- Since the 1950s, General Dynamics has been recognized as a leading defense contractor responsible for development of traditional machinery such as tanks, boats, airplanes, and missiles.
Issue
Today’s modern enemy doesn’t always engage on the physical field of battle. With the advent of the internet, many new opportunities have arisen both for attack and defense. However, given the historical business with which GD has delivered, gaining a foothold in the new market was proving challenging.
Diagnostics
Ironwood Agency examined the problem and determined that there was a framing issue which must be approached in three ways:
1. M&A
2. Branding
3. Concept
Solutions
General Dynamics needed to rapidly enter the new market by acquiring people, processes, and technology. Using the help of the Ironwood Agency, it was able to locate and subsequently acquire a recognized leader in the internet market. Following the acquisition, a full public relations initiative was set in motion that announced the acquisition and positioned the resulting entity as more reliable and stronger than the original. To solidify the offering, R&D was led through concept pitches for their clients.
Results
Within one year, GD was able to generate an additional $10M in closed business and $100M in year 2 pipeline.
