Situation / Challenge
DroneShield is a DC-based company that offers a way for public and private sector customers to take proactive measures against airborne threats to safety, security, and privacy. Through its innovative, enterprise-grade sensor network with acoustic detection technology, DroneShield warns users of the presence of drones, or unmanned aerial systems. Security personnel use DroneShield to identify unauthorized drones and accelerate the apprehension and prosecution of violators through real-time warning and digital evidence collection. DroneShield’s technology is used across secure-facilities within the government, airports, prisons, commercial venues, and critical infrastructure, but the company was not well known in the federal and commercial space.
Its goal was to clearly communicate its value proposition while increasing name recognition and market awareness within the federal government sector — a challenge due to the sensitive nature of its work and its clients.
Our Strategic Approach
Sage hit the ground running with a public relations campaign and the development of a new, comprehensive website. Because of our in-depth public sector background, Sage was able to truncate our typical kick-off and strategy development process to provide an interview opportunity within two weeks of the start of the engagement. Sage developed media talking points that evolved following every interview into a fully fleshed out messaging platform. Sage scheduled weekly account meetings with DroneShield to discuss editorial calendar opportunities, proactive pitch angles and industry trends to ensure media opportunities were fully aligned with business goals. By offering to comment on important industry trends and hot news items, DroneShield quickly built rapport with important media influencers at publications, resulting in frequent in-bound requests for interviews. Sage then leveraged this rapport and credibility to secure a broadcast interview with FOX 5 News.
Sage secured over 20 pieces of coverage for DroneShield in top-tier publications such as The Wall Street Journal, The Washington Post, NBC News, The New York Times and CBS News. Increased market awareness helped the company secure notice from foreign markets and it signed at least five signed reselling contracts in Japan. DroneShield credits Sage’s strategic direction in helping it raise over $1 million in investment funds as well as positioning DroneShield for the possibility of going public. In addition, DroneShield is currently testing with the Secret Service and has provided security for the Boston Marathon in 2015, 2016 and 2017 and potentially for future races.