A.02 NCSA PWS.docx

PERFORMANCE WORK STATEMENT (PWS)

PSA IDIQ Media Services

1.0 General:

This contract is to provide the Army National Guard (ARNG) the ability to advertise at the State and local level using both: (1) Public Service Advertising (PSA); and (2) a hybrid between PSA and paid advertising. The primary objective is to reach the Wisconsin Army National Guard (ARNG) target demographic of 17-24 year-olds, then 25-35 year-olds.

This contract is made exclusively through State Broadcasters Associations (SBAs), which are represented nationally by the National Alliance of State Broadcasters Associations (NASBA). Each state has its own SBA which represents its radio and television broadcasters. The SBA broadcasts in a variety of markets (large and small) throughout a given state, while giving priority treatment for available airtime, receiving repeated air-time through a campaign, and is more likely to air in desirable time slots between 6:00AM and 12:00 AM (Midnight) local standard time. This contract is intended to help Government agencies and nonprofit organizations deliver their important public interest messages effectively and affordably. Various state and local Government agencies use this contract to promote transportation and highway safety issues/initiatives, health and human services, emergency awareness and preparedness, tourism, consumer protection and education and many others.

The ARNG uses radio and television across all 50 states, the District of Columbia and Puerto Rico to broadcast its local and state radio and television announcements in an affordable manner. The WIARNG’s objective is to have radio and television enhance the WIARNG’s image in the minds of potential recruits and their influencers, resulting in qualified recruitment leads. This contract will further the WIARNG’s objective by increasing public awareness of WIARNG, clarifying public understanding of WIARNG’s mission, and improve the public’s perception of the Guard at the State and local level.

The Wisconsin ARNG will provide advertising/marketing services to ensure the ARNG gets the maximum exposure and advertising value possible within each SBA Wisconsin ARNG will be required to duplicate existing both PSA In-Home and TV and radio spots media (i.e. burn CDs), design creative packaging, and send to each SBA. The Wisconsin ARNG negotiates and establishes an agreement with the SBA outlining the expectations for the airings of the ARNG materials as demonstrated in their proposal.

1.1 Scope: The Contractor shall provide all personnel, equipment, tools, materials, supervision and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform ARNG with PSA services as defined in this PWS.

1.2 Background: ARNG established the national NCSA and PSA programs in 1995. Initially, NCSA and PSA programs were a task order that fell under the Traditional Advertising Indefinite Delivery Indefinite Quantity (IDIQ) contract. The National Guard expanded the NCSA and PSA programs nationally in 1996 after trying it in several states and has been using it ever since. The Army National Guard is the only organization that uses NCSAs on a national basis. In 2001, the determination was made to create a separate IDIQ contract for the NCSA and PSA programs (funding amount changes every year) and the first long-term IDIQ was awarded in 2002 (CVDH-40-02-A-0001). A second long-term IDIQ followed in November of 2008 (W2222L- 09-A-0000). In 2021 the determination was made to decentralize the process, allowing each state to decide if NCSA and PSA program advertising was appropriate. Thus foregoing a third national IDIQ.

1.3 Period of Performance (PoP): The PoP for this Task Order is 12 months, and the anticipated start date of performance is 01 March 2024.

1.4 General Information:

1.4.1 Quality Control (QC): The contractor shall create and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this PWS. The contractor shall create and implement procedures to identify, prevent and ensure non-recurrence of defective services. The contractor QCP is the means by which it assures itself that its work complies with the requirements of the contract. As a minimum, the contractor shall create QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary (PRS). After Government acceptance of the QCP, the contractor shall obtain the Contracting Officer’s (KO) acceptance in writing of any proposed changes to its QCP.

1.4.2 Quality Assurance (QA): The Government shall evaluate the contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan (QASP). This plan is primarily focused on what the Government must do to ensure that the contractor has performed in accordance with the performance standards. It defines how the performance standards shall be applied, the frequency of surveillance, and acceptable quality level(s) (defect rate(s)).

1.4.3 Place and Performance of Services: The Contractor shall have a point of contact (POC) available between the hours of 9:00 AM to 5:00 PM EST Monday through Friday, except on recognized U.S. holidays. Contractor’s place of performance shall be at the Contractor’s facility. However, the Contractor is allowed to have in-person meetings with Government personnel, and at a location other than the Contractor’s facility, if they determine the meetings are needed to ensure the below tasks are met. The Government will provide the Contractor with any necessary Government personnel rosters upon award. The Contractor shall at all times maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS. When hiring personnel, the Contractor shall keep in mind that the stability and continuity of the work force are essential.

