Awareness_and_Visibility_PWS_11-16-2018_Draft.pdf

Performance Work Statement (PWS)

Awareness and Visibility

09/12/2018

Version 1.0

Vision Statement

1 General Information

1.1 Introduction

1.2 Background

1.3 Constraints

1.4 Description of Services

1.5 Non-Personal Services

1.6 Period of Performance

1.7 Place of Performance

1.8 Hours of Operation

1.9 Special Qualifications

1.10 Post Award/Kickoff Conference

1.11 Status Meetings

1.12 Contractor Travel

1.13 Transition In

1.14 Transition Out

2 Definitions and Acronyms

2.1 Definitions

2.2 Acronyms

3 Government-Furnished Property and Services

3.1 Government Services

3.2 Facilities

3.3 Equipment

3.4 Materials

3.5 Quality Assurance (QA)

4 Contractor-Furnished Items and Services

4.1 Facilities

4.2 Equipment

4.3 Material

4.4 Contractor Responsibilities

4.5 Contractor Personnel

4.6 Identification of Contractor Employees

4.7 Quality Control

4.7.1 Quality Control Plan

5 Specific Tasks

5.1 Market Research, Data Analysis, Marketing and Project Plan, and Other Research

5.2 Event Planning and Outreach

5.3 Collateral Material and Toolkits and Newsletters and Articles

5.4 Digital and Social Media

5.5 Status of Strategy

5.6 Project Monitoring and Evaluation

6 Deliverables

6.1 Quality Control Plan

6.2 Acceptance Criteria

7 Performance Requirements Summary

8 Related Documents

Performance Work Statement (PWS)

Awareness and Visibility

Vision Statement

The vision of this requirement is to positively change the perception of the value of housing counseling among stakeholders, the industry and the public, and to design and implement a measurable outreach campaign that rebrands HUD housing counseling as a positive tool for achieving a wide range of housing goals.

1 General Information

1.1 Introduction

The U.S. Department of Housing and Urban Development (HUD), Office of Housing Counseling (OHC) is seeking contractor support to provide assistance in reaching stakeholders and consumers, increasing stakeholder's and consumer's value proposition and awareness of housing counseling, and helping increase public awareness of the availability and value of housing counseling services.

1.2 Background

Since the crisis of 2008, the lending industry and housing counseling agencies have experienced many changes. During the crisis, housing counseling agencies were heavily utilized as a mediator or facilitator in loss mitigation efforts. However, housing counseling agencies offer a wide range of services including rental counseling, pre-purchase counseling, reverse mortgage counseling, disaster preparedness and recovery counseling, homelessness, and fair housing advice. OHCs current approach is to increase awareness early on in the homebuying process and educate consumers on making good decisions relative to purchasing or renting a home.

Housing counseling is much more than simply preparing people to purchase a home. Office of

Housing priorities include ensuring potential homeowners understand the rights and responsibilities of homeownership, improving the performance of HECM loans, making it easier to do business with FHA, and protecting the FHA fund. Changing perceptions of housing counseling is critical in supporting these priorities. Housing education and counseling enable families who are underserved by the current mortgage market to achieve sustainable homeownership and all consumers to make better housing choices. Housing counseling and education have long been recognized as ways to improve consumer housing decisions, strengthen homebuyer readiness, and prevent foreclosures of defaulted loans. Moreover, recent studies have shown consistent and significant correlation between pre-purchase housing counseling and lower default rates.

Congress mandated that HUD fund and create standards for housing counseling. After the last housing crisis, statute strengthened this mandate by creating the HUD Office of Housing

Counseling, which has vigorously acted to support counseling and education. Despite the efforts of HUD and its supporters, the consensus remains that utilization of housing education and counseling is far below the level needed to accomplish HUD goals. Impediments include lack of resources, a public perception that counseling and education are only for the most challenged consumers, and lack of support for pre-purchase counseling from real estate professionals and mortgage originators, who consumers seek out first when considering home purchase.

1.3 Constraints

The services identified in this PWS will adhere to the rules, regulations, laws, standards, and conventions identified by HUD as well as within the Federal Government. Constraints include the following: HUD Handbook 7610.1 Rev. 5 (and any subsequent revision), 24 CFR Part 214, and any associated mortgagee letters as required. All collateral and required materials produced shall be 508 compliant and adhere to the OHC Style Guide.

1.4 Description of Services

HUD seeks a Contractor that shall provide:

1. Market research and data analysis

2. Event planning

3. Creative development and graphic design

4. Digital and social media support including training on social media and public and media relations

5. Project monitoring and evaluation

6. Other research as requested by SME

7. Media relations

8. Stakeholder relations

1.5 Non-Personal Services

The Government will 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. It shall be the responsibility of the Contractor to manage its employees and to guard against any actions that are of the nature of personal services or give the perception of personal services.

