care about?
•
•
=
•=
Is this a great place for diverse employees t=
o have successful careers?
•
=
•<=
/span> Does our workforce reflect the diversi=
ty of our customers and <=
/span>communities?
•
•
Ø© 2005 Mill
Square Group, Inc.
All rights reserved.
‹#›
7
American Airlines Infrastructure=
for
Success: Defined Roles and Senior Executi=
ve
Participation
Employee Resource
Groups
External Advisory
Councils
BOD Diversity
Committee
Extended Team
Supplier Div,
Customer Service,
Products, Online
Core Team
Adv, PR, Sales,
Corp Citizenship,
Market Research
Diverse
Segment
Marketing Lead
Executive Steering
Committee
Executive Sponsors
Mar Com , HR
![](3D"slide0353_image021.gif")
Marketing
Agency Support
![](3D"slide0353_image022.gif")
Human Resources Diversity Strategies
‹#›
![](3D"slide0352_image023.gif")
8
<=
span
style=3D'font-size:65%;font-style:normal'>Making Diversity An Integral Bus=
iness
Strategy
A Few Examples…
A Few Examples…
=
Diverse Segment Business Initiatives
![](3D"slide0352_image024.gif")
![](3D"slide0352_image025.gif")
![](3D"slide0352_image026.gif")
Marketing
![](3D"slide0352_image027.gif")
Human Resources<=
/b>
![](3D"slide0352_image028.gif")
Community
![](3D"slide0352_image029.gif")
Suppliers
![](3D"slide0352_image030.gif")
Products/Channel=
s
• External Customer Advisory Councils
• AA.com/women and AA.com/rainbow
=
• St=
eve
Harvey partnership
• Bi-Lingual Hispanic Marketing Campaign
• BusinessExtrAA for diverse =
small businesses,
non-profits
• Se=
gment
–specific AA Vacations promotions
=
;
• ERG participation i=
n =
Segment Marketing P=
lan development
• Diversity Strategie=
s
• JL=
T
•
• Susan G Komen cross=
-=
segment partnership=
• Sponsorships of nonprofits that =
=
serve diverse
populations
• Ex=
panded
Tier 1 and 2 supplier diversity goals
• Inclusion of LGBT-owned <=
span
style=3D'position:absolute;top:78.75%;left:2.8%;width:28.27%;height:3.5%'>=
businesses in diver=
se =
supplier network
Ø© 2005 Mill
Square Group, Inc.
All rights reserved.
‹#›
9
Business Results at American Airlines
ŸActive employee engagement and buy-in to diversity
=
–Participation
in business decisions (ERGs)
ŸMore inclusive marketing for all our customers
![](3D"slide0336_image031.gif")
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–Diversity
perspective starting to influence other marketing decisions
ŸFaster speed-to-market of new ideas and programs
–Employees
working in cross-functional teams instead of in “silos:” this breaks down barriers so work get done more
quickly
ŸBetter loyalty with increasingly diverse employees and customers
=
;
–Differentiating
American Airlines in the industry
–
Ÿ
Ÿ
Greater understanding of diversity as a key business imperative<=
/span>
‹#›
![](3D"slide0354_image032.gif")
10
Marketing
Key Travel
Influencers
•
Airport, On-Board & Reservation Center
Community
Presence
AA.com & <=
/span>Online Experience
Products & Services
![](3D"slide0354_image033.gif")
AA Diverse
Customer
Experience
Ø© 2005 Mill
Square Group, Inc.
All rights reserved.
‹#›
11
Moving Forward:
Challenges and Obstacles
ŸMeasuring results
–Hard
to establish metrics and baselines
–Thinking
about diversity in quantitative vs. qualitative ways
ŸBudget concerns
–Difficult
to sell an increase in the marketing budget
–Territory
issues
ŸVisibility
–How to =
get
attention for the importance of diversity in a crowded internal marketplace
=
Click to edit Master text styles
Second level
Third level
Fourth level
Fifth level
=
<=
b>‹#›
‹=
#›
1
<=
b>2
<=
b>3
1950’s Good Housekeeping Ad text and voice over:
American Airlines has actually being marketing to women for=
a
long time!
This is an ad that ran in Good Housekeeping in the 1950’s.<=
span
style=3D'mso-spacerun:yes'> I know you can’t see the copy, so let =
me
share it with you.
“Time was when a long trip loomed up as grim and unfriendly=
for a
woman! The endless wait to eat…the
embarrassment of sharing a table… the paying of checks…tipping. For women traveling by surface
transportation these were unavoidable and unwelcome responsibilities.
