MODIFICATION
R -- Media Mix Modeling (M3) requirements for the Army Marketing and Research Group (AMRG), a field operating agency of the Assistant Secretary of the Army (Manpower & Reserve Affairs) (ASA (M&RA)), Alexandria, VA 22332
- Notice Date
- 2/27/2014
- Notice Type
- Modification/Amendment
- NAICS
- 541910
— Marketing Research and Public Opinion Polling
- Contracting Office
- MICC Center - Fort Knox, Directorate of Contracting, Building 1109B, Fort Knox, KY 40121-5000
- ZIP Code
- 40121-5000
- Solicitation Number
- W9124D-14-Q-5086
- Response Due
- 3/14/2014
- Archive Date
- 4/28/2014
- Point of Contact
- Teresa Simpson, (502) 624-6838
- E-Mail Address
-
MICC Center - Fort Knox
(teresa.a.simpson.civ@mail.mil)
- Small Business Set-Aside
- Total Small Business
- Description
- AMD (02/27/14): Based upon questions received as of 5 PM, 2/21/14, see attachment. Sources sought for a commercial, performance-based services acquisition, which may result in a solicitation for a firm-fixed-price (FFP) contract with two, one-year option periods. The expected period of performance is 1 September 2014 through 31 August 2015. The purpose of this synopsis is to gather interest, capabilities, and past performance (i.e., relevant and recent) of small business capable of supporting M3 requirements for the AMRG, an FOA of the ASA(M&RA), Alexandria, VA 22332. Each contract period may include the following functional tasks: current and forecasted core markets profile; current and forecasted US Army market penetration with core markets and influencers; current and forecasted gaps in media coverage; resource allocation review and analysis to maximize coverage; and sensitivity analysis of resource allocations to budget reductions (i.e., 10%, 20%, 30%, etc.). BACKGROUND: AMRG generates interest in Army service options through targeted marketing campaigns in order to motivate well-qualified candidates to join the Army. The AMRG's primary responsibility is to support the ASA(M&RA) through national marketing, marketing analysis, and accessions analysis. It employs enterprise marketing strategies and processes via the Enterprise Army Brand (EAB) in support of the Active Army and US Army Reserve (USAR) recruiting activities for officers, enlisted, and Department of the Army Civilians (DACs). Other AMRG responsibilities include: informs the ASA(M&RA) on strategic issues and directions; provides policy, programming and supervision of the Army's marketing and advertising strategy and programs; establishes, maintains and monitors performance evaluation of the ASA(M&RA); management and performance evaluation of the Army's advertising contract; ensures policies, and programs within the Human Capital (HC) arena are consistent with statutes and the Secretary of the Army's objectives; and operational control of the US Army Accessions Support Brigade (USAASB) and its subordinate units. The EAB connects America with the Army and promotes the positive value of Army service. It represents the reputation and ideals of the United States Army, and educates and promotes the positive value of Army service options to service-age citizens and their influencers. The EAB unifies key message elements of each of the Army service options: Enlisted, Officer, Special Missions, and Civilian sub-brands. Key messaging goals of the Army Brand are to: showcase the Army as a unique American institution that is representative of the country it serves during periods of peace and war; highlight the multiple paths of service available within the United States Army and distinguish from other services; promote the training, educational, financial, and career benefits offered by the Army in order to attract the most qualified candidates to Army service opportunities; educate influencers about the positive impacts and opportunities offered to America's youth by today's modern, technological Army; provide a focal point for marketing, advertising, and trade marking activities to reinforce positive associations with prestige, protection of the nation, technology and opportunity; influence qualified professionals to explore service opportunities offered by the Judge Advocate General's Corps, Army Medical Department, and Chaplain Corps by highlighting opportunities for valuable training and rewarding careers; and promote Reserve and DAC opportunities in order to retain highly qualified personnel who are transitioning from Active Duty service. OBJECTIVES: The Army Brand and Marketing Program supports the Army Brand by delivering consistent messaging through national level advertising, marketing events, partnerships with external organizations, trademarking, and other internal and external communications. The objectives of the Army Brand and Marketing program are to: increase the propensity for Army service; improve the Army's image so that it is the top service choice; strengthen partnerships between the Army and American educators; attract top prospects in support of accessions and hiring goals; and develop institutional processes that support targeted marketing campaigns. CONTRACTOR MANPOWER REPORTING: Required. CITIZENSHIP: US Citizenship