Defense
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Spector & Associates has worked in the defense sector for more than 15 years. Over that period, the agency has represented a range of corporations, from telecommunications, cybersecurity, and data networking, to force protection, avionics and electronic warfare.
Our work has given us a deep and unique insight into the government contracting process, enabling us to understand the sensitivities involved in the process and leverage our knowledge to best support your business objectives.
Case Study
For the first time in its 60-plus years, ITT Corporation found itself in a position to be pursuing multi-billion dollar military contracts. Though ITT had grown rapidly in recent years and was a member of the exclusive top-ten club, it was not seen as a key player in the defense industry and had not proven itself through a major program award.
Our task was to raise ITT’s profile to support its acquisition objectives, while simultaneously using the exposure two high-profile profile programs would bring to further its larger, corporate story.
To define and differentiate ITT from the competition, we took two complementary approaches. First, we consolidated all aspects of the program’s communications under the PR banner, strengthening our ability to control message timing and delivery. Then, we engaged every level of the company in the marketing process, from the program’s teams, to engineers and business development, whose invaluable intelligence helped refine the voice in advertising and media.
To tell ITT’s story, we looked beyond the conventional trade outlets, a tactic rarely used in the defense industry. We recognized a heightened public interest in military issues and strategically positioned ITT Defense as a media resource in the fields in which it was seeking recognition. Our campaign lead to articles in such mainstream publications as Popular Mechanics, WIRED, The Newark Star Ledger and The Huffington Post.
Another powerful weapon in our communications arsenal was our use of digital media. Examples of this include live webcasts of media briefings, online video and social media and 3D animations demonstrating the use of the cutting-edge technology.
The campaign was effective on a number of levels, successfully raising ITT’s brand awareness while simultaneously competitively positioning the company for the government contracts it had long sought. The strategy was also recognized by ITT internally, being named as one of the multinational’s “best practices” of 2011, to be replicated throughout future contract pursuits.