=
That’s why Flagship travel is so popular with women today. =
It’s
so carefree. All you do is board =
the
plane. From then on you’re a
queen. Delicious, delightfully se=
rved
meals come to you…friendly stewardesses cater to you…=
hang
up your coat ….give you a pillow….attend your every wish. These are just a few of the reasons wh=
y more
and more modern women choose this modern way of traveling.”
<=
b>4
<=
b>5
Transition to next slide:
Changing the “conversation” also means focusing senior mana=
gement
on a different set of questions…
<=
b>6
…we took inventory of all the various assets we had in plac=
e that
would matter to our customers. &#=
13;
Were we doing the right things to position us as the carrie=
r of
choice with diverse customers?
Spell out what we mean by “diverse customers” – the whole r=
ange
of our customer base
<=
b>7
This is a network, not an org chart, and it was created wit=
h our
of existing personnel.
Note that when AA began the Diverse Segment Marketing initi=
ative,
we selected 4 segments initially:
African American, Hispanic, LGBT, and Women. This network exists for each of the fo=
ur
segments. Some elements of the ne=
twork
are different for each segment (the core team, the segment marketing lead,=
the
ERG, Advisory Councils) while other groups contain members that support all
segments (Steering Committee, extended team, etc.).
Multiple ERGs might support one segment (and employees can =
belong
to more than one ERG).
Some ERGs support multiple segments (women’s ERG, for examp=
le,
has members that are Hispanic, African American, and gay/lesbian).
Note the involvement of the BOD Diversity Committee
Mill Square Group as a partner
J=
<=
b>8
Products/Channels
=
•Business
ExtrAA allows travelers to earn points for their business or nonprofit org=
, in
addition to their own miles
•Segment-specific
AA Vacations: Family Reunion prom=
otion
is a vacation targeted to African Americans
Suppliers
<=
/div>
•Tier
2 goals are more ambitious this year
•AA
was an early mover in recognizing LGBT suppliesr
Community
<=
/div>
•Susan
G Komen is new partnership this year – large, national scale
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InitHLinkArray()
if( g_scaleInFrame||(IsWin("PPTSld") && parent.IsFullScrMode() ) )
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SlideObj.style.visibility=3D"visible"
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function MakeNotesVis()
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SlideObj.style.display=3D"none"
nObj =3D document.all.item("NotesObj")
parent.SetHasNts(0)
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function ChkAutoAdv()
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if(SldHasTrans())
SlideObj.onfilterchange=3DAutoAdv
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function AutoAdv()
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var sld=3DGetCurSld()
if( (sld.mAdvDelay>0) && !parent.IsFramesMode() )
setTimeout("parent.GoToNextSld()",sld.mAdvDelay)
}
function GetObj(id)
{
if(g_supportsPPTHTML) return document.all(id);
else return document.getElementById(id);
}
function SldHasTrans() { return SlideObj.style.filter !=3D ""; }
function GetSldId() { return sId=3Dlocation.href.substring(location.href.la=
stIndexOf('/')+1) }
