MR22-008_MCRC.pdf

SOURCES SOUGHT NOTICE

MR22-008 21 January 2022

Subject: Marine Corps Recruiting Command Marketing and Advertising

THIS SOURCES SOUGHT IS FOR INFORMATIONAL PURPOSES ONLY. THIS IS NOT A REQUEST FOR

PROPOSAL. IT DOES NOT CONSTITUTE A SOLICITATION AND SHALL NOT BE CONSTRUED AS A

COMMITMENT BY THE GOVERNMENT. RESPONSES IN ANY FORM ARE NOT OFFERS AND THE

GOVERNMENT IS UNDER NO OBLIGATION TO AWARD A CONTRACT AS A RESULT OF THIS

ANNOUNCEMENT. NO FUNDS ARE AVAILABLE TO PAY FOR PREPARATION OF RESPONSES TO THIS

ANNOUNCEMENT. ANY INFORMATION SUBMITTED BY RESPONDENTS TO THIS NOTICE IS

STRICTLY VOLUNTARY.

1.0 Background

This sources sought notice is for the Marine Corps Recruiting Command’s (MCRC) marketing and advertising requirement. MCRC is responsible for the recruitment of approximately 40,000 personnel per year to fill vacancies in regular Enlisted and Officer, USMC Reserve Enlisted and Officer, and prior service programs. It supports 48 Recruiting Stations (RS) within six (6) Marine Corps Districts (MCD) that are organized into two (2) regions: the Eastern Recruiting Region (ERR) and the Western Recruiting Region (WRR).

MCRC has identified the need to modernize its marketing approach to meet the evolving challenges being encountered by its recruiters as the Marine Corps’ target market moves into a more digital-first lifestyle.

Specifically, MCRC identified the need to finalize ongoing efforts for the Squad Bay application, Advertising Information Technology System (AITS) II, and Digital Roadmap initiative as well as the need to pursue several new requirements, which are detailed in Section 3.0.

2.0 Objective

The objective is to provide customized, tactical executions for region and district-specific recruiting initiatives that are consistent with the USMC’s national advertising and recruiting strategy. These additional efforts will ensure that the Marine Corps’ brand continues to provide genuine engagement with its target market by facilitating interaction with audiences that recruiters have historically had limited proximity too.

3.0 Tasks

MCRC requires support for the following tasks:

• Advertising Strategy Execution and Paid Media Support

• Squad Bay 4.0

• AITS II Development

• Digital Roadmap Implementation

• Federated Profile Strategy and Expansion

• District Digital Out-of-Home Geofencing & Mobile Retargeting

• Leatherneck Magazine Reprints

The Contractor must provide all services, personnel, personnel supervision, materials, equipment, and transportation necessary (except as otherwise specified herein) to accomplish the following:

- 2 -

3.1 Advertising Strategy Execution and Paid Media Support

The Contractor must execute and maintain an advertising strategy to support the initiatives listed below as well as ongoing paid media campaigns. The Contractor must provide media and advertisement support to include:

creative development; strategy and implementation support; custom content and asset development; and distribution. Paid media should be distributed via effective channels such as broadcast, digital, audio, and printed environments to maintain the established reach and engagement goals. Media and advertisements must be in line with the USMC’s current mission and messaging and reach 50% of the prospect audience at least three (3) times per month.

3.2 Squad Bay 4.0

Squad Bay is a mobile and desktop application for recruiters that was created in 2018 and operates in the Adobe Enterprise Management (AEM) system. Squad Bay 4.0 must serve as a messaging, pool management, resource sharing, recruit training preparation, and analytics platform for the recruiter. The Contractor must develop and implement the following upgrades:

a) Digital Business Card Profile for Recruiters – An electronic way for recruiters to distribute their contact information to an audience that is considered Near Field Communications (NFCs) through either a physical cards, a mobile device’s NFC, or both. At a minimum, the information should include: name; phone number; location (i.e., RS, RSS, District, Region address); email; social media links. Once the upgrade is deployed, at a minimum, a monthly report will be available to provide analytic capabilities.

b) Social Feed and Enhanced Messaging – This social functionality will allow prospects and poolees to create and publish text content within the mobile app that further builds the relationship between recruiters and these audiences to help drive engagement and advocacy.

c) Digital Command Recruiting – All resources available to “Marine accounts” should include, but not be limited to: common tools utilized by Marines through external sources such as PFT/CFT calculators; access to ALMAR and MARADMIN messages; and Marines.mil homepage (accomplished through a resource page tagged for this specific user type). All Digital Command Recruiting Marines should be grouped to enable mass communication to and from RS Admin level users. This expansion upgrade must include a streamlined process to enhance the management and tracking of referrals.

