Digital Marketing

Project ID: W912LA26QA010 FederalOpportunitiesSynopsis Solicitation

Overview

Agency	California National Guard
Deadline	05/20/26
Posted	05/08/26
Estimated Value	$500,000 - $1,500,000 (AI estimate)
Set Aside	WOSB
NAICS	541810 - Advertising Agencies
PSC	R701 - Support- Management: Advertising
Location	Roseville, CA United States

Description

Primary Latest Change

Provide a comprehensive marketing package to the California Army National Guard (CAARNG) for recruitment and retention goals. The contractor shall provide services to generate qualified recruitment leads, offer a customized lead capture and nurturing solution, and support the Recruiting and Retention Battalion (RRB) leadership, recruiters, and marketing staff. CAARNG's RRB Marketing mission is to promote the CAARNG to gain interest and attention of prospective recruits. The CAARNG RRB has a dual mission that is not understood well, and the general public has a hard time distinguishing National Guard from Active Duty. The primary target market is non-prior service (NPS) individuals 17-34 years of age. The CAARNG requires the services of a contractor with experience providing marketing solutions for the Army National Guard to develop and execute a comprehensive marketing program that includes, branding, engagements, leads, and recruiter support to help CAARNG achieve recruitment and retention goals.

Summary (Newest Update)

Background The California Army National Guard (CAARNG) is seeking a contractor to provide a comprehensive marketing package aimed at enhancing recruitment and retention efforts. The CAARNG's Recruiting and Retention Battalion (RRB) has a dual mission that is often misunderstood by the public, particularly in distinguishing between National Guard and Active Duty service. The primary target audience for this initiative is non-prior service individuals aged 17-34. The contractor must have experience in delivering marketing solutions tailored for the Army National Guard to effectively promote CAARNG's mission. Work Details The contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary to perform the work outlined in the Performance Work Statement (PWS). Key tasks include: 1. Generating qualified recruitment leads through targeted marketing strategies. 2. Offering a customized lead capture and nurturing solution to engage potential recruits effectively. 3. Supporting the RRB leadership, recruiters, and marketing staff with branding initiatives and engagement activities. 4. Utilizing digital domain assets for advertising at state and local levels, focusing on business location management and social media presence. 5. Improving CAARNG's digital footprint through enhanced digital identity management across multiple platforms. Period of Performance Base Year of 12 months from July 1, 2026, to June 30, 2027.

Contacts