function HideMenu() { if( frames["PPTSld"] && PPTSld.document.all.item("ctx=
tmenu") && PPTSld.ctxtmenu.style.display!=3D"none" ) { PPTSld.ctxtmenu.styl=
e.display=3D'none'; return true } return false }
function IsWin( name ) { return window.name =3D=3D name }
function IsNts() { return IsWin("PPTNts") }
function IsSldOrNts() { return( IsWin("PPTSld")||IsWin("PPTNts") ) }
function SupportsPPTAnimation() { return( navigator.platform =3D=3D "Win32"=
&& navigator.appVersion.indexOf("Windows")>0 ) }
function SupportsPPTHTML()
{
var appVer=3Dnavigator.appVersion, msie=3DappVer.indexOf("MSIE "), ver=3D0
if( msie >=3D 0 )
ver=3DparseFloat( appVer.substring( msie+5, appVer.indexOf(";",msie) ) )
else
ver=3DparseInt(appVer)
return( ver >=3D 4 && msie >=3D 0 )
}
function _RSW()
{
if( !g_supportsPPTHTML || IsNts() ||
( !g_scaleInFrame && (!IsWin("PPTSld") || !parent.IsFullScrMode()) ) )
return
var padding=3D0;
if( IsWin("PPTSld") && parent.IsFramesMode() ) padding=3D6
cltWidth=3Ddocument.body.clientWidth-padding
cltHeight=3Ddocument.body.clientHeight-padding
factor=3D(1.0*cltWidth)/g_origW
if( cltHeight < g_origH*factor )
factor=3D(1.0*cltHeight)/g_origH
newSize =3D g_origSz * factor
if( newSize < 1 ) newSize=3D1
s=3DSlideObj.style
s.fontSize=3DnewSize+"px"
s.posWidth=3Dg_origW*factor
s.posHeight=3Dg_origH*factor
s.posLeft=3D(cltWidth-s.posWidth+padding)/2
s.posTop=3D(cltHeight-s.posHeight+padding)/2
if( g_scaleHyperlinks )
ScaleHyperlinks( factor )
}
function _InitAnimations()
{
animRuntimeInstalled =3D ''+document.body.localTime !=3D 'undefined';
isFullScreen =3D (window.name =3D=3D "PPTSld") && !parent.IsFramesMode();
g_animUseRuntime =3D g_showAnimation && animRuntimeInstalled && !(isFullSc=
reen && parent.IsSldVisited());
if( g_animUseRuntime ) {
collSeq =3D document.all.tags("seq");
if( collSeq !=3D null ) {
for(ii=3D0;ii numSlds )
gSldJumpIdx =3D numSlds;
if ( gSldJumpIdx >=3D 0 ) {
if ( gSldJumpIdx =3D=3D 0 )
gSldJumpIdx =3D 1;
var jumpTo =3D parseInt(gSldJumpIdx);
gSldJump =3D 0; gSldJumpIdx =3D "";
win.GoToSld( parent.GetSldList().mList[jumpTo-1].mSldHref )
}
}
}
function _KDH()
{
if( event.keyCode =3D=3D 8 ) {
event.returnValue =3D 0;
parent.GoToPrevSld();
}
}
function DocumentOnClick()
{
if( IsNts() || parent.HideMenu() ) return;
if( ( g_allowAdvOnClick && !parent.IsFramesMode() ) ||
(event && (event.keyCode=3D=3D32) ) )
parent.GoToNextSld();
}
var g_supportsPPTHTML =3D SupportsPPTHTML(), g_scaleInFrame =3D 1, gId=3D""=
, g_bgSound=3D"",
g_scaleHyperlinks =3D false, g_allowAdvOnClick =3D 1, g_showInBrowser =
=3D 0, gLoopCont =3D 0, gUseSldTimings =3D 1;
var g_showAnimation =3D g_supportsPPTHTML && SupportsPPTAnimation() && ( (w=
indow.name=3D=3D"PPTSld" && !parent.IsFramesMode()) || g_showInBrowser );va=
r g_animManager =3D null;
var g_animUseRuntime =3D false;
var g_animItemsToHide, g_animInteractiveItems, g_animSlideTime;
var g_animMainSequence =3D null;
var ENDSHOW_MESG=3D"End of slide show, click to exit.", SCREEN_MODE=3D"Fram=
es", gIsEndShow=3D0, NUM_VIS_SLDS=3D11, SCRIPT_HREF=3D"script.js", FULLSCR_=
HREF=3D"fullscreen.htm";
var gCurSld =3D gPrevSld =3D 1, g_offset =3D 0, gNtsOpen =3D gHasNts =3D gO=
tlTxtExp =3D 0, gHasNarration =3D 0, gOtlOpen =3D true
window.gPPTHTML=3DSupportsPPTHTML()
var gMainDoc=3Dnew Array(new hrefList("slide0357.htm",1,-1,1),new hrefList(=
