47QDCB23K0004 Marketing Services SOW 20230208.pdf

National Marketing and Communication Division Marketing Services - 47QDCB23K0004

DRAFT

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) National Marketing and Communications Division

(NMCD)

PROJECT TITLE:

Marketing Services

GSA Acquisition Number: 47QDCB23K0004

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

Contents

1. INTRODUCTION

1.1 Requiring Organization Mission

1.2 Procurement Objective

1.3 Scope

1.4 Background

1.5 Applicable Documents, Definitions, Abbreviations & Acronyms

2A ADMINISTRATIVE OBJECTIVES AND REQUIREMENTS

2A.1 General Performance Requirements

2A.1.1 Resources 2A.1.2 General Communication 2A.1.3 Identification of Employee Affiliation 2A.1.4 Business Relations 2A.1.5 Contractor Response 2A.1.6 Professional Appearance 2A.1.7 Team Continuity and Employee Retention

2A.2 General Meeting Requirements 2A.2.1 Initial Business/Kickoff Meeting 2A.2.2 Ad hoc Technical / Work Status 2A.2.3 Contract Administration Meetings

2A.3 Program / Project Management Requirements 2A.3.1 General Program / Project Management Requirements 2A.3.2 Phase-In Support (Not Applicable) 2A.3.3 Phase-Out Support (Not Applicable)

2A.4 Subcontract Management

2B TECHNICAL OBJECTIVES

2B.1 Objective 1 – Creative Design of Strategic On-Line ads, Social Media ads and Creative Marketing Collateral and Other Development

2.B.1.1 – Online Media and Social Media 2.B.1.2 – Marketing Collateral and Other Design

2B.2 Objective 2 – Media Management and Support Services 2B2.1 Media Analysis and Support Services – New Media 2B2.2 Media Analysis and Support Services – Refresh/Update 2B2.3 Media Planning and Insertion Schedule 2B2.4 Media Execution (Media Purchase, Placement, and Management) 2B2.5 Media Tracking, Metrics Reporting and Post Analysis Weekly, Bimonthly or Monthly Reports Post-Analysis NMCD Custom Monthly Reports - CMR 2B2.6 Final Summary Campaign Metrics Reports 2B2.7 Metrics Dashboard

2B.3 Objective 3 – Communication Planning – New Plans 2.B.3.1 – Level I: Comprehensive Communications Plan Qualifications Goals & Objectives Time Frame 2.B.3.2 – Level II: Multi-Initiative Communications Plan Qualifications Goals & Objectives Time Frame

2.B.3.3 – Level III: Targeted Communications Plan Qualifications Goals & Objectives Time Frame

2B.4 Objective 4 – Communication Planning - Revisions 2B4.1 Revise Communications Plans (Major) 2B4.2 Refresh Communications Plans (Moderate) 2B4.3 Update Communications Plans (Minor)

2B.5 Objective 5 – Video and Audio Production Services 2B.6 Objective 6 – Creative Copywriting/Editing Services 2B.7 Objective 7 – Media Consulting Services 2B.8 Objective 8 – Purchases in Support of Media Initiatives

