National Recruitment Advertising Campaign Services (NRAC)

Performance Work Statement (PWS)

To procure comprehensive advertising and marketing services for the U.S. Secret Service (USSS) National Recruitment Advertising Campaign (NRAC) to support USSS national, regional, and local recruiting efforts.

• Plan, design, produce, execute, evaluate, and measure the effectiveness of advertising across various media formats (TV, radio, print, internet, direct mail, outdoor, transit, etc.).

• Develop and implement advertising and marketing plans, including target audience strategy.

• Conduct pre- and post-advertising research and tracking.

• Produce commercials and promotional materials (brochures, posters, etc.) displaying the USSS logo.

• Coordinate and procure space for Entry Level Assessment Centers (ELACs) if government-provided space is unavailable.

• Provide recruiter sales training.

• Implement electronic tracking for talent management and candidate lifecycle monitoring.

• Provide multimedia reporting and website traffic analysis.

• Supply products and promotional items for branding and recruitment events.

• Customer Satisfaction: 99% quarterly satisfaction rate.

• Strategy: No more than 3 reported deficiencies annually; strategies must keep pace with marketing opportunities and target demographics, using pre-approved verbiage.

• Responsiveness: No more than 3 reported deficiencies annually; meet deadlines for broadcast/written advertisements, accurately complete invoices, and provide timely information/feedback.

• Period of Performance: Five (5) year ordering period.

• Place of Performance: Contractor's facility, with intermittent access to USSS facilities in Washington, D.C., Laurel, MD, and other USSS-controlled venues.

• Contract Type: Firm Fixed-Price Indefinite Delivery/Indefinite Quantity.

• Security: Contractor and employees must be U.S. citizens. Background investigations (Tier 1/NACI for Low Risk, Tier 4 Public Trust for High Risk) and suitability assessments are required. Specific documentation (DHS-11000-25, SSF 4024, SSF 3230A, OF 306) is required for High-Risk employees.

• Quality Control: Contractor must develop and maintain a Quality Control Plan (QCP).

• Government Furnished Items/Services: Access to documentation, workspace, telephone, computer, and physical/cyber access privileges.

• Key Personnel: Contract Manager, Project Leader, Market Analyst, Marketing Coordinator with specific education and experience requirements.

• Travel: CONUS and National Capital Region travel may be required, authorized per FAR 31.205-46 and FTR.

• Data Rights: Government has unlimited rights to all documents and materials produced.

• Organizational Conflict of Interest (OCI): Contractor must notify the CO of any potential OCI and submit a mitigation plan.

• Phase In/Phase Out: 30-day period for personnel familiarization.

Questions & Answers / Clarifications

This document provides responses to vendor questions regarding Solicitation # 70US0926R70093666, clarifying various aspects of the solicitation, including requirements, evaluation criteria, and submission guidelines.

• Facility Clearance: A Secret Facility Clearance (FCL) is not applicable to this contract.
• Remote Work: Remote employees who are U.S. citizens can work outside of Washington, D.C.
• Subcontractors: Subcontractors are accepted, but the government does not have privity of contract with them.
• Past Performance: Past Performance Questionnaires (PPQs) should be sent to the proposal submission email addresses. CPARS ratings may be accepted in lieu of PPQs. Past performance will be evaluated per the PWS.
• Evaluation Factors: Non-price factors are of equal importance and, when combined, are more important than price. Technical Capability and Past Performance are weighted equally.
• Pricing: IDIQ labor rates will be used for the life of the contract, and Sample Task Order pricing should incorporate these rates. Price realism will be evaluated per the methodology outlined in the combined synopsis/solicitation.
• Creative Development: USSS provides all creatives; however, vendors should have the ability to conceptualize ideas. Vendors are not required to include cost estimates for creative development and production services or research activities in their price proposals.
• Key Personnel: Key personnel qualifications are outlined in the PWS. The Contract Manager role is billable and added to the pricing template. Equivalencies for the Project Leader's degree are not accepted.
• Proposal Format: Times New Roman, 10-point font is required; smaller fonts for tables/charts are not permitted. Key Personnel Appendices are not required and do not count towards page limits.
• Sample Task Order: Offerors are expected to develop their own pricing workbook/format for the Sample Task Order. Media buys are included in the Sample Task Order pricing. The government will provide final products for media; the contractor's role is placement, media planning, and tracking.

