Attachment J-1_DRAFT_NCS PWS.pdf

ATTACHMENT J-1 PERFORMANCE WORK STATEMENT

NASA COMMUNICATION SERVICES

1.0 INTRODUCTION

This Performance Work Statement (PWS) broadly defines the requirements for NASA Communication Services (NCS) provided to the National Aeronautics and Space Administration (NASA) by the Contractor in support of activities by all NASA Centers and Mission Directorates. This PWS is in accordance with the NASA Authorization Act of 1958 Section 203(a)(3) which directs NASA to ‘provide the widest practicable and appropriate dissemination of information concerning its activities and the results thereof.’

The goals of NASA communication are to:

a. Engage the public in the climate conversation via relatable storytelling and communicate the societal impacts of NASA’s investment in climate research for the benefit of humankind. Target the broadest reach in audience to include underserved populations using current and emerging tools.

b. Ensure outreach events and engagement connect with audiences outside of NASA’s traditional space community to include the underserved as only NASA can.

c. Effectively share NASA’s value to the American taxpayer – through humans living and working in space; scientific exploration and discovery; technological and aeronautical innovation; efforts to commercial space; and spinoffs that improve daily living.

d. Bring America and the world along NASA’s journey of exploration using missions that include but are not limited to the International Space Station, the Artemis program, James Webb Space Telescope, and science missions to other worlds. The focus is to demonstrate the power of space exploration in unifying the world and exhibiting the U.S. as leaders in space.

2.0 SCOPE

The Contractor shall provide all the necessary management, personnel, materials, equipment/supplies, travel, and training (not otherwise provided by the Government) necessary to perform the services defined in this PWS.

The Contractor shall provide the planning, coordination, technical management, execution, and surveillance of the activities necessary to assure disciplined performance of work and timely application of resources for the accomplishment of all requirements specified under this PWS.

The technical scope of this contract includes Strategic Communications Planning & Integration, Engagement to include Stakeholder Relations and Public Engagements, Media Relations, History, and Freedom of Information Act (FOIA) Responses.

The Contractor shall coordinate with contractor employees, directorates, and offices across the NASA Centers and facilities to facilitate standardization and exercise responsibility for the required activities.

The Contractor shall provide enterprise-wide support for local, regional, national, and international communications efforts of the 10 NASA Centers and all its mission directorates, programs and projects. The Contractor shall support NASA’s engagement of diverse audiences over a range of event types from small scale community-based events to regional and national medium and large-scale conferences and symposiums to program launches. The Contractor shall collaborate and coordinate work with other contractors who provide support to NASA’s communications community.

NCS services provided by the Contractor are performed by means of firm-fixed-price (FFP), FFP Level of Effort, or Time and Materials (T&M) Mission Services efforts, in accordance with PWS Sections 3.0 through 5.0, or FFP, FFP LOE, or T&M Indefinite-Delivery Indefinite-Quantity (IDIQ) Task Orders (TOs), in accordance with PWS section 6.0. Communications services shall be provided to support all NASA Centers and Mission Directorates. The NASA Centers and Mission Directorates are as follows:

NASA Centers:

Armstrong Flight Research Center (AFRC)

Ames Research Center (ARC) Glenn Research Center (GRC) Goddard Space Flight Center (GSFC) National Aeronautics & Space Administration (NASA) Headquarters (HQs) Johnson Space Center (JSC) Kennedy Space Center (KSC) Langley Research Center (LaRC) Marshall Space Flight Center (MSFC) Stennis Space Center (SSC)

Mission Directorates:

Human Exploration and Operations Mission Directorate (HEOMD) Aeronautics Research Mission Directorate (ARMD) Science Mission Directorate (SMD) Science Technology Mission Directorate (STMD)

The Contracting Officers (COs) identified below are authorized to issue orders under this contract. The NCS CO will modify the list of authorized COs as needed during the performance of this contract.

Contracting Officer, KSC Contracting Officer, JSC Contracting Officer, MSFC

The Government’s primary objectives for the Contractor are to provide:

1. Safe, accurate, and reliable support

2. Efficient and effective responsiveness to the concurrent needs of multiple customers

3. Flexibility to support changing requirements

4. Making Scientific and Technical Information (STI) understandable to general audiences

During performance of this contract, for mutual use and understanding between the Government and the Contractor, a list of commonly used acronyms and abbreviations is available in Section J, Attachment J-TBD, Acronyms and Abbreviations List.

3.0 MANAGEMENT AND REPORTING REQUIREMENTS

Note: Wherever the term “Contract” is used, it also includes task orders.

3.1 General Program Management

The contractor shall institute and maintain an effective, efficient, and responsive organization responsible for management and oversight of contractor personnel, other contract resources, contract performance, deliverables, and cost. The Contractor shall perform contract activities in the most cost-effective and efficient manner supporting NASA’s Communication’s requirements while maintaining flexibility and responsiveness to changing requirements.

