QA Log_W9243-24-Q-P019_26August2024.pdf

PDF 52 KB Posted Aug 26, 2024

Attached to: NEARNG Targeted Advertising
Solicitation number: W91243-24-Q-P019
Issued by: Department of the Army Nebraska Army National Guard

About this file

Written by GovTribe AI · Aug 26, 2024

This document is a combined synopsis/solicitation for a federal contract opportunity issued by the Nebraska Army National Guard (NEARNG) for Targeted Advertising services. The NEARNG seeks a contractor with advertising abilities on Facebook, Instagram, and Geofencing to capitalize on brand association, brand equity, and social media campaigns targeting a specific demographic. The contract period is 23 September 2024 - 31 March 2027, with two option years. Award will be based on the overall best value to the government, considering price and other factors. Vendors must provide at least 3 references for similar work, meet all technical requirements, and submit quotes by 10:00 a.m. CDT on 13 September 2024. This requirement is set aside for small businesses under NAICS code 541840, with a size standard of $25.5 million. The government will have direct weekly contact with the contractor and require reporting on impressions, cost per click, click-through, lead generation, and other social media data.

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Other files

File	Type	Posted
QA Log_W91243-24-Q-P019_3Sept2024_Final.pdf	PDF	Sep 4, 2024
QA Log_W9243-24-Q-P019_21August2024.pdf	PDF	Aug 21, 2024
PWS_Targeted Advertising_Updated15Aug24.pdf	PDF	Aug 15, 2024

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JULY 18, 2023

NEBRASKA NATIONAL GUARD

Q&A LOG

NEBRASKA NATIONAL GUARD

Contracting Office Joint Forces Headquarters Suite 2200

PROJECT TITLE

SOLICITATION NUMBER

POINT OF CONTACT (POC)

PROJECT TITLE

AWARD DATE

CONTRACT NUMBER

DELIVERY DATE

CONTRACTOR (KTR)

POINT OF CONTACT (POC)

LOG QUESTION(S)

QUESTION #

Response #

KTR

POC

11.0.0.20130303.1.892433.887364

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TextField1: Targeted Advertising

TextField1: CPT Rachel Katz

TextField1: Does NEARNG want to do both paid and organic campaigns? Or organic only?

TextField1: Both paid and organic campaigns

TextField1: If the NEARNG wants to do paid campaigns, do we include that price in our proposal? Or will that come from the government GPC?

TextField1: Include that price in the proposal.

TextField1: Are there any instructions to offerors?

TextField1: 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

TextField1: Is there a CLIN structure that we should follow when submitting pricing?

TextField1: 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.

TextField1: 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?

TextField1: This is a new contract.

TextField1: Is the work required to be on-site or can it be done remote?

TextField1: The work can be done remote, however, we would like to have face to face meetings at the listed times.

TextField1: There are no submission instructions or evaluation criteria found within the solicitation. Will the client be providing these details?

TextField1: 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

TextField1: Can you provide more details on the target demographic criteria for each platform?

TextField1: High School and College students age 18 to 25.

TextField1: What specific metrics or performance indicators are most important to the NEARNG for these campaigns?

TextField1: Ideally we would like to gain leads and enlistments into the Nebraska National Guard, however, we also interested in reach and engagement

TextField1: Are there any restrictions or guidelines on the types of content or creative strategies that can be used?

TextField1: There are a variety of guidelines provided to us by National Guard Bureau that will be provided to the company.

TextField1: What is the expected approval process for the creative strategy and ad content?

TextField1: Will be approved by Nebraska National Guard Marketing Team.

TextField1: How often does the NEARNG expect to make adjustments to the ad content based on performance reports?

TextField1: Adjustments as needed between each campaign.

TextField1: Can you clarify what constitutes "lead generation" for this contract?

TextField1: Lead generation is finding eligible individuals who are interested in joining the Nebraska National Guard

TextField1: Will the NEARNG provide access to any existing audience data or insights that might be useful for targeting?

TextField1: Yes

TextField1: Are there specific geographical locations or events that should be prioritized for the geofencing campaigns?

TextField1: Yes, the Nebraska National Guard Marketing team will work with company to identify locations and events.

TextField1: 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?

TextField1: No preference

TextField1: What is the preferred format for the bi-weekly and end-of-campaign reports?

TextField1: In person meetings are preferred.

TextField1: Can you provide examples of previous campaigns or reports that were considered successful?

TextField1: No, this is our first time conducting this type of campaign.

