Request for Proposals for Navy Recruiting Marketing and Advertising Program
1.1. The purpose of the Navy Recruiting Command (NRC) Marketing and Advertising is to:
1.1.1. Increase awareness of and favorable attitudes toward the Navy and Navy Reserve.
1.1.2. Inform target audience, parents and other influencers about opportunities and benefits found in the Navy and Navy Reserve.
1.1.3. Generate program eligible, quality leads and prospect relationships for recruiter follow-up.
1.1.4. Communicate through various methods to drive prospects towww.navy.com.
1.1.5. Generate foot traffic into local Navy recruiting stations dispersed across the country.
1.1.6. Prepare prospects for direct contact with a recruiter by increasing their knowledge of the Navy
1.1.7. Position America’s Navy as a modern, high technology service and appeal to diverse prospects using current and emerging technologies and communication channels.
1.2. Target audiences in the Navy communications program are determined by recruiting goals and the communications strategy and include prospects of diverse demographics from all areas of the country. Current Navy active and reserve duty personnel are not considered a target audience. Targets may include (approximate age groups included):
1.2.1. High school students (juniors and seniors) and recent graduates, ages 17 – 24.
1.2.2. College students (two-year and four-year) and recent graduates under the age of 26.
1.2.3. Members of the workforce who meet the age eligibility requirements for active duty and reserve duty per COMNAVCRUIT INST 1130.8K and COMNAVCRUITCOM INST 1131.2G.
1.2.4. Professionals such as doctors, dentists, nurse and other medical specialists, engineers, lawyers, clergy, etc. (including those in school and in the workforce) who meet the age eligibility requirements per COMNAVCRUIT INST 1130.8K and COMNAVCRUITCOM INST 1131.2G.
1.2.5. Members of the public who may influence the attitudes and decisions of prospects such as parents, teachers, high school counselors, etc.
1.2.6. Veterans (prior active and/or reserve service).
1.1. The Navy’s marketing & advertising program is directed toward the recruitment of personnel to fill vacancies in enlisted ratings and officer designators for both active and reserve components. The numbers and quality of personnel required for each of these Navy programs can vary in response to factors such as the macro economy, past shortfalls in recruiting, the internal Navy reenlistment rate, and the authorized personnel ceiling established by Congress.
1.2. The government’s fiscal year runs from October 1 through September 30. Enlisted and officer goals (active and reserve) for Fiscal Year 2021 (FY21) through FY26 are listed in Attachment 6. Actual goals for each FY may vary significantly from those provided and will not be known until 2-3 months prior to the beginning of each new fiscal year. To optimize talent, the Navy endeavors to attract qualified prospects from all areas of the country and from all backgrounds.
1.3. The Navy could have a variety of marketing projects of all types in preparation and operation. These projects could range from the creation and production of a single print advertisement to planning, developing, and executing a brand campaign that uses multi-faceted integrated communications. It is essential that the contractor’s procedures, including its subcontractors, enable completion, execution and assessment of these ongoing efforts.
1.4. The contractor shall be required to execute a brand campaign for the Navy to be approved by the appropriate Navy senior leadership. The brand will serve as the platform for all future Navy communications that will appear throughout traditional media, public relations, emerging media, entertainment or any other initiative. The brand campaign shall include biennial assessments (through focus groups) of brand effectiveness with both internal Navy and external target markets. The brand campaign will represent all Navy communities (aviation, surface, subsurface, special warfare, Navy expeditionary, medical, supply, and all other communities). The brand should resonate among all of Navy’s diverse target audiences, both internally and externally. The Navy does not currently plan to change its brand or tagline (America’s Navy, Forged by the Sea), but the contractor must have the capability to modify, change or sustain the brand if requested and deemed necessary by the Navy. Brand Guideline will be provided upon award.
1.5. All printing of materials will be ordered by NRC through mandated sources such as the Government Printing Office (GPO) and/or the Defense Automated Printing Services (DAPS). These materials will be provided free of charge to the contractor. In general, printing through GPO/DAPS takes four weeks after funding approval.
1.6. All Promotional (Promos) items to be distributed by the contractor will be ordered by NRC and will be provided as government furnished property to the contractor. NRC is required to comply with the provisions of Federal Acquisition Regulation (FAR) Part 8.7, to obtain promotional items from National Industries of the Blind under the Javits-Wagner-O’Day (JWOD) Act (41 USC 46-48c) and with FAR Part 8.8 to obtain printing services and supplies from the Government Printing Office (44 USC 501). NRC does not require or intend to obtain any promotional items or printed materials and services from the contractor in support of this PWS.
1.7. The contractor will work with NRC in the design of all promotional items to be acquired from NIB. NRC N9 Program Managers will work closely with the contractor to ensure content and creative work related to all promotional items and/or other forms of content are properly vetted for approval.
