80HQTR20738124 SOW.pdf

Media Monitoring, Analysis, Distribution -- 1

STATEMENT OF WORK

Program title: Media Monitoring, Analytics and Distribution Service

Program office: NASA Headquarters Office of Communications

1.0 Background

The National Aeronautics and Space Administration (NASA) needs to reach a variety of critical audiences with its news and information products and to assess and report on the reach, outcomes and return on investment for its news and information dissemination efforts.

NASA requires tools and services that enable the agency to:

• Obtain intelligence about media coverage of NASA’s missions, goals, objectives, activities and interests to aid assessment of crisis situations, quick response across time zones, and leveraging of coverage with communication campaigns, events or spokespersons;

• Assess and analyze the volume, popularity, reach and tone of coverage about NASA’s missions, goals, objectives, activities and interests; the pace and quality of social conversations; and the impact of communications campaigns ranging from single news releases to aggregated multimedia outreach;

• Share media intelligence and analysis electronically, as necessary or appropriate, with knowledge workers across the agency;

• Distribute up-to-the-minute full-text news and information and imagery products to audiences including the news media and the general public; and

• Establish contact and manage relationships with representatives of the news and information media and target audiences strategically.

These tools, services and capabilities will assist NASA's associate administrator for communications and Office of Communications staff in fulfilling their responsibilities as outlined in NASA Policy Directive 1000.3, Chapter 4, Section 15, Paragraph 2.1 including, but not limited to, developing and implementing plans that address objectives, metrics and actions needed to execute the strategic goals and outcomes in the NASA

Strategic Plan; monitoring communications performance and metrics, as well as effectiveness and efficiency of programs and processes; and building and maintaining the NASA brand.

2.0 Objectives

The capabilities described in 1.0 Background will assist the Office of Communications in fulfilling its mission as NASA’s corporate enterprise communications manager. The office is responsible for planning, organizing, directing, and coordinating Agency-wide communications activities for all facets of NASA's mission, programs, activities, and functions to the Agency's workforce, media, and the general public. The scope of the

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Agency's communications entails a broad, diverse, and integrated set of efforts including news and media engagement, digital services and products (including Web, multimedia, and social media), non-technical publications, exhibits, as well as speaking and public engagement activities and events.

The data collected, analyzed and reported with the tools described in 1.0 Background will enable NASA's Office of Communications to examine relationships between its output, its desired impact, and the agency’s goals and apply lessons learned to provide taxpayers with a better understanding of the agency and its vision, mission and values.

3.0 Scope

The contractor shall provide to NASA tools, services and associated customer support with which agency users can:

• Gain access to news and information content from a variety of traditional and digital media channels that is related specifically to NASA’s missions, goals, objectives, activities and interests;

• Conduct and report on quantitative and qualitative assessment of this content in order to gauge return on investment; and

• Engage strategically with media content creators and influencers order to advance NASA’s goals, objectives and interests.

The contractor shall provide to NASA the following specific tools and services:

• Executive news briefing (curated summaries of traditional media coverage)

• Monitoring, measurement and analytics (for traditional media and news wire dissemination)

• Report generation (electronic clipping, analytics)

• News wire dissemination (press release distribution)

• Relationship management (media contact and social influencer databases)

The contractor shall deliver the tools and services by subscription through an internet portal that is continually available to registered NASA users and that is compatible with

NASA’s IT systems. The contractor shall populate, refresh and maintain all archives, databases and internet portals necessary for successful NASA use of the portal and the software. The contractor shall accommodate multiple users and/or accounts and permit

NASA to distribute accessibility as it sees fit among agency users. The contractor shall assist with setup and configuration of the contracted tools and services and ensure

NASA has continual access to them throughout the entirety of the performance period or periods described in 7.0 Performance Period. The contractor shall provide user training, technical support and customer service as described in 7.0 Performance

Period, throughout the entirety of the performance period or periods.

4.0 Management

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The contractor shall provide administration and program management for effective direction and control of this contract. The contractor shall provide planning, coordination and surveillance of overall project activities to assure disciplined performance of work and the timely application of resources necessary for the completion of all services and tasks of this statement of work.

