Statement of Work: Amarillo VA Health Care System Advertising Services

Department of Veterans Affairs News


Contract Number:  
Task Order Number:  
IFCAP Tracking Number:  
Follow-on to Contract and Task Order Number:  


  1. Contracting Officer’s Representative (COR)
Name: Emily Smallwood
Section: Amarillo VA Healthcare System

Public Affairs Officer

Address: 6010 Amarillo Blvd. West
Phone Number: 806-472-3404
Fax Number:  
E-Mail Address: [email protected]


  1. Contract Title


Amarillo VA Health Care System Advertising


  1. Background.


The purpose of advertisement for the Amarillo VA Health Care System is to strategically improve target audience outreach and enhance communication dynamics for the organization. Currently, there are about 65,000 Veterans in our catchment area and AVAHCS serves only about 25,000 of those Veterans. The goal is to bring awareness of AVAHCS and its programs, build trust and bring in more enrolled Veterans to AVAHCS.


  1. Scope.


AVAHCS Public Affairs Office will provide digital designs and verbiage for Hodgetown Stadium to use during Sod Poodle games throughout the season. These advertisements are within VA standards and follow VA advertising guidelines. Additionally, there will be several outreach opportunities throughout the season as well to increase engagement and awareness.



  1. Evaluation Criteria.


Clear understanding of government needs.


Snippet of the 2024 Amarillo VA Health Care System Marketing and Communications Plan approved by the Director:


Goal: To become the health care provider of choice for all Veterans within the AVAHCS catchment area by highlighting VA services, providing quality health care and building trust.


Strategy: Empower Veterans with transparent information that demonstrates the high-quality, timely and Veteran-centric health care services available at VA.



  • Increase communication distribution of key messages to stakeholders by expanding the use of media platforms, advertising and technology to target audience throughout the calendar year.
  • Optimize the use of social media, website, GovDelivery, email, search engine optimization (SEO) to reach target audience.
  • Enhance relations with local media outlets, congressional stakeholders, Veteran Service Organizations and other community partners by providing updates, announcements, good news stories, outreach events and initiating regular meetings.
  • Increase outreach and PACT Act initiatives, work with the Experience Service (and other service departments) to optimize the Veteran experience and maintain effective employee communication.



Technical Approach to performing work

  • Create advertising campaigns with key messages (enrollment, PACT Act) for advertising at Hodgetown Ballpark.
  • Work with Hodgetown advertising and marketing team to successfully execute advertising campaign and track metrics.
  • Increase visibility with outreach tables at Hodgetown Ballpark.
  • At the end of the season, evaluate performance.

Qualification & experience of organization and personnel

  • PAO has over six years of experience in marketing and advertising with a graduate degree, as well as a team of two members with over 10 years of experience.
  • PAO has experience in large medical centers with similar scope of work successfully completed at the Birmingham VA Health Care System.


Past Performance with work that is similar in scale and scope

  • AVAHCS has never executed paid advertising until now.
  • Previous projects for PAO at the Birmingham VAHCS include billboards, tv commercials, newspaper and magazine ads, and radio spots with a 3% increase in Veteran enrollment in VA health care.


6. Performance Monitoring   

The Hodgetown advertising team will track metrics and performance of paid advertising. AVAHCS Public Affairs will work with HAS to track new enrollments as well as social media and website engagement metrics.


7. Security Requirements  N/A

  1. Government-Furnished Items. N/A


  1. Risk Control. N/A


  1. Place of Performance.

       Hodgetown Ballpark           

       715 S Buchanan St.

       Amarillo, TX 79101

11.  Period of Performance.

The period of performance for advertising will be during the Sod Poodles 2024 baseball season from April 5 – September 15.

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