Proposal 1: Corporate Education Partnerships

Executive Summary

Employers today face an unprecedented retention crisis. The cost of replacing a single employee now ranges from 50% to 200% of their annual salary. Meanwhile, 94% of employees say they would stay at a company longer if it invested in their career development — yet only 27% of employers offer tuition or education benefits beyond basic tuition reimbursement.

This is the gap LeTourneau University is uniquely positioned to fill.

LETU's Corporate Education Partnership program — already proven with Chick-fil-A and Sweet Shop USA — transforms accredited, 7-week online modules into a turnkey employee benefit that HR departments can offer as easily as a 401(k). This is not tuition reimbursement. It is an education subscription: low-friction, high-impact, and branded as an elite perk.

94%

of employees would stay longer if their employer invested in their development

50–200%

of annual salary = cost to replace a single departing employee

proven corporate partners already live (Chick-fil-A, Sweet Shop USA)

Go-to-Market Thesis: We will pivot from a "flyer for HR to hand out" model into an aggressive B2B acquisition engine — targeting HR Directors, CHROs, and CEOs of mid-to-large Texas and regional companies with a data-backed, ROI-driven narrative that frames LETU Corporate Education as a talent-war-winner.

Target Audience & Positioning

Primary Personas

1. The CHRO / VP of People (Decision Maker)

Owns retention KPIs and benefits strategy. Under pressure to reduce turnover without increasing cash compensation. Needs quantifiable ROI to bring to the CFO. Pain point: "We keep losing good people to competitors that offer more than a paycheck."

2. The CEO of a Mid-Market Company (Economic Buyer)

200–2,000 employees. Thinking about culture as a competitive advantage. Wants to be known as the "best place to work" in their region. Pain point: "How do I compete with Fortune 500 benefits on a mid-market budget?"

3. The HR Director (Champion / Implementer)

Handles benefits enrollment, onboarding, and employee communications. Needs a program that is simple to administer and easy to explain to employees. Pain point: "I need a benefit that feels premium without adding administrative complexity."

Positioning Statement

For mid-to-large employers who are losing talent to competitors with stronger benefits packages, LeTourneau Corporate Education Partnership is an employer-sponsored education benefit that delivers accredited, career-advancing university courses as a turnkey subscription. Unlike traditional tuition reimbursement (which is slow, bureaucratic, and underutilized), LETU's program is instantly accessible, zero-hassle to administer, and proven to increase retention — all while giving employees a prestigious, resume-building credential from a 75-year-old accredited university.

Go-to-Market Strategy: Annual Workstreams

This is designed as an annual engagement and blueprint, not a fixed-week campaign — the workstreams below run continuously and compound over the 12-month contract.

Foundation

Build the Assets. Stand up the B2B acquisition toolkit. This workstream transforms the existing employee-facing flyer into a comprehensive employer-facing sales and marketing engine that the always-on effort runs on.

Key deliverables:

Website & Landing Pages package — a new, standalone marketing site on a separate domain (not the .edu): one consolidated "Office of Industry Engagement" main page linking out to three initiative-specific landing pages (Corporate Education, Robotics & Welding, WAN YouXi / Product Testing), with the employer-facing funnel + embedded ROI calculator
Case study: Chick-fil-A + Sweet Shop USA results
LinkedIn ad creative suite (3 static)
Proof / testimonial video quoted separately, pay-as-you-go / per-project — not bundled into the retainer. Video production is optional and can be handled through SFAA or a preferred LeTU vendor, with direction, planning, and scripting by SFAA.

Always-On

Always-On Acquisition. Run ongoing paid and organic demand generation into the market through multi-channel campaigns that operate continuously across the contract.

Key activities:

LinkedIn Sponsored Content targeting HR leaders in Texas, Oklahoma, Arkansas, Louisiana
LinkedIn organic cadence: 4–6 posts / month + 4 articles / month (written and supplied by SFAA)
Capture first-party data through advertising to fuel future outreach
Optional add-on: retargeting ads to website visitors who did not convert

Optimize

Optimize & Expand. Refine what works and scale it. Expand geography and industry verticals as the engine matures.

