### ![](media/image1.png){width="1.3652777777777778in" height="1.3666666666666667in"}

### 

### Your Guide For 

### How To Market To The Federal Government

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height="1.1993055555555556in"}

# HOW TO MARKET TO THE FEDERAL GOVERNMENT

The Federal Government is currently spending billions of dollars on
Professional Services. No longer do they procure or perform these types
of services "in house". Now, they look outside for the answers...often
they look towards GSA's Multiple Awards Schedule programs. Because you
possess a GSA Contract number, you possess a definite advantage! Many
government agencies will look to you for help with financial, marketing
and media, or engineering services. How can you maximize your potential
to obtain these Government customers? How can you become the company
that lends its expertise towards their complex needs? This guide hopes
to provide answers to these questions.

**Sections that have this symbol (†) designate that there is specific
information regarding your schedule contract. Please visit the
attachments to view this specific information.**

**How can you market your business to the Federal Government?** This
guide hopes to answer this broad question by first answering the
following, more detailed questions:

1.  How do you find Government customers?

2.  What is a successful marketing strategy?

3.  How can you partner with GSA in order to be a better provider to
    your Federal customers?

4.  Who are your customers?

5.  What resources can you use to become a successful marketer?

6.  How can GSA assist my company?

Once these six integral questions are answered, we believe that you will
have a better understanding on how to market to the Federal government.

This guide will be a living document. Therefore, as we get new data or
find new information, we will update this guide. Also, if there is any
information you wish to add, please let us know. This is a cooperative
effort and we are only as strong as the contractors on schedule. We hope
you find this document useful and look forward to the great success of
the Professional Services schedules. Now, let's start answering some
questions, so that you can become a very successful contractor to the
Federal Government...

### How do you find Government customers? 

By conducting market research, you can find out **which** Federal
agencies are procuring **what** professional services. Gathering
information about your federal target market should be your first step
towards increasing federal sales. Below, we have listed six sources that
provide important data about potential federal customers:

**1. Federal Procurement Data Systems (FPDS)** **†**

[www.fpdc.gov]{.underline}

The Federal Procurement Data Center (FPDC), part of the U.S. General
Services Administration, operates and maintains the Federal Procurement
Data System (FPDS). The FPDS is the central repository of statistical
information on Federal contracting. The system contains detailed
information on contract actions over \$25,000 and summary data on
procurements of less than \$25,000. Executive branch departments and
agencies award over \$200 billion annually for goods and services. The
system can identify who bought what, from whom, for how much, when and
where. By researching this database, you can find potential customers.
If you know that a particular agency contracted for a service that you
can provide, contact them, and let them know how easy it would be to go
with GSA schedules in the future. For more information on FPDS, go to
[www.fpdc.gov](http://www.fpdc.gov/). Some basic reports are offered for
free, but more customized reports will have a cost associated with them.

Several private sector companies and government agencies will analyze
market data for you. Some examples are\*:

1\. Eagle Eye Publishers, [www.eagleeyeinc.com]{.underline}

2\. Federal Sources, Inc. (FSI), [www.fedsources.com]{.underline}

3\. GEIA, [www.geia.org]{.underline}

4\. GovCon, [www.govcon.com]{.underline}

5\. Fedmarket, [www.fedmarket.com]{.underline}

\*Note: This list is not inclusive of all the resources that provide
market data research nor is GSA endorsing any of the private sector
resources listed.

**2. FedBizOpps (FBO)**

**Governmentwide Point of Entry for Procurement Opportunities**

[www.fedbizopps.gov]{.underline}

FedBizOpps (Federal Business Opportunities) has been designated as the
single source for federal government procurement opportunities that
exceed \$25,000.

By signing up to automatically receive procurement information; by
solicitation number, selected organizations, and product service
classification, vendors can react more quickly to procurement
opportunities because they are better informed. Vendors can also search
procurements by solicitation number, date, procurement classification
code, and agency for active or archived solicitations. Currently,
FedBizOpps has 140,000 registered vendors who receive e-mail
notification about opportunities \-- roughly 50,000 e-mails are sent out
daily. FedBizOpps has 51 agencies (17,400 contracting
officers/specialists) posting to its website.

-   **FBO Datafeed** \-- FBO users may now retrieve the daily FBO
    posting file free-of-charge from the FBO ftp site at
    [ftp://ftp.fedbizopps.gov]{.underline} (alias
    [ftp://ftp.eps.gov]{.underline}). The file follows the naming
    convention FBOFeedyyyymmdd" and includes all eight types of synopses
    -- presolicitation, modification to a previous notice, award,
    sources sought, foreign government standard, sale of surplus
    property, special notice and combined synopsis/solicitation. The
    file record formats comply with the seven template formats specified
    on the FBO website in the General Information-Interface Description.

-   **Buyer Notification Posting \--** Buyers now have the option of
    requesting and receiving an e-mail notification within 24 hours when
    they confirm an FBO posting entry. This allows the buyer an e-mail
    record for audit purposes and a validation of the vendor view.

