Presentation Title to allow for 3 lines

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GPS OCXCommunications Update
Charlene Wheeless July 22, 2008
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GPS OCX Communications ReviewApril 2007 June
2008

• Statement of Objectives and Results
• The communications goal was to launch a
  comprehensive marketing communications campaign
  to promote Raytheon as an industry leader in
  developing GPS control systems for both civil
  sector and government agencies.
• Audience
• The primary audience consists of the Air Force
  SMC, The Office of the Secretary of Defense, the
  DoD acquisition community, and Congress

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Description

• Scope of Work
• We conducted several interviews and group
  meetings with the program team of engineers and
  subject matter experts to identify the
  discriminators that could position Raytheon as a
  thought leader in the area of navigation and
  ground control. We then created a three-phase
  approach by developing messages that could easily
  adapt as the program evolved and transformed from
  down-select to prototype.

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Research

• Competitive Analysis
• In order to position Raytheon as the clear choice
  to provide high availability precision satellite
  ground command and control systems, we engaged in
  a rigorous discovery process using both primary
  and secondary vehicles.
• Conducted several interviews with engineers and
  business development
• Developed and outreach plan that included a list
  of key media outlets to build the PR initiatives
  for the campaign
• Researched internet
• Networked with the acquisition community and
  public affairs office to understand media
  processes.
• Reviewed customer briefings to identify key
  players and understand their roles within their
  organization.
• Identified speaking opportunities and key
  sponsorship programs to support the overall
  communications strategy.
• Worked with other Raytheon businesses to leverage
  knowledge of conference opportunities

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Planning

• Communications developed four strong message
  platforms that needed to be carried throughout
  the campaign.
• Time Certain delivery Phase 1
• The importance of separating the ground from the
  space Phases 12
• We provide the best solution that enables
  net-centric navigation to the warfighter Phase
  3
• The experience and talent behind the Raytheon
  solution would provide the lowest risk option for
  the customer All Phases

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Communications Strategy

• Phase 1
• The first phase of the program was focused on an
  aggressive media strategy to build industry
  awareness about the Raytheon value proposition
  with the primary audience.
• Phase 2
• The second phase of the plan was designed to
  position Raytheon as THE thought leader in ground
  control technologies and space navigation. The
  messaging was dedicated to educate and influence
  industry players, general media, and Congress on
  the importance of ground technology.
• Phase 3 (current)
• After the down-select, the messaging platform
  transitioned to a keep it sold strategy that
  included a customer advocacy campaign.
• Future messaging will migrate to a more broad
  message reiterating the importance of the
  civil-signal

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Marketing and Advertising Plan

• Developed a pursuit-based advertising campaign to
  support each phase of the communications
  strategy. Placements were made in industry
  publications and specific base publications
  reaching the specific acquisition community.
• (In phase 1, the competition stole our tag line
  in an effort to out market us. This backfired
  as it set us up for a stronger phase 2 message
  plan outlining our key differentiators as
  strengths pointing to our competitors
  weaknesses.)
• Coordinated efforts with the MarComm IPT to
  leverage resources across our enterprise,
  developing a comprehensive ad campaign, video,
  and online marketing focused on Raytheons
  strengths in Space.
• Secured participation in key trade shows NSS,
  Strategic Space, ION GNSS, and the GPS
  Partnership Conference
• Created an un-branded GPS OCX brochure to
  advocated for the customers mission.
• (This was unique, because it allowed us to
  collaborate with the customer for accuracy. This
  allowed us to build in their messages for support
  the program, further strengthening our
  relationship.)

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Advertising Phase 1 2

• GPS-OCX In 2007 we placed ads in the following
  publications, with ad commitments totaling
  97,000
• Space News, GPS World, Aviation Week and Space
  Technology, Shriever AFB Satellite Flyer,
  Peterson AFB Space Observer, LA AFB Aerotech
  News, and Offut AFB

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Advertising Phase 3

• GPS-OCX In 2008 we have placed ads in the
  following publications, with ad commitments
  totaling 92,000
• Space News, GPS World, GPS World E-Newletter,
  Aviation Week and Space Technology, LA AFB
  Aerotech News, and Offut AFB

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Marketing Best Practice Client Advocacy
GPS OCX Advocacy Brochure
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Online Marketing
We created a robust website
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Online Advertising Phase 2 and 3
GPS OCX coverage incorporated into the following
online publications

• Air Force Magazine Online co sponsored with RMS
  and SAS
• April reach 90,675
• eNewsletter 5,147 impressions with 358 click
  thrus
• Home Page Top Banner (flash advertisement)
  17,553 impressions 97 click thrus
• Interior Page Top Banner (flash advertisement)
  67,975 impressions 164 click thrus
• Air Force Magazine Online co sponsored with RMS
  and SAS
• May reach 71,945
• eNewsletter 2,466 impressions with 714 click
  thrus
• IIS Home Page Top Banner (flash ad GPS OCX)
  12,561 impressions 29 click thrus
• IIS Interior Page Top Banner (flash ad GPS OCX)
  46,216 impressions 49 click thrus
• Home Page Top Banner (flash advertisement)
  2,926 impressions 12 click thrus
• Interior Page Top Banner (flash advertisement)
  7,776 impressions 9 click thrus
• Air Force Magazine Online co sponsored with RMS
  and SAS
• June reach 90,513
• eNewsletter 2,482 impressions with 881 click
  thrus
• IIS Home Page Top Banner (flash ad GPS OCX)
  6,385 impressions 25 click thrus
• IIS Interior Page Top Banner (flash ad GPS OCX)
  23,160 impressions 56 click thrus

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Online Advertising Phase 2 and 3 cont.

