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USING FEDERAL TOOLS TO ENHANCE STRATEGIC MARKETING

National Veterans Small Business ConferenceAtlanta, GA | December 12, 2014

Carrie Ann Williams, CPSM | Andana Consulting, LLC

Goals Provide tools and examples to:

- Develop a strategic marketing plan to enhance business development efforts

- Proactively pursue contracts and/or teaming partners armed with market research

- Create a consistent marketing message to position their firms to achieve their goals.

STRATEGIC MARKETING PLANNING PROCESS

SITUATIONALANALYSIS

ENVIRONMENTAL ANALYSIS

STRATEGIC & FINANCIAL

GOALS

STRATEGY FOR

ACHIEVEMENT

MEASUREMENTS OF SUCCESS


SITUATIONALANALYSIS



GOALS

STRATEGY FOR

ACHIEVEMENT


WHERE YOU ARE NOWAnalysis by Market : Revenue, Profit, Win/Loss, SWOT


SITUATIONALANALYSIS



GOALS

STRATEGY FOR

ACHIEVEMENT


WHAT IS GOING ON AROUND YOU• Industry Projections• Competitive Analysis• SWOT


SITUATIONALANALYSIS



GOALS

STRATEGY FOR

ACHIEVEMENT


WHERE DO YOU WANT TO BE?• Strategic Goals• Revenue / Sales Goals• Marketing Budget


SITUATIONALANALYSIS



GOALS

STRATEGY FOR

ACHIEVEMENT


HOW DO YOU GET THERE?• Action Plans –

Tactics, Responsibilities, Timeframe, Budget


SITUATIONALANALYSIS

ANALYSIS


GOALS

STRATEGY FOR

ACHIEVEMENT


HOW DO YOU KNOW WHEN YOU’RE THERE?• Regularly revisit

goals• Win/Loss• Revenue/Sales

Goal Tracking

STRATEGIC MARKETING PLANNING

IS IT NECESSARY?

• A Marketing Plan provides direction• It instills accountability• It builds teamwork• It allows measurement of progress year to year

SITUATIONAL ANALYSIS

WHERE ARE YOU NOW


SWOT


INTERNAL ANALYSIS

» What sectors are most profitable within the firm?» What sectors gain the most revenue?» What markets are you actively working in? Where is your recent experience?» Where is your portfolio strength (project size, type, location, etc.)?» In which markets are we leaders? Where are we “known”? » In which markets are we competitive?» What are your internal resources?» What are your internal capabilities? » Which processes can be improved internally? » What resources and capabilities do our competitors have? Do our clients want?» What do your clients and prospects think of your firm?


% OF ANNUAL REVENUE BY MARKET


% OF ANNUAL PROFIT BY MARKET


MARKET ANALYSIS

» How competitive is the market?» What is your reputation? Locally? Regionally? Nationally?» What is the strength of your qualifications or portfolio in the market?» Do you have relationships with the right people?» What is the plan for pursuits? How should your go/no-go process be customized for

this market? » Are there strategic teaming arrangements that should be considered?» What professional associations are key to success in this market? » What is the role of thought-leadership (writing articles, white papers, case studies,

publication, presentations, etc.) to this market?» Are there any recently completed projects or awards received that could change your

competitiveness in the market?» What challenges and opportunities does the next year present in this market?» What challenges are your clients in the market facing today?


VERTICAL MARKET WORKSHEET


WHAT’S GOING ON AROUND US


EXTERNAL THREATS AND OPPORTUNITIES

» What new laws or regulations will impact markets?» How are different industry’s changing or growing? » Are new technologies impacting the market? » Can we position ourselves as experts for changes/issues?» Is anyone new entering / leaving the market?» Which markets are growing or shrinking? » Are the markets behaving how we expected?» Do you have relationships with the right people?» What are hot button issues for clients?» What professional associations are key to success in this market? » How are clients best reached in this market? How do we change our tactics,

if needed?» What challenges and opportunities does the next year present in this

market?


