U. S. Army Marketing and Advertising Program

24 February 2017

Amendment 05 of W9124D-16-R-0046 US Army Marketing and Advertising Services EXTENDS the proposal due date from 1 MAR 17 to 3 MAR 17.  Also please see the addition of Cost Plus Fixed Fee CLINS.  There are no other changes.

//UPDATE END//

08 February 2017:

Please see Amendment 0004 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition.  The purpose of this amendment is to release the Government's responses to the questions received in regards to the RFP.  These responses are attached to the notice.  This amendment also provides a revised solicitation as a result of the questions received, a revised Sample Cost Price Workbook (Attachment 3), a revised Sample Tasks attachment (Attachment 2), and Attachment 10, AR 750-1.  For ease of review, a conformed copy of the solicitation is also provided.


Please also note that the Interested Vendors List issue has also been resolved.  Interested vendors should be able to now add themselves to the list and also view who is on the list. 


The Government is not entertaining additional questions at this time. 

No other changes to the RFP are incorporated.


///UPDATE END///



01 February 2017:

Please see Amendment 0003 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition. The purpose of this amendment is to revise the response date for the Past Performance Volume and to revise the page limitation on the Cost/Price Volume. Please see the attached amendment for additional information. No other changes to the RFP have occurred at this time.

Please also note that the team is working on the Interested Vendors List issue (e.g., not being able to populate an interested vendors list and that list not being visible). This is ongoing and currently does not have a resolution date. As soon as resolution is reached, an update to this notice will be posted. Please continue to monitor this announcement for updates regarding this issue.

Finally, the Government team is finalizing its response to the industry questions. It is anticipated that the responses to industry questions will be posted via a solicitation amendment on or about 08 February 2017.

///UPDATE END///

11 January 2017:

Please see Amendment 0002 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition.  The purpose of this amendment is to
extend the response date to the RFP.  Please see attached amendment for extension information.  No other changes to the RFP have occurred at this time.

///UPDATE END///


06 January 2017:

Please see Amendment 0001 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition.  The purpose of this amendment is to provide the URL to industry that has historical program information.  No other changes to the RFP have occurred at this time. 

///UPDATE END///


03 January 2017: 

The Request for Proposal (RFP) W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition is hereby released.  Please review the attached solicitation and all attachments and comply with all instructions.

The 412th Contract Support Brigade has a requirement for a full-service advertising agency to support a nationwide advertisement campaign for the Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs (ASA(M&RA)) as executed by the Army Marketing and Research Group (AMRG).

This requirement is to provide the Army with the capability and services of a full-service advertising agency (herein referred to as "Agency") to provide a nationwide advertisement campaign program for personnel recruitment and retention programs throughout the Army. Similar to many other services the Army procures, the selected Agency will provide professional expertise and services. However, unlike any other service the Army procures, the selected Agency is required to develop and execute successful national and local marketing communication efforts in support of the development of a vibrant marketing and advertising strategy and subsequent marketing plans required to transform the mindset of the target audiences. The strategies and marketing plans encompass the enlisted and officer manpower requirement for the Total Army Force. In addition, campaigns may be required for influencer and multi-cultural markets.

The Agency is also required to provide a full range of services to include, assisting the development of the Army's marketing strategy, the execution of the tactical advertising strategy through the production of a wide range of advertising solutions.

This is a performance based requirement that not only provides the above described services but also complete advertising planning and tactical services. These include: development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-culture advertising; as well as online and social media.

The resultant contract is to be a Single Award, Indefinite Delivery, Indefinite Quantity (IDIQ) contract with a potential of up to 10 years of performance.

01 February 2017:

Please see Amendment 0003 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition. The purpose of this amendment is to revise the response date for the Past Performance Volume and to revise the page limitation on the Cost/Price Volume. Please see the attached amendment for additional information. No other changes to the RFP have occurred at this time.

Please also note that the team is working on the Interested Vendors List issue (e.g., not being able to populate an interested vendors list and that list not being visible). This is ongoing and currently does not have a resolution date. As soon as resolution is reached, an update to this notice will be posted. Please continue to monitor this announcement for updates regarding this issue.

Finally, the Government team is finalizing its response to the industry questions. It is anticipated that the responses to industry questions will be posted via a solicitation amendment on or about 08 February 2017.

///UPDATE END///

11 January 2017:

Please see Amendment 0002 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition.  The purpose of this amendment is to
extend the response date to the RFP.  Please see attached amendment for extension information.  No other changes to the RFP have occurred at this time.

///UPDATE END///


06 January 2017:

Please see Amendment 0001 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition.  The purpose of this amendment is to provide the URL to industry that has historical program information.  No other changes to the RFP have occurred at this time. 

