CACI, INC. - FEDERAL awarded $16.1M for media placement services by the Department of the Army

Contract Overview

Contract Amount: $16,148,760 ($16.1M)

Contractor: CACI, Inc. - Federal

Awarding Agency: Department of Defense

Start Date: 2008-01-11

End Date: 2009-06-30

Contract Duration: 536 days

Daily Burn Rate: $30.1K/day

Competition Type: FULL AND OPEN COMPETITION

Number of Offers Received: 1

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: MEDIA PLACEMENT

Place of Performance

Location: ARLINGTON, ARLINGTON County, VIRGINIA, 22204

State: Virginia Government Spending

Plain-Language Summary

Department of Defense obligated $16.1 million to CACI, INC. - FEDERAL for work described as: MEDIA PLACEMENT Key points: 1. Contract awarded under full and open competition, suggesting a competitive bidding process. 2. The contract value of $16.1M falls within a moderate spending range for media placement services. 3. Fixed-price contract type indicates a defined scope and cost, reducing financial risk for the government. 4. The duration of 536 days (approx. 1.5 years) suggests a medium-term need for these services. 5. Awarded to CACI, INC. - FEDERAL, a known entity in government contracting. 6. The specific service category (Public Relations Agencies) points to a focus on communication and outreach.

Value Assessment

Rating: good

The contract value of $16.1 million for media placement services appears reasonable given the duration and the nature of the services. Benchmarking against similar contracts for public relations and media buying by the Department of Defense would provide a more precise value-for-money assessment. However, the fixed-price nature of the contract suggests that the government has a clear understanding of the costs involved, which is a positive indicator for cost control.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

This contract was awarded under full and open competition, meaning that all responsible sources were permitted to submit a bid. This typically leads to a more robust selection of offers and can drive down prices through competitive pressure. The fact that it was fully competed suggests that the agency sought the best value available in the market for its media placement needs.

Taxpayer Impact: Full and open competition generally benefits taxpayers by ensuring that the government receives competitive pricing and the best possible services, as multiple vendors vie for the contract.

Public Impact

The Department of the Army benefits from strategic media placement to disseminate information and achieve communication objectives. Services delivered likely include planning, buying, and managing advertising space across various media channels. The geographic impact is likely national, depending on the media channels selected for placement. Workforce implications are minimal for the government, as the contractor provides the specialized services.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Potential for cost overruns if media rates fluctuate significantly beyond initial projections, though mitigated by fixed-price terms.
Ensuring effective reach and impact across diverse media platforms requires ongoing monitoring and adjustment.

Positive Signals

Award to an established contractor like CACI, INC. - FEDERAL suggests a level of reliability and experience.
Fixed-price contract type provides cost certainty for the government.
Full and open competition indicates a thorough evaluation process and potential for competitive pricing.

Sector Analysis

The media placement sector, categorized under Public Relations Agencies (NAICS 541820), involves strategic communication and advertising services. This contract fits within the broader government spending on public affairs and information dissemination. Comparable spending benchmarks would involve analyzing other media buying contracts across federal agencies, particularly within the Department of Defense, to understand typical investment levels for similar durations and scopes.

Small Business Impact

The data indicates that this contract was not set aside for small businesses (sb: false) and there is no explicit mention of subcontracting requirements for small businesses. This suggests that the primary award went to a large business, and opportunities for small businesses may be limited unless they are direct subcontractors to CACI, INC. - FEDERAL.

Oversight & Accountability

Oversight for this contract would typically be managed by the contracting officer and the relevant program office within the Department of the Army. Accountability measures are embedded in the firm fixed-price contract terms, requiring delivery of specified media placement services. Transparency is generally maintained through contract award databases, though specific campaign details might be considered proprietary.

Related Government Programs

Public Relations Services
Advertising Services
Media Buying
Department of Defense Communications Contracts
Army Public Affairs

Risk Flags

Contract duration may require careful management to ensure continued relevance of media strategy.
Performance metrics and evaluation criteria should be clearly defined to assess contractor effectiveness.

Frequently Asked Questions

What is this federal contract paying for?

Department of Defense awarded $16.1 million to CACI, INC. - FEDERAL. MEDIA PLACEMENT

Who is the contractor on this award?

The obligated recipient is CACI, INC. - FEDERAL.

Which agency awarded this contract?

