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The Borenstein Group

Amentum, Leading Defense, Energy & Aerospace Contractor, Wins Creative Award of Distinction for Best-in-Class B2G TV Branding Commercial at The 26th Annual Communicator Awards in 2020

May 18, 2020 by Gal Borenstein Leave a Comment

Vienna, VA.  The Borenstein Group is pleased to announce its trusted client, Amentum, a leading defense and aerospace contractor, who rebranded in February 2020 from AECOM Management Services, was honored with Award of Distinction, by The Annual Communicator Awards 2020 for its B2B TV commercial “We are Amentum” which successfully and effectively introduced the company brand to market with TV Spots featured on CNN and Fox News, as part of a fully integrated brand launch.

“Amentum is honored to be recognized among the best B2B/B2G TV campaign commercials in the 26th Annual Communicator Awards,” said Ronald “Fog” Hahn, Amentum’s Executive Vice President of Strategic Growth. Hahn added, “We are very grateful for the collaboration and support from Borenstein Group and their efforts as we launched Amentum as an independent company, and the television campaign was a critical initiative to help us introduce the new brand to the marketplace.”

Gal Borenstein Executive LinkedIn Profile, Borenstein Group’s CEO, stated, “Amentum and its spirited executive leadership acted as true partners to our agency throughout the rebranding journey. It was truly a collaborative outcome of partners acting together with passion, dedication to meet the mission, and we are very proud of this third-party validation by The Communicator Awards 2020 competition.”

The 26th Annual Communicator Awards announced WINNERS of Excellence and Distinction award recipients named in New York, NY, on May 13, 2020. The winners of the 26th Annual Communicator Awards have officially been announced by the Academy of Interactive and Visual Arts. With over 6,000 entries received from across the US and around the world, the Communicator Awards is the largest and most competitive awards program honoring creative excellence for communications professionals. Eva McCloskey, managing director of the AIVA, stated: “On behalf of the Academy, I’d like to applaud the entrants this season for their dedication to producing outstanding content as they continue to push the envelope of creativity.”

View the award-winning Amentum B2G Branding TV commercial spot here:

About The Communicator Awards:

The Communicator Awards is the leading international awards program honoring creative excellence for marketing and communications professionals. Founded by passionate communications professionals over two decades ago, The Communicator Awards is an annual competition honoring the best digital, mobile, audio, video, and social content the industry has to offer. The Communicator Awards is widely recognized as one of the largest awards of its kind in the world.

 

 

 

 

 

 

 

About Amentum

Amentum is a premier global technical and engineering services partner supporting critical programs of national significance across defense, security, intelligence, energy, and environment. We draw from a century-old heritage of operational excellence, mission focus, and successful execution underpinned by a strong culture of safety and ethics. Headquartered in Germantown, Md., we employ more than 20,000 people in 48 states and 28 foreign countries and territories. Visit us at amentum.com to explore how we deliver excellence for our customers’ most vital missions.

 

About The Borenstein Group

The Borenstein Group is a Washington DC’s Top Digital Marketing Agency for Integrated Marketing Communications. We develop Brand Strategy, Brand Design and Brand Content for emerging and market-leading IT, Professional Services, Federal Contractors, Business Services, as well as Public Sector markets. As a stellar creative agency with 25 years of experience, Borenstein is ranked at Chief Marketer’s Top 50 B2B Agencies, Clutch’s Top Digital Branding Agencies, Expertise’ Top Advertising Agencies, and Washington Business Journal’s Top Advertising Agencies the Washington DC region.

 

 

 

Filed Under: Borenstein Group News, Industry News, Press Release Tagged With: Amentum, B2B, B2B Marketing, b2g, b2g marketing, Digital Branding, Govcon marketing, Public Relations, Strategic Communications, technology advertising, The Borenstein Group, top advertising agencies washington dc, top interactive agencies washington dc, top washington dc marketing agencies, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top digital marketing agencies, washington dc top public relations agencies

What’s Your Messaging Equation? Creating a Compelling Messaging & Positioning Strategy

July 15, 2017 by Gal Borenstein Leave a Comment

What does your company do that’s different and better than everyone else in your market? For many, this is a difficult question to answer. At The Borenstein Group, we recommend that clients consider the following constructs as they create their own brand equation. How do you meaningfully communicate this value proposition? That’s a harder challenge.

