Booz Allen Hamilton

On Using the Federal Media & Marketing Study Dashboard for Strategy Development

In order to understand how federal marketers are using data from the Federal Media & Marketing Study (FMMS) dashboard first-hand, Market Connections president, Aaron Heffron recently reached out to Sarah Kemple, Director of Brand at Booz Allen Hamilton, a long-time FMMS user, on how teams at Booz Allen are using the full set of data for their procurement, business development (BD) and marketing strategies.

Watch the interview video or read the Q&A below for more details.

AH: Sarah, you’ve been a long-time user of the FMMS data… that we’ve been doing for the past 10 years. You all use it on a regular basis within the brand area. Can you tell me how you use the data and how it’s useful for you?

SK: Absolutely! One of my jobs as brand director is really helping the marketing leads understand their audience better, get better insights, and figure out where best to put their tactics and so… there’s a number of ways that we use that.

In particular, what I’m really working on right now is developing our personas. We have a number of buyer personas that we have developed with federal government and really what’s interesting is to understand behaviors and where they start to differ based on who they are and where they play in terms of the procurement process…

So what I like about the dashboard is you can really hone in and say, “Listen I want to look at somebody in defense who’s role is really more about being a contracting officer in procurement,” and you can look at their patterns of behavior versus maybe someone who’s more senior level in the decision process like a senior executive… You do start seeing trends about who’s more engaged on podcasts and who might be more engaged on conferences and webinars and you do start seeing certain differences about whom you’re engaging…

We use that information then, to work with different teams. For example, we’re working with our BD team and they’re starting to figure out maybe there’s a particular procurement and they’re trying to figure out what tactics they need to take. It helps them determine where they want to go, what kinds of digital engagements might be right or what types of pubs they’re interested in, based on the types of people they’re looking to target… So, it does give us some great information on what content to do across that buyer journey and what are the more effective publications for a particular group.

AH: That’s one of the main reasons we started this so many years ago is that, often people had a blanket approach in the federal space…you know, just kind of did it… the same thing across everyone. You kind of knew in your gut there were some differences in there, but you couldn’t really point to it and make that kind of justified case that, “Hey I need to do things a little differently for one group versus the other.”

Beyond brand, are there other areas or other groups within BAH that seem to be using this information or this data?

SK: Well, as I said before… so there’s the BD team, we use the tool working with them, we collaborate with them to help them figure out different strategies. Our content team, also the same thing. They’re going to look at different ways that they can engage, what kind of content they should be developing, and for whom.

We like to be focused with our budget, you know, nobody has money to waste. You want to make sure you’re really choosing the right avenue and the right people. And so wherever anyone across the firm is looking to do certain kinds of engagement, we like to partner with them to really help them understand that market space and really hone in as much as they can on who they’re trying to talk to, because there definitely are a lot of differences. Particularly when you start getting down to the civil level, there are so many different nuances there, so it really does help to have something help you target those nuances.

AH: Yea, certainly get the biggest bang for your buck. You know, everyone is dealing with limited resources, so you want to apply those in the best way you can.

SK: Absolutely, especially now with everything being a little different.

AH: Yeah, that is the understatement! And with that… I want to just thank you… for jumping on…I really appreciate your time.

SK: Anytime! Thank you and thank you for the dashboard.

AH: My pleasure.

About the Federal Media & Marketing Study:

For over 10 years, Market Connections has provided the federal marketing community with insights around the media and marketing habits of federal employees. The latest release of the Federal Media & Marketing Study on-demand overview is just the tip of the iceberg. We remind the federal marketing community that beyond the overview, lies a robust database filled with three year’s worth of data that can be sliced and diced by specific target audiences such as agency type, agency, job role, product category and location.

Learn more about the study, purchase the overview or subscribe to the dashboard.

Congratulations to clients and friends, Booz Allen Hamilton and Leidos, for being named among the top 100 of Forbes’ first-ever ranking of America’s best employers for women.

The overall list consists of 300 employers that received the most recommendations and boasted the most gender diverse boards and executives as identified by over 40,000 Americans, including 25,000 women working for large companies.