If the Contractor believes that any actions constitute, or are perceived to constitute personal services, it shall be the Contractor's responsibility to notify the Contracting Officer (CO) immediately. These services shall not be used to perform work of a policy, decision making, or management nature, i.e. inherently Government functions. All decisions relative to programs supported by the Contactor shall be the sole responsibility of the Government.

1.6 Period of Performance

The Period of Performance shall be for one 12-month base period and four 12- month option periods.

1.7 Place of Performance

The services to be performed under this contract shall be performed at the contractor’s facility.

However, some tasks will require the contractor and staff to travel to different locations to complete. These tasks are stakeholder meetings, internal meetings, focus group meetings, and in-person training. In these situations, the place of performance will be the travel location.

1.8 Hours of Operation

N/A

1.9 Special Qualifications

The contractor shall have a high level of knowledge in the following: HUDs housing counseling program and requirements, FHA mortgage insurance programs and requirements; the real estate market and industry and how it relates to housing counseling; mortgage lending, such as conventional and government origination, investing, securitizing, servicing, loan insurance and guarantees; and the roles of and available resources for housing counseling and education.

The Contractor shall have knowledge of the policies and procedures utilized by HUD approved housing counseling agencies. The contractor shall also have a high level of knowledge of stakeholders, including lenders, real estate professionals, GSEs, consumers and other government entities that play a role in housing counseling.

The Contractor shall be able to provide expertise in communications research; marketing research; survey and focus group testing and analysis. Contractor shall have 3 years' experience conducting focus group testing to include experience in recruitment, script development, focus tests discussion guides, and related research tools. Contractor marketing and research experts shall possess a bachelor’s degree or higher in market research, marketing, psychology or a related field, and shall have research or comparable discipline experience with a minimum of five years’ experience. The Contractor shall also demonstrate

The contractor shall demonstrate the following:

o An understanding of the mission and goals of housing counseling programs and services, as well as the purpose and intended use of the products and services described in this Performance Work Statement.

o Three or more years' experience in graphic design with associated training.

o Key staff with a minimum of three years of knowledge of housing counseling industry including the services provided such as pre-purchase, rental, homelessness, HECM and foreclosure counseling.

o Knowledge of HUD Counselor Certification and its implications for housing counseling agencies and the mortgage industry.

o Experience in writing, interviewing, and publishing high-distribution digital professional national publications.

o The contractor shall have a knowledge of the mortgage industry, real estate market, housing counseling and consumer protection laws to provide the following:

1. Provide market research, data analysis and other research as needed

2. Conduct outreach and arrange meeting with stakeholders such as the CFPB, FDIC, Federal Reserve, GSEs, banks, and housing counseling industry advocates

3. Develop creative materials using strong graphic design skills

4. Provide digital and social media content relevant to stakeholder audiences and training on how to use social media,

5. Project monitoring and evaluation

6. Stakeholder relations

7. Media relations including training

OHC requires a contractor with these skills to ensure effective project execution with a short ramp-up time to meet program goals. Without these skills, contractor’s success is unlikely due to the complexity of the requirement.

1.10 Post Award/Kickoff Conference

The Contractor shall attend any post award conference convened by the contracting activity or contract administration office in accordance with FAR Subpart 42.5. The Government intends to convene a Post Award Conference with the Contractor within ten business days after contract award. The Contracting Officer will notify the Contractor of the specific date, location, and agenda within five business days after contract award.

1.11 Status Meetings

The Contracting Officer, Contracting Officer Representative (COR) and other Government personnel, as appropriate may meet periodically with the Contractor to also review Contractor performance, requirement status, etc. At these meetings, the Contracting Officer will apprise the Contractor of how the Government views the Contractor's performance or progress of the requirement. The Contractor will apprise the Government of problems, if any, being experienced. Appropriate action shall be taken to resolve outstanding issues. These meetings shall be at no additional cost to the Government. Post Award Conference and subsequent meetings may be held via teleconference.

1.12 Contractor Travel

Prior to travel, the Contractor shall coordinate with and receive Government authorization from the COR for all travel. Reimbursement of travel costs will be in accordance with the Federal Travel Regulation and in accordance with FAR 31.205-46. The Contractor shall travel using the lower cost mode transportation commensurate with the mission requirements. When necessary to use air travel, the Contractor shall use the tourist class, economy class or similar lodging accommodations to the extent they are available and commensurate with the mission requirements. HUD will not reimburse Contractor's local travel. Local travel is defined as travel within fifty (50) miles of Washington, DC. All other travel will be reimbursed on a cost reimbursable basis; no profit or fee will be paid.

