W912LC-23-Q-0047 Question and Answer V5_SCS.docx

W912LC-23-Q-0047

Questions and Answer

1. Question- Can you confirm if contract number W912LC21P0036 with Circuit Media LLC is the incumbent for the above effort? If not, could you please provide the incumbent name as well as the contract number?

Answer- These are two separate requirements. This requirement is for digital marketing services and is not intended to be construed as a job listing or an in-house marketing position with the Government. We are requesting advertising and marketing services.

2. Question- Advertising spend - is there a predetermined advertising spend, or are you looking for recommendations?

Answer- This will be a firm-fixed price award. There is not a predetermined spend. We are looking for recommendations. Pricing shall be based upon the efforts and amount of advertisement needed to meet the performance objectives.

Question- Advertising accounts - are there preexisting advertising accounts, or do these need to be set up for the first time?

Answer- The Google Pages/Social Pages exist and have been used to boost posts and run CPC ads.

3. Question- Advertising lead nurturing - is there a pre-existing CRM or marketing automation platform in place that will handle the "Six Lead nurturing campaigns” or does this need to be setup with off the shelf platforms.

Answer-There is no existing CRM, this will need to be provided by the vendor.

4. Question- Advertising landing pages - are the landing pages, messaging, and creative assets already built, or do these need to be built as a part of the RFQ?

Answer-No they do not, these will all be built and managed by the awardee.

5. Question- Analytics - is there an existing marketing analytics platform in place for the URL where advertising traffic will be sent to? Google Analytics, Adobe Analytics, etc.

Answer- Yes, it has not been converted to GA4, but the pages are all linked.

6. Question- Scope and Goals: Could you please provide specific goals and Key Performance Indicators (KPIs) for the Social Media Management role? Are there any specific targets or milestones I should be aware of?

Answer- Lead generation is the priority, but we are also looking for engagement, impression base performing campaigns.

1. Enlistment Growth: The percentage increase in enlistments over a specific period, typically measured month-over-month or year-over-year.

2. Conversion Rate: The percentage of leads that convert into actual enlistments.

3. Enlistments per Recruiter: This measures the average enlistments by each Recruiter.

4. Lead-to-Sale Conversion Rate: The ratio of leads that become members of the CO national guard to the total number of leads.

5. Cost of Customer Acquisition (CAC): The total cost of acquiring a new Soldier, including marketing expenses, advertising, wages, and any other costs associated with gaining new enlistments.

6. Enlistments by Region or Territory: Breakdown of enlistments based on geographical areas, useful for companies with a presence in multiple regions.

7. Sales Cycle Length: The average time it takes from the first contact with a potential Soldier to close the sale.

8. Lead Volume: The number of potential customers (leads) generated or contacted in each quarter.

9. Net Promoter Score (NPS): A measure of how likely customers are to recommend the Colorado National Guard service to others.

10. Return on Sales Investment: The number of enlistments produced for each dollar spent on Marketing efforts.

7. Question- Existing Systems and Tools: I would appreciate information about the platforms, tools, or systems currently in use that I need to be familiar with. Could you share which platforms are currently used and if there are any specific content management systems or scheduling tools you prefer?

Answer- Recruiter Zone, BI Zone, CAMPO, Hubspot, META, Google Ads, Youtube, LinkedIn, Slack, Zoom, Adobe creative Cloud, Hootsuite, Mailchimp, Eclincher, Beaconstac, Stackadapt.

8. Question- Communication and Reporting: Could you specify your preferred methods of communication and the frequency of updates or reports?

Answer- Phone, Email, MS Teams, monthly and quarterly reporting.

9. Question- Approval Process: Could you please detail the approval process for the work done, especially for social media content, and let me know who the key stakeholders are?

Answer- Content will sent to the Contract Officer Representative (COR)/Marketing Director. All work will be reviewed and approved within seven (7) business days.

10. Question- Confidentiality and Data Security: I would appreciate more specifics on the confidentiality and data security requirements, especially concerning handling and storing sensitive information.

