Statement of Objectives_OPA Social Media Advertising.docx

Social Media Advertising Statement of Objective (SOO)

I. Purpose

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. ICE is seeking these capability statements to explore the possibility of setting aside a potential ICE requirement to support the rapid recruitment of 14,050 ICE personnel across U.S. Immigration and Customs Enforcement (ICE) through a comprehensive paid social media advertising program.

II. 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.”

III. Requirement

The purpose of this procurement is to support the rapid recruitment of 14,050 personnel across U.S. Immigration and Customs Enforcement (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.

IV. S cope or Mission

The scope of this requirement is to obtain use of commercially available contractual support to design, implement, and optimize a national paid social media campaign as part of ICE’s broader recruitment marketing initiative to accelerate the achievement of recruiting goals. The campaign shall dominate digital media with messages that reflect the urgency and scale of ICE’s hiring effort, using precise audience targeting, performance media management, and results-driven creative strategies.

The objective of this requirement is to rapidly design, deploy, and manage a national paid social media program that:

· Drives national awareness of ICE’s hiring needs and open positions

· Generates 42M+ impressions in the target audience groups

· Integrates to ICE omni-channel strategy to saturate high-priority geographies and candidate segments with compelling hiring messages

· Optimizes performance through data-driven targeting, creative testing, and real-time media adjustments

V. 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 ICE program and contracting staff located in Washington, DC.

VI. Background

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.

VII. Performance Objectives/Required Results

1. Media Planning

· Develop a comprehensive paid social media plan aligned with ICE recruitment goals.

· Identify platforms with the highest potential for reaching target audiences, including but not limited to:

· YouTube

· Meta (Facebook & Instagram)

· Snapchat

· LinkedIn

· X (formerly Twitter)

· Connected TV apps (Hulu, HBO Max, Amazon Prime)

· Determine channel mix, budget allocation, timing, and geographic targeting strategy.

· Execute daily media plan optimizations to ensure full budget utilization while maximizing efficiency and campaign performance.

2. Media Buying and Negotiation

· Execute media buys across identified platforms with advantageous terms.

· Leverage existing network of vendor relationships to secure preferred and priority placements, added value, and waived/reduces fees when possible.

3. Ad Placement and Management

· Campaigns will be launched within 48 hours of receiving funds, securing platform access, obtaining creative approvals, and confirming all required disclaimers. This ensures rapid deployment and immediate visibility across selected channels.

· Launch and manage paid media campaigns across multiple channels, YouTube, Meta, Snapchat, LinkedIn, and X, ensuring proper flighting, pacing, and placement.

· Ensure platform-specific creative is correctly formatted and optimized for performance.

· Monitor and enhance quality and alignment with ICE recruitment messaging on all platforms.

4. Audience Development

· Define and deploy high-value audience segments including:

· Former military and law enforcement personnel

· Legal professionals

· Gen Z and early-career professionals

· Use advanced commercial-grade targeting features (e.g., geofencing, lookalike audiences, retargeting, behavioral, demographic, interest-based targeting and predictive audience modeling) to maximize campaign efficiency.

5. Creative Development

· Leverage commercial proprietary large-scale A/B testing framework to develop high performing “super-variants” of creative optimized for both impact and message clarity to enable rapid testing across multiple creative assets and message buckets.

· Develop and deploy platform-optimized creative assets (video, static, carousel, story formats).

· Produce compelling messaging that reflects the urgency and purpose of ICE recruitment.

· Ensure language and messaging is unique based on audience segment.

· Ensure all public facing creative assets are in line and approved by DHS ICE.

6. Optimization

· Conduct ongoing A/B testing of creative, copy, call to actions, and audience segments.

· Continuously monitor performance metrics and optimize spend in real time.

· Shift ad spending budgets dynamically based on recruitment demand and response rates by role or region.

7. Reporting and Analysis

· Access 24/7 dynamic reporting dashboards with daily updates to ensure full campaign transparency and actionable insights. Dashboards shall include:

· Core Campaign Metrics: Spend, reach, impressions, clicks, and conversions.

· Mission-Aligned Metrics: 18+ proprietary performance metrics tailored to ICE’s recruitment goals.

· Performance Breakdowns: Detailed reporting by platform, audience segment, and creative variant.

· Provide automated daily top line reports that highlight overall performance, key insights, and actionable callouts.

· Conduct weekly deep dive reporting sessions with actionable insights and strategic recommendations. Present performance trends and key findings through executive dashboards and written briefings tailored to ICE leadership.

VIII. Operating Constraints

1. Approval Cycles: All creative assets, messaging, and campaign materials are subject to ICE review and approval prior to launch. These approval cycles may impact production timelines and must be factored into the campaign schedule.

2. Compressed Timing: Due to the urgent hiring goals, campaign deployment and optimization must occur on accelerated timelines. All vendors must maintain the capacity to launch campaigns within 48 hours of receiving final approvals and required access.

3. OPA Coordination: All external communications and advertising must comply with ICE Office of Public Affairs (OPA) guidelines. Final approval from OPA may be required prior to public release, which may influence scheduling and content revisions.