SAM #PANNGB-26-P-0000033111

Sole-Source Marketing & Advertising Campaign for Massachusetts Air National Guard Recruiting

This opportunity is for a sole-source contract to Global Media to provide a comprehensive marketing and advertising campaign for the Massachusetts Air National Guard (MA ANG) Recruiting and Retention office. - The campaign targets the 18-24 demographic in Massachusetts, aiming to increase brand awareness and generate recruiting leads for the MA ANG. - Services include: - 637,778 audio and companion display advertising impressions (radio, mobile, tablet, smart speakers, CTV, connected cars, private radio stations) - 390,099 omni-channel advertising impressions (digital billboards, urban panels, transport hubs) - Monthly status reports on advertising performance - The period of performance is a 12-month base year (May 1, 2026 – April 30, 2027) with four 12-month option years; the primary campaign window each year is May 1 to July 31. - The government justifies sole-source to Global Media due to their unique prior experience with MA ANG and regional expertise, but will consider capability statements from other vendors. - No specific part numbers or physical products are being procured; this is a service-based contract. - Work and advertising will be performed at various locations throughout Massachusetts, including specific venues and recruiting locations. - Deliverables include monthly electronic reports to the Contracting Officer and COR. - The contract is firm-fixed-price.

Description

1. Description of Requirement: The U.S. Property Fiscal Office (USPFO) for Massachusetts, on behalf of the Massachusetts Air National Guard (MA ANG) Recruiting and Retention office, intends to award a firm-fixed-price, sole-source contract to Global Media.

The requirement is for a comprehensive marketing and advertising campaign designed to increase brand awareness and generate recruiting leads for the MA ANG. The specific services required are detailed in the Performance Work Statement (PWS) Paragraph 5, which will be provided with any formal solicitation.

The period of performance will consist of a 3 month period from 01MAY2026 through 31JULY2026.

2. Authority for Sole Source: The proposed contract action is for a commercial service for which the Government intends to solicit and negotiate with only one source under the authority of Revoultionary FAR Overhaul (RFO) Federal Acquisition Regulation (FAR) 12.102(a). This authority allows for restricting competition in acquisitions for commercial products and services valued at or below the simplified acquisition threshold when the contracting officer determines that only one source is reasonably available to meet the Government's requirement.

Market research was conducted to identify other potential advertising agencies in the region. While several firms have advertising capabilities, none possess the specific combination of prior MA ANG experience and deep regional expertise that Global Media offers. While urgency alone is not sufficient justification, in this case, the combination of the tight deadline and the uniquely qualified contractor makes a sole-source award the only viable option.

3. Notice and Response: This notice of intent is not a request for competitive quotes. No solicitation document is available at this time.

However, all responsible sources that believe they can meet the Government's requirement as stated herein may submit a capability statement, which shall be considered by the agency. A determination by the Government not to compete this proposed contract based upon responses to this notice is solely within the discretion of the Government. Information received will be used solely for the purpose of determining whether to conduct a competitive procurement.

Interested parties must provide clear and convincing evidence that they can meet the Government’s requirements. The capability statement must include company name, address, point of contact, CAGE code, and UEI number.

Responses must be submitted electronically to the Contracting Officer no later than 15 calendar days from the date of this publication.

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