Answer- At a minimum the information will be collected and sent via password protected document and the password will be sent in a separate email.

Please refer to the DoDD-5400.11.pdf (menlosecurity.com) for more information regarding the usage of PII.

11. Question-Training and Onboarding: Is there an onboarding process or any specific training I need to complete before I start working?

Answer- This is not a job listing, rather a request for quote for marketing services from an active and registered SAM.gov vendor. Any specific training, if applicable, will be conveyed after award.

12. Question- Emergency Procedures: Are there any emergency procedures or specific protocols for managing social media crises that I should be aware of?

Answer- No.

13. Question- For the Evaluation Factors sections 2.1 Technical capability request the following criteria states that these sections will need to be explained via paragraphs: 5.3.1, 5.4, 5.4.2, 5.5, 5.5.1-8, 5.6, 5.7, 5.7.1-4, 5.8, and 5.17.3.

14. Question- How does the approval process work for the imagery and videos created by the contractor, as mentioned in Section 5.3.2, before they are posted to COARNG platforms?

Answer- All content will be reviewed by the PAO (Public Affairs Officer) of the RRB, or the COR of the contract. Turnaround time will be seven (7) business days.

15. Question- How does the contractor plan to provide quarterly consulting to the COARNG Marketing staff, and what kind of guidance and best practices will be covered, as per Section 5.2.7?

Answer- Quarterly consultation shall be in person. The vendor will provide the techniques, best practices, and guidance in accordance with industry standards for marketing/advertising services. The Government will not specify “how” to do this.

16. Question- Are there incumbent employees associated with this project? If so, will the incoming contractor be granted access to them?

Answer- There are no incumbent employees with this requirement. This is a new requirement. The contractor will be working with established key recruiting and retention staff.

17. Question- Is there a fee schedule we'd need to fill out? Or can we provide our own price sheet?

Answer- This is a firm-fixed price award. A Fee Schedule has been added to the Combined Synopsis Solicitation.

18. Question- What would you prefer to see in the submittal package in addition to the quotes?

Answer- Please ensure that your submittal package addresses all key specifications within the Performance Work Statement, includes quote and SAM.gov registered information (cage code, UEI etc.). No further additions or requests or required.

19. Question- Is there a preference for in-state bidders, and would you consider out-of-state applicants?

Answer- There will be no preference applied to in state vendors.

20. Question- Is there a requirement for the vendor to be on-site?

Answer- This requirement is for advertising services. This is not a job posting or position within the Federal Government. There is a requirement for at least 4 in person meetings with the COR. These are quarterly meetings.

21. Question- Who is the incumbent agency, if any, and how satisfied were you with their results? Have you worked with them within the last year?

Answer- This is a new requirement, no incumbent.

22. Question- How many vendors will be awarded?

Answer- Only one firm fixed price contract will be awarded to one vendor.

23. Question- Is there a preproposal conference, and if so, is it mandatory?

Answer- No

24. Question- What is the expected budget for this project?

Answer- Budget will based on a firm-fixed price contract award based on the quote submitted by the awardee.

25. Question- Will the award be based on the lowest cost bidder?

Answer - Evaluation criteria is stated in the Combined Synopsis Solicitation under section “Evaluation Criteria” FAR 52.212-2. A firm fixed price award will be made based on the quote that represents the best value to the Government, which may not be the lowest bidder. Price and technical capability are equal.

26. Question- Where does the issuing organization expect to run its ads? To clarify, what region do you want the ads to run in and on what platforms do you want them to be posted on?

Answer- All ads will run within the borders of Colorado. These ads will be run in a radius of specific locations based on historic data that illustrates where military-minded, or qualified individuals reside or frequent.

27. Question- In the General Information section, Section 2, it states that COARNG is requesting quotes for wired telecom services under NAICS Code 541613. Current size standard for NAICS Code 541613, Marketing Services is $19M. Could the government please clarify NAICS code, services requested and size standard?

Answer- Correction, the correct NAICS is 541613, Marketing Services. Wired Telecom Services was an administrative error. See Amendment 01 to the Combined Synopsis Solicitation.

