Attachment A_PWS_Rev1.pdf

PERFORMANCE WORK STATEMENT

6923G523Q1067 Attachment A

Great Lakes St. Lawrence Seaway Development Corporation

Public Relations/Outreach Support Services

1.0 PURPOSE/INTRODUCTION

The Great Lakes St. Lawrence Seaway Development Corporation (GLS or Corporation) seeks a support services provider (the Contractor) to create products that will augment the Corporation’s public relations function. Specifically, the role for the Contractor will be to support our efforts to educate the public, including our stakeholder community, on issues related to the Great Lakes St.

Lawrence Seaway System, and to assist in producing materials promoting trade and passenger travel throughout the Great Lakes St. Lawrence Seaway System. Products will include brochures, videos, trade related advertisements (digital and print), and promotional items for distribution at transportation and trade events.

2.0 BACKGROUND

The GLS, a wholly owned government corporation and an operating administration of the U.S.

Department of Transportation (USDOT), is responsible for the operations and maintenance of the U.S. portion of the St. Lawrence Seaway between Montreal and Lake Erie. Since the St.

Lawrence Seaway opened to global commercial waterborne trade in 1959, the GLS has actively promoted the entire Great Lakes St. Lawrence Seaway System (five Great Lakes and St.

Lawrence River) to increase trade, which ultimately results in job creation and economic activity. The GLS is widely recognized by the Great Lakes Seaway System stakeholder community as a trusted and effective federal resource in supporting Great Lakes regional trade and economic development.

The GLS’s trade and economic development efforts have supported commercial trade growth in various commodity sectors as well as cargo diversification for almost 30 years. The GLS has also worked closely with Great Lakes Seaway System ports and tourism stakeholders to increase the awareness of the Great Lakes St. Lawrence Seaway System as a destination for cruise ships.

3.0 SCOPE

The GLS seeks a Contractor to develop public relations and outreach materials for use in educating the public on pertinent issues affecting transportation in the region and to increase awareness of the Great Lakes Seaway System as a maritime gateway to global markets for commercial trade and as a destination for cruise ships.

The Contractor will support the GLS communications strategy, trade development efforts, and public relations outreach; this will include, but is not limited to, social media content support, developing marketing and promotional brochures, creating videos that focus on ports, supply chains, and cruise ship operations, as well as local tourism attractions, promotional items with

Great Lakes Seaway System branding for public relations events (e.g., trade shows and conferences), and the development and placement of trade publication advertisements (digital and print).

4.0 TASKS/SPECIFIC REQUIREMENTS

The Contractor shall provide qualified personnel to work with GLS federal staff to develop and measure communication strategies and plans for Great Lakes Seaway System trade development, marketing, and public relations. Services provided will include: providing quality services and assurance of all work products; developing and advising on targeted messaging, strategies, tactics, and audience engagement; providing the latest creative guidance and trends, best practices, recommendations for improvements including on brand management, and supporting outreach campaign planning and implementation.

The GLS will review and approve all materials as developed and prior to final acceptance of each task/deliverable.

The contractor shall perform pre- and post-analytics to assess effectiveness. The Contractor shall perform research and tracking activities. Moreover, the Contractor shall deliver monthly reports based on information received from surveying and evaluating target audience opinions, and other media tracking initiatives.

The specific services required by the GLS within the scope of this contract are:

4.1 Publications and Print Media Support: For major events and activities, GLS seeks support in creating publications, reports, brochures, posters, banners, and a variety of other forms of print media. The Contractor is required to:

• Create and design a wide variety of publications for digital and print distribution, sometimes approximately 2-3 at the same time.

• Conduct quality assurance for branding, design, style, and copy consistency across products and within suites of products, such as fact sheets.

• Ensure 508 compliance for digitally-distributed reports and publications.

• Provide printed copies for GLS, including options with same or next-day turnaround.

• Provide support for shipping printed copies within the United States and internationally.

