Perhaps the most important aspect of marketing involves defining your target audience(s) and determining what messages will influence their purchasing behaviors. GSA's customers include federal agencies (civilian and military), state and local governments and tribal organizations and other non-federal entities. It also has stakeholders that include the Office of Management and Budget and members of Congress and the media. FAS outreach efforts focus on the following customers and target audiences.
Federal Government Agencies (Civilian/Military)
- Primary audience includes executive management, chief officers, command positions; senior management, senior staff officers; mid-management and supply/logistics officers.
- Secondary audience includes program managers, supply/logistics NCOs; supervisory contracting officers and their deputies; contracting specialists / acquisition personnel.
- Core message is that GSA helps maximize your agency's capacity to focus on its mission, utilize limited budgets, streamline transactions, lower costs, maintain control and minimize risks in support of your unique purchasing requirements.
State & Local Governments
- Primary audience includes state and local government executives and staff officials; designated State points of contact (POCs); state and local government entities; municipalities designated by the President once a disaster is declared (POCs).
- Secondary audience includes non-governmental organizations (POCs); schools and learning institutions (POCs); related associations and organizations (POCs).
- Core message is that GSA helps maximize your government's budget, lower costs, streamline market research, shorten procurement lead time, reduce administrative burdens and minimize risks in support of your unique purchasing requirements.
Intra-Governmental Entities
- Primary audience includes senior White House and Cabinet leadership, the Office of Management and Budget and key staffers.
- Secondary audience includes senators, congressmen and senior staffers.
- Core message is that GSA is the government's specialist in the business of acquisition, offering the most expansive range of procurement support services, systems and innovative technologies to help government achieve new levels of efficiency and productivity by freeing customer agencies to focus on their missions.
Industry Vendor Partners
- Primary audience includes executive management.
- Secondary audience includes marketing staff.
- Core message is that GSA provides the most efficient and productive mechanisms for reaching and delivering your solutions to the broadest spectrum of government buyers, meeting socioeconomic requirements and goals and experiencing more efficient utilization of your business development and delivery personnel.
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