what is opportunity-based marketing?

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

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“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


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


• 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


• 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


• 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


• 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


“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


• Contract microsites

• Team-specific logos

• Fact sheets

• Customer awards and case studies

• Presentations

• Conference graphics

• Co-branded team advertising

• Recruitment advertising


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


Benefits of Opportunity-based

Marketing


• 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



“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

[email protected]

@boscobuzz

FedBizBeat

For more information

contactJoyce

Bosc

16Copyright 2015 Company Confidential

mailto:[email protected]

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

http://boscobel.com/white_paper/connecting_with_government_customers_in_an_era_of_event_and_travel_restrict

http://boscobel.com/white_paper/aligning_marketing_and_business_development_for_federal_success

http://boscobel.com/white_paper/creating_a_reporter_friendly_website