June 25, 2013

Marketing Strategies & Capability Statements

In the

Government Sector

Ms. JENNIFER SCHAUS+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8

jschaus@jenniferschaus.com

AGENDA

* Background

* Presentation

* Conclusions

* Q & A

BACKGROUND Jennifer Schaus – Personal / Professional

* 15 + years DC resident

* Sold products & services

* Federal, State / Local Govt sales

* Consulting – B2B, B2G ◦ Marketing to Business

◦ Marketing to Government

BACKGROUND Jennifer Schaus - Consulting Services

B2B & B2G Clients

* Market Assessment* Business Plan

* ID Bid Opportunities* ID Teaming Partners

* Proposal Writing* Sales & Marketing

* Social Media Marketing - Press Release, Newsletter, Blogs, Linkedin, etc.

* Contract Vehicles – GSA Schedules* Government Certifications – 8a, VOSB, etc.

Marketing Strategies & Capability Statements

For

Government Contractors

Marketing Strategies & Capability Statements

for Government Contractors

Marketing – What is it?

WIKI: Marketing is the process of 

communicating the value of a product or service

to customers. It is a critical business function for attracting

customers.

Marketing Strategies & Capability Statements

for Government Contractors

What is my Value-Add?(Why Buy From Me?)

* Solve a Problem * Do It Better* Cut Costs

* More Efficient / Effective / Easy

Marketing Strategies & Capability Statements

for Government Contractors

Strategy – What is it?

WIKI: is a high level plan to

achieve one or more goals under conditions of uncertainty.

Marketing Strategies & Capability Statements

for Government Contractors

Communicate + Achieve a Goal

=

Win A Government Contract!

Marketing Strategies & Capability Statements for Government Contractors

The Process:

1/ Define Core Competencies2/ Define Competitive Advantages3/ Conduct Research on Prospect

4/ Conduct Research on Incumbent / Competitors5/ Highlight Your Value-Add

Marketing Strategies & Capability Statements

for Government Contractors

1/ Define Core Competencies:

What do you do & do well?What is your specialty?

Be VERY Specific

Marketing Strategies & Capability Statements for Government Contractors

2/ Define (Contracting) Competitive Advantages:

Small BusinessWoman OwnedVeteran Owned

-------Past Performance (Govt Contracts)

Contract VehiclesCertifications

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect: ID Your Prospect FIRST!

* Specific Agencies

* Specific Partners

* Specific Opportunities / Contracts

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect:* WHAT do they Buy?

* WHEN do they Buy?

* HOW do they Buy?

* HOW MUCH do they Buy?

* WHO specifically Buys?

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect:

* Website* Newspapers / TV

* Press Release / Mailing List* Public Govt Website

* FOIA Request

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect – cont’d:

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect - cont’d

* Present a Solution * Solve a (“their”) Problem /

Needs* Be Specific!!!

Marketing Strategies & Capability Statements

for Government Contractors

4/ Conduct Research on Competitors:

* Website* Newspapers / TV

* Press Release / Mailing List* Public Govt Website

* FOIA Request

Marketing Strategies & Capability Statements

for Government Contractors

5/ Highlight Your Value-Add:

* What Makes You “Special”* Can be Service / Product

* Can be Feature* Can be Relationship / Trust!!!

“We awarded the contract to ____because….”* Give them a REASON

Marketing Strategies & Capability Statements for Government Contractors

NOTE: REPEAT & REFINE AS NECESSARYINFO IS ALWAYS CHANGING

The Process:1/ Define Core Competencies

2/ Define Competitive Advantages3/ Conduct Research on Prospect

4/ Conduct Research on Incumbent / Competitors5/ Highlight Your Value-Add

Marketing Strategies & Capability Statements for Government Contractors

Questions About Marketing??

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements =

DIRECT & SIMPLE & TO THE POINT

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements

One PageCompany Resume

Easy to Read Format – BulletsHighlight Expertise

Easy to Contact YOU!

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements

Logo + Company Contact InfoTag Line

DUNS, TIN, Industry Codes (NAICS)

Business DesignationsContract Vehicles

Govt Past PerformanceCertifications (ISO, etc)

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements

* Include a Date* Can be edited for different customers

* “Leave Behind” (vs Brochure)

* Add to Your Website

Marketing Strategies & Capability Statements

for Government Contractors

….. Now what? …

+

Marketing Strategies & Capability Statements

for Government Contractors

READY TO MAKE SALES CALLS!

Marketing Strategies & Capability Statements

for Government ContractorsIt’s COMPETITIVE!

You Are Prepared!You Have Tools!

Marketing Strategies & Capability Statements

for Government Contractors

Contact: Buyers, End-Users, Contracting Officers, Prgm Managers, Partners

Email: Be Brief – Add Value – Get Meeting

Meeting: Have a Goal – Demo – Incumbent - Next Steps?

Events: Networking, Chambers, Conferences, Vendor/Industry Day, Pre-Bid Meetings

Marketing Strategies & Capability Statements

for Government Contractors

CONCLUSIONS...

Marketing = Necessary Component

Marketing Plan = Ever Changing Guide

Be Specific

Make it EASY for buyers to find YOU!

Make it EASY for buyers to purchase from YOU! – ADD Value

Marketing Strategies & Capability Statements

for Government Contractors

What Questions Do YOU Have?

Marketing Strategies & Capability Statements

for Government Contractors

Jennifer Schaus & AssociatesJSchaus@JenniferSchaus.comhttp://JenniferSchaus.com+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8