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SESSION #5: April 24, 2013
4pm – 6pm
MARKETING, Bidding & Field Estimations
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 – for Government Contractors
Marketing – 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 – 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 – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ identify core company capabilities
* What do you do? be specific
* What Industry
* Differentiator/s & Value-Add
* Size & Designation
* Past Performance – govt if you have
Marketing – for Government Contractors
√ identify core company capabilities
Capability Statement
1 page document
Primarily Text, Logo, one image
Industry Codes w description
Registrations & Designations – DUNS, TIN, etc.
Business Size
Relative Past Performance
Contact Info
Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ determine company capacity
How Much Work Can You Handle?
* Teaming, Partnering, JV, Sub-Contracting
* Financial Considerations – payroll, govt pymt
* Ramp Up Hiring, Staffing or Production
Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ develop a marketing plan
WHAT is your solution
WHO buys it
HOW much $ purchased – Agency Budget
WHEN is it purchased – sales cycle & fiscal year
HOW is it purchased – contract vehicles – bid requirements
Marketing – for Government Contractors
√ develop a marketing plan
* Competition - SWOT Analysis
* Incumbent intelligence – Contract Specific
* ROI – Company Budget & Time Frame
Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ identify targets of opportunity
* Specific Agencies
* Specific Partners
* Specific Opportunities / Contracts
Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan,
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ make sales calls
Marketing – for Government Contractors
√ make sales calls
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, etc.
Marketing – for Government Contractors
Tips from Jennifer …
Start With Basics – DUNS, Vendor Registration, RFP notice
Industry Codes / Certifications / Designations
Biz Cards, Email Signature, Brochures, Cap Statement
Diversification – B2B, B2G (Fed v State)
Competitors Can Be Partners – Choose Wisely
Marketing – 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 – for Government Contractors
What Questions Do YOU Have?
Marketing – for Government Contractors
Jennifer Schaus & Associates
JSchaus@JenniferSchaus.com
http://JenniferSchaus.com
+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8

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FED GOV CON - Marketing Strategies

  • 1. SESSION #5: April 24, 2013 4pm – 6pm MARKETING, Bidding & Field Estimations Ms. JENNIFER SCHAUS + 1 – 2 0 2 – 3 6 5 – 0 5 9 8 jschaus@jenniferschaus.com
  • 3. 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
  • 4. 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.
  • 5. Marketing – for Government Contractors
  • 6. Marketing – 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.
  • 7. Marketing – for Government Contractors What is my Value-Add? (Why Buy From Me?) * Solve a Problem * Do It Better * Cut Costs * More Efficient / Effective / Easy
  • 8. Marketing – for Government Contractors √ identify core company capabilities √ determine company capacity √ develop a marketing plan √ identify targets of opportunity √ make sales calls
  • 9. Marketing – for Government Contractors √ identify core company capabilities * What do you do? be specific * What Industry * Differentiator/s & Value-Add * Size & Designation * Past Performance – govt if you have
  • 10. Marketing – for Government Contractors √ identify core company capabilities Capability Statement 1 page document Primarily Text, Logo, one image Industry Codes w description Registrations & Designations – DUNS, TIN, etc. Business Size Relative Past Performance Contact Info
  • 11. Marketing – for Government Contractors √ identify core company capabilities √ determine company capacity √ develop a marketing plan √ identify targets of opportunity √ make sales calls
  • 12. Marketing – for Government Contractors √ determine company capacity How Much Work Can You Handle? * Teaming, Partnering, JV, Sub-Contracting * Financial Considerations – payroll, govt pymt * Ramp Up Hiring, Staffing or Production
  • 13. Marketing – for Government Contractors √ identify core company capabilities √ determine company capacity √ develop a marketing plan √ identify targets of opportunity √ make sales calls
  • 14. Marketing – for Government Contractors √ develop a marketing plan WHAT is your solution WHO buys it HOW much $ purchased – Agency Budget WHEN is it purchased – sales cycle & fiscal year HOW is it purchased – contract vehicles – bid requirements
  • 15. Marketing – for Government Contractors √ develop a marketing plan * Competition - SWOT Analysis * Incumbent intelligence – Contract Specific * ROI – Company Budget & Time Frame
  • 16. Marketing – for Government Contractors √ identify core company capabilities √ determine company capacity √ develop a marketing plan √ identify targets of opportunity √ make sales calls
  • 17. Marketing – for Government Contractors √ identify targets of opportunity * Specific Agencies * Specific Partners * Specific Opportunities / Contracts
  • 18. Marketing – for Government Contractors √ identify core company capabilities √ determine company capacity √ develop a marketing plan, √ identify targets of opportunity √ make sales calls
  • 19. Marketing – for Government Contractors √ make sales calls
  • 20. Marketing – for Government Contractors √ make sales calls 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, etc.
  • 21. Marketing – for Government Contractors Tips from Jennifer … Start With Basics – DUNS, Vendor Registration, RFP notice Industry Codes / Certifications / Designations Biz Cards, Email Signature, Brochures, Cap Statement Diversification – B2B, B2G (Fed v State) Competitors Can Be Partners – Choose Wisely
  • 22. Marketing – 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
  • 23. Marketing – for Government Contractors What Questions Do YOU Have?
  • 24. Marketing – for Government Contractors Jennifer Schaus & Associates JSchaus@JenniferSchaus.com http://JenniferSchaus.com + 1 – 2 0 2 – 3 6 5 – 0 5 9 8