The contractor shall provide the necessary management, personnel, equipment and supplies to provide the services and perform the work of the nature described in subsequent paragraphs and as further delineated in individual task directives issued under this contract and within the scope of this statement of work.

5.0 Deliverables and Delivery Schedule

5.1 Executive News Briefing

The contractor shall provide an edited executive summary of the day's major news stories and discussions from Internet-based sources including national and local newspapers, news wires, magazines, relevant industry journals, other specialty press, and blogs. In this executive summary, the contractor also shall provide summaries of national and local television and radio broadcasts as aired. The contractor may limit news stories selected for inclusion to English-language articles and broadcasts focused on a prioritized list of sources provided by NASA.

In generating the executive summary, the contractor shall employ topical keyword searches developed in cooperation with NASA. The contractor shall provide links to the full text or video versions online.

The contractor shall provide a human curator to eliminate redundancies and judge among articles originally published and not linked from aggregator or third-party websites to select stories that best represent the range of news coverage on any given day. The editor shall briefly excerpt or summarize each representative story with links to the full text or video versions online.

The contractor shall deliver this news briefing by 7 a.m. ET daily Monday through

Friday, not including federal holidays. The briefing for Monday or the day following a federal holiday shall include a recap of the previous weekend or holiday. The contractor shall provide up to 12 additional briefings per year, on federal holidays or weekends, at

NASA's request. The agency shall provide no less than 24 hours’ notice of any ad-hoc briefing request.

The contractor shall deliver this news briefing to the NASA administrator, key staff members, agency field centers and agency employees through a hosted, secure and easy-to-navigate Web portal.

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The contractor’s Web portal shall contain the daily news briefing, searchable archives of previous briefings, an audio reader and a self-subscription system which allows any

NASA employee to subscribe with his or her official email address. Other recipients shall be allowed only with express permission of the contractor and NASA.

The contractor shall manage distribution of the emails. It shall also provide administrative access to a NASA employee who will have permission to view, add and delete the official email addresses of employees in the distribution.

The contractor shall work with NASA to ensure that only authorized users are able to access the website. Security features shall include trusted IP access; user accounts with permanent, non-expiring passwords; and tokenized email links.

The contactor’s website shall be configured with a list of dedicated IP address ranges provided by NASA. Any access originating from one of these addresses shall be granted immediate access without any security prompts.

The contractor’s website shall be configured to accept simple user id and password authentication. These user ids and passwords shall not be linked in any way to NASA’s user accounts.

The contractor shall configure permanent, non-expiring passwords for key personnel

(e.g. senior executives who work remotely, NASA contract administrators). NASA shall work with the contractor to minimize the number of key personnel receiving a permanent, non-expiring password. NASA shall provide email addresses where key personnel can receive their contractor-generated passwords, and shall notify the contractor of any changes in access.

The contractor shall enable self-subscription with a NASA email address. The contractor shall validate user email addresses against a list of approved NASA domain names and generate and send passwords to validated users. Temporary passwords shall be valid for a limited number of days to be specified by NASA. Users shall be permitted to re-register as often as necessary.

In each daily briefing email, the contractor shall embed a secure link by which users can access the contractor website.

NASA shall have access to a designated director of client relations and communications with the product team around the clock for questions, guidance and changes to delivery lists, deadlines, topics, sources and other elements of the service. The contractor shall provide an email address (e.g., NASA@CONTRACTOR.com); messages sent to this address shall be quickly addressed and responded by a member of the production or client relations teams.

5.2 Monitoring, Measurement and Analytics

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The contractor shall provide access an analytics dashboard through a self-hosted, secure online portal. With this dashboard, NASA users shall be able to perform tasks including, but not limited to:

• Keep abreast of news coverage related to the agency, measure this coverage, and share observations among internal audiences.

• Understand and report on results of the agency’s media engagement efforts and share insights among internal audiences.

• Distribute news and multimedia products and analyze the performance of such products.

• Identify and stay informed about influencers in traditional and digital media.

• Employ focused campaigns to engage directly with media members and outlets.

• Configure unlimited private data groups and a limited number of individual users who are not administrators, with customizable search settings.

