Mission-Critical Marketing: What It Takes to Get Noticed by Government Decision-Makers

1:55 pm
-
2:45 pm

How do you capture the attention of a government customer in a flooded market where trust, compliance, and credibility are non-negotiables? This session will explore what companies often overlook when trying to break into the public sector—like having proper certifications, understanding procurement expectations, and showing up at the right places.

Featuring experts in legal strategy, marketing, communications, and government acquisition, this panel will walk through the foundational elements your business must have in place even to be considered—and how to go from being one of many to a must-have partner.

Trust is the Entry Point, Not the Bonus. In government contracting, credibility, compliance, and certifications are prerequisites—not differentiators. Companies must meet these standards just to get in the door.

Know the Rules Before You Play. Many businesses underestimate the importance of understanding government procurement processes, which can derail efforts before they even begin. 

Visibility is Strategy. It's not enough to have a good product—companies must be seen in the right spaces, at the right time, by the right people in the government ecosystem. 

Cross-Disciplinary Readiness is Key. Legal, marketing, comms, and acquisition experts all play critical roles in preparing a business to successfully engage government customers. 

From Vendor to Vital Partner. The path to becoming indispensable starts with strategic preparation, but success lies in building trust-based relationships that position your business as a must-have solution, not just an option.

Session Agenda

  • This session will explore what companies often overlook when trying to break into the public sector—like having proper certifications, understanding procurement expectations, and showing up at the right places.
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  • Key Takeaways Trust is the Entry Point, Not the Bonus.
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  • Many businesses underestimate the importance of understanding government procurement processes, which can derail efforts before they even begin.
    ‍
  • The path to becoming indispensable starts with strategic preparation, but success lies in building trust-based relationships that position your business as a must-have solution, not just an option.

Speakers

Joy Schoffler

Principal

Distinctive Edge Partners

Joy Schoffler

Principal

Distinctive Edge Partners

Joy Schoffler is an award-winning global communications strategist with decades of experience building, scaling, and protecting global public and private brands. She is the founder and principal of Distinctive Edge Partners, a full-service communications, marketing, and events management firm serving the aerospace and defense industry and federal sector clients. Before launching Distinctive Edge, Joy built, scaled, and sold Leverage PR, a strategic communications agency that played a vital role in shaping the FinTech industry and national financial policy. The firm additionally helped foreign economic ministries expand into U.S. markets and scale important financial and technology brands. Clients she advised have raised billions in capital, executed profitable M&As, built, scaled, and exited thriving international brands, and created massive shareholder value.

In addition to her decades of experience building and managing communications and marketing teams that have produced exceptional outcomes, she brings extensive event strategy and management experience. Joy oversaw events at the U.S. Capitol and White House; served as SXSW’s agency of record; led speaker selection at Fed Supernova; ran media for a 1,000+ diversity investment conference (which included a Shark Tank casting call); and designed and executed corporate events, receptions, investor road shows, and brand activations. She has also advised and led media strategy for numerous conferences, including Finovate, which was acquired after successfully scaling globally.

Julia McAdams

Director, Industry Engagement

Army Futures Command

Julia McAdams

Director, Industry Engagement

Army Futures Command

Ms. Julia McAdams is the Director of Industry Engagement for Army Futures Command (AFC), where she connects industry capabilities with Army needs. She previously served as Director of Solutions Innovation at the Army Applications Lab (AAL), leading efforts to source non-traditional solutions to Soldier-identified challenges.

Julia’s earlier roles at AFC include leading Strategic Portfolio Analysis for Army modernization and equipment budgeting and Commanders Action Group. She was part of the core team that established AFC—the Army’s first new command in over 40 years. Prior to AFC, she spent 17 years in roles spanning budget, strategy, and project management within Soldier-focused science and technology.

She holds a B.S. in Chemical Engineering, an M.S. in National Resource Strategy from the Eisenhower School, and Army certifications in Acquisition and Defense Strategy. An endurance athlete, Julia has completed 13 half Ironmans, two marathons, and is now a CrossFit and Olympic weightlifting enthusiast and certified yoga instructor.

Amanda Merced

Partner

Ward & Berry

Amanda Merced

Partner

Ward & Berry

Amanda Merced is an accomplished government contracting attorney with deep expertise in the technology industry and in corporate compliance, intellectual property rights, and risk management. She is a sought-after advisor for companies looking to sell technology products and services to the government, bringing a strategic approach to navigating procurement, regulatory, and contractual challenges. With extensive in-house experience, Amanda serves as a solutions-oriented partner and outside General Counsel to Ward & Berry’s government contracting and technology clients. She has negotiated opposite major technology companies on a wide range of transactions, including software licensing, artificial intelligence (AI) solutions, robotic process automation (RPA), cloud computing (IaaS, SaaS, PaaS), cybersecurity, IT outsourcing (ITO), business process outsourcing (BPO), power, and data security/privacy. Her ability to bridge the gap between legal teams and operational departments makes her a trusted advisor in high-stakes government and commercial negotiations.

Prior to joining Ward & Berry, Amanda was the Head of Legal & Compliance and Corporate Secretary at SparkCognition Government Systems, Inc. (SGS), an AI company specializing in defense and national security. She also served as Senior Corporate Counsel at SparkCognition, Inc., leading compliance and commercial transactions for the Austin-based Unicorn AI company. Before entering the tech sector, she spent nine years at USAA, where she evolved from corporate governance and risk management to becoming the lead technology transactions attorney, responsible for structuring some of USAA’s most complex tech agreements. Amanda is known for her ability to navigate high-stakes negotiations, craft strategic partnerships, and drive practical solutions in the fast-evolving world of government contracting and emerging technology.

About this Session's Track

GovCon & Public Sector

Discover the nuances of selling into government and public sector organizations, including contract vehicles, compliance best practices, and public‑sector positioning.