A04_SOW.docx

Statement of Work (SOW) BLM Nevada Fire Prevention Campaign Advertising Campaign 2026

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 include, but are not limited to: roadside starts such as dragging chains or parking on dry grass, shooting-related incidents (exploding targets, ammunition, shooting at metal targets), debris burning, and unattended campfires.

To prevent human-caused wildfires, Nevada has a need to deliver engaging fire prevention messages to the general public throughout the state of Nevada.

In addition to fire prevention outreach, Nevada seeks to increase awareness and recruitment for seasonal fire prevention and firefighting positions to ensure adequate staffing for wildfire response and mitigation efforts. Messaging should highlight opportunities to join in wildland firefighting efforts and support public land stewardship.

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, recreationalists/public land visitors, and people passing through public lands.

· Create content for social media including Facebook and Instagram.

· 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 Public Service Announcements (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 distribution of an engaging fire prevention and education campaign unique to Nevada. PSAs to be marketed to outdoor enthusiasts. Contractor should showcase local knowledge of Nevada culture.

1.4 Period of Performance

a. The period of performance of this contract is March 1, 2026– November 30, 2026. In March the contractor will develop social media content with BLM approval. In April the contractor will work with BLM Nevada on securing ad placement. Video PSAs will be delivered in time for ad placement starting May 1. Advertising will occur May 1- November 30, 2025, to target fire season and recruitment. Billboard flight time should only run from May 1 - September 30, 2026

1.5 Place of Performance

Advertising across Nevada state; Carson City, Reno, Las Vegas, Ely, Winnemucca, Battle Mountain, Mesquite, Moapa, Elko, Northern Eureka and Northern Lander Counties. Specifically targeting outdoor enthusiasts. As best as possible divide impressions by this percentage allocation: 30% Nye & Clark County, 30% Washoe & Carson City Counties, 15% greater Winnemucca, 15% Elko County, 5% Ely, and 5% Battle Mountain.

2.0 Tasks & Deliverables

2.1 Develop scripts and record video PSAs for Instagram and Facebook reels and Gas Pumps.

a. Develop scripts and record video PSAs for Instagram and Facebook Reels and YouTube on the following topics:

· Target Shooting Safety – Exploding Targets (15–30 seconds)

· OHV Safety (15–30 seconds)

· Roadside Fire Safety (15–30 seconds)

· Debris Burning (15–30 seconds)

· Trailer Towing (15–30 seconds)

· Nevada Fire Info (15 seconds)

· Recruitment for hiring wildland firefighters (15-30 seconds)

b. Technical and Creative Specifications:

· Write scripts for each PSA and submit for BLM approval prior to filming.

· Record and edit videos optimized for Instagram and Facebook Reels:

· Vertical 9:16 aspect ratio, minimum 1080x1920 resolution.

· Include captions and on-screen text for key safety messages (optimized for silent viewing).

· Add Nevada Fire Info branding.

· Include clear voiceover and royalty-free background music.

· Record and edit videos for YouTube

· Horizontal 16:9 aspect ratio, minimum 1920x1080 resolution.

· Include captions and on-screen text for key safety messages (optimized for silent viewing).

· Add Nevada Fire Info branding.

· Include clear voiceover and royalty-free background music.

· Ensure videos reflect Nevada landscapes and recreation areas (high desert, sagebrush, pinyon-juniper, mountainous terrain, dirt roads, OHVs, trailers, signage).

· Provide final MP4 files sized for social media upload.

· Provide original project files (Adobe Premiere Pro or Final Cut Pro format) and raw footage for BLM archives

c. BLM Responsibilities:

· Provide existing footage for use in videos.

· Review and approve scripts prior to filming.

· Approve final video cuts before delivery.

