Case Studies
Cox Business: Hampton Roads
Communicating commercial success to the federal audience
Situation
Cox Communications is an award-winning national provider of telecommunications solutions. As a full- service, facilities-based provider of voice, video and data solutions, Cox’s products and services provide the network diversity, continuity of operations and security that government and military organizations require.
With much success as a residential cable provider, Cox wanted to increase its visibility among government customers, particularly to the Department of Defense (DoD) customer base in Hampton Roads, Virginia.
To complement its sales activities in Hampton Roads, Boscobel was tasked with providing the strategy and tools to:
- Bolster market awareness for Cox among government customers in the Hampton Roads area.
- „Relay depth of services to customers and prospects.
- „„Educate Cox sales force on messaging to resonate with government customers.
To help Cox increase its baseline brand awareness—and better penetrate the Southeastern Virginia market—Boscobel developed an integrated marketing communications plan outlining strategies and tactics designed to heighten Cox’s visibility among its core constituents, key prospects and the media. It also provided recommendations on messaging, key publications, trade shows and networking opportunities.
The integrated marketing plan resonated with Cox, and Boscobel’s scope of work was increased to also write and design a multimedia sales kit specifically for the public sector. In all, Boscobel developed a pocket folder, overview data sheet, PowerPoint presentation, Web site and a style guide specifically for the Hampton Roads sales team.
Results
Boscobel’s style guide and marketing kit ensured Cox’s entire public sector sales team would be familiar with how to market for the government.
When Cox was awarded a Local Services Acquisition (LSA) contract by the General Services Administration (GSA), it was immediately able to announce the news to current and prospective government clients with a press release and produce a direct mail letter quickly and easily with the government-oriented messaging Boscobel developed.
To continue the momentum from a recent contract win, Boscobel launched Cox’s new Web site in just one month. And because of Boscobel’s quick turnaround, prospective customers were directed to CoxGovernment.com as a one-stop resource to learn more about Cox’s extensive services for the government.