• Deliverable as QR code, JPEG, PDF, BMP and TIFF files, as appropriate

4.2 Graphic Design Services: The Contractor shall assign an in-house graphic designer for communication products with a consistent look and feel for publication on our website, through newsletters and social media channels, as well as in printed materials. The Contractor shall develop customized ads and graphics to disseminate key program information to targeted audiences using existing OIEA digital, social, and other distribution channels. This will include digital animation and illustration, as requested. Deliverable as QR code, JPEG, PDF, BMP and

TIFF files, as appropriate

4.3 Videography Services: The Contractor will be required to provide services to film events, create short videos, and engage in video editing of a variety of content (that may at times be collected by GLS or other agencies)—potentially traveling to Canada to create pieces on GLS‘s work. This will also include captioning of videos for Section 508 compliance. The Contractor must provide script writing, animation, voice over/narration, and story boarding services, as requested. The Contractor may purchase stock B-roll (video footage) to augment existing or recorded video footage, if requested and approved by GLS.

4.3.1 The contractor shall create a U.S. Great Lakes/Seaway port video tour for 20 commercial

U.S. ports 5-8 minutes in length each; highlighting commercial cargo operations and/or its capabilities for accommodating cruise ships subject to port availability; deliverable as .MP4 or

.MOV file.

Ports are in the following cities:

• Chicago, Ill.

• Burns Harbor, Ind.

• Alpena, Mich.

• Detroit, Mich.

• Mackinac Island, Mich.

• Monroe, Mich.

• Muskegon, Mich.

• Sault Ste. Marine, Mich.

• Duluth, Minn./Superior, Wis.

• Buffalo, N.Y.

Ogdensburg, N.Y.

• Oswego, N.Y.

• Ashtabula, Ohio

• Cleveland, Ohio

• Conneaut, Ohio

• Lorain, Ohio

Toledo, Ohio

• Erie, Penn.

• Green Bay, Wis.

• Milwaukee, Wis.

4.4 Photographic Support: The Contractor may be required to provide photography services at a variety of events in the United States or Canada. Contractor must provide photo editing services. Additionally, the Contractor must provide support for annual events, including enter metadata including photo credits, reproduction rights, and information for captions; and upload files to designated photo databases or platforms. Photographic support may include the provision of stock photography (this may be from the photographer’s own original stock content or through third party channels), if requested and approved by the GLS to augment existing photo resources.

Deliverable as QR code, JPEG, PDF, BMP, Vector and TIFF files, as appropriate.

4.5 Social Media Support: The Contractor will be required to develop content for GLS’s social media sites (which may include GLS and binational social media networks) and develop and upload social media toolkits. This will also include providing event and major activity support for social media, which may entail live posting.

4.5.1 The Contractor shall develop a social media outreach campaign. Social media shall support the GLS’s awareness and trade development objectives.

4.5.2 The Contractor shall provide monthly strategic social media outreach guidance and support the development of content that may be disseminated through GLS’ existing social media tools.

4.5.3 The Contractor shall create 8-10 posts per month per social media platform and provide Social Media Metrics on traffic and engagement

4.6 Event Support: The GLS regularly hosts external events with a diverse group of stakeholders. The Contractor shall provide skilled professionals to provide event support and coordination for planned and ad-hoc events, such as industry events and stakeholder engagements. Services include, but are not limited to:

• Providing an experienced event planner to coordinate with the GLS communications team and liaise with event venue; plan, track event logistics and budget, and manage event reservation tracking.

• Providing surge support, when Surge CLIN is exercised, to staff events, such as registering guests and monitoring audience Q&A sessions.

• Developing and overseeing the branding and printing of event materials, including banners, signs, programs, etc.

• Securing and staffing informational booths for external events, when necessary.

• Creating promotional awareness items, giveaways, trade show/conference handouts, Interactive brochures via QR code, notebooks, pens, tote bags, etc, as listed in the approved project plan

4.7 Media Relations and Engagement Support: The GLS regularly engages with media outlets. Services shall include, but are not limited to:

• Providing the GLS with engagement metrics and analytics to include number of emails receiving reports, number of emails opened, number of undeliverable emails, and other relevant statistics

• Drafting and developing press guidance, releases, speeches, slide decks, and statements.

• Drafting Tonnage reports and other relevant metrics, such as, month over month analysis and year over year analysis.

• Deliverable as Word, PDF, Publisher, Excel, Tableau or Adobe File

4.8 Public Relations and Communications Specialist Surge Support:

• The Contractor shall be able to provide skilled public relations and communications specialists to provide a range of services from internal to external communications and engagement.

• Additionally, the surge capacity must be able to work with other USDOT and interagency counterparts in other offices, bureaus, and federal agencies to collect relevant and necessary information.

