Attachment 2 - Performance Work Statement (PWS).pdf

PERFORMANCE WORK STATEMENT (PWS)

FOR

NMARNG Recruiting & Retention Multimedia Marketing Specialist

1.0 General

1.1 Scope: The Contractor shall furnish qualified personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph

3.0 as Government Furnished, to perform recruitment marketing services and Specialty Branch support within the Recruiting and Retention Battalion (RRBN) as defined in this PWS. The NMARNG RRBN assesses that one (1) Contractor employee/contractor is required to perform the functions described in this PWS.

1.1.1 Objective: The objective of this PWS is to provide a dedicated Multimedia Marketing Specialist to support the NMARNG RRBN. The Specialist will serve as the primary on-site content creator and local event marketer, producing localized graphic/video assets, feeding content to the prime Marketing Agency, and facilitating immediate, on-the-ground lead engagement to accomplish current and future recruiting mission requirements.

1.2 Background: The NMARNG requires support to perform certain marketing services, such as contacting large amounts of potential recruits for possible future recruitment and creating graphics in a large variety of media. Contracting for these functions is necessary to support and accomplish recruiting missions. Each individual must obtain and clear a Department of War / Defense (DoW / DoD) background check to comply with security protocols.

1.3 Period of Performance: The period of performance for this contract shall be for one (1) twelve-month based period, with four (4) twelve-month option periods, and one

(1) six-month period 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 (66) months. The performance of this service contract must start in the month of September 2026.

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 Option Period 5: 6-Month Extension (under FAR 52.217-8): 25 September 2031 – 24 March 2032

1.4 General Information

1.4.1 Place and Performance of Services: Work locations will be either the Santa Fe, NM or Albuquerque, NM area. Contractor personnel may be required from time-to-time to temporarily work from alternate locations within the State of New Mexico. The NMARNG warrants it shall not require performance at locations exceeding 75 miles commuting distance from the primary locations.

1.4.2 Work Hours: The expected work schedule is a 40-hour workweek: Monday through Friday, eight hours per day between 8:00 A.M. and 5:00 P.M. Mountain Time.

From time-to-time, not to exceed 20% of the total scheduled work hours, personnel may be required to attend special events and work an altered schedule (not to exceed eight hours per day and 40 hours per week).

1.4.3 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.

1.4.3.1 New Year’s Day: January 1st

1.4.3.2 Martin Luther King, Jr.’s Birthday

1.4.3.3 President’s Day

1.4.3.4 Memorial Day

1.4.3.5 Juneteenth National Independency Day: June 19th

1.4.3.6 Independence Day: July 4th

1.4.3.7 Labor Day

1.4.3.8 Columbus Day

1.4.3.9 Veteran’s Day: November 11th

1.4.3.10 Thanksgiving Day

1.4.3.11 Christmas Day: December 25th

1.4.4 Quality Assurance (QA): The Government will evaluate the Contractor’s performance in accordance with the Quality Assurance Surveillance Plan (QASP). The Contractor shall also develop and maintain an effective Quality Control Program (QCP) to identify, prevent, and ensure non-recurrence of defective services.

1.4.5 Protection of Personally Identifiable Information (PII). The Contractor shall protect all PII encountered in the performance of services in accordance with DFARS 224.103, DoDD 5400.11, and the Privacy Act of 1974. If a PII breach results from the Contractor’s violation, the Contractor shall indemnify the NMARNG and bear all notification, call-center, and credit monitoring costs.

1.5 Non-Personal Services

1.5.1 General Declaration: The Government and the Contractor understand and agree that the services to be delivered under this contract are non-personal services. No employer-employee relationship exists or will exist under the contract between the Government and the Contractor’s personnel.

1.5.2 Contractor Supervision: Contractor personnel performing under this contract shall not be placed in a position where they are under the supervision, direction, or evaluation of a Government employee (military or civilian). The Contractor is solely responsible for the supervision, management, compensation, and leave approval of its employees..

1.5.3 Technical Direction: The Government will provide technical direction, evaluate the deliverables, and inspect the quality of the services provided solely through the designated Contracting Officer’s Representative (COR). Any modifications to the scope of work, schedule, or cost must be executed in writing by the Contracting Officer (KO).

Government personnel (including the NMARNG Marketing NCO) shall not give direct, supervisory taskings to Contractor personnel that fall outside the defined scope of this

PWS.

1.5.4 Inherently Governmental Functions: Contractor personnel shall not perform inherently governmental functions. Contractor personnel shall not make final decisions on behalf of the Government, obligate Government funds, or supervise Government personnel.

1.5.5 Contractor Identification: To prevent the appearance of an employer-employee relationship with the Government, all Contractor personnel shall visibly identify themselves as contractors at all times.

1.5.5.1 Physical: Contractor personnel must wear the contractor-furnished branded apparel and/or a clearly visible nametag identifying their company while on NMARNG facilities.

