Case Study: Creating a dynamic marketing function to drive branding, revenue and community engagement. The Boyer Group serves as Midwest’s marketing team and manages its entire marketing program.
Strategy and Execution: To elevate Midwest Aerospace Casting’s brand and drive engagement across diverse audiences, we implemented a multifaceted strategy focusing on social media content, media management, community engagement, branding and messaging, and leadership communications.
Social/Digital Media Content: We developed a social media content calendar, creating and editing posts to increase engagement. Content highlighted Midwest’s expertise, people, organizational tradition, trends, milestones, data, victories and key news items. Our tactics included:
- Posting engaging and interactive content at least three days a week
- Interacting with responders to our posts
- Consistently tagging key audiences and influencers
Media Management (Earned): We positioned Midwest as the premier aerospace manufacturer through strategic media relations. Our activities included:
- Pitching stories to various media outlets
- Serving as the point of contact for media inquiries
- Creating op-eds, press releases, media alerts, videos and infographics
- Preparing leadership for media interviews
Community Engagement: We built relationships in the Northwest Indiana community to recruit talented employees. Our efforts included:
- Actively engaging with audiences on social media
- Creating or updating team bios
- Preparing for speaking engagements
- Creating monthly communications to update partners and the community
- Organizing online and offline events
Branding and Messaging: We aligned messaging and branding with Midwest’s mission, both digitally and in hard copy. Key materials included:
- Organizational fact sheet
- Frequently asked questions
- Staff bios
- Videos, infographics and newsletters
Leadership Communications: We ensured leadership was transparent, informative and strategic in addressing audiences. This included:
- Internal and external messages from leadership
- Speechwriting and media training
- Developing speaking points and managing speaking engagements
- Creating feedback mechanisms
Key Performance Indicators:
- Increased engagement and business development opportunities by 63 percent
- Enhanced engagement with current and prospective employees by 54 percent
- Significantly increased public exposure for Midwest’s work
- Growth in social media followers and engagement by 92 percent
Results: Our comprehensive and strategic marketing approach led to notable achievements for Midwest Aerospace Casting. Engagement and business development opportunities grew, while employee and public engagement significantly increased. The strategic use of social media and media relations bolstered Midwest’s presence and established it as a leader in the aerospace manufacturing industry.
Contact Us: Discover how we can help your organization drive engagement and achieve your revenue and branding goals. Contact us today at brian@theboyergroupllc.com to learn more about our tailored marketing strategies.
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