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Campaigns, Content Marketing, Government Marketing, Media, Public Relations

Bluetext Supports L-3 Communications on Major Contract Pursuit

by Peter DudkaApril 14, 2014
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L-3 Communications, in partnership with Harris Corporation, hired Bluetext to help them pursue the Air Force’s $1B Satellite Control Network (AFSCN) Modifications, Maintenance & Operations (CAMMO) Contract.  Air Force AFSCN is a critical operational national security resource used for the global deployment and operation of National Security Space (NSS) Systems used primarily by the DOD and NASA to protect vital US interest worldwide.

L-3 is currently a subcontractor under the existing contract and as such is already vertically and horizontally integrated within Air Force teams inside of these facilities and in fact are the only team with current experience on all consolidated CAMMO elements and as such could provide a low risk, seamless transition.

Bluetext worked with the L-3/Harris Capture teams  to develop a campaign strategy that would position them as a Prime by highlighting the many advantages they bring to the table. The overarching campaign theme we developed is:

“The Power of Partnership, From Vision to Reality”

Cammo-AutoScale-Poster-rd2

The creative strategy of this project began with the core concept of the ad, “from vision to reality.” The left side of the ad is a wireframe representing the vision with the right side representing its reality. After the wireframe of the satellite was created, it was overlaid on top of the red diagonal to create a striking visual element to draw attention to the campaign. We incorporated a large area of blackness to emulate space that would further support the strong type of the advertisement.

The first series of ads were placed in a high visibility areas inside of Colorado Springs Airport, a key travel hub for Air Force brass. The media plan for the campaign also includes online, print and OOH media placed strategically to maximize reach and frequency throughout the entire contract RFP and award life-cycle.

Frequently Asked Questions (FAQ)

What was the CAMMO opportunity L-3 and Harris were pursuing?

They targeted the Air Force’s Satellite Control Network CAMMO contract, a $1B program critical to national security operations. L-3 had deep incumbent experience across all consolidated elements. The campaign aimed to reposition the team from subcontractor to prime contender.

How did the 'Power of Partnership' creative convey the message?

The concept visualized ‘from vision to reality’ with a wireframe satellite transitioning into full fidelity. This split-screen motif dramatized engineering rigor becoming operational readiness. It told a capability story in seconds to time-pressed decision makers.

Why use airport placements in Colorado Springs?

Colorado Springs is a hub for Air Force leadership, making the airport a high-impact venue. Placements put the message directly in front of traveling decision-makers and influencers. It complemented online, print, and OOH for persistent surround sound during the RFP cycle.

What positioning advantage did the team emphasize?

They highlighted unique end-to-end experience across all CAMMO elements and existing integration inside AF facilities. That translated to lower risk and a seamless transition for the government. The message aligned precisely with source-selection priorities.

How did the media plan support the capture timeline?

It sequenced placements to build awareness, reinforce credibility, and stay present through evaluation. Digital and print extended reach beyond travel windows, while OOH created repeated exposure. The mix ensured evaluators saw the team’s message at multiple touchpoints.