1.8. NRC maintains a secure storage warehouse on military property. This warehouse stores promotions items as well as posters, flyers, and other print items. The warehouse items are stored until distributed directly to the NRDs/NTAGs. Contractor requested items are to be stored in a warehouse determined (and paid for) by the contractor.
Navy uses Salesforce CRM to track recruits and prospects. Adobe analytics is used for Navy.com and Tableau is used for trend analysis and for briefing Navy leadership. The Navy does not currently use a system like LiveRamp.
Scope of Work:
1.9. The purpose of this contract is to provide full-service advertising agency support.
3.2 The contractor shall provide for their continuation, evolution, or addition under this contract and shall continually propose alternate approaches to more effectively and efficiently achieve the objectives of M&A in order to achieve recruiting goals. Similarly, the contractor shall continually propose approaches that enhance practices to accommodate emerging technologies and advances in the disciplines of advertising, prospect relationship management, and other applicable categories of expertise. Currently, an advanced technology stack is not utilized. Navy.com runs on the DRUPAL content management system.
The contractor must execute a comprehensive national marketing plan and advertising strategy that aligns with the Navy’s campaign plans. The contractor must provide the following four major functions:
2.1. ANNUAL MARKETING AND ADVERTISING PLAN (AMAP)
2.1.1. The Navy’s marketing and advertising program requires market research, planning, development, execution, and assessment. The contractor shall be capable of organizing, managing, and executing these steps and shall have a dedicated account management team to manage the day-to-day business as well as long-term projects and planning. The contractor shall make adjustments as dictated by changes in the market place as well as changes in budget and recruiting goals. The contractor shall provide rapid response to frequent demands for assessments, briefings, and alternate options or proposals for consumption by various levels and organizations of Navy senior management. The contractor shall organize and execute research in accordance with industry best practices.
188.8.131.52. Develop effective communications that appeal to the target audience in all areas of the country comprised of a variety of ethnic, religious, and economic groups to ensure a diverse pool of prospects for all Navy programs, officer and enlisted, active and reserve.
184.108.40.206. The contractor shall be able to execute target audience identification, market segmentation, and analysis of all research studies. The contractor shall provide marketing and advertising research as appropriate and necessary to develop and ensure the successful execution of a Navy brand campaign and resulting communication plans for the achievement of NRC’s recruiting objectives. The contractor shall devise and conduct research in support of Navy communication plans. Industry standards and current practices in Navy programs suggest that this research shall, at a minimum:
220.127.116.11.1. Employ state-of-the-art methods and industry best practices in research; audience identification and market segmentation; media planning and buying; post analysis; and reporting. The contractor will be required to develop and produce recommendations for targeting markets. The contractor is not required to develop, field and construct a quantitative market segmentation within the 60-day window before the contractor’s initial AMAP.
18.104.22.168.2. Address, test, and support the effectiveness of creative strategy and copy testing (pre and post), and media selection.
22.214.171.124.3. Conduct state-of-the-art methods of formal research. Methodologies shall involve industry best practices in both quantitative and qualitative approaches.
126.96.36.199.4. Utilize the findings of secondary market research such as the “Youth Poll” and the “Ad Tracking Study” conducted by JAMRS. These studies should provide additional marketing and advertising measures (i.e., reasons for joining the military, awareness and influence of advertising on decisions to join, etc.) for the target market or those who have already joined the Navy.
188.8.131.52.5. The contractor shall provide to the Defense Human Resources Agency (DHRA) Office of People Analytics (OPA), of which JAMRS is a part, all requested information including national leads and national advertising expenditures by media channel and direct mail data.
2.1.2. INITIAL PLANNING REQUIREMENTS (YEAR ONE): After contract award, the following plans, as described further below, are required for implementation during the first year of the contract:
184.108.40.206. The Navy will provide Commander’s Guidance detailing specific recruiting goals to the contractor following award of the contract. The AMAP meeting shall be conducted no later than 60 calendar days after receipt of Commander’s Guidance. The contractor shall submit a written M&A plan no later than 30 calendar days after the AMAP meeting. Due to time and budget considerations, it is anticipated that initially most of the current creative materials (e.g., TV spots, print, direct response, etc.) would continue to be used for the remainder of FY21. An example of Commander’s Guidance is included in the attachments.
220.127.116.11. The contractor shall develop and assess a three (3) year Strategic Communications Plan annually for Navy approval, outlining the anticipated market environment including pertinent media channels, strategic levels of communication, and marketing goals for the next three (3) years. This plan must be a fully integrated strategic marketing plan that demonstrates the synergistic use of all communication channels, including media, public relations and outreach in the communications of the essence of Navy through a brand campaign. The three-year Strategic Communications Plans shall address critical recruiting priorities. An initial three (3) year Strategic Communications Plan shall be developed and submitted to the NRC COR and the Contracting Officer no later than 60 calendar days after receipt of Commander’s Guidance.
