Attachment 3_Media and Creative Products (1).pdf

ATTACHMENT 3

GOVERNMENT PRODUCT CATALOG

Marketing Campaign Products

Version: 1

Date: 21 July 2026

DRAFT

SECTION 1 – PURPOSE AND USE OF THIS CATALOG

1.1 Purpose

This Government Product Catalog establishes the commercially available marketing campaign products that may be ordered under this contract in support of Department of the Air Force marketing requirements.

Each product identified within this catalog represents a predefined, deliverable-based commercial product with established scope, required deliverables, inspection criteria, and Government acceptance requirements. Products may be ordered independently or combined to satisfy individual campaign objectives.

This catalog is intended to provide ordering flexibility while maintaining standardized products, consistent deliverables, and objective acceptance criteria.

1.2 Relationship to the Statement of Need (SON)

This Product Catalog supplements the Statement of Need (SON) by defining the individual campaign products available for ordering.

The SON establishes the overall requirement, performance expectations, and acceptance standards for this acquisition. This catalog identifies the individual commercial products that may be acquired to satisfy those requirements.

In the event of a conflict between this catalog and the SON, the SON shall govern unless otherwise specified by contract modification.

1.3 Ordering Concept

The Government may order products individually or combine multiple products to satisfy a specific marketing requirement.

Orders may consist of, but are not limited to:

• Creative Asset Products only

• Media Placement Products only

• Any combination of authorized catalog products

Each order shall identify the products being acquired, applicable quantities, required delivery schedule, and any Government-furnished information necessary to complete the order.

1.4 Product Structure

Each catalog product contains standardized information to support consistent ordering and contract administration.

Unless otherwise specified, each product identifies:

• Product Identification Number

• Product Name

• Unit of Issue

• Product Description

• Government-Furnished Information

• Included Deliverables

• Items Not Included

• Government Acceptance Criteria

1.5 Government-Furnished Information

The Government may furnish information necessary to complete individual orders, including:

• Campaign objectives

• Approved messaging

• Brand standards

• Existing creative assets

• Historical campaign information

• Target audience information

• Geographic markets

• Campaign schedules

• Budget information

• Government review comments

Government-Furnished Information shall vary by product and individual order.

1.6 Product Acceptance

Each product shall be considered complete upon Government acceptance of all required deliverables in accordance with the applicable contract terms and successful invoice acceptance.

SECTION 2 – CREATIVE ASSET PRODUCTS

2.1 General

Creative Asset Products provide completed, commercially available creative deliverables supporting Department of the Air Force marketing campaigns. Creative products may be ordered independently or combined with Media Placement Products to satisfy individual campaign requirements.

Unless otherwise specified within an individual order, all Creative Asset Products shall comply with Department of the Air Force branding requirements, applicable technical specifications, accessibility requirements, and acceptance criteria established within the Statement of Need (SON).

PRODUCT CA-001

Static Creative Asset Package

Field Description

Purpose Development of original static creative assets supporting print, digital, outdoor, event, and recruiting campaigns.

Governm ent- Furnishe d Informati on

Campaign objectives, messaging, brand standards, existing assets (if applicable), review comments.

Included Deliverab les

Creative Brief, up to three (3) creative concepts, final approved artwork, editable native files, print-ready production files, digital-ready production files, transferable fonts (where applicable), linked assets, licensing documentation (if applicable). Intellectual Property and Usage Rights Documentation

Deliverab le Format

Deliverables shall be provided electronically through a Government-approved secure �ile transfer service, or encrypted external media, as speci�ied in the individual order.

Final Deliverables shall be provided in an organized ZIP archive containing all source files and linked assets to include: Native project files, Digital ready PNG, JPG, SVG, EPS or AI files as applicable; Print-ready PDF/X files (when applicable.)

Typical Applicati ons

Display advertisements, social media graphics, posters, brochures, flyers, signage, recruiting collateral, digital banners, web graphics.

