Digital Marketing
Overview
Buyer
Place of Performance
NAICS
PSC
Set Aside
Original Source
Timeline
Qualification Details
Fit reasons
- NAICS alignment with historical contract wins in similar service areas.
- Scope strongly matches core technical capabilities and delivery model.
Risks
- Past performance thresholds may require one additional teaming partner.
- Potential clarification needed on staffing minimums before bid/no-bid.
Next steps
Validate eligibility requirements, assign capture owner, and schedule partner outreach to confirm teaming strategy before submission planning.
Quick Summary
The Department of the Army, specifically the California Army National Guard (CAARNG), is soliciting proposals for Digital Marketing services. This opportunity aims to provide a comprehensive marketing package to support CAARNG's recruitment and retention goals. This acquisition is a Women-Owned Small Business (WOSB) Program Set-Aside. Proposals are due May 20, 2026.
Scope of Work
The contractor shall provide a comprehensive marketing package, including services to generate qualified recruitment leads, offer a customized lead capture and nurturing solution, and support the Recruiting and Retention Battalion (RRB) leadership, recruiters, and marketing staff. Key deliverables include:
- Developing and executing a comprehensive marketing program.
- Generating qualified recruitment leads for non-prior service individuals aged 17-34.
- Providing customized lead capture and nurturing solutions.
- Supporting RRB leadership, recruiters, and marketing staff.
- Conducting Market Research, Marketing Strategy & GIS Analytic Studies.
- Managing Recruiting Location and Digital Assets.
- Developing and executing Media Plans.
- Improving digital footprint through enhanced digital identity management across multiple platforms.
Contract & Timeline
- Contract Type: Firm Fixed Price (FFP).
- Period of Performance: July 1, 2026, to June 30, 2027 (12 months).
- Set-Aside: Women-Owned Small Business (WOSB) Program Set-Aside (FAR 19.15).
- NAICS Code: 541810 (Advertising, Public Relations, and Related Services) with a size standard of $26,000,000.00.
- Response Due: May 20, 2026, by 23:00:00Z (Pacific Time).
- Published: May 8, 2026.
Submission & Evaluation
Proposals must be emailed to the Contracting Officer, Kaipo Kim (kaipo.h.kim.civ@army.mil), by the specified due date. Evaluation factors, in order of importance, are:
- Technical: Assessing Organizational & Management Plan, Market Research, Marketing Strategy & GIS Analytic Studies, Recruiting Location Management, Digital Asset Management System, and Media Plan Development & Execution.
- Past Performance: Evaluated based on recency (within three years) and relevancy.
- Price: Verified for accuracy and used to determine fairness and reasonableness.
Additional Notes
- Offerors must adhere strictly to submission instructions, including format and page limitations. Non-responsive proposals may not be evaluated.
- The solicitation incorporates FAR clauses by reference.
- A Wage Determination (No. 2015-5631, Revision No. 26) for California Counties of El Dorado, Placer, Sacramento, Yolo is provided, which bidders must use to calculate labor costs.
- A Price Matrix template is included for vendors to submit their pricing proposals, requiring details on quoter information and CLIN pricing for Digital Marketing services.
- The government reserves the right to award without discussions.
- The place of performance is Roseville, CA, though the PWS states N/A for place of performance, the agency office is in Roseville, CA.