RESEARCH | RESOURCES

» FPDS is largest source for BD intelligence providers

» FPDS provides visibility into acquisition trends

» Use data export feature for faster data sorts in Excel

» FPDS-NG is USASpending.gov’s source for contract data; pulls data once a month



FPDS DEFINED

» Single Authoritative repository for Federal contract data; Housed at GSA’s Federal Procurement Data Center

» Agencies required to log ALL contract actions when:•Appropriated funds expensed in excess of $3,000 (3k)•Every contract mod is reported, regardless of $ value


INDUSTRY PROJECTIONS


COMPETITIVE RESEARCH

» IDENTIFY – List competitor firms by market, region, services, etc.

» GATHER – Source information about competitions’ key players and key projects. Use websites, professional societies, business publications, award programs

» ANALYZE – Is the competition focusing on new services? New clients? New marketing strategies?

» HOW DO YOU COMPARE?


CLIENT, PROSPECT, & EMPLOYEE RESEARCH

» Internal vs. External» Determine list of contacts – keep it to no more than 20 –

30 total» Define information you want to know» Prepare list of questions, including follow up questions to

yes/no questions» Don’t be afraid to ask what you might perceive as a

difficult question» Learn how they want to be communicated to, what

influences them, how they get information

STRATEGIC AND FINANCIAL GOALS

WHERE DO WE WANT TO BE?


SETTING SMART GOALS

»Specific»Measurable»Attainable»Realistic»Timely


STRATEGIC GOALS

Goal: What do you want to accomplish?

Strategy: How are you

going to accomplish

it?

Tactic: Specific actions

assigned to individuals

with a deadline


STRATEGIC GOALS

STRATEGY FOR ACHIEVEMENT

HOW ARE YOU GOING TO GET THERE?


ACTION PLAN Implementation

Using the information learned from FPDS and primary research:

» Industry related networking» Client relationships and Teaming Partner relationships» Participation in marketing efforts» Internal Coordination plan» Engage full from the beginning» Strategic Plan Document» Target Lists» Marketing Calendar» Communication » Marketing Meetings

» Expectations of meetings


ACTION PLAN Implementation

BUSINESS DEVELOPMENT LIFECYCLE

» Industry related networking» Hear an opportunity through meetings» Search FBO

•Watch Opportunity•Register as Interested Vendor•Download Solicitation Documents

» Gathering Intelligence on FPDS» Set up meetings with POCs, teaming partners

» continue networking events to gather intel

STRATEGIC AND FINANCIAL GOALS GOAL IMPLEMENTATION PLAN


ACTION PLANTOOL TACTICS PLANDirect Marketing(Marketing)

E-mail blastsDirect Mail

Quarterly direct mail postcards to full client list; Monthly thought leadership e-blasts to full client list; as-needed special e-blasts(white papers, new service, new hire, events) to selected lists; utilize master mailing list database with ability to customize lists; update mailing lists regularly with networking contacts and project team contacts

Conferences/Awards/Speaking/Writing(Business Development)

Trade Shows & ConferencesPremiums(Give-Aways)Client Events

Exhibit and/or speak at industry/market related tradeshows and conferences, useful premiums for conferences and client meetings, targeted marketing around each exhibit/speaking event or publication, client appreciation events (at conferences or stand-alone)

Public Relations/Social Media (Marketing)

Social Media Twitter/FacebookPress RelationsWebsitePublications

Sponsor industry events/organizations where clients participate (AIA, SMPS, ULI, Chambers of Commerce); Speaking opportunities at Industry Events (local chapter meetings, conferences, etc); Distribute to press newsworthy project news for publication; pitch relevant articles to key publications using editorial calendars; Tweet of the Week (Plant of the week); Thought leadership Social Media

Personal Meetings(Business Development)

Meetings and presentationsClient development activitiesClient Surveys

Attend industry events where clients participate (AIA, ULI, Chambers of Commerce); Outreach to prospects; contact with current & previous clients; meetings with prospects; meetings with current clients; ongoing cultivation of new prospects & leads; networking events; Develop Capture plans; annual client surveys