5.2.1 Monitoring, Measurement and Analytics Dashboard

The dashboard shall be available to registered NASA computers, and shall have a user interface that is intuitive, easy to operate, and efficient for performing tasks. The dashboard shall permit around-the-clock access to all contracted services through an integrated system or offer, at a minimum, one-click hyperlinks to services not otherwise integrated through the dashboard. The contractor shall ensure that no adjustments to

NASA’s IT systems are necessary in order to ensure smooth and successful use of the tool. The contractor shall provide dashboard access as follows:

• The number of user accounts and simultaneous users is not limited;

• NASA is permitted to distribute user accounts as it sees fit within the agency; and

• Dashboard security features are appropriate to limit or tailor access according to group or individual user need.

5.2.2 Monitoring, Measurement and Analytics Data

Data available to NASA users through the dashboard shall include, but not be limited to:

• A continuously updated, searchable collection of content from a variety of media sources regarding NASA’s missions, goals, objectives and interests, with an archive beginning in near real-time and dating back a minimum of six months.

Media sources shall include, but not be limited to:

o Major and regional newspapers, magazines, trade/business journals in the United States and around the world;

o Near real-time domestic and foreign newswires;

o Streamed video clips with closed-caption text of segments in which NASA is mentioned for all nationwide broadcasts and top 100 markets;

o Blogs, aggregators and digital communities; and o Social networks.

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• Measurements of the frequency, reach (including, but not limited to, views, subscribers, circulation, distribution and impression), tone (with ability to weigh sentiment manually), publicity value and mix of coverage of monitored content.

5.3 Report Generation

Reporting capabilities available to NASA users through the dashboard shall include, but not be limited to:

• Search monitored content with unlimited sources and unlimited standard key word sets specified in advance;

• Search monitored content with unlimited sources and unlimited unique key words specified on demand;

• Share search results via hyperlink and email;

• Create and export charts, graphs, maps and reports, including clipbooks, about monitored content in formats including, but not limited to, Adobe PDF, Microsoft Word and Microsoft Excel; and

• View, edit, stream and share snippets of radio and TV broadcast and other audiovisual coverage for at least 30 days from the date the coverage airs.

5.4 News Wire Dissemination

5.4.1 Press Release Distribution and Targeting

The contractor shall provide press release distribution, targeting and measurement capabilities for an average of 6 news products per week, with unlimited word count and unlimited images, at any time of day, any day, all year round.

Distribution of NASA's news and information shall be defined as digital transmission through a combination of satellite delivery, RSS feeds, internet distribution and targeted opt-in email feeds. Digital transmission shall include, but not be limited to:

• Direct delivery into the newsrooms of traditional and digital media outlets nationwide, targeted to specific news markets, geographical regions, or industry niches upon request;

• Delivery to a community of journalists, bloggers and influencers, targeted by beat or specialty upon request;

• Comprehensive online syndication of NASA's full releases to at websites, portals

• and databases; and

• Mobile delivery with app functionality including, but not limited to, iOS and

Android devices.

5.4.2 Press Release Performance Measurement

Measurement of NASA's press release distribution shall include, but not be limited to, a performance report for each distributed product, including statistical data about online

Media Monitoring, Analysis, Distribution -- 7 pickup, traffic, audience data, engagement metrics, publicity value and industry benchmarks.

The contractor shall provide press release targeting and measurement capabilities in addition to, not in lieu of, targeting and measurement capabilities described elsewhere in this statement of work.

5.4.3 Customer Support for News Wire Dissemination

The contractor shall provide customer support and technical capabilities including, but not limited to:

• 24/7/365 access to all services via email and secure online portal for an unlimited number of authorized users, each with a unique user-selected password;

• Comprehensive security measures to prevent unauthorized users from uploading counterfeit materials;

• Expert editorial assistance from experienced news editors who carefully proofread NASA releases to check for consistency, grammatical and typographical errors and verifiable embedded hyperlinks prior to distribution;

• Permanent archiving of all releases in electronic media research databases including such as Lexis-Nexis;

• Formatting, including embedded links, anchor text, photos, italics, bullets and more to maintain the look and feel of NASA's original news release;

• High resolution, downloadable NASA logo with each release; and

• Ability to include embedded downloadable multimedia content, such as video, audio, graphs, tables, and maps in distributed releases.