-   **Confirmation Screen Solicitation Number** -- The FBO confirmation
    screen now shows the solicitation number being posted to the FBO
    database allowing the Buyer to validate, print and file the
    confirmation page for audit purposes.

FedBizOpps allows you to be more proactive than FPDS. How? Because FBO
lets you see a job before it has been awarded. If you know that an
agency is posting a solicitation, you can let them know, before award,
that you can provide that type of service. Once you arm this potential
customer with information about the GSA Schedules program, perhaps they
will choose to use your GSA schedule.

The General Services Administration, which manages FedBizOpps.gov, will
provide files which can be downloaded free of charge to any vendor,
service provider, government entity, or other public or private
organization that wishes to print the content of FedBizOpps. The files
provide the same information that is currently in the Commerce Business
Daily (CBD) printed version. These files are available at
[ftp://ftp.eps.gov]{.underline}. If you have questions regarding the ftp
site, please contact the FedBizOpps support desk at
[fbo.support@gsa.gov]{.underline} or toll-free at 877-472-3779. If you
are interested in obtaining a printed version of FedBizOpps, please
contact Yancey Stern at 202-482-5781 or [ystern@doc.gov]{.underline} at
the Department of Commerce.

**3. Commerce Business Daily (CBD)**

[cbdnet.access.gpo.gov](http://cbdnet.access.gpo.gov/)

Although FedBizOpps has replaced the Commerce Business Daily (CBD) as
the notification site for procurements over \$25,000, the CBD is still a
valuable marketing resource. The CBD website contains historical
information about Government agency purchases and you can find which
potential customers have bought your services in the past and even get
some idea when their existing contracts may expire. For more
information, go to the CBD website or visit the Loren Data Corporation
website at [www.ld.com](http://www.ld.com/).

**4. DoD Business Opportunities**

[www.dodbusopps.com]{.underline}

DoDBusOpps.com is an electronic portal for vendors to identify business
opportunities within the DoD Components. The site indexes open and
active solicitation data from multiple sources: the U.S. Army via their
Single Face to Industry site, the U.S. Air Force via FedBizOpps, the
Defense Logistics Agency via their Procurement Gateway and the U.S. Navy
via their Navy Electronic Commerce Online (NECO) website, among others.

Once the opportunity is found, DoDBusOpps helps vendors bid and win
business by providing links to resources such as the Central Contractor
Registration (CCR), the DoD Agency's technical data sites and online
bidding modules. DoDBusOpps helps educate vendors on defense
e-procurement and directs them to additional online informational
resources.

**5. Federal Yellow Book Mailing List:**

[www.leadershipdirectories.com](http://www.leadershipdirectories.com/)

The *Federal Yellow Book* is the nation\'s leading directory of the
executive branch of the federal government within and outside of the
Washington, DC metropolitan area. Quarterly editions, available on
CD-ROM, keep you current with personnel and organizational changes and
provide you with contact information for more than 39,500 Federal
officials.

All information in all listings in the *Federal Yellow Book* is verified
directly with each organization listed, making it an accurate and
reliable source of contact information for officials in federal
departments and agencies.

Leadership Directories, Inc. publishes 14 personnel directories called
Yellow Books and collectively called The Leadership Library®. They offer
all 14 Yellow Books (which include categories of; Congressional,
Federal, State, Municipal, Federal Regional, Judicial, Corporate,
Financial, News Media, Associations, Law Firms, Government Affairs,
Foreign Representatives, and Nonprofit Sector books) in electronic form
as The Leadership Library® on the Internet, which is updated daily. You
can search by job titles and compile a good profile list of customers.
Most agencies post an annual forecast of opportunities. Check it out on
the Agency home page and figure out if you are able to offer a schedule
solution. If so, go for it.

##### 6. Military Installations

[www.armedforces.net](http://www.armedforces.net/)

A huge opportunity for business exists on military installations. The
trick is being able to locate the right Program Office. A good place to
start is with Armed Force Network's list of military installations
worldwide, then narrow your search by region, state, and activity.

### What is a successful marketing strategy? 

We want you to be successful, and we will assist you in every way
possible. But, just as you market your commercial business, you must
market your business to government customers. Establishing a marketing
strategy at the outset will help you to reach your target audience. The
following section will assist you in creating a successful marketing
strategy.

**First,** you should **print and widely** **distribute your price
list**. In fact, for many schedules, GSA provides a mailing list of
customers who have expressed an interest in the services on a particular
schedule. You should ask your GSA Contracting Officer if that schedule
has a customer mailing list. If such a list exists, you are required to
send out your price list to the customers listed. You can do this either
by sending out the contract price list itself, or by sending a
self-addressed, stamped envelope or a postcard indicating that your
contract price list is available. Potential customers can request your
price list by return reply. If you indicate that your price list is
available, you are required to send it out within 20 calendar days after
receipt of returned requests. When making a decision to distribute your
price list, you will want to familiarize yourself with the peak buying
times for your services. Government buying trends can be tracked through
FPDS and FedBizOpps data. So, do your research and pay attention to
timing for best results.

