Below is a list of the currently available business opportunities with the USO. Interested offerors are encouraged to browse the details of each opportunity and download the respective RFx directly from this page.

USO Empowered Optimist Media Buying RFP

  • Posting Date: January 29, 2024
  • Release Date: February 5, 2024

Project Summary

The purpose of this RFP is to continue a multi-year brand transformation strategy that drives awareness, improves relevance, and positions the organization as a modern and trusted brand. As a key component of this initiative, market research led to identification of a key target audience that we believe has the capacity and inclination to become supporters of the USO. We refer to this target audience as Empowered Optimists.

Empowered Optimists, at a glance:

  • Skew younger (46% are 26-40 years old)
  • Have higher incomes (49% make over $100K)
  • Are more racially diverse, more African American and Hispanic
  • Are split evenly across political affiliations
  • Are more represented in urban areas (40%) than rural (35%)

The successful bidder will identify tactics to drive growth of brand health metrics including increasing percent unaided awareness with this target. The successful vendor will be building and taking to market a campaign to reach Empowered Optimists and test the viability of an evolved brand positioning and new creative platform designed to garner support from this audience.

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