Not Included

Motion graphics, photography, video production, media placement unless separately ordered.

Acceptan ce Criteria

Government acceptance upon receipt of all required deliverables in the specified formats, verification that editable source files and linked assets have been provided, and confirmation that all applicable intellectual property and usage rights documentation has been received.

Usage Rights

Unless otherwise identified within the individual order, all contractor-developed creative deliverables shall include unlimited Government usage rights.

Contractor shall identify any third-party licensing restrictions prior to government acceptance.

PRODUCT CA-002

Motion Graphics Package

Unit of Issue Per Motion Graphic

Purpose Development of animated visual assets for digital advertising, presentations, social media, and recruiting campaigns.

Government- Furnished Information

Campaign objectives, messaging, branding, existing assets (if applicable).

Included Deliverables

Creative Brief; storyboard (when applicable); �inal rendered motion graphic(s); platform-speci�ic exports; caption �iles (when applicable);

editable native project �iles; source graphics; animation assets; linked fonts (where transferable); licensing documentation (if applicable); Intellectual Property and Usage Rights Documentation.

Deliverable Format

Deliverables shall be provided electronically through a Government-approved secure �ile transfer service or encrypted external media, as speci�ied in the individual order. Final deliverables shall be provided in an organized ZIP archive containing native project �iles (Adobe After Effects, Adobe Premiere Pro, or equivalent commercial software format), �inal rendered MP4 (H.264) �iles, MOV (Apple ProRes) �iles when speci�ied within the individual order, platform-speci�ic exports in the required aspect ratios and durations, source graphics (AI, PSD, SVG, EPS, or equivalent), caption �iles (.SRT or equivalent when required), and all linked assets, transferable fonts (where applicable), licensing documentation, and Intellectual Property and Usage Rights Documentation necessary to reproduce, modify, archive, and reuse the deliverables.

Typical Applications

Animated social posts, digital advertisements, event displays, explainer graphics, motion branding elements, digital signage, and recruiting campaign assets.

Not Included Live-action video production or media placement.

Acceptance Criteria

Government acceptance upon receipt of all required deliverables in the speci�ied formats, veri�ication that editable source �iles and linked assets have been provided, and con�irmation that all applicable intellectual property, licensing documentation, and usage rights documentation have been received.

Usage Rights

Unless otherwise identi�ied within the individual order, all contractor-developed motion graphics deliverables shall include unlimited Government usage rights. Contractor shall identify any third-party licensing restrictions prior to Government acceptance.

PRODUCT CA-003

Photography Package

Field Description

Unit of Issue Per Photography Assignment

Purpose Professional photography supporting recruiting, branding, advertising, events, and campaign development.

Govern ment- Furnishe d Informat ion

Campaign objectives, shot priorities, locations, brand standards, existing creative guidance.

Included Delivera bles

Photography Plan; professionally edited still photography; high-resolution images; web-optimized images; RAW image �iles; editable image �iles (where applicable); image metadata; shot log (when applicable); licensing documentation (if applicable); Intellectual Property and Usage Rights Documentation.

Delivera ble Format

Deliverables shall be provided electronically through a Government-approved secure electronic transfer, or encrypted external media, as speci�ied in the individual order. Final deliverables shall be provided in an organized ZIP archive containing professionally edited high-resolution JPEG �iles, web-optimized JPEG or PNG �iles, RAW image �iles, editable image �iles (where applicable), associated image metadata, shot log (when applicable), licensing documentation, and Intellectual Property and Usage Rights Documentation necessary to reproduce, modify, archive, and reuse the deliverables.

Typical Applicati ons

Recruiting campaigns, leadership imagery, event coverage, advertising, social media, print collateral and integrated marketing campaigns.

Not Included Video production or media placement.

Accepta nce Criteria

Government acceptance upon receipt of all required deliverables in the speci�ied formats, veri�ication that all required image �iles, metadata, and supporting documentation have been provided, and con�irmation that all applicable intellectual property, licensing documentation, and usage rights documentation have been received.

