NEW MEXICO ARMY NATIONAL

GUARD ADVERTISING

PACKAGE

PWS

APRIL 3, 2026

NMARNG RECRUITING AND RETENTION

47 BATAAN BLVD, SANTA FE, NM 87508

DRAFT

Ver. April 2, 2026

Table of Contents

1. GENERAL

1.1. SCOPE

1.2. BACKGROUND

1.3. PERIOD OF PERFORMANCE

1.4. GENERAL INFORMATION

2. DEFINITIONS AND ACRONYMS

2.1. DEFINITIONS

2.2. ACRONYMS

3. GOVERNMENT FURNISHED PROPERTY

3.1. GFP OTHER

4. CONTRACTOR FURNISHED PROPERTY

4.1. CFP General:

5. REQUIREMENTS

5.1. PROGRAM MANAGEMENT

5.2. CAMPAIGN MANAGEMENT AND REPORTING:

5.3. TRAINING AND CONSULTING:

5.4. MARKET RESEARCH AND GEOGRAPHIC INFORMATION SYSTEMS (GIS)

ANALYTIC STUDIES

5.5. MARKETING STRATEGY:

5.6. MARKETING EXECUTION GUIDE:

5.7. DIGITAL ASSET MANAGEMENT (DAM) SYSTEM:

5.8. OPTICHANNEL MARKETING CAMPAIGNS:

5.8.1. ON-AIR AND ONLINE MEDIA PLACEMENT

5.8.2. TARGETED DIGITAL ADVERTISING

5.8.3. LIVE PROMOTION:

5.8.4. ONLINE WEB EXPOSURE:

5.8.5. REPORTING:

5.8.6. OUT-OF-HOME (OOH) ADVERTISING (STATEWIDE REQUIREMENT)

5.8.7. MOVIE THEATER ADVERTISING

5.9. CREATIVE SERVICES:

5.10. MEDIA

Performance Requirements Summary (PRS)

PERFORMANCE WORK STATEMENT (PWS)

Advertisement Package

For

NEW MEXICO ARMY NATIONAL GUARD

RECRUITING & RETENTION BATTALION

1. GENERAL:

1.1. SCOPE. The contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform the Marketing Program as defined in this PWS.

1.1.1. OBJECTIVE. The objective of this Performance Work Statement (PWS) is to provide a comprehensive marketing package to the New Mexico Army National Guard (NMARNG) 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.

1.2. BACKGROUND. New Mexico Army National Guard Recruiting and Retention Battalion’s (RRB) mission is to promote the NMARNG to gain interest and attention of prospective recruits. The NMARNG’s RRB has a dual mission that is not understood well, and the general public has a hard time distinguishing National Guard from Active Duty. The primary target market is non-prior service (NPS) individuals 17-34 years of age. The NMARNG requires the services of a contractor with experience providing marketing solutions for the Army National Guard to develop and execute a comprehensive marketing program that includes branding, engagements, leads, and recruiter support to help the NMARNG achieve recruitment and retention goals.

1.3. PERIOD OF PERFORMANCE. The period of performance for this contract shall be for one (1) twelve-month base period, with five (4) twelve-month option periods that may be exercised at the discretion of the Government. The total period of performance, including the base and all option periods, shall not exceed sixty (60) months.

1.3.1. Base Year: 12 MONTHS

1.3.2. Option Year 1: 12 MONTHS

1.3.3. Option Year 2: 12 MONTHS

1.3.4. Option Year 3: 12 MONTHS

1.3.5. Option Year 4: 12 MONTHS

1.4. GENERAL INFORMATION:

1.4.1. PLACE AND PERFORMANCE OF SERVICES. The contractor shall provide all work offsite. The contractor shall at all times maintain an adequate workforce for the uninterrupted performance of all tasks defined within this PWS. When hiring personnel, the contractor shall keep in mind that stability and continuity of the work force are essential.

