Attachment 2 - Anchor It PWS.docx

U.S. CONSUMER PRODUCT SAFETY COMMISSION

PERFORMANCE WORK STATEMENT (PWS) FOR

ANCHOR IT! 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 Anchor It!

CPSC launched the Anchor It! Campaign in 2015 to help educate parents and caregivers about the dangers of falling TVs and furniture. These incidents can be deadly, hidden home hazards. With rates of injuries and fatalities higher than most people imagine, the Anchor It! campaign is raising awareness and providing simple and inexpensive steps to help prevent furniture, TVs, and appliances from tipping over.

Anchor It! provides how-to guides and spreads the message of what can happen if furniture and TVs are not secured. The campaign also collaborates with families who have experienced a tragic, or even fatal, tip-over incident, to share their stories with other parents and caregivers of young children. A key Anchor It! message is this: Protect children and get peace of mind by putting a small hole in the wall to install an anti-tip device.

The campaign has driven more companies to provide anchors with their products, and most home improvement stores and websites now carry affordable anti-tip kits.

A. CAMPAIGN MESSAGING AND PLANNING

A. 1. The Contractor must use creative and proven public relations and marketing methods to achieve the stated goals of the year-long 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.

A. 2. The Contractor’s plan must heighten visibility among targeted populations including minority (For example: Black, Latinx) and measure consumer and media engagement.

A. 3. The Contractor must incorporate key factors in this campaign such as earned media, media tours, paid listicles, and message placement in grassroots communities. CPSC will provide the contractor with all existing campaign materials.

B. EARNED MEDIA

B. 1. The Contractor must work with the COR to promote/place multimedia campaign materials including graphics, PSAs and the latest CPSC data in media stories. The Contractor must ensure this media outreach generates 200 million impressions.

B. 2. The Contractor must propose a minimum of five (5) and book a minimum of one

(1) nationally-recognized and appropriate thought-leader (i.e someone who is an expert in their field or seen as a leader in an adjacent industry) who will appeal to historically excluded communities, or other audiences that may be affected by a specific hazard, to participate in media outreach and a Satellite Media Tour (SMT) with a CPSC spokesperson to promote the campaign, as well as, produce a PSA-style video for the campaign. 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. The Contractor must vet this individuals’ background, social media reach, previous media appearances, and brand endorsements as part of their evaluation criteria. In reliance on the Contractor’s thorough vetting process, final determination on the individual’s participation will be made by the COR.

C. DIGITAL ADVERTISING

C. 1. The Contractor must conduct paid social media/digital advertising buys to promote the campaign safety messages throughout the contract period, after COR approval of campaign materials and planned placement.

C. 2. The Contractor must ensure the campaign budget is prioritized so that the campaign generates a minimum of 100,000 engagements and 250,000 video views.

C. 3. The Contractor must work with CPSC staff to create the content for the campaigns and manage the paid campaigns including but not limited to: interest and location targeting, spend management, and analytics and performance reporting.

D. SOCIAL VIDEO SERIES

D. 1. The Contractor must create concepts for and produce three (3) short-form videos (live action or animated; traditional framing and vertical), in English and Spanish, to promote safe furniture anchoring and tip-over prevention practices.

D. 2. The Contractor must explore free and paid promotion options that include outdoor and/or in-door displays, movie theater ads, or other venues as identified by the COR.

E. COLLABORATIONS

E. 1. The Contractor must attract five (5) third-party (example: activist groups, businesses, nonprofits, individual families, state government entities, thought leaders from historically excluded communities, etc.) 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 11 of this Statement of Work for subcontracting requirements.

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 approved Project Management Plan.

6.0 REPORTING REQUIREMENTS

The Contractor must 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 7.0 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 the 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. 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 must present a Project Management Plan (PMP) to the Contracting Officer’s Representative (COR). The plan must 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 must include an Executive Summary, list of Key Personnel, Proposed Schedule, Quality Assurance Surveillance Plan, and Monitoring and Reporting Plans.

The plan must 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 must 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 must 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 must 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 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 must 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, must 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.

Anchor It! – Earned Media - Total Impressions Maximize earned media opportunities - Result in 250 million impressions for the Anchor It! campaign – Pass or Fail

Anchor It! – Earned Media – Secure Thought Leader Participation and Interviews The Contractor shall propose a minimum of five (5) and book a minimum of one (1) nationally-recognized and appropriate thought-leader who will appeal to historically excluded communities, or other audiences that may be affected by a specific hazard, to participate in media outreach and an Satellite Media Tour (SMT) with a CPSC spokesperson, as well as, produce a PSA-style video for the campaign. For the SMT/Radio Media Tour (RMT), the Contractor must secure at least one (1) national Hispanic media interview or 25% of all Hispanic media bookings in top 10 media markets. - Pass or Fail

Anchor It! – Digital Advertising and Organic Social Media Support The contractor shall coordinate media buys and advise on paid digital advertising campaigns. The digital advertising shall generate 100,000 engagements and 250,000 video views – Pass or Fail

Anchor It! – Social Video Series The Contractor shall produce three (3) short-form videos – Pass or Fail

Anchor It! – Collaborations The Contractor shall attract five (5) third-party collaborators to the campaign and create a minimum of two (2) traditional or social media opportunities per month for the campaign to work with existing collaborators and create a minimum of two (2) traditional or social media opportunities for the campaign to work with nationally-recognized new collaborators - 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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