Avocet
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ROCCOR

Growing awareness and disrupting the status quo increases
YOY contracts by 362%.

ROCCOR

Roccor is a fast-growth, vibrant, and disruptive supplier to the aerospace and terrestrial military markets. Roccor’s novel designs address cost and performance limitations to revolutionize spaceflight and military operations. The company works with NASA, the U.S. military, and commercial space companies all around the world and has numerous successful space missions under its belt.

Build Market Position
Build
Market Position
Execute Channel Program
Execute
Channel Program
Increase Customer Acquisition
Increase
Customer Acquisition

CHALLENGE

With low awareness in a highly competitive business landscape, differentiation and positioning were a paramount focus. Spotlighting Roccor’s R&D journey from spunky startup to renowned product-driven space supplier was a key messaging move to engage prospects throughout the aerospace industry and secondary markets.

STRATEGY

Because the sales process in aerospace is so relational, Avocet deployed comprehensive awareness campaigns that positioned Roccor as a thought leader and industry trailblazer. An angle that was proven valuable in an industry currently being disrupted by changemakers like Roccor, was celebrating the internal “Roccorian culture.”

Avocet led an integrated marketing communications program shepherding branding implementation, establishing productization proof-points, the UX design of website initiatives, implementation of a 360-degree approach surrounding tradeshows including digital advertising, robust PR, media relations, content strategies, and social media.

In addition to our evergreen strategy we welcomed a mid-campaign pivot in the spring of 2020, in order to adapt to the changes brought by the COVID-19 pandemic. This new strategy involved a series of virtual panels – featuring national leaders in the space industry – that maximized Roccor’s thought leadership, positioning, and innovation in what we termed, “Old Space. New Tricks.”

EXECUTION

Avocet led an integrated marketing communications program shepherding branding implementation, establishing productization proof-points, the UX design of website initiatives, implementation of a 360-degree approach surrounding tradeshows including digital advertising, robust PR, media relations, content strategies, and social media.

When Avocet first worked with Roccor, we came up with the positioning statement, “Delivering peace of mind,” to anchor the brand with its key customers. In 2020, our messaging pivoted to a mantra designed to intrigue and engage multiple audiences on a more emotional level. This mantra, “Old Space. New Tricks.” was a nod to the “old guard” space innovators of 40+ years ago, as well as to the mavericks of today that are turning commercial space and space entrepreneurism on its ear.

Just as this strategy was launching, the COVID-19 pandemic hit. In the past, our pre-, during, and post-trade show programs included product-driven and highly targeted digital advertising programs delivering prospects to content landing pages. Database development, (maintaining GDPR compliance), layered with Marketing Automation moved audiences through the sales funnel while segmenting leads to product managers. Public relations and media relations efforts were layered in to create awareness spikes to both industry thought leaders and prospects.

One of the industry’s most-important trade shows – the SmallSat Conference – shifted to virtual in the summer of 2020 so we had to rethink, adapt, and come up with a new strategy that would allow Team Roccor to not only connect with clients and potential partners, but to also be positioned as industry leaders addressing important trends and issues. This “Build-Your-Own-Audience” strategy – centered around 3 live online panels of Roccor and industry experts – folded in the creation of a branded landing page, an outbound email initiative, a multi-platform social campaign, blogs, proactive PR and media relations, display advertising, and Old Space. New Tricks. branded giveaways.

OUTCOME/GROWTH

In one-year, alone PR efforts garnered a reach of nearly 3 million delivering an Earned Media Value of over $149,000, 3x investment. These efforts, coupled with the highly targeted digital media, content, and direct selling approaches helped close contracts leading the company to 4x its previous year’s growth.

For the SmallSat conference Old Space. New Tricks. campaign, specifically, our results drove awareness and potential new business opportunities in a significant way. Nearly 300 people attended the panels live over a three-day period (included editors from key industry publications) and another 300+ have viewed the panels online to date. Our outreach garnered nearly 4,000 site visits (up 300% from last year), over 400,000 ad impressions, and 182,000 programmatic display ads impressions.

PUBLICATIONS

Click each logo to read some of the hits we got for Roccor.