Integrated Campaign (Marketing)

Fully integrated year-long campaign

Lead Tracking(Business Development)

Bi-Weekly MeetingsClient development activities

Report intel gained from meetings & events on upcoming projects at bi-weekly meetings and incorporate to outreach plan as needed to position for RFP, ongoing cultivation of new prospects & leads

Proposals (Marketing)

Qualifications packages and responses to RFPs both as Prime and as subconsultant

Focus on increasing hit rate for all proposals submitted. For subconsulting this may mean declining offers to team or pursuing additional team members. Increase prime proposal submissions

Other Tactics WebinarsWhite PapersNewsletters vs E-Blasts

To be discussed and utilized as needed


ACTION PLAN ACTION JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

AWARD/SURVEY PROGRAMS

1 AIA COTE Awards 1/10

2 CNU Charter Awards 1/10

3 BD&C Best Firms Award/Survey 1/15

4 Metropolis 1020 Design Competition (Next Gen) 1/29

5 New Jersey Smart Growth Awards 1/31

6 ENR Top 500 Design Firms Survey 1/15

7 AIA New York Awards (holder) 2/1

8 Environmental Design Research Assn (holder) 2/1

9 ULI Awards (holder) 2/1

10 Intl Interior Design Awards 2/6

11 BD&C Best Teams Survey/Award 2/12

12 ASLA National Awards 2/12

13 ENR Top Green Design Firms 2/15

14 SCUP National Awards 2/26

15 American Library Assn/IIDA Design Awards 3/1

16 1,000 Friends of Commonwealth Awards (holder) 4/1

17 Brick in Architecture Awards (holder) 4/1

18 EPA Smart Growth Awards (holder) 4/1

19 APA National Awards (holder) 5/1

20 Business Week/Arch Record Awards (holder) 5/1

21 Waterfront Center Awards (holder) 6/1

22 PPA Regional (holder) 6/1

23 Sustainable Building Design Council (holder) 7/1

24 APA Maryland (holder) 7/1

25 AIA Pennsylvania Design Execellence (holder) 7/1

26 ASLA PA/DE Regional 7/1

27 NAHRO ‐ Herman Miller Award (Gil) 7/16

28 AIA Delaware (holder) 8/1

29 AIA Green Housing Award (holder) 8/1

30 AIA Virgina (holder) 8/1

31 AIA Design for Aging (holder) 8/1

32 APA New Jersey (holder) 8/1

33 Architect Magazine Annual Design Review (holder) 8/1

34 American Schools & Universities (holder) 8/1

35 AIA Philadelphia Design Awards 8/15

36 AIA National Honor Awards (Reg & Urban Design, Arch, Int.) 8/28

37 ASLA New Jersey (holder) 10/1

38 Environments for Aging 2011 (holder) 10/1

MEASUREMENTS FOR SUCCESS

HOW DO YOU KNOW WHEN YOU’RE THERE?


REVIEW PLAN

» Present plan to internal stakeholders - executives, marketing, sales, project managers

» Establish frequency for review of status against planned goals and tactics. E.g. Bi-weekly, Monthly, Quarterly –might be different for marketing team and management / executive team

» Prepare evaluation of upcoming quarter goals and tactics; adapt as needed to maintain track to meet objectives

» Be the champion.

STRATEGY FOR ACHEIVEMENT

LEAD TRACKING

» Custom database or CRM» What to track?

» Market / Sub-Market» Client, Client Type, Client Priority» Primary Client Manager, Emerging Client Manager» Prospective Project Name, Current Stage, Link to More Information» Anticipated RFP Date, Anticipated Project Start Date» Construction Cost, Potential Gross Fee, Potential Net Fee» Project Probability, Win Probability» Current Relationship Strength with Client» SWOT» Key Relationships» Action Plan

