All Women Leadership Strategies

What All Women Leadership Strategies does

All Women Leadership Strategies (operating as AWL Strategies, LLC) is a Washington, D.C.-based woman-owned strategic communications consulting firm founded in 2019 by Sara Thomas (CEO) and Holly Sydnor (COO/CBO). The firm delivers strategic communications, change management, marketing and branding, crisis planning and management, training and coaching, and communications workshops to federal civilian, federal health, and defense agencies — including the VA, HHS, Defense Health Agency, USPTO, and NASA — alongside state/local transit authorities, nonprofits, and commercial startups. AWL is Women Owned Small Business certified and operates under the Prosci ADKAR change management methodology, with work grounded in purpose-driven communications philosophy.

AWL monetizes through two primary channels: (1) custom professional services engagements sold consultatively with bespoke proposals, and (2) the VIVIDLY commercial catalog solution, a FAR-compliant subscription offering available via GSA Multiple Award Schedule contract #47QRAA22D0014. VIVIDLY provides four monthly subscription tiers — Accelerator ($9,999/mo, max 50 hours), Core Support ($30,000/mo, max 150 hours), Gold ($50,000/mo, max 250 hours), and Executive ($80,000/mo, max 400 hours) — with annual commitments at 5-10% discounts. The firm leverages an extensive partner network for training and coaching delivery and is a member of the Digital Services Coalition (since July 2021), positioning it within the federal digital services ecosystem. Distribution is anchored by the GSA MAS contract for federal procurement and direct custom proposals for commercial clients.

AWL's underlying technology is essentially a service delivery platform — no proprietary software, AI/ML models, or data assets are described. VIVIDLY functions as a commercial catalog and pricing framework rather than a SaaS product. The firm has scaled efficiently on a 1-10 person core team, achieving 549% revenue growth from 2019 to 2023 (Inc. 5000 verified) and earning recognition across Stevie Awards, Inc. Best in Business, Forbes Next 1000, Elev8 GovCon, Ragan's Top Women in Communications, Washington Business Journal 40 Under 40, Engage FedHealth 150, and FORUM IT100. Bootstrapped and privately held, AWL's business model combines high-margin human capital leverage, a regulatory procurement advantage via GSA MAS, and growing productization through VIVIDLY subscriptions.

Name

All Women Leadership Strategies

Legal name

AWL Strategies, LLC

Website

https://awlstrategies.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

All Women Leadership Strategies is a Washington, D.C.-based woman-owned consulting firm delivering strategic communications, change management, marketing, branding, and crisis planning services to federal agencies, state/local government, nonprofits, and startups, distributed via GSA MAS contract and VIVIDLY subscriptions.

Ownership category

akta.pro rank

Product category

Management Consulting Services

NAICS

Management Consulting Services (54161), Administrative Management and General Management Consulting Services (541611), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310)

akta.pro primary industry

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

Keywords

• Strategic communications consulting
• Change management services
• Marketing and branding
• Crisis communications planning
• Executive coaching training

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Professional Services — Government Consulting: AWL provides strategic communications, change management, marketing & branding, crisis planning, and training & coaching services to federal, state, and local government clients. Revenue is generated through consulting engagements, often facilitated via the GSA Multiple Award Schedule (MAS) contract.
2. VIVIDLY Subscription Packages: Structured subscription tiers (Accelerator at $9,999/month, Core Support at $30k/month, Gold at $50k/month, Executive at $80k/month) providing access to commercial services, workshops, and SME support for government clients. All subscriptions are firm-fixed price with an administrative planning and metrics spine.
3. Training & Coaching: Individual and team training engagements, including media training, presentation training, executive coaching, and leadership training, delivered through an extensive partner network.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

AWL Strategies is a woman-owned professional services firm that delivers strategic communications, change management, marketing and branding, and crisis planning services to federal, state, and local government agencies as well as commercial clients. The firm packages its capabilities into subscription tiers under the VIVIDLY commercial catalog solution for government buyers (procurable via its GSA MAS contract) and offers custom consulting engagements, training, coaching, and workshops through an extensive partner network.

Product overview

All Women Leadership Strategies (AWL) is a woman-owned consulting firm offering a portfolio of professional communications services. The core offerings include Strategic Communications, Change Management, Marketing & Branding, Crisis Planning & Management, Training & Coaching, and Communications Workshops. For government clients, AWL offers VIVIDLY, a commercial subscription service accessible through GSA MAS contract, with tiered packages (Accelerator, Core Support, Gold, and Executive) providing scalable communications solutions. The services are delivered through an extensive partner network and are customized to each client's unique needs.

Differentiator

Problem solved

Functional benefit

Brands

• VIVIDLY: A commercial catalog solution delivering fast, effective, and scalable strategic communications services to government clients through FAR-compliant subscription packages (Accelerator, Core Support, Gold Package, Executive) accessible via GSA MAS contract.