**Second,** you should **maximize your company's web presence.** You can
do this simply by adding your web site address to the front of your
contract price list. Make sure you provide the web address that sends
the customer directly to your GSA contract information. Also, if you
have a company website established, consider providing links through GSA
*Advantage!™* directly to your home page. There are some restrictions,
but this is an excellent way to avoid a duplication of efforts and "wow"
your customers with all the services you have available. It's your
contract. Make the most of it. Additionally, remember to load your
company's information to GSA *Advantage!™*. Look to page 6 for
additional guidance on GSA *Advantage!™*.

**Next,** make sure your company does the following:

-   Target the size and scope of agency opportunities to be pursued
    within the next 12-18-24 months.

-   Construct a database in which to track federal opportunities,
    including supplemental information (i.e. names, addresses, and phone
    numbers of agency contacts and procurement personnel).

-   Prepare additional print and online materials marketing your
    company. Please use the GSA Starmark to promote your company's
    benefit of being on a GSA Schedule. Electronic downloads available
    at:
    [www.fss.gsa.gov/partnership](http://www.fss.gsa.gov/partnership).

-   Obtain copies of expiring contracts, if possible.

-   Contact procurement, technical and program manager personnel in
    order to build relationships.

-   Attend workshops to further develop presentation skills, to better
    understand the federal purchasing processes and to improve your
    proposal preparation skills.

### How can you partner with GSA in order to be a better provider to your Federal customers? 

GSA offers a great deal of assistance to its commercial partners. After
all, our success is determined by your success. We both have a great
interest in seeing the schedules successfully marketed to the Federal
government:

**[The GSA Marketing Partnership]{.underline}**

[www.fss.gsa.gov/partnership](http://www.fss.gsa.gov/partnership)

The GSA Marketing Partnership is a free service offered by the Office of
Marketing and Business Development, and will ensure the success of FSS
Schedule contractors in building identification and increasing sales. At
the website, you can be among the first to receive news and information
about FSS program enhancements, shows, expos and various marketing
opportunities. Participating in our shows will help you sell to the
Government, increase your customer base, and penetrate overseas Federal
and military markets. In addition, you can download the GSA Starmark
logo or the GSA SmartPay® or GSA *Advantage!™* logos at the partnership
website. Placing these logos in your printed and online communications
will promote your position of being a GSA Professional Services Schedule
holder.

**[GSA *Advantage!*™]{.underline}**

[www.gsaadvantage.gov]{.underline}

GSA *Advantage!*™ is an online electronic shopping and ordering system.
It provides online access to several thousand contractors and millions
of products and services. It allows Federal agencies to search for
products and services using key words, national stock numbers, contract
numbers and vendor names; compare features, prices, delivery options and
place orders electronically. Products and services under contract must
be on GSA *Advantage!*™ \-- every schedule contract holder is
represented through either a product or service listing or through a
text description of the company's offerings. When you submit your GSA
*Advantage!*™ information, make sure that your text contains those key
words that your customers may be using to search the site.

Benefits for Vendors:

-   Offers quick and easy identification of items.

-   Increases potential for strong sales.

-   Provides instant visibility and ability to broadcast price changes
    easily.

-   Provides a direct link to your company's website.

-   Reduces catalog printing and mailing costs.

*♦ Note: Participation in GSA Advantage!™ is mandatory. Look to Clause
I-FSS-597 for more details.*

**[GSA's e-Buy]{.underline}**

E-Buy is an electronic Request for Quote (RFQ) solution designed to
facilitate the submission of quotes for the full range of professional
services. E-Buy is a powerful tool that can be used by any GSA Federal
Supply Service Schedule contractor on GSA *Advantage!™*. Contractors can
offer quotes and increase business volume for services provided under
the schedule contract through this electronic medium. The Federal
agencies (referred to as **buyers** for the rest of this section) can
then use this information to request quotes and make best value
purchasing decisions.

**How Does e-Buy Work?**

Using the e-Buy system, buyers may prepare and post an RFQ for specific
services and products for a designated period of time. Once posted, GSA
*Advantage!™* schedule contractors will receive an e-mail notice
informing them that an RFQ has been posted and a quote is requested.\
\
Each RFQ is assigned a category (i.e. financial and business solutions,
marketing and media, or engineering) by the buyer. The category
assignment determines which contractors will receive the e-mail notice.
GSA *Advantage!™* contractors must pre-select the categories they wish
to receive RFQ notices for.\
\
Contractors who wish to quote must do so at the e-Buy website. Only
those contractors who are currently listed under the GSA *Advantage!™*
online shopping system will have an opportunity to participate in e-Buy
and receive requests for quote. Once the RFQ has closed, buyers may then
accept the quote(s) that represents the best value. Buyers may then
issue an order to any contractor whose quote was accepted.\
\
e-Buy Benefits:

-   Only schedule contractors who have their catalog posted to GSA
    *Advantage!™* are eligible to submit quotes through e-Buy.
    Contractors must enroll and login at the Vendor Support Center
    ([vsc.fss.gsa.gov]{.underline}) to use e-Buy. Contractors must
    indicate those service categories for which they wish to receive
    quotes.

