Attachment_5_-_Agency_Challenge__6.13.18.docx.doc

Attachment 5 – Solicitation H9821018R0004

June 13, 2018

Agency Challenge

Joint Advertising Market Research & Studies (JAMRS)

(Defense Human Resource Activity DHRA)

23 May 2018

Oral Presentation

Sample Task

Purpose. Your agency has qualified to participate in JAMRS Oral Presentation. The purpose of this Oral Presentation is to help JAMRS evaluate your breadth and depth of corporate communications expertise.

Situation. The Department of Defense continues to experience challenges in achieving its recruiting goals. Demands on today's military and their families have never been greater. Every day, many thousands devote themselves to protecting freedoms, maintaining peace, providing relief and supporting policy around the globe. The environments can be dangerous. The conditions can be challenging. The stakes are always high. For some, the commitment can impose too great a burden. For others, the benefits of service — training, honor, education, adventure, travel, pay, self-discovery — can be tremendous.

With relatively low unemployment levels over the last several years and rising college enrollment, military service has become a less attractive option. The current geopolitical situation has created additional barriers for consideration of a military service career. This is particularly true among parents of potential recruits and other adult influencers of youth.

Compared to past generations, today’s youth have grown up without the same degree of role model “connection” to family members or other influencing adults who have actually served in the armed forces. With fewer adults having served, there are fewer personal advocates to represent and influence the consideration of military service. Thus, increasingly greater weight has fallen on paid communications programs to help positively influence perceptions of, and interest in, military service.

It also might be fair to say that today’s military suffers from a “disconnection” in terms of public perceptions. While the public has generally positive perceptions of the military, it does not have a clear sense of the military’s mission and benefits of serving in today’s military.

JAMRS Mission. JAMRS is charged with providing corporate marketing and advertising that supports all of the Military Services’ recruiting programs (including Army, Navy, Marine Corps, Air Force, and Coast Guard—active, Guard, and Reserve). While the individual Services are charged with developing specific programs to address their recruiting needs, JAMRS is charged with developing “umbrella” (or “corporate”) communications that help positively shape the public’s perceptions about the role of the Services and the values of serving. JAMRS communications task is one of long-term education; of helping “reconnect” the American public to the Services.

Marketing Communications Challenge. The purpose of this challenge is to help JAMRS evaluate your agency’s breadth and depth of corporate, marketing communications expertise across multiple media and communications disciplines. JAMRS requires your agency to follow the step-by-step instructions outlined in the two scenarios below. The scenario challenges you to develop a new integrated-communications campaign strategy designed to reach and influence a targeted audience(s) you consider important to JAMRS based on a simulated ceiling of $12 million. Your response to the challenge:

· Shall be presented in person to JAMRS project officers.

· Does not have to cover every objective listed in the Performance of Work Statement (e.g., database management).

· Should give JAMRS a comprehensive look at your processes, teams and ability to create and steward JAMRS multi-disciplinary account.

· Must be completed at no cost to the government.

Scenario. (Based on a simulated ceiling of $12 million)

Given JAMRS mission in today’s environment, the first part of your challenge is to define what you consider to be the most important factors influencing public perceptions of the military. What are the key barriers or misperceptions that can be effectively addressed through marketing and advertising? What are the most leverage-able opportunities for improving perceptions through marketing and advertising?

Based on your assessment of the key influencing factors, define what you believe the “brand” positioning for today’s military should be. Who would you consider to be the primary targets for this positioning? Define it in terms of demographics, psychographics, lifestyle, or any other measures you deem relevant. How would you prioritize these targets?

The next step of your challenge is to provide your thinking on a long-term, integrated-communications campaign (mass, direct, interactive, and public relations) approach to reach and influence your defined targets. This approach should include:

· Strategy. A communications campaign strategy.

· Execution. Concepts on how to bring the campaign strategy to life in terms of both media and message.

· Media: how could the target(s) best be reached and engaged through an integrated marketing/media approach. What is the appropriate mix and relative priority of marketing communication vehicles? Consider traditional “mass media” as well as direct response media, interactive and other “new” media, and public relations.

· Message: rough ideas on how to creatively express the campaign in key media.

· Tools. The resources and processes you would employ to capture data on the targets and to effectively manage and leverage that data.

· Timeline. A timeline for execution for developing and executing the strategy. Cover both message and media efforts (mass, direct, interactive, and public relations), and identify what you consider to be realistic short-term and long-term goals for the campaign.

· Evaluation. Your approach as to how you would work with JAMRS to evaluate and measure the results of any marketing efforts you undertake.

Additionally, describe your performance teams. Share your initial thinking on what resources and staff you would dedicate to JAMRS business. Identify key JAMRS team members at your agency (including the Account Service Director), and a first look at how your integrated team would be organized. Provide recommendations on how you will work with JAMRS to effectively integrate our marketing efforts across multiple communications disciplines.

Presentation. Responses to the scenarios should be in the form of a presentation.

· Format. We are most interested in your agency’s thought process and approach to the communications challenge. You may limit your presentation to basic presentation devices such as charts and slides. Rough visualizations, concept boards, key frames, in-house demo tracks, etc. will be acceptable as aids to demonstrate your ideas. No speculative or fully produced work in the form of original music, studio talent or effects should be employed.

· Presenters. Please avoid limiting your presentation to one briefer or someone who would not be participating on the JAMRS account. Those you select to present the response to the challenge should be those team members who you would assign to the JAMRS account, and who would manage the key communications disciplines on the account (advertising, public relations, interactive, direct marketing, etc.).

· Presentation Location. Responses to this marketing challenge should be presented to JAMRS team members at the Mark Center in Alexandria, VA.

· Timing. The presentation should be planned to last two hours or less.

· Evaluation. The presentation will be evaluated based on three areas: Strategic Communications Planning; Tactics/Services Capabilities; and Compatibility/Confidence Impressions.

Any questions beyond this document should be addressed to the Contracting Officer.

(End of Attachment 5)

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