SPAWAR (now known as NAVWAR) is a U.S. Navy organization that provides technology to the military, but in some parts of the organization, employees and customers didn’t understand the strategic direction or how they fit in. In another part of the organization, which was created in a merger of three different Navy commands, employees were struggling with three different organizational identities.

In response, SPAWAR engaged Cason Lane. We brought multiple stakeholders to the table to articulate a new organizational identity and strategic direction; then we developed strategies for engaging employees in communicating that identity and direction to the Navy marketplace. As a result of our work, SPAWAR has improved employee productivity, due to better understanding of the strategic plan, while also improving customers’ understanding and perception of the organization’s services.

Our work:

  • Stakeholder research & assessment
  • Consulting for senior management
  • Internal and external communication strategy
  • Value proposition and positioning
  • Strategic messaging
  • Leadership presentations to gain stakeholder buy-in
  • Tactical planning
  • Copy and creative direction
  • Techniques for measuring effectiveness
Communications Planning

Communications Planning

We developed internal and external plans for PEO C4I and SSC Atlantic, engaging employees and the fleet in a new strategic direction.
Messaging Strategy

Messaging Strategy

To help SPAWAR organizations stay on message and communicate strategically, Cason Lane developed award-winning communication playbooks for PEO C4I and SSC Atlantic.
Brand Communications

Brand Communications

We took a branding approach to SPAWAR’s communications, developing a value proposition and conveying it through a tag line and other communications to increase awareness and understanding.
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