3.3 Advertising Information Technology System (AITS) II Development

AITS II is a cloud based data management system designed to meet DoD security requirements and integrate with MCRISS II. The Authority to Operate (ATO) granted by USMC C4 for the initial AITS I system, contains a caveat to move to a FedRAMP approved IT architecture. AITS II is designed to utilize the Azure IL4 environment, which meets or exceeds all DoD IT requirements for security. This same architecture is shared by MCRC’s MCRISS II system. In an effort to reduce redundant recruiter workload, specifically with regard to the Priority Prospect Profile (PPP) program, both systems (AITS II and MCRISS II) require integration and a sharing of the same architecture. The PPP program is the means in which the Contractor delivers all qualified leads to the recruiter.

The Contractor must develop, test, and push all AITS II functionality to production. The Contractor must provision the Azure environment by May 2022, comply to new security requirements, test all functionality, and finalize integrations with MCRISS II. Integration features shall include PPP, RSN/HS lists, accession data, and Manufacture Usage Description (MUD) file data. Functionality and integration testing must begin September 2022.

3.4 Digital Roadmap Implementation

- 3 -

MCRC operates on digital legacy systems that either do not or are incapable of communicating and/or integrating with one another. The Contractor must develop a Digital Roadmap Implementation plan that serves as a guide to the modernization and integration of all digital systems utilized by MCRC to improve efficiency and maximize capability. The Digital Roadmap Implementation plan must:

• Determine how future digital integrations can be implemented effectively by taking into consideration dependencies and system limitations so that greater modern marketing efficiencies can be realized. The roadmap must also be able to take existing IT systems and develop their usage to fit the needs of future demands. This includes updates to the Squad Bay App, AITS I and AITS II, and their integration into the MCRISS system. These efforts to best utilize existing systems will allow for the best utilization of Government funding and increase the timeliness of their delivery to the recruiting force.

• Include the finalization of the baseline phase which brings existing platforms up to business standards, notably the migration of resources and platforms to the AEM environment.

• Analyze the program and streamline processes for more accurate reporting and efficiency.

The integration and expansion phases of the roadmap both require AITS II functionality. Once that phase has been completed, the Contractor must develop the following:

a) Marines.com Roadmap – A detailed roadmap to ensure the flagship website is in alignment with the enterprise and prepared for future innovations. The Contractor shall develop courses of action to integrate cognitive testing and evaluation into Marines.com profile utilizing G-3 approved applications.

b) Electronic Contact Card Interface (ECCI) & Digital Roadmap – A detailed roadmap to align it with other aspects of the marketing ecosystem such as Squad Bay and Marines.com.

c) Reporting Tool Assessment – Assess and provide a report on a mechanism to be able to support sophisticated dashboarding and reporting.

d) Audience Data Platform & ID Resolution – Develop an approach for audience ID management and a data repository platform. The proposed solution must incorporate MCRC’s existing needs aligned with the end state outlined within the Digital Roadmap.

3.5 Federated Profile Strategy and Expansion

A federated profile grants the ability to recognize a user as authenticated or unauthenticated and deliver the appropriate content to that person within any MCRC digital platform (i.e., AITS II). This enables a more direct and personal marketing approach to better improve conversion and association with the USMC. The Contractor must:

a) Develop a User Permission Matrix which will outline each user and their role in the ecosystem and serve as a guideline for the technology teams to begin their implementation across the enterprise.

b) Develop the IT infrastructure within the existing federated profiles such as Squad Bay, ECCI, and Battle Position in order to connect them.

c) Develop a Strategic Vision Report for what the end user experience will be, taking into account critical factors such as the USMC’s ethical data strategy, Expanded Enlisted Behavior Model, content sequencing and relevant storytelling.

3.6 District Digital Out-of-Home Geofencing & Mobile Retargeting

This is an initiative that will use district out of home (OOH) and mobile geofencing in specific area to assist the recruiters in driving RS foot traffic. The Contractor must:

- 4 -

a) OOH Strategic Plan – Develop a strategic plan to expand this effort at a national level based on the results from district level OOH/mobile goefencing.

b) OOH Media Plan – Develop a media plan that aligns with the OOH Strategic Plan by 31 March 2022.

c) OOH Support Tool – Create a tool for digital OOH assets, mobile banner ads, and supporting media planning and execution in areas where local Marines need to drive recruit station foot-traffic.