28. Question- In the General Information Section of the Combined Synopsis/Solicitation, Section 4, it states that “all evaluation areas listed in Evaluation Criteria” section 2.1.1 must be specifically addressed…” Under Section 2.1.1, there’s a listing of paragraphs that do not seem to be within the solicitation. Could the government please confirm where these sections are located within the solicitation?

Answer- See question and answer #13.

29. Question- Under the section of the Solicitation labeled Quote Size and Content, the government requests that the offeror submit “detailed information for each evaluation factor.” The government then restates the work that the offeror is to perform if they are the successful candidate. To comply with the detailed information requirement, is the government asking the offeror to submit examples of past performance that shows that offeror has provided this type of work previously? Does the government want to know how the offeror would perform this work if awarded? Is the government interested in key personnel with the offeror’s team that would perform this work, to make sure that it’s being performed in-house or with a subcontractor? Could the government please provide clarification as to how offeror is to document its technical capabilities?

Answer- Past performance will only be evaluated as part of a determination of responsibility. There is not a requirement to submit past projects or performance. The Government does not specify how the work is to be performed, this is performance based, which is up to the vendor to determine how to meet the requirements. The submitted quote must demonstrate the vendor understands the requirement and should specify how they intend to meet the requirements.

30. Question- How does the COARNG define Very Important Persons (VIP) as a target audience?

a. What demographics are associated with this audience?

Answer- This is taken from the 601-1 (2019 version) Very Influential Person – Individuals providing direct or indirect assistance to RRB representatives; however, do not actually refer individuals. An example is Phil Long or a retired Denver Bronco who has an interest in the success of the National Guard.

31. Question- Are there certain social media platforms that the COARNG must avoid, such as TikTok?

a. Or are there social media platforms that COARNG would require advertising?

Answer- As of today, we are allowed to advertise on all platforms except for TikTok.

32. Question- Will the contractor be provided access to back-end website data for analysis?

Answer- Access will not be provided to back-end website data. We have discussed creating our own landing page to implement this.

33. Question- Will the contractor be allowed to place a “tracking pixel” on the back end of the COARNG website to track the visitor lifecycle from social media to the website?

Answer- No. See question and answer #32.

34. Question- Related to responding to social media interactions and comments, does the COARNG have a branded “voice” or “tone” that must be used across all platforms?

Answer- There are guidelines in place, but there is room to remain creative.

35. Questions- What email management solution will the COARNG use for this project?

Answer- The vendor is required to provide a platform to conduct email campaigns.

36. Question- What is the current population and demographics of the COARNG?

Answer- The current end strength of the Colorado Army National Guard is 3750, and the demographics very year to year based on attrition.

37. Question- Are there specific recruiting goals to be considered by the campaign(s)?

Answer- The Colorado Guard has an assigned mission that varies year to year based on the needs of the state. The goal of the campaigns is to produce leads that convert to enlistments.

38. Question- Are there any rewards or incentives that can be used in marketing messaging?

Answer- We can run Register to Win campaigns with items up to $300 that are intended to produce leads or referrals.

39. Question- Is there a heat map for geo campaigns displaying population centers, COARNG organizations and recruiting performance?

Answer- Yes, there is. However, the technology provided by the DOD is outdated and oftentimes inaccurate. We do have the ability to pull market share DOD-wide for the past ten years.

40. Question- Are there specific jobs or organizations that need help or should take priority?

Answer- The State publishes a “critical MOS list” each quarter. The jobs are placed on the list based on the current needs of the COARNG.

41. Question- What tools are currently in place for marketing, is there an App?

Answer- Currently we use Eclincher, BeaconStac, and ICIMS Text Recruit. The DOD provides our current CRM (Ikrome).

42. Question- Who are the COARNG leaders, influential members, and POCs?

Answer- Members of the COARNG, influential members, and POCs will be identified after award.

43. Question- Does Colorado offer differentiating incentives for use in marketing campaigns?

Answer- The Colorado Guard has launched a pilot program recently. This program aims to incentivize our referral program.