The contactor shall provide specific customer support and technical capabilities for news wire dissemination in addition to, not in lieu of, customer support and technical capabilities described in 5.5 Support and 5.1 Executive News Briefing.

5.5 Support

5.5.1 Configuration

The contractor shall deliver setup and configuration services including, but not limited to, collaboration with NASA service managers on keyword string development and data verification, to NASA Headquarters during period beginning no later than seven days from the date of contract award and ending no later than 30 days from the date of contract award.

5.5.2 Training

The contractor shall deliver familiarization training for the NASA communications leadership and NASA service managers during the initial setup and configuration period and for all users in the NASA communications enterprise beginning no later than 31

Media Monitoring, Analysis, Distribution -- 8 days from the date of contract award. Training shall be conducted on-site at NASA facilities whenever possible and provided via electronic tutorials made accessible to all users.

5.5.3 Customer service

The contractor shall provide an account manager or dedicated customer service representative who is readily available from 7 a.m. to 7 p.m. local time daily and through a technical support pool for after-hours emergencies. The contractor also shall provide customer assistance for news wire distribution as further specified in 5.4 News Wire

Dissemination.

5.5.4 Progress Reports

The contractor shall generate and deliver to NASA a monthly accounting of NASA user statists including, but not limited to, user name and location, number of sessions, cumulative session time, and average session duration. These user statistics shall be provided in spreadsheet form and delivered via email to the contracting officer’s representative.

The contractor shall schedule and deliver to NASA a quarterly report on product changes or enhancements available to NASA users.

5.6 Schedule of Deliverables

Item Deliverable Frequency of deliverable

Format of deliverable

Recipient

5.1 Executive News

Briefing

By 7 a.m. ET

Monday through Friday, except federal holidays; plus up to 12 additional briefings per year, upon request

Via email and dedicated

URL, web portal or dashboard

Designated

NASA leaders, NASA communications enterprise, and subscribing

NASA

employees

5.2 Monitoring, Measurement and

Analytics Dashboard and Data

Around-the-clock and throughout the life of the contract

Via web portal or software available to

NASA

computers

All NASA communications enterprise users

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5.3 Report Generation Around-the-

clock and throughout the life of the contract

Via dashboard

(web portal or software available to

NASA

computers)

All NASA communications enterprise users

5.4 News Wire

Dissemination

Around-the-clock, beginning approximately six months after contract award, then throughout the life of the contract

Via dashboard, (web portal with secure upload site) and alternate email and telephone interfaces

Designated

NASA users only

5.5.1 Configuration support For 30 days

beginning no more than one week after contract award

On-site or other face-to-face collaboration

NASA

communications leadership and service managers

5.5.2 Training support Throughout the

life of the contract

On-site or other face-to-face and via electronic tutorial

All NASA communications enterprise users

5.5.3 Customer service 7 a.m. to 7 p.m.

ET daily except around-the-clock for distribution as described in

5.4.3;

throughout the life of the contract

Via dashboard link, email or telephone

All NASA communications enterprise users

5.5.4 Progress reports User statistics

monthly and product enhancements quarterly

Via email Contracting officer’s representative

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6.0 Place of Performance

Except as described in 5.5 Support, the contractor will perform the work at its own offices with its own equipment, delivering tools and results electronically to NASA government-owned equipment via the World Wide Web and email.

7.0 Period of Performance

The contractor will provide the services described in this document for a period of 12 months from the date of contract award with four additional 12-month options.

8.0 Security Clearance

No security clearances are necessary for the work.

9.0 Special Knowledge or Skills

Specialized experience, expertise, skills and training requirements by NASA are not applicable to the contractor's services in support of this statement of work.

10.0 Special Licenses

Special licenses requirements by NASA are not applicable to the contractor's services in support of this statement of work.

11.0 Travel Requirements

The contractor's services may require travel in support of this statement of work. If the contractor does not operate an office in the Washington, D.C., metropolitan area, any configuration, collaboration and training conducted on-site at NASA Headquarters will require overnight stays at the on-site location. The travel destination will be within the

United States. Travel expenses will be reimbursed at actual cost in accordance with the

Federal Travel Regulations (FTR) and the Federal Acquisition Regulations, Part 31. All travel shall be approved in advance by the government.