The Challenge
A service-disabled, veteran-owned company, R4 Incorporated provides reliable counter improvised explosive device (C-IED) strategies to warfighters abroad and first responders in the U.S. They identified the need to raise awareness of its logistics and engineering support business through an enhanced organizational positioning and strategic communications framework. The leadership of R4 believed that the introduction of this enhanced capability would create opportunities for increased visibility, brand awareness and expansion of business opportunities within the global defense industry.
To sustain the growth objectives of R4 and their niche focus, company leaders recognized that an enhanced brand platform and communications program should be implemented. The goal of these efforts was to solidify and build upon a commitment to warfighters that was reinforced by organizational brand and market positioning that matched the company’s value proposition, performance and technical capabilities.
JANSON’s Approach
R4 asked JANSON to join as the company’s communications and branding partner to develop a series of business-based strategies and products that would help further business initiatives and create enhanced awareness for the company. JANSON commenced the efforts with a brand and stakeholder analysis that included interviews and data gathering both domestically and internationally. We also conducted a detailed market analysis to assess emerging opportunities by customer needs, trends and acquisition criteria and followed up by shaping the communications strategies and goals based on business targets. Finally, JANSON implemented a message management process and created communications products designed to reach and positively influence R4 stakeholders. Products included a visual brand platform, market research reports, brand guidelines, a communications plan, marketing collateral, advertising and PR/media relations.
The Results
JANSON’s goal was to capture the technical essence of the company and help position R4 to win new business opportunities. The company has won significant new business and the CEO of R4 stated that the company could not be more pleased with the caliber of talent, thought leadership and communications capability that the JANSON team brought forward. R4 executives recently reached back to JANSON and requested additional services in support of the 2011 business plan and objectives.