Utilizing New Media is Key in Successful Federal Procurements -
5/4/2009 10:42:18 AM
The Borenstein Group and LSI, Inc. Release Position Paper on the New Communications Formula for Companies Seeking to Win Government Contracts
FAIRFAX, Va.--(BUSINESS WIRE)--What does it take to successfully compete for and obtain a government contract in today's market? Contrary to popular belief, businesses no longer have to be inside the Washington beltway or huge conglomerates to successfully attract and win government business. The changing communications landscape has leveled the playing field allowing companies of all sizes to effectively position their products and services in the government marketplace.
A new position paper released today by Gal S. Borenstein and Christopher B. Coyle, two veteran business-to-government marketing executives, discusses the “new rules” of engagement and addresses what innovative marketing, communications and advertising strategies can help companies looking to increase their effectiveness in winning government business. “The New Rules of Winning in The Public Sector: Strategic Procurement Positioning” examines the unique, new challenges now facing companies in a rapidly changing world of procurement rules and marketing survival. The authors suggest communication strategies that can produce scalable results for the largest contractors to new market entrants.
“The old ways of winning are not over, they are just changing,” says co-author and Vice President, of LSI, Inc. Christopher B. Coyle. “We are not suggesting companies throw out their tried and true solutions. Rather, we are encouraging companies to refocus their resources and devote time to honing their win strategy and competitive positioning to build a comprehensive ‘procurement campaign.’ This means leveraging all the new channels of communication to showcase their capabilities in more interactive, real-time forums that engage government decision makers long before the request for proposal is drafted.”
Borenstein and Coyle identify three challenges that companies seeking to successfully market to the government must address in order to win. First, a company must take the time and devote the resources to find out how they are perceived (if at all) in their targeted federal sector. Second, companies need to develop strategic messaging and more importantly, relevant content that can be deployed across various digital media outlets (to include social networks, twitter, and blogs) as well as via traditional outreach methods (media relations, advertising and printed collateral) to demonstrate its unique value proposition. Finally, companies must devote time to developing a brand that translates well online as well as offline and reflects the true core values of a company, its products and/or its services. The authors point out that such integrated campaigns provide a focus, framework and theme for the entire business development campaign.
“Too many companies are resting on their laurels when it comes to how they go after and respond to government proposals,” says co-author and CEO Gal S. Borenstein, of The Borenstein Group, an integrated marketing and communications firm that specializes in business-to-government campaigns. “Over the last 20 months, we have seen an increase in companies' use of digital strategies to include social media, UX Web sites, interactive demonstrations as well as the traditional relationship tactics and thought leadership activities to attract and demonstrate their unique value proposition to a government agency. Successful companies are adapting their entire communications strategy including adjusting marketing, public relations and advertising activities to ensure that they engage government stakeholders before and throughout the entire proposal process.”
To download a free copy of this position paper, please click here.
For more information on LSI, Inc. please visit: http://www.lsiwins.com.
For more information on The Borenstein Group, please visit: http://www.borensteingroup.com.
About The Borenstein Group
The Borenstein Group, Inc. is an integrated branding, marketing communications, advertising, and public relations agency that specializes in serving the strategic needs of market leaders in the business-to-business and business-to-government sectors. Its sector specialty areas include information technology, defense, aerospace, telecommunications, logistics, human capital, and government contractors. With headquarters in Northern Virginia, The Borenstein Group develops, builds, deploys, and maintains business brands in tough-to-crack vertical and horizontal markets through fusion of strategic positioning and effective business communications. To learn more about The Borenstein Group, please visit www.BorensteinGroup.com.
About LSI, Inc.
Since 1972, LSI has provided organizations with business development consulting services focused on winning business in highly competitive environments. LSI focuses on strategic partnerships, assisting clients in all phases of the business development process to increase team efficiency, competitive effectiveness and win rates. LSI adds value to major business development projects from strategy development, process improvement, capture planning and execution, proposal development, subject matter expertise and program support. LSI has ongoing relationships with many of the largest U.S. defense contractors and Fortune 500 companies while providing growth acceleration services to small businesses in the defense and IT markets. For more information, visit www.lsiwins.com.
