Advertising_BPA_Product_Specifications.docx

PRODUCT SPECIFICATIONS

FOR

U.S. ARMY WAR COLLEGE FACULTY ADVERTISING SERVICES

1.0 DESCRIPTION OF SERVICES & PRODUCT.

1.1 Introduction.

The U.S. Army War College (USAWC) educates and develops leaders for service at the strategic level while advancing knowledge in the global application of Landpower. The ultimate goal of the USAWC faculty advertising program is to develop a successful strategic message for advertising for key faculty positions by reaching the widest and most diverse prospect audience. The overall success and effectiveness of this goal will be measured through evaluation of faculty parameters in periodic Army, Middle States Commission for Higher Education, and Joint Staff (J7) credentialing studies.

In order to meet faculty recruiting goals, the USAWC desires to increase awareness and gain support from a wide range of world-class academic organizations to attract prospective faculty which will play a significant role in achieving command objectives. Advertising has the capability to develop and influence public awareness about the USAWC. To do this, USAWC must not only present a message that stimulates the target audience's interest and remains true to the organizational mission, it must also make prospective applicants aware of position requirements, application procedures, and the unique benefits of becoming a faculty member at the USAWC.

1.2 Background.

The USAWC recruitment process is guided by policies set forth in USAWC regulation 690-12, Employment under Title 10, United States Code, Section 4021. The composition of the USAWC faculty reflects the professional and academic orientations of the curriculum. Just over half of the faculty consists of military officers, whose primary focus is on professional military (practical) subjects. Civilians make up the rest of the faculty, and they concentrate mostly on academic (theoretical) subjects. Title 10 faculty members educate military officers and other national security professionals for service at the high-operational and strategic levels. In so doing, they provide value to the USAWC in a variety of ways: depth of intellect, disciplinary expertise, scholarship on relevant topics, expert teaching, and institutional continuity. They serve as advisers and mentors for USAWC students and as national security experts for the Army, Joint Force, and Department of Defense. They provide insights that help bridge the gap between theory and practice. Finally, they advance civilian perspectives and alternate points of view that might otherwise elude their military colleagues. These benefits underpin the USAWC’s effort to seek a diverse civilian faculty that adheres to high standards of academic excellence.

The numbers and qualifications of civilian faculty members requiring replacement vary considerably, from four to as many as 12 persons in a given academic or fiscal year. The disciplines required are widely divergent and unpredictable, as the faculty representation in many fields is one person deep. Possession of an accredited doctoral degree and prior graduate-level teaching experience are general prerequisites. Hence, an effective advertising program for suitable applicants spans a wide variety of channels and an array of awareness media options, including an expanded online and social media presence in both nongovernmental venues and federal websites (USAJobs.gov).

Primary responsibility for recruiting Title 10 faculty members rests with the Dean and Directors. They write job descriptions, establish job qualifications, advertise widely, and make recommendations on Title 10 hiring actions. They are most responsible for ensuring the success of a faculty search and thus bringing to the USAWC the best talent possible. The Dean and Directors rely heavily on Department Chairs and other academic leaders for advice on the specific faculty needs of their organizations. Additionally, they consult with faculty members in disciplines compatible with the knowledge, skills, and attributes required for vacant positions. Throughout the recruiting process, they receive assistance from the Civilian Personnel Advisory Center (CPAC), G8, and Post Judge Advocate on personnel, budget, and legal issues. The Dean and Directors shape the recruitment process to attract a diverse pool of candidates. Additionally, they ensure equal employment opportunities without regard to age, sex, race, color, religion, national origin, or physical or mental disability (i.e., the seven federally legislated categories for equal employment protection).

1.3 Objective.

The mission of the USAWC Title 10 advertising is to use the tools of marketing and communications to influence highly qualified prospects to apply for civilian faculty positions. These applicants should possess the requisite knowledge, leadership skills, and academic experience to function at demanding levels of teaching, scholarship, and service.

2.0 SCOPE.

The USAWC requires the advertising expertise of a professional vendor to furnish the products and services customarily provided to similar public and private organizations. The vendor shall provide a full range of advertising products and services from development of an advertising package to span a wide-range of advertising formats, for example, print media, the Internet, and direct contact in markets appropriate to the interests of graduate-level educators, researchers, and administrators.

3.0 GENERAL REQUIREMENTS.

The vendor shall provide continuous support for USAWC advertising as generally aligned with typical standard business practices.

