Industry Q and As Geofencing.docx

1. I would like to clarify the requirement in the Performance Work Statement (PWS), section 1.4.7, regarding the use of Government Information Systems (IS) and access to Government networks. It appears that contractor employees must have a favorable background investigation or hold a security clearance is this requirement necessary when the work is not performed at the government site? There is no requirement for a Government issued CAC or installation access. These requirements are removed along with the associated background check. Please see revised PWS.

2. We did want to clarify the ask as it relates to the 25% click thru rate for the display geofencing campaign. (The 1,000,000 impressions with 250,000 click-thru’s) The proposal should address impressions and click thru rate (CTR). We acknowledge that 25% is well outside of normal campaign results. The proposal should provide the expected CTR for digital advertising on the various platforms google, Meta, any selected streaming services, YouTube, etc.… along with the expected number of impressions within the budget proposed by the contractor.

3. What is the current cost per lead from these campaigns? There is not an existing campaign in place.

4. How many leads are you looking to generate from the campaign moving forward?

This will vary based off the spend amount of the campaign proposed by the contractor. Low range we would like to see between 100-300 leads per month and the mid to high range we would like to be between 400-800 leads per month.

5. What is the current conversion rate of the leads that come in from this campaign?

There is not an existing campaign in place.

6. Could you confirm whether the stated dollar amounts are annual or for the full contract period (base year + option years)?Please quote a price for the base and all options.

7. If possible, can you provide clarification on the total estimated contract value per year?

This is a competitive solicitation. We do not provide the Government estimate.

8. We noticed references to the $25,000,000 threshold. Can you confirm whether this represents the contract value or the NAICS size standard? It is the NAICS size standard. It is $28,500,000. Solicitation has been updated.

9. Does Georgia Army National Guard have a preferred format for proposal submissions (e.g., PDF, printed and bound, online portal)? See Addendum to FAR 52.212-1 (m)(1): email is preferred.

10. Are there specific templates or formatting guidelines we should follow?

See Addendum to FAR 52.212-1.

11. Are there any file size restrictions or naming conventions for submitted documents? See Addendum to FAR 52.212-1

12. Are there any specific sections or questions within the RFP that require particular attention or detail? Please review the addenda and paragraph 5 of the PWS

13. Should the proposal be organized in a specific order? See Addendum to FAR 52.212-1.

14. Are there any other cost-related details we should be aware of to ensure our pricing aligns with the requirements? No

15. Would it be permissible to include static advertising in addition to the digital geofencing campaign, as long as we remain under budget? Yes, however the goal for this campaign would be digital advertising with the capability to target specific populations and events.

16. For clarification, the solicitation lists a goal of 1,000,000 impressions and 250,000 clicks. Industry benchmarks for digital advertising typically yield a significantly lower CTR than 25%. Can you confirm whether the expectation is based on a total impression goal of 1,000,000, with actual clicks varying based on campaign performance?

The proposal should address impressions and click thru rate (CTR). We acknowledge that 25% is well outside of normal campaign results. The proposal should provide the expected CTR for digital advertising on the various platforms google, Meta, any selected streaming services, YouTube, etc.… along with the expected number of impressions within the budget proposed by the contractor.

17. The GA National Guard Recruiting and Retention will provide all content for use.

Is there a need for the contractor to create new content and/or reformat existing content? GA ARNG will provide all creatives for use through a shared google drive folder. GA ARNG will determine creative messaging for each platform advertising is conducted. Minimal reformatting may be required but GA ARNG has a graphic designer that will format creatives to the specifications provided by the contractor.

18. Does the objective of reaching 1,000,000 impressions and 250,000 clicks apply to each individual campaign or is this an annual objective that should be met across all campaigns for the year? The proposal should address the industry standard for how many impressions will be achieved through the various campaigns and the expected CTRs for each media type.

19. Does the government require the proposed price to include both labor and ODCs for the media purchase in the FFP price, or just the labor pricing? Yes, the monthly price should be all inclusive.

20. Does the government have a planned annual ODC budget for purchased media? No.

21. Can the government confirm the ROI Tracking tool is the Google Analytics 4 instance used across all federal government websites for tracking metrics and ROI?

Google Analytics is one method that feeds ROI into the Campaign Management Portal (CAMPO) managed by the GA ARNG. Additionally Tracking pixels are authorized on the nationalguard.com/georgia and UTM Tracking codes will be provided for all creatives that are monitored in CAMPO.

