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

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

This Performance Work Statement (PWS) outlines the requirements for a full range of professional marketing and advertising services to support the Commander, Navy Recruiting Command's (CNRC) nationwide personnel acquisition and retention programs.

• Develop and manage a comprehensive national marketing and advertising plan, including strategic lines of effort, measurable goals, and performance measures.

• Provide robust content development for all media aspects.

• Execute creative content, manage rights, and procure media placement.

• Lead generation, collection, nurturing, and management.

• Develop and execute digital prospecting and lead nurturing campaigns.

• Manage social media accounts and public relations efforts.

• Provide electronic fulfillment services for information requests.

• Operate and maintain websites and applications, including Navy.com and NALTS.

• Provide cybersecurity support and ensure compliance with DoD and Navy policies.

• Bi-weekly and End of Month M&A Status Meeting minutes submitted on time with attendees and action items.

• Maintain ATO compliance and PII security.

• Lead generation activities must align with strategy and meet annual objectives.

• Quality lead generation must meet defined quantities and quality levels.

• Recruiter support must satisfy NTAG requests within 2 business days.

• Media schedules must be submitted on time and IAW advertising strategy.

• Creative assets must be delivered on time, compliant, and brand-aligned.

• Data integrity and reporting must be accurate and actionable.

• Proactive recommendations for optimization and pilot proposals are required.

• The anticipated base ordering period is 20 January 2027 through 19 January 2028, with four 12-month option ordering periods and one 6-month option ordering period.

• All work is performed at the contractor's site or at event/creative production locations.

• Contractor must have a strong understanding of Salesforce CRM and its integration with Navy systems.

• Must comply with all relevant Federal Acquisition Regulations (FAR) and DoD/DON policies.

• Cybersecurity requirements include obtaining and maintaining Authority to Operate (ATO) and adhering to Risk Management Framework (RMF) lifecycle.

• Contractor employees may require background investigations and security clearances.

Questions & Answers / Clarifications

This document is an amendment to the solicitation, providing a list of questions and comments received from vendors, along with the Government's responses. It aims to clarify solicitation requirements and ensure all potential offerors have access to the same information.

• Incumbent Contractor: The procurement is a follow-on to contract N0018921DZ024.
• RFP Question Due Date: The solicitation is clear on its face regarding the due date.
• Page Count: The cover page and table of contents are excluded from the 51-page count.
• Contract Type: Clarification on contract type (basic and task-order/CLIN level) is provided in Part II of the amendment.
• Corporate Experience/Past Performance Page Limit: The solicitation includes these sections within the 51-page limit; reconsideration was requested by a vendor.
• Small Business Subcontracting Plan: Clarification on whether the 30% target is calculated against total contract value or anticipated labor value is provided in Part II. Concerns were raised about potential administrative pass-through arrangements.
• Pricing: Clarifications were sought regarding the firm price period (60 vs. 270 days), the format for pricing information (Excel template), and the evaluation of Not-to-Exceed (NTE) ceilings and blended hourly rates.
• Social Media: Questions were raised about the number of social media sites to be managed and the specific platforms to be included.
• AI and Technology: Vendors inquired about the use of AI-enabled tools, platforms, and methodologies, including approval processes and compliance requirements.
• Transition: Questions were asked regarding transition-in plans and the transition-out process.
• Data and Reporting: Clarifications were sought on data access, reporting requirements (e.g., AMAP, EOM reports), and the use of specific platforms like Salesforce and Adverity.

This amendment is intended to make the solicitation clear. Any necessary changes resulting from these questions and comments have been incorporated into Part II of the amendment. Offerors should review this document to ensure their proposals address all clarified requirements.

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. This information is crucial for the government to evaluate the offeror's ability to successfully perform the work required by the solicitation.

• Offeror Information: Name of Offeror, Contract Number/Identifier, Customer Name & Location, Customer Point of Contact.
• Past Performance Details:
  • Total dollar amount for the effort during the past five years (with specific instructions for vehicle orders).
  • Average number of Full-Time Equivalent (FTE) personnel performing per year.
  • Period of Performance (From/To dates).
  • Detailed description of the work performed, demonstrating relevance to the current solicitation.
  • Quality, delivery, or cost problems, corrective actions taken, and their effectiveness.
  • Information on subcontractors utilized, including the extent of their work and annual dollar value.

