Social media for LAUNCH, built around the technician.
LAUNCH is looking for a new social media partner. This is Machina’s first draft of that partnership: what it is for, who it speaks to, what changes, how the work gets made and what it costs.
Prepared for Kathleen and the LAUNCH team by Machina · October 2026
Contents · 7 sections
LAUNCH’s clients come for the technicians.
LAUNCH supplies technicians. The skill and depth of its bench is what airlines, MROs and OEMs are buying, so every technician who chooses LAUNCH makes it a stronger partner for the clients it has and the ones it wants next.
That makes the objective of this partnership specific: find technicians for LAUNCH’s clients. More clients follow from it. Social has to do both jobs, and the technician side leads.
- 1
Technicians choose LAUNCH
They see the work, the crews and a clear way to apply, on the channels they already use.
- 2
LAUNCH can staff more programs
A deeper bench of skilled people to offer the clients it already has.
- 3
More clients choose LAUNCH
Buyers see, on the channels they read, that LAUNCH can deliver the people.
Each new client brings more roles to fill, and the work starts again on the technician side.
Three audiences, each with its own reasons to listen.
The business side and the technician side work differently, so they get separate programs. A third group sits between them and may matter more than its size suggests.
B2B · Buyers
Working age range
- Who
- Administrative and operational decision makers at airlines, MROs, OEMs, and the transportation and logistics companies that need technicians.
- What they need to see
- That LAUNCH can staff a program on time, with leadership attached, and stand behind the work.
- Where they are
- LinkedIn first.
B2C · Technicians
Working age range
- Who
- Skilled aviation technicians, on the job now or looking for the next one.
- What they need to see
- The real work, the crews they would join, what a LAUNCH assignment offers, and a short way to apply.
- Where they are
- Instagram, Facebook and short video.
In between · Technician managers
Working age range
- Who
- Leads on the technician side who run crews but sit outside the wider organization’s leadership.
- What they need to see
- Respect for the craft, and a reason to send good people LAUNCH’s way.
- Where they are
- LinkedIn and Facebook. A likely source of referrals.
Age ranges are Machina’s working assumption from the first conversation, to be checked against LAUNCH’s own applicant and client data.
A full overhaul of how LAUNCH looks and sounds on social.
The first phase rebuilds the visual brand of LAUNCH’s social presence. Both campaigns are built on what it sets.
- 01
Templates
A designed system for every format LAUNCH publishes: feed posts, carousels, stories, video covers and job posts. Every post reads as LAUNCH before anyone sees the name.
- 02
Content
What gets published and why: the hangar, the crews, the programs, the people. Planned by audience and by campaign.
- 03
Copy
Headlines, captions and calls to action written for each audience. Every post asks for one clear next step.
- 04
Tone
One voice for LAUNCH, tuned for each side: direct and credible with buyers, plain-spoken and respectful with technicians.
- 05
Cadence
A set publishing rhythm for each channel, planned a month ahead and approved in a single review.
The standard is world-class content: work that stands next to the best brands in aviation and reaches the people LAUNCH needs.
The full brand direction, with the templates applied, follows as its own presentation in this showcase. The first mockups appear on the Mockups page as they are finished.
See the mockupsTwo campaigns, built separately, run side by side.
Each side gets its own campaign, organic and paid, on the channels that audience already uses. They share the new brand. They do not share a message.
For the companies that need technicians
- The message
- LAUNCH delivers the skilled people a maintenance or modification program depends on, with leadership attached.
- Organic
- LinkedIn as the home channel: program stories, the TEAMS model, the Modification & Training Center at work and the people who lead it.
- Paid
- LinkedIn campaigns targeted by role, industry and company size, aimed at operations, maintenance and procurement leaders.
- The ask
- Start a conversation with LAUNCH’s commercial team.
For the technicians LAUNCH wants on its teams
- Short video
- The message
- Real aviation work, alongside crews worth joining, with a clear way to apply.
- Organic
- Instagram and Facebook with short video at the center: the work up close, crew profiles, day-in-the-life pieces and open roles.
- Paid
- Meta campaigns targeted by trade and region and tied to specific openings, with TikTok and YouTube tested as the video library grows.
- The ask
- Apply for a role, or talk to a recruiter.
Technician managers are reached by both campaigns: they read LinkedIn like buyers and follow the work like technicians. A dedicated referral track for them is an option to decide together with LAUNCH.
A dedicated videographer, on the account.
Video is how a technician sizes up a job and how a buyer sizes up a crew, so the plan includes a dedicated videographer. Machina finds, briefs and directs them: someone at home in a hangar, able to follow a team on site, who comes back with footage that carries both campaigns.
Site access, safety requirements and any client approvals for filming are agreed with LAUNCH before the first shoot.
What gets made
- Hangar and line footage at the Modification & Training Center in Wichita
- Crew profiles and day-in-the-life pieces with technicians and team leads
- Short vertical cuts for Reels, Stories and Shorts; longer cuts for LinkedIn
- A photo library for templates, job posts and paid creative
Each shoot is planned for both campaigns and cut for every channel, so one day of production feeds both sides of the calendar.
One monthly fee for the whole partnership.
The fee covers what Machina makes and runs for LAUNCH: the new brand system, the content and copy, the video, and the management of both campaigns, organic and paid.
$4,500
per month
All content production is included, video and the videographer with it.
What the fee covers
- The brand overhaul: templates, tone and cadence for every format LAUNCH publishes
- Content and copy for both campaigns, planned by audience
- Video production, with a dedicated videographer briefed and directed by Machina
- Organic management of the business and technician campaigns
- Paid media management: planning, setup, creative, optimization and reporting
- Ad spend
- Not part of the fee. The media budget is LAUNCH’s own and stays separate. Machina and LAUNCH set it together.
- Start date and term
- To confirm with LAUNCH.
From this draft to the first post.
Review this draft
LAUNCH reads the proposal and marks what to change. Machina revises it into a final version, with the start date and term confirmed.
Kickoff
Access to the social accounts, brand assets and existing photo and video, and agreement on who approves content at LAUNCH and how often.
Brand direction
Machina presents the new templates, tone and cadence for sign-off, with the first mockups for both campaigns published in this showcase.
First shoot
The videographer is confirmed and the first shoot is scheduled with LAUNCH’s team.
Campaigns live
Organic publishing starts on the new system, followed by paid campaigns for both sides, on a go-live date agreed together.
— The Machina team