TCOM: Aerospace Persistent Surveillance Leader Expands in Global Markets through Strategic Public Relations & Increased Brand Mindshare
Featured placement in high-profile publications earns aerostat maker global recognition, ultimately supporting new business growth.
Marketing Challenge
For nearly four decades, TCOM had designed and manufactured the industry’s most technologically advanced airborne persistent surveillance solutions, providing military forces with actionable intelligence to empower more effective decisions on the battlefield and on the home front. The company’s pioneering innovations had defined the lighter-than-air industry. TCOM’s aerostat systems served as critical communications and surveillance assets in nearly every major conflict, and in peacekeeping operations around the world. As the wars in Iraq and Afghanistan subsided, and the strategic need to expand its business globally increased, TCOM leaders recognized the business need to attain higher brand visibility among target buyers in the defense, intelligence and homeland security communities in the Americas, Europe, Middle East and Asia.
Strategic Solution
TCOM senior executives turned to Borenstein Group, their trusted partner to develop a global public relations strategy for the defense and aerospace global community, then execute across the full 360 degrees of digital and print media to proactively shape the persistent surveillance innovator’s public perception as a trusted leader, and ultimately generate demand for new business from target global audiences. Borenstein Group began by working with TCOM leaders to articulate a solid PR messaging foundation, including strategic content and a robust digital presence. Then, Borenstein outlined key talking points, and conducted media training, empowering TCOM leaders to effectively handle any line of questioning. Borenstein Group proceeded to craft and distribute targeted press releases to showcase significant events and continued accomplishments, then reached out directly to a broad network of trade editors and reporters to pitch specific storylines and secure high-profile placement. Borenstein’s efforts have secured TCOM placement on the front page of the Washington Post, and across publications including Homeland Security Today, Shepard Media, Tactical ISR, Aeromag Asia, Frost & Sullivan, A&S International and many more.
Results
As a result of the sustained PR efforts of the Borenstein Group, coupled with TCOM’s strategic business development team, TCOM has achieved substantial global visibility and third-party validation as an industry innovator in new global markets. TCOM is now recognized for the essential role it plays in securing American borders across the homeland, and protecting U.S. soldiers abroad. After more than three years of sustained public relations efforts, TCOM has experienced continued growth and expansion into both new markets, and new avenues within existing markets.