STRATEGY FOR ACHEIVEMENT

GO/NO-GO

» Helps determine which pursuits further your marketing plan

» Helps determine appropriate staff and resource allocation

» Helps avoid making ego based decisions» Helps avoid making decisions based on

desperation of shrinking backlog


SITUATIONALANALYSIS



GOALS

STRATEGY FOR

ACHIEVEMENT


STRATEGIC MARKETING PLANNING

THANK YOU

» Carrie Ann Williams, CPSM» President

Andana Consulting, LLC» [email protected]» 443-297-9534 (o)» 717-515-0148 (c)» @AndanaConsult or @77CarrieAnn

Federal Marketing Tools

FBO.gov and FPDS.gov

Getting Started on FBO.gov

You don’t need to be registered on FedBizOpps.gov to conduct a basic search, but registration is free and has a lot more advantages, including:• Set up “search agents” with detailed criteria based on your business

development targetso Search Agents email you on a set schedule opportunities

• Add opportunities to a “watch list” to receive updates related to the opportunity

• Review procurement-related documents related to your targeted opportunities

Basic Searching on FBO

Basic - Simple, quick, direct. Best to use if you have the solicitation number or specific agency information to find information quickly. Can use Date posted, Set-Aside Code, Solicitation Number, Agency, Place of Performance, or Contract typeKeyword – Searching by keyword allows you to identify opportunities in your area of expertise. Use keywords that closely match your product or service. A search agent can be set up using these keywords.

Basic Searching on FBO

•Set-Aside –Set-Aside Awards – On the main page search for specific awards set-aside for small businesses, minority-owned businesses, women-owned firms, and veteran-owned businessType– Find the information on opportunities, history, and events by selecting the type of listing – pre-solicitation, special notice, award notice, combined synopsis/solicitation, modification/amendmentAgency – The advantage of searching by agency is that you can quickly narrow your search to a region or area you are familiar or want to work with. A search agent can be set up by agency.

Advanced Searching Tools on FBO

Find solicitations without solicitation numbers - To locate a specific solicitation without the solicitation number, search for the solicitation based on unique attributes of the solicitation (e.g., agency, office, posting date, procurement classification code, archived versus active status).

Advanced Searching Tools on FBO

Search using Data Universal Numbering System (DUNS) numbers - Use this search feature to find Contractor Awardee. Search for a DUNS number in the keyword search box. If the contracting officer entered the DUNS for the awardee, results will be returned. search box. If the contracting officer did not enter the DUNS, no results will be returned.

Advanced Searching on FBO

•Product/Service Code – Use NAICS codes to find relevant opportunities. NAICS codes are used by every government agency to categorize their service and product needs. Sometimes codes are not always exact and can change based on the solicitation. A search agent can be set up using these codes.

Advanced Searching on FBO

Potential Sources sought and Sources Sought –A great tip to find opportunities that have yet to be posted is by using the term “potential sources sought” and “sources sought” in the keyword field. This brings up pre-solicitation information. Even if the date to submit has passed, you can still contact the contracting officer and gain valuable insight about the opportunity.

Additional Tools on FBO

Filter for archived postings - To see both archived and active solicitations, from the "advanced search" tab, use the "documents to search" filter to find both archived and active documents.

FEDERAL PROCUREMENT DATA SYSTEM OVERVIEW (FPDS)

● Single Authoritative repository for Federal contract data; Housed at GSA’s Federal Procurement Data Center

● Agencies required to log ALL contract actions when:○ Appropriated funds expensed in excess of $3,000 (3k)

○ Every contract mod is reported, regardless of $ value

❑ Certain ACTIONS have other funding sources and those are NOT required in FPDS:✓ Financial Assistance Programs (Grants/Subsidies) ✓ Government OPEX Funds ✓ GSA Consolidated Purchase Program (State/Local Gov)

❑ Authoritative Sources Of Reference Data✓ SAM (CCR)✓ NAICS✓ PSC Codes

❑ Validation rules based on:✓ FAR✓ Individual Agency Regulations (e.g. DFARS)

FPDS DEFINED (cont.)