2.1.3. SUBSEQUENT PLANNING REQUIREMENTS (YEARS TWO THROUGH FIVE): The contractor shall provide both the AMAP and Strategic Communication Plan to the N9 Director, NRC COR and Contracting Officer annually 60 days after receipt of the Commander’s Guidance as described above. The contractor will finalize the plan within 30 calendar days of AMAP for approval by Navy leadership.
2.1.4. AMAP PROCESS
18.104.22.168. The NRC Marketing and Advertising Department will provide guidance to the contractor to enable the development of the AMAP. This guidance shall be presented to the contractor at a pre-planning meeting hosted by NRC at its facility in Millington, TN or via Video Teleconference and shall provide program advertising plans identifying requirements or special needs of the Navy. This meeting shall be held each year at least 60 calendar days prior to the AMAP Meeting. Attachment 1 summarizes the current NRC FY20 program advertising plan.
22.214.171.124. The contractor shall participate and coordinate in the AMAP Meeting near Millington, TN in accordance with the Joint Travel Regulations. This meeting shall take place annually and will last no more than four working days. In planning the annual meeting, the contractor shall coordinate the format, location, agenda, and duration of this meeting that best serves the collaborative relationship between the parties and the strategic objectives of Navy Recruiting.
126.96.36.199. With guidance and approval of Commander NRC, the contractor shall administer the meeting to accomplish the following:
188.8.131.52.1. Review the current three (3) year Strategic Communication Plan and progress toward meeting its goals. Review performance metrics such as cost/lead and cost/contract.
184.108.40.206.2. Review relevant research conducted by the contractor and other activities (JAMRS, etc.) as well as advances in industry practices and emerging technologies that may have an impact on the Navy’s M&A.
220.127.116.11.3. Review and discuss, and evaluate the contractor’s proposed AMAP for the upcoming contract period. The Navy requires a comprehensive and detailed AMAP as the primary outcome of the meeting. This plan shall address emerging tools and technologies in advertising and provide for their practical application where appropriate. It shall also include, but is not limited to, advertising and creative objectives and strategies for the Navy brand campaign, media plans and specific cost elements and budget allocations.
2.1.5. AMAP EVALUATION, IMPLEMENTATION, AND ASSESSMENT
18.104.22.168. Navy shall evaluate the proposed AMAP and may request additional data or details. The contractor shall make necessary revisions within 15 calendar days of receipt of Government’s written comments and revisions, if any, and shall submit a final plan along with a suitable executive summary to the COR. The COR will then proceed to obtain approval for the final plan from Navy leadership. As part of this process, the contractor may be asked to make further presentations and explanations of the plan and a contractor briefing team may be required. Note that a fully costed media plan is not required for AMAP.
22.214.171.124. Contractor performance will be assessed using the performance measures for each requirement in this PWS. Assessment shall include the following:
126.96.36.199.1. Accurate and reliable tracking of gross leads generated, eligible leads (those meeting the minimum eligibility requirements), and eligible leads who are interested (Q&I) in more contact with Navy. Provide in the EOM report. See attachment 11.
188.8.131.52.2. Tracking conversion rate of Leads to contracts; calculating cost per eligible lead and cost per gross new contract. Track the overall conversion rate and also be able to track by specific channels (i.e. paid search vs social media). Provide in the EOM report.
184.108.40.206.3. Tracking of appropriate awareness indicators such as those provided by JAMRS, outside sources, and in-house Navy and contractor research to gauge the effectiveness of Navy brand and awareness. Awareness indicators shall be included as part of the End of Month (EOM) report.
220.127.116.11.4. Evaluation of all paid media efforts, to include Cost per thousand (CPM) impressions against the target market and all adults 18+, website click through rates, response rates, etc. where appropriate. Provide in the EOM report.
18.104.22.168.5. The contractor shall track and report on the number of engagements with Navy M&A content. Provide monthly in the EOM report.
22.214.171.124.6. Production of various displays (graphs, bar charts, etc.) and briefings of these assessments and metrics for Navy use or brief the results as desired by Navy.
126.96.36.199.7. Provide month over month and year over year trend analysis of ROI and as required, recommend appropriate changes to strategy. Include in EOM report.
188.8.131.52.8. Contractor to provide a quarterly assessment evaluating in-year AMAP.
184.108.40.206.9. Provide a quarterly report in MS Powerpoint showing examples of M&A employed to attract women to join the Navy.
220.127.116.11.10. Provide a quarterly report in MS Powerpoint showing examples of the M&A used in the previous quarter to attract minorities to join the Navy.
Monday, Jul 13, 2020 Local Time 3:00 PM
Buying Party (Purchaser) NAVSUP Fleet Logistics Center Norfolk Philadelphia Offic
700 Robbins Avenue, Building 2B
Philadelphia, PA 19111-5083