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Case Studies

TechTeam Government Solutions

Making a mid-tier heard

Situation

TechTeam Global, Inc. acquired Digital Support Corporation (DSC) in December 2003, providing an immediate entrée into the federal and local government services market. Then, in January 2005, TechTeam Global acquired Sytel, Inc., another organization that provided managed network services and advanced enterprise solutions to the federal government.

Early in 2006, DSC and Sytel were renamed TechTeam Government Solutions, Inc., leveraging the capabilities of both companies to better serve the government. Although both companies had a legacy of expertise, the TechTeam name was unknown in the public sector.

The new organization had no advertising budget, and knew it needed an aggressive and tactical public relations campaign to increase awareness in the crowded marketplace and to support its organic growth.

In addition, TechTeam was looking to acquire another company. It needed a partner that could work hand in hand with executives, HR and the integration team to provide communications strategy, message development and tactical execution for upcoming transactions.

TechTeam Government Solutions looked to Boscobel—a public relations partner with solid experience in technology, internal communications and public sector media relations—to support the company’s growth goals in the government market.

Objectives

  • Establish TechTeam’s brand in the government and integrator space.
  • Increase news coverage and visibility for TechTeam Government Solutions in government trade press.
  • Position TechTeam Government Solutions for major Department of Defense and civilian contracts by securing media coverage around core competencies and key differentiators.
  • Develop thought leadership opportunities in the form of bylined articles and media briefings.
  • Manage internal and external communications for a smooth merger and acquisition process.

Tactics

To promote TechTeam’s expertise and associate its Subject Matter Experts (SME) with the TechTeam name, Boscobel embarked on an aggressive PR campaign. Boscobel leveraged its public sector media contacts and knowledge of the IT industry to create media opportunities that showcased the expertise and experience of TechTeam Government Solutions.

Boscobel also supported the company’s M&A activities with key communication tools including employee letters, news releases and reporter briefings. Strong support of internal communications quickly and concisely brought employees up to speed on changes taking place. Boscobel also managed external communications for these major events, securing positive, accurate coverage of progress for TechTeam Government Solutions.

In a concentrated effort to provide pre-RFP support and boost thought leadership, Boscobel developed bylined articles for TechTeam Government Solutions subject matter experts and placed those articles in targeted media outlets. Boscobel carefully designed the content of these articles to support key TechTeam Government Solutions competencies for specific contract opportunities. Boscobel also created white papers that complemented its pre-RFP support and conveyed messaging geared towards their prospects.

Results

Boscobel’s public relations strategies garnered more than 500 million in readership circulation for TechTeam Government Solutions. The company was covered – and quoted – in every top-tier public sector publication, including articles and/or bylines in The Washington Post, Washington Technology, Federal Computer Week, Federal Times, Government Computer News and Government Executive. This media coverage included thought leadership positioning topics of change management and IT Infrastructure Library (ITIL) – important criterion in the Alliant contract, which they ultimately won.

Boscobel also succeeded in managing internal and external communications for two strategic and transformative acquisitions, as well as communications regarding a change in top management. Media coverage included positive and forward-looking information on these activities, which helped TechTeam Government Solutions to better position these changes with customers and prospects throughout the government market.