Blog - (Archived)

Is Rebranding Worth the Investment?

April 18, 2017

As your company or association grows or the market evolves, revisiting your brand vision and core values and the market’s perception may be necessary. Regardless of industry, this introspective look at who you are as an organization is a significant investment in time and resources. When ROI matters, is this investment justifiable? Every organization must answer that question for themselves based on the return they expect. However, the experiences of those who have done it can help. Market Connections talked with Cheryl Sadowski, Senior Director of Communications, Publications and Marketing for the Society of Interventional Radiology (SIR). In 2013, SIR leadership ... Read more

Is Search Engine Marketing Part of Your Content Plan?

April 13, 2017

Are you one of the 60 percent of federal marketers using Search Engine Marketing (SEM) to reach federal decision makers? If not, you fall into the 40 percent who are not using this tool; it’s time to rethink that strategy. In the 2017 Federal Content Marketing PulsePoll™, we asked federal decision makers what they find to be the most effective online channels for delivering content that informs and educates their work-related buying process. The number one response, with 83 percent, said search engines. Yes, good search engine optimization (SEO) will help these decision makers find you. But if paid marketing is part of your ... Read more

Top 10 Strategies Government Contractors are Using to Remain Competitive

April 11, 2017

In the 2016 Federal Government Contractor Study, we asked: “What actions is your company taking to continue to be competitive in the current federal government environment of LPTA, budget cuts, and sequestration?” Contractors most frequently noted being more selective in what they bid on was the primary action and that is something our clients tell us as well. Expanding into other markets and increasing use of teaming partners are also top strategies. But that’s not all they’re doing. Here are the top 10 strategies government contractors are using. Being more selective in what is bid on = 51% Looking at different markets outside of ... Read more

Winning Contractor: Booz Allen Wins $59M Navy Contract

April 6, 2017

Our naval forces need access to technology that accelerates Information sharing and improves readiness and capability. The U.S. Navy’s Program Executive Office for Command, Control, Communications, Computers, and Intelligence (PEO C4I) is tasked to ensure this happens by providing effective and affordable naval information warfare capabilities. Together with the Space and Naval Warfare Systems Command (SPAWAR), PEO C4I acquires and develops Command, Control, Communications, Computers, Intelligence, Surveillance, and Reconnaissance (C4ISR) systems necessary to ensure Information Warfare and provide the foundation for network-centric warfare. The Navy has awarded Booz Allen a five-year, $59 million Professional Support Services contract to support these initiatives. ... Read more

Does Your Content Marketing Plan Reflect What Federal Decision-Makers Want?

March 30, 2017

The federal marketing landscape is changing. At the same time, content marketing has been growing and evolving to help marketers better meet the needs and desires of their target customers. The question is, what are those needs and desires? You can have a robust content strategy plan and a great delivery mechanism, but if you aren’t giving your prospects what they want, when they want it, then you won’t see the returns you expect. To help federal marketers target their content, Market Connections and Merritt Group have teamed to conduct a follow up to the 2015 Federal Content Marketing PulsePoll™. On Thursday, ... Read more

Top Innovator: SAIC Helps NASA Create Faster Spectrometer System

March 28, 2017

Fourier transform spectroscopy (FTS) can be used to measure a host of environmental conditions, including water, atmospheric, gaseous, particulate, and thermal pollution. Thanks to a joint effort of NASA’s Langley Research Center and Science Applications International Corporation (SAIC), collecting the data from FTS measurements may become easier. SAIC and Langley developed a faster, more accurate, and less expensive method of processing measurement data from infrared spectroscopy for materials and chemistry studies. The method requires less hardware and captures data at any wavelength. This method improves upon existing methods — it is simpler, more accurate, faster, and less expensive than previous methods. ... Read more

Winning Contractor: Leidos To Provide Scientific R&D To The Air Force Research Laboratory

March 24, 2017

Many Department of Defense (DoD) programs face the challenge to reduce lifecycle costs while rapidly fielding technologically superior warfighting capability. Design strategies based on widely supported open standards increase the likelihood that future changes to the system will be accomplished cost-effectively. To help the Air Force meet this goal, the Air Force Research Laboratory (AFRL) has awarded global science and technology company Leidos a prime contract to provide research and development (R&D) under the Mission Systems Open Architecture Science and Technology (MOAST) Program. Under the MOAST program, Leidos will perform R&D to help evolve and expand emerging open systems architecture standards for existing and next-generation Air ... Read more

A Branding Expert Weighs in on Brand and Market Perception

March 23, 2017

While we help our clients measure market perception, that measurement is just one piece of branding; there is so much that goes into building a strong brand identity. We met with partner and founder of branding agency Red Thinking, Jen Sterling, to get her take on a few questions our clients frequently ask. Here are her thoughts: MC: What is your top level take on managing brand perception in the market? Jen: Perception is reality. No matter what industry you serve, remember that. And no matter what industry you serve, your employees and customers are brand ambassadors. As a branding company, we ... Read more

Market Perception Matters When Launching New Services

March 16, 2017

Selling services starts with name recognition — your prospects need to know who you are and have a positive perception of your company. But for them to consider working with you, they must understand what you do — that your company can do what they need and do it well. We call this market perception. Understanding the perception your prospects have is critical when launching new services. The story of one of our customers illustrates this importance. Our government-contracting customer sold advanced technology. As the company considered repositioning its brand around global security solutions, they wanted to understand current perceptions and position ... Read more

QA: Lisa Dezzutti on the Importance of Market Perception

March 14, 2017

How does your company or brand stack against your competitors? This is an important question to answer as you introduce new solutions or compete on new (or even existing) contracts. It’s also important to know if perceptions have changed over time, and if the way you communicate about your products, services and company represent the perceptions you want clients and prospects to have. In a few weeks, Market Connections will host a free webinar about market perceptions and company positioning. We thought we’d give you a sneak preview of what Market Connections, Inc. President and CEO Lisa Dezzutti will discuss in ... Read more


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