"slide0299.htm",1,-1,1),new hrefList("slide0356.htm",1,-1,1),new hrefList("=
slide0300.htm",1,-1,1),new hrefList("slide0348.htm",1,-1,1),new hrefList("s=
lide0332.htm",1,-1,1),new hrefList("slide0353.htm",1,-1,1),new hrefList("sl=
ide0352.htm",1,-1,1),new hrefList("slide0336.htm",1,-1,1),new hrefList("sli=
de0354.htm",1,-1,1),new hrefList("slide0355.htm",1,-1,1));
function FullScrInit()
{
g_allowAdvOnClick =3D GetCurSld().mAdvOnClk
document.body.style.backgroundColor=3D"black"
document.oncontextmenu=3Dparent._CM;
document.onkeydown =3D _KDH;
document.ondragstart=3DCancel
document.onselectstart=3DCancel
self.focus()
}
function Redirect( frmId )
{
var str=3Ddocument.location.hash,idx=3Dstr.indexOf('#'), sId=3DGetSldId()
if(idx>=3D0) str=3Dstr.substr(1);
if( window.name !=3D frmId && ( sId !=3D str) ) {
obj =3D GetObj("Main-File")
window.location.href=3Dobj.href+"#"+sId
return 1
}
return 0
}
var MHTMLPrefix =3D CalculateMHTMLPrefix();
function CalculateMHTMLPrefix()
{
if ( document.location.protocol =3D=3D 'mhtml:') {
href=3Dnew String(document.location.href)
Start=3Dhref.indexOf('!')+1
End=3Dhref.lastIndexOf('/')+1
if (End < Start)
return href.substring(0, Start)
else
return href.substring(0, End)
}
return '';
}
function GetTags(base,tag)
{
if(g_supportsPPTHTML) return base.all.tags(tag);
else return base.getElementsByTagName(tag);
}
function UpdNtsPane(){ if(frames["PPTNts"]) PPTNts.location.replace( MHTMLP=
refix+GetHrefObj( gCurSld ).mNtsHref ) }
function UpdNavPane( sldIndex ){ if(gNavLoaded) PPTNav.UpdNav() }
function UpdOtNavPane(){ if(gOtlNavLoaded) PPTOtlNav.UpdOtlNav() }
function UpdOtlPane(){ if(gOtlLoaded) PPTOtl.UpdOtl() }
function SetHasNts( fVal )
{
if( gHasNts !=3D fVal ) {
gHasNts=3DfVal
UpdNavPane()
}
}
function ToggleOtlText()
{
gOtlTxtExp=3D!gOtlTxtExp
UpdOtlPane()
}
function ClearMedia()
{
if (PPTSld.pptSound) PPTSld.pptSound.loop =3D 0;
}
function FullScreen()
{
if ( PPTSld.g_animUseRuntime )
PPTSld.document.body.pause();
ClearMedia();
var href =3D ( document.location.protocol =3D=3D 'mhtml:') ? FULLSCR_HREF =
: FULLSCR_HREF+"#"+GetHrefObj(gCurSld).mSldHref;
if(PPTNav.event.ctrlKey) {
var w =3D (window.screen.availWidth * 1.0) / 2.0
var h =3D w * (PPTSld.g_origH * 1.0) / PPTSld.g_origW
win =3D window.open( MHTMLPrefix+href,null,"toolbar=3D0,resizable=3D1,top=
=3D0,left=3D0," + "width=3D"+ w + ",height=3D" + h );
if( win.document.body && PPTSld.g_animUseRuntime )
win.document.body.PPTSldFrameset=3Dwindow;
}
else
{
win =3D window.open( MHTMLPrefix+href,null,"fullscreen=3Dyes" );
if( win.document.body && PPTSld.g_animUseRuntime )
win.document.body.PPTSldFrameset=3Dwindow;
}
}
function ToggleVNarration()
{
rObj=3DPPTSld.document.all("NSPlay")
if( rObj && !PPTSld.g_animUseRuntime ) {
if( (rObj.playState =3D=3D 1)||(rObj.playState =3D=3D 0) )
rObj.Play()
else if( rObj.playState =3D=3D 2 )
rObj.Pause()
else
return;
}
else if( PPTSld.g_animUseRuntime )
{
narObj =3D PPTSld.document.all("narrationID")
if( narObj )
narObj.togglePause()
}
}
function GetCurSldNum()
{
obj=3DGetHrefObj(gCurSld)
if( obj.mOrigVis =3D=3D 1 )
return obj.mSldIdx
else
return gCurSld
}
function GetNumSlds()
{
if( GetHrefObj(gCurSld).mOrigVis =3D=3D 1 )
return GetSldList().mNumVisSlds;
else
return GetSldList().mList.length