1.5.5.2 Digital/Communications: Contractor personnel shall identify themselves as a contractor in all meetings, telephone conversations, and written correspondence. All official Government email signatures must explicitly include "[Contractor]" or the employing company’s name alongside their title.

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):

3.1 Services/Training: The NMARNG shall provide training to support the activities described in this PWS.

3.2 Facilities & Workspace: The NMARNG shall provide standard office workspace for Contractor personnel performing activities on-site at NMARNG facilities. This includes a desk, chair, standard office supplies, and access to necessary facility amenities (e.g., restrooms, break areas). All provided equipment, furniture, and materials remain the property of the Government and shall be managed, accounted for, and returned upon the completion of the contract period of performance.

3.3 Information & Materials: The NMARNG shall provide Contractor personnel information concerning all applicable regulations, policy, and other directives associated with the specific activities enumerated. The Government will also provide access to relevant data, brand assets, and administrative access to authorized NMARNG social media platforms and websites.

3.4 Equipment & Network Access: The NMARNG shall provide access to standard shared office equipment, including government network printers and copiers for official use. The Government will also provide a mobile broadband Wi-Fi hotspot device and access to the NMARNG network and secure internet at the facility. (Note: The Contractor is responsible for providing their own computing equipment, software, and mobile devices as specified in Section 4.0).

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

3.6 Security Sponsorship: The Government will provide security sponsorship and process the necessary federal background checks required for the Contractor personnel to gain access to NMARNG facilities and networks.

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.

4.2 Required Equipment: The Contractor shall provide the following for the Multimedia Marketing Specialist:

4.2.1 Cellular telephone with cellular calling and “unlimited” mobile data.

4.2.2 High-end graphic design laptop/system: Current-generation mobile workstation capable of real-time 4K video editing and heavy graphic rendering (e.g., minimum 32GB RAM, dedicated modern GPU, 2TB SSD storage), with a docking station and AC adapter.

4.2.3 External SSD or fast hard drive and a large high-resolution monitor (24”, HD minimum).

4.2.4 Software Licenses: Adobe Master Collection License/Software, Microsoft Office

2016 (or Microsoft 365), and Windows 10 Pro or Mac OS X.

4.2.5 Individual company email account.

4.2.6 Reliable commercial broadband internet (minimum 50 Mbps download / 5 Mbps upload) at work locations.

4.2.7 Apparel: Three (3) “Polo”-style shirts with Contractor logo and one (1) name badge with title and company name.

4.3 Secret Facility Clearance: Not applicable. The work performed under this contract is strictly unclassified.

4.4 Vehicles and Specialist Equipment. Not applicable. The Contractor is not required to provide specialized vehicles or machinery to perform the duties of this PWS.

4.5 Background Checks & Identity Verification: The Contractor shall ensure all proposed personnel are eligible to pass a Department of War / Defense (DoW / DoD) background check. The Contractor shall ensure personnel promptly provide all required personal information and documentation to the Government to facilitate this check.

5.0 Requirements: The Contractor shall provide knowledgeable, experienced, and properly equipped personnel with the necessary Knowledge, Skills, and Abilities (KSAs) to perform the following:

5.1 Multimedia Marketing Specialist Duties & Responsibilities:

5.1.1 Community Management: Act as the local community manager, providing on-the-ground photographic/video content to feed into the prime Marketing Agency's social media calendar. Respond to localized Direct Messages.

5.1.2 Graphic Design: Utilize the prime Marketing Agency's Digital Asset Management (DAM) system and approved brand guidelines to create localized flyers, print media (brochures, posters, displays), event graphics, and unit-specific collateral.

5.1.3 Content Generation: The contractor shall generate engaging digital content by performing photography, videography, and editing of NMARNG events events using Adobe Creative Suite.

5.1.4 Website Support: Provide local content updates and event schedules to the prime Marketing Agency for integration into guardthezia.com and other affiliate websites (e.g., NM Military Museum).

5.1.5 Lead Management: Monitor organic inbound messages from local events and manually route walk-in/event leads into the centralized CRM or to recruiters based on ZIP code/school assignments, complementing the automated routing system.

5.1.6 Administration: Maintain spreadsheets, schedules, appointments, coordinate design approval schedules, and manage routine correspondence and customer service inquiries.

5.2 Required Qualifications & KSAs:

5.2.1 Bachelor’s or Associate’s degree in Graphic Design, Communications, Journalism, Marketing, Advertising, or a related field; OR four (4) years of relevant professional experience.

5.2.2 Minimum of two years of experience in graphic design, marketing, photography, or video editing.

5.2.3 High school graduate or equivalent; fluent in American English.

5.2.4 Proficiency in Photoshop, Illustrator, InDesign, Premiere, and Microsoft Office Suite.

5.2.5 Understanding of military recruitment, principles of marketing, and ability to conduct focus groups/surveys.

5.3 Due Diligence & Program Management: The Contractor is responsible for recruiting, vetting, and managing their personnel. This includes soliciting resumes, verifying references, and ensuring personnel are paid fair market value. The Contractor shall designate a primary and alternate Point of Contact (POC).

