The Alexis Agency Strategic Communications Portfolio I | Page 4

:: CAS E ST U D I E S ::

The Center for Aviation and
Aerospace Leadership (CAAL)

RESULTS :: The CAAL Blog and Embry-

Riddle’s social media presence grew together
at impressive rates. Engagement increased
across all platforms, and industry publications
recognized CAAL’s mission and online initiatives
in their own proprietary publications and
websites. Within 14 months, our blog averaged
4,301 monthly visitors and 7,480 page views,
and it experienced a spam rate of less than 3%.
The blog and CAAL have been recognized by
industry-leadings publications like Aviation Week
and Aviation International News.

The Center for Aviation and Aerospace
Leadership (CAAL) is an internal think tank
for Embry-Riddle Aeronautical University –
Worldwide. Its purpose is to capture, create, and
share relevant information on leadership within
the aviation and aerospace industry.
CHALLENGE :: 1) Deliver the information

developed by CAAL’s leadership to a larger
audience, with particular focus on younger
leaders who are entering or moving through the
aviation and aerospace industries. 2) Find a way
to foster dialogue and engagement between the
center’s leadership and industry professionals
as well as students around the world.

VISIT :: TheCAALBlog.com

SOLUTION :: We started with a clean slate

and the full trust of the organization’s
leadership. After reviewing the university’s
online operations, we determined a method by
which to promote and enhance both missions
simultaneously. First, grow the audience
and awareness of CAAL. Second, grow the
university’s online presence and engagement
through social media and digital marketing.
We recommended establishing a proprietary
blog to collect and publish the thoughts of all
leaders on a regular basis, connecting it with
the university’s official presence on Facebook,
Twitter, and LinkedIn as well as promoting
the mission and content through online public
relations initiatives to gain industry acceptance
and recognition.

:: T H E A L E X I SAG E N CY.C O M ::

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