The Contractor shall:

3.1.1 Provide administration and technical management for effective direction, control, integration, documenting, and reporting of efforts performed under this contract to ensure disciplined performance of quality work, to include the timely application of resources for the accomplishment of all PWS requirements. This includes developing and executing a disciplined management philosophy, with clearly defined processes and tools applied and integrated throughout contract activities, in order to meet all requirements of this PWS.

3.1.2 Develop, implement, and maintain continuous improvement processes to increase efficiency and effectiveness and streamline work processes in accordance with DRD XXX, Continuous Improvement Plan.

3.1.3 Where applicable, perform Mission Services efforts at estimated banding levels in accordance with Section J, Attachment J-TBD, Mission Services Estimated Annual Banding Levels.

3.1.4 Adhere to established performance measures and standards in accordance with Section J, Attachment J-TBD, Performance Requirements Summary (PRS) and applicable task orders.

3.1.5 Provide a Program Manager who is the single point of contact fully responsible for all services and acts as primary interface between the Contractor, the CO, Contracting Officer’s Representative (COR), and NASA Communications Integration Manager.

3.1.6 Ensure frequent coordination at the contract and task order level between Government and Contractor personnel during contract performance, to include but not be limited to management meetings and reviews. The Contractor shall work with Government counterparts to ensure requirements are clearly communicated, mutually understood, and satisfied. The interactions may be virtual or remote as agreed upon between NASA and the Contractor. In the event of any problems that could potentially impact or prevent the Contractor from meeting any milestones or requirements, the Contractor shall alert the CO and COR in a timely fashion.

3.1.7 Provide personnel and other resources necessary to accomplish the requirements of the contract to include task orders and maintain flexibility and responsiveness to changing work volume and priorities. Ensure that all subcontractors and teaming partners, if applicable, are fully integrated into the Contractor’s management structure.

3.1.8 Comply with all applicable Federal, State, and Local laws, regulations, policies and directives as well as industry standards. Comply with applicable NASA and Center/Mission Directorate regulations, policies, directives, procedures, standards, and work instructions when performing all work under this PWS in accordance with Section J, Attachment J-4, Applicable Regulations, Procedures, and Documents and applicable task orders.

Follow the most current approved version wherever reference is made in this PWS and in task orders to specific policies, procedures, directives, work instructions, and other Government documents.

3.1.9 Provide unrestricted access to all data generated or compiled in the performance of this contract and respond, in a reasonable amount of time, to Government requests for data that are not immediately available. Data generated during Contractor performance shall remain the property of the Government.

3.1.10 Provide appropriate protection of personnel, assets, equipment, sensitive and classified information or materials, and Controlled Unclassified Information (CUI).

Security clearances may be required as specified in the contract. The Contractor shall ensure all required contractor personnel can obtain and maintain a personnel security clearance (PCL) commensurate with the highest level of duties being performed as identified in the contract. In some cases, individual non-disclosure agreements may be required for contractor access to the proprietary business information of other companies.

3.1.11 Develop and implement work control and planning processes to provide responsive support to multiple customers and balance customer priorities. In the event that conflicts cannot be resolved, the Contractor shall consult with the CO and COR for guidance.

3.1.12 Emerging high-priority requests may come with short notice and may require a quick turn-around time. The Contractor shall maintain the flexibility to accommodate short notice/quick turn-around requirements.

3.1.13 The Contractor shall operate at standard business hours where work is performed on this contract according to agency and center policies and customer standard operational business hours. Occasional non-standard hours are required for evening, weekend, or 24 hours support, and the contractor shall ensure timely coverage of necessary services per requirements.

3.1.14 Participate in weekly coordination meetings with the Government to discuss topics such as contract activities, risks and mitigation plans, contracting actions, cost threats, innovations, lessons learned, staffing changes, hiring status, process improvements, issues, and corrective actions.

3.1.15 Conduct a contract review meeting on a semi-annual basis. The semi-annual review shall cover all aspects of the NCS operations, both technical and business, including a concise summary of performance and risk assessment in each major work element of the PWS in accordance with DRD XXX, Performance Assessment Report.

3.1.16 Establish a process to develop, update, and track Memoranda of

Understandings, Memoranda of Agreements (MOAs), Associate Contractor Agreements (ACAs), and agreements with other contractors.

3.1.17 The Contractor shall ensure all contractor personnel successfully complete all mandatory training courses (e.g., Safety, IT) offered by NASA.

3.1.18 In accordance with FAR Subpart 7.5, Inherently Governmental Functions, the Contractor shall not perform any inherently governmental functions during performance of this contract. The contractor shall provide a secondary review of all assigned activities such that no inherently Governmental functions are performed by the contractor, and if directed to do so, the contractor shall immediately notify the contracting officer.

As a result of the close working proximity between the contractor personnel and NASA civil servants, the contractor shall adhere to the following ground rules in performance of the effort as delineated in herein.

The contractor shall:

a. Ensure that its employees are managed by its own contractor management, and that the contractor management has the autonomy to deal effectively with their employees and implement corporate policies.

b. Ensure that office space occupied by their personnel is clearly labeled with the name of the company.

c. Ensure, to the extent practicable, that correspondence signed by contractor employees is on their company letterhead.

d. Ensure their on-site personnel, when receiving or placing telephone calls or sending e-mails, identify their employer, in addition to whatever appropriate greeting is used.

e. Ensure, when participating in meetings with Government and other contractor employees, that personnel identify themselves as contractor employees so that their actions will not be construed as acts of Government officials.