-   E-Buy increases vendor sales potential as it increases awareness of
    new business opportunities.

-   Contractor's quotes are not visible to other bidders. Only the buyer
    can view contractor names and quotes.

-   Contractors may include an attachment with their quote and may
    contact the buyer via e-mail if clarification is needed. Contractors
    may not include open market items in their quote.

**[GSA Office of Enterprise Development]{.underline}**

[www.gsa.gov/oed]{.underline}

**Small Business Program Advocate**

The Office of Enterprise Development (OED) is GSA's advocate for small,
minority and women business owners. Its mission is to promote increased
access to GSA's nationwide procurement opportunities.

OED is responsible for the scope of small business programs mandated by
law. Every Federal agency is required by the Small Business Act of 1953,
as amended by Public Law 95-507, to establish an office that reports to
and advises the head of the agency on the implementation functions and
duties under this Act.

Small business activities are supported by program experts at GSA
headquarters, through Small Business Centers in 11 regional offices and
by the Small Business Technical Advisors in the GSA Federal Supply
Service, GSA Federal Technology Service and GSA Public Building Service.

OED monitors and implements small business policies and manages a range
of programs required by law. GSA's small business programs nurture
entrepreneurial opportunities, open doors to new business horizons and
enhance technological capabilities.

In addition, OED outreach activities make it possible for the small
business community to meet key contracting experts and be counseled on
the procurement process. This includes procurement networking sessions,
marketing strategies and technique workshops, electronic
commerce/electronic date interchange training sessions, interagency
networking breakfasts, workshops for historically black colleges and
universities, trade missions, roundtables and procurement conferences.

For further information about GSA's small business programs, contact OED
via e-mail at <enterprise.development@gsa.gov>.

### Who are your customers?† 

There are three customers you should target with your marketing efforts:

1.  **Procurers** (including contracting officers/specialists)

2.  **Influencers** (including program managers/high-level decision
    makers)

3.  **End Users\***

These customers are direct recipients of your services and each
customer, regardless of their specialty or area of interest, expects the
same basic features and services when procuring services. We will
briefly describe each customer and then focus on how you can reach this
customer through your marketing efforts.

\* End users can also be classified as an influencer, but their motives
usually differ from a program manger. Although we touch upon some of the
key elements and issues that affect both program managers and end users,
a targeted message and profile of an end user was created as a separate
audience.

**1. Procurers** are identified as contracting officers, contracting
specialists, acquisition/policy shop personnel or others who actually
select the procurement methods and conduct the procurement. The
procurers have substantial authority to determine the procurement
method, but they also must consider the needs of the influencers and
organizational policies. However, they are also guided by self-interest
to be seen as an in-disposable person (not position). While awareness is
an issue among procurers, the primary impediment to successfully
marketing to this group is their lack of knowledge about how and when to
use the schedules process.

The main type of procurers: the contracting officer/specialists are the
"gate-keepers" to the program managers and end users. The program
managers know what they want but turn to their contracting specialist to
get the materials/services they need and advice on the best way to
procure those services. This makes the contracting officer/specialist a
key customer because of their influence over the project manager/end
user and their responsibility for selecting the contracting method.

There are several reasons a contracting officer/specialist may not use
GSA's schedules as their preferred contracting method. The contracting
specialist may fear losing his/her job due to a simplified acquisition
process or perhaps he/she does not understand the full scope of
professional services on schedule. Some contracting officers and
specialists do not understand the capacity of the schedules. For
example, some contracting officers and specialists believe that there is
still a limit on the dollar amount you can procure through schedules. In
addition to the contracting specialist that does not or will not use
schedules, there are contracting staffs that use schedules, but
improperly place orders through the schedule. This can include
contracting specialists going outside of the scope of the contract or
not conducting fair competition.

Analyzing the contracting position, GSA has crafted one overall message
that we want to share with them and you should deliver this message as
well. Hopefully, it will alleviate their fears and anxiety in using
schedules; provide them the information they need to properly and
efficiently use schedules; and increase their confidence that schedules
are easy to use. To ensure the success of the schedules program, it is
important to continually reinforce and communicate this message with the
contracting officer/specialist:

"The contracting officer/specialist is a key part of the schedules
process. He/she is needed to ensure proper implementation and
formulation of the task order. Even though buying services from a
schedule is a very streamlined process, agencies still need qualified
contracting personnel to draft the task order requests, establish
blanket purchase agreements, evaluate contract proposals and make a best
value decision. Schedules do not eliminate jobs; schedules are a tool to
make the acquisition process easier and timelier."

**2. Influencers** are identified as program managers and high-level
decision-makers. Program managers and end-users are individuals who have
generated the requirement or are responsible for facilitating its
execution. These are individuals who may exercise influence over an
individual procurement or organization-wide procurement policy, but do
not actually conduct the procurement process itself.

Program managers and end-users have a stake in how the process is
conducted. The method of procurement may impact the contractors who will
be considered, the speed with which the procurement will be conducted,
and the ease with which the contract itself will be administered.
Although they may not be in a position to dictate the procurement
vehicle to be used, they can likely have influence over the decision.