Does everyone in your organization who interfaces with clients, prospects and industry leaders deliver the same message? Even tougher.

Compelling messaging and market positioning must quickly and effectively communicate why a prospect would choose you over another product or service provider. It qualifies the prospect and clearly articulates what you offer.

Effective messaging and positioning will firmly define your offerings, mission, and benefits in language that matters to your universe of buyers. This is a critical step as companies move toward cohesive processes and consistent delivery of the brand message. Messaging must include the problems the company, solution or product solves and how it improves the lives of your customers.

This is ambitious work and calls for a careful process. It also calls for an honest assessment. Be prepared to answer some big questions like:

  • How does my company impact our clients?
  • How should we be selling against our competitors?
  • What do our clients say about us?
  • Why do our clients or customers buy from us?

At a very basic level, here is the messaging equation:

Ready to learn more about practical tips to create or improve your messaging and positioning strategy? contact us or call 703-385-8178×28

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, b2g advertising, b2g marketing, branding, Content, Facebook, it marketing. high tech marketing, lead generation, LinkedIn, Marketing, Marketing Strategy, marketing to federal government, marketing to government, Social Media Marketing, Strategic Communications, The Borenstein Group, top washington dc marketing agencies, top washington dc social media agencies

Six Ways to Boost the Value of Your Case Studies for Higher Marketing Impact

June 22, 2017 by Gal Borenstein Leave a Comment

Your most innovative applications and far-reaching solutions with the biggest ROI can be used aggressively to help your company reach its sales objectives.

B2G and B2B Case studies can have a measurable impact on your company’s sales pipeline. Are you leveraging them for maximum ROI? They have the potential to touch prospects in various stages. At The Borenstein Group, we come across many companies that have great past performances that never see the light of day in the form of a well-written case study, thus, failing to share with the decision makers the ‘how’ behind their success.Just like fine art, if no one sees it- your best and most valuable stories may go unappreciated, sitting at your capture manager’s share drive, unless brought to life.

Here are some ways you can make use of these powerful tools, including some new ideas for even the most seasoned marketing pros.

1. Begin with the bottom line in mind. The best case studies are the ones with the most compelling ROI. The most sophisticated technologies and innovative solutions only matter if they can impact someone’s bottom line. For commercial clients, that often means costs saved and profits increased. For government clients, the ROI may be based on strategic outcomes, better positioning for funding, compliance achievements or other objectives. Think strategically about the products or services you want to aggressively promote and ensure that the outcome is clear and compelling.

2. In general, be specific. Good case studies enable prospects to place themselves in the position of the client whose success you’ve profiled. To do this, they must be able to relate. The problem being solved should be both specific enough to tell a story, yet broad enough to appeal to a greater audience. A government buyer is going to be far more interested in how you helped a peer agency succeed than they are in how you helped a hospital. One way to accomplish this is to target your case studies to industries or market segments. But the rule of thumb is to make it easy for the prospect to put themselves in the shoes of the client. It’s basic sales. Give the buyer a reason to qualify themselves out of your solution and they’ll take it.

3. Make marketing the champion. Case studies work best when they have a marketing focus. They lose their luster when prepared by proposal departments and technical professionals. They are ultimately sales tools and must be framed in that manner. Technical professionals may provide good content, but sometimes the “so what?” question is missed. Marketing people do the best job of asking the right questions.

For example, we interviewed the customer of a client on how their flagship product helped the business. We asked the same question a few different ways before getting to the “aha!” The product was instrumental in helping the small business increase five-fold in 1½ years. This story usually won’t tell itself. It requires tact and skill in extracting it from executives and technical staff.

