Advertising PWS.pdf

PERFORMANCE WORK STATEMENT (PWS)

FOR

Video and Television Streaming

1. General:

1.1 Scope: The Montana Army National Guard advertising requirement includes Digital Programmatic Video/TV Streaming marketing/advertising. The marketing program aims to allow the Montana Army National Guard to advertise to the target market of 17–35-year-olds, as well as the general public throughout the year. 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 Advertisement services as defined in this PWS.

1.1.2 Items not covered under this contract:

1.1.2.1 There shall be no paid recognition of ARNG members.

1.1.2.2 There shall be no FREE added value services, tickets, events, or gifts of any kind.

1.1.2.3 There shall be no catered meals provided.

1.1.2.4 Nothing in the contract shall be “personal in nature”.

1.2 Background: The goal of advertising is to increase community awareness of the programs and opportunities that the Montana Army National Guard has to offer. This advertising will produce bona fide prospects for entry into the Montana Army National Guard in an effort to meet current end strength and maintain an effective fighting force.

1.3 Period of Performance (PoP): The Period of Performance shall be one Year (12 Months) with the start date to be determined upon award.

1.4 General Information:

1.4.1 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 how it assures itself the 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).

1.4.2 Quality Assurance (QA): The Government will evaluate the contractor’s performance under this contract in accordance with the performance standards in technical exhibit 1. It defines how the performance standards will be applied, the frequency of surveillance, and acceptable quality level(s) or defect rate(s).

1.4.3 Recognized Holidays: The following are recognized US holidays. The contractor shall not be required to 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 Juneteenth

1.4.3.6 Independence Day: July 4th

1.4.3.7 Labor Day

1.4.3.8 Columbus Day

1.4.3.9 Veteran’s Day: November 11th

1.4.3.10 Thanksgiving Day

1.4.3.11 Christmas Day

1.4.4 Place and Performance of Services: The contractor shall provide services primarily from their offices between the hours of 12:00 AM to 11:59 PM, Monday- Sunday, except on recognized US holidays. Performance shall be up to date and quality of material is mandatory. The contractor shall, at all times, maintain an adequate work force for the uninterrupted performance of all tasks defined within this PWS when the facility/installation is not closed for the above reasons. Contractor shall provide advertising daily with places of our choice within MT depending on marketing campaign.

1.4.4.1 Telework: The Government will permit the Contractor to telework in support of this requirement. In furtherance of Continuity of Operations Planning (COOP), a telework program may be enacted to ensure that the Government's mission-critical operations stay operational during times of national emergency or incidents of national significance. Telework shall be at no additional cost to the Government.

1.4.5 Physical Security: The contractor shall safeguard all Government property provided for contractor use. At the close of each work period, Government furnished property and materials shall be secured.

1.4.6 Post Award Conference/Periodic Progress Meetings: The contractor agrees to attend any post award conference convened by the KO in accordance with Federal Acquisition Regulations Subpart 42.5. The KO, Contracting Officer’s Representative (COR), and other Government personnel, as appropriate, may meet periodically with the contractor to review the contactor’s performance. At these meetings, the Contacting Officer will apprise the contractor of how the Government views the contractor’s performance and the contractor shall apprise the Government of problems, if any, being experienced. The contractor shall resolve outstanding issues raised by the Government.

Contractor attendance at these meetings shall be at no additional cost to the

Government. These meetings are preferred to happen in person, but phone calls or Microsoft Teams meetings will be considered.

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, (KO if a COR is not assigned), 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 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 and in the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may affect 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.

1.4.9. 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 any forms of trafficking of 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.

1.4.10 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.

2.0 Definitions and Acronyms:

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 CONTRACTING OFFICER (KO). A person with authority to enter into, administer, and or terminate contracts, and make related determinations and findings on behalf of the government. Note: The only individual who can legally bind the government.

