Proposal 2: Robotics & Welding Hub — Go-to-Market Strategy

Executive Summary

American manufacturing is facing a critical skills gap. The American Welding Society projects a shortage of 360,000 welding professionals by 2027. Simultaneously, robotic automation in manufacturing is growing at 12% CAGR — yet the workforce trained to operate, program, and maintain these robotic systems is vanishingly small.

LeTourneau University sits at the intersection of this crisis and opportunity. With state-of-the-art Yaskawa robotics cells and a program that places LETU among only three universities in the United States offering this caliber of industrial robotics training, the university has a scarce, high-value asset that the market desperately needs.

This proposal outlines the go-to-market strategy for two distinct product lines under the Robotics & Welding Hub:

Product A: Professional Robotics Welding Certification
4-day intensive training. $1,950 per seat. Target: professional welders, manufacturing technicians, plant managers seeking upskilling for themselves or their teams.

Product B: Weld-X Robotics Summer Camp
Week-long immersive camp for 9th–12th graders. $350 per student. Target: parents and high school STEM coordinators in the East Texas region and beyond.

1 of 3

Universities in the U.S. offering this robotics training

360K

Projected welding professional shortage by 2027 (AWS)

12%

CAGR of robotic automation in U.S. manufacturing

Go-to-Market Thesis: Scarcity creates demand. We will build the entire campaign around the "1 of 3" positioning — making LETU's exclusivity the center of gravity. From there, we segment into the B2B manufacturing upskilling pipeline and the B2C summer camp enrollment pipeline, each with distinct creative, channels, and conversion paths.

Target Audiences & Dual Positioning

Product A: Professional Certification

Primary: Plant & Operations Managers

Run manufacturing facilities in Texas, Louisiana, Oklahoma, and Arkansas. Under pressure to automate but lack trained operators. Pain point: "We bought the robots, but nobody knows how to run them."

Secondary: Individual Welders

Experienced welders who understand their trade is evolving. Want to future-proof their career and increase earning power. Pain point: "Manual welding won't feed my family in 10 years. I need the next skill."

Positioning Statement

For manufacturing leaders and welders who need to master industrial robotics to stay competitive, LETU's Robotic Welding Certification is a 4-day intensive that delivers hands-on Yaskawa programming competency. Unlike online courses or community college programs that teach theory, LETU is one of only three universities in America with live industrial robotic cells — and students leave with a credential that commands a premium in the job market.

Product B: Weld-X Summer Camp

Primary: Parents of High Schoolers

Ages 30–50, East Texas region (Longview, Tyler, Marshall, Shreveport). Value practical, career-oriented experiences for their teenagers. Pain point: "My kid is bright but not interested in a traditional 4-year degree. What's out there for them?"

Secondary: High School STEM Teachers & Counselors

Gatekeepers who recommend summer programs to students and parents. Need compelling, vetted programs to share. Pain point: "I need programs that are credible, affordable, and genuinely transformative."

Positioning Statement

For parents and educators seeking a career-launching summer experience for high school students, Weld-X is a hands-on robotics camp where students operate real industrial robots, learn welding fundamentals, and discover a high-demand career path. Unlike generic STEM camps that offer surface-level exposure, Weld-X gives students direct experience on the same Yaskawa equipment used in advanced manufacturing — and a credential that opens doors.

Go-to-Market Strategy: Three Continuous Workstreams

This is designed as an annual engagement and blueprint, not a fixed-week campaign — the workstreams below run continuously across the 12-month contract, with the enrollment-season pushes layered on top.

Workstream 1
FOUNDATION

Creative Production & Web. The robotics offering is inherently visual and visceral — sparks, machines in motion, precision work. Foundation is about capturing that energy in world-class creative assets — and standing up the web presence that converts the attention they generate.

