20251218_Performance_Work_Statement_.pdf

Performance Work Statement (PWS) For: Branded Merchandise Procurement Services Requiring Activity: West Point Directorate of Admissions (DAD) Date: 18 December 2025

1. Scope This Contract defines the terms under which Contractor will design, acquire, package, and distribute personal presentation items (“Kits” or “Packages”) for the United States Military Academy (USMA) Admissions Directorate to support recruitment, outreach, and engagement operations in alignment with the comprehensive marketing plan.

This agreement encompasses a full-service contract to include the fulfillment of branded, mission-aligned materials to enhance awareness, engagement, and conversion across all admissions activities and candidate touchpoints.

2. Objectives Contractor performance under this Contract will directly support the following USMA Admissions objectives:

1. Improve Awareness and Increase Positive Perceptions of West Point by providing high quality branded products.

2. Support Regional Commanders (RC), Regional Outreach Officers (ROO), and Field Force (FF) operations year-round through provision of individual and packaged items designed for candidate awareness and conversion (application initiation).

3. Improve Product Distribution by leveraging “ship-to-user” fulfillment for off- installation or field-hosted admissions events.

4. Optimize Return on Investment (ROI) through item selection calibrated to audience type, event purpose, and phase within the admissions cycle to ensure maximum impact per dollar.

5. Maximize Product Quality and Branding Integrity by ensuring all materials reflect USMA’s standards for professionalism, durability, and brand alignment at competitive pricing.

3. Scope of work

3.1. Essential Contractor Capabilities

Contractor shall have the following competencies as part of performance:

Consulting Expertise: Extensive experience providing higher-education admissions consulting on branded merchandise, providing USMA Admissions market leading advice on product mix to maximize visibility, brand perception, and applicant yield.

Direct Fulfillment: Demonstrated capability and experience providing on-demand, direct-to-recipient shipping of packages for admitted applicants and event kits to event sites.

Online Portal Management: Demonstrated capability to design, implement, and manage user-friendly online ordering portals for admissions personnel to order products, kits, and materials to event locations.

Custom Branding: Demonstrated ability and experience in providing branded packaging for high-education institutions, providing USMA with recruiting event & tour kits in branded packaging.

Personalization: Demonstrated ability and expertise in providing audience-specific merchandise personalization (e.g., name, program, cohort identifiers, etc.) in a higher-education context.

Quality Assurance: Expertise in managing supplier relationships and enforcing inspection standards to ensure USMA receives quality, durable, and brand appropriate items.

3.2. Deliverables

Objectives: The guiding objectives of these kits and packages are to increase positive perceptions of West Point; increase the rate at which students apply, complete applications, and accept offers of admission; and increase awareness of West Point through the display/use of the items.

Kit & Package Item Selection: The contractor shall recommend items for inclusion in each kit and the final decision on which items are included in each kit will be determined in consultation with USMA Admission staff. USMA Admissions will have the option to change the specific items in each kit/package up to two (2) times annually, keeping the per-unit kit/package price at or below the contracted kit/package unit price. The same item(s) may appear in multiple kits/packages as appropriate.

Bid Evaluation: Entities bidding for this contract shall propose items to be included in each kit or package and include 1) the per unit price (item, kit, or package as appropriate) for each recommendation 2) rational for how these items meet USMA Admissions objectives

3) samples of each product for evaluation. The samples do not need to be branded for West Point but should be examples of branded items the bidder has previously provided for other higher-education institutions.

1. Campus Tour Package:

Quantity: no less than 1000 and up to 1,500 annually, one (1) per admissions tour participant

Description: Assortment of West Point branded items in West Point branded packaging for students attending a USMA admissions tour.

Delivery Method: In bulk to the USMA Directorate of Admissions warehouse twice annually.

2. Overnight Tour Package:

Quantity: no less than 300 and up to 420 annually, one (1) per overnight tour participant

Description: Assortment of West Point branded items in West Point branded packaging for students attending a USMA overnight tour. This package should be similar to the admissions tour package, but with 1 or 2 additional items appropriate for high quality applicants.

Delivery Method: In bulk to the USMA Directorate of Admissions warehouse twice annually.

3. College Fair Kit:

Quantity: 50 annually

Description: Each kit will provide give-away items for 50 college fair attendees.

Items in these kits will conform to the standards for NACAC College Fairs.

Delivery Method: In bulk to the USMA Directorate of Admissions warehouse (30%) and direct to event locations in the United States (70%). For direct to event delivery, the contractor will provide online portal for admissions officers to request kits or will have a system for receiving requests that integrates with the Slate CRM. The contractor will arrange delivery of the kits to the event location if they receive at least ten (10) days’ notice.

4. West Point Hosted Admission Event Kit:

Quantity: 400 annually

Description: Each kit will provide give-away items for 30 West Point admission event attendees.

Delivery Method: A mix of in bulk to the USMA Directorate of Admissions warehouse (30%) and direct to event locations in the United States (70%).

For direct to event delivery, the contractor will provide online portal for admissions officers to request kits or will have a system for receiving requests that integrates with the Slate CRM. The contractor will arrange and pay for delivery of the kits to the event location as part of this contract if they receive at least ten (10) days notice.

3.3. Other Contractor Obligations:

Contractor shall designate a single project manager to serve as the primary point of contact for USMA.

Contractor shall participate in a monthly status meeting to review performance, inventory, timelines, and issues, providing at that meeting a report on order volumes, inventories, and issue resolutions.

Contractor shall arrange and pay for shipping of all deliverables as part of this contract. Shipping shall be coordinated through the USPS, FedEx, UPS, or other shipping providers agreed to by USMA.

Contractor shall maintain a 95% compliance rate for meeting shipping timelines. The contractor will not be held responsible for delays caused by third party shipping providers (USPS, FedEx, UPS, etc.).

Contractor shall respond promptly to and keep USMA informed on issues that interrupt or delay delivery of products to applicants, events sites, or USMA’s warehouse.

4. Period of performance

Base Period: One (1) year from the date of award, with two (2) option years.

Start Date: ASAP

5. Government Furnished Information

USMA Admissions will provide West Point logos, crests, etc. in the proper electronic format for inclusion in branded merchandise designs and final products.

6. Place of Performance No onsite performance is required at USMA. Consulting meetings & correspondence can be conducted through electronic means from the contractor’s place of business. Product delivery as specified in paragraph 3.