4.9 Translation Services Support:

Contractor shall perform translation services conforming to professional standards, as directed, but not more than 3 months per year.

The Contractor shall:

• Translate from and into English, producing full, idiomatic translations of a broad range of videos, social media posts, and documents of varying complexity including but not limited to brochures, briefing decks, technical papers, legal documents, regulations, laws, or government correspondence.

• Properly convey the substance of the words and information to be translated, conducting requisite research and with attention to detail and nuances. The Contractor shall prepare a translation that can be readily understood by the intended target audience. The Contractor shall resolve linguistic problems as they arise and coordinate the work with others as necessary and as directed by the GLS.

• Display fluent written command of English and French, covering a wide range of terminology and specialized vocabulary in many fields. The translated material may be for the information of the GLS or for publication and dissemination. Translations shall be of such quality as to accuracy, terminology, and style that they require minimal review by the GLS.

• The Government may require the Contractor to compare the English and French versions of texts of brochures, agreements, and other documents for conformity of meaning prior to signature and publication.

5.0 KEY PERSONNEL

The contractor shall provide key personnel positions to support the execution of this contract.

The following qualifications and experience are required for each key personnel position:

a. Program Manager

• Minimum 15 years relevant experience

• Bachelor’s Degree or higher in marketing, advertising, or communications

• Demonstrated experience in marketing, advertising or communications

b. Sr Graphic Designer

• Minimum 3 years relevant experience

• Bachelor’s degree or higher

• Demonstrated experience, with increased responsibility, in graphic design

c. Communications Strategist

• Minimum 10 years relevant experience

• Bachelor’s Degree or higher in marketing, advertising or communications

• Demonstrated experience in communications

Should it become necessary to change any key personnel during the course of this task order, promptly notify the Contracting Officer Representative (COR), in writing, of the proposed personnel change, providing detailed justification for the change. The proposed replacement personnel’s qualifications will be evaluated and determined if they meet the requirements set forth in this Performance Work Statement. The Contracting Officer will notify the Contractor, in writing, of the approval or denial of the proposed key personnel replacement.

The Contractor shall not make any key personnel changes without prior written approval from the Contracting Officer. Failure to comply with this requirement may result in contract termination or other appropriate actions.

6.0 PROJECT PLAN

The Contractor shall develop and submit a comprehensive project plan for a successful execution of the contract. The project plan serves as a roadmap outlining the approach, activities, and key milestones required to achieve project objectives. The Contactor shall submit the project plan to the Contracting Officer’s Representative (COR) no later than 15 days after contract award and prior to commencement of work or otherwise specified by the CO. The project plan shall include, at a minimum, the following:

A. Introduction:

• A brief overview of the project, including its purpose, objectives, and scope.

• Identification of key stakeholders and their roles and responsibilities.

• Any assumptions, constraints, or dependencies that may impact the project.

B. Project Organization:

• Clear identification of the project team structure, including key personnel, and their respective roles.

• Communication lines and reporting structure within the project team.

C. Project Approach:

• Detailed description of the overall approach to be employed for project execution, including methodologies, strategies and best practices.

• Description of any specific tools, techniques, or frameworks to be utilized.

• Identification of any anticipated risks and proposed risk mitigation strategies.

D. Work Breakdown Structure (WBS):

• Hierarchical breakdown of the project work into manageable tasks and deliverables.

• Assignment of responsibilities, dependencies, and estimated duration of each task.

• Development of a project schedule, including key milestones and timelines.

E. Resource Management

• Identification of resources required for successful project implementation, including personnel, equipment, facilities, and materials.

• Resource allocation plan, indicating how resources will be obtained, utilized, and managed throughout the project lifecycle.

F. Quality Assurance

• Description of quality control measures, including any applicable standards or regulations.

• Procedures for monitoring and assessing project deliverables and ensuring compliance with specified requirements.

• Quality assurance plans for risk identification, issue resolution, and continuous improvement.

G. Communication and Reporting

• Communication plan outlining channels, frequency, and methods of communication among project team members and stakeholders.

• Reporting requirements including the format, content and frequency of project status updates, progress reports and issue logs.

H. Change Management

• Procedures for managing change requests, including how changes will be evaluated, approved, and incorporated into the project.

• Impact assessment of potential changes on project schedule, cost and performance.

