JUSTIFICATION REVIEW DOCUMENT.pdf

CUI//SP-SSEL

CUI//SP-SSEL SEPTEMBER 5, 2024 1 of 3

JUSTIFICATION REVIEW DOCUMENT

NATIONAL GUARD BUREAU

Arlington VA

I. OVERVIEW

a. Program/Equipment Name b. Amount (Total price/cost to include options.)

c. Authority

d. Technical Representative Name Title Email Phone Date Siera Delk Marketing NCO, 22 RRB siera.o.delk@army.mil 501-212-4134

e. Contracting Officer (Populates from the KO signature field.)

Name Title Email Phone Date

Requirements Representative (If different from Technical Representative.)

Prepared by (If different from Contracting Officer.)

II. REVIEWS

I have reviewed this justification and find it adequate to support other than full and open competition.

Program Manager (If applicable.)

Program Executive Officer (When item is Program Executive Officer managed.)

Controlled by:

Controlled by:

CUI Category: SOURCE SELECTION Limited Dissemination Control: FEDCON

POC:

Populates from the KO signature field.)

41 USC 1901 as implemented in FAR 13.106-1(b)(1) Soliciting from a single source.

RRB Marketing Program Services $160,000

501-212-4404 Leonard Roberson Contracting Officer Leonard.d.roberson.civ@army.mil

2025-19

AR USPFO

CUI//SP-SSEL SEPTEMBER 5, 2024 2 of 3

Memorandum for Record - Absence of Competition

Local Control Number NGB Control Number (if applicable)

1a. CONTRACTING ACTIVITY b. Requiring Activity c. POC

2a. NATURE OF ACTION b. Contract Action c. Contract Type d. Fund Type

3a. ESTIMATED TOTAL PRICE OF REQUEST (including options, if any) b. If Applicable, Estimated Price of Supplies/Services

4a. Name of Requirement

b. Description of Requirement

c. Demonstrate, in Detail, Why This Specific Item or Service, is the Only One That Meets Your Requirements

5a. HAS THIS BEEN PREVIOUSLY PROCURED?

Yes, details are below. No.

6a. AUTHORITY CITED

b. Reason for Authority Cited

7. POSTING REQUIREMENTS

8. CONTRACTING REQUIREMENTS

a. Efforts to Obtain Competition

b. Actions to Increase Competition

c. Market Research

Only one source. New Contract Firm Fixed Price O&M, Army

The objective is to provide a comprehensive marketing package to the Arkansas Army National Guard (ARARNG) for recruitment and retention goals.

The contractor shall provide services to generate qualified recruitment leads, offer a customized lead capture and nurturing solution, and support the Recruiting and Retention Battalion (RRB) leadership, recruiters, and marketing staff.

BLUF Agency is unique advertising agency that specifically develops marketing and recruiting solutions for the Army National Guard. Contracting with BLUF Agency will result in cost savings for the government. Using a third party contractor who does not have specialized experience with result in additional overhead and profit costs to the contract. Contracting directly with BLUF Agency removed the need for a third party vendor who will have to develop most platforms and graphics, and thus, eliminated these additional costs.

As outlined in the finding from the market research below, competition is unlikely to produce meaningful benefits to the Government.

Instructions

USPFO-AR

$160,000

RRB Marketing Program Services

BLUF Agency is a uniquely positioned marketing and advertising company that specializes in military marketing with Army National Guard Recruiting and Retention Battalions throughout the United States. Their expertise in marketing support services tailored specifically for the Army National Guard allows them to close the gap that is widely confused between the National Guard and Active Duty military. The unique nature of the National Guard and specific state missions require experienced personnel who understand the recruiting environment, challenges in each state, and how to market solutions to meet mission requirements.

41 USC 1901 as implemented in FAR 13.106-1(b)(1) Soliciting from a single source.

None.

The Contracting Office published a Sources Sought Notice to provide interested parties the opportunity to submit a capability statement that described their off-the-shelf solution and its functional capabilities to satisfy the requirement. Seven (7) Companies, including BLUF Agency, replied, but only the BLUF Agency replied with the unique experience of working directly with the Army National Guard RRBs. Due to this findings, it does not appear to be any subcontract opportunities.

Sources Sought Notice W803M0012231069 was conducted to find businesses who were uniquely capable of providing marketing and advertising solutions for the Recruiting and Retention Battalion of the ARARNG. Seven (7) businesses responded with marketing and advertising capabilities, but only the BLUF Agency had the specific capabilities of providing services for the Army National Guard Recruiting and Retention Battalions. All other responses would require a third party vendor to be the prime to BLUF Agency or lacked the capabilities and unique experience of working directly with the Army National Guard.

2025-19

CUI//SP-SSEL SEPTEMBER 5, 2024 3 of 3

d. Interested Sources

e. Other Facts

9. REQUIRING ACTIVITY CERTIFICATION

Technical and Requirements

I certify that the supporting data under my cognizance, which are included in the justification, are accurate and complete to the best of my knowledge and belief.

Name Date Title Sieria Delk Marketing NCO, 22 RRB

Phone Email Digitally signed by

501-212-4134 siera.o.delk.mil@army.mil

10. APPROVAL

Contracting Officer (KO)

1. I hereby determine that the anticipated cost to the government for this contract action will be Fair and Reasonable.

2. I certify that this Justification is accurate and complete to the best of my knowledge and belief.

(This certification shall be made by the contracting Officer who will sign the contract resulting from this Justification and Approval.)

Name Date Phone

NESTTED - UEI RGRJTE8NRQW6

WARO LLC - UEI Not provided BRANDEV – UEI Not provided

GREY CELL - UEI C1HGANFZLBU8

BUSINESS GROWTH – UEI VYEWB8BK5TT1

LUZA GROUP - UEI WJJZH1Q5L2R9

BLUF AGENCY – UEI XCHLCZ79MB26

Leonard Roberson

Email leonard.d.robersonc.civ@army.mil

501-212-4404

Leonard Roberson