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Challenge

A few years after graduating from the 8(a) program, NCI executives realized the need for a top federal marketing and PR firm that would help promote and enhance NCI’s already excellent reputation. To continue to be successful, NCI knew it had to go beyond their existing client base to find new opportunities.

Solution

Our brand awareness solutions included the following:

  • Developing a brand for NCI that works for the company as a prime and subcontractor.
  • Obtaining news coverage in government press, such as Washington Technology, Federal Computer Week, Government Computer News and Federal Times as well as D.C. news media.
  • Establishing NCI’s brand throughout all collateral and the website.
  • Positioning NCI for major DOD and civilian contracts.

First, Boscobel conducted an internal survey of management to learn what they viewed to be the strengths and opportunities for NCI. We then conducted an external survey of NCI customers to obtain their input on NCI’s differentiators and brand perceptions. Results showed that NCI’s perceived strength was its excellent customer service.

Boscobel rolled out a PR program in the federal market. To establish NCI as the “partner of choice” for government customers and systems integrators, Boscobel established NCI as a trusted source for Federal Computer Week, Washington Technology, and other key federal trades. By peppering the press with contract and executive announcements, and offers to give the company’s opinion in round-up features, Boscobel positioned NCI as a reliable source for stories that focused on federal technology trends.

Our Pre-RFP solutions included the following:

  • Developing an integrated marketing strategy that would reach decision makers for this seven-year, $500 million Army contract.
  • Creating a win theme and logo that emphasized the strengths of the NCI team.
  • Incorporating ITES messaging into NCI’s PR strategy.
  • Developing and placing a print ad to announce the ITES NCI team.
  • Developing a rapid-response, post-award campaign and contract microsite.

We developed a potent and aggressive integrated PR campaign, which officials from the Army later acknowledged as “influencing” during the solicitation’s blackout period. Specific materials were also developed in anticipation of the contract award so NCI could be the first company available to comment on the new award.

Results

NCI, Inc. was named one of the five contract awardees on ITES FA-2 – beating out such “big boys” as General Dynamics, SAIC and CSC. This was the single largest win in NCI’s history, as well as their first IDIQ.

Boscobel’s PR and Pre-RFP programs garnered more than 12 million circulation hits in D.C.-area publications and federal press. NCI’s senior vice president made the cover and was featured in the June 9 edition of Washington Technology. NCI also appeared numerous times in The Washington Post, Washington Times, Washington Technology, Federal Computer Week, Government Computer News, Washington Business Journal, Federal Times and other publications.

Boscobel was also successful in unifying NCI’s graphic identity. Boscobel redesigned product/cut sheets, signage, direct mail pieces, PowerPoint presentations and NCI’s exhibit booth. Doing so enabled NCI to strengthen its visual brand and, at the same time, complement the overall NCI brand… the “partner of choice” for government customers and systems integrators.

Without a doubt, Boscobel was able to create discriminating marketing communications and PR campaigns that were significant to attaining these contact awards. Boscobel helped us establish and employ a new and innovative pre-RFP market strategy that since has been emulated by other firms—perhaps the most professional compliment one can receive in any industry.

David Gardner
Senior Vice President (former)
NCI, Inc.