GovWorks^®

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Challenge:

As a federal acquisition center under the Department of the Interior (DOI), GovWorks faces a number of unique challenges. While fee-for-service ventures are growing in popularity, the recent government climate has caused some agencies to question acquisition practices — and whether they want to work with an outside agency for their procurement needs. GovWorks needed an awareness campaign that communicated how it is a responsive, reliable and proficient resource for federal agencies. And, having gone through a recent merger with another DOI business unit, it also needed to communicate its new, enhanced service offerings while maintaining its brand identity.

Solution:

LFS embarked on a strategic marketing communications and public relations campaign designed to communicate the value of GovWorks to its federal customers. First, LFS conducted internal focus groups to better asses GovWorks’ brand personality. Then, we conducted customer satisfaction surveys to gather quantitative and qualitative information that helped shape GovWorks communications and messaging. After devising numerous internal and external communications plans for GovWorks, LFS developed a full realm of strategic communications materials that positioned GovWorks as the agency of choice for federal procurement. This included items ranging from advertisements, PowerPoint presentations and Web graphics to style guides, annual reports and trade show displays.

As part of its strategic outreach program, LFS provided ongoing media relations counsel to help elevate GovWorks’ image in the news media. Lastly, we negotiated prime positioning and advertising rates for GovWorks in industry publications — and provided crucial management, logistics and collateral development for more than 30 trade shows and events.

Result:

Through highly targeted communications, industry awards won, a strong presence at industry trade shows and cohesive, consistent messaging, GovWorks has been successful at increasing its visibility in the federal marketplace over the past year. GovWorks has also realized substantial cost savings as a result of LFS negotiating lower advertising rates on its behalf.

Services Provided:

• Brochure design
• Print collateral
• Web site
• Direct mail
• Advertisements
• Signage
• Trade show booth design
• Public relations strategy
• Copywriting & editing