QA Log_W91243-24-Q-P019_3Sept2024_Final.pdf

JULY 18, 2023 NEBRASKA NATIONAL GUARD 1 of 7

Q&A LOG

NEBRASKA NATIONAL GUARD

Contracting Office Joint Forces Headquarters Suite 2200

PROJECT TITLE SOLICITATION NUMBER POINT OF CONTACT (POC)

Targeted Advertising W91243-24-Q-P019 CPT Rachel Katz

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QUESTION # 1.

KTR Does NEARNG want to do both paid and organic campaigns? Or organic only? August 15, 202

POC Both paid and organic campaigns August 20, 202

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QUESTION # 2.

KTR If the NEARNG wants to do paid campaigns, do we include that price in our proposal? Or will that come from the government

GPC?

August 15, 202

POC Include that price in the proposal. August 20, 202

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QUESTION # 3.

KTR Are there any instructions to offerors? August 15, 202

POC Please see the combined synopsis and solicitation for all requirements from offerors. All quotes should be submitted to patricia.h.lee-smith.civ@army.mil or through SAM.gov

August 19, 202

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QUESTION # 4.

KTR Is there a CLIN structure that we should follow when submitting pricing? August 15, 202

POC The CLIN structure will be CLIN 1: Facebook; CLIN 2: Instagram; and CLIN 3: Geofencing. The delivery dates for each will be identified in the extended description on the contract.

August 19, 202

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QUESTION # 5.

KTR We would like to know if this is a brand new contract OR if there is (was) an incumbent performing these services. If not brand new, could you please provide the current / previous contract number?

August 19, 202

POC This is a new contract. August 19, 202

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QUESTION # 6.

KTR Is the work required to be on-site or can it be done remote? August 19, 202

POC The work can be done remote, however, we would like to have face to face meetings at the listed times. August 20, 202

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QUESTION # 7.

KTR There are no submission instructions or evaluation criteria found within the solicitation. Will the client be providing these details? August 19, 202

POC Please see the combined synopsis and solicitation for all requirements from offerors. All quotes should be submitted to patricia.h.lee-smith.civ@army.mil or through SAM.gov

August 19, 202

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QUESTION # 8.

KTR Can you provide more details on the target demographic criteria for each platform? August 19, 202

POC High School and College students age 18 to 25. August 20, 202

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QUESTION # 9.

KTR What specific metrics or performance indicators are most important to the NEARNG for these campaigns? August 19, 202

POC Ideally we would like to gain leads and enlistments into the Nebraska National Guard, however, we also interested in reach and engagement

August 20, 202

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JULY 18, 2023 NEBRASKA NATIONAL GUARD 2 of 7

QUESTION # 10.

KTR Are there any restrictions or guidelines on the types of content or creative strategies that can be used? August 19, 202

POC There are a variety of guidelines provided to us by National Guard Bureau that will be provided to the company. August 20, 202

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QUESTION # 11.

KTR What is the expected approval process for the creative strategy and ad content? August 19, 202

POC Will be approved by Nebraska National Guard Marketing Team. August 20, 202

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QUESTION # 12.

KTR How often does the NEARNG expect to make adjustments to the ad content based on performance reports? August 19, 202

POC Adjustments as needed between each campaign. August 20, 202

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QUESTION # 13.

KTR Can you clarify what constitutes "lead generation" for this contract? August 19, 202

POC Lead generation is finding eligible individuals who are interested in joining the Nebraska National Guard August 20, 202

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QUESTION # 14.

KTR Will the NEARNG provide access to any existing audience data or insights that might be useful for targeting? August 19, 202

POC Yes August 20, 202

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QUESTION # 15.

KTR Are there specific geographical locations or events that should be prioritized for the geofencing campaigns? August 19, 202

POC Yes, the Nebraska National Guard Marketing team will work with company to identify locations and events. August 20, 202

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QUESTION # 16.

KTR Is there a specific software you prefer for managing geofencing campaigns, or can these campaigns be conducted using Facebook and Instagram, given that these platforms offer geofencing features?

August 19, 202

POC No preference August 20, 202

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QUESTION # 17.

KTR What is the preferred format for the bi-weekly and end-of-campaign reports? August 19, 202

POC In person meetings are preferred. August 20, 202

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QUESTION # 18.

KTR Can you provide examples of previous campaigns or reports that were considered successful? August 19, 202

POC No, this is our first time conducting this type of campaign. August 20, 202

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QUESTION # 19.

KTR How will the NEARNG evaluate the success of the campaigns beyond the metrics provided? August 19, 202

POC Ideally we would like to gain leads and enlistments into the Nebraska National Guard, however, we also interested in reach and engagement

August 20, 202

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QUESTION # 20.

