Borenstein Group

Washington DC’s Expert Top B2B|B2G Digital Branding Agency

Public Relations

TEACH-NOW: Digital Branding Case Study

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Leading e-Learning Institute Rebrands to Attract & Prepare a New Generation of Mobile-First Teachers for the Age of Digital.

Borenstein Group Helps TEACH-NOW Create an Award-Winning Digital Brand Destination to Recruit a New Generation of Teachers for the Age of Distance Learning.

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Marketing Challenge

Unlike other teacher preparation programs, whether online or traditional brick-and-mortar institutions, TEACH-NOW is an activity-based learning-to-teach model where candidates are grouped in small 10-person cohorts and move through a series of modules together, working and learning collaboratively in virtual meetings, discussions, and group work as well as individual projects, with a focus on deep interaction among candidates and instructors. The program familiarizes teachers with the technology that many of their future students have already mastered. They are also sharing information with their instructors and the entire cohort of candidates—including a large percentage from other nations—thanks to a pioneering patent-pending digital platform with both asynchronous and synchronous elements. In order to position itself for further growth and recruitment of new teachers globally and in the United States, TEACH-NOW retained the Borenstein Group to help reinvent its digital strategy, User-Experience (UX) and overall brand awareness.

Strategic Solution

Using advanced behavioral analytics, Borenstein Group crafted a responsive digital strategy for TEACH-NOW, built to help express the client’s organizational alignment with the new generation of teachers that are using mobile first, who are teaching a new generation of students that are learning online, using their tablets, iPhones, Androids, and the web as the hub of knowledge. This made it imperative to communicate how e-learning is done, quickly and efficiently through design, content marketing, and overall experience, to prove that the ‘medium is the message’. Borenstein Group’s digital strategy and execution included redesigning the User Interface (UI) and User Experience (UX), leveraging sophisticated data insights, and comprehensive competitive analysis of other distance learning organizations, as well as the production of a series of digital video testimonials from teachers who attended the program, to evoke authenticity and instantly connect with international prospects. Borenstein Group also optimized the digital site for mobile users, as well as enhanced the Search Engine Optimization supported by a highly effective national Search Engine Marketing campaign for sale enablement and recruitment marketing.

Results

Within a 90-day period from the launch of the new digital brand, TEACH-NOW’s website has achieved triple-digit growth in both organic and promoted search engine traffic of qualified visitors from prospective candidates across the world. User engagement and time spent on site have increased exponentially and the organization has been able to expand its operations with the look and feel of a world-class competitive brand in the teacher preparation market. In addition to meeting the strategic Key Performance Indicators (KPIs), the new digital brand destination has won two international digital branding awards. Borenstein Group has won The Hermes Creative Gold Award, which recognizes outstanding work in the global creative industry. Hermes Creative Awards are administered by the Association of Marketing and Communication Professionals. In addition, Borenstein Group has also won An Award of Distinction in the School/University Website category by The 2016 Annual Communicator Awards. 

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IntelliDyne: Public Relations Case Study

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Leading Enterprise Infrastructure Management (EIM) GovCon Leverages Social Media & Innovative Culture Building to Build “Best Company to Work for” in Government IT

IntelliDyne earns high-profile coverage in national and regional publications, showcasing internal culture and community involvement, ultimately improving recruitment and building mindshare among target clients.

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Marketing Challenge

IntelliDyne, LLC, a leading Enterprise Infrastructure Management IT consulting firm had built a solid reputation for designing and delivering technology solutions that help clients achieve better business performance. With proven expertise in, data center consolidation and collaboration, cyber security, and cloud computing solutions, IntelliDyne empowers clients to achieve measurable results. However, competing in the middle market isn’t easy and attracting and retaining the best IT talent is difficult when you compete against companies in both the Small and Very Large space known as “No Man’s Land.” As part of its effort to propel growth, IntelliDyne executive management realized that in order to stand out in the increasingly competitive federal IT contracting arena, the company needed to elevate its public persona and enhance perception among its clients, prospects, decision makers, influencers as well as top IT talent within the industry at large.

