Marketing Open-Source Intelligence
The world in all industries needs and uses Open source information, but most don't know what they are using or how to verify it. This was the purpose of this brand campaign, to both communicate how important open-source intelligence (OSINT) is in a 12Many campaign, and also communicating how this brand delivers the most assured version of OSINT.
Ideation and Development
The initial ideation stage was filled with challenges of best communicating these different messages and which message to focus priority on. The final focus was to align the brand messaging first and delivering quick bold points around Janes OSINT and leave what OSINT actually is for once audiences dig deeper into the brand campaign materials.
The Static and teaser materials would help to leave a bit of mystery but visually be striking to entice further engagement, while longer video advert materials and Lead capture pages will help to expand on OSINT and how Janes offers the best globally.
Messaging and Visualization
When the core messaging was completed, the visual ideation was progressed. The aim was to stand outside the usual visual identities of other defense industry focused companies and catch the eye.
The brand colors were swapped around and Helvetica Neue Black was used as the primary font, which would be balanced with other weights from the Helvetica Neue typeface.
As the focus was still defense industry audiences and changing opinion of OSINT by using Janes as a service provider, we also used secondary messaging around key elements of Janes offering and communicating the cornerstones of Janes OSINT (Timely, Relevant, Accurate, Complete, Shareable)
Delivery and Channels
The campaign needed to be set up in a multichannel approach, with multiple starting channels funneling into a lead capture page, with additional options for users to then review the Janes offering. These channels included multiple print materials to be distributed, Social Media Artworks, Online Advertising and event collateral.
Lead Capture Page
The Lead Capture page was developed to be as short as possible, while telling the story of Janes OSINT and Tradecraft succinctly and allowing the user to quickly launch to other parts of the website.
The page was also designed for both personalization and rapid A/B Testing changes.
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AshRobFielder
