Branding and Government Contractors

At last week’s Market Chat Live! event by Government Marketing University, Connie Sayers, President of Government Executive Media Group provided some keen insights and best practices around account-based marketing in the public-sector market. One recommendation around ABM: in order to differentiate yourself from other contractors, create key messaging geared to specific agencies you are targeting. In a crowded federal IT market, Sayers shared that as many as 52 government contractors distinguish themselves as specialists in digital transformation!

differentiateIn this example, with so many contractors all focused on one topic area, how does one contractor set themselves apart from the rest? As a digital transformation service provider, how do you make yourself more attractive to federal IT decision-makers than the other fifty-plus contractors?

We couldn’t have scheduled our upcoming webinar on marketing and messaging differentiation in the federal IT marketplace any better!

According to our recent Federal Government Contractor Study in partnership with Merritt Group and Professional Services Council, contractors with lower win rates admitted to their struggle to differentiate themselves on a factor beyond price. What does this mean? To win, it’s key to differentiate on other factors. Contractors should focus on messaging where they alone can put a stake in the ground. However, we’re finding more and more that not only are contractors finding this difficult, but it’s also not being readily done as one would think.

In fact, we are being asked by our clients more than ever to help, leading us to scan and assess the market. How well are the leading contractors differentiating themselves?

Join us October 17 for a complimentary webinar where together with Boscobel Communications CEO, Joyce Boscobel, we’ll share findings from recent analyses of top government contractors. Together we’ll reveal how they are (or are not) differentiating themselves with respect to messaging, imagery, taglines and branding and share some best practices for setting your organization apart and positioning yourself as a market leader.

Register today.

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