News Package: The Boeing Company

Morgan Valeo
April 26, 2017
(Five Ws Press Release)

Boeing Capital Corporation

P. O. Box 3707
Seattle, Washington 98124
206-655-2121

FOR IMMEDIATE RELEASE Media Contact:

May 28, 2017 Morgan Valeo
mvaleo@elon.edu

The Boeing Company Prepares to Open its Third Business Unit

Connect, Protect, Explore and Inspire the World through Aerospace Innovation

SEATTLE, WA. The Boeing Company will open its third business, Boeing Global
Services, in November, to improve cost efficiency. Boeing Global Services will be used
for customer services and to repair Boeing airplanes from the companys other two
business sectors: commercial and defense.

The establishment of Boeing Global Services will set The Boeing Company a part in
the aerospace industry, said Dennis Muilenburg, the CEO of The Boeing Company.
We will be able to fix our own planes instead of outsourcing the job to other
companies.

Boeings commercial sector generated over $96 billion in revenue in 2015. More than
70% of Boeings customers are not from the US, making the company a top exporter in
the US.

Boeing Global Services will be a way for Boeing to have a central unit to deliver
cohesive customer service.

Stanley A. Deal is the CEO of Boeing Global Services. He will oversee the business
once it is in full operation this November.

###

The Boeing Company is the worlds largest aerospace company with over 160,000
employees. Boeing is ranked #61 on the Global 500 list. This year the company is
celebrating 100 years of operation.
(Feature Press Release)

Boeing Capital Corporation

P. O. Box 3707
Seattle, Washington 98124
206-655-2121

FOR IMMEDIATE RELEASE Media Contact:

May 28, 2017 Morgan Valeo
mvaleo@elon.edu

Stanley A. Deal: CEO, Boeing Global Services

The perfect match for Boeings new business unit.

PLANO, TX. Stanley A. Deal will take on the role of CEO of Boeing Global Services,
once the new business unit is in full operation this summer. Mr. Deal has been with The
Boeing Company since 1998. Since then, he held various positions within the company.

There is no one else I would want to run Boeing Global Services, said Dennis
Muilenburg, the CEO of The Boeing Company. Stanleys experience within Boeing and
global affairs makes him the perfect match for Boeings third company.

In 2006, Mr. Deal assumed the position as vice president of Asia Pacific Sales for
Boeings commercial sector. As the vice president, he was responsible for sales in
Japan, Korea, Singapore, Australia, Thailand, New Zealand, Vietnam, and Hawaii.

This experience led him to obtain the position of senior vice president of Boeings
commercial sector. He was responsible for more than 11,000 employees and providing
customer services around the world. With Mr. Deals leadership, Commercial Aviation
Services for Boeing reported a record performance in 2014 and 2015.

It is an honor to serve as the CEO for Boeings newest company. Ive been with the
company for almost 30 years and have enjoyed every second of it, said Mr. Deal

Stanley Deal holds a Bachelor of Science degree from the University of Illinois and a
Master of Business Administration from Pepperdine University.

###

The Boeing Company is the worlds largest aerospace company with over 160,000
employees. Boeing is ranked #61 on the Global 500 list. This year the company is
celebrating 100 years of operation.
(Media Advisory)
 The Boeing Company
Media Advisory

FOR IMMEDIATE RELEASE

April 19, 2017

Contact: Morgan Valeo

mvaleo@elon.edu

The Boeing Company will hold a press conference and Q & A session in Texas

WHAT: A press conference and questions and answers session about The Boeing
Companys new business: Boeing Global Services.

WHO: The Boeing Company invites any aerospace industry worker and journalist to the
event who have questions regarding Boeing Global Services and/or want to learn more
about the new business. Dennis Muilenburg, the CEO of The Boeing Company, and
Stanley Deal, the CEO of Boeing Global Services, will be present at the event and
taking questions from the audience.

WHEN: 2 pm on April 28, 2017

WHERE: Plano, TX.

WHY: The Boeing Company is the largest aerospace company in the world, and is
becoming even larger this summer. Boeing Global Services will repair Boeing planes
and offer excellent customer service to the other two sectors of The Boeing Company
(commercial and security/defense).

###

The Boeing Company is the worlds largest aerospace company with over 160,000
employees. Boeing is ranked #61 on the Global 500 list. This year the company is
celebrating 100 years of operation.
 (Video News Release)
Title: Boeing Global Services Debut
Client: The Boeing Company
Length: 30 seconds
Air Date: April 29, 2017
B-ROLL: AIRPLANE FLYING IN THE
SKY
B-ROLL: ENGINEERS AT WORK
B-ROLL: SMILING CUSTOMERS ON
PLANE
B-ROLL: FIGHTER JETS
5 SECONDS OF BLACK SCREEN
B-ROLL: BOEING GLOBAL
SERVICES LOGO
B-ROLL: BOEING EMPLOYEE ON
THE PHONE WITH A CUSTOMER
B-ROLL: EMPLOYEES REPARING
PLANES
B-ROLL: ENGINEERS TEACHING
LOCAL CHILDREN ABOUT PLANES
ANNOUNCER: THE BOEING COMPANY
IS CELEBRATING 100 YEARS OF
OPERATION.
100 YEARS OF MANUFACTORING THE
BEST AIRPLANES.
100 YEARS OFEXCELLENT CUSTOMER
SERVICE.
AND 100 YEARS OF SAFETY
AND NOW, BOEING INTRODUCES
BOEING GLOBAL SERVICES.
FOR 100 MORE YEARS OF EXCELLENT
CUSTOMER SERVICE,
BEOING GLOBAL SERVICES WILL BE
THE CENTRAL UNIT FOR CUSTOMER
SERVICE AND PRODUCT REPAIR.
THE NEW BUSINESS UNIT WILL BE
LOCATED IN PLANO, TEXAS AND
BOEING GLOBAL SERVICES IS
LOOKING FORWARD TO WORKING
WITH ITS LOCAL COMMUNITY.
(Q & A)

