Case Study: “Business Intelligence, Education, and Brand Awareness – the Guident Success Story”

The Market Challenge
In 2005, Guident was a $5 million company with an emphasis on the commercial marketplace and a small portfolio of government customers.  The company decided to pursue the public sector space more aggressively, but business intelligence and data warehousing solutions were just starting to get traction in government.  The market needed to understand the value of those services and solutions in meeting government mission-critical requirements.  To increase its market share in the government space, Guident needed a public relations and marketing effort designed to simultaneously educate the market about the value of these solutions and increase its brand awareness.   

Speaking the Language of Government – the CWI Difference
Collaborating closely with Guident executives to identify corporate goals, core competencies, and key messages, CWI developed an integrated public relations and marketing plan.  Designed to generate short-term results and build brand awareness longer-term, CWI’s plan included strategic and tactical components that highlighted Guident’s capabilities in support of key market drivers.  CWI also recommended and implemented a broad array of proactive public relations and marketing tactics such as:  writing and distributing press releases, pitching stories, generating interview opportunities, identifying and securing speaking engagements, identifying and securing award opportunities for Guident and its government customers, maximizing public relations opportunities through event participation, developing collateral material/case studies, and providing strategic consulting advice.
 
CWI continues to support Guident’s public sector public relations and marketing activities to date.

Key Results
Since CWI began working with Guident in 2005, the company has experienced dramatic growth, becoming a $40 million company with government a major source of its revenue.  The impact of CWI’s public relations activities for Guident includes:

• Coverage in important media outlets such as Federal Computer Week, Federal News Radio, Federal Times, Government Computer News, Potomac Tech Wire, Washington Business Journal, The Washington Post, and Washington Technology
• Company recognition and growth awards
  • Northern Virginia Technology Council’s 2009 Hot Ticket Award for Hottest Government Contractor
  • Washington Business Journal’s Fastest Growing Companies award in 2007, 2008, and 2009
  • Washington Technology’s Fast 50 list in 2006, 2007, 2008, and 2009
  • Inc. 5000 in 2007, 2008, and 2009
  • 2009 Virginia’s Fantastic 50
  • 2009 Oracle Titan Award
  • GCN award 2007, Fastest Growing Firm
• GCN Agency Award for its Military Health System customer
• Additional federal government contracts wins with agencies including the Administrative Office of the U.S. Courts, Environment Protection Agency, Food and Drug Administration, General Services Administration, Government Printing Office, Military Health System, Securities and Exchange Commission, Social Security Administration, Department of Transportation

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