BOOM Launch: Pittsburgh Institute of Aeronautics Website & Ad Campaign
Reintroducing a well-known and respected regional brand, and infusing it with relevance and excitement while maintaining the brand equity that built its reputation are big tasks.
With roots dating back to 1929, and founding lineage linked directly to Orville Wright, Pittsburgh Institute of Aeronautics (PIA) is one of the nation’s highest rated, not-for-profit, specialized technology schools. Specializing in short-term aviation technology degree programs at training campuses in PA, OH, MD, WV, and SC, PIA is a recognized leader in career training and a revered regional brand.
During the last decade, changes in the aviation industry, financial aid cutbacks, competition from regional trade schools, and other factors have created brand perception challenges for PIA resulting in declining enrollment at the flagship Pittsburgh campus and an overall lack of awareness of the school’s strengths.
BOOM was tasked to develop a strategic marketing plan designed to spur growth of the PIA brand, increase and support student enrollment, and revitalize ongoing messaging.
BOOM created a new advertising campaign that would both reintroduce and reposition the PIA brand. Built around the tagline “This is PIA: This is Your Future”, the campaign emphasizes the widely diverse career opportunities that await PIA grads, and showcases many of PIA’s strengths, such as a 90+% career placement rate, and new campus locations.
In addition to a timely, stepped incorporation of the new campaign aesthetic into all messaging materials over the past six months – this week marked the launch of a redesigned PIA website that has been optimized for user-based content management, social-media networking, and mobile responsiveness.
The new website is based around a simplified, yet robust user experience and functions as a repository for student and alumni resources as well as a sales tool for new enrollment.
Art Direction & Web Design – Tara Taylor
Creative Direction & Copywriting – Scot Fleming
Web Development & Project Management – Scott Dix