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.
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.
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.
Pre-, during, and post-trade show programs include 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.
We also focused our efforts on a fully integrated campaign surrounding SmallSat, the most important trade show on Roccor’s radar. Our strategies included the creation of a branded landing page, an outbound email initiative, a multi-platform social campaign, blogs, proactive PR and on-floor interviews with key media, display advertising, infographics, and the production of a series of videos highlighting the company’s diverse product line.
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.