Attachment 2: Media and Creative SON Draft

STATEMENT OF NEED (SON)

Marketing Campaign Products, Creative Asset Development, and Media Placement Capability Air Education and Training Command (AETC)
Marketing Directorate (AETC/MK)
Version: 1

D

R

AF
T

Date: 21 July 2026

1. PURPOSE

The Air Education and Training Command (AETC) requires commercially available marketing campaign products consisting of creative asset products, media placement products, and integrated campaign products supporting Department of the Air Force marketing requirements across the Total Force, including the Regular Air Force, Air National Guard, Air Force Reserve, and United States Space Force.
This Statement of Need (SON) establishes the full scope of need, required capabilities and expected deliverables for the acquisition of media placement products, creative asset products, and integrated campaign products, to achieve coordinated message delivery, and ensure creative assets are optimized for their intended media placements.

2. BACKGROUND

AF
T

The AETC Marketing Directorate (AETC/MK) executes marketing initiatives supporting awareness, engagement, lead generation, event promotion, component-specific initiatives, careerfield initiatives, and other Department of the Air Force marketing objectives. Marketing requirements vary significantly in scope, geography, duration, audience, complexity, and channel mix. Some requirements may require only creative asset development. Some may require only media placement utilizing Government-furnished creative assets. Others may require integrated campaign products combining creative development and media placement.

R

The Government requires a flexible product-based structure that supports rapid execution, transparent pricing, defined deliverables, transparent media reporting, Government ownership of deliverables, associated intellectual property rights, working files, source files, and unlimited Government usage rights as specified within each product. The Government is requiring the ability to reuse, rework, and disperse all deliverables produced under this requirement.

D

3. PERIOD OF PERFORMANCE: The period of performance for this requirement is one (1) year

4. SCOPE

The scope of this requirement is to acquire commercially available marketing products. . The Contractor shall furnish commercially available deliverable-based campaign products supporting:
a. Creative asset development
b. Intellectual Property
c. Photography
d. Video production
e. Commercial production

f. Media placement