Attachment 2 Performance Work Statement (PWS).pdf

PERFORMANCE WORK STATEMENT (PWS)

FOR

NMARNG Recruiting & Retention Marketing Program

1.0 General

1.1 Scope: The contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform the Marketing Program as defined in this PWS.

1.1.1 Objective: The objective of this Performance Work Statement (PWS) is to provide a comprehensive marketing program to the New Mexico Army National Guard (NMARNG) to achieve recruiting and retention goals. The Contractor shall deliver data-driven marketing services to generate qualified recruitment leads, offer a customized lead capture and nurturing solution, manage localized online listing presence, and support the Recruiting and Retention Battalion (RRB) leadership, recruiters, and marketing staff.

1.2 Background: The NMARNG 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, and recruiter support. The New Mexico Army National Guard Recruiting and Retention Battalion’s (RRB) mission is to promote the NMARNG to gain the interest and attention of prospective recruits. The NMARNG’s RRB has a dual mission that is not universally understood, and the general public often has a hard time distinguishing the National Guard from Active-Duty components. The primary target market is non-prior service (NPS) individuals ages 17–34.

1.2.1 To bridge this understanding gap and meet critical enlistment quotas, the NMARNG requires the services of a highly specialized Contractor with demonstrated, exclusive experience providing marketing and recruitment support services for the Army National Guard. The Contractor shall develop and execute a comprehensive marketing program that encompasses brand positioning, digital and traditional media campaigns, localized search engine optimization (SEO), lead nurturing systems, and dedicated recruiter support.

1.3 The period of performance for this contract shall be for one (1) twelve-month base period, with four (4) twelve-month option periods that may be exercised at the discretion of the Government. The total period of performance, including the base and all option periods, shall not exceed sixty (60) months.

Base Year 2026: 12 MONTHS 25 September 2026 – 24 September 2027 Option Year 1: 12 MONTHS 25 September 2027 – 24 September 2028

Option Year 2: 12 MONTHS 25 September 2028 – 24 September 2029 Option Year 3: 12 MONTHS 25 September 2029 – 24 September 2030 Option Year 4: 12 MONTHS 25 September 2030 – 24 September 2031

1.4 General Information

1.4.1 Place and Performance of Services: The Contractor shall perform all work offsite (remotely). The Contractor shall maintain an adequate workforce for the uninterrupted performance of all tasks defined within this PWS, ensuring stability and continuity of personnel.

1.4.2 Recognized Holidays: Work shall not be performed on U.S. federally recognized holidays occurring during the normal workweek unless otherwise directed by the KO.

When a U.S. holiday occurs on a Saturday or a Sunday, the holiday is observed on the preceding Friday or following Monday, respectively.

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 Independency 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 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 must 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 the acceptable quality levels (performance thresholds).

1.4.3 Protection of Personally Identifiable Information (PII). The contractor shall protect all PII encountered in the performance of services in accordance with Defense Federal Acquisition Regulation Supplement (DFARS) 224.103 Personally Identifiable Information and Department of Defense Directive (DoDD) 5400.11, Department of Defense Privacy Program, and DoD 5400.11-R. If a PII breach results from the Contractor’s violation of the aforementioned policies, the Contractor shall bear all notification costs, call-center support costs, and credit monitoring service costs for all individuals whose PII has been compromised.

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 Contracting Officer (KO): A person with authority to enter into, administer, and or terminate contracts, and make related determinations and findings on behalf of the government. Note: The only individual who can legally bind the government.

2.1.3 Contracting Officer Representative (COR): An employee of the U.S. Government designated by the KO to monitor contractor performance. Such appointment will be in writing and will state the scope of authority and limitations. This individual has authority to provide technical direction to the Contractor as long as that direction is within the scope of the contract, does not constitute a change, and has no funding implications.

This individual does NOT have authority to change the terms and conditions of the contract.

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

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

2.1.6 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.

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

2.1.8 Quality Assurance: The government procedures to verify that services being performed by the Contractor are performed according to acceptable standards. Quality Assurance Surveillance Plan (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

2.1.9 Quality Control: All necessary measures taken by the Contractor to ensure that the quality of an end product or service shall meet contract requirements.

2.1.10 Subcontractor: One that enters into a contract with a prime contractor. The Government does not have privity of contract with the subcontractor.

2.2 Acronyms:

AEI Army Enterprise Info structure AKO Army Knowledge Online AMP Automated Marketing Platform AR Army Regulation ARNG Army National Guard CM Contract Manager CMRA Contractor Manpower Reporting Application COR Contracting Officer Representative DA Department of the Army DAM Digital Asset Management DD254 Department of Defense Contract Security Classification Specification DFARS Defense Federal Acquisition Regulation Supplement DoD Department of Defense FY Fiscal Year GIS Geographic Information Systems GFP/M/E/S Government Furnished Property/Material/Equipment/Services KO Contracting Officer KPIs Key Performance Indicators NMARNG New Mexico Army National Guard NGB National Guard Bureau NPS Non-Prior Service PII Personally Identifiable Information POC Point of Contact PQR Personalized Quick Response (code) PRS Performance Requirements Summary PURL Personalized Uniform Resource Locator PWS Performance Work Statement QA Quality Assurance QASP Quality Assurance Surveillance Plan QC Quality Control QCP Quality Control Program QMA Qualified Military Applicant QR Quick Response (code) ROI Return on Investment RRB Recruiting and Retention Battalion SEO Search Engine Optimization SSN Social Security Number SMS Short Message Service TE Technical Exhibit

3.0 Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): The Government will provide access to relevant data and information necessary for the Contractor to perform the required services under this contract. This includes, but is not limited to, production, FAZR, and RSID data. The Government will provide administrative access to relevant platforms necessary for the Contractor to perform the services in this contract, including but not limited to Google Business Profiles, Facebook, Instagram, and other authorized social media platforms.

