Government Contracting Case Story
Result: a more powerful way to market to the government
When Big Sky Associates came to us, they were looking for new ways to reach public-sector clients. Many conventional marketing strategies don’t work for government clients, and the firm was looking for new ways to deliver their message to government agencies and other prospective clients.
Although the firm’s team consisted of leading security and insider-threat experts, they weren’t getting the exposure or traction they needed to reach a wider market and grow faster. They were, for all intents and purposes, “invisible experts.”
Reframed for success
We began by conducting a detailed assessment of Big Sky’s goals, current marketing and competitive landscape. We also spoke to the decision makers: agency leaders and influencers who impact the type of and volume of business Big Sky could do with the government.
Right away, we recognized a huge opportunity — Big Sky was not meaningfully leveraging their considerable expertise. While they had a few components in place, including a book and a blog, they didn’t have a marketing system in place to turn those assets into true thought leadership. We knew we could change that.
We shortened their name to the pithier — and more resonant — Big Sky. And we repositioned them to make some of the firm’s standout features more visible: their HUBZone certification, data-driven approach and insider security services.
Next we set up a robust content marketing platform, including a high-performance website to promote and distribute their educational content and thought leadership. We helped jump start their new program with a wealth of new content, such as blog posts and executive guides. And to generate critical visibility, we identified guest blogging and speaking opportunities where we knew their prospects would see them.
Hinge also played a key advisory role, recommending that they add noted industry experts to their team. Today, this enhanced team — together with a powerful content marketing program — has multiplied the firm’s visibility and established a rock-solid foundation to support accelerated growth.