Atlantic Southeast Airlines

Summary Founded 1979 Subsidiary of Delta Airlines in 1999 Corporate Culture Crisis 25th Anniversary Approaching

Research

Research Multi-tiered Communication Audit

Focus Groups Review of Communication Materials

Findings: Communication Overload, Moving from command/control to participatory management

Situation Analysis

SWOT Strengths: CEO, Growing Weaknesses: Mix of cultures, many new

employees Opportunities: 25th Anniversary, involve

employees in development of new vision statement

Threats: Need to maintain separate identity, weak technology, lack of coordinated employee communications

Analysis/Planning

Provided Immediate Feedback Upgraded internet Access Increased CEO/Employee Interaction Enhanced Employee Rewards/Recognition Implemented Shadow Program Increased 2-way Communications

25th Anniversary

Unveiled New Vision/Mission Statement Internet Vision Leaders Employee Video Manager Briefing Book Badges Vision Week Activities

Evaluation

1-year Post Communication Audit Evaluation

Employee Engagement Survey 53% involved in team discussions about vision 66% said ASA values were important to them

Questions`

How to measure behavioral impact of original audit and engagement survey?

Strategies for seamless communication with parent company while maintaining identity?

Ways to externalize employee recognition?

Alternatives for developing a vision & mission?

Lessons for the future?