Federal Aviation
Administration's
Office of Information
Technology
Integrated Product Team for IT Acquisitions
The Federal Aviation Administration's
former Office of Information Technology Integrated Product
Team for IT Acquisitions (IPT) provided solutions for acquiring
and managing IT hardware, software and support service
contracts and programs. (The program was disbanded in 2003
after the FAA and other agencies within the Department
of Transportation were reconstituted within the Department
of Homeland Security).
IT-IPT sought clarity and direction for identifying
its market niche and reaching customers and a potential
customer base. The unit was searching for a brand identity, to align
its vision, mission, and message and to deepen its market penetration.
This effort was critical and complex
given the structure and nature of IT-IPT's hallmark
programs - a constellation of interrelated services
delivered primarily through the Integrated Computing
Environment - Mainframe and Network (ICE-MAN) and Broad
Information Technology Services (BITS).
After conducting a communications audit
of IT-IPT's communications operation, McKinney & Associates
conducted market research and devised a branding strategy.
McKPR's branding included prototype collateral
assets that promoted a new image for the IT-IPT. A tagline, web site
design, and other marketing materials were developed to convey the
unit's refined identity.
The firm also conducted a training session to help
IT-IPT's staff deliver marketing messages to the public.
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