Questions_and_Answers_-_Social_Media_Diversity_Initiative_Services.docx

RFQ - Missouri Army National Guard Recruiting Social Media Diversity Initiative Services Solicitation Number: W912NS-17-Q-7015 Questions and Answers

1. Is it the government’s intent that this campaign be designed around use of organic social media postings, paid social media (such as targeted boosts of content) or both?

A: Both

2. Could you provide the account URLs for each social media account the contractor will be using, i.e. Facebook and Instagram?

A: Instagram: mo_nationalguard_recruiting & Facebook: MissouriNationalGuardRecruiting

3. Is it the government’s intent that the contractor post content to the named schools’ social media accounts? If so, will the contractor have direct access to these accounts or be required to work through the individual school social media teams?

A: It is our intent that posts are made from the Universities pages with The National Guard’s pages tagged & “hashtagged”.

4. Will the contractor have continuous access to the social media accounts throughout the campaign?

A: The contractor can be added as a temporary posting agency if required.

5. Does the government currently use a social media posting/tracking application such as Hootsuite with these social media accounts? If so, will the contractor be given access is use these applications during the campaign? If not, will the contractor be authorized to establish and use a posting/tracking application during the campaign?

A: We do not currently have anything like this. The contractor will be required to create a URL or other tracking system to provide results/analytics/ROI.

6. Does the government currently use Facebook’s Business Manager application for social media posting/tracking management? If so, will the contractor be given access is use these applications during the campaign? If not, will the contractor be authorized to establish and use Facebook’s Business Manager application during the campaign?

A: We do not currently but are in the process. We can give access to this and will allow establishment of any missing and essential functions/requirements.

7. Will the contractor be able to contact and coordinate with the social media teams at the targeted universities?

A: This is the intent but we cannot authorize. Contractor must be able to form this relationship.

8. With the first campaign scheduled to begin on 4 Aug 17, time to kick of the contract and set-up the first campaign is extremely limited. What is the targeted award date for this contract?

A: As soon as possible.

9. The current RFQ asks for a quote generate social media impressions. In addition to providing an impressions based quote, would the government consider a quote for impression and social media generated leads directed to the NG website?

A: We would allow this in addition.

10. Is the contractor solely responsible for acquiring/creating graphics, photographic and other creative used in the campaign or will the government provide graphics, photographic and other creative for use be the contractor?

A: This will be a collaborative process.

11. Have you transcreated social media copy into Spanish before? If not, are you interested in doing so?

A: We have not but would be interested if it would help hit our Hispanic demographic goals

12. Are you open to copy being different on other channels? (see 2.4.5) A: We are not opposed to them being different if there is a more positive outcome in doing so. Having the content applicable to each type of platform would probably be a good idea since different platforms have different language/styles!

13. Are you looking for organic content or paid social, or both?

A: Both

14. Will the agency of choice be creating creative assets for social?

A: Creating via collaboration and approval of Marketing NCO

15. Are you interested in connecting with influencers?

A: If beneficial to increased lead generation and ROI, we are not opposed; situational.

16. Will the agency of choice be strategizing and implanting plan?

A: Yes, will collaboration and approval of Marketing NCO

17. What is their main conversion focus?

A: Gaining leads and enlistments into the National Guard + Increasing diversity efforts + increased knowledge and use of educational benefits

18. What are they currently counting as conversions?

A: We are considereing direct messages as leads and we focus on the leads that turn into enlistments (real ROI).

19. What is their current social media mix budget?

This is yet to be determined : do not currently have one set in stone.

20. What social channels are they currently running / have run in the past?

A: We have ran paid campaigns on Facebook and Instagram in the past (likes, lead gen, messages)

21. Do they have a creative bank we can utilize? (photography) A: Yes, for the most part. We have photos taken by our Public Affairs Office but additional creative would be nice.

22. Who is currently managing their social pages? How often are they updated?

A: We recently had someone (within the last two weeks) start improving/managing our pages and the intent is to now have them monitored and updated on a regular/daily basis.

23. What has worked the best and what has underperformed?

A: Boosted likes and the messanger campaign have been the most successful. Using “fitness themes” as well as females in imagery has also proved successful.

24. How are they currently tracking conversions? GA goals or thank you page URLs?

A: We do not have a way to track conversions other than an excel spreadsheet from messages. We would like to have a URL to track.

25. Who are their biggest competitors?

A: Our biggest competitors are other branches of the military, especially the Army Reserves.

26. What is the most important goal of this campaign? Brand awareness or conversion focused?

A: This is both, however, conversion is #1.

27. What is the geo-targeting locations we need to focus on?

A: This would be related to the Host Universities selected.