Marine Corps Recruiting Command (MCRC) Advertising Services   4

Background
The primary purpose of this requirement is to provide advertising support services to the United States Marine Corps (USMC) in order to fulfill its Title 10 mission. These services help generate the requisite leads and aid USMC recruiters’ efforts in educating prospects and their influencers (e.g., parents and teachers). Recent studies have shown that the declining unemployment rate and perpetual military disqualifiers (e.g., medical and drug related issues, obesity) narrow the eligible recruiting population. These factors pose a challenge for each military service’s ability to recruit and likely contributed to all other military services missing recruiting goals in fiscal 2023. Thus, effective advertising is critical to attract capable 17–24-year-old candidates for the USMC. The Marine Corps Recruiting Command (MCRC) Advertising Services Program is directed to support the recruitment of approximately 40,000 personnel per year to fill vacancies in both enlisted and officer programs. It supports 48 recruiting stations within six Marine Corps Districts that are organized into two regions: the Eastern Recruiting Region and the Western Recruiting Region.

Work Details
The purpose of this requirement is to provide full-service advertising agency and marketing support to furnish the supplies and services necessary to enhance the USMC’s recruiting efforts. Contractor services are required to develop and execute an advertising strategy that includes a full range of services from the development of a strategic and tactical advertising strategy to the production of a wide range of advertising formats (e.g., TV, radio, print media, internet, and direct marketing). The Marine Corps Installations Command (MCICOM) Headquarters serves as the buying office and administrator for this procurement. This competitive acquisition will result in the award of a single award Indefinite-Delivery, Indefinite-Quantity (IDIQ) contract with Firm-Fixed-Price (FFP) and Cost Reimbursement pricing elements in accordance with Federal Acquisition Regulation Part 12 – Acquisition of Commercial Items and Part 15 – Contracting by Negotiation. This acquisition is being processed via full and open competition. The resultant contract will have a ten (10) year ordering period.

Period of Performance
The work details include various tasks/services such as Account Program Management, Advertising Strategy Development and Execution, Lead Generation, Brand Awareness, Recruiter Support, Recruiter Support Materials, Call Center Support, Media and Advertisement Support, Paid Media, Travel, Local Program Support. These tasks are intended for issuance of FFP task orders during the Base Ordering Period. Additionally, there are optional ordering periods for some tasks. The Contractor shall provide services under this contract only as directed in Task Orders issued by authorized individuals.

Place of Performance
The contract shall become effective on the date of award and the ordering period shall continue in effect during the period ending 60 months after date of contract unless terminated or other provisions herein. The base period for all CLINs is 60 months with an optional period also set at 60 months.