1. Victory in Procurement: Marketing to the Government May 16, 2012

2. A Special Thank you!

3. Two More Great Resources

4. Insider’s Tip!

6. Join the American Express OPEN Victory in Procurement group on LinkedIn to continue the conversation online.

7. Marketing to the Government May 16, 2012

8. Introductions

9. Chuck Schadl Program Director, Georgia Tech Procurement Technical Assistance Center

10. Alex Ytuarte American Express OPEN

11. Denise Rodriguez-Lopez American Express OPEN Advisor on Teaming

12. Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

13. Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

14. YOU WANT TO SELL TO THE FEDERAL GOVERNMENT But what exactly does this mean?

15. What is the federal government? –32 major agencies –476 sub-divisions, smaller agencies & commissions So who do you market to? The World’s Largest Customer

16. This is what the Federal Marketplace looks like to many Small Businesses

17. You need the Keys to unlock the Door to Federal Procurement

18. Question – Who buys what you sell? –Do your research –Not always intuitive KEY: Market Yourself to the Right Agencies

19. 1.Which agency buys the most milk? The Veterans Administration 2.Which agency buys the most civil engineering services? NASA 3.Which agency buys the most security guard services? The State Department Pop Quiz:

20. Federal Procurement Data System – Next Generation www.fpds.govwww.fpds.gov First Steps: –Define your core capabilities –Cover your bases –Check your NAICS Codes http://www.census.gov/eos/www/naics/ Finding the Answer

21. Federal Procurement Data System

32. KEY: Market to the Right People at your Target Agencies

33. Where to find the decision makers and/or influencers –Agency websites OSDBU Office –Procurement Forecasts Resources

34. Lets take a closer look at 2 federal agencies: U.S. Department of Transportation U.S. Department of Homeland Security Exercise - A Closer Look

35. www.dot.gov 11 Operating Administrations OSDBU – www.osdbu.dot.govwww.osdbu.dot.gov 11 Small Business Specialists - http://osdbu.dot.gov/Procurement/specialists.cfm http://osdbu.dot.gov/Procurement/specialists.cfm 2011 Prime Award Spend - $5.2 billion* 2011 Small Business Awards – $1.6 billion (31%)* * Federal Procurement Data System (www/fpds.gov) U.S. Department of Transportation

36. www.dhs.gov 7 sub-agencies OSDBU - http://www.dhs.gov/xopnbiz/index.shtmhttp://www.dhs.gov/xopnbiz/index.shtm 16 Small Business Specialists - http://www.dhs.gov/xopnbiz/smallbusiness/gc_117 8570919850.shtm http://www.dhs.gov/xopnbiz/smallbusiness/gc_117 8570919850.shtm 2011 Prime Award Spend – $14.2 billion* 2011 Small Business Awards - $4.1 billion (29%)* *Federal Procurement Data System (www/fpds.gov) U.S. Department of Homeland Security

37. Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

38. Be thorough Be concise Be creative Be memorable You want the reaction to be WOW and not a yawn KEY: Marketing Collateral Matters

39. Critical Elements: –Contact information –Capability statement –Past Performance –Certifications Do use COLOR DON’T waste space with unnecessary photos DO keep your CCR profile current at all times DO keep your website updated Marketing Collateral

40. Which one works best?

41. KEY: Make an Impression with a Great Pitch

42. VIDEO

43. Meeting Pointers Be prepared –Know the agency –Mention a specific opportunity Distinguish yourself from the pack Unique skills, products, services, key personnel Tailor your pitch to your audience It’s not what can I do for you, it’s this is what I can do for you.. Leave behind your card and your collateral

44. After Your Meeting Follow-up, follow-up, follow-up Send a thank you e-mail Remind official of your meeting in subsequent encounters If given advice – do it if you can Keep in touch via e-mail Its all about building relationships Be persistent

45. Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

46. Tina Baker, Cadence Group Lesa Adeboye, The Alliance Group, Inc. JoAnn Braxton, The Small Business Administration Gwen Miles, The Department of Health and Human Services (CDC) Panelist Insights

47. BREAK

48. Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

49. IT’S YOUR TURN! Let’s Practice

50. What are your core capabilities? What is your industry reputation? Can you demonstrate past performance? What is your geographic reach? What certifications do you have? What access to resources / contacts do you have? Tailor Your Pitch

51. Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

52. Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

53. Homework –Crash Course Learn from peers –American Express OPEN VIP group on LinkedIn Learn from the pros –PTAC site –www.openforum.com/governmentcontracts Practice makes perfect Next steps

54. THANK YOU