3.1.19 Use the Government-provided Automated Task Order Management System (ATOMS) for responding to task order requests.

3.1.20 Data Deliverables

The Contractor shall provide to the Government all deliverables identified in Attachment J-TBD, Data Procurement Document (DPD) in electronic form unless a different format is specified in the Data Requirements Document (DRD). The contractor shall determine the data restriction that applies to each data deliverable and mark or transmit the data restriction in accordance with Section 2.3.3, Data Restriction Marking, of the DPD XXX. Additional deliverables such as presentations, reports, analyses, and technical memoranda may be required as identified in this PWS or subsequent task orders. The Contractor shall provide the following:

a. Management Plan

The Contractor shall prepare, submit, implement, and maintain the Contractor’s approach to the integrated processes of contract administration and technical management by which the PWS will be performed in accordance with DRD XXX, Management Plan. Note: following Government approval, this plan will be incorporated in Section J as Attachment J-TBD, Contractor’s Management Plan

b. On-Site Safety, Health, and Environmental (SHE) Plan

The Contractor shall prepare, submit, implement, and maintain the Contractor’s approach for planning, controlling, and enforcing their industrial safety, occupational health, and environmental requirements over the duration of this contracted effort, while also ensuring full compliance with applicable Local, State, Federal, Center, and NASA-specific requirements/regulations in accordance with DRD XXX, On-Site

Safety, Health, and Environment (SHE) Plan. Note: following Government approval, this plan will be incorporated in Section J as Attachment J-TBD, Contractor’s Onsite Safety, Health, and Environmental (SHE) Plan.

c. Organizational Conflict of Interest (OCI) Plan

The Contractor shall prepare, implement, and maintain the Contractor’s approach to identifying, resolving, and reporting all OCIs related to the performance of this contract in accordance with DRD XXX, Organizational Conflict of Interest (OCI) Plan. Note: following Government approval, this plan will be incorporated in Section J as Attachment J-TBD, Contractor’s Organizational Conflict of Interest (OCI) Plan.

d. Information Technology (IT) Security Plan

The Contractor shall prepare, submit, implement, and maintain a comprehensive Information Technology (IT) Security Management Plan. The Contractor’s IT Security Management Plan shall address the management and operational aspects of Contractor personnel and processes associated with IT Security in protecting the confidentiality, integrity, and availability of electronic information in accordance with Section I, NASA Federal Acquisition Regulation (FAR) Supplement (NFS) 1852.204-76, Security Requirements for Unclassified Information Technology Resources. Note: following Government approval, this plan will be incorporated in Section J as Attachment J-TBD, Contractor’s Information Technology (IT) Security Plan.

e. On-Site Employee Location Listing

The contractor shall prepare, submit, and maintain an on-site employee location listing detailing all Contractor employees directly working under this contract along with their designated locations, in accordance with DRD XXX, On-Site Employee Location Listing.

f. Re-Procurement Data Package

The contractor shall prepare and submit information pertaining to labor resources and associated cost information to be used in future re-procurement activities in accordance with DRD XXX, Re-Procurement Data Package.

g. Monthly Task Order Progress Reports

The Contractor shall prepare and submit task order progress reports that comply with NFS 1852.216-80, Task Ordering Procedure-Alternates I and II, in accordance with DRD XXX, Monthly Task Order Progress Reports.

h. Monthly Banding Levels Progress Report

The Contractor shall prepare and submit a summary report detailing the cumulative year-to-date banding levels performed, by PWS section, per contract year, in order to provide visibility in assessing banding levels for both Mission Services and IDIQ Task Order efforts (as applicable) in accordance with DRD XXX, Monthly Banding Levels Progress Report.

i. Performance Requirements Summary (PRS) Monthly Status Report

In accordance with DRD XXX, Performance Requirements Summary (PRS) Monthly Status Report, the Contractor shall prepare and submit a comprehensive report detailing all recent incidents where acceptable performance levels (APLs) were not met in performance of the PWS in accordance with Section J, Attachment J-TBD, Performance Requirements Summary (PRS). In addition, the report shall detail any problems or concerns the Contractor can identify that may prevent the successful accomplishment of contractual efforts along with recommended solutions.

j. Bi-Annual Self-Evaluation Report

The Contractor shall prepare and submit a self-evaluation report to aid in the identification of potential or actual systemic problems meeting PWS requirements that summarizes where APLs were not met during the previous six months of contract activity in accordance with Section J, Attachment J-TBD, Performance Requirements Summary (PRS)

k. On-Site Mishap and Safety Statistics Reports

The Contractor shall prepare and submit initial and follow-up reporting of mishaps, close calls, and serious non-occupational injuries or illnesses, as well as Contractor monthly safety metrics in accordance with DRD XXX, On-Site Mishap and Safety Statistics Reports.

l. Environmental Compliance Report

The Contractor shall prepare and submit reports pertaining to the Contractor's environmental compliance with green purchasing, waste reduction activities, ozone depleting substances notifications, and equipment notifications requirements in accordance with DRD XXX, Environmental Compliance Report.

