RFI Instructions to Vendors.docx

Office of Public Affairs (OPA) Request For Information (RFI) Comprehensive Social Media Advertising Program for ICE Rapid Recruitment Effort

August 1, 2025

Purpose of Request for Information

THIS IS A REQUEST FOR INFORMATION (RFI). Immigration Customs Enforcement (ICE) issues this RFI to provide notification of an upcoming procurement and to determine the level of interest in this requirement. ICE is seeking to identify sources that can provide the support outlined in the attached Statement of Objective (SOO).

This RFI is issued solely for information and planning purposes – it does not constitute a Request for Proposal (RFP) or a promise to issue an RFP in the future. This request for information does not commit the Government to contract for any supply or service whatsoever. Furthermore, ICE will not accept unsolicited proposals. Interested parties are advised that the Government will not pay for any information or administrative costs incurred in response to this RFI; all costs associated with responding to this RFI will be solely at the interested party’s expense. It is the responsibility of the interested parties to monitor these sites for additional information pertaining to this requirement. All submissions become Government property and will not be returned.

U.S. Immigration & Customs Enforcement (ICE) is seeking capability statements from Small Business Administration (SBA) certified Women Owned Small (WOSB) vendors certified as WOSB under NAICS code 541830 - Media Buying Agencies. ICE is seeking these capability statements to explore the possibility of setting aside a potential ICE requirement to a WOSB to support the rapid recruitment of 14,050 ICE personnel across ICE through a comprehensive paid social media advertising program.

Authority

Pursuant to its authority under the SBA’s WOSB program, federal contracting officers may set aside contracts (or orders) for WOSBs in industries in which the SBA determines that WOSBs are historically underrepresented in federal procurement. The SBA has recognized that WOSB are historically underrepresented under NAICS 541830 “Media Buying Agencies.”

Background

ICE has a need for the rapid recruitment of 14,050 personnel across ICE through a comprehensive paid social media advertising program. This is a critical priority - ICE has an immediate need to begin recruitment efforts and requires specialized commercial advertising experience, established infrastructure, and qualified personnel to activate without delay. This effort ties to a broader national launch and awareness saturation initiative aimed at dominating both digital and traditional media channels with urgent, compelling recruitment messages. ICE positions to be filled include Enforcement and Removal Operations Officers, Homeland Security Investigations Agents, ICE Attorneys, and Support Staff.

ICE is facing a critical and time-sensitive need to significantly increase its workforce to meet expanding operational demands. To meet hiring targets, ICE must execute a high-impact, time-bound national marketing campaign designed to build awareness, generate interest, and drive qualified applicants to its hiring portals. Social media advertising, targeted by geography, interest, demographic, and behavior, will serve as one of the most effective channels to directly reach prospective candidates at scale. This capability is best delivered by commercial partners with proven experience planning and executing large-scale, data-driven paid social media advertising campaigns.

Description of Requirements

For a detailed description of the requirements see the attached SOO.

Period and Place of Performance

Period of Performance: Services will start at the time of the contract award and shall be completed by 09/30/2025.

Place of Performance: Services will be performed at the contractor’s location and offices. The contractor must be available for virtual and in-person meetings and collaboration with the ICE program and contracting staff located in Washington, DC.

Submission of Company’s Qualifications and Experience

Interested parties who are Small Business Administration (SBA) certified Woman Owned Small Businesses (WOSB) only are requested to respond to this RFI with a submission of the company’s qualifications and experience, which should be labeled as “Capabilities Statement for Comprehensive Social Media Advertising Program for ICE Rapid Recruitment Effort.” Capabilities Statements should be written in size 12 Times New Roman font with single spacing and 1” margins. The Capabilities Statement shall include the following:

· Administrative Information (One (1) Page Limit)

-At a minimum, interested parties shall provide and include the following:

1.) Name of firm, mailing address, firm UEI, firm phone number and e-mail of designated point of contact.

2.) The Firm’s Small Business Administration (SBA) business classification based upon North American Industry Classification System (NAICS) code 541830 –Media Buying Agencies

· Government Questions/Industry Responses (10) Ten-Page Limit

-Interested parties shall address all the points outlined below:

1.) What is your prior experience with Social Media Advertising in the following areas of responsibility?

- Describe recent paid social media campaigns (within the past 12 months) that successfully drove measurable behavioral change or conversion among audiences under 40, specifically campaigns requiring rapid response timelines. Include platforms used, KPIs met, and examples where campaigns were launched within 24 hours of approval.

- Share the types of behavioral, attitudinal, or offline lift measurement methodologies your team has deployed to assess the real-world impact of fast-paced recruitment or public awareness campaigns.

- Explain how your team enables real-time visibility and optimization through reporting dashboards. Confirm your ability to provide campaign metrics updated at least 3x daily and include the types of insights and alerts typically provided.

- Describe how you’ve applied multi-touch attribution or media mix modeling (MMM) in past social campaigns to inform rapid optimizations and validate media performance across audience segments and creative variants.

- Describe how your team builds platform-native creative strategies beyond simple resizing - customizing assets for platform behaviors, with the ability to produce new creative within 8 hours during business hours and 24 hours on weekends.

-Detail your messaging bucket structure and rapid creative testing process, including your ability to refresh creative daily based on performance signals or changing campaign needs.

- Provide examples of how you’ve integrated influencer or user-generated content (UGC) into paid social advertising strategies, and how that content has performed relative to traditional creative in fast-moving campaigns.

- Describe how you measure and connect immediate outcomes with long-term indicators such as lifetime value (LTV). Include specific tools, metrics, or methodologies used.

2.) Provide at least three (3) examples of similar efforts that your company has worked on in the last 24 months.

1.

2.

3.

Questions

No questions or requests will be accepted or answered for this RFI. Vendors are invited to comment on this requirement and tailoring of requirements documents and alternative approaches. Please submit any additional comments and/or questions your firm may have regarding this requirement with your Capabilities Statement. The Government reserves the right to not respond to these questions via separate amendment to this RFI.

Submission Instructions

Responses shall be received via e-mail as one electronic submission in Adobe PDF format with the subject line “Capabilities Statement For RFI titled “Comprehensive Social Media Advertising Program for ICE Rapid Recruitment Effort submitted from (insert your firm’s name).”

Submissions must be received no later than August 11, 2025 at 7:00 AM (EST) and submitted via email to Nicholas.Chiles@ice.dhs.gov and Abeer.Saleh@ice.dhs.gov. ICE reserves the right to review late submissions, but makes no guarantee to the order of, or possibility for, the review.

All company proprietary information, performance capabilities and/or future modifications must be clearly identified and marked so segregation of proprietary information is required.

Attached: Statement of Objective (SOO) image1.jpeg