SAP National Security Services
Situation / Challenge
SAP National Security Services (SAP NS2) is an independent, U.S.-based subsidiary of global software giant SAP. SAP NS2's mission is to support the U.S.'s national security community with cutting-edge enterprise resource planning (ERP), situational awareness and analytics technology solutions. In addition, SAP NS2 runs a nonprofit charity called NS2 Serves, which assists veterans in transitioning to civilian life — training them to use SAP products and, upon graduation from the training program, placing them in high-paying jobs in major private- and public-sector organizations.
Given the low-profile norm of companies in the intelligence community, there was little to no awareness of SAP NS2 outside the immediate industry or among the media. The client’s goal was to increase awareness and position itself as the leading provider of national security technologies and services to the federal government.
After working with several different firms, SAP NS2 selected Sage to help it establish thought leadership in cybersecurity, cloud computing and data analytics, and promote the work NS2 Serves does for veterans.
Our Strategic Approach
Sage developed messaging and outreach strategies to position NS2 senior executives as thought leaders in national security. Sage focused on expanding SAP NS2’s share of voice around priority messages supporting its business areas of cloud, big data, and machine learning. We capitalized on real-time events and relevant breaking news to develop media relationships, while getting extra mileage out of SAP NS2’s other marketing and business investments.
On the digital front, Sage aligned social media to marketing and business development goals. Our integrated social media strategy included all stakeholder groups, and focused on establishing SAP NS2 as an engaging, knowledgeable and proactive organization. These efforts created a digital ecosystem that leveraged social sharing, blogs and other features to drive organic search to web pages, as well as influence industry conversation.
Sage garnered coverage for SAP NS2 executives around key issues and events. Our team secured 46 media placements in broadcast, print and online outlets, including The Washington Post and “CNBC Power Lunch”. Sage also provided 19 media placements for NS2 Serves, including coverage on “CBS This Morning” and “Fox and Friends”.
Sage increased SAP NS2’s social media following across all platforms and accounts, reaching high-level national security industry influencers. In 2016, Sage increased CEO Mark Testoni’s Twitter following by more than 700 percent; SAP NS2’s corporate Twitter handle by more than 200 percent; and SAP NS2’s corporate LinkedIn following by more than 300 percent.