Attachment 2 - (Draft) Statement of Work.docx

Media Monitoring Subscription Statement of Work

1. Background

1.1. The I Marine Expeditionary Force (MEF) Communication Strategy and Operations (COMMSTRAT) Office is the primary interface between I MEF and the public. The primary mission of the COMMSTRAT Office is to provide timely and accurate information regarding I MEF activities to our internal and external publics using various media. Concurrent with our occupational mission, is the execution of the Commanding General’s strategic-communication mission, which requires the integration of all information-related functions. In order to streamline information dissemination, consistent with I MEF policies and objectives an in-depth audience analysis is needed to discern the best method of content delivery and to understand the ongoing conversations/narratives extant with in the information environment. Lastly, to achieve I MEF’s communication objectives, COMMSTRAT requires objective analysis to measure the effects of our engagement and communication across a spectrum of media that include, but are not limited to, print, broadcast, social media, radio and online publications in both English and regional languages.

1.2. Marine Corps Essential Task 5.6.1 (Conduct Public Affairs Research) requires COMMSTRAT Officer(s) “to conduct research and analyze findings in order to develop a deep understanding of the information environment, key publics, and communication problems and opportunities.” Complimentary to this specified task is the necessity to effectively analyze, assess and communicate the effectiveness of our public outreach efforts as cited in the July 2011 appendix to the 2007 Joint Requirements Oversight Council, signed Joint Public Affairs (JPA) Initial Capabilities Document (ICD); (Ref: MROCSM 21-2011). The purchase of a premier-media-monitoring subscription will equip the COMMSTRAT Office with the necessary capability to gain vital insight not otherwise available on open-source networks. Moreover, a media monitoring service will fill the current void in media analysis caused by the lack of standardization across the MOS as well as by the failure of the Public Affairs Systems Program Office and other DoD Public Affairs entities to provide an enterprise solution. If we fail to procure a media monitoring service, we will dedicate numerous hours collecting inconsistent data and knowingly put ourselves at a disadvantage in today’s media saturated world.

2. Scope

2.1. Media monitoring services will provide a platform to give I MEF COMMSTRAT the ability to track hyper-local, local, regional, national and international media events across various media platforms, including print, broadcast, web-based, and social media. This service will provide close to real-time, relevant feedback to our Commanding General and other internal stakeholders. Additionally, it will provide in-depth analysis based on content from across various media platforms, while making comprehensive reports readily available to share and archive via download. Market-based value and demographic data (to include sentiment) are critical components in the measurement, analysis and conveyance of the effectiveness of strategic communication efforts. No delivery or installation address is required as this is an online service.

3. Tasks. The contractor shall provide access to a web-based information environment monitoring platform capable of the following:

3.1. Accessibility.

3.1.1 Provide access to no fewer than 100 users able to log in simultaneously from various global locations.

3.1.2. Provide access 24 hours a day, 7 days a week without outages.

3.1.3. User access, permissions, and roles should be manageable by I MEF COMMSTRAT designated personnel.

3.1.4. Must be accessible via unclassified and commercial networks. Access via phone is beneficial but not required.

3.1.5. Functional in low-bandwidth environments (1-3MB/s) with basic capabilities.

3.1.6. Allow users with appropriate permissions to input search criteria using Boolean logic. End users will be able to control this in order to respond to emergent or unexpected events.

3.2. Data sources

3.2.1 Print, broadcast, web-based, and social media monitoring and analysis within local, national and international outlets and platforms. This will include native-language Philippine, Australian, Thai, Indonesia, Malaysian, Russian and Chinese media, as well as applicable social media platforms such as, but not limited to, Facebook, X (formerly Twitter), Instagram, YouTube, Sina Weibo and Vkontakte.

3.2.2 Broadcast news clips from local affiliates, independent stations, major cable stations, online news and radio networks shall be available to download, save and have a unique link to the content at a time period of no more than one (1) hour after being aired and or published. Digital print content shall be available from newspapers, magazines, blogs, press releases, newsletters, academic journals and trade journals et al.