1. Who will be able to use Boeing Global Services?

Boeing Global Services will repair Boing airplanes and offer excellent customer
service. Any company or organization who are Boeing customers will be able to
utilize the international customer service offered by Boeing Global Services.

2. Why did The Boeing Company decide to establish a third business (Boeing
Global Services)?
The Boeing Company established its third business so that it would not have to
outsource repair jobs to other companies. This will create internal synergy and
lower costs.

3. Where will Boeing Global Services headquarters be located?

The Boeing Global Services headquarters will be located in Plano, Texas.

4. Why was Plano, Texas chosen as the location for the headquarters?
Plano, Texas is an up-and-coming city has access to a small port and is close to
Dallas, Texas.

5. What does the establishment of the new business mean to investors?

The new business should be encouraging to investors. In 2015, The Boeing
company made over $96 billion in revenue, and with the intention of the new
business cutting costs, The Boeing Company will make a higher profit.

6. How much The Boeing Companys customer base is international?

Customers outside of the United States make up 70% of Boeings sales. That
being said, having a business dedicated to global customer service is vital.

7. What does Boeing want to accomplish with Boeing Global Services?

Boeing is hoping to dominate the market for maintenance and repairs on other
aerospace companies planes. Their goal is to dominate the market like
Caterpillar does in the farming machinery repairs market.

8. What percent of the maintenance and repairs market does Boeing currently
have?
For commercial airplanes, The Boeing company has 7% of the market and 11%
of the market for repairs on defense airplanes

9. Will employees lose their jobs with the addition of the third business unit?
Yes, there will be some job redundancies but not many.

10. What is Boeing Global Services mission?

Boeing Global Services mission can be summed up with its slogan: Global
Reach, Local Presence, Uncompromising Service.
(Branding Write-up)

Boeing Global Services is Boeings new business unit, and will have two

departments. One department will handle customer service, and the other will focus on

plane maintenance and repair. With the new business unit comes a brand. A companys

brand is the combination of performance, behavior, and communication.

Boeing Global Services performance will need to live up to the Boeing standard,

which is being the best. Boeing as a whole is the most successful aerospace company

in the world, and nothing less is expected from its new business unit. The combination

of customer service and plane maintenance and repair will create internal synergy,

which reflects efficiency.

The new business units behavior can be described with its slogan: Global

Reach, Local Presence, Uncompromising Service. Boeing Global Services wants to

reach around the world, while showing social corporate responsibility in Plano, Texas.

Additionally, Boeing Global Services promises to serve to the best of its ability to

become a dominant player in the aerospace maintenance and repair market.

In the context of communication, Boeing Global Services appears to be excited

about having its headquarters in Plano, Texas. The company can locally communicate

its business and responsibility goals to residents of the city. An idea for Boeing Global

Services would to sponsor an event that promotes local, young women to pursue a

career in the STEM field.

In conclusion, Boeing Global Services brand can be summarized as efficient,

dominant, and responsible.

(Communications Plan)

To: Thomas Downey, Boeing Sr. VP of Communications

From: Morgan Valeo, Boeing Global Services Communications Manager

Hi Thomas,

The Boeing Company is opening up its third business unit three months early. Here is an
overview of the communications plan:
1. Formative Research
a. The research team found that opening the third business unit three months
earlier than planned will be beneficial. Its beneficial because Boeing Global
Services will be ahead in its plan to gain majority of the business in the
maintenance and repair industry of aerospace products.
2. Objective
a. To obtain internal synergy
b. To mimic Caterpillars dominance in the farming equipment repair market to the
aerospace maintenance and repair industry.
3. Strategy
a. Boeing Global Services will hold a press conference in Plano, Texas, the location
of the new business unit. Stanley Deal, CEO of Boeing Global Services and
Dennis Muilenburg, the CEO of The Boeing Company will be in attendance
taking questions from the audience.
4. Audience (stakeholders)
a. Boeing Investors
b. Competitors (other Aerospace companies)
c. Employees
d. Media
5. Message
a. Boeing Investors- Boeing Global Services will make The Boeing Company even
more valuable.
b. Competitors (other Aerospace companies)- Boing Global Services maintenance
and repair department will be open to any aerospace company that needs its
service.
c. Employees- The Boeing Company wants you to be proud of the company you
work for, that is why
d. Media- Let it be known that Boeing is becoming larger than ever before.
6. Timeline
a. One year
7. Budget
a. Unknown
8. Research (once the plan is complete)
a. The research team will collect data to see if the PR plan was successful and
brought attention to Boeing Global services by looking at sales and media
analytics.
Please let me know if you have any edits or suggestions to this plan.

Sincerely,
Morgan Valeo