Air Force RFP: National Advertising & Event Marketing

Air Force RattiSteve’s breakdown: For a lot more detail on this search go to: AFICA RFP.

If you’re still confused – I am too but there it is . . .

WASHINGTON, DC: This Request for Information (RFI) is issued solely for information and planning purposes. In accordance with FAR 15.201(e), responses to this notice are not offers and cannot be accepted by the Government to form a binding contract. This RFI does not commit the Government to contract for any supply or service whatsoever. Your response to this RFI will be treated as information only and will not be used as a proposal. No entitlement to payment, of direct or indirect costs, or charges to the Government will arise as a result of a contractor’s submission of a response to this announcement or the Government’s use of such information. The information provided may be used by the Government in developing its acquisition strategy and statement of work/statement of objectives, and performance specifications. Interested parties are responsible for marking proprietary or competition sensitive information contained within their response. Not responding to the RFI does not preclude participation in any future solicitations, if any. The information provided in this RFI is subject to change and is not binding on the Government. The Government does not intend to issue a solicitation based on this RFI. The information sought in this RFI includes the North American Industry Classification System (NAICS) Code 541810, Advertising Agencies. The small business size standard is $15 million as measured by total revenues, but excluding funds received in trust for an unaffiliated third party, such as bookings or sales subject to commissions. The commissions received are included as revenue.

SUMMARY: AFICA 338 SCONS/PKD is conducting market research to gather information on contractor’s capability to generate sales leads for the military recruiting force and to increase awareness and public support for the Air Force as a world-class organization that plays a significant role in achieving national objectives and one that offers rewarding career opportunities through Air Force military service around the globe.

TECHNICAL DESCRIPTION: This requirement requires a full-service advertising service provider (hereafter referred to as the “Agency”) capable of providing all necessary management, supervision, labor, material, and equipment (except for Government furnished items) required to plan, create, design, produce, place, evaluate and measure the effectiveness of advertising and special events in support of Air Force active duty recruiting at the national, regional, and local levels. The Agency shall be capable of using all available media formats, including but not limited to the following: television, radio, magazine, newspaper, online digital, social, direct mail, outdoor, transit, promotional material (posters, brochures, etc.), video, film, and emerging technologies. In addition, the Agency will be responsible for event-marketing, planning, and execution. The Agency will provide lead fulfillment services to include inbound and outbound call systems; lead management services; database management for leads data; and a closed loop lead management system. The Agency will manage a television public service announcement program to include reproduction, distribution, tracking, and film storage. The Agency may be responsible for campaign specific sales training.

RESPONSE FORMAT: Please provide answers for each of the following questions, utilizing the existing numbering scheme for each response and limiting your total response for this RFI to no more than ten (10) pages:

1. All interested parties are invited to provide the following information:

A. Company Name and CAGE code.
B. Mailing Address.
C. Point of Contact (to include phone/fax and e-mail).
D. Web site, if applicable.
E. State if your company is registered under NAICS code 541810 or not.
F. State whether your firm is large, small, small disadvantaged, woman-owned small, HUB-Zone, veteran owned, service-disabled veteran owned, or 8(a) certified business concern for NAICS 541810.

2. What type of advertising/marketing services do you normally offer to the commercial market?

3. Which, if any, of these services do you provide to Federal, State or Local Governments?

4. Describe your capability to meet the technical requirements described in the attached draft PWS.

5. Describe your experience with similar requirements.

6. Describe your experience with various contract types (i.e. Firm-Fixed-Price, Cost-Reimbursement, Incentive, Indefinite-Delivery, etc.).

7. Give any suggestions of industry practices that have not been identified within the draft PWS.

8. Provide any comments or questions on the draft PWS.

9. Large businesses will be required to provide a small business subcontracting plan indicating whether or not they can meet DoD minimum subcontracting goals (36% of subcontracts to small businesses, 3% to service-disabled veteran-owned small businesses, 5% to small disadvantaged businesses, 5% to woman-owned small businesses and 3% to Historically Underutilized Business Zones (HUB Zone) small businesses). Subcontractors include any company that is contracted with for services or supplies that would support this contract. If not, please provide a brief explanation why these goals are not appropriate, what percentage could be subcontracted to each small business category, and the basis of the percentages proposed. Also, provide the percentage of the total contract dollars that could be subcontracted to each small business category and the basis of the percentages proposed. NOTE: Small businesses may be located through the Dynamic Small Business Search at


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