OSW - DFAS - Digital Marketing Services for Recruitment - MRAS

The Office of the Secretary of War (OSW), in collaboration with the U.S. General Services Administration (GSA), is conducting market research to identify capabilities for providing digital marketing services aimed at recruitment for the Defense Finance and Accounting Service (DFAS) located in Rome, NY. This initiative is part of a broader effort to enhance recruitment strategies and address high turnover rates within DFAS, which currently experiences an annual staff departure rate of 16-25%. The primary goal is to develop a more effective recruiting pipeline that can consistently attract qualified candidates for vital financial, accounting, and administrative roles.

The scope of work involves planning, executing, managing, and optimizing a comprehensive digital marketing campaign designed to drive web traffic to DFAS Rome's job announcements and recruiting events. This campaign will focus on individuals with skills in finance, accounting, business, customer service, data entry, and computer skills. Key methods include Programmatic Display Advertising and Addressable Geofencing. These strategies aim to expand geographic and demographic reach while automating outreach processes to improve recruitment efficiency.

The contractor will be responsible for creating a sustainable pipeline of qualified candidates by executing targeted digital marketing efforts. This includes delivering over 100,000 banner impressions monthly through programmatic display campaigns and geofencing techniques. The contractor must also provide continuous access to a live performance dashboard that tracks key performance indicators such as impressions and click-through rates. Additionally, monthly performance reports summarizing campaign activities will be required.

This contract is structured as a Firm-Fixed-Price Contract with a period of performance spanning one base year from July 1, 2026 June 30, 2027, followed by four optional years extending through June 30, 2031. The primary place of performance will be at the contractor's facility. The Government will furnish necessary approvals for advertisements and define target job announcements while ensuring compliance with specified geofenced zones for campaign execution.