High-level decision makers within a Government organization view the
procurement process from a broader standpoint. They may be concerned
with manpower, allocation of resources and other big-picture issues.
These decision-makers may set policies that guide how procurements will
be handled. Both influencers and users look to these policies to help
guide them in determining the appropriateness of various procurement
methodologies.

This group does not need a great deal of detailed education on multiple
award schedules, because they do not have to actually execute the
procurement. However, you, as the contractor, need to improve awareness
among the influencers about the existence of the professional services
schedules you offer and the benefits of using them. Remember that the
program manager is typically the visionary. They set the requirements
for what they need to enhance their program and provide these
requirements to the end user. Normally they have been given tight
deadlines and these deadlines are then passed on to the end user. They
are short staffed and need reliable, good contractors to supplement
their staff. They are accustomed to working with quality contractors and
selecting from a pool of resources. They still want a variety of quality
resources available to select from regardless of which mechanism they
use. They are unsure of the procurement process and turn to their
contracting specialist for help. In many instances, program managers
also rely on their contractors for procurement guidance and for advice
on getting the services they need in the quickest fashion (e.g.,
contractors may be familiar with the NASA SEWP or other government-wide
contracting vehicles). Therefore, contractors should not be discounted
for their influence over program managers. The following key message
should be emphasized when communicating with program managers.

"Government agencies are being required to do more work with less staff.
With GSA's schedules you can get the work done that is critical to your
mission and focus on the core functions of your job. GSA's schedules cut
the red tape so you will spend more time on achieving your goals and
less time on contract support and administration."

**3.** The **End User** is very influential in getting the most
qualified contractor (in his/her opinion) on schedule. He/she has been
given tight deadlines and wants the quickest way to procure these
services. Most end users are confused about the procurement process and
turn to their contracting specialist for help. End users are savvy at
their jobs and in their selection of contractors they want to assist
them. They are accustomed to working with good companies and want that
same kind of service. They do not care how they get the contractor on
board: they want the quickest mechanism to get the contractor. They
still want to be in charge of the selection of the contractor and they
want to remain the key contact in the working relationship with the
contractor. It is important that they understand the variety of
contractors on schedule---small, large, 8(a), etc.---to the variety of
services each company offers. GSA must communicate that *we are here to
work with the end user to provide them the best contractors. If there is
not a contractor on schedule that fits the agencies needs, we will work
with that agency to get the appropriate contractors on schedule. If you
have contact with an end user that wants you on a particular schedule,
please let us know as soon as possible.*

Whether you are talking to a contracting officer/specialist, a program
manager or an end user, there are some messages that should be stressed
to all of them. Make sure to convey the following benefits and
advantages:

-   Ordering

    -   Ease of ordering.

    -   Federal Agencies can choose from a wide selection of contractors
        ranging from small to large, to 8(a) to woman-owned small.

    -   According to the Johnson & Johnson Associates, Inc. study
        entitled "Impact of FAR 8.4 Comparative Analysis of Customer
        Elapsed-Time Savings," ordering from schedules reduces
        procurement lead-time and administrative costs. Schedule orders
        average 15 days while an open-market procurement averages 268
        days.

    -   Meets all applicable regulations and competition requirements
        (including FAR & Competition In Contracting Act).

    -   FedBizOpps (FBO) synopsis is not required.

    -   Order limitations have been removed.

    -   The government issued charge card, GSA SmartPay®, can be used to
        make purchases.

-   Pricing

    -   Schedule pricing is guaranteed to be fair and reasonable.

    -   Flexible pricing.

    -   Discount volume pricing.

-   Control of solutions

    -   Access to industry leaders.

    -   Contractor teaming arrangements allow agencies to customize
        solutions.

    -   Ordering agency maintains a direct relationship with the
        contract service provider. FSS is not involved in the process
        except to initially establish the schedules contracts.

    -   Orders placed under the schedule program can count toward the
        Agencies' socioeconomic goals and accomplishments.

    -   Protests are less likely.

    -   Communicate with GSA about which contractors you would like to
        see on schedule and we will reach out to those companies.

### What resources can you use to become a successful marketer? 

In this section, we hope to offer you some useful resources that will
enable you to become the ultimate marketer. These resources include:
SBA's Pro-Net, mailing lists, associations and forums, conferences,
publications, success stories, websites and GSA provided resources.

**1. [Small Business Administration (SBA) Procurement Marketing and
Access Network (Pro-Net)\*]{.underline}**

[www.pro-net.sba.gov]{.underline}

Pro-Net is an electronic gateway of procurement information \-- for and
about small businesses. It is **a search engine** for contracting
officers, **a marketing tool** for small firms and it provides **links
to procurement opportunities**.

**A Search Engine**

Pro-Net is an online database of more than 195,000 small, disadvantaged,
8(a) and women-owned businesses. It is available to Federal and state
government agencies as well as prime and other contractors seeking small
business contractors, subcontractors and/or partnership opportunities.
Pro-Net is open to all small firms seeking Federal, state and private
contracts. Businesses profiled on the Pro-Net system can be searched by:
SIC or NAICS codes, ownership race and gender, key words, location,
quality certifications, business type and EDI capability, as well as
other search parameters.

