Situation / Challenge

Hughes is known around the world as a consumer broadband provider — the leader, in fact. For Hughes’ international and defense divisions (Hughes International and Hughes Defense) this reputation can sometimes obscure recognition and awareness of their separate capabilities. Externally, Hughes’ robust service offerings needed to be clarified in the marketplace to eliminate inaccurate perceptions. Internally, these two smaller business units aimed to leverage sales and marketing activities to increase their visibility within the larger company.

In order to increase sales, Hughes Defense and Hughes International wanted their messages to permeate a distinct matrix of communications and defense sectors both in the United States and select global markets. As sales organizations, they wanted their outreach to generate more interest from prospects.

Approach

Through strategic message development for each unit, Sage implemented new (Defense) and renewed (International) social media programs on Twitter and LinkedIn with a strong emphasis on stakeholder engagement. Sage assessed each business unit’s content mix and suggested a “dinner party” approach when creating content: equal parts give and take on social channels instead of the divisions only touting their accomplishments.

Results

Through targeted outreach on Twitter to customers, prospects, media, etc., and through a combination of corporate and employee engagement on LinkedIn, each division is seeing an increase in engagement with their targeted stakeholders. Hughes is successfully demonstrating its enterprise-grade capabilities by aligning with key thought leadership topics in a meaningful way.

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