Respondents were asked to rate their organizations on criteria such as working conditions, diversity and how likely they’d be to recommend their employer to others. Female respondents were further asked to rate employers on parental leave, discrimination and pay equity and were also asked to nominate organizations other than their own.

This brings up serious questions on diversity and inclusion in the federal contracting workforce.

  • How would your organization measure up?
  • Are all segments of your workforce satisfied with their work environment, benefits, development and growth potential?
  • Do they feel your workplace is equitable for ALL employees?
  • And, ultimately, why weren’t more federal contractors among the top 100?

Our work in the past surveying and interviewing employees has been among the most rewarding for both us and our clients. Third party research can provide deep insights into employee satisfaction within your organization, solicit honest feedback to identify what is important to employees and offer suggested areas of improvement that can boost staff morale and improve employee retention. A small investment in research can offset larger costs caused by employee turnover.

Learn how research can support your organization.

See Forbes’ full list of best employers for women.


Market Connections congratulates Booz Allen Hamilton for being selected the first prime contractor of the next chapter of Department of Homeland Security’s (DHS) government-wide Continuous Diagnostics and Mitigation (CDM) program. This $621 million award is for a six-year task order to monitor and protect federal networks under the Dynamic and Evolving Federal Enterprise Network Defense (DEFEND) Program.

For two years, Booz Allen hast supported the DHS CDM efforts, helping 13 agencies deploy cybersecurity tools to better protect four million computers. CDM DEFEND expands capabilities of the CDM Program to include: cybersecurity coverage for cloud and mobile devices; automated capabilities for incident response and system compliance; enhanced protection of data at rest and in transit; and improved user management. 

“The cybersecurity threats facing government agencies today are growing increasingly dynamic and sophisticated, making them more challenging to defend against,” said Senior Vice President and Leader of Booz Allen’s Civil cyber business, Brad Madeiry. “We are well positioned to help in this fight, applying experiences that our analysts, threat hunters and engineers gain by working on the cutting edge of cybersecurity. We are embedded in the nation’s most important missions and will continue to help drive toward innovative solutions like CDM to make the world a safer place in the face of ever-evolving cyber threats.”

Read Booz Allen Hamilton’s original press release.

Learn more about Market Connections research projects for Booz Allen Hamilton.

Welcome to the inaugural Monday Morning News Kick Off post from the FedPulse blog. For anyone working in the government sector – whether as a contractor or as a federal employee – knowledge really is power.  And, the more we arm ourselves with the right information, the better we will perform professionally.   As such, each week, we will pull together all of the actionable news you need to kick start the workweek.  Happy Monday!

House Approves Bill to Boost Cybersecurity Research

On Friday, the House approved the Cybersecurity Enhancement Act of 2011, a bill to increase education, research, and development to confront cyberthreats.

GSA Tool Lets People Verify Genuine Federal Social Media Accounts

The General Services Administration (GSA) has created a new tool for federal agencies to verify social media accounts, as well as provided verification for citizens to determine which government accounts are authentic.

Departing Lockheed Martin CEO Notes Long-Term Pressures Facing the Defense Industry

Lockheed Martin Chief Executive Bob Stevens announced plans to step down last week, and noted the long-term pressure that the defense sector will be facing.

Government to Pay Contractor Executives More

The governmentis raising the cap on what it pays contractors’ top five executives to $723,029, a 10 percent increase.

Northrop Grumman Wins U.S. Air Force Electronic Attack Pod Upgrade Program

The U.S. Air Force has awarded Northrop Grumman Corporation a $52.8 million, 27-month engineering and manufacturing development contract to upgrade its electronic attack (EA) pods.

The Top Five Employers for Veterans

Booz Allen Hamilton employs the greatest number of former military service members in skilled labor positions.

BAE Systems Opens New Manufacturing Facility in Austin

BAE Systems has completed construction of the company’s new state-of-the-art manufacturing center in Austin, Texas,

MorganFranklin Supports Small-Business Development with Participation in DHS Mentor-Protégé Program

Following the completion of a successful multi-year mentor-protégé partnership with a small business, MorganFranklin is expanding its involvement in the Department of Homeland Security’s (DHS) Mentor-Protégé program to include relationships with multiple small businesses that provide cutting-edge technology and capabilities that address some of the biggest challenges facing government agencies today.

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