The U.S. Army seeks marketing and advertising services to support recruitment efforts for both enlisted and officer positions, as well as for Army civilian employees. The selected vendor will be responsible for implementing structured performance governance mechanisms, such as regular business reviews, KPI tracking, and evidence-based optimization throughout the entire marketing lifecycle.

Services required include strategic and operational planning (including annual marketing plan development), creative and content development, production across multiple media channels (TV, radio, print, digital, out-of-home, and emerging media), and comprehensive media strategy, planning, and buying. Additionally, digital marketing and website management (including platforms such as goarmy.com), direct response marketing, public relations, and social media management are integral components of this engagement.

Vendors are expected to incorporate emerging marketing technologies and evolving industry best practices to ensure the Army's marketing remains current with shifts in consumer behavior and media consumption trends.