Attachment II - PWS Attachments.pdf
Posted: April 30, 2026
• Type: .pdf
• Size: 1.08MB
Opportunity Assistant
Loading
Overview
Related Opportunity
Related Agency
Summary
This **Performance Work Statement (PWS)** details the advertising and recruitment strategies for the U.S. Navy across various programs, including General Enlisted, General Officer, Medical Officer, and Reserve Programs.
The document outlines market assessments that indicate a low awareness of Navy careers among potential recruits, with specific emphasis on the need for targeted messaging in Science, Technology, Engineering, and Mathematics (STEM) fields. The Navy seeks to enhance its recruitment efforts by focusing on specialty-specific communications that resonate with younger demographics and parents who may have military backgrounds.
The PWS specifies critical recruiting priorities such as increasing applications for technical majors in the NROTC program and addressing challenges in recruiting for medical and dental officer positions.
Historical tactics employed include direct mail campaigns, social media engagement, email marketing, and the use of Navy.com as a primary lead generation platform. Additionally, it emphasizes the importance of maintaining flexibility in marketing strategies to adapt to shifting priorities within recruitment goals.
Submission requirements for contractors include demonstrating knowledge of Salesforce CRM systems for managing leads generated through Navy.com and ensuring compliance with industry best practices in call center operations.
The document also highlights the need for effective community outreach initiatives focused on STEM education to foster early interest in Navy careers among students aged 12-24. This PWS serves as a strategic framework aimed at enhancing the Navy's recruitment capabilities through targeted marketing efforts and innovative outreach programs.
The document outlines market assessments that indicate a low awareness of Navy careers among potential recruits, with specific emphasis on the need for targeted messaging in Science, Technology, Engineering, and Mathematics (STEM) fields. The Navy seeks to enhance its recruitment efforts by focusing on specialty-specific communications that resonate with younger demographics and parents who may have military backgrounds.
The PWS specifies critical recruiting priorities such as increasing applications for technical majors in the NROTC program and addressing challenges in recruiting for medical and dental officer positions.
Historical tactics employed include direct mail campaigns, social media engagement, email marketing, and the use of Navy.com as a primary lead generation platform. Additionally, it emphasizes the importance of maintaining flexibility in marketing strategies to adapt to shifting priorities within recruitment goals.
Submission requirements for contractors include demonstrating knowledge of Salesforce CRM systems for managing leads generated through Navy.com and ensuring compliance with industry best practices in call center operations.
The document also highlights the need for effective community outreach initiatives focused on STEM education to foster early interest in Navy careers among students aged 12-24. This PWS serves as a strategic framework aimed at enhancing the Navy's recruitment capabilities through targeted marketing efforts and innovative outreach programs.
Show All