3. QUALITY - See Section D.6, Paragraph D.6.5

4. DELIVERABLES – See Section D.5

5. PERFORMANCE PLACE, TIME, AND RESTRICTIONS

5.1 Period of Performance

5.2 Place of Performance

5.2.1 Performance at the Contractor’s Facility

5.2.2 Performance at the Government’s Facility

5.2.3 Applicability of Telework

5.2.4 Unplanned Government Facility Closures

5.3 Time of Performance - Hours of Work

5.3.1 Normal Hours

5.3.2 Holidays

5.3.3 Expedited Performance

5.4 Travel

5.4.1 Controlling Regulation

5.4.2 Temporary Duty (TDY) Travel Purpose, Requirement, and Authorization

5.4.3 Travel Conditions and Limitations

5.4.4 Travel Budget / Ceilings

5.4.5 Travel Costs and Invoicing

5.5 Limitations on Contractor Performance

6. PERSONNEL

6.1 General Requirements

6.2 Specific Expertise and Experience

6.3 Training

6.3.1 Contractor Staff Training

6.4 Key Positions / Key Personnel

6.4.1 Definition & List of Key Personnel

6.4.2 Key Personnel Substitution

6.5 Contractor Employee Work Credentials

7. GOVERNMENT FURNISHED PROPERTY/INFORMATION/ACCESS

7.1 General

7.2 Government Furnished items (Property)

7.2.1 Facilities – Not Applicable

7.2.2 Equipment and Network Access – Not Applicable

7.2.3 Materials - Not Applicable

7.2.4 Data

7.3 Use of Government Property

7.3.1 Soft Phones – Not applicable

7.3.2 Mobile/Wireless Telephones and Smart Devices – Not applicable

7.3.3. Electronic Mail (E-mail) – Not applicable

7.3.4 Copiers and Fax Machines – Not applicable

7.3.5 Computer and Internet – Not applicable

7.3.6 Canvassing, Soliciting, or Selling

7.3.7 Security Violations Using Government Equipment

7.4 Validation of Government Furnished Items (GFI) and Equipment Inventory – Not Applicable

8. SECURITY

8.1 Non-Disclosure Statement

8.2 Compliance with Security Requirements

8.3 Personal Identity Verification

9. OTHER PROVISIONS

9.1 Contractor Performance Assessment Reporting System (CPARS) Assessment

9.2 Personal Services

9.3 Privacy Act

9.4 Rehabilitation Act Compliance (Section 508)

9.5 Data Rights

9.6 Limited Use of Data

9.7 Proprietary Data

9.8 Contract Type

9.9 Contract Management

9.9.1 Contracting Officer’s Representative (COR)

9.9.2 Government Technical Representative

9.10 Technical Direction

1. INTRODUCTION

1.1 Requiring Organization Mission

The General Services Administration (GSA) provides buildings, administrative and acquisition solutions to governmental agencies to assist them in achieving their core missions. One of the ways GSA accomplishes this is through the Federal Acquisition Service (FAS). One function of FAS is to provide comprehensive marketing of GSA capabilities to the entire Federal Government community. This function is performance by the GSA National Marketing and Communication Division (NMCD).

1.2 Procurement Objective

The Federal Acquisition Service's Customer Accounts and Research, National Marketing and Communication Division (NMCD) is seeking to compete and award a contract with five option years to provide FAS with strategic marketing services.

The contract will be a hybrid of firm fixed price and labor hours.

The objective of this statement of work is to procure integrated strategic marketing media services for the General Services Administration’s (GSA) Federal Acquisition Service (FAS).

1.3 Scope

NMCD is seeking to establish a contract with a full-service marketing firm to assist in integrating and coordinating select marketing strategies and communications for the purposes of increasing efficiencies, leveraging resources and providing a higher and more measurable rate of effectiveness in our marketing efforts.

Further, NMCD seeks to increase customer awareness through a coordinated/leveraging of outreach tactics based upon an existing brand platform.

1.4 Background

The Federal Acquisition Service (FAS) operates at the core of the GSA mission:

Leverage the buying power of the Federal government to acquire the best value for taxpayers and Federal customers. To support GSA and accomplish our mission, FAS uses innovative techniques and leverages government-wide buying power, acquisition expertise, and electronic tools to successfully deliver new and existing services, products and solutions.

