Doing business with the government is unique. City, county, state, federal… they all have their own language, special processes and distinctive rules. And it’s up to you to figure it out and get the right messages to the right people in the right places at the right time.
The thing is, when you go to your doctor or your lawyer or your financial planner, what you get for your “investment” is the service they provide you, not the outcome. You may get better or you may get sicker and you may even die.
Much like Bigfoot, the Easter Bunny and Santa Claus, a clear-cut formula to determining the magic marketing number doesn’t really exist. However, there are standards, best practices and averages, and you owe it to yourself – and your organization – to know what they are.
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.
So, yeah, press secretary Karoline Leavitt recently announced changes to the White House press briefing room. Citing Gallup polls showing record low trust in media and asserting that younger generations have turned away from traditional media outlets, the floodgates have been opened… and the new media members are literally getting a front-row seat.
Keith Humphrey, a creative veteran with distinguished strategy and design execution experience in the agency, corporate and media worlds, has joined Sweeney as the firm’s chief creative lead. As Creative Director, Keith will lead the agency’s creative department, developing and overseeing creative campaigns, ensuring thoughtful, provocative and impactful execution, and delivering meaningful, measurable results.
Businesses that market to government agencies (B2G) are familiar with the unique challenges and niche audience they’re targeting. The B2G marketing thought process we see tends to be on what channels best reach the right government officials, which is definitely important.
Marketing to a government audience – federal, state, or local – is unlike marketing to any other industry. On the plus side, most companies marketing in the government space know precisely who they want or need to reach, and often have simple access to the first and last names (and associated contact info) of their individual targets.
Everyone knows the saying “keep your friends close and your enemies closer.” That is a dramatic statement, but it is fitting for this topic. To stay competitive in the marketplace, your brand must know who it is competing with. Whether your business markets to other businesses (B2B), consumers (B2C) or to government agencies (B2G), this topic applies.
Sweeney CEO Jim Sweeney was recently quoted in a Tax Notes article about the negative portrayal of the IRS in film and television. Read the full article here. Changing Perception Marketing and public relations professional Jim Sweeney said that media in all forms has an impact on public perception, but the effects are complex.
Cleveland
440.333.0001
Wilmington
910.772.1688