1.13 Transition In

The Contractor shall, upon the Contracting Officer's written notice, furnish Transition-In services as required. As a successor, the Contractor shall have sufficient personnel on board during the 30-day Transition-In period to ensure a smooth transition with the incumbent Contractor. The Contractor shall provide an orderly transition of work acceptance and accomplishment such that any impact to the program is minimized. During the Transition-In period, the Contractor shall become familiar with the requirements in order to commence full performance of services by the end of the contract Transition-In period. Transition-In is not required if the successor Contractor is the incumbent Contractor.

1.14 Transition Out

To minimize any decrease in productivity and to prevent possible negative impacts on additional services, the Contractor shall have sufficient personnel on board during the 30-day Transition- Out period. The incumbent Contractor shall ensure a smooth transition with the successor Contractor during the Transition-Out period, prior to completion of contractual performance.

The incumbent Contractor shall aid the successor in the development of plans, procedures, and methods for the assumption of all on going work. The Contractor shall provide an orderly transition of work acceptance and accomplishment, such that full control by the successor Contractor is achieved by the end of the new contract Transition-In period.

2 Definitions and Acronyms

2.1 Definitions

Borrower - A person who has been approved to receive a loan and is then obligated to repay it and any additional fees according to the loan terms.

Business/Work Days - Every official work day of the week between and including Monday to

Friday. This does not include public holidays and weekends.

Calendar Day - Any day of the week.

Consumer - A person who may be approved to receive a loan or who may utilize FHA insurance or a HUD HCAs services for rental or other financial reasons.

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.

Contracting Officer (CO) - 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.

Contracting Officer Representative (COR) - An employee of the U.S. Government appointed by the Contracting Officer to perform contract administration activities in regard to technical issues. This individual has authority to provide technical direction to the Contractor as long as 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.

Defective Service - A service output that does not meet the standard of performance associated with the Performance Work Statement.

Deliverable - Anything that can be physically delivered but may include non-manufactured things such as meeting minutes or reports.

Housing Counseling Housing education and counseling services provided to individual or groups of housing consumers by or under the auspices of Housing Counseling Agencies which are approved by HUD.

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 clause.

When key personnel are used as an evaluation factor in best value procurement, offerors can be rejected if they do not have firm commitments from the persons that are listed in the proposal.

Marketing Plan - A plan to be provided by Contractor that proposes, for COR/SME approval, strategies and specific actions for using conventional, internet and social media to help accomplish the objectives of this PWS. These strategies and activities address: Targeting of geographic and demographic audiences, timeframe for implementation; duration for advertising;

choice of media types and outlets; and timing for evaluating the effectiveness of the media choices.

Media Purchase - A packet of information regarding the purchase of airtime on a radio station and/or advertising on a television station. This information serves as a quote which includes a pricing/rate sheet for the cost to advertise on radio and/or television.

Performance Requirements Summary (PRS) - A listing of the performance requirements under the contract that are to be evaluated by the Government on a regular basis, performance indicators for these requirements, performance standards for these requirement and surveillance methods to be used to determine if performance standards are met.

Performance Standard - The Contractor's performance level required by the Government.

Performance Work Statement (PWS) - A statement of work for performance-based acquisitions that describe the required results in clear, specific and objective terms with measurable outcomes.

Press Kit - a pre-packaged set of promotional materials that provide information about a person, company, organization or cause and which is distributed to members of the media for promotional use.

Primary Research New research conducted by the contractor. A methodology used by researchers to collect data directly, rather than depending on data collected from previously done research.

Quality Assurance (QA) - Policies and procedures adopted by the Government to ensure that supplies and services acquired under Government contracts conform to the contracts quality requirements.

Quality Assurance Surveillance Plan (QASP) - A plan describing how the agency will survey, observe, test, sample, evaluate and document the Contractor's performance in meeting critical performance standards identified in the contract.

Quality Control (QC) - All necessary measures taken by the Contractor to assure that the quality of an end product of service shall meet contract requirements.

Secondary Research - Publicly available research conducted by a third party but used in the execution of this requirement.

Service Contract - A contract that directly engages the time and effort of a Contractor whose primary purpose is to perform an identifiable task rather than to furnish an end item of supply.

Stakeholders - Real estate professionals such as real estate agents, Realtors and Realtists and their organizations; housing nonprofit organizations such as HUD approved housing counseling agencies, National and Regional Intermediaries, foundations, and community development organizations; housing finance professionals -- such as investors, originators, lenders, servicers, mortgage insurers; and Government Sponsored Enterprises and their organizations; builders and their organizations; consumers such as borrowers, renters, homebuyers, and homeowners; and government entities, including Federal housing agencies, public housing agencies, State Housing Finance Agencies and units of general State and local government.

Subcontractor - Any person or entity, other than the prime Contractor, who offers to furnish or furnishes any supplies, material, equipment, or services of any kind under a prime contract or a subcontract entered into in connection with such prime contract, and any person who offers to furnish or furnishes general supplies to the prime contractor or a higher tier subcontractor. The

Government does not have privity of contract with a subcontractor.

