+ LIFT Academy

LIFT Academy was founded by Republic Airways Holdings Inc. and trains students specifically for a career in the commercial airline industry – with a clear pathway to becoming a pilot at Republic Airways.

LIFT is committed to being a rigorous, top-tier flight training operation, evolving to meet the changing needs of the organization and the industry.

MKR worked with LIFT Academy to develop a marketing and communications campaign that represents the authentic LIFT Academy experience and targets individuals interested in becoming a commercial airline pilot.

Solution

INSIGHT

Students want an accelerated, predictable path to becoming a commercial airline pilot. By training at LIFT for a career with Republic Airways,  they will succeed here – or anywhere.

APPROACH

Audience first analysis

  • Qualitative interviews with dozens of current LIFT Academy students to identify key differentiators and opportunities.
  • Quantitative research to establish awareness, perception, and intent baselines and set upper-funnel goals for the campaign.
  • Creative testing with prospective LIFT Academy students to measure the empathy and effectiveness of proposed campaign messaging – and inform optimizations.

Get Up Here campaign

  • Content development to tell stories that resonate most with recent high school graduates, college graduates, and career changers interested in pursuing a career in aviation.
    • Defined Pathway and Standardization: LIFT Academy sets students on a clear pathway to becoming a pilot at Republic. All training, from the fleet of Diamond aircraft to the flight simulators and all the curriculum in between sets students on a clear path to fly the Embraer fleet with Republic Airways. A framework designed to help them achieve success.
    • Elite: Upon graduation, LIFT Academy students are joining a unique community. One that offers a career that is highly sought after, but rarely achieved by others.
    • Attainability: LIFT Academy makes commercial aviation careers more attainable through its financial aid, housing, and scholarship programs. The curriculum at LIFT Academy is specifically designed to develop young pilots into professional aviators for the commercial airline industry.

TACTICS

  • CTV
  • Radio/Streaming Audio
  • Print
  • Outdoor
  • Programmatic Display
  • YouTube
  • Google Search
  • Facebook / Instagram
  • LinkedIn
  • TikTok
  • RedditOut of Home (OOH)

Outcome

  • Contributed to increases in lead generation, leading to higher student enrollments across all LIFT Academy locations while also decreasing average cost per lead.
  • More than 100,000,000 cumulative impressions across all advertising channels
  • Resonant creative led to increased clicks and engagement rates on social media channels over time.

+ Video

+ OOH

+ Social

+ Digital