Election years come with unique headaches (read: opportunities). With federal agencies racing to spend use-it-or-lose-it funds and the looming uncertainty of political transitions, it’s a wild time for government marketers. GovExec’s webinar, The Election Year Playbook: Strategies for Public Sector Marketers, brought together top industry leaders to unpack how to keep your campaigns effective, adaptive, and—most importantly—funded.

Here's a taste of what was discussed (but you'll want to tune into the full session for all the juicy details).

1. Navigating Political Uncertainty 101

Frank Konkel, Editor-in-Chief of GovExec, opened the conversation by painting a picture of the current political landscape. He emphasized how elections bring unpredictability, making it essential for marketers to remain nimble and keep specific trends on their radar.

This election year differs from any other (spoiler: trends are shifting faster than the car weaving through traffic on the beltway). Keeping a finger on the pulse of policy changes is critical. If you're not paying attention, you might miss significant opportunities.

Election years aren’t just about who wins. It’s about preparing your strategy to adapt, no matter the outcome.

Tip: Follow these channels for the latest election updates.

• Government Executive
• Nextgov/FCW
• Defense One

2. Stability Meets Adaptability

In politics, uncertainty is a guarantee. Adam Hughes, President of GovNavigators, addressed the need to balance stability with adaptability. His advice? Have a plan in place that allows for quick pivots.

Focus on what you can control—your messaging, your relationships, and your brand’s presence in the public sector. Everything else is just noise.
 

3. Innovate or Fade Away

Juliana Slye, Chair of the 2024 GAIN Executive Committee CEO/Founder of Government Business Results, brought fresh ideas on keeping your brand front and center amid political chaos.

Now’s the time to be bold. Election years are noisy, but innovative, efficient marketing will help your brand break through the clutter.

Slye’s message was clear: adopt forward-thinking strategies that allow your brand to maintain its edge, even as political tides shift. From incorporating data-driven strategies to embracing emerging technologies, Juliana highlighted some creative approaches to strengthen brand presence when everyone’s attention is on the election ticker.

If you’re not innovating, you’re losing ground.

Her biggest takeaway? Tune in to find out what she recommends.

4. Relationships: The Secret Weapon

Face-to-face events, trade shows, and networking opportunities are your best bet for building solid partnerships, no matter what’s happening in the Capitol. If in-person isn’t an option, leverage digital tools like webinars or virtual roundtables to strengthen that connection. It can safeguard your marketing efforts during the uncertainty of election season.

Keep those connections warm. You’ll need them regardless of who’s in office.

Whether it’s a handshake at a trade show or a chat over coffee, these moments can cement partnerships that last beyond the current administration. Make the most of every moment. Build connections now to help you stand out once the political dust settles.
 

Want More?

We only scratched the surface. Check out the webinar for the playbook on positioning your organization for success during an election year.
 

Election years may be unpredictable, but your success doesn’t have to be.
Contact Solutions@GovExec.com for more information on implementing these strategies.

Catch the full webinar here.