Crafting a Marketing Strategy and Plan to Unlock Government Market Opportunities

(1 customer review)


Format: E-course
Duration: Approx. 90 minutes
Instructors: Dr. Elena Bernard and Carroll Bernard, Govology
Learning Credits: 1.5 CPEs, 1.5 ATCs
APTAC BOK: C.21 Marketing to Government Agencies; B.1 Marketing; C.5 Government Buying Cycle
*This course was recorded on April 24, 2024.

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Marketing to government agencies shares many similarities with marketing to commercial customers. To succeed in this arena, it’s crucial to identify your target market, understand the unique needs of your customers, develop a compelling value proposition, and effectively communicate your value proposition to potential buyers. In this course, Govology co-founder Carroll Bernard will provide valuable insights and practical strategies for mastering the art of marketing to government agencies.

During the course, you will gain knowledge on the following key topics:

  • Conducting thorough market research tailored specifically to the government sector, utilizing a blend of online tools and primary research methods such as agency interviews.
  • Identifying and creating essential marketing materials for engaging with government agencies and learning how to leverage them effectively.
  • Crafting a strong value proposition that resonates with target customers, emphasizing the unique benefits of your products or services.
  • Understanding the process of responding to sources sought notices to increase your chances of getting an opportunity set aside.

By the end of this course, you will know practical strategies and best practices to navigate the complexities of marketing to government agencies successfully. Don’t miss this opportunity to enhance your marketing skills and expand your reach in the government marketplace.

Target Audience: Small businesses pursuing federal government opportunities

Meet Your Instructors:

Carroll Bernard

CARROLL BERNARD, Govology CEO & Co-Founder

Carroll Bernard is the CEO and Co-Founder of He has an extensive background in government contracting, resulting from his experience as a government buyer, a small business contractor, and a procurement advisor. 

Carroll started his acquisition career in the U.S. Navy Supply Corps, where he provided logistical support and acquisition management as a Supply Officer. After leaving active duty, Carroll continued his acquisition career in the Procurement Services Department of the City of Vancouver, WA, and later as a warranted Contracting Officer at the Department of Veterans Affairs. Carroll’s last federal employment was at the U.S. Small Business Administration (SBA), where he served as a Business Development Specialist for 8(a) companies in the Business Development Program. He also served as the SBA Portland District’s Veteran Business Development Officer and Primary HUBZone Liaison. Through his duties at the SBA, Carroll became a subject matter expert in small business programs, federal certifications, the SBA Mentor-Protégé Program, teaming, and small business contracting with federal agencies.

After his career in the federal government, Carroll supported small businesses in government contracting as a Procurement Counselor with the Defense Logistics Agency’s Procurement Technical Assistant Program (now Department of Defense APEX Accelerator), established to expand the number of companies capable of participating in government contracts.

Carroll has supported vendor outreach, education, and success in many ways. In 2015, Carroll and his team at Govology launched a world-class online training platform for government contractors. Since then, they have trained over 17,000 business professionals and saved small businesses millions of dollars through their collaborative approach with non-profit organizations, government agencies, universities, and corporations that share their mission and passion for powering up small businesses. As a result, Carroll and his wife, Elena Bernard, PhD were named 2020 Small Business Champions by the U.S. Small Business Administration.

Elena Bernard

ELENA BERNARD, Ph.D., Govology Co-Founder, CFO, CMO

Dr. Elena Bernard is the Co-Founder, Chief Financial Officer, and Chief Marketing Officer at Waypoint America LLC DBA Govology and an Associate Professor Emeritus at the University of Portland, Oregon. During her 20-year academic career, Dr. Bernard taught marketing courses at the undergraduate and graduate levels in the United States and internationally, including Australia, Hong Kong, and Singapore. She published several articles in academic journals and presented her research at national and international conferences. As a passionate community servant and educator, Dr. Bernard has actively shared her knowledge and expertise at various events supporting socially and economically disadvantaged entrepreneurs through organizations such as the Immigrant and Refugee Community Organization (IRCO) in Portland, Oregon, and Oregon’s Association of Minority Entrepreneurs (OAME). 

In 2015, together with her husband and business partner, Carroll Bernard, Dr. Bernard built with the vision of providing exceptional government market education that is practical, impactful, and affordable. Often called “a dynamic duo,” Carroll and Elena Bernard have been on a mission to help small businesses reach their full potential in the government marketplace. Hence, in recognition of their contributions to the small business community, SBA recognized Govology with a prestigious Small Business Champion award in 2020.

Dr. Bernard holds a Ph.D. in Marketing from the Louisiana State University. She retired from teaching in 2021 to focus full-time on Govology.

1 review for Crafting a Marketing Strategy and Plan to Unlock Government Market Opportunities

  1. Unknown Member (verified owner)

    Amazing! Packed with resources, tools, and builds a solid foundation of how to market and position your marketing material geared for selling to the government.

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