Digital Marketing Consolidated Q-A.docx

Solicitation W912L9-26-Q-9002 INARNG Marketing Program Support Consolidated Contractor Questions and Answers (Q&A)

Q1. GIS Analytic Studies — Quantity Clarification

· Consolidated Question: There is an inconsistency in the required number of GIS analytic studies. PWS Paragraph 5.5.2 references "three (2) additional GIS analytic studies," whereas Technical Exhibit 2 (Deliverables Schedule) lists "3 Additional Studies." Please clarify whether the requirement is for two (2) or three (3) additional GIS analytic studies.

· Inquiring Offerors: Tara Heard Government Solutions (Q1), Anar Agency (Q2), MCS Advertising (E1).

· PWS References: Paragraph 5.5.2, Technical Exhibit 1 (PRS - Reference 5.5.2), Technical Exhibit 2 (Deliverables Schedule - Reference 5.5.2).

· Government Response: The correct requirement is for three (3) additional GIS analytic studies. The text "three (2)" in Paragraph 5.5.2 contains a typographical error. Technical Exhibit 2 (Deliverables Schedule) correctly identifies the requirement as three (3) additional studies. The PWS will be updated via amendment to reflect this correction.

Q2. GIS Analytic Studies — Delivery Standard Discrepancy

· Consolidated Question: PWS Paragraphs 5.4 and 5.5.1 state that GIS reports and marketing analyses are to be delivered within 45 days of receiving the Government's request and data. However, Technical Exhibit 1 (Performance Requirements Summary) lists a standard of "90 days after date of award" for GIS analytics. Please clarify which delivery standard applies.

· Inquiring Offerors: Tara Heard Government Solutions (Q2), MCS Advertising (E3).

· PWS References: Paragraphs 5.4, 5.5.1, Technical Exhibit 1 (PRS - Reference 5.4), Technical Exhibit 2 (Deliverables Schedule - Reference 5.4).

· Government Response: The standard turnaround time for individual GIS analytic studies and quarterly marketing analyses is 45 days from the date the contractor receives the Government’s request and all required underlying data. The "90 days after date of award" listed in Technical Exhibit 1 (PRS) represents the deadline for the initial baseline setup and first GIS analysis following contract award. Technical Exhibit 1 will be amended to clarify this distinction.

Q3. In-Person Training — Quantity Clarification

· Consolidated Question: PWS Paragraph 5.3.3 references "one (2) two-day in-person training," while Technical Exhibit 2 (Deliverables Schedule) lists the frequency as "Once" and number of copies as "1." Please clarify whether the requirement is for one (1) or two (2) in-person training events.

· Inquiring Offerors: Tara Heard Government Solutions (Q3), Anar Agency (Q8), Atlas Instinct LLC (Q8), MCS Advertising (E2).

· PWS References: Paragraph 5.3.3, Technical Exhibit 2 (Deliverables Schedule - Reference 5.3.3).

· Government Response: The contractor is required to perform one (1) two-day in-person training event and consulting session at the Indiana Army National Guard (INARNG) Headquarters. The text "one (2)" in Paragraph 5.3.3 contains a typographical error, and the Deliverables Schedule correctly lists the frequency as "Once."

Q4. Digital Asset Management (DAM) System — Storage Capacity & Cybersecurity Compliance

· Consolidated Question: PWS Paragraph 5.10.1 references a maximum of 1,000 assets and "1 TBD" of storage for the DAM system. Please clarify the required storage capacity. Additionally, does the Government require a specific security authorization level (e.g., FedRAMP Moderate or DoD Impact Level 4) for this hosted platform?

· Inquiring Offerors: Tara Heard Government Solutions (Q4), Anar Agency (Q1), Atlas Instinct LLC (Q5), MCS Advertising (D6, G6).

· PWS References: Paragraph 5.10.1, Section 1.5.1 (COMSEC/IT Security), Section 6.0 (Applicable Publications).

· Government Response: The required storage capacity for the Digital Asset Management (DAM) system is 1 Terabyte (TB) (resolving the "1 TBD" typo). Because this is a cloud-based commercial solution that will store public-facing and brand marketing materials, it does not require a high-level DoD Impact Level (such as IL4/IL5) network connection; however, the contractor must ensure the platform complies with standard Federal Information Processing Standards (FIPS 201-2) and basic DoD IT security practices as outlined in Section 1.5 and Section 6.0 of the PWS.

Q5. CLIN 1001 — "Operating Unit" Definition

· Consolidated Question: Under CLIN 1001 (Media Strategy, Purchase, and Placement), the pricing schedule lists a quantity of "150 Operating Units." Please clarify what constitutes one "Operating Unit" for pricing and invoicing purposes.

· Inquiring Offerors: Tara Heard Government Solutions (Q5), Anar Agency (Q5), MCS Advertising (C1).

· PWS References: CLIN 1001 Structure, Paragraph 5.11.