3.2.3. Integrate with unlimited organizational social media platforms, to include Facebook, X (Twitter), Instagram, YouTube, and others.

3.3. Analytics

3.3.1. Provide metrics that at a minimum include: the amount of content that satisfies a given search criteria (“mentions”/”results”); the amount of activity in response to a given piece of content (“engagement” – e.g. likes, comments, shares, retweets, etc.); the potential reach of content based on potential impressions/followership (“reach”); source data, to include geographic origin (down to the local/city level), language, and media type.

3.3.2. The ability to identify key influencers in the information environment based on potential reach and followership and the actual engagement on the content those influencers produce.

3.3.3. Tracking and mapping the propagation of a story, post, or topic as it progresses through both social and traditional reporting. Will be able to visually depict this process for easy comprehension, to include across media types and geography.

3.3.4. Graphically display network structures in the information environment to identify thematic or narrative clusters/nodes in order to facilitate the understanding of dominant or underlying trends in coverage and social conversations. This will be more than N-gram based “themes” and word clouds alone do not satisfy this requirement. It will also graphically display influencer networks on social media.

3.4. Translation.

3.4.1. Translation capabilities (host language to English) for all outlets and platforms monitored.

3.5. Reporting and Alerts

3.5.1. Customizable reports that can be downloaded in both Microsoft PowerPoint and Adobe PDF format.

3.5.2. Real-time email alerts shall be available in order to notify unit representatives to media activity and coverage relevant to commanders.

3.5.3. Ability to export data and graphs into Excel, Word, PowerPoint and other formats

3.5.4. Customizable interactive dashboards that can be manipulated/customized by users and that are visible to non-users.

3.6. Artificial Intelligence

3.6.1. Trainable/customizable artificial intelligence to facilitate categorizing data based on user-generated criteria

3.6.2. Automatic AI summary of results that draw out key topics, actors, sentiment, etc.

3.7. Training/Onboarding

3.7.1. Online or in-person onboarding for new users.

3.7.2. Online training repository for advanced users to enable self-paced education.

4. Place of Performance

4.1. No delivery or installation address is required as this is an online service. Contract is for a web based program which will be accessed via government computers at various locations.

5. Period of Performance

5.1. Base contract is for 30 Sep 2024 – 29 Sep 2025 and 4 Option Years.

6. Technical Point of Contact (TPOC).

6.1. LtCol Brian Block, Deputy COMMSTRAT Director, 315-622-6009, brian.block@usmc.mil

6.2. The TPOC will provide technical clarification and assistance in support of the contract requirements. The TPOC DOES NOT have the authority to make changes and/or give direction under this contract.

Note: The Contracting Officer is the only person authorized to direct changes in any of the requirements under this contract, and, notwithstanding any provisions contained elsewhere in this contract, said authority remains solely in the Contracting Officer (Reference Block 31 on the SF1449). In the event the Contractor effects any such change at the direction of any person other than the Contracting Officer, the change will be considered to have been made without authority and solely at the risk of the contractor.

7. Other Requirements

7.1. There are no special materials required for this contract

7.2. There is no travel requirements associated with this contract.

7.3. No Government-furnished property is required. Contract is for access to a web based program.

8. Performance Requirements Summary (PRS)

8.1. The Performance Requirements Summary (PRS) contained in the Quality Assurance Surveillance Plan (QASP) details the evaluation criteria for Contractor Performance during the execution of performance. The Performance Requirements Summary is provided below.

METHOD

INCENTIVE / PENALTY

CPARS ratings

in a satisfactory manner

in a satisfactory manner

Efficiency & effectiveness of performance in reporting and network structure.

3.3 Perform SOW requirements ensuring an unconstrained flow of information to effectively and efficiently complete requirements within the specified sections.

Meets all requirements. Problems encountered are minor and resolved in a satisfactory manner Customer input / random sampling / COR review

CPARS ratings

Responsiveness

in a satisfactory manner Customer input / random sampling / COR review

CPARS ratings