47QDCB21R0002 Att 5 sample Task Order SOW 2021-10-25.docx

Solicitation # 5TP57100245

2022 SAMPLE TASK ORDER

Solicitation 47QDCB21R0002 Attachment 5

STATEMENT OF WORK

A procurement by the U.S. General Services Administration Region 5 Contracting Division on behalf of

CLIENT AGENCY:

General Services Administration (GSA) GSA National Marketing and Communications Division (NMCD) Chicago, Illinois

PROJECT TITLE:

Sample Marketing Task Order Ad Creative, Video, Digital Development, Media Plan, Execution, Management and Reporting

PROJECT NUMBER(S):

TBD

This requirement is being solicited as a Task Order under the Marketing Services IDIQ Contract 47QDCB21Dxxxx

Task Order Solicitation Numbers: 47QDCB21QXXXX

NAICS 541810 Advertising Agencies Product Service Code R701 Management Support: Advertising

ORIGINAL VERSION DATED

19 October 2021

Post Award Document Revision History

Contents

1. INTRODUCTION

1.1 Requiring Organization Mission

The customer and recipient of all work performed under this contract order is the GSA National Marketing and Communications Division (NMCD) located at 230 South Dearborn Street, Chicago, IL 60604.

The GSA Federal Acquisition Service (FAS), National Marketing and Communications Division (NMCD) is responsible for managing marketing initiatives to increase the public’s awareness of various products and programs being offered or promoted by federal government civilian and military agencies and by state and local government entities. To fulfill its mission, NMCD procures graphic design services, marketing plan development support, and print and online media space. All design services acquired through NMCD follow established GSA graphic design standards.

1.2 Procurement Objective

The purpose of this procurement is to develop a multi-media marketing campaign which supports the Information Technology product category (ITC) which is managed by GSA as part of the government’s category management initiative. An explanation of GSA’s Information Technology Category (ITC) initiative is described in Paragraph 1.4, below.

1.3 Scope

To perform this work, the Contractor shall develop and execute a multi-media advertising plan that includes the creation, purchase, placement, and monitoring of digital and/or print advertisements for the ITC Program. Specific performance objectives are provided in Section 2B, below.

1.4 Background

GSA’s Information Technology Category (ITC) holds the largest federal technology and telecommunications contracts and offers a full suite of information technology (IT) and telecommunications products, services, and solutions from highly qualified industry partners. ITC’s pre-competed IT contracts enable faster acquisition, Federal Acquisition Regulation (FAR) compliance, and lower prices that provide with savings to federal, state, local, and tribal government organizations.

ITC offers a full range of IT and telecommunications products and services that are offered through pre-competed contracts, which saves buyers time and money. ITC offers flexible and innovative solutions for complex IT projects that include products, systems, services, and support.

Core areas of focus of ITC are the following.

IT Services (i.e. Cloud) IT Hardware (i.e. Desktops/Laptops) State and Local Cooperative Purchasing for All IT Products/Services IT Security (Cybersecurity) Telecommunications (Enterprise Mobility) IT Software

For more information on ITC, See https://www.gsa.gov/portal/category/21188

1.5 Applicable Documents, Definitions, Abbreviations & Acronyms The documents (i.e., certifications, specifications, standards, policies, and procedures), current at time of contract/order award, identified in the list below, are incorporated with the same force and effect as if provided in full text. Succeeding revisions may be substituted or incorporated as required with full notice and disclosure to the contractor. The Government will provide access to available documents and technical information as required and upon contractor request, if not available via a hyperlink within this SOW.

1. Applicable Document - None Applicable for this action.

2. Definitions, Abbreviations & Acronyms

General Definitions CO – Government Contracting Officer COR – Contracting Officer’s Representative (See Section 15, below) FTE – Full Time Equivalent, the number of labor hours equal to those that would be worked by one employee in a year. For this procurement action 1960 hours is considered an FTE.

CPARS – Contractor Performance Assessment Reporting System – This is a system that generates reports that are created by the government evaluators to document contractor performance.

Normal Workweek - A workweek is 40 hours.

Overtime - Time worked by a contractor’s employee in excess of the employee’s normal workweek. (Note: Premium pay is not authorized under this task order for overtime work.)

