RFI#1:Marketing Support Functions

ID: AETCMA25RFI001 • Type: Sources Sought • Match: 100%

Hello! Please let me know your questions about this opportunity. I will answer based on the available opportunity documents.

Please sign-in to link federal registration and award history to assistant. Sign in to upload a capability statement or catalogue for your company

Some suggestions:

Please summarize the work to be completed under this opportunity

Draft a sources sought response template for this opportunity

Do the documents mention an incumbent contractor?

Does this contract have any security clearance requirements?

I'd like to anonymously submit a question to the procurement officer(s)

Description

Posted: July 11, 2025, 5:22 p.m. EDT

AETCMA25RFI001 Posting - 20 June 25 The Air Education and Training Command (AETC) is seeking information from qualified advertising agencies to provide full-service support for DAF recruiting efforts. This includes campaign strategy, creative development, media planning/buying, data-driven optimization, AI-driven personalization, and integration with AETC systems, ensuring compliance with DoD regulations and accessibility standards. Amendment 1 to RFI AETCMA25RFI001, concerning Marketing Support Functions for AETC Recruiting, provides answers to initial questions (see attached Responses to Questions Received - Round 1), extends the submission deadline to 10:00 AM CST, 18 July 2025, and includes key changes such as the addition of a Rough Order of Magnitude (ROM) RFI question and revised Point of Contact (POC) information directing all questions and responses to a single workflow; vendors can resubmit updated responses, and this notice is for informational purposes only and does not obligate the Government to award a contract.

Posted: June 20, 2025, 4:35 p.m. EDT

Background
The Air Education and Training Command (AETC) is seeking comprehensive advertising agency services to support recruiting efforts for the Department of the Air Force (DAF), which includes Active Duty, Air National Guard, Reserves, and Space Force. The goal is to develop and execute innovative, data-driven marketing campaigns that generate high-quality leads and enhance brand awareness among target audiences, particularly individuals aged 18-42. The services must comply with Department of Defense (DoD) regulations while leveraging modern advertising technologies to maximize campaign effectiveness and return on investment (ROI).

Work Details
The contractor will provide full-service advertising agency support, including:

1. Campaign Strategy and Planning: Develop comprehensive advertising strategies targeting key demographics, create DAF-specific campaign plans for state and regional needs, and propose innovative formats like digital scavenger hunts.

2. Creative Development: Produce high-quality creative assets such as videos, social media content, and print ads, ensuring consistent branding across all campaigns.

3. Media Planning and Buying: Execute media plans across digital and traditional channels, leveraging programmatic advertising for optimized audience reach while ensuring compliance with DoD privacy standards.

4. Data-Driven Optimization and Analytics: Utilize AI-powered analytics to track performance metrics like impressions and lead generation; provide real-time dashboards integrating data from various sources.

5. AI-Driven Personalization: Implement personalized ad content based on user behavior; propose tools like chatbots for lead engagement.

6. Integration with AETC Systems: Ensure seamless integration with DAF websites and existing CRM systems to support lead tracking.

Period of Performance
1 December 2025 to 30 November 2030, with one base year and four option years.

Place of Performance
Services will be performed remotely, with potential on-site support at AETC-designated locations such as Joint Base San Antonio, TX.

Overview

Agency

Air Education and Training Command (AETC) [DoD - USAF]

Response Deadline

July 18, 2025, 12:00 p.m. EDT (original: July 11, 2025, 7:00 p.m. EDT) Past Due

Posted

June 20, 2025, 4:35 p.m. EDT (updated: July 11, 2025, 5:22 p.m. EDT)

Set Aside

None

NAICS

541810 - Advertising Agencies

PSC

None

Place of Performance

Not Provided

Source

Open

Links

Department of Defense Procurement Toolbox
Registration Instructions for the PIEE Solicitation Module
Web Based Training for the PIEE Solicitation Module
PIEE Solicitation Module Link for AETCMA25RFI001

Current SBA Size Standard

$25.5 Million

Pricing

Likely Cost Plus

Est. Level of Competition

Low

Odds of Award

25%

On 6/20/25 Air Education and Training Command issued Sources Sought AETCMA25RFI001 for RFI#1:Marketing Support Functions due 7/18/25. The opportunity was issued full & open with NAICS 541810.

Primary Contact

Name

Joseph Sitterly Profile

joseph.sitterly.2@us.af.mil

Phone

(385) 679-0820

Secondary Contact

Name

Sasha Stewart Profile

sasha.stewart@us.af.mil

Phone

(210) 652-7875

Additional Contacts in Documents

Title	Name	Email	Phone
None	Trevor Talamantez Profile	trevor.talamantez@us.af.mil	None

Question & Answer

The AI Q&A Assistant has moved to the bottom right of the page

Incumbent or Similar Awards

Contracts Similar to Sources Sought AETCMA25RFI001

Potential Bidders and Partners

Awardees that have won contracts similar to Sources Sought AETCMA25RFI001

Additional Details

Source Agency Hierarchy

DEPT OF DEFENSE > DEPT OF THE AIR FORCE > AETC > FA3002 338 ESS CC

FPDS Organization Code

5700-FA3002

Source Organization Code

500019183

Last Updated

July 11, 2025

Last Updated By

joseph.sitterly.2@us.af.mil

Archive Date

July 11, 2026