Personalization:
How to Give Them What They Want and Get What You Need

The 2011 GovMark offsite took place December 1-2 at Keswick Hall in Charlottesville, Va. Thank you to all who attended.

IT's not about IT anymore.
In our digital democracy, Feds specialize in cyber, cloud, telework, data centers, mobility, IPv6. Okay, so how do marketers separate fish from fowl? How do we work out who's buying what so we can attract real qualified buyers? Print advertising's dead. Decision makers don't fool with Web 2.0. They're immune to e-mail. There are too many events – and how do you get people out of the sessions and into your booth?

The sold-out 2011 GovMark offsite provided sessions on personalization, getting through in e-mail, and turning impressions into qualified leads. Attendees heard from National Geographic on commercial email trends as well as the wizards at Gartner on what's ahead for Fed IT in 2012. All this, and the best opportunity to network with government marketing leaders.

Presentations are available for download below and photos are in our photo gallery.

Agenda:
THURSDAY, DECEMBER 1

Time	Activity
11:30 a.m. – 12:00 p.m.	Registration & Check In
12:00 p.m. – 12:15 p.m.	Welcome and Event Overview Fossett's Dining Room Caroline Boyd, General Manager, GovMark Council
12:15 p.m. – 12:45 p.m.	Networking Lunch Fossett's Dining Room
12:45 p.m. – 1:30 p.m	Featured Speaker Fossett's Dining Room Marc Haseltine, Manager, Email and Alternative Marketing, National Geographic View Presentation
1:30 p.m. – 1:45 p.m.	Transition Break
1:45 p.m. – 2:30 p.m.	Go Topless Keswick I and II Cloud chaos, cyber soup, data center din... If I hear one more thing about cloud solutions, I’m going to jump out of a window. How do we get to the right people who care about specific tech categories and make buying decisions? How do we break through without breaking the bank? This session will focus on key microtargeting and personalization strategies to increase your marketing RoI. Steve O'Keeffe, Executive Director, GovMark Council View Presentation
2:30 p.m. – 3:00 p.m.	Heat IT Up – Coffee and Dessert Reception Speed Networking or Game Show Activity
3:00 p.m. – 3:30 p.m.	Gov IT 2012: Perspective from the Hill Is all the infighting on Capitol Hill and the upcoming election pushing critical technology issues to the back burner? What IT issues are a priority for Congressional funding and which ones are not likely to see dollars flowing during the appropriations process? This session will provide perspective from Hill staff on these key issues, challenges, and next steps for 2012. John Collins, Professional Staff, Senate Homeland Security and Governmental Affairs Committee Jonathan Kraden, Counsel, Senate Committee on Homeland Security and Governmental Affairs (Senator Joseph I. Lieberman (ID-CT), Chairman)
3:30 p.m. – 4:00 p.m.	Tactical Marketing Session Email to "Me"mail Keswick I and II Information overload increases every year. IT catch phrases and marketing jargon create attention but burn out quickly – and what worked three months ago has already become obsolete. Join this session to discover the best recipe for getting your message heard in the crowded online marketplace. How do you generate registrations? Hear real world case studies with stats. Learn how multiple marketing campaigns can lead to one successful end result. Cindy Auten, General Manager, Telework Exchange View Presentation
4:00 p.m. – 6:00 p.m.	Free Time Meeting space and team breakout rooms available
6:00 p.m. – 7:30 p.m.	Wine Tasting and Happy Hour Telework Exchange supports no driving. We do, however, encourage a little drinking. Join your peers in the beautiful Villa Crawford wing of Keswick Hall for a casual wine tasting and networking happy hour sponsored by Telework Exchange. As we approach the one-year anniversary of the Telework Enhancement Act of 2010, help us celebrate the great year for telework. Get an expert overview of local vintages with Keswick Hall's own sommelier, Richard Hewitt, or mingle with colleagues and relax with a cocktail.
7:30 p.m. – 9:00 p.m.	Networking Dinner

FRIDAY, DECEMBER 2

Time	Activity
8:30 a.m. – 9:15 a.m.	Continental Breakfast and Coffee Bar
9:15 a.m. – 9:45 a.m.	Muffingate: A Breakfast Discussion on the New Ethics Regulations OGE's proposed new amendments are raising a lot of questions in the marketplace. And while the proposed amendments are aimed at lobbyists and their interactions with Federal employees, the new rules could trickle down to impact government employees’ participation in conferences and other events. What are the new amendments and how might they impact our programs? We'll give you an update on what’s happening, how these regulations could impact you, and provide examples. Caroline Boyd, General Manager, GovMark Council View Presentation
9:45 a.m. – 10:45 a.m.	Morning Keynote Federal Government: The New Era Begins Federal government organizations face a massive reprioritization of their technology objectives given the constrained budgetary environment, continued political stalemate, and focus on technology reform. Federal CIOs must manage the transition toward more efficient technology management practices as well as target new modernization plans which impact the bottom line. This presentation will review the key business issues and technology drivers which are shaping the next set of technology opportunities for the vendor community. In particular, this presentation will: Highlight transition to IT and Business Cost Optimization initiatives Examine opportunities related to Reshaping the Data Center, Improper Payments, Cloud, Health, and Mobility Provide Federal Market Forecasts by Total IT and By Service Line (Consulting, SI, ITO, BPO) Rishi Sood, Vice President, Government, Gartner Attendees may contact us directly for a copy of Rishi's presentation - cboyd@govmarkcouncil.org
10:45 a.m. – 11:00 a.m.	Coffee Networking Break Check-out (luggage storage available)
11:00 a.m. – 12:00 p.m.	Executive Panel Q&A Smart Marketing 2012 – Strategy Discussion Want to hear what's worked for the top dogs in government IT marketing? This best practices-focused session will provide insight into challenges, lessons learned, and tips for future success from the pros – your peers. Kathy Ditto, Manager, Federal/Solutions Marketing, Cisco Kathy Quinn, Group Marketing Manager, Federal Business, Microsoft Tricia Davis-Muffett, Head of Public Sector Marketing, NetApp
12:00 p.m. – 1:00 p.m.	Networking Lunch
1:00 p.m.	Program Ends Afternoon Activities Optional