DHS awards $25M for ICE recruitment media support, with 179M potential value

Contract Overview

Contract Amount: $24,974,000 ($25.0M)

Contractor: People WHO Think, L.L.C.

Awarding Agency: Department of Homeland Security

Start Date: 2025-08-15

End Date: 2026-01-01

Contract Duration: 139 days

Daily Burn Rate: $179.7K/day

Competition Type: FULL AND OPEN COMPETITION AFTER EXCLUSION OF SOURCES

Number of Offers Received: 1

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: THIS AWARD PROCURES MEDIA CONTENT CREATION SUPPORT SERVICES FOR IMMIGRATION AND CUSTOMS ENFORCEMENT RECRUITMENT CAMPAIGN IN SUPPORT OF THE OFFICE OF PUBLIC AFFAIRS.

Place of Performance

Location: MANDEVILLE, SAINT TAMMANY County, LOUISIANA, 70471

State: Louisiana Government Spending

Plain-Language Summary

Department of Homeland Security obligated $25.0 million to PEOPLE WHO THINK, L.L.C. for work described as: THIS AWARD PROCURES MEDIA CONTENT CREATION SUPPORT SERVICES FOR IMMIGRATION AND CUSTOMS ENFORCEMENT RECRUITMENT CAMPAIGN IN SUPPORT OF THE OFFICE OF PUBLIC AFFAIRS. Key points: 1. The contract focuses on media content creation for ICE recruitment, a critical function for agency staffing. 2. Competition was full and open after exclusion of sources, indicating a broad search for qualified vendors. 3. The contract value of $24.97M over approximately 139 days suggests a significant investment in recruitment outreach. 4. The potential value of $179.67M over the full period of performance warrants scrutiny of future task orders. 5. Performance is tied to ICE's recruitment needs, directly impacting the agency's ability to attract talent. 6. The firm-fixed-price contract type aims to control costs for the government. 7. The award is a delivery order, suggesting it's part of a larger indefinite-delivery/indefinite-quantity (IDIQ) contract.

Value Assessment

Rating: fair

The awarded value of $24.97M for a 139-day period is substantial, averaging over $180,000 per day. Benchmarking this against typical media content creation costs for recruitment campaigns is difficult without more specific service details. However, the potential total value of $179.67M raises concerns about long-term cost-effectiveness and whether this represents a competitive price for the scope of services anticipated over the full contract duration. Further analysis of task orders under this contract will be necessary to assess value for money.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

The contract was awarded under 'full and open competition after exclusion of sources.' This indicates that while the competition was broad, certain sources may have been excluded prior to the solicitation, which could limit the pool of potential bidders. The number of bidders is not specified, but the 'full and open' designation suggests a robust competitive process was intended.

Taxpayer Impact: A full and open competition generally benefits taxpayers by encouraging a wider range of offers, potentially leading to lower prices and better quality services. However, the 'exclusion of sources' caveat warrants further investigation into why certain vendors were not considered.

Public Impact

The primary beneficiaries are U.S. Immigration and Customs Enforcement (ICE) and the Department of Homeland Security (DHS), who will receive media content creation support for their recruitment efforts. The services delivered include the development and production of media content designed to attract potential recruits to ICE. The geographic impact is national, as ICE recruitment efforts typically span across the United States. Workforce implications are positive for the contractor's employees and potentially for the broader media and marketing industry, while the ultimate goal is to bolster the ICE workforce.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Potential for cost overruns if the full $179.67M potential value is realized without clear justification for each task order.
The 'exclusion of sources' in the competition method could limit competitive pricing and innovation.
Lack of specific performance metrics in the provided data makes it difficult to assess the effectiveness of the media content created.
The short duration of the initial award (139 days) for a significant amount suggests a need for careful monitoring of subsequent task orders.

Positive Signals

The contract is awarded under a firm-fixed-price type, which helps in managing costs and provides predictability for the government.
The use of 'full and open competition' aims to ensure a competitive environment, potentially leading to better value.
The focus on recruitment support directly addresses a critical need for ICE to maintain its operational capacity.
The contractor, PEOPLE WHO THINK, L.L.C., is selected to provide specialized marketing consulting services.

Sector Analysis

This contract falls within the Marketing Consulting Services sector (NAICS 541613). This sector involves providing expertise in advertising, public relations, and marketing strategy. The federal government frequently procures such services to support recruitment, public awareness campaigns, and strategic communications. The total potential value of $179.67M suggests this is a significant contract within this niche, likely part of a larger strategy by DHS to enhance its recruitment outreach through professional media content creation.

Small Business Impact

The provided data indicates that small business participation (sb) is false for this specific award. There is no indication of a small business set-aside. This suggests that the contract was not specifically targeted towards small businesses, and larger, established firms were likely the primary competitors. Subcontracting opportunities for small businesses may exist but are not explicitly detailed in this award notice.

Oversight & Accountability

Oversight for this contract would typically fall under the Department of Homeland Security's contracting officer and program managers. The contract type (firm-fixed-price) provides some cost control. Transparency would be enhanced through public reporting of task orders and performance evaluations. Inspector General jurisdiction would apply if any fraud, waste, or abuse is suspected.

