Airplane in clouds

Defying Gravity

Objective

LeTourneau University is a coeducational, Christian, comprehensive institution of higher learning where educators engage learners to nurture Christian virtue, to develop competency and ingenuity in their professional fields, to integrate faith and work, and to serve the local and global community.

“Encore provides expertise in both digital & traditional marketing that other companies simply do not.”

LeTourrneau University, also known as LETU, is a longtime client of Encore Multimedia. Over the years, Encore has assisted the university with recruitment for increasing enrollement and promoting individual programs. LETU decided to take the bold step of offering avaition and aeronautical science classes in the competitive major market of Dallas/Ft. Worth. The university relied on Encore once again to help it launch the program. Encore was tasked with helping recruit students for the program, while also promoting the well established existing avaition and aeronautical science program at the main campus in Longview. Encore Multimedia came up with a unique positioning statement for the campaign called, "Defy Gravity." 

LeTourneau Defy Gravity logo

Solution

The campaign featured digital Media including:

  • Facebook
  • YouTube
  • Google Search

A unique print piece was created to educate potential students of the program about what LeTourneau had to offer both as a university and specifically in the field of aviation and aeronautical science. Traditional media, i.e., radio and TV ads were created that ran in the targeted Dallas/Ft. Worth market.

Encore also created a landing page for the web featuring the Defy Gravity brand look. A long-form video was also produced that matched the print and web media. The video tells the story of the LETU aviation education program, and is featured on the school’s website.

All work was done on a limited budget due to the non-profit nature of this small, faith-based institution.

LeTourneau Aviation students in action
LeTourneau Aviation brochure
LeTourneau Aviation website
LeTourneau Aviation digital banner ad

Results

  • The program in Dallas has gone from no presence to 20 enrolled aviation students with enrollment continuing to grow.
  • The long-form video won a Gold Award from the Hermes international media competition in 2015.

"We needed help to launch LeTourneau University’s School of Aviation & Aeronautical Science’s new aviation program in the DFW Metroplex and wanted a marketing partner who could identify with our Christian Mission and get the job done right and on budget. So we turned to the team of professionals at Encore Multimedia. Dean Waskowiak, the company’s president, is a respected alumnus of LETU and has assisted the university with its marketing efforts in a number of departments. Encore Multimedia provides expertise in both digital and traditional marketing that other companies simply do not. Their strategic plan and marketing creative, 'defy gravity' was successful in helping us achieve our goals.”

Fred Ritchey
Dean, School of Aviation & Aeronautical Science