RFQ_Questions.pdf

QUESTIONS AND ANSWERS FOR SOLICITATION W912JB-16-T-0410

1. Is there a media budget associated with this campaign?

Yes, but our estimates for the requirement will not be disclosed.

2. What is the budget for this program?

See the answer to Question 1.

3. Is there a current incumbent for this requirement and can you name them? Are they permitted to submit for this solicitation?

There is not an incumbent for this requirement.

4. Is this a new program or is this an ongoing effort? If this is ongoing, who is the incumbent contractor?

This requirement has not been combined into a single effort in the past.

5. Does the MIARNG have a recruitment goal in mind for this campaign?

The goal is to increase brand awareness and leads (those interested in gaining more information about joining MIARNG).

6. Section 3.1.4 Planning: Will the contractor be providing creative assets for the campaign?

If so, what creative will be provided by the MIARNG, and what creative will be requested by the contractor?

Per Section 8.0 of the PWS, the Government will provide artwork, logos, photos and videos.

7. Section 3.2 Execution (3.2.3): What traditional media branding efforts will be incorporated with this digital campaign?

Traditional media means print materials at the local level to include: brochures, posters, flyers etc. There are also traditional media efforts in the PWS such as billboards and television.

8. Section 3.2.5 Execution: Does the MIARNG have a lead generation system in place for potential leads to contact recruiters directly?

Yes, the lead generation system is in place via the website and 800 number. We are also looking to include internet advertising that can connect leads with recruiters directly in live time.

9. Section 3.3 Media Requirements: How did the MIARNG arrive at a 100,000 impression requirement for Facebook and 100 new followers per post on Instagram? If these impressions aren’t met, will the contractor be penalized per the terms of the PWS or could the campaign be adjusted by using a different media tactic to meet this requirement?

Past campaigns we have done on Facebook lead us to believe these measurements are easily obtainable. The contractor would not be penalized, since these are highly desired numbers, but not necessarily metrics.

10. Section 3.3 Media Requirements: Will the MIARNG grant the awarded contractor administrator access to their Facebook account for boosting purposes?

Yes.

11. Section 10.0-10.4 Security Requirements: Will the contractor need to be certified with all of the security requirements on the PWS for this work to be performed?

The contractor will be required to meet the security training requirements per the PWS.

These are required within 10 days after the contract has been awarded.

12. 3.2.4 states “The contractor will expand digital efforts through use of video.” Can you clarify if the contractor will have access to video resources through ARNG to develop video ads or are you seeking the contractor to film new video at the local level.

Per Section 8.0 of the PWS, the Government will provide artwork, logos, photos and videos.

13. 3.2.5 states “The contractor will use platforms that encourage potential leads to connect directly with recruiters in real time.” Can you please elaborate on the expectation for capturing a lead and having a recruiter then engage with the lead? What is the timeframe for this engagement expectation? How will the recruiter be accessible to the contractor to certify the engagement “real time” requirement?

We are asking the contractor to create something on digital platforms (not all) that can do this: i.e, if a lead clicks a button it will instantly connect them with a recruiter, could be by phone or messaging. Recruiters will not be accessible to the contractors but their contact information will be provided so the contractor can have this to create the instant connection from the leads to the recruiters.

14. 4.1.4 states “Customer journey mapping from website: analytics providing insight into unique website users.” Assuming this requirement is for the local ARNG website (Caution-http://minationalguard.com/ < Caution-http://minationalguard.com/ > ), can you clarify if analytics are currently present on the website? Will you be granting access to the backend analytics of the website to the contractor to fulfill this requirement?

This is for miarmyguard.com. Google analytics are present on the website. We will provide access to the appropriate sites needed by the contractors to complete this task.

15. Regarding the Media Requirements in 3.3, have these impression milestones been achieved in previous campaigns? Will the contractor have the latitude to provide input based on its past performance to achieve greater results?

Yes for both. Input is welcome but may not be followed due to limitations in cost, resources etc.

16. Where (address) is the kickoff meeting to be held?

Recruiting & Retention Command, 3423 N. Martin Luther King Blvd., Lansing, MI 48906

17. Is this a media planning and placement project only, or are you requesting strategic and creative recommendations (message and/or ad development)?

Media planning and placement only. Creative recommendations in regards to specifics for media platforms is welcome but not mandatory. MIARNG will create and provide all final artwork.

18. Have specific strategic objectives been developed for this program and, if so, will those be furnished to the selected contractor on a timely basis to make creative and/or media decisions according to the given schedule?

Yes. The contractor who is awarded the contract will work alongside the MIARNG marketing department during the planning phase and be given information about all strategic goals and objectives regarding this campaign.

19. Please confirm that the only information needed on July 8 is the Past Performance/Reference information and costs for the media requirements. The plan details are not due until after the contract is awarded.

You will need to say how you will meet the tasks of the PWS, but not necessarily the marketing plan itself. As an example, you could say what kind of manpower you will devote to the project or the resources that you will use, etc.

20. Please define the meaning of "selection of artwork for each advertising media." Is this selection of existing artwork prepared by MIARNG, or is this selection of artwork created by the contractor for the proposed campaign and, if approved, to be produced by the contractor?

See the answers to questions 6, 12 and 17.