Army Marketing and Advertising Services

2.0 DISCLAIMER

THIS SOURCES SOUGHT IS FOR INFORMATIONAL PURPOSES ONLY. THIS IS NOT A REQUEST FOR PROPOSAL (RFP). It does not constitute a solicitation and shall not be construed as a commitment by the Government. Responses in any form are not offers and the Government is under no obligation to award a contract as a result of this announcement. No funds are available to pay for the preparation of responses to this announcement. Any information submitted by respondents to this technical description is strictly voluntary. Responses will not be returned to the responder. Not responding to this notice does not preclude participation in any future solicitation, if any is issued. If a solicitation is released, it will be synopsized on the Government-wide Point of Entry (GPE) at SAM.gov. It is the responsibility of potential offerors to monitor the GPE for additional information pertaining to this requirement.

3.0 PROGRAM BACKGROUND

Under U.S. Code Title 10, the Secretary of the Army is responsible for all affairs of the Department of the Army, including the function of recruiting. The AEMO executes the Army's recruiting, marketing, and advertising program for the Total Army.

The Army's marketing and advertising program is directed toward recruiting qualified personnel to fill vacancies in both enlisted and officer programs across a wide range of missions, as well as for the recruitment of Army civilian employees. The Army's marketing efforts are focused on three core competencies: Awareness, Engagement/Lead Generation, and Activation/Recruiter Support.

The principal target audiences are diverse, spanning all regions of the country, and include:

• High school and college students (ages 17-26).
• Members of the workforce who have not yet reached their 35th birthday.
• Professionals such as doctors, dentists, nurses, lawyers, and clergy.
• Influencers such as parents, family members, high school counselors, and coaches.
• Veterans.
• Personnel for civilian occupations.

To accomplish its mission, the contractor must provide a full range of professional marketing and advertising communication services. This includes, but is not limited to, the planning and execution of advertising, promotional, and publicity programs that support all personnel acquisition and retention missions for the U.S. Army.

4.0 REQUIRED CAPABILITIES

The contractor must have the ability to:

1. support structured performance governance mechanisms, including recurring business reviews, Key Performance Indicator (KPI) tracking, and evidence-based optimization across the full marketing lifecycle.
2. demonstrate the capability to execute fully integrated omni-channel campaigns that align national and regional marketing efforts to deliver cohesive and measurable customer experiences.
3. apply rigorous measurement methodologies, including media mix modeling, attribution analysis, and creative performance testing, to continuously refine marketing effectiveness and maximize return on investment.
4. incorporate emerging marketing technologies and evolving industry best practices to ensure the Army’s marketing capabilities remain current with shifts in consumer behavior and media consumption.
5. demonstrate processes for identifying, monitoring, and mitigating operational, reputational, and performance risks within a dynamic recruiting and media environment.
6. ensure enterprise-wide brand consistency across all paid, owned, and earned channels while supporting coordinated communications during high-visibility or crisis situations.
7. demonstrate the capability to integrate first-party data insights into planning and execution in order to inform audience segmentation, personalization strategies, and performance optimization.
8. support a data-informed decision-making environment that enables timely insights to inform marketing investment, messaging refinement, and campaign prioritization.

5.0 POTENTIAL CONTRACT STRUCTURE

The Government is evaluating multiple potential acquisition approaches and seeks industry input regarding feasibility, risks, integration consideration and execution effectiveness.  No final determination has been made regarding acquisition structure.

5.1 Potential Model A – Integrated Full-Service Prime Contractor

Under this model, the Government would award a single contract to one (1) prime contractor responsible for delivering a comprehensive, enterprise-wide marketing and advertising solution.  The prime contractor would be accountable for integration, performance outcomes, subcontractor management (if applicable), and cross-domain coordination. Capability areas may include:

• Strategic and Operational Planning (including Annual Marketing Plan (AMP) development)
• Creative & Content Development
• Production (TV, radio, print, digital, and out-of-home (OOH), emerging media)
• Media Strategy, Planning and Buying
• Digital Marketing and Website Management (e.g., goarmy.com)
• Direct Response Marketing
• Public Relations & Social Media
• Events & Sponsorships
• Market Research
• Lead Management and Contact Center Operations

5.2 Potential Model B – Hybrid / Modular Architecture

Under this model, the Government may establish a hybrid or modular acquisition framework in which strategic planning, advisory, and execution responsibilities are distributed across multiple contract vehicles or functional domains.

