Government Contracting Educational Forum - Marketing to The Federal Government

1. Marketing To The Federal Government
Jennifer Schaus
Jschaus & Associates - Washington DC
hello@jenniferschaus.com
THURSDAY OCTOBER 20, 2022

2. Marketing To The Federal Government hello@JenniferSchaus.com
 About Us
 Marketing Basics
 Best Practices - 101
 Conclusions

3. Marketing To The Federal Government hello@JenniferSchaus.com
ABOUT US

4. Marketing To The Federal Government hello@JenniferSchaus.com
ABOUT US:
 Washington DC based
 Professional Services for established Federal Contractors
 Market Analysis Reports, Business Development, Proposal Writing
 GSA Schedule
 Events, Conferences, Webinars

5. Marketing To The Federal Government hello@JenniferSchaus.com
ABOUT US:
 Over 500 Complimentary Webinars on our YouTube Channel
 Rules / Regulations: (FAR, DFARS, FAR Supplements, NDAA, etc.)
 Tactical / Strategic: (Sales, Proposal Writing, Pricing, Compliance)
 Department / Agency Overviews & Sales Playbooks:
(Contracts, Subcontracts, Add’l Resources)

6. Marketing To The Federal Government hello@JenniferSchaus.com
ABOUT US:
 Events, Conferences, Seminars
(Quarterly networking events at The Kennedy Center)
 Newsletter – 24K+ Federal Contractor Subscribers
(Advertising options available)

7. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS

8. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
SPOILER ALERT

9. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
NO SILVER BULLET!

10. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
There are a lot of actions that can be taken to
add muscle to your marketing efforts
and
enhance your chances of winning.
The federal government is RISK AVERSE,
so you want to give them confidence to work with YOU / your company.

11. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
HOW?
Credible company – complete registrations (SAM.gov and Prime website)
Build trust / relationship
Past Performance
Contract vehicles – demonstrate vetting
Easy to find, easy to contact, easy to understand what you do
Known entity

12. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
mar·ket·ing
[ˈmärkədiNG]
NOUN
1. The activity or business of promoting and selling products or services,
including market research and advertising

13. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
FAR Part 10 - Market Research
Federal Acquisition Regulations
https://www.youtube.com/watch?v=J3T5qmZZ17c&t=11s
DFARS Part 210 – Market Research
Defense Federal Acquisition Regulations
https://www.youtube.com/watch?v=bzOuRFMWaCU
FEDERAL
RULES ON
HOW GOVT
MUST CONDUCT
ITS RESEARCH

14. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 Marketing is a process and goes hand-in-hand with:
 Market Research;
 Advertising – (includes digital)
 Business Development;
 Sales

15. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 US Federal market is UNIQUE
 Public data available to EVERYONE
 EASY to conduct MARKET RESEARCH
(SAM.gov, FPDS.gov, USAspending.gov as well as data aggregators)

16. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 Use the data!!!
 Reverse engineer the sales process
 Identify your customer, how they purchase (contract vehicles) when they purchase,
SBA Scorecard info
 Identify top vendors within Department/Agency/Bureau for subcontracting opps
 Review hourly rates and product prices for competitive analysis

17. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS

18. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 Use your related past performance
 Tailor your Capability Statement
 Write a white paper or sponsored content, create videos, speak at a conference
 Be a leader in your industry (associations, etc)

19. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
PAST PROCUREMENT AND -ACQUISITON FORECAST
DATA POINTS – PUBLICLY AVAILABLE -
THIS IS NOT AN INCLUSIVE LIST
Incumbent Name
Contract Value $$$
Contract Type
Contract Date /Expiration
Set Aside
Contracting Officer - POC
NAICS Code / PSC Code
# of Bidders
Location / Place of Performance

20. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 Market to the SPECIFIC OPPORTUNITY
 Suggest 12-24 months out
 Be good at what you do – focus / specialize!
 Provide value

21. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

22. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101
 Website – Government specific?
 Auto-signature / Email
 Linkedin Business profile
 Business Card
 Capability Statement(s) – BASIC & TAILORED!

23. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101
 Company Name & Logo
 Easy to find your email / phone # - Government Division
 Contract Vehicles
 Set-Aside Designations
 NAICS – What do you do?

24. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101
 Be professional (attire, handshake, quality business card)
 Networking:
(Events, Conferences, Seminars)
 Relationships:
Industry Partners, Industry Advocates/Assn, Prime/Sub, Direct to the Government,

25. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

26. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

27. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

28. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

29. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

30. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

31. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

32. Marketing To The Federal Government hello@JenniferSchaus.com
CONCLUSIONS

33. Marketing To The Federal Government hello@JenniferSchaus.com
CONCLUSIONS
 Narrow your offering / value
 Use the data to narrow your focus
 Learn everything about your customer
 Contact them ONLY after you have your ducks in a row
 Market to the opportunity (be specific)

34. Thank You For Attending
Jennifer Schaus
Jschaus & Associates - Washington DC
hello@jenniferschaus.com
THURSDAY OCTOBER 20, 2022