Attachment 2 Media and Creative SON DRAFT (1).pdf
Posted: Aug. 13, 2026
• Type: .pdf
• Size: 0.76MB
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Overview
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Summary
The Statement of Need (SON), issued by the Air Education and Training Command (AETC) Marketing Directorate (AETC/MK), defines a one-year requirement for commercially available marketing campaign products, including creative asset development, photography, video and commercial production, media placement, omnichannel campaigns, reporting, and associated intellectual-property and source-file deliverables supporting Department of the Air Force marketing across the Regular Air Force, Air National Guard, Air Force Reserve, and United States Space Force.
The requirement uses a flexible, fixed-price, product-based ordering structure in which creative-only, media-only, photography-only, video, commercial, or integrated campaign products may be ordered independently or in combination.
Individual orders will establish the applicable deliverables, technical requirements, schedules, and acceptance criteria. AETC retains control over campaign objectives, messaging, audiences, budgets, media investment, placement and creative approvals, and final acceptance.
Paid media must primarily reach individuals ages 17–40, with secondary audiences including influencers, parents, spouses, coaches, and teachers, using national media with the ability to target local markets.
In-scope channels include:
- Broadcast and cable television
- Digital streaming
- AM/FM and streaming radio
- Programmatic display and video
- Connected TV/OTT
- Pre-roll
- Billboards
- Transit
- Digital out-of-home media
Media-buying deliverables include:
- Media plans and flowcharts
- Placement authorization summaries
- Trafficking instructions
- Placement confirmations
- Vendor and insertion-order documentation
- Weekly performance reports
- Proof of performance
- Spend reconciliations
- Post-buy analyses
The media plan is generally due within 15 days after complete Government-furnished information and no later than 30 calendar days before the first campaign flight.
Final reconciliation is due within 15 calendar days after campaign completion, and post-buy analysis is due within 30 calendar days.
Creative and production requirements include up to three concepts with scripts and storyboards, campaign taglines and calls to action, production schedules, up to four review or edit rounds depending on the product, and platform-specific versions such as :60, :30, :15, :06, and :90 formats.
Required deliverables may also include raw footage, including B-roll; editable native project files; source graphics; audio stems; captions; still photography; organized archives; and licensing and talent documentation.
Contractors must use Department of the Air Force talent, locations, resources, and materials to the maximum extent possible; obtain Government approval at designated milestones; comply with DAF brand standards, FCC broadcast requirements, and IAB LEAN digital standards; and clear music rights for all intended platforms, markets, and the performance period.
The SON requires delivery of technical data and source materials—including editable files, production assets, media plans, placement and performance data, schedules, budgets, and spend information—with royalty-free, worldwide, nonexclusive, irrevocable Government-purpose rights unless an individual task order states otherwise.
Third-party copyrighted, trademarked, or patented material requires Government permission and appropriate licensing.
The requirement uses a flexible, fixed-price, product-based ordering structure in which creative-only, media-only, photography-only, video, commercial, or integrated campaign products may be ordered independently or in combination.
Individual orders will establish the applicable deliverables, technical requirements, schedules, and acceptance criteria. AETC retains control over campaign objectives, messaging, audiences, budgets, media investment, placement and creative approvals, and final acceptance.
Paid media must primarily reach individuals ages 17–40, with secondary audiences including influencers, parents, spouses, coaches, and teachers, using national media with the ability to target local markets.
In-scope channels include:
- Broadcast and cable television
- Digital streaming
- AM/FM and streaming radio
- Programmatic display and video
- Connected TV/OTT
- Pre-roll
- Billboards
- Transit
- Digital out-of-home media
Media-buying deliverables include:
- Media plans and flowcharts
- Placement authorization summaries
- Trafficking instructions
- Placement confirmations
- Vendor and insertion-order documentation
- Weekly performance reports
- Proof of performance
- Spend reconciliations
- Post-buy analyses
The media plan is generally due within 15 days after complete Government-furnished information and no later than 30 calendar days before the first campaign flight.
Final reconciliation is due within 15 calendar days after campaign completion, and post-buy analysis is due within 30 calendar days.
Creative and production requirements include up to three concepts with scripts and storyboards, campaign taglines and calls to action, production schedules, up to four review or edit rounds depending on the product, and platform-specific versions such as :60, :30, :15, :06, and :90 formats.
Required deliverables may also include raw footage, including B-roll; editable native project files; source graphics; audio stems; captions; still photography; organized archives; and licensing and talent documentation.
Contractors must use Department of the Air Force talent, locations, resources, and materials to the maximum extent possible; obtain Government approval at designated milestones; comply with DAF brand standards, FCC broadcast requirements, and IAB LEAN digital standards; and clear music rights for all intended platforms, markets, and the performance period.
The SON requires delivery of technical data and source materials—including editable files, production assets, media plans, placement and performance data, schedules, budgets, and spend information—with royalty-free, worldwide, nonexclusive, irrevocable Government-purpose rights unless an individual task order states otherwise.
Third-party copyrighted, trademarked, or patented material requires Government permission and appropriate licensing.
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