QA Log_W91243-23-Q-P013_15Aug2023_Print.pdf
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- Targeted Advertising
- Solicitation number
- W91243-24-Q-P013
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This document contains a question and answer log for a targeted advertising solicitation issued by the Nebraska Army National Guard. The solicitation seeks an offeror to provide digital advertising services focused on military recruiting. The main goal is a recruiting campaign utilizing platforms like search engines and social media to generate leads. The National Guard does not specify budget or performance targets but expects the offeror to provide maximum value within an undisclosed allocated budget. The period of performance is from October 2023 through July 2024. No incumbent is currently in place. The pre-implementation research phase is expected to take two weeks, with ad implementation beginning two weeks after research completion.
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JANUARY 5, 2022 NEBRASKA NATIONAL GUARD 1 of 1JANUARY 5, 2022 NEBRASKA NATIONAL GUARD 1 of 1
Q&A LOG
NEBRASKA NATIONAL GUARD
Contracting Office Joint Forces Headquarters Suite 2200
PROJECT TITLE SOLICITATION NUMBER POINT OF CONTACT (POC)
Targeted Advertising W91243-23-Q-P013 Patti Lee-Smith, Contracting Officer
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QUESTION # 1.
KTR How many ads per month do you want for each advertising channel August 11, 2023
POC We do not have a minimum impression or ad/clicks, we expect the reach that your company provides, will give us maximum exposure, and turn into leads. We do expect weekly/monthly reporting and will change the spend and content based on the ROI and our target demographic.
August 15, 2023
KTR How many search engine visitors does NEARNG desire each month? August 11, 2023
POC The estimated monthly search engine visitors is based upon your companies cost. August 15, 2023
KTR How many overall monthly visitors does NEARNG desire each month? August 11, 2023
POC Our expectation is that we get maximum value for our monthly allocated budget. August 15, 2023
KTR How many leads per month does NEARNG need? August 11, 2023
POC No specific number. August 15, 2023
KTR Are there other parameters that will provide some guidance to the number of ads we can competitively quote without being over the budget?
August 11, 2023
POC No. The estimated monthly media spend is based upon your companies cost. August 15, 2023
KTR The PWS states that the client will provide digital content for this campaign. Is this solely a recruiting campaign or is there a broader informational component for the citizens of Nebraska?
August 15, 2023
POC The main goal is a recruiting campaign. August 15, 2023
KTR Does the client have expected measures of effectiveness (both monthly and annually) and an overall end state for this campaign? If not, we can make some assumptions, but the ad buy strategy will necessarily be tied to expected outcomes.
August 15, 2023
POC From reach to impressions to click to the end state. The ROI of the number of individuals that fill in the information and transfer to a lead. We are looking for the most leads that we can acquire through a submission form.
August 15, 2023
KTR Is there an incumbent? August 15, 2023
POC This is a new requirement for the NEARNG. August 15, 2023
KTR Is there a budget range for the period Oct 15, 2023, through July 15, 2024? August 15, 2023
POC The estimated budget range is based upon your companies cost. August 15, 2023
KTR Is there a budget range for ad spend ODC separate from campaign spend? August 15, 2023
POC No. It's all one budget. August 15, 2023
KTR (1.2.2.a) - Is there a specific time period or timeline for pre-implementation items – audience and competitor research and strategy?
August 15, 2023
POC The audience and competitive research is easily available and should take no longer than 2 weeks. August 15, 2023
KTR What is the timeframe for ad implementation expected, given the above question? (IE, 30 days after audience and competitor research is complete.)
August 15, 2023
POC The time frame for ad implementation is 2 weeks after the pre-implementation items are complete. August 15, 2023
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