Subject Matter Expert (SME) - An employee of the U.S. Government assigned by the

Contracting Officer to perform contract administration activities in regard to technical issues.

This individual has authority to provide technical direction to the Contractor as long as 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 or perform COR duties specifically reserved for them.

Toolkit - A document that includes resources to assist stakeholders in elevating the value of housing counseling.

Work Day - The number of hours per day the Contractor provides services in accordance with the contract.

Work Week - Monday through Friday, unless specified otherwise.

2.2 Acronyms

AQL - Acceptable Quality Level

CBT - Computer-Based Training

CFR - Code of Federal Regulations

CO - Contracting Officer

COB - Close of Business

COR - Contracting Officer Representative

CPO - Office of the Chief Procurement Officer of HUD

DACA - Days After Contract Award

EST - Eastern Standard Time (U.S.)

ETC - Estimate to Completion

FHA - Federal Housing Administration

GAO - U.S. General Accounting Office

GSE - Government Sponsored Enterprise (Fannie Mae and Freddie Mac)

HCA - HUD Approved Housing Counseling Agency

HUD - U.S. Department of Housing and Urban Development

HUDAR - HUD Acquisition Regulation

IG or OIG - Inspector General (Office of)

IT - Information Technology

NLT - Not Later Than, or No Later Than

LOCCS - Line of Credit Control System

OCPO - Office of the Chief Procurement Officer

ODC - Other Direct Cost

OHC - Office of Housing Counseling

OIG - Office of Inspector General

OMB - Office of Management and Budget

PM - Project Manager

POC - Point of Contact

POP - Period of Performance

PPM - Project Planning and Management

PWS Performance Work Statement

QA - Quality Assurance

QASP - Quality Assurance Surveillance Plan

QCP - Quality Control Plan

SF - Standard Form

SME - Subject Matter Expert

TO - Task Orders

TBD - To be determined

U.S.C - United States Code

3 Government-Furnished Property and Services

The Contractor shall ensure accurate control and accountability of all Government-Furnished Property in accordance with the terms and conditions of this contract. The Government will furnish, at no cost to the Contractor, the GFP shown below.

3.1 Government Services

N/A

3.2 Facilities

N/A

3.3 Equipment

N/A

3.4 Materials

The Government will provide proprietary or non-public materials owned and held by the government required for use by the contractor. Copies of required materials may be provided to the Contractor in hard copy or soft copy. All materials will remain the property of the Government and will be returned to the COR upon request or at the end of the contract period.

Materials shall include OHCs Style Guide.

3.5 Quality Assurance (QA)

The Government shall evaluate the Contractor's performance under this contract in accordance with the Quality Assurance Surveillance Plan. This plan is primarily focused on what the Government must do to ensure that the Contractor has performed in accordance with the performance standards. It defines how the performance standards will be applied, the frequency of surveillance, and the minimum acceptable quality level.

4 Contractor-Furnished Items and Services

The Contractor shall furnish, all facilities, equipment, and supplies required to perform the work under this contract that are not listed under Government-Furnished Property and Services.

4.1 Facilities

The contractor shall furnish an office located within the contiguous 48 states with various necessary physical work-related office items and a meeting space within the office where clientele can be met. These offices shall be available to HUD staff for review. In addition, the contractor should anticipate a bi-annual review of their office via the SME or COR and/or other OHC staff to be decided upon between the contractor and COR.

4.2 Equipment

N/A

4.3 Material

N/A

4.4 Contractor Responsibilities

The Contractor shall only conduct business with designated Government personnel listed as points of contact (POCs). Names of authorized personnel shall be provided to the Contractor by the Government, in writing, and updated as necessary throughout the contract period.

U.S. Government records, copies of original results and reports, verified original data, corrected data and corrected supporting final reports which are maintained by the Contractor remain the property of the U.S. Government. These files/results must be surrendered to the COR.

4.5 Contractor Personnel

The Contractor shall provide a Contract/Project Manager who shall be responsible for the performance of work. The Contractor shall provide a Project Manager experienced in multi-media marketing, communications and task leadership. The Project Manager shall possess a master’s degree or higher in marketing/advertising, communications, mass communications or a bachelor’s degree in same or compatible discipline with a minimum of seven years employment experience. The Project Manager shall be experienced in marketing campaign development capable of managing creative direction and the building of a behavioral change and influence campaign. The capability and capacity to plan and execute an integrated outreach communications campaign with national reach attuned to multicultural and cross-cultural audiences within the constraints of a federal agency. An alternate shall also be designated to act in the absence of the Contract/Project Manager.

