New Strategies for Winning in the Public Sector -- As Seen in Ad Age
As a state-focused marketing communications agency, you’re likely familiar with both the opportunities and challenges unique to government contracting. Last week, we shared insights in Ad Age on navigating government contracting’s evolving landscape (Ad Age article link here), drawing from our experience as former ad agency executives and our work helping agencies excel in state and federal markets. At GrowthLab, we’re passionate about providing the strategic edge to help win public sector contracts.
Positioning Your Agency for RFP Success
One trend we’ve observed is that many state-focused firms engage primarily when an RFP is released. Yet, the months leading up to an RFP release can be just as critical. Every state varies in how accessible and predictable their contract opportunities are, but building an understanding of each state’s procurement timelines and aligning your business development accordingly can give your firm a significant edge.
Positioning your firm in front of decision-makers before an RFP is released allows you to showcase your expertise, address any potential concerns, and even influence the solicitation’s scope. Being proactive, rather than reactive, sets your agency up for success and keeps you ahead of the competition.
Strategies to Enhance Your RFP Success
Here are some ways we’ve helped our clients improve proposal outcomes and increase win rates:
Showcase Your Understanding of State Audiences: States have diverse populations and unique regional characteristics. Tailoring messaging to resonate across these varied audiences can significantly elevate your proposal and set it apart.
Consider Teaming Arrangements: In federal contracting, teaming is standard practice to strengthen bids. Rarely is a large federal RFP handled solo. Instead, contractors collaborate, leveraging relationships, specialized expertise, and existing contracts. This mindset can enhance your state proposals as well, boosting both credibility and competitiveness.
Address Both Marketing and Procurement Concerns: Remember, your evaluators include both marketers and procurement officials focused on risk management. Make sure your proposal clearly outlines how you’ll handle transition and mitigate risks. A reliable track record demonstrates a dependable choice, which is often what evaluators seek.
Mitigate Risks to the Government: Go beyond creative ideas by emphasizing proven processes and highlighting relevant certifications. The more confidence evaluators have in your ability to execute smoothly, the stronger your position.
Exploring the Federal Marketplace: A $2.4B Opportunity
Have you thought about expanding into the federal market? The federal government invests over $2.4 billion annually in marketing communications, creating substantial opportunities for agencies with state-level experience. At GrowthLab, we help firms assess their current capabilities and find the best federal agencies for their strengths.
We start by mapping your state and non-government experience to federal opportunities. Whether through subcontracting, teaming agreements, or pursuing smaller contracts, we’re here to help you confidently navigate the federal space.