Quality Assurance - A planned and systematic pattern of all actions necessary to provide confidence to the government that adequate technical requirements are established; products and services conform to established technical requirements; and satisfactory performance is achieved. For the purpose of this document, Quality Assurance refers to actions by the government.

Quality Assurance Personnel (QAP) - A functionally qualified government person(s) responsible for surveillance of contractor performance and providing communications to the contractor(s) and PCO.

Quality Assurance Surveillance Plan (QASP) - A plan detailing the contract surveillance procedures and containing the Objectives, Measures and Expectations that will be used to evaluate contractor performance of the SOW objectives.

Quality Control - Those actions taken by a contractor to control the production of outputs to ensure that they conform to the contract requirements.

TO – Task Order

Technical Definitions Ad Creative – An ad or set of ads for a campaign is often referred to as "the creative."

CTR - Click Through Rate - The percentage of people visiting a web page or open an email who access a hypertext link to a particular advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.

CPC – Cost per click the amount paid to a website owner or publisher each time a visitor to the website clicks on an advertisement displayed on the web page.

Day Parts – This refers to the parts of day during which time an ad will be displayed on the internet. Day Parts fall into the following nine time periods.

Internet (both weekdays and weekends):

(1) Morning (M-F): 7:00 a.m. to 9:00 a.m.

(2) Daytime (M-F): 9:00 a.m. to 4:30 p.m.

Early fringe (M-F): 4:30 p.m. to 7:30 p.m.

Prime time access (M-Sat): 7:30 p.m. to 8:00 p.m.

Prime time (M-Sat): 8:00p.m to 11:00 p.m.

Prime time (Sun): 7:00 p.m. to 11:00 p.m. (7) Late news (M-F): 11:00 p.m. to 11:30 p.m.

Late fringe (M-F): 11:30 p.m. to 1:00 a.m.

Late night (M-Sun): 1:00 a.m. onwards.

Impressions – The number of impressions of a particular advertisement is determined by the number of times the particular page is located and loaded. If it is randomly generated, then it is the number of times the particular ad appears from the random generator. An impression is an estimate of the number of people a particular advertisement is reaching and may be counted in different ways depending upon the way the ad is situated on the page, as well as the number of times the web page, upon which the ad appears, is shown.

Insertion Orders (I/Os) – Insertion Orders are legally binding documents that will serve as proof of media purchases.

Materials Close Dates – Materials Close Dates are the final dates by which artwork, video or audio material must be received by the media outlet for it to appear in the desired issue or time slot.

Suppression List – The suppression list is a list of suppressed e-mail addresses used by e-mail senders to comply with the CAN-SPAM Act of 2003 (United States of America). CAN-SPAM requires that senders of commercial emails provide a functioning opt-out mechanism by which email recipients can unsubscribe their email address from future email messages. The unsubscribed email addresses are placed into a "suppression list" which is used to "suppress" future email messages to that email address.

2A ADMINISTRATIVE OBJECTIVES AND REQUIREMENTS

2A.1 General Performance Requirements 2A.1.1 Resources It is the Government’s objective to rely upon Contractor resources to perform this requirement. To meet this object, the Contractor shall furnish or provide all personnel, personnel management and supervision, all related internal supporting business functions (including background and “overhead” personnel), materials, supplies, equipment, and facilities to perform the full range of services required by this SOW. Exceptions shall include government furnished items or data if so stipulated in Section 7, below.

2A.1.2 General Communication It is the Government’s objective that the Contractor maintain regular and direct interface with the Contracting Officer (CO); the Contracting Officer’s Representative (COR), and other identified Government representatives. The contractor shall not contact nor take direction from unauthorized Government representatives, under any circumstances.

2A.1.3 Identification of Employee Affiliation In compliance with FAR 37.144(c), contractor employees shall avoid creating an impression in the minds of members of the public or Congress that they are Government officials by taking the following measures.

All contractor personnel shall be required to wear Government-approved or provided picture identification badges so as to distinguish themselves from Government employees when working at the Government site.

Additionally, the contractor shall comply with all visitor identification requirements when visiting the Government site.