Products and services

• Strategic Communications Internal and external communications strategy services that help clients build purpose-driven messaging to drive organizational outcomes across stakeholders.
• Change Management Organizational change management services using the Prosci ADKAR methodology to assess readiness, engage stakeholders, and run campaigns that help teams succeed through change.
• Marketing & Branding Brand development, marketing strategy, and marketing collateral services that align business goals with brand identity to build credibility, trust, and loyal followers.
• Crisis Planning & Management Crisis communications preparation and response services including scenario planning, toolkits, messaging, press releases, and spokesperson training.
• Training & Coaching Professional development services including media training, presentation training, executive coaching, team coaching, and leadership training delivered through an extensive partner network.
• Communications Workshops Quick-start workshop services for team alignment and initiative kickoffs, including strategic planning, team-building, crisis response, and stakeholder mapping workshops.
• VIVIDLY Commercial Catalog Solution A FAR-compliant commercial catalog solution delivering fast, effective, and scalable strategic communications and consulting services to government clients through tiered subscription packages (Accelerator, Core Support, Gold, and Executive), accessible via the GSA MAS contract.

Quantifiable outcome

• 200% sales increase in first two weeks of a marketing campaign for a global nonprofit's micro-credentialing program
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• General Services Administration (GSA)coreGTM or Marketing Partner · 26 October 2021AWL Strategies was awarded a GSA Multiple Award Schedule (MAS) Contract (#47QRAA22D0014) with a period of performance through October 20, 2026. The contract enables AWL to prime government contracts and team more dynamically with current and future partners. It provides FAR-compliant, simplified acquisition access for federal clients to procure AWL's services via purchase order.
• Digital Services Coalition (DSC)coreStrategic or Co-development Partner · 9 July 2021AWL Strategies was admitted as a member of the Digital Services Coalition in July 2021, expanding DSC membership to 28 firms. DSC strives to improve the development and delivery of digital services to government through agile methodologies and human-centered design practices. Each new member firm is sponsored by an existing DSC member, provides service references, and is vetted for alignment with the coalition's strategic goals. AWL joined alongside eSimplicity, Raft LLC, Skyward IT Solutions, Wheelhouse Group, and Simple Technology Solutions.
• eSimplicityminorOthers · 9 July 2021DSC member firm that co-sponsored AWL's admission into the Digital Services Coalition.
• Raft LLCminorOthers · 9 July 2021DSC member firm that co-sponsored AWL's admission into the Digital Services Coalition.
• Skyward IT SolutionsminorOthers · 9 July 2021DSC member firm that co-sponsored AWL's admission into the Digital Services Coalition.
• Wheelhouse GroupminorOthers · 9 July 2021DSC member firm that co-sponsored AWL's admission into the Digital Services Coalition.
• Simple Technology SolutionsminorOthers · 9 July 2021DSC member firm that co-sponsored AWL's admission into the Digital Services Coalition.
• Extensive Partner Network (Training & Coaching)coreImplementation/ SI/ Consulting PartnerAWL maintains an extensive partner network to guide clients to the right coach for individual needs and to pull in the right expertise for team and individual training. The partner network enables AWL to deliver media training, presentation training, executive coaching, team coaching, and leadership training across diverse client requirements.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Booz Allen Hamilton: One of the largest federal professional services firms, with a substantial federal civilian and health communications, change management, and consulting practice. AWL competes for the same federal transformation work but at smaller scope, often as a subcontractor or teammate.
• Deloitte: Global consulting giant with a large Federal practice delivering strategy, communications, and change management. Comparable to AWL in service mix, but operates at vastly larger scale with bundled technology and consulting offerings that crowd out specialty firms.
• Leidos: Major federal IT and professional services prime with established defense health, civilian agency, and communications engagements. Overlaps with AWL on federal health transformation work where AWL acts as a communications and change-management subcontractor.
• CGI Federal: Large IT and consulting services provider to U.S. federal civilian and health agencies. Comparable to AWL in federal customer overlap and transformation engagements, though at substantially larger scale and broader service breadth.

Direct peers

• ICF International: Publicly traded consulting firm with a federal health and civilian communications, change management, and marketing practice that closely parallels AWL's VIVIDLY-style subscription engagements and ADKAR-based change work for HHS, VA, and similar agencies.
• J. Walcher Communications: Small strategic communications and public affairs agency serving corporate, nonprofit, and public-sector clients. Closest direct peer to AWL in size, service mix (strategic communications, marketing, PR), and target customer profile.
• The Hatcher Group: Boutique public affairs and strategic communications firm focused on health, social impact, and government-adjacent clients. Closely comparable to AWL in mission-driven communications work, nonprofit and federal-adjacent customer base, and small-team delivery model.
• kglobal: Strategic communications and public affairs firm with federal, advocacy, and corporate clients. Comparable to AWL in strategic communications service mix and political-adjacent client portfolio, with similar exposure to administration-driven demand shifts.
• Precision Strategies: Strategic communications and public affairs consultancy serving campaigns, advocacy organizations, and federal-adjacent clients. Comparable to AWL in communications strategy, message development, and stakeholder engagement service offerings.
• GMMB: Strategic communications and media firm specializing in social impact, public health, and federal-adjacent clients. Closely parallels AWL's purpose-driven communications approach and federal health/nonprofit customer mix, with deeper paid-media capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/awl-strategies

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about All Women Leadership Strategies