Marketing Strategies & Capability Statements - Government Contracting

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On June 25,2013 Jennifer Schaus presented to the DC Government. Topic: Marketing Strategies & Capability Statements for Government Contractors. For more information, pls contact JSchaus@JenniferSchaus.com or + 1 - 2 0 2 - 3 6 5 - 0 5 9 8 or visit http://JenniferSchaus.com

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Marketing Strategies & Capability Statements - Government Contracting

  1. 1. June 25, 2013Marketing Strategies & Capability StatementsIn theGovernment SectorMs. JENNIFER SCHAUS+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8jschaus@jenniferschaus.com
  2. 2. AGENDA* Background* Presentation* Conclusions* Q & A
  3. 3. BACKGROUNDJennifer Schaus – Personal / Professional* 15 + years DC resident* Sold products & services* Federal, State / Local Govt sales* Consulting – B2B, B2GMarketing to BusinessMarketing to Government
  4. 4. BACKGROUNDJennifer Schaus - Consulting ServicesB2B & 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.
  5. 5. Marketing Strategies & Capability StatementsForGovernment Contractors
  6. 6. Marketing Strategies & Capability Statementsfor Government ContractorsMarketing – What is it?WIKI: Marketing is the process ofcommunicating the valueof a product or serviceto customers.It is a critical business function for attracting customers.
  7. 7. Marketing Strategies & Capability Statementsfor Government ContractorsWhat is my Value-Add?(Why Buy From Me?)* Solve a Problem* Do It Better* Cut Costs* More Efficient / Effective / Easy
  8. 8. Marketing Strategies & Capability Statementsfor Government ContractorsStrategy – What is it?WIKI: is a high level plan toachieve one or more goalsunder conditions of uncertainty.
  9. 9. Marketing Strategies & Capability Statementsfor Government ContractorsCommunicate + Achieve a Goal=Win A Government Contract!
  10. 10. Marketing Strategies & Capability Statementsfor Government ContractorsThe Process:1/ Define Core Competencies2/ Define Competitive Advantages3/ Conduct Research on Prospect4/ Conduct Research on Incumbent / Competitors5/ Highlight Your Value-Add
  11. 11. Marketing Strategies & Capability Statementsfor Government Contractors1/ Define Core Competencies:What do you do & do well?What is your specialty?Be VERY Specific
  12. 12. Marketing Strategies & Capability Statementsfor Government Contractors2/ Define (Contracting) Competitive Advantages:Small BusinessWoman OwnedVeteran Owned-------Past Performance (Govt Contracts)Contract VehiclesCertifications
  13. 13. Marketing Strategies & Capability Statementsfor Government Contractors3/ Conduct Research on Prospect:ID Your Prospect FIRST!* Specific Agencies* Specific Partners* Specific Opportunities / Contracts
  14. 14. Marketing Strategies & Capability Statementsfor Government Contractors3/ Conduct Research on Prospect:* WHAT do they Buy?* WHEN do they Buy?* HOW do they Buy?* HOW MUCH do they Buy?* WHO specifically Buys?
  15. 15. Marketing Strategies & Capability Statementsfor Government Contractors3/ Conduct Research on Prospect:* Website* Newspapers / TV* Press Release / Mailing List* Public Govt Website* FOIA Request
  16. 16. Marketing Strategies & Capability Statementsfor Government Contractors3/ Conduct Research on Prospect – cont’d:
  17. 17. Marketing Strategies & Capability Statementsfor Government Contractors3/ Conduct Research on Prospect - cont’d* Present a Solution* Solve a (“their”) Problem / Needs* Be Specific!!!
  18. 18. Marketing Strategies & Capability Statementsfor Government Contractors4/ Conduct Research on Competitors:* Website* Newspapers / TV* Press Release / Mailing List* Public Govt Website* FOIA Request
  19. 19. Marketing Strategies & Capability Statementsfor Government Contractors5/ 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
  20. 20. Marketing Strategies & Capability Statementsfor Government ContractorsNOTE: REPEAT & REFINE AS NECESSARYINFO IS ALWAYS CHANGINGThe Process:1/ Define Core Competencies2/ Define Competitive Advantages3/ Conduct Research on Prospect4/ Conduct Research on Incumbent / Competitors5/ Highlight Your Value-Add
  21. 21. Marketing Strategies & Capability Statementsfor Government ContractorsQuestions About Marketing??
  22. 22. Marketing Strategies & Capability Statementsfor Government ContractorsCapability Statements
  23. 23. Marketing Strategies & Capability Statementsfor Government ContractorsCapability Statements=DIRECT & SIMPLE & TO THE POINT
  24. 24. Marketing Strategies & Capability Statementsfor Government ContractorsCapability StatementsOne PageCompany ResumeEasy to Read Format – BulletsHighlight ExpertiseEasy to Contact YOU!
  25. 25. Marketing Strategies & Capability Statementsfor Government ContractorsCapability StatementsLogo + Company Contact InfoTag LineDUNS, TIN, Industry Codes (NAICS)Business DesignationsContract VehiclesGovt Past PerformanceCertifications (ISO, etc)
  26. 26. Marketing Strategies & Capability Statementsfor Government ContractorsCapability Statements* Include a Date* Can be edited for different customers* “Leave Behind” (vs Brochure)* Add to Your Website
  27. 27. Marketing Strategies & Capability Statementsfor Government Contractors….. Now what? …+
  28. 28. Marketing Strategies & Capability Statementsfor Government ContractorsREADY TO MAKE SALES CALLS!
  29. 29. Marketing Strategies & CapabilityStatementsfor Government ContractorsIt’s COMPETITIVE!You Are Prepared!You Have Tools!
  30. 30. Marketing Strategies & Capability Statementsfor Government ContractorsContact: Buyers, End-Users, ContractingOfficers, Prgm Managers, PartnersEmail: Be Brief – Add Value – Get MeetingMeeting: Have a Goal – Demo – Incumbent - Next Steps?Events: Networking, Chambers, Conferences, Vendor/Industry Day, Pre-BidMeetings
  31. 31. Marketing Strategies & Capability Statementsfor Government ContractorsCONCLUSIONS...Marketing = Necessary ComponentMarketing Plan = Ever Changing GuideBe SpecificMake it EASY for buyers to find YOU!Make it EASY for buyers to purchase from YOU! – ADD Value
  32. 32. Marketing Strategies & Capability Statementsfor Government ContractorsWhat Questions Do YOU Have?
  33. 33. Marketing Strategies & Capability Statementsfor Government ContractorsJennifer Schaus & AssociatesJSchaus@JenniferSchaus.comhttp://JenniferSchaus.com+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8

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