3.7 Leatherneck Magazine Reprints

The Leatherneck Magazine is intended to increase prospects’ awareness of the Marine Corps and to stimulate lead generation. This asset is strategically distributed among select high schools across the United States. The Contractor must evaluate current recruiting challenges and develop a list of schools to receive the magazine based on what schools rise and lower in recruiting priority. The distribution strategy must align with current Paid Media efforts. The Contractor must provide and distribute up to 18,000 copies of the Leatherneck Magazine to targeted high schools. High school selection must be coordinated with MCRC to maximize effectiveness.

4.0 Deliverables

The following table summarizes the deliverables under this requirement. Deliverables must not contain any restrictive markings and must be in Microsoft Office 2013 (or later) format, unless otherwise specified by the COR.

One (1) electronic copy of each deliverable in a Microsoft Office compatible format must be provided to the COR in accordance with the delivery schedule below:

Task Deliverable Due Date

3.1 Advertising Strategy Execution and Paid Media Support Ongoing 3.2a Digital Business Card Profile 31 JUL 2022 3.2b Social Feed and Enhanced Messaging 31 OCT 2022 3.2c Digital Command Recruiting 19 DEC 2022

3.3 AITS II Development Phase Completion 30 SEP 2022

3.3 AITS II Test Phase Completion 19 DEC 2022

3.3 AITS II Production Phase Initiated 19 DEC 2022

3.4a Marines.com Roadmap 19 DEC 2022 3.4b ECCI & Digital Roadmap 19 DEC 2022 3.4c Reporting Tool Assessment Report 19 DEC 2022 3.4d Audience Data Platform & ID Resolution Plan 19 DEC 2022 3.5a User Permission Matrix 31 JUL 2022 3.5b IT Infrastructures Completion 30 SEP 2022 3.5c Strategic Vision Report 19 DEC 2022 3.6a OOH Strategic Plan 28 FEB 2022 3.6b OOH Media Plan 31 MAR 2022 3.6c OOH Support Tool 30 SEP 2022

3.7 Up to 18,000 Leatherneck Magazines 19 DEC 2022

NOTE: All products delivered under this performance work statement must conform to current DoD, Department of Navy (DON), and USMC instructions, regulations, standards and guidelines. All data and all products and deliverables, regardless of format, created, generated, produced or provided under, or as a result of, this contract shall become the property of the U.S. Government/Marine Corps. The USMC will be the owner of all intellectual property in such data, and the contractor will provide or assign all intellectual property rights to USMC. The contractor will provide the USMC rights in computer software, technical data, and other information as provided in DFARS 252.227-7013 through 252.227-7016, and DFARS 252.227-7020.

- 5 -

5.0 Place of Performance

A majority of each task will be performed at the contractor’s site with local program support conducted throughout the six (6) MCDs.

6.0 Period of Performance

The period of performance is anticipated to begin in Q2 of FY22 and last for the remainder of Option Period 2, which ends on 19 December 2022.

RESPONSE INSTRUCTIONS:

Interested vendors under the anticipated NAICS of 541810 are requested to include, at a minimum, the following information:

(1) Name of Organization, Cage Code, DUNS Number, Telephone Number, Address, and Email address for the primary point of contact.

(2) Small business classifications under the anticipated NAICS (e.g., Woman Owned Small Business).

(3) Contract vehicles that would be available to the Government for the procurement of these services, such as

General Service Administration (GSA) Federal Supply Schedules (FSS), GSA OASIS, GSA MOBIS, or any other Government Agency contract vehicle. (This information is for market research only and does not preclude your company from responding to this notice.)

(4) Description of your organization’s capabilities, history, and experience with regards to all of the tasks outlined above. This description should demonstrate the ability to perform all of the requirements described in this notice in conjunction with MCRC’s ongoing efforts (i.e., existing contracts and advertising campaigns). Respondents should describe how the tasks will be coordinated with MCRC’s current initiatives with minimal disruptions in service.

(5) Any additional comments about the specifics of this sources sought notice.

Responses are limited to three (3) pages including graphics; 11-pt. font minimum. Cover Page not included.

VENDORS WHO WISH TO RESPOND TO THIS SOURCES SOUGHT SHOULD SEND RESPONSES VIA

EMAIL NLT 27 JANUARY 2022 10:00 AM (LOCAL D.C. TIME) TO FRANCIS.LIRIO@USMC.MIL

Proprietary information and trade secrets, if any, must be clearly marked on all materials. All information received that is marked Proprietary will be handled accordingly. Please be advised that all submissions become Government property and will not be returned. All government and contractor personal reviewing RFI responses will have signed non-disclosure agreements and understand their responsibility for proper use and protection from unauthorized disclosure of proprietary information as described 41 USC 423. The Government shall not be held liable for any damages incurred if proprietary information is not properly identified.

mailto:FRANCIS.LIRIO@USMC.MIL