When conversing with Government personnel during business meetings, over the telephone or via electronic mail, contractor personnel shall identify themselves as such to avoid situations arising where sensitive topics might be better discussed solely between Government employees.

Contractors shall identify themselves on any attendance sheet or any coordination documents they may review.

Electronic mail signature blocks shall identify their company affiliation.

Where practicable, contractors occupying collocated space with the Government should identify their work space area with their name and company affiliation

2A.1.4 Business Relations A primary element of project success is the business relationship between the contractor and Government representatives. It is the Government’s objective that a successful business relationship be maintained. The Contractor shall contribute to meeting this objective by making every effort to establish and maintain clear and constant communication channels with the Government authorized representatives for the purpose of:

Promptly identifying SOW and/or business relationship issues of controversy and the bilateral development and implementation of corrective action plans.

Ensuring the professional and ethical behavior of contractor personnel.

Maintaining effective and responsive subcontractor management (if applicable).

Ensuring the contractor support team is fully aware and engaged in strengthening the interdependency that exists between the contractors and their Government counterparts.

Facilitating contractor–Government collaboration for continuous improvement in performing SOW tasks, reducing risks and costs, and meeting the mission needs.

Providing meaningful feedback during discussions about project execution, when required.

2A.1.5 Contractor Response The contractor shall ensure prompt response to Government inquiries, requests for information or requests for contractual actions.

2A.1.6 Professional Appearance It is the Government’s objective that all personnel involved with this project present a professional appearance. To meet this object the Contractor personnel shall present a neat and professional appearance appropriate to the work being performed at all times when interacting with Government representatives, working in Government facilities, or representing the Government at meetings or before third parties.

2A.1.7 Team Continuity and Employee Retention The Government recognizes the benefits in maintaining the continuity of contractor team members. These benefits include but are not limited to retention of corporate knowledge, minimizing contractor familiarization, maintaining/increasing performance levels, schedule adherence and preserving organizational interfaces developed over time. These benefits also accrue to the Contractor. Within the context of effective and efficient personnel management, the Contractor shall take reasonable and appropriate steps to retain the qualified employees staffed against this contract to maintain continuity and performance while effectively reducing costs borne by the Government.

2A.2 General Meeting Requirements The contractor shall participate in the following meetings. Nothing discussed in any meetings or discussions between the Government and the contractor shall be construed as adding, deleting, or modifying the contractual agreement without written authorization from the Contracting Officer.

2A.2.1 Initial Business/Kickoff Meeting Within 3 business days following the contract/order award (or other time mutually agreed between the parties), the contractor and its key personnel shall meet with the GSA CO, GSA COR, and other identified Government representatives to ensure a common understanding of the requirements, goals, expectations, end products, and objectives of the contract/order. The contractor shall discuss the overall understanding of the project and review the background information and materials provided by the Government. Discussions will also include the scope of work, deliverables to be produced, how the efforts will be organized and project conducted; assumptions made/expected end results. A concerted effort shall be made to gain a thorough understanding of the Government expectations. However, nothing discussed in this or in any subsequent meetings or discussions between the Government and the contractor shall be construed as adding, deleting, or modifying any contract/order requirements, including deliverable specifications and due dates. The contractor shall also address the status of any issues that will affect contractor start-up/ramp-up toward achieving full service/support capability. The contractor will be responsible for taking minutes of this meeting. This meeting can be held at either the Contractor’s or Government’s location, as appropriate.

2A.2.2 Ad hoc Technical / Work Status The contractor shall, if requested by the Government, participate in monthly status meetings or ad hoc technical meetings at a mutually agreeable time and place to discuss tasking, work progress, technical problems, performance issues, or other technical matters. During these meetings the contractor shall at least provide accomplishments, problems and issues, and planned actions. The contractor shall take minutes of these meetings and include them in the Monthly Status Report. These meetings will occur at a time and place mutually agreed upon by the parties.

2A.2.3 Contract Administration Meetings The CO may require the authorized contractor representative to meet or participate in a teleconference with authorized Government personnel as often as deemed necessary to discuss performance or administrative issues. The contractor may also request a meeting with the CO when deemed necessary. The content of meetings shall be documented in writing, as agreed between the parties. Minutes shall be approved by both parties and shall be included in the Government contract file.

