Emerging Global Satellite Phone Manufacturer for Military and Emergency Responders Differentiates Itself from Competitors to Carve Strategic Market Position.

Challenge

The client is a highly regarded telecommunications technology and engineering company specializing in product solutions for aerospace and ground tactical applications for military and homeland security. Its product offerings include Telemetry Data Systems (TDS), deployable tactical systems, and net centric Everything over IP (EoIP) products. From expedited acquisition to rapid fielding and execution, our mission-critical solutions enable our customers to transform, evolve, and modernize.

When the client decided to go to market with its first-to-market satellite radio product that can simultaneously exchange voice and application data utilizing the Iridium Push-to-Talk network service, it engaged The Borenstein Group to build an effective integrated marketing communications approach that would resonate with the discerning buyers in the defense and homeland security community.

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Solution

The Satcom solutions provider engaged the Borenstein Group because of its expertise in B2B and B2G marketing, branding, and public relations for GovCons, telecommunications, and aerospace industries.

The Borenstein Group devised a Go-to-Market strategy using a three-pronged approach:

1.     Develop a state-of-the-art website that will appeal to the product’s end-users, from first responders to law enforcement.

2.     Create a hype video that explains why this product solution is highly effective and the right choice for prospective customers.

3.     Launch the product solution in the media to receive coverage, build mindshare, and win innovation awards.

The marketing messaging enhanced the product positioning as a real-time situational awareness contributing to the common operating picture.

Results

The global satellite phone has been embraced by military and homeland security special operators that need coverage where wireless communications aren’t readily available. In addition, because of the successful product launch, the client was able to expand its product line reparation for the launch of additional complementary technologies.

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