Aerospace ISR Platform Maker Elevates Its International Market Position Using Strategic Marketing and PR

Challenge

When the leading defense and aerospace manufacturer of Intelligence, Surveillance & Reconnaissance (ISR) Light-than-Air Persistent Surveillance Aerostat platforms decided to pursue and grow from a Small Business to compete for the single largest government program for persistent surveillance worldwide, which meant bidding against the Goliath of the industry, the company recognized it’s time to reposition itself for success and engage the Borenstein Group as it’s agency partner for marketing communications, public relations, and branding.

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Solution

The Borenstein Group created an International Go-to-Market communications plan that focused on changing perceptions of the purpose of using aerostats for ISR missions and as a platform that will be relevant, even in the age of competing technologies such as drones and other UAVs.

Results

The Borenstein Group worked closely to revamp the client’s website with updated competitive messaging and conduct a global public relations campaign. This yielded notable coverage in Jane’s Defence, Global Security magazine, and Frost & Sullivan, a leading global analyst group, as well as many more.

Borenstein Group’s Go-to-Market plan and creative execution proved extremely beneficial to the client, as it won a Billion Dollar contract to serve the US Army’s largest persistent surveillance program, as well as win allied nations’ business as well.

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