THE OPPORTUNITY

The U.S. Army’s Software Engineering Center was its best-kept secret. Despite owning critical software for military information network platforms, the organization had near-zero brand recognition among industry partners and potential customers. Stakeholders still pictured “software” as a box of disks, not a mission booster.

The mission: reposition SEC as the Army authority on software development and generate hard leads for its portfolio of services.

SOLUTION: UNIFIED NARRATIVE, MULTICHANNEL ENGINE

My Role: Digital Marketing Lead and campaign strategist. I designed the end-to-end Spearheading Army Software Innovation (SASI) strategy - aligned leadership, ran weekly cross-functional stand-ups to keep deliverables on schedule, orchestrated earned media (pitch lists, national/trade outreach) and multimedia production (collateral, video), and used KPI readouts to optimize tactics in flight.

1. 📣 Unified Narrative: Coined the theme Spearheading Army Software Innovation and distilled four initiatives into plain-language value props. Created #SASIFriday to brand across digital channels.

2. 📰 Earned Media: Curated national and trade pitch lists; secured trade media coverage that spotlighted repository downloads and cyber wins.

3. 🎥 Multimedia Content: Produced 5 vignette videos + electronic press kit; syndicated via DVIDS, LinkedIn, Facebook, and other Army national-level channels.

4. 🎤 Thought-Leadership Events: Orchestrated SEC town halls, AFCEA TechNet Cyber event panels, and media roundtables to feature subject matter experts.

5. 📊 Agile Governance: Ran weekly then bi-weekly integrated project team checkpoints to sprint, measure, and pivot tactics in real time.

RESULTS

The SASI campaign repositioned SEC as the Army’s primary software solution provider, scaling adoption, strengthening operational readiness, and establishing enduring brand consistency. 

POINTS OF IMPACT

• SEC cited by defense leadership as the “primary software solution” within six months; SASI messaging adopted in global defense and trade media communications.

• 3,500+ monthly software downloads, driving a 28% increase in support requests and funded work (FY22 vs. FY21).

• 200+ systems updated in 60 days with performance and security improved by 36%.

• #SASIFriday series ran 16 consecutive weeks across Army digital channels, averaging 2.3% engagement — 3x its parent agency’s Facebook benchmark.

COVERAGE

FedScoop

Army.mil (role: writer/editor)

Get in touch at bethani@bdotcrouch.com