Clients' Success Stories

Integral Systems, Inc. (Integral Systems) - Product Valuation Through Technology Introduction

Through a high-profile awareness program featuring an event with a former US Secretary of Defense, Strategic enabled Integral to gain significant military interest in a technology originally developed for the commercial market.

Integral Systems (NASDAQ: ISYS) has developed commercial satellite-based technology to deliver near-real-time weather information. The company saw a market for the technology for wartime troop logistics and deployment, and approached Strategic to help introduce the product to the military.

Strategic’s counsel:

• Use a high-profile reception as the foundation for an aggressive communications program introducing the technology to military decision-makers,
• Ensure top-level military event attendance and interest by securing a well-known industry figure to support the technology, and
• Tie the commercial technology to issues of real military significance

Strategic’s research indicated that Integral’s technology could fall under the categories of “battle systems management,” an issue of general military concern, and “nowcasting” of weather conditions, which is of specific interest for logistics and deployment.
The agency conceived and coordinated a reception at The Ritz-Carlton Pentagon City (a location convenient to Pentagon decision-makers). Strategic further identified and secured former Secretary of Defense Caspar Weinberger to speak on the subject of battle systems management and the role Integral Systems’ technology could play.

Strategic employed direct marketing tactics to ensure the event was well populated by the appropriate level of attendee, and conducted proactive media relations throughout the four-month program.

Integral Systems executives were featured in such media outlets as Associated Press, MSNBC, regional NBC and FOX news affiliates, and Defense Week. The company now has five proposals in front of military procurement professionals. Integral Systems credits Strategic’s PR counsel and follow-up work to the company’s high level of success in penetrating the military market.

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