· Government Response: An "Operating Unit" for pricing under CLIN 1001 is defined as one unique localized digital ad campaign package, one county-level targeted media deployment, or one specified operational recruiting market. Offerors should price each unit such that the cumulative total of 150 units does not exceed the $150,000 Not-to-Exceed (NTE) threshold (i.e., an average unit cost of $1,000).

Q6. CLIN 1001 — Scope of $150,000 NTE (Media Spend vs. Fees)

· Consolidated Question: Does the $150,000 Not-to-Exceed (NTE) amount under CLIN 1001 represent pure media pass-through expenditures/purchases, or does it include the contractor’s media planning, management, and dashboard reporting fees?

· Inquiring Offerors: Tara Heard Government Solutions (Q6), Anar Agency (Q6), Atlas Instinct LLC (Q7), MCS Advertising (C2).

· PWS References: Paragraph 5.11, CLIN 1001.

· Government Response: The pure media pass-through expenditures (actual ad-spend paid to media vendors). All contractor administrative fees, media planning services, campaign management, and the provision of the real-time reporting dashboard (PWS Paragraph 5.11.3) must be fully burdened and priced within the firm-fixed-price of the base monthly services under CLIN 0001.

Q7. Media Purchasing and Payment Mechanics

· Consolidated Question: PWS Paragraph 5.11.2 states that the contractor shall purchase and place media. Is the contractor expected to pay media vendors directly and invoice the Government for reimbursement, or will INARNG separately fund/pay media placements?

· Inquiring Offerors: Tara Heard Government Solutions (Q7), Gap Hammer Co. (Q1), MCS Advertising (C5).

· PWS References: Paragraph 5.11.2.

· Government Response: The contractor is expected to pay media vendors directly for all approved ad placements. The contractor will then invoice the Government for reimbursement of actual media costs incurred under CLIN 1001. Invoices must be supported by proof of placement and third-party vendor invoices. No contractor markup, fee, or financing surcharge may be applied to the reimbursed media spend.

Q8. Government-Furnished Property (GFP), Systems, and Data (Section 3.0)

· Consolidated Question: PWS Section 3.0 (Government-Furnished Property) is marked "Reserved." However, several sections of the PWS reference the contractor using or analyzing Government-furnished items (e.g., ARNG production data, brand assets, and demographic data). Please clarify what systems, data, and assets the Government will furnish.

· Inquiring Offerors: Tara Heard Government Solutions (Q8), Anar Agency (Q3), MCS Advertising (A5, G9).

· PWS References: Section 3.0 (Reserved), Paragraph 1.1, Paragraph 5.5.1, Paragraph 5.5.2.

· Government Response: While Section 3.0 is marked "Reserved" because the Government is not providing physical property, equipment, or dedicated hardware, the Government will provide administrative access to existing platforms and proprietary data necessary for performance. This includes:

1. Historical INARNG lead and production data.

2. TEAM and RSID-level demographic data.

3. Existing local directory listings (Google Business Profile, Facebook, Bing, etc.) for transfer of admin rights.

4. National Guard Bureau (NGB) brand guidelines and access to the brand asset library.

Q9. Local SEO & Recruiting Locations Scope

· Consolidated Question: PWS Paragraph 5.9 references optimizing listings, reputation management, and email/SMS review-generation campaigns for "(40) priority recruiting locations." Please confirm the total number of recruiting locations in scope and whether the "priority" locations represent a subset or the full set of INARNG locations.

· Inquiring Offerors: Anar Agency (Q4), Atlas Instinct LLC (Q6), MCS Advertising (D1).

· PWS References: Paragraphs 5.9, 5.9.2, 5.9.7, 5.9.8, 5.9.9.

· Government Response: There are approximately 11 total physical recruiting storefronts/locations across Indiana. However, the specific, advanced local SEO management, reputation management, and automated email/SMS review-solicitation campaigns defined in Paragraphs 5.9.7, 5.9.8, and 5.9.9 are strictly scoped to exactly forty (40) priority locations. The list of these 40 priority locations will be provided to the awardee at the post-award conference.

Q10. Travel Costs for In-Person Training

· Consolidated Question: PWS Paragraph 5.3.3 requires a two-day in-person training event at INARNG Headquarters. Should the associated travel and lodging costs be fully burdened within the contractor's fixed price for CLIN 0001, or will they be invoiced separately on a cost-reimbursable basis in accordance with the Joint Travel Regulation (JTR)?

· Inquiring Offerors: Anar Agency (Q8), Atlas Instinct LLC (Q8), MCS Advertising (C8).

· PWS References: Paragraph 5.3.3, Section 6.0 (JTR Reference).

· Government Response: All travel, lodging, and per diem costs associated with the in-person training at INARNG Headquarters in Indianapolis, IN, must be included in the offeror's firm-fixed-price proposal under CLIN 0001. No separate travel reimbursement will be authorized.