Attachment 2 - SampleTask 2.docx

Attachment 2 Performance Work Statement (PWS)

Defense Personnel Analytics Center (DPAC) Joint Advertising, Market Research and Studies (JAMRS)

Sample Task 2 - Public Relations Services 9 Jun 2022

1.0 INTRODUCTION

The Defense Personnel Analytics Center’s Joint Advertising, Market Research and Studies (JAMRS) division requires public relations services to educate the Department’s target audiences, both internal and external, about the opportunities and skills gained from military service.

2.0 BACKGROUND

Public relations informs stakeholders and drives traffic and leads to JAMRS’ and the Services’ websites for recruiter prospecting. Comprehensive public relations support encompasses senior strategic client counsel and development of all messaging and programming for JAMRS material and initiatives in coordination with The Office of the Secretary of Defense (OSD)/Public Affairs.

4.1 Provide the Government with recommendations to develop messaging and outreach materials for JAMRS outreach initiatives in coordination with OSD/Public Affairs.

4.2. Coordinate, develop, and execute all media publishing services for Futures magazine, a minimum of 20 pages, but typically 40-48 pages. Futures is an annual Joint Service publication for high school counselors and their students. The magazine highlights opportunities available in all six branches of the Military including their Active, Reserve, and National Guard components. The magazine provides a 360-degree view of military life both on and off duty. Guidelines for candidates to be featured in Futures are ages 18-25/youthful appearance; visually dynamic job; Guard/Reserve: candidate who does not work for their unit full time; Diversity: race/ethnicity, officer/enlisted, gender, occupation, etc.

4.2.1. Screen and hire a professional photographer.

4.2.2. Provide a complete, all-rights buyout to the Government (to include retouching of up to 80 select images) for photography obtained during the Futures magazine development process.

4.2.3. Work with Government personnel to identify and select on- and off-base locations for production/activities and gain all required permissions to obtain raw content (interviews/photography).

4.2.4. Work with Government personnel to identify, vet, and schedule interviews with service members.

4.2.5. Prepare selected participants for interviews.

4.2.6. Photograph and interview participants.

4.2.7. Provide creative brief, lookbook and content map prior to development of the magazine content.

4.2.8. Author all magazine content, including developing organizational structure, copy, design, and layout for Government approval.

4.2.9. Produce the magazine through the mechanicals phase using Government content.

4.3 Provide all photographs taken by the photographer to the Government via digital files.

4.3.1. Provide Portable Document Format (PDF) contact sheets of all images via file exchange.

4.4. Conduct strategic research via communications check (focus groups) of the 2021 calendar year edition of Futures magazine (available for downloading at: https://www.todaysmilitary.com/military-life/futures-magazine) to understand the communication and appeal of the publication in order to optimize what it offers to high school guidance counselors and students.

4.4.1. Conduct six focus groups in two markets.

4.4.2. Ensure remote streaming viewing/recording capability of the focus groups.

4.4.3. Provide a report that details findings of the communication check and includes a recommendation on any changes needed to the magazine.

4.5. Develop and execute an earned media campaign to promote featured Futures magazine candidates.

4.6. Publish content for Futures magazine social media platforms (e.g., Instagram, Facebook, YouTube) and propose new social media engagement strategies.

4.7. Provide a weekly project management report which includes the status of relevant issues associated with each task, and a description of the remaining work to be done on the project.

4.8. Provide weekly verbal status updates by telephone.

5.0 DELIVERABLES

6.0 CONTRACTOR TRAVEL

The Government anticipates travel to various military bases. Travel to conduct Futures magazine interviews and photography is estimated to be up to 19 trips by one or two Contractor personnel for three days and two to three nights to various locations determined by the Government. Additionally, up to seven (7) one- or two-day trips to Washington, D.C., for meetings with and presentations to the Government. Contractor costs for Government authorized travel are included in this contract. All travel shall be approved by the COR or CO and in accordance with FAR 31.205-46 and applicable travel regulations (Joint, Federal or Standardized). Contractor payment claims shall include applicable documentation to support actual costs incurred (e.g. airfare and hotel/lodging receipts) as well as any receipts valued at or above $75.00. No fee or G&A will be allowed, only actual costs will be reimbursed. Failure to provide appropriate documentation may result in loss of reimbursement of travel expenses.

7.0 PLACE OF PERFORMANCE

The Contractor will work at the Contractor’s facility.

3 Ver: Aug 2020