DHS awards $25.5M for border campaign advertising, with follow-on services for 'Stronger Borders, Stronger America'

Contract Overview

Contract Amount: $25,456,545 ($25.5M)

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

Awarding Agency: Department of Homeland Security

Start Date: 2025-09-26

End Date: 2026-03-25

Contract Duration: 180 days

Daily Burn Rate: $141.4K/day

Competition Type: FULL AND OPEN COMPETITION AFTER EXCLUSION OF SOURCES

Number of Offers Received: 1

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER FIVE FOR STRONGER BORDERS, STRONGER AMERICA FOLLOW-ON INTERNATIONAL CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES

Place of Performance

Location: MANDEVILLE, SAINT TAMMANY County, LOUISIANA, 70471

State: Louisiana Government Spending

Plain-Language Summary

Department of Homeland Security obligated $25.5 million to PEOPLE WHO THINK, L.L.C. for work described as: NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER FIVE FOR STRONGER BORDERS, STRONGER AMERICA FOLLOW-ON INTERNATIONAL CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES Key points: 1. Contract focuses on media support for a national security initiative. 2. Follow-on nature suggests prior performance satisfaction or evolving needs. 3. Fixed-price contract type aims to control costs for the government. 4. The duration of 180 days indicates a short-term, focused campaign. 5. Marketing consulting services are essential for public awareness campaigns. 6. The award is part of a larger national emergency response effort.

Value Assessment

Rating: fair

The contract value of $25.5 million for 180 days of media support appears substantial. Benchmarking against similar public awareness campaigns or international advertising efforts would be necessary to fully assess value for money. The firm fixed-price structure provides cost certainty, but the effectiveness of the advertising spend hinges on the campaign's reach and impact, which are not detailed here. Without comparative data on cost per impression or engagement metrics, a definitive value assessment is challenging.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

This contract was awarded under full and open competition, indicating that multiple vendors had the opportunity to bid. The specific number of bidders is not provided, but this competitive process is generally expected to yield fair market pricing. The exclusion of sources clause suggests a specific reason for limiting initial outreach, but the subsequent full and open competition aims to ensure broad participation and competitive pricing.

Taxpayer Impact: Full and open competition is beneficial for taxpayers as it encourages a wider range of vendors to submit proposals, potentially leading to lower prices and higher quality services through competitive pressure.

Public Impact

The primary beneficiaries are likely the Department of Homeland Security and its mission to communicate border security initiatives. Services delivered include advertising and media support for the 'Stronger Borders, Stronger America' campaign. The geographic impact is national, focusing on public perception and awareness within the United States. Workforce implications may involve marketing professionals, media buyers, and creative personnel, potentially both within the contractor's organization and supporting industries.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Potential for scope creep if campaign objectives are not clearly defined and managed.
Effectiveness of advertising spend is difficult to measure without clear KPIs.
Reliance on a single task order for a critical national initiative could pose a risk if performance issues arise.

Positive Signals

Firm fixed-price contract provides cost predictability.
Full and open competition suggests a robust selection process.
Follow-on nature implies a degree of proven capability from the contractor.

Sector Analysis

This contract falls within the Marketing Consulting Services sector, specifically focusing on advertising and media support for a government initiative. The market for government advertising and public relations is competitive, with numerous firms specializing in government contracts. The value of this specific award, approximately $25.5 million, is significant for a 180-day campaign, suggesting a broad reach or intensive media buy. Comparable spending benchmarks would typically be found in other large-scale public awareness campaigns run by federal agencies.

Small Business Impact

The contract was awarded under full and open competition and does not indicate any specific small business set-aside. While the primary awardee is PEOPLE WHO THINK, L.L.C., there is no information provided on subcontracting plans or the extent to which small businesses might be involved in fulfilling this contract. Further analysis would be needed to determine if small business participation is mandated or likely.

Oversight & Accountability

Oversight for this contract would primarily reside with the Department of Homeland Security's Office of Procurement Operations. As a task order under a larger contract, its execution is subject to the terms and conditions of the base agreement. Transparency is facilitated by public contract databases, but detailed performance metrics and campaign effectiveness reports may not be publicly available. Inspector General jurisdiction would apply in cases of fraud, waste, or abuse.

Related Government Programs

Department of Homeland Security - Border Security Initiatives
Federal Public Awareness Campaigns
Government Advertising and Media Services
National Emergency Response Contracts

Risk Flags

Potential for ineffective advertising spend
Public perception risks associated with national security messaging
Dependence on contractor performance for critical communication

Frequently Asked Questions

What is this federal contract paying for?