• AIA Daily Lead co sponsored the Space section
  with SAS
• There was a wide mix of companies that clicked
  through to our articles. The combined mix
  included competitors, global aerospace companies,
  analyst firms, and smaller technology companies
• April reach 25,724
• 9 highlights placed (these clicked thru to
  articles and releases on our site)
• 190 click thrus
• May reach 25,814
• 9 highlights placed
• 278 click thrus
• June reach 26,149
• 8 highlights placed
• 265 click thrus

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Public and Media Relations

• Executive media training 3 key executives were
  trained as spokespersons for the program.
• Designed an online press kit for GPS OCX that
  includes all press releases and recent articles.
• Immediately following the quiet period, we
  positioned Raytheon as a thought leader in ground
  control and navigation.
• Wrote and secured placemetns for a bylined
  article leading up to the down-select.
• Created a media QA for the press to easily
  identify key messages about GPS OCX.
• Created a GPS OCX fact sheet that highlighted
  Raytheon features and benefits. (This was
  particularly helpful in phase 2 as it was
  ultimately requested by many media outlets to
  ease their writing on the topic and to help them
  understand the difference between space and
  ground contracts).
• Proposal Submittal Press Release announced that
  we are aggressively pursuing contract.
• Down-select Press Release announced the award
  to develop the next generation ground control and
  navigation equipment for GPS.
• System Review Press Release announced that we
  successfully completed th system engineering
  standard acceptance criteria.
• Integrated Program Review and SCAMPI Press
  Release will be issued by the end of July 2008.
• Sponsorship of GovNet conference presenting our
  customer and mission

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Metrics and Results

• OUR GOAL - Campaign Metrics
• Total earned media value of 500K
• 20 articles published
• Measure key messages in media against competition
• Achieve a positive Optimum Content Score
• 3 positive published analyst briefings
• Web Trends 500 click thrus to the GPS OCX
  website in a six month period

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Metrics and Results

• Campaign Results
• Total earned media value to date 370K
• 76 articles published to date
• 2 Television segments
• 1 Radio segment
• Raytheon GPS OCX had 53 positive coverage taking
  the majority share of mentions over the
  competition
• Spokesperson Visibility quotes for Raytheon
  significantly out weigh competitin 12 to 5
• Harvey Ad Study the phase 2 ad in Aviation Week
  July 2007 garnered positive results. Reader
  recall was 76 and actual readers came in at 43.
• Web Trends 4,267 from March 2007 to June 2008

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2007 Results

• GPS OCX PR Metrics 2007
• Earned Media Value 182,920
• Net Impressions 40.2M
• 1 Analyst Briefing - Forrester
• GPS OCX 49 Total Articles

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• GPS OCX PR Metrics 2008 Q1
• Q1 2008 GPS OCX Coverage
• Earned Media Value 117,080
• Net Impressions 1M
• GPS OCX 12 Q1 Total Articles

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GPS OCX PR Metrics 2008 Q2
Q2 2008 GPS OCX Coverage Earned Media Value
70,000 Net Impressions 500K GPS OCX 15 Q2
Total Articles
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2008 Q2 Pursuit PR
GPS OCX mentions Q2 2008(15 month total 77
43 share)
GOES-R mentions Q2 2008(15 month total 10
14 share)
GBS mentions Q2 2008(15 month total 58 100
share)
4/8/2008 Boston.com
4/8/2008 Washington Technology
4/8/2008 Defense News
4/8/2008 Associated Press
4/8/2008 Boston Globe
4/9/2008 Communications Daily
4/9/2008 Satellite Today
4/10/2008 Space Daily
4/11/2008 UPI
4/13/2008 Wireless News
4/14/2008 Satellite Week
4/18/2008 Inside the Air Force
5/12/2008 The Washington Post
5/28/2008 RF Globalnet
5/28/2008 Wireless Design Online
5/29/2008 Computer Business Review
5/29/2008 Jane's Defence Weekly
6/19/2008 satnews.com
DATE SOURCE
4/1/2008 Space Daily
4/2/2008 UPI
4/9/2008 GPS World
4/10/2008 GPS World
4/18/2008 Inside the Air Force
4/29/2008 Defense Daily
4/29/2008 Satellite Today
5/2/2008 Inside the Air Force
5/5/2008 Space News
5/15/2008 Aviation Week
5/16/2008 Inside the Air Force
5/17/2008 Satellite Today
DATE SOURCE
No GOES-R Raytheon hits in Q2 No GOES-R Raytheon hits in Q2