Marketing and advertising to the National Security Agency : An instance Study

DPC Technologies was created in 1988 through 1993 was the supplier of superior performance data technologies products and providers towards the National Safety measures Agency. At of which time one of DPC’s founders designed and implemented a great aggressive plan to increase the company’s footprint in the particular NSA. The target was going to become a new trusted, reliable provider in all major groups at the NSA and increase DPC’s standing since a prime contractor.

After researching accessible information about the NO-STRINGS-ATTACHED, a number associated with conclusions were arrived at:

NSA was some sort of well funded technological leader inside the Brains Community.
NSA necessary the IT and IA products and services DPC offered.
High barriers to entry (clearances, security, tight specialized specifications) created the opportunity for DPC.
The NSA getting patterns included opportunity for small business.
Ideal Strategy

The strategic plan included ten steps:

Research and be familiar with needs in addition to buying patterns of the program portions of the agency and Maryland Procurement Organization.
Unconditionally fulfill almost Security Freiburg (never “walk away” from a problem).
Utilize typically the most effective agreement vehicles.
Hire skilled, effective sales in addition to support personnel of which had the proper clearances and accessibility to program elements.
Build a powerful prospecting organization which could present personnel to meet NO-STRINGS-ATTACHED specifications.
Strengthen human relationships with key primary contractors.
Proactively research out new business opportunities as alternatives for agency needs.
Revise the method to meet latest conditions.
Performance Effects

The plan developed immediate and considerable results. Revenue plus profits doubled each year during the time period 1994-98 and DPC became a well known and recognized supplier in the particular major groups of NSA. In addition, DPC established itself as an important partner in addition to teaming member for the Ground Breaker Task.

The Path in order to Ground Breaker

In the course of the 1990’s NSA determined that no mission critical THIS efforts could possibly be much better managed through outsourced workers. Since the non-mission critical IT needs to have of NSA have been very large, Ground Breaker became a key effort. A fundamental element of typically the NSA Ground Breaker strategy was your usage of the NSA existing talent swimming pool of IT specialists already employed by simply the agency.

Since a first stage, NSA introduced the particular “Soft Landing” idea so as to utilize current NSA IT ability through commercial freelancing vehicles. The Very soft Landing concept permitted existing NSA THAT personnel the ability to leave typically the agency and re-enter as a contracted employee. Since the majority of NSA employees acquired a the least 30 years experience with NSA and government support, employee benefits became an import factor in the bid analysis of bids regarding Soft Landing tasks.

Soft Landing

Right now there were a total associated with seven Soft Obtaining awards and enormous primary contractors won typically the first two (DPC did not initially bid) DPC won the next four options to become a recognized contractor for this hard work. DPC’s strategy was basically to bid every single Soft Landing RFP based upon the tailored benefit software in conjunction with reasonably competitive prices. DPC likewise invested in support personnel to simplicity the transition to be able to the commercial globe for the brand new employees. Word spread one of the prospective NO-STRINGS-ATTACHED employees that DPC was an attractive Soft Landing Company.

Interim Agreements

Presently there were other, conventional contracts that DPC won in partnership with major prime contractors and, by simply the end of 1998, DPC seemed to be considered a dear team mate with regard to the Ground Breaker effort by a variety of prime contractors.

Selling to Northrop Grumman and the Skull cap Cha?non

In 99, DPC was offered to Northrop Grumman Corporation. An crucial part from the transaction was the settlement by DPC of over $1m in retention bonuses regarding key DPC employees. These individuals were instrumental in the winning technique for typically the Eagle Alliance consortium as an automobile for the honored Ground Breaker written agreement.

Jon M. Strong is Chief Exec Officer of Hope Software LLC. Hope Softw