Strategic Solution

IntelliDyne leaders turned to Borenstein Group, its trusted partner to articulate and execute an effective public relations strategy to move IntelliDyne into the position of prominence it deserves. Borenstein began by working with IntelliDyne leaders to identify internal strengths and differentiators, and craft a compelling brand message and robust digital presence. Once the foundation was in place, Borenstein worked to bring IntelliDyne’s tagline “Experience Above and Beyond” to life by focusing on the ways in which IntelliDyne provides an “above and beyond” experience for its clients, its employees, and the local community.

For example, during the infamous and high-stress federal government shutdown of 2013, when most Government IT contractors were facing layoffs and furloughs, IntelliDyne leaders architected on their own volition an inspirational internal management volunteer operation that allowed non-furloughed employees to donate vacation hours so that furloughed employees would not lose wages during the period in which they were unable to work. IntelliDyne employees leapt at the opportunity to help out team members. The donated hours easily made up for furloughed employees’ the lost time. Doing “social good” paid off as not only it became a rallying call for how IntelliDyne treats and cares about its employees, the activity also inspired the national media. Borenstein leveraged this “above and beyond” human resources success story, earning immediate coverage across a broad network of regional and national media outlets, including Yahoo, Wall Street Journal, Washington Post, Fox 5 News, NPR, WTOP, Washington Business Journal and more. As a result of Borenstein’s quick PR action on this timely gesture, IntelliDyne rapidly earned a reputation as one of the region’s top employee-friendly workplaces. This boosted recruitment, and created a positive perception among clients and competitors alike. Proof positive: IntelliDyne has collected multiple third-party recognition awards for its corporate culture from multiple national organizations, culminating in its selection as one of Washington DC’s Top Workplaces in 2014.

As a second example, during the 2014 controversy over the gross mistreatment of veterans in Veterans’ Administration hospitals, Borenstein Group proactively helped IntelliDyne plan, launch and generate national positive awareness for contributing to the well-being of veterans across the United States. IntelliDyne already has a proud and deep history of supporting veteran-related causes. With this in mind, Borenstein crafted the Twitter Social media campaign #365ActsofKindness4Vets. The message was simple: every day, a member of the IntelliDyne family of employees, would complete an act of kindness to support a veteran in need. With full awareness of the potential for viral exposure, Borenstein Group created a responsive microsite to showcase a live Twitter feed of the  #365ActsofKindness4Vets hash tag activity. Within a matter of hours, the campaign had cascaded to a nation-wide phenomenon, in which people across the U.S. were committing to provide an act of kindness a day to support a veteran in need. IntelliDyne’s effort gained high-profile coverage in regional and national media, earning praise from both veteran’s groups and clients. Ultimately, it was Borenstein Group’s strategic thinking and quick action that empowered IntelliDyne to make an impact on this trending national issue.

Results

As a result of the trusted partnership between IntelliDyne and its PR agency, Borenstein Group, IntelliDyne has distinguished itself in the government IT industry not only for the company’s advanced technological expertise and proven ability to improve clients’ business outcomes, but also for its positive internal culture and commitment to charitable causes. IntelliDyne is now positioned as a company that leading talent wishes to work for, and that potential clients are eager to work with.

When asked about the immediate and ultimate benefits of Borenstein Group’s PR partnership, IntelliDyne’s CEO Tony Crescenzo states “the first and most measurable benefit is the fact that we began to get more high-quality applicants into our recruiting pipeline.” Crescenzo added, “people know who we are now, and we’re not just another company that’s stuck in the mix. We stand out above the rest… and that’s in very large part due to the assistance of the Borenstein Group.”

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TCOM: Public Relations Case Study

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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.

 

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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.

 

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Pragmatics: Digital Branding Case Study

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Leading CMMI Level 5 Government IT Contractor Successfully Launches B2G Digital Brand and Strategic Content Marketing to Achieve Continued Growth in the Competitive Mid-Market Federal Contracting Arena

Pragmatics leverages digital branding, responsive website design, content marketing and strategic messaging to build a robust B2G brand designed to connect with discerning leaders in federal civilian and defense agencies.

