What We Do
For more than 35 years, we’ve helped government service providers (GSP) in the Washington D.C. area and beyond win business, positioning ourselves as the go-to resource for expert knowledge on marketing, digital marketing, social media management, design, branding, public relations, and advertising. For any project or campaign, Focused Image provides our clients with the expertise they need to help achieve their business objectives regardless of size or scope.
Navigating the government contracting world can be a challenge. Our experts speak the language of government contracting, meaning we understand such terms as; Indefinite Delivery, Indefinite Quantity (IDIQ) contracts, Contractor Performance Assessment Reports (CPAR’s), Total Cost of Ownership (TCO) estimates, improving OCONUS presence, Capture, and all the complexities of C5ISR.
In contrast to normal Business-to-Business (B2B) processes, we know that GSPs operate under different procedures and rules – performance for government customers is not defined by a profit/loss (P&L) statement but by the measurable successes of the mission.
Identifying your value proposition is critical to marketing to an audience of buyers and influencers. Focused Image has extensive experience identifying the benefits the government derives from our clients’ products and services. Our full-service marketing teams work with you to design, create, and implement your communications campaign from planning to production to execution. We offer traditional and digital media solutions, including:
Marketing strategy – Establishing an effective marketing strategy requires a company to analyze its current strategic position before evaluating, formulating, and selecting a market-driven strategy. Focused Image excels at identifying a sustainable competitive advantage by understanding the needs and wants of all stakeholders. We provide an overall game plan for reaching customers and prospects and a plan to communicate your business’s products, services, and solutions.
Integrated marketing communication plans – An integrated marketing communications (IMC) plan is only effective if it can successfully leverage marketing components and work more intelligently to address your customer’s needs. We promote your message through multiple channels to build greater awareness and enhance positive perception with your target audience to achieve maximum impact of marketing objectives. Our team produces compelling content, ensuring you are communicating relevant, consistent, and benefit-driven subject matter across all mediums – every time.
Creative execution – With every project we take on, we design with creative performance and advertising appeal in mind. Our experts understand how to build your brand awareness and reputation across numerous channels, working diligently to identify what differentiates you from your competitors and how to break through the market clutter. Our goal at Focused Image is to translate your marketing strategy into a well-developed and polished brand-building campaign that aligns with your specified strategic objectives from start to completion.
Campaign management – Media marketing campaigns typically involve planned pushes to potential buyers through social media, surveys, emails, or even events. At Focused Image, we strive to make sure the client participates in each part of the marketing process to ensure goals are achieved, focusing on how to most effectively improve the planning, execution, tracking, and analysis of your marketing initiative regardless of size or scope.
Reporting – When analyzing a campaign, metrics are the best vehicle to present what you were able to do, where it was effective or not, and what results were achieved. In working with us, we will provide the reporting required to examine the tactics and resources invested in carrying out your marketing strategy.
Optimization – Today’s digital landscape has made it necessary for your PR and digital marketing efforts to come together and act as one. Using traditional and digital methods, we can optimize your business by gauging performance and adjusting as required, increasing traffic and brand awareness. We make informed decisions drawing from our experience in publishing Search Engine Optimization (SEO) content, scheduling media placements, setting up business profiling, marketing to high-profile influencers, pushing out quality press releases, and establishing relationships in the industry. We are here to help you bring the most out of your business.
Our integrated marketing approach can help you reach the right target audiences at the right time and in the right place. In working with our team of marketing specialists, we will recommend the most appropriate marketing campaign to meet your wants, needs, and budget.
Social Media Management
An external digital presence belonging to a business is the first thing a potential customer will see when seeking information about your brand. At Focused Image, our Digital Natives possess the skill sets necessary to develop valuable, social content strategies that connect with target audiences across various channels and platforms to maximize reach, build, and maintain interest. Drawing from our unique experiences, we connect with subject matter experts (SME) and social media influencers to leverage your brand further. We offer these services across a full range of social media platforms:
Social media strategy – How do you want to be seen on social media? To help you answer this question, Focused Image can help assess, assemble, and attain realistic and relevant social media marketing goals. We compile a summary of your social media wants, needs, and intended marketing milestones to aid you in your actions and let you know what went well or what needs to be improved. The more specific your social media strategy is, the more effective it will be.
