Securing a GSA Schedule is just the beginning – success in the federal marketplace requires proactive marketing. With $45 billion in contracts awarded through GSA Schedules in 2023, small businesses have a huge opportunity, but only 4% of them hold a Schedule. Here’s how you can stand out and win contracts:

Key Tips:

1. Optimize Your GSA Advantage! Profile: Use clear product descriptions, high-quality images, and keep your catalog updated.
2. Leverage Digital Marketing: Build a government-focused website, use SEO, and engage on social media platforms like LinkedIn.
3. Attend Industry Events: Network with agencies and contracting officers at procurement events and GSA-sponsored matchmaking sessions.
4. Create Clear Capability Statements: Highlight your core competencies, past performance, and differentiators in a concise, tailored document.
5. Build Relationships with Contract Officers: Communicate professionally, follow up regularly, and show your value through results.
6. Monitor and Respond to GSA eBuy: Track opportunities daily, use new platform features, and craft tailored proposals.
7. Educate Agencies: Offer training, create resource hubs, and share case studies to build trust.
8. Collaborate with Other Contractors: Form Contractor Team Arrangements (CTAs) to tackle larger projects and expand your market reach.
9. Highlight Past Performance: Use data-driven case studies to showcase your expertise and results.
10. Keep Your Schedule Updated: Regularly update pricing, comply with federal regulations, and meet reporting deadlines.

Quick Overview:

By combining these strategies, you can position your business for long-term success in the federal marketplace. Start implementing these tips today to maximize your GSA Schedule’s potential.

Tips for Marketing Your MAS Contract

1. Create a Strong GSA Advantage! Profile

Your GSA Advantage! profile acts like your online storefront in the federal marketplace – it’s essentially the government’s version of Amazon . A well-crafted profile is key to catching the attention of agency buyers and winning contracts.

An optimized profile can make a huge difference in your visibility. Research shows that 90% of optimized products land on Page 1 of search results, while poorly managed listings typically end up beyond Page 4 . Considering that most product categories have over 250 items spread across 10+ pages, standing out is non-negotiable.

Here’s how to make your profile work for you:

• Product Names and Descriptions: Use clear, keyword-focused titles that match what agency buyers are searching for. Be sure to include your part number, company name, and specific product details .
• High-Quality Images: Around 60% of GSA Advantage! products already include images . Adding professional photos can make your products more appealing and improve conversion rates.

Keep Your Profile Up-to-Date

Timely updates are just as important as a strong start. Stick to these guidelines to ensure your profile stays relevant:

• Upload your initial pricelist within 6 months of receiving your Schedule award.
• Update your pricelist within 30 days of any changes to pricing.
• Refresh your catalog information at least every 2 years.

Companies that follow these strategies often see a 15–40% jump in sales through their GSA Schedule contracts .

2. Use Online Marketing Tools

Digital marketing tools can help increase your GSA Schedule’s visibility to federal buyers.

Optimize Your Website for Government Buyers

Create a dedicated section on your website specifically for government buyers. This section should include your GSA logo, contract details, past performance, and direct links to your GSA listings. Make it easy for federal buyers to find the information they need .

Focus on SEO Strategy

Search engine optimization (SEO) plays a key role in making your services discoverable by agency buyers. As noted by Digital.gov:

Strong search engine optimization (SEO) fosters transparency and enhances user experience. It empowers the public to navigate complex programs, and find the information they need quickly .

Incorporate targeted keywords, write informative posts, and align your content with agency goals and priorities .

Leverage Social Media Platforms

Stay active on social media to engage with federal decision-makers. Each platform has its strengths:

Email Marketing Best Practices

When crafting email campaigns for federal buyers, focus on how your solutions align with their agency missions. Include your contract details and highlight your performance to build credibility . Sending regular updates shows your reliability and commitment to serving government needs .

Market Research and Targeting

Conduct in-depth market research to pinpoint agencies most likely to need your services. Look for department-specific buying trends, key decision-makers, and preferred communication methods . These insights can guide your online marketing efforts and ensure your message resonates with the right audience.

For expert help in refining your federal marketing strategy, consider working with specialists like GSA Focus (https://gsascheduleservices.com), who assist small businesses in securing and managing GSA Schedule Contracts.

3. Join Government Contract Events

Attending procurement events can increase your visibility and help establish credibility in the federal marketplace.

