DHS USCIS - Verification Marketing Services - MRAS

The Department of Homeland Security (DHS), through the General Services Administration (GSA), is conducting market research to enhance its Verification Division's marketing services. This initiative falls under the purview of the U.S. Citizenship and Immigration Services' (USCIS) Immigration Records and Identity Services (IRIS) Directorate. The primary mission of the IRIS Directorate is to provide reliable and timely immigration, employment, and identity information, fostering a culture of efficiency and creativity. Within this framework, the Verification Division is tasked with managing programs such as Form I-9 guidance, E-Verify, and SAVE, which are crucial for verifying immigration status and employment eligibility in the United States.

The scope of work for this contract involves planning, developing, and implementing comprehensive marketing strategies aimed at educating diverse audiences about key programs like E-Verify (including E-Verify+), Form I-9, and SAVE. These audiences include employers, employees, advocacy organizations, human resource professionals, businesses, job seekers, as well as federal and local government agencies that grant benefits or licenses. The contractor will be responsible for enhancing awareness of these programs by employing various marketing tactics such as content marketing, social media engagement, search engine optimization (SEO), outreach activities, and more.

To achieve these goals effectively, the contractor will need to identify potential areas for growth among current and prospective customers by collecting and analyzing relevant data. This data-driven approach will inform the development of targeted marketing strategies designed to optimize customer experience by addressing their specific needs and challenges. Furthermore, the contractor will be expected to educate both current users and potential customers about new functionalities within these programs to promote their adoption.

In alignment with USCIS strategic priorities such as strengthening public engagement and VER's focus on customer-centric services the contract aims to foster trust in USCIS by improving communications with communities served by its programs. The contractor must ensure all marketing efforts comply with federal regulations while providing creative solutions across various mediums including content creation, graphic design, video production, direct email marketing among others.