Implementation plans – An implementation plan, like a strategic action plan, is a process that dictates the actions and methods you’ll use to turn your strategy into something tangible. Whether you’re executing a new marketing plan or introducing an updated platform to your organization, we craft highly effective implementation plans using tools and strategies such as the work breakdown structure and critical path method to plan out the most efficient handling of tasks. We can improve your business by hosting weekly or monthly planning sessions, developing real-time editorial or campaign calendars, conducting risk assessments, assisting in delegating tasks, and any other deliverables you may need.
Social channel management – Effectively managing a digital social presence requires more than just knowing your demographic. With a highly-skilled execution team and a calculated media strategy directed at best practices to improve social channel response, Focused Image’s social media maestros can help you with channel monitoring, content management, increasing paid and organic engagement, commenting on posts and other responses, reporting result metrics, and achieving overall channel optimization.
Content development – Focused Image’s award-winning content strategy works well because we develop content with a focus, source accurately, and citing appropriate SMEs. When we draft content, we always finalize with client input and any other additional considerations. With our level of expertise in creating content, we can confidently ensure high-quality content every time.
Creative execution – Our goal at Focused Image is to translate your marketing strategy into a well-developed and polished brand-building campaign that stays in line with your specified strategic objectives from start to completion. In developing campaign concepts, we present custom-designed, or “design comps” to provide an easy way for the client to approve or adjust designs with their input. At this stage, we have enough information to create a final, comprehensive layout of your creative execution plan with the accuracy you need to achieve success.
Campaign management – At Focused Image, we work to ensure that each client is involved with every part of the marketing process to ensure goals are accomplished. By monitoring your channels, managing content, reporting result metrics, or even responding to comments and other types of responses, we ensure the campaign is more effective and with longer-lasting results.
Metrics reporting – For all of our clients, we provide measurable results to examine the services and resources necessary to carry out your marketing strategy’s goals. When delivering reports, we analyze campaign results with both a macro and a micro lens, identifying trends and lessons learned in a cohesive analysis that you can actually understand.
Connecting with industry influencers – Every industry is different, with different verticals, trends, and influential figures to observe change over time. We identify these influencers for our clients, reaching out as we see appropriate throughout our time working together, establishing cooperative relationships, and coordinating business partnerships that are sure to last.
Integration into relevant social media communities – Digital communities exist all around us. In social media, integrating into relevant communities might not come easy to some. With years of experience forming relationships in the industry, Focused Image can identify the influencers you need to know and establish a direct line with them, allowing for relationships to grow and become more coordinated and collaborative.
Effective social media management means better performance and results for our clients and the customers they serve.
The digital marketing experts at Focused Image have a complete understanding of the GSP consumer. We pride ourselves on our ability to effectively segment and target your audience through geodemographic data, interest and behavior data, keyword searches, and more to drive results from idea to inception. We offer these services across a full range of digital solutions:
Digital strategy – It is our imperative to understand the needs and wants of our clients and their customers, and how we can improve business performance with new products or reimagining things as they are. Our digital strategy approach examines the direction an organization needs to create unique competitive advantages and the relevant tactics required to get there. Our media strategy specialists draw the digital roadmap that’s right for you, tailored to achieve your specific goals through strategic online marketing channels such as paid, earned, and owned media.
Integrated digital advertising plans – If you want to be successful in marketing yourself, you need a strategy that blends all your marketing tactics into one seamless package. By being consistent with your integrated digital advertising plans, you can increase and retain engagement with your audience. We believe that promoting your message through multiple digital platforms can – and does – build greater awareness and help you reach your target audience in new and innovative ways.