Usage Rights

Unless otherwise identi�ied within the individual order, all contractor-developed photography deliverables shall include unlimited Government usage rights.

Contractor shall identify any third-party licensing restrictions prior to Government acceptance.

PRODUCT CA-004

Video Production Package

Field Description Unit of Issue Per Video Production

Purpose

Development of professional live-action short-form video products supporting Government-approved recruiting, awareness, and marketing campaigns for web, social media, digital advertising, events, and internal communications. This product supports documentary-style, testimonial, informational, and social-�irst video productions and is not intended for full commercial advertising production.

Government- Furnished Information

Campaign objectives, approved messaging, brand standards, review comments, existing creative assets (if applicable), �ilming locations, and Government points of contact.

Included Deliverables

Creative Brief; production script; storyboard (when applicable); production schedule; principal photography; rough cut; Government review versions; �inal locked picture; platform-speci�ic exports; caption �iles (when required); edited still photography captured during production; raw footage (including B-roll);

editable native project �iles; audio stems; archive package; licensing documentation (if applicable); Intellectual Property and Usage Rights Documentation.

Deliverable Formats

Deliverables shall be provided electronically through a Government-approved secure �ile transfer service or encrypted external media, as speci�ied within the individual order. Final deliverables shall be provided in an organized archive containing native project �iles (Adobe Premiere Pro, DaVinci Resolve, or equivalent commercial software format), �inal mastered MP4 (H.264) �iles, MOV (Apple ProRes) �iles when speci�ied, platform-speci�ic exports, caption �iles (.SRT or equivalent when required), edited still photography, raw footage (including B-roll), audio stems, licensing documentation, and Intellectual Property and Usage Rights Documentation necessary to reproduce, modify, archive, and reuse the deliverables.

Typical Applications

Recruiting videos, testimonial videos, educational content, awareness campaigns, social media campaigns, event coverage, digital advertising, web content, and internal communications.

Not Included Paid media placement unless separately ordered.

Acceptance Criteria

Government acceptance upon receipt of all required deliverables in the speci�ied formats, veri�ication that all required source �iles, raw footage, edited still photography, and supporting documentation have been provided, and con�irmation that all applicable intellectual property, licensing documentation, and usage rights documentation have been received.

Usage Rights

Unless otherwise identi�ied within the individual order, all contractor-developed video production deliverables shall include unlimited Government usage rights.

Contractor shall identify any third-party licensing restrictions prior to

PRODUCT CA-005

Commercial Production Package

Field Description

Unit of Issue Per Commercial Production

Purpose

Development of professional commercial-quality advertising productions supporting Government-approved recruiting, branding, awareness, and integrated marketing campaigns. This product supports broadcast, streaming, digital, radio, and omnichannel advertising campaigns requiring concept development, cinematic production, and commercial distribution. Commercial productions may range from :15-second spots through :90-second productions, as speci�ied within the individual order.

Govern ment- Furnish ed Informa tion

Campaign objectives, approved messaging, brand standards, review comments, existing creative assets (if applicable), target audience information, media requirements, �ilming locations (when applicable), and Government points of contact.

Included Delivera bles

Creative Brief; up to three (3) creative concepts; storyboard; production script;

production schedule; principal photography; up to four (4) Government review versions; rough cut; director's cut; �inal locked picture; broadcast masters; digital masters; platform-speci�ic cutdowns; social media versions; radio versions (when ordered); raw footage (including B-roll); edited still photography captured during production; editable native project �iles; source graphics; audio stems; archive package; talent documentation (when applicable); licensing documentation; music licensing documentation; Intellectual Property and Usage Rights Documentation.

Commercial productions shall be delivered in the durations, formats, and platform-speci�ic versions identi�ied within the individual order, which may include :15, :30, :60, and :90-second advertising productions.