3.1 Services: The Government will not furnish any services under this contract.

3.2 Facilities: The Government will not furnish any facilities under this contract.

3.3 Utilities: The Government will not furnish any utilities under this contract.

3.4 Equipment: The Government will not furnish any equipment under this contract.

3.5 Special Tooling and Test Equipment: Refer to Part 7 of this PWS for GP for this contract. Refer to GP FAR Clause 52.245-1.

3.6 Materials: The Government will provide, incidental to services being provided, the following: (1) National Guard Regulations (NGR) 601-1; (2) ARNG Style Guide/Graphic Standards (“Style Guide”); (3) Electronic Roster of RRC’s and State contacts; (4) National Guard-specific trademarked logos; (5) Marketing Non-commissioned Officer contact roster and (6) all pre-recorded radio and television commercials.

3.7 Training: The Government will not furnish any training under this contract.

3.8 Common Access Cards (CAC): The Government will not issue any CAC under this contract.

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

4.1 General: 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.

4.2 Secret Facility Clearance: (Not applicable)

4.3 Materials: General: 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 and throughout this PWS

4.4 Vehicles and Equipment: Not applicable

4.5 Background Checks): Not applicable

5.0 Requirements:

5.1 Program Management: The Contractor shall designate a dedicated Program Manager to oversee all aspects of the contract, including lead management system development, marketing campaign execution, training, and strategic consultation. The

Program Manager shall possess a minimum of two (2) years of military recruitment marketing experience.

5.2 The Contractor shall assign an experienced Account Manager with ARNG-specific marketing knowledge to serve as NMARNG’s primary point of contact. The Account Manager shall coordinate Government-approved marketing activities, facilitate weekly coordination meetings via MS Teams or another government-approved platform, and deliver summaries of trends and performance data to aid Government evaluation and decision-making.

5.3 Campaign Management and Reporting: The Contractor shall manage the comprehensive marketing program, coordinate cross-channel marketing initiatives, and resolve any operational issues within 48 hours of identification. The Contractor shall deliver comprehensive monthly performance reports by the 5th business day of each month. These reports must include Key Performance Indicators (KPIs) such as:

5.3.1 Lead Analytics: Volume, source attribution, qualification, and lead-to-applicant conversion rates.

5.3.2 Digital Engagement: Social media reach, impressions, views, and audience sentiment.

5.3.3 Financial Metrics: Budget burn rates, cost-per-lead (CPL), and cost-per-acquisition (CPA).

5.3.4 Local SEO Listing Performance: Breakdowns of business directory views, clicks, and calls on a per-location basis.

5.3.5 The contractor Annual Return on Investment (ROI) Analysis: The Contractor shall conduct a comprehensive ROI analysis at the end of each fiscal year to evaluate the performance of the program elements. The report must account for 100% of marketing funds executed with zero financial discrepancies and be delivered within 30 business days of the end of the fiscal year. This analysis shall include an Optichannel Attribution Report, a Cost-Per-Acquisition (CPA) Summary, a Budget Efficiency Review, and a Strategic Recommendations Brief for subsequent fiscal year planning.

5.4 Training and Consulting: The Contractor shall provide strategic guidance to optimize campaign effectiveness through the following deliverables:

5.4.1 Annual Virtual Training: Conduct one (1) formal virtual training session annually (typically third quarter of the fiscal year) for RRBN staff, maintaining a 90% or higher satisfaction rate on post-training evaluations.

5.4.2 Monthly Consulting Sessions: Facilitate a minimum of one (1) 60-minute strategic consulting session per month via MS Teams. The Contractor shall provide a Pre-

Session Agenda three (3) business days prior, and Meeting Minutes with an Action Item Tracker within forty-eight (48) hours post-meeting.

5.4.3 Ad-Hoc Advisory: Respond to routine NMARNG strategic consultation inquiries within forty-eight (48) business hours.

5.5 Market Research and Geographic Information Systems (GIS) Analytic Studies:

The contractor shall provide market research, mapping, and analytics support using GIS analytic best practices to visualize, analyze, and interpret geographic data. Reports will be completed quarterly.

5.5.1 The Contractor shall conduct a comprehensive initial market analysis using production and key demographic data at the TEAM and RSID level to identify strengths, weaknesses, opportunities, and threats (SWOT analysis). This report must be delivered within 45 days of contract start with a minimum of 95% accuracy.

