A04_SOW.docx

Statement of Work (SOW) BLM Nevada Fire Prevention Campaign Advertising Campaign 2024

1.0 General

1.1 Background

Wildfire season now extends beyond the summer months and a majority of wildfires are human caused. The types of human-caused wildfires facing Nevada are the following but not limited to; roadside starts such as dragging chains/parking on dry grass, shooting-related (exploding targets, ammunition, shooting at metal targets), debris burning, and campfires. To prevent human-caused wildfires the Bureau of Land Management (BLM) Nevada has a need to get engaging fire prevention messages out to the general public throughout the state of Nevada.

1.2 Objective

Advertise a fire prevention/education campaign to the appropriate target audiences in Nevada.

· Reduce the number of human-caused wildfire ignitions.

· Increase public awareness of how wildfires commonly ignite and how they can be prevented.

· Advertise across multiple media platforms; streaming radio/TV, billboards, social media, gas pumps, sports teams that are highly visible to the local community, recreationalists/public land visitors, and people passing through public lands.

· Increase fire prevention messaging in rural areas and gateways to public lands to reach local community members and tourists that use public lands.

· Educate the public on how to responsibly recreate and prevent wildfires.

· As these messages are for public safety, the contractor will work to get a discount when possible as many stations and sites often play PSAs like these at no charge as part of their normal programming schedule.

· Brand NevadaFireInfo.org as the source for fire information.

1.3 Scope of Work

The contractor shall provide all resources necessary to accomplish the tasks and deliverables described in this Statement of Work (SOW). The contractor will collaborate with the BLM Nevada State Fire & Aviation program on the development and distribution of an engaging fire prevention and education campaign unique to Nevada.

1.4 Period of Performance

The period of performance of this contract is April 1, 2024 – September 30, 2024. In April the contractor will work with BLM Nevada on securing ad placement. Advertising will occur May 1- September 30, 2024, to target fire season.

2.0 Tasks & Deliverables

2.1 Gas Pump TVs

a. 15- second fire prevention videos.

b. A minimum of 2 million impressions between May and September 2023.

c. Minimum of 80 gas stations across Nevada targeting outdoor enthusiasts. Avoiding gas stations in downtown Las Vegas.

d. Option to run 4 different fire prevention videos.

e. Provide a digital extension to gas station customers’ mobiles.

2.2 Sports Team

a. LED ribbon signage – full Season (all home games)

b. Pre-game videoboard graphic and public address read – full season (all home games)

c. Messaging at up to (2) events at the sports complex

d. Advertising from start to end of sports season

2.3 Streaming TV platforms

a. Two 15- second video PSAs

b. Purchase a minimum of 2,000,000 impressions between May and September 2023

c. Target Nevada outdoor enthusiasts and vehicle owners.

d. At least 60% must air from 5 a.m. to 10 a.m. and 5 p.m. to 10 p.m.

2.4 Streaming radio/podcast platforms

a. Two 30- second audio PSAs

b. Purchase a minimum of 2,500,000 impressions between May and September 2023

c. Display banner on mobile devices while PSA plays.

d. Target Nevada outdoor enthusiasts and vehicle owners.

e. At least 60% must air from 5 a.m. to 10 a.m. and 5 p.m. to 10 p.m.

2.5 Social media/web platforms (YouTube, Google & WAZE)

a. Two 15- second video PSAs

b. Purchase a minimum of 5,000,000 impressions between May and September 2023

c. Target Nevada outdoor enthusiasts and vehicle owners.

2.6 Billboards

a. Size Specifications – 13-17 feet tall by 40-50 feet wide.

b. Billboard locations must provide clear visibility (no obstructions) day and night for travelers.

c. The billboard location must contain a single ad, not a shared space.

d. Billboard company will produce and install the printed vinyl message from BLM approved designs.

e. Locations:

I. Location: Highway 395/I580 from Bordertown to Gardnerville II. Location: I-80 from West Reno to Fernley III. Ely IV. Boulder City V. Location: I-15; 1 billboard for both directions of travel between Las Vegas and the Utah border; total of 2 structures with faces facing opposite directions.

2.7 Reporting

a. A media buying plan will be sent to BLM for approval prior to ad placement.

b. Produce a final report that includes where PSAs were placed along with analytic data on how many people were reached.

a. Report will show impressions by the following areas; Elko (89801 & 89802 zip codes), Ely (89301 & 89315 zip codes), greater Las Vegas, Carson City County, greater Reno area (include Sparks), Winnemucca (89445 & 89446 zip codes), and Battle Mountain (89820 zip codes).

b. Demographics that include age, race and gender.

c. Include reports from the ad placement sources.

Notice to contractors:

All information and data related to this project that the contractor gathers or obtains shall be both protected from unauthorized release and considered the property of the government. All products created by the contractor for BLM are the property of the government. The contracting officer will be the sole authorized official to release verbally or in writing, any data, the draft deliverables, the final deliverables, or any other written or printed materials pertaining to this contract. Press releases, marketing material, or any other printed or electronic documentation related to this project, must not be publicized without the written approval of the contracting officer.

3.0 Meetings

The contractor will provide project status reviews to develop the fire prevention campaign with Fire Mitigation & Education Specialists from the BLM. The contractor will facilitate those meetings with the intent of developing an ad placement campaign from the information received from BLM personnel. Meetings will be conducted or through video conferencing, as approved by the Contracting Officer.

4.1. Post-award Kickoff Meeting

Within 14 business days of contract award, BLM Nevada Fire & Aviation will conduct a post-award kickoff meeting by video conference (specific date and time to be mutually agreed upon).

4.2. Intermittent Project Status Reviews

At the sole discretion of the Government, intermittent project status reviews may be conducted by video conferencing upon 7 days advance notice as approved by the Contracting Officer. [The Government anticipates no more than two intermittent project status review per month for the first 3 months of the contract.]

4.3. Monthly Project Status Reviews

Monthly status meetings to be conducted on the first Tuesday of each month. The Contractor is responsible for reporting the previous month’s activities (including any risks, issues, or concerns, and actual or recommended actions for their mitigation), and projected activities for the following month. Meetings will be held through video conferencing.

4.4. Availability

The contractor will be available 8 a.m. - 5 p.m. PST.

5.0 Government Furnished Property/Equipment/Information

· The BLM will provide PSAs, photos, videos and other graphics to the contractor as necessary to supplement campaign needs.

· The BLM will provide fire prevention technical expertise.

· BLM will monitor advertising to ensure the fire prevention messages are displayed at locations identified in the buying plan.

· Media products may incorporate clips/images provided by the BLM.