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Federal Media & Marketing Study 2021

13th Annual Study On-Demand Release*

Available Thursday, October 21, 9 AM

*Due to COVID-19 and the inability to present results in an in-person breakfast, the 2021 study results are available as an on-demand video and downloadable overview presentation.

PURCHASE ON-DEMAND VIDEO & OVERVIEW

 

ABOUT THE STUDY

In its 13th year, the Federal Media & Marketing Study continues to empower marketers to hone and perfect their strategic marketing campaigns with valuable and reliable data directly from their federal customers. The survey provides key information about the federal audience’s media usage across print, broadcast, social and digital sources. Combining this data with demographics, including job function, location, purchase area and more, marketers have the ability to slice and dice the data and map each to specific media habits, allowing them to target specific audiences.

The survey represents the views of thousands of federal workers in a variety of positions. Whether you are interested in a broad awareness campaign, or a more focused agency-based marketing effort, data from the study can provide you key insights about the media and marketing habits of this tough-to-reach federal market audience.

WHAT TO EXPECT

  • Job Function and Purchase Responsibility – More than 25 different job functions and areas of purchase, by product and service
  • Media Usage – 60+ publications, 100+ websites and mobile sites; 10+ social sites; differences inside vs. outside the Beltway
  • Trusted Content – To what extent do decision makers trust news and information from different media sources?
  • Time Spent Accessing Content – How much time do government employees spend accessing content online, watching TV, listening to the radio and reading e-newsletters?

NEW IN 2021

  • News – Where do federal employees go for breaking and local news?
  • Social Media – Are they using traditionally personal social media outlets for work-related purposes?
  • Virtual Events and Webinars – What are plans for future event attendance and what is the preference when they are hybrid events? Do webinar hosts matter when it comes to what webinars federal employees watch?
  • The Continued Effects of COVID-19 – From media habits to in-person events, what should marketers know to adjust their strategies?
  • Staff and Recruitment – What are agency plans for future staffing?

(more…)

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2021 Content Marketing Review: Reaching the Public Sector

Report Video

 

PURCHASE REPORT & ON-DEMAND VIDEO

ABOUT THE STUDY:

Blogs, white papers, videos, podcasts or reports: public sector decision-makers turn to thought-leading sources like these to inform their buying decisions, learn about new technologies, and gauge vendors. As marketers trying to reach these niche audiences, it’s important for us to know what types of marketing assets they find most useful and influential, what type of information it should contain, and where they go to find it.

Market Connections polled government decision-makers at federal, state and local agencies and with K-12 and higher education institutions around the country to answer these questions with the 2021 Content Marketing Review: Reaching the Public Sector.

Market Connections presents the results of our latest study of the public sector. The report and video provide a review of key findings followed by a panel of public sector experts who will provide further insights, share their best practices and discuss what these results mean for marketers trying to reach FED and SLED audiences.

NEW THIS YEAR:

  • What are best practices for reaching the K-12 and HIGHER EDUCATION audiences?
  • How do public sector decision-makers prefer to receive information since the onset of COVID-19?
  • How often should public sector marketers refresh their content to ensure relevancy?

PRESENTER:

  • Aaron Heffron, President, Market Connections, Inc. 

(L to R) Lou Anne Brossman, Matt Donovan, Chris Parente

PANEL SESSION I – CONTENT CREATORS

Moderated by Lou Anne Brossman, Founder & CEO, Government Marketing University

PANELISTS:

  • Matt Donovan, Senior Vice President, Merritt Group
  • Chris Parente, Founder, StoryTech Consulting

PANEL SESSION II – PUBLIC SECTOR MARKETERS

Moderated by Aaron Heffron

(L to R) Monica Mayk, Betsy Morrow, Preston Smith

PANELISTS:

  • Monica Mayk, Senior Team Lead, Public Sector Marketing, Verizon Business
  • Betsy Morrow, Marketing, Education, Amazon Web Services
  • Preston Smith, US SLED West Marketing Manager, CISCO

 

SPONSORS

Government Marketing University logo

 

 

WEBINAR: How Are Federal Agencies Responding to Recent Cyber-attacks?

Executive Summary Video

Date: Wednesday, March 3
Time: 1:30 PM ET
Cost: Free

With the news being dominated by stories of cyber breaches and attacks, we asked federal IT decision makers to what extent these cyber-attacks have affected their agencies and what are some actions they are taking in response to recent events? To what extent are they doing things different? Will they make significant changes? How will this affect future contracts and requirements?

