Attachment 2_Media and Creative SON_DRAFT (1).pdf

STATEMENT OF NEED (SON)

Marketing Campaign Products, Creative Asset Development, and Media Placement Capability

Air Education and Training Command (AETC)

Marketing Directorate (AETC/MK)

Version: 1

Date: 21 July 2026

DRAFT

1. PURPOSE

The Air Education and Training Command (AETC) requires commercially available marketing campaign products consisting of creative asset products, media placement products, and integrated campaign products supporting Department of the Air Force marketing requirements across the Total Force, including the Regular Air Force, Air National Guard, Air Force Reserve, and United States Space Force.

This Statement of Need (SON) establishes the full scope of need, required capabilities and expected deliverables for the acquisition of media placement products, creative asset products, and integrated campaign products, to achieve coordinated message delivery, and ensure creative assets are optimized for their intended media placements.

2. BACKGROUND

The AETC Marketing Directorate (AETC/MK) executes marketing initiatives supporting awareness, engagement, lead generation, event promotion, component-specific initiatives, career-field initiatives, and other Department of the Air Force marketing objectives.

Marketing requirements vary significantly in scope, geography, duration, audience, complexity, and channel mix. Some requirements may require only creative asset development. Some may require only media placement utilizing Government-furnished creative assets. Others may require integrated campaign products combining creative development and media placement.

The Government requires a flexible product-based structure that supports rapid execution, transparent pricing, defined deliverables, transparent media reporting, Government ownership of deliverables, associated intellectual property rights, working files, source files, and unlimited Government usage rights as specified within each product. The Government is requiring the ability to reuse, rework, and disperse all deliverables produced under this requirement.

3. PERIOD OF PERFORMANCE: The period of performance for this requirement is one (1) year

4. SCOPE

The scope of this requirement is to acquire commercially available marketing products. .

The Contractor shall furnish commercially available deliverable-based campaign products supporting:

a. Creative asset development

b. Intellectual Property

c. Photography

d. Video production

e. Commercial production

f. Media placement

g. Omnichannel media placement products

h. Campaign reporting products

i. Rights documentation and source file delivery

The Contractor shall furnish all deliverables, reporting, rights documentation, source files, and supporting materials required by each ordered product. The Government may provide existing creative assets in support of creative development. The Government may order media placement products independently. Likewise, the Government may order creative products without media placement. The Contractor shall not assume that all campaigns require both creative and media products. The Government retains authority over campaign objectives, target audiences, messaging, media investment decisions, placement approvals, campaign approvals, and final acceptance of all deliverables.

The Contractor shall furnish only those campaign products identified within individual orders.

Each ordered product shall include the associated deliverables, documentation, technical requirements, and acceptance criteria established within this Statement of Need and the Government Product Catalog.

The Contractor shall furnish commercially available campaign products on a fixed-price basis in accordance with individual orders issued under this contract. Products shall not be construed as labor categories or level-of-effort requirements.

The Government may furnish the following information, as applicable to the ordered product(s):

• Campaign objectives

• Approved messaging

• Brand standards

• Existing creative assets or creative guidance

• Campaign schedules

• Budget information

• Target audience information

• Geographic markets or audience segments

• Filming or photography locations (when applicable)

• Shot priorities (when applicable)

• Media requirements (when applicable)

• Reporting requirements (when applicable)

• Government review comments

• Government points of contact

5. DESCRIPTION OF NEED

The Contractor shall furnish the campaign products ordered by the Government throughout the period of performance. Products may be ordered independently or in combination in accordance with the Government Product Catalog including:

a. Creative-only products

b. Media-only products

c. Photography-only products

d. Video production products

e. Commercial production products

6. MEDIA NEEDS

6.1 Media Acquisition Need

6.1.1 Audience and Market Requirements

The Government requires paid media placement to reach the following defined audience:

• Primary Audience: Individuals aged 17-40

• Secondary Audiences: Influencers, Parents, Spouses, Coaches, and Teachers.

• Geographic Scope: National media with ability to focus on local areas as well.

6.1.2 Media Platform Scope

The following media platforms are within scope of this requirement.

