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Produce Your Government Marketing Tool Kit Now
Date: Friday, July 11, 2008
Location: The Federal Sales Academy in Bethesda, MD
Time: 8:30 a.m. - Refreshments, Coffee, Bagels, Juice
Course: 9:00 a.m. to 5:00 p.m.
Cost: $500 per person |
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>> Register Here
Why Is This Seminar Different?
The Federal Sales Academy presents tried and true marketing materials, templates and processes which will help businesses develop a strong, successful government marketing plan. While we will discuss strategy, attendees will walk away with the knowledge that having marketing materials in hand and ready to deliver to your customer is one of the most critical components of your corporate marketing plan.
Who Should Attend?
This workshop is ideal for the company which has (or is anticipating the award of) a GSA Schedule or government contract and does not have a marketing team or collateral program developed for this new environment. The ideal attendee(s) would be business owners, sales managers and/or marketing associates who need to develop a sustainable marketing plan and presentation tools for selling in the field.
Why You Should Attend?
Although commercial marketing plans will have similar elements, the government sales environment presents a different set of challenges to doing business. Ethics, fairness, full disclosure and transparency are concepts that rule the government marketplace. You need the tools to address these issues in order to seamlessly and successfully enter this culture.
>> Register Here
Seminar Description:
Congratulations! Your business has been awarded a GSA Schedule or other government contract. You have many established customers and a host of leads and prospects, but do you have a plan? Will your marketing plan capture immediate sales and also sustain business for the next 3 to 5 years?
How will you guarantee and provide a pipeline of steady business?
This workshop will help you prepare a specific government marketing plan, design promotional and advertising materials and create a step-by-step “battle plan” to secure more business.
We will provide valuable checklists and templates.
Fedmarket.com’s workshop will also cover crucial ethical concepts and dispel many myths regarding selling and marketing to the government.
The Speaker
Phillip Callahan of Vertrag Government Consultancy has, for the past thirty years or more, helped small and large businesses secure more than 200 contracts with the federal government. Vertrag has provided speakers for numerous national industry events including IFMA World Workplace, NEOCON, the GSA Expo, CSI CONSTRUCT, the AIA and ASID. Significant Vertrag projects include the design and installation of the first “open-office” plan in the Pentagon; the project management and renovation master plan for a major “big-box” retailer and numerous interior; and exterior renovations for the US Navy, HUD, the IRS and the Veterans Administration. Phillip brings a clear, common sense approach to the presentation while helping to clarify government procedures and demystify the procurement process.
“One of the biggest mistakes I made prior to receiving my GSA schedule approval was waiting to sell and market to my government customers. I lost valuable time during approval period, when I should have been prospecting, pre-selling and bidding on projects. Don’t make the same mistake. Take this class at the Federal Sales Academy and you’ll have customers ready to buy on the first day of your award. You’ll save yourself about six months of floundering.”
-- Philip Callahan, Vertrag
CONTENTS:
Pre-Marketing
Government Marketing Plan
Mission Statements
Situation Analysis
The Market: Needs, Demographics, Trends, Growth, Direct / Indirect Competition
Company: Product / Service Offerings, Positioning
SWOT Strengths, Weaknesses, Opportunity, Threats
Strategy: Value Proposition, Pricing
Objectives: Financial, Target Markets
Branding: Promotion, Advertising, Public Relations
Implementation
Printed Collateral
Tri-Folds
Post Cards
Company History Binder
Electronic Collateral
CDs
Web site
Past Performance Presentation
General
Project Specific
Project References
RFQ Requirements
Report Cards
Leads /Pipeline
Mailing Lists
Referrals
FedBizOps – Interested Vendor
Trade Shows
GSA Expo - April FOSE Expo – IT in April
SBA Tabletops
Base / Agency Industry Days
Government Publications
GSA Marketing Tips
Base/ Agency Daily Bulletins
Web Site Links
Federal Marketing Protocol
Ethics
Gratuities
Entertainment
Samples
Literature
Seminars (Lunch + Learn)
Contract Add-ons
No-charge Items
Relatives
FOIA
Meetings / Contacts
Appointments
Cold-Calls
Security / Background Checks
Documentation / Paper Trail
E-Mail
Handout CD Tools and Templates:
Government Marketing Plan
Template for a Tri-Fold Brochure
Company History Binder
Past Performance Templates
Typical Past Performance Questionnaires from the Government
Invaluable Links:
Government -Specific Marketing Web sites
Fedmarket.com Free Content and Article Links to “On the Sales Firing Line” and
“Selling to the Government”
Capabilities Presentation -- PowerPoint Template
Cancellations & Rescheduling
Cancellation notification must be received one week prior to the seminar date. Upon notification, your registration fee will be refunded less a $100 non-refundable processing fee. Any cancellations beyond the one week period are non-refundable. You may reschedule at any time. If you reschedule to attend another seminar, we will apply your payment toward your new registration fee. Personnel substitutions may be made at any time. Payment must be received prior to the seminar date. No shows are liable for the full seminar fee and refunds will not be given
