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SkyAlyne Future Aircrew Training Campaign

A national advocacy campaign to provide Canadian-owned aircrew training and support for the RCAF

Matt Stone

Samantha played a key role in our digital marketing and public advocacy campaign for a major government procurement. She refined our messaging, boosted our digital presence, and helped us surpass campaign KPIs. Her expertise in digital marketing and Canadian politics made her invaluable, and she provided clear planning, great communication, and thorough reporting. I highly recommend Samantha for any digital marketing or public advocacy campaign.

Matt Stone

KF Aerospace

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Objective

Advocate SkyAlyne’s pursuit and successful capture of the Future Aircrew Training (FAcT) Program and make the case for SkyAlyne to be a sole-source option for the Government of Canada.

Challenges

Services

Collaborated with GR and PR teams as an extension to an agency team

Developed national paid campaign strategy including digital and print defence, industry, government and politics publications, OC Transpo bus shelters, social media (Twitter, Facebook, Instagram, LinkedIn, YouTube), and Google search and display.

Advertising management and implementation, copywriting, data tracking, A/B testing, performance monitoring, and reporting

Creative direction in collaboration with the design team

Organic social media marketing support

Website UX direction, content writing, and marketing optimization

Managed advertising budget of $300,000

Results

Over 1 million tracked impressions from government and politics audiences (~2million from the general public). Not including print and out of home impressions.

Over 30,000 tracked website visits from government and politics audiences (~20,000 from general public). Not including users behind firewalls or with disabled tracking, or direct and indirect traffic from other non-trackable marketing methods.

Campaign website traffic attributed to 78% of all traffic sources.

Website on-page engagement time increased 45% compared to pre-campaign.

In July 2023, SkyAlyne was selected by the Government of Canada for the Future Aircrew Training (FAcT) Program.

This campaign was in collaboration with Prospectus Associates agency from October 2020 to November 2022, and then completed independently from Feb 2023 to July 2023.