A02 PWS Magazine Ad.docx

PERFORMANCE WORK STATEMENT (PWS)

FOR

LGBTQ Advertising Campaign Services

1.0 General:

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 LGBTQ advertising campaign Services, as defined in this PWS.

1.2 Background: The Minnesota Air National Guard (MN ANG) is looking for focused advertising that will reach Minnesota’s LGBTQ communities and serve to educate them about the MN ANG opportunity. The Minneapolis/St Paul area, and its suburban areas, has the largest population in the State of Minnesota. Additionally, Minneapolis has the fourth-highest percentage of adults identifying themselves as part of the LGBTQ community. We are looking at increasing our market share to meet the demand of recruiting the communities we serve. This campaign must reach 17-39 year olds, as well as their family, friends, and centers of influence. The MN ANG has not previously advertised in a leading LGBTQ Print magazine, and would like to achieve an impression rate of over 3.2 million (print and online combined) to one of our key target markets (LGBTQ community).

1.3 Period of Performance (PoP): The Period of Performance shall be 1 Year of 12 months. The PoP shall begin in September.

1.4 General Information:

1.4.1 The place of performance shall be primarily at the 133rd Airlift Wing.

1.4.2 Recognized Holidays: The following are recognized United States (US) holidays. The contractor shall NOT perform services on these days:

1.4.3.1 New Year’s Day: January 1st

1.4.3.2 Martin Luther King, Jr.’s Birthday

1.4.3.3 President’s Day

1.4.3.4 Memorial Day

1.4.3.5 Independence Day: July 4th

1.4.3.6 Labor Day

1.4.3.7 Columbus Day

1.4.3.8 Veteran’s Day: November 11th

1.4.3.9 Thanksgiving Day

1.4.3.10 Christmas Day: December 25th

1.4.3 Quality Control (QC): The contractor shall develop and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this PWS. The contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. The contractor’s 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 develop QC procedures that address the areas identified in Technical Exhibit 1, Performance Requirements Summary (PRS). A final QCP shall be submitted to the Contracting Officer Representative (COR) NLT 10 days after contract award. After acceptance of the QCP, the contractor shall obtain the Contracting Officer’s (KO’s) acceptance in writing of any proposed changes to its QCP.

1.4.4 Quality Assurance (QA): The Government will 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 will do to ensure that the contractor has performed in accordance with the performance standards. It defines how the performance standards will be applied, the frequency of surveillance, and acceptable quality level(s) or defect rate(s).

1.4.5 Access and General Protection/Security Policy and Procedures. 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 the local installation’s Security Forces, Director of Emergency Services or local Security Office. The contractor shall ensure compliance with all personal identity verification requirements as directed by DoD, Headquarters Air Force (HAF) and/or local policy. Should the Force Protection Condition (FPCON) change, the Government may require changes in contractor security matters or processes.

1.4.5.1 Communications Security/Information Technology (COMSEC/IT) Security. All communications with DoD organizations are subject to 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.

1.4.5.2 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 Personally Identifiable Information and Department of Defense Directive (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.

1.4.6 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.

1.4.7 Contract Manager (CM): The contactor 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 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.

1.4.8 Combating Trafficking in Persons: The United States Government has adopted a zero tolerance policy regarding trafficking in persons. Contractors and contractor employees shall not engage in severe forms of trafficking in persons during the period of performance of the contract; procure commercial sex acts during the period of performance of the contract; or use forced labor in the performance of the contract. The Contractor shall notify its employees of the United States Government’s zero tolerance policy, the actions that will be taken against employees for violations of this policy. The contractor shall take appropriate action, up to and including termination, against employees or subcontractors that violate the US Government policy as described at FAR 22.17.

1.4.9 Data Rights. The Government has unlimited rights to all documents/materials 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.

1.4.10 Organizational Conflicts of Interest (OCI): The contractor and subcontractor personnel performing services under this contract may receive, have access to or participate in the development 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. In the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may impose 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.

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 Defective Service: A service output that does not meet the standard of performance associated with the PWS.

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

2.1.4 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.

2.1.5 Physical Security: Actions that prevent the loss or damage of Government property.

2.1.6 Quality Assurance: The Government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.7 Quality Assurance Surveillance Plan (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

2.1.8 Quality Control: All necessary measures taken by the Contractor to ensure that the quality of an end product or service shall meet contract requirements.

2.1.9 Subcontractor: One that enters into a contract with a prime contractor. The Government does not have privity of contract with the subcontractor.

2.2 Acronyms:

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): The Government will provide the property, material, equipment, and/or services listed below solely for the purpose of performance under this contract:

3.1 Materials: The Government will provide initial art segments, logos, photos messages, look & feel.

3.2 The contractor shall cease usage of all functional files maintained by the contractor upon completion of the contract.

4.0 Contractor Furnished Property, Materials, and Equipment (CFP/M/E): The Contractor shall furnish all supplies, equipment, and services required to perform work under this contract that are listed under section five of this statement.

5.0 Requirements: The Contractor shall provide professional image: all glossy single publication; to be reviewed by NGB Creative Staff for final validation (as Recruiting Flight Chief and NGB require) and be a company that targets readership in Minnesota’s LGBTQ Communities. The Contractor shall provide creative talent capable of developing high quality graphic products in both print and digital advertising that support the campaign tactics and convey the objectives of this campaign.

