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Case Study: Corporate Communication 2018-01-26T21:14:38+00:00

Challenge

The Ohio Aerospace Institute (OAI) is a non-profit organization that enhances the aerospace competitiveness of its corporate partners and university members through research and technology development, workforce preparedness, and engagement with global networks for innovation and advocacy. Despite being a key driving force behind Ohio’s position as a leading aerospace state, awareness of OAI and its contributions to the success of the aerospace industry is relatively low. In addition, because the organization is funded by its members and state and federal government, OAI needed to showcase its vital impact on the aerospace industry to position itself for continued funding for research and programming.

The organization’s leadership sought to build greater awareness for OAI and its valuable services by positioning it as a key player in the aerospace industry and conveying the importance of aerospace to Ohio’s economy. OAI also aimed to recruit and retain its industry membership. It enlisted Roop & Co. to help achieve these objectives.

Solution

Roop & Co. began with a communications audit, which included an analysis of current communications vehicles and in-person interviews with internal and external stakeholders. From there, an outline of key messaging was established to give an in-depth look into OAI’s strategic partnerships, services and role in the aerospace industry. This helped to plot a course for implementing a three-phased tactical plan:

Phase 1

Revamp of OAI’s existing marketing collateral, including a four-page brochure and sell sheet. These pieces serve as a recruitment tool for new members and to convey how OAI can help corporate partners generate revenue and grow business in the aerospace industry.

Phase 2

Development of an executive presentation, which provides an overview of OAI’s strategic partnerships, services and role in the aerospace industry. Due to the depth of the organization and its capabilities, visually stimulating design, photos and charts were incorporated to pique the interest of stakeholders and deliver key messages.

Phase 3

Ongoing communications, such as an annual report, media relations, advertising and strategic counsel.

Results

OAI has stabilized its new membership and experienced an overall boost in interest in the organization and its programming. After one year of implementing the campaign, OAI’s industry membership program more than doubled from 17 to 38 members. Additionally, it has opened new doors to media relationships and led to placements in Crain’s Cleveland Business, The Plain Dealer, Dayton Daily News, Cincinnati Enquirer and a variety of industry trade publications. This has led to a greater awareness of OAI and its position as a key player in the aerospace industry.

INDUSTRY MEMBERSHIP

BEFORE CAMPAIGN
ONE YEAR AFTER IMPLEMENTING

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