Lockheed Martin UK employs about 3,300 people across 21 sites working in highly specialised areas, such as flight training systems and air traffic control, but, apart from among its traditional customer base of government decision-makers, the company is relatively little known in the UK.
Keen to promote itself as an employer of choice, particularly among school leavers and recent graduates, and also to engage with key media influencers, such as national newspaper journalists and technology sites, Lockheed Martin UK sought to create an integrated campaign around its global brand strapline We’re engineering a better tomorrow today.
It was the first time that Lockheed Martin UK had engaged outside its usual customer base, and the company sought to
leverage its campaign across a wide range of channels using inspiring imagery and language that challenged preconceptions
about what it does. With a limited budget for advertising, Lockheed Martin UK aligned its creatives with reader interests. For example, its advertising within The Guardian demonstrated how the company is using its maritime systems expertise to design and develop wave and tidal energy initiatives. A social media campaign on Twitter focused on shareable content, such as infographics and imagery, gaining more than 7,000 followers for @LMUKtweets in a short period.
The company’s website was also updated; visitors were greeted by campaign visuals that linked to key information, such as its UK manifesto video, while Lockheed Martin UK also had a presence on graduate recruitment sites and events.
Lockheed Martin UK calculated that its advertising visuals and messages reached an audience of 4.8 million, which was almost
doubled through retweets. But the campaign also increased engagement and job applications. For example, unique user figures rose 13 per cent yearon- year while traffic to Lockheed Martin UK’s career page rose 12 per
cent, which translated into a four-fold increase in graduate job applications and its first appearance on the ‘Job Crowd’ annual top
100 companies for graduates.
‘This was a well-integrated campaign, across a range of channels, that met its objectives,’ said the judges.