“At the time of the request for proposal, STG had a number of obstacles they had to overcome—significant Army experience but limited exposure outside of their customer sites, a size disadvantage and no exposure in the market,” said Joyce Bosc, president—CEO of Boscobel. “To overcome these challenges, we had to create a buzz in federal and trade publications that reached the Army’s decision—makers and influencers. This was not an easy task because thousands of companies vie to get their stories told in a small community of military publications.”
Public relations gets name out
Due to budget constraints, Boscobel focused on PR efforts to get STG’s story out to its targeted markets.
“This method allowed us to position STG’s team as subject matter experts in areas that spoke specifically to the company’s core capabilities and strengths, as well as to specific contract selection criteria,” Bosc said.
Companies that wanted to be considered for these specific Army contracts had to demonstrate they could understand and deliver performance—based IT solutions to major military programs, Bosc said.
“We positioned STG as a leader in this field by developing and placing bylined articles on performance—based contracting in the vehicles read by its target audience,” she said. “Our agency also developed a radio campaign that offered listeners a white paper on the topic that they could download from the STG Web site. And advertising, though used sparingly, was placed in key pubs that had special and additional distribution at targeted events and trade shows.”
Boscobel worked hard to get the most impact out of STG’s relatively modest marketing budget. “The integrated components complemented each other because all focused on a single message—that STG excelled at performance—based IT contracting,” Bosc said.
The agency’s PR strategies garnered more than 70,000,000 online and print circulation hits for STG in Washington, D.C.—area publications and the federal government IT trade press, according to Bosc. STG’s COO and senior VP were each featured prominently in articles that appeared in Federal Computer Week and Government Executive, respectively. The company was also featured in Washington Technology, Signal Magazine, Military Information Technology, Government Procurement Magazine, Washington Post and the Federal Times. “In one year, STG was mentioned more times—99—than their top three competitors and had more than twice as many quotes—45—as all of its competitors combined,” Bosc said.
More important than all its PR success, STG won the Army’s TEIS and ITES—2s multibillion—dollar contracts.