These clarifications provide essential details for offerors to refine their proposals, particularly regarding evaluation criteria, pricing, personnel qualifications, and submission requirements. No changes to the proposal due date were announced in this Q&A document.

Amendment / Modification

This document is Amendment 2 to the Combined Synopsis Solicitation 70US0926R70093666 for National Recruitment Advertising Campaign Services (NRAC).

Key updates include:

• Submission Deadline: Extended to May 8, 2026, 4:00 PM EDT.

• Question Submission Deadline: Extended to April 17, 2026, 4:00 PM EDT.

• Question Responses: Will be published via amendment no later than May 1, 2026, 4:00 PM EDT.

• Proposal Format: Clarified submission method (email), file formats (PDF for Factors I & II, Excel for Factor III), file naming conventions, and page limits for each factor.

• Evaluation Factors: Reiteration of Factor I (Technical Capability), Factor II (Past Performance), and Factor III (Price). Non-price factors are of equal importance and combined are more important than price. Evaluation methodology includes confidence ratings and past performance risk assessment.

• Instructions to Offerors (52.212-1)

• Evaluation Factors (52.212-2)

• Proposal Submission Instructions

• Proposal Format details

• Evaluation Methodology

• The proposal submission deadline has been extended to May 8, 2026.

• Offerors are reminded to submit proposals in the specified format and adhere to page limits. Failure to comply may result in disqualification.

Form / Attachment / Pricing Sheet

This document is a direct labor price matrix, identified as Attachment 4, for the opportunity. It is intended to capture labor rates for various categories over a five-year period.

• The matrix includes columns for Year 1 through Year 5.
• Labor categories listed are: Project Leader, Market Analyst, Marketing Coordinator, and Contract Manager.
• Bidders are instructed to provide all rates as fully burdened.

This attachment requires bidders to input their fully burdened labor rates for specified labor categories across five contract years. This information will likely be a critical component of the proposal's pricing structure and may be used in the evaluation of cost or price realism.

Solicitation / RFP / RFQ

This document outlines contract provisions and clauses that are incorporated by reference or in full text. It details requirements for offerors to register in the System for Award Management (SAM), provide unique entity identifiers (UEI), Taxpayer Identification Numbers (TIN), and Commercial and Government Entity (CAGE) codes. It also specifies various representations and certifications required from offerors.

• SAM Registration: Offerors must have an active Federal Government contracts registration in SAM at the time of offer submission and award.

• Identifier Information: Offerors must provide their Unique Entity Identifier (UEI), Taxpayer Identification Number (TIN), and CAGE code. This includes information for the offeror, immediate owners, highest-level owners, and predecessors.

• Representations and Certifications: Offerors must submit entity-level representations and certifications electronically in SAM, which are incorporated by reference. These include:

  • Women-Owned Business (Other Than Small Business)
  • Prohibition on Contracting with Inverted Domestic Corporations
  • Certification Regarding Responsibility Matters
  • Representation by Corporations Regarding Delinquent Tax Liability or a Felony Conviction
  • Small Business Program Representations (including alternates)
  • Historically Black College or University and Minority Institution Representation

• Security Prohibitions and Exclusions: The document details prohibitions related to covered telecommunications equipment or services, Kaspersky Lab-covered articles, and unmanned aircraft systems manufactured or assembled by American Security Drone Act-covered foreign entities. It also outlines restrictions related to the Office of Foreign Assets Control (OFAC) and Iran prohibitions.

• Controlled Unclassified Information (CUI): Requirements for handling CUI, including security measures, incident reporting, and contractor employee access, are detailed.

• Ordering Period: For the "Ordering" clause (52.216-18), orders may be issued from July 1, 2026, through June 30, 2031.

