Social Media Boosts and Advertisements
Due Date: Feb 24, 2024 10:00 am MST
1. General:
1.1 Scope: The Montana Army National Guard advertising requirement includes Social Media Boosts to current social media posts and Social Media Advertising through A/B Testing on Social Media Outlets. The marketing program aims to allow the Montana Army National Guard to advertise to the target market of 17–34-year-olds, as well as the general public throughout the year. The contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform Advertisement services as defined in this PWS.
The Contractor Shall Provide the following:
5.1 Social Media Boost
5.1.1 Contractor shall provide MTARNG boosts to created content across social media outlets to include but not limited to Facebook, Instagram and Snapchat.
5.1.2 The MTARNG will provide the content, videos and images to the Contractor. The Contractor will Boost the content through the designated Media Outlets. This requirement DOES NOT require the awardee to create the content of the ads.
5.1.3 Contractor will at a minimum boost one (1) post off the MTARNG Recruiting and Retention Facebook Page per week through META.
5.1.4 Boosted content shall be adjustable in order to maximize the MTARNG’s reach to the target audience.
5.1.5 Boosting shall target the following audiences with the state of Montana: Followers of our current social media pages to provide updated MTARNG information.
5.1.6 Quote shall include estimated cost of Boosting 1 post per week. The Marketing Plan shall be all inclusive of setup, labor, and any other associated costs.
5.2 Social Media Advertising:
5.2.1 Contractor shall provide MTARNG Advertising to created content across social media outlets to include but not limited to Facebook, Instagram and Snapchat and other social media platforms.
5.2.2 The MTARNG will provide the content, videos and images to the Contractor. The Contractor will Advertise the content through the designated Media Outlets. This requirement DOES NOT require the awardee to create the content of the ads.
5.2.3 Contractor will at a minimum Advertise Two (2) post per month through Facebook, Instagram and Snapchat through A/B testing.
5.2.4 Campaign shall be adjustable in order to maximize the MTARNG’s reach to the target audience. A/B testing shall be done to determine most effective ads.
5.2.5 Advertising shall target the following audiences with the state of Montana: 17-34- year-olds, homes with a high school student or students, homes with a college student or students, and prior service homes.
5.2.6 Quote shall include projected number of impressions per month per platform, the Marketing Plan and shall be all inclusive of setup, labor, and any other associated costs.
5.3 Reporting:
5.3.1 The contractor shall draft a Monthly Status Report (MSR). The contractor shall provide a summary of all tasks undertaken during the previous month and any specified tasks previously identified in the PWS into an MSR. The written report shall be submitted monthly to the RRC marketing department and the KO no later than the end of the following month via email. The MSR shall include a section breakdown of monthly activities, detail of tasks accomplished, deliverables completed, critical actions/issues, Marketing Breakdown, and program recommendations. Advertisements shall come with a detailed monthly report including click-through rates, how long videos were viewed, and where videos were played.
5.3.2 The contractor shall provide a monthly Marketing Breakdown report that analyzes the performance of the advertisements. Specific performance metrics that shall be included: number of impressions by specific advertisement, number of impressions delivered by geo-location and demographics, and click-through rates and totals for each type of ad, location, and demographic, engagement metrics, and lead generation.
