PAO PWS Draft.pdf

Section C - Description/Specifications/Statement of Work

PERFORMANCE WORK STATEMENT PUBLIC AFFAIRS SUPPORT SERVICES

1. INTRODUCTION

Contractor support services are needed in the Public Affairs and Outreach directorate (N01P) at Commander, U.S. Fleet Forces Command (COMUSFLTFORCOM) in Norfolk, Virginia.

1.1.1 MISSION

The public affairs officer advises the commander on public affairs matters, providing public affairs guidance and direction in the command's area of responsibility (AOR), and keeping the general public, as well as persons within the naval establishment, informed of Navy and fleet activities. In this capacity, the public affairs officer is responsible for formulating, implementing and supervising the development, coordination and dissemination of information internally and to the general public and media.

1.2 BACKGROUND

The objective of this Order is to provide social media and website support, and public affairs plans and future operations support to U.S. Fleet Forces Command public affairs directorate as described in section 5.0. The contractor shall support the creation and management of written, visual and auditory content published to command websites and social media platforms. The contractor shall also have the ability to develop aligned strategic messaging objectives in support of the planning and execution of future operations, exercises, and training opportunities.

1.3 SCOPE

The contractor shall create content to enhance the organization’s web and social media efforts, specifically develop, implement, and publish a variety of information that includes web-based, multimedia materials to convey command information to a variety of stakeholders. The contractor shall monitor and measure the effectiveness of the command’s communication efforts.

The contractor shall ensure web-based content is current, relevant, accurate, and is in compliance with federal, Department of Defense (DoD), and Department of the Navy (DoN) policies and instructions. The contractor shall have the ability to integrate the command’s mission into strategic messages, communicated in a variety of formats and designed to reach audiences in the most effective channels by preparing information relative to unit participation in military operations, world events, and environmental matters.

The primary purpose of Digital Content Specialist position is to work in the Public Affairs Media directorate (N01P), COMUSFLTFORCOM supporting the Mission Essential Function (MEF), Digital Media/Social Media Engagement/Content, which is a MEF Level 3, and may be conducted via telework at the discretion of the Government.. This position will produce and publish content for websites and social media platforms, and assist in the planning and execution of the command’s comprehensive digital communication strategy.

The primary purpose of the Communication Strategy Planner position is to support N01P, COMUSFLTFORCOM, by developing and integrating public affairs guidance, communication strategies, and operational communication products in support of the Future Plans and Operations Division. The contractor will contribute to the planning and synchronization of communication efforts that support Fleet-level operations, strategic messaging, and information environment integration aligned with the “Fighting from the Maritime Operations Center (MOC)” concept.

The contractor will work closely with planners across the staff to ensure communication considerations are incorporated into operational planning processes, including deliberate planning, exercise development, and future operations. Responsibilities include developing communication strategies tied to operational objectives, supporting planning teams during major exercises and operations, and integrating public affairs considerations into the broader information environment.

This position requires on-site support at COMUSFLTFORCOM headquarters to participate in staff planning events, battle rhythm activities, and coordination with operational planners.

Telework is not authorized for this position.

The contractor must possess demonstrated experience supporting long-range operational planning, military exercises, and strategic-level communication integration within a military headquarters environment. The position requires a Secret security clearance. The Government estimated level of effort to complete the tasks in Section 3 is included in the table below:

Position Number of hours Digital Content Specialist 1912 Communication Strategy Planner

2. GENERAL REQUIREMENTS

This section describes the general requirements for this effort. The following sub-sections provide details of various considerations on this effort.

2.1 NON-PERSONAL SERVICES

The Government shall neither supervise contractor employees nor control the method by which the contractor performs the required tasks. Under no circumstances shall the Government assign tasks to, or prepare work schedules for, individual contractor employees. The contractor shall manage its employees and guard against any actions that are of the nature of personal services, or give the perception of personal services. It the contractor believes that any actions constitute, or are perceived to constitute personal services, it shall be the contractor’s responsibility to notify the Procurement Contracting Officer (PCO) immediately.

2.2 BUSINESS RELATIONS

The contractor shall successfully integrate and coordinate all activity needed to execute the requirement. The contractor shall manage the timeliness, completeness, and quality of problem identification. The contractor shall provide corrective action plans, proposal submittals, timely identification of issues, and effective management of subcontractors. The contractor shall seek to ensure customer satisfaction and professional and ethical behavior of all contractor personnel.

2.3 CONTRACT ADMINISTRATION AND MANAGEMENT

The following subsections specify requirements for contract, management, and personnel administration.

2.3.1 CONTRACT MANAGEMENT

The contractor shall establish clear organizational lines of authority and responsibility to ensure effective management of the resources assigned to the requirement. The contractor must maintain continuity between the support operations at U.S. Fleet Forces Command, Public Affairs Directorate, and the contractor’s corporate offices.

