Build the Brand Awareness You Need to Compete—and Win—Under GSA’s OneGov Strategy.
What Is GSA OneGov?
OneGov is the General Services Administration’s bold strategy to streamline federal procurement, consolidate agency needs, and modernize the acquisition process across IT, infrastructure, and professional services. It represents a significant shift from siloed buying to centralized, smarter sourcing—favoring trusted, scalable vendors who can demonstrate real impact across multiple agencies.
GSA states that the OneGov Strategy will evolve over time, expanding into areas such as hardware, platforms, infrastructure, and cybersecurity services and other categories. OEM and technology provider brands must start thinking and executing now to effectively position themselves for near- and long-term OneGov opportunities.
For OEMs and technology providers, OneGov is more than a policy—it’s a signal to modernize your federal go-to-market strategy.
What OneGov Means for OEMs
OEMs Can No Longer Rely on Resellers Alone—It’s Time to Market Directly to Government Decision-Makers
OneGov is flipping the script on how the federal government purchases IT goods and services, elevating OEMs and technology providers to a position to work more directly with agencies through a modernized, streamlined engagement model.
Under the old model, OEMs could rely on VARs, systems integrators, and contract vehicles to carry their products through the procurement maze. But the OneGov strategy changes the game.
With GSA consolidating how technology is sourced, buyers are now evaluating OEMs more directly—based on their brand presence, perceived mission alignment, and relevance to agency objectives.
You may have the technology. You may have the certifications. But if decision-makers across GSA, DoD, DHS, and civilian agencies don’t know your story, you're missing out on OneGov’s biggest opportunities.
Why Brand Visibility Matters in the OneGov Era
Your digital footprint is the new business card. And it needs to work harder than ever. GSA’s unified buying model puts greater emphasis on known, trusted, and proven partners. That means your success depends not only on what you build, but on how you’re perceived across channels:
Branding
that signals relevance to federal priorities
Messaging
that translates your tech into mission outcomes
Web presence
that’s purpose-built for procurement research
PR and thought leadership
that earns attention in key government verticals and media
Social Media strategy and execution
to reach and impact decision makers
New Rules: Direct Influence Now Drives Federal Opportunity
A Moment of Opportunity for OEMs Who Adapt
To succeed, OEMs must shift from channel-first to channel-plus-direct—where branding, messaging, and public visibility all play a critical role. OEMs who evolve their go-to-market strategies stand to gain in three key ways:
1. Own the relationship with IT leaders, acquisition officers, and federal CIOs
2. Position themselves as mission partners, not just backend vendors
3. Increase competitiveness in strategic sourcing, GWACs, and BPAs
Emerging OEM? This Is Your Window to Break Through
OneGov Levels the Playing Field—If You Can Tell the Right Story to the Right Decision-Makers
For smaller or emerging OEMs, competing in the federal space has often meant staying behind the curtain—providing great technology, but relying on integrators and resellers to carry the message.
Now, GSA’s OneGov strategy opens the door for OEMs like yours to go direct to decision-maker—but only if you show up with clarity, credibility, and confidence. You can get discovered by agency buyers looking beyond the usual suspects and compete with larger OEMs through branding, not just size.
Our team is experienced in helping emerging tech brands become federal-ready and buyer-facing, with services including:
Branding & Identity
Build a brand foundation that communicates trust and relevance to federal audiences
Website + Content Overhaul
Design digital experiences that clearly explain what you do—and why it matters to government, or set up dedicated landing pages to capture buyers
Demand Generation Strategy
Drive inbound interest from agencies, primes, and procurement influencers
Federal PR & Trade Visibility
Earn mentions in the outlets that buyers trust—including Federal News Network, NextGov, FCW, and Washington Technology
How We Help OEMs Capture Federal Mindshare
OEM success in maximizing OneGov opportunities depends on building direct brand visibility, trust, and demand with government decision-makers. Relationships are built earlier, digitally, and more strategically.
Bluetext helps OEMs break through the noise, tailor messaging to mission needs, and align to mission and agency outcomes. essential to agency outcomes—not just another vendor on a contract.
We specialize in helping OEMs and tech brands transition from behind-the-scenes to front-of-mind by:
- Clarifying your federal value proposition—and aligning it to OneGov's mission
- Building a brand foundation that resonates with decision-makers across GSA, DoD, and civilian agencies
- Launching campaigns and earned media efforts that make you visible in procurement conversations
- Developing messaging frameworks that cut through complexity and tie your solution to government outcomes
- Supporting an event strategy that acknowledges changes in the types of events the new agency decision maker class prefer
Why Bluetext? We Speak the Language of Washington—and the Decision-Makers Who Matter
When it comes to building awareness with the federal government, not all marketing agencies are created equal.
Bluetext is the leading integrated marketing agency for B2G brands, having supported more branding, messaging, digital, and PR campaigns for government contractors and OEMs than any other firm in the industry.
We don’t just know design and strategy—we know how to translate complex technologies into mission outcomes, how to earn trust inside the Beltway, and how to position you as a solution partner—not just a product vendor.
- We’ve helped major systems integrators, emerging OEMs, and tech innovators define their federal narratives.
- Our campaigns have reached DoD, GSA, DHS, VA, and dozens of civilian agencies—from CIOs to procurement officers.
- We build websites and content ecosystems optimized for federal buyer behavior—search, scan, verify, recommend.
- Our media team places clients in the publications that influence policy and purchasing.
We Know What Government Buyers Look For—And We Help You Deliver It
From compliance and credibility to tone, trust, and timing, we build campaigns that break through the noise of Washington. Whether you’re launching into the market or repositioning for OneGov success, we help you show up smarter, stronger, and sooner.
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