FAS employees and activities are aligned under category offices, regions, and integrator offices. The Office of the Commissioner is responsible for providing leadership and overall executive and program direction to ensure the mission and responsibilities of FAS are effectively carried out. More information about FAS can be found at: https://www.gsa.gov/about-us/organization/federal-acquisition-service

There are six category offices that comprise the business-generating components of FAS. These categories offer a multitude of services, products, and solutions, and they support a broad base of customers and consist of:

http://www.gsa.gov/about-us/organization/federal-acquisition-service http://www.gsa.gov/about-us/organization/federal-acquisition-service

• Office of Information Technology Category

• Office of Assisted Acquisition Services

• Office of General Supplies and Services Categories

• Office of Travel, Transportation and Logistics Categories

• Office of Professional Services and Human Capital Categories

• Technology Transformation Services

Additional integrator and program management offices maintain FAS business processes and information technology systems, build strategic customer relationships, and support the FAS workforce.

• Office of Customer and Stakeholder Engagement

• Office of Enterprise Strategy Management

• Office of Policy and Compliance

• Office of Systems Management

The National Marketing and Communication Division (NMCD) performs a vast range of marketing support services for the General Services Administration (GSA), Federal Acquisition Services (FAS) organization – that indirectly supports the federal community, vendors and citizens.

NMCD supports revenue and the six category offices that comprise the business-generating components of FAS. NMCD provides an entire gamut of marketing support services to both revenue and integrator portfolios, by developing marketing outreach communications and tactical plans with a proactive approach to engaging customers in a more customer-centric market.

NMCD along with contractor assistance develop and execute advertising, social media and email campaigns; as well as design, print, distribute and stock publications and marketing collateral.

NMCD also manages and maintains the on-line publication ordering system and provides support for some GSA portal, events and CRM technology support.

1.5 Applicable Documents, Definitions, Abbreviations & Acronyms

If applicable, 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.

Applicable Document (none)

Definitions, Abbreviations & Acronyms General Definitions CO – Government Contracting Officer COR – Contracting Officer’s Representative (See Paragraph 9.9.1, 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. This applies to the purchase of reimbursable labor and not to fixed priced items.

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

Overtime - Time worked by a contractor’s employee in excess of the employee’s normal workweek. This applies to the purchase of reimbursable labor and not to fixed priced items. (Note: Premium pay is not authorized under this contract or resulting task orders 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 is the responsibility of the contractor and is subject to monitoring 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/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 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 workspace 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 (within 2 business days) 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 5 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. Contractor personnel with the appropriate knowledge and authority to discuss the topics shall attend the meetings.

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 (Not Applicable)

2A.3.3 Phase-Out Support (Not Applicable)

2A.4 Subcontract Management The Contractor shall be fully responsible for management control, and performance of any Subcontractor used on this contract or task order placed under 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

The following performance objectives are those required by the Government for Marketing Support.

At a minimum, the Contractor will be required to meet the following performance requirements:

• The Contractor will provide marketing support services to representatives of the National

Marketing and as needed, other offices and units within the GSA on a task order basis.

• The Contractor will provide a single project manager responsible for, and with authority over, all projects.

• Project Managers are required to be available for meetings to discuss various project specifics and to provide consultation as needed throughout the life of the

• Unless otherwise agreed between the parties, contract kick-off meeting shall be held within five (5) business days of task order issuance and may be held in person or virtually via phone conference or other media.

• All deliverables must comply with the GSA brand standards and positioning strategies.

• As approved by NMCD, all GSA/FAS deliverables must complement, support and advance the FAS corporate positioning.

• The Contractor will assist any GSA office securing tasks using this contract in ensuring full compliance with all federal regulations concerning data collection in accordance with OMB requirements, which can be found at: http://www.whitehouse.gov/omb/inforeg/infocoll.html

• The Contractor will ensure all deliverables meet the specific GSA standards for Section 508 compliance available at (http://www.gsa.gov/508) and Federal government Section 508 standards (29 U.S.C. 794d).

• Acceptable document formats include: .docx, .pptx, .xlsx, .pdf, .indd, .ai, .ps and other commercially acceptable formats, i.e. creative suite.

