Att 1 Recruiting Ad PWS.docx

PERFORMANCE WORK STATEMENT (PWS)

VaANG Recruiting and Retention Flight Marketing Program

1.0 General

1.1 Scope: The contractor shall provide all necessary personnel, resources, and expertise to deliver educational lead generation and digital recruitment marketing services for the Virginia Air National Guard (VaANG) Recruiting and Retention Flight (RRF) as defined in this This Performance Work Statement (PWS).

1.2 Objective: The objective of this PWS is to provide a comprehensive marketing package to the VaANG to enhance its targeted recruitment efforts by identifying and attracting quality candidates between the ages of 17–35 years old for military service. The primary objectives are to increase awareness of the VaANG among the target demographic and to provide the recruitment team with a consistent pipeline of military-interested leads.

1.3 Background: The VaANG’s RRF mission is to promote the VaANG to gain the interest and attention of prospective recruits. This PWS outlines the requirements for digital marketing and lead generation services to be provided by the contractor to the VaANG.

1.4 Period of Performance (PoP): The Period of Performance shall be 12 months from the date of the contract award.

1.5 General Information:

1.5.1 Place and Performance of Services: Performance shall be provided offsite. The contractor shall always maintain an adequate workforce for the uninterrupted performance of all tasks defined within this PWS.

1.5.2 Post Award Conference/Periodic Progress Meetings: The contractor agrees to attend any post-award conference convened by the KO. The KO, COR, and other Government personnel may meet periodically with the contractor to review performance. The contractor shall be available for monthly performance meetings to evaluate lead volume, lead quality, school engagement, and advertising performance. Contractor attendance at these meetings shall be at no additional cost to the Government.

1.5.3 Contract Manager (CM): The contactor shall designate a CM who shall ensure performance under this contract. The CM shall have full authority to act for the contractor on all contract matters relating to the daily operation of this contract.

1.5.4 Identification of Contractor Employees: All contractor personnel are required to identify themselves as such to avoid creating an impression that they are Government employees. The contractor’s status as a “contractor” shall be predominantly displayed in all correspondence.

1.5.5 Data and Security: The contractor shall maintain data privacy compliance, ensure lawful student outreach practices, and protect Personally Identifiable Information (PII) in accordance with all applicable regulations.

2.0 Definitions and Acronyms

2.1 Definitions:

Contractor: A supplier or vendor awarded a contract to provide specific supplies or services to the Government.

Deliverable: Anything that can be physically delivered, including reports and data files.

Quality Lead: A person who is 17-35 years old, pursuing education or college-bound, available for immediate contact, and has demonstrated active interest in military service through the contractor's validation process.

2.2 Acronyms:

AQL: Acceptable Quality Level

COR: Contracting Officer Representative

KO: Contracting Officer

PII: Personally Identifiable Information

POC: Point of Contact

PWS: Performance Work Statement

VaANG: Virginia Air National Guard

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S)

The Government will provide digital marketing content to the contractor for use on in-school digital billboards.

4.0 Contractor Furnished Items and Services

Except for those items specifically stated as Government-Furnished in Paragraph 3.0, the contractor shall furnish everything required to perform this PWS.

5.0 Requirements

5.1 Lead Generation: The contractor shall provide student prospect identification and lead generation services.

5.1.1 The contractor shall have access to a nationwide database of at least 3 million 17–35-year-olds for direct recruitment outreach and be able to validate the database of unique records.

5.1.2 The contractor shall utilize its lead generation platform to identify, vector, and deliver a minimum of 485 quality leads over the 12-month period of performance.

5.1.3 The contractor shall provide a seamless and secure data transfer of lead information to the VAANG’s designated point of contact.

5.2 In-School Digital Billboards: The contractor shall provide digital advertising support via interactive billboards.

5.2.1 The contractor shall have digital billboards in its current inventory for in-school deployment in two (2) designated Virginia schools: Bayside High School and Kempsville High School.

5.2.2 The billboards must be interactive/touchscreen, allowing students to navigate VaANG; specific marketing and career-focused content.

5.2.3 The contractor shall be responsible for placing Government-provided marketing messages on digital displays in high-traffic areas within these schools.

5.2.4 The contractor must provide documentation confirming that authorization from the listed schools is in place.

5.3 Reporting and Performance Management: The contractor shall provide reporting on campaign performance.

5.3.1 The contractor shall provide a data summary of the number of impressions and total exposures generated from digital advertising locations.

5.3.2 The contractor shall be available for monthly performance meetings to evaluate lead volume, quality, school engagement, and advertising performance.

6.0 Technical Exhibits

6.1 Performance Requirements Summary (PRS)

6.2 Deliverables Schedule