Modernizing Public Sector Engagement Through Integrated Marketing

  • Modernizing Public Sector Engagement Through Integrated Marketing

Background About the Project

A digital workflow software company appointed Accendo Associates to fast-track its public sector growth. Lacking internal marketing support, they were unable to reach government buyers and capitalize on mandates like M-19-21. Accendo launched targeted, compliance-driven campaigns to position the platform as the go-to solution for paperless operations—delivering speed, precision, and public sector know-how.

Activities

We embedded a senior marketing advisor within the client’s team to establish a unified, campaign-driven approach. This embedded model enabled the rapid design and execution of integrated campaigns while ensuring full alignment with brand standards, public sector sensitivities, and stakeholder expectations.

  1. A tailored Account-Based Marketing (ABM) strategy was developed to target high-priority federal, state, and local government accounts. Over a focused three-month period, campaigns were structured around high-value personas—such as CIOs, Senior Agency Officials for Records Management (SAORMs), and Deputy Directors—to ensure messaging relevance and influence across the decision-making chain.
  2. One of the flagship initiatives was a targeted webinar, titled “You’ve Got Mail. Now What?”, designed as part of a broader “Office Hours” series. The session showcased how intelligent automation can transform government digital mailrooms, using real-world examples to drive awareness and engagement.
  3. In parallel, Accendo led the development of a four-part newsletter campaign under the theme “Transforming Government with IA + RPA.” This series combined thought leadership, product demonstrations, whitepapers, and gated insights to position the client as a strategic partner in government modernization.
  4. In addition, a campaign was designed to support agencies working toward compliance with the National Archives and Records Administration (NARA) M-19-21 directive. Accendo built the campaign architecture from the ground up, developing messaging frameworks, blog content, and a corresponding webinar. The initiative focused on educating agencies about digital recordkeeping, metadata tagging through AI/ML, and reducing reliance on paper-based workflows.
  5. Creative and content development played a central role across all initiatives. Accendo produced compelling visuals, landing pages, and collateral designed to simplify complex concepts like telework enablement and intelligent metadata tagging—ensuring ideas were not only accessible but also actionable for public sector audiences.
  6. To extend campaign impact, Accendo also supported the lead-up marketing for the client’s flagship virtual conference. This included aligning event messaging with the ABM strategy and enabling the field team with targeted outreach tools to maximize engagement before, during, and after the event.

Outcomes

  • Account-Based Marketing Activation: Launched targeted, persona-driven campaigns that successfully engaged key government buyers and decision-makers.
  • Webinar Development and Execution: Delivered end-to-end support for a high-impact webinar, including content creation, registration workflows, and performance analytics.
  • Content Syndication Strategy: Designed and executed a multi-asset newsletter campaign that increased traffic to gated insights and product demonstrations.
  • NARA Compliance Positioning: Executed a strategic campaign that reinforced the client’s role as a trusted partner for M-19-21 compliance across over 100 government agencies.
  • Creative Asset Production
    Developed a suite of scalable creative materials—banners, landing pages, postcards, and digital assets—to support campaign rollouts.
  • Event Marketing and Pipeline Support
    Enhanced engagement for the client’s flagship virtual event and equipped field teams with tools to drive sustained demand generation.

Why It Worked

This project demonstrated how embedded expertise from Accendo Associates can unlock value fast. Within weeks, the client had a functioning campaign engine, customized messaging frameworks for public sector personas, and execution support across content, creative, and events.

 

Most importantly, the campaigns drove awareness, engagement, and qualified pipeline—without requiring internal teams to scale up. The NARA-focused campaign also positioned the client as a strategic partner for agencies navigating compliance deadlines and IT modernization mandates.


Let’s talk about how we can help you build scalable marketing systems that drive public sector demand and long-term growth.

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