• The contractor is responsible for purchase of all hardware, software, necessary licenses, stock photography and/or videography and ancillary accessories needed to complete projects. The Contractor may require the use of stock media (photos, videos, music, sound effects and/or graphics) to meet work order requirements. If the Contractor makes use of stock media, it shall be royalty free and properly licensed. The Government will not reimburse the Contractor for the cost of stock media. The amount of stock media required under this contract is dependent upon the Contractor’s creative approach to completing each work order. All stock photography and/or videography will belong to the government at the culmination of the project and furnished to COR in native file formatting. No stock photography and/or videography shall be used which prohibits further editing and/or usage by the government.

• GSA brand and style guide standards are provided as an Addendum to the SOW.

• The Contractor will work with the designated GSA CORs and ACORs (Contracting Officer

Representatives) http://www.whitehouse.gov/omb/inforeg/infocoll.html http://www.gsa.gov/508

2B.1 Objective 1 – Creative Design of Strategic On-Line ads, Social Media ads and Creative Marketing Collateral and Other Development

For overall media creatives, the Contractor management and creative staff will consult with representatives from GSA, as designated by the COR, to develop a minimum of three (3) high-level design concepts. GSA will select up to two (2) concepts or a combination thereof to further refine. After review and comment of the concepts, the Contractor will further refine one (1) concept. Ads should have responsive design to adjust to mobile devices. Upon review and approval of the creative, the Contractor will proceed to full copywriting and design of all deliverables specified and produce digital (508c) and print-ready art files.

The government may require that the Contractor create new ads and marketing collateral or require the Contractor to update or refresh ad copy that was previously created and used by GSA. In the latter case, the government will provide the original ads for updating or refreshing. It is anticipated that updating or refreshing existing ad copy will require 50% or less work than creating new ads.

Final files should be saved and/or provided in unique folders based upon but not limited to timing, sizings, target audiences, and/or categories.

This work falls into the following categories.

On-Line/Social Media Create (New Creative) On-Line/Social Media Refresh (Update) Creative Marketing Collateral Create (New Creative) Creative Marketing Collateral Refresh (Update) Development of other design media

2.B.1.1 – Online Media and Social Media

On-line Media and Social Media Deliverable channels shall include, but are not limited to:

• Online

Online Banner Ads (animated and non-animated) Google AdWords Google Display Ad Interactive PDFs/Flipbooks Other

• Social Media

Twitter Instagram LinkedIn Whitepapers Tumblr Snapchat

Facebook Pinterest e-Newsletters Tik Tok Other

Based on analysis of market space discussions with executives, employees, and customers, and a thorough review of background information and other reference materials, the Contractor will assist in the strategic development of FAS Online Banner or Social Media Ads. The recommended concepts / findings will be presented, 5 days after the launch meeting. Time frame for completion: The delivery time for new ad copy is NTE 30 calendar days, for updated ad copy NTE 10 business days, and refreshed ad copy is NTE 5 business days.

2.B.1.2 – Marketing Collateral and Other Design

The government may require the Contractor to produce other creative design and strategic messaging media. This action involves graphic arts which may include, but is not limited to mood-boards and associated templates, slip sheets, flyers, programs, catalogues, print ads, print inserts, booth displays and banners, Infographics and data visualizations, Postcards, brochures, reference guides, presentation templates, gifs, page layouts, advertising, website and application design, packaging, signage, motion graphics and animations, digital illustrations and presentations, etc.

Contractor will provide a comprehensive portfolio of past and/or present marketing collateral inclusive of the previously outline products during solicitation.

2B.2 Objective 2 – Media Management and Support Services

2B2.1 Media Analysis and Support Services – New Media The Contractor may be required to create and present marketing strategies that address the following items.

• Organization’s Marketing and Media Objectives

• Target Audience by agency, position and geographical location

• Timing

• Recommended Budget (estimated minimum and maximum investments to be effective)

• Media Strategy and Rationale

Which media and why Horizontal and/or vertical media outlets along with rationale for Supports

• Media Channels

• Media Metrics to measure campaign’s effectiveness

The Contractor may be requested to present such strategies via phone and/or in writing.