Key deliverables:

Website & landing pages ($3,500 recommended full package): a new, standalone marketing site on a separate domain (not the university's .edu) — one consolidated "Office of Industry Engagement" main page linking to three initiative landing pages (Corporate Education, Robotics & Welding, WAN YouXi / Product Testing). Alternative: individual landing pages at $1,500 each (3 = $4,500). We recommend the $3,500 package — more cost-effective for LeTU, and it lets SFAA control quality and speed instead of routing through the slow, technically-limited .edu site. For this program specifically, the landing page may be a single combined page that lets visitors self-select ("Are you a student?" vs. "Are you an employer?") to serve both the B2C camp and B2B certification audiences — final page count to be discussed with LeTU.
High-production hero / marketing video at the LETU robotics lab: robots welding in slow motion, instructor expertise (Yaskawa-certified). Video production is optional and can be handled through SFAA or a preferred LeTU vendor, with direction, planning, and scripting by SFAA — quoted separately, pay-as-you-go per project (not bundled into the monthly retainer)
Social cut-downs captured on the same shoot day to grab our own social footage
Gated "Employer's Guide to Robotic Upskilling" (B2B PDF, first-party-data capture)
Gated "Parent's Guide to High-Demand Careers" (B2C PDF, first-party-data capture)
Social creative suite: 15-second and 30-second video cuts, static quote cards, carousel ads
Email nurture sequences for both B2B and B2C tracks

Workstream 2
ALWAYS-ON ACQUISITION

Ongoing Paid + Organic. Run both product lines continuously through distinct channels. The camp campaign spikes around the enrollment window; the certification campaign runs evergreen all year.

Key activities:

B2C Camp: Facebook/Instagram video ads geo-targeted to the region around Longview + parent-focused Facebook groups
CTV Ads: broadcast-quality video on streaming TV with a QR code driving to the landing page — local brand awareness reaching parents and manufacturers at home
YouTube Pre-Roll: "sparks" video targeted at welding and manufacturing content viewers
Ongoing organic social (Facebook + LinkedIn, no paid LinkedIn ads): 4–6 in-feed posts per month per platform in varied formats (polls, questions, text — not just graphics), with Facebook's 2 monthly reels counted as organic posts (a reel = one organic post). Facebook organic can run on a new page or LeTU's existing page; LinkedIn runs organic content only for the B2B robotics/certification audience
Lead magnets: gated PDF info packs collecting first-party data for nurture

Workstream 3
OPTIMIZE & EXPAND

Optimize Targeting & Build Pipeline. Use performance data to refine targeting, expand geography, and build a year-round enrollment machine.

Key activities:

Expand camp geo-targeting outward across the region (Dallas, Houston, Shreveport, Little Rock)
Offer a corporate "send your team" bulk discount, distributed by email and website
Retargeting: all website visitors and video viewers → certification enrollment page
Build alumni network: encourage camp graduates to return for professional certification

