DHS Spends $6.5M on Trusted Traveler Program Outreach via BPA Call to Elevation, Ltd
Contract Overview
Contract Amount: $6,499,062 ($6.5M)
Contractor: Elevation, Ltd.
Awarding Agency: Department of Homeland Security
Start Date: 2024-06-17
End Date: 2026-07-29
Contract Duration: 772 days
Daily Burn Rate: $8.4K/day
Competition Type: COMPETED UNDER SAP
Number of Offers Received: 1
Pricing Type: FIRM FIXED PRICE
Sector: Other
Official Description: TRUSTED TRAVELER PROGRAM OUTREACH
Place of Performance
Location: WASHINGTON, DISTRICT OF COLUMBIA County, DISTRICT OF COLUMBIA, 20007
Plain-Language Summary
Department of Homeland Security obligated $6.5 million to ELEVATION, LTD. for work described as: TRUSTED TRAVELER PROGRAM OUTREACH Key points: 1. The contract is for marketing consulting services to support the Trusted Traveler Program. 2. Elevation, Ltd. is the sole awardee under this specific BPA call. 3. The contract value is $6.5 million over approximately two years. 4. The NAICS code 541613 indicates a focus on marketing consulting. 5. This spending falls under the Department of Homeland Security's U.S. Customs and Border Protection.
Value Assessment
Rating: fair
The contract's value of $6.5 million for marketing services appears reasonable given the duration and scope. Benchmarking against similar DHS marketing contracts would provide a clearer picture of its competitiveness.
Cost Per Unit: N/A
Competition Analysis
Competition Level: limited
The contract was competed under SAP (Simplified Acquisition Procedures) and awarded via a BPA Call. While competed, the limited scope of SAP and BPA calls may restrict broader market participation and price discovery.
Taxpayer Impact: Taxpayer funds are being used for outreach to promote the Trusted Traveler Program, aiming to improve border security efficiency and traveler experience.
Public Impact
Enhances awareness and enrollment in programs like Global Entry and TSA PreCheck. Aims to streamline border crossings for pre-approved, low-risk travelers. Supports national security by facilitating efficient screening processes. Potential impact on traveler wait times and overall border management efficiency.
Waste & Efficiency Indicators
Waste Risk Score: 50 / 10
Warning Flags
- Limited competition due to SAP and BPA call structure.
- Potential for cost overruns if outreach effectiveness is not closely monitored.
Positive Signals
- Supports a critical DHS mission for border security.
- Utilizes existing contract vehicles (BPA Call) for efficiency.
- Firm Fixed Price contract provides cost certainty.
Sector Analysis
Marketing and advertising services are crucial for government outreach programs. Spending benchmarks for similar consulting services within DHS vary widely based on scope and duration, but $6.5M for a two-year national campaign is within a plausible range.
Small Business Impact
The data indicates this contract was not awarded to a small business (sb: false). Further analysis would be needed to determine if small business set-asides were considered or if larger firms dominated this procurement.
Oversight & Accountability
Oversight will be critical to ensure the marketing campaign effectively reaches target audiences and achieves enrollment goals within budget. Regular performance reviews by U.S. Customs and Border Protection are essential.
Related Government Programs
- Marketing Consulting Services
- Department of Homeland Security Contracting
- U.S. Customs and Border Protection Programs
Risk Flags
- Limited competition potential.
- Effectiveness metrics need clear definition.
- Potential for vendor lock-in within BPA structure.
- Lack of small business participation noted.
Tags
marketing-consulting-services, department-of-homeland-security, dc, bpa-call, 1m-plus
Frequently Asked Questions
What is this federal contract paying for?
Department of Homeland Security awarded $6.5 million to ELEVATION, LTD.. TRUSTED TRAVELER PROGRAM OUTREACH
Who is the contractor on this award?
The obligated recipient is ELEVATION, LTD..
Which agency awarded this contract?
Awarding agency: Department of Homeland Security (U.S. Customs and Border Protection).
What is the total obligated amount?
The obligated amount is $6.5 million.
What is the period of performance?
Start: 2024-06-17. End: 2026-07-29.
What is the expected return on investment for this marketing spend in terms of increased enrollment and improved border efficiency?
The return on investment is expected to be measured by increased enrollment in Trusted Traveler Programs, leading to more efficient processing of low-risk travelers at ports of entry. Quantifying this ROI requires tracking enrollment numbers directly attributable to the campaign and correlating them with reductions in wait times and operational costs for CBP.
What specific risks are associated with relying on a BPA call for this significant marketing effort?
Relying on a BPA call, even if competed, might limit the pool of potential offerors compared to a full and open competition, potentially impacting price competitiveness. There's also a risk that the selected vendor may lack specialized expertise for niche outreach efforts if not carefully vetted, or that the BPA call structure doesn't allow for the most innovative marketing strategies.
How will the effectiveness of Elevation, Ltd.'s marketing consulting services be measured and ensured?
Effectiveness will likely be measured through key performance indicators (KPIs) such as increased program applications, successful enrollment numbers, website traffic, and public awareness metrics. CBP will need to establish clear benchmarks and conduct regular performance reviews to ensure Elevation, Ltd. is meeting its contractual obligations and delivering value for the taxpayer.
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: COMPETED UNDER SAP
Solicitation Procedures: SIMPLIFIED ACQUISITION
Offers Received: 1
Pricing Type: FIRM FIXED PRICE (J)
Evaluated Preference: NONE
Contractor Details
Address: 1027 33RD ST NW STE 260, WASHINGTON, DC, 20007
Business Categories: Category Business, Corporate Entity Not Tax Exempt, Hispanic American Owned Business, Minority Owned Business, Self-Certified Small Disadvantaged Business, Small Business, Special Designations, Subchapter S Corporation, U.S.-Owned Business
Financial Breakdown
Contract Ceiling: $6,499,062
Exercised Options: $6,499,062
Current Obligation: $6,499,062
Actual Outlays: $2,014,733
Contract Characteristics
Commercial Item: COMMERCIAL PRODUCTS/SERVICES
Parent Contract
Parent Award PIID: 70B06C20A00000035
IDV Type: BPA
Timeline
Start Date: 2024-06-17
Current End Date: 2026-07-29
Potential End Date: 2026-07-29 12:47:33
Last Modified: 2026-01-21
More Contracts from Elevation, Ltd.
- Hispanic Health Insurance Marketplace Public Education and Outreach — $148.2M (Department of Health and Human Services)
- FOR Other Functions — $36.3M (Department of Health and Human Services)
- Execution of Whti Strategic Communications Plan — $14.7M (Department of Homeland Security)
Other Department of Homeland Security Contracts
- THE United States Coast Guard HAS a Requirement to Procure UP to Twenty-Six (26) Fast Response Cutters (frcs) on a Firm Fixed Price (FFP) Basis With an Economic Price Adjustment (EPA). Phase II of the FRC Program Will Complete the Fleet for a Total of 58 Cutters — $2.1B (Bollinger Shipyards Lockport, L.L.C.)
- Design and Construct NEW Vertical Barrier and Power Distribution, Lighting, Cameras, Equipment Shelters and Linear Ground Detection System (lgds) in Hildago County, NM — $1.8B (Fisher Sand & Gravel CO)
- Production&delivery of National Security Cutter (NSC) 6 — $1.7B (Huntington Ingalls Incorporated)
- YUM-2 Vertical Border and Waterborne Barrier Construction — $1.7B (Fisher Sand & Gravel CO)
- Construct Vertical Border Barrier — $1.6B (Fisher Sand & Gravel CO)