5.5.2 The contractor shall perform (3) additional GIS analytic studies to help support the recruiting needs of ARNG. The Contractor must be equipped to deliver proprietary GIS methodologies across: Market Share, ASVAB/AFQT, Missioning, End Strength, Retention, RSID/Territory Rebalancing, Storefront, and Unit Location Analysis. These reports shall be provided once per quarter, within 45 days of receiving request for the type of analytic study and any required data from the government.

5.5.3 The Contractor shall create a minimum of four (4) custom maps to support NMARNG recruiting and provide high-resolution PDF files ready for print distribution.

5.6 Marketing Strategy: The contractor shall develop and implement a marketing strategy that incorporates market research and analytics, provides tools and training for recruiters, and employs targeted marketing for lead generation. Strategy will be provided for review and approval by ARNG RRB within 30 days of contract start;

performance reports and recommendations for changes will be provided monthly thereafter. The written strategy deliverable must include, at a minimum: a Market- Backed Strategic Action Plan (linking geographic/demographic research directly to specific marketing channels), a Recruiter Tool and Training Matrix (identifying exactly what physical assets, software tools, and training modules will be provided to recruiters to work generated leads), a Targeted Lead Generation Playbook (outlining specific digital, print, and event campaigns designed to capture qualified prospects), and a Comprehensive Social Media Content Calendar (detailing platform-specific posting schedules, themes, and engagement tactics for a minimum of a six-month cycle).

5.7 Marketing Execution Guide: The Contractor shall collaborate directly with Recruiting and Retention Battalion (RRB) Leadership to develop and deliver a step-by-step Marketing Execution Guide that meticulously aligns with the NMARNG’s mission priorities, seasonal market timing, and localized recruiting cycles. To ensure flawless operational roll-out, the Contractor shall submit the comprehensive written plan for RRB approval within 45 days of contract award, requiring no more than one revision cycle to achieve full strategic alignment. Furthermore, the Contractor shall deploy and maintain a transparent, accessible system for managing the daily execution of this plan. To fulfill these requirements, the Contractor shall provide the following specific deliverables:

a Step-by-Step Tactical Execution Playbook (detailing the daily and weekly actions required to launch and sustain all marketing efforts), a Seasonal Market Timing Schedule (aligning campaign pushes with high-yield periods such as high school graduations and college semesters), a Mission Priority Alignment Matrix (explicitly mapping every proposed marketing tactic to a specific NMARNG recruiting or retention goal), and an Execution Management System (a digital project management tool or dashboard, updated at least weekly, providing RRB Leadership with 24/7 visibility into project statuses, upcoming social media schedules, and campaign milestones).

5.8 Recruiting Location Management: The Contractor shall optimize and manage the online presence for up to twelve (12) NMARNG recruiting locations and the central marketing website:

5.8.1 The Contractor shall conduct a baseline audit of all current digital listings for NMARNG’s twelve (12) recruiting locations to identify errors, unclaimed profiles, and duplicate entries. This audit report must be delivered within 15 days of contract award and capture 100% of major search engine profiles.

5.8.2 The Contractor shall actively manage and synchronize operational listings (NAP data: Name, Address, Phone, hours) across a minimum of forty (40) online directories and navigational platforms (including Google, Facebook, Bing, Foursquare, Apple Maps, Waze, etc.). Updates and conflict resolution must be executed within 48 hours of identification.

5.8.3 Location Finder & Landing Pages: The Contractor shall host, design, and maintain a centralized "Recruiting Location Finder" web tool on guardthezia.com and twelve (12) dedicated SEO-optimized landing pages. These pages must maintain a minimum 99.9% uptime, load in under 3 seconds, and be 100% mobile responsive.

5.8.4 The Contractor shall design and execute automated email and SMS campaigns to solicit online reviews from recent visitors to recruiting locations. The Contractor shall provide platform capacity to distribute up to 100 emails and 50 SMS text messages per recruiting location, per month, delivering a Monthly Message Volume and Deliverability Report.

5.8.5 Website & Social Media Operations: Securely host and update the guardthezia.com website (99.9% uptime, 5-day SLA for approved content updates) and manage approved social media platforms (Facebook, Instagram, LinkedIn, YouTube). The Contractor shall establish a flagship, system-named campaign ("Guard the Zia") in the platform, maintaining full operational autonomy over the specific marketing tactics used to drive traffic to it.

5.8.6 The Contractor shall monitor and respond to public online reviews on Google and Facebook within 24 business hours using strictly NMARNG-approved templates. A monthly Reputation Management Log must be submitted by the 5th day of each month.

5.8.7 The contractor shall execute email and SMS campaigns to solicit new reviews from prospects and recruits who have recently visited the ARNG’s recruiting locations to include follow-up messages that encourage recruits to leave reviews on relevant online directories. Reports on campaign performance will be provided by the 5th of each month. The Contractor shall design, execute, and manage targeted email and SMS campaigns to solicit online reviews from prospects and recruits who have recently visited NMARNG recruiting locations. To maximize response rates and ensure compliance with military public affairs guidance, all initial solicitation messages and subsequent follow-up reminders must utilize NMARNG-approved templates. The Contractor shall ensure 100% compliance with all applicable digital communication regulations (e.g., CAN-SPAM, TCPA). Deliverables: The Contractor shall provide a Review Campaign Strategy and Template Packet (submitted for approval prior to launch) and a Monthly Solicitation Conversion Report (detailing the number of messages sent, open rates, and the conversion rate of messages to actual published reviews).

