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GPS OCX
Communications Update
Charlene Wheeless
July 22, 2008
GPS OCX Communications Review
April 2007 – June 2008
Statement of Objectives and Results
• The communications goal was to launch a comprehensive
marketing communications campaign to promote Raytheon as an
industry leader in developing GPS control systems for both civil
sector and government agencies.
Audience
• The primary audience consists of the Air Force SMC, The Office of
the Secretary of Defense, the DoD acquisition community, and
Congress
Description
Scope of Work
We conducted several interviews and group meetings with the
program team of engineers and subject matter experts to identify
the discriminators that could position Raytheon as a thought leader
in the area of navigation and ground control. We then created a
three-phase approach by developing messages that could easily
adapt as the program evolved and transformed from down-select to
prototype.
Research
Competitive Analysis
In order to position Raytheon as the clear choice to provide high availability
precision satellite ground command and control systems, we engaged in a
rigorous discovery process using both primary and secondary vehicles.
– Conducted several interviews with engineers and business development
– Developed and outreach plan that included a list of key media outlets to build the
PR initiatives for the campaign
• Researched internet
– Networked with the acquisition community and public affairs office to understand
media processes.
• Reviewed customer briefings to identify key players and understand their roles
within their organization.
– Identified speaking opportunities and key sponsorship programs to support the
overall communications strategy.
• Worked with other Raytheon businesses to leverage knowledge of conference
opportunities
Planning
Communications developed four strong message platforms that
needed to be carried throughout the campaign.
1. Time Certain delivery – Phase 1
2. The importance of separating the ground from the space – Phases
1&2
3. We provide the best solution that enables net-centric navigation to
the warfighter – Phase 3
4. The experience and talent behind the Raytheon solution would
provide the lowest risk option for the customer – All Phases
Communications Strategy
Phase 1
The first phase of the program was focused on an aggressive media
strategy to build industry awareness about the Raytheon value
proposition with the primary audience.
Phase 2
The second phase of the plan was designed to position Raytheon as THE
thought leader in ground control technologies and space navigation. The
messaging was dedicated to educate and influence industry players,
general media, and Congress on the importance of ground technology.
Phase 3 (current)
After the down-select, the messaging platform transitioned to a “keep it
sold” strategy that included a customer advocacy campaign.
Future messaging will migrate to a more broad message reiterating the
importance of the civil-signal
Marketing and Advertising Plan
• Developed a pursuit-based advertising campaign to support each phase of
the communications strategy. Placements were made in industry
publications and specific base publications reaching the specific
acquisition community.
(In phase 1, the competition stole our tag line in an effort to “out market” us. This
backfired as it set us up for a stronger phase 2 message plan outlining our key
differentiators as strengths pointing to our competitors weaknesses.)
• Coordinated efforts with the MarComm IPT to leverage resources across
our enterprise, developing a comprehensive ad campaign, video, and
online marketing focused on Raytheon’s strengths in Space.
• Secured participation in key trade shows – NSS, Strategic Space, ION
GNSS, and the GPS Partnership Conference
• Created an “un-branded” GPS OCX brochure to advocated for the
customer’s mission.
(This was unique, because it allowed us to collaborate with the customer for
accuracy. This allowed us to build in their messages for support the program,
further strengthening our relationship.)
Advertising – Phase 1 & 2
GPS-OCX – In 2007 we placed ads in the following publications, with ad
commitments totaling $97,000
Space News, GPS World, Aviation Week and Space Technology, Shriever AFB –
Satellite Flyer, Peterson AFB – Space Observer, LA AFB – Aerotech News, and
Offut AFB
Advertising – Phase 3
GPS-OCX – In 2008 we have placed ads in the following publications, with ad
commitments totaling $92,000
Space News, GPS World, GPS World E-Newletter, Aviation Week and Space Technology,
LA AFB – Aerotech News, and Offut AFB
Marketing Best Practice Client Advocacy
GPS OCX Advocacy Brochure
Online Marketing
We created a robust website
Online Advertising – Phase 2 and 3
GPS OCX coverage incorporated into the following
online publications
Air Force Magazine Online – co sponsored with RMS and SAS
• April reach – 90,675
– eNewsletter – 5,147 impressions with 358 click thrus
– Home Page Top Banner (flash advertisement) – 17,553 impressions 97 click thrus
– Interior Page Top Banner (flash advertisement) – 67,975 impressions 164 click thrus
Air Force Magazine Online – co sponsored with RMS and SAS
• May reach – 71,945
– eNewsletter – 2,466 impressions with 714 click thrus
– IIS Home Page Top Banner (flash ad GPS OCX) – 12,561 impressions 29 click thrus
– IIS Interior Page Top Banner (flash ad GPS OCX) – 46,216 impressions 49 click thrus
– Home Page Top Banner (flash advertisement) – 2,926 impressions 12 click thrus
– Interior Page Top Banner (flash advertisement) – 7,776 impressions 9 click thrus
Air Force Magazine Online – co sponsored with RMS and SAS
• June reach – 90,513
– eNewsletter – 2,482 impressions with 881 click thrus
– IIS Home Page Top Banner (flash ad GPS OCX) – 6,385 impressions 25 click thrus
– IIS Interior Page Top Banner (flash ad GPS OCX) – 23,160 impressions 56 click thrus
– SAS Home Page Top Banner (flash ad ORS 1) – 12,329 impressions 45 click thrus
– SAS Interior Page Top Banner (flash ad ORS 1) – 48,639 impressions 97 click thrus
Online Advertising – Phase 2 and 3 cont.
