R-COMMERCIAL PRACTICE INQUIRY FOR INNOVATIVE ADVERTISING The Fleet and Industrial Supply Center (FISC) is conducting a Commercial Practice Inquiry to determine how innovative commercial Advertising practices can be adopted to benefit the Navy's advertising and recruiting program. The information gathered may play a significant role in changing the way the Navy does business. We are seeking information from any Advertising firms. Small, Woman-Owned, and Minority-Owned businesses are highly encouraged to participate. If the Navy decides to issue a solicitation, it will not post a second synopsis. Any subsequent solicitation will be forwarded to all contractors responding to this notice. Please submit written responses to Fleet and Industrial Supply Center Detachment Washington, ATTN: Ayo H. Johnson, 1014 N Street SE, Suite 400, Washington DC 20374-5014 before 2:00 p.m., 14 April 2000. Companies expressing interest only in a copy of the solicitation (if issued) may fax a request to the FlSC Customer Services Center at (202) 433-9569. NAVY ADVERTISING COMMERCIAL PRACTICE INQUIRY A. Purpose of Commercial Practice Inquiry (CPI) The Navy desires fresh ideas and a better understanding of commercial advertising practices to determine if innovative commercial approaches can benefit Navy recruitment advertising, particularly in light of the rapid advances in Information Technology. B. Current Program Description The current recruiting program focuses on two efforts: 1. National awareness includes synergistic TV, radio, Internet CD-Rom multi-media, and print campaigns designed to promote favorable attitudes toward the Navy and to increase the target audience's propensity to consider the Navy as a career alternative. 2. Direct Marketing (DM) generates leads data and general walk-in traffic for local recruiting stations. DM also includes direct mail, telemarketing, fulfillment operations, a national closed-loop lead database management system, and direct email recruiting. C. Ultimate Goal of Recruiting/Advertising Effort Improve awareness and create positive attitudes toward the Navy while maximizing the number of qualified recruiting leads within a contract budget of $50 -- $70 million / year. D. Areas of Interest The following are specific commercial practices about which we desire information. Any other comments are also invited. 1. How do commercial firms normally structure contract payment for advertising contracts of this or similar magnitude? How, and on what basis do Ad Agencies structure payment for their services? 2. What is the breakdown of the billing and payment process (cost components, creative services, graphics, printing, production, etc . . .)? 3. How do commercial clients choose the "winning" Ad Agency in a competitive environment? On what specific criteria do they base their decision? 4. How do commercial clients incentivize Ad Agencies? What specific aspects of performance are incentivized? 5. How do commercial Ad Agencies choose subcontractors or form teams to support clients in the overall advertising campaign? 6. How do Ad Agencies stay on the cutting edge of Information Technology (IT)? 7. How do clients with smaller accounts incentivize Ad Agencies to maximize their level of service? 8. How do commercial clients evaluate proposed talent to be used on Advertising contracts? Do resumes matter? Does past performance matter? What metric is used to differentiate? 9. Provide insight into the industry's philosophy for using Small, Woman-Owned and/or Minority-Owned expertise in Advertising campaigns? 10. How is research used to monitor demographics and shifts in demographics of target audiences? 11. How is research used to formulate strategic planning and media campaigns? Posted 03/30/00 (W-SN439861).

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