Attachment 1 - PWS Pool Safely.docx

U.S. CONSUMER PRODUCT SAFETY COMMISSION

PERFORMANCE WORK STATEMENT (PWS) FOR

POOL SAFELY CAMPAIGN SUPPORT

1.0 BACKGROUND

The Consumer Product Safety Act of 1972 established the Consumer Product Safety Commission (CPSC) to protect consumers from unreasonable risks of injury or death associated with the use of thousands of types of consumer products under the agency’s jurisdiction. CPSC is committed to protecting consumers and families from products that pose a fire, electrical, chemical, or mechanical hazard. CPSC’s work to ensure the safety of consumer products – such as toys, cribs, power tools, cigarette lighters, internet of things connected devices, ATVs, and household chemicals – ensures American families are bringing the safest products possible into their homes. Consistent with the purposes of the Consumer Product Safety Act, CPSC’s mission is to develop and enforce product safety standards, pursue product recalls, conduct product injury research, and educate the public on product safety hazards. For more information on CPSC, please see https://www.cpsc.gov/About-CPSC.

2.0 OBJECTIVES

This procurement addresses two key objectives: to obtain Contractor strategic planning, consulting, and creative services, and to obtain Contractor public relations, marketing, and web/digital support services to further CPSC’s safety education mission. These two objectives will require the Contractor to review current CPSC communications strategies and activities, and to propose additional or alternative strategies and activities to enhance the agency’s communications goals. The Contractor will offer insight and training on new communications strategies and activities, and will assist agency staff with enhancing existing activities and campaigns.

The Contractor will be tasked with building upon CPSC’s existing safety campaign, as well as establishing new advertising and public relations support for the campaign. The Contractor will be tasked with delivering highly effective local and national safety campaign work to promote product safety, educate American families about the resources available through CPSC, and reduce the number of product-related deaths and injuries.

The Contractor must provide CPSC with new suggestions for communication strategies to enhance dissemination of safety messaging and effect behavior change, particularly as it relates to underserved and historically excluded communities. The Contractor must provide social science or behavioral economic data to support each suggested strategy.

3.0 DESCRIPTION OF SERVICES

The Contractor must, independently and not as an agent of the government, assist with the execution of one (1) comprehensive, multimedia information and education initiatives as identified by CPSC. The Contractor must provide full Spanish-language support via an on-team native Spanish-speaking, qualified personnel (per BPA requirements) for all campaign initiatives, and other select campaign activations as detailed. Support staff must include Spanish native speakers and have proven experience conducting multicultural audience research and reaching Hispanics, African Americans, low-income and other historically excluded communities. In-so doing, the Contractor must identify CPSC as responsible for the content to the target audience. Additionally, the Contractor must be able to comply fully with all other federal statutes and regulations, as well as CPSC-specific policies, regarding the collection and dissemination of information, social media, etc.

3.1 Pool Safely

To improve pool and spa safety, in 2007 CPSC launched Pool Safely: Simple Steps to Save Lives, a national public education campaign to reduce childhood drownings, submersion injuries and entrapments.

The campaign is a call-to-action for consumers and industry to adopt proven water safety steps and join a national conversation about pool and spa safety by sharing best practices and other life-saving information.

Pool Safely carries out the provisions of the Virginia Graeme Baker Pool & Spa Safety Act (P&SS Act), federal legislation mandating new requirements for public pools and spas, including a public information campaign. For more information visit www.PoolSafely.gov.

A. CAMPAIGN PLANNING AND MESSAGING

The Contractor must use creative and proven public relations and marketing methods to achieve the stated goals of the initiative. Contractor will provide CPSC with written memoranda of support and explanation for suggested strategies, including but not limited to behavioral economics, social science, and communications theory for a year-round safety education campaign with an emphasis on reaching historically excluded communities.

B. EARNED MEDIA

The Contractor must plan for earned media opportunities to expand the existing campaign through news reports, community outreach, and/or paid listicles.