The scope of work associated with any particular advertising may vary by priority, volume, and funding available throughout the performance period. The vendor is expected to provide assistance in tailoring advertisement placement as defined in individual orders.

4.0 PERFORMANCE REQUIREMENTS AND TASKS.

The vendor must coordinate any advertising product, especially final ad copy, with the Office of the Provost or a designated representative submitting a clear invoice that describe all pertinent elements of the purchase. Any deviations from the material content of a document proposal, especially where the vendor seeks to improve upon the proposed advertising expectation, should be clearly annotated in the invoice. Where the vendor is noncompliant with a performance expectation, this should be clearly identified and the rationale clearly articulated.

4.1 Awareness Advertising.

4.1.1. The vendor will develop and execute an advertising package to generate awareness and direct applicants in proper submission of application support materials

4.1.2. The vendor will advise on the results of market research, including target audience identification, market segmentation, and analysis.

4.1.3. The vendor shall craft effective communications that appeal to the largest segment of the target audience in all areas of the country, encompassing a variety of ethnic, religious and economic groups, and ensuring a diverse stream of prospects for all USAWC positions.

4.1.4 The vendor will coordinate media planning, placement, and purchase (including, but not limited to, print, on-line, interactive, video and other electronic modes).

4.2 Emerging, Innovative, and New Advertising Technologies

4.2.1. The vendor will exploit emerging technologies, innovations and new advertising opportunities to remain at the forefront of all recruit advertising with the goal of responding more quickly to prospects inquiry to increase enlistment rates.

4.2.2. The vendor will develop and execute marketing and advertising programs to include the reach of media in the multicultural markets including but not limited to Hispanic, African-American, Asian, and Arab markets.

4.2.3. The vendor will recommend innovative and market-relevant advertising initiatives in support of USAWC recruiting efforts.

4.3 Program Management Support.

4.3.1. The vendor will provide USAWC with responsive, thorough, comprehensive, complete, and timely project management.

4.3.2. The vendor will conduct planning, including product positioning, development of short and long range communications objectives, and determination of best media mix. The vendor's proposed plan and mass media and advertising efforts will be consistent with the USAWC strategic Plan.

4.3.3. The vendor will conduct analysis of market and advertising research to better recommend final ad copy and associate online advertising venues. The vendor may develop campaign recommendations including strategic analysis and presentation of proposed concepts and activities designed to obtain supportive publicity and enhance reach.

4.3.4. The vendor shall participate in VTC or teleconference meetings scheduled by the Project Officer/Contracting Officer Representative (COR), as required. During presentation and approval of advertising initiatives, the vendor shall be prepared to present and discuss ongoing initiatives. For any visits to Carlisle Barracks, the vendor will need to contact the POC below and request an access application for each individual arriving on the installation at least 2 weeks prior to the arrival date. To gain entrance, you will need driver’s license, registration, and insurance information. Regardless of format, the outcome of these meetings will be the approval and advancement of individual advertising proposals.

4.4 Contract Management.

The vendor shall control costs, provide the most efficient use of the limited resources available, and provide and adhere to project schedules. No costs for travel, communications, or any other direct and indirect funding requirements, other than paid advertising are anticipated within these product specifications. The government considers all such incidental items or costs the responsibility of the vendor and discretionary in use.

5.0 GOVERNMENT FURNISHED PRODUCTS, SERVICES, OR EQUIPMENT.

The USAWC will be responsible for drafting proposed advertising, specifying placement parameters (such as advertising run time), and specifying cost ceilings for each advertisement. No other products, services, or equipment are anticipated within the scope of this agreement.

6.0 PERIOD OF PERFORMANCE.

The period of performance of this requirement shall be one base period of 12 months and four subsequent option periods of 12 months, to run from 1 January 2017 through 31 December 2021.

7.0 QUALITY CONTROL.

Quality assurance analysis will take place at the individual advertisement level. Both the USAWC and the vendor will be alert to identify potential and actual problems and to coordinate resolutions.

8.0 USAWC POINT OF CONTACT.

G. K. Cunningham, Ph.D.

Associate Provost U.S. Army War College 122 Forbes Avenue (A128) Carlisle Barracks, PA 17013-5217

Tel: 717-245-3356 (DSN 242-3356) Fax: 717-245-4074 E-mail: glenn.k.cunningham.civ@mail.mil