Case Studies
NCI
An 8(a) graduate hits the big time
Situation
NCI Information Systems, Inc., is one of the fastest-growing IT organizations in the United States, with clientele in the systems integrator, federal government, and Department of Defense arenas. A few years after graduating from the 8(a) program, NCI’s management team realized the need for an outside marketing and public relations firm that understood the federal IT industry and could help promote and enhance NCI’s already excellent reputation.
NCI had to:
- Refine and strengthen the company’s brand.
- Increase news coverage and visibility in the government trade press as well as the local news media.
- Establish a graphic brand identity.
Results
After an in-depth survey of the management team and key clients, Boscobel developed positioning that focused on NCI’s core competencies and solutions. Armed with a new branding direction, Boscobel then rolled out a public relations campaign designed to position NCI as the partner of choice for government customers and systems integrators.
Boscobel’s PR strategies earned well over 12 million impressions in DC-area publications and the federal IT trade press. NCI’s senior vice president was featured on the cover of Washington Technology, and the company appeared numerous times in the pates of The Washington Post, Washington Technology, Federal Computer Week, Government Computer News, Wall Street Journal and more. On-message media attention served to spotlight NCI in the systems integrator community for future teaming opportunities and government business.
Working with the existing NCI logo and color palette, Boscobel also created a brand identity template. This template, which NCI applied to collateral, the company Web site and trade show materials, served to update the company’s look and feel while tying the company’s visuals and brand messages together in a unified design.