TL;DR: Sweeney is a full-service government marketing agency helping public agencies and B2G companies build trust, visibility, and results through branding, PR, digital campaigns, thought leadership and more.

We sat down with Rachel Lowe, Senior Account Director and government marketing expert at Sweeney, to get her insights on what makes for successful public sector marketing and how agencies like ours support government-focused clients.

What defines an agency as “government marketing experts”?

For us, it’s all about experience. Clients hire us for our marketing expertise, but they also want to know that we understand their world. We show them who we work with:

• Government agencies at all levels (federal, state, local, and education)

• Public programs and initiatives

• Nonprofits and public-private partnerships

• B2B and B2C companies marketing to government (B2G) as primes or subs

• Sectors including defense, health and human services, education, aerospace, environment, and public safety

We understand public accountability, complex decision-making structures, and compliance requirements because we’ve lived them.

Who are some of your government clients?

Our experience spans a wide range of public sector organizations and contractors, including:

• BAE Systems

• MMI Textiles

• Conduent

• Talend

• Contemporaries

• eSimplicity

• EasyVote

• City of Henderson

• MOTTEP

• Commonwealth Savers

We support both government agencies directly and private companies looking to sell into the public sector.

What marketing services are government clients typically seeking?

It depends on where they are in their journey. Some start at the beginning, needing foundational research, branding and planning. Others need help executing programs or campaigns already in motion. Services include:

• Research and audience segmentation

• Brand strategy and messaging

• Content strategy and creation

• PR and thought leadership

• Creative and video production

• Traditional and digital advertising

• Lead and demand generation

• Website and landing page development

• Employee and stakeholder communications

• Campaign and project analytics

• Community engagement and outreach

• Crisis communication and rapid response

How do you help private businesses market to government agencies?

Companies looking to initiate or grow relationships with government buyers often turn to us for both strategy and execution. We typically support by:

• Conducting internal and external research

• Developing brand identity and messaging tailored to public sector buyers

• Building strategic marketing plans

• Launching campaigns that:

  • Translate complex solutions into clear value

  • Increase visibility with procurement officers and decision-makers

  • Position executives as thought leaders

  • Drive media coverage

  • Support RFP positioning

We also analyze campaign performance and optimize as needed.

What makes Sweeney different from other public sector marketing firms?

We combine the strategic depth of a consultancy with the creative power of a full-service agency. Key differentiators:

• Decades of experience across both public and private sectors

• In-depth understanding of compliance, transparency, and procurement culture

• A flexible model that supports full execution or collaboration with in-house teams

• Strong balance of storytelling and policy-savvy communication

• Proven results in smart cities, education, public health, workforce, and infrastructure

• Efficiency and agility — we move fast, stay on budget, and keep your goals front and center

Is your reach national?

Yes. Since our founding in 1986, we’ve supported clients locally, regionally, nationally, and globally. We also maintain a network of specialized partners to scale capabilities where needed.

How do you measure success?

Our success metrics align with what matters most to our clients. These often include:

• Timeliness of delivery

• Adherence to budget

• Media coverage and PR performance

• Social engagement

• Stakeholder awareness and feedback

• Legislative or policy movement

• Leads generated

• Sales or funds raised

• Website traffic and analytics

It all starts with clearly defined goals and transparent reporting.

How does a prospective client initiate work with Sweeney?

We always begin with a free discovery consultation. This meeting allows us to learn about your current situation, goals, challenges, and opportunities. We share relevant experience and insights, and then develop a proposal summarizing our best early-stage thinking.

No tricks. No pressure. Just a meaningful conversation and thoughtful recommendations.

Let’s Talk.

Headquarters: (440) 333-0001
NC Office: (910) 772-1688
Email: info@thinksweeney.com

Ready to build something meaningful in the public sector?
Reach out to schedule your discovery session.