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Applied Insight

fiwebsitedev on October 2, 2024

Challenge

Applied Insight was a relatively unknown brand in the Washington DC market and needed to build awareness of its solutions.

Solution

We positioned Applied Insight as an agile mid-sized company solving complex technology challenges for federal government customers with expertise in cross-domain and boundary solutions, network analytics, DevSecOps and low-to-high development that was unique in the GovCon industry.

Outcome

Utilizing an integrated marketing program to communicate their development and delivery of innovative, award-winning products, Altitude™ and SHIFT™, and applications deployed in highly sensitive customer environments, Applied Insight created positive perceptions for their business and brand. Applied Insights was acquired by CACI.

Addx

fiwebsitedev on October 2, 2024

Challenge

Addx, a client for over 10 years, needed to refresh and modernize its corporate website to present a clean, contemporary design that reinforces the company’s brand and visual identity.

Solution

The strategy was to improve the navigation, functionality, and ease of content updates. The new website supported Addx’s position as a solutions provider, showcased capabilities and certifications, and made it easy for its internal team to add and maintain content.

Outcome

Addx was able to clearly communicate their technical capabilities and program management experience supporting the Tenacious by Nature mantra communicating customized, efficient, and innovative solutions for each customer’s unique mission. Addx continues to grow with the U.S. Departments of Commerce, Defense, Energy, Homeland Security, Justice, Transportation, Treasury, Veterans Affairs, and more.

Website 2026

Website 2020

SiriusXM

fiwebsitedev on October 2, 2024

Challenge

Retained by XM for 10 years, starting pre-launch, before any satellites were in orbit—Focused Image helped turn a breakthrough concept into a credible national subscription business. XM needed to build trust with investors, educate consumers, and secure broad distribution, particularly by convincing major automakers to factory-install satellite radios and enabling dealer-level sales and retention.

Solution

Focused Image served as a strategic and creative partner across XM’s most important communications and go-to-market priorities. We supported the brand launch and national advertising efforts in coordination with marketing; developed messaging and creative for investor relations, including IPO/roadshow and ongoing earnings-era materials; and created communications supporting major product and content announcements (exclusive talent, sports rights, and channel launches). A cornerstone of the work was building persuasive partner and sales-support materials for OEMs, retailers, consumer electronics partners, installers, and dealerships to drive adoption, subscription conversion, and retention.

Outcome

XM successfully launched and scaled a nationwide satellite radio subscription service with expanded automotive integration and a strengthened market position. The decade-long program helped support investor confidence, accelerate distribution through the auto channel, and sustain momentum through key growth phases, culminating in XM’s merger with Sirius to form SiriusXM Radio, the only satellite radio network in North America.

Reiter, Hill, Johnson & Nevin

fiwebsitedev on October 2, 2024

Challenge

Reiter, Hill, Johnson & Nevin (RHJN) provides obstetric and gynecologic care to patients in the Metro Washington, D.C. area. The practice is committed to delivering the highest-quality services in an environment that is welcoming, respectful, and compassionate. As RHJN prepared to be acquired it needed its brand and communications strengthened and standardized to reflect the caliber of care it provides and to support a smooth transition for patients, staff, and referring physicians.

Solution

Focused Image led a rebrand and significantly enhanced RHJN’s communications to improve clarity, consistency, and professionalism across key touchpoints. We refined RHJN’s positioning and messaging to better communicate its state-of-the-art obstetric and gynecologic services and the patient-centered experience the practice is known for. We also ensured communications spoke to RHJN’s critical referral audience, reinforcing that referring physicians could expect expert, personal, and timely care for their patients, along with ongoing dialogue and continuity.

Outcome

RHJN entered acquisition readiness with a more unified brand and clearer communications that aligned with its standard of care. The updated platform elevated patient experience, reinforced trust with referring physicians, and helped position the practice as a high-quality, well-organized partner as it joined what is now Advantia Health.

NEW

fiwebsitedev on October 2, 2024

Challenge

NEW, a leading global provider of extended service plans, buyer protection services, and product support to more than 150 million consumers, needed to build trust and drive sales through major big-box retailers, while countering negative category perceptions fueled by Consumer Reports and supporting new product launches.

Solution

Execute an integrated communications program aligning PR and social media with marketing initiatives, spanning a company rebrand, CES activations to drive traffic and awareness, and Facebook promotional sweepstakes. Over seven years, we deployed creative PR across events, national business and consumer media, and digital channels, including an award-winning consumer blog, music videos, consumer education through awards and product giveaways, and a nationwide newspaper feature series designed to address negative narratives.