}
function GetSldNum( href )
{
for(ii=3D0; ii 1 )
PopSldList();
else if( !IsFramesMode() ) {
if( gLoopCont )
GoToFirst()
else
EndShow()
}
}
function GoToPrevSld()
{
ii=3DgCurSld-1
if( ii > 0 ) {
obj=3DGetHrefObj(ii)
while ( obj && ( obj.mVis =3D=3D 0 ) && ( ii>0 ) )
obj=3DGetHrefObj(--ii)
if( ii =3D=3D 0 ) ii=3D1
GoToSldNum(ii)
}
}
function GoToFirst(){ GoToSld( GetHrefObj(1).mSldHref ) }
function GoToLast()
{
ii=3DGetSldList().mList.length
if( ii !=3D gCurSld )
GoToSld( GetHrefObj(ii).mSldHref )
}
function GoToSldNum( num )
{
if( PPTSld.event ) PPTSld.event.cancelBubble=3Dtrue
obj =3D GetHrefObj( num )
obj.mVis=3D1
gPrevSld=3DgCurSld
gCurSld =3D num;
PPTSld.location.replace(MHTMLPrefix+obj.mSldHref)
if( IsFramesMode() ) {
UpdNavPane(); UpdOtlPane(); UpdNtsPane()
}
}
function GoToSld( href )
{
if( PPTSld.event ) PPTSld.event.cancelBubble=3Dtrue
GetHrefObj( GetSldNum(href) ).mVis=3D1
PPTSld.location.replace(MHTMLPrefix+href)
}
function SldUpdated( id )
{
if( id =3D=3D GetHrefObj(gCurSld).mSldHref ) return
gPrevSld=3DgCurSld
gCurSld=3DGetSldNum(id)
if( IsFramesMode() ) {
UpdNavPane(); UpdOtlPane(); UpdNtsPane()
}
}
function PrevSldViewed(){ GoToSld( GetHrefObj(gPrevSld).mSldHref ) }
function HasPrevSld() { return ( gIsEndShow || ( gCurSld !=3D 1 && GetHrefO=
bj( gCurSld-1 ).mVis =3D=3D 1 )||( GetCurSldNum() > 1 ) ) }
function HasNextSld() { return (GetCurSldNum() !=3D GetNumSlds()) }
function CloseWindow() {
if( HideMenu() ) return;
var event =3D PPTSld.event;
if( !IsFramesMode() && event && (event.keyCode=3D=3D27 || event.keyCode=3D=
=3D32 || event.type=3D=3D"click" ) )
window.close( self );
CatchNumKeys( self, event );
}
function Unload() { gIsEndShow=3D0; }
function SetupEndShow() {
gIsEndShow=3D1;
PPTSld.document.body.scroll=3D"no";
PPTSld.document.onkeypress=3DCloseWindow;
PPTSld.document.onclick=3DCloseWindow;
PPTSld.document.oncontextmenu=3D_CM;
}
function EndShow()
{
if( IsFramesMode() ) return
if( PPTSld.event ) PPTSld.event.cancelBubble=3Dtrue
doc=3DPPTSld.document
var dir =3D doc.body.dir
if( dir !=3D "rtl" ) dir =3D "ltr";
doc.open()
doc.writeln(' 0) {
PushSldList(sldList,fEnd);
gCurSld =3D 1;
}
else
if( PPTSld.event ) PPTSld.event.cancelBubble=3Dtrue
}
function PushSldList(arr,fEnd) {
var ii =3D gSldStack.length;
gSldStack[ii] =3D new SldList(arr,gCurSld,fEnd);
GoToSld( gSldStack[ii].mList[0].mSldHref );
}
function PopSldList() {
if (gSldStack[gSldStack.length-1].fEndShow)
EndShow()
else {
gCurSld =3D gSldStack[gSldStack.length-1].mCurSld;
gSldStack[gSldStack.length-1] =3D null;
gSldStack.length--;
var sldList =3D gSldStack[gSldStack.length-1];
GoToSld( sldList.mList[gCurSld - 1].mSldHref );
}
}
var custShowList=3Dnew Array();
function ImgBtn( oId,bId,w,action )
{
var t=3Dthis
t.Perform =3D _IBP
t.SetActive =3D _IBSetA
t.SetInactive=3D _IBSetI
t.SetPressed =3D _IBSetP
t.SetDisabled=3D _IBSetD
t.Enabled =3D _IBSetE
t.ChangeIcon =3D null
t.UserAction =3D action
t.ChgState =3D _IBUI
t.mObjId =3D oId
t.mBorderId=3D bId
t.mWidth =3D w
t.mIsOn =3D t.mCurState =3D 0
}
function _IBSetA()
{
if( this.mIsOn ) {
obj=3Dthis.ChgState( gHiliteClr,gShadowClr,2 )
obj.style.posTop=3D0
}
}
function _IBSetI()
{
if( this.mIsOn ) {
obj=3Dthis.ChgState( gFaceClr,gFaceClr,1 )
obj.style.posTop=3D0
}
}
function _IBSetP()
{
if( this.mIsOn ) {
