In a world of many voices, shrinking budgets and fierce competition, your company needs messages that resonate in every situation—from the elevator to the boardroom to the customer site. Your brand must explain who you are and how you benefit your target audience. You must be clear, concise, memorable and believable. Boscobel’s branding experts and documented processes have helped companies refine their brands that have garnered unprecedented results for clients like AOL, Cox and SAIC. Together, we’ll create and communicate an identity with meaning, presence and staying power.

1. What is Opportunity-based Marketing?
A Guide for Government Contractors to Win
Copyright 2015 Company Confidential

2. Table of Contents
• Opportunity-based Marketing Overview 3
• Opportunity-based Marketing Components 4
• Strategy and Planning – Phase 1 5
• Messaging and Themes – Phase 2 6
• Content Development – Phase 3 7
• Execution – Phase 4 8
• Other Marketing Support 10
• Surround the Opportunity 11
• Surround the Opportunity Cont’d 12
• Benefits of Opportunity-based Marketing 13
• Post-win Tactics 14
• For More Information 16
• Additional Sources 17
1Copyright 2015 Company Confidential

3. 2
“In B2G, collaboration with capture managers,
business development, marketing and the proposal
teams is critical to a company’s success.”
Joyce Bosc
President,
Boscobel Marketing
Copyright 2015 Company Confidential

4. Opportunity-based Marketing
Overview
• A program to help Government Contractors market
to win a Government contract before the RFP and
post award
• This program is typically funded under a B&P
budget
• The program can provide both
pre-and-post RFP Support
Copyright 2015 Company Confidential 3

5. Opportunity-based Marketing
Components
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• Interview SMEs
• Story ideas
• Pitches, articles,
social media
• Target outlets
• Place Articles
• Social Media
• Interviews
• Reach back
• Interview
reporters
• Theme options
• Develop
messaging
• Kickoff session
• Criteria, goals,
differentiators
• Determine SMEs
and case studies
• SWOT
Strategy &
Planning
Messaging
and Themes
Content
Development
Execution

6. Strategy & Planning – Phase 1
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• Facilitate a session with BD, capture, marketing and proposal
representatives
• Review existing collateral and website for potential repurposing
• Discuss criteria, goals, qualifications and differentiators as well as
incumbent team
• Provide competitive press coverage and messaging
• Review case studies and customer qualifications
• Determine SMEs for messaging, interviews, bylines
and white papers

7. Messaging & Themes – Phase 2
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Confidential 6
• Interview reporters and analysts to capture their thoughts on
the opportunity and perceived competitors
• Collaborate with your team to develop win-theme options
• Create opportunity-specific messaging and keywords to infuse
into news releases, press interviews, bylines, contract landing
pages, website, white papers, eBooks show
materials, presentations, etc.

8. Content Development – Phase 3
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• Interview SMEs to gather content
• Review editorial calendars and news coverage to
develop story ideas
• Write pitches, bylines, blogs, white papers, case studies and
social media copy to support subject matter expertise, win
themes and differentiators

9. Execution – Phase 4
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• Create media “buzz” to raise awareness
• Schedule briefings, issue news releases, place bylines
and blogs
• Post information to social media
• When relevant, schedule activities around
events/conferences
• Reach back to internal teams to
review and/or update activities

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“In the capture process, marketing’s target messaging
and timing of advertising, articles, trade show
attendance and press releases can greatly contribute
to the execution of a successful pursuit strategy.”
David Gardner
Gov Con Executive

11. Other Marketing Support
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• Contract microsites
• Team-specific logos
• Fact sheets
• Customer awards and case studies
• Presentations
• Conference graphics
• Co-branded team advertising
• Recruitment advertising

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Surround the Opportunity
Opportunity
Trade Show Support
Social Media,
eNewsletters
Local Market Targeting,
Airport Signage, Billboards
Articles
Case Studies
White Papers
Team Logos &
Announcement Ads
MicrositesContent Marketing

13. Surround the Opportunity Cont’d
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14. Benefits of Opportunity-based
Marketing
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• Positions the company favorably for opportunity
• Increases brand awareness in market, with decision
makers and teammates
• Establishes thought leadership simultaneously
• Creates a formal and repeatable process for other
opportunity-based PR programs
• Can be used pre- and post-RFP award
• Supports recruitment activities
and employee morale

15. 14
Post-win Tactics
Post-RFP Marketing:
• Continue to position your experts through PR for interviews
• Announce contract milestones and benchmarks, e.g., “Alliant:
One Year Later”
• Monitor and present press with story ideas related to contract
• Use advertising to continue showcasing your team as the
solution for your customer
New contract personnel recruitment:
• Drive recruitment for contract through advertising and media
buying campaigns and employee appreciation events.
• Include recruitment messaging in contract win/related
announcements
Copyright 2015 Company Confidential

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“It demands a true team effort from day one. In
the final analysis, it takes this four-way collaboration
to leverage all the assets of the enterprise for the
win.”
Joyce Bosc
President,
Boscobel Marketing

17. (W) 301-588-2900
301-717-9529
jbosc@boscobel.com
@boscobuzz
FedBizBeat
For more information
contact
Joyce
Bosc
16Copyright 2015 Company Confidential

18. Additional Sources
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Confidential
17
We recommend the following White Papers for additional
information:
Connecting With Government Customers in an Era of Event and
Travel Restrictions
Aligning Marketing and Business Development for Federal
Success
Creating a Reporter-Friendly Website