Updated Government Marketing Processes & Tactics

The government contracting world has experienced a seismic shift and the old marketing strategies no longer provide the measurable results necessary for success. Issues now include: fewer decision-makers with less time available; who are charged with managing tighter budgets and expectations of doing more with less while meeting goals of improved energy usage, lower costs, increased efficiency all while supporting specific agency missions.

It is a complicate market, but the federal government is still the largest spending customer of any entity in the world with over $500 billion anticipated in the coming year. Who will win those contracts? The companies who position themselves with the appropriate decision makers before the RFP hits the streets will own their share this developing market.

This intensive hands-on class is designed to meet the new normal of federal contracting through a specific, proven targeted marketing process and plan to position your firm to see success in the federal marketplace. Bring a laptop because attendees will access critical online government databases, review competitors, and complete tasks to improve the company’s positioning during the class.

Topics Include

Position to win
First impressions are critical: professional approaches
Accurate and complete representation in legal mandated government registration databases
Optional registrations: which ones are critical and which ones are useless

Capture the interest of agency contracting personnel, teaming partners, prime and subcontractors. How to be discuss your services and products to be quickly understood by the decision-makers

Market Research
Bring your laptop as you will create a hot list of resources for your specific company
Identify current and future markets
Use subscriptions services, low-cost and free resources
Identify competitors, their pricing structure and differentiators
Identify decision-makers

Marketing Tools
Each one of these tools will be covered in detail including appropriate templates.
Registrations
Certifications (professional, business, socio-economic)
Web Site – current web site review and recommended improvements
Business card
Capability Statement
White Papers
Lead Generators
Vendor Outreach Meetings
Conferences
Decision-maker pitch (not an elevator pitch!)
Decision-maker Capability Briefings
Debriefings
Relationships and Referrals
Social Media, Blogs
Public Relations
Advertising: TV, Radio, Print
Association memberships
Professional Training: CPEs, CEUs, PDEs
Speaking engagements

Marketing Processes
Use marketing to mitigate risk
Address management, capacity, technical ability, financial soundness
Calendar of activities
Frequency
Specific tasks
Who participates, when, where and why
Using Sources Sought Notices and Agency Forecasts as marketing tools

Capability Statement
4 types: which one is used when
Bring your laptop: you will create a new capability statement or update your existing document
Mandatory elements
Mandatory format and content
Optional elements
Tips to target your capability statements to a specific audience
Critical capability statement mistakes
Printed and electronic versions
Discussion of Mandatory Sections for both web sites and capability statements:
Core Competencies
Past Performance
Differentiators
Contract vehicles