The South Dakota National Guard awarded a purchase order to Laughlin, Marinaccio & Owens, Inc. (doing business as LMO Advertising), a women-owned small business, for $628,785.24 on April 11, 2023, to produce recruiting and retention non-commercial sustaining announcements for radio and television. The order is set aside for total small business. Performance occurs in Rapid City, South Dakota. Option Period 3 covers the continued delivery of public service advertising to promote the South Dakota National Guard at state and local levels, targeting audiences aged 17–24 and 25–35 years old, with priority for repeated airtime between 6:00 a.m. and 12:00 midnight local time. The ultimate completion date is April 10, 2028. The requirement originated from a pre-solicitation posted February 24, 2023, designated NAICS code 519130 and PSC code R499.