Public Sector Marketing in 2025: Your Guide to Success

Thanks to the current government’s emphasis on transforming public procurement, the UK’s public sector procurement landscape is evolving. That means that there’s never been a better time for growing businesses to tap into this market.

The ‘Transforming Public Procurement’ programme highlights the need to reduce red tape and promote value, transparency, and innovation.

This shift opens the door for small businesses and startups to win public sector contracts; but to seize these opportunities, you need a solid strategy.

In this blog, we’ll explore how your business can develop an effective public sector marketing and sales strategy. From understanding procurement rules to conducting compelling communication, we’ll cover everything you need to know to succeed in 2025.

Key Takeaways

• Opportunities abound: Procurement process reforms aim to simplify processes and encourage smaller businesses to participate.
• Tailored strategies win contracts: Understand the unique characteristics of public sector entities to create targeted approaches.
• Relationships matter: Build trust through low-value contracts to secure larger opportunities in the future.
• Leverage expertise: Outsourcing marketing efforts can help small businesses focus on their core operations.

Understanding the Public Sector Market

The public sector in the UK operates differently from private sector practices. Organisations here are governed by strict procurement rules designed to ensure transparency, fairness, and value for money.

Before you can craft a winning strategy, you need to understand the market’s unique characteristics:

1. Who Are You Selling To? The public sector encompasses all UK government bodies and publicly funded organisations. This includes local authority organisations such as councils, NHS trusts, housing associations, public sector services and more. Decision-making often involves multiple stakeholders, such as Procurement Managers, Service Leads, and Heads of Departments.

2. What Are Their Priorities? Public sector buyers prioritise value for money, which combines price, quality, and ethical considerations like social value. Familiarise yourself with their goals and challenges to position your products/services effectively.

3. Low-Value vs. High-Value Contracts

• Low-value contracts: Often less formal and more accessible. For example, contracts under £25,000 may only require one quote and are typically not advertised.
• High-value contracts: Subject to stricter procurement rules, including public advertising and formal tendering.

Crafting a Winning Strategy

1. Know the Rules

Understanding public sector procurement rules is crucial for those entering this market. The public sector must follow regulations to ensure fair competition, but there are nuances to consider:

• Low-value contracts:
  • Under £5,000: Organisations may accept a single quote
  • £5,000–£25,000: Organisations require a minimum of three quotes.
  • Exceptions: Some organisations, like housing associations, may have thresholds as high as £50,000.
• High-value contracts:
  • Requires advertising and formal tendering.
  • Look for opportunities on platforms like Contracts Finder or sector-specific frameworks.

Pro Tip: While these thresholds are guidelines, some contracts may not follow them due to resource constraints. Build relationships to increase your chances of being approached directly.

2. Build Relationships

Low-value contracts are a great way to establish trust and showcase your business, products and services. By delivering value on smaller projects, you position yourself as a reliable partner for larger, more formal opportunities.

3. Refine Your Messaging

Your messaging should resonate with public sector buyers and can be effective from less formal channels such as email marketing, digital marketing or social media. Consider the following:

• Highlight Your USP: What makes your product or service unique and how does it resolve public sector organisation challenges?
• Use Their Language: Align your terminology with the public sector’s vocabulary. This includes search terms they might use on frameworks or search engines.
• Focus on Value: Articulate the benefits your solutions bring, such as cost savings, efficiency, or social value.

Example: If you’re targeting NHS Trusts, highlight how your solution can improve patient outcomes or reduce operational costs.

4. Partner with Experts

Developing a public sector marketing strategy is both time consuming and complicated, especially for businesses starting out in this market.

Partnering with a marketing agency like More Than Words on your marketing campaign helps you to focus on your business while experts handle lead generation and messaging.

Outsourcing is especially beneficial for SMEs. A dedicated agency can provide targeted campaigns and industry insights to help you achieve your goals.

Top Tips for Marketing to the Public Sector

1. Do Your Research: Understand the specific needs and challenges of the public sector body you’re targeting.
2. Start Small: Use low-value contracts to build relationships and gain experience.
3. Show Social Value: Highlight how your offerings contribute to social, environmental, or economic goals.
4. Be Proactive: Monitor procurement portals and frameworks for new opportunities.
5. Invest in Experts: Consider outsourcing your marketing efforts to specialists who understand the public sector.

Final Thoughts

Marketing to the public sector in 2024/2025 offers immense opportunities for businesses willing to adapt and innovate.

By understanding procurement rules, tailoring your messaging, and adopting experts who can better support your bids, you can position your business for success.

The public sector’s commitment to reducing bureaucracy and promoting innovation creates a level playing field for businesses of all sizes. With the right strategy, your business can secure valuable contracts and make a positive impact on public services.