CA Technologies—Adapting Communications for the Public Sector
How do you adapt a company's communication strategy for the largest purchaser of IT in the world – the U.S. public sector – while maintaining fidelity to corporate brand standards?
- In working with CA Technologies, we sought to highlight the real value of its solutions — how the company enables government agencies to help or protect real people. It was important to communicate that implementing technology can’t be an end in itself. It’s a means to achieving agency missions — which are complicated, global and subject to relentless threats — all under intense scrutiny by a wide range of stakeholders. Showing the real human impact of successful technology allowed us to directly address the complexity of the public sector without an overwhelming amount of detail. In this way, we helped CA align its commercial brand with the realities of the public sector — all while maintaining fidelity with corporate standards.
- As expectations translate from the private sector into the public sector, agencies are expected to provide all kinds of new capabilities. Meeting those demands entails various forms of risk. ENC helped CA show agencies how its solutions enable them to manage and mitigate risk so they can say “yes” to requests for new capabilities — and safely adapt as their mission requirements evolve.
- The primary platform for this message was a campaign of posters and car cards in Washington Metro stations and on Metro trains. It was supported by a set of brochures for federal, state and local agencies, as well as for security customers and channel partners. We also equipped CA’s sales representatives with messaging for each group in the form of pocket-sized battle cards.
- Altogether, the assets and messaging developed for CA addresses the diversity of real challenges government faces, whether state, local or federal. Our public sector work for CA doesn’t diverge from its corporate brand standards — it applies them effectively to a distinct, important audience.