2A.3 Program / Project Management Requirements 2A.3.1 General Program / Project Management Requirements The contractor shall be solely responsible for managing the work performed in the execution of the contract/order. This includes the responsibility to:

Assign appropriate resources to each task.

Maintain clear organizational lines of authority.

Ensure effective task management and administration, following the requirements set forth in the SOW.

Maintain the personnel, organization, and administrative control necessary to ensure that the work delivered meets the specification requirements.

Establish and use proven policies, processes, analyses, and best practices.

The contractor shall be fully responsible for management, control, and performance of any subcontractor used in support of the contract/order. Use of a subcontractor on the contractor’s team shall not relieve the prime contractor of responsibility nor accountability in the execution of the contract/order

Additionally, the contractor shall:

Bring problems or potential problems affecting performance to the attention of the CO as soon as possible.

Notify the COR, CO, and other identified Government representatives immediately of any projected, anticipated, or known delays that may impede contactor performance.

When requested, deliver written reports to the CO to memorialize all verbal reports.

Provide, in writing, the results of all meetings in which proposals are put forth that have the potential for affecting and/or changing contract agreements, requirements or conditions, and these shall be brought to the attention of the CO.

2A.3.2 Phase-In Support – Note Applicable 2A.3.3 Phase-Out Support – Note Applicable

2A.4 Subcontract Management The Contractor shall be fully responsible for management, control, and performance of any Subcontractor used on this contract. If a Subcontractor is being used, the Prime Contractor must inform the Government. Use of a Subcontractor on the Contractor’s team shall not relieve the Prime Contractor of responsibility nor accountability in the execution of this contract/order.

2B TECHNICAL OBJECTIVES

To perform this work the contractor must be able to perform the following functions: updating/creating, planning, executing/purchasing, managing/administering, tracking, analyzing and reporting and recommending improvements, and participating in report-out meetings for this Information Technology Category (ITC) media campaign.

2B.1 Objective 1 – Ad and Media Development (Ad Creative) To meet this objective, the Contractor shall develop all media for the Information Technology Category (ITC) as listed below.

1.1 – General Guidelines for Design Services GSA’s branding design standards must be followed. They will be provided to the Contractor post award.

Additional communication and coordination with GSA representatives may be necessary to obtain additional information such as logos, items to be photographed, and other graphic elements. All proofs and electronic files should be sent to the attention of the GSA Project Manager/COR.

1.2 – Review Process and Ad Revisions GSA reserves the right to provide feedback, make comments, and suggest revisions or alterations after the submission of the first draft, submission of the second draft, and submission of the third draft of an ad creative for the fixed price quoted by the Contractor, GSA will critique and submit feedback to the designs for all revised/refreshed creative assets after initial concepts for both refreshed and new creative assets. The vendor will make adjustments per the feedback.

GSA will compile all changes from differing internal GSA clients/ stakeholders. All edit or ad modification requests and comments will always be provided to the Contractor in writing, which include pictorial, graphic and text edits.

It is the vendor’s responsibility to perform all necessary proofreading to ensure all proofs are in conformance with the submitted copy and Government requested alterations. No additional production time or costs will be allowed for revised proofs due exclusively to Contractor errors.

GSA must modify the task order for any additional proofing rounds requested by GSA beyond the three rounds described above. The Contractor must NOT proceed with additional proofs without first receiving a task order modification signed by the Government Contracting Officer.

1.3 – Specific Ad Creative Requirements Objective 1a: Native Content on LinkedIn To meet this objective, the Contractor shall -- Develop content for daily posting with a month’s worth of content upfront. GSA will provide licensed images for these ads. Note: The Contractor will be responsible for all execution, A/B testing and tracking and reporting performance per Technical Objective 4, below.

Objective 1b: Use of Display Ads on Select Outlets To meet this objective, the Contractor shall -- Resize or revise, as necessary, GSA furnished digital display welcome banner ads.

Create/Revise up to 20 new welcome ads to promote ITC products/services and ITC events for focus areas, which will be run between January 2022-December 2022.

