SOO-8Jun06.doc

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United States Air Force Marketing and Special Events

Statement of Objectives

8 June 2006

Solicitation Number FA3002-06-R-0025

1. Mission Statement: The Air Force is a world-class organization that plays a significant role in achieving national objectives and offers rewarding career opportunities through service around the globe. The purpose of the Air Force Marketing and Special Events program is to increase awareness of and public support for the Air Force and its mission.

2. Performance Objectives: The Air Force wishes to establish a marketing and special events program that will:

· Build and maintain informed public support for the role the Air Force plays in national defense and the value it brings to the nation

· Instill pride in current members by portraying their vital contributions to national defense while remembering the link to the past that made the Air Force great

· Attract America’s finest young people by generating sales leads for the recruiting force

3. Products and programs to support the marketing and special events program include:

· Strategic planning and program development,

· Pre- and post-advertising research and tracking,

· Production and placement of national, regional, and local advertisements and distribution of public service announcements,

· Plan and assist with execution of a nation-wide special events programs,

· Minority consultation,

· Recruiter sales training,

· Sales lead management, 1-800-# operations, and airforce.com hosting.

4. Scope: The program will include planning, designing, creating, producing, placing, and executing marketing, special events, and advertising campaigns in all appropriate media in support of the Air Force recruitment program.

5. The estimated Air Force advertising budget is $??M.

6. Marketing and Special Events minimum requirements:

The offeror shall propose integrated advertising and special events campaigns that increases national awareness of and support for the Air Force; inform local and regional audiences about Air Force job opportunities; generate sales leads for the recruiting force; and, instill a sense of pride and belonging in the minds of current Air Force members. The advertising and special events campaign(s), will identify appropriate target audience(s); messages, media choices and schedules to meet all campaign objectives. Proposals must illustrate how the campaign(s) presents the correct message to the appropriate audience in the proper media weight at the right time with enough media weight to be effective.

7. Mobilization/Orientation:

All key account team personnel shall attend an orientation at HQ Air Force and HQ Air Force Recruiting Service within thirty (30) days of contract award. The orientation may include, but not limited to, a briefing and presentation of the Air Force, its organization, communication objectives, recruiting objectives, marketing and special events objectives, and lead generating goals and objectives. Orientation trips will be to Air Force sites, including Wash. D.C. and San Antonio, Texas. Other sites may be selected after award, and, if possible, will be near the agency servicing the account. Not including travel time, visits will last two-three days. Key account managers and supervisors are expected to participate.

8. List of Attachments:

1. General Definitions

2. Air Force Briefing

3. Air Force Doctrine Document 1

4. Recent Air Force Recruiting New Articles

5. Annual recruiting goals

6. Basic Air Force Qualifications

7. U. S. Air Force Accessions Model/Profile

8. Average Cost per Recruit

9. Pay and Benefits

10. USAF Organizational Structure

11. AFRS Organizational Structure

12. Current MEPS Survey

13. Current BMT Survey

14. Current COT/BOT Survey

15. DYG Tracking Studies

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