47QDCB23R0001 Att 4 ITC Marketing Services - SAMPLE SOW 2023-06-05pdf.pdf

National Marketing and Communication Division Marketing Services - 47QDCB23R0001

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

SAMPLE

Statement of Work For

ITC Marketing Services A procurement by the

U.S. General Services Administration on behalf of

GSA National Marketing and Communication Division Chicago, Illinois

GSA Solicitation: 47QDCB23R0001

NAICS Code: 541810 Advertising Agencies Product Service Code (PSC): R701 Management Support: Advertising

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

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

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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

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 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.

1. Applicable Document (none)

2. 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.

https://www.gsa.gov/portal/category/21188

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

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.

(3) 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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 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. 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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 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.3.3 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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

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) All Final Deliverables must be government approved by the designated GSA CORs and ACORs (Contracting Officer Representatives)

2B.1 Objective 1 – Ad and Media Development (Ad Creative) For overall media creatives, the Contractor management and creative staff will consult with representatives from GSA, as designated by the COR, to develop a http://www.whitehouse.gov/omb/inforeg/infocoll.html http://www.gsa.gov/508

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 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 government 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.

(CLIN 0004)

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. Upon review and government 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.

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 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

1.3 – Specific Ad Creative Requirements

Objective 1a: Sponsored Content on LinkedIn* (CLIN 0001d)

To meet this objective, the Contractor shall --

• GSA will provide licensed images and content up front for each month of ads. The Government requires the contractor to develop 3-5 sponsored posts for each week. Note: The Contractor will be responsible for all execution, A/B testing

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 under Technical Objective 2, below and tracking and reporting performance per Technical Objective 3, below.

{*- Samples of LinkedIn posts from contractor’s clients; prefer government samples if available.}

Objective 1b: Use of Display Ads on Select Outlets (CLIN 0002b, CLIN 0005a, CLIN 0005b)

To meet this objective, the Contractor shall --

• Design and place 10 GSA furnished digital display welcome ads.

• Design and place 20 GSA furnished digital display banner ads.

• Ads will run for a period of 1 year.

• GSA has designated $300,000.00 for media placement costs.

(CLIN 0012)

• 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 7th of each month per Technical Objective 3, below.

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

• GovExec

• NextGov

• GovConWire

• Federal Times.com

• Linkedin

• Google

• Bing

• NMCA Magazine

• ExecBiz

• WTOP

• Washington Tech

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

GSA.

Objective 1c: Paid Search on Google (90%) and Bing (10%) (CLIN 0005c)

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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 set forth in Objective 3, and tracking and reporting performance shall be performed and price in Technical Objective 3, below.

• NOTE: Efforts and funds are to be split with 90% towards Google and 10% towards Bing.

2B.2 Objective 2 – Media Management and Support Services To meet this objective the contractor shall track and analyze campaign ad performance and provide the results in the reports listed below.

2.1 – Media Analysis and Support Services – New Media (CLIN 0009) 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 is 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

2.2 – Media Planning and Insertion Schedule (CLIN 0008) 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).

2.3 – Ad Purchases (CLIN 0012)

• 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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 and manage the necessary cost allocation.

2.4 – Specific account management tasks (CLIN 0011) 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

• Expected Frequency:

• Online/Social Media Native Content 3-5 Weekly Postings

• Online/Social Media Sponsored 3-5 Weekly Postings

2.5 – Ad Insertion Orders (CLIN 0011)

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.3 Objective 3 – Track Metrics and Submit Reports (CLIN 0007) To meet this objective the contractor shall track and analyze campaign ad performance and provide the results in the reports listed below.

3.1 – 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 and monitor Click Through Rate (CTR) and performance to achieve optimal CTR (Minimum of 2.5% 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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 recommendations on campaign changes to help eliminate them.

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

• 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.

3.2 – 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

• 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.

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.

3.3 – Metrics Dashboard

The Contractor shall track, analyze, and report ad performance. The Contractor shall prepare and deliver a monthly campaign metrics dashboard. 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 dashboard shall be interactive and contain the following information:

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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

3.3.1 - 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 2. 5% (clicks/impressions ratio);

4. 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)

3.3.2 - 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 7th 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).

3.3.3 - Sample Ad The monthly reports will include random samples of the actual ads that are placed.

3.3.4 - 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.

2B.4 – Objective 4. Final Ad Campaign Metrics Summary Report (CLIN 0007) 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.

2B.5 – Objective 5. Communication Planning – New Plans, Level I (CLIN 0006) 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.

The Contractor will develop actionable communications plans. Elements of a

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 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

2B.6 Objective 6 – Video and Audio Production Services (CLIN 0003) To meet this objective 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

● Develop videos and content in partnership with GSA to produce approximately 5 videos (not to exceed 2 minutes in length per video), inclusive of copy/editorial.

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

● Re-tool 5 videos (2-5 minutes in length) to modernize content and voiceover.

Videos will be uploaded on various websites or YouTube channels as needed.

Contractor should be able to report on metrics on efficacy of postings. Reports will be needed monthly.