1.4.2. PROTECTION OF PERSONALLY IDENTIFIABLE INFORMATION (PII).

The contractor shall protect all PII encountered in the performance of services in accordance with Defense Federal Acquisition Regulation Supplement (DFARS)

224.103 Personally Identifiable Information and Department of Defense Directive (DoDD) 5400.11, Department of Defense Privacy Program, and DoD 5400.11-R. If a PII breach results from the contractor’s violation of the aforementioned policies, the contractor shall bear all notification costs, call-center support costs, and credit monitoring service costs for all individuals whose PII has been compromised.

2. DEFINITIONS AND ACRONYMS:

2.1. DEFINITIONS:

2.1.1. Contractor: A supplier or vendor awarded a contract to provide specific supplies or service to the government. The term used in this contract refers to the prime.

2.1.2. Contracting Officer (KO): A person with authority to enter into, administer, and or terminate contracts, and make related determinations and findings on behalf of the government. Note: The only individual who can legally bind the government.

2.1.3. Contracting Officer Representative (COR): An employee of the U.S. Government designated by the KO to monitor contractor performance. Such appointment will be in writing and will state the scope of authority and limitations. This individual has authority to provide technical direction to the Contractor as long as that direction is within the scope of the contract, does not constitute a change, and has no funding implications. This individual does NOT have authority to change the terms and conditions of the contract.

2.1.4. Defective Service: A service output that does not meet the standard of performance associated with the PWS.

2.1.5. Deliverable: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.6. Key Personnel: Contractor personnel that are evaluated in a source selection process and that may be required to be used in the performance of a contract by the PWS. When key personnel are used as an evaluation factor in best value procurement, an offer can be rejected if it does not have a firm commitment from the persons that are listed in the proposal.

2.1.7. Physical Security: Actions that prevent the loss or damage of Government property.

2.1.8. Quality Assurance: The government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

Quality Assurance Surveillance Plan (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

2.1.9. Quality Control: All necessary measures taken by the Contractor to ensure that the quality of an end product or service shall meet contract requirements.

2.1.10. Subcontractor: One that enters into a contract with a prime contractor. The Government does not have privity of contract with the subcontractor.

2.2. ACRONYMS:

2.2.1. AEI Army Enterprise Info structure

2.2.2. AKO Army Knowledge Online

2.2.3. AMP Automated Marketing Platform

2.2.4. AR Army Regulation

2.2.5. ARNG Army National Guard

2.2.6. CM Contract Manager

2.2.7. CMRA Contractor Manpower Reporting Application

2.2.8. COR Contracting Officer Representative

2.2.9. DA Department of the Army

2.2.10. DAM Digital Asset Management

2.2.11. DD254 Department of Defense Contract Security Classification Specification

2.2.12. DFARS Defense Federal Acquisition Regulation Supplement

2.2.13. DoD Department of Defense

2.2.14. FY Fiscal Year

2.2.15. GIS Geographic Information Systems

2.2.16. GFP/M/E/S Government Furnished Property/Material/Equipment/Services

2.2.17. KO Contracting Officer

2.2.18. KPIs Key Performance Indicators

2.2.19. NMARNG New Mexico Army National Guard

2.2.20. NGB National Guard Bureau

2.2.21. NPS Non-Prior Service

2.2.22. PII Personally Identifiable Information

2.2.23. POC Point of Contact

2.2.24. PQR Personalized Quick Response (code)

2.2.25. PRS Performance Requirements Summary

2.2.26. PURL Personalized Uniform Resource Locator

2.2.27. PWS Performance Work Statement

2.2.28. QA Quality Assurance

2.2.29. QASP Quality Assurance Surveillance Plan

2.2.30. QC Quality Control

2.2.31. QCP Quality Control Program

2.2.32. QMA Qualified Military Applicant

2.2.33. QR Quick Response (code)

2.2.34. ROI Return on Investment

2.2.35. RRB Recruiting and Retention Battalion

2.2.36. SEO Search Engine Optimization

2.2.37. SSN Social Security Number

2.2.38. SMS Short Message Service

2.2.39. TE Technical Exhibit

3. GOVERNMENT FURNISHED PROPERTY, Material, Equipment and Services

(GFP/M/E/S): The Government will provide the property, material, equipment, and/or services listed below solely for the purpose of performance under this contract:

3.1. GFP OTHER: The Government will provide access to relevant data and information necessary for the contractor to perform the required services under this contract. This includes but is not limited to production, Force Structure, Address and Zip code Realignment (FAZR), and Recruiting Station Identification (RSID) data. The Government will provide access to relevant platforms necessary for the contractor to perform the services in this contract, including but not limited to Google My Business, Facebook, Instagram, and other social media platforms.

