National Recruitment Advertising Campaign Services (NRAC)

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).