Communications Strategy Development for a U.S. Air Force Program Office
Led the development of a comprehensive communications strategy for a programmatic office within the U.S. Air Force, including brand pillars, tone guidelines, audience segmentation, and messaging recommendations. Collaborated across multiple teams to increase internal and external awareness of the program, resulting in leadership endorsement and funding for Phase 2 to develop adaptable branding assets.
Quick Snapshot
Client: Programmatic Office within the U.S. Air Force
Role: Lead Marketing Strategist
Primary Goal: Increase program awareness, while establishing a consistent, unified brand identity for the organization
The Challenge
The client needed a unified, consistent voice across all communications to improve internal education, strengthen external partnerships, and enhance visibility within the broader Department of Defense, Intelligence Community (IC), and commercial partner ecosystems. There was no established brand identity in place, and a wide range of stakeholders, from leadership to external collaborators, required clear, tailored messaging.
The Approach
Conducted in-depth competitor research to benchmark communications tone, brand positioning, and voice trends within the defense and tech sectors.
Led extensive collaboration sessions with SMEs across multiple organizations within the client’s ecosystem to gather insights and inform audience segmentation.
Developed educational materials and led discussions with client teams to explain the strategic value of consistent branding, tone, and voice across all communications and visuals.
Built the communications strategy with flexibility in mind, ensuring messaging could adapt across internal updates, leadership presentations, external partnership materials, and public-facing communications.
The Solution
Delivered a full Communications Strategy Document, including:
Brand Pillars to anchor messaging and storytelling
Tone and Personality Guidelines to guide consistency across mediums
Audience Segmentation to tailor messaging to key stakeholder groups
Messaging Recommendations mapped to audience needs and communication channels
Suggested Marketing Materials to support awareness-building efforts
Entered Phase 2, developing adaptable messaging templates and branded assets for internal and external presentations.
The Results
Received strong leadership endorsement and organizational kudos for the clarity, strategic thinking, and practicality of the communications strategy.
Successfully secured funding for Phase 2, expanding the brand development work into visual assets and ready-to-use templates.
Positioned the client for greater program visibility, stakeholder alignment, and long-term brand consistency across the defense and intelligence communities.
