USAF - AETC MAPDM - Public Engagement - MRAS

The Air Education and Training Command (AETC) of the United States Air Force (USAF) is seeking comprehensive public engagement services to bolster its recruiting efforts across various components, including Active Duty, Air National Guard (ANG), Reserves, and the Space Force. The General Services Administration (GSA) is conducting market research on behalf of AETC to identify potential contractors capable of developing and executing strategies aimed at building authentic connections with communities, influencers, and prospective recruits aged 18-42. The overarching goal is to enhance brand awareness and generate high-quality leads while adhering to Department of Defense (DoD) cybersecurity, privacy, and accessibility standards.

The contractor's scope of work involves a multifaceted approach to public engagement that includes strategy development, community partnerships, influencer collaborations, storytelling, lead capture mechanisms, and performance analytics. These services aim to complement existing digital campaigns and integrate seamlessly with the Lead Management Center (LMC) and related websites such as AirForce.com. By aligning with AXIS's vision for unified marketing strategies that emphasize genuine narratives and community-driven outreach efforts, the contractor will help DAF achieve its recruiting objectives through innovative engagement formats like community workshops or virtual town halls.

Community partnerships form a crucial part of this initiative. The contractor will establish relationships with local organizations such as schools or faith-based groups to promote career opportunities within the Total Force (TF). This includes coordinating component-specific partnerships at state levels while ensuring these collaborations reflect community cultures and shared values. Furthermore, influencer collaborations are vital for amplifying TF messaging across social media platforms; thus identifying suitable influencers or veterans who can authentically represent TF roles is essential.

Storytelling plays a pivotal role in engaging prospective recruits by producing narrative-driven content that showcases airmen's experiences across diverse roles within TF components. This content will be disseminated through various channels including videos or blog posts while integrating user-generated stories for enhanced relatability always maintaining compliance with DoD privacy guidelines. Additionally, lead capture mechanisms will be implemented at both events and online platforms using advanced tools like AI-driven chatbots to prioritize high-potential leads effectively.