Aviation Ad Campaign
The engineering industry is very dependent on relationships - Client relationships give insight to work on the horizon, driving sales.
The problem:
with that is that it's dependent on a one to one, or one to few selling strategy. In order to increase visibility & brand awareness, we were brought in to shift from a one to few to a one to many strategy.
The objective:
After participating in several client journey mapping exercises and interviews, our team was able to take our learnings to the white board. Our mission was to create a compelling spring campaign including components of print, digital, and event design that really spoke to our target audience on a one to many level but with a one to few feeling style.
The common themes throughout our research were that our people give a level of service that's unmatched by other firms. With that in mind, we took three different directions: 'perspectives', 'empathy' and 'Yes, and...'.
The solution:
Primarily honing in the 'empathy' concept, but adapting some language from the 'perspectives' concept for strong, punchy headlines. The look was crisp, clean and further set us apart from other firms.
While stock photos helped sell the idea, we embarked on a bespoke look by designing and coordinating several photo shoots that used our very own architects and engineers in several locations across the country. (Our photographers were the uber talented Sue Barker and Dave Camara).
Ads included paid, organic, print and utilized at industry events. Thought-leadership articles also utilized language from the campaign and helped our one to many strategy while keeping a sense of a more personal one to one style. All traffic is directed to the landing page where content is regularly updated.
The objective:
The result was fantastic. Increased brand awareness, 13% increase in newsletter subscriptions, and ultimately, five new contracts in new geographies.