Insight By Government Marketing University

Episode 6: End of Year Buying Marketing Hype – FACT or FICTION?

In this episode of Market Chat!, we will talk with 3 federal executives to pick their brains on what really happens inside of a federal agency during the end-of...

This content is provided by Government Marketing University.

Welcome to Market Chat!– “Bringing Clarity to the Clutter in Government Marketing” with hot topics, best practices, exciting guests and innovative ideas.

Market Chat! is an ongoing series that provides an open and collaborative interaction between government and industry to ensure that listeners walk away empowered with greater knowledge on how to better market to their targeted federal, state and local audiences.

In this episode of Market Chat!, we will talk with 3 federal executives to pick their brains on what really happens inside of a federal agency during the end-of-year buying season.

  • What time of year should marketers launch program to best position their companies to take advantage of end-of-year procurements?
  • Are end-of-year marketing campaigns worthwhile? If yes, what types of marketing campaigns work? Webinars, Briefings, White Papers, Telemarketing?
  • How do marketers best position their companies to take advantage of end-of-year buying?
  • How can vendors get visibility on agencies’ end-of-year procurement priorities?
  • When do marketers need to do the bulk of their marketing activities to ensure their companies take advantage of end-of-year buying (i.e., listen to find out if you need to market in the first ½ of the year or is it worth your time and energy to tee up an end-of-year campaign? Or are both needed?


Market Chat! Guest Panelists

Soraya Correa, Chief Procurement Officer, Department of Homeland Security

Soraya Correa was appointed as the Department of Homeland Security’s Chief Procurement Officer in January 2015. Ms. Correa provides leadership, policy, oversight, support and professional workforce development for the DHS contracting workforce of approximately 1,500 individuals including the nine operational contracting activities, each of which is led by a Head of Contracting Activity supporting the DHS Components. As the Senior Procurement Executive she also oversees a centralized certification and training program for the DHS acquisition workforce and assists the Chief Acquisition Officer in managing major acquisition programs ensuring each has a sound acquisition strategy, conforms to the Secretary’s Unity of Effort initiative, and fully supports DHS mission needs.

Prior to being appointed as the DHS Chief Procurement Officer, Ms. Correa served as the Associate Director of the U.S. Citizenship and Immigration Services (USCIS) Enterprise Services Directorate and was responsible for delivering identity, immigration status, and employment authorization information in support of the USCIS mission. She joined USCIS in January 2011 as the first Deputy Associate Director of the Management Directorate, where she led key management and infrastructure services to support the USCIS mission. In that role, Ms. Correa was responsible for the Offices of the Chief Financial Officer, Information Technology, Human Capital and Training, Contracting, Administration, Intake and Document Production, Equal Opportunity and Inclusion, and Security and Integrity.

Ms. Correa has held key leadership positions at several Federal agencies including the Naval Sea Systems Command, General Services Administration, National Aeronautics and Space Administration, Immigration and Naturalization Service , Department of Homeland Security Headquarters and USCIS. Before joining USCIS, Ms. Correa served as the Executive Director of the DHS Office of Procurement Operations and the Director of the Immigration and Customs Enforcement Office of Procurement.

Her accomplishments as a leader and acquisitions professional are well recognized by the federal government and industry where she has received several awards including the Chief Acquisitions Officers Council’s Individual Award for Excellence, Federal 100, and Public Sector Partner of the Year.

Ms. Correa has an undergraduate certificate in Acquisitions Management from The American University in Washington, D. C. and a B.A. in Management from National–Louis University.


Sean Kelley, President of GITEC

Mr. Sean W. Kelley is a member of the Senior Executive Service and has over 27 years of IT experience in the federal and private sector.  Mr. Kelly is currently the Chief Information Security Officer for a federal agency.  In this role he serves as a technology executive responsible for providing enterprise-wide leadership to establish and maintain a comprehensive Information Security and Data Privacy program ensuring compliance and managing organizational risks

Mr. Kelley has over 24 years of IT and Cyber Security experience in the federal and private sector. He has held positions as a Deputy CIO Benefits, COS and Principal Senior Advisor to the Assistant Secretary for Information & Technology and Chief Information Officer for the Veterans Affairs.

Prior to Federal service, Mr. Kelley served as an Independent Consultant with numerous Healthcare IT Cyber Security Companies. He also served in a variety of key IT positions during a 20-year career with the U.S. Navy.

