Federal Awareness Advertising

Motorola, a major supplier of communications equipment to defense and government agencies, wanted to raise awareness of their capabilities as a solution provider. Sage created and launched a fully integrated advertising campaign that positioned the company as a trusted and preferred provider of integrated wireless solutions to the federal government, and directed qualified prospects to visit a microsite about Motorola’s mobility offerings.

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Situation:

Motorola, a major supplier of communications equipment to defense and government agencies, wanted to raise awareness of their capabilities as a solution provider. Sage created and launched a fully integrated advertising campaign that positioned the company as a trusted and preferred provider of integrated wireless solutions to the federal government, and directed qualified prospects to visit a microsite about Motorola’s mobility offerings.

Objective:

Motorola wanted to break away from their outdated image as a two-way radio manufacturer and be seen as a wireless solutions provider with a full range of a full range of products, solutions and integration services to offer the federal government.

Our Process:

Sage began by conducting a series of interviews with Motorola Government Marketing Executives to determine their main target audiences. From the information collected, the Sage team focused its comprehensive media outreach plan on military, healthcare and law enforcement workers in the federal government.

Since Motorola wanted to win additional orders before the federal fiscal year ended, Sage’s Media Planning department chose online, radio, and out-of-home advertisements as the most effective way to reach government workers quickly. The Sage team also identified which Washington DC Metro stops were most frequently used for commuting by Motorola’s target audience, for optimum placement of display advertisements.

Because of its longstanding relationships with the public sector media, Sage was able to negotiate the best rates, positioning, and maximum number of impressions within the client’s budget.

Using images from Motorola’s existing photography database, Sage’s creative team chose striking portraits of everyday heroes—people that federal workers could easily identify with, like an FBI Agent, a doctor, and a soldier. Headlines accompanied each image that addressed the specific communications need each hero faced in the workplace and how Motorola could help them—“I need access to secure voice, video and data to quickly identify friend from foe,” “I need rapid, mobile access to records so I can better focus on our veterans at the point of care,” etc.

Sage created corresponding interactive banners, outdoor metro dioramas, and specific microsite landing pages for each concept. The Sage team also produced several 30-second radio spots that spoke to the federal government’s needs as a whole, and handled all the coordination between vendors, production houses, talent and media.

Results:

A large number of visitors went to Motorola’s microsite to learn more about Motorola’s mobile government solutions and download additional information. The sales organization was able to convert a number of these inquiries into sales. As a result of this success, Sage was asked to consult Motorola on building their federal government marketing and communications plan in 2010.