Attachment 2 - Campaign Management System_21 July 2025.pdf

Attachment 2 - Campaign Management System_21 July 2025

Title: AI-Enabled Marketing and Communications Campaign Management System

1. Introduction

The United States Department of the Air Force (DAF) Air Education and Training Command (AETC) is seeking innovative, commercial solutions to modernize its marketing and communications operations through an advanced, AI-enabled Marketing and Communications Campaign management System. The primary goal is to acquire a platform that enables rapid marketing campaign creation, streamlined workflow management, and comprehensive tracking of end-to-end marketing campaigns linked to DAF accessions. This solution is expected to significantly enhance the DAF's recruitment efforts by leveraging its extensive internal capabilities and data sets.

2. Problem Statement

The DAF faces significant challenges in harnessing its vast internal capabilities to create and manage effective recruitment marketing campaigns:

• Untapped Internal Capabilities: The DAF generates thousands of organic stories, images, and videos weekly but lacks a system to aggregate, repurpose, and distribute this content for recruitment marketing.

• Inefficient Workflow Management: The DAF struggles to coordinate complex, multi-user workflows across diverse mission areas, hindering rapid marketing campaign execution.

• Fragmented Data Sets: Extensive data sets are siloed, limiting the ability to derive actionable insights for campaign optimization.

• Complex Organizational Needs: The DAF serves multiple mission areas with distinct requirements, each requiring tailored marketing strategies.

• Budget and Workforce Constraints: The DAF must shift to utilizing its own internal capabilities and cost-effective commercial solutions to achieve marketing goals

• Audience Expectations: The 18-24-year-old demographic prioritizes authentic, organic content, requiring the DAF to leverage its internal storytelling capacity and earned media opportunities.

3. Objectives

The DAF aims to acquire a commercial solution that achieves the following objectives:

• Create authentic, targeted recruitment campaigns by leveraging the DAF’s internal content and personnel capabilities.

• Streamline workflows by automating campaign planning, content curation/creation, task management, and execution.

• Support diverse missions by providing customizable tools tailored to the unique needs of various national, regional, and local mission areas.

• Enable rapid testing and refinement of marketing campaigns using AI-simulated focus groups.

• Integrate internal and external data to provide actionable insights for campaign optimization.

• Automate data integration and reporting to capture results from marketing campaigns and field activities.

• Deliver robust ROI and KPI tracking to measure campaign effectiveness and optimize resource allocation.

• Provide an intuitive, user-friendly platform with role-based access for diverse users.

• Ensure security and compliance with stringent DoD standards.

• Ensure scalability, resilience, sustainability, and adaptability to accommodate evolving technologies and requirements.

4. Scope of Requirements

The DAF requires an AI-enabled marketing and communications operating system with the following capabilities:

4.1 Marketing Campaign Management Tool

• A centralized, cloud-based platform that serves as the primary hub for creating and curating strategic communications campaigns, earned media tools, paid media tools, and workflow management to orchestrate end-to-end processes.

• Ability to ingest, catalog, and manage terabytes of existing video, image, and text content during onboarding.

• User-friendly interface designed for ease-of-use by non-technical military and civilian staff, with intuitive navigation, drag-and-drop functionality, and contextual help features.

• Role-based access controls for different user levels, with tailored functionalities and permissions to support task assignment, monitoring, and decision-making.

• Role-based dashboards customizable for each user level, providing relevant insights to enhance efficiency and oversight.

4.2 AI-Powered Tools

• Content Generation: AI tools trained and reinforced using existing and future DAF content to create authentic, on-brand text, images, and videos that resonate with specific target demographics, audiences and communities.

• Campaign Automation: Tools to automate campaign creation based on user-inputted prompts, including social media posts, earned/paid media recommendations, and organic content strategies.

• Audience Segmentation: AI-driven segmentation and clustering to tailor campaigns based on audience attributes, behaviors, and preferences.

• Performance Optimization: Real-time campaign optimization across channels, with predictive analytics to improve ROI and recruitment accessions outcomes.

• Multi-Agentic AI: Scalable AI agents that collaborate across marketing functions to enhance efficiency and decision-making to execute/improve the DAF marketing mission.

• AI-Simulated Focus Groups: Tools trained with market research data to test campaigns against AI-generated focus groups that simulate the demographics, preferences, and behaviors of target audiences.

• Task Management and Monitoring: Tools to assign tasks to specific users, track completion status, and provide automated reminders or escalations of tasks to appropriate users.

