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B2G is a relatively unknown area in digital marketing, an area in which advertising concepts, processes, and best strategies can rarely be determined. Furthermore, professional articles about this type of digital marketing are almost non-existent.
Unlike some of the most complex large-budget B2B or B2C campaigns, managing professional affairs conducted between large associations and regional, municipal, and federal governing bodies is much more complex and involves greater risks and stronger short and long-term effects and consequences than what would be expected.
Using digital marketing channels as a paid activity for lobbying in the United States—used to argue for specific legislation in decision-making bodies such as the United States Congress—follows complex rules of marketing, PR, branding, advertising, and promotions as well as rules relating to legislation, persuasion, messaging, media buying, psychology, reputation management, behavioural analysis, and other professional practices. Not observing these rules could have dire consequences for the client you are representing.
When the government makes decisions (i.e., buys), its decision-making processes differ from the decision-making processes of the commercial sector. The language it speaks is different. Its motivations for making final decisions are different. Therefore, the marketing efforts must be different: they must be extremely smart, innovative, and tactical, and they need to constantly balance between influencing decisions and lobbying sensitivity, especially around Washington, D.C.
When our client came up with the idea for a campaign in the field of health and social care, we were very touched, both as people and as professionals, by their sensitivity to the protection of children from the youngest age. The segmentation model forced the marketing strategy towards demographics, revenue, cost, risk, demand, and other strong product performance influencers.
Inspired by our client’s vision, we created one of the most successful Business-to-Government campaigns. The concepts, processes, theories, and practices of this campaign are used as an example of the best B2G marketing practices in one of the largest alliances in the automotive industry, and the results of this campaign have raised the bar for measuring the success of these types of campaigns.