Line Up Aviation
DATA ANALYSIS, MEDIA, E-COMMERCE & STRATEGY
Line Up is an industry leading international recruitment and resource management company. They seek to understand their client’s business needs and objectives, cultivating long term, mutually beneficial partnerships throughout. This approach has enabled them to achieve a solid reputation and they are trusted by some of the world’s leading brands to support their recruitment requirements.
They are well known for on-time delivery and innovative solutions, delivered by consultants who have a wealth of cross-industry experience and knowledge. This enables them to cater for a variety of disciplines and seniorities, from high-volume contingent needs to executive appointments.
The restriction imposed by national governments in reaction to the COVID19 pandemic created a very tough environment for the aviation sector. From foreign travel to engine production the industry has been badly impacted. Through good management and diversification Line Up not only survived but managed to come out the other end relatively unscathed.
It was now time to turn their attentions to growth and ensuing they were in prime position to maximise the recovery. What was needed from a marketing perspective to drive growth and increase market share.
What had been working well, where were the opportunities and what marketing support would Line Up need for future growth and expansion plans? My task was to provide a complete review of all executions, answer these questions and detail what can be achieved in the short & long term both in terms of improvements already in the Line Ups control and provide a comprehensive strategy to achieve commercial objectives. An exciting and successful project which we build out into 4 stages:
Let the data do the talking. The first step was analysis the data, this helps to identify what has been working, where the opportunities are and to better understand the consumer. I took at deep dive review into, website analytics, social platform performance and consumer behaviour.
I ran tests to benchmark against competitors, provide structural SEO requirements and content analysis. This provided Line Up with a clear 360° picture of their customer, how the customer engages with them and what has delivered success to date.
This is an imperative step to produce successful long term business growth and provided Line Up with evidence for strategy decisions.
With a complete review of media performance and results to date – plus closing the loop on platform behaviour. I was able to provide a comprehensive summary of what was working, the onward behaviour of users to determine how successful each channel is and where the opportunities lay going forward. I provided media recommendations against specific audiences, where resources should be directed and assumptions for success against a KPI framework.
Line Ups website provides them with the e-commerce destination for both clients and candidates. It would be vital in the future success of the company. With a clear understanding of the user journey – I could provide content, structural and technical change recommendations to support company growth objectives. Encompassing short term quick wins and a long-term strategy to support growth.
With a strong understanding of SEO I provided across-the-board suggestions to improve ranking and create better visibility within SERPs.
Pulling all of the above how should the company allocate its recourse to maximum return on investment? I provided a growth proposal designed to break through the noise. Creating a strategy that was creative, iterative, and compelling. I provided a rigorous approach consisting of testing, collecting data, and leveraging present opportunities.