June 25, 2013

Marketing Strategies & Capability Statements

In the

Government Sector
Ms. JENNIFER SCHAUS +12023650598 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 Strategies & Capability Statements For Government Contractors

Marketing Strategies & Capability Statements 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 Strategies & Capability Statements 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 Strategies & Capability Statements

for Government Contractors Strategy What is it?
WIKI: is a high level plan to

achieve one or more goals under conditions of uncertainty.

Marketing Strategies & Capability Statements

for Government Contractors

Communicate + Achieve a Goal

=
Win A Government Contract!

Marketing Strategies & Capability Statements for Government Contractors The Process:
1/ Define Core Competencies 2/ Define Competitive Advantages 3/ Conduct Research on Prospect 4/ Conduct Research on Incumbent / Competitors 5/ Highlight Your Value-Add

Marketing Strategies & Capability Statements for Government Contractors

1/ Define Core Competencies: What do you do & do well? What is your specialty? Be VERY Specific

Marketing Strategies & Capability Statements for Government Contractors

2/ Define (Contracting) Competitive Advantages:

Small Business Woman Owned Veteran Owned ------Past Performance (Govt Contracts) Contract Vehicles Certifications

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect:

ID Your Prospect FIRST! * Specific Agencies * Specific Partners * Specific Opportunities / Contracts

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect:

* WHAT do they Buy? * WHEN do they Buy?

* HOW do they Buy?

* HOW MUCH do they Buy? * WHO specifically Buys?

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect:

* Website * Newspapers / TV * Press Release / Mailing List * Public Govt Website * FOIA Request

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect contd:

Marketing Strategies & Capability Statements

for Government Contractors

3/ Conduct Research on Prospect - contd

* Present a Solution * Solve a (their) Problem / Needs * Be Specific!!!

Marketing Strategies & Capability Statements

for Government Contractors 4/ Conduct Research on Competitors: * Website * Newspapers / TV * Press Release / Mailing List * Public Govt Website * FOIA Request

Marketing Strategies & Capability Statements

for Government Contractors 5/ 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

Marketing Strategies & Capability Statements for Government Contractors

NOTE: REPEAT & REFINE AS NECESSARY

INFO IS ALWAYS CHANGING The Process:
1/ Define Core Competencies 2/ Define Competitive Advantages 3/ Conduct Research on Prospect 4/ Conduct Research on Incumbent / Competitors 5/ Highlight Your Value-Add

Marketing Strategies & Capability Statements for Government Contractors

Questions About Marketing??

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements = DIRECT & SIMPLE & TO THE POINT

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements
One Page Company Resume Easy to Read Format Bullets Highlight Expertise Easy to Contact YOU!

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements
Logo + Company Contact Info Tag Line DUNS, TIN, Industry Codes (NAICS) Business Designations Contract Vehicles Govt Past Performance Certifications (ISO, etc)

Marketing Strategies & Capability Statements

for Government Contractors

Capability Statements * Include a Date * Can be edited for different customers * Leave Behind (vs Brochure) * Add to Your Website

Marketing Strategies & Capability Statements for Government Contractors

..

Now what?

Marketing Strategies & Capability Statements for Government Contractors

READY TO MAKE SALES CALLS!

Marketing Strategies & Capability Statements for Government Contractors

Its COMPETITIVE!
You Are Prepared! You Have Tools!

Marketing Strategies & Capability Statements for Government Contractors

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, Vendor/Industry Day, Pre-Bid Meetings

Marketing Strategies & Capability Statements 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 Strategies & Capability Statements for Government Contractors

What Questions Do YOU Have?

Marketing Strategies & Capability Statements for Government Contractors

Jennifer Schaus & Associates JSchaus@JenniferSchaus.com http://JenniferSchaus.com +12023650598