///UPDATE END///


03 January 2017: 

The Request for Proposal (RFP) W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition is hereby released.  Please review the attached solicitation and all attachments and comply with all instructions.

The 412th Contract Support Brigade has a requirement for a full-service advertising agency to support a nationwide advertisement campaign for the Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs (ASA(M&RA)) as executed by the Army Marketing and Research Group (AMRG).

This requirement is to provide the Army with the capability and services of a full-service advertising agency (herein referred to as "Agency") to provide a nationwide advertisement campaign program for personnel recruitment and retention programs throughout the Army. Similar to many other services the Army procures, the selected Agency will provide professional expertise and services. However, unlike any other service the Army procures, the selected Agency is required to develop and execute successful national and local marketing communication efforts in support of the development of a vibrant marketing and advertising strategy and subsequent marketing plans required to transform the mindset of the target audiences. The strategies and marketing plans encompass the enlisted and officer manpower requirement for the Total Army Force. In addition, campaigns may be required for influencer and multi-cultural markets.

The Agency is also required to provide a full range of services to include, assisting the development of the Army's marketing strategy, the execution of the tactical advertising strategy through the production of a wide range of advertising solutions.

This is a performance based requirement that not only provides the above described services but also complete advertising planning and tactical services. These include: development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-culture advertising; as well as online and social media.

The resultant contract is to be a Single Award, Indefinite Delivery, Indefinite Quantity (IDIQ) contract with a potential of up to 10 years of performance.

11 January 2016:

Please see Amendment 0002 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition.  The purpose of this amendment is to
extend the response date to the RFP.  Please see attached amendment for extension information.  No other changes to the RFP have occurred at this time.

///UPDATE END///


06 January 2016:

Please see Amendment 0001 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition.  The purpose of this amendment is to provide the URL to industry that has historical program information.  No other changes to the RFP have occurred at this time. 

///UPDATE END///


03 January 2016: 

The Request for Proposal (RFP) W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition is hereby released.  Please review the attached solicitation and all attachments and comply with all instructions.

The 412th Contract Support Brigade has a requirement for a full-service advertising agency to support a nationwide advertisement campaign for the Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs (ASA(M&RA)) as executed by the Army Marketing and Research Group (AMRG).

This requirement is to provide the Army with the capability and services of a full-service advertising agency (herein referred to as "Agency") to provide a nationwide advertisement campaign program for personnel recruitment and retention programs throughout the Army. Similar to many other services the Army procures, the selected Agency will provide professional expertise and services. However, unlike any other service the Army procures, the selected Agency is required to develop and execute successful national and local marketing communication efforts in support of the development of a vibrant marketing and advertising strategy and subsequent marketing plans required to transform the mindset of the target audiences. The strategies and marketing plans encompass the enlisted and officer manpower requirement for the Total Army Force. In addition, campaigns may be required for influencer and multi-cultural markets.

The Agency is also required to provide a full range of services to include, assisting the development of the Army's marketing strategy, the execution of the tactical advertising strategy through the production of a wide range of advertising solutions.

This is a performance based requirement that not only provides the above described services but also complete advertising planning and tactical services. These include: development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-culture advertising; as well as online and social media.

The resultant contract is to be a Single Award, Indefinite Delivery, Indefinite Quantity (IDIQ) contract with a potential of up to 10 years of performance.

06 January 2016:

Please see Amendment 0001 to RFP W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition.  The purpose of this amendment is to provide the URL to industry that has historical program information.  No other changes to the RFP have occurred at this time. 

///UPDATE END///


03 January 2016: 

The Request for Proposal (RFP) W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition is hereby released.  Please review the attached solicitation and all attachments and comply with all instructions.

The 412th Contract Support Brigade has a requirement for a full-service advertising agency to support a nationwide advertisement campaign for the Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs (ASA(M&RA)) as executed by the Army Marketing and Research Group (AMRG).

This requirement is to provide the Army with the capability and services of a full-service advertising agency (herein referred to as "Agency") to provide a nationwide advertisement campaign program for personnel recruitment and retention programs throughout the Army. Similar to many other services the Army procures, the selected Agency will provide professional expertise and services. However, unlike any other service the Army procures, the selected Agency is required to develop and execute successful national and local marketing communication efforts in support of the development of a vibrant marketing and advertising strategy and subsequent marketing plans required to transform the mindset of the target audiences. The strategies and marketing plans encompass the enlisted and officer manpower requirement for the Total Army Force. In addition, campaigns may be required for influencer and multi-cultural markets.

The Agency is also required to provide a full range of services to include, assisting the development of the Army's marketing strategy, the execution of the tactical advertising strategy through the production of a wide range of advertising solutions.

This is a performance based requirement that not only provides the above described services but also complete advertising planning and tactical services. These include: development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-culture advertising; as well as online and social media.