KTR Are there any legal or compliance considerations specific to advertising for the NEARNG? August 19, 202

POC There are a variety of guidelines provided to us by National Guard Bureau that will be provided to the company. August 20, 202

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QUESTION # 21.

KTR What is the expected process for resolving any issues or disputes that arise during the contract? August 19, 202

POC The awardee will work directly with the Contracting Officer to resolve and disputes/issues with the contract; including but not limited to price consideration or termination for cause.

August 19, 202

JULY 18, 2023 NEBRASKA NATIONAL GUARD 3 of 7

QUESTION # 22.

KTR Are there specific times or periods that are critical for the campaigns (e.g., holidays, recruitment drives)? August 19, 202

POC See timeline requested on PWS August 20, 202

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QUESTION # 23.

KTR Can you provide more information on the NEARNG’s current social media strategy and goals? August 19, 202

POC Currently operate an Instagram and Facebook page which we post on daily. Ideally we would like to gain leads and enlistments into the Nebraska National Guard, however, we also interested in reach and engagement.

August 20, 202

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QUESTION # 24.

KTR What kind of support or resources can the NEARNG provide to assist with campaign execution? August 19, 202

POC Content, including photos and videos along with all required information on different programs such as education benefits etc. August 20, 202

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QUESTION # 25.

KTR Are there any specific tools or platforms preferred or required for reporting and data analysis? August 19, 202

POC no preference August 20, 202

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QUESTION # 26.

KTR What is the approval process for adjustments or modifications to the campaign strategy? August 19, 202

POC Any change to the contract will require a contract modification with both the customer and Contracting Officer's approval. August 19, 202

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QUESTION # 27.

KTR How should we handle any potential conflicts of interest or sensitive information during the contract? August 19, 202

POC Any potential conflicts of interests or sensitive information will be discussed with the Contracting Officer Representative and Contracting Officer.

August 19, 202

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QUESTION # 28.

KTR Are there any anticipated changes to the scope or requirements of the contract over its duration? August 19, 202

POC Any potential changes to the contract will require a contract modification. August 19, 202

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QUESTION # 29.

KTR How will performance be monitored and evaluated throughout the contract period? August 19, 202

POC data analysis at scheduled meetings August 20, 202

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QUESTION # 30.

KTR What is the expected timeline for making a decision on the contract award? August 19, 202

POC A technical review will be completed by the customer within 5 days of the closing date of the solicitation. August 19, 202

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QUESTION # 31.

KTR Are there any additional resources or contacts that could provide further insight into the NEARNG’s advertising needs? August 19, 202

POC The Nebraska National Guard Marketing Team is available for questions and insight. August 20, 202

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QUESTION # 32.

KTR What is the total budget amount for the entire project? Do you have a set budget for each channel (social vs display)? August 19, 202

POC $66,000 for entire project. No set budget for each channel. August 20, 202

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QUESTION # 33.

KTR What is the reason to "Not Exceed" certain impression volumes on a monthly basis? August 19, 202

POC to reduce cost August 20, 202

JULY 18, 2023 NEBRASKA NATIONAL GUARD 4 of 7

QUESTION # 34.

KTR For Geo-Fencing, do you have a description of the zones/polygons in which you would like to target? August 19, 202

POC See timeline and locations requested on PWS August 20, 202

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QUESTION # 35.

KTR For both Meta (Facebook/Instagram) and Display channels, what is the primary KPI or goal that you are hoping to achieve? August 19, 202

POC Ideally we would like to gain leads and enlistments into the Nebraska National Guard, however, we also interested in reach and engagement.

August 20, 202

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QUESTION # 36.

KTR Do you have any historical benchmarks that can be provided in relation to this goal? August 19, 202

POC No August 20, 202

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QUESTION # 37.

KTR Would you like to see pricing at this phase of the proposal submission? August 20, 202

POC Pricing should be included as part of the quotation. August 20, 202

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QUESTION # 38.

KTR Do you need a recommendation for how much you will need to spend on Facebook/Instagram and the Geofencing campaign to reach the number of impressions mentioned in the PWS?

August 20, 202

POC Yes August 20, 202

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QUESTION # 39.

KTR Is there anything that other contractors have failed to submit to you that you wish they would? August 20, 202

POC This is a request for quotes for services as outlined in the PWS and combined synopsis and solicitation. All submission requirements are described in the original solicitation posted in SAM.gov

August 20, 202

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QUESTION # 40.