Time frame for completion: The delivery time for new strategies will be NTE 30 calendar days.

2B2.2 Media Analysis and Support Services – Refresh/Update Based on already existing media analysis, the Contractor will research, capture, analyze, and make recommendations in the form of a creative brief to refresh available media channels for identified target audiences.

Media sources are those which are targeted primarily to the government marketplace but may also include state/local audience and civilians.

The Contractor may be requested to present such strategies via phone and/or in writing. The Contractor may be required to create and present marketing strategies that address the following items.

• Organization’s Marketing and Media Objectives

• Target Audience by agency, position and geographical location

• Timing

• Recommended Budget (estimated minimum and maximum investments to be effective)

• Media Strategy and Rationale

Which media and why Horizontal and/or vertical media outlets along with rationale for Supports

• Media Channels

• Media Metrics to measure campaign’s effectiveness

Time frame for completion: The delivery time for new strategies will be NTE 20 calendar days.

2B2.3 Media Planning and Insertion Schedule

Based upon media channels, business goals and objectives identified by GSA, the Contractor will develop and deliver a comprehensive media insertion plan/schedule. The plan will identify recommended dates to achieve optimal exposure and recommended range of spending levels and (i.e. minimum versus optimal spending).

Time frame for completion: The delivery time for media insertion plans/schedules will be NTE 20 calendar days.

2B2.4 Media Execution (Media Purchase, Placement, and Management)

The Contractor will purchase and execute media (ad) placement. The Contractor will manage all aspects of an approved insertion schedule.

The Contractor will handle all aspects of negotiation with the media outlet, buying ads, ad placement, measurement (see Paragraph 2B2.5), media outlet subcontract administration and billing. GSA reserves the option of instructing the Contractor to change media channels and ad frequency as deemed appropriate to achieve maximum results. This flexibility must be written into the media outlet subcontract.

Time frame for completion: To Be Determined by mutual agreement based upon approved media plans.

2B2.5 Media Tracking, Metrics Reporting and Post Analysis Based upon media campaigns, the contractor will be responsible for tracking media campaigns and providing metric reports.

The Contractor shall use the most updated and most innovative Media Tracking and Metric report tools to perform this function. Google analytics is an example. Reporting, including social media reporting shall include items such as click thru rate, open rate, conversion rates, lead generations or other measures recommended by the Contractor as deemed appropriate per task order.

Weekly, Bimonthly or Monthly Reports Contractor will work with CO and COR and provide metric reports inclusive of raw data in the form of Microsoft Excel which encompasses month over month analysis (NMCD to provide example upon award) in addition to formal marketing analysis in the form of written report and/or presentation as well as tableau or similar format which may be accessed at any time by GSA for marketing campaigns on an as agreed upon weekly, bi-monthly or monthly time period basis. Upon award, GSA will provide a naming and/or numbering system(s) to be applied to vendor provided reports to assist in data capture/transfer to GSA systems.

Contractor will provide start and end dates for each add and include metrics on individualized tactic basis, i.e. one ad sizing, date, platform, etc. for one line of analysis.

Post-Analysis The contractor will assist in providing the full final analysis and metrics of a marketing campaign and will also provide recommendations on how to refine programs, improve upon under-performing initiatives, and decide which marketing channels would serve better in the future.

GSA defines success as meeting or exceeding a minimum of 2.5% Click-through-rate (CTR) which is the average performance in each client category over the past three fiscal years.

Time frame for completion: The delivery time for submission of the post analysis will be10 business days.

NMCD Custom Monthly Reports - CMR Contractor will work with CO and COR and provide a custom metric report Entitled "Consolidated Media Report (CMR). This is a continuous monthly report of all the Marketing Campaigns/Tactics being conducted by NMCD.

