An Invitation to
Lay Down Your Arms and Learn

Civil War on the Corporate Battlefield:
Marketing vs. Sales

November 12-14, 2006
Charleston Place Hotel
Charleston, South Carolina

Featuring Keynote Speaker: Ari Fleischer, Former White House Press Secretary

Preview of Session Topics
• War Stories: Sales and marketing executives discuss challenges and successes
• Civil Engagements: Rishi Sood, VP of Gartner Group on state and local marketing
• Crossing the Line: Ethical considerations when working with government
• Covert Operations: Marketing to hard-to-reach communities, including intelligence
• Winning the Peace: Building an ally in sales
• View from the Front Lines: A government IT executive provides valuable perspectives for marketers
• Crisis Communications: Ari Fleischer discusses practical applications for unpredictable times - and mid-term elections - what do they mean for business?

Conference Fee
Early Registration (prior to October 6): $1,200
After October 6: $1,500
Group Rate (5+): $1,150 per person

Includes:
• Dinner and hotel accommodations November 12
• Breakfast, lunch, dinner, and hotel accommodations November 13
• Breakfast and lunch November 14
• Complete educational program November 12-14

Call for Speakers
If you are interested in speaking or would like to nominate a colleague, please contact Samantha Archey at (703) 883-9000, ext. 115 or sarchey@govmarkcouncil.org by October 1.

Full Program Available
Register Today

Frank Moore

Sector Director, Communications
Northrop Grumman Information Technology

Frank Moore is the director of Communications for Northrop Grumman Information Technology (IT). Mr. Moore is responsible for communications and branding activities with target audiences including customers, partners, employees, members of the media, and industry analysts. He leads the IT sector's external strategic communications efforts, and manages the sector’s executive and employee communications
program.

Mr. Moore is an accomplished communications executive in disciplines including media relations, employee and executive communications, marketing, and community relations. Since 2001, Mr. Moore served as Northrop Grumman’s corporate director, media relations, developing and implementing broad-based external communications programs to support the company's business objectives and philosophies. He provided communications counsel and media strategy to the executive leadership team, including the chairman and chief executive officer, and managed the media relations activities for corporate acquisitions, including several companies that have been incorporated into the IT sector.

Mr. Moore joined Northrop Grumman in 1999 as director of executive and employee communications, responsible for speaking opportunities for senior corporate executives. He directed the implementation of a company-wide employee communications program, and created and managed the editorial content for a variety of corporate Web-based and print marketing publications.

Previously, Mr. Moore served as a vice president with Fleishman-Hillard, Inc., a leading public relations agency that provides strategic communications counsel to local, national, and international clients. He also served as vice president, Investor Relations and Corporate Communications, for a large California-based financial institution.

On a lighter note:

Alma mater: San Diego State University
Favorite leisure activity: Playing golf
Last book you read: Marley and Me by John Grogan
Ideal travel destination: Northern Italy or the Hawaiian Islands
Perfect weekend: Enjoying lots of outdoor activities and trying new restaurants

Questions: Frank Moore can be reached at F.Moore@ngc.com.

Are We Crazy?

Sanity Check Report Reveals Technology Marketing Disconnect

The 2006 GovMark Sanity Check Study, the first in-depth comparison of marketing practices vs. buyer preferences, reveals a series of disconnects between technology marketers and technology buyers in the government market.

The report analyzes key trends, offering actionable advice to marketing executives. Findings reveal the importance of peer-to-peer communication and multi-channel programs. In addition, they provide a realistic assessment of new media marketing – including podcasting and blogging.

GovMark Council members may download highlights free of charge, and purchase the full report on the GovMark Council Web site.

What you will learn:
• How do government IT buyers really research products/services
• What is the single most influential source of information for government IT buyers
• What other factors influence government IT purchasing decisions
• What is the number-one challenge IT executives face as they work to communicate the value of IT to non-IT decision makers
• How do IT decision-makers feel about “New Media” – blogs, podcasts, Webinars
• How do marketing executives measure success

Benefits include:
• Delivers an up-to-date picture of how your prospects research technology products and services
• Highlights prioritized factors that influence the purchasing decision
• Provides insight to power highly effective marketing programs – in step with current market realities

Commission a
Custom Sanity Check

The GovMark Council is offering Custom Sanity Checks, supporting organizations’ efforts to align marketing campaigns with customer preferences.

