National Recruitment Advertising Campaign Services (NRAC)

This document is a combined synopsis/solicitation (RFP 70US0926R70093666) for National Recruitment Advertising Campaign Services (NRAC) for the U.S. Secret Service (USSS). It is a total small business set-aside with NAICS code 541810. The anticipated contract is a five-year single-award Indefinite-Delivery, Indefinite-Quantity (IDIQ) contract from July 1, 2026, to June 30, 2031, with a ceiling of $90,000,000.00 and a minimum guarantee of $1,000.00. Proposals are due by April 28, 2026, at 4:00 PM EDT, via email. Questions must be submitted by April 17, 2026, at 4:00 PM EDT. Evaluation factors include Technical Capability, Past Performance, and Price, with non-price factors (especially Technical Capability) being more important than price. Proposals will be evaluated using a best-value tradeoff process, with confidence ratings for non-price factors and risk ratings for past performance. Specific requirements for technical capability include proficiency in various recruitment channels, innovation, understanding of the Law Enforcement Officer industry, and the ability to reach 70,000+ applicants annually. Past performance will be assessed on recency (within five years) and relevancy (similar scope, size, and complexity). Price proposals will be evaluated for reasonableness, realism, balance, and completeness but not scored. Submissions must adhere to strict formatting, file naming, and page limits.

The U.S. Department of Homeland Security, Secret Service Agency, issued Solicitation Number 70US0926R70093666 for a Past Performance Questionnaire. This document is crucial for evaluating offerors seeking a contract for National Recruitment Advertising Campaign Services. It emphasizes past performance as a key source selection factor. The questionnaire includes a Performance Rating Form and a Supplemental Comment Form, requiring evaluators to rate offerors based on standards: Outstanding, Satisfactory, Unsatisfactory, or Other. Key performance elements assessed are Technical Performance (Quality of Technical Approach, Understanding of Requirements), Timeliness of Performance (Effective and Efficient Use of Resources, Timeliness), Quality/Customer Satisfaction (Quality of Performance/Customer Satisfaction, Business Behavior, Communication), and Cost Control. Additionally, evaluators must indicate if they would re-engage with the contractor. Completed forms are to be emailed to John Akin at john.akin@usss.dhs.gov with a specific subject line.

The provided government file, titled "Attch 4 Direct Labor Price Matrix," outlines a five-year labor rate schedule for specific labor categories: Project Leader, Market Analyst, and Marketing Coordinator. This matrix is designed for federal government RFPs, federal grants, or state and local RFPs, requiring fully burdened labor rates. The document's main purpose is to establish a clear and standardized pricing structure for direct labor over a multi-year period, ensuring transparency and consistency in cost proposals. This allows for clear financial planning and evaluation of bids, covering essential roles within a project or program.

The United States Secret Service (USSS) is seeking a contractor for its National Recruitment Advertising Campaign (NRAC). This non-personal services contract requires a full-service advertising agency to plan, design, produce, execute, evaluate, and measure the effectiveness of national, regional, and local recruiting efforts. The contractor will utilize various media formats, including TV, radio, digital, and print, targeting specific demographics (US citizens aged 21-37, or 21-40 with Veterans' Preference, for Special Agents and Uniformed Division officers, and highly qualified US citizens for administrative roles). Key tasks involve strategic planning, pre/post-advertising research, ad production/placement, recruitment event assistance, hosting assessment centers, providing recruiter sales training, implementing electronic tracking technologies (e.g., Yello), multimedia content alignment, and supplying branded promotional materials. The contract has a five-year ordering period, requires a Quality Control Plan, and mandates U.S. citizenship for all contractor personnel, who will undergo suitability assessments and adhere to strict security requirements.

This government file outlines crucial contract provisions and clauses for federal RFPs, grants, and state/local RFPs. Key provisions include mandatory System for Award Management (SAM) registration, requiring unique entity identifiers (UEI), Taxpayer Identification Numbers (TIN), and Commercial and Government Entity (CAGE) codes. Offerors must certify against issues like inverted domestic corporations, responsibility matters, and delinquent tax liabilities. The document details prohibitions on contracting with entities using covered telecommunications equipment or services, FASC-prohibited unmanned aircraft systems, and entities involved in restricted business operations in Sudan or Iran. It also includes clauses for ordering, order limitations (minimum $1,000, maximum $30,000,000), indefinite quantity contracts, and options to extend services for up to six months. Funding is contingent on availability. The Department of Homeland Security's requirements for Controlled Unclassified Information (CUI) are also specified.

