Intent to Award a Sole-Source Contract to Global Media for the Massachusetts Air National Guard Advertising Campaign
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 U.S. Property Fiscal Office (USPFO) for Massachusetts, on behalf of the Massachusetts Air National Guard (MA ANG) Recruiting and Retention office, intends to award a firm-fixed-price, sole-source contract to Global Media for a comprehensive marketing and advertising campaign. This notice is not a request for competitive quotes, but responsible sources may submit capability statements. Responses are due by April 30, 2026.
Purpose & Scope of Work
The requirement is for a comprehensive marketing and advertising campaign designed to increase brand awareness and generate recruiting leads for the MA ANG. The services include furnishing non-personal services, personnel, equipment, tools, materials, and quality control for marketing and advertising.
Specific services detailed in the Performance Work Statement (PWS) include:
- Audio and companion display advertising: Targeting the 18-24 demographic, aiming for 637,778 total impressions.
- Omni-channel advertising: Also targeting the 18-24 demographic, aiming for 390,099 total impressions, placed in specific Massachusetts zip codes.
- Placement: Across various digital platforms such as mobiles, tablets, smart speakers, CTV, connected cars, private radio stations, digital billboards, urban panels, and transport hubs.
- Content: Radio advertising in 6, 10, 15, and 30-second increments; visual advertising will be graphics-based without embedded external links.
Contract Details & Justification
- Contract Type: Firm-Fixed-Price, Sole-Source (Intent to Award)
- Authority: Federal Acquisition Regulation (FAR) 12.102(a), allowing for restricted competition for commercial services below the simplified acquisition threshold when only one source is reasonably available.
- Period of Performance: May 1, 2026, through July 31, 2026 (3 months).
- Place of Performance: Various locations based on the Boston 25 Zip Trip 2026 Schedule.
- Sole-Source Justification: Market research indicated that while other firms have advertising capabilities, none possess Global Media's specific combination of prior MA ANG experience and deep regional expertise, coupled with a tight deadline, making them the only viable option.
Performance Standards & Special Requirements
The contractor must achieve 637,778 impressions for audio and companion display advertising and 390,099 impressions for omni-channel advertising between April 1 and June 30. Defects must be corrected within five calendar days, and monthly reporting is required. Special requirements include developing a Quality Control (QC) Plan, safeguarding Government property, designating a Contract Manager, and reporting Organizational Conflicts of Interest (OCI).
Response Information
This notice is not a request for competitive quotes, and no solicitation document is available. However, all responsible sources who believe they can meet the Government's requirements may submit a capability statement. This statement must provide clear and convincing evidence of capability and include the company name, address, point of contact, CAGE code, and UEI number.
Responses must be submitted electronically to the Contracting Officer no later than April 30, 2026 (15 calendar days from the publication date). The Government will use this information solely to determine whether to conduct a competitive procurement.