U.S. Army Advertising and Marketing

UPDATE 03 NOVEMBER 2016 This is a special notice regarding this solicitation and is not intended to be a continuation of the previously posted Pre-Solicitation Notice. This notice is to inform the public that Solicitation Number W9124J-16-R-0020 was replaced by W9124D-16-R-0046 for the U.S. Army Advertising and Marketing Program requirement. Interested parties can search the Federal Business Opportunities website (www.fbo.gov) with the new solicitation number. Offerors are responsible for monitoring the FBO website for any future announcements, notices, and solicitation information issued under the new solicitation number, W9124D-16-R-0046. Nothing else follows this announcement. Please proceed to announcement number W9124D-16-R-0046 for important updates regarding this requirement. UDPATE END W9124J-16-R-0020 Amendment 1 to Pre-Solicitation Notice/Multi-Step Advisory Process This notice is issued pursuant to FAR 15.202, Advisory Multi-Step Process and FAR 5.204, Pre-solicitation Notices. This notice contains a description of the requirement and instructions on how companies should respond. This notice is not the actual solicitation, but is for the purpose of identifying interested Agencies and to advise on their potential viability as competitors prior to soliciting proposals. This notice also acts as the Pre-solicitation Notice in advance of the solicitation being released. This notice does not constitute a commitment on the part of the Government, and does not guarantee that an actual solicitation or a contract will be issued. 1. Overview 1.1 The MICC-FSH has a requirement for a full-service advertising agency to support a nationwide advertisement campaign for the Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs (ASA (M&RA)); the Army Marketing and Research Group (AMRG); and the Office of the Chief, Army Reserve. 1.2 This requirement is to provide the Army with the capability and services of a full-service advertising agency (herein referred to as "Agency") to provide a nationwide advertisement campaign program for personnel recruitment and retention programs throughout the Army. Similar to many other services the Army procures, the selected Agency will provide professional expertise and services. However, unlike any other service the Army procures, the Agency is required to develop and execute successful national and local marketing communication efforts in support of the development of a vibrant marketing and advertising strategy and subsequent marketing plans required to transform the mindset of the target audiences. The strategies and marketing plans encompass the enlisted and officer manpower requirement of the Active Army, Army Reserve, and the Army Civilian workforce. In addition, campaigns may be required for influencer and ethnic markets. 1.3 The Agency is also required to provide a full range of services to include, assisting the development of the Army's marketing strategy, the execution of the tactical advertising strategy through the production of a wide range of advertising solutions. 1.4 This is a performance based requirement that not only provides the above described services but also complete advertising planning and tactical services. These include: development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-cultural advertising; as well as online and social media. 1.5 The resultant contract is anticipated to be a Single Award, Indefinite Delivery, Indefinite Quantity (IDIQ) contract with a potential of up to 10 years of performance. 2. Advisory Multi-Step Process 2.1 The Contracting Officer invites interested contractors to review the attached Advisory Phase Questionnaire, complete it, and return the questionnaire to: usarmy.jbsa.acc-micc.mbx.micc-fsh-amp@mail.mil. The deadline for responses is suspended indefinitely at this time. Do not send any responses until further notice. Any responses that are submitted will not be evaluated and will be returned. 2.2 MICC-Fort Sam Houston (MICC-FSH) will advise Agencies responding to the Advisory Phase Questionnaire if they are considered viable competitors or if they are unlikely to be a viable competitor. If a company is determined not to be a viable competitor, they are NOT precluded from submitting a proposal once the actual solicitation is issued. 2.3 Limit responses to only what is requested in the Advisory Phase Questionnaire. Additional information provided outside of the Questionnaire will not be reviewed and will not be considered in determining the viability of a potential Offeror. Completed and submitted questionnaires are considered "Source Selection Sensitive" and shall be protected in accordance with 3.104-4. 2.4 This phase is NOT to be construed as the Request for Proposal. The Government WILL NOT reimburse proposal costs stemming from this phase. This is merely an opportunity, given the significant financial investment requirement to participate in this acquisition, for the Government to advise interested Agencies of their potential to be a viable competitor in this acquisition. It is NOT to be construed as a formal evaluation in response to a Request for Proposal. 2.5 The Contracting Office WILL NOT entertain questions at this phase. There will be a question phase allotted for, if necessary, upon release of the solicitation.