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Leveraging Marketing and Branding Strategies for GovCon Contract Wins
GovCon firms are gearing up for the next 45 days, knowing that this crucial period will set the tone for their business over the next two to three years. This is the time when contracts are won and scaling to meet those contracts begins, making it a pivotal time for these companies.
While winning contracts is a big deal for the bottom line, many GovCon companies miss out on leveraging these wins for higher profiles, improved brand credibility, and accelerated revenue and growth. Marketing and branding strategies play a crucial role in maximizing the impact of contract wins, as highlighted by Geiger Consulting Group founder Stephanie Geiger.
One example of a company that effectively leveraged a contract win is Minnesota-based Agiliti, which secured a $491 million contract in 2022. The company’s strategic approach to marketing and branding helped create market differentiation and attract media coverage, enhancing its brand credibility and visibility.
Marketing expert Mark Amtower emphasizes the importance of using contract wins as opportunities to showcase a company’s people, processes, and technologies through various channels such as social media, webinars, and press coverage.
In addition to winning contracts, completing them successfully is equally important for demonstrating a company’s value to taxpayers and the government. Geiger suggests promoting completed contracts through case studies and other collateral to highlight the value generated for stakeholders.
Human Resources departments can also play a role in marketing and branding strategies, as demonstrated by Peraton’s approach to college recruiting. By aligning with universities that offer relevant programs and engaging with students through events and social media, Peraton effectively attracts top talent and enhances its brand reputation.
Understanding and complying with government regulations can give companies a competitive edge in the marketplace, as demonstrated by CyberRx founder Ola Sage. By differentiating her company through thought leadership, webinars, and conference participation, Sage has positioned CyberRx as a trusted partner for defense contractors seeking CMMC certification.
Ultimately, turning everyday work into valuable insights and leveraging them for marketing and branding purposes can help GovCon firms secure bigger and better contracts. By telling compelling stories, showcasing expertise, and building relationships with stakeholders, these companies can set themselves up for long-term success in the government contracting industry.
