SAM #W912J326QA005

NMARNG Comprehensive Recruiting and Retention Marketing Services Solicitation

The New Mexico Army National Guard (NMARNG) is seeking a contractor to deliver a comprehensive, multi-year recruiting and retention marketing program to support statewide recruitment goals. - Government Buyer: - U.S. Army, New Mexico Army National Guard (NMARNG), W7NQ USPFO ACTIVITY NM ARNG KO FOR NMARNG - OEMs and Vendors: - No specific OEMs or commercial vendors are named in the solicitation or attachments - Products/Services Requested: - Comprehensive recruiting and retention marketing services, including: - Digital and traditional media campaigns - Lead generation, capture, and nurturing (targeting up to 25,000 high school juniors and seniors) - Localized SEO and social media management - Market research and GIS analytics - Campaign management, reporting, and analytics - Program and account management with military recruitment marketing experience - Training and consulting for Recruiting and Retention Battalion staff - Digital asset management system (up to 1,000 assets) - Microsite and recruiter landing page development (up to 50 recruiters) - Optichannel campaigns (direct mail, email, SMS, social media) - Media buying (broadcast, digital, OTT/CTV, OOH, cinema) with minimum impression and spot requirements - Creative services for localized brand positioning and commercial production - Out-of-home and cinema advertising in every New Mexico county - All services must adhere to strict brand guidelines, data security, and performance metrics - Unique or Notable Requirements: - Contractor must provide a dedicated Program Manager (minimum 2 years military recruitment marketing experience) and Account Manager with ARNG-specific knowledge - Holistic evaluation based on technical capability, past performance, and price - Itemized list required for any omitted tasks from the Performance Work Statement (PWS) - Work is to be performed remotely, with centralized management and reporting - Annual virtual training and monthly consulting sessions for government staff - Centralized digital asset management and analytics dashboard - Minimum media placement and campaign performance standards - Contract Structure: - Firm-fixed-price contract - Base year (12 months) plus four 12-month option years (total up to 5 years) - Estimated base year value: $160,000–$190,000

Description

Combined Synopsis/Solicitation: NMARNG Recruiting Marketing Package Services

1.0 General Information

1.1 Combined Synopsis/Solicitation: This document constitutes a combined synopsis/solicitation for commercial services prepared in accordance with RFO FAR 12.202(b)(1). This is the only solicitation; quotes are being requested, and a separate written solicitation will not be issued. This solicitation is issued as a Request for Quotation (RFQ).

1.2 Solicitation Number: W912J326QA005

1.3 Governing Regulations: This solicitation is governed by the regulations effective February 1, 2026, under Class Deviation 2026-O0028 – Revolutionary FAR Overhaul (RFO) Part 12, and DFARS Part 212.

1.4 Small Business Classification: This acquisition is a total small business set-aside.

1.4.1 NAICS Code: 541810 – Advertising Agencies

1.4.2 Size Standard: $25.5 Million

1.4.3 Product Service Code (PSC): R701 – Support, Management: Advertising

1.5 System for Award Management (SAM): To be eligible for award, all offerors must have an active and complete registration in the System for Award Management (SAM) at https://sam.gov/. The contracting officer will verify the prospective awardee’s registration in SAM prior to award. Failure to have an active SAM registration will result in the quote being deemed ineligible for award.

1.6 Questions and Inquiries: Submit all questions via email to SFC Amber N. Sena at amber.n.sena.mil@army.mil.

1.6.1 Questions Due Date: August 10, 2026, at 4:00 PM MDT. Questions received after this deadline may not be addressed.

1.7 Quote Submission: Submit quotes via email to SFC Amber N. Sena at amber.n.sena.mil@army.mil.

1.7.1 Quote Due Date: August 17, 2026, at 4:00 PM MDT. Quotes received after this deadline may be considered unacceptable in accordance with FAR 52.212-1.

1.7.2 Vendor Responsibility: It is the quoter’s responsibility to ensure the Government receives the quote before the deadline and to monitor SAM.gov for any amendments to this solicitation.

2.0 Requirement Description

2.1 General Requirement: The contractor shall provide a comprehensive recruiting and retention marketing package for the New Mexico Army National Guard (NMARNG), as defined in the attached Performance Work Statement (PWS).

2.2 Contract Type: Firm-Fixed-Price (FFP)

2.3 Period of Performance:

2.3.1 Base Period (12 Months): September 25, 2026 – September 24, 2027

2.3.2 Option Year 1 (12 Months): September 25, 2027 – September 24, 2028

2.3.3 Option Year 2 (12 Months): September 25, 2028 – September 24, 2029

2.3.4 Option Year 3 (12 Months): September 25, 2029 – September 24, 2030

2.3.5 Option Year 4 (12 Months): September 25, 2030 – September 24, 2031

2.4 Place of Performance: The Contractor shall perform work offsite (remotely). The Contractor shall maintain an adequate workforce for the uninterrupted services ensuring stability and continuity of personnel and services.

