EFOJ multimedia 5 March 21 FINAL APPROVED Redacted.pdf

Control No: 21-009 Contractor: FORS MARSH GROUP, LLC.

Program: ARNG-HRR Multimedia Services

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Command (ACC) as part of a larger Army Enterprise Marketing Office (AEMO) contract.

However, the ARNG’s multimedia requirements were inadvertently omitted from the Total Army FY21 Annual Marketing Plan (AMP), which is what originally necessitated the use of FAR 52.217-8. As such, there was a delay in ACC finding the proper work stream and contract structure to assume the ARNG Multimedia Services into its existing contract. The AMP serves as the basis for ACC’s initial task orders under its contracts.

AEMO’s delinquency in bringing forward the ARNG requirements is the basis for justification for a further extension of current services. On 26 February 2021, NGB-AQ was notified by ARNG-HRR that ACC would not be able facilitate a new task order within the time necessary before the current contract expires and allow for successful transition. Failure to provide continuity of services for the ARNG multimedia requirements is categorized as high risk to the Total Army. The high risk assessment is inclusive of the ARNG failing to achieve statutory end strength requirements, prescribed personnel readiness levels, and operations tempo.

Under the current contract, the ARNG has invested over on the production, Soldier pay and allowance, equipment usage, and media placement for the new marketing campaign “The Next Greatest Generation is Now.” This campaign gap in support will disrupt the success of this campaign due to the specialized knowledge that is required at this phase of contract performance. This contract requirement is the central hub that connects all lead flow and contacts for leads to recruiters across the 54 States, Territories, and the District of Columbia. Based upon the estimated value of this effort, a new competitive effort by NGB-AQ via General Services Administration (GSA) OASIS to provide the one year of support would take no less than 180 days, and there would be an unacceptable gap in service. During this gap in service, the ARNG recruiting lead generation would cease, recruiters would no longer receive leads from digital media, website activity, social media or the Call Center. This cease in operations would result in the loss of over

(Soldiers) for the ARNG. Additionally, a transition to the ACC contract with a different contractor at this juncture would create unacceptable disruption to services during this critical phase. These are unacceptable risks for the organization that would erode the trust of the 54 with NGB and its partnership with the Army and AEMO.

b) The only two alternatives to the execution of this bridge is to wait for ACC to award the order mid-campaign or to compete the effort using NGB resources. Both alternatives will result in a significant gap or risk to contract performance and have negative outcomes on recruiting and retention management.

c) The proposed task order base period of performance of nine months represents the minimum required time necessary to complete the current phase of the campaign and effectively transition these services to the ACC contract vehicle, however, an additional three months may be needed for transition activities based on when ACC assumes the requirement.

Control No: 21-009 Contractor: FORS MARSH GROUP, LLC.

Program: ARNG-HRR Multimedia Services

CUI

6. Actions to Increase Competition: Following this bridge contract, ACC will assume contracting responsibilities in support of Multimedia Services, and intends to award this scope against a single award task order contract that was competitively awarded.

7. Market Research: The agency completed market research on 27 February 2021.

The focus of the market research was to identify any existing contracts within/outside the agency capable of providing this service without a break in service or degradation in the quality of the services. The GSA vehicles listed below were identified as capable of providing alike services to the one outlined in the Multimedia Performance Work Statement (PWS). Although capable of providing the services, the GSA vehicles below were not considered viable courses of action due to the current phase of the marketing campaign that is underway, and any competitive task order awards made against the below contracts would result in a break in service and a contract transition period which represents unacceptable risks to the National Guard. Finally, NGB’s intent is to transition this effort to the established Army Marketing and Advertising Program contract at the end of the proposed bridge task order.

- One Acquisition Solution for Integrated Services (OASIS)

- Human Capital and Training Solutions (HCATS)

- Professional Services – Advertising Agencies (Category 541810)

8. Other Facts: No other facts identified

a. Procurement History:

Contract: GS00Q14OADS117 / W9133L-16-F-0033 Contractor: FORS Marsh Group, LLC Award Date: 25 September 2016 – 24 March 2021 Competitive Status: Competitive OASIS (GSA) task order

Contract: GS00Q14OADS117 / W52P1J-15-F-4032 Contractor: FORS Marsh Group, LLC Award Date: 25 September 2015 – 24 September 2016 Competitive Status: Competitive OASIS (GSA) task order