As Dallas-based King Aerospace approached its 25th anniversary, Jerry King, company founder and chairman, wanted to tell their story in a more integrated, consistent way. It was time to align with a PR partner who could handle its public relations, marketing and advertising turnkey — and who wouldn’t have to get up to speed on the aviation industry. King called Greteman Group, and we correctly answered his first question: “How do you spell hangar?” Both parties quickly discovered that we share similar no-excuses, committed-to-excellence, proactive cultures. That foundation provides a springboard for everything we do.
Greteman Group helps tell our story authentically and well.JARID KING
Our content marketing philosophy starts with setting key performance indicators with the client. From there we develop messaging strategies and measurable tactics. A real-time online dashboard allows us, or our client, to see where campaigns, media mentions, or overall results stand at any given moment. Working closely with King Aerospace, we developed a running list of media opportunities with a goal of issuing at least one press release a month promoting key military and corporate aviation news. Ongoing, we personally pitch leading reporters and editors and put any media inquiries at the top of our to-do lists. Press pages include downloadable, high-resolution photography with supporting cutlines. Comprehensive, fact-filled backgrounders facilitate management interviews.
Tradeshows such as NBAA-BACE leverage high-profile announcements, such as King Aerospace’s selection as a GE OnPoint service center.
Thought-leadership content enhanced for search engine optimization (SEO) by key members of management enables King Aerospace to self-publish, so we can tell their stories as needed. Content is distributed across their owned platforms (website, email) as well as their social media (Facebook, Twitter and LinkedIn). Our PR strategy for King Aerospace also incorporates first-person testimonial videos that highlight the company’s servant-leadership culture and no excuses commitment to quality.
Approaching King Aerospace’s marketing from our proven content and PR strategies resulted in opportunities with leading media organizations – Aircraft Maintenance Technology, Aviation Week, Business Aviation Magazine, Business Jet Interiors International, Director of Maintenance and more. Over the course of our relationship, King Aerospace saw an upward trend in keyword-driven organic search, direct traffic to its website and social media engagement. It also exceeded our KPIs with a press release open rate nearly double the average at 32.2%, resulting in nearly 100 media mentions for an estimated 2.28 million audience members and more than $60,000 in earned media value.