2.5 The established budget parameter for the base year of this acquisition is between $160,000.00 and $190,000.00.

3.0 Quote Submission Instructions

3.1 Completeness: Quoters shall submit all required information as part of their quote. Incomplete information may result in the quote being deemed unacceptable. Do not submit extraneous documents not requested by the solicitation.

3.2 Pricing Instructions: Quoters must submit a completed Price Matrix (see Attachment 4).

3.2.1 Quoters must provide pricing for the Base Period and all four (4) Option Periods.

3.2.2 The Government will evaluate offers for award purposes by adding the total price for all options to the total price for the basic requirement. A Total Evaluated Price (Base Period + All Option Periods) must be included.

4.0 Evaluation Factors for Award - In accordance with RFO FAR 12.203, the following factors will be used to evaluate quotes:

4.1 Factor 1: Technical Capability - The Government will evaluate the quoter’s technical capability based on how effectively the quoted solution meets the Government’s requirements as defined in the PWS. The Government will perform a holistic assessment of the quoter’s solution.

4.1.1 Technical Solution and PWS Omissions Instruction: To facilitate this evaluation, if a quoted solution does not include all requirements listed in the PWS, the quoter MUST provide a specific, itemized list identifying every requirement that will not be performed. This list must explicitly reference the specific paragraph numbers from the PWS for each excluded item (e.g., "Paragraph 5.1.1.2: Provide printing and postage for 20,000 oversized postcards").

4.1.2 As part of this comparative evaluation, the Government will assess the PWS requirements the quoter offers to fulfill within the budget parameter and will evaluate the impact of any omitted PWS tasks to determine which quote provides the most advantageous technical solution. In accordance with RFO FAR 12.203(a)(1), predetermined technical subfactors will not be utilized.

4.2 Factor 2: Past Performance - The Government will evaluate the quoter’s past performance as an indicator of future success. The Government will independently review performance information from a wide variety of sources, which may include the Contractor Performance Assessment Reporting System (CPARS) and other Government or non-Government sources, to determine the likelihood of successful performance.

4.3 Factor 3: Price - The Government will evaluate the total quoted price (Base + All Option Years) to determine if it is fair and reasonable in accordance with RFO FAR 12.204(a). The total evaluated price will be inclusive of all charges. The established budget parameter for the base year of this acquisition is between $160,000.00 and $190,000.00.

5.0 Basis for Award - In accordance with RFO FAR 12.203(c)(2), the contracting officer has broad discretion in establishing how quotations will be evaluated.  The evaluation procedures are not subject to part 15 or 14. Contracting officers are not required to have evaluation plans, score quotations, or establish a competitive range before communicating with quoters or soliciting revised quotations. The Government will award a single, firm-fixed-price purchase order to the responsible quoter whose quote represents the best value to the Government. The Government will conduct a comparative evaluation of all timely quotations received.

5.0.1 Please note that the evaluation procedures of RFO FAR Part 14 (Sealed Bidding) and RFO FAR Part 15 (Contracting by Negotiation) do not apply to this acquisition. The Government is not required to, and will not establish or utilize formal evaluation plans, assign numerical, adjectival, or color-coded scores to quotations, or establish a competitive range. The Government will directly compare quotations to one another to determine which quote provides the most advantageous technical solution and past performance record at a fair and reasonable price. The Contracting Officer reserves the right to communicate with any, all, or none of the vendors at any point during the evaluation process. These communications are not governed by the restrictive “discussions” rules of RFO FAR Part 15. The Government may solicit revised quotations or resolve minor details with one or more vendors without the obligation to open discussions or request final proposal revisions from all vendors. Vendors are strongly encouraged to submit their best technical and pricing terms in their initial quotation.

5.1 This comparative evaluation approach allows the Government to holistically compare the Technical Capability, Past Performance, and Price of the submitted quotes to determine which one offers the best overall value for the funds expended.

6.0 Attachments and Clauses

6.1 List of Attachments:

6.1.1 Attachment 1: Solicitation - W912J326QA005

6.1.2 Attachment 2: Performance Work Statement (PWS)

6.1.3 Attachment 3: Wage Determination 15-5449

6.1.4 Attachment 4: Price Matrix

6.2 Provisions/Clauses: Please refer to the attached solicitation document (Attachment 1) for a complete list of all applicable provisions and clauses incorporated by reference and in full text, including DFARS 252.232-7006 WIDE AREA WORKFLOW PAYMENT INSTRUCTIONS (JAN 2023).

View original listing