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MARKETING
By Molly K. Gimmel & Diana Dibble Kurcfeld
F
or many months following the fiscal year primary marketing strategy. This is particularly
start, many agencies have been working important for small businesses who think
under Continuing Resolutions (CRs). Hope- that once they get their GSA Schedule or
fully, by the time this article is published, their 8(a) certification, they will automatically get
budgets should be approved. As a result, many contracts.
agencies have delayed issuing solicitations for
new requirements, which means that the ma- Government personnel want to do business
jority of each agency’s budget will probably be with people they know and trust. For the last
spent in the last six months of the fiscal year several months, you should have been setting
(from April through September). up meetings with agency personnel and
attending government and industry events so
In October, we wrote about planning and people get to know your organization. These
relationship building, which is an activity that activities demonstrate your commitment to
generally takes place during the first quarter of doing business with the government. The more
the government’s fiscal year. The table below effort you put into developing the relationships
depicts the typical activities that take place up front, the more likely your chances of being
in each quarter. Now that the third quarter successful.
is beginning, the marketing activities you’ve
been working on will come to fruition when Marketing is an on-going, never-ending
the government begins releasing Requests for process in government contracting. It is
Proposals (RFPs) for the opportunities you’ve essential that a company is filling their pipeline
been following.
Q1 Q2 Q3 Q4
OCT – DEC JAN - MAR APR - JUN JUL - SEP
Planning/
Agency budgets
Relationship building
finalized/
Agencies begin End of year spending &
Marketing intensifies
releasing RFPs proposal madness
Government contracting is not a static with pre-marketed opportunities. The most
environment. It’s rare that a contracting officer common reasons are: 1) you have a better
or program manager will pick up the phone chance of winning something you have pre-
and ask you if you’re interested in a contract. marketed; 2) new opportunities (prime and
Even if they do this occasionally, we don’t sub) may present themselves while you are
recommend waiting for these calls as your marketing other ones; 3) the procurement may
0 ThinkBusiness Click Here for Table of Contents April 2009 1
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