required. GOVERNMENT-FURNISHED EQUIPMENT/PROPERTY (GFE/GFP) PROVIDED: YES CONTRACTOR-FURNISHED EQUIPMENT/PROPERTY (CFE/CFP) TO BE PROVIDED: YES DOL'S THE SERVICE CONTRACT ACT: APPLICABLE. Supporting documentation must not exceed a total of 10 pages and be in the following formats: MS WORD, MS EXCEL, and/or.pdf documents. Mail, facsimiles, and hand-carried documents will not be accepted. Interested parties must submit the following information as e-mail attachments to Teresa Simpson, Contract Specialist at teresa.a.simpson.civ@mail.mil no later than 12 PM (EDT-Fort Knox Time), FRIDAY, 14 MARCH 2014: 1. Company's: name (i.e., legal name to include DBA); Contractor and Government Entity (CAGE) Code as cited within its active profiles in System for Award Management (SAM: https://www.sam.gov) and SBA's Dynamic Small Business Search (DSBS: http://dsbs.sba.gov) engine; physical address (to include physical location's county); and point of contact's full name, title, e-mail address, and telephone number. 2. Company type and socioeconomic factors (e.g., small business data as cited within its active SBA DSBS profile). 3. If vendor is a small business concern with an existing GSA Schedule Contract, an Army Enterprise Contract, and/or an Army Computer Hardware, Enterprise Software and Solutions (CHESS) Information Technology Enterprise Solutions-2 Services (ITES-2S) or Information Technology Services-Small Business (ITS-SB) contract, include the following: contract number, NAICS Code, and issuing agency's name. 4. Capabilities Statement. An interested vendor should demonstrate its ability to: a. Provide external evaluation in all areas of current US Army marketing and advertising efforts to include but not limited to Brand Image development, national and local advertising, national and local public relations events, sponsorships, social media, goarmy.com, and other media assets. Evaluation should: (1) Determine current and forecasted core market profiles. (2) Determine current and forecasted US Army market penetration with core markets and influencers. (3) Determine current gaps in media coverage and forecasted gaps. (4) Provide resource allocation recommendations to maximize coverage. (5) Provide Sensitivity Analysis of optimize resource allocation to budget reductions (10%, 20%, 30%, etc.). (6) Recommend significant variables for inclusion in the Army's mixed marketing model (M3). (7) Provide ability to add/update additional data sets from current managed Army databases. (8) Include digital media, social media and event sponsorships into analysis of market penetration. (9) Include sales force analysis of US Army recruiting and reserve stations as part of mixed media modeling. (10) Display M3 results through a dynamic quote mark Dashboard quote mark display. Display should include: (a) Ability to conduct trend analysis [record and export variables over time (day, month, quarter, year)]; (b) Ability to graph output M3 model results geospatially; (c) Ability view results based upon filtered variables; (d) Real-time access to reports and results; and (e) Ability for the US Army to update and modify. (11) Army retains proprietary ownership of modeling efforts. (12) Identify any other information or capabilities not mentioned that could contribute to AMRG marketing success. b. Past Performance as a prime contractor or major subcontractor (i.e., relevant-similar in size (minimum greater than or equal to $1 million per year); nature of work/scope as related to M3 services; and recency-ongoing services or must have been performed during the past three years, e.g., (1) How many contracts did your company have as the prime contractor for M3-related services? (2) What was the duration of cited contracts? (2a) For whom (i.e., academic, industry, public, or government groups)? (2b) What was each contract's price range (i.e., minimum greater than or equal to $1M per year)? (2c) If quality awards received, include title, issuing agency, and date received. (2d) If certifications are held, include description, date received, and expiration date. (2e) References for cited examples should include: company's full, legal name and address; contract number; and point of contact's name, title, e-mail address, and telephone number). Questions regarding this notice may be submitted by e-mail to teresa.a.simpson.civ@mail.mil on or before 5 PM (EST-Fort Knox time), FRIDAY, 21 FEBRUARY 2014. Verbal, telephonic, and FAX inquiries will neither be accepted nor answered. This sources sought notice neither constitutes a Request for Proposal (RFP) or an Invitation for Bid (IFB) nor does it restrict the government to an ultimate acquisition approach. This synopsis should not be construed as a commitment by the government for any purpose.
- Web Link
-
FBO.gov Permalink
(https://www.fbo.gov/notices/3d6f2ca22a27f19555f28983bdc64ee4)
- Place of Performance
- Address: MICC Knox Building 1109B Fort Knox KY
- Zip Code: 40121-5720
- Zip Code: 40121-5720
- Record
- SN03299064-W 20140301/140227235227-3d6f2ca22a27f19555f28983bdc64ee4 (fbodaily.com)
- Source
-
FedBizOpps Link to This Notice
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