Join Market Connections and ATARC on March 3 at 1:30 PM (EST) to learn more about how federal agencies are responding to cybersecurity challenges to help you be a better partner and vendor.
(more…)

Federal Media & Marketing Study 2020

2020 Federal Media & Marketing Study

12th Annual Study On-Demand Release*

Thursday, October 29, 9 AM

*Due to COVID-19 and the inability to present results in an in-person breakfast, the 2020 study results are available as an on-demand video and downloadable overview presentation.

PURCHASE ON-DEMAND VIDEO & OVERVIEW

 

ABOUT THE STUDY

In its 12th year, the Federal Media & Marketing Study continues to empower marketers to hone and perfect their strategic marketing campaigns with valuable and reliable data directly from their federal customers. The survey provides key information about the federal audience’s media usage across print, broadcast, social and digital sources. Combining this data with demographics, including job function, location, purchase area and more, marketers have the ability to slice and dice the data and map each to specific media habits, allowing them to target specific audiences.

The survey represents the views of thousands of federal workers in a variety of positions. Whether you are interested in a broad awareness campaign, or a more focused agency-based marketing effort, data from the study can provide you key insights about the media and marketing habits of this tough-to-reach federal market audience.

WHAT TO EXPECT

  • Job Function and Purchase Responsibility – More than 25 different job functions and areas of purchase, by product and service
  • Media Usage – 60+ publications, 100+ websites and mobile sites; 10+ social sites; differences inside vs. outside the Beltway
  • Trusted Content – To what extent do decision makers trust news and information from different media sources?
  • Time Spent Accessing Content – How much time do government employees spend accessing content online, watching TV, listening to the radio and reading e-newsletters?
  • Media Habits of Federal Employees: A Day in the Life – What media sources are federal employees accessing during different parts of their day?

NEW IN 2020

  • The Effects of COVID-19 – From media habits to in-person events, what should marketers know to adjust their strategies?
  • Virtual Events and Webinars – With live events on hold for the time being, when it comes to planning your virtual events, what should you take into consideration? What are feds’ preferences?
  • Teleworking and Commuting – How much are feds teleworking or commuting and how does this change their media habits?
  • Geography – Are there differences among federal employees who live and work in urban, suburban and rural environments?

(more…)

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The Continued Effects of COVID-19 on the Federal Contracting Industry and Your Customer

Results from 2020 Ongoing Covid-19 PulsePolls™

Report Video

In March 2020, Market Connections began fielding ongoing surveys of federal decision-makers, asking how COVID-19 has affected them, their agency and their work environment; how it may impact work-related activities and priorities; and how contractors have, and can, continue to support them.

At the same time, PSC, the premier trade association for federal contractors, began fielding ongoing surveys of member companies, asking how COVID-19 has affected their company and ability to provide service to their federal customers.

Now four months into the pandemic, we review some key questions around COVID-19. Discover how the federal government and industry have reacted and evolved during this time of upheaval.

Read the April 2020 Report

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FIT (Federal IT) Persona Study 2020:

A Deeper Look into Your Government Customer

Report Video

 

The first study release in our new Federal Information Technology (FIT) series designed to help you get closer to your federal technology customer, the FIT Personas Study highlights the different profiles of individuals that influence and make decisions for IT products and services at the federal level.

Personas have been an increasingly popular tool to identify and pinpoint specific personal and professional factors that influence the decision-making process. Combining qualitative and quantitative feedback, these results will help you understand what makes your customer tick, both personally and professionally, and provide you key insights to inform your marketing and business outreach strategy.

 

PURCHASE THE OVERVIEW RESULTS AND VIDEO PRESENTATION

Overview results presentation and video highlight some overall similarities and a few key differences among key personas in Federal IT. The overall data from the survey of 300 federal IT decision-makers and influencers is provided and highlights two personas. ($99)

Purchase Now

 

Purchase the Full Federal IT Personas Bundle

Based on quantitative and qualitative research of the federal market, Market Connections has developed ten (10) federal IT personas from defense and civilian agencies that represent IT product and service purchasing influencers and decision-makers. The personas provide information covering demographics and personality traits, preferences around learning, communication and information gathering, professional motivators and challenges, and values they look for during vendor selection. This bundle includes a download of the overview report and key takeaways. ($495)

Purchase Now

 

Purchase Agency-type Federal IT Personas Bundles (selection: Defense/Civilian)

In addition to the full Federal IT Personas bundle, Market Connections is offering specific defense/civilian agency persona bundles. Representing IT product and service purchasing influencers and decision-makers for each agency type, the report provides information covering demographics and personality traits, preferences around learning, communication and information gathering, professional motivators and challenges, and values they look for during vendor selection for five different persona types. Each bundle includes a download of the overview report and key takeaways. ($349/each)

Purchase Now

 

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How Has Covid-19 Affected Your Federal Customer?

