W912PQ20Q00170002.pdf

0011446783

AMENDMENT OF SOLICITATION/MODIFICATION OF CONTRACT

Except as provided herein, all terms and conditions of the document referenced in Item 9A or 10A, as heretofore changed, remains unchanged and in full force and effect.

15A. NAME AND TITLE OF SIGNER (Type or print)

30-105-04EXCEPTION TO SF 30

APPROVED BY OIRM 11-84

STANDARD FORM 30 (Rev. 10-83) Prescribed by GSA

FAR (48 CFR) 53.243

A. This amendment is issued to incorporate into and make part of the RFQ;

1 )Provide answ ers to questions w hich w ere received during the solcitation period>

2) Provide a revised PWS.

3) Clarify the basis of aw ard (Provision 52-212-2).

B. Tthe due date of 4 JUN 2020 is unchanged by this amendment .

C. This amendment must be acknow ledged, see block 11 above.

D. All other solicitation provisions remain unchanged.

1. CONTRACT ID CODE PAGE OF PAGES

J 1 9

16A. NAME AND TITLE OF CONTRACTING OFFICER (Type or print)

16C. DATE SIGNED

BY 22-May-2020

16B. UNITED STATES OF AMERICA15C. DATE SIGNED15B. CONTRACTOR/OFFEROR

(Signature of Contracting Officer)(Signature of person authorized to sign)

8. NAME AND ADDRESS OF CONTRACTOR (No., Street , County, State and Zip Code) X W912PQ20Q0017

X 9B. DATED (SEE ITEM 11)

30-Apr-2020

10B. DATED (SEE ITEM 13)

9A. AMENDMENT OF SOLICITATION NO.

11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS

X The above numbered solicitation is amended as set forth in Item 14. The hour and date specified for receipt of Offer is extended, X is not extended.

Offer must acknowledge receipt of this amendment prior to the hour and date specified in the solicitation or as amended by one of the following methods:

(a) By completing Items 8 and 15, and returning 1 copies of the amendment; (b) By acknowledging receipt of this amendment on each copy of the offer submitted;

or (c) By separate letter or telegram which includes a reference to the solicitation and amendment numbers. FAILURE OF YOUR ACKNOWLEDGMENT TO BE RECEIVED AT THE PLACE DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT IN

REJECTION OF YOUR OFFER. If by virtue of this amendment you desire to change an offer already submitted, such change may be made by telegram or letter, provided each telegram or letter makes reference to the solicitation and this amendment, and is received prior to the opening hour and date specified.

12. ACCOUNTING AND APPROPRIATION DATA (If required)

13. THIS ITEM APPLIES ONLY TO MODIFICATIONS OF CONTRACTS/ORDERS.

IT MODIFIES THE CONTRACT/ORDER NO. AS DESCRIBED IN ITEM 14.

A. THIS CHANGE ORDER IS ISSUED PURSUANT TO: (Specify authority) THE CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE

CONTRACT ORDER NO. IN ITEM 10A.

B. THE ABOVE NUMBERED CONTRACT/ORDER IS MODIFIED TO REFLECT THE ADMINISTRATIVE CHANGES (such as changes in paying office, appropriation date, etc.) SET FORTH IN ITEM 14, PURSUANT TO THE AUTHORITY OF FAR 43.103(B).

C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF:

D. OTHER (Specify type of modification and authority)

E. IMPORTANT: Contractor is not, is required to sign this document and return copies to the issuing office.

14. DESCRIPTION OF AMENDMENT/MODIFICATION (Organized by UCF section headings, including solicitation/contract subject matter where feasible.)

10A. MOD. OF CONTRACT/ORDER NO.

