The document provides an agenda for a government marketing session. The agenda includes sections on getting to know government clients, building a brand story, government market plays, and generating leads. It discusses topics of interest for different government audiences and how to target buyers at various levels. It also outlines formulas for crafting purposeful brand stories and strategies for identifying key markets, informing and engaging clients, building awareness, and converting leads. The document provides detailed explanations and examples for each strategy.

2. SESSION WILL BEGIN AT 7;30 A.M.

3. Agenda
Get To Know Your
Government
Clients
How To Build
Your Brand Story
Government
Market Plays
How to Generate
Insane Leads

4. GET TO KNOW YOUR GOVERNMENT CLIENTS

5. GOVERNING AUDIENCE CONSUMPTION PREFERENCES
Harvey (2015)

6. Rank Topics
1 Public Policy
2 Management
3 Politics
4 Economic Development/Workforce
5 Infrastructure
Harvey (2015)
GOVERNING TOPIC INTERESTS

7. Age Bracket Primary Secondary
<34 Public Policy Management
35-44 Technology Public Policy
45-54 Management Public Policy
55-64 Management Public Policy
Harvey (2015)
GOVERNING TOPIC INTERESTS

8. GOVERNMENT SOCIAL BEHAVIOR
69% Use Social Media For Professional Purposes
Harvey (2015)
52%

9. HOW TO BUILD YOUR BRAND STORY

11. “Purposeful stories are great because they take
information and make it accessible.”
Adapted from Tell to Win by Peter Guber
Peter Guber, Tell to Win

12. Formula for Creating a Purposeful Story
1 2 3
Challenge Struggle Resolution+ +
Adapted from Tell to Win by Peter Guber
for Government

13. Challenge Struggle
Hook market
attention with
challenge or
question that hits
market pain-point or
raises awareness of
unexplained one.
Resolution
+ +
Use data,
examples and
strategic content
to unpack the
challenge into
accessible pieces.
Create a call-to-
action that is
bundled with your
solution.
Adapted from Tell to Win by Peter Guber
Formula for Creating a Purposeful Story for Government

14. The Story
Customer Example

15. Story
Challenge Struggle
“How will you respond
to a FOIA request for
social media records?”
Resolution
+ +
12 government agencies
have been sued for not
archiving social media.
FOIA classifies social
media as an electronic
record and it must be
maintain as such.
Protect yourself by
archiving your social
media today. Once
you sign up, it only
takes 2 minutes to
protect your agency.
Adapted from Tell to Win by Peter Guber

16. GOVERNMENT MARKET PLAYS

17. Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays

18. Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays

19. P
Identify & Target
PLAYS
Create a Buyer’s
Journey
Identify a Critical
Market Path
Tap Into External
Market Data
1 2 3

20. PIOs
CIOs
CTOs
City Managers
Mayors/Elected Officials
City Secretaries
Records Clerks
City Attorneys
CREATE A BUYER’S JOURNEY

21. Role
Problem
Awareness
Problem
Recognition
Problem
Definition
Identify
Options Evaluate Recommend
Approve/
Fund
Implement
Mayors/
Elected
Officials
X
City
Manager X
City
Attorney
CIO
X X
CIO/CTO * X X X X X X
City
Secretaries X X
Records
Clerks X X X X
* In Centralized Information Technology Shops
CREATE A BUYER’S JOURNEY

22. Role
Problem
Awareness
Problem
Recognition
Problem
Definition
Identify
Options Evaluate Recommend
Approve/
Fund
Implement
Mayors/
Elected
Officials
X
City
Manager X
City
Attorney
CIO
X X
CIO/CTO * X X X X X X
City
Secretaries X X
Records
Clerks X X X X
* In Centralized Information Technology Shops
IDENTIFY CRITICAL PATH

23. TEXT TAP INTO MARKET DATA

24. Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays

25. Create Content to
Provoke Curiosity
and Frame the
Market Problem.
Inform & Activate
PLAYS
21 3
Create
Opportunities To
Educate The
Market
Create Content to
Activate Your
Potential
Customer

26. ArchiveSocial automates the capture and retrieval of records from social
networks including Facebook, Twitter, YouTube, Instagram, and LinkedIn
for compliance with state and federal public records laws.
http://archivesocial.com/respond
HOW WILL
YOU RESPOND?
CREATE CONTENT TO PROVOKE CURIOSITY & FRAME THE PROBLEM

27. CREATE CONTENT TO EDUCATE THE MARKET

28. CREATE CONTENT TO ACTIVATE YOUR POTENTIAL CUSTOMER
Social Media Policy Template
Gated Content

29. Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays

30. Create or Host
Market
Resources
Build Awareness
& Trust PLAYS
Build Brand
Visibility
1 2
Develop a
Point-of-View
3

31. BUILD BRAND VISIBILITY

32. CREATE OR HOST MARKET RESOURCES

33. DEVELOP A POINT-OF-VIEW

34. Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays

35. Engage & Network
PLAYS
1
Create
Opportunities to
Unpack Your
Story In-Person
2
Use Events To
Gather Valuable
Intelligence
3
Bundle Content
Call-to-Actions at
Events