**A Marketing Tool**

Business profiles in the Pro-Net system include data from SBA's files
and other available databases, plus additional business and marketing
information on individual firms. Businesses on the system are
responsible for updating their profiles and keeping information current.
Profiles are structured like executive business summaries, with specific
data search fields designed to meet the needs of contracting officers
and other potential users. Profiles provide vendors an opportunity to
put a controlled "marketing spin" on their businesses. Companies may
link their web site's homepage to their Pro-Net profile, creating a
powerful marketing tool.

**A Link to Procurement Opportunities**

As an electronic gateway, Pro-Net provides access and is linked to the
FedBizOps (FBO), agency home pages and other sources of procurement
opportunities. The system is also linked to key sources of information,
assistance and training.

\*The Pro-Net project is a cooperative effort among SBA's offices of
Government Contracting, Minority Enterprise Development, Advocacy,
Women's Business Ownership, Field Operations, Marketing and Customer
Service, the Chief Information Officer and the National Women's Business
Council

**2. [Mailing Lists:]{.underline}**

There are several mailing lists available that will give you the names
and titles of some of your targeted customers. Following is a list of
just some of the sources you may want to contact for these lists.

**Direct Mail Lists:**

Federal Yellow Book Leadership Directory:
[www.leadershipdirectories.com]{.underline}

Dun & Bradstreet: [www.dnb.com]{.underline}

**Lists**

**3. [Associations & Forums]{.underline}†**

GSA actively participates in associations targeted at the Federal
Government audience and you should join these groups as well. They will
put you in contact with the people you want to talk to about your
services. We have included all of the associations we belong to and have
also included some associations that you might want to get additional
information about. These associations include:

**Federal Executive Boards** ([www.feb.gov](http://www.feb.gov/))

The Federal Executive Boards (FEB) were established in 1961 by a
Presidential Directive to improve coordination among Federal activities
and programs outside Washington. The FEB's perform highly valuable
functions. They provide: a forum for the exchange of information between
Washington and the field about programs, management strategies, and
administrative challenges; a point of coordination for the development
and operation of Federal programs having common characteristics; a means
of communication through which Washington can strengthen field
understanding and support of management initiatives and concerns; and
Federal representation and involvement within their communities.

**Coalition for Government Procurement**
([www.coalgovpro.org](http://www.coalgovpro.org/))

The Coalition for Government Procurement is a non-profit association of
Federal Supply Service (FSS) Schedule contractors. Founded in 1979, it
is a multi-industry organization of companies providing a wide variety
of commercial products and/or services to the Federal government. The
Coalition\'s mission is to protect the interest of its members by
providing needed information on issues affecting their Government
market, and by constantly advocating common sense in Government
procurement policy. Representing the interests of all Federal Supply
Schedule contractors, both those whose contracts administered by GSA,
and those whose contracts are administered by the Veterans Affairs, the
Coalition helps to shape procurement policy. Its members now account for
more than half of all commercial products and services sold to the
Federal government each year.

**4. [Conferences]{.underline}†**

There are many conferences and meetings that target the Federal
Government audience. If you attend or exhibit at these conferences, you
will be sure to get the word out about your company's skills and
association with GSA:

**The Excellence in Government Conference**
([www.excelgov.com]{.underline})

The Excellence in Government Conference has earned a reputation as the
premier public management event. Its top-rank keynote speakers and
carefully designed breakout sessions attract participants who want to
lean about, discuss and improve emerging solutions to the most pressing
problems facing the public sector. The event is a joint project of
*Government Executive* magazine, the Council for Excellence in
Government and 16 other "good-government" organizations.

**Professional Services Expo- PSX** ([www.psx-expo.com]{.underline})

Although the PostNewsweek group spearheads this show, GSA is the primary
sponsor. GSA provides a training and exhibiting extravaganza aimed at
both Government and industry partners on a host of topics important to
understanding and using the GSA Schedules program effectively when
purchasing professional services. This conference is typically held in
February in the Washington, DC.

**GSA Expo** ([www.expo.gsa.gov]{.underline})

GSA's Federal Supply Service sponsors an annual free-training seminar
for GSA customers and potential customers. The Expo provides an
opportunity for contractors to display their products and services that
are available through GSA Schedules. The Expo also features over 100
hours of training on the latest updates in procurement regulations and
on using Schedules. Booths are usually released in November. Contact
your GSA Acquisition Center marketing representative for more
information.

**GSA Outreach Europe**

GSA sponsors this biennial exposition designed specifically for GSA's
Federal customers in Europe, Africa and the Middle East. Outreach Europe
takes place every even numbered year in Heidelberg, Germany and
showcases the new and innovative product and service solutions available
through GSA. This combination exposition and training draws a crowd from
the Departments of Defense and State.