• Broadcast Television — network and local spot buys

• Digital Streaming — national and local spot buys

• Cable Television — national and local cable

• Radio — AM/FM terrestrial and streaming audio

• Digital / Programmatic — display, video pre-roll, connected TV (CTV/OTT)

Out-of-Home (OOH) — billboards, transit, digital out-of-home (DOOH)

6.2 Commercial Production Need

6.2.1 Creative Deliverable Types

The Government may order commercial production products for each component in accordance with the Product Catalog. Each production product shall include the required deliverables identified within this SON. Productions shall be formatted so that they can be used in any of the following formats:

• :60 Television Spot(s)

• :15 Television Spot(s)

• :90 Television Spot(s)

• :30/:15/:06 Digital Pre-Roll and Social Video — platform-optimized cuts

• :60/:30 Radio Spot

The Contractor shall furnish each component with the following for each production:

• Up to three (3) creative concepts

• Corresponding Storyboard with scripts

• Call to action and Tagline to meet the mission of the component

• Location suggestions for each concept

The Contractor shall furnish the following deliverables for each production:

• All raw footage to include B-roll

• 4 rounds of edits (2 in the concept and script phase and 2 in post-production) Edits shall be submitted by the Government within 10 business days of review.

• Production Schedule

• Edited still photography captured during production, when applicable

6.2.2 Department of the Air Force (DAF) Talent Requirements

To the maximum extent possible, the Contractor shall use DAF talent, resources, and material in all products (e.g. photographs, voice-overs, actors, locations). For any products requiring commercial resources, the Contractor shall inform the Contracting Officer (CO) and Contracting Officer Representative (COR) prior to making changes.

6.2.3 Music and Audio Requirements

The Contractor shall ensure the following requirements are met, when music is included in any production deliverable:

• Sync license and master recording license required for all commercial music

• Needle-drop, buyout, or library music is acceptable with proper licensing documentation

• Original compositions must include full copyright assignment or perpetual, irrevocable license to the Government

• All music rights must be cleared prior to use for all media platforms, all contracted markets, and the full period of performance

6.2.4 Brand and Creative Standards

The Contractor shall ensure the following standards are met in any production deliverable:

• All creatives must meet the Department of the Air Force’s brand standards

• All scripts, concepts, and finished creative require Government approval at defined review milestones prior to production

• All final masters must meet current Federal Communications Commission (FCC) technical standards for broadcast and Interactive Advertising Bureau (IAB Light, Encrypted, AdChoices Supported, and Non-Invasive (LEAN) standards for digital.

7. EXPECTED DELIVERABLES

7.1 Media Buying Deliverables

Deliverable Description Acceptance Criteria

Deliverable Format

Due Date

Media Plan Media plan supporting the ordered placement product.

Government approval required prior to media placement.

PDF/Excel Within 15 days after receipt of complete GFI and no later than 30 calendar days before first campaign flight (unless otherwise noted.)

Campaign Flowchart

Placement schedule showing timing, Matches approved campaign plan.

PDF Submitted concurrently with Media Plan

Deliverable Description Acceptance Criteria

Deliverable Format

Due Date platform, market, and spend allocation.

Placement Authorization Summary

Summary of approved placements by market, platform, and audience.

Matches Government-approved media plan.

PDF Within 5 business days following government approval of the media plan.

Trafficking Instructions

Platform-specific trafficking documentation and creative delivery instructions.

Verified against platform specifications.

PDF No later than 10 business days before first scheduled placement.

Media Placement Confirmation

Documentation confirming placement execution.

Government verifies ordered placements executed.

PDF Within 2 business days following initial placement.

Vendor Documentation

Vendor invoices, insertion orders, affidavits, publisher documentation, or equivalent commercial records.

Documentation supports all purchased media.

PDF Prior to execution of any media purchase.

Weekly Performance Report

Campaign pacing, spend, delivery, and performance reporting.

Submitted in accordance with ordered reporting schedule.

PDF/Excel Every Monday by 1200 local time for the preceding reporting period.

Proof of Performance Documentation

Documentation demonstrating execution of ordered placements.

Government verifies media placement execution.

PDF/Excel Within 10 business days following completion of each campaign flight.

Spend Reconciliation Report

Final reconciliation of planned versus actual media expenditures.

Government verifies reconciliation supports invoices and media execution.

PDF/Excel Within 15 calendar days following campaign completion.

Post-Buy Analysis

Final performance summary comparing planned versus actual delivery.

