JPEO-CBD

CLIENT

US Department of Defense Joint Program Executive Office for Chemical Biological Defense (JPEO-CBD)

PROJECT

Graphic Design, Video Production, PR, Events, and Social Media Outreach for Innovative ChemBio Defense Solutions

PROBLEM

The DoD currently issues a Chemical Biological protective suit to its warfighters that is often described as heavy, bulky, hot, disjointed, and interfering with operational activities, especially those related to IT.  The DoD struggled to attract novel, innovative suit ideas and technologies especially from entities outside traditional defense acquisition pathways.

SOLUTION

Ensemble team members worked hand-in-hand with JPEO-CBD product managers to architect and implement a crowdsourcing challenge that bridged the awareness gap to gather solutions from nontraditional innovators. This included the development of custom innovator marketing personas, tailored marketing executions specifically, social media, flyers, events and promotional videos, PR, a custom website build with compelling look and feel, and live streamed Facebook Q&A all while ensuring national promotion to reach the target audience. The outreach strategy was agile with updates made during the campaign based on the tracking of novel key performance indicators. The challenge was completed successfully with public participation while maintaining classified information.

IMPACT
  • Sourced 3x the expected number of submissions, producing 73 patent-level, qualified entries from non-traditional teams at MIT’s Materials Science and Engineering Department, the Wearable Technology Lab at University of Minnesota, and more.

  • Earned media efforts resulted in 3 dozen media placements from major outlets like the Fast Company, LA Times, CNET, and National Defense Magazine

  • Conducted the first DoD Facebook Live event to address Q&A real time

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