obj=3Dthis.ChgState( gShadowClr,gHiliteClr,2 )
obj.style.posLeft+=3D1; obj.style.posTop+=3D1
}
}
function _IBSetD()
{
obj=3Dthis.ChgState( gFaceClr,gFaceClr,0 )
obj.style.posTop=3D0
}
function _IBSetE( state )
{
var t=3Dthis
GetObj( t.mBorderId ).style.visibility=3D"visible"
if( state !=3D t.mIsOn ) {
t.mIsOn=3Dstate
if( state )
t.SetInactive()
else
t.SetDisabled()
}
}
function _IBP()
{
var t=3Dthis
if( t.mIsOn ) {
if( t.UserAction !=3D null )
t.UserAction()
if( t.ChangeIcon ) {
obj=3DGetObj(t.mObjId)
if( t.ChangeIcon() )
obj.style.posLeft=3Dobj.style.posLeft+(t.mCurState-4)*t.mWidth
else
obj.style.posLeft=3Dobj.style.posLeft+(t.mCurState-0)*t.mWidth
}
t.SetActive()
}
}
function _IBUI( clr1,clr2,nextState )
{
var t=3Dthis
SetBorder( GetObj( t.mBorderId ),clr1,clr2 )
obj=3DGetObj( t.mObjId )
obj.style.posLeft=3Dobj.style.posLeft+(t.mCurState-nextState)*t.mWidth-obj=
.style.posTop
t.mCurState=3DnextState
return obj
}
function TxtBtn( oId,oeId,action,chkState )
{
var t=3Dthis
t.Perform =3D _TBP
t.SetActive =3D _TBSetA
t.SetInactive=3D _TBSetI
t.SetPressed =3D _TBSetP
t.SetDisabled=3D _TBSetD
t.SetEnabled =3D _TBSetE
t.GetState =3D chkState
t.UserAction =3D action
t.ChgState =3D _TBUI
t.mObjId =3D oId
t.m_elementsId=3D oeId
t.mIsOn =3D 1
}
function _TBSetA()
{
var t=3Dthis
if( t.mIsOn && !t.GetState() )
t.ChgState( gHiliteClr,gShadowClr,0,0 )
}
function _TBSetI()
{
var t=3Dthis
if( t.mIsOn && !t.GetState() )
t.ChgState( gFaceClr,gFaceClr,0,0 )
}
function _TBSetP()
{
if( this.mIsOn )
this.ChgState( gShadowClr,gHiliteClr,1,1 )
}
function _TBSetD()
{
this.ChgState( gFaceClr,gFaceClr,0,0 )
this.mIsOn =3D 0
}
function _TBSetE()
{
var t=3Dthis
if( !t.GetState() )
t.ChgState( gFaceClr,gFaceClr,0,0 )
else
t.ChgState( gShadowClr,gHiliteClr,1,1 )
t.mIsOn =3D 1
}
function _TBP()
{
var t=3Dthis
if( t.mIsOn ) {
if( t.UserAction !=3D null )
t.UserAction()
if( !t.GetState )
return
if( t.GetState() )
t.SetPressed()
else
t.SetActive()
}
}
function _TBUI( clr1,clr2,lOffset,tOffset )
{
SetBorder( GetObj( this.mObjId ),clr1,clr2 )
Offset( GetObj( this.m_elementsId ),lOffset,tOffset )
}
function Offset( obj, top, left ){ obj.style.top=3Dtop; obj.style.left=3Dle=
ft }
function SetBorder( obj, upperLeft, lowerRight )
{
s=3Dobj.style;
s.borderStyle =3D "solid"
s.borderWidth =3D 1
s.borderLeftColor =3D s.borderTopColor =3D upperLeft
s.borderBottomColor=3D s.borderRightColor =3D lowerRight
}
function GetBtnObj(){ return gBtnArr[window.event.srcElement.id] }
function BtnOnOver(){ b=3DGetBtnObj(); if( b !=3D null ) b.SetActive() }
function BtnOnDown(){ b=3DGetBtnObj(); if( b !=3D null ) b.SetPressed() }
function BtnOnOut(){ b=3DGetBtnObj(); if( b !=3D null ) b.SetInactive() }
function BtnOnUp()
{
b=3DGetBtnObj()
if( b !=3D null )
b.Perform()
else
Upd()
}
function GetNtsState(){ return parent.gNtsOpen }
function GetOtlState(){ return parent.gOtlOpen }
function GetOtlTxtState(){ return parent.gOtlTxtExp }
function NtsBtnSetFlag( fVal )
{
s=3Ddocument.all.item( this.m_flagId ).style
s.display=3D"none"
if( fVal )
s.display=3D""
else
s.display=3D"none"
}
function _BSetA_Border(){ b =3D gBtnArr[this.mObjId]; if( b !=3D null ) b.S=
etActive() }
function _BSetI_Border(){ b =3D gBtnArr[this.mObjId]; if( b !=3D null ) b.S=
etInactive() }