Messaging development – Businesses with a strong message must have a robust marketing platform to develop campaigns that can effectively connect with the customer. We offer expertise in positioning for our government service providers – how you want your audience to think about your service – and developing better messaging with specific statements built to reinforce your marketing platform. Focused Image creates messaging that is relevant, thought-provoking, and interesting to a wide range of audiences.
Content development – The content creators at Focused Image emphasize techniques like link building and proper use of keywords to ensure you are communicating relevant, appropriate, and benefit-driven subject matter to your audience for the extent of your media campaign, and on. As a quality check, we always finalize with input directly from the client to ensure that your content is the best it can be.
Creative execution – In the past, our clients have come to us with campaign concepts that have presented them with difficulties in creative implementation. Our experts look at the problem and propose a comparable solution to provide an easy way for the client to approve or change designs with their input. Using design comps or other marketing materials, we can build your reputation across digital platforms to reunite with previous clients or form relationships within a new, potential client base.
Campaign management – To successfully plan, execute, track, and analyze a marketing initiative, you need a team that is trained in monitoring social channels, managing campaign content, and reporting result metrics, to name a few. Focused Image evaluates your media campaign daily, continually optimizing the creative to ensure that objectives are met. Your campaign can succeed – if you do it right.
Optimization – In our experience, optimizing your business profile involves publishing SEO content, scheduling media placements, setting up business profiling, marketing to high-profile influencers, pushing out quality press releases, and establishing relationships in the industry. We go the extra mile by gauging your business’s performance in a dynamic range over time, improving businesses in a number of challenging areas, including media buying, ad placements, and A/B testing. We know it can be challenging to optimize your digital presence, and we are here to help you in whatever way we can.
Metrics reporting – We provide documented findings to our clients so they can examine the results of their marketing strategy. The analysts at Focused Image are keen on measuring results of the resources invested in a project or on a campaign, taking an in-depth look at the Key Performance Indicators (KPIs) that should be used to determine success. If you are trying to get ahead of businesses within your sector, assimilating and understanding data is the key.
Our digital marketing process incorporates our knowledge of industry dynamics into our applied methodology of message maintenance and monitoring of your digital footprint that yields positive results time and time again.
Our award-winning design teams take every opportunity to push your digital, print, and video production to the next level. It’s more than just a pretty picture – it takes strategy, planning, and creativity to build your brand. The designers at Focused Image produce creative across numerous different mediums to help amplify your brand, illustrate your uniqueness, and cut through the clutter.
On the design side, we offer these services:
Corporate identity – We believe that an organization’s corporate identity can’t just be boiled down to a rough sense of the company culture. Our designers work to paint an illustrative idea of the personality behind the business. To create a consistent corporate image and corporate identity, we work with our clients’ to ensure that they will be recognized, remembered, and redistributed to the right consumer base. When done right, a uniform corporate identity can be realized within its target audience in little to no time. In our tenure, Focused Image has perfected a disciplined process in developing identity concepts, employing a stationery suite, and furthering the development of a corporate identity manual.
Logo development – A well-designed logo can help your business establish relationships with new customers and retain your current consumer base. The design team at Focused Image makes logos that are crafted to help customers identify with your brand and your identity. With a relevant logo design that is also memorable and recognizable, your business can raise brand awareness and customer engagement. We have developed a disciplined process to create logos for our clients, extending into a stationery suite and developing a corporate identity manual.
Collateral design – When a client asks for collateral, our designers put their brains together to create compelling physical materials that provide information about their business and give it an image. The collateral we produce focuses on establishing visual style, presenting multiple design approaches to the client so they can select and refine to meet their custom specifications. We create award-winning digital artwork using the full range of products in the Adobe Creative Suite, including InDesign, Illustrator, and Photoshop, to name a few.