2. AMENDMENT/MODIFICATION NO. 5. PROJECT NO.(If applicable)

6. ISSUED BY

3. EFFECTIVE DATE

22-May-2020

CODE

W912PQ - USP&FO-NY

ATTN: MNPF-PC

330 OLD NISKAYUNA ROAD

LATHAM NY 12110-3514

W912PQ 7. ADMINISTERED BY (If other than item 6)

4. REQUISITION/PURCHASE REQ. NO.

CODE

See Item 6

FACILITY CODECODE

EMAIL:TEL:

W912PQ20Q0017

SECTION SF 30 BLOCK 14 CONTINUATION PAGE

SUMMARY OF CHANGES

SECTION SF 1449 - CONTINUATION SHEET

The following have been added by full text:

REVISED PWS

PERFORMANCE WORK STATEMENT (PWS)

FOR

Statewide Digital Marketing Campaign

1.0 General:

1.1 Scope: The contractor shall provide all management, tools, supplies, equipment, and labor necessary to fulfilling a statewide digital marketing campaign. All work will be completed with guidance from the Recruiting & Retention BN Marketing NCOIC. IAW NGR 601-1 Army National Guard Strength Maintenance Program, Chapter 7, and all applicable OPSEC considerations. All product and graphics will remain the intellectual property of the New York Army National Guard. The company that accepts the contract will accept the responsibility of production costs, if any.

1.2 Period of Performance: Performance period for this contract will be for two full calendar years. Base year begins 1 Aug 2020 to 31 July 2021, option year one (1) begins 01 Aug 2021 to 31 July 2022.

1.3 General Information:

1.3.1 Quality Control: The contractor will implement a Quality Control Plan (QCP) to ensure their work complies with the requirements of the contract, as laid out in the PWS. This QCP will include procedures to identity, prevent, and ensure non-recurrence of defective services. This includes stalled campaigns, fraudulent clicks, and unreachable audiences. These QC procedures will address the areas identified in Technical Exhibit 1, Performance Requirements Summary.

1.3.2 Quality Assurance: The NYARNG shall evaluate the contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan (QASP). This plan defines how the performance standards will be applied, the frequency of surveillance, and acceptable quality levels or any identifiable defects.

1.3.3 Place and Performance of Services: The contractor will be available during normal business hours of 0900-1700, except on recognized US holidays or when the NYARNG facility/installation is closed due to local or national emergencies, administrative closings, or similar NYARNG-directed facility/installation closings. Performance shall be completed at the contractor’s place of business. The contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS when the NYARNG facility/installation is not closed for the above reasons.

1.3.4 Security Requirements: When visiting the Recruiting & Retention Battalion Headquarters or other NYARNG facilities the contractor shall comply with all applicable installation/facility access and local security policies and procedures. The contractor shall also provide all information required for background checks to meet installation access requirements to be accomplished by installation Provost Marshal Office, Director of Emergency Services or

Security Office. The contractor shall ensure compliance with all personal identity verification requirements as directed by DOD, HQDA and/or local policy. Should the Force Protection Condition (FPCON) change, the Government may require changes in contractor security matters or processes.

1.3.5 Contractor Manpower Reporting (CMR): The contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract. The contractor is required to completely fill in all required data fields using the following web address: http://www.ecmra.mil/. Reporting data will be for the labor executed during the period of performance during each Government fiscal year (FY), which runs October 1 through September 30. While data may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year. Contractors may direct questions to the help desk at http://www.ecmra.mil/.

1.3.6 Post Award Conference/Periodic Progress Meetings: The contractor agrees to attend any post award conference convened by the KO in accordance with Federal Acquisition Regulations Subpart 42.5. The KO and other NYARNG personnel, as appropriate, may meet periodically with the contractor to review the contactor’s performance. See paragraph 5.1.4 below.

1.3.7 Data Rights: All digital campaigns, accounts, ads, and ad text produced under this contract shall be owned by the NYARNG. All rights and privileges of ownership/copyright belong exclusively to the NYARNG. These materials may be used or sold by the contractor without written permission from the KO. This right does not abrogate any other Government rights.

2.0 Definitions and Acronyms:

2.1.1 A/B TESTING: an experiment where two or more variants of the same ad are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.