Government acceptance following review of final campaign reporting.

PDF Within 30 calendar days following campaign completion.

7.2 Commercial Production Deliverables

Deliverable Description Acceptance Criteria

Deliverable Format

Due Date

CA-001 – Static Creative Asset Package

Creative Brief Documents campaign objectives, audience, messaging, branding requirements, and creative direction.

Government approval required prior to concept development.

PDF Within 10 business days of receipt of complete

GFI.

Creative Concepts

Up to three (3) creative concepts.

Government approval required prior to final artwork development.

PDF Presentation Within 10 business days following Creative

Brief approval.

Final Approved Artwork

Final approved creative assets. Meets approved concept and technical requirements.

AI, EPS, SVG,

JPG, PNG,

PDF/X, or other required formats.

Per approved production schedule.

Editable Native Project Files

Editable working files used to create the approved artwork.

Government verifies files are editable and complete.

Native project files.

With Final Approved Artwork.

Print-Ready Production Files

Print-ready production files for ordered deliverables.

Government verifies files meet required print specifications.

PDF/X or other required print formats.

With Final Approved Artwork.

Digital-Ready Production Files

Digital-ready production files for ordered deliverables.

Government verifies files meet required digital specifications.

PNG, JPG, SVG,

EPS, AI, or other required formats.

With Final Approved Artwork.

Linked Assets & Transferable

Fonts

Linked assets and transferable fonts (where applicable).

Government verifies all supporting assets have been provided.

Organized archive. With Final Approved Artwork.

Licensing Documentation

(when applicable)

Third-party licensing documentation.

Government verifies licensing documentation prior to acceptance.

PDF With Final Deliverables.

Intellectual Property & Usage

Rights Documentation

Documentation identifying Government usage rights and applicable restrictions.

Government verifies receipt prior to final acceptance.

PDF With Final Deliverables.

CA-002 – Motion Graphics Package

Creative Brief Documents campaign objectives and animation requirements.

Government approval required prior to storyboard development.

PDF Within 10 business days of receipt of complete

GFI.

Storyboard (when applicable)

Visual storyboard for animation sequence.

Government approval prior to production.

PDF Per approved production schedule.

Final Rendered Motion Graphic

Final approved animation. Meets approved storyboard and technical specifications.

MP4 (H.264),

MOV (when required).

Per approved production schedule.

Platform-Specific Exports

Platform-specific exports identified within the individual order.

Government verifies all required exports have been delivered.

MP4, MOV, or other required formats.

With Final Motion

Graphic.

Caption Files (when applicable)

Closed caption files. Government verifies synchronization and completeness.

SRT or equivalent. With Final Motion

Graphic.

Editable Native Project Files

Editable animation project files. Government verifies project files are complete.

After Effects, Premiere, or equivalent.

With Final Motion

Graphic.

Source Graphics & Animation

Assets

Source graphics, animation assets, linked assets, and transferable fonts (where applicable).

Government verifies complete asset package.

Organized archive. With Final Motion

Graphic.

Licensing Documentation

(when applicable)

Third-party licensing documentation.

Government verifies documentation.

PDF With Final Deliverables.

Intellectual Property & Usage

Rights Documentation

Documentation identifying Government usage rights.

Government verifies receipt.

PDF With Final Deliverables.

CA-003 – Photography Package

Photography Plan Photography objectives, shot priorities, and schedule.

Government approval prior to photography assignment.

PDF Per approved production schedule.

Professionally Edited

Photography

Final edited imagery. Meets approved photography requirements.

JPEG, TIFF, PNG,

or other required formats.

Per approved production schedule.

High-Resolution Images

High-resolution imagery for production use.

Government verifies image quality.

JPEG/TIFF With Final Photography Deliverables.

Web-Optimized Images

Images optimized for digital platforms.

Government verifies required formats.

JPEG/PNG With Final Photography Deliverables.

RAW Image Files Original camera files. Government verifies complete transfer.

RAW With Final Photography Deliverables.

Editable Image Files (when applicable)

Editable image files. Government verifies editability.

PSD or equivalent. With Final Photography Deliverables.

Image Metadata Associated metadata. Government verifies metadata completeness.

Embedded metadata or XML.

With Final Photography Deliverables.

Shot Log (when applicable)

Photography shot log. Government verifies completeness.

