Sole Source MFR.pdf
PDF 201 KB Posted
- Attached to
- ALANG Digital Marketing
- Solicitation number
- W50S6N-26-P-A019
About this file
This is a Sole-Source Justification Memorandum for Record issued by the 187th Fighter Wing, Alabama Air National Guard on 10 June 2026.
The Alabama Air National Guard Recruiting division requires digital billboard advertising services for 52 weeks at five high-traffic shopping centers to increase public awareness and support recruiting efforts in key strategic locations, including areas near military bases and a region currently without local recruiter coverage. The total estimated contract cost is $XXXXX.XX. The Contracting Officer, Major Jeremy A. Hendrick, has justified awarding this requirement on a sole-source basis to Directional Ad-Vantage Holdings, LLC under the authority of RFO FAR Part 12-102(a). Market research determined that Directional Ad-Vantage Holdings, LLC exclusively operates the digital billboard infrastructure at the specified shopping centers, and no other vendor owns or has rights to sell advertising space on these particular digital assets. The vendor is identified as the only responsible source capable of providing the required advertising at the specified locations without subcontractors or resellers, and direct engagement with this vendor represents the most efficient and cost-effective method to fulfill the requirement. A prior similar contract (W50S6N-26-P-A014) was also procured on a sole-source basis with this vendor, confirming the consistent market reality. The Contracting Officer determined that sole-source award to Directional Ad-Vantage Holdings, LLC is in the Government's best interest and the only feasible method to satisfy the Alabama Air National Guard's digital advertising requirement at a fair and reasonable cost.
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HEADQUARTERS DEPARTMENT OF THE AIR FORCE
187TH FIGHTER WING
5187 SELMA HIGHWAY
MONTGOMERY, ALABAMA 36108-4824
10 June 2026
MEMORANDUM FOR RECORD
SUBJECT: Sole-Source Justification for Digital Advertising Services in support of the Alabama Air National Guard (AL ANG)
1. PURPOSE. This memorandum justifies and documents the rationale for awarding a sole-source contract to Directional Ad-Vantage Holdings, LLC for digital advertising services. This action is requested in accordance with the authority under RFO FAR Part 12-102(a).
2. BACKGROUND. The ALANG Recruiting has a requirement to procure digital billboard advertising services at a local level for a total of 52 weeks. The total estimated cost for this requirement is $XXXXX.XX. The objective is to increase public awareness and support recruiting efforts in key strategic locations, including areas near military bases and one region not currently covered by a local recruiter. The specific requirement consists of advertising on five digital billboards located in high-traffic shopping centers.
3. FINDINGS/DISCUSSION.
a. Market Research and Vendor Analysis. Market research has determined that the digital billboard infrastructure at the specific, high-value shopping centers targeted for this advertising campaign is exclusively operated by a single vendor, Directional Ad-Vantage Holdings, LLC. No other vendor owns or has the right to sell advertising space on these specific digital assets.
b. Uniqueness of Source. Directional Ad-Vantage Holdings, LLC is the only responsible source capable of providing the required digital advertising at the specified locations without the use of subcontractors or resellers. Their exclusive use of the digital billboards makes them uniquely qualified to meet the Government’s needs. Direct engagement with Directional Ad- Vantage Holdings, LLC is the only method to fulfill this requirement in the most efficient and cost-effective manner. A previous contract for similar services (W50S6N-26-P-A014) was also procured on a sole-source basis with this vendor for the same reason, confirming a consistent market reality.
4. DETERMINATION. Based on the findings above, I have determined that proceeding with a sole-source award to Directional Ad-Vantage Holdings, LLC is in the best interest of the Government. This approach is the only feasible method to satisfy the ALANG’s digital advertising requirement at a fair and reasonable cost.
JEREMY A. HENDRICK, Maj, ANG 187th MSG CONTRACTING OFFICER
File details come from the government source that posted it. Updated .