Understanding their needs
Established in 2013, the Aerospace Technology Institute (ATI) has been set up to build on the UK’s position as the second largest aerospace economy in the world, contributing over £24bn to the UK economy each year with a direct and indirect workforce of over 230,000 people across the country.
Thwaites Communications was engaged by the ATI in February 2015 to build the ATI’s profile in the aerospace industry, to increase its share-of-voice and bring recognition for the many projects and partnerships in which it is involved.
Unravelling their complexity
We began by setting out a six month road map of activity which would enable the ATI to engage, inform and work collaboratively with its most important audiences and stakeholders. The company also wanted to move seamlessly to a position of in-house delivery during 2015 and our brief included managing the recruitment of a Head of Communications.
From the start, we took on the role of press office at the ATI, working with national, local and trade media. We built a network of contacts amongst the ATI’s most business-critical stakeholders and engaged them through a Breakfast Briefing and the production of 27 e-newsletters reaching 1,000 aerospace experts per issue.
We worked with the ATI to deliver the launch of their Technology Strategy: sourcing the venue; coordinating guest lists; developing a brief and managing the competitive tender for the production of an animated film to premier at the launch and; generating high-quality mainstream media coverage. We also engaged with our audience through social media platforms including Twitter and LinkedIn.
Captivating their audience
In 2015, we generated 350 pieces of media coverage for the ATI including The Telegraph, the FT and BBC radio as well as many high profile regional and trade publications. Pro-active PR for the launch of the ATI’s Technology Strategy delivered the company’s highest audience reach to date via mainstream media coverage, including two pieces in the Telegraph Online and a piece in The Sunday Telegraph.