These Contractor personnel (main point of contact and alternate point of contact) are considered Key Personnel by the Government and shall be listed as such in accordance with

HUDAR 2452.237-70, "Key Personnel. The Contract/Project Manager and alternate shall have full authority to act on all contact matters relating to daily operations of this contract.

Accordingly, at a minimum, the points of contact shall have the technical knowledge of the requirement and be in the position to actually receive assignment, guidance, and direction from the COR and CO per HUDAR 2452.237-73, "Conduct of Work and Technical Guidance" and shall be allocated enough hours to the requirement to ensure successful performance. These points of points of contact shall each be an employee of the Contractor. An employee of a subcontractor is not acceptable for either of these positions. The Contract/Project Manager or alternate shall be available between the hours of 8:00am to 4:30pm Monday through Friday

EST, except Federal Holidays or when the Government facility is closed for administrative reasons.

4.6 Identification of Contractor Employees

All Contractor/subcontractor personnel shall wear company picture identification badges as to distinguish themselves from Government employees. When conversing with Government personnel during business meetings, over the telephone, or via electronic mail, Contractor/subcontractor personnel shall identify themselves as such to avoid situations arising where sensitive topics might be better discussed solely between Government employees.

Contractors/subcontractors shall identify themselves on any attendance sheet or any coordination documents they may review. Electronic mail signature blocks shall identify their company affiliation. Where practicable, Contractor/subcontractors occupying collocated space with their Government program customer shall identify their work space area with their name and company affiliation, or at a minimum, "Contractor" after name.

4.7 Quality Control

The Contractor shall establish and maintain a complete quality control program that shall ensure services are performed in accordance with this contract. The Contractor shall develop and implement procedures to identify, prevent, and ensure non-reoccurrence of defective services.

The Contractor's quality control program is the means by which he assures himself that his work complies with the requirements of the contract. The Contractor shall provide the associated Quality Control Plan to the Government as directed.

4.7.1 Quality Control Plan

The Contractor shall develop, maintain, enforce, and document a Quality Control Plan (QCP).

The QCP shall ensure the Government receives the level of quality that is consistent with the requirements specified in this contract. The QCP shall be sufficiently detailed to provide the Contractor's methodology for identifying and recruiting qualified personnel. The QCP shall also provide the Contractor's methodology for resolving problems identified by the Government during reviews conducted in accordance with its Quality Assurance Surveillance Plan (QASP).

The QCP shall also provide the Contractor's methodology for establishing an internal feedback system for support personnel, and for resolving problems identified by that feedback system.

The QCP shall demonstrate and validate that the services or deliverables to be provided under the contract are completed with a level of quality that meets the minimum performance threshold established in the Government's QASP. The QCP shall address Quality Management Approach, Quality Assurance, Quality Control and Quality Standards.

5 Specific Tasks

5.1 Market Research, Data Analysis, Marketing and Project Plan, and Other

Research

5.1.1 Market Research and Data Analysis

The contractor shall conduct primary and secondary research relating to housing counseling.

Research may include evaluation of current perceptions of housing counseling and determining whether those perceptions have shifted in recent years. Research may also include conducting focus groups with internal and external audiences, literature reviews, collecting and analyzing borrower demographic data, reviewing previous marketing and communications research, evaluating current marketing materials, and testing existing marketing messages and communication tools to ensure they resonate with OHCs targeted audiences. The Contractor shall provide reports as described below:

1) Communications and Collateral Materials Audit Report - This report shall evaluate all current communications collateral materials, web pages, brochures, toolkits, and any other associated materials for effectiveness and to determine if it meets the goal it is designed for. The Contractor shall provide recommendations for improvements to existing websites and collateral materials and pages to more broadly and effectively appeal to HUDs target audiences and improve customer usability. Recommendations for improvements to websites and collateral materials may include ways to make websites more intuitive and easier to use by stakeholders, better graphics or easier language on collateral materials, or any other recommendation by the Contractor. In addition, the Contractor shall propose web site content and identify creative web-based internet programs, such as blogs, pod-cast, video-casts or any other multimedia and social media tools.

2) Marketing Research Report - This report evaluates current marketing strategies and is an analytical report that covers stakeholder and consumer perceptions of housing counseling and resources provided by other entities, such as Fannie Mae, Freddie Mac and State Housing Finance Agencies, to utilize housing counseling.

3) Digital Communications Audit - This report shall evaluate the digital presence of housing counseling and shall include findings and recommendations to increase housing counseling's digital presence.

4) Primary Research Report - This is a report that includes contractor conducted research.

a) Research methods should include focus groups, structured interviews, and mystery shopping to evaluate the method of marketing and outreach efforts of HUD-Approved housing counseling agencies.

b) The Report shall include findings and recommendations from research as it pertains to the specific subject of inquiry.

5) Other research as needed may be requested by COR and SME. This research and associated report format and delivery timeframe shall be negotiated and agreed upon in writing prior to the start of any Contractor work.