2.1.2 AD GROUP: a group of specific keywords.

2.1.3 AD SPEND: the amount of money spent on advertising a given activity, product, or service.

2.1.4 BING SEARCH NETWORK: a group of smaller partnered search engines where ads can appear based on when someone searches with terms related to one of your keywords

2.1.5 CLICK FRAUD: an internet crime where a person, computer program, or automated script is maliciously used to register clicks on pay-per-click (PPC) advertisements.

2.1.6 CLICK SHARE: the estimated share (as a percentage) of all achievable clicks that your ad has achieved.

2.1.7 CONTRACTOR: A supplier or vendor awarded a contract to provide specific supplies or service to the government. The term used in this contract refers to the prime.

2.1.8 CONTEXTUAL TARGETING: the process of matching ads to relevant sites in the Google Display Network using your ad keywords or selected interest topics.

2.1.9 CONTRACTING OFFICER (KO): A person with authority to enter into, administer, and or terminate contracts, and make related determinations and findings on behalf of the government. Note: The only individual who can legally bind the government.

2.1.10 CONVERSION TRACKING: the process of tracking when a prospect has completed an action chosen by the advertiser and determining where their click came from. In our case, this is when a prospect requests more information on the NYARNG.

2.1.11 COST PER CLICK (CPC): the price you pay for every ad click in your campaign. This is determined at the time your ad is served.

2.1.12 COST PER MILE (CPM): the price you pay for every one thousand (1,000) impressions of your ad.

2.1.13 DEFECTIVE SERVICE: A service output that does not meet the standard of performance associated with the Performance Work Statement.

2.1.14 DELIVERABLE: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.15 DEMOGRAPHIC TARGETING: the process of narrowing an advertising audience by multiple factors including age or gender.

2.1.16 GEO-TARGETING: the practice of delivering ads to a user based on their location.

2.1.17 GOOGLE DISPLAY NETWORK: a group of partnered websites that serve targeted ads but on interest.

2.1.18 GOOGLE SEARCH NETWORK: a group of search-related websites and apps where ads can appear based on when someone searches with terms related to one of your keywords.

2.1.19 IMPRESSIONS: a single, non-unique view of your advertisement.

2.1.20 IMPRESSION SHARE: the percentage of impressions that your ads receive compared to the total number of impressions your ads were eligible to get.

2.1.21 KEYWORD: words or phrases you select that are used to match your ads with the terms people are searching for.

2.1.22 PAY-PER-CLICK: a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.

2.1.23 PHYSICAL SECURITY: Actions that prevent the loss or damage of Government property.

2.1.24 QUALITY ASSURANCE: The government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.25 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

2.1.26 QUALITY CONTROL: All necessary measures taken by the Contractor to assure that the quality of an end product or service shall meet contract requirements.

2.1.27 QUALITY SCORE: an estimate of the quality of your ads, keywords, and landing pages.

Higher quality ads lead to lower prices and better ad positions in search results.

2.1.28 SITE RETARGETING: a method of serving ads to prospects who have previously interacted with your website.

2.1.29 SUBCONTRACTOR: One that enters into a contract with a prime contractor. The Government does not have privity of contract with the subcontractor.

2.1.30 UTM: an ‘Urchin Tracking Module,’ a link format used by Google to track clicks to a specific URL.

2.1.31 WORK DAY: The number of hours per day the Contractor provides services in accordance with the contract.

2.1.32 WORK WEEK: Monday through Friday, unless specified otherwise.

2.2 ACRONYMS:

AFARS Army Federal Acquisition Regulation Supplement AR Army Regulation AT/OPSEC Antiterrorism/Operational Security COR Contracting Officer Representative COTS Commercial-Off-the-Shelf

DA Department of the Army DFARS Defense Federal Acquisition Regulation Supplement DOD Department of Defense FAR Federal Acquisition Regulation GFP/M/E/S Government Furnished Property/Material/Equipment/Services IA Information Assurance IS Information System(s) KO Contracting Officer NCOIC Non-Commissioned Officer in Charge OCI Organizational Conflict of Interest ODC Other Direct Costs OIC Officer in Charge PII Personally Identifiable Information POC Point of Contact PRS Performance Requirements Summary PWS Performance Work Statement QA Quality Assurance QAP Quality Assurance Program QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Program TE Technical Exhibit

3.0 Services: The NYARNG Marketing Team will provide all digital graphics and videos to support completion of this PWS. This does not include ad text. The vendor will provide the ad text.

