SAM #N0018926RD008

U.S. Navy National Marketing and Advertising Services for Recruiting Command

This opportunity seeks a contractor to deliver nationwide, full-service marketing and advertising support for the U.S. Navy's recruiting mission. - Government Buyer: - U.S. Navy, Commander, Navy Recruiting Command (CNRC), Office of Chief of Naval Personnel/Budget Submitting Office (BSO) 22 - Contracting office: NAVSUP Fleet Logistics Center Norfolk - Scope of Services: - Strategic marketing plan development and execution - Creative content production (TV, radio, print, digital, social media, emerging tech) - Media planning, placement, and tracking (annual media budget estimated at $90M-$105M) - Lead generation, nurturing, and management (including call center operations and CRM integration) - Website and application support (Navy.com, NALTS, with cybersecurity and AI features) - Social media management (content, engagement, analytics for 19 sites) - Public relations and event marketing (including 82 annual events and 3 mobile STEM tour units) - Emphasis on emerging technologies, AI, Salesforce CRM, and cybersecurity compliance - Key Deliverables and Volumes: - 6.9 million emails, 1.1 million direct mail pieces, 230,000 online fulfillment letters, 70,000 call center inbound calls annually - 6 print ads, 20 videos, 12 webcasts, 2 radio spots, 100,000 BRC data records annually - 3 mobile STEM display units deployed 314 days/year - Unique/Notable Requirements: - Robust performance metrics and reporting - Support for specialized recruiting (STEM, nuclear, medical) - Integration with Salesforce CRM and compliance with Navy cybersecurity standards - Use of AI-powered features for digital prospecting and lead management - Contract Structure: - Firm-Fixed-Price, Indefinite Delivery Indefinite Quantity (IDIQ) - Base period of 1 year, 4 option years, and a 6-month extension (up to 5.5 years total) - Not set aside for small businesses; NAICS 541810 (Advertising Agencies) - Award based on best value, with non-price factors more important than price - No specific OEMs or product part numbers are identified; the requirement is for comprehensive services only.

Description

This is a technical update to the combined synopsis/solicitation for commercial products or commercial services prepared in accordance with FAR Part 12 in conjunction with FAR Part 15, as applicable.

The update includes downloading RFP N0018926RD008 due to the file being damaged after immediate posting of the RFP document. 

This announcement constitutes only solicitation. Offers are being requested and a separate written solicitation will not be issued.

Solicitation number N0018926RD008 is issued as a Request for Proposal (RFP) for acquiring advertising and Marketing services in support of the U.S. Navy’s Marketing and Advertising Program in support of the Commander, Navy Recruiting Command (CNRC).

This acquisition is not set aside for small business concerns. This solicitation incorporates provisions and clauses by reference. The full text of provisions and clauses may be accessed electronically at www.acquisition.gov.

The Navy requires a full-service advertising and marketing services to assist in fulfilling critical manpower needs to fill vacancies in enlisted and officer program for both, the active and service components.

The proposed contract action is for services for which the Government intends the placement of a Firm-Fixed-Price (FFP), Indefinite Delivery Indefinite Quantity (IDIQ) type contract with a base ordering period commencing on or around 20 January 2027 through 19 January 2028, followed by four (4) 12-month option periods to extend the term of the contract pursuant to FAR 52.217-8, plus one (1) 6-month optional option period pursuant to FAR 52.217-8, which will be exercised if necessary. If all options are exercised, the contract is scheduled to expire on 19 July 2032.

It is the intent to process this procurement under FAR Part 12 in conjunction with FAR Part 15, as applicable, and ultimately award a single IDIQ contract as a result of the forthcoming solicitation. Interested vendors will be requested to submit both non-price and price proposals.

The Government anticipates that the resultant contract will be awarded on a best value, trade-off basis in which the non-price evaluation will be considered significantly more important than the price.

The applicable NAICs code is 541810 with a small business size standard of $22.5 Million.

Upon release, the solicitation will be issued electronically and be available for downloading at the NECO website: neco.navy.mil and/or sam.gov on or about 30 April 2026. The closing date for the receipt of offers will be set fort in the RFP document.

Interested parties are solely responsible for monitoring the above website’s for posting of the RFP and any amendments thereto. The Government will not pay for the information received.

All responsible sources may submit a proposal, which will be considered by NAVSUP FLC Norfolk, Contracting Department, Pentagon Directorate. By submitting an offer, the offeror is self-certifying that neither the requestor nor the principal corporate officials and owners are currently suspended, debarred, or otherwise indelible to receive contracts from any federal agency. Failure to do so may represent grounds for refusing to accept the offer. By submission of an offer, the contractor acknowledges the requirements that a prospective awardee must be registered in the System for Award Management (SAM) database prior to award.

Lack of registration in the SAM database will make a contractor indelible for award. Contractors may obtain information on registration and annual confirmation requirements via the website at sam.gov.

Any questions regarding this announcement should be submitted via email to ellen.s.wright.civ@us.navy.mil.

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