The resultant contract is to be a Single Award, Indefinite Delivery, Indefinite Quantity (IDIQ) contract with a potential of up to 10 years of performance.

03 January 2016: 

The Request for Proposal (RFP) W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition is hereby released.  Please review the attached solicitation and all attachments and comply with all instructions.

The 412th Contract Support Brigade has a requirement for a full-service advertising agency to support a nationwide advertisement campaign for the Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs (ASA(M&RA)) as executed by the Army Marketing and Research Group (AMRG).

This requirement is to provide the Army with the capability and services of a full-service advertising agency (herein referred to as "Agency") to provide a nationwide advertisement campaign program for personnel recruitment and retention programs throughout the Army. Similar to many other services the Army procures, the selected Agency will provide professional expertise and services. However, unlike any other service the Army procures, the selected Agency is required to develop and execute successful national and local marketing communication efforts in support of the development of a vibrant marketing and advertising strategy and subsequent marketing plans required to transform the mindset of the target audiences. The strategies and marketing plans encompass the enlisted and officer manpower requirement for the Total Army Force. In addition, campaigns may be required for influencer and multi-cultural markets.

The Agency is also required to provide a full range of services to include, assisting the development of the Army's marketing strategy, the execution of the tactical advertising strategy through the production of a wide range of advertising solutions.

This is a performance based requirement that not only provides the above described services but also complete advertising planning and tactical services. These include: development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-culture advertising; as well as online and social media.

The resultant contract is to be a Single Award, Indefinite Delivery, Indefinite Quantity (IDIQ) contract with a potential of up to 10 years of performance.

03 January 2016:  This modification releases the Request for Proposal (RFP) W9124D-16-R-0046 for the U.S. Army Marketing and Advertising Program Acquisition.  Please review the attached solicitation and all attachments and comply with all instructions.



W9124D-16-R-0046 Pre-Solicitation Notice/Multi-Step Advisory Process



This notice is issued pursuant to FAR 15.202, Advisory Multi-Step Process and FAR 5.204, Pre-Solicitation Notices. This notice contains a description of the requirement and instructions on how companies should respond to the Advisory Multi-Step Process. At this time, this notice is NOT the actual solicitation, but is for the purpose of identifying interested Agencies and to advise on their potential viability as competitors prior to soliciting proposals.

This notice also acts the pre-solicitation notice in advance of the solicitation being released. This notice does not constitute a commitment on the part of the Government, and does not guarantee that an actual solicitation or contract will be issued.
Attached, please also find responses to industry questions. A revised Draft Performance Work Statement will be released in the upcoming days.

1. Overview

1.1 The 412th Contract Support Brigade has a requirement for a full-service advertising agency to support a nationwide advertisement campaign for the Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs (ASA(M&RA)) as executed by the Army Marketing and Research Group (AMRG), U.S. Army Recruiting Command (USAREC), U.S. Army Cadet Command (USACC), U.S. Army Reserve (OCAR), and the Army National Guard (ARNG).

1.2 This requirement is to provide the Army with the capability and services of a full-service advertising agency (herein referred to as "Agency") to provide a nationwide advertisement campaign program for personnel recruitment and retention programs throughout the Army. Similar to many other services the Army procures, the selected Agency will provide professional expertise and services. However, unlike any other service the Army procures, the selected Agency is required to develop and execute successful national and local marketing communication efforts in support of the development of a vibrant marketing and advertising strategy and subsequent marketing plans required to transform the mindset of the target audiences. The strategies and marketing plans encompass the enlisted and officer manpower requirement of the Active Army, Army Reserve, Army Civilian workforce, and the Army National Guard. In addition, campaigns may be required for influencer and multi-cultural markets.

1.3 The Agency is also required to provide a full range of services to include, assisting the development of the Army's marketing strategy, the execution of the tactical advertising strategy through the production of a wide range of advertising solutions.
1.4 This is a performance based requirement that not only provides the above described services but also complete advertising planning and tactical services. These include: development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-culture advertising; as well as online and social media.

1.5 The resultant contract is to be a Single Award, Indefinite Delivery, Indefinite Quantity (IDIQ) contract with a potential of up to 10 years of performance.

2. Advisory Multi-Step

2.1 The Contracting Officer invites interested contractors to review the attached Advisory Phase Questionnaire, complete it, and return the questionnaire to: usarmy.jbsa.acc-micc.mbx.micc-fsh-amp@mail.mil. The deadline for responses is 23 November 2016. If a response was provided to the previous Advisory Multi-Step, please revise and resubmit. Any previously submitted responses to this step will not be reviewed.

2.2 The 412th CSB will advise Agencies responding to the Advisory Phase Questionnaire if they are considered viable competitors or if they are unlikely to be a viable competitor. If a company is advised that they will not be a viable competitor, they are NOT precluded from submitting a proposal once the actual solicitation is issued.