3.2 Business Management

3.2.1 General Requirements

The Contractor shall perform all business and administrative functions and integrate these functions across all areas of performance.

The Contractor shall:

a. Ensure contract and financial management requirements are accomplished and accounted for in accordance with applicable Federal and Agency procedures and regulations.

b. Implement strategies to establish and sustain appropriate relations with labor unions while using prudent business practices to facilitate cross-utilization of the workforce.

c. Generate and deliver ad hoc reports and data call responses as requested by the CO or COR.

d. The Contractor shall track the status of all FFP-LOE task order CLINS from planning to completion, and record projected and actual resources expended on each task order. The results of this activity shall be reported in accordance with DRD XXX, FFP-LOE Task Order Listing.

e. The Contractor shall prepare and submit a Phase-out Plan in accordance with DRD XXX, Phase-Out Plan. The Contractor shall support the succeeding Contractor during the contract phase-out period. This support includes the transition of management and technical services to the successor Contractor while minimizing operational impacts.

3.2.2 Resource Management

a. Provide and maintain qualified personnel in accordance with Section J, Attachment J-

TBD,

Contractor's Staffing Plan, and Section J, Attachment J-TBD, Labor Category Descriptions. Where applicable, the Contractor shall adhere to the payment of minimum wages, to include minimum health and welfare benefits, in accordance with FAR Subpart 22.10, Service Contract Labor Standards, and Section J, Attachment J-TBD, Wage Determination.

Provide and maintain qualified personnel in support of PWS Section 6.2, Supplemental Communications Products and Services, as applicable.

b. Manage contract resources to maintain flexibility to respond to surge, one-of-kind, and unforeseen requirements, and coordinate with the Government to prioritize such requirements.

c. Apprise the CO and COR of any human resource issues that could have an impact on the ability to perform required elements of this contract.

d. Implement strategies to establish and sustain appropriate relations with labor unions while using prudent business practices to provide the best value to the Government.

Participate in applicable NASA Center Labor Management Councils.

e. Provide a copy of collective bargaining agreements (CBA), if any, to the applicable Labor Relations Officer and CO within 30 days of execution or ratification.

f. Prepare and submit an Advance Notification of Workforce Reduction in accordance with DRD XXX, Advance Notification of Workforce Reduction Report.

g. Prepare and submit a Quarterly Headcount Report in accordance with DRD XXX, Quarterly Headcount Report.

h. Prepare and submit a Quarterly 3rd Step Labor Grievances and Arbitrations Report in accordance with DRD XXX, Quarterly 3rd Step Labor Grievances and Arbitrations Report.

3.2.3 Performance Metrics

a. Monitor and track NCS performance against the standards listed in Attachment J-TBD Performance Standards and as identified in the task orders if applicable. NOTE: Technical Performance Standards may be modified for each task order and as such would take precedence over the technical Performance Standards in Attachment J-TBD.

b. Assist the Government in development, maintenance, and analysis of objective, measurable performance metrics for NCS.

c. Report existing or potential performance issues along with recommended solutions during the execution of the NCS.

3.3 Safety, Health, and Environment

3.3.1 The Contractor shall establish and implement an industrial safety, occupational health, and environmental program that will:

a. Provide a workplace that is incident and injury free by preventing employee fatalities, reducing the number of incidents, and reducing the severity of employee injuries and illnesses;

b. Protect the environment through the ongoing planning, implementation, integration, and management control of these programs; and

c. Comply with all Center and facilities SHE core program requirements (CPRs) including the sub-elements.

3.3.2 The Contractor shall comply with NPR 8621.1, NASA Procedural Requirements for Mishap and Close Call Reporting, Investigating, and Recordkeeping; NFS 1852.223-70, Safety and Health Measures and Mishap Reporting; and applicable Center requirements in the event that any activity during the performance of this contract results in a NASA mishap or close call. The Contractor shall use the NASA Mishap Information System (NMIS) to report mishaps and close calls. In accordance with NFS 1852.223-70(d), the Contractor shall immediately notify the Contracting Officer’s Representative (COR) of any Mishap or close call as defined in NPR 8621.1. The Contractor will keep the COR informed of all actions taken in response to NASA mishaps and close calls. The Contractor shall encourage all employees located on NASA property to report hazardous conditions and/or situations which, if not corrected, have the potential to result in an injury to personnel or damage to equipment/property.

3.4 Records Management

a. Ensure accurate and complete records of Government business are maintained in accordance with the NPR 1441.1, NASA Records Management Program Requirements.

Information and records include electronic and paper records, including but not limited to legacy records inherited from previous contracts. Records of Government business shall be segregated from company-owned records and from non-record materials. Provide the Government access to Government records in accordance with FAR Subpart 4.7, Contractor Records Retention. The Government reserves the right to inspect, audit, and copy record holdings.

