A04_SOW.docx

STATEMENT OF WORK

FIRE PREVENTION CAMPAIGN AT GAS STATTIONS

Overview During 2020, the Bureau of Land Management (BLM), saw an increase in users across public lands due to COVID-19. The public lands, being outdoors, was a way to socially distance and enjoy time with friends and family. In multiple states, due to the increase in users, they also saw an increase in human-caused wildfires. The types of human-caused wildfires that saw an increase were 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.

Looking at 2021 with continued COVID-19 restrictions, public land use is going to continue to be a popular outlet for safe social distancing and enjoying time with friends and family. BLM desires to advertise fire prevention messaging at gas stations and convenience stores to educate local communities, recreationalist/visitors (boaters, hikers, campers, hunters) passing through or stopping to recreate/visit public lands across the west. The campaign will tie in other messages related to recreation (Leave No Trace), and the effect of fire on resources such as wildlife, erosion, watershed, grazing, etc. Multiple gas companies have an outdoors type atmosphere and feel that will help support and promote fire education, awareness, and opportunity to enjoy and interface with public lands in safe manner.

Period of Performance One year with the option to extend two years. Advertising would occur late spring (May) through early fall (end of Oct/mid Nov) to target fire season. Production/development of advertising would occur during the rest of the year to be ready for fire season roll out and allow time for approvals.

Scope Our target audiences are public lands users that stop at the gas company/station to get fuels for vehicles, gas cans, OHVs, propane, air-up tires, purchase refreshments and firewood, and gather information about the surrounding area. Our goal is to increase public awareness and reduce unwanted wildfire ignitions using sources available through a gas station company including but not limited to gas pump videos, signs located at the pumps, in-store advertising such as TV monitors and marketing boards, coffee sleeves, stickers/flyers for firewood bundles, and the company social media platforms. This would be a way to use a variety of media to communicate fire prevention messages to varying user groups that use gas stations and associated convenience stores.

There are many options that can be explored to help amplify the fire education and awareness message associated with partnering to a gas company:

· Utilize the advertisements/PSAs at the pump stations to visually and verbally provide fire prevention messages that are pertain to a specific theme (Wildfire Awareness Month, fireworks – July, etc.).

· Displays inside the store as well as utilize the TV monitors (same message as on the gas pumps).

· Social media interactions on Facebook, Twitter, YouTube, and Instagram.

· All content will be branded and tagged with the following branding - #SparkChange – Help Prevent Wildfires!

· Additional interaction on digital banner ads, webpages, and mobile applications.

All the above items will work hand in hand throughout the advertising to help further the reach of educating the public and surrounding communities of the impact of human-caused wildfires.

Objectives:

· Reduce the number of human-caused wildfire ignitions.

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

· Utilize multiple media platforms associated at gas stations 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.

· Target major thoroughfares like I-84, I-80, I-15, I-70, I-90. I-10, or I-40 to reduce roadside fire starts.

Deliverables

1. Gas Pump TVs

a. 30 second or 60 second fire prevention videos played 2 times per hour or 48 times a day across all the contractor’s pump TVs.

b. A minimum of 230,000 impressions per day.

c. Minimum of 30 stores to start and 300 stores by end of the first year.

d. Produce a minimum of 3 fire prevention PSA videos either 30 second or 60 second in duration with BLM approval.

e. BLM will provide videos, but the contractor can align/create videos to match their brand with BLM approval.

2. Digital Media

a. Play 30 or 60 second fire prevention videos on in store media.

b. Display static fire prevention messages on in store media.

c. A minimum of 36,000 rotations per day.

d. A minimum of 300 stores.

e. BLM will provide videos, but the contractor can align/create videos to match their brand with BLM approval.

3. Social Media

a. One fire prevention post on the contractor’s social media platforms for Memorial Day, Fourth of July, and Labor Day weekends.

b. Boost one post on the contractor’s social media platforms educating the public on the source for fire information in their state (ID, NV, & UT).

c. A minimum of 1,000,000 paid social media impressions per year.

d. A minimum of 8 unique social media posts.

e. Social media includes Facebook, Instagram and YouTube.

f. BLM will provide videos and graphics, but the contractor can align/create videos to match their brand with BLM approval.

4. Firewood Bundles

a. Fire prevention signage near or on firewood packages at a minimum of 300 stores.

b. A minimum of 345,000 impressions per year.

c. BLM will provide graphics, but the contractor can align/create videos to match their brand with BLM approval.

Government Furnished Property

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

· The BLM will provide fire prevention technical expertise.

Place of Performance

· Company gas station pumps, convenience stores and social media platforms across, but not limited to, the Great Basin States (ID, NV, UT).

Inspection and Acceptance:

1. The media buying plan will be sent to BLM for approval prior to placement.

2. BLM must approve all graphics, videos, and advertising used.

3. BLM will monitor gas station sites and social media periodically to ensure the fire prevention messages are displayed at locations identified in the buying plan.

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

Availability:

1. BLM will work with the contractor to provide all fire prevention messaging in the format required for placement on television, posters, flyers, products and on-line media sites. The contractor will edit the materials for their sizing requirements.

2. BLM will provide fire prevention technical expertise.