Major Government Contract Events

The Coalition for Government Procurement organizes several events throughout the year. One notable example is the Spring Training Conference, happening on June 25–26, 2025, at the Fairview Park Marriott in Falls Church, VA. This event offers valuable insights into government procurement practices .

GSA-Sponsored Events

The GSA (General Services Administration) hosts matchmaking events and industry days, giving Schedule holders direct access to agency representatives .

For instance, the GSA’s Small Business Works event in August 2023 drew 1,144 small business owners. It included sessions on government procurement strategies, opportunities through the GSA Multiple Award Schedule, Public Buildings Service IDIQ contracts, and regional forecasting .

To make the most of these events, focus on specific, goal-oriented activities.

Maximizing Event Participation

Here are key activities to prioritize:

Building Strategic Relationships

These events are excellent opportunities to form Contractor Teaming Arrangements (CTAs) with other Schedule holders .

"I know how important it is for small businesses to have the training and information they need to succeed in the federal marketplace. That’s important to the Administration and the entire GSA team."

4. Write Clear Capability Statements

A clear capability statement is essential for standing out in federal contracting. These documents help federal agencies evaluate contractors, so making yours straightforward is crucial.

Key Elements to Include

Your capability statement should cover these important areas:

Customization Matters

Tailor your capability statement to align with the specific requirements of each agency you approach . This targeted approach can make your outreach more effective.

Tips for a Polished Statement

• Keep it brief – 1 to 2 pages is ideal.
• Regularly update it with new contracts, certifications, or achievements.
• Avoid unnecessary jargon and stick to facts you can back up.

Show Results That Matter

Include measurable outcomes to back up your claims. For example, instead of saying "improved efficiency", use data like "reduced project completion time by 20%" .

Consistent and Professional Design

Make sure your document reflects your brand. Use consistent fonts, spacing, and clear headers to create a polished look. A well-formatted statement can leave a strong impression and help you succeed in the federal market .

5. Connect with Contract Officers

Building strong relationships with Contract Officers (COs) can significantly improve your chances of success in federal contracting.

Establish Professional Communication

When contacting COs, it’s important to communicate clearly and professionally. Here’s how:

After setting a professional tone, demonstrate your value with concrete actions that align with their needs.

Demonstrate Value Through Action

Show COs that you’re reliable and capable of helping them meet their objectives. A great example is FedBiz Access, whose clients secured over $34 billion in contracts in 2024 by effectively engaging with government buyers and speaking their language .

"Given the pressures COs face, being the one polite and professional voice in their day can make a significant difference." – FedBiz Access

Build Trust Through Understanding

To earn trust, focus on these key areas:

• Learn the agency’s needs and provide clear strategies to manage risks.
• Keep COs updated on progress and milestones to show you’re on track.

Attending industry events and meeting COs in person can strengthen the trust you’ve built through research and consistent communication.

CO-Focused Industry Events

Engaging with COs at events is a great way to deepen connections. Consider these opportunities:

• Attend industry days to learn about agency requirements.
• Request post-award debriefings to gather insights for future opportunities.
• Schedule one-on-one meetings during procurement events.

Focus on Long-Term Relationships

"The most successful contracting professionals do three things superbly. They understand the roles and goals of their counterparts, consistently give each counterpart a sense of momentum toward their unique goals, and they create trust." – Judy Bradt, Subject Matter Expert in Federal Contracting

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6. Monitor and Respond to GSA eBuy

GSA eBuy is a critical platform for federal contracting, connecting government buyers with GSA Schedule holders. To succeed here, you need a clear plan for tracking opportunities and crafting effective responses.

Set Up Systematic Monitoring

Establish a structured approach to stay on top of relevant opportunities:

• Use daily monitoring tools with automatic email alerts.
• Assign a team member to manage updates.
• Regularly review opportunities by SIN (Special Item Number).

Consistent tracking is key, but taking advantage of new platform features can also enhance your visibility.

Use New Platform Features

In December 2022, GSA introduced a feature allowing contractors to show interest in specific RFIs or RFQs. This gives government buyers insight into potential responses and helps your business stand out .

Craft Strong Proposals

When responding to opportunities, focus on these core steps:

1. Analyze Requirements Thoroughly: Understand all aspects of the solicitation, such as technical specs, timelines, and evaluation criteria.
2. Tailor Your Response: Avoid generic templates. Customize your proposal to address the agency’s specific needs.
3. Price Strategically: Align your pricing with market conditions while maintaining profitability. Use RFQ feedback to refine your pricing approach .