5.8.8 The Contractor shall provide the infrastructure and messaging capacity to execute up to 100 emails and 50 SMS text messages per recruiting location, per month.

The Contractor shall proactively monitor message bounce rates and carrier blocks to ensure high deliverability. Deliverable: The Contractor shall provide a Monthly Message Volume and Deliverability Report by the 5th day of each month, detailing the exact number of emails and SMS messages utilized per location, identifying any undeliverable contact numbers/addresses, and tracking remaining monthly capacity.

5.8.9 The Contractor shall securely host, maintain, and update the guardthezia.com website to serve as the central digital hub for NMARNG marketing campaigns, landing pages, and lead capture operations. To ensure uninterrupted lead generation, the Contractor shall maintain a minimum of 99.9% website uptime and ensure 100% of captured lead data is securely routed to NMARNG personnel within 24 hours of submission. All website content, structural changes, and campaign updates are subject to strict NMARNG review and approval. Upon receiving formal NMARNG approval for an update, the Contractor shall execute and publish the changes within five

(5) working days with zero critical errors. Deliverables: The Contractor shall provide a Monthly Website Health and Uptime Report (documenting server status, page load speeds, and security patching), a Lead Capture Routing Log (verifying successful data transfer of all captured leads), and an Update SLA Tracking Log (documenting the timeline from NMARNG content approval to live publication to verify the 5-day standard is met).

5.8.10 The Contractor shall proactively maintain and manage all authorized NMARNG social media platforms, including but not limited to Facebook, Instagram, Threads, X, Bluesky, LinkedIn, and YouTube. To ensure a consistent and professional digital presence, the Contractor shall execute 100% of approved content postings within five

(5) working days of receiving formal NMARNG review and approval, maintaining a zero-tolerance policy for unauthorized or off-brand posts. The Contractor’s performance will be measured by a measured by a minimum 5% quarterly increase in cross-platform organic audience engagement, quarterly increase in cross-platform audience engagement and a 100% adherence rate to the approved monthly content calendar. To document these efforts, the Contractor shall provide the following deliverables:

a Monthly Social Media Analytics and Engagement Report (tracking reach, impressions, and sentiment for every managed platform), a Rolling 30-Day Content Calendar (submitted for approval at least 10 days prior to the start of the month), and a Platform Growth and Trend Analysis Briefing (detailing follower acquisition and viral performance metrics).

5.8.11 The Contractor shall be granted and shall securely manage administrative access to the guardthezia.com website and all authorized social media platforms to facilitate mission-critical updates and campaign management. The Contractor shall ensure that 100% of access credentials are encrypted and restricted to only essential personnel, with a measurable requirement to revoke access for any departing contractor staff within 24 hours of their departure. Performance will be evaluated based on the prevention of 100% of unauthorized access attempts and zero critical security breaches resulting from credential mismanagement. To ensure security transparency, the Contractor shall provide the following deliverables: a Monthly Access Control Audit Log (detailing every individual with current administrative permissions), a Quarterly Security Health and Patching Report (verifying that all platform plugins and administrative backends are up to date), and an Incident Response and Credential Recovery Plan (outlining the steps to be taken in the event of a platform compromise or lockout).

5.9 Digital Asset Management (DAM) System: The Contractor shall implement and maintain a centralized, searchable DAM system (utilizing a "Brand-in-a-Box" framework) to host marketing collateral

5.9.1 Capacity & Hosting: The system must be fully operational within 60 days of contract award, providing secure hosting for up to 1,000 digital assets (images, videos, documents) and 1 Terabyte (TB) of storage.

5.9.2 Feature searchable metadata tags completed within forty-eight (48) hours of asset ingestion.

5.9.3 Standardized Brand Elements: The system shall configure and restrict users to a minimum of fifty (50) NMARNG-approved brand elements (fonts, colors, logos) to ensure consistency and prevent off-brand content.

5.9.4 Custom Templates: The Contractor shall design and publish a minimum of fifteen

(15) custom, NMARNG-branded marketing templates (e.g., event flyers, posters, brochures, recruiter business cards) within the DAM system, enabling recruiters to easily personalize text and photos.

5.9.5 The Contractor shall provision up to three (3) administrative level user accounts, full access for RRB marketing staff, guest accounts for field recruiters, and conduct online system training.

5.9.6 Analytics Tracking: The Contractor shall track download frequencies and template usage with 98% data accuracy, submitting a Monthly DAM Utilization Report.

5.10 Marketing Microsite with Recruiter Landing Pages: Contractor shall develop and host a mobile responsive microsite for Non-Prior Service recruiting efforts. To localize the candidate experience, the microsite must include dynamic, personalized landing pages for individual recruiters or specific recruiting stations (RSIDs). The Contractor shall ensure the microsite achieves a 100% pass rate on standard mobile-friendliness tests, maintains a 99.9% server uptime, and features page load speeds of under three

(3) seconds to prevent candidate drop-off. The fully functional microsite must be tested, approved, and launched within 60 days of contract award. Deliverables: The Contractor shall provide the Initial UI/UX Wireframes and Site Map (submitted for RRB approval 20 days prior to launch), the Live and Fully Tested Microsite, and a Monthly Microsite Performance Report (detailing unique visitor traffic, bounce rates, mobile vs. desktop usage, and total leads captured via the recruiter landing pages).

