DHS awards $12.86M for Southern Border campaign advertising, excluding sources under specific provisions

Contract Overview

Contract Amount: $12,860,000 ($12.9M)

Contractor: People WHO Think, L.L.C.

Awarding Agency: Department of Homeland Security

Start Date: 2025-06-18

End Date: 2025-09-17

Contract Duration: 91 days

Daily Burn Rate: $141.3K/day

Competition Type: FULL AND OPEN COMPETITION AFTER EXCLUSION OF SOURCES

Number of Offers Received: 2

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER THREE FOR STRONGER BORDERS, STRONGER AMERICA FOLLOW-ON INTERNATIONAL CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES - EXCLUSION SEC 2(D) AND 4(A)

Place of Performance

Location: MANDEVILLE, SAINT TAMMANY County, LOUISIANA, 70471

State: Louisiana Government Spending

Plain-Language Summary

Department of Homeland Security obligated $12.9 million to PEOPLE WHO THINK, L.L.C. for work described as: NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER THREE FOR STRONGER BORDERS, STRONGER AMERICA FOLLOW-ON INTERNATIONAL CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES - EXCLUSION SEC 2(D) AND 4(A) Key points: 1. Campaign focuses on 'Stronger Borders, Stronger America' initiative. 2. Contract awarded to PEOPLE WHO THINK, L.L.C. for media support. 3. Exclusion of sources under SEC 2(D) and 4(A) raises questions about competition. 4. Spending is for marketing consulting services, a common government function.

Value Assessment

Rating: questionable

The $12.86 million award for a 91-day period appears high for media support services. Benchmarking against similar public awareness campaigns is difficult without more detail on scope and reach.

Cost Per Unit: N/A

Competition Analysis

Competition Level: limited

The contract specifies 'FULL AND OPEN COMPETITION AFTER EXCLUSION OF SOURCES,' indicating a deviation from standard full and open competition. This exclusion method limits the pool of potential contractors and may impact price discovery.

Taxpayer Impact: Taxpayer funds are being used for a national campaign. The effectiveness and necessity of this specific campaign, especially with source exclusions, warrant scrutiny.

Public Impact

Public funds allocated for a national border security-themed advertising campaign. Campaign aims to influence public perception and potentially policy regarding border issues. Limited competition raises concerns about the best use of taxpayer money. The exclusion of sources suggests a specific rationale that needs transparency.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Limited competition due to source exclusion.
High cost for a short-duration campaign.
Lack of transparency in the exclusion rationale.

Positive Signals

Clear objective for the campaign.
Defined service period.
Use of firm fixed-price contract type.

Sector Analysis

Marketing consulting services, particularly for public awareness campaigns, are common across various government sectors. The benchmark for such services can vary widely based on the target audience, media channels, and campaign duration.

Small Business Impact

The data does not indicate whether small businesses were involved in this procurement, either as prime contractors or subcontractors. Further analysis would be needed to determine small business participation.

Oversight & Accountability

Oversight is crucial given the exclusion of sources and the significant funding. The Department of Homeland Security's Office of Procurement Operations managed this award, but the justification for source exclusion requires review.

Related Government Programs

Marketing Consulting Services
Department of Homeland Security Contracting
Office of Procurement Operations Programs

Risk Flags

Potential for reduced competition and inflated pricing due to source exclusion.
Lack of transparency regarding the rationale for excluding sources.
High cost per day for a short-term advertising campaign.
Ambiguity in measuring campaign effectiveness and taxpayer impact.

Frequently Asked Questions

What is this federal contract paying for?

Department of Homeland Security awarded $12.9 million to PEOPLE WHO THINK, L.L.C.. NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER THREE FOR STRONGER BORDERS, STRONGER AMERICA FOLLOW-ON INTERNATIONAL CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES - EXCLUSION SEC 2(D) AND 4(A)

Who is the contractor on this award?

The obligated recipient is PEOPLE WHO THINK, L.L.C..

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 $12.9 million.

What is the period of performance?

Start: 2025-06-18. End: 2025-09-17.

What is the specific justification for excluding sources under SEC 2(D) and 4(A) for this contract, and how does this exclusion impact the overall value for money?

The specific justification for excluding sources under SEC 2(D) and 4(A) is not detailed in the provided data. These exclusions typically relate to national security, classified information, or specific statutory authorities. Without this justification, it's difficult to assess the impact on value for money. However, limiting competition generally reduces the likelihood of obtaining the most competitive pricing and innovative solutions.

How will the effectiveness of this $12.86 million advertising campaign be measured, and what are the key performance indicators for success?

The provided data does not specify the key performance indicators (KPIs) or measurement methodologies for this advertising campaign. Effective measurement would typically involve tracking metrics such as reach, engagement, message recall, shifts in public opinion, or desired behavioral changes related to border security. Without defined KPIs, assessing the campaign's success and return on investment is challenging.

Given the short duration of 91 days, is the $12.86 million allocation for media support services justified, and what is the expected impact on public perception?

The allocation of $12.86 million for a 91-day media support campaign is substantial and warrants scrutiny. The justification likely hinges on the intensity and reach of the planned advertising across various media platforms. The expected impact on public perception is to promote the 'Stronger Borders, Stronger America' narrative, but the effectiveness of such a short, potentially narrowly-focused campaign in significantly altering public opinion is debatable.

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: SUBJECT TO MULTIPLE AWARD FAIR OPPORTUNITY

Solicitation ID: 70RDA225Q00000166

Offers Received: 2

Pricing Type: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Address: 4250 HIGHWAY 22, MANDEVILLE, LA, 70471

Business Categories: Category Business, Corporate Entity Not Tax Exempt, Limited Liability Corporation, Not Designated a Small Business, Self-Certified Small Disadvantaged Business, Small Business, Special Designations, U.S.-Owned Business

Financial Breakdown

Contract Ceiling: $12,860,000

Exercised Options: $12,860,000

Current Obligation: $12,860,000

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Cost or Pricing Data: NO

Parent Contract

Parent Award PIID: 70RDA225D00000003

IDV Type: IDC

Timeline