I am so grateful for Government Marketing University, the only independent educational and networking resource for public sector marketers. At their inaugural GAIN 2016 Conference, they had a stellar panel of federal government Public Affairs Officers. The panel spent most of the time telling the roomful of marketers what was not possible — for example, government ethics rules prohibit agency employees, quotes, logos and photos from being used in a way that implies an endorsement of a company or product. But they also discussed what was possible, which included leveraging any publicly available information.
I took this as one of my key takeaways from the conference and have been scouring our federal customer orders to see what I could use. Seven months after the event, we now have our first Federal Customer Spotlight. The requirements information in the spotlight comes straight from our customer’s order. In this case, the customer was the Social Security Administration (SSA). The case study explains how One Identity, assisted SSA in implementing logical smart card authentication so employees and contractors can use their PIV cards to access SSA networks. Anyone interested in seeing how our case study came out can read it here.
So how did I pull it together? Before I started, I worked with our Marcom organization to develop a template. Once I found a customer order with a great requirements description, I put together the draft. Our sales rep. sent it to his point of contact, who said it was okay with him to publish and I sent it to SSA’s Press Office. I addressed some of the questions the Press Office had and they then sent it to the agency’s general counsel’s office for review. I thought that would be the end of it. However, I received an email about a month later from the Press Office stating that if the information provided was already publicly available, it could be posted on our website.
Many agencies are struggling with an existing mandate to make their applications PIV/CAC-enabled. This case study will help educate other agencies on how they might approach the challenge. Speakers at the GAIN conference emphasized how important such case studies are because federal agencies always want to know what their peers are doing.
Since we just published this case study, we haven’t received feedback yet from our sales team, but I’ve already received great feedback on our VP of Marketing and our Senior Global Program Manager for Customer Engagement.
Meanwhile, I’m actively looking for other federal customer requirements that would be appropriate to repurpose for additional case studies!
I hope this will inspire my colleagues in the public sector marketing space to give this approach a try! Good luck and feel free to contact me with any questions!