Project
In 2010, Ericsson Federal Inc. (EFI) made the decision to separate from Ericsson, a global leader in mobile and broadband end-to-end solutions, and rebrand itself as a standalone U.S. business. An existing client, EFI turned to Qorvis Communications to develop and execute a new messaging, brand and marketing communications platform to support this effort.
As a first step, Qorvis identified the conceptual target, selling strategy and customer benefits to shape the unique branding strategy, compelling creative and messaging. We held an interactive session with the executive management team to discuss the future company’s defining factors, including key differentiators, strengths and perceived weaknesses, industry leadership position, targeted audiences and customers, threats and competitors, offerings and benefits, and employee engagement opportunities. We then used this information to create the new brand company name, colors, logo design and tagline. The result was Oceus Networks, a U.S.-based corporation that provides broadband solutions – that enable governments to deliver high-speed voice, video and data communications to the constituents they serve.
Solution
Following the inception of the Oceus Networks brand, Qorvis worked as an extension of the marketing team to create a complete corporate identity system, online presence and communications strategy, in three short months, to position Oceus Networks as a leading provider of broadband solutions. Our creative and interactive teams designed and produced Oceus Networks’ corporate pocket folder, stationary set, business cards, email signature, office artwork/signage, marketing collateral, external and internal websites, image library, graphic elements, and exhibit and tradeshow booth materials. In addition, we developed the content for more than 15 datasheets; established a speakers bureau for subject matter experts; hosted multiple media-training sessions; executed a digital media strategy; produced multiple expert videos; drafted the corporate PR/AR, crisis and internal communications plans; and managed launch-day activities, including press releases and media outreach.
Qorvis helped to launch Oceus Networks to the world on January 3, 2011. We continue to work closely with the marketing communications team to deliver Oceus Networks’ messages, as well as educate customers, reporters and analysts via a steady stream of press releases, social media outreach, industry insight, and eMarketing initiatives.
