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Description
Background The U.S. Navy's Commander, Navy Recruiting Command (CNRC) is issuing solicitation number N0018926RD008 for advertising and marketing services to support its Marketing and Advertising Program.
The primary mission of CNRC is to recruit high-caliber Sailors to meet the needs of the Fleet. This contract aims to increase awareness and favorable attitudes toward the Navy and Navy Reserve, generate quality leads for recruiters, and drive prospects to navy.com and local recruiting stations. The program targets various demographics, including high school students, college students, professionals, and influencers such as parents and teachers.
Work Details The contractor will provide full-service advertising and marketing services including: - Developing a comprehensive Annual Marketing and Advertising Plan (AMAP) that meets or exceeds industry best practices. - Utilizing both traditional (TV, radio, print) and digital/interactive media (internet, social media) to attract potential recruits. - Creating content for various platforms including navy.com and social media channels. - Managing social media accounts with content guidance from NRC Social Media Managers. - Conducting market research to identify target audiences and assess campaign effectiveness through metrics such as impressions, engagements, conversion rates, and return on investment (ROI). - Providing technical support for online platforms like navyformoms.com. - Ensuring compliance with Information Assurance (IA) policies in all marketing efforts.
Period of Performance The base ordering period is expected to commence on or around January 20, 2027, through January 19, 2028, followed by four 12-month option periods extending potentially until July 19, 2032.
Place of Performance The contract will be performed primarily at the contractor's facilities but may also involve activities at various Navy recruiting stations across the United States.
Incumbent Analysis(see Incumbents section for more detail) This opportunity appears to have a confirmed incumbent, with Young & Rubicam awarded contract N0018921DZ024 for $555,074,896 (05/20/21–05/19/26) to provide full-service marketing and advertising in support of the Commander, Navy Recruiting Command. The scope includes market research, creative design and production across media, media planning and placement, direct response and fulfillment activities, database/contact-response operations, events marketing, and operation/support of Navy recruiting websites—activities that align closely with the current requirement for an annual marketing plan, multi-channel advertising (traditional and digital), content/social media management support, market research/metrics, and online platform support. Additional related Young & Rubicam task orders for OPT space charges/media placement further indicate continuity in executing Navy recruiting advertising campaigns.
Posted:
Amendment 0001 to Solicitation number N0018926RD008 is issued for acquiring Advertising and Marketing services in support of the U.S. Navy's Marketing and Advertising Program in support of the Commander, Navy Recruiting Command (CNRC). Please see attachments for further details. The Government is not responsible for any costs that occurred for any submissions. The point of contact for the solicitation is Ellen Wright via email at ellen.s.wright.civ@us.navy.mil.
This announcement constitutes only solicitation. Offers are being requested and a separate written solicitation will not be issued.
Solicitation number N0018926RD008 is issued as a Request for Proposal (RFP) for acquiring advertising and Marketing services in support of the U.S. Navy's Marketing and Advertising Program in support of the Commander, Navy Recruiting Command (CNRC).
This acquisition is not set aside for small business concerns. This solicitation incorporates provisions and clauses by reference. The full text of provisions and clauses may be accessed electronically at www.acquisition.gov.
The Navy requires a full-service advertising and marketing services to assist in fulfilling critical manpower needs to fill vacancies in enlisted and officer program for both, the active and service components.
The proposed contract action is for services for which the Government intends the placement of a Firm-Fixed-Price (FFP), Indefinite Delivery Indefinite Quantity (IDIQ) type contract with a base ordering period commencing on or around 20 January 2027 through 19 January 2028, followed by four (4) 12-month option periods to extend the term of the contract pursuant to FAR 52.217-8, plus one (1) 6-month optional option period pursuant to FAR 52.217-8, which will be exercised if necessary. If all options are exercised, the contract is scheduled to expire on 19 July 2032.
It is the intent to process this procurement under FAR Part 12 in conjunction with FAR Part 15, as applicable, and ultimately award a single IDIQ contract as a result of the forthcoming solicitation. Interested vendors will be requested to submit both non-price and price proposals.
The Government anticipates that the resultant contract will be awarded on a best value, trade-off basis in which the non-price evaluation will be considered significantly more important than the price.
The applicable NAICs code is 541810 with a small business size standard of $22.5 Million.
Upon release, the solicitation will be issued electronically and be available for downloading at the NECO website: neco.navy.mil and/or sam.gov on or about 30 April 2026. The closing date for the receipt of offers will be set fort in the RFP document.
Interested parties are solely responsible for monitoring the above website's for posting of the RFP and any amendments thereto. The Government will not pay for the information received.
All responsible sources may submit a proposal, which will be considered by NAVSUP FLC Norfolk, Contracting Department, Pentagon Directorate. By submitting an offer, the offeror is self-certifying that neither the requestor nor the principal corporate officials and owners are currently suspended, debarred, or otherwise indelible to receive contracts from any federal agency. Failure to do so may represent grounds for refusing to accept the offer. By submission of an offer, the contractor acknowledges the requirements that a prospective awardee must be registered in the System for Award Management (SAM) database prior to award.
Lack of registration in the SAM database will make a contractor indelible for award. Contractors may obtain information on registration and annual confirmation requirements via the website at sam.gov.
Any questions regarding this announcement should be submitted via email to ellen.s.wright.civ@us.navy.mil.
On 4/30/26 NAVSUP Fleet Logistics Center Norfolk issued Synopsis Solicitation N0018926RD008 for U.S. Navy's Marketing and Advertising Program in support of the Commander, Navy Recruiting Command (CNRC). due 6/5/26.
The opportunity was issued full & open with NAICS 541810 and PSC R701.