1.4.4 Security Requirements: The Contractor shall comply with all applicable installation/facility access and local security policies and procedures, which may be obtained from the Contracting Officer’s Representative (COR). The Contractor shall also provide all information required for background checks to meet installation access requirements to be accomplished by installation Provost Marshal Office, Director of Emergency Services or Security Office. The Contractor shall ensure compliance with all personal identity verification requirements as directed by Department of Defense (DoD), Headquarters Department of the Army (HQDA) and/or local policy. Should the Force Protection Condition (FPCON) change, the Government may require changes in Contractor security policies or processes.

1.4.4.1 COMSEC/IT Security: All communications with DoD organizations are subject to communications security (COMSEC) review. All telephone communications networks are continually subject to intercept by unfriendly intelligence organizations. DoD has authorized the military departments to conduct COMSEC monitoring and recording of telephone calls originating from, or terminating at, DoD organizations. Therefore, the Contractor is advised that any time Contractor personnel place or receive a call, they are subject to COMSEC procedures. The Contractor shall ensure wide and frequent dissemination of the above information to all employees dealing with DoD information. The Contractor shall abide by all Government regulations concerning the authorized use of the Government's computer network, including the restriction against using the network to recruit Government personnel or advertise job openings.

1.4.4.2 Protection of Personally Identifiable Information (PII): The Contractor shall protect all PII encountered in the performance of services in accordance with Defense Federal Acquisition Regulation Supplement (DFARS) 224.103 and DoDD 5400.11, Department of Defense Privacy Program, and DoD 5400.11-R. If a PII breach results from the Contractor’s violation of the aforementioned policies, the Contractor shall bear all notification costs, call-center support costs, and credit monitoring service costs for all individuals whose PII has been compromised.

1.4.5 process from submittal of the PSIP form to return of the FBI fingerprint check may routinely take from 2-6 weeks and shall factor this lead time into its hiring/placement process. The Contractor shall make all reasonable efforts to ensure that Contractor employees meet CAC eligibility standards upon assignment to the contract and shall be held responsible for delays, failure to meet performance requirements or decreases in efficiency in accordance with the applicable inspection clause.

1.4.6 The Contractor is responsible for managing requests for new or renewal CAC cards in sufficient time to ensure that all Contractor employees have them when needed to perform work under this contract. The norm is at least ten calendar days advance notice to the Trusted Agent (TA), unless there are extenuating circumstances approved by the COR or KO.

1.4.7 It is recommend that a "Corporate Facility Security Officer" (FSO) be designated to serve as your firm's single point of contact for Background Investigation (BI), the TASS application process and other CAC- and security-related matters. If an FSO is not established, each Contractor employee requiring a CAC will be required to process their own applications.

1.4.7.1 CAC applications shall be processed through the TASS. The Contractor's FSO or Contractor employee shall submit requests for a CAC via email to the designated TASS Trusted Agent (TA) before accessing the TASS website.

1.4.7.2 The Government will establish a TASS application account for each CAC Request and will provide each Contractor employee a USER ID and Password, via email, to the FSO. The FSO or Contractor employee shall access the TASS account and complete the CAC application (entering/editing Contractor information as applicable) at: https://www.dmdc.osd.mil/tass/.

1.4.7.3 The FSO or Contractor employee will submit completed applications in TASS and will follow up to ensure that the TA is processing the request.A CAC cannot be issued without evidence that the FSO has initiated a National Agency Check with Written Inquires (NACI).The Government will inform the Contractor's applicant, via email, of one of the following:

a. Approved.* Upon approval, the information is transferred to the DEERS database and an email notification is sent to the Contractor with instructions on obtaining their CAC. The Contractor proceeds to a Real-Time Automated Personnel Identification System (RAPIDS) station (RAPIDS Site Locator: http://www.dmdc.osd.mil/rsl/).

b. Rejected.* The Government, in separate correspondence, will provide reason(s) for rejection.

c. Returned. Additional information or correction to the application is required by the Contractor employee.

*The Contractor shall maintain records of all approved and rejected applications.

