Business Aviation Marketing
Strategy, Training, and Creative
Something in your marketing isn't working. You might know exactly what it is. You might just know it's not landing.
I help aviation companies with marketing strategy, creative, execution, and training that builds momentum that lasts, without teaching an agency your industry before they can help you sell in it.
01
Your team, your collateral, your goals, and the human side of the business. How you do what you do, and why you do it that way. That's the part most marketing skips, and it's where the real story lives. We'll find out where your major pain points are and create an actionable gameplan on how to move forward.
02
Trade show, website, social, brand, whichever one brought you here. You get a plan built for your business. Not a template. Not a folder of generic tactics pulled off a shelf. I get in the weeds with you, figure out what's actually going to work, and build it out step by step. You'll always know what's happening and why.
03
Documentation, frameworks, walkthrough videos, plus live recorded sessions. Your team learns the how and the why. Hand it to a new hire on day one and they know what to do. This is what pushes your team forward and keeps things moving. So you grow and expand instead of spinning your wheels. That's long term success.
Who this is for
You know your business cold. The shop does excellent work and the people are the reason customers come back. That part isn't the problem. The problem is your collateral hasn't kept up. You don't know where to show up to reach the customers you haven't met yet, or how to paint the picture in a way that actually matches what the business already is. The story is there. You just don't have time to modernize it.
Your team doesn't need a lecture on social, AI, or whatever's new this month. They need the campaign built, the audience set, and a walkthrough recorded on their screen, on their platform, so the next one is theirs to run. Not general training. Training built for exactly what they're looking at. Momentum builds while the day to day keeps moving, so marketing stops living on the back burner.
You have a big project already in motion. Trade shows, digital, print, whatever it is, there's a deadline, and you need it done so the rest of the operation keeps moving. Bringing in an outside agency means months of teaching them the business before they're useful. What you need is someone who already speaks the language and can pick up the ball mid-run.
You're the person who got handed the title and then found out what's in it.** Print, digital, trade show, website, socials, all of it landed at once. It's not that you can't do this. It's that nobody told you where to start. Whether you need to hand off a few things to get your head above water, an audit of what's really happening, or systems in place so you stop feeling like you're drowning, there's training for that too.
marketing from the inside
12+ Years in Business Aviation What I do
Most aviation companies are not unclear about what they do. They are unclear about how to say it. We get to the real story, then build the language, the positioning, and the proof points your whole team can use the same way in every room.
Posting more is not a strategy. You get a plan tied to how buyers in this industry actually decide, a content approach your team can sustain, and the campaign built once with you so the next one does not wait on an agency.
The show is the biggest line item and the least planned. We set the goal, the message on the floor, what the booth has to do, who your team talks to, and the follow up that starts before you fly home. Then we measure what it returned.
Your website should be your hardest working team member. I map what's working, what's working against you, and how it should be structured for the person actually trying to find what they need. You get clear recommendations and a plan to fix it. I'm not your developer, but I'll work alongside yours to get it done right.
Trade press and digital placement still work. But only when the placement and the message actually match. I help you figure out where to show up, what the creative says at a glance, and how your spend tracks the show calendar instead of running on autopilot.
The part most consultants skip
Every project gets the frameworks, the recordings, the documentation. That gets you moving. But a stack of assets isn't a department. Someone still has to turn it into one.
That's what this is. Systems that work the way your team actually works. People trained on them, not just handed a login. Tools that talk to each other instead of living on five different platforms. And the reasoning behind every decision, so when something changes, your team knows how to adjust instead of calling me.
That's the difference between a team that has good marketing and
a team that runs good marketing. One depends on whoever built
it. The other keeps working when someone changes roles or you
bring on someone new. I can only go this deep with a few teams
at a time. Depth is the point, not volume.
If you want a marketing department that grows with the company
instead of needing rescued every time it does, inquire below.
My Story
I know what it's like to be a small team. I've been a one man team, and I've had a teammate. Building marketing from the inside out with budget restraints, low bandwidth, and a to do list that never ends isn't a small task, it's the whole job. I spent 12+ years building marketing from the ground up in business aviation. No roadmap. No shortcuts.
That's why Define Co. exists. Not another agency you have to train. A way to build the systems and frameworks that keep your momentum going, no matter how small your team is right now.
WHERE I STAND
Everybody knows this is a relationship industry. Everybody says it. Then we all go push content like we're going out of style.
Here's what nobody wants to say. Volume without substance doesn't build reach, it costs you trust. And in an industry where the players are spending real money on real decisions, trust is the only thing you're actually selling.
Plenty of companies are doing this well. Real voice, real transparency, real story. There's a fine line, though, and it takes judgment to walk it. That's the work.
Accelerate who you are without replacing who you are.
WHERE I STAND ON AI
I'm genuinely excited about it, especially for small teams. It can do things for a team of two that used to take a department.
But there's a line. Use it to accelerate who you are, not to replace who you are. It's easy to lose yourself in it, and when a company does that, this industry loses the best part of itself.
Used well, it frees you up to show up more human, not less. That's the conversation I want to have with people.
This works best with companies who already believe marketing is an investment, not an expense to survive. Positioning matters more now than it ever has. There's more content than anyone can keep up with and it's coming faster every month. If you're not showing up clearly now, it gets harder from here, not easier.
These come up on almost every first call. If yours isn't here, ask it.
Ask me something elseProject based, not a retainer you have to justify every month. We start with discovery, I build the strategy and the work with your team in the room, then I train them on it and document it. After that I stay available as a partner when you want a second set of eyes.
I do the strategy side. Keyword and buyer research for this industry, site structure, what each page has to earn, and the copy that goes on it. For technical work, schema, site speed, and migrations, I bring in a specialist I trust and manage them alongside your developer. I would rather tell you that than pretend it is all in house.
Sometimes I am, per project. The difference is what you own at the end. An agency retainer keeps the knowledge on their side, and you pay again next year for the same learning curve. Here your team ends up with the strategy, the documentation, and the skill to run it. If budget is genuinely tight, we scope smaller and start where it moves the needle.
I will build and execute with you, and for stretches I will carry it. What I will not do is become the only person who knows how it works. Your team knows your customers better than any vendor. The goal is always to hand it back stronger than I found it.
Usually on your side of the table. I set the strategy and the standard, then brief and review the agency against it so you are not the one translating aviation for them. Good agencies like working this way, because the direction finally comes in clear.
Then the training was not finished. Sessions are recorded on your platforms with your work on the screen, and the documentation is written for the person who joins next year. If something is not sticking, we go back to it. I am not gone when the file is delivered.
No pitch deck, no discovery fee. You tell me what isn't landing and I tell you straight whether I'm the right person for it.
