With the passion of fulfilling those with the aviation-dreams, Hong Kong Professional Aviation Academy (HKPAA) provides a range of professional vocational trainings for those who are passionate and desire to be part of the aviation industry. Equipped with the industrial-required skills and knowledge from experienced professions, HKPAA Graduates are given better opportunities for success in entering the industry.
Before the emergence of HKPAA’s programs, most job applicants of the aviation industry would tend to do research online to prepare for job interviews. They would browse for previous interviewees’ experiences, and learn from mistakes. As a pioneer in the market, therefore, HKPAA has to convey a message to the audience that there is a new alternative for them to get well-equipped before going for the job interview, which would also give them a higher chance of success. In addition, as a new brand, HKPAA has to arouse its own brand awareness among the audience.
Since the age group of HKPAA’s target audience are mostly young adults, in order to increase the brand awareness of HKPAA, we decide to utilize the Social Platform, especially Facebook Fanpage, to increase their engagement to the brand. 2 main strategies are adopted on Facebook, by placing ads to arouse the brand awareness, and also by content to create needs for the audience. In addition, keywords management is also one of the strategies to arouse public awareness.
Facebook has become an essential nowadays online marketing tool for brands to increase brand awareness, brand image building, as well as to engage with their audience, especially to the young adults group. We have created a Facebook Fanpage for HKPAA, with the purpose of bringing the audience the most updated aviation-related information, such as interview tips, industrial updates, trivia, etc. Timely updates attracts HKPAA potential audience to stay alert with the posts, which in turns increasing their brand engagement. Also by liking and sharing the posts they are interested in, it also helps to spread the brand name among audience’s network, assisting in increasing brand awareness to public. Facebook ad would be utilized to attract new target audience. Programs information would also be promoted from time to time.
When we observe the audience behaviour, we believe our potential audience would either go online to search for related articles or ask friends to know more about the industry and to prepare themselves for flight attendant interview. A blog in HKPAA website is set up and includes most aviation-industry-related information. New audience will be drawn to the blog to search for information. It helps to enhance their loyalty to the brand during the time of browsing through different posts. It also increases the chances of words of mouth if the audience find the information useful to them and to their friends.
Search Engine Marketing (SEM)
SEM (i.e. Paid Keywords Search) is utilized to boost the HKPAA website’s online exposure to target audience swiftly. Through analyzing both Google and Bing’s keywords traffic statistics, examining the target audience’s tendency towards particular keywords, as well as monitoring the bidding cost closely, we managed to keep HKPAA exposed in a cost-effective budget.both Google and Yahoo in relevant popular keywords such as “空姐”.
Search Engine Optimization (SEO)
There are many factors affecting the website ranking in an organic search result, with the website optimization as one of the most important. After analyzing the target market to adopt relevant keywords, we constructed the HKPAA website in a SEO-friendly way by inserting proper and relevant meta codes into every pages. HKPAA is able to maintain its high organic search ranking in both Google and Yahoo in relevant popular keywords such as “空姐”.
Even though we have already provided sufficient information on websites, blog, and facebook page, we would like to make it more easily accessible to HKPAA audience. Therefore we have designed an iOS app as an assisting tool for the audience to prepare for interviews, regardless of where they are and when it is. New elements such as self-recording interview answers and video-recording their facial expression could facilitate the audience to improve the interview performance.