GovMark Council Offsite 2009

From Magic to Metrics – Government IT Marketing for the New Decade

December 3-4, 2009

Charlottesville, VA

Corporate Charm: Trends in Consumer Marketing

Where is tomorrow's marketing magic coming from? Hear from a Fortune 500 marketing exec on what's fresh and exciting in consumer marketing. We've seen Blackberries, iPhones, Facebook, and Twitter cross over into government IT. Attend this session to get the jump on next-generation marketing trends, strategies, and tactics from the commercial sorcerers.

LaSean Smith, Group Manager, Microsoft Corporation

Analyst Wizards: Gov IT Trends for 2010 and Beyond

The government marketplace continues to face a variety of business and technology issues that represent significant challenges and opportunities for the vendor community. This presentation will highlight the impacts of the stimulus legislation and FY 2010 budgets across Federal and state and local government organizations, examine the movement within core (enterprise resource planning (ERP), security, outsourcing) and emerging areas (cloud, SaaS, Web 2.0) of technology development, and identify the key marketing messages for technology executives to deliver across the government marketplace.

Rishi Sood, Vice President, Government, Gartner

From Magic to Metrics

Marketing has always been regarded as "alchemy" – go make gold behind the curtain. But how much gold do you get and what are the key ingredients? If the traditional media is losing steam, which are the most impactful media vehicles? Web 2.0 has increased interest in the "dark science" – but the Web transition also equips us with all kinds of new measurement opportunities. We will kick off this collaborative session with a series of new and insightful empirical data points and provide a new measurement framework for government IT marketing in the Web 2.0 era – then open the floor to discuss what's really working – beyond the smoke and mirrors…

Stephen W. T. O'Keeffe, Founder, GovMark Council

The Sorcerer's Apprentice

Hear from a Federal leader about what's important to the government IT decision maker. What are the profiles of the new leaders and decision makers emerging in Federal agencies, how are they consuming information, what grabs their attention, and how different are they from the last generation of decision makers?

Dr. Peter Ronayne, Senior Faculty, Federal Executive Institute, U.S. Office of Personnel Management

Great Things Come in Small Packages – Micromarketing

As marketers, we're always looking for the next "shiny object" – new ways to reach our customers while providing necessary leads and increasing awareness. Micromarketing and microsegmentation have proven their value in commercial consumer and business-to-business marketing – can they work their magic in the government IT space? Join this discussion on how you can use your existing customer data and engage new qualified audiences to create compelling, one-to-one conversations with customers and real prospects. By focusing, you can achieve significantly greater return on every dollar you spend – as you reach a smaller, more qualified audience. We will deliver a framework and case studies to initiate the debate.

Andrew LaVanway, Vice President, O'Keeffe & Company

Magic vs. Mischief: Government Ethics

How is the Office of Government Ethics looking at the rapidly evolving marketplace and shaping policies to support or prohibit your outreach programs? Hear how the increased emphasis on transparency will affect public-private interaction and the best ways to build programs to ensure participation from your government customers.

C. Simon Davidson, Partner, McGuireWoods, and Columnist, Roll Call

Abracadabra: Learn the Best Tricks

No one has all the answers in these turbulent times of change. Learn from your peers about new spells that are really working. Hear about key ingredients you may have missed in the rapidly evolving government IT marketplace. Two case studies from GovMark members: What's worked? What hasn't? And, what have we learned?

Shawn Briscoe, Program Marketing Manager, Red Hat, Inc.
Corinne Minton, Federal Marketing Manager, Americas, IBM