Case Studies
Intelsat General
The new satellite powerhouse in town
Situation
The integration of subsidiaries and acquisitions created a branding challenge for Intelsat General. A name change and expanded capabilities created the need to educate the market — particularly customers — about this new satellite powerhouse.
Intelsat General had to:
- Develop a new brand to highlight the organization’s expanded capabilities.
- Create an ad campaign to reinforce the company’s new name, messaging and capabilities.
- Extend the new brand throughout marketing materials.
Results
In a matter of three days, Boscobel created and placed a full-page ad in Government Executive that announced the merger that created Intelsat General. Quick turnaround from design to production meant that Boscobel could act on an opportunity to use “kill space” for a premium position on the back cover. Additional ads supported the announcement, as well as marketing materials and trade show booth graphics that conveyed the message, “Satellite Communications Solutions Engineered for Confidence.”
Boscobel also created a buzz about Intelsat General within the company’s employee population, designing an updated look and feel for the company’s intranet to tie in with external ads and collateral. Public relations activities also supported the branding effort, using company announcements and subject matter experts to create thought leadership and improve visibility in the government space.
The result of Boscobel’s efforts can be seen in the Intelsat General of today: a recognized leader in providing satellite solutions to the U.S. government and NATO.