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

1. June 25, 2013
Marketing Strategies & Capability Statements
In the
Government Sector
Ms. JENNIFER SCHAUS
+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8
jschaus@jenniferschaus.com

2. AGENDA
* Background
* Presentation
* Conclusions
* Q & A

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 Strategies & Capability Statements
For
Government Contractors

6. 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.

7. 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

8. 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.

9. Marketing Strategies & Capability Statements
for Government Contractors
Communicate + Achieve a Goal
=
Win A Government Contract!

10. 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

11. Marketing Strategies & Capability Statements
for Government Contractors
1/ Define Core Competencies:
What do you do & do well?
What is your specialty?
Be VERY Specific

12. 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

13. Marketing Strategies & Capability Statements
for Government Contractors
3/ Conduct Research on Prospect:
ID Your Prospect FIRST!
* Specific Agencies
* Specific Partners
* Specific Opportunities / Contracts

14. 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?

15. Marketing Strategies & Capability Statements
for Government Contractors
3/ Conduct Research on Prospect:
* Website
* Newspapers / TV
* Press Release / Mailing List
* Public Govt Website
* FOIA Request

16. Marketing Strategies & Capability Statements
for Government Contractors
3/ Conduct Research on Prospect – cont’d:

17. Marketing Strategies & Capability Statements
for Government Contractors
3/ Conduct Research on Prospect - cont’d
* Present a Solution
* Solve a (“their”) Problem / Needs
* Be Specific!!!

18. Marketing Strategies & Capability Statements
for Government Contractors
4/ Conduct Research on Competitors:
* Website
* Newspapers / TV
* Press Release / Mailing List
* Public Govt Website
* FOIA Request

19. 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

20. 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

21. Marketing Strategies & Capability Statements
for Government Contractors
Questions About Marketing??

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

23. Marketing Strategies & Capability Statements
for Government Contractors
Capability Statements
=
DIRECT & SIMPLE & TO THE POINT

24. Marketing Strategies & Capability Statements
for Government Contractors
Capability Statements
One Page
Company Resume
Easy to Read Format – Bullets
Highlight Expertise
Easy to Contact YOU!

25. 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)

26. 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

27. Marketing Strategies & Capability Statements
for Government Contractors
….. Now what? …
+

28. Marketing Strategies & Capability Statements
for Government Contractors
READY TO MAKE SALES CALLS!

29. Marketing Strategies & Capability
Statements
for Government Contractors
It’s COMPETITIVE!
You Are Prepared!
You Have Tools!

30. 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

31. 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

32. Marketing Strategies & Capability Statements
for Government Contractors
What Questions Do YOU Have?

33. Marketing Strategies & Capability Statements
for Government Contractors
Jennifer Schaus & Associates
JSchaus@JenniferSchaus.com
http://JenniferSchaus.com
+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8