A well-rounded proposal addresses both cost and technical aspects. Here’s how to structure it effectively:

Gather Market Intelligence

GSA eBuy isn’t just for bidding – it’s also a valuable market research tool. Track how often opportunities arise, common requirements, pricing trends, and agency buying habits. This data can sharpen your marketing strategy and help you prepare for future contracts. Use the "Interested" feature wisely to signal your intent to bid on promising opportunities .

For small businesses navigating GSA Schedule contracts and federal contracting processes, GSA Focus offers services to simplify documentation, compliance, and negotiation. Learn more at GSA Focus. Their solutions let you focus on growing your business while they handle the details.

7. Share Knowledge with Agencies

Building trust with federal agencies requires a focus on education and clear communication. Use these strategies to create impactful training and knowledge-sharing initiatives.

Create Focused Training Programs

Design your training programs to meet the specific needs of federal agencies. Take inspiration from the Federal Acquisition Institute (FAI), which offers both in-person and online sessions tailored to the federal workforce .

Develop Useful Educational Resources

Create a centralized resource hub for agencies. Include:

• Technical Documentation: Detailed specs and implementation guides for your products.
• Compliance Guides: Explain how your solutions meet federal standards.
• Case Studies: Share success stories from other government projects.
• White Papers: Offer deep dives into industry challenges and solutions.

Use Established Training Platforms

Tap into federal learning platforms like IT Acquisition University (ITAU). This platform provides on-demand training for federal IT managers, allowing them to earn learning points while studying topics like modernization and procurement .

Host Informative Events

Organize events that clarify complex topics. For example, follow the lead of Global Services‘ post-award training seminars . Key topics might include:

• Contract compliance basics
• Business development strategies
• Best practices for implementation
• Updates on regulatory changes

Provide Customized Content for Agencies

Tailor your materials to meet the unique needs of each agency. Focus on helping them:

• Understand procurement workflows
• Navigate GSA Schedule requirements
• Optimize contract usage
• Maintain regulatory compliance

If you’re a small business, consider working with experts like GSA Focus. They can help you create engaging, compliant training programs that align with federal requirements. These efforts not only educate agencies but also strengthen your overall federal marketing approach.

8. Team Up with Other Schedule Holders

Collaborating with other schedule holders can help you reach a broader audience and secure bigger contracts. One way to do this is through Multiple Award Schedule (MAS) Contractor Team Arrangements (CTAs), which let you join forces with other contractors to handle more complex requirements. Here’s how CTAs stack up against other types of partnerships.

Comparing CTAs to Other Partnerships

How to Build Effective CTAs

Put together a written agreement that outlines team roles, payment processes, sales reporting, IFF management, pricing, and how disputes will be handled. This ensures everyone is on the same page.

Finding the Right Partners

Expand your network to identify compatible partners by:

• Using the GSA eLibrary to research contractors
• Attending industry events to make connections
• Reaching out to your local Procurement Technical Assistance Center (PTAC)
• Exploring the GSA subcontracting directory
• Getting listed on prime contractors’ preferred vendor lists

Staying Compliant

When working under CTAs, it’s essential to follow these rules:

• Ensure all team members have active GSA Schedule contracts.
• For small business set-asides, confirm all CTA members meet the required socioeconomic criteria.
• Each partner is responsible for their own performance.
• Clearly label your RFQ responses with "Contractor Team Arrangement."
• Accurately track and report sales for IFF payments.

Benefits of CTAs

CTAs allow you to tackle larger contracts, reduce risks, focus on your strengths, grow your market presence, and access new Special Item Numbers (SINs) through your partners. By teaming up, you can achieve more than you could on your own.

9. Show Your Track Record

To build trust, highlight your past performance that aligns directly with the agency’s contract requirements. Support this with detailed case studies that demonstrate your expertise.

When creating case studies, focus on contracts similar to the agency’s needs. Include key details like:

• Total contract value
• Number of staff involved
• Users or locations served
• Timeline and deliverables
• Measurable outcomes

Use specific numbers to showcase your achievements. For example, mention cost savings, improved efficiency, or other measurable results. Highlight areas such as:

• Budget management
• Staying on schedule
• Quality of performance
• Problem-solving skills
• Adherence to federal requirements

Past Performance Presentation Format

Make sure your case studies align with solicitation criteria. Avoid using examples that don’t match the size or scope of the solicitation. A recent GAO protest on March 1, 2023, involving General Dynamics Information Technology, Inc., highlighted the risks of mismatched past performance examples.