4. Determine the impact on the sales process. So you have dynamic studies of how you’ve dramatically improved the lives of the people who buy from you. How will you use these studies to ensure these amazing examples reach the people who haven’t bought for you, but should?

Here’s the take-a-step-back-and-look-at-the-big-picture question. What should case studies do for your company? If the prospect is unfamiliar or less familiar with your firm, should case studies be early on in their experience? Then consider adding them prominently to your homepage. Make them part of lead generation activities. Include them in materials at conferences and post-conference follow-up communications.

Case studies should certainly be part of your sales materials. But consider the presentation. Many companies use them as one-page slicks. Others use a broader brochure approach that can make a greater impact to a wider audience. This is a single piece that conveys the impression that you are immersed in a particular industry, federal agency or line of business.

5. Expand your base. These stories can also be re-purposed into press pitches by targeting specific industries or pubs that accept by-lined articles. Your greatest story with the most solid ROI and tales of innovation can be converted into abstracts for speaking proposals. Both of these are fantastic examples of reaching outside of your prospect and customer databases.

6. Let your customers speak for you. One of the smartest ways we’ve seen to extend your case studies is to utilize them as video testimonials. Get a few of your best customers and let them speak about what you did for them—on camera. Granted, this will take some out of their comfort zones, but you can make it worth their while. More and more companies are using this tool very effectively. Customers can speak more powerfully than even our best sales reps. Think about how much value you could get out of these—on your web sites, at trade shows and conferences, during sales meetings, at road shows and so many other marketing opportunities.

Not every project or sale can be converted into a show-stopping case study. But your most innovative applications and far-reaching solutions with the biggest ROI can be used aggressively to help your company reach its sales objectives. Best of luck as you tell your client success stories to the world.

If you need help extracting more value from your case studies, or need to build a new arsenal of effective past performances, Borenstein Group can help. Reach out via the web, or by phone at 703-385-8178.

 

Filed Under: Branding, Strategy Tagged With: B2B, B2B Marketing, b2g, b2g advertising, b2g marketing, borenstein group, Borenstein interactive showcase, case study b2b marketing, Content, content creation, Digital Branding, Digital Marketing, federal marketing, gal borenstein, gov 2.0, government computer news, it marketing. high tech marketing, lead generation, Marketing, Marketing Strategy, marketing to federal government, marketing to government, Public Relations, public sector marketing, public sector marketing case study, SEO, social media, Strategic Communications, technology advertising, The Borenstein Group, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top public relations agencies

Six Ways to Increase Quality Referrals in Business-to-Business Marketing

June 9, 2017 by Gal Borenstein Leave a Comment

The end of the year is a good time to take inventory of your customer, partner and colleague referrals. It gives you a chance to look back at the referrals you’ve received and put plans in place to receive even more in FY 2017. Are you getting as many referrals as you would like? A better question is: are you getting as many qualified referrals as you would like. It’s always surprising to us how many firms are disappointed in the quality of referral business they receive.

But there’s good news here. And as is often the case, it’s made possible by marketing.
If you received fewer referrals than you projected, or you would like to improve your organization’s referral program, read on.

Referrals come from three sources: current and past customers, business partners and other colleagues. Employees, too, are a lead source that should never be taken for granted. But like sales, referrals don’t just fall out of the sky. As marketers, you have to help make them happen. Referrals take solid strategy and well-executed tactics.

Here’s the formula for receiving quality referrals:

Provide excellent services and/or products + Stay at the top of prospects’ minds + Enjoy good relationships + Provide Motivation = Receive High Value, Sustainable Referrals

How to Earn More Referrals

You should be getting lots of referrals. If you don’t have a program in place that’s working for you, now’s the time to begin implementing. Follow the tips below, and by the end of FY 2012, you will be reaping measurable returns:

1. Institute a Formal Referral Program
Measurable results start here. There is absolutely no substitute for having a structured program with incentives in place to encourage your customers to refer you. You must stay top of mind. For a good example of this, think about your real estate agent. He or she knows that referrals are a major part of their business. They are always incentivizing by giving away restaurant and movie certificates and other gifts. They know we have plenty of options and understand the value of being at the fore of our thinking.