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Marketing Challenge

Pragmatics, Inc., a leading mid-market IT solutions provider, applies innovative thinking to design and deliver quality-assured solutions that generate measurable business outcomes for critical missions of national importance. Over the past three decades, Pragmatics has built a legacy of excellence serving clients in both federal civilian, and defense organizations. Pragmatic’s innovative approach to agile development continues to set the company apart as a trusted provider of high quality, highly reliable technology solutions. As Pragmatics experienced considerable growth and new contract wins, leadership realized that the company’s digital brand did not accurately represent its advanced technical prowess and position as an industry leader. In order to more effectively communicate key strengths and position the company for further growth, Pragmatics called on Borenstein Group to craft a powerful new digital brand along with content marketing designed to reach key decision makers within the government.

Strategic Solution

Borenstein Group leveraged its proven methodology to develop a strategic digital brand designed to reflect Pragmatics’ advanced technical capabilities and proven expertise. Borenstein Group began the process with a comprehensive discovery phase including market research, competitor analysis and interviews with key stakeholders. This knowledge provided a foundation for the strategic messaging that effectively communicates Pragmatics’ strong value. Key elements included the new tagline, “Think. Innovate. Deliver.” along with strategic messaging, content marketing and new visual identity. Borenstein designed and developed a responsive website that showcases Pragmatics’ unique agile development methodology, “Pragmatic Agility®,” using a high impact design optimized for easy user interaction. Visitors on desktop and mobile are captivated with a striking homepage that encourages exploration and an easily navigable interface that highlights Pragmatics’ many innovative solutions.

Results

From a strategic messaging and visual perspective, Pragmatics’ digital brand now communicates its proven status as an industry innovator. Pragmatics’ proprietary methodologies and advanced capabilities are now accessible to key stakeholders and clients. Pragmatics is now set apart from its competition and is positioned as a highly capable industry leader, empowered to continue on its trajectory of aggressive mid-market growth.

Our distinguished client states:

“Borenstein Group’s innovative work has invigorated Pragmatics’ digital brand to accurately match up with the company’s innovative solutions in software development, business intelligence and other markets. Now, Pragmatics is effectively positioned for growth in the competitive mid-market federal IT contracting arena.” 

– Dr. Kim Nguyen, Chief Business Development Officer, Pragmatics, Inc.

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Cetan Corp: Digital Branding Case Study

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Strategic IT Consulting Firm to Fortune 500, Grows Market Share with Digital Branding & Marketing

Cetan Corp, Inc. 500 IT consulting firm, expands its strategic market reach with Cloud, Big Data & SaaS solutions by reaching B2B and B2G decision makers through fully integrated digital branding, marketing and PR programs.

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Marketing Challenge

Since its inception in 2007, Cetan Corp, a strategic IT consulting firm with deep roots in pioneering innovative workload automation software and processes, has experienced rapid and consistent growth, earning repeated recognition as an Inc. 500 company. Like many small businesses, Cetan Corp’s initial focus was on creating an unparalleled client experience. This allowed the company to grow by referrals, and create a raving fan base of satisfied clients.

As a the trusted IT consulting firm for workload automation software integration in the largest and most sophisticated enterprises, Cetan Corp was well-positioned to ask “what’s next?” Driven by its passionate leadership, Cetan Corp set its aim on continuing its rapid growth and expansion into additional areas like Cloud computing, Business Intelligence, Customer Relationship Management, and Big Data solutions. Most importantly, it was time to match up its engineering excellence with the look and feel of its digital brand. To meet this mission, Cetan Corp engaged the Borenstein Group after a rigorous RFP selection process.

Strategic Solution

Borenstein Group applied its proven approach to branding by matching up internal and external beliefs to ensure the brand communicates a believable, bold, confident and unique value proposition. First, Borenstein interviewed the company’s principals, industry stakeholders, and clients to help determine how Cetan Corp can get a competitive edge in the marketplace. Then, Borenstein conducted a thorough scan of the competitive terrain to identify opportunities and threats. Leveraging these data points helped Cetan Corp prioritize its business and marketing objectives and translate them into a strategically-effective brand roll out.

