CSRA Rebrand & Website Share: REQ Score Awaiting client review n/a Date Published 19 October 2018 Reading Time 3-Minute Read Position and amplify the CSRA brand as the IT company of choice to attract both government agencies and technology talent to work for the company. About the Project When CSCGov and SRA International – two major government service contractors – merged in 2015, the result was a new publicly traded IT company with revenue of $5.5 billion and more than 18,000 employees. However, there was no brand beyond a new acronym, and nothing to introduce to government and technology partners and attract talent to work for CSRA. Ultimately, our goal was to position CSRA as the IT company of choice, bridging the promise of next-generation technology with the significant missions of government agencies. RepEquity was engaged to build a new brand that personified CSRA’s vision as the most innovative IT contractor in the nation. This vision had to be the connecting piece visible in everything from CSRA’s messaging strategy to its website to advertisements. Our brand strategy began with evolving the point of view and determining CSRA’s brand pillars: commitment, integrity, valued impact, agility, and imagination. This brought us to CSRA’s brand position: “Think Next. Now.” We developed thorough brand guidelines, a messaging platform, the color palette, and iconography to be applied across all mediums, both on- and offline. It was then up to RepEquity to introduce this new brand to the world. Built in Drupal, we designed CSRA’s website to be compelling and easy to navigate, all while showcasing CSRA’s mission to imagine a better future and deliver it today. However, because CSRA is a government contractor that specializes in cybersecurity, their site had to be more than just aesthetically pleasing. It also had to meet the highest cybersecurity standards. Once the website went live, CSRA now needed to build brand awareness and reshape its perception. We developed strategy and creative for social media – both paid and organic – brochures, publications, and a television ad to be aired in DC and other key markets during the country’s most viewed annual event: the Super Bowl. Furthermore, we were integral in CSRA’s “Pentagon Takeover,” where advertisements were placed across Metro and bus stations to directly reach their target audience: those working for the Department of Defense. In addition to providing ongoing services, REQ created a second CSRA Super Bowl ad in 2018. Shortly after, CSRA was acquired by General Dynamics for $9.7 billion. Services: Brand strategy Brand identity development Integrated marketing campaign development Website design & development (Drupal) Paid digital advertising Content messaging strategy Print collateral Video Facts: A Google Brand Lift showed that those exposed to advertising were 82.3% more likely to search for CSRA, explore CSRA’s solutions, or apply for a job. Job applications increased 35% in the weeks following the Super Bowl television ad. Total website traffic increased 73.3%.