**5. [Publications]{.underline}†**

Depending on your marketing budget, there are various options you can
take for advertising your company's capabilities to the Federal
Government. These publications may also offer opportunities for you to
find out more about who is doing what in the Federal Government. These
publications include:

*Government Executive* (magazine, [www.govexec.com/mediakit]{.underline}
) and GovExec (an online service of Government Executive Magazine)

*Federal Times* (newsweekly, [www.federaltimes.com]{.underline}, Phone
1-800-252-5825)

Managed by the Army Times Publishing group. They are also responsible
for other newsweeklies such as; *Army Times, Navy Times, Marine Times,
Air Force Times* and *Defense News*.

## GSA MarkeTips (magazine, [*www.fss.gsa.gov/partnership*](http://www.fss.gsa.gov/partnership) - then click on MarkeTips) 

GSA MarkeTips is a bimonthly magazine for GSA customers. Current
distribution is approximately 90,000 subscribers. Advertisements are
***[free]{.underline}*** for Schedule contract holders, but subject to
certain specifications and space availability. Additionally, you must
receive an invitation from your GSA representative to submit an
advertisement.

*Armed Forces Journal* (magazine, [www.afji.com](http://www.afji.com/))

Armed Forces Journal is a monthly magazine focusing on the business of
national defense for career military officers and top-level defense
authorities in government and industry.

## Contract Management (magazine, [*www.ncmahq.org/pubs/cm/cm.html*](http://www.ncmahq.org/pubs/cm/cm.html)) 

Contract Management, the official publication of the National Contract
Management Association (NCMA), is a monthly magazine edited for industry
and government contract managers, procurement professional, officers and
administrators. It also addresses the concerns of program managers,
industry executives and other secondary market professionals.

**6. [Success Stories]{.underline}**

You are on the front line working directly with agencies every day. We
need you to share your stories with us. The more awareness generated
about the schedules program means more awareness for your company. We
want success stories about your company. How has the schedule process
worked for you? Have you seen an increase in business? In addition to
stories about your company, we want you to share success stories about
your government customers and how you (via the Schedule) have helped
them. Success stories are posted on our web site and included in our
collateral material. To view the success stories and submit your own
success stories, go to
[apps.fss.gsa.gov/services/success-stories.cfm]{.underline}. Once posted
to our website, these success stories act, not only as advertisements
for GSA, but for your specific schedule and company as well.

**7. [Web Sites]{.underline}**

**Government-Related Web Sites**

Federal Gateway: [www.fedgate.org]{.underline}

Federal Gateway provides a one-stop resource for Government information.

Federal Gateway site consolidates hundreds of individual Federal, State,
and Local Government locations into one Internet site. This helps to
simplify the task of acquiring United States Federal, State, and Local
Government information free of charge.

FedWorld: [www.fedworld.gov]{.underline}

FedWorld offers a comprehensive central access point for searching,
locating, ordering and acquiring government and business information. In
1992, FedWorld was established by The National Technical Information
Services (NTIS), an agency of the U.S. Department of Commerce, to serve
as the online locator service for a comprehensive inventory of
information disseminated by the Federal Government. This new service
assists agencies and the public in electronically locating Federal
Government Information, both information housed within the NTIS
repository and information made accessible through an electronic gateway
of more than 100 Government bulletin boards. What started out as a small
dial-up access system has grown tremendously over the last four years in
size, technology and content.

Federal Telephone Directories:
[www.pueblo.gsa.gov/call/phone.htm]{.underline}

This is a consolidated site that provides electronic access to telephone
listings for various Federal entities.

U.S. Government Blue Pages: [www.bp.fed.gov]{.underline}

U.S. Blue Pages help U.S. citizens connect to their Federal services and
agencies by publishing listings in local telephone books nationwide and
through the U.S. Blue Pages web site.

Federal White Pages: [www.directory.gov]{.underline}

**A** free service to find Federal employees by name, and find their
telephone numbers and/or their e-mail addresses in 21 Departments &
agencies.

FirstGov: [www.firstgov.gov](http://www.firstgov.gov/)

FirstGov.gov, the official U.S. gateway to all government information,
is the catalyst for a growing electronic government. You can search more
than 51 million web pages from federal and state governments, the
District of Columbia, and U.S. territories. Most of these pages are not
available on commercial websites. FirstGov has the most comprehensive
search of government anywhere on the Internet.

Federal Employment Statistics: [www.opm.gov/feddata]{.underline}

The Office of Personnel Management serves as the authoritative source
for statistical information on the size and composition of the Federal
civilian workforce.  OPM offers customers free electronic publications
that contain hundreds of tables and charts; and specialized services
(*fee may be required*) for customers who need additional data or
statistics. 

The following links provides helpful background information on the
structure and various offices of the three branches of the U.S. Federal
Government.

Cabinet Agencies:
[www.whitehouse.gov/WH/Cabinet/html/cabinet_links.html]{.underline}

Federal Agencies and Commissions:

[www.whitehouse.gov/government/independent-agencies.html]{.underline}

This site is an alphabetical index with links to various Federal
agencies and commissions.

Judicial Branch Links:
[www.whitehouse.gov/government/judg.html]{.underline}

US House of Representatives: [www.house.gov]{.underline}

US Senate: [www.senate.gov]{.underline}

White House Offices and Agencies:
[www.whitehouse.gov/government/eop.html]{.underline}

**Marketing-related Web Sites:**

The following websites are places you can go to help improve your
company's marketing campaigns. The websites provided are areas to find
guidance.