TextField1: How will the NEARNG evaluate the success of the campaigns beyond the metrics provided?

TextField1: Ideally we would like to gain leads and enlistments into the Nebraska National Guard, however, we also interested in reach and engagement

TextField1: Are there any legal or compliance considerations specific to advertising for the NEARNG?

TextField1: There are a variety of guidelines provided to us by National Guard Bureau that will be provided to the company.

TextField1: What is the expected process for resolving any issues or disputes that arise during the contract?

TextField1: 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.

TextField1: Are there specific times or periods that are critical for the campaigns (e.g., holidays, recruitment drives)?

TextField1: See timeline requested on PWS

TextField1: Can you provide more information on the NEARNG’s current social media strategy and goals?

TextField1: 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.

TextField1: What kind of support or resources can the NEARNG provide to assist with campaign execution?

TextField1: Content, including photos and videos along with all required information on different programs such as education benefits etc.

TextField1: Are there any specific tools or platforms preferred or required for reporting and data analysis?

TextField1: no preference

TextField1: What is the approval process for adjustments or modifications to the campaign strategy?

TextField1: Any change to the contract will require a contract modification with both the customer and Contracting Officer's approval.

TextField1: How should we handle any potential conflicts of interest or sensitive information during the contract?

TextField1: Any potential conflicts of interests or sensitive information will be discussed with the Contracting Officer Representative and Contracting Officer.

TextField1: Are there any anticipated changes to the scope or requirements of the contract over its duration?

TextField1: Any potential changes to the contract will require a contract modification.

TextField1: How will performance be monitored and evaluated throughout the contract period?

TextField1: data analysis at scheduled meetings

TextField1: What is the expected timeline for making a decision on the contract award?

TextField1: A technical review will be completed by the customer within 5 days of the closing date of the solicitation.

TextField1: Are there any additional resources or contacts that could provide further insight into the NEARNG’s advertising needs?

TextField1: The Nebraska National Guard Marketing Team is available for questions and insight.

TextField1: What is the total budget amount for the entire project? Do you have a set budget for each channel (social vs display)?

TextField1: $66,000 for entire project. No set budget for each channel.

TextField1: What is the reason to "Not Exceed" certain impression volumes on a monthly basis?

TextField1: to reduce cost

TextField1: For Geo-Fencing, do you have a description of the zones/polygons in which you would like to target?

TextField1: See timeline and locations requested on PWS

TextField1: For both Meta (Facebook/Instagram) and Display channels, what is the primary KPI or goal that you are hoping to achieve?

TextField1: Ideally we would like to gain leads and enlistments into the Nebraska National Guard, however, we also interested in reach and engagement.

TextField1: Do you have any historical benchmarks that can be provided in relation to this goal?

TextField1: No

TextField1: Would you like to see pricing at this phase of the proposal submission?

TextField1: Pricing should be included as part of the quotation.

TextField1: 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?

TextField1: Yes

TextField1: Is there anything that other contractors have failed to submit to you that you wish they would?

TextField1: 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

TextField1: Are campaigns in 1.2.1.1 Targeted Campaigns: running on Facebook and IG concurrently?

TextField1: Yes

TextField1: What is the budget for each campaign in 1.2.1.1 Targeted Campaigns?

TextField1: $66,000 for entire project. No set budget for each channel.

TextField1: Budget for each campaign under 1.2.2.1 Geofencing Campaigns?

TextField1: $66,000 for entire project. No set budget for each channel.

TextField1: 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)

TextField1: The NEARNG will provide demographic data.

TextField1: Is there an SF 1449 for this solicitation?

TextField1: The contract will be awarded using a SF 1449; however instructions can be found in the combined synopsis and solicitation posted on SAM.gov

TextField1: 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?

TextField1: 200,000 is inclusive of Facebook and Instagram.

TextField1: Confirming that the contractor will have advertiser access to the social media pages in order to run the ads.

TextField1: Confirmed.

TextField1: 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?

TextField1: The NEARNG will conduct further research to provide an answer to this questions.

TextField1: 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?

TextField1: 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?

TextField1: Please confirm this website is where leads will be collected: https://nationalguard.com/nebraska

TextField1: Do all leads need to be collected through a website or will the government consider other methods of lead delivery?

TextField1: Is the $66,000 project budget for the first year or all 3 years of the period of performance?

TextField1: 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?

TextField1: 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?

TextField1: 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?

TextField1: 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?

TextField1: 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.

TextField8: W91243-24-Q-P019

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File details come from the government source that posted it. Updated Aug 26, 2024.