Challenge
AECOM acquired multiple entities and sought to rebrand as Amentum, aiming to unify its expanded capabilities under a single, recognizable name. The challenge was to ensure the seamless integration of diverse corporate cultures and services while effectively introducing the Amentum brand to key decision-makers and influencers in the highly competitive government contracting space.
Solution
The Borenstein Group led AECOM’s transformation into Amentum with a comprehensive rebranding and strategic marketing approach:
- Brand Development: Unified the identities of acquired entities under the Amentum brand, emphasizing innovation, reliability, and mission-critical expertise.
- Voice of the Customer Study: Conducted detailed research with stakeholders to align messaging with client expectations and market needs.
- Competitor Analysis: Analyzed industry trends and competitor positioning to differentiate Amentum as a leader in government contracting.
- Messaging Development: Created cohesive messaging that articulated Amentum’s value proposition as a trusted partner delivering innovative, mission-critical solutions.
- Website Design: Designed and launched an engaging, user-friendly website that showcased Amentum’s expanded capabilities, services, and success stories.
- Content Marketing: Developed thought leadership content, case studies, and social media campaigns to build awareness and credibility with target audiences.
- Integrated Marketing Campaigns: Launched a multi-channel campaign, including TV and radio commercials tailored for Washington, DC, to introduce Amentum’s brand to policymakers, defense leaders, and federal agencies.
- Strategic Marketing Plan: Crafted a comprehensive marketing roadmap to sustain momentum, increase market share, and drive long-term brand loyalty.
Impact
- Successfully launched Amentum as a unified and recognized leader in government contracting, setting the foundation for continued growth.
- Built trust and credibility among decision-makers through a compelling, customer-centric brand narrative.
- Enhanced market visibility with a strategic mix of traditional and digital marketing campaigns, solidifying Amentum’s position as an industry innovator.
- Strengthened employee alignment with the new brand through clear, consistent messaging and a shared mission.
