MB: What sales and marketing strategies are successful for FCW?
Calore: Customers are looking for a program approach that integrates all media channels and allows them to touch the government IT marketplace all year. Our branded, five-step SMART Marketing methodology enables our media consultants to work seamlessly across all our lines of business-print, online, live events, face-to-face opportunities, custom media, direct marketing-and architect a very integrated and customized approach consistent with each client's goals and objectives.
MB: What initiatives aided FCW's 23% increase in ad pages last year?
Calore: To deal with consolidation in the government IT market and clients' smaller budgets, our custom media group built the Think! series of low-cost, template-based custom media solutions for print and online. The delivery of unsolicited direct mail to federal agencies is a challenge given irradiation and security processes, so we've built programs that allow advertisers to cost-effectively insert their product brochures, catalogs and other collateral and marketing promotions inside FCW.