Marketing Campaign Tactics — Full Detail

Tactic	Description	Track	Channel	Frequency	Workstream
Hero Video: "Sparks"	Cinematic hero video filmed at the LETU robotics lab. Slow-motion welding, robot precision shots, student focus, instructor voiceover: "One of three universities in the country. One certification that changes everything." Cut into 30s, 15s, and 6s versions. Video production is optional and can be handled through SFAA or a preferred LeTU vendor, with direction, planning, and scripting by SFAA. Quoted separately, pay-as-you-go per project — not bundled into the monthly retainer; SFAA can capture social content on the same filming day. Why we recommend this: the robotics offering is inherently cinematic, and one flagship film fuels the landing pages, paid social, YouTube, and CTV — it is the single highest-leverage creative asset in the plan.	Both	YouTube, Meta, CTV	Pay-as-you-go (per project)	Foundation
Website & Landing Pages	A new, standalone marketing site on a separate domain (not the university's .edu): one consolidated "Office of Industry Engagement" main page linking to three initiative landing pages (Corporate Education, Robotics & Welding, WAN YouXi / Product Testing). $3,500 recommended full package; alternative individual landing pages at $1,500 each (3 = $4,500). For this program the Robotics & Welding page may be a single combined page with a self-select path ("Are you a student?" vs. "Are you an employer?") to serve both the camp and certification audiences — final page count TBD with LeTU. Why we recommend this: a separate domain gives SFAA full quality control and speed instead of routing through the slow, technically-limited .edu site — and the consolidated package is more cost-effective than buying pages individually.	Both	Web	$3,500 one-time ($4,500 alt.)	Foundation
Certification Page / Section (B2B)	Certification funnel content: course overview, 4-day schedule, Yaskawa equipment showcase, instructor profiles, pricing ($1,950), corporate bulk inquiry form, student testimonials, FAQ — served as its own page or as the "employer" path of the combined self-select page. Why we recommend this: a dedicated conversion path turns ad clicks into applications and captures first-party data.	B2B	Web	Part of website package	Foundation
Weld-X Camp Page / Section (B2C)	Camp funnel content: camp dates, daily schedule, photo gallery, parent testimonials, "What Your Teen Will Learn," pricing ($350), enrollment form, FAQ for parents — served as its own page or as the "student" path of the combined self-select page. Why we recommend this: parents convert best on a focused, mobile-friendly path built for a single decision — enroll — rather than a general university page.	B2C	Web	Part of website package	Foundation
Facebook/Instagram Ads — Parents	Video + carousel ads geo-targeted to parents in the region around Longview, TX. Interest targeting: "STEM education," "summer camps," "welding," "career technical education." Creative: "This summer, your teen could operate a real industrial robot." Primary paid social for both product lines. Why we recommend this: Meta is where local parents already spend their time, and its geo + interest targeting is the most cost-efficient way to fill camp seats and keep the certification top-of-mind year-round.	B2C	Meta	$1,000/mo brand awareness; $2,000+/mo enrollment	Always-On
CTV Ads (with QR code)	Broadcast-quality video served on Connected TV / streaming platforms, with an on-screen QR code that drives viewers straight to the landing page. Strong for local brand awareness and reaching parents and manufacturers at home. Why we recommend this: CTV puts LeTU on the living-room screen with TV-grade credibility at a fraction of traditional broadcast cost, and the QR code closes the gap between awareness and a measurable click.	Both	CTV	$750+/month	Always-On
YouTube Pre-Roll Ads	Pre-roll ads targeting viewers of welding, manufacturing, and robotics content. Geo-targeted to Texas + surrounding states. Creative: "1 of 3 universities in the U.S. offers this. LETU Robotics. 4 days. $1,950." Why we recommend this: YouTube reaches high-intent trade and manufacturing audiences by the exact content they watch, extending the hero film's reach cheaply.	B2B	YouTube	$1,500/mo	Always-On
Gated PDF Info Packs	Downloadable "Employer's Guide to Robotic Upskilling" (B2B) and "Parent's Guide to High-Demand Careers" (B2C), gated behind a contact-info form so every download captures first-party data (FPD). Why we recommend this: gated content converts curious traffic into named leads we can nurture by email, building an owned audience that lowers acquisition cost over time.	Both	Web / Email	TBA	Always-On
Ongoing Organic Social (Facebook + LinkedIn)	Consistent organic presence across Facebook and LinkedIn, in varied formats (polls, questions, text — not just graphics). Reels are organic content, not a separate line — a reel counts as one organic post at the standard rate. LinkedIn: 4–6 in-feed posts/month plus 4 articles/month; Facebook: 4–6 in-feed posts + 2 reels = 6–8 posts/month. Facebook organic can run on a new page or LeTU's existing page; LinkedIn is organic content only — no paid LinkedIn ads — aimed at the B2B robotics/certification audience. Confirmed organic content total = $2,290–$3,046/mo ($27,480–$36,552/yr). Why we recommend this: a steady organic feed builds credibility and gives paid traffic a living page to land on, and LinkedIn organic reaches manufacturing decision-makers where they network — without paid-ad spend.	Both	Facebook + LinkedIn / Organic	LinkedIn: 4–6 posts + 4 articles/mo; Facebook: 4–6 posts + 2 reels/mo — $2,290–$3,046/mo	Always-On
Video & Social Filming	Hero/marketing video and on-site social filming; SFAA captures supporting social footage on the same filming day. Video production is optional and can be handled through SFAA or a preferred LeTU vendor, with direction, planning, and scripting by SFAA. Quoted separately, pay-as-you-go per project — not bundled into the monthly retainer. Why we recommend this: pay-as-you-go keeps the retainer lean and lets LeTU commission production only when a specific asset is needed, while shared shoot days keep per-asset cost down. (Reels are organic content, priced with organic social — not part of this pay-as-you-go video line.)	Both	Production	Pay-as-you-go (per project)	Always-On
Corporate Bulk "Send Your Team"	A simple bulk-seat discount: 5+ seats = 15% off, 10+ seats = 20% off + reserved cohort dates. Presented on a "Send Your Team" sheet distributed by email and on the website. Why we recommend this: bulk pricing turns one plant manager into a whole cohort, raising average deal size — and email/website distribution keeps it simple and free to run.	B2B	Email + Web	Ongoing	Optimize
Retargeting Ecosystem	Meta and Google Display retargeting for all landing page visitors and video viewers (>50% watch). Serve testimonials, "limited seats remaining" urgency creative, and direct enrollment CTAs. Why we recommend this: retargeting recaptures the warm traffic every campaign already paid to generate — it is consistently the highest-ROI line in a funnel. Budget under review.	Both	Paid Display	TBA (under review)	Optimize
Alumni → Pro Pipeline	Automated email: camp attendees receive a $100 discount on future Professional Certification enrollment, and parents receive a follow-up sequence: "Your teen loved the robots. Here's the career path." Why we recommend this: it is pure email automation against a list we already own — near-zero cost to run and it turns today's campers into tomorrow's certification revenue.	Both	Email	Automated	Optimize

