STG, Inc. Case Study

Challenge

To get to the next level as a Mid-tier government contractor, STG knew it needed to set its targets on major government and military opportunities that had, in total, values of almost $30 billion. At the same time, STG realized it needed to complement its in-house marketing and business development with proactive, daring and targeted public relations to help them achieve their goals. To do so, it needed the top federal marketing PR firm who understood the market and its challenges. This is where B2G marketing expert, Boscobel, enters the picture.

Solution

Our solutions included the following:

• Raising the visibility of STG’s expertise in performance-based contracting.
• Increasing news coverage in both military and government IT trade press.
• Positioning STG for major military and GSA contracts.

After conducting a Press Survey, Boscobel met with key program managers, business development, capture executives and subject matter experts to discuss government contract targets, key messages and RFP criteria.

Boscobel put into action its Pre-RFP marketing program, matching published editorial opportunities against contract criteria and pitching STG as subject matter experts. From byline articles to industry trend pieces, Boscobel took advantage of every opportunity to equate STG’s name with the Army’s TEIS and ITES-2 contracts. To complement the Pre-RFP marketing program, Boscobel consulted with STG’s business development and marketing executives to add contract microsites, paid advertising and select tradeshows to the marketing plan.

Results

Boscobel’s PR program garnered more than 70 million online and print circulation hits in D.C.-area publications and federal IT trade press in the first year. STG executives were featured prominently in articles that appeared in Federal Computer Week, Government Executive, Washington Technology, SIGNAL, Military Information Technology, The Washington Post and Federal Times, among others.

Within the first year of the campaign, STG was mentioned more times than its top three competitors and had more than twice as many quotes as all of its competitors combined.

Boscobel’s Pre-RFP marketing helped STG win the Army’s TEIS and ITES-2 contracts.