Attachment 1 - PWS.docx

PERFORMANCE WORK STATEMENT (PWS)

FOR

District of Columbia Army National Guard Recruiting & Retention – Marketing Services

1.0 General: This contract is to provide the District of Columbia Army National Guard (DCARNG) the ability to advertise at the District and local level using digital domain assets, specifically those involving business location management and social media, response time and improving digital footprint through improved digital identity management across multiple platforms.

1.1 Objectives: Provide a comprehensive marketing package to the DCARNG for recruitment goals. The Contractor shall provide services to generate qualified recruitment leads and support the DCARNG recruiting mission.

1.2 Background: The DCARNG’s RRB mission is to promote the DCARNG to gain interest and attention of prospective recruits and Center of Influence (COI) such as teachers and parents. The primary target market is Non-Prior Service (NPS) individuals 17-34 years of age. A secondary target is COI including but not limited to teachers, principals, and guidance counselors to help spread the message of the benefits of joining. The DCARNG requires the services of a Contractor with experience providing marketing solutions for the Army National Guard to develop and execute a comprehensive marketing program that includes branding, engagements, leads, digital platform management, and recruiter support to achieve recruitment goals.

1.3 Period of Performance (PoP): The Period of Performance shall be Base Year of 12 months plus one option year.

1.4 General Information:

1.4.1 Place and Performance of Services: The Contractor shall provide services between the hours of 7:30am – 4:30pm, Monday through Friday, except on recognized US holidays. Performance shall be provided at the Contractor’s place of business. The

1.4.1.1 Unscheduled gate closures by the Security Police may occur at any time causing all personnel entering or exiting a closed installation to experience a delay. This cannot be predicted or prevented. Contractors are not compensated for unexpected closures or delays. Vehicles are subject to search pursuant to applicable regulations. Any moving violation of any motor vehicle may result in the termination of installation driving privileges.

1.4.1.2 The Contractor shall obey the regulations of the installation, including fire, traffic, safety and security regulations while on the installation. The Contractor shall carry identification with them at all times and are subject to checks as necessary. The Contractor shall ensure compliance with all regulations and orders of the installation, which may affect performance. The Government reserves the right to direct the removal of an employee from Government property for misconduct, security reasons, or any overt evidence of communicable disease. Removal of contractor employees for reasons stated above does not relieve the Contractor from responsibility for total performance of this contract.

1.4.2 Recognized Holidays: The following are recognized United States (US) Holidays. The Contractor shall not perform services on these days:

1.4.2.1 New Year’s Day: January 1st

1.4.2.2 Martin Luther King, Jr.’s Birthday

1.4.2.3 President’s Day

1.4.2.4 Memorial Day

1.4.2.5 Juneteenth National Independence Day: June 19th

1.4.2.6 Independence Day: July 4th

1.4.2.7 Labor Day

1.4.2.8 Columbus Day

1.4.2.9 Veteran’s Day: November 11th

1.4.2.10 Thanksgiving Day

1.4.2.11 Christmas Day: December 25th

1.4.3 Reserved

1.4.4 Quality Assurance (QA): The Government will evaluate the Contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan (QASP). This plan is primarily focused on what the Government will 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 acceptable quality level(s) or defect rate(s).

1.4.5 Installation Access and Security Requirements. The Contractor shall comply with all applicable installation/facility access and local security policies and procedures, which may be obtained from the COR. The Contractor and all associated subcontractor employees shall provide all information required for background checks to meet installation access requirements to be accomplished by installation Provost Marshal Office, Director of Emergency Services, or Security Office. The Contractor shall ensure compliance with all personal identity verification requirements as directed by Department of Defense (DoD), Headquarters Department of Army (HQDA) and/or local policy. Should the Force Protection Condition (FPCON) change, the Government may require changes in contractor security matters or processes.

1.4.6 Communications Security/Information Technology (COMSEC/IT) Security. All communications with DoD organizations are subject to COMSEC review. All telephone communications networks are continually subject to intercept by unfriendly intelligence organizations. DoD has authorized the military departments to conduct COMSEC monitoring and recording of telephone calls originating from, or terminating at, DoD organizations. Therefore, the contractor is advised that any time contractor personnel place or receive a call they are subject to COMSEC procedures. The contractor shall ensure wide and frequent dissemination of the above information to all employees dealing with DoD information. The Contractor shall abide by all Government regulations concerning the authorized use of the Government's computer network, including the restriction against using the network to recruit Government personnel or advertise job openings.

1.4.7 Physical Security. The Contractor shall safeguard all Government property. Government materials shall be properly secured.

1.4.8 Post Award Conference/Periodic Progress Meetings: The Contractor agrees to attend any post award conference convened by the KO in accordance with FAR 42.5. The KO, COR, and other Government personnel, as appropriate, may meet periodically with the Contractor to review the contactor’s performance. At these meetings, the KO 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. The Contractor attendance at these meetings shall be at no additional cost to the Government.

1.4.9 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, 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.

