Case Study

General Dynamics

We increased recognition of GDIT and its leadership by implementing an integrated communications, social media, and executive visibility campaign.

Live Wire has established GDIT as an industry leader, positioned its executive leadership team as thought leaders in the field of federal IT contracting, raised visibility and awareness for company services and initiatives, and expanded GDIT's media footprint nationally.

Overview

Headquartered in Falls Church, VA, GDIT is an $8.5 billion global technology enterprise with operations in 30 countries worldwide and 30,000 technologies and services professionals delivering critical mission capabilities across defense, civilian, and intelligence agencies. GDIT is the largest of ten business units that form the General Dynamics Corporation.

In a competitive business environment, business leaders understand that the media has greater reach and more power to impact success than ever before. GDIT turned to Live Wire to evaluate and expand its company brand –positioning the company’s executives as leaders in government IT contracting. By developing and executing a strategic communications campaign that integrated media relations, social media, and executive visibility, Live Wire has successfully supported GDIT’s business objectives. Top tier businesses like GDIT understand the value of working with a firm like Live Wire to expand their communications initiatives and increase visibility in the marketplace.

Goal

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Campaign Objectives

Live Wire developed an integrated communications, social media, and executive visibility campaign that strategically aligns with the company’s business goals and objectives. From the company’s key messages and programs to its communications activities, Live Wire worked with GDIT’s internal marketing and communications teams and top leadership to develop the following campaign objectives:

  • Position GDIT's leadership as trailblazers in government IT contracting and cyber security through thought leadership opportunities, speaking engagements, and key award wins;
  • Elevate the profiles of GDIT's executives to the national level while reframing the public's perception of the company to that of an innovative and forward-leaning technology enterprise;
  • Raise GDIT's profile and differentiate the company from its competitors in the government contracting space; and
  • Build and expand the LinkedIn audience for GDIT's president through elevated social media engagement.

Campaign Strategies

Based on a comprehensive analysis of Silvus and its competitors, Live Wire recommended the following strategies to accomplish the defined campaign objectives:

  • Proactively pursue the news cycle and engage journalists at priority media outlets to secure high-level media coverage in influential industry publications;
  • Implement organic and paid social media campaigns to increase audience size and total engagement; and
  • Proactively pursue speaking, award, and executive board opportunities to heighten the position of key GDIT executives in the industry.

Campaign Tactics

Live Wire developed and implemented the following comprehensive strategic communications campaign on behalf of GDIT:

  • Research past media presence and develop brand identities to present an accurate and compelling image of GDIT to priority industry publications and reporters;
  • Leverage top GDIT leadership's experience and expertise to secure top-tier media placements and executive profiles in national outlets and industry trade publications;
  •  Pursue external speaking opportunities and awards for GDIT leadership, including assistance with speeches, talking point, briefing documents, and facilitating opportunities to participate in strategic Boards and Councils.

Results

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11 Earned Media Placements

Secured 11 earned media placements for GDIT's top executive, Amy Gilliland, in industry and mainstream publications, including Bloomberg, PBS NewsHour, and the Washington Business Journal

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New Social Media Following

Increased following for GDIT's president on LinkedIn by 165.5%

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Secured Speaking Engagements

Secured speaking engagements for GDIT executives including with the Wall Street Journal, The Northern Virginia Technology Council, Intelligence & National Security Alliance, and Washington Technology

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Feature Stories

Secured feature stories in priority publications including Washington Business Journal, The Washington Post, Washington Technology, and NextGov

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Maximized Exposure

Provided strategic counsel for GDIT's programs, contract wins, and company announcements to maximize exposure and impact

“Live Wire always comes to the table with a perspective and point of view. Their success in elevating our executive leadership to the national level through top-tier media placements has been inspiring to all our employees. Live Wire continues to bring strategic counsel, creative ideas, and innovative recommendations to our team day by day, frequently surpassing all our goals and expectations for the campaign.”

Sarah Martin

Head of Internal Communications, GDIT

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