Increasing brand recognition and overall reputation in the defense market is Colleen Campbell’s focus every day at Alion. As vice president of marketing and communications, she oversees global marketing and communications strategies that focus on business growth, customer retention, new market development, employee engagement, and Alion remaining an employer of choice for top talent.
Developing a comprehensive communications and marketing strategy for Alion was the goal for Campbell when she joined in August 2019. Alion was almost a year into its acquisition of MacAulay-Brown, Inc., and the need to standardize the Alion brand and increase the frequency and delivery of communications was paramount.
Campbell developed a comprehensive integrated strategy that leveraged the existing talents and technologies within Alion, as well as bringing in new agency partners to begin to more accurately change the Alion brand and communications operations to reflect the advanced technology engineering firm it is today.
In 2020, Alion is preparing for a complete relaunch of its brand before the yearend. It will feature Alion’s core capabilities in artificial intelligence, electronic warfare, cyber solutions, and intelligence, surveillance and reconnaissance.
The company will also be launching a strong talent acquisition campaign to showcase the benefits of working for a mid-sized defense company. Finally, Alion plans to highlight many more of its solutions, including its product capabilities, in the coming months.
Campbell is looking to the future of marketing and communications as new tools and methodologies emerge. She is interested in developing and implementing new automation and artificial intelligence tools to further enhance communications and marketing initiatives.
Campbell continues to serve on Alion’s COVID-19 response team and led communications around Alion’s “Return to Work” protocols to allow Alion facilities to safely reopen in early June. She also serves as an advisory member on the measurement committee for the Institute for Public Relations.