Crosby Marketing

What Crosby Marketing does

Crosby Marketing Communications is a privately held integrated marketing communications firm founded in 1973 by Ralph Crosby and headquartered in Annapolis, Maryland. The company is family-controlled, with Ralph Crosby as Founder & Chairman and his son Raymond Crosby as President & CEO, and operates without private equity or institutional investor involvement. Crosby organizes its work around four specialized practice areas — Healthcare, Nonprofits & Causes, Federal Government, and Military & Veterans — serving enterprise clients including federal agencies (Peace Corps, USDA Food and Nutrition Services, Social Security Administration, HRSA, Veterans Health Administration, EPA ENERGY STAR, Military OneSource), healthcare systems (Kaiser Permanente, Saint Agnes Hospital, Blue Cross Blue Shield Vermont), and nonprofit organizations (DAV, Dave Thomas Foundation for Adoption, Wallace Foundation, Catholic Relief Services). Two offices are maintained: an Annapolis headquarters and a Bethesda/Washington-area office dedicated to federal program management.

The firm delivers a portfolio of twelve service capabilities that it integrates into end-to-end programs: advertising, brand development and identity, connection planning, content marketing and digital engagement, digital design and development, experiential marketing, formative research and strategic planning, public relations and reputation management, PSA campaigns, social marketing and behavior change programs, social media, and video and multimedia production. Its underlying methodology applies social science theories and motivational principles to drive behavior change via formative research, behavioral strategies, stakeholder engagement, and grassroots outreach, with a stated emphasis on outcomes (e.g., 14% VHA enrollment growth, 817% web traffic lift for Saint Agnes, 1 billion impressions for HRSA organ donor, 32,000+ Kaiser Permanente membership growth, $89M in donated PSA media for DAV). The firm maintains in-house multimedia production and integrates earned, owned, paid, and shared media strategies across campaigns.

Revenue is generated through professional services engagements sold predominantly via government procurement contract vehicles — GSA Multiple Award Schedule (47QRAA19D0010), OASIS+ (47QRCA25DU092), and NIH PICS III IDIQ (75N98025D00026) — alongside direct commercial engagements with healthcare and nonprofit clients. The Crosby Montage Partners SBA-approved Mentor-Protégé joint venture (holding GSA MAS #47QRAA25D00E4) provides access to 8(a) set-aside federal contracts. Crosby is independently ranked #31 on O'Dwyer's list of PR firms, #2 for Nonprofits, #11 for Healthcare PR, and #10 on GrowthLab's Top 100 firms serving the federal government, and has been named a Top Workplace by The Washington Post for 10 consecutive years.

Name

Crosby Marketing

Legal name

Crosby Marketing Communications

Website

https://crosbymarketing.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

Crosby Marketing Communications is a privately held, 50+ year integrated marketing communications firm applying behavior-change methodology to serve federal agencies, healthcare systems, nonprofits, and military/veteran organizations via government contract vehicles and direct enterprise sales.

Ownership category

akta.pro rank

Product category

Integrated Marketing and Advertising Services

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Experiential, Event & Sponsorship Marketing (BPAFAAAH)

Keywords

• Integrated marketing communications
• Advertising services
• Public relations
• Behavior change marketing
• Government communications contracting

Headquarters

HQ city

Annapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Federal Government Contracts: Revenue derived from multiple government-wide acquisition contracts including GSA Multiple Award Schedule (MAS), OASIS+, and NIH PICS III IDIQ. Services billed under various contract types including FFP, CPFF, CPAF, T&M, and IDIQ arrangements.
2. Nonprofit & Healthcare Organizations: Project-based marketing communications services for nonprofit organizations, healthcare systems, foundations, and advocacy groups. Engagements include integrated campaigns, brand development, and behavior change programs.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Crosby Marketing is an integrated marketing communications agency that delivers advertising, PR, digital, branding, video, and behavior-change campaigns across four specialized practice areas: Healthcare, Nonprofits & Causes, Government, and Military & Veterans. It combines social-science-driven behavior change methodology with full-service creative and media execution for federal, healthcare, and nonprofit clients.