AIA Daily Lead – co sponsored the “Space” section with SAS
There was a wide mix of companies that clicked through to our articles. The combined mix included
competitors, global aerospace companies, analyst firms, and smaller technology companies
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•
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April reach – 25,724
– 9 highlights placed (these clicked thru to articles and releases on our site)
– 190 click thrus
May reach – 25,814
– 9 highlights placed
– 278 click thrus
June reach – 26,149
– 8 highlights placed
– 265 click thrus
Public and Media Relations
• Executive media training – 3 key executives were trained as spokespersons for the program.
• Designed an online press kit for GPS OCX that includes all press releases and recent articles.
• Immediately following the quiet period, we positioned Raytheon as a thought leader in ground
control and navigation.
• Wrote and secured placemetns for a bylined article leading up to the down-select.
• Created a media Q&A for the press to easily identify key messages about GPS OCX.
• Created a GPS OCX fact sheet that highlighted Raytheon features and benefits. (This was
particularly helpful in phase 2 as it was ultimately requested by many media outlets to ease their
writing on the topic and to help them understand the difference between space and ground
contracts).
• Proposal Submittal Press Release – announced that we are aggressively pursuing contract.
• Down-select Press Release – announced the award to develop the next generation ground
control and navigation equipment for GPS.
• System Review Press Release – announced that we successfully completed th system
engineering standard acceptance criteria.
• Integrated Program Review and SCAMPI Press Release – will be issued by the end of July 2008.
• Sponsorship of GovNet – conference presenting our customer and mission
Metrics and Results
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OUR GOAL - Campaign Metrics
Total earned media value of $500K
20+ articles published
Measure key messages in media against competition
Achieve a positive “Optimum Content Score”
3 positive published analyst briefings
Web Trends – 500 click thrus to the GPS OCX website in a six
month period
Metrics and Results
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Campaign Results
Total earned media value to date – $370K
76 articles published to date
2 Television segments
1 Radio segment
Raytheon GPS OCX had 53% positive coverage taking the majority
share of mentions over the competition
Spokesperson Visibility – quotes for Raytheon significantly out
weigh competitin 12 to 5
Harvey Ad Study – the phase 2 ad in Aviation Week July 2007
garnered positive results. Reader recall was 76% and actual
readers came in at 43%.
Web Trends – 4,267 from March 2007 to June 2008
2007 Results
Share of GPS OCX Coverage Over Time
60
50
27
40
Mentions
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•
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GPS OCX PR Metrics 2007
Earned Media Value: $182,920
Net Impressions: 40.2M
1 Analyst Briefing - Forrester
GPS OCX 49 Total Articles
Raytheon
Northrop Grumman
Lockheed Martin
30
20
21
8
9
10
6
2
0
1
1
Jan
2007
Feb
5
6
Mar
Apr
1
1
2
2
1
2
2
May
Aug
Sep
8
Nov
GPS OCX PR Metrics 2008 Q1
Q1 2008 GPS OCX Coverage
Earned Media Value: $117,080
Net Impressions: 1M
Share of GPS OCX Coverage - Q1 2008
GPS OCX 12 Q1 Total Articles
Lockheed Martin
1
4%
Northrop Grumman
9
36%
Raytheon
12
48%
Boeing
3
12%
GPS OCX PR Metrics 2008 Q2
Q2 2008 GPS OCX Coverage
Earned Media Value: $70,000
Net Impressions: 500K
Share of GPS OCX Coverage - Q2 2008
GPS OCX 15 Q2 Total Articles
Lockheed Martin
5
14%
Raytheon
15
41%
Northrop Grumman
17
45%
2008 Q2 Pursuit PR
GPS OCX mentions – Q2 2008
(15 month total = 77; 43% share)
DATE
4/1/2008
4/2/2008
4/9/2008
4/10/2008
4/18/2008
4/29/2008
4/29/2008
5/2/2008
5/5/2008
5/15/2008
5/16/2008
5/17/2008
SOURCE
Space Daily
UPI
GPS World
GPS World
Inside the Air Force
Defense Daily
Satellite Today
Inside the Air Force
Space News
Aviation Week
Inside the Air Force
Satellite Today
GOES-R mentions – Q2 2008
(15 month total = 10; 14% share)
DATE SOURCE
No GOES-R Raytheon hits in Q2
GBS mentions – Q2 2008
(15 month total = 58; 100% share)
4/8/2008
4/8/2008
4/8/2008
4/8/2008
4/8/2008
4/9/2008
4/9/2008
4/10/2008
4/11/2008
4/13/2008
4/14/2008
4/18/2008
5/12/2008
5/28/2008
5/28/2008
5/29/2008
5/29/2008
6/19/2008
Boston.com
Washington Technology
Defense News
Associated Press
Boston Globe
Communications Daily
Satellite Today
Space Daily
UPI
Wireless News
Satellite Week
Inside the Air Force
The Washington Post
RF Globalnet
Wireless Design Online
Computer Business Review
Jane's Defence Weekly
satnews.com