"Your experience needs to address every required qualification in the job announcement. Hiring agencies will look for specific terms in your resume to make sure you have the experience they’re seeking." – USAJOBS Help Center

Documenting Success Stories

• Focus on relevancy: Highlight experience with similar federal contracts.
• Quantify results: Use specific numbers and percentages to show impact.
• Highlight compliance: Show your understanding of federal requirements.
• Show growth: Include examples of successfully scaling operations.
• Provide references: Include verifiable success stories to reinforce credibility in federal contracting.

10. Keep Your Schedule Current

Keeping your GSA Schedule up to date is crucial for staying competitive in the federal marketplace. Regular updates ensure you remain visible and aligned with federal requirements, complementing your broader strategies to strengthen your presence.

Here’s how to maintain a current and compliant GSA Schedule:

Key Areas to Focus On

• Pricing and Catalog Updates
  • Submit updates within 30 days of any changes.
  • Refresh your schedule at least every two years.
  • Apply permanent price reductions when applicable.
  • Accept Mass Modifications within 90 days.
• Compliance Monitoring
  • Keep track of Trade Agreements Act (TAA) country of origin updates.
  • Stay informed about changes to the AbilityOne procurement list.
  • Ensure employee verification through E-Verify.
  • Adhere to Department of Defense cybersecurity regulations.

Reporting and Performance Deadlines

Staying compliant also means meeting mandatory reporting deadlines. Below is a quick reference table for your requirements:

Performance Benchmarks:
Ensure you meet the minimum sales thresholds:

• $100,000 in the first 5 years.
• $125,000 for every subsequent 5-year period .

"As a lead consultant with Winvale, I cannot emphasize enough how important contract maintenance is throughout the lifecycle of your GSA Schedule. If you fail to comply with GSA’s regulations, you risk having your contract cancelled."

• Christina Kacem, Lead Consultant, Winvale

Best Practices for Maintenance

• Review pricing and product offerings every quarter.
• Use eMod to submit modifications promptly.
• Keep thorough records of all updates.
• Double-check that your GSA Advantage! and eLibrary profiles reflect accurate information.

Staying on top of your schedule not only helps you meet federal requirements but also demonstrates reliability to government buyers. Federal agencies prefer contractors who show attention to detail and follow regulations.

If you need help managing your schedule or ensuring compliance, GSA Focus offers full-service solutions to simplify the process. Check out their services at GSA Focus.

Conclusion

Marketing your GSA Schedule effectively requires a strong online presence, meaningful connections, and consistent effort. With $45 billion channeled through GSA Schedule programs in 2023 , the federal marketplace presents a lucrative opportunity. Yet, with only 4% of small businesses holding GSA Schedules , those who adopt smart marketing strategies can gain a clear edge.

Implementation Strategy

A successful approach combines a solid digital presence, relationship building, and regular performance tracking.

1. Strengthening Your Online Presence

Your digital footprint is the backbone of your government marketing efforts. Focus on:

• Keeping your GSA Advantage! listings detailed with accurate product information.
• Adding a dedicated section for government buyers on your website.
• Actively monitoring GSA eBuy for relevant contract opportunities.

2. Building Relationships

Forging strong connections in the federal space is key to long-term success. Prioritize:

• Attending industry days and GSA matchmaking events.
• Partnering with other GSA Schedule holders.
• Networking with contracting officers through professional channels.
• Joining government-focused industry associations.

3. Tracking and Improving Performance

Measure your marketing efforts with clear metrics:

"Metrics are essential to a successful marketing plan." – Federal Schedules, Inc.

These steps help ensure your approach stays effective in the ever-changing federal landscape.

Moving Forward

Unlike commercial marketing, government marketing requires active management . A GSA Schedule isn’t a passive tool – it needs consistent promotion . With professional help, businesses can see an average revenue increase of $927,000 .

Using the strategies above, refine your methods to secure long-term success in federal contracting. The marketplace is constantly shifting, so regular evaluation and a strong presence across multiple platforms are essential.

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