Marketing materials are printed items that are handed out at events, meetings and may be included in solicitation responses. It is a good idea to have electronic versions available on your website or ready to attach to emails. In government contracting, the two most important marketing items you will need are business card and capability statement.
It is not uncommon to have multiple versions of these items. A general version hits all industries and marketplaces. Some businesses choose to have product or service specific marketing material: i.e. vertical construction, remodeling, project management. While others may have different versions for federal, state/ local and commercial marketing. It is also a good idea to have an editable version to tweak to specific client needs.
Business cards are a tiny version of your capability statement. It will only have the most important information needed to know what you do and how to connect.
It should
- Contain the important details – contact, CAGE, DUNS/UEI, NAICS/PSC/NIGP, certifications and maybe contracting vehicles
- Have an area of clear space to make notes
- Be readable – consider font size and style, color contrast
- Answer questions – what do you do? and how to contact?
- Use both sides
It should not
- Be glossy or dark background on both sides
- Be focused on certifications
- Be vague in what your company does
A Capability Statement is a one to two-page document that helps build the connection between what your company offers and what the contact needs.
It should
- Be titled “Capability Statement”
- Have the company logo as the most dominant graphic
- Contain all important details – contact information, CAGE, DUNS/UEI, NAICS/NIGP, certifications and contracting vehicles
- Be written in layman’s terms
- Use bullet points
- Use quantifiable qualifications
- Be focused on the problems you solve
- Offer recent (within 3 years) and relevant references
- Include images that represent what your company does
It should not
- Have logos from agencies or primes unless you have written permission
- Use small type font or have limited empty space
- Be written for the end user, i.e. technical terms
- Be repetitive especially when highlighting certifications
- Use fluffy, unquantifiable language
Why?
Let’s look at an event. There may be a couple hundred people handing out their marketing pieces. The contact you are trying to make an impression on will generally only have a few seconds to skim your capability statement to determine if you are a good fit for their needs. Later, after the event, that contact will have to refresh their memory as to what you do or why they set your marketing items aside to follow up. If you have allowed space for notes, you or the contact could make a note to jog their memory for a follow up. If you have been clear in what you offer and how to contact, it will assist in moving the relationship forward.
Here are a couple of samples to give you an idea of what to include in your marketing material and how to lay it out. Add your own branding and style. Keep your wording consistent between these items, your website and online registration and certification profiles.
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