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

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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

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

SOW Ref. Event or Item Title

Delivery Time Deliver To

Project Start Date of Award

Section 5, Meeting

Objective

Kick-off Meeting within 3 business days after award or as agreed by the parties

Section 5, Meeting

Objective

Kick-off Meeting Minutes within 3 business days after the kick-off meeting

Electronically to the

GSA ASSIST

System & email to the NMCD COR

Section 2B, Technical

Objective 1a

Native Content on LinkedIn*

TBD (GSA will determine during kickoff meeting)

Electronically to the GSA NMCD COR via email

Section 2B, Technical

Objective 1b

Use of Display Ads on Select

Outlets

TBD (GSA will determine during kickoff meeting)

Electronically to the GSA NMCD COR via email

Section 2B, Technical

Objective 1c

Paid Search on Google (90%) and Bing (10%)

TBD (GSA will determine during kickoff meeting)

Electronically to the GSA NMCD COR via email

Section 2B.2 Objective 2, 2.1

Media Analysis and Support

Services – New Media

TBD (GSA will determine during kickoff meeting)

Electronically to the GSA NMCD COR via email

Section 2B.2 Objective 2, 2.2

Media Planning and Insertion

Schedule

TBD (GSA will determine during kickoff meeting)

Electronically to the GSA NMCD COR via email

Section 2B.2 Objective 2, 2.3

Ad Purchases TBD (GSA will determine during kickoff meeting)

Electronically to the GSA NMCD COR via email

Section 2B.2 Objective 2, 2.4

Specific account management tasks

TBD (GSA will determine during kickoff meeting)

Electronically to the GSA NMCD COR via email

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

Section 2B.2

Objective 2, 2.5

Ad Insertion Orders

3 business days after the approval of the ad creative and content

Electronically to the GSA NMCD COR via email

2B.3 Objective

Track Metrics and Submit Reports

5 business days after the end of the content month

Electronically to the GSA NMCD COR via email

2B.6 Objective

Video and Audio Production Services

TBD (GSA will determine during kickoff meeting)

Electronically to the GSA NMCD COR via email

Section 4.5 Paragraph

4.5.13

Final Files 15 days after the end of the task order

Electronically to the Google Drive folder

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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4

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

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

The period of performance of this contract shall be for 1-year.

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

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 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 identified as Government and/or contractor facilities shall be approved prior to performing the work.

Federal contractors are not governed by Office of Personnel Management (OPM), GSA, or the individual agency policies; however, this does not prohibit contractor personnel from actually working at an alternate site, when/as appropriate and specifically authorized by the Government. The contractor shall develop telework policies to comply with the following requirements and address such requirements at a generic level within their QMP. Alternate work arrangements for contractors shall be negotiated with the contractor’s own employer and the appropriate agency official, to ensure policies and procedures are in close alignment and there is a clear and concise arrangement documenting the agreement. It remains the contractor’s responsibility to ensure the services are performed in accordance with the terms and conditions of the contract/order.

The contractor shall address the pertinent facts impacting performance and ensure all affected contractor resumes and other related documentation reflects the applicable work site. The contractor shall provide justification to the Government when identifying and submitting an individual as a telecommuter and address implementation processes and procedures within the QMP. The contractor shall be responsible for ensuring the Government has the required access/details necessary for the Government to perform quality assurance responsibilities.

The contractor shall comply with all agency security telework policies.

The contractor shall ensure all services provided from an alternate site comply with the Federal Information Security Management Act of 2002 (FISMA) and address the following, as a minimum:

• Controlling access to agency information and information systems;

• Protecting agency information (including personally identifiable information) and information systems;

• Limiting the introduction of vulnerabilities;

• Protecting information systems not under the control of the agency that are used for teleworking;

• Safeguarding wireless and other telecommunications capabilities that are used for teleworking; and

• Preventing inappropriate use of official time or resources that violates subpart G of the Standards of Ethical Conduct for Employees of the Executive Branch by viewing, downloading, or exchanging pornography, including child pornography.

5.2.4 Unplanned Government Facility Closures

In the event any work is performed on a Government or other non-contractor

SAMPLE TASK ORDER SOW – ITC Marketing Services Attachment 4 facility and that facility experiences an unplanned closure for any reason (e.g.

natural disasters, Government shut-down, or severe weather), the Contractor shall make its best effort to mitigate loss of work time. This may be done by moving employees to an off-site location. If performance under this contract is not possible, the Contractor shall take steps to assign employees to other projects on a temporary basis or place them in leave status to minimize non-productive costs to the Government under this contract. Additional instructions may be provided by the Contracting Officer on a case-by-case basis.

Disagreements between the parties resulting from closures shall be settled through negotiations to the maximum extent possible or shall otherwise be settled pursuant to the provisions of the Disputes provisions of this contract.

All services to be performed under this contract have been determined to be non-essential for performance during a closure. Should the Government facility be closed, the Contractor shall be notified by either the Contracting Officer, COR, or a local television or radio station. The Contractor is responsible for notifying its employees about Government closures. Contractor employees are not to report to a non-contractor work site if it is closed and will adhere to delays, unless otherwise specifically instructed otherwise by the CO or COR.

5.3 Time of Performance - Hours of Work

5.3.1 Normal Hours

The Contactor shall be responsible for managing the work hours of its employees who work at Contractor facilities, provided that those employees are available when necessary, to interact with Government employees. In the unlikely event that any Contractor employees are working on Government facilities, their normal business day must include core duty hours between 9 AM through 3 PM local time, Monday through Friday, excluding holidays, to coordinate with Government operations.

Actual start and end times shall be at the contractor’s discretion.

Any Contractor employee working at Government facilities shall observe federal holidays…