2.3.2 CONTRACT ADMINISTRATION

The contractor shall establish processes and assign appropriate resources to effectively administer the requirement. The contractor shall respond to Government requests for contractual actions in a timely fashion. The contractor shall have a single point of contact between the Government and Contractor personnel assigned to support contracts or task orders. The contractor shall assign work effort and maintaining proper and accurate time keeping records of personnel assigned to work on the requirement.

2.3.3 PERSONNEL ADMINISTRATION

The contractor shall provide the following management and support as required. The contractor shall provide for employees during designated Government non-work days or other periods where Government offices are closed due to weather or security conditions. The contractor shall maintain the currency of their employees by providing initial and refresher training as required to meet the PWS requirements. The contractor shall make the necessary travel arrangements for employees. The contractor shall provide necessary infrastructure to support contract tasks at the U.S. Fleet Forces Command, Public Affairs office. The contractor shall provide administrative support to employees in a timely fashion (time keeping, leave processing, pay, emergency needs).

2.4 SUBCONTRACT MANAGEMENT

The contractor shall be responsible for any subcontract management necessary to integrate work performed on this requirement and shall be responsible and accountable for subcontractor performance on this requirement. The prime contractor will manage work distributed to ensure there are no Organizational Conflict of Interest (OCI) considerations. Contractors may add subcontractors to their team after notification to the Procuring Contracting Officer (PCO) or Contracting Officer Representative (COR). Cross teaming may or may not be permitted.

2.5 CONTRACTOR PERSONNEL, DISIPLINES, AND SPECIALITES

The contractor shall accomplish assigned work by employing and utilizing qualified personnel with appropriate combinations of education, training, and experience. The contractor shall match personnel skills to the work or task with a minimum of under/over employment of resources. The contractor shall ensure the labor categories as defined in the Labor Categories document, labor rates, and man-hours utilized in the performance of each PWS line item issued hereunder will be the minimum necessary to accomplish the work. The contractor shall provide the necessary resources and infrastructure to manage, perform, and administer the contract.

2.6 LOCATION AND HOURS OF WORK

Accomplishment of the results contained in this PWS requires work at U.S. Fleet Forces Command, Public Affairs office and at various contractor, subcontractor, and Government facilities. Normal workdays are Monday through Friday except US Federal Holidays. Workers typically work eight (8) hours per day, 40 hours per week. All work performed by the contractor in support of this PWS shall be performed at the following places with approximated percentage times the contractor will be located at these sites.

a. Contractor’s Hampton Roads, VA, facility(s) – approximately 5%;

b. Government’s on-site office location at the NSA Hampton Roads, VA– approximately 95%

c. Telework, or flexible work schedules, may be authorized at the discretion of the Government.

3.0 PERFORMANCE REQUIREMENTS

The following section specifies the Performance Objectives and Performance Elements for the contract.

Task 1: Media Operations and Digital Content Development

3.1.1 Website Support

3.1.1.1 The contractor shall have experience using content management systems, such as AFPIMS, in order to research, design, develop, and publish information to websites in support of fleet communication objectives, exercises or special projects. The contractor shall ensure digital platforms contain the most up-to-date and accurate information that is in compliance with DoD and DoN directives, or legislations that affects website creation or content, to include security, accuracy, policy and propriety; operations security; personal identifiable information; and compliance with Section 508 requirements. (MEF)

3.1.1.2. The contractor shall assist in the coordination of public-facing website hosting service for COMUSFLTFORCOM and subordinate commands, and provide first-tier technical support to subordinate commands utilizing COMUSFLTFORCOM funded-web hosting.(MEF)

3.1.2. Content Development

3.1.2.1. The contractor shall design web-based products such as, photographs, graphics, infographics, illustrations, videos, animation, and other traditional public affairs materials, and ensure they are current and relevant to organizational communication objectives.

3.1.2.1. The contractor shall write, edit, and optimize multimedia and written content for approval and publication to various online platforms and social media networking applications.

(MEF)

3.1.3. Content Analysis

3.1.3.1. The contractor shall conduct media and digital analysis to monitor and measure the effectiveness of current media efforts (i.e. web sites, social media sites, blogs, apps) and fleet communication strategies for senior Navy leadership and public affairs staff. Deliverable(s) include daily, weekly or monthly media monitoring and data analytics reports, as well as website analytics and reporting. (MEF)

3.1.3.2.The Contractor shall provide in-depth knowledge of media research and analysis methods, and the ability to rapidly collect, collate, and effectively present research and analysis results to senior Navy leadership and Navy public affairs

Task 2: Communication Integration & Strategy

3.2.1. Communication Strategy, Planning & Assessment.

3.2.1.1.The Contractor shall analyze mission, goals and objectives of the organizations involved in the program(s) about which the strategies and plans are being developed; identify audiences for the communications; assess reputation risk; develop objectives, themes and messages;

synchronize related communication events across command, echelon, agency and Governmental lines; establish measures of performance and measures of effectiveness; develop strategies, plans and tactics;

monitor implementation of communication plans; and make assessments of strategy, plan and tactical effectiveness.

