2. PWS - Recruiting Campaign.pdf
PDF 127 KB Posted
- Attached to
- Recruiting Campaign
- Solicitation number
- W50S77-25-Q-0005
About this file
This Performance Work Statement (PWS) is for a recruiting campaign by the 147th Attack Wing of the Texas Air National Guard (TXANG), dated 5 Aug 2025. The primary objective is to develop a comprehensive optichannel marketing campaign targeting Airmen within 12-18 months of their Expiration Term of Service (ETS) to improve retention outcomes. The contractor will be responsible for executing a multi-channel retention marketing effort using digital and traditional media, including direct mail, email, SMS, and social media.
Key requirements include developing a microsite with personalized landing pages, creating a unique Personalized URL (PURL) and Personalized QR Code (PQR) for each Airman, and utilizing an Automated Marketing Platform (AMP) to personalize and track communications. The campaign will deliver at least four personalized emails, one SMS, and one direct mail postcard per Airman, with creative materials conforming to Air National Guard brand guidelines. The contractor must deploy the full campaign within 45 calendar days of receiving government materials, execute the campaign twice during the performance period, and provide monthly analytics reports tracking key performance indicators such as open rates, click-through rates, form completions, and survey responses.
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| File | Type | Posted |
|---|---|---|
| 3. SCA WD.pdf | ||
| 1. Combo W50S77-25-Q-0005.pdf |
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Text version
PERFORMANCE WORK STATEMENT
for Recruiting Campaign
147th Attack Wing
14657 Sneider Street
Houston, TX 77034
5 Aug 2025
1.0 General
1.1 Scope
The Contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary to perform marketing services as defined in this Performance Work Statement
(PWS).
1.1.1 Objectives
The objective of this PWS is to provide a comprehensive optichannel marketing campaign in support of the Texas Air National Guard’s (TXANG) retention mission. The Contractor shall provide services to engage current TXANG members approaching their Expiration Term of Service (ETS), generate retention leads, and offer a customized, trackable lead capture and nurturing solution. Services shall include campaign development, creative production, microsite deployment, personalized outreach, and data analytics to support TXANG leadership, recruiters, and marketing staff.
1.2 Background
The Texas Air National Guard seeks to improve retention outcomes by deploying targeted, data-driven marketing campaigns to Airmen within twelve (12) to eighteen (18) months of ETS. The TXANG requires the services of a contractor with demonstrated experience delivering retention marketing programs specifically for the National Guard. The campaign will use a combination of traditional and digital channels—including direct mail, email, SMS, and social media—along with personalized landing pages (PURLs), prefilled lead forms, and a retention intent survey to support outreach and conversion efforts. The campaign shall be fully deployable within forty-five (45) calendar days of receipt of required materials from the Government.
2.0 Requirements
2.1 The Contractor shall designate qualified personnel and resources to oversee campaign development, execution, and reporting.
2.1.2 The Contractor shall be capable of full campaign deployment—including creative production, platform configuration, microsite activation, and outbound messaging—within forty-five (45) calendar days of receiving all required Government materials and approvals.
2.2 Optichannel Marketing Campaign: The Contractor shall execute a multi-channel retention campaign using digital and traditional media to reach Airmen twelve (12) to eighteen (18) months from their ETS.
2.2.1 The Contractor shall deliver at least four (4) personalized emails, one (1) SMS, and one (1) direct mail postcard per Airman.
2.2.2 All direct mail shall include a Personalized URL (PURL) and Personalized QR Code (PQR) for advanced tracking.
2.2.3 The Contractor shall provide all printing and postage services for direct mail.
2.2.4 The campaign shall be executed twice during the period of performance and may target the same or updated contact lists.
2.3 Campaign Microsite: The Contractor shall develop and maintain a microsite to support campaign messaging, data collection, and engagement tracking.
2.3.1 The microsite shall include at least three (3) pages, featuring a personalized landing page accessed via a PURL, a lead capture and retention intent survey, and TXANG retention information.
2.3.2 Each PURL landing page shall be pre-filled with contact information and allow the Airman to update their details.
2.3.3 The microsite shall remain active for twelve (12) months from launch and support at least one (1) re-engagement cycle.
2.3.4 PURLs and PQRs shall be uniquely trackable, allowing TXANG to identify microsite visitors, including those who do not submit a form or survey.
2.4 Automation and Personalization: The Contractor shall utilize an Automated Marketing Platform (AMP) to automate, personalize, and track all outbound communications.
2.4.1 The AMP shall support scheduled delivery, personalization, retargeting, and analytics.
2.4.2 A unique PURL shall be assigned to each Airman across all outbound media.
2.4.3 Outbound content shall be personalized with the recipient’s name.
2.4.4 The AMP shall generate a propensity score for each contact based on engagement with media and microsite activity.
2.5 Creative Development and Branding Compliance: The Contractor shall produce campaign content in accordance with ANG branding standards and Government approval timelines.
2.5.1 All creative materials shall conform to current ANG brand guidelines.
2.5.2 All creative assets shall be submitted to TXANG for approval at least fourteen (14) calendar days prior to launch.
2.6 Analytics and Performance Tracking: The Contractor shall provide analytics and reporting to evaluate and improve campaign performance.
2.6.1 KPIs shall include open rates, click-through rates, SMS engagement, PURL visits, form completions, and survey responses.
2.6.2 Microsite visits shall be tracked, including anonymous visitors, and attributed to corresponding contacts.
2.6.4 Reports shall be submitted monthly; the performance dashboard shall remain continuously accessible.
Recognized Holidays: The following are recognized United States (US) holidays. The contractor shall not perform services on these days:
New Year’s Day: January 1st
Martin Luther King, Jr.’s Birthday
President’s Day
Memorial Day
Juneteenth National Independence Day: June 19th
Independence Day: July 4th
Labor Day
Columbus Day
Veteran’s Day: November 11th
Thanksgiving Day
Christmas Day: December 25th
End Performance Work Statement
| 1.0 General |
| 1.1 Scope |
| 1.1.1 Objectives |
| 1.2 Background |
| 2.0 Requirements |
| 2.1 The Contractor shall designate qualified personnel and resources to oversee campaign development, execution, and reporting. |
| 2.2 Optichannel Marketing Campaign: The Contractor shall execute a multi-channel retention campaign using digital and traditional media to reach Airmen twelve (12) to eighteen (18) months from their ETS. |
| 2.3 Campaign Microsite: The Contractor shall develop and maintain a microsite to support campaign messaging, data collection, and engagement tracking. |
| 2.4 Automation and Personalization: The Contractor shall utilize an Automated Marketing Platform (AMP) to automate, personalize, and track all outbound communications. |
| 2.5 Creative Development and Branding Compliance: The Contractor shall produce campaign content in accordance with ANG branding standards and Government approval timelines. |
| 2.6 Analytics and Performance Tracking: The Contractor shall provide analytics and reporting to evaluate and improve campaign performance. |
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