PDF or Excel. With Final Photography Deliverables.

Licensing Documentation

(when applicable)

Third-party licensing documentation.

Government verifies documentation.

PDF With Final Deliverables.

Intellectual Property & Usage

Rights Documentation

Documentation identifying Government usage rights.

Government verifies receipt.

PDF With Final Deliverables.

CA-004 – Video Production Package

Creative Brief Documents campaign objectives and production requirements.

Government approval prior to production planning.

PDF Within 10 business days of receipt of complete

GFI.

Production Script Approved production script. Government approval prior to filming.

PDF Per approved production schedule.

Storyboard (when applicable)

Storyboard for video production. Government approval prior to filming.

PDF Per approved production schedule.

Production Schedule

Production milestones and filming schedule.

Government approval required.

PDF or Excel. Prior to principal photography.

Rough Cut Initial edited production. Government review completed.

MP4 Per approved production schedule.

Government Review

Version(s)

Revised versions incorporating Government comments.

Government verifies comments addressed.

MP4 Within 5 business days of receipt of Government comments.

Final Locked Picture

Final approved video. Written Government approval.

MP4/MOV Per approved production schedule.

Platform-Specific Exports

Platform-specific deliverables identified within the individual order.

Government verifies required exports.

MP4/MOV With Final Locked Picture.

Caption Files (when applicable)

Closed captions. Government verifies synchronization.

SRT With Final Locked Picture.

Edited Still Photography

Production still photography captured during filming.

Government verifies receipt.

JPEG With Final Locked Picture.

Raw Footage (including B-roll)

All production footage. Government verifies complete transfer.

Native camera files.

Within 15 business days of Final Locked Picture approval.

Editable Native Project Files

Editable production project files. Government verifies completeness.

Premiere, Resolve, or equivalent.

With Final Deliverables.

Audio Stems Dialogue, music, effects, and master audio stems.

Government verifies complete audio package.

WAV With Final Deliverables.

Archive Package Complete editable production archive.

Government verifies archive completeness.

Organized archive. Within 30 calendar days of

Government acceptance.

Licensing Documentation

(when applicable)

Third-party licensing documentation.

Government verifies documentation.

PDF With Final Deliverables.

Intellectual Property & Usage

Rights Documentation

Documentation identifying Government usage rights.

Government verifies receipt.

PDF With Final Deliverables.

CA-005 – Commercial Production Package

Creative Brief Documents campaign objectives, audience, messaging, and commercial strategy.

Government approval prior to concept development.

PDF Within 10 business days of receipt of complete

GFI.

Creative Concepts

Up to three (3) creative concepts.

Government approval required prior to storyboard development.

PDF Presentation Within 10 business days following Creative

Brief approval.

Storyboard Approved storyboard. Government approval required.

PDF Per approved production schedule.

Production Script Approved production script. Government approval required.

PDF Per approved production schedule.

Production Schedule

Production milestones and filming schedule.

Government approval required.

PDF or Excel. Prior to principal photography.

Principal Photography

Principal photography completed in accordance with the approved production schedule.

Government verifies completion of required production activities.

N/A Per approved production schedule.

Government Review

Version(s)

Up to four (4) Government review versions.

Government review completed prior to final production.

MP4 Within 5 business days following receipt of

Government comments.

Rough Cut Initial edited commercial production.

Government review completed.

MP4 Per approved production schedule.

Director's Cut Revised edit incorporating Government comments.

Government verifies required revisions.

MP4 Per approved production schedule.

Final Locked Picture

Final approved commercial production.

Written Government approval.

Broadcast-quality master.

Prior to final mastering.

Final Commercial Deliverables

Final commercial productions in the durations, formats, and platform-specific versions identified within the individual order. May include :15, :30, :60, and :90-second broadcast, streaming, digital, social media, radio, or other approved media versions.

Government verifies all ordered commercial deliverables have been received and approved.

Broadcast masters, digital masters, platform-specific exports, radio deliverables (when ordered), caption files (when required), and other formats identified in the individual order.

Prior to scheduled campaign launch or as identified within the individual order.

Raw Footage (including B-roll)

All production footage. Government verifies complete transfer.

Native camera files.

Within 15 business days of Final Locked Picture approval.

Edited Still Photography

Production still photography. Government verifies receipt.

