MCLEAN, VA: A federal agency charged with maximizing efficiency at other federal agencies has hired its first PR agency, ENC Marketing & Communications.
The Federal Consulting Group (FCG), a unit of the Department of the Treasury, acts as a consultant to other government entities, helping improve performance and streamline operations. But it has now decided it needs help making those other entities aware of its services.
"We're concerned how we can reach other federal agencies," said FCG CEO Anne Kelly. "We're trying to make ourselves look more professional."
There were five agencies vying for $170,000, six-month account.
Eva Neumann, ENC president, said the agency was told it had the best understanding of FCG's needs.
"We're able to offer creative solutions, based on past performance," Neumann said. "We've worked on marketing to government - whether it's [private] industry to government or government to government - for 12 years."
VP of account services Dave Acup and account manager Debbie Marcinkowski will lead the team.
ENC will help develop branding and message strategy, outreach tools, and publications. It will also update FCG's website, promotional materials, and exhibit booth materials, according to Kelly.
On the media relations front, ENC will reach out to publications serving the government market.
Kelly also said the FCG needed to reinforce that it was a government agency and not an external, for-profit one.
"It's important that people recognize we're not in it for profit and our motivation is very different than the private sector," Kelly said.
Neumann said that there was little different in marketing to the government.
"You're still talking about communications and simplifying the message so it is relevant and clearly communicated."