SAM #W912J326QADVR

Integrated Advertising and Marketing Services for New Mexico Army and Air National Guard

This opportunity seeks qualified firms to deliver integrated advertising and marketing services for the New Mexico Army and Air National Guard, supporting recruitment and retention across the state and surrounding regions. - Government Buyer: - Department of Defense, New Mexico Air National Guard (Recruiting and Retention Office) - New Mexico Army National Guard (Recruiting and Retention Battalion) - Offices located at Kirtland Air Force Base (Albuquerque) and 47 Bataan Blvd, Santa Fe, NM - OEMs and Vendors: - No specific OEMs or vendors are named; open to qualified marketing and advertising service providers - Products/Services Requested: - Comprehensive marketing and advertising services, including: - Program and campaign management - Market research, GIS analytics, and strategy development - Creative services (brand positioning, TV commercial production, digital artwork) - Media planning and buying (TV, digital, out-of-home, movie theater, live promotions) - Digital asset management system - Detailed monthly reporting with KPIs and online dashboards - Training and consulting - Key deliverables include: - Minimum 76 monthly TV spots (NMANG); 912 annual TV spots (NMARNG) - 150,000 monthly digital impressions (NMANG); 32,258 monthly digital impressions (NMARNG) - 149 movie theater screens (NMANG); cinema ads in six primary markets (NMARNG) - Statewide out-of-home advertising with coverage in every New Mexico county - Live promotion appearances and online web exposure - Unique or Notable Requirements: - Adherence to Army and Air National Guard brand standards - Multi-platform campaign execution (TV, digital, OTT/CTV, OOH, cinema, live events) - Targeting individuals aged 17-42 in New Mexico and surrounding DMAs - ROI guarantee for TV placements (NMARNG) - Proof of play reporting for cinema ads - Digital asset management and performance monitoring via online dashboard - Ability to provide all personnel, equipment, and materials necessary for execution - Period of Performance: - 12-month base period with four 12-month option years (up to 60 months total) - Locations: - Kirtland Air Force Base (Albuquerque, NM) - 47 Bataan Blvd, Santa Fe, NM - Designated Market Areas: Albuquerque-Santa Fe, El Paso-Las Cruces, Amarillo - Movie theater and OOH advertising across New Mexico and select Texas markets - Targeted cities and counties throughout New Mexico

Description

Sources Sought Announcement for New Mexico National Guard (NMNG) Advertising Services 

Title: Sources Sought for Integrated Advertising and Marketing Services for the New Mexico National Guard

Agency: New Mexico National Guard

Classification Code: R701

North American Industry Classification System (NAICS): 541850

Point of Contact: 150sow.msc.rfprfq@us.af.mil

Response Due Date: April 21, 2026 at 2:00 PM Mountain Time

1.0 SYNOPSIS

This is a Sources Sought notice for market research purposes only. This is not a solicitation for proposals, proposal abstracts, or quotations. The purpose of this notice is to obtain information regarding the availability and capability of qualified businesses to provide comprehensive advertising and marketing services for the New Mexico Army National Guard (NMARNG) and the New Mexico Air National Guard (NMANG).

The Government is seeking to identify qualified and experienced sources to meet two separate requirements for recruiting and retention advertising campaigns. The Government will use the information gathered from this notice to determine the best acquisition strategy. The Government is not obligated to, and will not pay for, any information received from potential sources as a result of this notice.

2.0 BACKGROUND

The New Mexico Army National Guard Recruiting and Retention Battalion and the New Mexico Air National Guard Recruiting and Retention Office are tasked with promoting their respective services to gain the interest and attention of prospective recruits. Both organizations require the services of an experienced contractor to develop and execute comprehensive, multi-platform marketing programs. These programs are intended to generate qualified leads, increase brand awareness, and support recruiters to help the NMARNG and NMANG achieve their annual recruitment and retention goals. The primary target audience includes, but is not limited to, individuals aged 17-42 in the state of New Mexico and surrounding designated market areas.

3.0 REQUIREMENT OVERVIEW

The Government has two distinct requirements for advertising services: one supporting the NMARNG and one supporting the NMANG. While specific performance metrics differ between the two, the overall scope of work is similar. The contractor will be responsible for providing all personnel, management, and resources necessary to develop, implement, and manage a comprehensive marketing and advertising strategy for each organization.

The scope of services includes, but is not limited to, the following key areas:

Program and Campaign Management: Oversee all aspects of the marketing program, coordinate initiatives, and provide regular, detailed reporting on campaign performance and key performance indicators (KPIs). Market Research and Strategy: Conduct market research and analysis to develop and implement a data-driven marketing strategy and media plan tailored to each organization's objectives. Creative Services: Develop brand positioning and produce creative materials for various media platforms. This includes the production of television commercials (e.g., 15- and 30-second spots) and online artwork for digital campaigns that adhere to Army National Guard and Air National Guard brand standards. Media Planning and Buying: Execute an opti-channel marketing campaign that includes a mix of traditional and digital media. Potential channels include: On-Air and Online Media: Television advertising across New Mexico and designated regional markets. Targeted Digital Advertising: Digital campaigns utilizing Over-the-Top (OTT), Connected TV (CTV), and display ads to deliver impressions to targeted demographics. Out-of-Home (OOH) Advertising: A statewide campaign with placements such as billboards and transit advertising. Movie Theater Advertising: In-theater advertising in key markets throughout the state. Live Promotions: Securing and coordinating appearances and interviews on local media stations.

4.0 INFORMATION REQUESTED FROM INTERESTED PARTIES

Interested parties are requested to submit a capabilities statement that addresses the following. Please limit your response to no more than ten (10) pages.

Company Information: Company Name, Address, Website, Point of Contact, CAGE Code, Unique Entity ID (UEI), and any applicable socio-economic statuses (e.g., Small Business, 8(a), SDVOSB, WOSB, etc.). Experience: Provide a brief description of your company's experience managing integrated advertising campaigns that include both traditional (TV, OOH) and digital (OTT, CTV) media. Capabilities: Provide a brief description that your company has the capability or does not have the capability to provide all/some services of this sources sought.

5.0 RESPONSE INSTRUCTIONS

Responses must be submitted electronically to 150sow.msc.rfprfq@us.af.mil no later than the response due date listed for this sources sought. The email subject line must state: "Response to Sources Sought: NMNG Advertising Services". The submission should be in a single PDF or Microsoft Word file.

6.0 DISCLAIMER

This notice is for informational and planning purposes and does not constitute a solicitation. A response to this notice is not an offer and cannot be accepted by the Government to form a binding contract. Responders are solely responsible for all expenses associated with responding to this notice.

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