Key activities:

Refine targeting and creative based on performance data
Launch referral incentive: current partner → new partner = discount
Expand targeting to manufacturing, logistics, and healthcare verticals
Map and launch a cold email / drip program once first-party data is collected
Optional future idea to explore: an executive webinar series, pending LeTU staffing capacity

Marketing Campaign Tactics

Tactic	Description	Channel	Frequency	Workstream
Website & Landing Pages	$3,500 recommended full package: a new, standalone marketing site built on a separate domain (NOT the university's .edu) — one consolidated "Office of Industry Engagement" main page linking out to three initiative-specific landing pages (Corporate Education, Robotics & Welding, WAN YouXi / Product Testing). The Corporate Education page carries the interactive ROI calculator (e.g., "If you have 500 employees and 15% turnover, here's what you save by reducing churn by 20%") and a "Request a Partnership Kit" form. Alternative: individual landing pages at $1,500 each (3 = $4,500). Why we recommend this: the $3,500 package is more cost-effective for LeTU than three standalone pages, and building on a new domain lets SFAA control quality and speed of execution instead of working inside the slow, technically-limited existing .edu site.	Web	$3,500 one-time	Foundation
LinkedIn Sponsored Content	Sponsored content ads targeted at CHROs, VP People, and CEOs at mid-to-large employers in TX, OK, AR, LA. Creative: "Your best employees are looking for a reason to stay. Give them one." Why we recommend this: LinkedIn is where HR decision-makers already spend their professional attention, making it the most direct paid path to the exact buyers LeTU needs.	LinkedIn	$2,000/mo ad spend	Always-On
Cold Email / Drip (Future Phase)	A future-phase outreach sequence, contingent on first-party data and contact-list access. It will be mapped out and launched only after first-party data is collected through advertising, so the list is warm and permission-aware rather than cold-purchased. Why we recommend this: once advertising has surfaced engaged contacts, email becomes a low-cost channel to nurture them toward a partnership conversation.	Email	Future phase (post-FPD)	Optimize
LinkedIn Organic Content & Articles	Organic cadence of 4–6 posts / month plus 4 articles / month, written and supplied by SFAA, published under LeTU leadership with content-roadmap approval from LeTU (minimal LeTU staff lift). Topics like "Why education benefits outperform salary bumps," "The future of corporate learning," "Retention in the age of quiet quitting." Why we recommend this: consistent, credible content establishes LeTU as a thought leader in education-as-a-benefit and gives the ads organic authority to point to.	LinkedIn	$1,156–$1,534/mo	Always-On
Retargeting Ads (Optional Add-On)	Optional add-on tier — not required. LinkedIn and Google Display retargeting for all website visitors who did not convert. Nurture sequence: case studies, partner testimonials, industry-specific ROI breakdowns. Why we recommend this: most buyers don't convert on first touch, and retargeting keeps LeTU in front of warm prospects at a fraction of cold-acquisition cost.	Paid Display	Optional add-on (TBA)	Optimize

Success Metrics & Goals

Because this is a 12-month blueprint rather than a fixed-week campaign, we measure success by the strategic outcomes the engagement is built to create. As real performance data accumulates through the year, we will set specific numeric targets together — but the objectives below are what the always-on engine is designed to deliver.

Grow a qualified pipeline of corporate HR decision-makers (CHROs, VP People, CEOs).
Convert LeTU's proven case studies (Chick-fil-A, Sweet Shop USA) into new corporate partnerships.
Establish LeTU as a thought leader in education-as-a-benefit within the regional employer market.
Build a durable, always-on acquisition engine that compounds in effectiveness over the contract.
Collect first-party data through advertising to unlock future outreach channels.
Expand reach into new industry verticals as the engine matures.

Attention Engine: Creative Hooks & Messaging

The core challenge is breaking through the noise in an HR leader's inbox and LinkedIn feed. Below are the high-impact hooks that will anchor all creative assets.

Primary Campaign Concept: "The Stay Interview, Solved."

Every HR leader runs "stay interviews" to understand why employees stay. This campaign positions LETU Corporate Education as the most compelling answer to "Why should I stay here?" — a benefit that literally invests in the employee's future.