Sales presentations – Sales presentations or pitches are a way to attempt to persuade with a sales presentation strategy of a product or service designed to initiate and close a sale of the product or service. For the perfect pitch, Focused Image develops presentation outlines for review, writes the script, develops the presentation design, and then builds out the presentation. In our experience, the most effective sales pitch is one that is impactful and concise.
Tradeshow exhibits – Tradeshow exhibits can help propagate your brand to consumers, industry partners, and competitors alike. When signing on to present at a tradeshow, we look at the show’s requirements and specifications and select the proper booth hardware and set-up figuration. Our design teams create the overall design and develop all the necessary graphics and oversee the fabrication and manage logistics for show delivery.
Print advertising – In print advertising, most businesses sell themselves short by a few words. Our team of in-house advertising specialists takes your campaign concept from development to placement, determining the thematic approach, and accurately sourcing content. The design team at Focused Image does more than concept development; we write the ad copy, design the ads, size them as needed, and traffic them out for publication.
Digital advertising – Advertising with Focused Image is a gainful move to help determine and build audience engagement and improve campaign concept development. The techniques our digital advertising team use determines the thematic approach necessary to achieve success. The digital ads we design are reinforced by accurately sourced content as we develop and refine concepts with client input, write the ad copy, design the ads and size them as needed for placement on media channels. We can then track the ads’ performance with an A/B test and consistently reported metrics for the subsequent logistical analysis.
Direct marketing – Direct marketing materials are any marketing items that rely on direct distribution to individual consumers instead of mass media. Our approach to direct marketing employs needs assessments, as we take your idea from concept development to developing mockups with customized copy. We oversee every step of production and help you obtain a mailing list and send out your marketing materials to increase customer interaction and interest.
Packaging – In packaging marketing materials, our teams determine the packaging approach that’s right for you. We present form options to our client and then begin to develop designs, refining with consistent client input, and overseeing production and fulfillment from the manufacturing facility to the customer. As we like to say at Focused Image, the package is only as good as the work you put into it.
Drawing from our experiences, we have seen that the right brand and the right marketing design can improve your bottom line and strengthen your value proposition. Don’t let design be your downfall – design with Focused Image today.
We at Focused Image use industry-leading research, tools, and techniques to build brands that enhance visibility and reputation over time. We know that your brand is the impression made in your customers’ minds, your potential prospects, new talent, and anyone else that may come in contact with your company. Our team believes that to connect with your target audience effectively; you need to form rational and emotional connections that ultimately enhance your brand awareness and brand perception. Our full range of branding services include:
Brand strategy – In marketing your brand, our approach to brand management begins with an analysis of how your brand is currently perceived in the market, taking a more in-depth look at how it is perceived and recommending ways on how to ensure that your brand is perceived the way you want it to be. Our experts are here to analyze how you are perceived and how to build your reputation in the marketplace.
Brand messaging – Brand messaging is a vehicle to help customers understand what an organization can offer and what values the organization lives and breathes. Shaping your brand messaging is paramount to a company’s success as it articulates your brand’s promise and encourages interest in a company’s products and services. Focused Image can help your business shape a powerful brand message that clearly identifies why customers should buy from you and not the next door down.
Integrated branding campaigns – The prime directive of most branding campaigns is to convert prospects into customers. An integrated marketing campaign combines multiple channels such as content, email, display advertising, and social media to promote a clear and consistent message to a specific audience. We run integrated branding campaigns to build on the rational and emotional levers of your customers and can teach you how to leverage that pull to your benefit.
Brand guidelines – A primary objective of brand guidelines is to ensure that an organization uses the same brand elements across the board, regardless of division or department. Focused Image produces brand guidelines that provide accurate and reliable information about the business, the tools and standards for using brand names, logos, typefaces, and other design elements in advertisements, brochures, newsletters, packaging, and online communications. These guidelines ensure that brand consistency and discipline are followed to the letter.
Taglines – Unlike a slogan’s one-time use on an ad campaign, a well-written tagline is a short phrase that captures the essence of a company’s brand, messaging, and positioning, and what distinguishes them from their competitors. Our creative teams excel at finding and creating the company theme that best supports your customers, business, and culture.
