Case study · Marketing & Communications
Building CLEATUS a LinkedIn growth engine.
CLEATUS is an AI-powered platform that streamlines government contracting, from bid to award. As Head of Marketing and Communications, I led content and brand to turn LinkedIn into a dependable source of new customers.
- Company
- CLEATUS
- Role
- Head of Marketing & Communications
- Channel
- Tenure
- Aug 2024 – 2025
3,000+
New LinkedIn followers, from zero
~120K
Impressions across content
37
Articles written
33
LinkedIn posts written
The challenge
Little brand presence, and one channel for leads.
CLEATUS had little to no marketing presence and relied primarily on targeted Google Ads to generate leads. They needed a strong brand and a reliable channel for acquiring new customers.
The approach
Meet government contractors where they already read.
After industry-specific research into the target audience, media trends, and market trends, we concluded that LinkedIn was the best place to publish valuable content, post feature updates, and connect with potential customers.
Content strategy
Developed topic ideas for both long-form and short-form content.
Creation & editing
Created and edited the articles, posts, and visuals.
Messaging & identity
Sharpened company messaging and strengthened the CLEATUS brand identity.
Long-term goals
Worked with the CLEATUS team to set goals that go beyond the next post.
Articles
Timely, useful articles for small-business contractors.
37 long-form articles published on the CLEATUS LinkedIn page, each focused on a development small-business contractors need to understand. A few favorites are below, and every article links to the live post.
Agentic AI in Government Contracting: How Small Businesses Can Compete with Industry Giants in 2025
Apr 28, 2025
Federal Acquisition Reform: A New Era for Small Business Contractors
Apr 21, 2025
Understanding the Federal Deferred Resignation Program for GovCon Business Owners
Apr 19, 2025
Navigating SBA 8(a) Recertification Changes: Compliance and Growth Strategies
Apr 8, 2025
Revolutionizing Federal Contract Analysis for Small Businesses: Making UCF Work Smarter
Mar 25, 2025
All 37 articles+
- Why Leveraging AI is EssentialMay 14, 2025
- CLEATUS x NvidiaMay 12, 2025
- Important Regulatory UpdatesMay 9, 2025
- A 6-Step Guide to Prop WritingMay 6, 2025
- How AI is Re-defining ProposalsMay 1, 2025
- Agentic AI is the future for GovCon Business OwnersApr 28, 2025
- Federal Acquisition RegulationApr 21, 2025
- Understanding DRPApr 19, 2025
- 8(a) CertificationsApr 8, 2025
- 2025 GovCon UpdatesApr 2, 2025
- Federal Contract AnalysisMar 25, 2025
- Centralized Federal Spending through the GSAMar 24, 2025
- DOE ChangesMar 13, 2025
- Feb GovCon UpdatesMar 11, 2025
- Best GovCon SourcesMar 8, 2025
- Federal Contracting in 2025Feb 28, 2025
- Taking the Pain out of Proposal WritingFeb 25, 2025
- Crafting Capability Statements That Stand OutFeb 23, 2025
- Understanding Primes, Sub-primes, and PartnershipsFeb 17, 2025
- DOGE is ComingFeb 11, 2025
- The Important Stuff for VOSBFeb 7, 2025
- An In-depth Look at WOSB CertificationJan 29, 2025
- Guide to 8(a) CertificationsJan 24, 2025
- Artificial Intelligence and Federal SustainabilityJan 17, 2025
- How AI is Driving InnovationJan 13, 2025
- Simplifying Procurement & Compliance with AIDec 29, 2024
- Breaking Through Federal BarriersDec 21, 2024
- How AI Levels the Playing FieldDec 15, 2024
- Managing Amendments with CLEATUSDec 12, 2024
- The Power of Analytics in GovConDec 11, 2024
- How AI is Revolutionizing ComplianceDec 9, 2024
- The Power of Past Performances in GovConDec 4, 2024
- Finding Your NAIC CodesDec 2, 2024
- Set-Asides in GovConNov 29, 2024
- Prime Vs. Subprime ContractorsNov 26, 2024
- Leveraging your Core Competencies and Key DifferentiatorsNov 24, 2024
- Revolutionizing GovCon Proposal WritingNov 22, 2024
Short-form & more
Posts built for the feed: proof, community, and perspective.
Beyond articles, I wrote 33 LinkedIn posts that mix customer proof, product launches, and community moments, so the page felt like a company worth following, not just a feed of announcements.
Customer proof
5 postsTestimonials and partner spotlights.
Perspective & community
12 postsGuides, offers, and moments with the GovCon community.
- No BS GuideMay 19, 2025
- Remember Landing your First Contract?Apr 29, 2025
- Federal Procurement RevolutionMar 24, 2025
- 2025 VisionFeb 16, 2025
- Build Your GovCon BusinessJan 21, 2025
- New Year’s OfferJan 1, 2025
- Knowing Your AmendmentsDec 27, 2024
- Building Your Business ResumeDec 20, 2024
- CLEATUS Customer ServiceDec 2, 2024
- ThanksgivingNov 26, 2024
- Veterans Day – Supporting Those who ServedNov 6, 2024
- GovCon Match Made in HeavenOct 25, 2024
Product & demo
Showing the product in action.
Feature launches, walkthroughs, and product-marketing posts that explained what CLEATUS does and why it matters to a contractor racing a deadline.
Prop Writer Grind
May 18, 2025
Contract Pursuits
Apr 14, 2025
Teaming Feature
Mar 31, 2025
Uniform Contract Format
Mar 25, 2025
CLEATUS Help Center
Mar 25, 2025
Contract Dashboard
Mar 7, 2025
Proposal Writer Overhaul
Feb 27, 2025
Navigation Overhaul
Feb 19, 2025
Try Proposal Writer
Feb 14, 2025
Smart Search Criteria
Jan 30, 2025
Desktop App
Jan 24, 2025
Set-Asides Tool
Jan 9, 2025
Contract Opportunities
Dec 16, 2024
Free Tools
Nov 15, 2024
Tired of Drafting Proposals?
Nov 13, 2024
Streamline Your Contract Bidding Process
Oct 31, 2024
The stack
AI-assisted workflow, so a small team ships more.
- CursorA repository of written content and visuals
- PerplexityIndustry research with full sourcing
- v0Mock-ups, infographics, and dynamic charts
- FigmaAds, thumbnails, logo iterations, brand visuals
- GitHubCodebase management and website content updates
The results
A reliable channel for new customers.
Between October 2024 and May 2025, the CLEATUS LinkedIn campaign produced significant gains in brand visibility and engagement:
- 3,000+ new LinkedIn followers, starting from zero.
- Thousands in MRR driven through LinkedIn engagement.
- Nearly 120,000 impressions across content.
- 70 pieces of content published: 37 articles and 33 posts.
- A reliable channel for new customer acquisition, where there had been none.