Note: GSA will provide approximately $400,000.00 for media placement costs.

Note: The Contractor will be responsible for tracking performance throughout the campaign and will install any and all tracking codes needed on respective websites. The monthly reports and dashboards will be due no later than the 15th of each month per Technical Objective 4, below.

Display Ad Media Channels Consider the following media outlets for display ad advertising:

GCN.com Defense News.com Army Times.com Navy Times.com Federal Times.com Linkedin Google

This is not an exclusive list of channels and this may be reduced or expand as determined by GSA.

Objective 1c: Develop Short Videos & Post To meet this objective, the Contractor shall -- Develop videos and content in partnership with GSA to produce 15 videos. (not to exceed 5 minutes in length per video). Videos will be uploaded on various websites or YouTube channels as needed.

NOTE: The Contractor will be responsible for reporting efficacy of posting metrics in the monthly report per Technical Objective 4, below.

Objective 1d: Paid Search on Google (85%) and Bing (15%) To meet this objective, the Contractor shall -- Use key search terms provided by the Government, identify new target parameters, and develop proper ad language for twelve ads.

NOTE: Setting up the campaigns shall be performed and price in Objective 2, tracking initial performance and tweaking to capture best performance shall be performed and priced as set forth in Objective 3, and tracking and reporting performance shall be performed and price in Technical Objective 4, below.

NOTE: Efforts and funds are to be split with 85% towards Google and 15% towards Bing.

Objective 1e: Digital Ad Creation To meet this objective, the Contractor shall -- Develop new digital welcome ads and content in partnership with GSA. The Contractor shall produce 20 new ads, each in three sizes, to be posted on various websites/media channels as needed.

NOTE: The Contractor will be responsible for reporting efficacy of postings in the monthly report per Technical Objective 4, below.

Objective 1f: Develop product specific infographics, gifs or other stable graphic media To meet this objective, the Contractor shall -- Develop up to 15 infographics, gifs or other stable graphic media for the ITC category based on planning discussions between contractor and the Government representative. The Contractor shall produce the creative media in any format necessary to execute placement on various media channels or GSA websites.

1.4 – Ad Creative Final Deliverables (also see Section 4.4) For the any set of creative developed or revised, the following are required including files adapted to multiple media channels:

Two copies of final CD-ROM or DVD with editable electronic files via Google Drive.

One CD-ROM or DVD (both high and low resolution) and low-resolution JPG image of ads and editable electronic files via Google Drive.

One CD–ROM or DVD with all stock photography/graphics utilized and electronic files via Google Drive.

PLEASE NOTE: All electronic media MUST be labeled with name of project, project number, and date.

2B.2 Objective 2 – Develop Media Plan To meet this objective, the Contractor shall develop a digital media plan that accounts for each ITC area of focus.

Vendor will recommend media channels that will:

Deliver the best results for the allotted budget.

Best align with the specified target ITC audiences;

Include strategic use of Welcome ads, Paid email and Linkedin Sponsored Posts to reach federal IT influencers by demographics such as industry and job title.

For media planning purposes the timeline for this campaign is estimated to be from January 1, 2022 through December 31, 2022.

GSA and the Contractor may reserve the right to reallocate the budget as needed across channels to increase results.

DELIVERABLES FOR DEVELOP MEDIA PLAN FINAL

Deliver approved media plan with insert dates and specifications including research, placement and size specifications for each media property point of contact, insertion dates and outline of timing and quoted cost.

Channels Please consider these media outlets for advertising:

GovConWire.com ExecutiveGov.com ExecutiveBiz.com Defense News.com WTOP.com Meritalk.com MilitaryTimes.com Linkedin Google Bing YouTube GCN.com Army Times.com Navy Times.com Federal Times.com

This is not an exclusive list of channels and this may be reduced or expand as determined by GSA or recommended by the Contractor.

2B.3 Objective 3 – Execute Media Plan (Purchase and Manage Media) To meet this objective, the Contractor shall execute the ITC media plan, as approved by GSA. The Contractor shall manage the cost allocation for all aspects of the plan.

