DCARNG Recruiting & Retention Marketing Services

The Department of the Army National Guard seeks recruiting and retention marketing services for the Delaware Army National Guard, with proposals due August 12, 2026. The procurement is 100% set aside for Women-Owned Small Businesses (WOSB) and designated as Economically Disadvantaged Women-Owned Small Business (EDWOSB).

Place of performance is Washington, DC. The contract is a firm fixed-price Request for Quote with a base period from September 15, 2026 through September 14, 2027 and a one-year option period from September 15, 2027 through September 14, 2028. NAICS code 541613 (Marketing Consulting Services) and PSC R701 (Support—Management: Advertising) apply.

The contractor shall develop and execute integrated marketing strategies across digital, print, and social media platforms to increase awareness of the Delaware Army National Guard and drive recruitment and retention among target demographics. Services include market analysis, campaign planning, creative development, media buying, performance measurement, and reporting on lead generation, website traffic, and recruitment conversion rates. The contractor must maintain brand consistency with Army standards and provide regular status updates and quarterly performance reports detailing campaign effectiveness and return on investment.

The contractor shall meet specified recruitment and retention targets, maintain responsiveness to Army National Guard personnel communications and direction, and adapt marketing strategies based on performance data and feedback. Performance will be evaluated on quantitative metrics (conversion rates, reach statistics) and qualitative assessments (creative materials, campaign strategies) through a Quality Assurance Surveillance Plan with monthly or quarterly reviews.

Award will be made on a best value basis considering technical approach, past performance, and price realism. Service Contract Act wage determination No. 2015-4281, Revision 37 applies to the contract and establishes prevailing wage rates for applicable job classifications.