function _BSetP_Border(){ b =3D gBtnArr[this.mObjId]; if( b !=3D null ) b.S=
etPressed() }
function _BSetA_BorderImg()
{
b =3D gBtnArr[this.mBorderId]
if( b !=3D null && this.mIsOn && !b.GetState() ) {
obj=3Dthis.ChgState( gHiliteClr,gShadowClr,2 )
obj.style.posTop=3D0
}
}
function _BSetI_BorderImg()
{
b =3D gBtnArr[this.mBorderId]
if( b !=3D null && this.mIsOn && !b.GetState() ) {
obj=3Dthis.ChgState( gFaceClr,gFaceClr,1 )
obj.style.posTop=3D0
}
}
var gHiliteClr=3D"THREEDHIGHLIGHT",gShadowClr=3D"THREEDSHADOW",gFaceClr=3D"=
THREEDFACE"
var gBtnArr =3D new Array()
gBtnArr["nb_otl"] =3D new TxtBtn( "nb_otl","nb_otlElem",parent.ToggleOtlPan=
e,GetOtlState )
gBtnArr["nb_otlElem"] =3D new TxtBtn( "nb_otl","nb_otlElem",parent.ToggleOt=
lPane,GetOtlState )
gBtnArr["nb_nts"] =3D new ImgBtn( "nb_nts","nb_ntsBorder",10,parent.ToggleN=
tsPane )
gBtnArr["nb_nts"].SetActive =3D _BSetA_BorderImg;
gBtnArr["nb_nts"].SetInactive =3D _BSetI_BorderImg;
gBtnArr["nb_ntsBorder"] =3D new TxtBtn( "nb_ntsBorder","nb_ntsElem",parent.=
ToggleNtsPane,GetNtsState )
gBtnArr["nb_ntsElem"] =3D new TxtBtn( "nb_ntsBorder","nb_ntsElem",parent.To=
ggleNtsPane,GetNtsState )
gBtnArr["nb_prevBorder"] =3D gBtnArr["nb_prev"]=3D new ImgBtn( "nb_prev","n=
b_prevBorder",30,parent.GoToPrevSld )
gBtnArr["nb_nextBorder"] =3D gBtnArr["nb_next"]=3D new ImgBtn( "nb_next","n=
b_nextBorder",30,parent.GoToNextSld )
gBtnArr["nb_sldshw"]=3D new ImgBtn( "nb_sldshw","nb_sldshwBorder",18,parent=
.FullScreen )
gBtnArr["nb_sldshwBorder"] =3D new TxtBtn( "nb_sldshw","nb_sldshwBorder",pa=
rent.FullScreen,null )
gBtnArr["nb_sldshwBorder"].SetActive =3D _BSetA_Border;
gBtnArr["nb_sldshwBorder"].SetInactive =3D _BSetI_Border;
gBtnArr["nb_sldshwText"] =3D new TxtBtn( "nb_sldshw","nb_sldshwText",parent=
.FullScreen,null )
gBtnArr["nb_sldshwText"].SetActive =3D _BSetA_Border;
gBtnArr["nb_sldshwText"].SetInactive =3D _BSetI_Border;
gBtnArr["nb_voice"] =3D gBtnArr["nb_voiceBorder"] =3D new ImgBtn( "nb_voice=
","nb_voiceBorder",18,parent.ToggleVNarration )
gBtnArr["nb_otlTxtBorder"] =3D gBtnArr["nb_otlTxt"]=3D new ImgBtn( "nb_otlT=
xt","nb_otlTxtBorder",23,parent.ToggleOtlText )
gBtnArr["nb_ntsBorder"].m_flagId=3D "nb_nts"
gBtnArr["nb_ntsBorder"].SetFlag =3D NtsBtnSetFlag
gBtnArr["nb_otlTxt"].ChangeIcon=3D GetOtlTxtState
var sNext=3D"Next",sPrev=3D"Previous",sEnd=3D"End Show",sFont=3D"Arial",sAr=
row=3D"Arrow",sFreeform=3D"Freeform",sRect=3D"Rectangle",sOval=3D"Oval"
function ShowMenu()
{
BuildMenu();
var doc=3DPPTSld.document.body,x=3DPPTSld.event.clientX+doc.scrollLeft,y=
=3DPPTSld.event.clientY+doc.scrollTop
m =3D PPTSld.document.all.item("ctxtmenu")
m.style.pixelLeft=3Dx
if( (x+m.scrollWidth > doc.clientWidth)&&(x-m.scrollWidth > 0) )
m.style.pixelLeft=3Dx-m.scrollWidth
m.style.pixelTop=3Dy
if( (y+m.scrollHeight > doc.clientHeight)&&(y-m.scrollHeight > 0) )
m.style.pixelTop=3Dy-m.scrollHeight
m.style.display=3D""
}
function _CM()
{
if( !parent.IsFullScrMode() ) return;
if(!PPTSld.event.ctrlKey) {
ShowMenu()
return false
} else
HideMenu()
}
function BuildMenu()
{
if( PPTSld.document.all.item("ctxtmenu") ) return
var mObj=3DCreateItem( PPTSld.document.body )
mObj.id=3D"ctxtmenu"
mObj.style.visibility=3D"hidden"
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Denise Lynn - 2008 Colloquium on Global Diversity
------=_NextPart_01C88F50.912955A0--