Note: Ensure all records are managed in an electronic format to the fullest extent possible.

b. Develop, implement, and maintain a Records Management Program Plan in accordance with the following DRDs:

(1) DRD 1.7-1, Records Management Program Plan

(2) DRD 1.7-2, File Plan

(3) DRD 1.7-3, Contract Records Close out Plan

c. Establish an annex Record Liaison with each Centers’ Records Manager to ensure the Records Management Program and File Plan requirements are adhered to.

3.5 Property Management System

3.5.1 The Contractor shall administer the Government-provided PastPerfect inventory control system to identify and track NCS property, to include Government-provided and/or Contractor-acquired property. NCS property includes, but is not limited to: exhibits, space hardware, artifacts, artwork, models, electronics, shop tools, machinery, furniture, and materials.

3.5.2 The Contractor shall control and manage Government-provided property designated in

Section J, Attachment J-TBD, Installation-Accountable Government Property (IAGP), for use in the performance of this PWS, for which the Contractor has been given custody.

3.5.3 In accordance with DRD XXX, Government Property Management Plan, the Contractor shall develop, submit, implement, and maintain the Contractor's approach to controlling and managing IAGP, utilizing PastPerfect for the property record, during performance of this contract (note: following Government approval, this plan will be incorporated in Section J as Attachment J-TBD, Contractor's Government Property Management Plan).

3.5.4 During performance of this contract, the Contractor shall perform the following additional property management functions:

(a) process external partnership loans of NCS property in accordance with NASA NCS property;

(b) perform an annual physical inventory of all IAGP and an annual verification of loaned

NCS property;

(c) facilitate shipping and receiving of NCS and/or its customer's property used in performance of this contract;

(d) store and manage NCS-provided pre-printed materials (e.g., publications, NASA bags, brochures, fact sheets, still photos, stickers) for current and future use; and

(e) deliver, to designated sites, a consolidated inventory of the aforementioned NCS-provided pre-printed materials for NASA’s media, exhibits, public inquiries, employee relations, local and state government, community, and guest operations.

3.5.5 For use in the performance of this PWS, the Contractor shall have access to additional

Government-provided property and services in accordance with Section J, Attachment J- TBD, Installation-Provided Property and Services.

4.0 COMMUNICATIONS TECHNICAL REQUIREMENTS

NOTE: This PWS often refers to coordination “with NASA” or approval “by NASA.” Specific processes for compliance with these requirements, including the NASA officials responsible for their completion, will be determined by the task being performed and where the work is being done.

4.1 Strategic Communications, Planning, and Integration

NASA seeks to consistently achieve our strategic vision, goals, and operations strategy in order to clearly and consistently communicate to both internal and external stakeholders. As part of this, NASA requires research, analysis, and reporting on a variety of strategic efforts to ensure we are best achieving the work of the Agency’s communications. NASA seeks to ensure recommendations are generated for changes to NASA’s operations to take advantage of data-driven insights, emerging methods, and new technologies. The Contractor shall provide solutions to improve NASA’s ability to meet its communications goals.

4.1.1 NASA Integrated Strategic Communications

The Contractor shall support NASA’s communication strategy and planning efforts in developing an annual comprehensive NASA Integrated Strategic Communication Plan (NISCP) using Government-identified strategic research and analysis data to ensure all communications align with NASA’s strategic vision and guidance, along with the Government’s goals and business strategy.

4.1.1.1 The Contractor shall support NASA’s quarterly review of NISCP, as well as any ad hoc changes resulting from Agency or Center redirection which necessitates NISCP redirection.

4.1.1.2 The Contractor shall ensure all of NASA’s communication products and services supported or created in PWS Section X are aligned with existing NASA strategic communications plans, the NISCP, and other communication policies, rules, and guidance to include supporting the Office of Communication’s (OCOMM’s) customers in the development, enhancement, and innovation of their communication strategies towards achieving their goals, ensuring those communication efforts remain aligned with the Agency’s strategic direction.

4.1.1.3 The Contractor shall support the research, documentation, and recommendation of communication strategies to accomplish a broad range of Agency, Center, Directorate, and organizational public outreach goals and initiatives that:

a. Develop a sustaining communication process;

b. Support integrated communications;

c. Support effective dissemination of information; and

d. Increase stakeholder knowledge about program performance and management objectives.

4.1.2 Communication Strategy

Communications strategies are designed to help NASA communicate effectively and meet core organizational objectives. When developing a communications strategy, the goal is to ensure the strategies show how effective communications can help us achieve overall objectives, engage effectively with stakeholders, demonstrate the success of our work, ensure people understand what we do, and change behavior and perceptions where necessary.

4.1.2.1 In support of this goal, the Contractor shall assist in researching, planning, implementing, and evaluating Agency strategic communication priorities for pubic and internal audiences.

4.1.2.2 The Contractor shall provide recommendations for Agency strategic communications processes as directed by the Government.

4.1.2.3 The Contractor shall, as directed, plan and host a series of meetings and virtual forums with the purpose of integrating strategic communications efforts from specific organizations as identified.

4.1.2.4 The Contractor shall, as directed, brief out the results of these meetings and virtual forums to specific organizations as identified.