3.1 – Ad Purchases Purchase and manage LinkedIn sponsored posts per approved media plan and GSA direction;

Purchase and manage monthly sponsored 3rd party paid emails per approved media plan and manage the cost allocation;

Purchase and manage banner ads per approved media plan and manage the cost allocation.

Purchase and manage any other media channels determined by GSA and manage the necessary cost allocation.

3.2 – Specific account management tasks Specific account management tasks shall include:

Function as single point of contact and liaison.

Process Vendor’s invoice to GSA by tracking CLIN task to contract.

This item accounts for the vendor’s administration for insuring ads are run per order and reporting data back to GSA. Specifically, the vendor will provide media execution and program management services to manage all aspects of media execution and placement.

Note: for emails, Add the GSA COR to Linkedin Sponsored Updates, LinkedIn InMail or other channels used in the plan

3.3 – Ad Insertion Orders Deliver Ad Insertion Orders to each outlet as approved in the final media plan by doing the following:

The insertion orders will be completed 3 business days after the approval of the ad creative and content.

The Contractor will invoice GSA when the insertion orders (I/Os) are cut. The I/Os are legally binding documents and will serve as proof of purchase.

Ad creative will be distributed to the appropriate media outlets by the materials close dates.

Specific media buying tasks shall include -- Create insertion order for ads, detailing instructions on size, positioning placement, cost, etc.

Proofread all insertion orders for accuracy.

Indicate which dayparts are used when reporting results

2B.4 Objective 4 – Track Metrics and Submit Reports To meet this objective the contractor shall track and analyze campaign ad performance and provide the results in the reports listed below.

Sub-Objective 4.1 – Tracking Requirements To meet this objective, the Contractor shall – Set up tracking urls for digital media ads in GSA Google Analytics Platform Develop and execute ongoing A/B split tests with GSA input to optimize results via test when optimal/possible, and monitor Click Through Rate (CTR) and performance to achieve optimal CTR.

Set up Unique Google Tracking URLs in Google Analytics Monitor Google Analytics for technical tracking issues or broken links. Monitor metrics to optimize ads and emails Track by geographic area and device.

Track unqualified and unproductive clicks and make recommendations on campaign changes to help eliminate them.

Recommend pausing underperforming ads and launch new test variation if necessary to increase CTR.

GSA will provide job titles and targeting insight for each focus area (emails and LinkedIn). The Contractor will test different targeting and exclusion options using job titles, seniority level, and industry options to produce qualified leads at lowest CPC.

Assess the overall campaign costs by tracking cost vs. response for the duration of the campaign and make optimization recommendations in monthly reports.

Campaign Goal: Maximize the number of registrants for webinar or content download via digital advertising, 3rd party email blasts, LinkedIn InMails or LinkedIn Sponsored ads.

Sub-Objective 4.2 – Weekly Ad Metrics Status Report The Contractor shall provide the Government with a weekly update of ad performance based on the ad goal metrics. The Contractor shall send the report via email to the GSA Project Manager/COR every Monday morning by 12pm CT containing the following:

Confirmation that all campaign metrics are appropriately pulling the data, OR A notice and explanation of any issue with the campaign metrics not appropriately pulling data.

Random visuals of ads

Specifically, the report shall address any poor ad performance and make recommendations for improving ad performance, including suggested keywords where appropriate.

Since this is a very high-profile project, due to its scope and dollar-value, the Government needs to ensure that the metrics are constantly being monitored and that the systems are appropriately pulling the data.

Sub-Objective 4.3 – Monthly Ad Campaign Metrics Reports The Contractor shall track, analyze, and report ad performance. The Contractor shall prepare and deliver a monthly campaign metrics report. This report shall incorporate, or provide as an attachment, the Google Analytics Report of the ad metrics (described below). The Contractor shall present the ad data by ad category and by geo-target metro area.

The report shall contain the following information.

All ad tracking and performance data for which goals and metrics have been established.

An analysis of the ad performance data and include the Contractor’s recommendations for improving ad performance.

A presentation of the cost assessment of ad performance.

A list of the keywords that are being used and their level of effectiveness.

Random samples of ads Provide and update and results of any consulting work.