Campaigns – Once a new direction for the brand is set, we work with our clients to develop integrated campaigns to grow awareness and build positive perception. The components of these campaigns include:
• Website development
• Corporate identity
• Collateral support
• Sales presentations
• Tradeshow support
• Digital advertising
• Search engine marketing
• Social media marketing
• TV advertising
• Radio advertising
• Print advertising
• Out of home
• Direct marketing
If you are looking to build a better brand and execute it from the ground up, we also offer the following full brand implementation services:
Logo development – The design team at Focused Image makes logos that are created to help customers identify with your brand and your identity. If your business goal is to raise brand awareness and customer engagement, you need a relevant logo design that sticks. We have developed a disciplined process in developing logos that extends into our stationery suite and on developing a corporate identity manual to be used by all of our clients.
Website design – When designing a website from the ground up, we start by determining the navigation and creative direction first, then developing comp designs for the client to review. After the client has reviewed the site and passed off suggestions, we can create the wireframes, source and write the copy, and effectively build out the site to be monitored and controlled via a content management system (CMS). Our web design team implements on-page SEO, test, and launch methods to create eye-catching and seamless pages built to drive interest and increase site awareness.
Content development – Our writers work diligently to develop exciting content that communicates relevant, consistent, and benefit-driven subject matter to your audience for the extent of a media campaign and beyond. We create content with a focus that is sourced accurately, cites appropriate SMEs, and that carries your messaging through clearly and articulately.
Collateral design – Designing collateral requires establishing a visual style and thematic elements to be portrayed on flyers, pamphlets, brochures, and the like. Our designers present multiple design approaches to the client for selection and refinement in order to produce high-resolution digital artwork that uses the full extent of the Adobe Creative Suite, such as programs like InDesign, Illustrator, and Photoshop.
Sales presentations – Sales presentations are boring- we get it. To make sales presentations compelling, we at Focused Image work with our clients and provide them with a presentation outline, a written script, design, and the final production of their presentation. The way you sell yourself is how you will sell your products and services – work with us and make it count.
Tradeshow exhibits – Tradeshows are an excellent opportunity to grow your brand and network with other businesses in your industry. When a client of ours wants to present at a tradeshow, we determine the requirements, select the booth hardware configuration they need, and then design and develop all the exhibition graphics. We oversee every part of the process, from fabrication to delivery logistics tracking, to ensure that your tradeshow exhibition is a success.
Print advertising – Print advertising relies heavily on portraying words, images, and formatting to incite intrigue and maintain the viewer’s interest. Our experts in advertising bring fresh ideas to campaign concept development, coming up with thematic approaches, sourcing content appropriately and accurately, refining concepts, and adjusting ad design and copy with the client before finally publishing something that is sure to reach new customers.
Digital advertising – Our digital advertising team works with you to determine and build your audience up from conceptualizing to placing the ads on media channels and tracking their viewership and engagement with A/B tests and other metrics. If you want to optimize your ad performance, Focused Image is here to help you and your business reach your intended marketing goals.
Direct marketing – Direct marketing done the Focused Image way takes a different approach to needs assessments and email insights, developing your idea from concept to mockup with copy that connects with the reader and designs that are a delight to the eyes when it arrives in the mail, in their inbox, or another medium. We provide production oversight, sending out your marketing materials to mailing lists, and more for increased customer interaction and interest.
Packaging – A product is only as good as the packaging that contains it. When working with a client, our team determines the packaging approach that is right for you, presenting form options and developing designs that only change when you say “change.” How you sell your product or service is largely dependent on the way it is objectively viewed – we’re here to help you put your best foot forward in packaging your product.
Focused Image’s branding process can change the way potential customers think about and experience your business, reshaping and refocusing your company’s image and message to be clean, clear, and consistent. We are here to help you stand out from your competitors and make your brand thrive.