Advertising industry day draws large, small business competitors
By Daniel P. Elkins, Mission and Installation Contracting Command Public Affairs OfficeDecember 5, 2014
SAN ANTONIO (Dec. 5, 2014) -- Advertising and marketing professionals representing six large and 10 small businesses participated in a Mission and Installation Contracting Command industry day here Dec. 3 to learn more about one of the Army's largest acquisitions for services.The industry day was part of the ongoing market research phase by MICC contracting officials at Joint Base San Antonio-Fort Sam Houston, Texas, for the award of a contract to execute a full range of advertising and marketing services in partnership with the Army Marketing and Research Group in Washington, District of Columbia."Army advertising is one of the Army's most important missions," said April Miller, the deputy to the 412th Contracting Support Brigade commander at JBSA-Fort Sam Houston. "The success of the Army Marketing and Advertising Program is directed at the recruitment of personnel to fill vacancies both in the enlisted and officer programs as well as create a strong Army brand and recognition."Advertising and marketing experts at the event represented a variety of capabilities and agencies from throughout the country, including California, New York, Nashville, Dallas and Atlanta. Also represented at the event were veteran- and woman-owned small business entities.Doug Kiser, the deputy director for the MICC-Fort Sam Houston contracting office who led the event, said the procurement is one of the largest services contracts for the Army and that the goal of the industry day was to ensure two-way communication between the government and advertising industry.Kiser explained that it is during this market research phase that the government is gathering information by encouraging open communication with industry and responses to a sources sought synopsis in order to develop and acquisition strategy. MICC officials continue to seek responses through Dec. 19 to the sources sought synopsis for Solicitation W9124J-15-R-0001 posted on the Federal Business Opportunities website www.fbo.gov.Following the market research phase is the presolicitation phase, which Kiser expects to occur in the spring of 2015. The government will next seek solicitations for the advertising and marketing contract, evaluate proposals and plan to award the contract to a full-service advertising agency by March 2016.The industry day forum allowed advertising and marketing professionals a chance to network as well as meet one-on-one with MICC contracting professionals to learn more about the technical aspects of the government acquisition process. George Cabaniss, the deputy to the MICC commanding general, said the event is part of the government's efforts to ensure transparency in the full and open competition for Army acquisitions.Mike Sullivan, who is responsible for Army branding at the Army Marketing and Research Group, provided an overview of requirements making up the contract so that participants could develop a better understanding of needed services.AMRG is responsible for conducting national marketing, market analysis and accessions analysis to develop best-value strategies and tactics that inform the American people and motivate the most qualified candidates to consider Army service. Its accessions support brigade supports the Army's Recruiting Command, Cadet Command and Reserve recruiting missions.All inquiries regarding the market research for this contract should be directed to the MICC via email at email@example.com or by calling (210) 466-2147.
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