44. Question- How much 508 compliance is anticipated for the campaigns?

Answer- Vendors are required to comply with all 508 Compliance standards as required by law.

45. Question- Are we permitted to establish new social media channels, such as TikTok, if they aren't already in use?

Answer- TikTok is no longer an authorized platform for any DOD entity, but we are open to exploring other platforms if not already being utilized.

46. Question- Regarding the management of existing social media platforms, could you clarify the extent of access and control granted to the contractor?

Answer- The vendor will receive “Brand partner” access.

47. Question- Are there specific branding guidelines or templates that need to be adhered to when creating content, or is there flexibility for creative interpretation based on the contractor's expertise?

Answer- The National Guard Bureau has specific branding guidelines. These will be provided to the vendor at the first planning meeting.

48. Question- At clause 5.2.1, its mentioned 4 Recruiting Marketing Analysis Reports. We are not clear if these analysis reports are required to be submitted quarterly. The last line mentions these reports are be delivered Monthly NLT the 21st of the month. Please clarify the no. four mentioned in 5.2.1.

Answer- This is an error. The reports are due quarterly, no later than the 21st of the following month of the ending quarter. (Jan 21, Apr 21, July 21, Oct 21)

49. Question- Please advise the success metrics required for the scope mentioned at 5.2.4, 5.2.13, 5.2.14 and 5.2.16.

Answer-5.2.4, Geofenced campaigns with the intent to convert leads and engagements.

5.2.13, Google call ads – Ads that are intended to produce calls or leads to each storefront.

5.2.14 Search campaigns are text ads on search results that let you reach people while they’re searching on Google for the products and services you offer. It's great for driving sales, leads, or traffic to your website, as you can show your ads to people actively searching for your products and services.

5.2.16.

50. Question- Technical Exhibit 1 - 5.2.13 and 5.2.14 mentions each recruiting location - please clarify how many recruiting locations are covered under the scope.

Answer- Currently there are 15 locations that serve as recruiting stations, but this number may go up or down throughout the duration of the contract and should be flexible to adjust to the changes.

51. Question- Please confirm submission date of August 31 as the Synopsis Solicitation document on Page 4 mentions the due date as August 30.

Answer- Submission date for quotes/proposals is 11 September 2023 at 1:00 p.m. MDT.

52. Question- RFP, EVALUATION CRITERIA: Neither the RFP nor the PWS contains a requirement that a successful bidder have related experience. May we suggest, to ensure that the COARNG has a qualified pool of bidders, that the Evaluation Criteria include the following requirements:

1. The contractor must be able to show direct experience in Army National Guard recruiting, to include subject-matter expertise in ARNG marketing.

2. The contractor must have experience and knowledge in ARNG Branding and Marketing regulations and guidelines.

Answer- Noted. Evaluation criteria stands as stated in order to maximize competition.

53. Question- RFP, EVALUATION CRITERIA: The 10 Evaluation Factors refer specifically to 9 quantifiable work products, plus pricing. There are many additional work requirements in the PWS that, in theory, could be ignored in a proposal if those 9 factors are adequately addressed. May we suggest, to ensure that the COARNG receives complete proposals that reflect all their stated needs, that the Evaluation Criteria include the following requirement:

1. Proposals must demonstrate an understanding of the requirements as outlined in the Performance Work Statement, Section 5. Bidders must be able to provide all the requirements in PWS Section 5. Proposals must show all the requirements in PWS Section 5, or the submission will be considered technically unacceptable.

Answer- The measures placed within the PRS are performance measures that will be evaluated. Quotes must demonstrate understanding of the requirements in order to be considered technically acceptable.

54. Question- RFP, INSTRUCTIONS TO OFFERORS, paragraph 1: Will the Government please clarify the reference to a Cover letter, to include how it should be formatted and what information that must be included?

Answer- See Amendment 01. Cover letter shall include information about the company and points of contact as well as SAM registration information.