KTR Are campaigns in 1.2.1.1 Targeted Campaigns: running on Facebook and IG concurrently? August 20, 202

POC Yes August 21, 202

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QUESTION # 41.

KTR What is the budget for each campaign in 1.2.1.1 Targeted Campaigns? August 20, 202

POC $66,000 for entire project. No set budget for each channel. August 21, 202

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QUESTION # 42.

KTR Budget for each campaign under 1.2.2.1 Geofencing Campaigns? August 20, 202

POC $66,000 for entire project. No set budget for each channel. August 21, 202

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QUESTION # 43.

KTR What all will be included in the target demographic information NEARNG provides? (specifically will desired zip codes, and locations be provided or need to be determined by the contractor) August 20, 202

POC The NEARNG will provide demographic data. August 21, 202

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QUESTION # 44.

KTR Is there an SF 1449 for this solicitation? August 20, 202

POC The contract will be awarded using a SF 1449; however instructions can be found in the combined synopsis and solicitation posted on SAM.gov

August 20, 202

JULY 18, 2023 NEBRASKA NATIONAL GUARD 5 of 7

QUESTION # 45.

KTR For the Facebook and Instagram targeted campaigns, is the 200,000 impression per month cap per platform (i.e. 200k on Facebook and 200k on Instagram for a total of 400k per month), or is the total inclusive of both platforms?

August 21, 202

POC 200,000 is inclusive of Facebook and Instagram. August 21, 202

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QUESTION # 46.

KTR Confirming that the contractor will have advertiser access to the social media pages in order to run the ads. August 21, 202

POC Confirmed. August 21, 202

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QUESTION # 47.

KTR Will the NEARNG have access to place tracking pixels on the landing page that ads will click through to, or will the campaign operate through standard platform reporting and without tracking pixels?

August 21, 202

POC The NEARNG will conduct further research to provide an answer to this questions. August 21, 202

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QUESTION # 48.

KTR Apologies for additional questions, but in the responses posted it mentions a budget of $66,000, does that specifically refer to the media spend, thus any agency fees would be in addition to that number?

August 26, 202

POC The $66,000 would include the media spend and the agency fees. September 3, 2

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QUESTION # 49.

KTR What are the main objectives for driving brand awareness to NEARNG via Facebook and Instagram? Is it to increase candidates to apply for open positions?

August 26, 202

POC Yes, it is to gather leads for enlistment into the NEARNG. September 3, 2

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QUESTION # 50.

KTR Please confirm this website is where leads will be collected: https://nationalguard.com/nebraska August 26, 202

POC Yes September 3, 2

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QUESTION # 51.

KTR Do all leads need to be collected through a website or will the government consider other methods of lead delivery? August 26, 202

POC We are open to considering other methods of lead delivery. September 3, 2

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QUESTION # 52.

KTR Is the $66,000 project budget for the first year or all 3 years of the period of performance? August 26, 202

POC POC First year September 3, 2

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QUESTION # 53.

KTR Will the government consider using Microsoft Teams or a similar virtual meeting platform for face-to-face meetings or do you require these meetings be in person?

August 26, 202

POC We prefer in-person meetings, but we are open to Microsoft Teams as well. September 3, 2

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QUESTION # 54.

KTR Will the government provide post copy as part of the content or will the contractor be required to draft copy based on the information provided?

August 26, 202

POC Contractor will be required to draft copy based on the information provided and the NEARNG marketing team will review prior to publishing.

September 3, 2

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QUESTION # 55.

KTR Can the government please confirm that the envisioned Facebook and Instagram campaigns are to be statewide while the geofenced campaigns are to be more localized but still run on Facebook and Instagram? Alternatively, is the government envisioning the geofenced campaigns be on platforms other than Facebook and Instagram?

August 26, 202

POC Yes that is correct. And we are open to other platforms other than Facebook and Instagram as well. September 3, 2

JULY 18, 2023 NEBRASKA NATIONAL GUARD 6 of 7

QUESTION # 56.

KTR What would be the ad spend for the campaign? . Our fees cover managing this ad spend and the campaigns, but we do not directly pay the ad costs for the media we purchase on behalf of the client?

August 26, 202

POC We would like the cost of the media and purchasing to be covered within this contract. September 3, 2

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QUESTION # 57.

KTR We can recommend a budget. Although to do this, we need clear goals as for, how many impressions we need to make. Are how many leads we need to generate.

August 26, 202

POC Yes you can recommend a budget. Each targeted advertising campaign will not exceed 200,000 impressions per month. September 3, 2

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QUESTION # 58.

KTR Is the contractor required to manage and post the existing social media pages while running campaigns? August 28, 202

POC No the Nebraska Army National Guard Marketing Team will manage the social media page August 28, 202

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QUESTION # 59.