Define what the program “payout” will be based on the sale that’s closed. The amount of money you spend on a referral program should be consistent with the dollar value of what you’re selling. If you’re a low margin reseller, the referral gift will be very different than if you’re making product sales of $50,000 and up. You must pick a referral gift that is to scale.

As for the payout, it’s recommended to only give these referrals gifts upon close of the sale.

2. Look Outside Your Customer Base
The program should apply to more than your current customers. You should also open it to past customers, as well as business partners and other colleagues. Anyone who has interaction with prospects you’d like to add to your roster is a candidate for the program. If you have a board of directors, they should be bringing you leads. If they’re not, find out why.

3. Promote the Program
Without promotion, your referral program is like a tree falling in the woods. Your customers and partners won’t always be thinking of you. They certainly won’t go out of their way to identify opportunities to bring you business. But if they respect your organization, know you appreciate referrals and have incentives for bringing you good ones, then you’re on the right track.

It’s essential to continually remind clients and partners of your services and value proposition. Tell them you value their referrals. You can promote the program through newsletters, invoice mailers, special direct mailers, or when sales representatives or project managers meet with your customers. Special events to thank customers for their business are a powerful way to build good will and encourage them to provide you with qualified leads.

4. Give Them Something of Value
It’s always recommended to give your customers standard referral gifts, particularly if the product or service you’re selling is a standard item. People talk. If one customer finds out that they got a $20 gift certificate, and another got a gift of 10 times the value for the same type of referral, you could burn bridges, all in the name of trying to build relationships.

If your organization has clients on maintenance contracts, think about giving “gift certificates” that can be applied to service contracts, additional services or sponsored company events, such as customer conferences. This is a gift that benefits both the customer and your company. We have seen this company gift certificate approach work well time and again. It’s well received by the client base, costs the company soft dollars, and improves your relationship with your client. There aren’t any losers with this type of program.

5. Arm Sales to Gather Referrals
Your sales people understand the value of referrals. Make sure they are part of the program. If sales is integrated into this program, they can use it as a tool to touch base with your customer base, warm up leads that have cooled, or resume contact with a customer who hasn’t purchased from you recently. In this way, your referral program is an integral part of your sales and marketing strategy, not a bolted on after-thought. Integration is essential!

6. Measure the Success
The only way to know if your program is successful is to measure its results. Results of this program should be relatively straight forward and easy to measure. Since your client or partner will be receiving a gift for referring you, they will help ensure that the lead is traceable back to them. Otherwise, how do they get their gift? If you are promoting the program and your customers are talking to other qualified leads, you should notice an increase in the numbers of referrals you’re getting and the number of sales closed. The only way to be sure of this impact is to measure it.

Referrals can be a valuable part of the growth strategy for your business. If you need more motivation, think of the opportunities you’re missing by not putting a program in place.

For more information on creating a successful B2B Marketing Referral program, contact us at The Borenstein Group at 703-385-8178 or via our web site’s contact us page.

 

Filed Under: Advertising, Branding, Strategy Tagged With: b to b, B2B, borenstein, gal borenstein, Marketing, referrals, sales, The Borenstein Group

Borenstein Group Launches 3 Interactive Digital Brand Destinations for National Air Cargo / National Airlines

January 4, 2014 by Gal Borenstein Leave a Comment

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Fairfax, VA, USA (PRWEB) January 02, 2014
Borenstein Group, a leading B2B and B2G integrated digital communications agency, designed and delivered a high-impact digital brand for global logistics leader National Air Cargo/National Airlines, including three interactive and fully responsive websites, plus video and digital collateral.

