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Federal Media & Marketing Study 2020
12th Annual Study On-Demand Release*
Thursday, October 29, 9 AM
*Due to COVID-19 and the inability to present results in an in-person breakfast, the 2020 study results are available as an on-demand video and downloadable overview presentation.
PURCHASE ON-DEMAND VIDEO & OVERVIEW
ABOUT THE STUDY
In its 12th year, the Federal Media & Marketing Study continues to empower marketers to hone and perfect their strategic marketing campaigns with valuable and reliable data directly from their federal customers. The survey provides key information about the federal audience’s media usage across print, broadcast, social and digital sources. Combining this data with demographics, including job function, location, purchase area and more, marketers have the ability to slice and dice the data and map each to specific media habits, allowing them to target specific audiences.
The survey represents the views of thousands of federal workers in a variety of positions. Whether you are interested in a broad awareness campaign, or a more focused agency-based marketing effort, data from the study can provide you key insights about the media and marketing habits of this tough-to-reach federal market audience.
WHAT TO EXPECT
- Job Function and Purchase Responsibility – More than 25 different job functions and areas of purchase, by product and service
- Media Usage – 60+ publications, 100+ websites and mobile sites; 10+ social sites; differences inside vs. outside the Beltway
- Trusted Content – To what extent do decision makers trust news and information from different media sources?
- Time Spent Accessing Content – How much time do government employees spend accessing content online, watching TV, listening to the radio and reading e-newsletters?
- Media Habits of Federal Employees: A Day in the Life – What media sources are federal employees accessing during different parts of their day?
NEW IN 2020
- The Effects of COVID-19 – From media habits to in-person events, what should marketers know to adjust their strategies?
- Virtual Events and Webinars – With live events on hold for the time being, when it comes to planning your virtual events, what should you take into consideration? What are feds’ preferences?
- Teleworking and Commuting – How much are feds teleworking or commuting and how does this change their media habits?
- Geography – Are there differences among federal employees who live and work in urban, suburban and rural environments?
Complex IT Environments Make Cybersecurity More Difficult for Federal, State, Local, and Education Organizations
For the last six years, SolarWinds, in partnership with market research firm Market Connections, has kept a pulse on where and how cybersecurity threats most impact federal agencies. This year, state and local government and education (SLED) were added to identify similarities and differences across segments.
The SolarWinds Cybersecurity Study examines what agencies perceive as the biggest sources of threats, as well as the consequences of breaches, obstacles to achieving security, and where organizations feel vulnerable. We also ask how program maturity and compliance requirements impact cyber initiatives and explore what organizations can do to secure IT environments.
The Continued Effects of COVID-19 on the Federal Contracting Industry and Your Customer
Results from 2020 Ongoing Covid-19 PulsePolls™
In March 2020, Market Connections began fielding ongoing surveys of federal decision-makers, asking how COVID-19 has affected them, their agency and their work environment; how it may impact work-related activities and priorities; and how contractors have, and can, continue to support them.
At the same time, PSC, the premier trade association for federal contractors, began fielding ongoing surveys of member companies, asking how COVID-19 has affected their company and ability to provide service to their federal customers.
Now four months into the pandemic, we review some key questions around COVID-19. Discover how the federal government and industry have reacted and evolved during this time of upheaval.
FIT (Federal IT) Persona Study 2020:
A Deeper Look into Your Government Customer
The first study release in our new Federal Information Technology (FIT) series designed to help you get closer to your federal technology customer, the FIT Personas Study highlights the different profiles of individuals that influence and make decisions for IT products and services at the federal level.
Personas have been an increasingly popular tool to identify and pinpoint specific personal and professional factors that influence the decision-making process. Combining qualitative and quantitative feedback, these results will help you understand what makes your customer tick, both personally and professionally, and provide you key insights to inform your marketing and business outreach strategy.
PURCHASE THE OVERVIEW RESULTS AND VIDEO PRESENTATION
Overview results presentation and video highlight some overall similarities and a few key differences among key personas in Federal IT. The overall data from the survey of 300 federal IT decision-makers and influencers is provided and highlights two personas. ($99)
Purchase the Full Federal IT Personas Bundle
Based on quantitative and qualitative research of the federal market, Market Connections has developed ten (10) federal IT personas from defense and civilian agencies that represent IT product and service purchasing influencers and decision-makers. The personas provide information covering demographics and personality traits, preferences around learning, communication and information gathering, professional motivators and challenges, and values they look for during vendor selection. This bundle includes a download of the overview report and key takeaways. ($495)
Purchase Agency-type Federal IT Personas Bundles (selection: Defense/Civilian)
In addition to the full Federal IT Personas bundle, Market Connections is offering specific defense/civilian agency persona bundles. Representing IT product and service purchasing influencers and decision-makers for each agency type, the report provides information covering demographics and personality traits, preferences around learning, communication and information gathering, professional motivators and challenges, and values they look for during vendor selection for five different persona types. Each bundle includes a download of the overview report and key takeaways. ($349/each)
How Has Covid-19 Affected Your Federal Customer?