Related Government Programs

DHS Recruitment Programs
ICE Staffing Initiatives
Federal Marketing and Advertising Contracts
Public Affairs Support Services
Media Content Production Contracts

Risk Flags

Potential for cost growth given the large potential contract value.
Limited transparency on the reasons for 'exclusion of sources' in the competition.
Need for clear performance metrics to ensure effectiveness of media content.
Contract duration and value warrant close monitoring of task orders.

Frequently Asked Questions

What is this federal contract paying for?

Department of Homeland Security awarded $25.0 million to PEOPLE WHO THINK, L.L.C.. THIS AWARD PROCURES MEDIA CONTENT CREATION SUPPORT SERVICES FOR IMMIGRATION AND CUSTOMS ENFORCEMENT RECRUITMENT CAMPAIGN IN SUPPORT OF THE OFFICE OF PUBLIC AFFAIRS.

Who is the contractor on this award?

The obligated recipient is PEOPLE WHO THINK, L.L.C..

Which agency awarded this contract?

Awarding agency: Department of Homeland Security (U.S. Immigration and Customs Enforcement).

What is the total obligated amount?

The obligated amount is $25.0 million.

What is the period of performance?

Start: 2025-08-15. End: 2026-01-01.

What is the track record of PEOPLE WHO THINK, L.L.C. in performing similar federal contracts, particularly for recruitment or media content creation?

Assessing the track record of PEOPLE WHO THINK, L.L.C. requires accessing federal procurement databases like SAM.gov or FPDS. Without direct access to these databases for this specific contractor, a detailed analysis of past performance is not possible from the provided data alone. However, typically, agencies evaluate past performance as part of the source selection process. If this company has been awarded this significant contract, it suggests they have met the agency's criteria for capability and experience. Further investigation into their contract history, including past performance reviews and any reported issues, would be necessary for a comprehensive assessment.

How does the awarded amount of $24.97M for 139 days compare to similar federal contracts for media content creation and recruitment support?

The awarded amount of $24.97M for approximately 139 days translates to a daily rate of roughly $180,000. This is a substantial daily expenditure. Benchmarking requires comparing it to contracts with similar scopes of work, such as large-scale advertising campaigns, national recruitment drives, or extensive media production for federal agencies. Without specific details on the deliverables (e.g., number of videos, ad placements, target audience reach), a precise comparison is challenging. However, for context, major advertising campaigns can cost millions, but this daily rate suggests a high level of service or a very intensive production schedule is expected for ICE's recruitment needs.

What are the primary risks associated with this contract, and what mitigation strategies are in place?

Key risks include potential cost overruns, especially given the large potential value ($179.67M), and the possibility that the media content may not effectively attract the desired number or quality of recruits. The 'exclusion of sources' in the competition could also limit the best possible value. Mitigation strategies likely involve robust oversight by the contracting officer, clear performance metrics defined in task orders, regular progress reviews, and potentially phased funding tied to performance. The firm-fixed-price structure also helps mitigate cost uncertainty for the government, provided the scope is well-defined.

How effective is the 'full and open competition after exclusion of sources' method in ensuring value for taxpayers in this specific instance?

This competition method is a hybrid. 'Full and open' aims to maximize competition. However, 'after exclusion of sources' implies that certain potential bidders were disqualified or deemed ineligible before the main solicitation phase. The effectiveness for taxpayers hinges on *why* sources were excluded. If exclusions were based on objective criteria related to capability or security, it could streamline the process and ensure only qualified vendors compete, potentially leading to better outcomes. If exclusions were arbitrary or based on non-essential factors, it could limit competition and potentially increase costs for taxpayers. Without knowing the basis for exclusion, it's difficult to definitively assess its impact on value.

What is the historical spending pattern for media content creation and recruitment support by ICE or DHS?

Analyzing historical spending requires access to detailed federal procurement data over several fiscal years. Without this data, it's impossible to provide specific figures. However, federal agencies, particularly those with significant staffing needs like ICE, historically allocate substantial budgets to recruitment and public affairs. This often includes spending on advertising, media production, and marketing consulting services. The current award of $24.97M (with a potential of $179.67M) suggests either a significant increase in this type of spending or a continuation of a substantial investment in recruitment media, possibly driven by current staffing goals or challenges within ICE.

Industry Classification

NAICS: Professional, Scientific, and Technical Services › Management, Scientific, and Technical Consulting Services › Marketing Consulting Services

Product/Service Code: SUPPORT SVCS (PROF, ADMIN, MGMT) › MANAGEMENT SUPPORT SERVICES

Competition & Pricing

Extent Competed: FULL AND OPEN COMPETITION AFTER EXCLUSION OF SOURCES

Solicitation Procedures: SUBJECT TO MULTIPLE AWARD FAIR OPPORTUNITY

Offers Received: 1

Pricing Type: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Address: 4250 HIGHWAY 22, MANDEVILLE, LA, 70471

Business Categories: Category Business, Corporate Entity Not Tax Exempt, Limited Liability Corporation, Not Designated a Small Business, Self-Certified Small Disadvantaged Business, Small Business, Special Designations, U.S.-Owned Business

Financial Breakdown

Contract Ceiling: $24,974,000

Exercised Options: $24,974,000

Current Obligation: $24,974,000

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Cost or Pricing Data: NO

Parent Contract

Parent Award PIID: 70RDA225D00000003

IDV Type: IDC

Timeline