22. Can the government please provide more detail regarding the definition of a campaign and how the 10 may differ? For example, is the government differentiating between geographies, channels and tactics, types of creative, etc.? Examples of different campaigns would be helpful in understanding this requirement.Creatives and messaging will be provided by the GA ARNG. We would like to see a range of channels and tactics in the proposal to ensure we have the largest reach on our target audience. To clarify further we have four segments which we will want the ability to conduct A/B messaging through varying tactics.

23. Can the government please provide the website where traffic will be directed and where this form exists? Provided after award.

24. Successfully meeting this requirement will require the use of campaign pixels provided through the media vendors. Can the government please confirm the vendor will have the ability to place appropriate pixels on the web page, or work with the web developers responsible for the page to get tracking pixels placed?

Yes, tracking pixels can be placed on our national website to confirm submission of lead information.

25. Can the government please provide a list of how many total assets will be provided by type? Creative content will be provided for all campaigns proposed by the contractor.

26. Can the government confirm this is referring to UTM tracking code? Will a separate code will be provided for each creative asset to assist in monitoring and optimizing campaign creative to achieve maximum ROI?UTM Tracking codes will be provided for all creatives and ROI is monitored through a Campaign Management Portal managed by the GA ARNG. Additionally tracking pixels can be added to the nationalguard.com/georgia website.

27. Can the government confirm that targeting a 1 mile radius around these 67 high schools is a requirement but not the only approach to be used in the strategy? Alternatively, is the government seeking a strategy that only targets this radius?

We are open to recommendations for methods that may better achieve our goal. The list provided is a sample list of High Schools. The 1 mile radius is suggested but we are open to a solution that best meets the intent to target the audience within schools that are selected for increased/continued recruitment. High Schools are the primary target but not the sole target for audience capture. A secondary market is military recruitment centers across the state and key events throughout the year.

28. If the government is solely seeking services targeting a 1 mile radius surrounding these high schools, does the government have an envisioned launch date of the campaigns? With an anticipated contract start date in May, it is possible that school will be out for summer swiftly following kickoff, making narrow targeting around high schools less efficient than broader geofencing or other contextual and behavioral targeting tactics to reach the GAARNG audience. We are not solely seeking services targeting a 1 mile radius around selected High Schools. The target areas will change with each school year and the proposal should not be limited to only High Schools. There are large key events throughout the year that will be desired targets for recruitment. Launch date will be determined once contract is approved and contracted has been selected. We are open to the best suggestions for targeting our key audience for recruitment.

29. All proposals for this RFP are due by 8am on Monday, March 10th (meaning this RFP will have only been live for one week in total) – is this correct? Offer Due Date has been extended. Please see, sign, and return the amendment.

30. What is the total budget for this digital effort for the 12 month delivery period of 01 May 2025 to 30 Apr 2026? See the answer to question 8.

31. Is there a particular format or document that the proposal must be submitted on, or are we free to submit on our own templates? See answer to question 13.

32. Should my proposal be only for the initial 12 month delivery period, (01 May 2025 to 30 Apr 2026), with the option to renew for four years, or should there be a unique proposal for each delivery period through April 2030? Please quote a price for the base and all options.

33. Are there any digital platforms that are off limits for advertising; i.e., TikTok?

TikTok is the only restricted platform.

34. What specific success metrics will be used to evaluate the effectiveness of digital marketing campaigns (e.g., conversion rates, cost per lead, impressions, click-through rates)? CTRs will likely be the best metric for measure of performance.

35. How does the GAARNG define a “qualified lead,” and what criteria will be used to determine lead quality? A qualified lead is someone who meets all the eligibility requirements to enlist. We do not expect all leads gathered to meet this requirement as there is a much larger process that goes into qualifying a lead after they have been connected with a recruiter. Pre-qualification will be completed through the national guard.com website.

36. Will GAARNG provide guidance on preferred digital platforms, or does the contractor have full discretion? The only restricted platform is TikTok. Platforms geared towards our target market of 17-24 years old is preferred.

37. Are there any restrictions on the use of artificial intelligence (AI) or machine learning for optimizing ad performance? No

38. Can you confirm whether the 250k clicks figure is accurate and aligned with the expected budget? Based on typical CTR benchmarks, achieving that number of clicks would require significantly more impressions and budget than what seems feasible for this campaign. Are there any specific budget allocations or expectations regarding the CPM rates and impression goals that we should factor into our planning?

Refer to question 2 and 4