Mr. Kelley earned his B.S. in Healthcare Management from Southern Illinois University, a M.A. in Computer Resource and Information Management from Webster University, and a M.S. in Information Technology Management from the Naval Postgraduate School in Monterey, CA.  He is also a certified Information Systems Security Professional (CISSP) and a Project Management Professional (PMP).

Mr. Kelley currently serves as the GITEC President.


Henry J. Sienkiewicz, former Chief Information Officer and Designated Authorizing Authority, Defense Information Systems Agency 

Henry J. Sienkiewicz is the former Chief Information Officer (CIO) and Designated Authorizing Authority (DAA) for the Defense Information Systems Agency (DISA), the provider of information technology services for the U.S. Department of Defense (DoD), its mission partners, and the Executive Office of the President (EOP). In that role, he served as the senior decision authority and was personally liable for the cyber security posture of the DoD’s enterprise level networks and computing services, to include the White House Communications Agency (WHCA) and the Situation Room. He is currently the Chief Executive Officer of Open Travel Software, and a Fellow at the Department of Homeland Security’s Borders, Trade, and Immigration Institute, which is part of the University of Houston.

Prior to joining federal service, Henry served as an executive with multiple technology companies, primarily in the travel industry. In 2013, ComputerWorld named Henry as a Premier100.

Henry is a best-selling author in cyber security and philosophy; his works concentrate on the intersection of technology and humanity.  His most recent book is “The Art of Cyber Conflict,” an Amazon best-seller doctrinal piece that uses Sun Tzu’s “The Art of War” as a baseline to understand cyber. His previous work, “Voor Elise,” was also a recent Amazon best seller.

Twitter:    @hjsienkiewicz



Market Chat! Co-hosts

Lou Anne Brossman, Founder and President, Government Marketing University

Lou Anne Brossman is founder and president of Government Marketing University. She has over 30 years of public sector government marketing leadership experience gained while working for some of the leading companies in the market (Juniper Networks, immixGroup, EMC ). Her roots are in the manufacture world which enables her to better understand and relate to the corporate issues her federal marketing customers are facing. She is a sought out speaker on Government Marketing Best Practices and is well recognized and respected for her ability to drive Thought Leadership campaigns on relevant federal, state and local government policies and mandates. Lou Anne has served on numerous boards including immixGroup and Trezza Media and was a founding member of the Women’s Center Executive Council.   Lou Anne was honored with the Heroines in Technology award presented by Women In Technology and she was the recipient of the ACT IAC Dedication to Making a Difference award.

Lou Anne started Virtual Marketing in 2008 after realizing there was a need for experienced hands-on “virtual” government marketing experts who could provide an economical way for companies to have winning government marketing programs.  She most recently launched Government Marketing University, an innovative learning platform that applies a collaborative, community-based approach toward knowledge sharing and skills development in the field of public sector marketing. Government Marketing University will offer training, research, certifications, mentoring, and community resources all in one place. For more information about Government Marketing University, visit


Steve Watkins, Chief Content Officer, Government Marketing University

Steve Watkins is the Chief Content Officer at Government Marketing University, an innovative learning platform that applies a collaborative, community-based approach toward knowledge sharing and skills development in the field of public sector marketing.

He launched Watkins Communications in 2015, providing a variety of tailored communications and consulting services to clients in the federal marketplace and offering expertise in all varieties of content platforms, including live events, webcasts, white papers, video, social media, bylined articles, blogs, and issue briefs.

Prior to launching Watkins Communications, Steve served 15 years as the editor of Federal Times, a leading media brand serving the federal management community, Congress and contractors. Under Steve’s leadership, Federal Times won more than three dozen national and regional peer-reviewed awards for journalism excellence in the categories of investigative reporting, news analysis and government coverage. He is a frequent speaker and moderator at events focused on federal management and technology. As editor, Steve transformed the Federal Times editorial brand from a legacy subscription-based publication into a modern business-to-business model focused on the federal management community. Steve repositioned Federal Times to become a robust digital brand with an emphasis on federal modernization and a platform for thought leadership on federal management issues. During Steve’s tenure, Federal Times consistently ranked No. 1 or No. 2 nationally as the “Top Federal Publication Read” by Market Connections Inc., which began conducting federal market research studies in 2011.


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