3.2.1.2.The contractor shall assist in the co-development of an annual communication strategy document that executes the Commander’ Vision. This includes assisting in planning for the command’s strategic and long-range goals; conducting reviews to identify strengths, weaknesses, opportunities, and threats (SWOT) in command’s strategic planning and communication processes and products; applying organizational change management models in support of implementation of the communication strategy and assessing implementation progress.

3.2.1.3.The Contractor shall collect, coordinate and assemble information on important Navy events, communication and otherwise synchronize Navy communication efforts worldwide.

Requires Secret clearance to maintain Navy PA calendar on SIPRNET web page and related documents. The Contractor shall make recommendations on event synchronization, identifying potential conflicts and integration opportunities.

3.2.2. Communication Strategy Document Production

3.2.2.1. In concert with other USFFC codes, the Contractor shall conceptualize, design and create informational materials to support communication plans. This includes, but is not limited to, communication “talkers” and playbooks, web-based materials, brochures, and fact sheets.

These documents shall be produced, reviewed and updated on a quarterly basis, if necessary.

3.2.2.2. The contractor shall develop a Communication Playbook quarterly (or as required) to support Flag level events. Specifically, the contractor shall assist with developing and codifying a plan for producing and executing the Playbook, coordinating across staffs to collect and refine Playbook inputs, and providing recommendations on how to improve Playbook development processes and products.

4. SPECIAL REQUIREMENTS

This section describes the special requirements for this effort. The following sub-sections provide details of various considerations on this effort.

4.1. The contractor must have a final secret clearance.

4.2. The contractor must have a minimum of five years’ experience performing required tasks.

4.1 SECURITY AND SAFETY

DD Forms 254: Overarching security requirements and Contractor access to classified information shall be as specified in the basic DD Form 254, which will be further identified in the DD Form 254 for this contract as required. All contractor personnel with access to unclassified information systems, including e-mail, shall have at a minimum a favorable National Agency Check (NAC).

Visitor Group Security Agreement. The contractor shall sign a Contractor Visitor Group Security Agreement to protect classified information involved in the performance under this contract. The Agreement will outline responsibilities in the following areas: Contractor security supervision;

Standard Practice Procedures; access, accountability, storage, and transmission of reports;

marking requirements; security education; personnel security clearances; reports; security checks;

security guidance; emergency protection; protection of government resources; DD Form 254;

periodic security reviews; and other responsibilities, as required. Cloth Masks: Any person currently on board NAS Norfolk and other Department of Defense (DoD) facilities may be subjected to temperature readings and must have on a cloth facemask.

4.3 GOVERNMENT FURNSIHED MATERIALS

The Government will make available office space, office computer workstation, and office communications capability for use by the contractor in the performance of this contract. The government will make available to the Digital Content Specialist a separate laptop with imagery editing software.

4.4 ENVIRONMENTAL REQUIREMENTS

The contractor shall comply with all documents listed below as mandatory and referenced under paragraph 3.0, Performance Requirements. Compliance with documents listed as non-mandatory is the contractors’ option.

4.5 APPLICABLE DIRECTIVES

The contractor shall comply with all documents listed below as mandatory and referenced under paragraph 3.0, Performance Requirements. Compliance with documents listed as non-mandatory is the contractors’ option.

5 DELIVERABLES

The contractor shall prepare the reports in the table below in accordance with DD Form 1423 using compatible existing U.S. Government systems (Microsoft Office Professional, other applicable Microsoft products, and products currently used on U.S. Government computer systems).

No. Deliverable Task No. Description Due Date

1. Digital Media

Monitoring and Analysis Reports

5.1 Digital Content Specialist:

Output shall include media analysis for organizational awareness, of news and social media reporting and return on investment of fleet communication goals for senior Navy leadership and Navy public affairs.

As needed

2. Website Analytics and Reporting

5.1 Digital Content Specialist: A

summary of website(s) traffic that includes qualitative and

Weekly or monthly quantitative data to determine user goals, needs, and behaviors, and continually test websites and digital services to ensure that user needs are addressed.

3. Briefing material 5.2 Develop and deliver detailed PowerPoint briefings and related materials for leadership and exercise planning requirements.

As needed.

4. Communication Playbook

5.2 Develop and deliver detailed

PowerPoint briefings and related materials for leadership and exercise planning requirements.

As needed.