KTR For geofencing campaigns can the contractor include Search, Display and PMax campaigns? August 28, 202

POC If the programs described meets the requirements of the PWS and maintains security, yes. August 30, 202

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QUESTION # 60.

KTR Is there any approximation of hours that could possibly be designated weekly for the project? I am aware that the project will be operational during normal business hours, it will help with an allocation of hours if we have an estimation of how many hours might be needed.

August 28, 202

POC contractor discretion based upon the requirements outlined in the PWS August 30, 202

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QUESTION # 61.

KTR Could you clarify the specific recruitment goals for the coming periods? Are there particular ranks, specialties, or numbers you are aiming to achieve?

September 3, 2

POC Our goal is to receive as many leads as we can from eligible individuals ages 17-35. September 3, 2

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QUESTION # 62.

KTR What are the key performance indicators (KPIs) that you will use to measure the success of the advertising campaigns? September 3, 2

POC Ideally we would like to gain leads and enlistments into the Nebraska National Guard, however, we also interested in reach and engagement.

September 3, 2

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QUESTION # 63.

KTR Can you provide more detailed demographic data or profiles of the target audience for recruitment? This includes age, interests, geographic areas, and other relevant characteristics.

September 3, 2

POC Ages: 17-35. Interests: adventure, education, technical skills, etc. Geographic Areas: Primarily Lincoln and Omaha, but all of NE. September 3, 2

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QUESTION # 64.

KTR Could you share data or insights from previous campaigns that could help us understand what has worked or not worked in the past?

September 3, 2

POC No, this is the first time we are doing a campaign of this type. September 3, 2

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QUESTION # 65.

KTR Can you provide more details on budget distribution between different platforms and services? September 3, 2

POC Based off contractors recommendations of the deliverables listed in the PWS. September 3, 2

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QUESTION # 66.

KTR Are there any expected fluctuations in budget allocation throughout the contract period based on seasonal recruitment needs? September 3, 2

POC This would be the set budget for the first year of the campaign. September 3, 2

JULY 18, 2023 NEBRASKA NATIONAL GUARD 7 of 7

QUESTION # 67.

KTR What are your specific requirements for reporting formats and frequencies? September 3, 2

POC Reporting frequencies are listed in the PWS and we are flexible on reporting formats based of contractors recommendations. September 3, 2

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QUESTION # 68.

KTR Who will be the primary point of contact for ongoing communications and reporting? September 3, 2

POC Primary point of contact with be CPT Rachel Katz and SFC Melissa Latture. September 3, 2

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QUESTION # 69.

KTR Are there specific technological platforms, tools, or CRM systems that the campaigns need to integrate with? September 3, 2

POC We have our Facebook, Instagram and Website. September 3, 2

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QUESTION # 70.

KTR Will Contractor have access to any existing geofencing technologies or partnerships that NEARNG currently uses? September 3, 2

POC We have our Facebook, Instagram and Website that is available to the contractor, but no technologies or partnerships. September 3, 2

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QUESTION # 71.

KTR Are there specific legal or compliance requirements that need to be considered in the campaign deployment, especially concerning data privacy and military advertising regulations?

September 3, 2

POC Yes, we will have to work within National Guard Bureau guidelines and regulations. September 3, 2

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QUESTION # 72.

KTR Looking beyond the immediate contract term, how does NEARNG foresee the evolution of its digital marketing needs? September 3, 2

POC We are looking at potentially continuing for three years. September 3, 2

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QUESTION # 73.

KTR Are there opportunities for expanding the scope of work contingent upon the success of initial campaigns? September 3, 2

POC Yes, within the contractual and regulatory guidelines allowed. September 3, 2

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QUESTION # 74.

KTR Which party incurs the cost of travel, the contractor or the NEARNG? September 3, 2

POC The contractor will incur the cost of travel. September 3, 2

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QUESTION # 75.

KTR Based on the SOW, I've estimated the required meetings to be 15 to 18 annually. [Bi-weekly meetings = 4-5; End of campaign meeting = 1. There are 3 campaigns.] Is this correct or incorrect?

September 3, 2

POC Required meetings estimated at 10-15. End of campaign meetings is 1 each. 3 total campaigns. September 3, 2

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QUESTION # 76.

KTR Should the cost of travel be included in the quote? September 3, 2

POC Yes, the contractor will incur the cost of travel. September 3, 2

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QUESTION # 77.

KTR 4. Is the $66,000 budget inclusive of travel expenses? September 3, 2

POC Yes, if travel is required that would have to fit within this budget. September 3, 2