Contractor will incorporate all Project titles, Project Managers, project number and metrics for all on-line ads such as google ads, LinkedIn ads, etc.

In addition, Contractor will provide costs associated for all NMCD projects. A post -analysis report will also be provided.

2B2.6 Final Summary Campaign Metrics Reports

The Contractor shall use the most updated and most innovative Media Tracking and Metric report tools to perform this final summation function. The Final summary campaign metrics report will be cumulative and draw conclusions and recommendations for best future strategies. The report will be inclusive of graphs, screen grabs, industry standards and/or benchmarks, etc.

2B2.7 Metrics Dashboard

The Contractor shall use the most updated and most innovative Media Tracking and Metric report tools such as Tableau to create a Dashboard showing results of media campaign(s). Dashboard development is not restricted to Tableau, but must be government approved for use and not limited to accessibility by any user of GSA, i.e. not limited in license access.

The dashboard is related to the performance of the various ads running simultaneously in different specific GSA ad campaigns. It dynamically pulls data from Google AdWords, Static ads, Videos, Social media, etc., and any other sources where the Contractor has access to the data. The price per click, quantity and percentage of clicks-throughs, and similar marketing data capture points will be tracked.

The goal of the automated/on-line dashboard is to:

1) Automate and streamline the monthly reporting to make data available to GSA 24x7 in case you need it for ad hoc reports.

2) Be able to compare how different messages and ad styles perform compared to each other – and make recommendations based on this data

3) Make sure that the ad(s) performance can be compared to the past or compared to industry standards.

2B.3 Objective 3 – Communication Planning – New Plans

Communication plans may be requested to cover overall FAS Corporate Communication Plans, Portfolio Level Communication plans, and/or service / solution / category tactical communication plans. FAS is composed of customer-facing offices, referred to as portfolios, and supporting integrator program offices.

Communication plans may be requested from any one of the FAS portfolios.

Customer-facing portfolio communication plans focus on the goals and objectives set forth by each portfolio, and in support of the overall corporate FAS goals and objectives. Portfolios prime business functions can range from enterprise logistics, to supply chain management; schedule contract solution-based offerings, travel, transportation, information technology, motor vehicles, and assisted acquisition.

The overall goal of each Communications Plan is to increase the efficiencies in marketing and outreach across various business lines and to increase the effectiveness of the agency's marketing efforts. Requirements of communication planning will fall into one of the three levels indicated below.

Level I - Comprehensive Communications Plans Level II - Multi-Initiative Communications Plans Level Ill - Targeted Communications Plans

The Contractor will develop actionable communications plans. Elements of a communications plan will be specified in the task order. The elements that will be typically included are listed below; however, GSA reserves the right to add or delete specific elements. Standard elements are as follows:

Part 1: Current Environment

• Internal Scan (including stakeholder interviews)

• External Scan

• Target Markets

• Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis

Part 2: Strategic Approach

• Positioning

• Audience Segmentation

• Outreach Strategy

• Goals and Objectives

Part 3: Tactics

• Recommended Tactics for the hierarchy of objectives:

Awareness Consideration Preference Transaction

• Evaluation and Contingencies

• Recommendations on metrics for measurement of effectiveness

• Timing and Schedule

• Resources Required

• Budget

Campaign strategies and tactics should emphasize driving engagements over impressions and can include, but are not limited to, the following communication channels:

• Online Banner Advertisements

• Digital Marketing

• Social Media

• Direct Mail

• In-person events

• Other

From time-to-time media campaigns may incorporate transit, outdoor, radio spots and print inserts, and the Contractor will procure these on an as-needed basis.

2.B.3.1 – Level I: Comprehensive Communications Plan

Level of Complexity: Extensive. This option is designed for plans that require a comprehensive, strategic communications plan that involves vertically and horizontally integrating multiple marketing initiatives throughout FAS (including business portfolios and business lines). Market research and industry/trend analysis are required, and the target audiences, messaging, and positioning must be defined to meet the stated business and communications goals and objectives.