Results from 2020 Ongoing Covid-19 PulsePolls™
Beginning in March 2020, Market Connections began fielding ongoing surveys of federal decision-makers, asking how COVID-19 has affected them, their agency and their work environment; how it may impact work-related activities and priorities; and how contractors have, and can, continue to support them. See the latest results to gain better insights on how it may affect your short- and mid-range planning. Results will be updated on an ongoing basis.
Federal Media & Marketing Study 2019
In its 11th year, the Federal Media & Marketing Study continues to empower marketers to hone and perfect their strategic marketing campaigns with valuable and reliable data directly from their federal customers. The survey provides key information about the federal audience’s media usage across print, broadcast, social and digital sources. Combining this data with demographics including: job function, location, purchase area and more, marketers have the ability to slice and dice the data and map each to specific media habits, allowing them to target specific audiences.
The survey represents the views of thousands of federal workers in a variety of positions. Whether you are interested in a broad awareness campaign, or a more focused agency-based marketing effort, data from the study can provide you key insights about the media and marketing habits of this tough-to-reach federal market audience.
WHAT TO EXPECT
- Job Function and Purchase Responsibility – More than 25 different job functions and areas of purchase, by product and service
- Media Usage – 60+ publications, 100+ websites and mobile sites; 10+ social sites; differences inside vs. outside the Beltway
- Trusted Content -To what extent do decision makers trust news and information from different media sources?
- Time Spent Accessing Content – How much time do government employees spend accessing content online, watching TV, listening to the radio and reading e-newsletters?
NEW IN 2019
- Beyond Business: Expanded Demographics & Personal Decisions – Marketing to federal employees, means marketing to them as people. What does that look like? What are their personal priorities? Challenges, hopes and dreams? How can this help shape your messaging to them as an individual in addition to their profession?
- Media Habits of Federal Employees: A Day in the Life – What media sources are federal employees accessing during different parts of their day?
- Diving Deeper into Webinar & Event Attendance – Will the time of day impact whether they attend? How likely are they to attend and how likely are they to attend in the evening or on weekends?
- Additional Marketing Tactics – Mobile applications, outdoor advertising and sponsorship: should contractors explore these ways of getting in front of federal audiences?
Delivering on Mission? Effects of the 2019 Federal Government Shutdown
Results from the 2019 Partial Federal Shutdown PulsePoll™
The longest recorded partial federal shutdown to-date is having a major impact on both federal employees and the contractors who serve them. From concerns over funding and ability to meet project goals and timelines to the impact on future recruitment and retainment of a strong workforce, it is no surprise three-quarters of respondents are more concerned with this shutdown than those of the past. Market Connections conducted a PulsePoll™ to gauge how the 2018-2019 shutdown is, or will be affecting the work of federal employees and the contractors who work beside them day-to-day.
Digital Transformation and Infrastructure Modernization for State and Local Governments
The expectations of US citizens — as consumers of government services — continue to increase and shift as digital and social channels transform communications, interactions, and the delivery of services. These expectations are perhaps even more pronounced at the state and local level as citizens engage frequently with governments in the states and local communities in which they live.
To optimize the technology and human resources involved in delivery of Citizen Services, state and local governments across North America are embarking upon digital transformation journeys — modernizing IT applications and infrastructure. How are governments planning for and executing upon this transformation and what barriers do they face in completing this journey? To understand the answers, Unisys commissioned Market Connections to find out. The study captured the perspectives of US government executives around the adaption and adoption of digital technologies to advance the digital transformation initiative and agendas in their states.
Modernizing Government with a Robust Data Analytics Platform
With passage of the Modernizing Government Technology Act, federal agencies must look at their technology infrastructure, transition from legacy systems to a modern infrastructure, move to the cloud and use data to operate more efficiently. How do agencies demonstrate they’re making progress? Data. Federal agencies must harness the vast amounts of data they collect around program results and budgets to show how they are achieving their mission and delivering real progress against their mission goals and objectives — and how much it is costing.
Modern analytics platforms can now easily access any data source to quickly answer questions they might not have ever thought of before. Agencies can then use data to achieve an evidence-based policy-making standard within their organization, look at how they deliver programs and services and make changes that positively impact their mission.
Federal Government Contractor Study 2018
Best BD and Marketing Practices of Winning Contractors
In partnership with Merritt Group and Professional Services Council, this national study of federal government contractors focuses on top challenges and best practices of marketing and business development professionals. The study addresses the most effective activities, tools and strategies to remain competitive; the organization, reporting structure and collaboration of BD and marketing departments within an organization; and how contractors are targeting and responding to RFPs with a focus on those contractors with higher win rates. The online survey of 200 federal government contractors was fielded in May 2018.
OBJECTIVES:
- Identify best practices of winning government contractors
- Identify challenges of marketing and business development professionals
- Determine actions to remain competitive in the current federal government market
- Measure effectiveness of marketing materials, activities and tools
- Quantify changes in budgets and activities