4. CONTRACTOR FURNISHED PROPERTY, Materials, and Equipment (CFP/M/E): The contractor will provide all reasonable equipment to meet the specifications of this contract.

4.1. CFP General: Except for those items specifically stated to be Government-Furnished in

Paragraph 3.0, the contractor shall furnish everything required to perform these services as indicated in Paragraph 1.1.

5. REQUIREMENTS: The Contractor shall:

5.1. PROGRAM MANAGEMENT: The Contractor shall assign a Program Manager to oversee all aspects of the program, including lead management system development, marketing campaign execution, and training and consultation.

5.1.1. The Program Manager (PM) shall have a working knowledge and adequate experience to facilitate the requirements of this contract.

5.1.2. The PM shall work alongside the assigned Contracting Officer Representative

(COR).

5.2. CAMPAIGN MANAGEMENT AND REPORTING: The Contractor shall manage the marketing program, coordinate marketing initiatives, and provide monthly reports on campaign progress and effectiveness.

5.2.1. The contractor shall provide monthly reports that include relevant Key

Performance Indicators (KPIs).

5.3. TRAINING AND CONSULTING: The Contractor shall offer training and ongoing consultation and guidance to NMARNG to optimize campaign effectiveness and provide insights on industry best practices and emerging trends.

5.4. MARKET RESEARCH AND GEOGRAPHIC INFORMATION SYSTEMS (GIS)

ANALYTIC STUDIES: The Contractor shall provide market research, mapping, and analytics support using GIS analytic best practices to visualize, analyze, and interpret geographic data.

5.4.1. The contractor shall provide a spreadsheet of all data used, a written report that includes key findings and recommendations, and an online briefing for the following analytic studies:

5.5. MARKETING STRATEGY: The Contractor shall develop and implement a marketing strategy that incorporates market research and analytics, provides tools and training for recruiters, and employs targeted marketing for lead generation.

5.6. MARKETING EXECUTION GUIDE: The Contractor shall develop a step-by-step marketing execution plan based on the NMARNG’s marketing plan mission priorities, market timing, and other factors. The contractor shall provide a written plan and systems for managing execution of the marketing plan.

5.7. DIGITAL ASSET MANAGEMENT (DAM) SYSTEM: The Contractor shall implement and manage a centralized searchable digital asset management system for organizing, storing, and sharing marketing assets.

5.8. OPTICHANNEL MARKETING CAMPAIGNS: The Contractor shall create and manage optichannel marketing campaigns using a mix of traditional and digital media.

The contractor shall execute the following campaigns:

5.8.1. ON-AIR AND ONLINE MEDIA PLACEMENT: The contractor shall provide a minimum of 912 television spots (an average of 76 spots per month) over the 12-month period of performance. These 15- and 30-second advertisements will air across all media platforms. 80% of spots are guaranteed to air during key programming hours (4:00 am - 11:00 pm). The contractor shall also leverage unsold inventory on premier media platforms to increase frequency and shall guarantee a return on investment equivalent to double the annual contract value.

5.8.2. TARGETED DIGITAL ADVERTISING: The contractor shall deliver a minimum of 32,258 digital impressions per month targeted to audiences in Clovis, Alamogordo, and Gallup, Roswell, Las Cruces NM, utilizing Over-the-Top (OTT) and Connected TV (CTV) streaming platforms. Targeting parameters shall include audience interest, zip code, income, gender, and other demographic factors.

5.8.3. LIVE PROMOTION: The contractor shall secure and coordinate two (2) appearances on a local television station during the period of performance.

