Corporate communications and support in marketing communications
Profile
BAE Systems is an international company engaged in the development, delivery and support of advanced defence and aerospace systems in the air, on land, at sea and in space. The company designs, manufactures and supports military aircraft, surface ships, submarines, fighting vehicles, radar, avionics, communications, electronics and guided weapon systems. With 86,000 employees worldwide, BAE Systems’ sales exceeded GB£15.4 billion in 2005.
Objectives
The main objective of cooperation is to reposition the company after the lost tender for a multi-role fighter aircraft in Poland, with view to preparing ground for future marketing campaigns, including the Hawk trainer. The other goal is to raise awareness about the company’s operations and programs outside aerospace sector and boost the image of BAE Systems as perfect partner for Poland’s military, industry and economy.
Strategies
The objectives are realized through the following strategies: communication of transatlantic scope of BAE Systems operations, partnerships and long history of deliveries to NATO (both US and Europe); focus on the company’s innovative defense and non-defense solutions which contribute to international and domestic security; demonstration of involvement in Poland to date and readiness to launch new industrial compensation program.
Execution
The strategy is realized through consistently done media relations, generating regular publications on the company’s international operations (contracts, industrial and military partnerships, financial results), as well as technology feature placement, especially from non-aviation sectors. The agency assists the client during trade fairs and air show. The ministry of defence activities related to army procurement and the air force pilot training plans are constantly monitored.
Results
The campaign results are measured through e.g. quantitative and qualitative analysis of articles on the company and its products. Monthly AVE ranges from 100 000 to 200 000 GBP (482 000 GBP being record). Approximately 70% of media materials on BAE Systems and its products are positive and very positive. Monthly media share equals or exceeds that of key competitors with campaigns / programs running in Poland (Lockheed Martin, Boeing or EADS).