This two hour class will walk participants through the basic steps they can take to make thier business more attractive to the Prime contractors as well as to the Federal government. There is not one silver bullet, but by deploying a variety of strategies to the business, companies can set themselves apart and be viable players in a competitive marketplace. Jennifer Schaus, oversees the business and provides consulting on GSA Schedule matters, federal business development and marketing at JSchaus & Associates. With 20 years of experience, Jennifer is a well known speaker at many events in Northern Virginia and the DC region and sits on the board of directors for GovLish, LLC and the National Military Intelligence Association (NMIA).

1. Marketing Basics:
Attract The Primes
Attract The Federal Government
Jennifer Schaus
hello@jenniferschaus.com
MONDAY FEBRUARY 6, 2023

2. Marketing To The Federal Government hello@JenniferSchaus.com
 About Us
 Marketing Basics
 Best Practices – 101
 Best Practices - 102
 Conclusions

3. Marketing To The Federal Government hello@JenniferSchaus.com
ABOUT US

4. Marketing To The Federal Government hello@JenniferSchaus.com
ABOUT US:
 Washington DC based
 Professional Services for established Federal Contractors
 Market Analysis Reports, Business Development, Proposal Writing
 GSA Schedule
 Events, Conferences, Webinars

5. Marketing To The Federal Government hello@JenniferSchaus.com
ABOUT US:
 Over 500 Complimentary Webinars on our YouTube Channel
 Rules / Regulations: (FAR, DFARS, FAR Supplements, NDAA, etc.)
 Tactical / Strategic: (Sales, Proposal Writing, Pricing, Compliance)
 Department / Agency Overviews & Sales Playbooks:
(Contracts, Subcontracts, Add’l Resources)
https://www.youtube.com/user/Schausjennifer/videos

6. Marketing To The Federal Government hello@JenniferSchaus.com
ABOUT US:
 Events, Conferences, Seminars
(Quarterly networking events at The Kennedy Center)
 Newsletter – 24K+ Federal Contractor Subscribers
(Advertising options available)

8. JSchaus & Associates – Washington DC – hello@JenniferSchaus.com
TOP 40 FEDERAL CONTRACTORS & OUR SCHEDULE:
SIGN UP: https://www.JenniferSchaus.com/top40
1 – Lockheed Martin – FEB 8
2 – Raytheon - FEB 15
3 – General Dynamics FEB 22
4 – Boeing – MAR 1
5 – Northrop Grumman - MAR 8
6 – Pfizer – MAR 15
7 – McKesson – MAR 22
8 – Leidos Holdings – MAR 29
9 – Electric Boat – APR 5
10 – Triwest Healthcare – APR 12
11 – Honeywell International – APR 19
12 – L3Harris Technologies – APR 26
13 – Booz Allen Hamilton Holding – MAY 3
14 – Huntington Ingalls Industries – MAY 10
15 – Humana – MAY 17
16 – National Technology & Engineering Solutions of Sandi – MAY 24
17 – Amentum Government Services Holdings – MAY 31
18 – Consolidated Nuclear Security - JUN 7
19 – Flour – JUN 14
20 – BAE Systems – JUN 21

9. JSchaus & Associates – Washington DC – hello@JenniferSchaus.com
21 – Batttelle Memorial – JUN 28
22 – Sikorsky Aircraft – JUL 12
23 – Ads Tactical – JUL 19
24 – Atlantic Diving Supply – JUL 26
25 – Jacobs Engineering – AUG 2
26 – Space Exploration Technologies – AUG 9
27 – Veritas Capital Fund Management – AUG 16
28 – Lawrence Livermore National Security – AUG 23
29 – Triad National Security – AUG 30
30 – California Institute of Technology – SEP 6
31 – KBR – SEP 13
32 – UT-Battelle – SEP 20
33 – Caddell Construction – SEP 27
34 – National Steel and Shipbuilding – OCT 4
35 – Modernatx – OCT 11
36 – Merck & CO – OCT 18
37 – CACI International – OCT 25
38 – Okinawa Idemistu – NOV 1
39 – Hensel Phelps Construction – NOV 8
40 – Glaxo Smith Kline – NOV 15
TOP 40 FEDERAL CONTRACTORS & OUR SCHEDULE:
SIGN UP: https://www.JenniferSchaus.com/top40

10. Subcontracting: Top To Bottom – FEBRUARY 1, 2023
J SCHAUS & ASSOCIATES – Washington DC
hello@JenniferSchaus.com

11. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS

12. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
SPOILER ALERT

13. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
NO SILVER BULLET!

14. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
There are a lot of actions that can be taken to
add muscle to your marketing efforts
and
enhance your chances of winning.
The federal government & Primes are RISK AVERSE,
so you want to give them confidence to work with YOU / your company.

15. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
HOW?
Credible company – complete registrations (SAM.gov and Prime website)
Build trust / relationship
Past Performance
Contract vehicles – demonstrate vetting
Easy to find, easy to contact, easy to understand what you do
Known entity

16. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
mar·ket·ing
[ˈmärkədiNG]
NOUN
1. The activity or business of promoting and selling products or services,
including market research and advertising

17. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
FAR Part 10 - Market Research
Federal Acquisition Regulations
https://www.youtube.com/watch?v=J3T5qmZZ17c&t=11s
DFARS Part 210 – Market Research
Defense Federal Acquisition Regulations
https://www.youtube.com/watch?v=bzOuRFMWaCU
FEDERAL
RULES ON
HOW GOVT
MUST CONDUCT
ITS RESEARCH

18. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 Marketing is a process and goes hand-in-hand with:
 Market Research;
 Advertising – (includes digital)
 Business Development;
 Sales

19. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 US Federal market is UNIQUE
 Public data available to EVERYONE
 EASY to conduct MARKET RESEARCH
(SAM.gov, FPDS.gov, USAspending.gov as well as data aggregators)

20. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 Use the data!!!
 Reverse engineer the sales process
 Identify your customer, how they purchase (contract vehicles) when they purchase,
SBA Scorecard info
 Identify top vendors within Department/Agency/Bureau for subcontracting opps
 Review hourly rates and product prices for competitive analysis

21. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS

22. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 Use your related past performance
 Tailor your Capability Statement
 Write a white paper or sponsored content, create videos, speak at a conference
 Be a leader in your industry (associations, etc)

23. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
PAST PROCUREMENT AND ACQUISITON FORECAST
DATA POINTS – PUBLICLY AVAILABLE -
THIS IS NOT AN INCLUSIVE LIST
Incumbent Name
Contract Value $$$
Contract Type
Contract Date /Expiration
Set Aside
Contracting Officer - POC
NAICS Code / PSC Code
# of Bidders
Location / Place of Performance

24. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS

25. Marketing To The Federal Government hello@JenniferSchaus.com

26. Marketing To The Federal Government hello@JenniferSchaus.com
MARKETING BASICS
 Market to the SPECIFIC OPPORTUNITY
 Suggest 12-24 months out
 Be good at what you do – focus / specialize!
 Provide value

27. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

28. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101
 Website – Government specific?
 Auto-signature / Email
 Linkedin Business profile
 Business Card
 Capability Statement(s) – BASIC & TAILORED!

29. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101
 Company Name & Logo
 Easy to find your email / phone # - Government Division
 Contract Vehicles
 Set-Aside Designations
 NAICS – What do you do?

30. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101
 Be professional (attire, handshake, quality business card)
 Networking:
(Events, Conferences, Seminars)
 Relationships:
Industry Partners, Industry Advocates/Assn, Prime/Sub, Direct to the Government,

31. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

32. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

33. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

34. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

35. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

36. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

37. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 101

38. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 102

39. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 102
Leveraging Contract Vehicles
Mechanisms by which the FED GOV can procure from you
NOT something to lead with
Lead with CAPABILITIES

40. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 102
Based on Past Performance & Pricing
(typically more mature companies)
GSA Schedule
NASA SEWP
Navy Seaport-E
DHS Eagle
Based on demographic info
(typically a fist certification to get)
8(a)
WOSB
VOSB
HUBZone

41. Marketing To The Federal Government hello@JenniferSchaus.com
BEST PRACTICES - 102
Other Marketing Considerations
Relationships
Past Performance & Qualifications
Value – coming & going (especially with the Prime!)
Pricing (Primes will dictate)
Pricing (research!)

42. Marketing To The Federal Government hello@JenniferSchaus.com
CONCLUSIONS

43. Marketing To The Federal Government hello@JenniferSchaus.com
CONCLUSIONS
 Narrow your offering / value
 Use the data to narrow your focus
 Learn everything about your customer
 Contact them ONLY after you have your ducks in a row
 Market to the opportunity (be specific)

44. Subcontracting: Top To Bottom – FEBRUARY 1, 2023
J SCHAUS & ASSOCIATES – Washington DC
hello@JenniferSchaus.com

45. Thank You For Attending
Jennifer Schaus
hello@jenniferschaus.com
Monday February 6, 2023