Digital Marketing for California Army National Guard Recruitment and Retention
The U.S. Army National Guard is procuring a comprehensive digital marketing program to support recruitment and retention efforts in California, targeting non-prior service individuals aged 17–34, with requirements to develop branding, generate qualified leads, implement lead capture and nurturing systems, and provide direct support to recruiters and marketing staff while addressing public confusion between the National Guard and Active Duty.
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Scope & Requirements
Develop and execute a comprehensive digital marketing program including branding, lead generation, lead nurturing, and recruiter support to improve recruitment and retention for the California Army National Guard among non-prior service individuals aged 17–34.
Deliverables
- Comprehensive marketing package
- Customized lead capture and nurturing solution
- Branding materials
- Recruiter support tools
Contract Details
- Contract Typei
- FFP
- Estimated Value
- est. $150K – $300KSimilar contracts award $34K – $1.3M (median $206K, 1,449 awards)Within typical range
- NAICS Codes
- Place of Performance
- Sacramento, CA, US
- Set-Asides
- WOSB
Qualifications & Eligibility
- Set-Aside Category
- WOSB
- Past Performance
- Experience providing marketing solutions for the Army National Guard
- Required Registrations
- SAM.gov
Agency & Contact
Contracting Organization
- Agency
- DEPT OF DEFENSE
- Sub-Agency
- National Guard Bureau
- Office
- JFHQ USPFO CAUSPFO CA
Point of Contact
Key Dates
Description
a comprehensive marketing package to the California Army National Guard (CAARNG) for recruitment and retention goals.
The contractor shall provide services to generate qualified recruitment leads, offer a customized lead capture and nurturing solution, and support the Recruiting and Retention Battalion (RRB) leadership, recruiters, and marketing staff.
CAARNG’s RRB Marketing mission is to promote the CAARNG to gain interest and attention of prospective recruits.
The CAARNG RRB has a dual mission that is not understood well, and the general public has a hard time distinguishing National Guard from Active Duty.
The primary target market is non-prior service (NPS) individuals 17-34 years of age.
The CAARNG requires the services of a contractor with experience providing marketing solutions for the Army National Guard to develop and execute a comprehensive marketing program that includes, branding, engagements, leads, and recruiter support to help CAARNG achieve recruitment and retention goals.
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