Fortunately for federal sector marketers, the U.S. General Services Administration (GSA) has made it simpler to understand what federal agencies can utilize to reach constituents online and therefore what government agencies should be able to see when it comes to online content.

Apps.gov is an online resource for government employees that provides guidance and access to available solutions under the government’s new cloud computing initiative. Listed are business, productivity, and social media applications that government agencies can use to carry out their own communication activities. What this means to companies looking to market to the government is that the social media services listed are most likely (but not always) the types of platforms that government decision makers will be able to view behind government firewalls. Companies looking to reach government audiences online should check apps.gov to get an idea of what the government is using to reach constituents to effectively develop digital assets and tools for government stakeholders.

Not all government agencies may utilize or have need for all the resources listed on apps.gov. Each individual government agency must use these tools in accordance with its own policies, procedures and other federal mandates. Nonetheless, apps.gov is a valuable information resource for federal sector marketers and communicators.

Interested in getting your company’s services on Apps.gov? Check out the Vendor FAQ to learn more.

Colleen’s writings on this site are her own and do not represent the viewpoints of Ogilvy Public Relations, its clients or the other writers for this site.

• 10 February 2012 : Doing It Right & Doing It Wrong
• 9 February 2012 : 5 Ways that Bloggers Are Like the Cool Kids in High School
• 8 February 2012 : Drop the Salesman Mentality
• 7 February 2012 : Giant PR Lessons from the Super Bowl Champions
• 6 February 2012 : Video: Job Interview Conversations That Should Be Had

This is not a post on how to get on a GSA schedule or how to navigate the government contracting process. This is a post on five things to consider to effectively position a company in front of government agencies to win business:

1.The government market is highly segmented. Some companies approach marketing and communicating to the government as if “the government” is a single entity. The reality of it is that each government agency has its own challenges and mission requirements that need to be addressed. A one-sized fits all approach in the federal sector will not get you very far. Instead, it is better to target a specific agency or agencies for your products and services, presenting a customized solution for their needs.

2. Research is your friend. Figuring out which agencies to target should be a function of researching the proposed opportunities over the short-term (12 months) and long-term (24-36 months).  This means a great deal of planning must go into a communications and marketing plan. FedBizOps is a good resource to begin looking for opportunities. Also take a look at recent congressional testimony from agency leaders and stakeholders. This will provide you insight into current and upcoming initiatives. Individual government agencies also provide an executive summary of their budget allocation goals and programs. This will help you identify the appropriate government agencies to target with your communications strategy.

3. Integrate your approach. Once you identify specific agencies/opportunities, raising a company’s awareness and demonstrating value in the federal sector means using myriad marketing and communication strategies and tools. All marketing and communication initiatives should be mapped back to the business development process. Ongoing media relations, white papers, case studies, SEM campaigns, podcasts, video, customized collateral, testimonials, microsites aimed at the federal sector, WoM, demonstrations, interactive displays (at shows), events, advertising, etc. are all ways to effectively communicate to the government sector.

4. Get in front of them. Face-to-face communications is still a popular and effective method for companies to reach government stakeholders. Individual agencies also may host specific events. It’s also not unusual for companies host their own federal sector conferences to showcase new and existing products and services. Networking and being present at as many events, seminars and training that is possible and allows vendors will keep a company top-of-mind and demonstrate industry leadership.

5. Be bold. Companies that successfully position themselves in front of the government are proactive and engaged with the challenges that are facing the federal sector. Resting on laurels will not get business.

Effectively communicating and marketing to the government is no different than marketing to any other sector. The right approach, understanding, and addressing the specific needs of agencies will keep a company top-of-mind among government stakeholders. What other things should companies consider when seeking to reach a government market?

Colleen’s writings on this site are her own and do not represent the viewpoints of Ogilvy Public Relations, its clients or the other writers for this site.

• 10 February 2012 : Doing It Right & Doing It Wrong
• 9 February 2012 : 5 Ways that Bloggers Are Like the Cool Kids in High School
• 8 February 2012 : Drop the Salesman Mentality
• 7 February 2012 : Giant PR Lessons from the Super Bowl Champions
• 6 February 2012 : Video: Job Interview Conversations That Should Be Had