DoD's Navy Awards $11.18M Advertising Contract to Mediacross, Inc. for Recruiting Services
Contract Overview
Contract Amount: $11,177,472 ($11.2M)
Contractor: Mediacross, Inc.
Awarding Agency: Department of Defense
Start Date: 2024-01-01
End Date: 2026-12-31
Contract Duration: 1,095 days
Daily Burn Rate: $10.2K/day
Competition Type: FULL AND OPEN COMPETITION AFTER EXCLUSION OF SOURCES
Number of Offers Received: 4
Pricing Type: FIRM FIXED PRICE
Sector: Other
Official Description: N102/N1 T.DUNN ADVERTISING AND RECRUITING SERVICES
Place of Performance
Location: NORFOLK, NORFOLK CITY County, VIRGINIA, 23511
State: Virginia Government Spending
Plain-Language Summary
Department of Defense obligated $11.2 million to MEDIACROSS, INC. for work described as: N102/N1 T.DUNN ADVERTISING AND RECRUITING SERVICES Key points: 1. Contract awarded to Mediacross, Inc. for advertising and recruiting services. 2. The contract has a total value of $11.18 million. 3. Competition method was 'Full and Open Competition After Exclusion of Sources'. 4. The contract duration is 1095 days, ending December 31, 2026. 5. The contract type is Firm Fixed Price.
Value Assessment
Rating: good
The $11.18 million contract value appears reasonable for comprehensive advertising and recruiting services over three years. Benchmarking against similar large-scale federal advertising contracts would provide a more precise assessment.
Cost Per Unit: N/A
Competition Analysis
Competition Level: full-and-open
The contract utilized 'Full and Open Competition After Exclusion of Sources', indicating a competitive process was employed. This method aims to ensure fair pricing and access for qualified vendors, though the exclusion of specific sources warrants further review.
Taxpayer Impact: The $11.18 million expenditure represents taxpayer investment in essential recruiting and advertising efforts for the Department of the Navy.
Public Impact
Ensures the Navy can effectively recruit new personnel through targeted advertising campaigns. Supports the Department of Defense's overall mission readiness by maintaining a strong talent pipeline. Provides a significant revenue stream for Mediacross, Inc., a company specializing in advertising. The firm fixed price contract structure provides cost certainty for the government.
Waste & Efficiency Indicators
Waste Risk Score: 50 / 10
Warning Flags
- Potential for limited vendor pool due to 'Exclusion of Sources' clause.
- Firm Fixed Price contracts can be less flexible if requirements change significantly.
Positive Signals
- Clear contract duration and value.
- Utilizes a competitive bidding process.
- Supports a critical government function (recruiting).
Sector Analysis
This contract falls within the professional services sector, specifically advertising agencies. Federal spending in this area supports government outreach and recruitment efforts. Benchmarks for similar contracts would typically consider the scope of services, duration, and agency.
Small Business Impact
The data does not indicate if small businesses were involved as subcontractors or prime contractors. Further analysis would be needed to determine the extent of small business participation in this contract.
Oversight & Accountability
The contract is managed by the Department of the Navy, a component of the Department of Defense. Standard oversight mechanisms for federal contracts, including performance reviews and payment audits, would apply.
Related Government Programs
- Advertising Agencies
- Department of Defense Contracting
- Department of the Navy Programs
Risk Flags
- Potential for limited competition due to source exclusion.
- Lack of detailed performance metrics in the award data.
- Firm Fixed Price may lack flexibility for evolving needs.
- No explicit mention of small business participation.
Tags
advertising-agencies, department-of-defense, va, definitive-contract, 10m-plus
Frequently Asked Questions
What is this federal contract paying for?
Department of Defense awarded $11.2 million to MEDIACROSS, INC.. N102/N1 T.DUNN ADVERTISING AND RECRUITING SERVICES
Who is the contractor on this award?
The obligated recipient is MEDIACROSS, INC..
Which agency awarded this contract?
Awarding agency: Department of Defense (Department of the Navy).
What is the total obligated amount?
The obligated amount is $11.2 million.
What is the period of performance?
Start: 2024-01-01. End: 2026-12-31.
What specific criteria were used to exclude sources in this 'Full and Open Competition After Exclusion of Sources' award, and how did this impact the final price?
The criteria for excluding sources are not detailed in the provided data. Typically, such exclusions might be based on specific technical capabilities, past performance, security clearances, or geographic limitations relevant to the advertising and recruiting services required. Understanding these criteria is crucial to assessing whether the exclusion unduly limited competition and potentially inflated the final price paid by taxpayers.
How does the per-unit cost or effectiveness of Mediacross's advertising and recruiting efforts compare to industry benchmarks or previous Navy campaigns?
Without specific performance metrics or cost breakdowns per campaign element, a direct comparison is difficult. However, the $11.18 million contract value over three years suggests a significant investment. Evaluating the return on investment, such as the cost per recruit acquired or the reach of advertising campaigns, against established benchmarks would be necessary to determine the true value and effectiveness of this contract.
What are the key performance indicators (KPIs) for this contract, and how will the Navy measure Mediacross's success in achieving recruiting and advertising goals?
The provided data does not specify the KPIs for this contract. Effective oversight would require clearly defined metrics, such as the number of qualified applicants generated, cost per acquisition for new recruits, campaign engagement rates, and adherence to brand messaging guidelines. Regular performance reviews against these KPIs will be essential to ensure the contractor is meeting the Navy's objectives and delivering value for taxpayer funds.
Industry Classification
NAICS: Professional, Scientific, and Technical Services › Advertising, Public Relations, and Related Services › Advertising Agencies
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
Solicitation ID: N3220522R4024
Offers Received: 4
Pricing Type: FIRM FIXED PRICE (J)
Evaluated Preference: NONE
Contractor Details
Address: 2001 S HANLEY RD, SAINT LOUIS, MO, 63144
Business Categories: Category Business, Corporate Entity Not Tax Exempt, Small Business, Special Designations, Subchapter S Corporation, U.S.-Owned Business
Financial Breakdown
Contract Ceiling: $31,152,714
Exercised Options: $16,381,916
Current Obligation: $11,177,472
Contract Characteristics
Commercial Item: COMMERCIAL PRODUCTS/SERVICES
Cost or Pricing Data: NO
Timeline
Start Date: 2024-01-01
Current End Date: 2026-12-31
Potential End Date: 2029-06-30 00:00:00
Last Modified: 2025-12-22
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