Results from 2020 Ongoing Covid-19 PulsePolls™

Report

Beginning in March 2020, Market Connections began fielding ongoing surveys of federal decision-makers, asking how COVID-19 has affected them, their agency and their work environment; how it may impact work-related activities and priorities; and how contractors have, and can, continue to support them. See the latest results to gain better insights on how it may affect your short- and mid-range planning. Results will be updated on an ongoing basis.

Read the July 2020 Report

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Federal Media & Marketing Study 2019

Infographics Press Release

 

In its 11th year, the Federal Media & Marketing Study continues to empower marketers to hone and perfect their strategic marketing campaigns with valuable and reliable data directly from their federal customers. The survey provides key information about the federal audience’s media usage across print, broadcast, social and digital sources. Combining this data with demographics including: job function, location, purchase area and more, marketers have the ability to slice and dice the data and map each to specific media habits, allowing them to target specific audiences.

The survey represents the views of thousands of federal workers in a variety of positions. Whether you are interested in a broad awareness campaign, or a more focused agency-based marketing effort, data from the study can provide you key insights about the media and marketing habits of this tough-to-reach federal market audience.

WHAT TO EXPECT

  • Job Function and Purchase Responsibility – More than 25 different job functions and areas of purchase, by product and service
  • Media Usage – 60+ publications, 100+ websites and mobile sites; 10+ social sites; differences inside vs. outside the Beltway
  • Trusted Content -To what extent do decision makers trust news and information from different media sources?
  • Time Spent Accessing Content – How much time do government employees spend accessing content online, watching TV, listening to the radio and reading e-newsletters?

NEW IN 2019

  • Beyond Business: Expanded Demographics & Personal Decisions – Marketing to federal employees, means marketing to them as people. What does that look like? What are their personal priorities? Challenges, hopes and dreams? How can this help shape your messaging to them as an individual in addition to their profession?
  • Media Habits of Federal Employees: A Day in the Life – What media sources are federal employees accessing during different parts of their day?
  • Diving Deeper into Webinar & Event Attendance – Will the time of day impact whether they attend? How likely are they to attend and how likely are they to attend in the evening or on weekends?
  • Additional Marketing Tactics – Mobile applications, outdoor advertising and sponsorship: should contractors explore these ways of getting in front of federal audiences?

(more…)

Delivering on Mission? Effects of the 2019 Federal Government Shutdown

Results from the 2019 Partial Federal Shutdown PulsePoll™

Report Press Release

The longest recorded partial federal shutdown to-date is having a major impact on both federal employees and the contractors who serve them. From concerns over funding and ability to meet project goals and timelines to the impact on future recruitment and retainment of a strong workforce, it is no surprise three-quarters of respondents are more concerned with this shutdown than those of the past. Market Connections conducted a PulsePoll™ to gauge how the 2018-2019 shutdown is, or will be affecting the work of federal employees and the contractors who work beside them day-to-day.

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Federal Government Contractor Study 2018

Best BD and Marketing Practices of Winning Contractors

White Paper Report Infographics

In partnership with Merritt Group and Professional Services Council, this national study of federal government contractors focuses on top challenges and best practices of marketing and business development professionals. The study addresses the most effective activities, tools and strategies to remain competitive; the organization, reporting structure and collaboration of BD and marketing departments within an organization; and how contractors are targeting and responding to RFPs with a focus on those contractors with higher win rates. The online survey of 200 federal government contractors was fielded in May 2018.

OBJECTIVES:

  • Identify best practices of winning government contractors
  • Identify challenges of marketing and business development professionals
  • Determine actions to remain competitive in the current federal government market
  • Measure effectiveness of marketing materials, activities and tools
  • Quantify changes in budgets and activities