DHS awards $62.8M for border campaign advertising, raising questions on value and competition

Contract Overview

Contract Amount: $62,825,854 ($62.8M)

Contractor: Safe America Media LLC

Awarding Agency: Department of Homeland Security

Start Date: 2025-02-19

End Date: 2025-08-18

Contract Duration: 180 days

Daily Burn Rate: $349.0K/day

Competition Type: FULL AND OPEN COMPETITION AFTER EXCLUSION OF SOURCES

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER 1 FOR STRONGER BORDERS, STRONGER AMERICA CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES

Place of Performance

Location: ALEXANDRIA, FAIRFAX County, VIRGINIA, 22308

State: Virginia Government Spending

Plain-Language Summary

Department of Homeland Security obligated $62.8 million to SAFE AMERICA MEDIA LLC for work described as: NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER 1 FOR STRONGER BORDERS, STRONGER AMERICA CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES Key points: 1. The contract's value of $62.8 million for a 6-month media campaign warrants scrutiny for cost-effectiveness. 2. While advertised as 'Full and Open Competition', the exclusion of sources suggests potential limitations in the bidding process. 3. The firm-fixed-price contract type shifts risk to the contractor, but oversight is crucial for performance. 4. This award falls under Marketing Consulting Services, a broad category where specific performance metrics are key. 5. The short duration of 180 days indicates a focused, potentially urgent, campaign objective. 6. The contractor, SAFE AMERICA MEDIA LLC, will be assessed on its track record for similar public awareness initiatives.

Value Assessment

Rating: questionable

The $62.8 million award for a 6-month advertising campaign represents a significant investment. Benchmarking this against similar federal or large-scale private sector public awareness campaigns is difficult without more granular detail on media placements and target audiences. The per-day cost is approximately $349,033, which is high for a marketing campaign and suggests a need for detailed justification of media buys and creative development costs. Without comparative data on the reach and impact of similar campaigns, assessing the true value for money is challenging.

Cost Per Unit: $349,033 per day

Competition Analysis

Competition Level: limited

The contract was awarded under 'FULL AND OPEN COMPETITION AFTER EXCLUSION OF SOURCES'. This designation implies that while the competition was intended to be open, certain sources were deliberately excluded. The specific reasons for exclusion are not detailed but could indicate pre-qualification requirements or other factors that narrowed the field. The number of bidders is not specified, but the exclusion clause suggests it may not have been a truly open process with maximum potential bidders.

Taxpayer Impact: The exclusion of sources, even if justified, may limit the potential for the most competitive pricing, potentially leading to higher costs for taxpayers compared to a fully open bid process.

Public Impact

The primary beneficiaries are likely the Department of Homeland Security (DHS) and its objectives related to border security messaging. The services delivered include advertising and media support for the 'Stronger Borders, Stronger America' campaign. The geographic impact is national, aiming to influence public perception and potentially behavior regarding border issues. Workforce implications may include jobs in advertising, media production, and campaign management, both within the contractor's organization and related industries.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Lack of transparency regarding the exclusion of sources in the competition process.
High daily cost of the campaign raises concerns about cost-effectiveness and potential for overspending.
The broad nature of 'Marketing Consulting Services' could obscure specific performance metrics and accountability.
Short contract duration may indicate rushed execution or a lack of long-term strategic planning for the campaign.

Positive Signals

Firm-fixed-price contract type transfers cost overrun risk to the contractor.
The campaign aims to address a high-priority national issue (border security).
The contract is subject to federal acquisition regulations and oversight.

Sector Analysis

This contract falls within the Marketing Consulting Services sector (NAICS 541613). This sector encompasses a wide range of services, including advertising, public relations, and media strategy. The federal government is a significant consumer of these services for public awareness campaigns, policy promotion, and recruitment. The market size for federal advertising and public relations is substantial, with numerous agencies utilizing these services. This specific contract appears to be a targeted effort for a critical national security and immigration issue.

Small Business Impact

The contract indicates that small business participation was not a primary set-aside consideration, as 'ss' and 'sb' are false. There is no explicit mention of subcontracting goals for small businesses. This suggests that the primary focus was on securing the best offer from the competed pool, rather than specifically promoting small business involvement. The impact on the small business ecosystem is likely minimal unless the prime contractor voluntarily engages small businesses for subcontracting.

Oversight & Accountability

Oversight will be provided by the Department of Homeland Security, likely through contracting officers and program managers. Accountability measures will be tied to the firm-fixed-price contract terms and performance expectations for the advertising campaign. Transparency may be limited due to the 'exclusion of sources' clause, but contract award details are publicly available. Inspector General jurisdiction would apply if any fraud, waste, or abuse is suspected.