1.4.8 At the RAPIDS station, the RAPIDS Verification Officer will verify the Contractor by SSN and two forms of identification. Identity source documents must come from the list of acceptable documents included in Form I-9, OMB No. 115-0136, "Employment Eligibility Verification." Consistent with applicable law, at least one document from the Form I-9 list shall be a valid (unexpired) State or Federal Government-issued picture identification (ID). The identity documents will be inspected for authenticity and scanned and stored in the DEERS upon issuance of an ID. The photo ID requirement cannot be waived, consistent with applicable statutory requirements. The Verification Officer will capture primary and alternate fingerprints, picture and updates to DEERS and will then issue a CAC.

1.4.8.1 Issued CACs shall be for a PoP not longer than three (3) years or the individual's contract end date (inclusive of any options), whichever is earlier.

1.4.9 The Contractor shall return issued CACs to the DEERS office upon departure or dismissal of each Contractor employee. The Contractor shall obtain a receipt for each card and provide to the TA/COR.

1.4.10 Physical Security: The Contractor shall safeguard all Government property provided for Contractor use. At the close of each work period, Government facilities, equipment and materials shall be secured.

1.4.11 Post Award Conference/Periodic Progress Meetings: The Contractor agrees to attend any post award conference convened by the contracting officer (KO) in accordance with Federal Acquisition Regulations Subpart 42.5. The KO, COR, and other Government personnel as appropriate, may meet periodically with the Contractor to review the Contractor’s performance. At these meetings, the KO will apprise the Contractor of how the Government views the Contractor’s performance and the Contractor shall apprise the Government of problems, if any, being experienced. The Contractor shall resolve outstanding issues raised by the Government. Contractor attendance at these meetings shall be at no additional cost to the Government.

1.4.12 Contract Manager (CM): The Contractor shall designate a CM who shall ensure performance under this contract. The name of this person and an alternate, who shall act for the Contractor when the CM is absent, shall be designated in writing to the KO. The CM or alternate shall have full authority to act for the Contractor on all contract matters relating to daily operation of this contract. The CM shall work through the COR, (or the KO if a COR is not assigned), to resolve issues, receive technical instructions and ensure adequate performance of services. The CM shall ensure that Contractor employees do not perform any services outside the scope of the contract without an official modification issued by the KO. The CM shall ensure Contractor employees understand that services performed outside the scope of the contract are performed wholly at the expense of the Contractor.

1.4.13 Shipping Costs: The Contractor will NOT be reimbursed for the costs of shipping training aids. The Contractor shall propose shipping costs as part of the proposal. The proposed shipping cost will be part of the Contractor’s overhead within the firm-fixed pricing provided.

1.4.14 Data Rights: The Government has unlimited rights to all documents/material produced under this contract. All documents and materials, to include the source codes of any software, produced under this contract shall be Government-owned and are the property of the Government with all rights and privileges of ownership/copyright belonging exclusively to the Government. These documents and materials may not be used or sold by the Contractor without written permission from the KO. All materials supplied to the Government shall be the sole property of the Government and may not be used for any other purpose. This right does not abrogate any other Government rights.

1.4.15 Organizational Conflicts of Interest (OCI): The Contractor and Subcontractor personnel performing services under this contract may receive, have access to or participate in the creation of proprietary or source selection information (e.g., cost or pricing information, budget information or analyses, specifications or work statements, etc.) or perform evaluation services which may create a current or subsequent OCIs, as defined in FAR Subpart 9.5. The Contractor shall notify the KO immediately whenever it becomes aware that such access or participation may result in any actual or potential OCI and shall promptly submit a plan to the KO to avoid or mitigate any such OCI. The Contractor’s mitigation plan will be determined to be acceptable solely at the discretion of the KO and in the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may affect other remedies as he or she deems necessary, including prohibiting the Contractor from participation in subsequent contracted requirements which may be affected by the OCI. The Contractor shall also disclose to the Government any instance of a recommended media property or related service being one that the Contractor has no-charge or discounted access to via a barter or internal programmatic trading desk (or similar) arrangement.

2.0 Definitions and Acronyms:

2.1 Definitions:

2.1.1 CONTRACTOR: A supplier or vendor awarded a contract to provide specific supplies or service to the Government. The term used in this contract refers to the prime.

2.1.2 CONTRACTING OFFICER (KO): A person with authority to enter into, administer, and or terminate contracts/contracts, and make related determinations and findings on behalf of the Government. Note: The only individual who can legally bind the Government.

