Industry overview
What is shaping aerospace
Aerospace brings together airlines, airports, MRO providers and component suppliers, with safety, reliability and certification at the centre of every decision.
- Passenger experience is a key differentiator for airlines and airports
- MRO and component buying depends on certification and turnaround
- Skilled talent is in short supply
Client background
An aviation training academy, working in Pan-India. Client identity is withheld to protect confidentiality.
- Organisation
- An aviation training academy
- Sector
- Aerospace
- Team engaged
- Digital Marketing
- Services
- Lead generation, Google Ads / PPC, Content marketing
Client challenge
The academy received many enquiries from students who could not afford training or did not meet eligibility requirements, wasting counsellors’ time.
Research objectives
- Deliver on the brief: filling seats at a pilot and aviation training academy.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Website, campaigns and email nurturing.
Audiences we typically reach in aerospace
PassengersAirline and airport managersMRO providersComponent suppliersEngineers and technicians
Geographic coverage
Coverage: Pan-India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Search campaigns
- 3Career guidance content
- 4Lead nurturing
- 5Insight
We created clear content on eligibility, costs, financing options and career paths, refined campaigns towards serious applicants, and added qualifying questions to enquiry forms with a nurturing email sequence for early-stage enquirers.
Lead generationGoogle Ads / PPCContent marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Counsellors spent more time with qualified applicants, and enquiries better reflected the academy’s requirements.
Being upfront about costs and eligibility improved lead quality.
Recommendations
- Build on the core insight: being upfront about costs and eligibility improved lead quality.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Parents responded well to transparent cost information.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what attracts and retains aviation talent?
Client identity is withheld to protect confidentiality.