Marketing your business in the federal arena

1
Marketing your business in the federal arena

• Looking big, being capable
• Jill Van Dierendonck
• JMV Communications
• jill_at_jmvcommunications.com
• [phone]

2
Successful positioning

• Developing a road map
• Packaging
• Promoting your story
• Messaging and planning

3
Business planning

• Sell a product/service the government buys
• Outline a competitive position
• Demonstrate capabilities
• Be prepared to do business
• Tailor marketing to government market

4
Effective positioning

• What is my service, product or company all about?
• What problem(s) do I solve?
• How am I different?
• Why should you care?

5
Missed opportunities

• Build effective system
• Focus on meeting needs
• Target smartly
• Differentiate marketing and sales process

6
Package your story

• Look and feel
• Mission statement
• Company history/description
• Capabilities statement(s)
• Personnel biographies
• Marketing materials
• Web and online tools

7
Package your story

• Employee communications
• Case studies
• Customer service commitment
• Media relations
• Endorsements and referrals

8
PR checklist

• Create/update key messages
• Build your target list
• Decide on distribution
• Set objectives and make assignments
• Establish and commit to a system

9
Planning ideas

• Differentiate government and corporate experience
• Demonstrate understanding of government
  contracting
• Articulate capabilities
• Demonstrate experience
• Update information and news

10
Planning ideas

• Demonstrate competitive pricing/customer service
• Explain reach of business
• Be clear on qualifications, experience, awards,
  contract vehicles, etc.

11
Looking big, being capable

• Matching your product/service with what the
  government buys
• Succinctly, clearly and repetitively
  communicating your capabilities
• Explaining your competitive advantage
• Preparing to respond professionally and quickly
  to opportunities

12
Looking big, being capable

• Building awareness wherever you can
• Approaching government and corporate marketing
  efforts differently
• Focusing on the qualities you deliver best