55. Question- Evaluation Factor/Performance Objective 1 and PWS 5.2.1: The stated requirement is for Four (4) Recruiting Marketing Analysis Reporting, but the last sentence says “Analytics Reports…must be delivered monthly…” Can the Government please clarify the quantity and delivery period, and whether the Recruiting Market Analysis Reporting is a different report than the Analytics Report? If these are different reports, will the government please clarify whether this is meant to be the same report delivered four (4) times or if they require four (4) different types of recruiting studies?

Answer-The Marketing analysis report is intended to be delivered quarterly and will only require four separate reports at the end of each FY Quarter. The vendor will provide monthly analytics (12) of the effectiveness of marketing efforts and campaigns. The monthly analytics report is different than the quarterly (4) Market Analysis report.

56. Question- RFP EVALUATION CRITERIA, Evaluation Factor/Performance Objective 4 1.1 and PWS 5.2.4: Both reference sixty (60) Custom Segmented Geofence and Geo-conquest Campaigns, but only the RFP specifies Google Ads and Meta. Can the government please clarify whether any other ad types should be included and whether the reference to sixty (60) refers to sixty (6) locations for targeting? Is there a budget or expected ROI the government can share to help us determine pricing?

Answer- All ads within the contract are required to be “paid”, or “boosted” to achieve a higher ROI. The target for paid leads has not yet been established and goals will be set after the award of the contract.

The six locations are the Recruiting centers throughout Colorado. The number of ads ran can be mixed based on performance.

57. Question- RFP EVALUATION CRITERIA, Evaluation Factor/Performance Objective 6 and PWS 5.2.12: The RFP specifically mentions lead nurturing for specific audiences (prior service, OSM, WOSM, etc.) but the PWS says it should be for leads captured on the COARNG marketing microsite. Can the government please clarify whether the PWS audience matches the RFP or if this is an additional requirement related to PWS 5.2.10 and/or PWS 5.2.11?

Answer- The lead nurturing will be required for all leads collected as part of the contract.

58. Question- RFP EVALUATION CRITERIA, Evaluation Factor/Performance Objective 3, PWS 5.2.3 and PRS 5.2.3: The PWS does not reference the twelve (12) monthly analytics meetings with the COR listed in the RFP and PRS. Can the government please clarify this requirement and whether the monthly analytics meetings with the COR must be in-person meetings or if an online meeting platform such as MS Teams is acceptable?

Answer- See question and answer 55 and revised PWS 5.2.3.

59. Question- RFP EVALUATION CRITERIA, Evaluation Factor/Performance Objective 3, PWS 5.2.3 and PRS 5.2.3: The PWS does not reference the twelve (12) monthly analytics meetings with the COR listed in the RFP and PRS. Can the government please clarify this requirement and whether the monthly analytics meetings with the COR must be in-person meetings or if an online meeting platform such as MS Teams is acceptable?

Answer- The monthly meetings may be over the phone or MS Teams. Only quarterly meetings will be in person. See also questions and answers #55.

60. Question- PWS 5.2.8 and 5.2.9: Can the government please identify how many users will need access to the Digital Asset Management System and Lead Management System?

Answer- The users will vary based on the need of the vendor.

61. Question- PWS 5.2.11: Can the government please clarify whether the government will provide the high school list or if the contractor will be responsible for providing the list? Are there any additional requirements for example, personalization or advanced tracking capabilities?

Answer- The Government and Awardee will work together to gather the High schools within the state, but the vendor will be primarily responsible to collect the data. Each campaign will be customed tailored to the demographic and advanced tracking is a requirement.

62. Question- PWS 5.2.15: Can the government please clarify whether this is in reference to the media already mentioned in Evaluation Factor/Performance Objective 4, 7, 8, and 9 and sections 5.2.13, 5.2.14, and 5.2.16 of the PWS or if this is an additional requirement for the contractor to purchase other types of media? Can the government share the media budget?

Answer- Yes, all the media will be purchased by the awardee and the performance will be evaluated by the COR. The Media budget is a firm-fixed price award.