1.4.10 Identification of Contractor Employees: All contractor personnel attending meetings, answering Government telephones and working in other situations where their contractor status is not obvious to third parties are required to identify themselves as such to avoid creating an impression that they are Government employees. The contractor shall ensure that all documents or reports produced by contractor personnel are suitably marked as contractor products or that contractor participation is appropriately disclosed. The Contractor’s status as a “Contractor” shall be predominantly displayed in all correspondence types (to include signature blocks on e-mail) and dealings with Government or non-Government entities. Contractor personnel shall wear identification badges distinguishing themselves as such. The badges shall have the company name, employee name and the word “Contractor” displayed.

1.4.11 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 severe forms of trafficking in 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.

1.14.12 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.

1.4.13 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. In the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may impose 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.

2.0 Definitions and Acronyms:

2.1 Definitions:

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 Defective Service: A service output that does not meet the standard of performance associated with the PWS.

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

2.1.4 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 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.

2.1.5 Physical Security: Actions that prevent the loss or damage of Government property.

2.1.6 Quality Assurance: The Government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.7 Quality Assurance Surveillance Plan (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

2.2 Acronyms:

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: None

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

5.1 Program Management

5.1.1 The Contractor will be a Subject Matter Expert (SME) in Army National Guard military recruiting and marketing.

5.1.2 The Contractor assist the DCARNG RRBN in reviewing and improving all aspects of the marketing program including lead management system improvement, assistance in marketing campaign execution, digital platform management, marketing training and consultation. The Contractor shall coordinate marketing initiatives and provide ongoing strategic guidance and operational support.

5.2 Overall Program Updates and Reports

5.2.1 The Contractor shall provide a monthly report on campaign progress and effectiveness. The report shall include relevant Key Performance Indicators.

5.2.2 The Contractor shall facilitate bi-weekly meetings via Microsoft Teams to update key DCARNG RRBN personnel on campaign progress and effectiveness.

5.2.3 The Contractor shall conduct a Return on Investment Analysis at the end of each fiscal year to evaluate the performance of the marketing program and the overall success.

5.3 Marketing Strategy

5.3.1 The Contractor shall assist in development and implementation of a marketing strategy that incorporates market research and analytics, provides tools and training for recruiters, and employs targeted marketing for lead generation.

5.3.2 The Contractor shall develop a step-by-step marketing execution plan based on DCARNG’s RRB mission priorities, market timing, and other key factors.

5.4 Media Plan

5.4.1 The Contractor shall assist in development and implementation of a comprehensive media plan to support the DCARNG’s recruiting efforts. The Contractor shall conduct market research and develop a media plan that will address specific DCARNG marketing objectives.

5.4.2 The Contractor shall research and plan media placement on behalf of the DCARNG. Prior to purchasing any media placement or entering into any contracts in support of this effort, the Contractor shall secure DCARNG COR and KO approval. The DCARNG shall provide a response within seven calendar days of a purchase being submitted for approval. In no circumstance shall the Contractor expend these funds or enter into a media placement contract without the approval of the DCARNG COR and KO. The media spending budget is $50,000 per year and shall be built into the price of this effort.

5.5 Market Analysis

5.5.1 The Contractor will conduct market research, mapping, and analytics support using Geographic Information Systems (GIS) analytic best practices to visualize, analyze, and interpret geographic data.

5.5.2 The Contractor shall conduct a recruiting marketing analysis that analyzes DCARNG production data and key demographic data at the TEAM and RSID Level, identifies trends, strengths, weaknesses, opportunities, and threats to the RRBN marketing goals.

5.5.3 The Contractor shall perform GIS analytic studies to help support the recruiting needs of the DCARNG. The Contractor shall be able to provide the following types of analytic studies: Market Share Analysis, ASVAB/AFQT Analysis, Missioning Analysis, End Strength Analysis, Retention Analysis, RSID/Territory Rebalancing, Storefront Analysis, and Unit Location Analysis.

5.5.4 The Contractor shall create a minimum of four (4) custom maps to support the DCARNG recruiting needs and provide high resolution PDF Files for printing.

5.6 Training

5.6.1 The Contractor shall provide training and guidance to DCARNG RRB personnel to optimize campaign effectiveness and offer insights on industry best practices and emerging trends.

5.6.1.1 The Contractor shall provide a minimum of two online training offerings to DCARNG, up to 50 personnel. These courses will be available continuously throughout the period of performance.

5.6.1.2 The Contractor shall provide, at a minimum, a monthly one-hour consulting session via MS Teams or another government approved platform.

5.6.1.3 The Contractor shall provide one two-day in-person training and consulting session at DCARNG’s Headquarters.

5.7 Recruiting Location Management

5.7.1 The Contractor shall provide the DCARNG RRB Marketing Staff continuous process improvement suggestions to manage recruiting location physical presence to better impact digital footprint and access to monitor reviews on directories not otherwise being directly managed by the Contractor.