Delivera ble Format

Deliverables shall be provided electronically through a Government-approved secure �ile transfer service or encrypted external media, as speci�ied within the individual order. Final deliverables shall be provided in an organized archive containing native project �iles (Adobe Premiere Pro, DaVinci Resolve, Adobe After Effects, or equivalent commercial software format), broadcast master �iles, digital master �iles, platform-speci�ic exports, caption �iles (.SRT or equivalent when required), radio deliverables (when ordered), raw footage (including B-roll), edited still photography, audio stems, source graphics, licensing documentation, talent documentation (when applicable), music licensing documentation, and Intellectual Property and Usage Rights Documentation necessary to reproduce, modify, archive, and reuse the deliverables.

Typical Applicat ions

National advertising campaigns, enterprise branding initiatives, recruiting campaigns, television advertising, streaming advertising, cinema advertising, integrated marketing campaigns, and multi-component awareness campaigns.

Not Included Paid media placement unless separately ordered.

Accepta nce Criteria

Government acceptance upon receipt of all required deliverables in the speci�ied formats, veri�ication that all required source �iles, raw footage, edited still photography, broadcast and digital masters, and supporting documentation have been provided, and con�irmation that all applicable intellectual property, licensing documentation, talent documentation, music licensing documentation, and usage rights documentation have been received.

Usage Rights

Unless otherwise identi�ied within the individual order, all contractor-developed commercial production deliverables shall include unlimited Government usage rights. Contractor shall identify any third-party licensing restrictions prior to

SECTION 3 – MEDIA PLACEMENT PRODUCTS

3.1 General

Media Placement Products provide commercially available media planning, placement, trafficking, execution, verification, reconciliation, and reporting supporting Department of the Air Force marketing campaigns.

The Government retains authority over campaign objectives, approved budgets, target audiences, geographic markets, media channels, campaign schedules, and final media approval.

Unless otherwise speci�ied within an individual order, Media Placement Products shall include all documentation necessary to demonstrate media planning, placement execution, performance reporting, spend reconciliation, and proof of performance for the ordered media placement activities.

PRODUCT MP-001

Single-Market Digital Placement Package

Field Description

Unit of Issue Per Media Placement Package

Purpose Execution of commercial digital media placements supporting a single Government-approved geographic market or localized audience using one or more commercially available digital advertising channels.

Govern ment- Furnish ed Informa tion

Budget, approved geographic market, target audience, campaign objectives, approved messaging, campaign schedule, and reporting requirements.

Included Delivera bles

Media Plan; Campaign Flowchart; Placement Authorization Summary; Traf�icking Instructions; Media Placement Con�irmation; Vendor Documentation; Weekly Performance Reports; Proof of Performance Documentation; Spend Reconciliation Report; Post-Buy Analysis.

Delivera ble Format

Deliverables shall be provided electronically through a Government-approved secure �ile transfer service or approved reporting platform, as speci�ied within the individual order. Final deliverables shall include PDF reports, editable spreadsheet �iles (Microsoft Excel or equivalent), media delivery documentation, placement con�irmation records, vendor documentation, performance reporting, and spend reconciliation documentation suf�icient to validate campaign execution and media delivery.

Support ed Channel s

Paid Search, Paid Social, Display Advertising, Digital Video, Connected TV (CTV), Streaming Audio, Job Platforms, Digital Out-of-Home (DOOH), or other commercially available digital media.

Not Included Creative asset development unless separately ordered.

Accepta nce Criteria

Government acceptance upon receipt of all required deliverables in the speci�ied formats, veri�ication that ordered media placements were executed as authorized, con�irmation that proof of performance documentation and spend reconciliation have been provided, and validation that required reporting supports campaign performance.

Proof of Perform ance

Proof of Performance documentation may include, as applicable, vendor invoices, insertion orders, platform delivery reports, af�idavits of performance, screenshots, publisher con�irmation, broadcast logs, or other commercially accepted documentation demonstrating execution of the ordered media placements.

