Limited Competition Justification - Digital Advertisement.pdf
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This is a Justification for Other than Full and Open Competition (JOFOC) document submitted by the 187th Maintenance Support Group/Maintenance Support Center (MSG/MSC) of the Alabama Air National Guard (ALANG).
The contracting activity seeks to procure digital advertising services for the Alabama Air National Guard at a local level, specifically in areas where bases are located and in one area lacking local recruiter coverage. The requirement encompasses advertising across five different digital billboard sites for a 52-week period on a Firm Fixed Price basis, funded through O&M Air appropriations. The justification cites FAR 6.302-1 (Only One Responsible Source) as the authority for sole source procurement, asserting that Smartlite is the only vendor capable of fulfilling the requirement because it exclusively owns all digital billboards in the shopping centers where the Alabama ANG intends to advertise. The document notes that while these billboards could theoretically be purchased through third-party resellers, such arrangements would result in price markups, making direct rental from the owner the best value to the government. Market research findings indicate that interstate billboard rentals previously utilized were significantly more expensive and generated fewer expected impressions. The contracting officer determined the anticipated cost to be fair and reasonable, and the requiring activity certification was executed by SMSgt Michael J. Marimberga on April 1, 2026, with approval signed by Contracting Officer Stephen Shanks on the same date. The previous contract reference is W50S6M-25-P-A015, also awarded as sole source under FAR 6.302-1.
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SEPTEMBER 8, 2025 CUI//SP-SSEL 2 of 3SEPTEMBER 8, 2025 CUI//SP-SSEL 2 of 3
CUI//SP-SSEL
Justification for Other than Full and Open Competition Guidance
Local Control Number NGB Control Number (if applicable)
PANNGB-26-P-0000 033385
1a. CONTRACTING ACTIVITY b. Requiring Activity c. POC 187th MSG/MSC ALANG Recruiting SMSgt Michael J. Marimberga
2a. NATURE OF ACTION Sole source; Individual Basis
b. Contract Action New Contract
c. Contract Type Firm Fixed Price
d. Fund Type O&M, Air
3a. ESTIMATED PRICE
4a. Name of Requirement Digital Advertisement - AL ANG
b. Description of Requirement This request is to digitally advertise the Alabama Air National Guard at a local level. Specifically, areas where bases are located and in one area that is not covered by a local recruiter. This will be 5 different advertising sites for a total of 52 weeks.
c. Demonstrate, in Detail, Why This Specific Item or Service, is the Only One That Meets Your Requirements This request is to digitally advertise the Alabama Air National Guard at a local level. Specifically, areas where bases are located and in one area that is not covered by a local recruiter. This will be 5 different advertising sites for a total of 52 weeks. Due to the limited factor of this vendor having in place the personal business contracts to operate in the space where the recruiting team wishes to advertise this will need to be done as a sole source FFP purchase order.
5a. HAS THIS BEEN PREVIOUSLY PROCURED?
Yes, details are below.✔ No.
b. Contract Number c. Date d. Competitive Status e. Authority Previously Cited (if OTF&O) W50S6M-25-P-A015 Sole Source FAR Part 6.302-1
f. Summary of "Actions to Increase Competition" and an explanation of the results.
This is a Sole Source requirement, Smartlite owns all the digital billboards in the shopping centers where the digital billboards will be displayed.
g. If previously used "Full and Open Competition" explain what changes causing this to now have limited sources.
N/A
h. Provide an explanation of any unusual patterns that may be revealed by the history, e.g., several consecutive, urgent buys.
N/A
i. If a justification was prepared to support the procurement made before this one, briefly describe the circumstances justifying the procurement and whether there have been any significant changes.
Smartlite owns all the digital billboards in the shopping centers where the digital billboards will be displayed. However, these billboards can be purchase through a third party but the third party would have to mark the price up. That best value to the Government would be to rent these billboards through the owns.
j. Provide any other facts necessary to justify limiting competition that were not previously stated.
N/A
6a. AUTHORITY CITED 10 USC 2304(a)(1) or 41 USC 3304(a)(1) as implemented in FAR 6.302-1 Only one responsible source and no other supplies or services will satisfy agency requirements.
b. Reason for Authority Cited ⋯
Smartlite owns all of the digital billboards in the shopping centers where the digital billboards will be displayed.
7. POSTING REQUIREMENTS
None.
8. CONTRACTING REQUIREMENTS
a. Efforts to Obtain Competition ⋯
Smartlite owns all of the digital billboards in the shopping centers where the digital billboards will be displayed.
SEPTEMBER 8, 2025 CUI//SP-SSEL 3 of 3SEPTEMBER 8, 2025 CUI//SP-SSEL 3 of 3
CUI//SP-SSEL
b. Actions to Increase Competition ⋯
N/A
c. Market Research ⋯ Smartlite owns all the digital billboards in the shopping centers where the digital billboards will be displayed. However, these billboards can be purchase through a third party but the third party would have to mark the price up. That best value to the Government would be to rent these billboards through the owns.
d. Interested Sources ⋯
Smartlite
e. Other Facts ⋯
In the past Billboards have been rented on the interstate at a much higher price and have less n Expected Impressions.
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 SMSgt Michael J. Marimberga April 01, 2026 Recruiting SEL
Phone Email
11. 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 Stephen Shanks April 01, 2026
12. REDACTION INSTRUCTIONS
After completion and signatures, print to PDF. Then redact items such as, but not limited to:
1. Dollar amounts.
2. Names.
3. Signatures.
4. Proprietary information.
FAR 5.401, FAR 24.1, and FAR 24.2
File details come from the government source that posted it. Updated .