• Option to Extend Services: The Government may require continued performance for up to 6 months.

• Availability of Funds: Funds are not presently available and the Government's obligation is contingent upon the availability of appropriated funds.

• Identifier Submission: UEI, TIN, and CAGE codes must be provided as specified.

• Representations and Certifications: Offerors verify that their SAM-posted representations and certifications are current, accurate, and complete.

• Prohibitions: Offerors must certify compliance with various prohibitions related to security, foreign entities, and specific technologies.

• Several provisions relate to small business representations (e.g., 52.219-1, 52.219-6, 52.219-14).

• The document incorporates numerous FAR clauses by reference and in full text, covering a wide range of contractual requirements, including service contract reporting, subcontracting limitations, labor standards, payments, disputes, and security requirements.

Amendment / Modification

This document is Amendment 1 to the Combined Synopsis Solicitation 70US0926R70093666 for National Recruitment Advertising Campaign Services (NRAC).

• Solicitation Type: This is a combined synopsis/solicitation for commercial items, prepared under FAR Subpart 12.202-1 and FAR Part 15. It is a total small business set-aside.

• NAICS Code: 541810

• Period of Performance: Anticipated July 1, 2026 – June 30, 2031.

• Contract Type: Single award, indefinite-delivery, indefinite-quantity (IDIQ) contract.

• IDIQ Ceiling: $90,000,000.00

• Minimum Guarantee: $1,000.00

• Award Basis: Most advantageous to the Government, considering price and other factors.

• Submission Deadline: Proposals are due by May 8, 2026, 4:00 PM Eastern Daylight Time (EDT).

• Question Submission Deadline: Written questions are due by April 17, 2026, 4:00 PM EDT.

• Question Responses: Responses will be published on sam.gov no later than April 29, 2026, 4:00 PM EDT.

• Proposal Format: Proposals must be submitted electronically via email and include:

  • Factor I - Technical Capability (12 pages max, Word format)
  • Factor II - Past Performance (6 pages max, Word format)
  • Factor III - Price (Excel format, including QCP and Post Award Conference pricing, and a sample task order price)

• Evaluation Factors: Technical Capability, Past Performance, and Price. Non-price factors are of equal importance and combined are more important than price.

• Attachments: Includes Performance Work Statement, Provisions and Clauses, Past Performance Questionnaire, Pricing Matrix, and Sample Task Order SOW.

• Proposals must be submitted via email to John Akin (john.akin@usss.dhs.gov) and Erik Syfert (erik.syfert@usss.dhs.gov).

• Late submissions will not be considered.

• The Government intends to award without discussions, so initial offers should contain best terms.

• Evaluation will use a best-value tradeoff process.

• This solicitation is a total small business set-aside.

Solicitation / RFP / RFQ

This is a combined synopsis/solicitation for National Recruitment Advertising Campaign Services (NRAC) as a total small business set-aside. The government intends to award a five-year single award, indefinite-delivery, indefinite-quantity (IDIQ) contract. The IDIQ ceiling is $90,000,000.00, with a minimum guarantee of $1,000.00. The contract will be awarded to the responsible offeror whose proposal is most advantageous to the Government, considering price and other factors.

The solicitation requires services related to recruitment advertising campaigns. Specific details will be found in Attachment 1: Performance Work Statement.

• Contract Type: Single Award, Indefinite-Delivery, Indefinite-Quantity (IDIQ)

• Period of Performance: July 1, 2026 – June 30, 2031 (five years)

• IDIQ Ceiling: $90,000,000.00

• Minimum Guarantee: $1,000.00

• Proposal Submission Deadline: April 28, 2026, by 4:00 PM Eastern Daylight Time (EDT).

• Question Submission Deadline: April 17, 2026, by 4:00 PM EDT.

• Submission Method: Electronic via email to John Akin (john.akin@usss.dhs.gov) and Erik Syfert (erik.syfert@usss.dhs.gov).

• Proposal Format: Proposals must be submitted in three factors: Technical Capability (Factor I), Past Performance (Factor II), and Price (Factor III).

