U.S. Navy's Marketing and Advertising Program in support of the Commander, Navy Recruiting Command (CNRC).

Solicitation / RFP / RFQ

This solicitation is for the Navy Marketing and Advertising (M&A) Program supporting the Commander, Navy Recruiting Command (CNRC). The acquisition is unrestricted and falls under NAICS code 541810.

The contract will cover a range of advertising and marketing services, including:

• Basic Advertising Services

• Space Charges, Media Placement, and Postage

• Additional Advertising Services for emergent tasks (research, planning, creative strategy, media services, prospect relationship management)

• Other Direct Expenses (ODEs) for emergent tasks

• Field Events Marketing ODEs

• Recurring Web and System Support

• NALTS Support

• Contract Type: Indefinite-Quantity (IDIQ), Firm Fixed Price (FFP) with Best-Value Tradeoff. The contract includes a base period and multiple option periods.

• Period of Performance: Base period from January 20, 2027, through January 19, 2028, with option periods extending through July 2032.

• Minimum Contract Value: $5,000,000.00.

• Pricing: Firm Fixed Price and Time and Materials.

• Proposal Submission: Proposals are due by 3:00 PM EST on June 5, 2026. Submit via email to ellen.s.wright.civ@us.navy.mil. Proposals must be submitted in two volumes (Non-Price and Price) separately.

• Evaluation: A Best-Value Tradeoff approach will be used. Non-price factors (Performance Approach, Corporate Experience, Past Performance) are equally important and significantly more important than the Socio-Economic Plan. Price proposals are considered less important than non-price proposals; a price realism analysis will not be conducted.

• Questions: Submit questions via email no later than 14 calendar days after solicitation issuance.

• This acquisition is unrestricted.

• Small Business Goals: Specific subcontracting goals are outlined: Small Business (30%), Small Disadvantaged Business (5%), Women-Owned Small Business (5%), Service-Disabled Veteran-Owned Small Business (5%), and Historically Underutilized Business Zone Small Business (3%). Offerors must submit a socio-economic plan.

• Numerous FAR and DFARS clauses are incorporated by reference, some with deviations.

• Offerors must complete required representations and certifications.

• Failure to provide a socio-economic plan may result in ineligibility.

• Total contract minimum quantity is $5,000,000.00.

Form / Attachment / Pricing Sheet

This document is the "Corporate Experience and Past Performance Information Form." It is designed to collect detailed information about an offeror's past performance on similar contracts. Bidders are required to complete this form to provide evidence of their relevant experience and performance history.

• Offeror Information: Name, Contract Number/Identifier, Customer Name & Location, Customer Point of Contact.
• Contract Details: Total dollar amount for the effort over the past five years (including annual estimated contract amount and actual orders performed, especially for vehicle orders), Number of Full-Time Equivalent (FTE) personnel performing per year (average), and Period of Performance (From/To dates).
• Work Description: A detailed description of the work performed, sufficient to demonstrate its relevance to the current solicitation.
• Performance Issues: Information on quality, delivery, or cost problems, corrective actions taken, and their effectiveness.
• Subcontractor Information: Details on any subcontractors utilized, the extent of their work, and their annual dollar value.

This form is crucial for bidders to demonstrate their capability and past performance. The information provided will likely be a significant factor in the evaluation of proposals. Bidders must ensure they accurately and thoroughly complete all sections to showcase their relevant experience and address any potential performance concerns.

Form / Attachment / Pricing Sheet

This document, "Attachment II - PWS Attachments.pdf", appears to be a collection of attachments or supporting documents related to a Performance Work Statement (PWS). The specific content of these attachments is not detailed in the provided metadata, but they are intended to provide supplementary information relevant to the PWS.

• The document is a PDF file.
• It is labeled as "Attachment II".
• It is associated with a Performance Work Statement (PWS).

Bidders should review this attachment to understand any supplementary requirements, specifications, or contextual information referenced in the main PWS. This document may contain details crucial for accurately defining the scope of work, deliverables, or performance standards, and therefore is essential for proposal preparation.

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

To provide a full range of professional marketing and advertising services to support the Commander, Navy Recruiting Command (CNRC) for personnel acquisition and retention programs.

• Develop and execute a comprehensive national marketing and advertising strategy aligned with Navy campaign plans.

• Provide four major functions: annual marketing and advertising plan development and account management, robust content development, creative content execution and media placement, and lead generation, collection, nurturing, and management.

• Support national campaigns and local marketing planning for 26 Navy Talent Acquisition Groups (NTAGs) and Navy Recruiting Reserve Command (NRRC).

• Utilize emerging technologies and advances in advertising and prospect relationship management, including artificial intelligence (AI).

• Develop and execute a brand campaign for the Navy.

• Manage media planning, placement, purchase, and tracking across various channels (TV, radio, print, online, etc.).

• Provide field event marketing services, including planning, execution, and monitoring.

• Develop and execute lead nurturing procedures to generate actionable leads.

• Manage digital prospecting efforts to engage potential recruits and their influencers.

• Operate and maintain social media accounts and public relations efforts.

• Manage electronic fulfillment programs for responding to information requests.

• Provide lead collection operations, including call center services and SMS messaging.

• Support website and application operations, including Navy.com and NALTS.

• Timely submission of deliverables and reports.

• Accuracy and completeness of data and analytics.

• Lead generation and quality targets.

• Media schedule adherence.

• On-time delivery of compliant, brand-aligned creative assets.

• Proactive recommendations for optimization and ROI.

• Compliance with cybersecurity requirements and ATO maintenance.

• Work is performed at contractor site or on event location or creative production location.

• The contract includes a base ordering period and multiple option ordering periods, with the potential to extend through July 2032.

• Contractor must comply with cybersecurity requirements, including obtaining and maintaining Authority to Operate (ATO).

• Contractor employees may require background investigations and security clearances.

• Contractor must adhere to brand safety guidelines and Navy branding standards.

• Contractor must manage all talent and residual rights for products developed.

• All creative work is the property of the Government.

• Contractor must provide a transition plan for services upon contract completion.