Branding • Campaigns • Exhibit • Website • Media Planning • Metrics
Increase website traffic to FlightSafety International’s website and drive conversions with form submissions through the paid traffic.
Develop a robust media plan that includes awareness, consideration and retention objectives. The highly targeted media plan includes paid search, paid social, programmatic and industry specific publications for 8 business units within the FlightSafety family.
Several years ago, we reimagined the complicated FlightSafety website with clean-sheet thinking. Working across several continents with key stakeholders we streamlined the user experience and created a more informative and accessible site. When FlightSafety rolled out fresh branding, it needed help to introduce the new look and content online. We transformed hundreds of webpages to reflect these significant changes, all while keeping functionality at a premium. Updated copy, images and headlines made a splash, while keeping user experience high. Customers rack up hundreds of thousands of course searches, while the website achieves an average 14% conversion rate for those booking online.
Capturing the attention of today’s aviation professionals required new thinking and a coordinated media strategy. We created a comprehensive advertising plan for FlightSafety to pivot a majority of its marketing resources to digital from traditionally print-focused publications. We implemented media and ad buys targeted to the exact audiences FlightSafety sought. All with trackable metrics to ensure return for the company’s investment.
One way to reach prospects is to influence the stories they’re reading. We coordinated native articles in industry publications where FlightSafety innovations are front and center, providing longform content about the training technology and advancements customers are interested in. Each article highlights advancements such as virtual reality, flight-data-use training or reality replication. The topics dive deep to highlight what’s new and what separates FlightSafety from the rest. Crafted organic social media posts support efforts to get the message out.
Campaigns
In the competitive aviation industry, attracting top-tier talent is crucial. FlightSafety International sought to boost attendance at hiring events across various Learning Center locations, aiming to recruit skilled pilots and aviation professionals to maintain their high standards of training excellence.
We crafted a targeted digital media campaign to connect with pilots in specific U.S. regions corresponding to the hiring event locations. The strategy encompassed a blend of industry publications, programmatic geo-targeted ads and paid social media channels. Clear and concise messaging directed interested individuals to an RSVP page, facilitating event attendance and inquiries for those unable to participate in person.