Case Study

Inmarsat wanted to clearly position itself as the leading provider of commercial satellite communications and be presented as insightful experts on ongoing industry trends. W2 Communications contributed content, award and speaking opportunities to consistently tout key corporate messages and reiterate the value of COMSATCOM.

Customer

Wholly-owned Inmarsat subsidiary focused on selling satellite communications capabilities to the U.S. government
Current and target customers include the U.S. Department of Defense and intelligence agencies

Challenge

Wanted to clearly position itself as the leading provider of commercial satellite communications (COMSATCOM) to the federal government
Needed corporate executives presented as insightful experts on ongoing industry trends and customer requirements

Journey

Consulted with client on key messages and critical target publications to establish expectations
Developed comprehensive PR plan leveraging media relations, content development, awards and speaking opportunities to position the company and its SMEs as thought leaders

Solution

Established thorough public relations program that includes contributing content to key industry and vertical publications, as well as maintaining regular conversations with key industry reporters
Use contributed content, award and speaking opportunities to consistently tout key corporate messages and reiterate the value of COMSATCOM for government users

Implementation

Focused on consistent interaction with strategic media targets, from introductory lunches to on-background interviews to conversations around ongoing industry trends
Emphasized key corporate messages in all media interviews, contributed content and speaking opportunities
Identified opportunities to secure recognition for COMSATCOM offerings

Results

Garnered coverage in key target publications earmarked as “essential” at the outset of the account
Other industry luminaries and competitors continue to leverage key terms and messages originally touted by Inmarsat executives
Secured award recognitions for key Inmarsat offerings

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