Awarding agency: Department of Defense (Department of the Army).

What is the total obligated amount?

The obligated amount is $16.1 million.

What is the period of performance?

Start: 2008-01-11. End: 2009-06-30.

What is the track record of CACI, INC. - FEDERAL in providing media placement services to the federal government?

CACI, INC. - FEDERAL is a large government contractor with a significant presence across various federal agencies, including the Department of Defense. While their primary expertise often lies in IT and engineering solutions, they also engage in a range of professional services, which can include strategic communications and media placement. Their track record in this specific niche would need to be assessed by examining past performance on similar contracts, client feedback, and any documented successes or failures in media campaign execution. Given their size and experience, it is likely they have the capacity to manage such contracts, but the effectiveness of their media placement services would depend on specialized teams and strategic partnerships.

How does the $16.1 million contract value compare to similar media placement contracts awarded by the Department of Defense?

To benchmark the $16.1 million contract value, a comparative analysis of similar media placement and public relations contracts awarded by the Department of Defense (DoD) over the past few fiscal years would be necessary. Factors such as contract duration, scope of services (e.g., digital vs. traditional media, campaign complexity), and the specific branches or agencies involved would need to be considered. Without direct access to a comprehensive database of comparable contracts, it's challenging to provide an exact comparison. However, for a contract spanning approximately 1.5 years and involving strategic media placement, $16.1 million appears to be a moderate investment, suggesting a significant but not exceptionally large-scale campaign or ongoing service requirement.

What are the primary risks associated with this media placement contract for the Department of the Army?

The primary risks associated with this media placement contract include potential inefficiencies in media buying, leading to suboptimal return on investment (ROI) for the allocated funds. There's also a risk of misaligned messaging or targeting, where media placements fail to reach the intended audience effectively, thus undermining communication objectives. Furthermore, the dynamic nature of the media landscape means that strategies may need frequent adaptation, posing a risk if the contractor is not agile. Finally, ensuring compliance with advertising regulations and ethical standards is crucial to avoid reputational damage for the agency. The fixed-price nature of the contract mitigates some financial risk for the government, but performance risk remains.

What is the expected effectiveness of media placement services for a government agency like the Department of the Army?

The effectiveness of media placement services for the Department of the Army hinges on clear communication objectives and strategic execution. When well-executed, these services can significantly enhance public awareness of military initiatives, recruit personnel, disseminate important information to service members and their families, and shape public perception. The key is to select the right media channels (digital, print, broadcast, social media) to reach specific target audiences with tailored messages. Success is measured by metrics such as reach, frequency, engagement, and ultimately, the achievement of the campaign's strategic goals, whether they are informational, persuasive, or recruitment-oriented.

How has federal spending on media placement and public relations services evolved over the past five years?

Federal spending on media placement and public relations services has generally seen fluctuations influenced by agency priorities, budget allocations, and the evolving media landscape. While specific aggregate data for 'media placement' as a distinct category can be challenging to isolate, spending within broader categories like 'Advertising and Public Relations' (NAICS 5418) has been substantial. Agencies like the Department of Defense, Health and Human Services, and Veterans Affairs are often significant spenders in this area for recruitment, public health campaigns, and public awareness initiatives. There's a discernible trend towards increased investment in digital and social media platforms, reflecting shifts in consumer and public engagement. Overall, while precise year-over-year growth figures require detailed analysis of federal procurement data, the demand for strategic communication services remains consistent, with adaptations to new media technologies.

Industry Classification

NAICS: Professional, Scientific, and Technical Services › Advertising, Public Relations, and Related Services › Public Relations Agencies

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

Competition & Pricing

Extent Competed: FULL AND OPEN COMPETITION

Solicitation Procedures: SUBJECT TO MULTIPLE AWARD FAIR OPPORTUNITY

Offers Received: 1

Pricing Type: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Parent Company: CACI International Inc (UEI: 045534641)

Address: 14370 NEWBROOK DRIVE, CHANTILLY, VA, 90

Business Categories: Category Business, Corporate Entity Not Tax Exempt, Not Designated a Small Business

Financial Breakdown

Contract Ceiling: $16,148,760

Exercised Options: $16,148,760

Current Obligation: $16,148,760

Parent Contract

Parent Award PIID: GS23F0136K

IDV Type: FSS

Timeline