U.S. Navy's Marketing and Advertising Program in support of the Commander, Navy Recruiting Command (CNRC).
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 U.S. Navy's Commander, Navy Recruiting Command (CNRC) is seeking proposals for a comprehensive Marketing and Advertising Program. This acquisition aims to secure full-service advertising and marketing support to fulfill critical manpower needs for enlisted and officer programs across active and service components. The contract will be a Firm-Fixed-Price (FFP), Indefinite Delivery Indefinite Quantity (IDIQ), with a potential duration through July 2032. Proposals are due by June 5, 2026.
Scope of Work
The selected contractor will provide a full range of professional marketing and advertising services, including:
- Developing and executing a national marketing and advertising strategy aligned with Navy campaign plans.
- Account management, robust content development, creative content execution, and media placement across various channels (TV, radio, print, online).
- Lead generation, collection, nurturing, and management, utilizing emerging technologies like Artificial Intelligence (AI).
- Supporting national campaigns and local marketing for 26 Navy Talent Acquisition Groups (NTAGs) and the Navy Recruiting Reserve Command (NRRC).
- Managing field event marketing, digital prospecting, social media, public relations, and electronic fulfillment programs.
- Operating and maintaining critical Navy websites and applications (e.g., Navy.com, NALTS). Performance will be measured by timely deliverables, data accuracy, lead quality, media schedule adherence, and compliance with cybersecurity requirements.
Contract Details
- Contract Type: Firm-Fixed-Price (FFP), Indefinite Delivery Indefinite Quantity (IDIQ)
- Duration: Base ordering period (Jan 20, 2027 - Jan 19, 2028) plus four 12-month option periods and one 6-month optional option period, potentially extending through July 19, 2032.
- Set-Aside: This acquisition is not set aside for small business concerns.
- NAICS Code: 541810 (Advertising Services) with a $22.5 Million small business size standard.
- Place of Performance: Contractor site, event locations, or creative production locations, with support for Millington, TN.
- Department/Agency: Department of the Navy, NAVSUP FLC Norfolk.
Evaluation Factors
Award will be made on a best value, trade-off basis, where the non-price evaluation will be considered significantly more important than price. Bidders must submit both non-price and price proposals. The "Corporate Experience and Past Performance Information Form" (Attachment IV) is crucial for demonstrating capability and will be a significant factor.
Key Dates & Submission
- Solicitation Release: On or about April 30, 2026, on neco.navy.mil and/or sam.gov.
- Proposal Due Date: June 5, 2026.
- Submission: Interested vendors are responsible for monitoring the websites for the RFP and any amendments.
- Registration: Prospective awardees must be registered in the System for Award Management (SAM) database prior to award.
Contact Information
Questions regarding this announcement should be submitted via email to Ellen Wright at ellen.s.wright.civ@us.navy.mil.