2. Statement of Work - Ad Space FY21.docx

Statement of Work For Advertising in Mall Network

FY 2022

Introduction:

The New York Army National Guard (NYARNG} Recruiting and Retention Battalion's mission is to sustain the NYARNG assigned End Strength FY22. This mission is fulfilled by implementing a marketing strategy that is based off of national campaigns and programs. Executing this strategy generates sufficient high quality leads in order to meet assigned Officer, Warrant Officer and Enlisted accession goals.

Background:

As outlined in our FY22 Marketing Plan; one of our primary areas of focus is the expansion of our advertising with targeted media outlets by using a third party company. This cost-effective campaign will produce quality leads to assist with achieving the end strength and accession mission of the NYARNG. Our campaign will address our three tenets of strength maintenance: Recruiting, Attrition Management and Retention.

Current:

NYARNG Marketing department does not have access to advertising in multiple Mall locations in New York City and surrounding areas.

Objectives:

Gain access to six (6) New York City Malls with 113 Screens total and 522,060 ads displayed in a four iterations of a four week period during peak shopping times during the year, a total of 16 weeks.

Requirements:

· The company accepting the contract must have access to advertising within at least 6 New York City area malls.

· Advertisements will be displayed starting 16 May 2022 and run through 04 September 2022, in a 16 week cycle.

· The advertisements would be in the following malls:

· Staten Island Mall - Staten Island, NY

· Westchester's Ridge Hill Mall - Yonkers, NY

· Queens Center - Elmhurst, NY

· Galleria at White Plains - White Plains, NY

· The Mall at Bay Plaza - Bronx, NY

· Westfield Sunrise Mall - Massapeque, NY

· Screen sizes for each mall is:

· Staten Island Mall - common area floor mount (portrait) 1080 w x 1920 h in pixels

· Westchester's Ridge Hill Mall - common area floor mount (portrait) 1080 w x 1920 h in pixels

· Queens Center- common area and food court aerial (side by side) 1920 w x 1080 h in pixels

· Galleria at White Plains - common area floor mount (portrait) 1080 w x 1920 h in pixels

· Galleria at White Plains - food court aerial (side by side) 1920 w x 1080 h in pixels

· The Mall at Bay Plaza –

· common area and food court aerial (landscape) 1920 w x 1080 h in pixels

· common area Spectacular LED screen aerial (landscape) 1408 x 320 h in pixels

· Westfield Sunrise Mall - common area floor mount (portrait) 1080 w x 1920 h in pixels

• All work will be completed at the direction of 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 cost of the paper advertisement to be placed.

Assumptions:

• All ads will be designed by the NYARNG Marketing Department.

• Advertisements will be on display starting 16 May 2022 and run through 04 September 2022; four iterations of a four-week period during peak shopping times during the year, a total of 16 weeks.

• Key personnel will be available during normal business hours to have maximum effectiveness.

• Ads will be placed during summer months and late fall when mall traffic is high for maximum visibility.

Technical Scope of Work:

• Total of 522,060 ads will be placed strategically in 6 malls.

• Placement will be in high visibility areas.

• Ads will be displayed four iterations of a four week period during peak shopping times during the year, a total of 16 weeks.