5.10.1 Contractor shall provide a microsite with a minimum of (5) pages with relevant ARNG recruiting information that is linked to nationalguard.com. These pages must feature localized, up-to-date Army National Guard (ARNG) recruiting information and maintain seamless, verified backlinks to official nationalguard.com resources. The Contractor shall ensure 100% of the site content is RRB-approved prior to publication and must maintain a zero-tolerance standard for broken links or "404 Not Found" errors. Deliverable: The Contractor shall provide a Microsite Content and Link Audit Report (delivered upon launch and audited quarterly, verifying all 5+ pages are live, accurate, and properly integrated with nationalguard.com infrastructure).

5.10.2 Contractor shall provide a general landing page and personalized landing pages for up to fifty (50) designated NMARNG recruiters. The Contractor shall ensure each personalized page is 100% accurate, featuring the respective recruiter's verified contact information, official photo, and specific recruiting station (RSID) details. To maintain operational readiness during personnel turnovers, the Contractor shall deploy new pages or update existing recruiter profiles within 72 business hours of receiving a formal roster update from NMARNG leadership. Deliverable: The Contractor shall provide a Quarterly Recruiter Landing Page Audit (cross-referencing the live landing pages against the official RRB manning roster to ensure 100% accuracy of deployed digital assets).

5.10.3 Contractor shall provide lead capture and tracking infrastructure across the microsite and all 50 individual recruiter landing pages. The Contractor’s system must achieve a 100% successful lead capture rate with zero data loss, strictly safeguarding all Personally Identifiable Information (PII) in transit and at rest. Furthermore, the Contractor shall guarantee that 100% of captured leads are accurately routed to the designated NMARNG personnel (or specified CRM system) within 24 hours of the prospect submitting the form. Deliverables: The Contractor shall provide a Monthly Lead Generation and Routing Report (detailing total leads captured by source/page, verifying the 24-hour routing compliance, and tracking overall conversion rates) and an Annual

Data Security Attestation (verifying that lead capture forms meet DoD-standard PII protection protocols).

5.11 Optichannel Marketing Campaigns: The Contractor shall create and manage optichannel marketing campaigns using a mix of traditional and digital media such as direct mail, email, SMS, and custom audience social media.

5.11.1 The contractor shall execute the following campaigns:

5.11.1.1 The contractor shall execute a Non-Prior Service Campaign targeting 25,000 High School Juniors and Seniors that includes personalized direct mail, outbound messaging, retargeting, lead nurturing, and a microsite.

5.11.1.1.1 Deploy a sequence of a minimum of six (6) emails, one (1) SMS message, and 1 direct postcard letter.

5.11.1.1.2 Provide printing and postage for 20,000 oversized postcards.

5.11.1.1.3 Build a dedicated campaign landing page (5-page minimum) linked back to guardthezia.com.

5.11.1.1.4 Execute a Lead Referral Campaign targeting up to 5,000 contacts that includes personalized direct mail, outbound messaging, retargeting, lead nurturing, and a microsite

5.11.1.1.5 Include at a minimum (8) emails and (6) SMS text messages to all NMARNG contacts.

5.11.1.1.6 The contractor shall provide a microsite with a customized campaign landing page with lead referral capture and a minimum of (2) pages with relevant lead referral information

5.11.1.2 The contractor shall provide custom creative for the contractor shall provide custom creative for the Joint Enlistment Enhancement Program (JEEP) program for the microsite and all creative materials targeting a specialized audience of up to 2,500 contacts.

5.11.1.2.1 Digital Messaging: Deploy a sequence of eight (8) personalized emails and six (6) SMS messages to all contacts.

5.11.1.2.2 Creative Materials: Develop specialized, custom creative for the JEEP program targeting a sub-segment of 2,500 contacts.

5.11.1.2.3 Traditional Mail: Print and distribute up to 5,000 personalized oversized direct mail postcards with PQRs/PURLs.

5.12 Lead Nurturing: The contractor shall deliver a minimum of (6) lead nurturing emails to all leads captured through the marketing microsite and campaign microsites.

5.12.1 The contractor shall use an Automated Marketing Platform (AMP) to automate campaigns, provide high-level of personalization, and improve tracking of Key Performance Indicators (KPIs) and actionable insights that will improve lead to enlistment conversion rates.

5.12.2 The contractor shall use personalized uniform resource locators (PURLs) in all outbound messaging and personalized quick response (PQR) codes on all direct mail postcards to provide a high-level of personalization and tracking.

5.12.3 The contractor shall personalize all outbound messages with the name of the recipient.

5.12.4 The contractor shall automate outbound messaging and integrate re-targeting tactics to increase engagement to lead conversions.