  • Factor I & II: Microsoft Word (.docx)
  • Factor III: Microsoft Excel, including separate worksheets for Quality Control Plan (QCP) and Post Award Conference.

• Page Limits: Factor I: 12 pages; Factor II: 6 pages (excluding cover page and table of contents).

• Evaluation Factors: Offers will be evaluated based on Technical Capability, Past Performance, and Price. Non-price factors are of equal importance and combined are more important than price. The evaluation will use a best value tradeoff process.

• Total small business set-aside.

• NAICS Code: 541810

• Offerors are responsible for submitting offers by the deadline; late submissions will not be considered.

• Questions must be submitted in writing via email.

• Responses to questions will be published on sam.gov by April 21, 2026.

• The Government reserves the right to award without discussions.

• Attachments include: Performance Work Statement, Provisions and Clauses, Past Performance Questionnaire, Pricing Matrix, and Sample Task Order SOW.

Forms / Attachments / Pricing Sheets

This document, "Attch 2 Provisons and Clauses.pdf," contains a compilation of Federal Acquisition Regulation (FAR) provisions and clauses that are incorporated by reference or in full text into a solicitation or contract. It serves as a critical reference for potential bidders to understand the legal and regulatory requirements governing the opportunity.

• Solicitation Provisions Incorporated by Reference (52.252-1): States that provisions are incorporated by reference and full text is available upon request. It also provides a link to access these provisions electronically.
• FAR Provisions Incorporated by Reference: Lists specific FAR provisions that apply, such as those related to certifications, disclosures, and prohibitions.
• FAR Provisions Incorporated by Full Text: Includes the full text of key provisions, notably FAR 52.204-7 (System for Award Management), which requires active SAM registration for offers and award, and outlines definitions related to entity identifiers (UEI, TIN, CAGE code).
• Representations and Certifications: Details various FAR provisions that require offerors to make representations and certifications, often integrated with their SAM registration (e.g., Women-Owned Business, Prohibition on Contracting with Inverted Domestic Corporations, Responsibility Matters, Small Business Program Representations).
• Security Prohibitions and Exclusions: Includes provisions related to covered telecommunications equipment, FASCSA orders, unmanned aircraft systems, and foreign asset control restrictions (e.g., Sudan, Iran).
• Department of Homeland Security (DHS) Requirements: Outlines specific requirements for contractor employee access, safeguarding of controlled unclassified information (CUI), and incident reporting.
• U.S. Secret Service Requirements: Details requirements for electronic submission of payment requests and prohibits unauthorized use of the U.S. Secret Service name.

This document is essential for bidders to understand the mandatory requirements, certifications, and compliance obligations associated with the opportunity. Key areas include:

• SAM Registration: The requirement for active registration in the System for Award Management (SAM) and the necessary identifiers (UEI, TIN, CAGE code).
• Representations and Certifications: Understanding which certifications are required and ensuring compliance, particularly regarding small business status, responsibility, and prohibitions.
• Security and Compliance: Awareness of prohibitions related to specific technologies, countries, and entities, as well as DHS-specific security and information handling requirements.
• Payment Procedures: Familiarity with electronic payment submission processes.

Bidders must carefully review these provisions and clauses to ensure their proposals meet all stated requirements and that they can comply with the terms and conditions of any resulting contract.

Form / Attachment / Pricing Sheet

This document is an Excel spreadsheet containing a direct labor price matrix for "Attch 4". It is intended to provide the structure for labor rates associated with various labor categories over a five-year period.

• Labor Categories: Project Leader, Market Analyst, Marketing Coordinator.
• Years: Year 1, Year 2, Year 3, Year 4, Year 5.
• Data Required: Labor Rate for each category per year.
• Instruction: "Provide all rates as fully burdened."

Bidders will need to use this matrix to input their proposed fully burdened labor rates for each specified labor category for each contract year. This information is crucial for proposal preparation and will likely be a key component in the government's cost evaluation.

