The National Aviation Consortium (NAC) was developed using funds from a U.S. Department of Labor grant and managed by Wichita Area Technical College (WATC) in Wichita, Kansas. In addition to WATC, the consortium included colleges across the country (Edmonds Community College in Washington, Guilford Technical Community College in North Carolina, Ivy Tech Community College in Indiana, and Tulsa Community College in Oklahoma).
Shortly after its inception, representatives from NAC contacted us about assisting with their marketing efforts. We were hired to create collateral materials, manage social media, and update the website. All of these efforts were done to improve their reach and ultimately increase enrollment. Lee Media Group supported the NAC grant program by providing strategy, execution, and implementation of several projects from 2015 until the end of the grant period in the fall of 2016.
Throughout the course of this project, we created a new website that would benefit prospective students, parents, and even employer partners. We also developed a wide variety of collateral materials to help support each of the member colleges.
The previous site was hastily built and provided little information. NAC project managers wanted a website that could be useful to prospective students, parents, and employer partners. We rebuilt the website using the WordPress framework to make it easier to manage and improved the overall look of the site by adding more links, and curriculum details. Online forms were added to facilitate site visitor engagement.
On September 16, 2015, NAC members attended the National Aviation, Aerospace & Defense Workforce Summit in Washington, D.C. To promote this event, Lee Media Group created a landing page that provided details about the NAC to potential employers. The page also displayed a livestream of the summit. The livestream was later replaced with archived footage of the event including a keynote speech given by WATC college president, Sheree Utash.
In addition to the landing page, NAC asked us to create a short video that would be shown at the end of a keynote speech given by Sheree Utash at the summit. After working with a talented local animation artist, Colby Turybury, to add dimension and movement to the piece, we started writing content, designing the cover, and then loaded the information onto 150 portable video brochures which were handed to summit attendees.
Lee Media Group designed and created highly visual and informative books discussing NAC programs offered by two of the partner colleges. The books use graphs, bullet points, and photos to illustrate the most imperative information for a potential student.
NAC asked us to create an interesting and interactive way for people to read about their manufacturing programs. This interactive flip book allows you to read through each page, much like an actual book.
We created our own process to make sending out newsletters as easy as possible. Each month, a staff member from NAC would send us information for stories they would like included in the newsletter and we would use this to create full articles. Once approved by NAC staff, content would be added to their custom newsletter template and sent out to NAC’s newsletter contact list. Newsletters have also been added to an archive found on the website.
Each month, Lee Media Group would send out newsletters so people could keep up with all things going on at NAC. The newsletters contained an array of content including: Staff Member Highlights, Student Success Stories, Vendor Highlights, Upcoming Events, and more. Content was provided by the member colleges. We helped edit and add content to the newsletter as well as the website.
To help drive traffic to the NAC Facebook page and generate more likes, we facilitated a Facebook contest. Lee Media Group organized a photo shoot with the prizes, then designed and programmed a custom contest landing page that integrated with Facebook. Each week, we helped the NAC staff review contest entries, choose a winner, and distribute prizes appropriately.
We designed and organized the production of a vinyl banner series titled “Why NAC at WATC” to help promote NAC programs at the college and at relevant expos. The series included one banner featuring a male student and one banner featuring a female student, as well as benefits of the program.
Since each member college had different needs in terms of marketing, we worked with the NAC staff to develop a process that would make it easier for the colleges to request what they needed for approval. Coordinators from each college were able to log in to a dashboard to create a new request for any type of collateral they needed including banners, handouts, landing pages, ad campaigns, or radio ads. Once their request was approved by NAC, it was forwarded to Lee Media Group for completion.
Lee Media Group worked with several NAC member colleges to create pay-per-click advertising campaigns through Google and Facebook. We set up custom landing pages to promote specific programs.We then split their advertising budget between Google Adwords and Facebook. Each ad linked to the corresponding landing page where interested students could enter their contact information.
In addition to organizing a social media contest for NAC, we also assisted in the creation and management of several social media channels including Facebook, Twitter, YouTube, and Google Plus. We helped create and design cover photos, coordinated and composed posts, and worked to increase followers and likes on all pages.