4.1.2.5 The Contractor shall, as directed, document communications strategies as requested, ensuring the documentation covers what NASA hopes to achieve with the strategy in question so this documentation may act as a reference and reminder for those using it in their work. The documentation shall be maintained by the Contractor in a Government-provided database.

4.1.2.6 The Contractor shall assist with the coordination of Center, program, and projects communications and engagement goals, assessing their alignment to Agency directions and communications priorities, strategy, policy, and national priorities. Includes making recommendations to ensure alignment with the Agency’s strategic goals and objectives.

4.1.3 Strategic Research and Analysis

Strategic research and analysis serve as the foundation for all communications efforts.

Ultimately, the goal of strategic research and analysis is to understand the collective internal and external environments in which NASA operates such that communication efforts achieve their intended outcome of increasing awareness of NASA’s activities to the broadest range of audiences practical.

4.1.3.1 In support of this goal, the Contractor shall provide analysis and assessments of the internal and external environments in which NASA operates and identification of relevant issues and trends important to NASA. Strategic research and analysis shall be used in developing communication strategy, planning, and integrated message development in alignment with NASA’s strategic vision and guidance, along with communication’s goals and operations strategy.

4.1.3.2 In an effort to provide the Government with an increased awareness for fostering effective decision-making, the Contractor shall, as directed, use assessment results in the development, enhancement, and innovation of effective strategic communication channels and venues which deliver the knowledge gained from environmental monitoring.

4.1.3.3 The Contractor shall, as directed, provide environmental monitoring, analysis, and assessment services to improve the Government literacy and awareness of aeronautics and space-related business and policy environments to include a concentration on Agency, legislative, political, economic monitoring relevant to OCOMM and NASA’s mission assignments. These services shall provide relative content and information to be incorporated into communication product development activities.

4.1.3.4 Environmental source monitoring products and services shall include, but are not limited to, the following:

a. Regular synopses of OCOMM and Center management activity at a frequency specified;

b. Stakeholder biographical briefs (bio-briefs);

c. Regular stakeholder bio-briefs book updates at a frequency specified;

d. Regular environmental characterizations at a frequency specified; and

e. Summaries of key topics developed from:

(1) Daily monitoring and assessments of news sources to OCOMM, and

(2) Regular integration assessments of Center/Agency meetings, events, and milestones at a frequency specified.

4.1.3.5 The Contractor shall, as directed, maintain a Government-provided electronic integrated calendar of strategic events and reports of interest to the Government.

4.1.3.6 The Contractor shall provide, as directed, recommendations to the Government on best communication practices after benchmarking a wide variety of program processes and/or functions across the Government, using a broad range of research tools and techniques.

The intent of the Contractor’s recommendations to the Government shall be for use in further identifying innovative strategic research and analysis practices and/or process strategies for eventual adoption and integration into NASA’s approach to strategic research and analysis.

4.1.3.7 Pending the Government’s acceptance of any contractor recommendations and, as directed, the Contractor shall provide the necessary education or training to the Government and/or select customers for the adoption of recommended benchmarking best communication practices.

4.1.4 Communications Planning

4.1.4.1 Communication plans provide the foundation for integrated communication service and product development and delivery. As directed, the Contractor shall provide communication plans to:

a. Describe ways and methods to implement a diverse, broad, and integrated set of efforts and activities to communicate with, and engage target audiences, the public, and other stakeholders in understanding the program, its objectives, elements, and benefits.

b. Describe how the plan relates to the larger NASA vision and mission.

c. Focus should be placed on activities and campaigns that are relevant, compelling, accessible, and, where appropriate, participatory.

d. Describe how these efforts and activities will promote interest and foster participation in NASA’s endeavors.

e. Address how these efforts and activities will develop exposure to, and appreciation for, STEM.

f. Define goals and outcomes, as well as key overarching messages and themes.

g. Identify target audiences, stakeholders, and partnerships.

h. Summarize and describe products to be developed and the tools, infrastructure, and methods that will be used to communicate, deploy, and disseminate those products, including media, multimedia, Web, social media, and publications for non-technical audiences.

i. Describe events, activities, and initiatives focused on public engagement and how they link with planned products and infrastructure.

j. Identify milestones and resources required for implementation.

k. Define metrics to measure success.

l. Describe the relationship, roles, and responsibilities between the Agency, organizations, programs, and projects regarding communications activities.

4.1.4.2 Prior to the Contractor developing a communication plan, the plan’s structure will be defined by the Government, with aspects that may include:

a. Programmatic objectives;

b. Management initiatives;

c. Desired innovations; and/or

d. Business development situations.

4.1.4.3 In support of developing specific communication plans for the Government and/or its customers, the contractor shall, as directed, research new and existing communication channels and/or venue opportunities for appropriateness and relevance.

4.1.4.4 Utilizing communication strategies developed in PWS Section X, the Contractor shall develop clear, concise, and focused communication plans that align with NISCP in supporting OCOMM and/or its customer’s goals.

