New Mexico National Guard (NMNG) Advertising Services

Statement of Work (SOW) / Performance Work Statement (PWS)

This Performance Work Statement (PWS) aims to provide a comprehensive marketing package for the New Mexico Army National Guard (NMARNG) to achieve recruitment and retention goals. The contractor will generate qualified recruitment leads, offer a customized lead capture and nurturing solution, and support the Recruiting and Retention Battalion (RRB) leadership, recruiters, and marketing staff.

• Program Management: Assign a Program Manager to oversee lead management system development, marketing campaign execution, and training/consultation.

• Campaign Management & Reporting: Manage the marketing program, coordinate initiatives, and provide monthly reports with Key Performance Indicators (KPIs).

• Training & Consulting: Offer training and ongoing guidance to NMARNG to optimize campaign effectiveness and provide insights on industry best practices.

• Market Research & GIS Analytic Studies: Conduct market research, mapping, and analytics using GIS best practices to visualize, analyze, and interpret geographic data. Deliver a spreadsheet of data, a written report with findings, and an online briefing.

• Marketing Strategy: Develop and implement a marketing strategy incorporating market research and analytics, providing tools and training for recruiters, and employing targeted marketing for lead generation.

• Marketing Execution Guide: Develop a step-by-step marketing execution plan based on NMARNG's priorities, market timing, and other factors.

• Digital Asset Management (DAM) System: Implement and manage a centralized, searchable DAM system for organizing, storing, and sharing marketing assets.

• Optichannel Marketing Campaigns: Create and manage campaigns using a mix of traditional and digital media, including:

  • On-Air and Online Media Placement: Minimum 912 TV spots (approx. 76/month) across all platforms, with 80% during key programming hours. Leverage unsold inventory for increased frequency and guarantee ROI double the annual contract value.
  • Targeted Digital Advertising: Minimum 32,258 digital impressions/month targeted to audiences in specific NM locations (Clovis, Alamogordo, Gallup, Roswell, Las Cruces) using OTT/CTV platforms, with targeting based on demographics and interests.
  • Live Promotion: Secure and coordinate two local TV station appearances.
  • Online Web Exposure: Provide 250,000 display ad impressions/month on a local media station website.
  • Reporting: Provide proof of delivery for all television and online schedules.
  • Out-of-Home (OOH) Advertising: Statewide campaign targeting 17-24 year olds, with minimum one placement in every NM county and increased density in priority counties. Messaging focuses on education, careers, and part-time service.
  • Movie Theater Advertising: Cinema advertising in primary youth population centers, featuring 15- and 30-second pre-roll ads aligned with ARNG branding.

• Creative Services: Develop a brand position, produce 30-second and 15-second TV commercials, and create online artwork for digital campaigns. All materials must adhere to ARNG brand standards and be NGB approved.

• Media: Develop and execute a comprehensive media plan, conduct media research, and provide an online dashboard for performance monitoring (impressions, cost per impression, clicks, conversions, etc.).

• OOH Coverage: 100% of NM counties have at least one OOH placement (95% AQL).

• Digital Coverage: Each county has at least one digital campaign (95% AQL).

• 18-24 Targeting Accuracy: Campaigns target 18-24 demographic (95% audience match).

• Movie Theater Ads: Ads run quarterly in required cities (95% compliance).

• Lead Generation: Qualified leads generated monthly (Meets KPI baseline).

• Reporting Timeliness: Monthly reports delivered on time (95% on time).

• Brand Compliance: Meets ARNG/NGB standards (100% compliance).

• Digital Performance: CTR, impressions, conversions tracked (Within benchmarks).

• Period of Performance: One 12-month base period with four 12-month option periods, not to exceed 60 months total.

• Place of Performance: All work to be performed offsite.

• Government Furnished Property (GFP): Access to relevant data, information (e.g., Force Structure, FAZR, RSID data), and platforms (e.g., Google My Business, Facebook, Instagram, social media platforms).

• Contractor Furnished Property (CFP): Contractor to provide all reasonable equipment not specified as GFP.

• Protection of Personally Identifiable Information (PII): Contractor must comply with DFARS 224.103, DoDD 5400.11, and DoD 5400.11-R. Contractor bears costs for breaches resulting from violations.

• Key Personnel: Contractor personnel evaluated in source selection may be required. Firm commitment is needed for proposals.

• Quality Assurance/Control: Government procedures for verification (QA) and contractor measures for ensuring quality (QC).

Statement of Work (SOW) / Performance Work Statement (PWS)

To provide a comprehensive marketing package to the New Mexico Air National Guard (NMANG) for recruitment and retention goals. The contractor will generate qualified leads, offer a customized lead capture and nurturing solution, and support NMANG leadership, recruiters, and marketing staff.

• Develop and publish an annual enterprise advertising plan.

• Utilize multiple channels and platforms including linear television, theater, streaming, and digital marketing (display and video).

• Drive traffic to recruiting websites or offices to encourage prospects to learn more.

• Conduct media research and develop a media and marketing strategy.

• Provide a minimum of 76 television spots monthly for each of the base and 4 option years.

• Secure additional, no-cost advertising placements to increase campaign frequency.

• Manage the campaign to generate a return on investment.

• Develop and implement a marketing strategy incorporating market research and analytics.

• Create and manage marketing campaigns using a mix of traditional and digital media.

• Deliver online web exposure with a minimum of 150,000 Digital Media Impressions (DMI) per month targeted to audiences in Designated Market Areas (DMA).

• Secure and coordinate two 7-10 minute live interview appearances in DMA during key programming hours.

• Provide creative services, ensuring all messaging and creative materials adhere to Air National Guard (ANG) brand standards and are approved by the National Guard Bureau (NGB).

• Run commercials in multiple theaters throughout the DMA to support recruiting efforts.

• Monthly reports on data, key findings, recommendations, and online briefings for Key Performance Indicators (KPIs) including audience and awareness metrics, demographic reporting, geographic reporting, engagement and efficiency (CTR), and mobile vs. desktop performance.

• Contractor to provide access to an online dashboard tool showcasing campaign performance in near real-time.

• One twelve-month base period with four twelve-month option periods, not to exceed sixty (60) months total.

• Geographic place of performance is restricted to Designated Market Areas (DMA) within New Mexico.

• Contractor shall develop and maintain an effective Quality Control Plan (QCP).

• Government will evaluate performance using a Quality Assurance Surveillance Plan (QASP).

• All communications are subject to COMSEC review.

• Contractor must protect Personally Identifiable Information (PII).

• Contractor shall safeguard all Government property.

• Contractor must attend post-award conferences and periodic progress meetings.

• Contractor must adhere to a zero-tolerance policy regarding trafficking in persons.

• Government has unlimited rights to all documents/materials produced under this contract.

• Contractor must notify the KO immediately of any actual or potential Organizational Conflicts of Interest (OCI).