4.0 Contractor Furnished Property, Materials, and Equipment (CFP/M/E):

4.1 General: The contractor shall furnish everything required to perform these services as indicated in Paragraph 1.1.

5.0 Requirements: Provide a twenty-four (24) month digital advertising campaign consisting of the Google search network, Google display network, and YouTube, with fraud protection provided by Click Cease. First twelve (12) months will be base year. Second set of twelve (12) months will be option year one (1). It must utilize contextual targeting, demographic targeting, and site retargeting. The main demographic is 17-34 year olds.

5.1 Administrative Cost: Administrative costs related to creating and managing this deliverable should be formulated by the contractor and applied to CLIN(s) 0001 and 0003 of their quote

5.1.1 Ad Budget and Payment: The total monthly spend across all platforms will not exceed $6,000. This monthly spend is a not to exceed cost that will be paid monthly by the Government with proof of payment from the advertising sites referenced. Prospective contractors should include the ad budget of $6,000 per month it in their quote (CLIN(s) 0002 and 0004).

5.1.2 Click Fraud Prevention Software: Based on past NYARNG advertising experience, click fraud protection must be included for the duration of the campaign to help authenticate campaign traffic. It must track every click, taking into account IP, IP range, unique, and VPN to score the click and label it as authentic or fraudulent. It will automatically input the fraudulent IPS into the AdWords IP exclusion list. Prospective contractors should include the monthly or yearly fee for their preferred click fraud prevention software separately from their administrative and ad budget fees. This is a not to exceed cost that will be paid monthly by the Government with proof of payment from platform. Prospective contractors should include the software subscription fees in their quote (CLIN(s) 0005 and 0006)

5.1.2 Campaign Ownership: The contractor will create the campaign in an NYARNG owned Google Ads account. All campaign assets will be transferred to RRBN at the completion of the contract.

5.1.3 Location: All campaigns will be geo-targeted to run only within New York State. The Marketing OIC or NCOIC must be able to choose additional locations for increased ad spend within New York to geo-target based on address and radius size. The contractor must be able to exclude advertising from specific physical locations or website categories. This will begin before the campaign runs. These parameters may be updated at any time with a five day advance notice from the Marketing NCOIC.

5.1.4 Post Award and Quarterly Meetings: The vendor’s account representative will meet on-location at (25 Gibson St, Watervliet, NY 12189) with the Marketing OIC or NCOIC and associated staff to cover campaign strategy and goals within two weeks after contract being awarded, and four times per year (of which 2 meeting can by virtual means) thereafter for a total of nine (9) meetings during the performance of the contract.

5.1.5 Qualifications: The vendor must have documented success running advertising campaigns with at least five companies across New York State, and an additional five companies in Upstate New York. This ensures their familiarity with the market, population density, and experience supporting rural and urban areas to be able to successfully plan and execute a highly local campaign focused on lead generation and prospecting. Successful campaigns from other areas of the US will be considered in place of New York-based examples if the vendor can prove that the demographics of the campaign region match the demographics of the respective categories (Upstate and Statewide) mentioned above.

5.1.6 Initial competitive research report: At the in-person meeting the contractor will provide an overview of the pay-per-click advertising strategy of the U.S. Army (goarmy.com), National Guard (nationalguard.com), and Marines (marines.com). This will consist of current PPC ads, display ads, high-traffic key words, and overlapping keywords.

5.1.7 Initial Campaign Creation: Based on the competitive research report and in-person strategy meeting with the Marketing NCOIC, the contractor will create the digital advertising campaign.

Creative for the display ads and YouTube video placements will be provided by the Marketing NCOIC. Additional creative assets may be supplied by the Marketing NCOIC at the request of the contractor. The digital advertising campaign will be approved by the Marketing NCOIC prior to campaign start.