Related Government Programs

Department of Homeland Security Public Awareness Campaigns
Federal Advertising and Marketing Contracts
Border Security and Immigration Policy Communications
National Security Public Relations Initiatives

Risk Flags

Limited Competition
High Cost per Day
Lack of Performance Metrics Detail
Unclear Justification for Source Exclusion

Frequently Asked Questions

What is this federal contract paying for?

Department of Homeland Security awarded $62.8 million to SAFE AMERICA MEDIA LLC. NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER 1 FOR STRONGER BORDERS, STRONGER AMERICA CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES

Who is the contractor on this award?

The obligated recipient is SAFE AMERICA MEDIA LLC.

Which agency awarded this contract?

Awarding agency: Department of Homeland Security (Office of Procurement Operations).

What is the total obligated amount?

The obligated amount is $62.8 million.

What is the period of performance?

Start: 2025-02-19. End: 2025-08-18.

What is the specific justification for excluding certain sources from the 'Full and Open Competition' for this contract?

The provided data does not specify the exact reasons for excluding certain sources from the competition. Typically, such exclusions in federal contracting can stem from requirements for specialized expertise, prior performance on related tasks, or specific security clearances that only a limited number of entities possess. The designation 'FULL AND OPEN COMPETITION AFTER EXCLUSION OF SOURCES' suggests that a broader solicitation was initially considered or intended, but specific entities were deemed ineligible or unsuitable for participation based on pre-defined criteria. Further investigation into the solicitation documents or agency justifications would be necessary to understand the precise rationale behind these exclusions and whether they were adequately documented and justified to ensure fair and reasonable competition within the allowed parameters.

How does the $62.8 million cost for a 6-month advertising campaign compare to similar federal initiatives?

The $62.8 million cost for a 6-month advertising campaign equates to approximately $10.47 million per month or $349,033 per day. Comparing this figure requires context on the scope, reach, and objectives of the campaign. Federal campaigns vary widely in cost depending on the target audience, media channels used (e.g., national TV, digital, print), and the complexity of the message. For instance, large-scale public health campaigns or military recruitment drives can incur substantial costs. However, without specific details on the media mix, target demographics, and expected reach for the 'Stronger Borders, Stronger America' campaign, a direct comparison is difficult. It is advisable to benchmark this against other DHS or government-wide campaigns focused on similar national-level messaging to assess its relative cost-effectiveness.

What are the key performance indicators (KPIs) for SAFE AMERICA MEDIA LLC under this contract?

The provided data does not explicitly list the Key Performance Indicators (KPIs) for SAFE AMERICA MEDIA LLC. However, for a contract focused on advertising and media support for a campaign, typical KPIs would likely include metrics related to campaign reach (e.g., impressions, unique viewers), engagement (e.g., click-through rates, social media interactions), message recall, public opinion shifts (if measurable), and potentially website traffic or inquiries generated. The firm-fixed-price nature of the contract implies that the contractor is responsible for delivering the agreed-upon services and achieving certain outcomes. The contracting officer and program managers within DHS would be responsible for monitoring these KPIs and assessing the contractor's performance against them throughout the contract period.

What is the track record of SAFE AMERICA MEDIA LLC in managing large-scale federal advertising campaigns?

Information regarding the specific track record of SAFE AMERICA MEDIA LLC in managing large-scale federal advertising campaigns is not detailed in the provided data. As a federal contractor, their past performance would typically be a significant factor in the award decision, especially under a competitive process. To assess their suitability, a review of their contract history with federal agencies, particularly DHS or other departments involved in public awareness or national security messaging, would be necessary. This would involve examining the size and scope of previous contracts, client satisfaction, and adherence to timelines and budgets. Without this historical performance data, it is difficult to definitively evaluate their capability to successfully execute this $62.8 million campaign.

What is the historical spending trend for marketing and advertising services within the Department of Homeland Security?

Historical spending data for marketing and advertising services within the Department of Homeland Security (DHS) is not provided in the current data extract. However, DHS, like many large federal agencies, consistently allocates funds for public outreach, public awareness campaigns, recruitment, and crisis communication. Spending in this category can fluctuate based on specific initiatives, national priorities, and budget allocations. To understand the trend, one would need to analyze DHS's historical contract awards for services falling under NAICS codes related to advertising, public relations, and marketing consulting over several fiscal years. This analysis would reveal patterns in spending levels, types of services procured, and major contractors.

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: NEGOTIATED PROPOSAL/QUOTE

Pricing Type: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Address: 904 DANTON LN, ALEXANDRIA, VA, 22308

Business Categories: Category Business, Not Designated a Small Business, Special Designations, U.S.-Owned Business

Financial Breakdown

Contract Ceiling: $62,825,854

Exercised Options: $62,825,854

Current Obligation: $62,825,854

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Cost or Pricing Data: NO

Parent Contract

Parent Award PIID: 70RDA225D00000004

IDV Type: IDC

Timeline