•AA
also supports nonprofits on a local level, like Community Centers in LGBT
community and Af Am / Hispanic Chambe=
rs of
Commerce
Marketing
<=
/div>
•Just
launched advisory councils for women and LGBT customers
•Each
of those segments also has a microsite with segment-specific travel
content
•Steve
Harvey – AA partnered with him to reach the Af Am customer – sponsored his
show and enjoyed his endorsement
=
•Hispanic
campaign featured TV ads with text in Spanish and music in English, in
recognition of the bilingual customer
segment
HR
•=
Asian/Pacific
Islander ERG helped promote a new Asian route within the Asian American
Community, and helped advise on menu
selection for the flight
•Mention
the DAC
<=
b>9
Active employee engagement and buy-in to diversity
<=
/u>
Participation in decisions
(ERGs) Examples: Spanish-speaking
employees advising on signage, Asian employees lobbying for new routes to Asian
destinations
More inclusive marketing for all our customers
<=
/div>
Diversity perspective influ=
ences
other marketing decisions =
Examples:
latest LGBT women’s ad includes person of color; karaoke ad
Faster speed-to-market of new ideas and programs
Employees working in
cross-functional teams instead of in “silos”
breaks down barriers so work get done more quickly – exampl=
e: the org structure we’ve put in place f=
or DSM
has allowed us to work in new=
ways
that are efficient and effect=
ive,
aa.com/women a good example – involved many different areas to bring it about
Better loyalty with increasingly diverse employees and
customers
We sense this is
happening…customers who’ve traditionally been
left out of mainstream mktg are loyal to those who speak to them
<=
b>10
A marketing strategy is, ultimately, about maximizing
revenue
We’ve made an effort to leverage every investment we’ve alr=
eady
made to speak to all our diverse customers
•Where they are
•With the right message
•With products and services they value
•And ultimately, to provide a great customer experienc=
e
<=
b>11
Measuring results:
•We’re starting to establish metrics
•It takes time because they aren’t always as obvious –
customer loyalty is long-term as opposed to selling more tickets TO=
DAY
•Mention current load factors being high – this is abo=
ut
maintaining disproportionate share for the long haul
•Diversity has been qualitative (“the right thing”) and=
we
are moving to quantitative (“the profitable thing” – what’s right for the
business). It can be hard to get
everyone on board with this new way of thinking.
Budget concerns:
•In this economic environment, hard to justify increasi=
ng
marketing spend when overall budgets are shrinking
•No one wants to volunteer to cut his/her own budget. Requires creativity (sometimes moving =
funds
from general market advertising) and teamwork (several departments each
funding parts of programs) to get things done.
Visibility: =
3;
•AA is a big company with lots of initiatives and progr=
ams
at all times
•Sometimes initiatives with “diversity” in the title are
hard to push to the top of the priority list in busy environments. Always hammering home the business imp=
act –
ties to measurement, which has its own challenges.
' + ENDSHOW_MESG + '
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tes![](3D"buttons.gif")