Creatively, Borenstein Group first developed a strong positioning tagline “Insight to Deliver. Power to Soar.“ The tagline helps align the passionate corporate belief that Cetan Corp grows when its clients are growing sharing its clients’ commitment to mission success. It also shows that technology isn’t the end-game, but a method to deliver an exceptional client experience. This tagline inspired the creation of a strategic arsenal of content-rich strategy to help market Big Data, Cloud, and ERP solutions with a strong connection to Cetan Corp’s unique corporate values which emanate from the owner’s Native American heritage and Veteran-Owned experience.

Borenstein delivered an engaging new web site, corporate identity, and strategic sales collateral in support of Cetan Corp’s expansion plans.

Results

In less than 12 months, Cetan Corp has been able to bolster its ascent to achieve continued growth in the workload automation enterprise space, as well as establish market share and mind share with influential and high-discerning Fortune 1000 corporations, landing new business in Cloud, SaaS, Big Data, and professional services consulting. With a modern web site, relevant case studies, a confident brand identity that matched the prowess and tenacity of the management, Cetan Corp is growing faster than most IT consulting firms. Overall, Cetan Corp is poised for success in the middle market as it leverages its brand effectively with Borenstein Group as its consistent branding, marketing and public relations agency partner.

Tony Morelli, Vice President of Cetan Corp explains that the ultimate business impact of Borenstein Group’s work was in helping Cetan Corp articulate its key strengths and value proposition to target audiences in the B2B and B2G sectors, while preserving the company’s unique identity and heritage.

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Supreme Group: Digital Branding Case Study

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Global Supply Chain Leader Rebrands to Expand Footprint to Commercial Markets

Supreme Group supported U.S. and allied forces for decades, delivering mission-critical logistics services in challenging locations around the world. Supreme Group sought to expand to the commercial sector, and selected Borenstein Group to design a global rebrand including visual identity, messaging, a robust website and digital collateral.

 

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Marketing Challenge

How do you elevate and extend your brand when you’re already one of the most trusted choices globally? Supreme Group, one of the world’s largest providers of end-to-end supply chain solutions to US, NATO and United Nations, engaged Borenstein Group to answer that creative call. Supreme’s areas of expertise include logistics, fuel supply solutions, energy and extractives, food services, procurement, transportation, storage, technology and site services. As the global geo-political landscape changes, Supreme tasked Borenstein Group with reinventing its brand resonance to showcase high-tech multi-disciplinary expertise in handling both commercial and public sector projects on a global scale. Borenstein was charged with evaluating, recommending, creating and executing a new look and feel for Supreme’s global identity. This included developing strategic market messaging, and strategic redesign of the organization’s digital storefront – the company’s website.

 

Strategic Solution

Using its proven branding methodology “Making Creativity a Science,” Borenstein Group approached the mission by first benchmarking and aligning internal and external brand identity beliefs. This baseline research and competitive market evaluation enabled our team to work in partnership with Supreme’s management team to prioritize the strategic, tactical and long-term needs of the organization. This effort resulted in articulating Supreme’s unique value proposition with strong management buy-in from global offices across North America, Europe, Middle East, and Asia, unifying and rallying this thriving company around one strong thematic brand.

Powered by actionable marketing data, Borenstein Group’s creative team worked closely with Supreme’s marketing directors to develop a distinct and meaningful corporate visual identity that was instantly recognizable, modern and iconic. The team developed a highly interactive and user-friendly CMS web site that was engaging and modern, yet met the requirement of being accessible in both low bandwidth and broadband locations across browsers, mobile and tablet.

 

Results

Supreme’s revitalized corporate identity strategically positions the company as a proven, trusted choice for end-to-end supply chain solutions in austere environments. This positions the company to expand its portfolio to commercial market opportunities beyond its strong client base in the government sector. Most importantly, it unified a global company with multiple lines of business under a coherent branded flag that allows it to continue to flourish in its pursuit of the next generation of growth.

 

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