5.7.2 The Contractor shall audit current recruiting location listings and identify changes needed to improve online presence.

5.7.3 The Contractor shall update DCARNG’s recruiting location listings with the latest information, including phone numbers, email addresses, website URLs, and working hours and publish recruiting location listings to approximately over 40 online directories including, but not limited to, Google, Facebook, Bing, Foursquare, MapQuest, Waze, Apple Maps, Uber, Lyft, and Yellow Pages.

5.7.4 The Contractor shall provide a recruiter location finder page and web page for each recruiting location and connect it to the listing to boost local Search Engine Optimization (SEO).

5.7.5 The Contractor shall provide direct local SEO for two priority recruiting locations, including Google My Business (GMB) posts, keywords, and FAQs.

5.7.6 The Contractor shall monitor and respond to online reviews on Google and Facebook using pre-approved templates. Templated responses shall be posted within two business days.

5.7.7 The Contractor shall provide a robust, cloud-based call tracking and analytics system for all recruiting locations, assigning unique tracking numbers and offering comprehensive tools to manage, route and analyze inbound call activity, supporting communication effectiveness and recruitment performance monitoring. Call services shall be active and working on all non-federal holiday business days, with dashboards and analytic tools accessible and functioning 99% of the same identified period.

5.7.8 The Contractor shall provide reputation management for two priority recruiting locations, including review management and responses; any non-templated response requiring specific recruiting information will be forwarded to DCARNG RRB for input. Responses not requiring RRB input will be posted within two working days of review posting date.

5.8 Digital Asset Management (DAM) System

5.8.1 The Contractor shall implement and manage a centralized searchable digital asset management system for organizing, storing, and sharing marketing assets. System access will be available within 1 business day of contract start.

5.8.2 The Contractor shall organize and store DCARNG digital assets, including images, videos, and documents, up to 200 templates, 20,000 video minutes, and 3 TB of storage. Notification of data thresholds will be provided, at minimum, each 25% interval of remaining storage. Organization functions will be available immediately upon access and provide continuous functionality throughout period of performance.

5.8.3 The Contractor shall provide ability to create pre-designed layouts or structures within the DAM system that allows users to maintain brand consistency and streamline content creation by providing a set of standardized design elements, such as fonts, colors, logos, and imagery. Design functions will be available immediately upon access and provide continuous functionality throughout period of performance.

5.8.4 The Contractor shall provide access to all RRB staff, four (4) administrative level users, and online training on the digital asset management system.

5.9 Lead Referral Website and Lead Management: The Contractor shall develop and maintain a dedicated lead referral website in support of the DCARNG’s BRIDGE and Tuition Assistance program. The site provides program information and a secure lead capturing form, with all lead data managed in a FedRAMP Moderate / DoD IL4 environment and tracked through each stage of the pipeline from initial capture through enlistment.

5.10 Personal Presentation Items (PPI) Inventory Management

5.10.1 The Contractor shall provide and implement a platform for inventory management that includes a listing of items with total quantities and can automatically update when PPI is distributed. The PPI Platform shall allow DCARNG RRB members to make requests for current PPI inventory using a point-based system. This point-based system is developed by the DCARNG RRB based on the achieved enlistments throughout the fiscal year. The point-based system is then used to make requests for PPI used in their recruiting efforts. The system shall automatically update the DCARNG’s RRB member’s points when PPI request is made.

5.10.2 The Contractor shall provide administrative access to the platform to at least two users, to allow the RRB to update the points balance of each member.

5.11 Digital Business Cards and QR Codes

5.11.1 The Contractor shall provide digital business cards, dynamic QR codes, for DCARNG marketing and recruiting efforts. The Contractor shall provide two custom digital business card templates, and a maximum of 250 digital business cards with unlimited scans. The Contractor shall set-up and manage digital business cards and provide QR for use on mobile devices and printed materials.

5.11.2 The Contractor shall provide five custom QR code templates and a maximum of 500 dynamic and static QR codes with unlimited scans. The contractor shall set up and manage QR codes.

5.11.3 The Contractor shall provide administrative level access to one user, self-paced online training course and aides, and normal business hour technical support for the QR code platform.

5.11.4 The Contractor shall monitor and evaluate the performance of each platform and provide DCARNG with access to an online dashboard tool showcasing the performance of each campaign platform in near real time, including but not limited to, the following Key Performance Indicators for select media channels: impressions, cost per impression, clicks, click-through-rate, cost per clink, on-site conversion, conversion rate, cost per conversion, completed video views, and social engagements (e.g. likes, comments, shares).

5.11.5 The Contractor shall provide 250 custom-branded NFC-enabled metal business cards.

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS)

This PRS includes performance objectives the Government will use to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

Performance Objective

By Whom

5.1.1 – 5.1.2 Program Management

TECHNICAL EXHIBIT 2

Deliverables Schedule

PWS Reference / Deliverable Title

Frequency Number of Copies

Medium/Format

Submit To

5.2.1 Campaign Management Report

COR

COR

Ver. October 2022