Attention Engine: Creative Hooks & Messaging

The Robotics & Welding Hub has the strongest visual and emotional hook of all three LETU initiatives. Fire, sparks, machines, precision — this is inherently cinematic. The creative strategy must exploit that relentlessly.

Core Campaign Concept: "1 of 3. Be One of the Few."

Scarcity is the psychological engine. The "1 of 3" stat is not just a credibility marker — it is the headline generator, the call-to-action anchor, the reason to choose LETU over any alternative. Every piece of creative leads with exclusivity and follows with transformation.

Headline Bank — Professional Certification (B2B):

• "1 of 3 universities in America. 4 days. $1,950. Your competitive advantage."
• "Your competitors' robots are running at full capacity. Are yours?"
• "360,000 welding jobs will go unfilled by 2027. Fill yours — with a robot operator."
• "You bought the Yaskawa. Now train the team that runs it."
• "Most welders are being automated out. Be the welder doing the automating."
• "Send 5. Save 15%. Build the team that builds America."

Headline Bank — Weld-X Summer Camp (B2C):

• "This summer, your teenager operates an industrial robot. No screens. Real sparks."
• "Not every kid wants a desk job. Some want to build things that matter."
• "A $350 summer camp that could launch a $70,000 career."
• "3D printers are cute. Your kid is going to run a Yaskawa."
• "Weld-X: The camp that makes other summer programs look like daycare."
• "Seats are limited. Robots are real. Registration closes June 1."

Visual & Video Direction

All robotics creative must be shot on location at the LETU lab. No stock footage. The campaign lives or dies on authenticity. Key visual motifs: extreme close-ups of the weld arc, robot arm in slow-motion precision, students in proper PPE with intense focus, instructor over-the-shoulder coaching shots, final product showcase (flawless welds). The color palette is industrial: blacks, grays, metallic tones, with the bright orange of the welding spark as the only warm element. Typography should be bold, sans-serif, almost technical — evoking precision engineering.