An example of this approach may include:

• Lead Technical Support Provider responsible advising on enterprise marketing strategy and marketing performance management; and/or
• -- Distinct evaluation groups aligned to functional areas such as:
• Creative & Brand Development
• Media Strategy
• Media Buying & Placement
• Advanced Analytics & Data Science
• CRM & MarTech Integration
• Public Relations & Earned Media
• Innovation & Emerging Technologies
• Contact Center / Lead Operations

Under this approach, the Government must retain the ability to compete contracts within functional domains while implementing governance mechanisms to ensure brand consistency, data integration, and enterprise accountability.

5.3 Alternative Structures

1. Integrated Media Strategy and Media Buying under a single contractor; or
2. Separation of Media Strategy and Performance Analytics from Media Buying and Placement Execution under distinct contractual arrangements.

Respondents are requested to provide input on the feasibility, risks, governance requirements, and performance implications of these alternative media structures.

6.0 SPECIAL REQUIREMENTS

• Ability for contractor employees to obtain Common Access Card (CACs).  Before CAC issuance, the Contractor employee requires, at a minimum, a favorably adjudicated National Agency Check with Inquiries (NACI) or an equivalent or higher investigation in accordance with Army Directive 2014-05.
• Service Contract Act
• Government Furnished Property

7.0 ELIGIBILITY

The applicable North American Industry Classification System (NAICS) code for this requirement is 541810, Advertising Agencies, with a corresponding Small Business Size Standard of $25.5 Million. Businesses of all sizes are encouraged to respond; however, each respondent must clearly identify their business size in their capabilities statement. This acquisition has historically not been set aside for small businesses; however, subcontracting opportunities may exist.  The Product Service Code (PSC) is R701, Advertising Services.

8.0 SUBMISSION DETAILS

Interested parties are requested to submit a capabilities statement of no more than 15 pages in length, in Times New Roman font of not less than 10 pitch. The deadline for response is March 31, 2026 at 5:00 PM Eastern Time. All responses must be emailed to Mr. Kevin Graves, Contracting Officer, at [email protected] and Mr. John Bloch, Contract Specialist, at [email protected]. Please use subject line, “Army Marketing and Advertising Services Sources Sought Notice Response.”

This documentation should address, at a minimum, the following items:

1. Company Information: Organization name, address, website, telephone number, point(s) of contact with email addresses, CAGE code, Unique Entity ID (UEI), and holding company name and relationship (if applicable).
2. Business Status: A statement including current small/large business status and any socioeconomic categories (e.g., Small Disadvantaged, Women-Owned, HUBZone, Service-Disabled Veteran-Owned Small Business).
3. Past Performance: What type of work has your company performed in the past in support of the same or similar requirement? Provide details of at least three (3) projects within the last five years of similar size, scope, and complexity. For each project, describe your role (prime or subcontractor), the dollar value, and the relevance to the capabilities described in Section 4.0.
4. Prime Contractor Capability: Can or has your company managed a task of this nature as a prime contractor? If so, please provide details focusing on your experience managing large-scale, integrated marketing campaigns with numerous stakeholders. Does your company have experience providing marketing and advertising services to other military branches or government agencies?
5. Input regarding feasibility, risks, integration consideration and execution effectiveness of Potential Models (A and B) and Alternative Media Structure described in Section 5.
6. Subcontractor Management: Can or has your company managed a team of subcontractors? If so, provide details on your management structure and processes for ensuring seamless integration and performance.
7. Technical Skills: What specific technical skills and resources (e.g., proprietary tools, market research capabilities, media buying power) does your company possess which ensure capability to perform the required tasks?
8. Small Business Participation: If you are a large business, describe your approach to small business subcontracting. If you are a small business, provide an explanation of your company’s ability to perform at least 50% of the cost of contract performance incurred for personnel, in accordance with FAR clause 52.219-14, Limitations on Subcontracting.

All data received in response to this Sources Sought Notice that is marked or designated as corporate or proprietary will be fully protected from any release outside the Government.

No phone calls will be accepted.

All questions must be submitted to the contract specialist identified above. The Government is not committed nor obligated to pay for the information provided, and no basis for claims against the Government shall arise as a result of a response to this Sources Sought Notice.