2.1.3 CONTRACTING OFFICER'S REPRESENTATIVE (COR): An employee of the U.S. Government designated by the KO to monitor Contractor performance. Such appointment shall be in writing and shall state the scope of authority and limitations. This individual has authority to provide technical direction to the Contractor as long as that direction is within the scope of the contract, does not constitute a change, and has no funding implications. This individual does NOT have authority to change the terms and conditions of the contract.

2.1.4 DEFECTIVE SERVICE: A service output that does not meet the standard of performance associated with the PWS.

2.1.5 DELIVERABLE: Anything that can be physically delivered and includes non- manufactured things such as meeting minutes or reports.

2.1.6 KEY PERSONNEL: Contractor personnel that are evaluated in a source selection process and that may be required to be used in the performance of a contract by the PWS. When key personnel are used as an evaluation factor in best value procurement, an offer can be rejected if it does not have a firm commitment from the persons that are listed in the proposal.

2.1.7 PHYSICAL SECURITY: Actions that prevent the loss or damage of Government property.

2.1.8 QUALITY ASSURANCE: The Government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.9 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of Contractor performance.

2.1.10 QUALITY CONTROL: All necessary measures taken by the Contractor to assure that the quality of an end product or service shall meet contract requirements.

2.1.11 SUBCONTRACTOR: One that enters into a contract with a prime Contractor. The Government does not have privity of contract with the Subcontractor.

2.1.12 WORK DAY: The number of hours per day the Contractor provides services in accordance with the contract.

2.1.13 WORK WEEK: Monday through Friday, unless specified otherwise.

2.2 ACRONYMS:

FDO Fee Determining Official GFP/M/E/S Government Furnished Property, Material, Equipment and Services

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): The Government will provide, incidental to services being provided, the following: (1) National Guard Regulations (NGR) 601-1; (2) ARNG Style Guide/Graphic Standards (“Style Guide”); (3) Electronic Roster of RRC’s and State contacts; (4) National Guard-specific trademarked logos;

(5) Marketing Non-commissioned Officer contact roster and (6) all pre-recorded radio and television commercials.

4.0 Contractor Furnished Property, Material, Equipment (CFP/M/E):

4.1 General: Except for those items specifically stated to be Government-Furnished in Paragraph 3.0, the Contractor shall furnish everything required to perform these services as indicated in Paragraph 1.1 and throughout this PWS.

5.0 Requirements: The Contractor shall perform the following tasks: General: The following Section 5.1 to 5.10.2 are relevant for “PSA In-Home.

5.0.1 This contract is to provide the Army National Guard (ARNG) the ability to advertise at the State level using Public Service Advertising (PSA), the primary objective is to reach the ARNG target demographic of 17-24 year-olds, then 25-35 year-olds living in Wisconsin.

5.1 The Contractor shall comply with: (1) ARNG Style Guide/Graphic Standards (“Style Guide”), and (2) Electronic and Information Technology Accessibility Standards (Section 508) which is viewable online http://www.access-board.gov/guidelines-and- standards/communications-and-it/about-the-section-508-standards/section-508-standards. This Style Guide will provide all ARNG Approved Logo(s).

5.2 The Contractor shall draft a Monthly Status Report (MSR). The Contractor shall draft a summary of all tasks undertaken during the previous month and any specified tasks identified in the PWS into a MSR. The written report shall be submitted monthly to the COR and KO no later than the end of every following month via email. A sample of the MSR shall be submitted to the COR and KO for review and approval within seven (7) business days after award. The MSR shall, at a minimum, consist of the following: (1) a section breaking down monthly activities; (2) a detail of tasks accomplished performance standard and task;

(3) Deliverables completed; (4) critical actions/issues; (5) problems/issues encountered; (6) program recommendations; (7 (8) list of digital media placement; (9) any tasks referencing the MSR below.

5.3 The Contractor shall use only Army National Guard specific trademarked logos. The Government will also make available the current video/photo library, a library containing approved creative pictures, banners, electronic imagery, and videos for Contractor use. The COR will provide access to current site library at the Post-Award Meeting. The library is managed by the Government. All Contractor created advertising shall be approved by the COR prior to any posting. All Contractor approved imagery and videos shall be uploaded to the library by the Contractor on a monthly basis. All advertising and content produced and using the National Guard trademarked logos shall be the property of the ARNG.

