Greater Lawrence Technical School’s Aviation Maintenance Program Kicks Off
JGPR helped to highlight Greater Lawrence Technical School’s aviation maintenance program by leveraging media relationships and creating social media content.
SECTOR
Schools
CLIENT
Greater Lawrence Technical School
GOAL
To highlight Greater Lawrence Technical School’s new aviation maintenance program, a high-growth field for career-minded students
Background
In the 2025-26 school year, Greater Lawrence Technical School became the second high school in the state to offer aviation maintenance as a program for students. Through the program, students will gain practical experience working on aircraft systems and parts. Their work will meet Federal Aviation Administration standards, preparing students to enter a field in which employment is expected to grow 27% by 2030 in Massachusetts alone.
JGPR has worked with Greater Lawrence for 11 years, and has helped spotlight many of the school’s technical programs and post-graduation educational opportunities. For this groundbreaking program, JGPR leveraged its relationships local television and newspaper media to bring reporters to the program’s launch event on Oct. 15, showcasing an event with terrific visuals, made for TV.
Concept
JGPR created multiple deliverables to bring attention of the program to the media and surrounding community, including a media advisory, press release, and social media reel. JGPR also provided on-scene support at the launch event, taking photo and video for the client’s use and arranging interviews between members of the media and the client.
Components
Issuing a media advisory and leveraging our relationships with Boston and local media to pitch and secure media coverage of the launch event.
Providing in-person support of the launch event, taking photos and videos for the school to use on social media.
On-site coordination with media to set up interviews with the Superintendent, a teacher, and a student within the program, ensuring positive, thorough coverage.
Issuing a release post-event, thanking all of the community stakeholders who were involved in bringing the program to life and showcasing the innovative learning opportunity in a more thorough manner through photos, research and additional information.
Filming and editing a reel for the school’s social media.
Impact
JGPR generated positive coverage of Greater Lawrence’s aviation program that was met by a media audience of 743,019, with an estimated publicity value of $40,396.
WCVB Channel 5 covered the event in-person, resulting in a 2-minute package showcasing the program. The coverage was posted to the station’s YouTube channel, which has a following of 326,000 subscribers. Local newspaper, the Eagle-Tribune of North Andover also attended the launch, which resulted in a story that reached a local audience of 15,800 via its print and online presence.