\*Note: This list is not inclusive of all the resources that provide
marketing related assistance data research nor is GSA endorsing any of
the private sector resources listed.

Small Business Marketing Management Resources Center:
[www.smallbusinessmarketingmanagement.com]{.underline}

This site provides helpful information to small business on how to
improve their overall marketing efforts with minimal costs.

Advertising Age Industry Data:
[www.adage.com/datacenter.cms]{.underline}

Target Marketing: [www.targetonline.com]{.underline}

The Direct Marketing Association: [www.the-dma.org]{.underline}

Guerrilla Marketing: [www.gmarketing.com]{.underline}

USPS Direct Mail Tips: [www.uspsdirectmail.com]{.underline}

BPA Audits: [www.bpai.com]{.underline}

BPA is an independent, not-for-profit, self-regulating organization.
Audited data provided by BPA International includes circulation of print
publications, website traffic, newspapers, trade shows, industry
databases, wireless communication, and other advertising-supported
information providers. The provided information can be key in making
decisions as to which media would be the best to place advertisements.

### How can GSA assist my company?

Although GSA cannot promote any individual company, we can promote the
schedule program. The following are ways that GSA is willing to assist
you in your marketing endeavors.

**[1. Business Line Account Managers]{.underline}**

The GSA, Services Acquisition Center has organized its Customer Service,
Marketing and Business Division into account manager roles. At least two
individuals are responsible per each schedule. The account managers are
the knowledge experts on the marketing of their particular program, and
are acquainted with the typical obstacles/objections and latest
developments for their specific programs. Feel free to contact your
account manager for assistance in marketing or educating potential
customers. Your account manager can be found by accessing GSA Schedules
E-library at [www.gsaelibrary.gsa.gov](http://www.gsaelibrary.gsa.gov/),
and then enter your schedule number in the search box. The account
manager will be listed on the upper left-hand corner of the awarded
contractors.

**[2. Customer Visits]{.underline}**

GSA can talk or visit with your customers or potential customers and
explain the schedules process. We cannot sell the benefits of individual
companies, but we can definitely explain how to properly use the
schedule. Frequently, customer objections arise over the procurement
process, not a particular company. Due to this objection, many customers
feel more comfortable speaking with a GSA employee versus a private
company. Many times the customer will feel more assured by speaking with
a fellow Government employee about the various regulations/restrictions
their organization may experience during the procurement process.

**[3. Brochures and Pamphlets]{.underline}**

Your company may use the copy from the brochures and pamphlets that GSA
has created to help you explain the schedules program to your customers
or potential customers. Two documents you may want to investigate and
utilize are:

-   *Multiple Award Schedules Program Owner's Manual*

-   The official GSA produced promotional copy of the applicable
    schedule. This will detail the offerings of the particular schedule
    you have a contract under. The three schedule titles handled by the
    Services Acquisition Center are:

    -   *Financial and Business Solutions: You're Guide to the Best in
        Financial Services*

    -   *Marketing, Media and Public Information Services: Simplifying
        the Art of Communication*

    -   *Professional Engineering Services: Taking Your Projects from
        Conception to Completion...and Beyond.*

**[4. Industry Government Council]{.underline}**

GSA's Services Acquisition Center and Management Services Center have
established an Industry Government Council (IGC). The mission of the
Council is to stimulate, advise and make recommendations to improve the
continuing evolution, development and implementation of each Center\'s
Schedule programs and the GSA/ Intergovernmental/industry partnership.
The Council is comprised of a diverse group of members that represent
various industries, Federal agencies and GSA offices, with over half of
the 25-member Council selected from industry. In addition to the 25
Council members, ad hoc committees will be established that will address
issues that are pertinent to obtaining the goals of the Council.
Committee member\'s need not be a member of the Council. The Council
will be critical in fostering the relationship between all parties
involved with GSA Schedules, from customers to contractors, and will
further the success of the Schedules program. If you are interested in
serving on the Council or one of its committees, please submit an
application at
[www.fss.gsa.gov/services/igc](http://www.fss.gsa.gov/services/igc).

### The End.... 

In the end, there is no magic or secret to selling to the Federal
Government. You still need to target agencies, sell the benefits of your
company and establish/maintain relationships with your customers. Being
on the GSA schedule gives you an added benefit that contractors not on
schedule do not have, but it does not guarantee that you get the
business. You still need to aggressively market your services to your
target market(s). We hope this guide proves useful in your future
marketing endeavors. In the Government world, as in the commercial
world, you need to get out there and market your company in order to get
Federal customers. If you follow the tips included in this guide, you
are on your way to a successful relationship with the Federal
Government.

-   *Note: GSA is providing this Guide as a resource to help contractors
    when marketing to the Federal Government. The information listed in
    this Guide may not be all-inclusive and will be updated periodically
    to include new resources. GSA is not endorsing any of the private
    sector resources listed in this Guide.*