Video Asset Hierarchy

Asset	Length	Purpose	Distribution
"Sparks" — Hero Brand Film	Hero	Establish emotional connection, showcase facility, convey "1 of 3" prestige	Landing pages, YouTube, CTV
"The Certification" — Explainer	Explainer	Walk through the 4-day program, instructor introduction, pricing, CTA	Landing page, sales emails
"A Day at Weld-X" — Camp Preview	Preview	Fast-cut montage of camp experience: students arriving, suiting up, running robots, celebrating success	Facebook, Instagram, parent emails
Social Cutdowns	Short-form	High-impact, text-overlay versions for paid social and Stories, captured on the same shoot day	Meta, YouTube, Stories/Reels
Student Testimonial Capsules (optional bonus)	Short-form	Optional idea if obtainable: individual student stories — the welder who doubled his income, the teen who found his calling. Presented as a bonus, not a committed deliverable (securing willing students can be a hurdle).	All channels, rotated

Success Metrics & Goals

Over the 12-month engagement we measure success against clear qualitative objectives rather than fixed numeric quotas. As the program builds a performance history, we will set data-informed targets together with LeTU. The goals below define what "winning" looks like for this blueprint:

Program Objectives

Fill professional certification cohorts consistently — keep a healthy, predictable flow of enrollees into each cohort throughout the year.
Grow summer-camp enrollment across the region — steadily expand Weld-X registrations beyond the immediate Longview area.
Build a recognizable regional brand for LeTU robotics — make LeTU the name East Texas associates with elite robotics and welding training.
Generate first-party data through gated downloads — capture named leads via the gated PDF info packs to power an owned email nurture engine for future enrollment.
Establish a repeatable acquisition system — leave LeTU with an always-on funnel (creative, landing pages, paid + organic) that keeps working after year one.
Feed the alumni-to-professional pipeline — nurture camp families toward the professional certification over time.

Investment — Annual Blueprint (Monthly)

Pricing is structured for a 12-month annual engagement and stated per month where applicable. Confirmed line items are firm; items marked TBA are pending scope, count, or vendor quotes and are not included in the subtotal below.

Category	Item	Investment
Paid Media	Facebook/Instagram Ads	$1,000/mo (brand awareness) / $2,000+/mo (enrollment pushes)
Paid Media	YouTube Pre-Roll	$1,500/mo
Paid Media	CTV Ads (with QR code)	$750+/month
Paid Media	Retargeting (Meta + Google Display)	TBA (under review)
Website & Web	Website package — standalone site on new domain: 1 main page + 3 initiative landing pages (new domain = quality control + speed vs. .edu)	$3,500 one-time (alt: $1,500/page individually, 3 = $4,500)
Creative Assets	Hero / marketing video & social filming (optional; via SFAA or a preferred LeTU vendor)	Pay-as-you-go, quoted per project — not bundled into the monthly retainer
Creative Assets	PDF lead-magnet packs (FPD-gated)	TBA
Content	Ongoing organic social — Facebook + LinkedIn, no paid LinkedIn ads (LinkedIn: 4–6 posts + 4 articles/mo; Facebook: 4–6 posts + 2 reels/mo — reels are organic posts)	$2,290–$3,046/mo ($27,480–$36,552/yr)
CONFIRMED MONTHLY BASELINE (FB $1,000 + YouTube $1,500)		$2,500/mo
CONFIRMED BASELINE ANNUALIZED (×12)		$30,000/yr

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

The confirmed baseline reflects year-round brand awareness; during enrollment-season pushes the Facebook/Instagram line rises to $2,000+/mo, raising the monthly total accordingly. The website package is a one-time $3,500 build (recommended over the $4,500 individual-page alternative) and sits outside the monthly baseline. The hero/marketing video and social filming are quoted separately and billed pay-as-you-go per project — not bundled into the retainer. Confirmed organic social (Facebook + LinkedIn — LinkedIn: 4–6 posts + 4 articles/mo; Facebook: 4–6 posts + 2 reels/mo, reels included as organic posts) runs $2,290–$3,046/mo and sits outside the paid-media baseline. Remaining TBA items (retargeting, lead-magnet packs) are pending scope and vendor quotes and are not included in the subtotal — we will finalize each with LeTU before it goes live.