Rethink the paper holder strategy
By Brett Bonnville
Whether you’re the flight school’s founder, or employed as the operations manager, it’s very likely your business mission is to be the destination of choice for flight inspired students. Defined by your people, your choice of aircraft, your approach, location, or your own experiences, your school has the muscle to be your region’s go-to flight training operation.
As distinct as every flight school is, a look across the social media landscape tells a different story. From school page to school page, smiling individuals holding a seemingly blank sheet of paper provide regular content for audience consumption. On the surface, we all know these posts highlight significant individual and organizational achievements. And that success goes back to being the school destination of choice. But from a prospective customer’s view, a paper holder social strategy makes your operation appear similar to every other school posting the same. And your business is a far better choice for students than the others. Right?!
Embrace the unique school that you run and rethink those important achievement posts. Grab a photo of the newly licensed pilot from inside the cockpit, leaning over the cowling, a thumbs up out the window; distinctive, easy shots that immediately vector you away from the turbulence of in-front-of-the-aircraft comparisons. Also, upgrade your post copy. Toss in some “Kudos,” a fist-bump emoji, “WooHoos,” pilot responses to future flight plans, or highs and lows of the individual’s training experience. This significantly enhances your social and operational recognition, while strengthening audience engagement and post value.
Going paperless does require a small amount of extra thought, but the impact—on your audience and operations—far exceeds the time and effort invested. Plus, the fresh effort is invigorating for those tasked with the job, and the business owner or manager looking for new ways to attract students.
Don’t be a “Congratulations” paper holder repeat. Have fun, and be fresh. Your social media audiences will see—and feel—the difference.
For additional social media content ideas for communicating school distinction, read my article “Turn Background Activities into Communication Achievements” in the November 7, 2022, edition of Flight School Business.
Brett Bonnville is a pilot with a professional background in audience-centered content and marketing communications. He has been providing social media task support for flight school business owners since 2015. https://brettbonnville.com/studio