In order to support its expanded its passenger service offerings, National tasked Borenstein Group with enhancing the company’s digital presence. Borenstein designed three distinct websites, GoNational.com, NationalAirCargo.com and NationalAirlines.com, which incorporate the latest advancements in user experience, including responsive design and a unique parallax scrolling feature inspired by the motion of an aircraft in flight. The sites infuse high-end graphics and UI design along with targeted content marketing and interactive booking and tracking tools that empower National customers with immediate access to the services they need at any time, on any device.

Borenstein Group’s innovative work with the National brand follows recent successful B2G and B2B branding initiatives for defense-aerospace pioneer TCOM, which reinforces Borenstein’s reputation as the leading digital branding and strategic marketing communications firm for the global logistics and aviation communities.

About Borenstein Group:
Borenstein Group, Inc. is a Northern Virginia-based integrated strategic digital marketing communications agency that specializes in supporting private and public-sector marketers in the areas of systems integration, information technology, supply chain and logistics, homeland security, defense, intelligence, telecommunications, aerospace, and government. Learn more at borensteingroup.com.

About National Air Cargo/National Airlines:
National is a premier global multimodal, freight forwarding, and passenger flight service provider, with corporate headquarters in Orlando, Florida. National sets a new standard of excellence by delivering unrelenting service, unrivaled solutions, unmatched agility and the utmost care, all with unparalleled speed in order to elevate the total customer experience, anywhere in the world. Learn more at GoNational.com

Filed Under: Press Release Tagged With: Aerospace, Afghanistan, B2B, b2g, Brand Design, branding, content marketing, Defense, Digital Branding, Digital Marketing, Dubai, Global Logistics, government, Marketing, Military, National Air Cargo, National Airlines, Responsive Design, strategic marketing, The Borenstein Group, UAE, Web Development, Website Design

Borenstein Group Featured As a Top 15 Largest Advertising Agency in Washington DC Area by Washington Business Journal

August 12, 2013 by Gal Borenstein Leave a Comment

August 12, 2013—Fairfax, Virginia – Borenstein Group is pleased to announce that it has been listed on the
Washington Business Journal’s 2013 Book of Lists’ Top 15 Advertising Agencies in the Washington DC area. A perennial feature on the list, this year Borenstein Group enjoys its highest ranking ever as the company continues to expand and meet the needs of a rapidly growing client base.

Gal S. Borenstein, Founder & CEO of Borenstein Group stated, “As large agency networks continue to consolidate and downsize, we feel that opportunities for ‘expert agencies’ like Borenstein are abound. Clients are not looking for big overhead and time-sheet reports. They are looking for a trusted partner that can be responsive, strategic, and accountable to tell them what they don’t already know. In the past 2 years, we have innovated our service offering to align with what clients want and need from digital communications in the information age. This means total integration of business intelligence, digital creative marketing, interactive, branding, and competitive market research into a single unified solution that allows our clients to get more business, retain their base, and charter to new markets.”

About Borenstein Group:
Borenstein Group, Inc. is a Northern Virginia-based integrated strategic marketing communications agency that specializes in the areas of supply chain, systems integration, information technology, homeland security, defense, intelligence, telecommunications, aerospace and government. For more information, call 703-385-8178 ext: 28.

Filed Under: Press Release Tagged With: best advertising, best dc, book of list, borenstein group, gal borenstein, marketing agency, The Borenstein Group, the list, Top 15 largest advertising agencies, top advertising agencies, top advertising agencies washington dc, Washington Business Journal, Washington Business Journal book of lists, WBJ

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Borenstein Group

The Borenstein Group is a Washington DC’s Top Digital Marketing Agency for Integrated Marketing Communications. We develop Brand Strategy, Brand Design and Brand Content for emerging and market-leading IT, Professional Services, Federal Contractors, Business Services, as well as Public Sector markets.

As a stellar creative agency, with 25 years of experience, Borenstein is ranked at Chief Marketer’s Top 50 B2B Agencies, Clutch’s Top Digital Branding Agencies, Expertise’ Top Advertising Agencies, and Washington Business Journal’s Top Advertising Agencies the Washington DC region.

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