Bidders must complete this form accurately and thoroughly to provide evidence of their past performance. The detailed descriptions of work performed, problem resolution, and subcontractor utilization will be critical factors in the government's evaluation of the offeror's capabilities and likelihood of success on this opportunity.

Form / Attachment / Pricing Sheet

This document, "ATTACHMENT 1", provides summaries of the Navy Recruiting Command's (NRC) advertising plans for various programs, including General Enlisted, General Officer, Medical Officer, Reserve Programs, Local Advertising & CRM, Website and Interactive, and Events Marketing. It outlines market assessments, critical recruiting priorities, and historical tactics employed for each program.

• General Enlisted AD Plan Summary: Details market assessment (low awareness, competition), critical priorities (STEM, Nuclear, NSW/NSO, Information Dominance), and historical tactics (direct mail, email, social media, SEO/SEM).
• General Officer AD Plan Summary: Covers market assessment (challenges in professional skill sets), critical priorities (Cyber, Nuclear, Chaplain), and historical tactics (direct mail, email, social media, SEO/SEM).
• Medical Officer AD Plan Summary: Addresses market assessment (perception of Navy's healthcare system, practice ownership motivator), critical priorities (Physician, Nurse, Dentist, MSC specialties), and historical tactics (email, direct mail, social media, SEO/SEM).
• Reserve Programs AD Plan Summary: Outlines market assessment (high priority, declining officer exits), critical priorities (serving Active Duty Officers, Prior Service, Enlisted), and historical tactics (direct mail, email, social media, SEO/SEM).
• Community Outreach Program with STEM Emphasis AD Plan Summary: Focuses on market assessment (low awareness, need for insights), critical priorities (STEM careers), and historical tactics (print ads, organizational partnerships, public relations).
• Call Center, Local Advertising and CRM Program AD Plan Summary: Details recommendations for call center operations, fulfillment, AD Pack (leads generation), and Customer Relationship Management (CRM).
• Websites and Internet Initiatives AD Plan Summary: Describes principal websites (Navy.com), microsites, web-based initiatives (chat, videos), and social networking sites.
• Events Marketing Plan Summary: Covers mobile VR simulators, convention support, and event scheduling.
• Direct Mail Listings Historical: Lists audience lists and subscriptions for direct mail campaigns.

This document provides a comprehensive overview of the Navy's current and historical marketing and advertising strategies across various recruiting programs. Bidders can use this information to understand the Navy's approach to recruitment, identify areas of focus (e.g., STEM, specific officer specialties), and understand the types of marketing activities and channels that have been utilized. This context is crucial for developing proposals that align with the Navy's strategic objectives and operational needs in advertising and marketing services.

Amendment / Modification

This amendment (0001) to solicitation N0018926RD008, dated 30 April 2026, addresses vendor inquiries and updates the solicitation.

Key updates include:

• Attachment I: Performance Work Statement (PWS)

• Attachment II: PWS Attachments

• FAR 52.212-1 Addendum: Instructions to Offerors

• FAR 52.216-1: Type of Contract

• The PWS and its supporting attachments have been updated.

• Instructions to Offerors (FAR 52.212-1) have been modified.

• The Type of Contract clause (FAR 52.216-1) has been modified to specify a single award, indefinite delivery, indefinite quantity contract with both firm fixed price and time-and-material pricing.

• The submission deadline remains unchanged: Quotes are due by 1500 EDT on 5 June 2026.

• The solicitation is for a Firm-Fixed-Price (FFP) contract. A price realism analysis will not be conducted.

• The contract period of performance includes a base period (20 Jan 2027 - 19 Jan 2028) and four 12-month option periods, plus a potential six-month option period under FAR 52.217-8, potentially extending the contract to 19 July 2032.

• Offerors must submit proposals in two volumes: Volume I (Non-Price Proposal) and Volume II (Price Proposal). Specific page limitations apply to Volume I.

• Socio-economic goals are outlined, including targets for Small Business (30%), Small Disadvantaged Business (5%), Women-Owned Small Business (5%), Service-Disabled Veteran-Owned Small Business (5%), and HUBZone Small Business (3%).

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.