PRODUCT MP-002

Multi-Market Digital Placement Package

Field Description

Unit of Issue Per Multi-Market Media Placement Package

Purpose Execution of coordinated commercial digital media placements across multiple Government-approved geographic markets or audience segments using one or more commercially available digital advertising channels.

Govern ment- Furnish ed Informa tion

Budget, approved geographic markets or audience segments, campaign objectives, approved messaging, campaign schedule, and reporting requirements.

Included Delivera bles

All deliverables included within MP-001, with market-speci�ic media planning, placement con�irmation, performance reporting, spend allocation, proof of performance documentation, and post-buy analysis for each approved market.

Delivera ble Format

Deliverables shall be provided electronically through a Government-approved secure �ile transfer service or approved reporting platform, as speci�ied within the individual order. Final deliverables shall include PDF reports, editable spreadsheet �iles (Microsoft Excel or equivalent), market-speci�ic media plans, placement con�irmation records, vendor documentation, performance reports, proof of performance documentation, and spend reconciliation documentation suf�icient to validate campaign execution and media delivery for each approved market.

Support ed Channel s

Paid Search, Paid Social, Display Advertising, Digital Video, Connected TV (CTV), Streaming Audio, Job Platforms, Digital Out-of-Home (DOOH), or other commercially available digital media channels appropriate for the approved markets and campaign objectives.

Not Included Creative asset development unless separately ordered.

Accepta nce Criteria

Government acceptance upon receipt of all required deliverables in the speci�ied formats, veri�ication that ordered media placements were executed within each approved market, con�irmation that proof of performance documentation and spend reconciliation have been provided for each market, and validation that required reporting supports campaign performance.

Proof of Perform ance

Proof of Performance documentation shall be provided for all ordered media placements, as applicable, and may include insertion orders, vendor invoices, publisher af�idavits, platform delivery reports, screenshots, broadcast logs, make-good documentation (when applicable), placement veri�ication records, or other commercially accepted documentation suf�icient to demonstrate execution of the ordered media placements.

PRODUCT MP-003

National Digital Placement Package

Field Description

Unit of Issue Per National Media Placement Package

Purpose Execution of commercial national digital media placements supporting Department of the Air Force recruiting, branding, awareness, and marketing objectives using one or more commercially available digital advertising channels.

Govern ment- Furnish ed Informa tion

Budget, approved national target audiences, campaign objectives, approved messaging, campaign schedule, and reporting requirements.

Included Delivera bles

National Media Plan; Campaign Flowchart; Placement Authorization Summary;

Traf�icking Instructions; Media Placement Con�irmation; Vendor Documentation;

Weekly Performance Reports; Proof of Performance Documentation; Spend Reconciliation Report; Post-Buy Analysis.

Delivera ble Format

Deliverables shall be provided electronically through a Government-approved secure �ile transfer service or approved reporting platform, as speci�ied within the individual order. Final deliverables shall include PDF reports, editable spreadsheet �iles (Microsoft Excel or equivalent), national media plans, placement con�irmation records, vendor documentation, performance reports, proof of performance documentation, and spend reconciliation documentation suf�icient to validate campaign execution and national media delivery.

Support ed Channel s

Paid Search, Paid Social, Display Advertising, Digital Video, Connected TV (CTV), Streaming Audio, Job Platforms, Digital Out-of-Home (DOOH), or other commercially available digital media channels supporting national campaign objectives.

Not Included Creative asset development unless separately ordered.

Accepta nce Criteria

Government acceptance upon receipt of all required deliverables in the speci�ied formats, veri�ication that ordered national media placements were executed as authorized, con�irmation that proof of performance documentation and spend reconciliation have been provided, and validation that required reporting supports campaign performance.

Proof of Perform ance

Proof of Performance documentation shall be provided for all ordered media placements, as applicable, and may include insertion orders, vendor invoices, publisher af�idavits, platform delivery reports, screenshots, broadcast logs, make-good documentation (when applicable), placement veri�ication records, or other commercially accepted documentation suf�icient to demonstrate execution of the ordered media placements.

