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Sunstone Advisory GroupKYG
Prepared for

Wicked Bionic

Know Your Government

https://wickedbionic.com

Issued by Sunstone Advisory Group · Confidential
From the editor

Where the dollars go, and where you go next.

Federal markets reward operators who see clearly before they move. This report is a navigation aid: where the money actually flows, which doors are open this quarter, and the smallest next step that compounds.

Read the Direction section first. Everything after it is evidence.

The Sunstone Team
Sunstone Advisory Group
Direction

Where to focus, and why.

  1. 01

    VA — MISSION Act outreach (SDVOSB lane)

    Move · File SDVOSB verification this week; brief the capture team on Region 4 RFP.

    Why · Largest near-term comms vehicle with an active SDVOSB set-aside that matches your filter.

  2. 02

    HHS — Public health awareness recompete

    Move · Request meeting with the OSDBU contact; prepare a 2-page capability statement.

    Why · Recompete window opens in 8 months; incumbent concentration is high and rideable.

  3. 03

    DOD — Recruiting media subcontracting

    Move · Approach Acme Communications about teaming on the underserved-segments scope.

    Why · Direct prime is multi-year away; subcontracting is the fastest path to past performance.

What we're not chasing, and why

  • GSA-wide Schedule 541
    Crowded, low-margin, and your differentiators don't show up in the evaluation criteria.
  • DHS creative pilots
    Single-award history, incumbent locked in for 3+ years, no near-term off-ramp.
Market

How big, how reachable, how realistic.

TAM
$4.2B
All federal advertising + outreach spend, FY24–FY25.
SAM
$612M
Agencies + NAICS where your size, set-asides, and past performance qualify.
SOM
$18–42M
Realistically winnable in 18 months, assuming one prime win + two sub roles.

Basis · FPDS class aggregate (NAICS 541810 / 541613), filtered to agencies with active SDVOSB activity and recompete windows inside 24 months.

Today

What you can do today.

  • Submit SDVOSB verification (VetCert)
    Required for VA Region 4 set-aside; ~30-day review window.
  • Add VA MISSION Act outreach to pipeline at priority A
    Industry day expected late FY.
  • Email Acme Communications small-business lead
    Subcontracting angle: underserved veteran outreach.
  • Track HHS public-health awareness IDV expiration
    Set a calendar reminder 6 months pre-expiry.
  • Map past performance to NAICS 541810 + 541613
    Two write-ups, one page each, plain language.
Pursuit sequencing

Now / Next / Watch.

Now
MISSION Act community outreach — Region 4
Department of Veterans Affairs
Due 2026-06-20
SDVOSB set-aside · ~$8M ceiling
DOD recruiting media — sub role
Department of Defense
Approach now
Prime: Acme Communications
Next
VA Outreach Services IDV — recompete
Department of Veterans Affairs
Industry day FY27 Q1
Capture sequence begins this quarter
Watch
HHS Public Health Awareness IDV
Department of Health & Human Services
Recompete FY27 Q3
Track pre-solicitation
Per-agency

Deep view by target agency.

  • MISSION Act community outreach
    36C10X26R0001 · $8M ceiling · SDVOSB
  • Recruiting media buying
    VA Outreach IDV TO-47 · $42.5M · Full & open
The four buckets

Everything we looked at, sorted.

Prime targets
  • VA — MISSION Act outreach Region 4
    SDVOSB set-aside, near-term
  • HHS — Public health awareness recompete
    18-month horizon
Sub-targets (rideable)
  • DOD recruiting media (Acme Communications)
    Underserved segments scope
  • VA Outreach IDV (Acme + partners)
    Sub now, prime on recompete
Teaming peers / competitors
  • Beacon Outreach LLC
    SDVOSB, friendly teaming
  • Northpath Creative
    Regional reach
Screened out
  • GSA Schedule 541 broad pursuit
    Crowded; differentiators don't score
  • DHS creative pilots
    Locked incumbent, no near-term off-ramp
Method

How we got here.

Code frame. NAICS 541810 (advertising agencies) and 541613 (marketing consulting) — the two codes that capture comms-class work in FPDS.

Qualified pool. Agencies with ≥ $25M in class spend over FY24–FY25 AND at least one active set-aside that matches your size/status filter.

Scoring. Each opportunity scored on: (1) near-term winnability, (2) recompete proximity, (3) incumbent concentration, (4) set-aside fit. Weighted 40 / 25 / 20 / 15.

Lane logic. Compete when incumbent share < 50%; Sub when a prime controls the vehicle and welcomes teaming; Team when peer firms hold complementary past performance; Open when the door is genuinely new.

Deep research

Evidence, on demand.

VA Outreach IDV — full evidence pack+

Detailed obligation history by task order, vendor share over 5 years, and the SF-133 line items that fund this vehicle. Sources: USASpending FPDS extract (2026-05), VA budget justification FY26.

HHS public health awareness — incumbent analysis+

Vista Health Comms' past performance, key personnel, and known subcontractors. Includes a teardown of their winning FY22 proposal narrative (public domain).

Methodology appendix+

Full scoring rubric, data sources, refresh cadence, and known limitations. Reproducible from public data within a 4-hour window.