Challenge:
Fill new program classes on a monthly basis
Solution:
A well-rounded, direct-response media plan that included a smart blend of the traditional and the new
Late summer 2009, our client International Air and Hospitality Academy launched a new division called NW Renewable Energy Institute to train Wind Turbine Technicians with their 6-month program. As an accredited school, they had to provide job placement assistance to a minimum of 70% of their graduates.
Accustomed to attracting students that needed training for jobs in the airline, hospitality and culinary industries, NW REI is covering some new ground in attracting qualified students interested in working in the green energy sector. Edge Multimedia put together a well-rounded media plan that included a smart blend of the traditional (radio, TV, print) and the new (web, Facebook, Twitter) to help accomplish this task.
Below are examples of some of the ads that ran to support this campaign including a web banner, black and white print ad and twitter and facebook support from a media partner.
Times, they are a-changin’
Many experienced workers can’t find jobs because their industries fell apart during the recession. We got to know a man that worked as a contractor and decided to start a new career as a Wind Turbine Technician – one of the few growing industries out there right now. New classes start each month and this gentleman enrolled in the first round of classes available and already has a new career! Learn a bit more about this industry that’s on the rise in this TV report that we helped make happen.
Exposure you can count on
Because of our strong and positive relationships in media, we are consistently able to garner our clients hugely valuable news coverage. NW REI’s program is very newsworthy, especially in these unprecedented times, and we were excited to help secure the news coverage that their program deserves.
Making every dollar feel like a five spot
We believe in rubbing dimes together to make dollars, so when it comes to spending our client’s hard-earned money on advertising, we tap all of our expertise to make sure that we’re maximizing that budget to its fullest capacity. We are experts at media negotiation and our clients benefit from our know-how and strong media relationships.
We like to make a habit of creating marching-band levels of noise for the cost of a trumpet. Wasting resources gives us the heebie-jeebies.
Geographic and demographic focus
When it comes to focusing in on our client’s demographic or on a specific geographic area, we do some serious number-crunching research to make sure that when our client’s advertising lands, it hits the mark.
NW REI is located in Vancouver, Washington a “suburb” of Portland, Oregon. One of several things that we did to stand out in the local community was male-targeted indoor advertising. “I was standing at the urinal and saw your ad” is not something you hear every day, but a lucky admissions representative at NW REI got that call one morning during our campaign. Gotta love it.
Results
Some of the most valuable tidbits that made this campaign work simply can’t be shared on a public website. But we’re happy to report that leads just keep rolling in for Northwest Renewable Energy Institute thanks to a well choreographed campaign partnered with an incredibly relevant industry.