This Request for Proposal (RFP) 70US0926R70093666, Amendment 1, is issued by the U.S. Secret Service (USSS) for National Recruitment Advertising Campaign Services (NRAC). It is a total small business set-aside with NAICS code 541810, aiming to award a five-year single award, indefinite-delivery, indefinite-quantity (IDIQ) contract with a $90,000,000.00 ceiling. Proposals are due by May 8, 2026, 4:00 PM EDT, via email. Questions must be submitted by April 17, 2026, 4:00 PM EDT. Offers will be evaluated based on Technical Capability, Past Performance, and Price, with non-price factors being more important than price. Technical Capability and Past Performance are rated using Confidence Ratings and Performance Risks, respectively. Price proposals will be evaluated for reasonableness, realism, balance, and completeness, but will not be scored. The government intends to award without discussions, emphasizing the submission of best terms in initial offers.

The document is a comprehensive Q&A log for Solicitation #70US0926R70093666, an IDIQ contract for recruitment advertising and marketing services. It addresses numerous questions from potential offerors regarding various aspects of the solicitation, including facility and personnel clearance requirements, past performance evaluation methodology (CPARS vs. PPQ), pricing realism and evaluation criteria for IDIQ labor rates and sample task orders, creative development responsibilities, annual event volumes, key personnel qualifications (education and experience), page limits, font sizes for proposals, and the inclusion of ODCs like media buys. Key themes include clarifications on contractual requirements, technical approaches, and pricing structures for a wide range of marketing and recruitment services, with a strong emphasis on the USSS's specific needs for advertising, event management, and talent acquisition.

This government file outlines crucial contract provisions and clauses for federal solicitations, grants, and RFPs, emphasizing compliance and contractor responsibility. Key sections include requirements for System for Award Management (SAM) registration, unique entity identifiers (UEI), Taxpayer Identification Numbers (TIN), and Commercial and Government Entity (CAGE) codes. It details prohibitions against contracting with inverted domestic corporations, mandates certifications regarding responsibility matters, and addresses delinquent tax liabilities or felony convictions. Additionally, the document incorporates extensive security prohibitions and exclusions related to telecommunications equipment, specific foreign entities, and restricted business operations in countries like Sudan and Iran. Clauses for ordering, order limitations, indefinite quantity, option to extend services, and availability of funds are also included. The file further specifies Department of Homeland Security requirements for handling Controlled Unclassified Information (CUI), covering various sensitive information categories like Chemical-terrorism Vulnerability Information (CVI), Protected Critical Infrastructure Information (PCII), and Sensitive Security Information (SSI).

This document is a Request for Proposal (RFP) for National Recruitment Advertising Campaign Services (NRAC) for the USSS, issued as a total small business set-aside with NAICS code 541810. The anticipated contract is a five-year single award, indefinite-delivery, indefinite-quantity (IDIQ) contract with a ceiling of $90,000,000.00 and a minimum guarantee of $1,000.00, running from July 1, 2026, to June 30, 2031. Proposals are due by May 8, 2026, at 4:00 PM EDT, via email. Questions must be submitted by April 17, 2026, at 4:00 PM EDT. Proposals will be evaluated based on Technical Capability, Past Performance, and Price, with non-price factors (Technical Capability and Past Performance) being more important than price. Technical Capability and Past Performance will receive confidence and risk ratings, respectively. Price proposals will be evaluated for reasonableness, realism, balance, and completeness but will not be scored.

The United States Secret Service (USSS) is seeking a contractor for its National Recruitment Advertising Campaign (NRAC). This non-personal services contract requires the contractor to plan, design, produce, execute, evaluate, and measure the effectiveness of advertising for national, regional, and local recruiting efforts across various media. Key tasks include strategic advertising and marketing to target specific demographics (US citizens aged 21-37 for Special Agents and Uniformed Division officers, with an extension to 40 for veterans; highly qualified US citizens for Administrative, Professional, and Technical positions), conducting pre- and post-advertising research, managing recruitment events, potentially procuring event spaces, providing recruiter sales training, implementing electronic tracking technologies, producing multimedia content, and supplying promotional materials. The five-year contract is a firm fixed-price Indefinite Delivery/Indefinite Quantity type, requiring U.S. citizen employees with specific security clearances and qualifications for key personnel. The contractor must develop and maintain a Quality Control Plan, and the government will provide certain resources and conduct quality assurance surveillance.

The document,

This Statement of Work outlines a 12-month task order for a national recruiting and advertising campaign to attract new applicants for the US Secret Service. The campaign aims to achieve a new hire goal by procuring 41,250, or 52%, of new Law Enforcement Official (LEO) applicants. The strategy involves utilizing various media outlets, including active job channels (e.g., programmatic advertising, LinkedIn, Indeed) to maintain a robust presence. Additionally, it leverages streaming video platforms (e.g., Direct TV, Disney, Max) and streaming audio platforms (e.g., Pandora, Spotify) with targeted ads for individuals aged 20-39 who are LEOs, military personnel, or veterans in specific states. Pre-roll video ads on YouTube will also target this demographic nationwide. The desired impressions are 84 million for streaming video, 140 million for streaming audio, and 25 million for pre-roll in the first year. The contractor is also required to provide a 12-month marketing plan and monthly reports based on research, target audience evaluations, media tracking, and qualitative/quantitative research studies.