SAM #W91ZRS26QA005

Connecticut Army National Guard Multimedia Advertising and Marketing Services Solicitation

This opportunity is for comprehensive multimedia advertising and marketing services for the Connecticut Army National Guard (CTARNG): - Government buyer: Connecticut Army National Guard, Marketing NCO, through the United States Property and Fiscal Office (USPFO) for Connecticut - No specific OEMs or named vendors; open to small businesses under NAICS 541890 (Other Services Related to Advertising) - Services requested: - Multimedia advertising campaign (12 months) targeting 17-34-year-olds statewide - TV and radio Non-Commercial Sustaining Announcements (NCSA), including placements on Telemundo and Bomba - Digital advertising campaigns across Google Display Network, Meta Platforms, TikTok, Snapchat, and other platforms - Geofencing campaign design, implementation, and optimization with 95% accuracy and 90% satisfaction rate - NIL (Name, Image, Likeness) management and brand partnerships for student-athletes and influencers - Multi-language ad placements (English and Spanish), including web-streaming and billboard advertising - Digital ad spend compliance and monthly analytics/campaign recommendation reports - Monthly status reports (99.95% accuracy, 99.5% timely submission) and quarterly in-person review meetings - Four in-person marketing meetings with the Marketing NCO - Notable requirements: - Compliance with ARNG branding guidelines and Section 508 accessibility standards - Ability to micro-target and geo-target advertising within Connecticut - All campaign assets and data become government property at contract completion - Performance standards: high accuracy, compliance, and satisfaction rates - Goal: at least 20 million ad impressions over 12 months, with specific exposure targets for primary (17-24) and secondary (25-35) demographics - Contractor must provide all personnel, equipment, and materials (except government-furnished creative assets)

Description

Combined Synopsis/Solicitation for Commercial Items This is a combined synopsis/solicitation for commercial items prepared in accordance with the format Subpart 12.6, as supplemented with additional information included in this notice. This announcement constitutes the only solicitation, quotes are being requested, and a written solicitation will not be issued. This solicitation is being issued as a Request for Quotation (RFQ). The solicitation document and incorporated provisions and clauses are those in effect through Federal Acquisition Circular 2026-01 dated 13 Mar 2026. Solicitation Details Number: W91ZRS26QA005 For: Connecticut Army National Guard (CTARNG) Intended Award: Firm-Fixed Price contract for Multimedia Advertising Due Date: 12 August 2026 at 1:00 p.m. (Eastern Time) Set Aside: 100% small business NAICS Code: 541890 – (Other Services Related to Advertising) Small Business Standard Size: $19 million for average annual receipts Instructions to Offerors All questions shall be in writing. Questions may be faxed to Leslie Fedler at 860-386-4070 or emailed at leslie.a.fedler.civ@army.mil. Questions must be submitted no later than 07 August 2026. All quotes are due no later than 1:00 p.m. Eastern Time, 12 August 2026. Quotes may be faxed to Leslie Fedler at 860-386-4070 or emailed to leslie.a.fedler.civ@army.mil. It is your responsibility to ensure your quote is received. The fact that the contracting office did not receive your quote due to an error on the fax machine or email address does not change the due date or time. Basis for Award Award shall be made to a single offeror. The Government will award a contract resulting from this solicitation to the responsible offer whose conforming proposal will be most advantageous to the Government, considering price and other factors. The Government may use past performance ratings from previous contracts with the vendor. Price Evaluation The price should be fair and reasonable. Price realism will be used. The contractor should include all costs in their quote with explanation. Proposals will be evaluated on the basis of Best Value. Quotes lacking a price breakdown or not including all costs will be considered non-responsive. The reasonableness of a quote will be based on competitive quotations and historical data. The Contracting Officer will evaluate products based on information provided by the offeror or available to the Contracting Officer. The Government is not responsible for obtaining information not included in the offer. Offerors must be registered in the System for Award Management (SAM) before an award can be made. Registration can be completed at http://www.sam.gov. Payments will be made through the Wide Area Workflow (WAWF) program. All payments are net 30 days. The WAWF website is https://wawf.eb.mil/. Offers must include a completed copy of FAR 52.212-3, Offeror Representations and Certifications—Commercial Items (OCT 2010), and FAR 52.204-24, Representation Regarding Certain Telecommunications and Video Surveillance Services or Equipment (AUG 2020). The Government contract supersedes all other terms and agreements from any other vendor. The only award will be from the Government. Performance Work Statement PERFORMANCE WORK STATEMENT (PWS) General: This contract provides the CTARNG the ability to advertise at the state and local level using non-commercial sustaining announcements (TV and radio broadcasts) and digital advertising campaigns, including the Fairfield DMA. The twelve-month digital campaign will utilize platforms such as Google Display Network, Meta Platforms, TikTok, Snap Chat, Geofencing, and others based on ROI reviews. The vendor is responsible for procuring ad space and orchestrating placements. The primary target demographic is 17–24-year-olds, then 25–35-year-olds willing to serve in Connecticut as CTARNG members. Scope: The Contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary to perform ARNG PSA services as defined in this PWS. Period of Performance: 12 months, starting approximately 15 July 2026. Quality Control and Assurance: The contractor shall create and maintain an effective QC Plan (QCP) to ensure services meet contract requirements. The Government will evaluate performance using the Quality Assurance Surveillance Plan (QASP). Security and Compliance: The contractor shall comply with all applicable security policies, including background checks, COMSEC/IT security, and protection of PII, in accordance with DoD and Army regulations. Background Investigation: Not a requirement under this contract. The contractor shall ensure personnel are eligible for CACs and have completed necessary background checks. Security and Access: The contractor shall comply with installation access policies and safeguard all government property. Meetings and Management: The contractor shall attend post-award and periodic progress meetings, and designate a Contract Manager with full authority. Shipping and Data Rights: The contractor will not be reimbursed for shipping costs. All digital campaign materials and content are owned by the CTARNG. Conflicts of Interest: The contractor shall disclose any potential OCIs and submit mitigation plans as required. Definitions and Acronyms Definitions include terms such as CONTRACTOR, KO, COR, DEFECTIVE SERVICE, DELIVERABLE, KEY PERSONNEL, and others. Acronyms include AQL, AR, ARNG, CAC, COR, CPM, DoD, FAR, FDO, HQDA, and many more, detailed in the document. Government Furnished Property, Material, Equipment, and Services: The government will provide regulations, logos, contact rosters, pre-recorded commercials, and other materials. The vendor will provide ad text and creative content. Contractor Furnished Property, Material, Equipment: The contractor shall furnish all required items not provided by the government. Requirements: The contractor shall perform tasks including digital advertising, geofencing, content creation, reporting, and compliance with branding and legal standards. Specifics include campaign creation, geo-targeting, analytics, and monthly reporting. Applicable Publications: The contractor must abide by regulations such as NGR 601-1, JTR, ARNG Style Guide, and others, with links provided. Quote Submission: Must include detailed breakdowns, compliance with NAICS 541890, and all required certifications. Non-compliance will render the quote non-responsive. Provisions and Clauses: The solicitation includes numerous FAR and DFARS clauses, including reporting, security, labor standards, and other contractual requirements, available at https://www.acquisition.gov. (End of clause)

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