Rebranding the Transportation Security Administration


Develop a strategy around the return of respect to the Transportation Security Administration, identifying key problematic insights, and developing internal & external tactics.

Key Insights:

Since it's hastily inception in 2001, the TSA has dealt with multiple public relations issues, which has led to problems involving recruitment, retention, the respect of the American public, and support from the government. Furthermore, we identified a cycle of negative emotions that surround both the Airport and the TSA, causing headaches for everyone involved, and if kept unchecked, will poison the air travel industry. This is unfortunate for an organization that when developed, had over 1,000,000 applicants for just 50,000 jobs. And despite all of their problems, they have a 12 year track record, and constantly identify passengers attempting to sneak weapons and explosives on board planes. Their success rate has turned them into a global leader in airport security, yet the American public has a deep distrust and disrespect for the organization and it's employees.


Seeing that the TSA is an entity that will always exist, we proposed the TSA utilize a strategy that requires them to change behaviors internally and externally, with the goal of earning back the public respect that they had at their inception.

Skills used:

Quantitative research via surveys, qualitative research in the form of in person interviews with both travelers & TSA agents, observational research on traveler behavior, interviews with a high ranking official in the TSA, and plenty of online publication research.

Positioning line:

Repositioned as vigilant, respectful defenders, the responsibility of the TSA is securing peace of mind.


Key to this strategy are the new tactics the TSA should embrace, including better messaging in airports, a redesigned bin organization system, bottles of water handed out at the end of the line, and messaging asking for user feedback. Internally, the employees must be stimulated through the tablet based brain training exercises, team-based reward systems, and a badge system similar to military medals, awarding for good service, good deeds, and successfully identifying threats.

Lastly, looking forward towards Futurism trends, the TSA can evolve into a well-groomed automated security system, utilizing pathogen sensors, behavioral recognition software, RF identification, and the continued use of a global threat detection system.