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Case Study

M.C. Dean is one of the nation's premier engineering and technology services firms for mission-critical systems and facilities. Founded in 1949, M.C. Dean has set the industry standard for design-build-maintain programs in electrical infrastructure, telecommunications, instrumentation and control, and security and electronic systems. Headquartered in Dulles, V.A., M.C. Dean employs more than 3,500 professionals in 30 offices worldwide.

The Challenge

In 2011, M.C. Dean opened another anchor site in Baltimore, M.D. to be able to better service customers in that area. The reaction from customers and employees was positive, but the challenge in opening the second office hub was how to get recognized by the Baltimore business community as a new, innovative, major player that could contribute to the revitalization of the city? The first step was to enlist the help of PAN Communications.

The Approach

Based upon our experience, the opening of a new office does not pique much interest from the press. Tangible data and forward-thinking messages that resonate with this new audience are needed to attract a certain level of attention for M.C. Dean. PAN’s strategy was to share with the media M.C. Dean’s larger vision for the revitalization of Baltimore’s historical Sharp-Leadenhall business district. PAN focused on the firm’s plans to create up to 100 new jobs, develop a partnership with a community organization, and expand its reach into a critical business market.

From the beginning, a timeline for action items was quickly established so both PAN and M.C. Dean’s marketing teams knew exactly what was required and by when. After a budget was agreed upon, initial event logistics were put into place that included a theme, “History in the Making,” to serve as a rallying cry for employees, customers and partners and served as a position platform to the media. An invitation list was created that included local celebrities, politicians and community members who were encouraged to attend the opening. Customized invitations, signage and party favors, along with historical photos showing a “before and after” were also created.

PAN’s efforts also included investigating potential caterers, entertainment, and other vendors to round out the opening event. Once everything was put into place, PAN conducted aggressive outreach to the local media, including print, online, and broadcast media such as The Baltimore Sun and The Baltimore Business Journal. PAN developed a press release describing the new building and strategic focus for M.C. Dean to be used in conjunction with a script and talking points for the CEO at the grand opening. PAN was additionally in close contact with the office of Baltimore Mayor Stephanie Rawlings-Blake, who issued a proclamation honoring M.C. Dean, presented during the grand opening event on May 19.

The Results

PAN traveled to Baltimore to insure that all of the planning and outreach resulted in a successful event. With hundreds of Baltimore citizens in attendance, the resulting coverage positioned M.C. Dean as a major player in the Baltimore community, with a dedication to revitalization and job creation. Coverage included:

• The Baltimore Times, “M.C. Dean’s New Ostend Street Location in the Sharp-Leadenhall Community” – 6/2/11
• The Maryland Daily Record, “Electrical engineering firm renovates warehouse for use as Baltimore headquarters” – 5/20/11
• Construction Executive Magazine, “M.C. Dean Transforms Abandoned Baltimore Warehouse into State-of-the-Art HQ” – 5/19/11
• The Baltimore Business Journal, “M.C. Dean Could Hire 100 in South Baltimore” – 5/17/11
• GovCon Executive, “M.C. Dean Introduces New Baltimore Hub” – 5/17/11
• The Loudoun Times, “M.C. Dean opens new office” – 5/16/11
• The Baltimore Sun, “Engineering Firm Opens Baltimore Office” – 5/11/11