36. CREATE OPPORTUNITIES TO UNPACK YOUR STORY IN-PERSON
GovTech Social in Austin, Texas

37. TEXT USE EVENTS TO GATHER VALUABLE MARKET INTEL

38. BUNDLE CONTENT CALL-TO-ACTIONS AT EVENTS
bit.ly/govsocialpolicy
Download A Free Social Media Policy Template Instantly At
Don’t Be Left Behind With Your Agency’s Social Media.

39. Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays

40. Convert & Build
PLAYS
Create Content
That Addresses A
Market Pain Point
Design Content
For Sharing
Break Content Into
Elements That Can
Be Cross-
Promoted
1 2 3

41. CREATE CONTENT THAT SOLVES A MARKET PAIN POINT

42. (CONT’D) CREATE CONTENT THAT SOLVES A MARKET PAIN POINT
Source: CDG 2015

43. TEXT DESIGN CONTENT FOR SHARING

44. TEXT
BREAK GATED-CONTENT INTO PIECES THAT CAN BE CROSS PROMOTED
Video Explainer
Gated Content
Social Media Post

45. HOW TO BUILD INSANE LEADS

46. Gated Asset
LeadProspect
STANDARD LEAD GENERATION

47. STANDARD LEAD GENERATION
Leads
Time

48. INSANE LEAD GENERATION
“EXPONENTIAL”
Leads
Time

49. Gated Asset
Lead
INSANE LEAD GENERATION
Tweet with Infographic
Video Article on Linkedin
Sponsored Article
Newsletter
Prospect
Prospect
Prospect

50. STEP 1 - IDENTIFY 1 PIECE OF CONTENT
eBook Case Study Market Research
Issue Brief Guide
Whitepaper
Solution Spotlight Industry Report
Or Any Other Content You Would Normally Gate.

51. STEP 1 - IDENTIFY 1 PIECE OF CONTENT
eBook Case Study Market Research
Issue Brief Guide
Whitepaper
Solution Spotlight Industry Report
Or Any Other Content You Would Normally Gate.
✔

52. STEP 2 - PICK 3 PLATFORMS
Industry
Newsletter
Linkedin
Corporate Post
Twitter
Web
Advertisement
Speaking
E-mail Drip
Corporate Blog Slideshare
Linkedin Group Event Handout Direct Mail Adwords
And Much More!

53. STEP 2 - PICK 3 PLATFORMS
Industry
Newsletter
Linkedin
Corporate Post
Twitter
Web
Advertisement
Speaking
E-mail Drip
Corporate Blog Slideshare
Linkedin Group Event Handout Direct Mail Adwords
And Much More!
✔
✔
✔

54. STEP 3 - PICK A 3 CONTENT HOOKS
Infographic Statistic or Fact
Expert
Perspective
Google Hangout
Quote
Free Chapter PowerPoint
Animated GIF Event Handout Direct Mail Adwords
And Much More!
1-minute Video

55. STEP 3 - PICK A 3 CONTENT HOOKS
Infographic Statistic or Fact 1-minute Video
Expert
Perspective
Google Hangout
Quote
Free Chapter PowerPoint
Animated GIF Event Handout Direct Mail Adwords
And Much More!
✔
✔
✔

56. eBook
Industry
Newsletter
Twitter Post
Slideshare
Statistic or Fact
Free Chapter
Step 1 - Channel Step 2 - Content Hook
Gated Content
1-minute Video
STEP 4 - EXECUTE

57. HOW TO CALCULATE ROI

59. ROI = $150,000 - $50,000
$50,000
X 100
(Gain From Investment) (Investment)
(Investment)
(To Put In Percent Form)

60. ROI = 200%

61. TEXT
CHANNEL SPECIFIC ROI CALCULATIONS

62. TEXTTEXT
$ GENERATED
=# OF CHANNEL ACTIONS CHANNEL VALUE PER ACTION

63. TEXTTEXT
$ GENERATED (MONTH)
=# OF CHANNEL IMPRESSIONS (MONTH) CHANNEL VALUE
PER IMPRESSION

64. TEXTTEXT
$1,000,000 GROSS SALES =
500,000 IMPRESSIONS
$2 SALES PER IMPRESSION

65. Questions?

66. bit.ly/iwantinsaneroiRESOURCES
DOWNLOAD INSANEROI RESOURCES AT

67. Dustin Haisler
Chief Innovation Officer
dhaisler@erepublic.com
Photo Credit: Chase Lindberg