VT Services: Public Relations
PR Challenge:
VT Griffin, the 300 Million dollar military U.S staffing arm of British middle-market staffing support services, VT Group, sought to increase defense and homeland security revenues by nurturing existing relational capital and competing for added mindshare. It enlisted The Borenstein Group to orchestrate an integrated public relations campaign that could bolster VT Services’ solid but unheralded defense profile.
Strategic Solution:
The Borenstein Group devised a holistic identity shift for VT Services, from a corporate-focused, product-centric persona to a customer-focused, integration-centric ID. To publicize the move, the agency flexed its defense media muscles, securing features in high-profile targets Defense News, Homeland Defense Journal and HS Today. Tactical event appearances and speaking engagements further solidified industry relationships while forcefully asserting the company’s long-standing support service and engineering expertise. Most Importantly, the Company’s President, Mr. Mike Kapp, VT Griffin, has converted into a true believer in the power of strategic public relations and signed up The Borenstein Group to an extended retainer, following its first six months in service.
Through Borenstein’s integrated PR efforts, VT Services successfully modernized its value profile, becoming exponentially more visible in the competitive defense market.