JPEG With Final Commercial Deliverables.

Editable Native Project Files

Editable project files. Government verifies completeness.

Premiere, Resolve, After Effects, or equivalent.

With Final Deliverables.

Source Graphics Graphics developed during production.

Government verifies completeness.

AI, PSD, SVG, or equivalent.

With Final Deliverables.

Audio Stems Dialogue, music, effects, and master audio stems.

Government verifies complete audio package.

WAV With Final Deliverables.

Archive Package Complete editable production archive.

Government verifies archive completeness.

Organized archive. Within 30 calendar days of

Government acceptance.

Talent Documentation

(when applicable)

Talent releases and agreements. Government verifies documentation.

PDF With Final Deliverables.

Licensing Documentation

Third-party licensing documentation.

Government verifies documentation.

PDF With Final Deliverables.

Music Licensing Documentation

Music licensing documentation. Government verifies documentation.

PDF With Final Deliverables.

Intellectual Property & Usage

Rights Documentation

Documentation identifying Government usage rights and any applicable restrictions.

Government verifies receipt prior to final acceptance.

PDF With Final Deliverables.

8. REGULATORY COMPLIANCE REQUIREMENTS

8.1 Intellectual Property Definitions:

“Technical Data and Source Materials” includes, but is not limited to: fully editable native project files, fully editable native source assets, files creative source files, production assets, media plans, placement data, performance data, reporting data, schedules, budgets, spend data, metadata, source computer programs, source code, source code listings, object code listings, design details, algorithms, processes, flow charts, formulae and related material that would enable software to be reproduced, recreated, or recompiled, associated user’s manuals, installation instructions, operating instructions, supporting documentation, and any other similar information, data, or source material produced under an individual Task Order. Final Customer-Facing Deliverables are expressly excluded from this definition.

“Final Customer-Facing Deliverables” includes, but is not limited to, creative concepts, creative briefs, video cuts, campaign themes, audio commercials, static graphic packages, photography, slogans, taglines, catchphrases, copy, messaging, scripts, storyboards, artwork, photography, video, audio, motion graphics, designs, or any other such deliverables produced under an individual Task Order.

“Government Purpose” means any activity in which the United States Government is a party, including cooperative agreements with international or multi-national defense organizations, or sales or transfers by the United States Government to foreign governments or international organizations. Government purposes include competitive procurement, but do not include the rights to use, modify, reproduce, release, perform, display, or disclose technical data, computer software, or computer software documentation for commercial purposes or authorize others to do so.

8.1.1. Rights in Contractor-Developed Files and Source Materials Unless otherwise identified within an individual Task Order, the Contractor grants or shall obtain for the Government royalty free, worldwide, nonexclusive, irrevocable license rights, to use, modify, reproduce, perform, display, release, distribute, reproduce, or disclose in whole or in part, in any manner, and for any Government Purpose whatsoever, and to have or authorize others to do so, in all Technical Data and Source Materials produced under an individual Task Order. Final Customer-Facing Deliverables are expressly excluded from this license and are governed by Section 8.1.2. However, to protect the Contractor’s commercial position, the Government will prohibit any third-party contractors who receive any Technical Data and Source Materials produced under any individual Task Order from using them for commercial purposes or non-governmental purposes. The Contractor is not permitted to incorporate into any Technical Data and Source Materials or Final Customer-Facing Deliverables any work that is copyrighted, trademarked, or patented by others unless the Contractor obtains the Contracting Officer’s permission to do so and obtains for the Government a non-exclusive, paid up, world-wide license to make and distribute copies of that work, to prepare derivative works, to perform or display publicly any portion of the work, and to permit others to do so for government purposes.

8.1.2. Ownership of Final Customer-Facing Deliverables

Because these marketing and advertising campaigns will feature Department of the Air Force branding, active-duty personnel, and military assets, all Final Customer-Facing Deliverables will belong entirely to the Government. Within 30 calendar days of the conclusion of an individual Task Order, the Contractor will transfer complete ownership of all Final Customer-Facing Deliverables developed on said Task Order to the Government. The Government may use the Final Customer-Facing Deliverables for any Government Purpose.