• Configuration management plan for tracking and controlling project documentation and deliverables.

• The Contractor shall incorporate any feedback or requested revisions provided by the

COR and CO into the project plan as directed.

The project plan is subject to review, revision and approval by the Contracting Officer’s

Representative (COR).

7.0 REPORTS

The Contractor shall submit weekly status reports and conduct monthly project management reviews to ensure effective communication and oversight of contract performance. These reports are essential for monitoring progress, identifying issues, and facilitating timely decision-making.

The Contractor shall submit a comprehensive weekly status report to the Contracting Officer’s

Representative (COR) no later than the Tuesday of each week. The monthly status report shall include, at a minimum, the following information:

• Summary of work performed during the reporting period, including milestones achieved, tasks completed, and deliverables submitted.

• Current status of ongoing activities, highlighting any deviations from the planned schedule, cost, or performance.

• Issue, risks, or challenges encountered, along with proposed mitigation strategies or corrective actions.

• Any changes in personnel assigned to the project, including replacements, additions, along with their qualifications and roles.

• Requests for additional resources, if necessary, providing a clear justification and impact on project objectives.

The Contractor shall conduct monthly project management reviews, led by the Program Manager, with participation form the COR and other relevant stakeholders. The purpose of the project management reviews is to assess overall project performance, address challenges and ensure alignment with contract objectives. These reviews may be conducted via teleconference, video conference, or in-person meetings as deemed appropriate by the COR. The project management reviews should cover the following topics:

• Progress achieved since the previous review, highlighting accomplishments, milestones, and any issues or risks identified.

• Discussion on the status of critical tasks, potential bottlenecks, and measures taken to address them.

• Review of financial aspects, including expenditures, cost trends, and budget utilization.

• Review of the project schedule, identifying any changes, delays, or modifications required.

• Examination of resource allocation and utilization, assessing adequacy and identifying any resource gaps.

The Contractor shall maintain records of all weekly status reports and project management reviews for audit and reference purposes. These records shall be made available to the CO.

8.0 KICK-OFF MEETING

The Contractor shall attend a kick-off meeting to initiate the contract and establish a shared understanding of project objectives, requirements and expectations. The kick-off meeting serves as an important platform for effective communication and collaboration among stakeholders. The kick-off meeting shall be within 5 days of contract award or as directed by the Contracting

Officer (CO). The following individuals shall attend the kick-off meeting:

A. Contractor Representatives B. Government Representatives

Key Personnel Contracting Officer’s Representative

Contracting Officer

The Contractor shall document the proceedings of the kick-off meeting, including action items, decisions, and any key points discussed, and provide meetings minutes to all attendees for review and recordkeeping purposes.

9.0 DELIVERABLES

PWS

Reference

Deliverable

Due Date/Frequency

Submit To:

8.0 Kick Off Meeting Within 5 days of Award COR

6.0 Project Plan 15 days after contract

award

COR

7.0 Status reports COB (close of business)

Every Tuesday, weekly

COR

7.0 Project Management Review Every 5th day of the month COR

4.3 U.S. Great Lakes/Seaway port video

tour for 20 commercial U.S. ports 5-8 minutes in length each; highlighting commercial cargo operations and/or its capabilities for accommodating cruise ships

20 U.S. ports completed in the base year, with updates completed in third option year

COR

4.1

4.7 4.8 4.9

Promotional and Educational Literature for digital and print distribution

As identified in approved project plan

COR

4.1

Microsoft PowerPoint® templates that support targeted audiences (cargo industry, cruising industry, and educational outreach) reflecting the updated GLS logo and a new GLS brand.

As identified in approved project plan

4.4 Inventory of photos, to include

operations, ship activity, events, and other relevant visuals of GLS’ capabilities, achievements, and stakeholder engagement

As identified in approved

COR

4.5 Social Media Metrics on traffic and

engagement

Every 5th day of the month COR

4.6 Event Support – Status report outlining

event project plan, event logistics and budget, and event reservation tracking.

As identified in approved project plan

COR

4.7 4.8

Media Relations and Engagement

Support

Every 15th of the month COR

4.6

4.9

Marketing products – including promotional awareness items, such as trade show/ conference handouts and giveaways. (e.g., interactive brochures via QR code, notebooks, pens, tote bags etc.)

As identified in approved