2.1.3 CONTRACTING OFFICER'S REPRESENTATIVE (COR). An employee of the U.S. Government designated by the KO to monitor contractor performance. Such appointment shall be in writing and shall state the scope of authority and limitations.

This individual has authority to provide technical direction to the Contractor as long as the direction is within the scope of the contract, does not constitute a change, and has no funding implications. This individual does NOT have authority to change the terms and conditions of the contract.

2.1.4 DEFECTIVE SERVICE: A service output that does not meet the standard of performance associated with the Performance Work Statement.

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

2.1.6 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 Key Personnel listed in 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.

2.1.7 PHYSICAL SECURITY: Actions that prevent the loss or damage of Government property.

2.1.8 QUALITY ASSURANCE: The government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.9 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

2.1.10 QUALITY CONTROL: All necessary measures taken by the Contractor to assure the quality of an end product or service shall meet contract requirements.

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

2.1.12 TARGET MARKET: 17-34 aged individuals that meet the initial enlistment criteria.

2.1.13 WORKDAY: The number of hours per day the Contractor provides services in accordance with the contract.

2.1.14 WORK WEEK: Monday through Friday, unless specified otherwise.

2.2 ACRONYMS:

AFARS Army Federal Acquisition Regulation Supplement AR Army Regulation AT/OPSEC Antiterrorism/Operational Security CFR Code of Federal Regulations CONUS Continental United States (excludes Alaska and Hawaii) COR Contracting Officer Representative COTS Commercial-Off-the-Shelf DA Department of the Army DD250 Department of Defense Form 250 (Receiving Report) DD254 Department of Defense Contract Security Requirement List DFARS Defense Federal Acquisition Regulation Supplement DOD Department of Defense FAR Federal Acquisition Regulation GFP/M/E/S Government Furnished Property/Material/Equipment/Services IA Information Assurance IS Information System(s) KO Contracting Officer OCI Organizational Conflict of Interest ODC Other Direct Costs PII Personally Identifiable Information PIPO Phase In/Phase Out POC Point of Contact PRS Performance Requirements Summary PWS Performance Work Statement QA Quality Assurance QAP Quality Assurance Program QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Program R&R Recruiting and Retention

RRC Recruiting and Retention Command RRNCO’s Recruiting and Retention Non-Commissioned Officers TE Technical Exhibit

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 Property: N/A

3.2 Materials: The Montana National Guard Recruiting and Retention Command (RRC) will furnish literature, logos, calls to action, artwork, digital media, and the commercials to air.

3.3 Equipment: N/A

3.4 Services: N/A

3.5 Utilities: N/A

4.0 Contractor Furnished Property, Materials, and Equipment (CFP/M/E):

4.1 General: Except for those items specifically stated to be Government-Furnished in Paragraph 3.0, the contractor shall furnish everything required to perform these services as indicated in Paragraph 1.1.

5.0 Requirements:

The Contractor Shall Provide the following:

5.1 Video and TV Streaming: Contractor shall provide MTARNG programmatic digital video and TV streaming to include but not limited to Hulu, Netflix, YouTube, and other streaming platforms.

5.1.1 All advertisements shall feature the logo and a call-to-action at the end. All videos will be provided by the RRC marketing department. This requirement DOES NOT require the awardee to create the content of the ads.

5.1.2 At least 50% of advertisements shall be played during peak viewing hours of 1600-2200 mountain time.

5.1.3 Campaign shall be adjustable in order to maximize the MTARNG’s reach to the target audience. A/B testing shall be done to determine most effective ads.

5.1.4 Advertising shall target the following audiences with the state of Montana: 17-35-year-olds, homes with a high school student or students, homes with a college student or students, and prior service homes.

5.1.5 Video and Streaming quote shall include the estimated number of impressions per month that will be achievable with the given budget. The quote shall be all inclusive of setup, labor, and any other associated costs.

5.1.6 Quote shall include number of impressions per month, the marketing plan and shall be all inclusive of setup, labor, and any other associated costs.