2.2 Gas Pump TVs

a. Display 15-second PSA videos selected by the government on gas pump TV screens.

b. Option to substitute up to four (4) different PSA videos mid-contract.

c. Option to display different PSA videos in different geographic locations within Nevada.

d. Achieve a minimum of 2,500,000 impressions between May and November.

e. Ads must run on a minimum of 80 gas stations across Nevada

f. Target outdoor enthusiasts and travelers.

j. Contractor will coordinate with gas pump TV networks to ensure proper scheduling and geographic targeting.

k. BLM will provide videos and graphics for use in ads.

m. BLM will approve any substitution of videos prior to implementation

2.2 Sporting Event (Rodeo in Eastern Nevada Town with Population of 20k+)

a. 1-3 minute video displayed on Jumbotron throughout performances, provided by the government.

b. 4+ Banners (3 Feet by 7 Feet and/or 5 Feet by 8 Feet) throughout venue highlighting Fire Prevention, which BLM will provide to the rodeo.

c. Social Media Messaging Pre-Event shared through Rodeo social media platforms (Instagram and Facebook).

d. Nevada Fire Info Web Banner on Rodeo website.

e. Coverage on Cowboy Channel.

a. BLM will provide videos and graphics.

2.3 Streaming TV platforms

a. Two 15- second video PSAs provided by the government.

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

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.

e. Option to substitute videos mid-contract.

f. BLM will provide videos and graphics.

2.4 Streaming radio/podcast platforms

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

b. Two 30- second audio PSAs, provided by the government.

c. Purchase a minimum of 2,500,000 impressions between May and November.

d. Display banner on mobile devices while PSA plays.

e. Target Nevada outdoor enthusiasts and vehicle owners.

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

g. Option to substitute audio mid-contract.

h. BLM will provide videos and graphics.

2.5 Social media/web platforms (YouTube, Google, Facebook, Instagram)

a. Three (3) 15-second videos for Instagram and Facebook Reels focused on fire prevention topics.

b. One (1) 1-minute YouTube video about fire prevention.

c. Option to substitute videos mid-contract.

d. Purchase a minimum of 3,000,000 impressions

e. Ads must be placed on YouTube, Google Display Network, Facebook, and Instagram, directing viewers to the Nevada Fire Info website for additional resources and information.

f. Target audience: Nevada outdoor enthusiasts, OHV users, vehicle owners, and individuals interested in public land stewardship and seasonal employment.

g. At least 60% of impressions should occur during peak engagement hours (5 a.m.–10 a.m. and 5 p.m.–10 p.m.).

c. Incorporate Nevada Fire Info branding.

d. BLM will provide videos, graphics, hashtags, and profile tags.

2.6 Billboards

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

c. Flighting Time: May - September 2026

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

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

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

g. BLM will provide graphics.

h. Locations (6 billboards):

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 facing opposite directions.

2.7 Reporting Requirements

a. Provide a updated report by October 1, 2026, summarizing the fire prevention outreach campaign. Provide a final report by Dec 4. 2026

b. Total impressions achieved per platform (Gas Pump TVs, Streaming TV, Streaming Radio/Podcasts, Social Media/Web, Billboards), broken down by month and geographic region according to the percentage allocation outlined in Section 1.5

c. Media placement details, including dates, times, and locations (where applicable) for each PSA aired or displayed

d. Performance metrics such as click-through rates (CTR), engagement rates (likes, shares, comments), and video completion rates for digital and social media platforms

e. Examples of ad placements, including screenshots, photos, or links to live content where available

f. Narrative summary of outreach effectiveness, challenges encountered, and recommendations for future campaigns

g. Documentation of any earned media or PSA discounts received, including estimated value and station/platform details

h. Include where PSAs were placed along with analytic data on how many people were reached.

i. Report will show impressions by the following areas: Elko, Ely, greater Las Vegas, Carson City County, greater Reno area (include Sparks), Winnemucca, and Battle Mountain.

ii. Include reports from the ad placement sources. These should include geo-referenced data where available

i. Contractor will provide proof of placement and impression data in monthly reports.

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 and content creation from the information received from BLM personnel. Meetings will be conducted or through video conferencing, as approved by the Contracting Officer.

3.1 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).

3.2 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.]

3.3 Monthly Project Status Reviews

Monthly status meetings to be conducted on the first Tuesday of each month, between 8 a.m. - 5 p.m. PST. 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.

3.4 Flexibility will be considered due to Fire season

3.5 A end of year presentation on statistics will be given at a post season meeting in November

4.0 Government Furnished Property/Equipment/Information

· The BLM will provide the necessary PSAs, photos, videos and other graphics to the contractor for distribution.

· The BLM will provide fire prevention technical expertise.

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

· The BLM will deliver banners directly to the Rodeo event.