Outcome

NEW earned sustained positive coverage across local, regional, and national outlets, improving consumer understanding of the category and contributing to a softening of Consumer Reports’ negative stance. The program supported retail sales and product launches and helped NEW expand its industry dominance, ultimately leading to a merger with a major competitor. Media highlights included About.com, BusinessWeek, CNET, Los Angeles Times, NBC, NPR, TWICE, and The Wall Street Journal. NEW was acquired by Asurion.

Video Production

Print Advertising

Molson

fiwebsitedev on October 2, 2024

Challenge

Molson Breweries USA needed to grow awareness, trial, and retail/on-premise velocity for a diverse portfolio of import and international brands: Molson Golden, Molson Canadien, Molson Ice, Foster’s Lager, Asahi, Kronenbourg, Pacifico, and John Courage Ale, while competing for shelf space, tap handles, and mindshare against domestic powerhouse beer brands.

Solution

Develop a portfolio communications and activation approach that leaned into the distinct “country-of-origin” character of each brand and the occasions consumers attach to it. Brand platforms and creative were tailored by audience and channel, e.g., Molson Canadien positioned around the outdoors and clean mountain-water refreshment, while Foster’s played up Australia’s fun-loving, warm personality. The program integrated retail and on-premise toolkits, distributor support, and advertising designed to drive trial and repeat purchase.

Outcome

The approach delivered a lift in sales volume across the brand portfolio and strengthened consumer relevance at the point of purchase. Foster’s advertising earned recognition for creative excellence, and Molson Ice was named one of the fastest-growing beer brands in the U.S., supporting expanded distribution and improved retail and on-premise performance.

Spirit Aerosystems

fiwebsitedev on October 2, 2024

Challenge

Spirit Aerosystems needed to strengthen their business and enter the government Defense sector. As predominantly a commercial aerostructure company they had little marketing experience with the Defense industry.

Solution

We demonstrated Spirit Aerosystems expertise, experience, and innovation through its history and aerostructures for fuselages, pylons, nacelles, and wing components. The campaign, Where Flight Begins, addressed the national security audience in Washington DC and other major markets.

Outcome

The campaign was backed by a mix of digital, traditional, and out-of-home advertising, reinforced by customer-focused marketing collateral. Spirit Defense also generated leads that significantly supported flagship programs including the Boeing B-52, Northrop Grumman B-21, and Sikorsky CH-53K.

Advertising

LMI

fiwebsitedev on October 2, 2024

Challenge

LMI was viewed as a supplier of structural assemblies, kits, and components to the commercial, business, regional, and defense aerospace markets.

Solution

Position LMI as a solutions provider delivering engineering services supporting aircraft product lifecycles from design to fleet support via complete turnkey services. The campaign, A Higher Level of Performance, communicated LMI’s operational excellence in the production of complex components and assemblies and was supported by a new brand identity, complete website, brand guidelines and a suite of marketing collateral.

Outcome

LMI grew as a world-class leader in designing, building and manufacturing aerospace structures, systems and components for the large commercial, business and regional, and military aerospace industries. LMI was acquired by Sonaca Group in an all-cash deal.

Dynamic Aviation

fiwebsitedev on October 2, 2024

Challenge

Position Dynamic Aviation as critical to the nation’s safety and security.

Solution

Demonstrate how Dynamic Aviation is the leading provider of innovative special-mission aviation solutions designed to meet the unique requirements of government. The campaign Innovation Takes Flight communicated the unique innovation and technology delivered to support national defense, military intelligence, federal agencies, state and local governments.

Outcome

Dynamic Aviation grew from supporting several U.S. government customers to a global presence spanning 25 locations across 10 countries, and all 50 states. The company has grown its workforce by 3x, opened a 120-person customer training center and expanded its campus with 8 hangars, 6 office buildings, and 5 warehouses.

AIAA

fiwebsitedev on October 2, 2024

Challenge

For AIAA to be more relevant to its members, prospective members, industry, and the media.

Solution

Position the AIAA brand as the leading voice for aerospace utilizing honest and motivating member testimonials (print and video) of what life event drew them to aviation and space. The campaign was launched via an integrated communications program.

Outcome

The campaign, When Did You Know?, communicated the emotions of the exact moment that drew the member to the aerospace field. Over 18 months, membership grew by 15% to 37,000, awareness for the campaign by internal stakeholders stood at 88%, and local AIAA organizations adopted the campaign.