Headline Bank (for ads, articles, and email subjects):

• "Your best people have one foot out the door. Here's how to keep both feet in."
• "The benefit Chick-fil-A uses to keep their people. Now available to you."
• "A 401(k) secures their retirement. LETU secures their career."
• "Education benefits: 94% of employees want them. 27% of employers offer them. Be the 27%."
• "What if you could cut turnover by 30% — without raising salaries?"
• "The $0 solution to your $500,000 turnover problem."

Visual Direction

All creative should avoid traditional "university" imagery (lecture halls, textbooks, graduation caps). Instead, use corporate, clean, human-centric visuals: an employee at their laptop with a visible LETU course on screen; a manager and employee in a positive conversation; data visualizations showing retention impact. The LETU brand mark should always be present but secondary to the emotional and financial narrative.

Video Asset: 60-Second "Proof" Spot

A single, high-production-value testimonial video featuring an HR leader from Chick-fil-A or Sweet Shop USA speaking directly to camera: "We were struggling to retain our best people. LeTourneau's corporate education program gave us a benefit that actually moved the needle. Here's what happened…" This video lives on the landing page, LinkedIn, and YouTube, and is cut into 15-second and 30-second versions for paid social.

Video pricing: All video (proof, testimonial, and marketing) is quoted separately on a pay-as-you-go, per-project basis — not bundled into the monthly retainer. Video production is optional and can be handled through SFAA or a preferred LeTU vendor, with direction, planning, and scripting by SFAA.

Investment — Annual Blueprint (Monthly)

This engagement is priced as a 12-month annual blueprint with recurring line items stated per month. Confirmed figures are shown below; items marked TBA are pending final scope and vendor quotes and are not included in the subtotal.

Item	Type	Cost
Website & Landing Pages package (new standalone domain: 1 main "Office of Industry Engagement" page + 3 initiative landing pages). Alternative: individual landing pages at $1,500 each (3 = $4,500)	One-time	$3,500
LinkedIn Sponsored Content ads	Monthly	$2,000/mo
Retargeting ads (Google / LinkedIn) — optional add-on tier, not required	Optional add-on	TBA
Video (proof / testimonial / marketing) — quoted separately, pay-as-you-go, per-project; NOT bundled into the retainer. Video production is optional and can be handled through SFAA or a preferred LeTU vendor, with direction, planning, and scripting by SFAA.	Pay-as-you-go	Per-project quote
LinkedIn organic content & articles (4–6 posts + 4 articles / month; articles written by SFAA with LeTU content-roadmap approval)	Monthly (content)	4–6 posts + 4 articles / month @ $1,156–$1,534/mo
PDF lead-magnet assets (first-party-data gated)	As needed	TBA
Email / drip campaign	Future phase (post-FPD)	TBA
Confirmed monthly ad media (LinkedIn Sponsored Content — paid ad spend)		$2,000/mo
Confirmed monthly organic content (LinkedIn posts + articles — SFAA content production)		$1,156–$1,534/mo
Confirmed monthly subtotal (ad media + organic content)		$3,156–$3,534/mo
CONFIRMED ANNUALIZED (monthly items × 12) + $3,500 one-time Website & Landing Pages package		$41,372–$45,908 / yr

The monthly retainer also includes ongoing collaboration meetings, content management, and strategy mapping — included in the total cost, not itemized separately.

Note: The annualized figure reflects confirmed items — LinkedIn Sponsored Content (paid ad media) at $2,000/mo ($24,000/yr), plus confirmed LinkedIn organic content (4–6 posts + 4 articles / month @ $1,156–$1,534/mo, or $13,872–$18,408/yr), plus the one-time $3,500 Website & Landing Pages package. Ad media (paid spend) and organic content (SFAA production) are separate line items. We recommend the $3,500 package over the $4,500 alternative (3 individual pages): it is more cost-effective for LeTU, and building on a new standalone domain (not the .edu) lets SFAA control quality and speed of execution rather than working inside the slow, technically-limited existing .edu site. Video is quoted separately on a pay-as-you-go, per-project basis and is not part of the monthly retainer; video production is optional and can be handled through SFAA or a preferred LeTU vendor, with direction, planning, and scripting by SFAA. Several line items are marked TBA pending final scope and vendor quotes (including the optional retargeting add-on, lead-magnet assets, and the future-phase email/drip program) and are not included in this subtotal. All figures are estimates and subject to final vendor quotes.