QALog 25August2023.pdf

JANUARY 5, 2022 NEBRASKA NATIONAL GUARD 1 of 3JANUARY 5, 2022 NEBRASKA NATIONAL GUARD 1 of 3

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

KTR What documents will you require for submission for this RFQ:

1. Capabilities Statement

2. 3 References

3. Quote – Does the quote include both the management fee and media cost? Or are you just looking for the management fee?

August 22, 2023

POC 1 and 3 (management fee) August 25, 2023

KTR • What is the geographical targeting? August 22, 2023

POC Nebraska August 25, 2023

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KTR Will we have access to 1st party data? August 22, 2023

POC No August 25, 2023

KTR Will we be running these campaigns out of the your actual FB and Google accounts? August 22, 2023

POC No August 25, 2023

KTR Will we be able to place pixels on the site? August 22, 2023

POC No August 25, 2023

KTR Outside of FB, IG, Google and YouTube, what other advertising mediums are being executed? August 22, 2023

POC Print, miscellaneous websites, miscellaneous events August 25, 2023

KTR Does NEARNG have any competitors? August 22, 2023

POC Yes August 25, 2023

KTR What is the objective of the campaign? Recruitment? Brand Awareness? Other?

How will the efforts of this campaign be integrated into the other facets of your advertising?

How much content will you be expecting to post per week/per month?

Have you identified your competitors?

Have you identified your ideal target audience?

Is there time dedicated to research and strategy included within the period of performance or will that happen concurrently with the creative deliverables?

Will any percentage of this content be placed as organic content or will it all be paid targeted advertising?

What is the total budget for the targeted advertising campaign?

August 22, 2023

POC Generating leads from the NEARNG target audience is the main objective. Content will be driven by the cost of your services. Competitors and target audience have been identified. Two weeks of dedicated research and strategy following the award of the contract. Total budget for the targeted advertising campaign will be dependent upon the cost of your services.

August 25, 2023

KTR • In section 1.1 General, it states "NEARNG will supply the digital artwork and target demographic criteria for each of the platforms." But within 1.2 Contractor Deliverables, it lists items like monthly assets, video assets, copywriting, creative, YouTube creative, new content, etc. Can you explain if this this RFP is for creative and media buying or just the media buying?

• What is the largest challenge that the Nebraska Army National Guard is facing today (doesn't have to relate to marketing)?

• What do you see as the most successful/least successful initiatives in your current marketing? Why?

• Are there any marketing efforts by other organizations that you admire?

• What aspects of an agency relationship do you find the most helpful in your day-to-day work?

August 22, 2023

POC This RFP is for media buying. Recruiting is the largest challenge. Least successful initiatives are social media as we are understaffed to fully execute targeted advertising. No marketing efforts by other organizations that are admired. The most favorable aspect of an agency relationship is the agency providing ideas and feedback without a lot of pull from our agency.

August 25, 2023

KTR 1. Is this campaign supported by, underneath, or in coordination with any other local, regional, or national paid recruitment efforts?

2. Are there any restrictions on using additional/different digital platforms beyond those in the PWS (Facebook, Instagram, Google and YouTube)?

3. What capabilities are there, or could there be, to help assess the quality of potential website form leads? What kind of data will we be able to see/use/add to optimize our campaign?

4. What is NEARNG’s overall recruitment goal for the upcoming fiscal year?

August 22, 2023

POC This campaign is in coordination with other national paid recruitment efforts. The NEARNG is restricted to Facebook, Instagram, Google, and YouTube. The agency will be provided feedback on the internal data the NEARNG receives in regards to leads, but will not receive the data directly. NEARNG overall recruitment goal for the upcoming fiscal year in regards to targeted advertising is to increase leads.

August 25, 2023

KTR What would you like to include in our response?

Technical response: what would you like included?

Pricing: Would you like it to be quoted annually, monthly, service-based fee schedule, etc?

2. Are you requesting this work to be completed on-site or remotely?

August 22, 2023

POC Technical Response: your overall capabilities in regard to targeted advertising. Pricing. Quoted monthly broken out by service-based capabilities. This request is open to remote work.

August 25, 2023

KTR

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The main question we have is with the creative assets (images, videos, copy). Are those all provided by the NEANG or is the contractor expected to create some of that? Para 1.1 in the PWS states "The artwork to be supplied will be digital static pages and approved videos. The Contractor in turn will provide the creative strategy for approval on each platform, report weekly on the deliverables and a monthly call and recap report." But later in Para 1.2.1.a (Contractor Deliverables) it lists Video assets and Copywriting as part of the Contactor discovery activity. I am not a contracting specialist, so I am not sure how to interpret 1.2.1.a.

August 22, 2023

POC The NEARNG will provide all artwork and videos. The contractor is responsible for using the video assets. August 25, 2023

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