Attachment I - PWS.pdf
Posted: April 30, 2026
• Type: .pdf
• Size: 0.34MB
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Summary
This Performance-Based Work Statement (PWS) for the Navy Marketing and Advertising (M&A) Program supports the Commander, Navy Recruiting Command (CNRC), dated June 2025. The primary objective of this contract is to provide comprehensive marketing and advertising services aimed at enhancing recruitment efforts for the Navy, specifically targeting high-quality personnel for both active and reserve components.
The CNRC, based in Millington, TN, seeks to build brand awareness and generate actionable leads that recruiters can convert into contracts. The contractor will be responsible for developing strategic marketing plans, executing creative content, managing media placements, and leveraging emerging technologies such as artificial intelligence to optimize recruitment strategies.
The PWS outlines specific requirements for the contractor, including the development of an Annual Marketing and Advertising Plan (AMAP) that aligns with CNRC's goals. This plan must include measurable objectives related to lead generation and brand awareness across various target demographics, including high school students, college graduates, professionals in specialized fields, and veterans.
The contractor is expected to conduct market research to inform their strategies and adapt to changing recruiting goals or economic conditions. Additionally, all promotional materials will be provided by CNRC through mandated sources, ensuring compliance with federal regulations regarding printing and promotional items.
The document emphasizes the need for flexibility on the part of the contractor due to potential changes in budgetary constraints or recruiting targets. It also specifies that the contractor must have proficiency in using Salesforce CRM for tracking leads and applicants as part of their operational responsibilities.
This PWS establishes a framework for a collaborative relationship between CNRC and the contractor to effectively attract qualified candidates to serve in the Navy while maintaining brand integrity and responsiveness to market dynamics.
The CNRC, based in Millington, TN, seeks to build brand awareness and generate actionable leads that recruiters can convert into contracts. The contractor will be responsible for developing strategic marketing plans, executing creative content, managing media placements, and leveraging emerging technologies such as artificial intelligence to optimize recruitment strategies.
The PWS outlines specific requirements for the contractor, including the development of an Annual Marketing and Advertising Plan (AMAP) that aligns with CNRC's goals. This plan must include measurable objectives related to lead generation and brand awareness across various target demographics, including high school students, college graduates, professionals in specialized fields, and veterans.
The contractor is expected to conduct market research to inform their strategies and adapt to changing recruiting goals or economic conditions. Additionally, all promotional materials will be provided by CNRC through mandated sources, ensuring compliance with federal regulations regarding printing and promotional items.
The document emphasizes the need for flexibility on the part of the contractor due to potential changes in budgetary constraints or recruiting targets. It also specifies that the contractor must have proficiency in using Salesforce CRM for tracking leads and applicants as part of their operational responsibilities.
This PWS establishes a framework for a collaborative relationship between CNRC and the contractor to effectively attract qualified candidates to serve in the Navy while maintaining brand integrity and responsiveness to market dynamics.
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