B. 1. The Contractor must schedule radio, television, print, podcast, and online video interviews for the CPSC Chairman or other key officials, as directed by the COR. The Contractor must secure a minimum of three (3) major media placements for the campaign (example: New York Times, CNN, Today Show), a minimum of three (3) historically excluded community (Black, Latinx)-focused media placements for the campaign (example: The Root, Telemundo), and a minimum of three (3) digital-only (example: VOX, BuzzFeed, Huffington Post) placements for the campaign. These placements may or may not include the CPSC Chairman or other key officials. The Contractor must conduct one (1) satellite media tour/radio media tour with the CPSC Chairman or other key officials. For any Satellite Media Tour/Radio Media Tour (SMT/RMT) the Contractor must secure at least one (1) national Hispanic media interview or at minimum five (5) of all Hispanic media bookings in top 10 media markets.

B. 2. The Contractor must arrange for the Chairman or designated CPSC officials to participate in at least one (1) press event on dates and topics as agreed upon by the COR.

B. 3. The Contractor must secure 800 million impressions annually for the campaign including from earned media, paid social media, and Public Service Announcement (PSA) placements.

C. SOCIAL MEDIA AND DIGITAL ADVERTISING

The Contractor must use paid social media advertising to achieve a year-end minimum of one (1) million social media engagements as measured by CPSC’s third-party social media management tool – Meltwater Engage. The Contractor must increase “Pool Safely” social media followers by a minimum of 10,000 on Facebook and a minimum of 5,000 on Twitter, and a minimum of 1,000 on Instagram.

C. 1. The Contractor must work closely with the COR to optimize a digital advertising spend so that the vast majority of the budget is dedicated to reaching the public and a minimal amount of the budget is dedicated to campaign management.

C. 2. The Contractor must track/monitor and report on traditional media and social media coverage for mentions of the “Pool Safely” (and its Spanish equivalent “Piscina Segura Diversión Asegurada”) campaign or its safety messages, and track and report on usage of the “Pool Safely” campaign materials in all available languages. The report must indicate coverage that is specific to historically excluded communities (example: Black, Latinx) and other populations that are at a higher risk of drowning. The Contractor must report placement and viewership metrics for specific media, and present analysis of the impact of the campaign’s placement. The Contractor must submit a report monthly on impression and engagement metrics for traditional and social media to the COR.

C.3. The Contractor must use social media tools and platforms including but not limited to, the official “Pool Safely” Facebook page, Instagram account, Twitter account, YouTube Channel, and campaign blog. The Contractor must schedule COR-approved content and manage these platforms as designated users through CPSC’s third-party social media management tool – Meltwater Engage.

C. 4. The Contractor must manage the day-to-day social media content creation and real-time monitoring for all “Pool Safely” campaign social media accounts. The Contractor must be responsible for creating and submitting the following assets (in English, Spanish, and/or other languages as identified by the COR) for COR approval before proceeding with daily social media posting:

· a weekly editorial content calendar with seven days (Sunday through Saturday) of draft content (text, images, and links to articles/blogs or multimedia) to be delivered no later than the Friday morning (8:30 a.m. to 11:00 a.m.) before the next content publishing date;

· campaign images (stock or original photography);

· graphic design resources and deliver completed work;

· video editing resources and deliver completed work; and

· During events where real-time social media publishing is necessary, the Contractor must work with the COR to establish a social media plan for the event and establish editorial guidelines for the Contractor to follow during the period of real-time control.

D. CAMPAIGN WEBSITE

D. 1. The Contractor must maintain and update the content (example: web page text and images) of the existing campaign website including recommending and implementing improvements in both English and Spanish. Contractor must ensure all updates are fully aligned with 508 compliance.

D. 2. The Contractor must use modern tools and techniques including, but not limited to media outreach, collaborations, and paid social media promotion to increase website visits to the existing campaign website as measured by Google Analytics Pageviews to a year-end minimum total of 300,000.

E. COLLABORATIONS

E. 1. The Contractor must attract third-party (example: activist groups, businesses, nonprofits, individual families, state government entities, historically excluded communities, or other communities as directed by the COR) collaborators to the campaign to further advance the campaign’s messaging and create a minimum of two (2) traditional or social media opportunities, as approved by the COR, per month for the campaign to work with existing collaborators and create a minimum of two (2) traditional or social media opportunities per month for the campaign to work with nationally-recognized new collaborators.

E. 2. See section 12 of this Task Order for subcontracting requirements.

F. EVENT SUPPORT

F. 1. The Contractor must provide logistical planning and in-person support for CPSC staff at one (1) national event to support the campaign. The Contractor must coordinate the shipping and storage of education materials and other booth gear as determined by the COR to and from the conference. The Contractor must assist in securing a prominent media interview (example: Associated Press, Reuters) for CPSC’s Chairman before or immediately following their appearance at the event.