PRODUCT MP-004

Omnichannel Media Placement Package

Field Description

Unit of Issue Per Omnichannel Media Placement Package

Purpose

Execution of coordinated commercial media placements across multiple traditional and digital advertising channels supporting national or regional Department of the Air Force recruiting, branding, awareness, and marketing objectives.

Govern ment- Furnish ed

Budget, campaign objectives, approved messaging, target audiences, approved markets, campaign schedule, media requirements, and reporting requirements.

Informa tion

Included Delivera bles

Integrated Media Plan; Campaign Flowchart; Placement Authorization Summary;

Traf�icking Instructions; Media Placement Con�irmation; Vendor Documentation;

Weekly Performance Reports; Proof of Performance Documentation; Spend Reconciliation Report; Post-Buy Analysis.

Delivera ble Format

Deliverables shall be provided electronically through a Government-approved secure �ile transfer service or approved reporting platform, as speci�ied within the individual order. Final deliverables shall include PDF reports, editable spreadsheet �iles (Microsoft Excel or equivalent), integrated media plans, placement con�irmation records, vendor documentation, performance reports, proof of performance documentation, spend reconciliation documentation, and make-good documentation (when applicable) suf�icient to validate campaign execution and media delivery across all ordered channels.

Support ed Channel s

Broadcast Television, Cable Television, Connected TV (CTV), Streaming Television, Radio, Streaming Audio, Paid Search, Paid Social, Display Advertising, Digital Video, Digital Out-of-Home (DOOH), Job Platforms, Print Media, Out-of-Home (OOH), or other commercially available media channels supporting approved campaign objectives.

Not Included Creative asset development unless separately ordered.

Accepta nce Criteria

Government acceptance upon receipt of all required deliverables in the speci�ied formats, veri�ication that ordered media placements were executed as authorized across all approved channels, con�irmation that proof of performance documentation and spend reconciliation have been provided, and validation that required reporting supports campaign performance.

Proof of Perform ance

Proof of Performance documentation shall be provided for all ordered media placements, as applicable, and may include insertion orders, vendor invoices, publisher af�idavits, platform delivery reports, screenshots, broadcast logs, make-good documentation (when applicable), placement veri�ication records, or other commercially accepted documentation suf�icient to demonstrate execution of the ordered media placements.

SECTION 4 – ORDERING PROCEDURES & GENERAL TERMS

4.1 General

Products identified within this Government Product Catalog may be ordered individually or in combination to satisfy Department of the Air Force marketing requirements.

Individual orders shall identify the products being acquired, quantities, required delivery schedule, Government-Furnished Information, and any order-specific requirements not otherwise addressed within this catalog or the Statement of Need.

4.2 Combining Products

Products from multiple sections of this catalog may be combined within a single order.

Examples include, but are not limited to:

• Static Creative Asset Package + Single-Market Digital Placement Package

• Video Production Package + National Digital Placement Package

• Commercial Production Package + Omnichannel Media Placement Package

4.3 Government-Furnished Information

The Government shall furnish the information necessary to complete each order, which may include:

• Campaign objectives

• Approved messaging

• Branding requirements

• Existing Government-owned assets

• Geographic markets

• Target audiences

• Campaign schedule

• Budget

• Performance objectives

• Government review comments

The specific Government-Furnished Information required varies by product.

4.4 Acceptance

Products shall be inspected and accepted in accordance with the applicable acceptance criteria identified within:

• The Statement of Need

• This Government Product Catalog

• The individual order

Acceptance of one ordered product does not constitute acceptance of any other ordered product unless specifically identified within the order.

4.6 Product Identification

Each ordered product shall be identified by its Product Identification Number (e.g., CA-001, MP-

003) within the individual order

4.7 Precedence

In the event of a conflict between documents, the following order of precedence shall apply:

1. Contract

2. Statement of Need (SON)

3. Government Product Catalog

4. Individual Order (unless specifically authorized by contract)