2.3 Limit responses to only what is requested in the Advisory Phase Questionnaire. Additional information provided outside of the questionnaire will not be reviewed and will not be considered in determining the viability of a potential offeror. Completed and submitted questionnaires are considered "Source Selection Sensitive" and shall be protected in accordance with FAR 3.104-4.

2.4 This phase is NOT to be construed as the Request for Proposal. The Government WILL NOT reimburse proposal costs stemming from this phase. This is merely an opportunity, given the significant financial investment required to participate in this acquisition, for the Government to advise interested Agencies of their potential to be a viable competitor in this acquisition. It is NOT to be construed as a formal evaluation in response to a Request for Proposal.

2.5 The Contracting Office WILL NOT entertain questions at this phase. There will be a question phase allotted for, if necessary, upon release of the solicitation.

W9124D-16-R-0046 Pre-Solicitation Notice/Multi-Step Advisory Process



This notice is issued pursuant to FAR 15.202, Advisory Multi-Step Process and FAR 5.204, Pre-Solicitation Notices. This notice contains a description of the requirement and instructions on how companies should respond to the Advisory Multi-Step Process. At this time, this notice is NOT the actual solicitation, but is for the purpose of identifying interested Agencies and to advise on their potential viability as competitors prior to soliciting proposals.

This notice also acts the pre-solicitation notice in advance of the solicitation being released. This notice does not constitute a commitment on the part of the Government, and does not guarantee that an actual solicitation or contract will be issued.
Attached, please also find responses to industry questions. A revised Draft Performance Work Statement will be released in the upcoming days.

1. Overview

1.1 The 412th Contract Support Brigade has a requirement for a full-service advertising agency to support a nationwide advertisement campaign for the Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs (ASA(M&RA)) as executed by the Army Marketing and Research Group (AMRG), U.S. Army Recruiting Command (USAREC), U.S. Army Cadet Command (USACC), U.S. Army Reserve (OCAR), and the Army National Guard (ARNG).

1.2 This requirement is to provide the Army with the capability and services of a full-service advertising agency (herein referred to as "Agency") to provide a nationwide advertisement campaign program for personnel recruitment and retention programs throughout the Army. Similar to many other services the Army procures, the selected Agency will provide professional expertise and services. However, unlike any other service the Army procures, the selected Agency is required to develop and execute successful national and local marketing communication efforts in support of the development of a vibrant marketing and advertising strategy and subsequent marketing plans required to transform the mindset of the target audiences. The strategies and marketing plans encompass the enlisted and officer manpower requirement of the Active Army, Army Reserve, Army Civilian workforce, and the Army National Guard. In addition, campaigns may be required for influencer and multi-cultural markets.

1.3 The Agency is also required to provide a full range of services to include, assisting the development of the Army's marketing strategy, the execution of the tactical advertising strategy through the production of a wide range of advertising solutions.
1.4 This is a performance based requirement that not only provides the above described services but also complete advertising planning and tactical services. These include: development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-culture advertising; as well as online and social media.

1.5 The resultant contract is to be a Single Award, Indefinite Delivery, Indefinite Quantity (IDIQ) contract with a potential of up to 10 years of performance.

2. Advisory Multi-Step

2.1 The Contracting Officer invites interested contractors to review the attached Advisory Phase Questionnaire, complete it, and return the questionnaire to: usarmy.jbsa.acc-micc.mbx.micc-fsh-amp@mail.mil. The deadline for responses is 23 November 2016. If a response was provided to the previous Advisory Multi-Step, please revise and resubmit. Any previously submitted responses to this step will not be reviewed.

2.2 The 412th CSB will advise Agencies responding to the Advisory Phase Questionnaire if they are considered viable competitors or if they are unlikely to be a viable competitor. If a company is advised that they will not be a viable competitor, they are NOT precluded from submitting a proposal once the actual solicitation is issued.

2.3 Limit responses to only what is requested in the Advisory Phase Questionnaire. Additional information provided outside of the questionnaire will not be reviewed and will not be considered in determining the viability of a potential offeror. Completed and submitted questionnaires are considered "Source Selection Sensitive" and shall be protected in accordance with FAR 3.104-4.

2.4 This phase is NOT to be construed as the Request for Proposal. The Government WILL NOT reimburse proposal costs stemming from this phase. This is merely an opportunity, given the significant financial investment required to participate in this acquisition, for the Government to advise interested Agencies of their potential to be a viable competitor in this acquisition. It is NOT to be construed as a formal evaluation in response to a Request for Proposal.

2.5 The Contracting Office WILL NOT entertain questions at this phase. There will be a question phase allotted for, if necessary, upon release of the solicitation.