BRIEF: The University of Houston-Clear Lake at Pearland ‘Drone Academy’ provides professional drone training for individuals who seek to gain the commercial drone skills necessary for FAA (Federal Aviation Administration) certification and to meet the current industry demands for commercial pilots.
In an effort to develop the strategy for the program, Katherine began working with the leadership team of the Drone Academy approximately 1 year prior to the official launch. That time enabled, the UH-Clear Lake Marketing Team to create the marketing plan, develop a web presence, and assess the budget for media buying.
PRIMARY TARGET DEMOGRAPHIC:
- Professionals in the following industries seeking to gain additional skills: Energy, Maritime, Insurance, Agriculture, Cinematography, Petro Chemicals, Law Enforcement, Oil & Gas, Real Estate, Public Safety, and Construction.
- Professional photographers
- Existing UH students and staff
- the Novice / recreational user
CAMPAIGN ELEMENTS: This marketing campaign was a multifaceted one which included a variety of tactics such as: website development, broadcast & in-print paid advertising, digital advertising, and paid & organic social media marketing, pay-per-click digital advertising, content curation & copywriting, public relations & media pitching, and more.
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