Statement of Work (SOW) / Performance Work Statement (PWS)

To manage the United States Secret Service (USSS) National Recruitment Advertising Campaign (NRAC) by planning, designing, producing, executing, and evaluating advertising efforts to support USSS national, regional, and local recruiting.

• Full-service advertising and marketing, including management, supervision, labor, material, and equipment (excluding Government Furnished Property).

• Utilize various media formats: television, radio, magazine, newspaper, academia, internet (including YouTube, LinkedIn, Twitter), direct mail, outdoor/transit materials (posters, brochures), videotape, DVDs, and film.

• Develop and produce recruitment advertisements, including commercials of various lengths.

• Conduct pre- and post-advertising research and tracking.

• Provide account management services, including annual advertising and marketing plans, target audience strategy development, and consultative services.

• Produce marketing strategies that effectively communicate with target audiences.

• Support recruiting events and marketing/special recruitment campaigns.

• Coordinate and procure space for Entry Level Assessment Centers (ELACs) if government-provided space is unavailable.

• Provide recruiter sales training.

• Implement electronic tracking for candidate management and pipeline monitoring.

• Provide multimedia reporting and promotional materials/supplies (brochures, pens, etc.).

• Customer Satisfaction: 99% quarterly customer satisfaction rate. Objectives weighted: Brand (20%), Attract (70%), Remember/Innovate (10%).

• Strategy: No more than 3 reported deficiencies annually. A deficiency is defined as a strategy requiring considerable improvements or not meeting expectations.

• Responsiveness: No more than 3 reported deficiencies annually. A deficiency is defined as failure to meet a scheduled event or deliverable deadline.

• Period of Performance: Five (5) year ordering period.

• Place of Performance: Contractor's facility, with intermittent access to USSS facilities in Washington, D.C., Laurel, MD, and other USSS-controlled venues. Remote access to DHS/USSS networks is temporary.

• Contract Type: Firm Fixed-Price Indefinite Delivery/Indefinite Quantity.

• Security: Contractor and employees must be U.S. citizens. Personnel require suitability assessments and may need background investigations (Tier 1/NACI, Tier 4 Public Trust) depending on risk level. Secret Facility Clearance may be required.

• Quality Control: Contractor must develop and maintain an effective Quality Control Plan (QCP).

• Government Furnished Items: Access to documentation, telephone, computer, and physical/cyber access privileges.

• Key Personnel: Contract Manager, Project Leader, Market Analyst, Marketing Coordinator with specified education and experience.

• Travel: CONUS and National Capital Region travel may be required for meetings, conferences, and training.

• Data Rights: Government has unlimited rights to all documents/materials produced.

• Organizational Conflict of Interest (OCI): Contractor must identify and mitigate potential OCI.

• Phase In/Phase Out: 30-day period for personnel familiarization.

Statement of Work (SOW)

This task order is for the initial work required to procure new applicants for positions with the U.S. Secret Service (USSS) through a national recruiting and advertising campaign.

• Utilize various media outlets to promote the US Secret Service Brand.
• Active Job Channels: Maintain a robust presence in programmatic job advertising, search engine marketing, SEOAI, Indeed, LinkedIn job slots, and GEO paid advertising to provide 41,250 or 52% of agency new LEO applicants.
• Streaming Video: Run non-skippable video ads targeting Law Enforcement Officials, Military, or Veterans aged 20-39 and 364-days in select states, aiming for 84 million impressions.
• Streaming Audio: Run 30-second radio spots on streaming audio platforms targeting the same demographic and age range in select states, aiming for 140 million impressions.
• Pre-Roll: Run 30-second skippable video ads on YouTube targeting the same demographic and age range nationwide, aiming for 25 million impressions.
• Provide a marketing plan for the 12 months following the task order issuance.
• Provide monthly reports based on research, target audience opinions, media tracking, and creative/communications research.

Twelve (12) months.

• The campaign will coordinate with the in-house USSS public affairs staff for collateral sales materials, broadcast products, and local recruiter support.
• States for advertising will be adjusted based on tracked Return on Investment (ROI).