4.1.4.5 The Contractor shall ensure communication plans are comprehensive and answer key questions such as, but not limited to:

a. What communication strategy(s) shall be used to reach defined audience(s);

b. Which segments of the defined audience(s) shall be addressed;

c. Which channels are already serving the defined audience(s);

d. Which channels shall be used to reach defined audience(s);

e. Which key messages (see PWS Section X) shall be used to reach defined audiences;

f. How frequently should communication occur to defined audience(s); and

g. How communication effectiveness shall be measured.

4.1.4.6 The Contractor shall submit communication plans for final review and approval by the Government.

4.1.5 Key Messages Development

Key messages identify and articulate strategic objectives and themes to stakeholders. The Government uses key messages in communicating the Government’s goals, milestones, and/or discoveries.

4.1.5.1 The Contractor shall support the Government in developing and integrating key messages into communication products and/or services consistent with NISCP in conveying understandable, credible, and repeatable core messages to audiences.

4.1.5.2 The Contractor shall, as directed, develop, implement, and maintain key message development and management processes, which shall include, but is not limited to:

a. Creation of a list of communicators (i.e., pertinent contractors and personnel involved in the planning, development, review, approval, and/or delivery of communication products and services);

b. Planning, development, review, and approval criteria of key messages by communicators;

c. Notification to communicators of any key message updates and/or changes;

d. Delivery (e.g., publishing, distribution) of key messages to communicators and archiving and maintenance of key messages in a Government-provided system for version control and reference.

4.1.5.3 Key message documentation shall include, but not be limited to, the:

a. Targeted audience(s);

b. Message theme(s);

c. Message topic(s);

d. Message(s) being conveyed;

e. Message goal(s);

f. Date implemented; and

g. Revision date(s).

4.1.5.4 The Contractor shall, as directed, infuse approved key messages in applicable PWS Section X communication products and services in the event of any key message updates or changes.

4.1.5.5 All communication plans shall be archived and maintained by the Contractor in a

Government-provided system for version control and reference.

4.1.6 Project Management, Coordination, and Implementation

The Contractor shall, as directed, assist the Government with program, project, and event planning activities that include, but are not limited to:

a. Developing of event timelines;

b. Establishing and measuring milestones for determining the status of the event planning activities;

c. Identifying roles and responsibilities;

d. Attending and supporting the planning metrics; and

e. Developing, tracking, and reporting event metrics.

4.1.7Organizational Measurement and Analysis

Communication measurement and analysis are used for the refinement and further enhancement of existing and future communications strategies to:

a. Determine the outcome of communication efforts to increase awareness of NASA’s activities;

b. Establish successful and innovative communication capabilities; and

c. Implement a comprehensive suite of services, products, tools, and techniques across the PWS.

4.1.7.1 The Contractor shall, as directed, create and maintain an analysis methodology and system for performance indicator and communications metrics data to report on this data across NASA and OCOMM.

4.1.7.2 The Contractor shall, as directed, provide strategic communications plan impact reports at a frequency specified that details the output metrics associated with communication channels and their unique products as detailed throughout the PWS.

4.1.7.3 The Contractor shall, as directed, provide regular communication analysis reports of the output metrics per the communication plans as it pertains to satisfying the goals established in the plans. Details of the analysis reports shall include, but are not limited to:

a. The effectiveness of current communication channels;

b. The effectiveness of product delivery (i.e., message outcomes/success);

c. The identification of communication delivery obstacles;

d. Recommendations for alleviating communication delivery obstacles; and

e. Recommendations for any new or innovative communication channels and/or products.

4.1.7.4 The Contractor shall provide, as directed, a regular communication analysis summary report and presentation to Government to include measuring the outcome of communication efforts to increase awareness of NASA’s activities in relations to communications plans.

4.1.7.5 The Contractor shall, as directed, provide an annual measuring communication effectiveness report and presentation to the Government. The report shall focus the Contractor’s communication metrics and analysis under PWS Section X for the previous 12-month period. The report shall contain, but not be limited to:

a. A review of the metrics tool(s) used:

(1) Functionality of each tool;

(2) Output tool metrics delivered;

(3) Methodology for each tool’s usage;

(4) Effectiveness of each tool’s metrics; and

(5) Recommendation for continued tool utilization.

b. Recommendations for any new or innovative metrics tools:

(1) Functionality of each tool;

(2) Output tool metrics delivered;

(3) Methodology for each tool’s usage; and

(4) Anticipated effectiveness of each tool’s metrics.

c. A review of communication channel(s) used:

(1) Functionality of each channel;

(2) Methodology for channel utilization;

(3) Effectiveness of each channel;

(4) Recommendation for continued channel utilization;

(5) Recommendation for any new or innovative channels;

(6) Functionality of each channel;

(7) Methodology for channel utilization; and

(8) Anticipated effectiveness of each channel.

4.1.7.6 The Contractor shall assist with compiling of metrics and performing analysis necessary for the organization to fulfill regular and common preference baseline reviews, performance reporting, Agency strategic reviews, and others as directed.

4.1.7.7 The Contractor shall make recommendations derived from communications metrics data and advise leadership and identified decision makers on how to implement recommendations.