Survey top 10 government customers on:
• How they perceive your organization relative to top five competitors
• Feedback on your marketing programs
• Assess your greatest strengths/weaknesses
• Factors that influence their decisions
• Customer challenges/concerns/satisfaction
• Marketing tactics that work

Benefits include:
• Independent third-party research provides real insight on organizational performance and objectives
• Empowers your organization to get inside the customers’ head – ensuring your messages and tactics are on track
• Provides empirical, actionable information to gauge the effectiveness of your marketing campaigns

If you are interested in the Custom Sanity Check or have any questions, please contact nburdette@govmarkcouncil.org or call (610) 566-2909.

New Membership Criteria

GovMark Council recently updated membership requirements, including a new membership for public-sector marketing executives. For more details, please visit the GovMark Council Web site.

Inaugural GovMarks Awards a Hit

Award winners:

Best Overall Marketing Program
DataPath, Inc. - "DataPath Re-Branding Initiative"



Federal Civilian Marketing Program
• Winner: Anteon - "The Re-Branding of Anteon"
• Honorable Mention: SI International - "IPv6 Transition Management Marketing Communications Plan"

Department of Defense Marketing Program
• Winner: DataPath, Inc. - "DataPath Re-Branding Initiative"
• Honorable Mention: ManTech - "ManTech Employee Recruitment Program"

State & Local Marketing Program
• Winner: Indiana State Department of Health - "INShape Indiana"
• Honorable Mention: Northrop Grumman's Information Technology sector - "Commonwealth of Virginia, Public-Private Partnership"

Find coverage of the GovMarks Awards at the following sites:
• GSN: Government Security News "Tech Marketers Pull Down First GovMark Awards"
• Washington Technology "Picture This: Lessons Over Lunch"

Walking the Talk in State & Local

by Christopher Neff
Vice President of Integrated Marketing
NIC

Collaboration. Cooperation. Teamwork. Playing nice and sharing your toys.

In our roles as parents, siblings, sons, daughters, and members of a civilized society, we recognize these positive and noble concepts.

When I moved into state and local government marketing years ago, I quickly learned that these were loaded words. Government officials at the state and local levels struggled to collaborate. The “stovepiped” nature of government created barriers that kept agencies from cooperating and working as teams. The ability to share information and resources between state, county, and municipal governments was a particular challenge.

Most government leaders support boundary-free government. They want to provide integrated services that make life easier for constituents. Yet established structures and processes that governed procurement, IT systems, information sharing, and flow of funds frequently create logjams that are difficult to sidestep.

None of this is news to members of the GovMark Council. What is noteworthy, however, is the progress many forward-thinking government leaders have made in the past few years by collaborating with like-minded colleagues. The various marketing approaches we used to reach target audiences were equally important. Rather than sticking to the tried-and-true, NIC’s marketers deployed several new strategies to support these new services.

One-stop processes – Utah was the first state to build an online solution that incorporates the new business registration requirements for the Internal Revenue Service, five state agencies, and several city governments into a single site. This service often saves registrants dozens of hours by centralizing every part of the new business regulation process. The initiative has been a tremendous success -- more than 10,000 businesses in Utah were registered electronically in 2005.

Marketing edge: Identify and leverage a vocal champion. As a business leader prior to entering public service, then-Governor Mike Leavitt quickly understood that simplifying the new business registration process was a key component of Utah’s economic development strategy. Our team worked closely with the governor’s staff to insert references to OneStop Business Registration in his speeches and public appearances. Governor Leavitt’s advocacy for online business registration was the single most effective marketing strategy for the growing service.

Integrated payments – The Iowa State County Treasurers became the first county-level association to offer a common payment platform for all members. Each of Iowa’s 99 counties now offers online property tax payment services through a single Web site, and more than $1 billion has been processed through the shared portal since 2003.

Marketing edge: Well-executed consumer marketing programs can bear fruit. Online property tax payments are among the few eGovernment services that touch most of the state’s adult population. NIC and Iowa officials co-developed a low-cost awareness campaign that sidestepped expensive broadcast and print advertising in favor of direct mail, media outreach, and person-to-person marketing. Mail notices sent to property owners were redesigned to emphasize the online payment option, and prominent government officials were featured on talk radio and TV editorial segments to explain how the service works. Promotional booths were also set up at the state’s largest annual event – the Iowa State Fair – which attracts nearly one third of Iowa residents each year.

Consolidated requests – At the behest of frustrated legal professional across the state, Nebraska’s 185 county and circuit courts banded together to streamline court document requests. What was once an onerous process that involved requesting court records by phone or fax is now available in an easy-to-use searchable online database. Since the service launched in 2004, more than 45,000 county and circuit court records are requested and delivered electronically each month through Nebraska’s JUSTICE system.