The contractor shall interpret and analyze results of these reports and describe in detail processes used in determining the information as well as effective analysis of that information.

All reports shall be submitted in Word format for initial review and comments. The Final report may be provided in PDF or other format as long as they convey all required information in a manner that is easy to understand. The Contractor, COR, and SME shall negotiate and agree upon a delivery schedule for these reports and any associated research in writing. The

Contractor shall deliver the report and research within the agreed-upon schedule.

Performance Standards

a) Standard: Reports shall be due 10 business days from completion of the research or task in a format agreed upon by the COR, SME, and Contractor. All reports must contain all information outlined in this section.

AQL: Reports shall be due 12 business days from completion of the research or task in a format agreed upon by the COR, SME, and Contractor. All reports must contain all information outlined in this section.

Deliverables

A002 Market Research and Analysis Reports

A003 Communications and Collateral Materials Audit Report

A004 Marketing Research Report

A005 Digital Communications Audit Report

A006 Primary Research Report

A007 Other Research Reports

5.1.2 Marketing Plan

The contractor shall provide a Marketing Plan that proposes a campaign or strategy to achieve a change in the perception of housing counseling among stakeholders and the public to increase the number of consumers counseled by HUD Approved HCAs. This plan shall include performance metrics that measure the effectiveness of the campaign or strategy. That Plan shall also include, at a minimum:

1) Use primary and secondary research to evaluate behaviors and perceptions of housing counseling, OHC, and HUD

2) Provide recommendations for marketing within the constraints of the Federal Government

3) Use research from other Government agencies to determine effective communication and marketing strategies.

4) Provide options and recommendations for new strategies on awareness and visibility, which involves partnerships with stakeholders.

5) Identify geographic and demographic target audiences and recommend cost effective strategies for delivering the message to stakeholders and target audiences.

6) A plan to provide support for media relations including developing messaging, media plans, and press kits.

The Contractor shall deliver a draft Plan within 20 business days of contract execution. The

COR and SME shall review and return the Plan to the Contractor within 7 business days with required changes. A final Plan shall be delivered within 5 business days. This Plan shall be considered a living document and may require updates throughout the contract period.

Performance Standards

a) Standard: The Contractor shall deliver a draft Plan within 20 business days of contract execution. The COR and SME shall review and return the Plan to the Contractor within 7 business days with required changes. A final Plan shall be delivered within 5 business days of COR and SME approval.

AQL: The Contractor shall deliver a draft Plan within 25 business days of contract execution.

The COR and SME shall review and return the Plan to the Contractor within 7 business days with required changes. A final Plan shall be delivered within 5 business days of COR and SME approval.

Deliverables

A008 Marketing Plan

5.1.3 Project Management Plan

The Contractor shall provide a Project Plan that contain, at a minimum, the following:

1) Describe the work to be performed based on the scope and the requirements of the contract

2) Describe processes for completing work

3) A timeline for completion of the required tasks

4) Resumes of staff performing tasks

5) Identify Project Manager and other key personnel

The Contractor shall deliver a draft Plan within 20 business days of contract execution. The

COR and SME shall review and return the Plan to the Contractor within 7 business days with required changes. A final Plan shall be delivered within 5 business days. This Plan shall be considered a living document and may require updates throughout the contract period.

Performance Standards

a) Standard: The Contractor shall deliver a draft Plan within 20 business days of contract execution. The COR and SME shall review and return the Plan to the Contractor within 7 business days with required changes. A final Plan shall be delivered within 5 business days of OHC approval.

AQL: The Contractor shall deliver a draft Plan within 25 business days of contract execution.

The COR and SME shall review and return the Plan to the Contractor within 7 business days with required changes. A final Plan shall be delivered within 5 business days of OHC approval.

A009 Project Management Plan

5.2 Event Planning and Outreach

5.2.1 Event Planning

The contractor shall plan and execute events for internal and external audiences to promote awareness and visibility of HUD-approved housing counseling. Prior to any event approval, the

Contractor shall develop an Event Plan in which the contractor describes details of the event, purpose, and how the event will be executed.