5.4 Travel Requirements: The Specialist may be required to travel within New Mexico to accompany the Marketing NCO to training events or work temporarily from branch offices (not to exceed 20% of total scheduled work hours). This is a Firm-Fixed-Price (FFP) contract; therefore, all anticipated travel costs must be factored into the Contractor's quoted overall firm-fixed-price. No separate reimbursement for travel will be provided. All travel execution and pricing must comply with the Revolutionary FAR Overhaul (RFO) Part 12 and RFO Part 31 requirements.

5.4.1 Travel will be required up to twelve (12) overnight trips within New Mexico per year (averaging 1–2 nights of lodging and per diem each). And up to 3,000 miles of local/regional driving within New Mexico per year.

5.5 Security and Training Requirements:

5.5.1 Background Check: Personnel must obtain and clear a DoD background check.

5.5.2 AT Level I & iWATCH: Complete Antiterrorism Level I training within 30 days of start. Brief personnel on the local iWATCH program.

5.5.3 Information Assurance (IA) / IT Training: Register in the Army Training Certification Tracking System (ATCTS), complete DoD IA awareness training before network access (and annually thereafter), and comply with DoDD 8570.01.

5.5.4 TARP & OPSEC: Complete Threat Awareness and Reporting Program (TARP) and OPSEC Level I/II training within six months of employment and annually thereafter.

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

7.0 Attachment and Technical Exhibit List:

7.1 Technical Exhibit A – Performance Requirements Summary

7.2 Technical Exhibit B – Deliverable Schedule

TECHNICAL EXHIBIT A

Performance Requirements Summary (PRS)

Performance Objective

Paragraph Reference

Performance Standard

Acceptable Quality Level

(AQL)

Surveillance Method / By Whom

Contractor Equipment Provision

4.2 Provide all

required equipment (laptop, software, hotspot, phone, apparel).

100% compliance prior to commencement of work.

COR visual inspection and initial inventory confirmation.

Personnel Qualifications & KSAs

5.2 Ensure candidate

meets minimum education, experience, and software proficiency requirements.

100% compliance;

candidate must meet minimum qualifications.

COR review of resumes and references prior to onboarding.

Multimedia Marketing Specialist Performance

5.1 Execute design, website maintenance, media management, and accurately route leads.

95% compliance with task timelines, brand standards, and lead routing.

COR monthly review of platforms and digital assets.

Specialist Performance (Creative)

5.1 Execute design, photography, and videography in alignment with NGB brand standards.

Zero rejections of final deliverables due to brand-standard violations.

COR and Marketing NCO monthly review of digital assets.

Performance Objective

Paragraph Reference

Performance Standard

Acceptable Quality Level

(AQL)

Surveillance Method / By Whom

Work Hours & Schedule

1.4.2 Maintain 40-hour

work week, M-F, 8:00 AM to 5:00 PM, unless attending approved event.

95% compliance (allowing for approved schedule adjustments/leave).

COR

observation and review of contractor status updates.

Travel Execution

5.4 Travel within NM

to alternate locations/events as scheduled by the Marketing

NCO.

100% compliance with scheduled event attendance.

COR review of event support logs.

Protection of PII and Sensitive Info

1.4.5 Safeguard all

confidential and PII data per Privacy Act and DoD regulations.

100% compliance;

Zero unauthorized disclosures or breaches.

COR

continuous monitoring and incident reports.

Security & IT Training Compliance

5.5 Complete AT

Level 1, iWATCH, IA Awareness, TARP, and OPSEC training within required timelines.

100% compliance within mandated timelines.

COR and IT Security Manager review of training logs/ATCTS.

TECHNICAL EXHIBIT B

Delivery Schedule

Paragraph Deliverable Due Date Delivery Method

1.4.4 Quality Control

Program (QCP)

Within 30 days of contract award and updated as changes occur.

Email to the KO and

COR.

5.1 Ongoing

Project List &

Status Updates

Updated continuously; formal status report submitted Monthly by the 5th business day.

Email to COR and/or NMARNG shared digital workspace.

5.1 Graphic Design

& Media Assets

As required, based on project schedules established by the

RRBN.

Uploaded directly to the prime Marketing Agency's DAM platform and/or NMARNG shared drive.

5.1 Social Media

Content

(Photos/Video)

Ongoing; in accordance with RRBN event schedules.

Provided to prime Marketing Agency for publication / Uploaded to DAM.

5.1 Lead Referrals

and Routing

Daily; within 24 hours of local prospect contact.

Email or CRM entry to designated Recruiters.

5.4 Travel

Execution Log

Submitted Monthly (documenting events attended/miles driven to track against baseline).

Email to COR.

5.5 AT Level I

Training

Certificates

Within 15 calendar days after completion of training.

Email to COR.