5.12.5 The contractor shall provide lead scoring to identify the most propensed leads.

5.13 Optichannel Marketing Execution and Automated Platform (AMP):

The Contractor shall deploy and manage an Automated Marketing Platform (AMP) to execute highly personalized, optichannel marketing campaigns utilizing a synchronized mix of traditional media and digital channels. The AMP will automate outbound messaging and integrate multi-channel retargeting tactics to seamlessly move prospects through the enlistment funnel. The Contractor shall deploy campaigns. The Contractor shall provide a Monthly AMP Performance and Retargeting Report, detailing overall cross-channel engagement, tracking Key Performance Indicators (KPIs), and providing actionable data to optimize lead-to-enlistment conversion rates (add to deliverable).

5.13.1 The contractor shall develop messaging and creative materials to Army National Guard (ARNG) brand standards. All creative must be approved by the New Mexico National Guard (NMARNG). To ensure absolute compliance and operational alignment, the Contractor must submit 100% of creative materials—including digital ads, print mailers, SMS copy, emails, and website assets—to New Mexico National Guard (NMNG) leadership for formal review and approval prior to any publication, printing, or digital distribution. The Contractor shall maintain a zero-tolerance policy for the unauthorized release of unapproved creative assets. Deliverable: The Contractor shall provide comprehensive Creative Proof Packets (submitted to NMNG leadership a minimum of 10 business days prior to scheduled campaign launches) and maintain an Approval Tracking Log verifying NMNG sign-off on every published asset.

5.13.2 The contractor shall provide end-to-end analytics on all campaign elements and a user-friendly dashboard for tracking and analyzing campaign performance, as well as monthly reporting on key performance indicators (KPIs), leads generated, and channel analysis. To provide NMNG leadership with continuous, real-time visibility into campaign health, the Contractor shall develop, host, and provide administrative access to a secure, user-friendly digital performance dashboard, maintaining a minimum 99.9% system uptime. In addition to the live dashboard, the Contractor shall synthesize this data into formal monthly briefings. Deliverables: The Contractor shall provide 24/7 Analytics Dashboard Access (provisioned for designated NMNG staff) and a Monthly KPI and Channel Analysis Report (delivered by the 5th business day of each month, detailing total leads generated, cost-per-lead, lead scoring metrics, and a comparative analysis of channel performance).

5.14 Media: The contractor shall develop and execute a comprehensive media plan to support the NMARNG’s recruiting efforts.

5.14.1 The contractor shall conduct media research and develop a media strategy and plan that will address the NMARNG’s specific recruiting and retention objectives. To ensure all media dollars are allocated efficiently before execution, the Contractor shall deliver the formal written plan to NMARNG leadership for approval no later than 30 days prior to the proposed launch of any media campaign. The strategy must explicitly identify target audiences, recommended media channels (e.g., digital, broadcast, out-of-home), and projected Return on Ad Spend (ROAS). Deliverable: The Contractor shall provide a Comprehensive Media Strategy and Execution Plan (detailing research findings, channel mix, flight dates, and budget allocation for NMARNG approval).

5.14.2 Upon formal NMARNG approval of the Media Strategy, the Contractor shall serve as the official media buying agent, responsible for the purchasing and precise placement of all media inventory. The Contractor shall ensure 100% of media is placed strictly within brand-safe, NMARNG-approved environments, actively utilizing negative keyword lists and site exclusion protocols to prevent ads from appearing alongside inappropriate content. The Contractor must execute all buys within the authorized budget, maintaining a zero-tolerance standard for unapproved overspend. Deliverables: The Contractor shall provide monthly Media Proof of Performance (PoP) Reports (including digital screenshots/tear sheets verifying ad placements) and a Monthly Media Spend Reconciliation Report (detailing exact funds allocated versus funds spent)

5.14.3 The Contractor shall continuously monitor, evaluate, and optimize the performance of all active media platforms to maximize lead generation and minimize wasted ad spend. To provide NMARNG with absolute transparency, the Contractor shall develop, host, and maintain a secure online Analytics Dashboard reflecting near real-time campaign performance (data refreshed no less than every 24 hours). The dashboard must maintain a 99.9% uptime and explicitly track the following Key Performance Indicators (KPIs) by channel: total impressions, cost per impression (CPM), total clicks, click-through-rate (CTR), cost per click (CPC), on-site conversions, conversion rate, cost per conversion/acquisition (CPA), completed video views, and social engagements (likes, comments, shares). Deliverables: The Contractor shall provide 24/7 Access to the Live Media Dashboard for designated NMARNG personnel and an End-of-Campaign Media Optimization Briefing (summarizing final KPI performance and providing data-backed recommendations for future media buys).

5.14.4 The Contractor shall secure and manage high-frequency local on-air exposure across radio, television, and digital streaming platforms—utilizing high-impact local outlets similar to KRQE and La Mexicana—to maximize brand saturation and top-of-funnel awareness within the New Mexico Army National Guard (NMARNG) recruiting footprint. To ensure a consistent and dominant market presence, the Contractor shall execute a minimum of sixty-five (65) commercial airings per month across all combined stations, with a mandatory requirement that at least 80% of these spots are aired during prime "key programming" blocks between the hours of 0400 and 2300. To verify that these visibility goals are met, the Contractor shall deliver a Monthly Broadcast Proof of Performance (PoP) Log by the 5th business day of each month, featuring 100% accurate affidavits or electronic logs from the broadcasters confirming the exact date, time, and station of every airing. Performance will be measured by the Contractor’s ability to meet the 65-spot minimum and the 80% key-programming threshold; any deviation from these standards will require the Contractor to provide a Broadcast Make- Good and Optimization Plan within 48 hours, detailing how the lost exposure will be recovered in the subsequent month at no additional cost to the Government.

