Capability Statement
BLUF Agency LLC is a woman-owned, veteran-owned small business purpose-built for Army National Guard recruiting and retention marketing. As a small business prime, BLUF performs all ARNG-specialized work in-house. Our leadership built and led the Regional Marketing Support Team at CACI International under the ARNG State Media Services Program, then founded BLUF to restore those capabilities directly for the states. Our flagship Recruiting Location Management (RLM™) program is deployed across 500+ recruiting locations in 20 ARNG states and territories, and our Marketing in a Box™ suite deploys productized recruiting programs within days of award.
SBA Certifications
Core competencies
- Recruiting Location Management (RLM): listing and reputation management, local SEO, Google bulk verification, annual online presence audit
- Market research and GIS analytic studies
- Full-funnel analytics, attribution, and performance dashboards
- Lead management, tracking, distribution, and nurturing
- Media strategy, planning, and buying (paid social, Google Ads, programmatic, streaming, OOH)
- Creative strategy, branding, and content development
- Recruiter enablement tools (digital business cards, branded templates)
- Recruiter and full-RRB training (virtual and in-person)
- Social media management and content distribution
Why BLUF
Institutional knowledge:
Our founders built the predecessor ARNG Regional Marketing Support Team at CACI International.
RLM is proprietary, not generic:
The only firm delivering RLM across the ARNG enterprise, with Google bulk verification, 70+ directories, the arngrecruiting.com directory, integrated call tracking, and leads-to-enlistment attribution.
Google bulk verification status:
Nationwide bulk-verified account status enables centralized management of hundreds of recruiting locations.
Enlistment-level attribution:
Performance tracked from impression through verified enlistment using matched-phone-number analysis against the Applicant Processing List.
Transparent, mission-aligned pricing:
Media at agency rates, BLUF compensation billed as labor, no hidden markups, no revenue stake in spend.
Secure, compliant delivery:
Lead management operates in a government cloud (FedRAMP Moderate / DoD IL4 compliant).
Flexible acquisition:
GPC, BPA, and competitive set-asides (EDWOSB, WOSB, VOSB).
Portfolio snapshot
Full-scope integrated programs in AL, AZ, CA, DC, FL, GU, IN, NM.
Past performance
BLUF has performed as prime across competitive, direct-award, BPA, and GPC vehicles, with 8 active ARNG contracts (AL, AZ, CA, DC, FL, GU, IN, NM) and a ~$1.5M active portfolio. Beyond active contracts, BLUF supports ARNG recruiting through GPC and other vehicles in Georgia, Hawaii, Kansas, Kentucky, Louisiana, Mississippi, New Hampshire, North Carolina, North Dakota, Oregon, Virginia, Washington, West Virginia, and Wisconsin.
The full capability statement, including contract vehicles and past performance detail, is available as a PDF.
Download Capability Statement (PDF)Firm data
- Organization
- BLUF Agency LLC (small business, well below the $25.5M size standard)
- Address
- 505 N. Angier Ave NE, Third Floor, Suite 357, Atlanta, GA 30308
- Certifications
- EDWOSB, WOSB, VOSB (all SBA-certified)
- NAICS
- 541810 (primary, Advertising Agencies), 541430, 541613, 541830, 541890, 541910
- CAGE and UEI
- CAGE 99TM4 | UEI XCHLCZ79MB26
- Contact
- Nicole Wellman, Founder and CEO | nicole@blufagency.com | 304-939-3542 | blufagency.com
Let's get your state on the map.
Let's talk about your state's recruiting and retention goals and how BLUF can help you reach them.
Contact Us