Situation Analysis

TechTeam Global, Inc. acquired Digital Support Corporation (DSC) in December 2003, providing an immediate entrée into the federal and local government services market. Then, in January 2005, TechTeam Global acquired Sytel, Inc., another organization that provided managed network services and advanced enterprise solutions to the federal government.

Early in 2006, DSC and Sytel were renamed TechTeam Government Solutions, Inc., leveraging the capabilities of both companies to better serve the government sector. Although both companies had a legacy of expertise, the TechTeam name was unknown in the public sector.

The new organization had no advertising budget, and knew it needed an aggressive and tactical public relations campaign to increase awareness in the crowded marketplace and to support its organic growth. Tech Team looked t0 Boscobel to increase visibility in the federal IT and trade publications and to reach potential industry.

In addition, TechTeam was looking to acquire another company. It needed a partner that could work hand in hand with executives, HR and the integration team to provide communications strategy, message development and tactical execution for upcoming transactions.

Objectives

  • Establish TechTeam’s brand in the government and integrator space
  • Garner news coverage in government IT trade press, such as Federal Computer Week, Washington Technology, Government Computer News and Government Executive
  • Support seamless integrations after major acquisitions using a thorough strategy and a comprehensive suite of communication tools

Tactics

To promote TechTeam’s expertise and associate its Subject Matter Experts (SME) with the TechTeam name, Boscobel embarked on an aggressive PR campaign, including combinations of:

  • Byline Article Placement
  • Business Development Support
  • Capturing the Knowledge Program (Service mark pending)
  • Copywriting and Editing
  • Interview Support
  • M&A Communications Strategy, Timeline, Materials and Training
  • Media Relations
  • Messaging
  • Press Awareness Survey and Synopsis (SM)
  • Public Relations
  • Reverse-angle Pitches (SM)

Results

TechTeam has been featured in every top-tier federal IT publication in the market, including Federal Computer Week, Government Computer News, Washington Technology, Washington Post, Government Executive and several other key trade publications. With more than 160 mentions, 75 quotes and 500 million in readership circulation, TechTeam routinely receives more coverage than companies that are triple and quadruple its size.

The company’s two acquisitions, NewVectors and RL Phillips, were also great successes. In addition to dedicated employee communications, which led a smooth integration process, TechTeam’s president was the subject of a two-page editorial and photo spread in Washington Technology, where he discussed the company’s business goals and its strategic transformation.

Dennis Kelly, Jr., president of TechTeam Government Solutions, summed up his appreciation for Boscobel’s work: “Your communications expertise gave us the support we needed to really make a splash in the industry.”