8.1.3. Access to Technical Data and Source Materials

To ensure the Government is not locked into a single creative partner and can maintain its marketing and advertising campaign over time, the Contractor grants the Government perpetual, worldwide, all-media, royalty-free with full modification and reuse rights to all Technical Data and Source Materials files generated on individual order(s), subject to the Government-use restriction in Section 8.1.1.

• The Contractor retains exclusive ownership of its pre-existing proprietary tools, software, templates, and specialized production processes used to assemble the campaigns.

8.1.4. Third-Party Licensing and Disclosures

The Contractor is solely responsible for identifying and clearing all third-party rights. Any Intellectual Property, Technical Data and Source Materials, or Final Customer-Facing Deliverables that cannot be provided with the rights or ownership transfers outlined in sections

8.1.1 and 8.1.2. to the Government must be flagged in their proposal and accompanied by a clear disclosure of its specific licensing and usage terms.

8.1.5. Third-Party Licensing and Disclosures

The Contractor is solely responsible for identifying and clearing all third-party rights. Any Intellectual Property, Contractor-Developed Intellectual Property, Final Customer-Facing Deliverables, or Performance and Campaign Data that cannot be provided with the rights or ownership transfers outlined in sections 8.1.1 and 8.1.2. to the Government must be flagged in their proposal and accompanied by a clear disclosure of its specific licensing and usage terms.

8.1.6. Inventory and Archiving

Sixty (60) calendar days prior to the end of an individual Task Order, the Contractor shall provide to the Contracting Officer and Contracting Officer’s Representative a complete inventory of all Contractor-Developed Intellectual Property, Final Customer-Facing Deliverables, or Performance and Campaign Data produced on that Task Order. Thirty (30) calendar days prior to the end of an individual Task Order, the Contractor will transfer of all Contractor-Developed Intellectual Property, Final Customer-Facing Deliverables, or Performance and Campaign Data produced on that Task Order to the Contracting Officer and/or Contracting Officer’s Representative in the format specified in that individual Task Order.

8.1.7. Custom License Agreements

Recognizing the commercial nature of this acquisition, the Government and the Contractor may mutually negotiate unique terms, conditions, and custom licensing agreements for intellectual property and data rights to accommodate specialized proprietary technologies or standard commercial practices.

8.2 Media and Production Regulatory Compliance

8.2.1 SAG-AFTRA Compliance

The Contractor must comply with the current SAG-AFTRA Commercials Contract for all union talent. Required documentation includes:

• Executed talent use agreements prior to any air date

• Session fee payment within SAG-AFTRA-prescribed timeframes

• Residual tracking and payment system with documentation provided to the Government on request

• Immediate written notification to the Contracting Officer's Representative (COR) of any talent grievance or dispute

8.2.2 FCC Requirements

All broadcast advertising must comply with current FCC regulations including:

• Political advertising disclosure requirements (if applicable to the mission)

• Sponsorship identification requirements — all Government-funded advertising must include clear sponsor identification

• Technical broadcast standards per current FCC rules

8.2.3 FTC Requirements

All advertising must comply with FTC guidelines including:

• Endorsement and testimonial disclosure requirements

• Substantiation requirements for all factual claims

• Clear and conspicuous disclosure of material connections

9. CAMPAIGN REPORTING DELIVERABLES

The Contractor shall provide campaign reporting and supporting documentation sufficient to enable Government validation of media planning, placement execution, campaign performance, and financial reconciliation.

Reporting and supporting documentation may include, as applicable:

• Media Plans

• Campaign Flowcharts

• Placement Authorization Summaries

• Trafficking Instructions

• Media Placement Confirmations

• Vendor Documentation (e.g., insertion orders, invoices, publisher documentation, affidavits of performance)

• Proof of Performance Documentation

• Placement Verification

• Weekly Performance Reports

• Campaign Delivery Metrics and Platform Key Performance Indicators (KPIs)

• Spend by Campaign

• Spend by Media Channel

• Spend by Geographic Market or Audience Segment

• Spend Reconciliation Reports

• Post-Buy Analyses

• Asset Inventory identifying Government-furnished assets, contractor-developed assets, assets placed into market, and disposition of all Government-furnished assets at campaign completion

• Campaign-End Reporting

All reporting and supporting documentation shall be provided in a transparent, non-proprietary, electronically accessible format that permits Government review, analysis, archival, transition, and reuse without reliance on proprietary contractor software or systems.