Post-9/11 GI BILL
On June 30, 2008 Congress passed what is called the Post-9/11 G.I. Bill. The act amended Part III of Title 38, United States Code to include a new Chapter 33, which expands the educational benefits for military veterans who have served since September 11, 2001. The program was implemented in the fall of 2009, and the VA needed a national integrated marketing campaign with the goal of helping the American Veteran into the program and gain maximum participation.
The Bill required the Department of Veterans Affairs to put the program into effect before systems were ready to support the release of the Post-9/11 GI Bill, and before a marketing campaign was developed. Therefore, the campaign had to be planned and implemented within a few months to include:
- Audience Analysis
- Focus Groups
- New Website
- Print and Digital Media Graphics
AIM focused specific resources and creative talent together under an agile project management structure. We implemented our “Co-Creation” communications methodology with the Department of Veterans Affairs, and involved the true customer – the Post-9/11 Veteran, to gain their insight and approval. AIM extended working hours and completed the project three weeks ahead of plan.
“The folks seeing the site for the first time were delighted, a bit “wowed” and loved the preview of the new branding unveiled on the website. The Director had no difficulty approving the go live decision. As we move forward with the next phases of the overall campaign, we could not be more pleased with the outstanding team you have assembled.”
Lake Simcoe Regional Airport
The Lake Simcoe Regional Airport (LRSA) is one of the newest and best positioned regional airport facilities in Canada. It is located in one the fastest growing regions of Ontario. Directly serving a population base of over 200,000, LSRA offers these users a convenient location in close proximity to the Greater Toronto Area.
The Lake Simcoe Regional Airport was in need of a new identity and website. Although located in a rural area, the facility is well-used by celebrities and dignitaries every day and is considered one of the finest ports in Ontario. The old look was very dated and website was at least 11 years old. One major aspect of the site that was requested was the ability to easily change content. They also desired a Flash site. With a limited budget and a bit of direction AIM “took off” with the project.
With our team of developers and designers we produced a beautiful, image-rich site with all content being managed by the client through an in-site custom content management tool. They experienced instant praise for their new look and gained favor with some strategic partners.
“The Lake Simcoe Regional Airport through its parent, the City of Barrie, undertook to completely re-brand the regional airport’s image with a new corporate logo and web site as the core projects. The diverse nature and fast pace of the aviation business demanded a product that would define the Lake Simcoe Regional Airport as contender in the global market – AIM’s Creative Team, Rhubarb Media was able to provide such a product. Not only did the creative and dynamic team at Rhubarb deliver a professional image of the airport, but were able to do so with the initial parameters evolving into a larger product. I would highly recommend the services of this group… “