BOOM Launch: Pittsburgh Institute of Aeronautics Website & Ad Campaign

    | January 15th, 2013 | No Comments | Advertising, Design, SEO, Social Media Networking, Technology, Web Design

    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

    Visit PIA on the web.

     







    BOOM Launch: Hollowood Music Brand & Website

      | July 6th, 2011 | No Comments | Advertising, Branding, Design, Marketing, SEO, Web Design

      Resuscitating an older brand can be a slippery slope, full of obstacles and hidden pitfalls.

      Founded in 1965, Hollowood Music & Sound is Pittsburgh’s premiere full-service music & sound company. The flagship retail store is located in McKees Rocks and can be spotted from a distance by the glow of their famous 25 foot electric guitar. In addition to the general degradation of the retail music-buying market, in the past decade Hollowoods has weathered:

      • – A major fire
      • – Two major floods
      • – Relocating to a big-box mall plaza
      • – Re-Relocating back to McKees Rocks
      • – Re-locating their lessons facility to Robinson Twp.
      • – Regrowing their McKees Rocks student base from ground zero

      Not many retail Mom & Pop stores would keep getting up from all these hits. But co-owner/manager Don Hollowood says “It’s all I know. If it’s not guitars and music – I’ve really got nothing else I can do.” Which is why BOOM spent the better part of 4 months redesigning the brand, creating a new advertising campaign and configuring a robust new, user-managed, social-network optimized, modular website for a soft launch this week.

      The new website facilitates the departmental nature of the Hollowoods brand: Specializing in new Electric & Acoustic Guitars, Bass, Amplifiers, Pedals, DJ, PA & Lighting Gear, Band Instrument Rental, Pro-Sound, Commercial Installations & Music Lessons. The new website allows simultaneous, multi-user access, completely controllable and editable themes and graphics and a robust blog platform that allows each division of the company to host their own separate news items from the same dashboard. In addition to the new web platform, BOOM set-up and configured analytics, as well as social network links to twitter, Facebook, MySpace and YouTube for Holowoods.

      “It’s what we needed to aggressively launch into this next phase of business,” says Hollowood “We’re no longer only worried about the new guitar store in the next borough over. We’re competing with big-box stores and retail Goliaths like Best Buy, WalMart and Guitar Center. We need these tools to level the playing field.”

      Visit Hollowood Music & Sound on the web (currently in live Beta mode.)