Qualifications

• Plan implementation timeframe is long (12 months and beyond).

• Typically, the implementation budget is large ($500,000 to $1,000,000+), but there may be exceptions.

Goals & Objectives To generate awareness of, and increased consideration for, GSA's product/service offerings and, if applicable, the respective business portfolio, business line, and/or category. To develop a fully integrated (vertically and horizontally) plan that leverages economies of scale at an enterprise-wide level and maximizes marketing Return on Effort (ROE).

Time Frame The delivery time for submission of the Comprehensive Communications Plans will be NTE 120 calendar days.

2.B.3.2 – Level II: Multi-Initiative Communications Plan

Level of Complexity: Substantial. This option is designed for plans that require a more complex communications plan that involves vertically integrating multiple marketing initiatives within a business portfolio or category area. Definition of target audiences, messaging, and positioning will require considerable refinement to meet the stated business and communications goals and objectives.

• Plan implementation timeframe varies (approximate 12 months).

• Typically, implementation budget is moderate ($250,000-$499,999), but there may be exceptions.

To generate awareness of, and increased consideration for, GSA's product/service offerings and, if applicable, the respective business portfolio, business line, and/or category. To develop a vertically integrated plan that leverages economies of scale at the business portfolio level and maximizes marketing ROE.

The delivery time for submission of the Multi-Initiative Communications Plans will be NTE 90 days.

2.B.3.3 – Level III: Targeted Communications Plan

Level of Complexity: Moderate. This option is designed for plans that need to develop a new communications plan for a specific product, service, activity, etc. Tasks under this category require some (limited) secondary market research and industry/trend analysis.

• Plan implementation timeframe varies (up to 12 months).

• Typically, the implementation budget is relatively limited ($100,000-

$249,999), but there may be exceptions.

To generate awareness of, and increased consideration for, a specific GSA product/service offering, special event, customer program, etc., and, if applicable, the respective business portfolio, business line and/or category. To develop a targeted plan that leverages economies of scale and maximizes marketing ROE.

The delivery time for submission of the Targeted Communications Plans will be NTE 60 calendar days.

2B.4 Objective 4 – Communication Planning - Revisions

The Contractor may be requested to provide various levels of refresh/updates of all three levels of communication plans described in Section 2B3, above.

2B4.1 Revise Communications Plans (Major) Based on an existing Communications Plan, the Contractor will work with FAS representatives to revise portions of an existing plan. Tasks under this category require significant revisions defined as 60% or more of changes.

Time frame for completion: The delivery time for submission of a major Communications Plan revision will be NTE 30 calendar days.

2B4.2 Refresh Communications Plans (Moderate)

Based on an existing Communications Plan, these plans require moderate refreshing. Moderate refreshing is defined as content requiring between 31% to 59% worth of changes.

Time frame for completion: The delivery time for submission of a moderate Communications Plan refresh will be NTE 30 calendar days.

2B4.3 Update Communications Plans (Minor)

Based on an existing Communications Plan, these plans require minor updating.

Minor updating is defined as content requiring up to 30% worth of changes.

Time frame for completion: The delivery time for submission of a minor Communications Plan update will be NTE 10 business days.

Scope of Deliverables: The Government is unable to provide a definitive number of Update/Refresh to Communications Plans, but based on historical requirements, the Government anticipates requesting two (2) major/moderate and five (5) updates per year.

2B.5 Objective 5 – Video and Audio Production Services

The Contractor shall provide video and audio production, and editing services, for the purpose of communicating the value of GSA/FAS to targeted audiences.

The Contractor shall create short and long form video products from a variety of source materials to include historical B-roll, photography, videography, 360-degree video, studio interviews, motion graphics and animations, ambient and miked audio recordings, used singularly or in combination. The output of these services may be, but are not limited to, DVDs, webinars, webcasts, and podcasts, video, animation and audio filming in studios, filming on location live shows or events.

