Advice and assistance on marketing strategies, market research, and public outreach. Find active federal and state marketing consulting services contracts — AI-scored against your profile across SAM.gov and 200+ portals.
The federal market for NAICS 541613 (Marketing Consulting Services) sees annual spending of approximately $800 million to $1.2 billion, driven primarily by public health campaigns (HHS), recruitment and retention ads (DoD), and public outreach (State, FCC). Competition is moderate but intensifying as agencies consolidate marketing under GSA MAS or agency-specific IDIQs. Contracts are predominantly task-order-based IDIQs and BPAs, with some standalone contracts for large campaigns. Demand spikes during open enrollment periods (Health Insurance Marketplace), military recruiting surges, and emergency public information needs. Most work is best-value, with technical approach and past performance weighted heavily.
These agencies are the largest buyers of marketing consulting services services and products in the federal government. Each awards contracts under NAICS 541613 regularly — build relationships with their small business offices first.
To win under 541613, target HHS’s Office of the Assistant Secretary for Public Affairs (OASPA) and DoD’s Defense Media Activity – they issue the largest IDIQs. Set-asides are common: 8(a), HUBZone, and SDVOSB for task orders under $4M. The single highest-leverage move is to get on GSA Schedule 541 (Marketing and Public Relations Services) – it’s the default vehicle for most agencies. Pair this with a strong past performance record in multi-channel campaigns and a capability statement tailored to public health or military recruitment. Avoid generic proposals; agencies want data-driven strategies and measurable ROI.
Marketing consulting work is typically awarded on a best-value basis, with technical approach and past performance outweighing price. Common vehicles include GSA MAS 541 (Marketing and PR Services), 8(a) STARS III, and agency-specific IDIQs like HHS PSC or DoD’s DMPC. For smaller efforts, BPAs under existing contracts are frequent. Evaluation often emphasizes campaign strategy, audience segmentation, and measurable outcomes.
No federal license is required, but you must be registered in SAM.gov and have an active UEI. Some contracts may require staff certifications in digital analytics (e.g., Google Analytics) or advertising platforms (e.g., Meta Blueprint), but these are not mandatory for bidding.
Most task orders under IDIQs range from $50,000 to $500,000. Standalone contracts for large campaigns (e.g., CDC’s ‘Tips From Former Smokers’) can exceed $10 million. The median award is around $150,000.
Bonds are rarely required for 541613 contracts because they are service-based with minimal risk of non-performance. However, if the contract includes media buying (ad placement), agencies may require a performance bond for the media spend portion, typically 100% of the media budget.
Yes, 8(a) firms are common in this space. HHS and DoD frequently issue 8(a) sole-source awards up to $4.5 million for marketing services. To compete, you must be an active 8(a) participant and have relevant past performance in public outreach campaigns.
The GSA Multiple Award Schedule (MAS) for Marketing and Public Relations Services (Special Item Number 541-1) is the most widely used vehicle. Other common vehicles include 8(a) STARS III for IT-integrated marketing, and agency-specific IDIQs like HHS’s PSC (Program Support Center) BPA.