White House

It’s Not Too Late to Align Your Marketing with the New Administration — But the Clock Is Ticking.

On his first day in office, President Trump signed an executive order renaming the United States Digital Service to the United States DOGE Service – the Department of Government Efficiency – directed by Elon Musk. The order also charges each federal agency to create a “DOGE Team” that may include a team leader, engineer, human resources specialist and attorney to help facilitate the DOGE agenda.

And just in case you think this is classic Trump-speak, consider that Elon Musk is openly bragging about sleeping in the DOGE offices as he works to gain control over the federal government.

So, if you are one of the tens of thousands of small, medium and large businesses competing for government contracts that last year nearly reached the $1 trillion mark, you cannot afford to ignore the government’s new requirement for more efficiency and effectiveness.

Ask Yourself the Hard Questions and Do the Hard Work

Are your current brand positioning, messaging and marketing strategies helping you – or holding you back – from building better awareness and relationships with the key audiences who control Fed and SLED bids and contracts?

It is a huge challenge, but for those who act quickly, the new rules also spell new opportunities for organizations that accept the challenge. On a high level, companies need to adapt to DOGE’s efficiency mandates, leverage their strategic planning, enhance brand positioning and marketing, form strategic partnerships and prepare for increased competition.

For marketing teams, this means focusing on strategies and tactics that align with the DOGE mandate:

Build a Strong Digital Presence

  • Search Engine Optimization (SEO): Optimize your website with relevant keywords to ensure it ranks high in search results when government officials look for contractors. Focus on long-tail keywords specific to agency needs.
  • Pay-Per-Click (PPC) Advertising: Use targeted ads to appear at the top of search results, ensuring visibility to decision-makers during high-intent searches.
  • Dedicated Government Sales Pages: Create web pages specifically tailored to government clients, showcasing your capabilities and past performance in a clear and accessible manner.

Leverage Content Marketing and Thought Leadership

  • Marketing Materials: Develop white papers, case studies, and webinars that address government challenges and showcase your expertise. This positions your company as a credible and innovative partner.
  • Message Alignment: Align your messaging with government priorities, such as solving specific agency challenges or supporting initiatives like sustainability or technology modernization.

Engage in Targeted Outreach

  • Audience Segmentation: Use audience segmentation to identify key decision-makers within agencies and tailor your outreach efforts through email campaigns, LinkedIn, or direct engagement.
  • Relationship Building: Build relationships with agencies early, even before bids are announced, to establish trust and familiarity with your brand.

Highlight Innovation and Past Success

  • Proven Value: Showcase how your solutions are innovative and have delivered measurable value to other government clients. This can be done through testimonials, case studies, or highlighting successful projects.

Develop Strategic Partnerships

  • Collaboration and Teamwork: Collaborate with other contractors or businesses to expand your capabilities and present comprehensive solutions that meet complex government requirements.

Craft a Compelling Capabilities Statement

  • Showing AND Telling: Create a concise document that outlines your core competencies, past performance, and how your services align with specific agency missions. This is often a critical tool for initial engagement with government buyers.

At Sweeney, our priority mission is to help companies win government contracts by building a strong digital presence, leveraging content, establishing thought leadership, documenting success stories, developing strategic partnerships and engaging in targeted outreach with traditional and social media.

Call or email us today for a no-cost introductory/discovery meeting with our advanced government marketing team to learn how we can supercharge your marketing efforts.

 

Jim Sweeney

CEO & COO

Jim is a veteran of the agency industry and the founder of Sweeney. He is uncommonly passionate about the idea of creating and implementing insanely great marketing campaigns that achieve insanely great results. He pioneered the full-service, full-circle agency model and continues to forge new ideas in an ever-changing industry. And he is accessible to everyone about anything, seemingly all the time, serving as a mentor to all agency personnel and clients.