Strategy & Market Research
Public Relations
Social Media

The American Council for Technology and Industry Advisory Council (ACT-IAC) is a non-profit public-private partnership dedicated to improving government through the application of information technology (IT). Its mission is simple yet bold: provide a vendor and technology-neutral forum where government and industry can exchange information and collaborate to improve government through technology. Despite ACT-IAC’s sterling reputation among those who actively participate, overall market awareness was low and not sufficiently differentiated in comparison to other public sector associations.

ACT-IAC engaged Sage Communications to provide marketing and PR services to update its messaging and brand image, raise awareness, boost membership and increase attendance at events among its target audiences of government and industry IT senior leadership. Sage worked closely with ACT-IAC to design and deploy a comprehensive marketing communications program that included strategic consulting, messaging, branding, marketing communications, media outreach and social media.

The cornerstone of the program involved revising ACT-IAC’s core messaging to better reflect the organization’s strategic objectives and elevate its public relations and communications strategy. Sage used the newly established messaging to build a solid platform for all communications outreach.

Sage launched an aggressive series of media outreach and marketing campaigns focused on building influencer relationships and conveying refreshed brand messages to the marketplace that positioned ACT-IAC as the “go-to” organization and model for public-private collaboration. We targeted not only the trade press key to the public sector, but also a national audience to generate larger media and social media exposure.

Sage’s comprehensive PR and marketing strategy delivered an unprecedented quantity of high quality coverage for the organization in top tier publications, national media and broadcast outlets such as The New York Times, Politico, Bloomberg News, The Washington Post, WFED Federal News Radio and NBC-4 Washington.

Within the first ten months of engaging Sage, more than179 new media placements mentioned ACT-IAC. We also negotiated, expanded and managed media agreements to achieve parity and gain year-round exposure for ACT-IAC in support of conferences and membership recruitment. These marketing and PR results contributed to ACT-IAC’s growing differentiation and thought leadership role in the marketplace. Additionally, the integrated approach has contributed to the organization’s growing membership base, sponsorship support and strong government involvement – critical metrics for the long-term sustainability of the organization.

For More Info Please Contact

Pava Cohen
President, Sage Government