Marketing 101 For Federal Contractors: Attract The Primes, Attract The Government

1. Marketing Basics: Attract The Primes Attract The Federal Government Jennifer Schaus hello@jenniferschaus.com MONDAY FEBRUARY 6, 2023

2. Marketing To The Federal Government hello@JenniferSchaus.com  About Us  Marketing Basics  Best Practices – 101  Best Practices - 102  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) https://www.youtube.com/user/Schausjennifer/videos

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. JSchaus & Associates – Washington DC – hello@JenniferSchaus.com TOP 40 FEDERAL CONTRACTORS & OUR SCHEDULE: SIGN UP: https://www.JenniferSchaus.com/top40 1 – Lockheed Martin – FEB 8 2 – Raytheon - FEB 15 3 – General Dynamics FEB 22 4 – Boeing – MAR 1 5 – Northrop Grumman - MAR 8 6 – Pfizer – MAR 15 7 – McKesson – MAR 22 8 – Leidos Holdings – MAR 29 9 – Electric Boat – APR 5 10 – Triwest Healthcare – APR 12 11 – Honeywell International – APR 19 12 – L3Harris Technologies – APR 26 13 – Booz Allen Hamilton Holding – MAY 3 14 – Huntington Ingalls Industries – MAY 10 15 – Humana – MAY 17 16 – National Technology & Engineering Solutions of Sandi – MAY 24 17 – Amentum Government Services Holdings – MAY 31 18 – Consolidated Nuclear Security - JUN 7 19 – Flour – JUN 14 20 – BAE Systems – JUN 21

8. JSchaus & Associates – Washington DC – hello@JenniferSchaus.com 21 – Batttelle Memorial – JUN 28 22 – Sikorsky Aircraft – JUL 12 23 – Ads Tactical – JUL 19 24 – Atlantic Diving Supply – JUL 26 25 – Jacobs Engineering – AUG 2 26 – Space Exploration Technologies – AUG 9 27 – Veritas Capital Fund Management – AUG 16 28 – Lawrence Livermore National Security – AUG 23 29 – Triad National Security – AUG 30 30 – California Institute of Technology – SEP 6 31 – KBR – SEP 13 32 – UT-Battelle – SEP 20 33 – Caddell Construction – SEP 27 34 – National Steel and Shipbuilding – OCT 4 35 – Modernatx – OCT 11 36 – Merck & CO – OCT 18 37 – CACI International – OCT 25 38 – Okinawa Idemistu – NOV 1 39 – Hensel Phelps Construction – NOV 8 40 – Glaxo Smith Kline – NOV 15 TOP 40 FEDERAL CONTRACTORS & OUR SCHEDULE: SIGN UP: https://www.JenniferSchaus.com/top40

9. Subcontracting: Top To Bottom – FEBRUARY 1, 2023 J SCHAUS & ASSOCIATES – Washington DC hello@JenniferSchaus.com

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

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

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

13. 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 & Primes are RISK AVERSE, so you want to give them confidence to work with YOU / your company.

14. 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

15. 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

16. 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

17. 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

18. 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)

19. 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

21. 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)

22. 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

24. Marketing To The Federal Government hello@JenniferSchaus.com

25. 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

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

27. 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!

28. 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?

29. 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,

38. Marketing To The Federal Government hello@JenniferSchaus.com BEST PRACTICES - 102 Leveraging Contract Vehicles Mechanisms by which the FED GOV can procure from you NOT something to lead with Lead with CAPABILITIES

39. Marketing To The Federal Government hello@JenniferSchaus.com BEST PRACTICES - 102 Based on Past Performance & Pricing (typically more mature companies) GSA Schedule NASA SEWP Navy Seaport-E DHS Eagle Based on demographic info (typically a fist certification to get) 8(a) WOSB VOSB HUBZone

40. Marketing To The Federal Government hello@JenniferSchaus.com BEST PRACTICES - 102 Other Marketing Considerations Relationships Past Performance & Qualifications Value – coming & going (especially with the Prime!) Pricing (Primes will dictate) Pricing (research!)

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

42. 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)

43. Subcontracting: Top To Bottom – FEBRUARY 1, 2023 J SCHAUS & ASSOCIATES – Washington DC hello@JenniferSchaus.com

44. Thank You For Attending Jennifer Schaus hello@jenniferschaus.com Monday February 6, 2023

Marketing 101 For Federal Contractors: Attract The Primes, Attract The Government

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