Marketing edge: Encourage users to be part of the solution. When the JUSTICE system was in early development, NIC and state officials brought together key members of the Nebraska State Bar Association to discuss how an ideal service should function. Every element of the system -- from the design and screen flow to payment options and administrative tools -- was built with the users' needs in mind. Since the service launched, the bar association has tirelessly encouraged members to use the online solution by making JUSTICE system training a regular topic at continuing legal education seminars across Nebraska.

These integrated solutions increase efficiencies for participating agencies, reduce costs by spreading expenses across a broad base of participants, and satisfy constituents by delivering a higher level of service. Every week, more government leaders are doing more than just thinking about the benefits of working together across government lines – they’re walking the talk.

TPC Avenel
America Supports You
Golf Tournament

On September 11, 2006, the PGA TOUR’s Tournament Players Club (TPC) Avenel hosted a charity golf tournament to raise awareness for America Supports You, a nationwide program launched by the U.S. Department of Defense that recognizes citizens’ support for military men and women and communicates that support to members of our Armed Forces.

The Washington, D.C. Federal IT community worked with the PGA TOUR and TPC Avenel to sponsor the tournament. Proceeds from the event benefit four important charities: Homes for Our Troops, Intrepid Fallen Heroes Fund, Wounded Warrior Project, and USO of Metropolitan Washington.

Sponsors included:
• Akamai
• Cisco Systems, Inc.
• Citrix
• General Dynamics Information Technology
• L-3 Communications Titan Group
• O'Keeffe & Company
• Robbins-Gioia
• Verizon Federal Network Systems

Events included:
• Mercedes hole-in-one
• Silent auction
• USO's 50/50 long putt
• Pro shots with Fran Rhoads

The tournament brought together over 160 government officials and corporate executives, and raised more than $100,000 in corporate sponsorships.

Why Customers Buy
The Government Marketer's Sanity Check

Photographs and presentations from the May 25, 2006 event are now available on the GovMark Council Web site.

Jaime O’Keefe
Marketing Manager
ManTech International Corporation

You might remember me mentioning at our last meeting that my marketing team is currently working on a major piece of our branding program, our comprehensive design and communications guidelines; we also refer to it as our style guide. Some of you might refer to it as your graphics standards, but basically it is an illustrative handbook guiding the visual and verbal communications of our employees to establish and maintain our brand identity.

I would like to ask you, the council members, what your thoughts are regarding standardizing proposal cover designs. We are in the final phase of our style guide and the only topic we have yet to outline is a standard design for proposal covers. We would like to create a flexible design due to the variety of proposals/requirements, however we are not sure that is possible given the complexity of proposal situations. When trying to maintain brand consistency, is it important to establish a standard proposal design/template? And if so, how?

Have the answer or want to discuss? Post your thoughts, advice, and questions on the GovMark Council Forum.

Jaime O’Keefe can be reached at Jaime.OKeefe@mantech.com.

If you have any questions for future sections of "Ask the Members," please contact sarchey@govmarkcouncil.org or call (703) 883-9000, ext. 115.

GIT Rockin
1st Annual Battle of the Government IT Bands

Date:
Thursday, October 19, 2006

Time:
7:00 – 11:00 p.m.

Location:
The State Theatre, Falls Church, VA

Description: Hosted by Federal Computer Week, this friendly competition allows IT executives -- from government and industry alike -- to network with peers, colleagues and spouses in a high-energy, out-of-the-industry-norm environment. Plus, all proceeds from GIT Rockin' ticket sales will be donated to the United Services Organization (USO) of Metropolitan Washington. That means you'll enjoy a great evening of live entertainment, while raising money and awareness for one of the nation's most deserved charities.

To purchase tickets, visit www.GITRockin.com.

• GTC East – September 27-28, 2006 – Albany, NY
• NASCIO Annual Conference – October 15-18, 2006 – Maimi, FL
• MILCOM 2006 – October 22-25, 2006 – Washington, DC
• GCN Awards Gala – October 25, 2006 – Washington, DC
• Executive Leadership Conference – October 29-31, 2006 – Williamsburg, VA
• GIT Rockin – October 19, 2006 – Falls Church, VA
• GovMark Council Offsite Program – November 12- 14, 2006 – Charleston, SC

Visit www.okco.com/2006EventCalendar.pdf to view the O'Keeffe & Company Government IT Events-At-A-Glance calendar. To secure a physical copy of the calendar please e-mail fgallagher@okco.com.