4.1.8 Communication Policy Analysis

4.1.8.1 The Contractor shall assist in the development of Agency communications policy and guidance.

4.1.8.2 The Contractor shall review and maintain policies and guidance for effectiveness, compliance, and relevance as directed.

4.1.8.3 The Contractor shall, as directed, provide a regular strategic synopsis of national policy, space policy, and/or other policy related activities (e.g., locally, regionally, internationally) that impact aeronautics and/or space-related programs relative to identified stakeholders.

4.1.9 Strategic Alliances and Partnerships

Strategic alliances and partnerships allow NASA to engage the public via other entities to serve as a platform or vehicle for NASA’s messages and allow the Agency to communicate the value, excitement, and relevance of the Nation’s space program through these strategically engaged entities.

4.1.9.1 To accomplish this, the Contractor shall assist NASA in fostering, facilitating, and developing strategic partnerships and alliances with public and private entities to magnify NASA’s capacity to communicate with the public.

4.1.9.2 The Contractor shall provide assistance in the creation and processing of space act agreements, partnership agreements, and other memorandum of agreements necessary to accomplish a successful partnership or alliance.

4.1.9.3 The Contractor shall act as an interface and liaison to specified partners and allies, fielding requests and inquiries, ensuring they are responding in a timely manner as directed by NASA.

4.1.10 NASA Style and Graphics Standards

NASA’s Style and Graphic Standards provide guidelines for a unified approach to NASA’s communications products. As part of the authority of 14 Code of Federal Regulations (CFR) 1221, these standards provide the unifying elements and their appropriate usage so that, when used correctly, NASA’s logos build the Agency’s brand by combining the most recognized existing elements – the Agency’s name and NASA insignia (meatball) – with supporting elements like the NASA logotype (worm), mission emblems, etc. The Agency’s policies regarding logo usage are designed to ensure the public’s recognition of the NASA insignia is not diluted by other NASA identities. When used correctly, uniform style and graphic elements provide the framework for establishing a general visual identity that keeps the Agency visually relevant.

4.1.10.1 In order to maintain the integrity of the NASA brand, the Contractor shall support the maintenance of standards and guidelines to ensure a cohesive and recognizable experience across NASA Centers, facilities, and partner organizations.

4.1.10.2 In order to maintain the integrity of NASA’s style, the Contractor shall ensure that all communications materials are written in the Associated Press (AP) style and as outlined in the stylebook and Office of Communications Manual. This manual includes the NASA exceptions to AP style, as well as writing guidelines and guidance. For all other communications materials, the Contractor shall use NPR 1450.10 for specific NASA writing style guidelines, followed by the Government Publishing Office (GPO) manual.

Refer to NPR 1450.10 for the correspondence writing guide.

4.1.10.3 The Contractor shall assist with the development and distribution of the NASA

Stylebook and NASA Graphics Standards Manual, as well as compliance with policies pertaining to the use of the NASA emblems, logos, insignias, and other graphic elements as specified. The Contractor shall assist in ensuring a clear and consistent visual identity is applied in keeping with general brand standards.

4.1.10.4 The Contractor shall act as an interface and liaison to external entities, businesses, or organizations wishing to use NASA’s style or graphics, fielding requests and inquiries, ensuring they are responded to in a timely manner as directed by NASA.

4.1.11 Supplemental Strategic Communications Services

4.1.11.1 The Government has additional strategic requirements for work related to specific customers. The contractor shall provide services that act as a communications and outreach liaison, managing communications on an assigned topic, including oversight of products and their dissemination as well as planning in coordination with the NASA public affairs officer (PAO) for topics assigned by the Government. For specific customers, when specified, the Contractor shall also:

a. Assist the PAOs with the implementation of an approved communication plan provided in NPD 7120.5;

b. Research and recommend strategies involving specified NASA communications products, methods, and distribution channels such as video, Web, and social media accounts;

c. Analyze impact of specified communications activities;

d. Develop requirements, strategies, talking points, and other materials that ensure alignment and relevance for specified activities, events, or venues.

e. Coordinate with the Government staff, the customer staff, and other organizations as specified to leverage and promote Agency communication priorities and newsworthy activities relevant to the assigned topic;

f. Participate in relevant event coordination and communication planning for the assigned topic intended for internal and external audiences.

g. Serve as primary point of contact for existing publications and exhibits for the assigned topic;

h. Develop strategy for key messages and design standards in all NASA communications materials and ensure consistency for products on the assigned topic and ensure activities and strategy align with or leverage Agency OCOMM/Office of STEM Engagement/Mission Directorates/Office of Legislative and Interagency Affairs initiatives and strategy.

4.2 Engagement – Stakeholder Relations and Public Engagements

NASA’s communications engagement efforts include stakeholder relations and public relations (herein referred to as public engagement) activities. The Contractor shall support the Government in the development and management of programs, projects, and activities to reach, inform, and engage stakeholders and the public at in-person and virtual events to include, but not limited to, planning, coordinating, and executing the communications-related aspects of NASA events and NASA participation in stakeholder and public events.

4.2.1 Stakeholder Relations

NASA seeks to effectively inform and engage internal and external…