G. PUBLIC SERVICE ANNOUNCEMENT (PSA) AND VIDEO CONTENT DISTRIBUTION

G. 1. The Contractor must establish and execute a promotion campaign for an existing campaign PSA that targets states and historically excluded (Black, Latinx) communities. The Contractor must ensure the PSA achieves a minimum increase of 100,000 combined views across existing campaign social media accounts and YouTube channel.

G. 2. The Contractor must monitor and track all airings of the PSA and placements of video content, and include the metrics in a monthly report to the COR. A total tally of media impressions and social media engagement must be provided in the end-of-year reports due to the COR at the end of the period of performance.

4.0 CONTRACT TYPE

This procurement is a Firm Fixed price task order for a period of one (1) year.

5.0 PERIOD OF PERFORMANCE AND PLACE OF PERFORMANCE

The period of performance will be from September 29, 2022 through September 30, 2023.

The place of performance is off-site at the Contractors facility with the exception of specific meetings (for example: the campaign kickoff meeting) or events as required by the PWS or Project Management Plan.

6.0 REPORTING REQUIREMENTS

The Contractor shall submit the following reports to the Contracting Officer’s Representative:

a. Project Management Plan (submitted ten (10) calendar days after award) as described in Section 8.0 below.

· Format – the report shall be e-mailed to CPSC

· Content – the report must contain the following:

· Specific delivery dates

· Detailed plan of action

b. Media Coverage and PSA Tracking and Reporting separated by each campaign (monthly) in an Excel spreadsheet by media outlet, date of media report, number of impressions, engagement for social media, publicity value, URL link to story. Spanish coverage must be separated out into one area of the Excel spreadsheet to enable easy identification.

c. Editorial calendar for each campaign with events, PSAs and media plans (60 days in advance of each quarter).

d. Community Engagement and Collaborator Developments (monthly): List of community engagement events achieved and collaborators signed up by campaign.

e. Final report and evaluation of each campaign’s achievements and recommendations for improvements or variations to make the campaign more effective due on or before September 20 for each period of performance. The final report should identify separately each campaign’s achievements related to reaching historically excluded communities and list specific recommendations.

7.0 DELIVERY OR PERFORMANCE

Project Management Plan Ten (10) days after the award, the contractor shall present a Project Management Plan (PMP) to the Contracting Officer’s Representative (COR). The plan will detail methodology and approach for meeting the delivery. The PMP should include any plans for using subcontractors and their names.

The plan will serve as a blue print for the campaign. It will govern performance of all requested services, and include a comprehensive narrative of the overall expected workflow and how each deliverable will be accomplished. The PMP shall include an Executive Summary, list of Key Personnel, Proposed Schedule, Quality Assurance Surveillance Plan, and Monitoring and Reporting Plans.

The plan shall start immediately after written approval of the PMP by the COR. Consistent contractor engagement will be essential from the start.

A meeting to review the PMP shall take place within 15 calendar days of submission. The Project Manager shall meet weekly with the COR to present and review deliverables, discuss progress, exchange information and resolve emergent technical problems and issues. These meetings shall take place via teleconference. In addition, the Project Manager shall meet over video conference with the COR at least three (3) times during this task order. The meetings shall be coordinated by the COR to take place at the Government's facility or at the Contractor's facility.

Any corrections or adjustments necessitated by the Contractor's failure to comply with the performance work statement shall be made at no additional cost to the Government.

The Contractor shall electronically submit written Monthly Reports to CPSC's COR via email. These reports shall include an update of activities broken down by task. The report shall contain a listing of one-time and ongoing task project of major accomplishments, issues and risks, measurement results.

These shall include all media and social media tracking reports; any creative campaign assets; copies of ads; earned media hits; contact reports; and planned activities for the upcoming month. The monthly report will be due on the 10th of each month for the prior month.