Product overview

Crosby Marketing is an integrated marketing communications firm offering a unified portfolio of services organized around four specialized practice areas: Healthcare, Nonprofits & Causes, Government, and Military & Veterans. Their service offerings span 12 distinct capabilities including Advertising, Brand Development & Identity, Connection Planning, Content Marketing & Digital Engagement, Digital Design & Development, Experiential Marketing, Formative Research & Strategic Planning, PR & Reputation Management, PSA Campaigns, Social Marketing & Behavior Change Programs, Social Media, and Video & Multimedia. Rather than a single product, Crosby delivers integrated marketing programs that combine these services to create behavior change, build stronger brands, and deliver measurable outcomes for clients across healthcare, government, nonprofit, and military/veteran sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Healthcare Practice Integrated marketing communications services for healthcare organizations, including brand development, service line marketing, lead generation, digital engagement, and programs that motivate healthy behavior across the healthcare continuum.
• Nonprofits & Causes Practice Marketing and communications services for mission-driven organizations including public education campaigns, PSA campaigns, stakeholder engagement, multicultural outreach, and social marketing for health, education, energy, environmental, and faith-based initiatives.
• Government Practice Federal agency communications services including national public education campaigns, PSA campaigns, multicultural outreach programs, social marketing, and enabling technologies for government clients.
• Military & Veterans Practice Specialized marketing and communications for military and veteran audiences, including awareness campaigns, digital activation, PSA campaigns, stakeholder engagement, and programs addressing health, mental health, and family life for service members and veterans.
• Advertising Full-service advertising capabilities including TV, print, radio, digital advertising (display, search, rich media, social), direct mail/email, outdoor/out-of-home, and lead generation campaigns.
• Brand Development & Identity Brand strategy and identity services including brand research and strategy, positioning development, messaging platforms, logo and brand identity creation, brand standards guides, collateral development, and environmental graphics and signage programs.
• Connection Planning Media planning and buying services including customer mapping, touchpoint identification, media strategy (earned, owned, paid, shared), media buying across all channels, and analysis and optimization.
• Content Marketing & Digital Engagement Digital marketing and content strategy services including SEO/SEM, CRM programs, social media campaigns, community building, blogging and influencer marketing, webinars, podcasts, multimedia assets, infographics, and analytics reporting.
• Digital Design & Development End-to-end digital solutions including 508 compliance integration, CMS integration, database development, front and back-end development, information architecture, interactive design, mobile design and development, usability testing, and quality assurance.
• Experiential Marketing Experiential marketing services including special events, grassroots outreach, conferences and tradeshows, and video and multimedia presentations.
• Formative Research & Strategic Planning Research and strategic planning services including strategic planning, communication audits, consumer immersion studies, interviewing and focus groups, online/phone/field surveys, national polling, benchmark and tracking studies, and program evaluations.
• PR & Reputation Management Public relations and reputation management services including message mapping, media and spokesperson training, media relations, satellite media tours, video news releases, crisis communications, online reputation management, social media management, blogger relations, and webcasts.
• PSA Campaigns Public service announcement campaign services including campaign development and distribution across broadcast, print, outdoor, out-of-home, cinema, and airport channels, campaign management and reporting, and Google Grants application and management.
• Social Marketing & Behavior Change Programs Behavior change marketing programs applying social science theories and motivational principles, including formative research, behavioral strategies, public/stakeholder engagement, grassroots outreach, multicultural outreach, strategic partnerships, public service campaigns, advocacy programs, and cause marketing.
• Social Media Social media marketing services including social media audits and strategy, social media management, blog audits and strategy, community building and monitoring, media outreach strategies, social profile creation, implementation guidelines, and software recommendations.
• Video & Multimedia Video and multimedia production services including branding, corporate, and fundraising videos, TV commercials, public service announcements, multimedia training, digital presentations, social media content, webisodes, animation and motion design, health/medical education, webcasts/podcasts, and publicity and event coverage.

Quantifiable outcome

• 14% enrollment growth for VHA in one year
• +5 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Anne Arundel Community College (AACC)coreStrategic or Co-development Partner · 1 January 2022Crosby Scholars Program - $100,000 scholarship partnership with Anne Arundel Community College to create opportunities for students from all backgrounds to pursue degrees and careers in advertising and public relations. Four students receive two-year scholarships including financial support, career guidance, mentoring from Crosby staff, and summer internship opportunities.
• Montage Marketing GroupcoreStrategic or Co-development PartnerSBA-approved Mentor-Protégé joint venture (Crosby Montage Partners) combining Crosby Marketing Communications and Montage Marketing Group. Enables access to SBA 8(a) set-aside contracts and government procurement programs.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• ICF International: Global consulting and digital services firm with a substantial federal marketing and communications practice. Broad incumbent peer: holds multiple federal IDIQ contract vehicles similar to Crosby's GSA MAS and OASIS+ and competes for the same federal health, civilian, and military marketing work.
• Edelman: Largest independent global public relations firm with public affairs, healthcare, and social impact practices. Broad incumbent peer: competes for the same federal and nonprofit communications work and offers global scale Crosby cannot match (Edelman is where Crosby previously sourced senior digital leadership).
• FleishmanHillard: Global public relations firm with a significant public affairs and healthcare practice. Broad incumbent peer: competes in Crosby's healthcare, nonprofit, and public affairs verticals with deeper geographic reach and broader service portfolio.
• Booz Allen Hamilton: Large federal contractor with a marketing, communications, and citizen engagement practice. Broad incumbent peer: substantially larger scale and broader service portfolio, but directly competes for federal marketing and behavior change program awards.
• Weber Shandwick: Global public relations and communications firm with a substantial public affairs and healthcare practice. Broad incumbent peer: comparable vertical focus on healthcare and public affairs but at materially larger scale, and ranked near Crosby on O'Dwyer's overall PR firm list.
• Burson (formerly BCW): Global public relations and communications firm with strong public affairs and healthcare practices. Broad incumbent peer: comparable vertical mix in public affairs and healthcare PR but operates at global holding company scale (WPP Group).

Direct peers

• The Reis Group: Washington, D.C. healthcare-focused public relations and marketing firm serving federal health agencies, providers, and associations. Direct peer: comparable healthcare PR positioning with federal health clients such as HRSA, NIH, and HHS-adjacent organizations.
• GMMB: Washington, D.C.-based integrated marketing and communications agency focused on causes, health, education, and government clients. Closest direct peer to Crosby: similar mid-size structure, federal/nonprofit/healthcare vertical mix, and comparable behavior-change campaign expertise.
• DDC Advocacy: Washington, D.C. public affairs and advocacy firm with strong federal contractor positioning. Direct peer: similar mid-size scale, public affairs expertise, and federal government/nonprofit client mix (Bridget Stockdale, a Crosby SVP, previously worked at DDC Advocacy).
• Hager Sharp: Washington, D.C. integrated communications firm serving nonprofits, associations, and federal agencies. Direct peer: comparable size and similar positioning around public education campaigns, health communications, and government public affairs work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/crosbymarketing
• Facebookfacebook.com/crosbymarketing
• LinkedInlinkedin.com/company/crosby-marketing-communications

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crosby Marketing