The Contractor shall perform the following:

o Internal Events - The Contractor shall provide assistance and support to HUD staff with the guidance of the COR and SME on internal meetings and events such as, All Staff meetings held annually and other internal events. The contactor shall develop material to promote, implement, and evaluate the outcome of the event. Meetings with key staff, the COR, and SME will be held to plan these events. The contractor shall provide a variety of professional meeting planning activities including event-planning and coordination, event signage, registration materials, negotiation with facilities, on-site logistics, conduct site visits prior to event to make sure accommodations are acceptable, develop speaker biographies, perform invoice and billing reconciliation, and other minor activities as may be necessary. No more than three (3) internal events will be planned per contract year. The outcomes of this task shall be provided in an evaluation report that will include a summary of the meeting, questions and answers, and next steps.

o External Events - The Contractor shall organize stakeholder events and meetings in conjunction with HUD staff, the COR, and the SME. These events shall be conducted via webinars, conference calls, live meetings and/or face to face meetings. These events and meetings may be different in nature depending on the stakeholder. The contractor shall be responsible for providing a variety of professional meeting planning activities including event-planning and coordination, developing invitation lists, event signage, registration materials, negotiation with facilities, on-site logistics, conduct site visits prior to event to make sure accommodations are acceptable, speaker bios, invoice and billing reconciliation, and other minor activities as may be necessary. No more than twelve (12) external events will be planned per contract period.

The outcomes of this task shall be provided in an Event Report that will include a summary of the meeting, minutes, questions and answers asked during the event, outcomes, decisions made, and any follow-up required. The contractor shall be responsible for all event coordination, scheduling, reservations, and materials for these events unless specified by the COR and SME.

Reimbursement for these expenses shall be made at actual cost.

Performance Standards

a) Standard: The Event Plan shall be delivered within 10 business days of notice of the event and contain all pertinent information to plan the event.

AQL: The Event Plan shall be delivered within 12 business days of notice of the event and contain all pertinent information to plan the event.

b) Standard: The Event Report shall be delivered within 10 business days of completion of the event and contain all required information outlined in this section.

AQL: The Event Report shall be delivered within 12 business days of completion of the event and contain all required information outlined in this section.

Deliverables

A010 Event Plan

A011 Event Report

5.2.2 Stakeholder Outreach

The contractor shall provide outreach activities to lenders, real estate professionals, housing counseling agencies, consumers, GSEs and other stakeholders around OHC priorities such as increasing awareness of housing counseling services, housing counselor certification, and other activities or initiatives important to the program. Contractor shall provide a plan to reach out to stakeholders on the priority being promoted. The plan shall include developing partnerships (within the constraints of HUD and federal rules and regulations) and identifying opportunities to speak to raise awareness about housing counseling and its benefits. These outreach activities could include speaking events, training, outside agency relationships, booth events, fairs, or any other or any other activities meeting the goals as identified by the Contractor and approved by the COR and SME.

The Contractor shall identify methods to engage stakeholders in raising the visibility and awareness of housing counseling services, this may include developing training material for use in person and through webinars to assist stakeholders with awareness and visibility of housing counseling with a HUD Approved HCA. Training shall be motivating and interactive to encourage the audience’s participation. The Contractor shall create and use evaluation tools to evaluate the effectiveness of the training using feedback from trainees and any other source.

This evaluation shall include measuring the effectiveness of the outreach to the trainee.

The contractor shall provide a Quarterly Outreach Report which outlines the outreach activities conducted in the last quarter. It should contain at a minimum the number of participants, the number of activities, dates activities were conducted, and any significant events. This report is due on the 15th of the month following the end of the HUD Fiscal Quarter.

Performance Standards

a) Standard: Outreach shall be conducted in accordance with the requirements outlined in this section.

AQL: This is a critical task and requires zero deviation.

Deliverables

A012 Outreach Plan

A013 Outreach Report

5.3 Collateral Material and Toolkits and Newsletters and Articles

The Contractor shall provide graphic design services for creative products such as, posters, flyers, videos, and other outreach materials as necessary to support media relations and partnership development. The products shall be clear and appealing using best practices, document design principles, high-resolution imagery and other fundamental concepts of effective communication using OHCs current Style Guide.

5.3.1 Collateral Material and Toolkits

The Contractor shall provide professional graphic design support services to plan, analyze, create, and update collateral material and toolkits that meet HUDs communication requirements using a variety of methods such as color, type, illustration, photography and animation using OHCs current Style Guide. The Contractor shall create and update various print and layout techniques and produce promotional displays and communication materials in the form of brochures, posters, fact sheets, videos, toolkits, pamphlets, signage schemes, and/or videos. All materials shall be informative and elevate the value of housing counseling.

Videos may be fun or informative and shall be of high quality and professionalism. Toolkits shall be easy to understand and navigate and include information that is useful to the stakeholder for which it is targeted. All collateral material and toolkits shall be designed to promote housing counseling with the specific stakeholder (lenders, real estate professionals, consumers, millennials, seniors, FHA borrowers, etc.) in mind. The number and types of graphic media shall be determined by the COR and SME based on the communications audit. It is expected that approximately four collateral material or toolkit documents will be requested each month.

All material created by the Contractor belongs to HUD and will be provided to the COR and

SME in a format that is editable by HUD. All promotional displays and communication materials and any other materials created under this section shall be approved by the COR and SME. The contractor shall provide occasional printing services for these toolkits and collateral material. All materials shall be produced in accordance with the OHC Style Guide and 508 compliant.