Additional Details Located at FPDS‐NG FAQ Page

✓ Agency Hierarchy✓ Zip Code✓ FIPS

General Contract Data

COMPREHENSIVE ANALYSIS(Fed & Private Sector)

Federal Buyers

Contractors

Acquisition Strategy

FPDS DEFINED (cont.)❑ Service/Commodity

Information✓ Service Code✓ NAICS Code

❑ Competition Information✓ Extent Competed✓ Type of Set Asides✓ Sole Source✓ Award Type

❑ Buying Activity’s Customers✓ Funding Agency ID✓ TAS Identifier✓ TAS Main Account

❑ Contracting Office Information

❑ Dates✓ Date Signed and Effective✓ Last Date to Order✓ Completion Date

❑ Amounts✓ Action Obligation✓ Value of Base + Options

❑ Contractor Information✓ SAM information✓ Socio/Economic Data

❑ Preference Programs✓ KO’s Business Size Selection✓ Subcontracting Plan

Requirements❑ Legislative Mandates

✓ Walsh Healey Act✓ Davis Bacon Act

PRIVATE SECTOR USES

❑Key Contract Vehicle Data✓ Total Contract Value✓ Period of Performance Dates✓ How Many Bids Were Received✓ Scope of Work✓ Place of Performance

❑Key Task Order Data ✓ Who’s winning task orders; most $ and #?✓ What Client(s) use what vehicle(s)?✓ What type of work is acquired?

Is it a bird?

Is it a Plane?

No…it’s a CAR!

FPDS Provides Detailed Information To Capture Your Marketing/Planning Strategy:

❑ FPDS Facilitates Accelerated Data For Analysis: PRIVATE SECTOR USES (Cont.)

✓ Prints Directly to PDF✓ Imports Data to Excel✓ Provides Email Capability✓ Provides Data Across 22 Core Elements

Quickly Converts Data Into Presentable

Formats

❑ FPDS is largest source for BD intelligence providers❑ FPDS provides visibility into acquisition trends❑ Use data export feature for faster data sorts in Excel❑ FPDS‐NG is USASpending.gov’s source for contract

data; pulls data once a month

Now….Let’s Run a Scenario Together!!

TIPS & TRICKS

Lifecycle of Business Development

• Hear an opportunity through meetings• Search FBO

o Watch Opportunityo Register as Interested Vendoro Download Solicitation Documents

• Gathering Intelligence on FPDS• Set up meetings with POCs

FBO - Example Opportunity to Pursue

• Search for solicitation - in this case, use the advanced search for the agency (USACE KC = W912DQ)

FBO - Example Opportunity to Pursue

• Find Soliciation in Results returned

FBO - Example Opportunity to Pursue• Register as Interested Vendor

- pulls information from your user data

• Review Interested Vendor list to find ‘competi-mates’

• “Watch” opportunity to receive updates when changes are made by the government

• Download and review solicitation documents

FBO - Example Opportunity to Pursue• Search Archived Documents

for previous, similar proposals• Find previous solicitation

documents, awardees, other potential re-complete contracts

• Advanced search results – 15 contracts that match our criteria W912DQ AND MEGA

• Notice previous contract awards, previous solicitations, set-asides

• Review for changes in scopes, services, small business goals

FPDS Home

Searching Keywords:

• MEGA • W912DQ (Kansas City Prefix)

Gathering Information on FPDS

Search Results• Export Function• Top 10 Vendors• Ability to refine

results and sort

Gathering Information on FPDS (Cont’d)In Export• Contract

ID• Vendor• Award

Type• Action

Obligation

Once Sorted• Largest

Obligations• Contract

Numbers• Find out

who is winning!

Gathering Information on FPDS (Cont’d)

Click or Search from Here!

Gathering Information on FPDS (Cont’d) Search by contract ID

• Lists all Obligations

• Dig into specific actions and task orders

View Award• Sort by

Delivery Order

• What was Procured and out of which office?


Click Here!

View Delivery Award Info• Find out the following

o Contract Officero Type of Actiono Award Completion o Funding Agency


Click Here!

View Delivery Award Info• Find out the following

o NAICS Codeso Description of programo Type of Competitiono Number of offers received
