DoW Strategic Marketing
Overview
Buyer
Place of Performance
NAICS
PSC
Set Aside
Original Source
Timeline
Qualification Details
Fit reasons
- NAICS alignment with historical contract wins in similar service areas.
- Scope strongly matches core technical capabilities and delivery model.
Risks
- Past performance thresholds may require one additional teaming partner.
- Potential clarification needed on staffing minimums before bid/no-bid.
Next steps
Validate eligibility requirements, assign capture owner, and schedule partner outreach to confirm teaming strategy before submission planning.
Quick Summary
The Department of Defense (DoD), through Washington Headquarters Services (WHS), is conducting market research via a Sources Sought Notice for Strategic Marketing Services to support the Department of War (DoW). This effort aims to identify qualified firms capable of providing integrated marketing, advertising, audience research, analytics, and performance measurement to advance the DoW's institutional brand and public engagement objectives, in response to Executive Order 13927. Responses are due July 14, 2026, by 12:00 P.M. ET.
Purpose & Scope
This Sources Sought Notice is for market research only, seeking to identify firms with expertise in comprehensive strategic marketing. The primary goal is to support the Department of War's brand strategy, campaign development, and public engagement. Key areas of interest include:
- Brand Strategy and Identity: Developing and maintaining brand frameworks, positioning, messaging, and governance.
- Campaign Development and Execution: Creating and implementing integrated marketing and advertising campaigns across traditional, digital, social, and streaming platforms.
- Measurement, Analytics, and Optimization: Providing data-driven assessment of brand health, campaign effectiveness, audience engagement, and media efficiency.
- Audience Research and Market Intelligence: Conducting research, developing segmentation models, and analyzing market conditions.
- Creative Development and Multimedia Production: Designing and producing content for diverse platforms.
- Media Planning, Buying, and Placement: Developing and executing media strategies.
- Program Management and Stakeholder Coordination: Managing projects and coordinating with various parties.
Anticipated Contract Details
The anticipated award is in Q4 Calendar Year 2026. The period of performance is expected to be one 12-month base period with four 12-month option periods. The place of performance will primarily be at the contractor's facility. An acceptable Certified Cost Accounting System will be required. The primary NAICS Code is 541810 (Advertising Agencies), though firms may suggest others.
Submission Requirements
Interested firms must submit a capabilities assessment addressing 12 Service Requirement Critical Tasks/Elements, company information, business size status, and past performance (last 3 years). Submissions should indicate interest in proposing for a future solicitation.
- Response Due: July 14, 2026, by 12:00 P.M. ET.
- Submission Method: Email to Leanne Condren at leanne.m.condren.civ@mail.mil.
- Subject Line: "DoW Strategic Marketing, Sources Sought Notice."
- Format: Maximum 10 typed pages, single-spaced, 12-point Times New Roman font.
- Security: No facility clearance required; safeguarding of Controlled Unclassified Information (CUI) will be necessary.
Eligibility & Set-Aside
This is not a set-aside. Responses are encouraged from all business sizes, including large businesses and small businesses (SDB, 8(a), HUBZone, SDVOSB, and WOSB).
Important Notes
This is solely a Sources Sought Notice for market research purposes. It does not constitute a solicitation for proposals or quotations, nor does it obligate the Government to issue a solicitation or award a contract. No reimbursement will be made for costs incurred in preparing a response. All contractor-produced products are advisory unless formally approved by the Government.