5.1.8 Live Analytics: All Google Ads campaign will be linked to a specified NYARNG Google Analytics account to provide live reporting to the Marketing NCOIC. Non-Google campaigns will be tagged with UTM parameters to monitor traffic and conversion rates. Conversion tracking will be implemented where possible. The Marketing NCOIC may request verification of campaign analytics from the advertising account itself with a one day advance notice.

5.1.9 Monthly Analytics Reporting: The contractor will provide monthly in-depth analytic reports at the campaign, ad group, and keyword level. It will include specific parameters (where applicable) such as total impressions, impression share, click share, and quality-score breakdowns.

5.1.10 Monthly Campaign Recommendations: The contractor will provide a monthly overview on the most effective (as defined by clicks and conversions) platforms, ad groups, ads, and keywords. They will submit a recommendation report on how advertising effectiveness and keyword quality score can be increased via conference call with the Marketing NCOIC.

5.1.11 Weekly Campaign Management: The contractor will modify the campaign on a minimum of a weekly basis to increase advertising effectiveness. This will consist of implementing the recommendations as outlined in the monthly campaign recommendations reports. Example actions include bid management, A/B testing, pruning low performing keywords, and budget management.

5.1.12 Campaign Modifications: The Marketing OIC or NCOIC may request modifications to any campaign parameter including keyword lists, ad copy, and budget allocation with a five day notice. Any requested campaign modifications will NOT mod the overall contract parameters in any way. Any changes to the contract that involve funding or period of performance MUST be approved by the Contracting Officer in advance via a written modification to the contract.

Performance Requirements Summary This Performance Requirements Summary includes performance standards. The Government will use these standards to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

PWS Paragraph Task Performance

Standard Acceptable Quality Levels

(AQL)

Surveillance Method / By Whom

5.0 Twenty-four (24)

month campaign targeting 17-34 year olds statewide

$6,000 monthly ad spend.

90% of monthly ad spend is met

Monthly Inspection – Marketing NCO will review paid invoices

5.1.1 Click Fraud

Prevention software included

Software is running for the duration of the campaign.

100% Monthly Inspection – Marketing NCO will review paid invoices

5.1.4 In-person

Marketing Meetings

Five (9) Total Meetings

100% Surveillance Method – in-person meeting with Marketing

NCO

5.1.6 Initial

Competitive Research Report

One (1) Pre- Campaign Research Report

100% Surveillance Method – in-person meeting with Marketing

NCO

5.1.9 Twenty-four (24)

monthly analytics reports via conference call

100% 100% Monthly Inspection – Marketing NCO will review reports to approve satisfactory campaign results

5.1.10 Twenty-four (24)

monthly campaign recommendation reports

100% 100% Monthly Inspection – Marketing NCO will have a conference call with vendor

The following have been modified:

52.212-2 EVALUATION--COMMERCIAL ITEMS (OCT 2014)

(a) The Government will award a contract resulting from this solicitation to the responsible offeror whose offer conforming to the solicitation will be most advantageous to the Government, price and other factors considered. The following factors shall be used to evaluate offers:

1. submits the lowest evaluated bid or offer, and

2. submits a bid or proposal that meets all the material requirements of the PWS included in this solicitation.

Vendors are required to include documentation supporting experience and capabilities supporting areas of similar population density and demographic to New York State including support of rural and urban areas similar to upstate New York and New York City. and

3. meets all the responsibility criteria at FAR 9.104

(b) Options. We will evaluate offers for award purposes by adding the total price for all options to the total price for the basic requirement. We may determine that an offer is unacceptable if the option prices are significantly unbalanced. Evaluation of options shall not obligate us to exercise the option(s).

(c) A written notice of award or acceptance of an offer, mailed or otherwise furnished to the successful offeror within the time for acceptance specified in the offer, shall result in a binding contract without further action by either party. Before the offer's specified expiration time, the Government may accept an offer (or part of an offer), whether or not there are negotiations after its receipt, unless a written notice of withdrawal is received before award.

(End of provision)

The following have been deleted:

PWS

(End of Summary of Changes)