Department of Homeland Security awarded $25.5 million to PEOPLE WHO THINK, L.L.C.. NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER FIVE FOR STRONGER BORDERS, STRONGER AMERICA FOLLOW-ON INTERNATIONAL CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES

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 $25.5 million.

What is the period of performance?

Start: 2025-09-26. End: 2026-03-25.

What is the track record of PEOPLE WHO THINK, L.L.C. with federal contracts, particularly in advertising and media support?

A review of federal procurement data would be necessary to fully assess PEOPLE WHO THINK, L.L.C.'s track record. Information on past performance, including contract values, agencies served, and types of services rendered, would provide insight into their experience and reliability. Specifically, looking for prior awards related to public awareness campaigns, national security messaging, or similar large-scale media efforts would be crucial. A history of successful contract completion, positive past performance reviews, and adherence to budget and schedule on previous federal engagements would indicate a lower risk profile for this current task order. Conversely, any documented performance issues or disputes could raise concerns about their capacity to deliver effectively on this $25.5 million award.

How does the cost of this contract compare to similar federal advertising campaigns?

Benchmarking this $25.5 million contract against similar federal advertising campaigns requires access to detailed comparative data. Key metrics for comparison would include cost per impression, cost per reach, cost per engagement, or cost per desired action (e.g., website visit, information request). Without such granular data, a direct comparison is difficult. However, the value for a 180-day campaign suggests a significant media buy or extensive creative development. Agencies often run public awareness campaigns on topics ranging from public health to national security. Analyzing the scope, duration, and target audience of comparable campaigns, along with their total awarded values and the specific media channels utilized, would help determine if this contract represents a fair market price or if it is potentially overvalued or undervalued.

What are the primary risks associated with this contract, given its focus on a national emergency?

The primary risks associated with this contract stem from its focus on a national emergency and public perception. Firstly, the effectiveness of the advertising campaign itself is a significant risk; if the messaging fails to resonate or achieve its objectives, the substantial investment may yield little return. Secondly, given the sensitive nature of border security, there's a risk of public backlash or controversy surrounding the campaign's content or its perceived effectiveness, which could negatively impact the agency's reputation. Thirdly, the follow-on nature of the task order, while suggesting prior success, also carries a risk if the underlying conditions or the campaign strategy need rapid adaptation due to evolving circumstances related to the emergency. Finally, ensuring the contractor maintains strict adherence to ethical advertising standards and avoids misinformation is critical.

What is the expected program effectiveness or outcome of the 'Stronger Borders, Stronger America' campaign?

The expected program effectiveness of the 'Stronger Borders, Stronger America' campaign, supported by this contract, is likely centered on influencing public opinion and understanding regarding the Department of Homeland Security's border security efforts. Specific outcomes would typically include increased public awareness of border policies, enhanced perception of the government's commitment to border security, and potentially, fostering support for related initiatives. Measurable outcomes might involve tracking media impressions, website traffic, social media engagement, and public sentiment surveys. The success will depend on the clarity and persuasiveness of the campaign's messaging, the strategic selection of media channels to reach target audiences, and the alignment of the campaign's narrative with the agency's actual operations and policy goals. Without specific Key Performance Indicators (KPIs) defined in the contract, assessing the precise definition of 'effectiveness' remains speculative.

How has federal spending on marketing and advertising services evolved over the past five years?

Federal spending on marketing and advertising services has generally seen fluctuations influenced by administration priorities, national events, and agency-specific needs. Over the past five years, there has been a consistent demand for these services across various agencies, including those focused on public health (e.g., during the pandemic), national security, and public outreach. While specific aggregate data requires detailed analysis of federal procurement databases, trends suggest an increasing reliance on digital marketing and social media campaigns alongside traditional media buys. Agencies often utilize these services to communicate complex policies, promote public safety initiatives, and manage public perception. The total value awarded for marketing and advertising services can range from millions to billions annually, depending on the scale of major government-wide campaigns or specific agency requirements. Factors like the current administration's focus on specific issues (e.g., infrastructure, economic recovery, border security) can significantly impact spending patterns in this category.

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: 70RDA225Q00000200

Offers Received: 1

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: $25,456,545

Exercised Options: $25,456,545

Current Obligation: $25,456,545

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Cost or Pricing Data: NO

Parent Contract

Parent Award PIID: 70RDA225D00000003

IDV Type: IDC

Timeline