The Challenge
Tooele Army Depot (TEAD), an Army Base in Tooele, Utah specializing in life cycle management, engineering and supply of ammunition and related equipment, turned to JANSON Communications for branding, strategic communications planning and guidance on increasing stakeholder support and business development opportunities.
In previous years, the depot had been downsized and needed to reinforce to the local community, the Department of Defense, local and state government, customers and potential customers that the changes did not affect their capabilities or quality of work. TEAD also needed to communicate with new audiences about possible business opportunities for ammunition logistics and related engineering capabilities.
JANSON’s Approach
Using the important information uncovered during the initial research phase, our strategists developed both short and long-term plans for achieving the depot’s desired results, based on their needs and project schedule. JANSON team members evaluated what TEAD staff were using and how it could be improved, incorporating strong branding and messaging.
A fully developed brand was produced for Tooele, including a new logo, tagline and brand identity standards. A complete overhaul of the depot’s newsletter, website and other publications gave them a new identity that reflected who they are and the work they do. JANSON’s public relations team assisted the depot in identifying new trade show opportunities and re-vamped their visual presentation and approach when attending such events. The PR team also identified a wide range of outreach opportunities for TEAD with a variety of media outlets, speaking opportunities, community events and military recognitions.
Key messages were created and TEAD leadership was educated on how to effectively communicate them using the identified channels. JANSON used a multi-tiered approach to help the depot reach its goals, with each level of the plan building on the next.
The Results
Tooele has experienced increased recognition with key stakeholders including State and Federal Legislators, regional businesses and the Department of Defense through a better recognition of their mission. They have also identified new workload opportunities and have the business development tools needed to pursue and win them. We took the foundation that they had already established and showed them how to build upon it to achieve a new level of success using strategic communications. The newly developed newsletter was even chosen as the best publication in the Joint Munitions Command, of which TEAD is a member.
JANSON’s performance and effective program delivery resulted in the initial 6 month contract being extended to 18 months because of the results TEAD achieved from our successful partnership.