Marketing and Advertising Services - Amendment 01

The Colorado Army National Guard seeks advanced marketing and advertising services for its Recruiting and Retention Battalion, with quotes due August 21, 2026 at 7:00 am MDT. This procurement is 100% set-aside for Women-Owned Small Businesses (WOSB) and will be awarded as firm-fixed-price.

Place of performance is 6848 S Revere Parkway, Centennial, Colorado. The contract spans a 12-month base period (September 27, 2026 through September 26, 2027) plus three optional 12-month extension periods through September 26, 2030. The NAICS code is 541810 (Advertising Agencies) with a small business size standard of $25.5 million.

The scope requires comprehensive digital marketing and lead generation targeting individuals aged 17–41 through multi-channel paid campaigns on Google and Meta platforms. Deliverables include an annual strategic marketing plan generating a minimum of 20 quality leads annually; quarterly recruiting market analysis reports and Geographic Information Systems analytic studies; a COARNG microsite with 86 personalized landing pages for recruiting and retention NCOs and locations; a live user dashboard updated within 60 days of contract start; lead management with email and SMS platforms; Google My Business and call tracking systems; market research identifying 200 keywords and 50 negative keywords; and monthly analytics reporting tracking cost per click, cost per lead, conversion rates, and monthly enlistments. The government estimates annual media placement expenditures of up to $100,000 per year, included in the contractor's firm-fixed-price proposal. All advertising accounts, creative work product, and digital assets remain sole COARNG property and transfer to the government at contract completion.

There is no transition period from the incumbent (current contract W912LC-23-P-0044). The contractor must develop all systems and campaigns from the ground up. Contractor personnel must maintain NIST SP 800-171 compliance and DFARS cybersecurity standards for systems handling personally identifiable information. Questions were due July 30, 2026; answers were posted August 7, 2026. Amendment 01 (posted August 7, 2026) clarified ambiguities in the solicitation and Performance Work Statement; all offerors must acknowledge receipt.

Evaluation criteria weigh technical capability and past performance equally and significantly more important than price. Offerors must submit a technical proposal (15-page maximum), past performance questionnaire with recent references, completed CLIN price table with fully burdened pricing covering all labor, media spend, software licenses, and administrative costs, and proof of active SAM registration with no exclusions.