The Contractor shall write and edit scripts in coordination with the client for video/audio production. All media shall be identified as a product of GSA and be branded with the approved logos and marks as directed by GSA Brand Standards and/or oversight of the GSA Office of Strategic Communications.

Time frame for completion: The delivery time for submission of video or audio productions will be NTE 45 calendar days.

2B.6 Objective 6 – Creative Copywriting/Editing Services

The contractor shall provide copywriting and/or editorial services as needed.

Contractor must be able to provide plain language copywriting by an experienced copywriter able to follow GSA writing standards; ability to use clear tone and ability to create new copy if required. Such services may be required for, but not limited to, the following:

• website copywriting

• radio advertising

• whitepaper

• Marketing Collateral

• Infographics

• Other

Time frame for completion: The delivery time for submission of creative copywriting or editing will be 30 days from submission of ads.

2B.7 Objective 7 – Media Consulting Services

The Contractor will provide, as needed, expert advice, position papers or access to experts in specific labor categories to provide outreach assistance, consultative services and other direct support to accomplish various non-recurring tasks and services.

This consulting support includes but is not limited to: market segmentation and analysis that may include; psychographic, behavioral, demographic and geographic segmentation along GSA business category lines. Consulting support might also include services in the form of augmenting an existing open market research project, or performing a voice of customer, listening tour or focus group feedback analysis, In many cases, the need for consulting services results from an evolving circumstance oftentimes associated with a recent development within the marketing industry (e.g. – the pronounced use of social media) or a spontaneous requirement brought about by an initiative promoted by senior Administration officials or the Congressional leadership. In these unusual instances, timely professional guidance and insight is required.

Specifically excluded are those activities necessary to the normal conduct of business related to other issued task order work and/or resolution or clarification of issues, such as billing questions or scheduling of meetings. Any and all hours requested by the Government and incurred by the Contractor for these services must be initiated or agreed upon in advance and specifically set forth in the task order. Initially agreed upon hour and dollar ceilings are not to be exceeded unless authorized and memorialized in at task order modification signed by the Contracting Officer. All subsequent invoices submitted for payment in connection with these services will specify the number of hours, the skill category of the personnel involved with the delivery of the consulting service(s) and brief description for each participant’s contribution that substantiates the total invoiced amount.

2B.8 Objective 8 – Purchases in Support of Media Initiatives To meet this objective the Contractor shall purchase items that are needed to fulfill the Government’s requirement. These items may include display materials, graphics & photography, audio/visual equipment, booth space rental, art supplies, or other media related items. T he Contractor shall submit a list of recommended items with their task order proposal.

All items must be pre-approved by the COR and the purchase must be pre-approved by the Contracting Officer. The purchase of advertising space will be considered approved upon Government approval of the media insertion plan.

3. QUALITY - See Section D.6, Paragraph D.6.5

4. DELIVERABLES – See Section D.5

5. PERFORMANCE PLACE, TIME, AND RESTRICTIONS

5.1 Period of Performance

The period of performance of this contract shall be from date of award through December 31, 2023 with four, 1-year option periods.

5.2 Place of Performance

5.2.1 Performance at the Contractor’s Facility

Work is expected to be performed primarily at the contractor’s facilities.

Work performed at contractor facilities shall be performed according to the contractor’s standard commercial practice; however, the contractor representatives at these facilities must be available for interaction with Government employees during the core hours identified in the paragraph entitled “Time of Performance - Normal Hours”, below, with the exception of Government designated holidays or facility closures.

5.2.2 Performance at the Government’s Facility

The Contractor may be required to perform work at a government facility or other non-contractor location. If travel is required, it will be governed and reimbursed as set forth in paragraph 5.4, below.

5.2.3 Applicability of Telework

All work performed at locations other than those…