Air Force plans eight-figure RFP for recruiting advertising, direct mail

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The US Air Force Reserve Command plans to issue an RFP in August to find a general advertising agency for recruiting initiatives. The proposed $11 million to $14 million annual contract includes direct mail, research, analytics and the integration of all advertising activities. The planned contract will be for one year, with four possible yearlong extensions.

“The Air Force Reserve Command desires to increase awareness and gain support from the American public as a world-class organization that plays a significant role in achieving national objectives, and one that offers rewarding career opportunities through Air Force Reserve military service around the globe,” the USAF Reserve Command said in a performance work statement about the account.

The account's direct mail work includes mailing list procurement, printing of mail pieces, lead fulfillment and list database management, according to the presolicitation filed June 23 on the Federal Business Opportunities website. It also includes effectiveness research, and support for branding, lead generation, fulfillment and sales initiatives.

The direct mail will target the Reserve Command's prior service market. The contract will require four mailings per year to about 30,000 people, and two mailings per year to prior service groups of about 70,000 consumers, according to USAF contracting officer Brenda Pate.

Blaine Warren Advertising is the incumbent. An agency representative could not be immediately reached for comment.

The contact also includes recruitment advertising in other media, including national magazines, newspapers, TV, radio, Internet and billboards, as well as PSA program management.

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