Situation
Empower AI (formerly NCI) sought to develop a new brand that reflected its goal of fundamentally improving how the government uses AI to conduct business and help its leaders achieve their missions. Empower AI turned to Sage for an integrated marketing communications program designed to redefine the Empower AI brand, emphasizing its expertise and raising awareness of its differentiators with government agencies.
Approach
Sage launched an integrated thought leadership campaign centered on building awareness of Empower AI's new brand, capabilities and differentiators in the federal government market. Sage assisted in a full company rebranding, which involved a redesign of the company’s messaging and visual identity internally and externally. The new brand had to be communicated clearly and memorably so that employees and customers would naturally accept the change. Sage supported Empower AI before, during, and after the rebrand—creating new company talking points, drafting prep materials such as media FAQs, and drafting the announcement press release. Sage also planned and supported numerous event panels, webinars and run-of- site advertisements to position the company’s SMEs as experts in front of key external audiences.
Results
Through an integrated approach, Sage showcased Empower AI’s expertise as a leader in transforming how the federal market approaches with consistent, strategic message pull-through across a range of topics and verticals. Sage raised awareness of the new brand, highlighting the company’s thought leaders on topics such as augmenting human capabilities through AI, AI in cybersecurity, digital transformation, the digital workforce, and Empower AI's company culture. These efforts strengthened and expanded Empower AI’s messaging and broadened its positioning by offering disruptive contributions to vital conversations within its space. Together, Sage and Empower AI achieved a wide array of results during the six-month campaign, including:
Leveraging the company’s bench of subject-matter experts for third-party validation through contributed articles, announcements, and podcast and article interviews, leading to a boost in brand awareness and thought leadership in key enterprise markets.
Drafting and securing placement for numerous bylined articles, resulting in media coverage in target outlets such as Defense News, Military Embedded Systems, C4ISRNET, Federal News Network and more.
Establishing strategic media relationships with reporters at tier 1 media publications, including Federal Times, C4ISRNET, Federal Tech Podcast, Virginia Business Magazine and more, leading to feature story, op-ed and thought leadership coverage.
Supporting event panels and webinars for Empower AI SMEs and providing prep materials to ensure alignment on talking points and messaging. These events earned nearly 800 registrants and 3M impressions.
Promoting the transition from NCI to Empower AI, securing notable coverage in Washington Technology, Washington Business Journal, and WashingtonExec, reaching key influencers and decision makers in target demographics.
Coverage
