Login To My Account


Merritt Group


  US - McLean,  VA

Merritt Group is an award-winning, woman-owned strategic communications firm founded in 1996 in Northern Virginia. We are a mid-sized agency with locations in McLean, Virginia, San Francisco, California, and North Texas. Merritt Group specializes in public relations, content creation, marketing, social media, demand and lead generation, analytics and measurement, and marketing infrastructure consulting.

The success of our client campaigns is grounded in our extensive domain knowledge in hot technology areas like cybersecurity, AI, IoT, cloud, and mobile, as well as verticals such as government, healthcare, supply chain, finance, and more. Our philosophy starts with intrinsically understanding our PR clients’ target audiences, which leads to the development of powerful messaging and creative marketing, PR, content programs that drives high impact awareness, engages audiences, and accelerates sales around their innovations.

Our client roster includes organizations ranging from large, global tech leaders to emerging, venture-backed innovators.

  About Project

ASRC Federal is a large government contractor, selling products and services to the U.S. Federal Government. The company's leadership knew that the existing messaging, branding, and website did not reflect its current business and capabilities and hindered business growth. It needed a full update to compete in a crowded government contracting market with large brands such as Leidos, Northup Grumman, General Dynamics, and others.

Merritt Group was tasked with redoing the entire ASRC Federal brand end-to-end, including developing messaging and visual branding, a new corporate presentation, other sales and marketing assets in line with the new brand, and an entirely new website.

Merritt Group helped ASRC Federal, which offers a wide range of services from rocket science in helping NASA launch the Orion space mission to logistics for military base operations, completely redo the messaging and brand to encompass this full breadth of work. We conducted extensive primary and secondary research and a full audit of the existing website and content to inform the branding strategy, creating a modern look and feel and differentiated messaging that truly positions ASRC Federal at the cutting edge of the technology services market.

The website, built on WordPress, went through a full user experience audit and strategy overhaul that brought use cases and customer stories and the people at ASRC Federal and its culture to the forefront. It included a matrixed sitemap with strategic internal linking to ensure longer time on page and greater conversion rates. We also optimized all of the content and pages on the website to allow ASRC Federal to rank higher for target topics and keywords supporting SEO.

The result is an entirely modern brand and website that allows ASRC Federal to leapfrog some of its competitors to truly position itself as a government services leader.


Merritt Group