Collateral material shall be provided in a Spanish translation upon COR and SME request. The

Contractor shall deliver completed hard copy material within 4 business days of written request.

Performance Standards

a) Standard: Collateral materials shall be delivered in a format that is editable by HUD according to a schedule approved by the COR prior to the start of work. Documents shall contain no spelling or grammar errors. Completed materials shall be delivered in hard-copy within four days upon COR or SME request.

AQL: This is a critical task and requires zero deviation.

A014 Collateral Outreach Material and Toolkit

5.3.2 Newsletters and Articles

The Contractor shall develop professional articles and create newsletters including writing, editing, layout, and design of The Bridge newsletter. This activity may require research and interviews with internal and external audiences to provide accurate and relevant information to the readers. The contractor shall create up to ten stories per month. The Contractor shall provide editing services for these articles and newsletters. The Contractor may be requested to create other newsletters for stakeholders including consumers, real estate professionals, and mortgage lenders, that address the value proposition for each stakeholder and encourage the use of housing counseling by a HUD approved housing counseling agency. Approximately five

(5) of these newsletters shall be created annually. All articles and newsletters require approval by the COR and SME. All materials shall be produced in accordance with the OHC Style Guide and 508 compliant. Newsletters and articles may require Spanish translation on occasion.

Performance Standards

a) Standard: All delivered articles and newsletters are 508 compliant, contain no spelling or grammar errors, meet the OHC Style Guide requirements and are delivered within the agreed upon timeline.

AQL: This is a critical task and requires zero deviation.

A015 Newsletter

A016 Article

5.4 Digital and Social Media

5.4.1 Digital and Social Media Support

The Contractor shall develop a Digital Social Media Support Plan within the constraints of HUD for digital and social media support. This task may include reviewing current websites for consistency of visual and verbal messaging, planning activities around National Homeownership Month, and providing content using HUDs social media such as Twitter and Facebook. It may also include providing content for blogs or other social media vehicles. This plan shall be delivered to the COR and SME within 40 business days of completion of the Digital Communications Audit. The COR and SME shall review and return the Plan to the Contractor within 7 business days with required changes. A final Plan shall be delivered within 5 business days of COR and SME approval. This requirement is required once per contract year.

Performance Standards

a) Standard: This plan shall be delivered to the COR and SME within 40 business days of completion of the Digital Communications Audit. The COR and SME shall review and return the Plan to the Contractor within 7 business days with required changes. A final Plan shall be delivered within 5 business days of COR and SME approval.

AQL: This plan shall be delivered to the COR and SME within 45 business days of completion of the Digital Communications Audit. The COR and SME shall review and return the Plan to the Contractor within 7 business days with required changes. A final Plan shall be delivered within 5 business days of COR and SME approval.

A017 Digital and Social Media Support Plan

5.4.2 Stakeholder Training on Media relations and Social Media

The Contractor shall develop training material for use in person and through webinars to assist stakeholders with awareness and visibility of housing counseling with a HUD approved HCA.

This material shall be provided to HUD in a Training Plan outlining the process and materials to be used. This Plan is subject to approval by the COR and SME. Contractor shall provide a webinar service and conference call lines to facilitate these trainings.

Training shall be motivating and interactive to encourage audience participation. The

Contractor shall create and use evaluation tools to evaluate the effectiveness of the training using feedback from trainees and any other source. This evaluation shall include measuring the effectiveness of the outreach to the trainee. Approximately six webinars and six in-person trainings will be provided per contract year. Training Plans shall be informative and complete with a clear outline of the process to be used during training. defined goals will be identified with a clear path to meet those goals through training. Training Plans shall be delivered no later than

10 business days prior to training. All Training Plans require COR and SME approval.

Performance Standards

a) Standard: Training Plans shall be informative and complete with a clear outline of the process to be used during training. defined goals will be identified with a clear path to meet those goals through training. Training Plans shall be delivered no later than 10 business days prior to training.

AQL: Training Plans shall be informative and complete with a clear outline of the process to be used during training. defined goals will be identified with a clear path to meet those goals through training. Training Plans shall be delivered no later than 7 business days prior to training.

A018 Training Plan

5.5 Status of Strategy

After implementation, the Contractor shall assess the effectiveness of the strategy and messaging in reaching the target audience on a quarterly basis using the performance metrics selected by the contractor and approved by the COR and SME, to determine if redirection or change to the strategy is needed. This shall be in the form of a report. The report shall be due quarterly and include:

1) Methods and tools used by Contractor to collect information from target audience

2) Responses collected from target audiences

3) Expectations of the strategy used compared with responses collected

4) Evaluation of the effectiveness of the strategy such as how many HCAs are using social media training and effectively tweeting or…