5.14.5 The Contractor shall secure high-frequency local on-air exposure by aggressively negotiating and leveraging unsold (remnant) broadcast inventory across 100% of contracted local stations. The Contractor shall guarantee a minimum 2-to-1 return on the NMARNG’s annual media investment, effectively doubling the purchased airtime value at no additional cost to the Government. To ensure these added-value placements reach the intended audience rather than airing exclusively during low-viewership hours, the Contractor shall ensure a minimum of 50% of all bonus inventory airs during high-engagement dayparts (e.g., 0600 to 1900). Furthermore, to mathematically enforce this 200% value threshold, the Contractor shall deliver a comprehensive Monthly Value-Add Reconciliation Report no later than the 5th business day of each month. This report must include official station affidavits detailing both paid and bonus spots, proving with zero financial discrepancies that the total delivered market value equals or exceeds double the Government's actual expenditure.

5.14.6 The contractor shall provide On-line LOCAL Exposure: NMARNG RRBN ads on website to include 250,000 display impressions per month. The Contractor shall design, execute, and manage a localized digital display advertising campaign to maximize the online visibility of the New Mexico Army National Guard (NMARNG) Recruiting and Retention Battalion (RRBN) among prime target demographics. To ensure consistent top-of-funnel awareness, the Contractor shall deliver a minimum of 250,000 localized display impressions per month across high-traffic websites within the New Mexico recruiting footprint. These ads must be strictly geofenced and behaviorally targeted to ensure 100% of the 250,000 impressions reach users within NMARNG-authorized geographic zones and demographic groups. To verify this digital reach and ensure ad-spend accountability, the Contractor shall deliver a Monthly Digital Performance Report by the 5th business day of each month, detailing the total impressions delivered, the geographic locations of those impressions, and the overall Click-Through-Rate (CTR) to the NMARNG microsite. Performance will be measured by the Contractor’s ability to meet the 250,000-impression floor and maintain a zero-tolerance standard for ad placement on low-quality or non-compliant digital domains.

5.14.7 The Contractor shall design, execute, and manage a targeted Over-The-Top (OTT) and Connected TV (CTV) streaming advertising campaign to reach the New Mexico Army National Guard (NMARNG) Recruiting and Retention Battalion (RRBN) target audience via digital streaming platforms. To ensure maximum precision and minimize wasted ad spend, the Contractor shall utilize advanced data-driven targeting— including zip code geofencing, audience interests, household income levels, and gender-specific demographics—to deliver a minimum of 50,000 high-quality streaming impressions per month. Performance will be measured by the Contractor’s ability to meet the 50,000-impression floor and maintain a Video Completion Rate (VCR) of at least 90% (verifying the audience is actually viewing the ads). To provide transparency into these digital buys, the Contractor shall deliver a Monthly Streaming Performance Report by the 5th business day of each month, detailing total impressions delivered, the demographic breakdown of the viewers reached, and the 100% adherence rate to NMARNG-authorized geographic and interest-based targeting parameters.

5.14.8 The contract shall provide proof of delivery of TV, radio and online schedules quarterly. This report must provide definitive, verifiable proof of delivery for all television, radio, and online advertising schedules executed during the preceding three months. To meet the Acceptable Quality Level (AQL), the Contractor shall deliver this comprehensive report no later than the 10th business day following the end of each quarter, maintaining a 100% reconciliation rate against all billed media invoices.

Furthermore, the report must include official, signed station affidavits for all broadcast airings (TV and Radio) and verifiable digital analytics tear-sheets for all online/streaming campaigns, proving with zero financial discrepancies that the Government received the exact media inventory, dayparts, and impression volumes authorized in the media plan.

5.15 The contractor shall provide the following creative services:

5.15.1 Contractor shall develop and formalize a comprehensive, localized Brand Positioning Strategy for the New Mexico Army National Guard (NMARNG) to clearly differentiate the organization from competing military branches, higher education options, and civilian career opportunities. This brand position must be rooted in New Mexico-specific market research, highlighting unique local value propositions (e.g., state-level education benefits, community service impact, and localized culture) to resonate deeply with both target candidates and key influencers. To ensure complete strategic alignment across all future campaigns, the Contractor shall deliver a formal Brand Positioning Playbook to NMARNG leadership within 45 days of contract award. This playbook must include, at a minimum: a localized core brand promise, detailed target audience personas, competitive market differentiators, and core messaging pillars. Performance will be measured by the Contractor’s ability to achieve 100% formal approval from NMARNG Recruiting and Retention leadership on the playbook prior to the launch of any new creative materials, requiring no more than two

(2) revision cycles to meet the Government's strategic intent.