5.1 The Contractor shall reach a minimum of at least 20,000 readership impressions in Minnesota that have served or have a family member likely to have served in the military.

5.1.1 The Contractor shall provide a 1/6-page ad in every bi-weekly (every two weeks) print and on-line magazine published during the PoP. The 1/6 page add must be in one specific magazine for the entire PoP.

5.1.2 The Contractor shall provide a full page ad in the contractor’s Annual Pride Directory pages specific to Minnesota Air National Guard business listing. This requirement is in addition to the bi-weekly requirement section 5.1.

5.1.3 The Contractor shall include the NGB-approved MN ANG logo provided by State Production Superintendent, Recruiting Flight Chiefs, or Retention Office Managers.

5.1.4 The Contractor shall design, develop, and deploy an integrated print and digital media marketing campaign. This will include an initial strategy meeting with the Recruiting Flight Chief (or delegate) to identify campaign feel and focus. The initial strategy will outline a by-month execution of online advertising efforts that is catered to the target market, recruiting needs, and fiscal year quarters. Monthly analysis will be conducted remotely and require concurrence with Recruiting Flight Chief (or delegate) if changes are to be made from the initial strategy.

5.1.5 Brand safe standards will be required to ensure brand is not associated with drugs, alcohol, adult content, or sites that may damage brand reputation.

5.1.6 The Contractor shall provide proof of publishing on all platforms (both print and digital) to the Recruiting Flight Chief each month for the entire PoP.

5.1.7 The Contractor shall provide monthly ROI Report to Recruiting Flight Chief via email. The report is due the first week of every month, detailing the previous month’s impressions, click-through rates for the on-line magazine, engagements, leads, and any other industry standard data that prove ROI and compare our results with that of an industry peer or norm.

5.2 Invoicing – Billing shall be submitted monthly, NLT ten days following the last day of the month. Timing on the last invoice can be an exception, which can be submitted for acceptance no later than 4 weeks after the end date of the PoP.

6.0 Applicable Publications: Publications applicable to this PWS are listed below:

Publication (Chapter/Page)

Federal Acquisition Regulation https://www.acquisition.gov/?q=browsefar

Defense Federal Acquisition Regulation Supplement http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.html or https://www.acquisition.gov/dfars

DoDM 1000.13-M-V1 DoD Identification (ID) Cards (Enclosure 2, paragraph 3.b) 01/23/2014 (Change 1: 07/28/2020) http://www.esd.whs.mil/Directives/issuances/dodm

DoDI 5400.11 Department of Defense Privacy and Civil Liberties Programs 01/29/2019 https://www.esd.whs.mil/Directives/issuances/dodi/

DoD 5400.11-R Department of Defense Privacy Program 05/14/2007 https://www.esd.whs.mil/Directives/issuances/dodm/

DoDD 8140.01 Cyberspace Workforce Management

10/05/2020 https://www.esd.whs.mil/Directives/issuances/dodd/

DoD 5220.22-M National Industrial Security Program Operating Manual (NISPOM) 02/28/2006 (Change 2: 05/18/2016) https://www.esd.whs.mil/Directives/issuances/dodm/

AFI 10-245

Antiterrorism 03/28/2013 (Certified current 03/30/2017) https://www.e-publishing.af.mil/Product-Index/#/?view=pubs&orgID=10141&catID=1&series=-1&modID=449&tabID=131

AFI 31-101

Security Forces Standards and Procedures 08/18/2020 https://www.e-publishing.af.mil/Product-Index/#/?view=pubs&orgID=10141&catID=1&series=-1&modID=449&tabID=131

AFMAN 31-113

Security Forces Standards and Procedures 03/05/2013 Change 1:

12/02/2015 https://www.e-publishing.af.mil/Product-Index/#/?view=pubs&orgID=10141&catID=1&series=-1&modID=449&tabID=131

AFPD 17-1

Information Dominance Governance and Management 04/12/2016 https://www.e-publishing.af.mil/Product-Index/#/?view=pubs&orgID=10141&catID=1&series=-1&modID=449&tabID=131

AFMAN 17-1301

Computer Security (COMPUSEC) 02/12/2020 https://www.e-publishing.af.mil/Product-Index/#/?view=pubs&orgID=10141&catID=1&series=-1&modID=449&tabID=131

AFI 10-701

Operations Security 7/24/2019 (Change 1:

06/09/2020) https://www.e-publishing.af.mil/Product-Index/#/?view=pubs&orgID=10141&catID=1&series=-1&modID=449&tabID=131

6.1 Applicable Forms: Forms applicable to the PWS are listed below:

DD 250

Material Inspection and Receiving Report

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

This PRS includes performance objectives the Government will use to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

5.0

5.1.3

5.1.5

5.1.6

5.1.7

TECHNICAL EXHIBIT 2

Deliverables Schedule

5.1/ Marketing Campaign Strategy

TECHNICAL EXHIBIT 3

Estimated Workload Data

This information is provided for historical background only. It is not a guarantee of workload quantities.

1 x full page ad in Contractor’s Annual Pride Directory Pages and online issue

Ver. January 2021