Hawker Beechcraft Rebrand

Hawker Beechcraft Corporation (HBC)'s new vice president of marketing determined that a fresh and aggressive approach was required for developing and promoting the brand. His plans included a new brand program to debut at the 2008 National Business Aviation Association (NBAA)'s annual event. A new Hawker and a new Beechcraft product would also be announced.

My team supported Hawker Beechcraft with a total rebrand of both Hawker and Beechcraft product lines and the launch of two new airframe products – the Hawker 450XP and the Beechcraft King Air 350i. We proposed ground-level strategies, marketing messages and competitive advantages. Along with our creative director, I lead the development of integrated brand programs including comprehensive product brochures, print advertising, video presentation, trade-show graphics and media relations efforts.

The new brand efforts were launched at the NBAA annual convention, where the company received orders for three Hawker 4000s, two Hawker 900XPs, three Hawker 750s, five Hawker 450XPs and an undisclosed number of Beechcraft products.

Cleared for takeoff.

The DeCrane Aerospace principals and marketing team executives needed to elevate the brand perception in support of attracting the right corporate investor. They asked Jajo to develop a new brand campaign, including voice and look.

Jajo's strategy was to focus on not only brand values and strengths, but to pump up established brand elements. New corporate identity pieces were created, as well as a new print campaign series. The large-type headlines of the print campaign fit the client's limited marketing budget and cut through the clutter of the busy industry publications. 

This same approach was applied to the Audio International division of DeCrane, providers of premium in-flight entertainment and cabin management systems for business jets.

In addition to winning several readership awards, the campaign supported DecCrane Aerospace goals for future growth through acquisition.

Ready, set, grow.

Growth is paramount. So when a company expands its market, the proper exposure can make all the difference. 

Cox Business regularly expands into new areas within and outside its existing market. It needed a campaign that could be executed to promote any new network expansion within its Kanas and Northwest Arkansas region. 

The concept behind this new campaign developed by my team was "the bounty of the bundle" and featured bright visuals with clever growth messages. A direct mail campaign with mobile billboards assisted Cox Business in developing a new patronage and solidified that a new option for business had arrived to serve.

Hit 'em where they live.

Cox Business Kansas and Northwest Arkansas continues to look for new ways to reach its audience: small business owners and IT professionals with decision making rights at corporations. A corporate campaign planned by the corporate offices in Atlanta, Ga. was developed with the intention of national regions supplementing the corporate campaign with local efforts. Cox Business KS/NWA had not previously implemented a comprehensive online campaign.

My team at Jajo encouraged Cox Business to hit the target audience where it lives – online outlets. Working with an online media partner, we developed an annual online campaign to reach key target markets throughout the region. The campaign included paid online advertisements on local publication and media sites, as well as an emarketing program.

Results were immediately outstanding. The email component performed at 217% above industry standard for open rate and 299% above industry standard for click-through rate. The paid online advertisement campaign is still active, but results to date indicate delivered brand impressions of 4,942,451 at 99% pace and a cumulative click-through rate of 0.06%.