Annual Testing of Fire Systems Carlsbad Caverns NM
Agency: NPS Intermountain Region
Location: New Mexico
NAICS: 561621
New Mexico National Guard (NMNG) Advertising Services
Overview
| Agency | Department of the Army |
|---|---|
| Deadline | 04/21/26 |
| Posted | 04/03/26 |
| Estimated Value | Not Provided |
| Set Aside | None |
| NAICS | 541850 - Indoor and Outdoor Display Advertising |
| PSC | R701 - Support- Management: Advertising |
| Location | Kirtland AFB, NM 87117 United States |
Description
Summary
Sources Sought Announcement for New Mexico National Guard (NMNG) Advertising Services Title: Sources Sought for Integrated Advertising and Marketing Services for the New Mexico National Guard Agency: New Mexico National Guard
Classification Code
R701 North American Industry Classification System (NAICS): 541850
Point of Contact
150sow.msc.rfprfq@us.af.mil
Response Due Date
April 21, 2026 at 2:00 PM Mountain Time 1.0 SYNOPSIS This is a Sources Sought notice for market research purposes only. This is not a solicitation for proposals, proposal abstracts, or quotations. The purpose of this notice is to obtain information regarding the availability and capability of qualified businesses to provide comprehensive advertising and marketing services for the New Mexico Army National Guard (NMARNG) and the New Mexico Air National Guard (NMANG). The Government is seeking to identify qualified and experienced sources to meet two separate requirements for recruiting and retention advertising campaigns. The Government will use the information gathered from this notice to determine the best acquisition strategy. The Government is not obligated to, and will not pay for, any information received from potential sources as a result of this notice. 2.0 BACKGROUND The New Mexico Army National Guard Recruiting and Retention Battalion and the New Mexico Air National Guard Recruiting and Retention Office are tasked with promoting their respective services to gain the interest and attention of prospective recruits. Both organizations require the services of an experienced contractor to develop and execute comprehensive, multi-platform marketing programs. These programs are intended to generate qualified leads, increase brand awareness, and support recruiters to help the NMARNG and NMANG achieve their annual recruitment and retention goals. The primary target audience includes, but is not limited to, individuals aged 17-42 in the state of New Mexico and surrounding designated market areas. 3.0 REQUIREMENT OVERVIEW The Government has two distinct requirements for advertising services: one supporting the NMARNG and one supporting the NMANG. While specific performance metrics differ between the two, the overall scope of work is similar. The contractor will be responsible for providing all personnel, management, and resources necessary to develop, implement, and manage a comprehensive marketing and advertising strategy for each organization. The scope of services includes, but is not limited to, the following key areas:
Program and Campaign Management
Oversee all aspects of the marketing program, coordinate initiatives, and provide regular, detailed reporting on campaign performance and key performance indicators (KPIs).
Market Research and Strategy
Conduct market research and analysis to develop and implement a data-driven marketing strategy and media plan tailored to each organization's objectives.
Creative Services
Develop brand positioning and produce creative materials for various media platforms. This includes the production of television commercials (e.g., 15- and 30-second spots) and online artwork for digital campaigns that adhere to Army National Guard and Air National Guard brand standards.
Media Planning and Buying
Execute an opti-channel marketing campaign that includes a mix of traditional and digital media. Potential channels include:
On-Air and Online Media
Television advertising across New Mexico and designated regional markets.
Targeted Digital Advertising
Digital campaigns utilizing Over-the-Top (OTT), Connected TV (CTV), and display ads to deliver impressions to targeted demographics. - Out-of-Home (OOH) Advertising: A statewide campaign with placements such as billboards and transit advertising.
Movie Theater Advertising
In-theater advertising in key markets throughout the state.
Live Promotions
Securing and coordinating appearances and interviews on local media stations. 4.0 INFORMATION REQUESTED FROM INTERESTED PARTIES Interested parties are requested to submit a capabilities statement that addresses the following. Please limit your response to no more than ten (10) pages.
Company Information
Company Name, Address, Website, Point of Contact, CAGE Code, Unique Entity ID (UEI), and any applicable socio-economic statuses (e.g., Small Business, 8(a), SDVOSB, WOSB, etc.). - Experience: Provide a brief description of your company's experience managing integrated advertising campaigns that include both traditional (TV, OOH) and digital (OTT, CTV) media. - Capabilities: Provide a brief description that your company has the capability or does not have the capability to provide all/some services of this sources sought. 5.0 RESPONSE INSTRUCTIONS - Responses must be submitted electronically to 150sow.msc.rfprfq@us.af.mil no later than the response due date listed for this sources sought. - The email subject line must state: "Response to Sources Sought: NMNG Advertising Services". - The submission should be in a single PDF or Microsoft Word file. 6.0 DISCLAIMER This notice is for informational and planning purposes and does not constitute a solicitation. A response to this notice is not an offer and cannot be accepted by the Government to form a binding contract. Responders are solely responsible for all expenses associated with responding to this notice.
Summary (Newest Update)
Background The New Mexico National Guard (NMNG) is seeking to enhance its recruitment and retention efforts through comprehensive advertising and marketing services. The NMARNG and NMANG are tasked with promoting their services to attract prospective recruits, particularly targeting individuals aged 17-42 in New Mexico and surrounding areas. The goal of this contract is to identify qualified contractors who can develop and execute effective multi-platform marketing programs that generate leads, increase brand awareness, and support recruitment objectives. Work Details The contractor will provide all personnel, management, and resources necessary to develop, implement, and manage a comprehensive marketing strategy for both the New Mexico Army National Guard (NMARNG) and the New Mexico Air National Guard (NMANG). Key areas of service include: 1. Program and Campaign Management: Oversee marketing programs, coordinate initiatives, and report on campaign performance. 2. Market Research and Strategy: Conduct analysis to create data-driven marketing strategies tailored to each organization's goals. 3. Creative Services: Develop brand positioning and produce creative materials for various media platforms including television commercials (15- and 30-second spots) and digital artwork. 4. Media Planning and Buying: Execute an omni-channel marketing campaign utilizing traditional media (TV, OOH) and digital platforms (OTT, CTV). Specific channels include on-air television advertising, targeted digital advertising campaigns, out-of-home placements like billboards, movie theater ads in key markets, and live promotions through local media appearances. Place of Performance All work will be performed offsite.
Contacts
| Contact name | Edwin Widgeon |
|---|---|
| Contact email | 150sow.msc.rfprfq@us.af.mil |
| Contact phone | (505) 853-9878 |
| Secondary contact name | Edwin Widgeon |
| Secondary contact email | 150sow.msc.rfprfq@us.af.mil |
| Secondary contact phone | (505) 853-9876 |
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