The American Aerospace Technical Academy came to us with a problem.
They were struggling to attract students to their technical program, a common theme in STEM related industries. As a nonprofit, they offer no and low-cost training in nondestructive testing(NDT) to underserved communities including women, veterans, and people of color.
So we worked with their leadership in a two-pronged plan to amp up their social media presence and make NDT feel exciting.
Student interviews
First, we put a spotlight on their former students, interviewing alumni who shared their unique journeys to NDT.
We hoped their excitement would shine through. What we didn’t expect was that maybe we want to work in NDT now.
Social series
Second, we developed a series of short, shareable videos to boost knowledge of the NDT field and make it feel like a place a new student could work.
To stand out, we bucked the industry trend of moody b-roll of actors in hard hats. We filmed Carmen Mejia, a former student, on a colorful background talking directly to the audience without a hard hat in sight.
“Normal Ave was a great partner in building our social media presence. They far exceeded our wildest expectations.”
— Justin Hilterman, Deputy Director AATA
Continued partnership
We’re proud to help support AATA’s cause on an on-going basis and look forward to working with similar groups.