5.15.2 The Contractor shall manage the end-to-end production of original high-quality 30-second and 15-second commercial spots optimized for television, terrestrial radio, and digital streaming (OTT/CTV) platforms. To ensure all media effectively communicates the localized NMARNG brand position and drives applicant interest, the Contractor shall provide full-service production capabilities, encompassing scriptwriting, talent acquisition, filming, voiceover recording, editing, and post-production audio mixing. To meet the Acceptable Quality Level (AQL), the Contractor shall deliver all finalized commercial assets in broadcast-ready formats within 45 days of NMARNG's initial concept approval. Performance will be strictly measured by a 100% adherence to NMARNG and National Guard Bureau (NGB) brand guidelines, and the delivery of 100% copyright-cleared assets (including music licensing, talent releases, and graphics) to ensure zero legal liability for the Government. Furthermore, the Contractor shall submit all scripts, storyboards, and rough cuts for formal NMARNG leadership review, executing any requested revisions within five (5) business days prior to delivering the final, approved media files.

5.16 Production of digital ads

5.16.1 Out-of-Home (OOH) Advertising (Statewide Requirement): The Contractor shall execute a statewide Out-of-Home (OOH) campaign aligned to New Mexico population density and concentrations of individuals ages 17–34. Priority counties based on youth population data include Bernalillo, Dona Ana, Santa Fe, Sandoval, San Juan, Valencia, Chaves, Lea, Eddy, Curry, and McKinley counties. Requirements: Minimum one OOH placement in every New Mexico county. Increased placement density (minimum 3–5 placements) in priority counties. Placement types include but not limited to: billboards, transit, and school/campus proximity zones. Messaging will focus on education benefits, career pathways, and part-time service opportunities.

5.17 Movie Theater Advertising: The Contractor shall plan, negotiate, and execute a statewide Out-of-Home (OOH) advertising campaign targeting individuals ages 17–34, maintaining a minimum of one (1) active placement in every New Mexico county simultaneously, and an increased saturation of 3 to 5 active placements in priority counties (Bernalillo, Doña Ana, Santa Fe, Sandoval, San Juan, Valencia, Chaves, Lea, Eddy, Curry, and McKinley). Placements shall utilize a mix of billboards, transit, and school proximity zones focusing on education and career benefits. To continuously measure performance, verify geographic coverage, and ensure strict financial accountability, the Contractor shall deliver a Monthly OOH Proof of Performance (PoP) Report. This report must demonstrate 100% contract execution compliance by providing time-stamped photographic proof of installation for every active placement, exact GPS coordinates, and verified monthly impression estimates (e.g., Geopath traffic data) with zero reporting discrepancies.

5.17.1 The Contractor shall execute localized cinema advertising campaigns featuring 30- to 60-second on-screen pre-roll ads in primary theater markets (Albuquerque, Las Cruces, Santa Fe, Rio Rancho, Farmington, and Roswell) to reach high-youth populations. The Contractor shall prevent ad fatigue by executing quarterly campaign rotations, refreshing creative every 90 days with 100% compliance to ARNG branding and specifically highlighting local New Mexico Soldiers. To strictly measure audience reach and verify campaign execution, the Contractor shall deliver a Quarterly Cinema Proof of Performance (PoP) and Impression Report. This report must provide definitive proof of service through official theater vendor affidavits confirming the ads played during the designated showtimes, alongside actual audience impression metrics mathematically calculated from the theaters' verified ticket sales and box office data for those specific showings

PART 6

APPLICABLE PUBLICATIONS

6. Applicable Publications (Current Editions): The following publications, manuals, regulations, etc. are mentioned in this PWS and are listed below.

6.1.1 Department Of Defense Contract Security Classification Specification (DD Form 254)

6.1.2 Department of Defense Security Agreement (DD Form 441)

6.1.3 National Industrial Security Program Operating Manual (DoD 5220.22-M)

6.1.4 Installation Access Control (AE Reg 190-16)

6.1.5 The Army Physical Security Program (AR 190-13)

6.1.6 Contractor Identification (AE Reg 27-715)

6.1.7 U.S. Army Corps of Engineers Safety and Health Requirements Manual (EM 385-1-1)

6.1.8 Information Assurance Workforce Improvement Program (DoD 8570-M)

6.1.9 Information Assurance Training Certification and Workforce Management Directive (DoDD 8570.01)

6.1.10 Information Assurance (AR 25-2)

6.1.11 Electromagnetic Compatibility Directive (2004/108/EC)

6.1.12 Policies and Procedures for Property Accountability (AR 735-5)

PART 7

ATTACHMENT AND TECHNICAL EXHIBIT LISTING

7. Attachment and Technical Exhibit List

7.1 Technical Exhibit A – Performance Requirements Summary

7.2 Technical Exhibit B – Deliverables Schedule

TECHNICAL EXHIBIT A

Performance Requirements Summary (PRS)

Performance Objective

Paragraph Reference

Performance Standard Acceptable Quality Level (AQL)

Surveillance Method / By Whom

Program Manager Experience

5.1 Program Manager must

oversee all program aspects and possess a minimum of 2 years (or proposal-established minimum) of military recruitment marketing experience.

100% compliance with qualifications.

Resume…