Case Study: RASA—Rebranding Federal IT Experience for Increased Market Success

The Market Challenge
The federal IT market is a competitive $89 billion industry with thousands of companies dedicating time and resources to building sales pipelines and enhancing market share, all while demonstrating increased return on investment.  That’s where RASA comes in – providing federal IT companies the in-depth market analysis and planning needed to increase their win rate and reduce sales costs.  In four short years, RASA had built an impressive cadre of clients, but in order to propel the company to the next level of success, it needed to take a more strategic approach to its brand and marketing identity.

Speaking the Language of Government – the CWI Difference
RASA initially engaged CWI for a short-term project – to develop business cards, a logo, and rebrand its identity on a basic level.  CWI focused on RASA’s key differentiator in the federal IT market – the ability of its experienced team to increase win rates – as the “lightening rod” for customer success…and a brand was born. 

Anticipating RASA’s needs, CWI recommended an efficient marketing strategy to leverage the new brand identity by:

• Developing messaging that links RASA’s core competencies with the unique business challenges facing the federal IT market
• Creating the graphic design and content for its marketing collateral
• Integrating messaging across the website and brochure, while populating RASAconsulting.net with content relevant to the federal IT market

Key Results
RASA re-launched its brand identity in the Spring of 2009 with a new theme, messaging, website, consistent “look and feel,” and supporting print and electronic materials.  CWI’s integrated approach to brand identity, combined with its years of experience in the industry, positioned RASA for future growth in the federal IT market. 

Source:  Federal IT Market Forecast 2009-2014, INPUT Industry Analysis, June 23, 2009.

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