DOBE Certification for Marketing & Creative Companies

For businesses that are at least 51% owned by individuals with disabilities.

Marketing and creative services have a significant diversity gap that certification helps you close. Here's why it matters:

ANA Industry Standards: The Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing (AIMM) recommends that 6.5% of all ad spending go to diverse-owned media by 2025, up from just 1.85% currently. This industry-endorsed target creates urgency among brands to find and engage diverse marketing suppliers.

Fortune 500 Mandates: Major advertisers including P&G, Unilever, GM, and AB InBev have made public commitments to increase spending with diverse marketing partners. These commitments flow through their procurement processes and require certification for tracking.

Holding Company Initiatives: Advertising holding companies like Omnicom and Interpublic Group (IPG) have partnered with NMSDC to advance certification for diverse content creators and media companies, creating structured pathways to subcontracting opportunities.

Authentic Storytelling Demand: Brands increasingly recognize that reaching diverse consumer segments requires diverse creative voices. Certified diverse agencies bring cultural expertise that general market agencies cannot replicate.

Full Spectrum of Services: Diversity in marketing is not limited to advertising—PR, digital marketing, social media, video production, graphic design, market research, experiential marketing, and media buying all have growing diversity spend commitments.

The ANA's December 2024 Certified Diverse Supplier list contains 542 companies, providing a growing but still limited pool of certified suppliers—certification makes you discoverable to brands actively seeking diverse partners.

Must be at least 51% owned by individuals with a physical or mental impairment that substantially limits major life activities.

Disability:IN publishes three baseline requirements, and its National Certification Committee verifies each one against your documents.

The published standard

• At least 51% owned, operated, managed, and controlled by a person (or persons) with a disability
• For-profit business
• Headquartered in the country in which it applies for certification; U.S. applicants document U.S. citizenship or permanent residency for the qualifying owner

Ownership: the 51% rule

• The owner(s) with a disability must hold at least 51% of the equity, documented through stock certificates, a stock transfer ledger, or the operating agreement
• Ownership must be genuine equity, not a nominal arrangement built to qualify; voting agreements, stock options, warrants, and buy/sell agreements are reviewed for provisions that undercut the 51%
• Multi-owner businesses qualify as long as the disability-identified owner(s) hold 51%+ combined

Control: management and operations

• The disability-identified owner must actually run the business: day-to-day operations and long-term strategic decisions
• Governing documents (bylaws, operating agreement, board minutes) must show that management authority sits with the disability-identified owner, not with non-disabled co-owners or outside managers through side agreements

Documenting disability status Disability:IN requires one form of disability documentation per qualifying owner. Any one of the following satisfies it:

• Records from a licensed, registered, or certified vocational rehabilitation specialist (state or private)
• An Individualized Education Program (IEP), for an owner with a learning disability
• Documentation from a federal, state, D.C., or U.S. territory agency that issues disability benefits
• The Disability:IN Physician's Form completed by a licensed medical professional

Service-disabled veteran owners applying as SDV-DOBE submit a DD-214 plus their VA Disability Ratings Letter instead. Visible and non-visible disabilities both qualify; the IEP route shows the standard reaches learning disabilities that many owners assume don't count.

Step 1: Pick the right designation Disability:IN issues three: DOBE (owner with a disability), V-DOBE (veteran owner with a disability), and SDV-DOBE (owner whose disability is service-connected). The designation determines which documents you submit, so settle this before opening the application.

Step 2: Check whether you qualify for a fast track Firms holding a current WBENC or NGLCC certification apply through the Disability:IN Certification Hub with a reduced document set; Disability:IN says those determinations typically take 30 days. Businesses verified through SBA VetCert apply for SDV-DOBE with their DD-214, VA Disability Ratings Letter, and SBA VetCert letter plus standard business documentation. NaVOBA-certified firms can opt in to the program as an SDV-DOBE, with renewals handled through NaVOBA.

Step 3: Download the certification checklist and gather documents Disability:IN publishes a certification checklist at disabilityin.org listing every required document by business structure. First-time applicants need formation and governance documents, proof of ownership, three years of signed federal tax returns, current financial statements, payroll records, and one form of disability documentation per qualifying owner (vocational rehabilitation records, an IEP, disability-benefits agency documentation, or the Disability:IN Physician's Form).

Step 4: Apply through the Certification Hub and pay the $300 fee Applications run through Disability:IN's Certification Hub at supplierhub.disabilityin.org. The $300 non-refundable processing fee is due by credit or debit card at submission. Be consistent; reviewers compare application answers against governing documents.

Step 5: National Certification Committee review The committee reviews the file and reserves the right to request additional documents if disability ownership, management, and control are not adequately established. Respond within any stated deadline to keep your file moving.

Step 6: Certification decision Once approved, certification is valid for three years. You can use the DOBE mark in your marketing and bid submissions, and corporate procurement teams can find you through Disability:IN's directory of certified suppliers.

Federal Opportunities

Government agencies contract for marketing and creative services:

• General Services Administration (GSA): Government-wide marketing, communications, and advertising services contracts
• Department of Defense (DoD): Military recruitment advertising, public affairs
• Department of Health & Human Services (HHS): Public health campaigns, health communication
• Census Bureau: Outreach and advertising for national census and surveys

Key Contract Areas

• Public affairs and strategic communications
• Advertising and media buying
• Graphic design and branding
• Video and multimedia production
• Social media management
• Website design and development
• Market research and focus groups
• Multicultural outreach campaigns

Contract Vehicles

• GSA MAS (Multiple Award Schedule) for advertising and marketing
• Agency-specific BPAs for communications support
• 8(a) sole-source contracts for marketing services up to $4.5M
• Agency small business set-asides

State and Local

State tourism offices, public health departments, economic development agencies, and transit systems all contract for marketing and communications services, often with diverse supplier requirements.