Advertising and marketing to the National Security Agency : A Case Study

Advertising and marketing to the National Security Agency : A Case Study


DPC Technologies was created in 1988 through 1993 was some sort of supplier of superior performance data technology products and providers to the National Security Agency. At that time one regarding DPC’s founders produced and implemented an aggressive plan to increase the provider’s footprint in the NSA. The objective was going to become a trusted, reliable supplier in all key groups at the particular NSA and raise DPC’s standing while a prime service provider.

After researching obtainable information in connection with NSA, a number of conclusions were attained:

NSA was a new well funded technological leader inside the Intelligence Community.
NSA necessary the IT and IA products DPC offered.
High obstacles to entry (clearances, security, tight technical specifications) created a great opportunity for DPC.
The NSA acquiring patterns included opportunity for small business.
Tactical Prepare

The proper plan included 8-10 steps:

Research in addition to understand the needs plus buying patterns involving the program elements of the agency plus Maryland Procurement Organization.
Unconditionally fulfill most commitments (never “walk away” from a problem).
Utilize the particular most effective contract vehicles.
Hire knowledgeable, effective sales in addition to support personnel that will had the suitable clearances and gain access to to program factors.
Build an effective hiring organization that can supply personnel to satisfy NO-STRINGS-ATTACHED specifications.
Strengthen relationships with key prime contractors.
Proactively look for out new enterprise opportunities as options for agency specifications.
Revise the technique to meet current conditions.
Performance Outcomes

The plan made immediate and important results. Revenue and profits doubled yearly during the time period 1994-98 and DPC became a good known and respected supplier in typically the major sets of NO-STRINGS-ATTACHED. In addition, DPC established itself as being an important partner plus teaming member to the Ground Breaker Project.

Security Freiburg to be able to Ground Breaker

During the 1990’s NO-STRINGS-ATTACHED determined that not mission critical IT efforts might be much better managed through outsourcing. Since the non-mission critical IT needs to have of NSA were huge, Ground Breaker became a significant effort. An integral part of the particular NSA Ground Breaker strategy was the utilization of the NSA existing talent pool of IT specialists already employed by the agency.

Since a first step, NSA introduced the “Soft Landing” idea as a way to utilize current NSA IT ability through commercial freelancing vehicles. The Gentle Landing concept allowed existing NSA IT personnel the ability to leave the particular agency and re-enter as a shortened employee. Since many NSA employees experienced a the least 30 many years experience with NO-STRINGS-ATTACHED and government service, employee benefits grew to become an import factor in the bid assessment of bids intended for Soft Landing projects.

Soft Landing

Generally there were an overall total of seven Soft Getting awards and large excellent contractors won the particular first two (DPC did not primarily bid) DPC was the winner another four possibilities to become an identified contractor with this effort. DPC’s strategy was initially to bid every single Soft Landing RFP based upon some sort of tailored benefit program in conjunction with reasonably competitive prices. DPC in addition invested in assistance personnel to ease the transition in order to the commercial globe for the fresh employees. Word divide among the list of prospective NO-STRINGS-ATTACHED employees that DPC was an appealing Soft Landing Contractor.

Interim Contracts

There were other, traditional contracts that DPC won in collaboration with major leading contractors and, simply by the end involving 1998, DPC seemed to be considered a valuable team mate regarding the Ground Breaker effort by a quantity of prime contractors.

Selling to Northrop Grumman and the Novelty helmet Cha?non

In 1999, DPC was sold to Northrop Grumman Corporation. An important part with the deal was the transaction by DPC regarding over $1m inside retention bonuses with regard to key DPC employees. These individuals were instrumental in typically the winning strategy for typically the Eagle Alliance holding as a car for the awarded Ground Breaker long term contract.

Jon M. Stout is Chief Professional Officer of Desire Software LLC. Aspiration Softw

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