what is opportunity-based marketing?
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What is Opportunity-based Marketing?
A Guide for Government Contractors to Win
Copyright 2015 Company Confidential
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
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
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
Opportunity-based Marketing
Components
Copyright 2015 Company Confidential 4
• 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
• SWOTStrategy & Planning
Messaging and Themes
Content Development
Execution
Strategy & Planning – Phase 1
Copyright 2015 Company Confidential 5
• 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
Messaging & Themes – Phase 2
Copyright 2015 Company
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.
Content Development – Phase 3
Copyright 2015 Company Confidential 7
• 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
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
Copyright 2015 Company Confidential 9
“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
Other Marketing Support
Copyright 2015 Company Confidential 10
• Contract microsites
• Team-specific logos
• Fact sheets
• Customer awards and case studies
• Presentations
• Conference graphics
• Co-branded team advertising
• Recruitment advertising
Copyright 2015 Company Confidential 11
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
Surround the Opportunity Cont’d
Copyright 2015 Company Confidential 12
Benefits of Opportunity-based
Marketing
Copyright 2015 Company Confidential 13
• 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
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
Copyright 2015 Company Confidential 15
“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
(W) 301-588-2900
301-717-9529
jbosc@boscobel.com
@boscobuzz
FedBizBeat
For more information
contactJoyce
Bosc
16Copyright 2015 Company Confidential
Additional Sources
Copyright 2015 Company
Confidential17
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
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