4.3 Data Integration

• Seamless integration with internal (e.g., accessions data, recruiter event outcomes, internal metrics) and external (e.g., Google Analytics, social media reach, ad agency data) data sources using automated and scalable connections, with capabilities for connection to future data sources and applications.

• Ability to aggregate and analyze siloed data sets to provide a comprehensive view of the marketing landscape, inform strategy and train AI-powered models.

• Support for real-time data processing to enable rapid, dynamic campaign adjustments.

• Automatic data integration of campaign results, field recruiter feedback, and performance metrics.

• Real-time field reporting capabilities, enabling recruiters and other field personnel to submit event outcomes, leads, and feedback directly into the platform via mobile-optimized interfaces.

4.4 Third-Party Application Integration

• Compatibility with leading marketing and collaboration tools, including:

o Collaboration platforms (e.g., Miro, Canva).

o CRM systems (e.g., Salesforce).

o Marketing automation platforms (e.g., Braze, Sprinklr, HootSuite).

o Project management tools (e.g., Workfront, Wrike).

• Provide details on supported integrations, including API-level connectivity and data synchronization capabilities.

4.5 Scalability and Security

• A scalable cloud-based or hybrid infrastructure capable of handling structured and unstructured big data sources and complex workflows.

• Adherence to DoD standards for data security, privacy, and compliance (e.g., FedRAMP, Cybersecurity Maturity Model Certification).

• Robust encryption and access controls to protect sensitive information in accordance with DoD guidance on CUI, PII, PHI, etc.

• Compliance with accessibility standards (e.g., Section 508) to ensure the platform is usable by all USAF personnel, including those with disabilities.

4.6 Customization and Support

• Customizable platform to streamline campaign creation and workflow management for defined user roles across the DAF ecosystem.

• Comprehensive on-demand training programs for military and civilian staff, including hands-on workshops, online tutorials, and role-specific guides.

• User feedback mechanisms to continuously improve the platform based on user experiences and feedback.

• Dedicated support for integration, training, and process transformation during and post-deployment.

• Vendor commitment to long-term platform development and alignment with DAF’s evolving needs for marketing and recruiting missions.

4.7 Specific Capabilities of Interest

• AI-Driven Creativity: Tools leveraging generative AI trained and reinforced using existing and future DAF content to create and inform DAF marketing campaigns.

• Contextual AI Agents: AI agents that provide insights and recommendations throughout the campaign lifecycle.

• Digital Twins: AI-enabled digital twins to simulate and optimize campaign decisions.

• Predictive Analytics: Tools incorporating neuroscience testing and predictive scoring to enhance content effectiveness.

• Open Architecture: A modular, extensible platform that supports integration of new technologies, data sources, and AI models.

• Earned Media Optimization: Tools to identify and capitalize on earned media opportunities.

• Iterative Testing and Feedback Loops: Tools to support continuous campaign testing and refinement.

• Rapid Deployment Capabilities: Ability to deploy and operationalize the platform within a short timeframe.

• ROI and KPI Tracking: Tools to automatically calculate and visualize ROI and KPIs for campaigns, set by campaign managers, users and marketers

• Field Recruiter Enablement: Mobile-optimized tools for field recruiters to report event results in real time.

5. Desired Outcomes

The DAF expects the solution to deliver the following outcomes:

• Increased Recruitment Effectiveness: Higher engagement and conversion rates among 18-24-year-olds through authentic campaigns built on lower cost, internal content, optimized via AI-simulated focus group testing and real-time field feedback.

• Streamlined Campaign Execution: Rapid creation and deployment of campaigns using existing DAF assets, with efficient workflows that coordinate contributions from diverse user roles.

• User Adoption: High adoption rates among military and civilian staff due to an intuitive interface, role-based access tailored to various agency user roles, and comprehensive training programs. (e.g. Campaign, social, earned media, advertising and events managers fully trained within 2-6 months)

• Operational Efficiency: Streamlined task management, automated content repurposing, and real-time field reporting that reduce manual effort and enable rapid decision-making.

• Actionable Insights: Robust ROI and KPI development and tracking, providing clear, mission-specific metrics to optimize resource allocation and demonstrate value to stakeholders.

• Cost Efficiency: Reduced reliance on external agencies and large marketing contracts by leveraging internal content and AI automation.

• Mission Alignment: Tailored marketing strategies that meet the diverse needs of various mission areas.

• Scalability and Adaptability: An adaptable and resilient platform that evolves with DAF needs and emerging technologies.