5.8.4. ONLINE WEB EXPOSURE: The contractor shall provide 250,000 display ad impressions per month on a local media station(s) website.

5.8.5. REPORTING: The contractor shall provide proof of delivery for all television and online schedules.

5.8.6. OUT-OF-HOME (OOH) ADVERTISING (STATEWIDE REQUIREMENT).

The Contractor shall execute a statewide Out-of-Home (OOH) campaign aligned to New Mexico population density and concentrations of individuals ages 17–24.

5.8.6.1. Priority counties based on youth population data include Bernalillo, Dona

Ana, Santa Fe, Sandoval, San Juan, Valencia, Chaves, Lea, Eddy, Curry, and McKinley counties.

5.8.6.2. Requirements:

5.8.6.2.1. Minimum one OOH placement in every New Mexico county.

Increased placement density (minimum 3–5 placements) in priority counties. Placement types include billboards, transit, and school/campus proximity zones. Messaging will focus on education benefits, career pathways, and part-time service opportunities.

5.8.7. MOVIE THEATER ADVERTISING. The Contractor shall execute cinema advertising aligned with high youth population centers.

5.8.7.1. Primary theater markets:

5.8.7.1.1. Albuquerque (Bernalillo County)

5.8.7.1.2. Las Cruces (Dona Ana County)

5.8.7.1.3. Santa Fe (Santa Fe County)

5.8.7.1.4. Rio Rancho (Sandoval County)

5.8.7.1.5. Farmington (San Juan County)

5.8.7.1.6. Roswell (Chaves County)

5.8.7.2. Requirements:

5.8.7.2.1.1. 15- and 30-second pre-roll ads before movies.

5.8.7.2.1.2. Quarterly campaign rotations.

5.8.7.2.1.3. Ads must align with Army National Guard branding and highlight New Mexico Soldiers.

5.8.7.3. Performance Standards:

5.8.7.3.1. Proof of play required from theater vendors.

5.8.7.3.2. Estimated impressions based on ticket sales must be reported.

5.9. CREATIVE SERVICES: The contractor shall provide the following creative services:

5.9.1. Develop a Brand Position for the NMARNG.

5.9.2. Production of 30-second television commercial.

5.9.3. Production of a 15-second television commercial.

5.9.4. Production of online artwork for digital advertising campaigns.

5.9.5. All messaging and creative materials must adhere to Army National Guard (ARNG) brand standards and be approved by the National Guard Bureau (NGB).

5.10. MEDIA: The contractor shall develop and execute a comprehensive media plan to support the NMARNG’s recruiting efforts.

5.10.1. The contractor shall conduct media research and develop a media strategy and plan that will address NMARNG’s marketing objectives.

5.10.2. The contractor shall monitor and evaluate the performance of each platform and provide the NMARNG with access to an online dashboard tool showcasing the performance of each campaign platform in near real-time, including but not limited to the following KPIs for select media channels: impressions, cost per impression, clicks, click-through-rate, cost per click, on-site conversions, conversion rate, cost per conversion, completed video views, and social engagements (e.g., likes, comments, shares).

Performance Requirements Summary (PRS)

Performance Objective

Performance Standard

Acceptable Quality Level (AQL)

Surveillance Method/ By Whom

OOH Coverage 100% of NM counties have ≥1 OOH placement

95% compliance Monthly placement report + geo map

Digital Coverage Each county has ≥1 digital campaign

95% compliance Platform analytics + targeting report

18–24 Targeting Accuracy

Campaigns target 18– 24 demographic

95% audience match Ad platform demographic reports

Movie Theater Ads Ads run quarterly in required cities

95% compliance Proof of play + theater affidavits

Lead Generation Qualified leads generated monthly

Meets KPI baseline CRM / AMP reporting

Reporting Timeliness Monthly reports delivered on time

95% on time COR validation

Brand Compliance Meets ARNG/NGB standards

100% compliance NGB approval documentation

Digital Performance CTR, impressions, conversions tracked

Within benchmarks Dashboard review

Performance Requirements Summary (PRS)