Doubling Client Engagement for STM Charters

The Challenge

STM Charters is an air charter consultant that specializes in serving collegiate sports teams, executives, entertainers, and leisure travelers. After 12 years of providing air charters under their parent company, Short’s Travel Management, they needed to build a standalone online presence for their brand as a resource for air travel. This presented the opportunity to streamline their digital presence with the luxury that’s mirrored in the aircraft and jets they charter for clients.

STM Charters was originally one of three divisions under their parent company, Shorts Travel Management. Here’s a look at what their online presence looked like before:

STM Charters had always been a part of their parent brand but needed a way to simplify the booking and learning process for their air charter clients that came to them directly rather than through the parent site. The STM Charters team had created this separate website to address these needs but felt like their beliefs and promises weren’t being translated to their website:
STM Charters new site

Digital Marketing Strategy

SEO Strategy

Content Strategy & Development

Website Design & Development

Social Media Marketing

Email Marketing

The Goal

STM Charters was already well-known and sought after for providing airline charters to collegiate athletic teams, but they wanted to go bigger and expand their reach into the executive, leisure, and entertainment markets. To do that, they needed to develop a standalone brand.

In addition to creating a website that authentically showcases the professionalism and dedication of their team, STM Charters wanted these elements of their story reflected on their social media presence, as well.

While they had already started to take these steps, STM Charters wanted to expand on the distinction and create feelings of ease for their busy clients.

stm charters screenshot 2

The Approach

We partnered with the team at STM Charters to clarify their brand, add depth, and simplify their online discovery process. As with most of our clients, the industry is complex—last-minute aircraft sourcing is complicated!—so began by gaining a deep understanding of positioning and industry nuances. 

After nailing down specific goals, we got to work creating an action plan: 

First, we reviewed all of STM Charters’ efforts, from their existing social media accounts and websites to their SEO statistics.

Next, we outlined their core values in a clear, concise Brand Voice Guide. This guide was built to create messaging reflective of their personality, that also addressed their target audience’s pain points and offered enough understanding about STM Charters’ process without information-overload for their busy clients.

Then to further the ease for their clients, we simplified…everything.

stm charters screenshot 3

The Results

increase in average session duration (time spent on site)
increase in average number of pages viewed per session
increase in total pageviews
stm about page screenshot
sports service page

If creating your own content strategy or identity design seems a bit overwhelming, no sweat! Our team at Wayward Kind is happy to work with you to create the right content strategy. Get in touch today to discover how we can take your content to the extra mile.