Delivery The following deliverable items shall be performed or delivered in accordance with the following schedule:

a. The Contractor shall designate a contractor representative to work with and respond to any CPSC concerns. This representative must be identified as a Key Personnel.

b. During the performance of this delivery order, all technical questions and concerns shall be coordinated with the designated COR. All direction must come from the COR.

c. Monthly Status Report - Every month during the performance period, the Contractor shall submit the report to the Government within seven calendar days after the end of each calendar month.

d. Final written report, to include a summary of activities and campaign reach, shall be submitted by the Contractor to the Government on or before September 20 of each period of performance.

8.0 GOVERNMENT FURNISHED INFORMATION

The CPSC will electronically deliver to the Contractor any materials (graphics, news releases, studies, etc.) and the native files required for reproduction/distribution.

9.0 PERFORMANCE ASSESSMENT PLAN

The performance thresholds briefly describe the minimum acceptable levels of service required for each objective. The thresholds are critical to the mission success. Performance objectives for this delivery order are listed below.

Performance Objectives Standards Thresholds Method of Surveillance

Campaign Messaging and Planning/ Written Reports Timeliness and responsiveness to changes noted in section 10a below; 100% excellent - 90% minimum; 100 percent inspection. CPSC COR shall approve in writing the proposed content and format.

Pool Safely – Earned Media - Total Impressions Maximize earned media opportunities - Result in 800 million impressions for Pool Safely campaign – Pass or Fail

Pool Safely – Earned Media – Secure Media Placements The Contractor shall secure 9 media placements - Result in 3 major media placements, 3 historically excluded community focused media placements, 3 digital-only media placements - Pass or Fail

Pool Safely – Digital Advertising and Organic Social Media Support The contractor shall coordinate media buys and advise on paid digital advertising campaigns. The contractor shall manage day-to-day activity and create content for Pool Safely’s dedicated social media accounts. Social media support shall increase “Pool Safely” social media followers by a minimum of 10,000 on Facebook and a minimum of 5,000 on Twitter, and a minimum of 1,000 on Instagram - Pass or Fail

Pool Safely – Event Support Schedule and coordinate public events with media, staff schedules, facilitate resource and event activities, perform information and data gathering, documentation and report generation. Services and products are timely, relevant, accurate, appropriate, and responsive. CPSC COR will review progress, products and results in terms of contract requirements.

Pool Safely – Campaign Website The Contractor shall drive traffic to the Pool Safely Website. Increase website visits to 300,000 pageviews. Pass or Fail.

Pool Safely – Collaborations Maintain and build collaborations. Engage with new and current collaborators and create 48 collaboration opportunities. Pass or Fail.

Pool Safely – PSAs and Video Provide PSA distribution and reporting. Distribute an existing campaign PSA in English and Spanish that attains 100,000 views across campaign social media accounts and YouTube. Pass or Fail.

10. INSPECTION AND ACCEPTANCE OF DELIVERABLE

a. When changes are required, as a result of the COR review of materials submitted, the COR will stipulate in the change request when revisions shall be completed. The COR will submit approvals and change requests via email to the Contractor’s representative.

b. The CPSC will accept/reject materials based on conformance with the task order. Any corrections or adjustments necessitated by the Contractor’s failure to comply with the performance work statement shall be made at no additional cost to the Government.

c. The Contractor shall not release any materials for public dissemination without prior written approval by the COR.

11. SUBCONTRACTING

Subcontracting is permitted under this award. All subcontracts are agreements between the prime contractor and the subcontractor. The prime contractor does not issue and cannot indicate that they are issuing subcontracts as an agent of the Government. To avoid confusion, phrases such as “company name is entering into a contract with subcontractor name on behalf of CPSC” are prohibited in subcontracts entered into to secure supplies or services related to the performance of this award.

All sub-contracts must include any and all flow-down terms and conditions of this contract and the prime contractor’s GSA Schedule contract. Additionally, The Contractor shall obtain from its subcontractors all data and rights therein necessary to fulfill the Contractor’s obligations to the Government under this contract (see FAR clause 52.227-14 Rights in Data and CPSC Local Clause LC 27 Talent Release).

Should the prime contractor request travel and agree to pay for travel in a subcontract then that payment or reimbursement for that travel must fall within the limitations of the Federal Travel Regulations (FTR) and GSA’s per diem rates (https://www.gsa.gov/travel/plan-book/per-diem-rates).

Any travel expenses in excess of those limitations and per diem rates cannot be paid for by contract funds and must be paid by the subcontractor in accordance with the FTR.

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