5.4 The Contractor shall also use the Army National Guard’s “Return on Investment (ROI) Tracking Tool” for all online banner media placement. The ROI Tracking Tool is a custom built Web-based campaign management portal exclusively designed for the National Guard providing a transparent, collection control, and tracking of ROI data for all ARNG marketing and advertising campaigns. The COR will provide access permission to the ROI Tracking Tool at the Post-Award Meeting. The Contractor shall use the ROI Tracking Tool to create and track campaigns and programs by Campaign Identifications (CIDs). The ROI Tracking Tools provides a standardized and controlled way of creating a campaign URL, which appends a unique tracking tag in the query string of the URL targeting http://www.nationalguard.com.

The Government will provide orientation on the ROI tracking Tool within fourteen (14) days after contract award. The ROI Tracking Tool will generate Monthly Reports that will be available to the Contractor. The Contractor shall create reports within the ROI tool as needed.

5.5 The Contractor shall ensure “NATIONALGUARD.com” and/or “1-800-GO-GUARD” is advertised on all advertising placements. All digital advertisements will have an embedded hyperlink to www.nationalguard.com. The Contractor shall also use specialized embedded hyperlinks to specific pages within www.nationalguard.com. An example is: a “campaign” to target college-bound high school students who seek information on college tuition would be sent to http://www.nationalguard.com/college instead of the NationalGuard.com home page. Specialized embedded hyperlinks will be part of CIDs for tracking ROI.

5.6 The Contractor shall work with the Government (ARNG-HRR, STATE ARNG and SRSC) to ensure updated usage agreements for any relevant release of rights/claims are established and correctly reflected in the traffic instructions prior to distribution. The Government will provide talent releases to Contractor for verification that all talent has been cleared/verified. The Contractor shall keep a record of all agreements and a full list shall be included in the contract’s first MSR and only changes to that list in the follow-on MSRs.

5.7 The Contractor shall distribute announcements or spots in different languages (English and Spanish - depending on requests from stations and requests approved by the COR). The Contractor shall confirm any additional announcements/ materials requested meet contractual requirement

5.7.1 The Contractor shall ensure that 48 spots are played yearly per participating station.

5.7.2 The contractor shall ensure that an average of 33% of the minimum ads are played in each slot. Radio and television spots are split evenly across the three time slots on a 1/3-1/3-1/3 schedule concept monthly.

5.7.3 50% of spots shall be 30 seconds or greater in duration.

5.7.4 Only radio and television broadcast stations that are physically located within the state of Wisconsin may play the broadcast spots. The goal is to reach target audience listed in 5.0.1. Therefore, any digital ads and streaming ads must also be targeted to Wisconsin to the greatest extent possible.

6.0 Applicable Publications: Publications applicable to this PWS are listed below. The Contractor must abide by all applicable regulations, publications, manuals, and local policies and procedures.

NGR 601-1

9-15-97

Mandatory http://www.apd.army.mil/

(Updated monthly)

ARNG Style Guide/graphic standards

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS) This PRS includes performance standards. The Government will use these standards to determine Contractor performance and shall compare Contractor performance to the Acceptable Quality Level (AQL) and Performance Standards.

PWS

Paragraph

/ By Whom

ARNG Style Guide/Graphic Standards (“Style Guide”), and (3) Electronic and Information Technology Accessibility Standards

submitted NLT the end of each month. No more than 1 time shall the MSRs will be submitted later than the 12th business day of each month. The contractor shall comply 99.5% of the time.

PWS

Quality Levels (AQL) Surveillance Method / By Whom

COR/KO will periodically check DAM

(CIDs).

Tracking Tool.

is advertised on all advertising placements.

99.9% of placed content will comply with this task and meet the standards described in the Performance Matrix 99.5% of placed content will comply with this task and meet the standards described in the Performance Matrix COR will review monthly ROI and NationalGuard.com reports

spots in different languages.

The Contractor shall comply 100% of the time The Contractor shall comply 95% of the time The COR will randomly inspect

PWS

Quality Levels (AQL) Surveillance Method / By Whom

of the time The Contractor shall comply 95% of the time The COR/KO will review monthly

TECHNICAL EXHIBIT 2

Deliverables Schedule

Deliverable

Task Frequency Number of Copies

Medium/Format

Submit To

1.4.1 QC Plan (QCP)

5.2 Monthly Status Report (MSR)

5.7.2 Contact Log Report

5..8.1 Monthly Tracking Report