Contact and place of performance
Edwin Widgeon
ROAD FORKS, NM 87117
USA
Sources Sought Announcement for New Mexico National Guard (NMNG) Advertising Services Title: Sources Sought for Integrated Advertising and Marketing Services for the New Mexico National Guard Agency: New Mexico National Guard Classification Code: R701 North American Industry Classification System (NAICS): 541850 Point of Contact: [email protected] Response Due Date: April 21, 2026 at 2:00 PM Mountain...
View more2.0 BACKGROUND
The New Mexico Army National Guard Recruiting and Retention Battalion and the New Mexico Air National Guard Recruiting and Retention Office are tasked with promoting their respective services to gain the interest and attention of prospective recruits. Both organizations require the services of an experienced contractor to develop and execute comprehensive, multi-platform marketing programs. These programs are intended to generate qualified leads, increase brand awareness, and support recruiters to help the NMARNG and NMANG achieve their annual recruitment and retention goals. The primary target audience includes, but is not limited to, individuals aged 17-42 in the state of New Mexico and surrounding designated market areas.
3.0 REQUIREMENT OVERVIEW
The Government has two distinct requirements for advertising services: one supporting the NMARNG and one supporting the NMANG. While specific performance metrics differ between the two, the overall scope of work is similar. The contractor will be responsible for providing all personnel, management, and resources necessary to develop, implement, and manage a comprehensive marketing and advertising strategy for each organization.
The scope of services includes, but is not limited to, the following key areas:
4.0 INFORMATION REQUESTED FROM INTERESTED PARTIES
Interested parties are requested to submit a capabilities statement that addresses the following. Please limit your response to no more than ten (10) pages.
5.0 RESPONSE INSTRUCTIONS
6.0 DISCLAIMER
This notice is for informational and planning purposes and does not constitute a solicitation. A response to this notice is not an offer and cannot be accepted by the Government to form a binding contract. Responders are solely responsible for all expenses associated with responding to this notice.
The New Mexico National Guard (NMNG) has issued this sources sought notice for market research to identify qualified businesses capable of providing comprehensive advertising and marketing services. This requirement supports recruiting and retention campaigns for both the New Mexico Army National Guard and the New Mexico Air National Guard. The selected contractor will be responsible for developing and executing multi-platform programs designed to generate qualified leads and increase brand awareness among individuals aged 17–42 across New Mexico and surrounding market areas. The anticipated work is classified under NAICS 541850 for Indoor and Outdoor Display Advertising and PSC R701 for Support- Management: Advertising.
The scope of work encompasses program and campaign management, market research, and the production of creative materials such as television commercials and digital artwork. Media planning and buying responsibilities include managing an opti-channel strategy involving on-air television, targeted digital advertising like Connected TV and display ads, out-of-home placements such as billboards, and movie theater advertising. The contractor must also coordinate live promotions, including local media interviews. Performance will occur in Road Forks, New Mexico, and other designated regional markets, guided by draft Performance Work Statements for the Army and Air National Guard components.
The Department of the Army, specifically the W7NQ USPFO Activity NMANG 150, is the procuring agency for this effort under solicitation number W912J326QADVR. Interested parties are requested to submit a capability statement of no more than ten pages by April 21, 2026, at 2:00 PM Mountain Time. Submissions must include company identifiers such as CAGE code and Unique Entity ID, along with a description of experience managing integrated traditional and digital media campaigns. Two attachments, PWS Army NEW_DRAFT.pdf and PWS Air NEW_DRAFT.pdf, were provided with the notice on April 3, 2026.
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