1.27 Redacted Justification Restricting Competition- USNA Admissions Services .pdf

Source Selection Information See FAR 2.101 and 3.104

1. EAB uses a proprietary Enrollment Migration Model to target new markets for US Naval Academy across the national landscape. This process leverages numerous public and proprietary datasets and analyzes the underlying demographics and college-going migration patterns of individual markets specifically, as they relate to the US Naval Academy. No other source has the capability to provide the proprietary strategic outreach services to target new markets for USNA.

2. In addition to enrollment marketing campaign execution, EAB will benchmark the US Naval performance across every stage of the enrollment process relative to peers and competitors as well as the full landscape of higher education institutions. This is achieved using proprietary data science models often gauging parental involvement as 90% of parents contact colleges on behalf of their kids, and 62% admit to completing their applications, as the requiring activity has identified and verified through bostondigital.com. Additionally, the Naval Academy has verified only EAB has the proprietary data to measure prospective candidate engagement against national performance standards in cooperation with EAB partner institutions.

3. The USNA will gain access to EAB run Cappex.com. Each year more than 1.5 million students register on the site. As verified by the USNA Technical Point of Contact TPOC , the benefits of the EAB run Cappex website include the following:

Access to student information at the prospect level.

Identifying high value names using a predictive analytics model as well as de-duplication of names.

Access to EAB Cappex database and website is essential to the USNA Admissions department mission in order to engage prospective candidates early and track through the application process.

4. The USNA TPOC has verified EAB is the exclusive provider of Intersect, a platform that enables colleges and universities to connect with prospective students through Naviance, a technology that high school students use to research colleges, often alongside school counselors and parents. Since Naviance is an integral part of the postsecondary planning process at many K- 12 schools, Intersect is essential to the USNA Admissions Department in order to engage prospective candidates and families early in the application planning process.

5. EAB offers access to the College Greenlight Network, the leading college admissions advocacy network supporting first-generation students and students from historically underrepresented populations. Through College Greenlight, EAB is able to facilitate Relationship-building with community-based organizations that serve underrepresented students. The USNA TPOC has verified no other source offers a similar resource for enhancing diversity recruitment efforts. Access to the College Greenlight Network is essential to meet the mandate in 10 USC 8454(a) to admit qualified applicants from every congressional district in the United States

6. EAB has the capability to provide a customized analytics portal that enables self-service data analysis and reporting at each stage of the enrollment funnel. Per the USNA TPOC, this dashboard contains proprietary data sets, reports, and analyses that were developed by EAB and are not available from other sources. Only EAB has access to the historical data for the application candidate pipeline and strategic outreach services efficacy.

7. Per the USNA TPOC, EAB is the only vendor to offer display advertising that is fully integrated with print and digital campaigns. EAB uses a proprietary algorithm to ensure that display advertisements on social media platforms only reach advertisements are timed to coincide with paper, email, and web outreach, and EAB offers integrated analytics that monitor campaign performance and efficacy across all channels.

8. Lastly, EAB currently hosts and provides the USNA virtual tour. As a result, only EAB can integrate The Virtual Tour with the required services discussed herein under one strategic outreach solution. The USNA has determined that only EAB is capable of providing tools, and integration solutions.

6. Description of Efforts Made to Solicit Offers from as Many Offerors as Practicable.

A Sources Sought notice was published to the GPE on June 26, 2026 with a response date of July 7, 2026. A draft copy of the Statement of Work was included with the RFI and interested sources were instructed to submit a capability statement detailing their capability to perform the required services. responses were received in response to

Source Selection Information See FAR 2.101 and 3.104

For the reasons set forth in Paragraph 5, NAVSUP FLC Norfolk has no plans at this time to compete future contacts for the types of supplies/services covered by this document. If another potential source emerges, NAVSUP FLC Norfolk will assess whether competition for future requirements is feasible.

In addition, and IAW DFARS PGI 206.104-71(2), a copy of the previous justification was included in the review package to assist the approval authority in determining whether the planned actions to remove any barriers to competition cited on the previous justification were completed. The circumstances requiring the acquisition being conducted pursuant to stated statutory authority remain unchanged. Any subsequent follow-on requirements will be handled on a case-by-case basis.

Market Research will be conducted for any future requirements to determine if there are any potential sources for competition.