4.3.1 - Track Ad Metrics and Provide Post Ad Analysis The Contractor shall use the Google Analytics & Reports reporting tool to capture ad information and present that information to the Government. Reports via Google Analytics & Reports will consist of monthly ad results showing the following information for each of the ad types shown in Objective 1, above.

1. LinkedIn/Digital Ads number of total impressions; Email number of total sent

2. Number of total clicks to registration page;

3. CTR greater than.05% (clicks/impressions ratio);

5. Monthly number of conversions [registrants Tracking URL; downloads for content];

Note: Conversion is defined as registering with email address for content download, webinar/event from trackable digital media tactic)

4.3.2 - Cost Assessment The Contractor will assess and report the overall campaign costs by tracking cost vs. response for the duration of the project (30 Days following award through task order completion).

The report will be delivered on the 15th of each month as part of the Monthly Ad Campaign Metrics Report, starting 30 days after the initial launch.

The report will include the total media cost for the period being reported (i.e, online media costs summed to total media costs).

4.3.3 - Sample Ad The report will include random samples of the actual ads that are placed.

4.3.4 - Questions and Concerns Should the Government have any questions or concerns regarding the information in the monthly report these will be provided to the Contractor in writing. The Contractor shall attend a report-out meeting with Government representatives at a mutually agreeable time to answer the Government’s questions and address its concerns.

Sub-Objective 4.4 – Final Ad Campaign Metrics Summary Report The Contractor shall prepare and deliver a final ad campaign metrics summary report of ad performance. This report shall be a compilation of all the monthly reports and shall provide the analyses, conclusions and recommendations for improvement in ad performance based on the results of the entire ad campaign.

Sub-Objective 4.5 – Update Reporting Dashboard The contractor shall update reporting dashboard for strategic media management and support. The dashboard shall be capable of displaying the media tracking data, reporting the ad metrics, and performing ad post-analysis. Data on the dashboard will be updated on a monthly basis. The reporting dashboard will be established at the beginning of Task Order based on campaign tactics. The dashboard will be used in monthly reporting to assess individual tactics and make recommendations to optimize ad performance, where appropriate. The dashboard will include digital ad performance metrics and data from the following sources: Google AdWords, Google Analytics, LinkedIn, Facebook, and Social Media.

3. QUALITY

Both the Contractor and the Government have responsibilities for providing and ensuring quality services, respectively.

3.1 Contractor Quality Control Plan (QCP) (not required)

Although a Contractor Quality Control Plan is not required for this task order, this does not relieve the Contractor from its responsibility to monitor performance and ensure a high degree of product and service quality.

3.2 Performance Based Requirements - Service Level Agreement (SLA) - Not Applicable

3.3 Government Quality Assurance Surveillance Plan (QASP)

The Government will periodically evaluate Contractor performance under this contract / order in accordance with the attached Quality Assurance Surveillance Plan (QASP). The purpose of this evaluation is to ensure that Contractor performance meets Government requirements. The Government reserves the unilateral right to change the QASP at any time during contract performance provided the changes are communicated to the Contractor by the effective date of the change. The QASP along with the included “Surveillance Objectives, Measures, and Expectations” describes the evaluation procedures, SOW items to be evaluated, and the measures against which performance will be evaluated. The Government reserves the right to review services to be provided, including those developed or performed at the contractor's facilities, to determine conformity with performance and technical requirements as prescribed in the applicable inspection clause (see Paragraph 9.14, below). The evaluation results will be documented in the Contractor’s CPARS (Contractor Performance Assessment Reporting System) report. The QASP is provided as an attachment to this SOW.

4. DELIVERABLES

4.1 Contractor Submission

Deliverables shall be provided at the time, in the format, and to the addressee(s) as designated in the table, below. The contractor shall provide hard copy deliverables as required per the Government’s request. All deliverables shall be produced using software tools/versions as approved by the Government or in accordance with standard commercial practice, as applicable.

Support services and data items shall be delivered to the Government in compliance with the performance measures and quality requirements set forth in the QASP. Government specified delivery or completion dates shall be binding on the Contractor.