5.2 Reporting:

5.2.1 The contractor shall draft a Monthly Status Report (MSR). The contractor shall provide a summary of all tasks undertaken during the previous month and any specified tasks previously identified in the PWS into an MSR. The written report shall be submitted monthly to the RRC marketing department and the KO no later than the end of the following month via email. The MSR shall include a section breakdown of monthly activities, detail of tasks accomplished, deliverables completed, critical actions/issues, Marketing Breakdown, and program recommendations. Advertisements shall come with a detailed monthly report including click-through rates, how long videos were viewed, and where videos were played.

5.2.2 The contractor shall provide a monthly Marketing Breakdown report that analyzes the performance of the advertisements. Specific performance metrics that shall be included: number of impressions by specific advertisement, number of impressions delivered by geo-location and demographics, and click-through rates and totals for each type of ad, location, and demographic, engagement metrics, and lead generation.

6.0 Applicable Publications:

Publication (Chapter/Page)

Publication Date

Mandatory or Advisory

Website

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

Supplement Mandatory http://www.acq.osd.mil/dpap/dars/dfarspgi/current/inde x.html or https://www.acquisition.gov/dfars Homeland Security Presidential

Directive (HSPD)-12 Policy for a Common Identification Standard for Federal Employees and

Contractors

08/27/2004 Advisory https://www.dhs.gov/homeland-security-presidential-directive-12

DoDI 5400.11 Department of Defense Privacy and

Civil Liberties Programs

01/29/2019

Advisory https://www.esd.whs.mil/Directives/issuances/dodi/

DoD 5400.11-R Department of Defense Privacy

Program

05/14/2007 Advisory https://www.esd.whs.mil/Directives/issuances/dodm/

DoDD 8140.01 Cyberspace Workforce Management

10/05/2020

Advisory https://www.esd.whs.mil/Directives/issuances/dodd/

DoD 8570.01-M Information Assurance Workforce

Improvement Program

12/19/2005 (Change 4:

11/10/2015)

Advisory https://www.esd.whs.mil/Directives/issuances/dodm/

DoD 5220.22-M 02/28/2006 Advisory https://www.esd.whs.mil/Directives/issuances/dodm/

National Industrial Security Program Operating Manual (NISPOM)

(Change 2:

05/18/2016)

AR 530-1

Operations Security

09/26/2014 Mandatory http://armypubs.army.mil/ProductMaps/PubForm/AR.a spx

AR 525-13

Antiterrorism

12/09/2019 Advisory http://armypubs.army.mil/ProductMaps/PubForm/AR.a spx

NGR 601-1 09/15/1997 Mandatory http://www.apd.army.mil/ ARNG Style Guide/Graphic Standards Current Mandatory COR shall provide at Post-Award Meeting

TECHNICAL EXHIBIT 1

Performance Requirements Summary

This Performance Requirements Summary includes performance standards. The Government will use these standards to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

PWS Paragraph Performance Standard Acceptable Quality Levels

(AQL)

Surveillance Method/ By Whom

5.1 Video

Streaming

Contractor shall provide MTARNG with YouTube and programmatic digital TV streaming to include but not limited to Hulu, Netflix, YouTube and other streaming platforms. All ads will have a call to action to include www.montanaguard.net and click through rates

99% of video streaming are contain logo and click through rates are provided

Monthly Status Report

(MSR)/COR

5.2 MSR

The contractor shall provide a Monthly Status report of the marketing breakdown of each specific tasks, and analysis of each marketing type.

Meets the standard 95% of the time.

Monthly Status Report

(MSR)/COR

TECHNICAL EXHIBIT 2

DELIVERABLES SCHEDULE

PWS Reference Title Frequency Medium/Format Submit to

5.2.1 Monthly Status

Report (MSR) NLT End of the following month

Electronic Submission

COR

5.2.2 Monthly Marketing

Breakdown

NLT End of the following month

Electronic Submission

COR