All deliverables developed are the property of the Government and must not be used by the Contractor for any other purpose. All project-related information or documentation, with no exceptions, must be treated as confidential and proprietary during and after the completion of this effort and submitted to the project lead. Additional supplemental restrictions or qualifications or acceptance criteria may be provided by the COR.

4.2 Government Review

Government personnel will have 10 business days to review deliverables (to include resubmissions) and provide written acceptance/rejection. Authorized Government representatives will notify the contractor of deliverable acceptance or provide comments in writing. The contractor shall incorporate Government comments or provide rationale for not doing so within 5 business days of receipt of comments. Government acceptance of the final deliverable will be based on resolution of Government comments or acceptance of rationale for non-inclusion. Additional changes volunteered by the contractor will be considered a resubmission of the deliverable.

4.3 Government Delays in Reviewing Deliverables or Furnishing Items If contractor performance or submission of deliverables is contingent upon receipt of Government furnished items (data, equipment, materials, facilities, and support) or input, or upon Government review and approval of interim items or draft documents (collectively referred to as Government Performance), the Government shall specify, if not already specified within this SOW, when it will provide such items or input, or the time it will need to perform reviews or give approvals. If the Government fails to meet item, input, review, or approval deadlines, contractor performance or submission of deliverables shall automatically be extended one business day for each day of government delay. The contractor shall promptly advise the Contracting Officer of any delays in receipt of Government furnished items, input, reviews, or approvals.

4.4 Deliverable Table

The contractor shall perform or deliver the items listed in the following table on the dates and to the locations specified.

(GSA will provide comments or approval within 5 business days after receipt of the draft.)

Electronically to the GSA NMCD COR via email

4.5 Data Requirements / Descriptions

Documentation provided in response to the objectives will be in the Government’s template format. If no format is prescribed, documents may be in the Contractor’s preferred format using standard Microsoft Office products.

The content of all data items, if not self-explanatory from the template format, shall be agreed upon between the parties.

4.5.1 Contractor Employee Non-Disclosure Agreement

The Contractor shall furnish a signed “Contractor Employee Non-Discolsure Agreement” (SOW Attachment A) for each Contractor and Subcontractor employee assigned to work under this contract / order, prior to their starting work.

4.5.2 Kick-off Meeting Minutes

The Contractor shall take minutes of the kick-off meeting which shall captures the names of the attendees, the key points of the discussion, questions raised and answered, and action items.

4.5.3 Quality Control Plan Not Applicable

4.5.4 Staff Matrix Not Applicable

4.5.5 Funds and Expenditure Report Not Applicable

4.5.6 Monthly Status Report (MSR) (alternate) – Not Applicable

4.5.7 Technical Reports

Content and format of technical reports shall be agreed upon between the parties.

4.5.8 Trip Reports Not Applicable

4.5.9 Phase-In Plan Not Applicable

4.5.10 Phase-Out Plan Not Applicable

4.5.11 Monthly Invoice

The contractor shall provide a monthly invoice, no later than the 15th calendar day of the month following the monthly reporting period, to be submitted simultaneously with the MSR. As applicable, the invoice shall include but is not limited to:

Clear identification of all costs.

Other Direct Costs.

Supporting documentation for other direct costs. Refer to SOW Paragraph 9.6 for specific requirements.

As required, the contractor shall comply with line item (i.e., per individual positions, different programs, program areas, etc.) invoicing requests

4.5.12 Other Reports

Content of other reports is self-explanatory or should be agreed upon between the parties.

4.5.13 Ad Sets

Final Files Placed in Google Drive Folder For the set of ads developed, the Contractor shall deliver the following items.

All editable electronic final design files.

Both the high AND low resolution pdfs of ads Low resolution JPEGs of ads (Dimension Width of JPEG must be 2”.)

All stock photography/graphics utilized.

NOTE:

All files MUST be labeled with name of project, project number, and date.

All images, electronic files and storage media become the property of GSA for use at the Government’s discretion.

Materials must be supplied on google drive folder.

5. PERFORMANCE PLACE, TIME, AND RESTRICTIONS

5.1 Period of Performance

Work will be performed over the period from the date of award through 30 September, 2021.

5.2 Place of Performance

5.2.1…