ATTACHMENT A - PERFORMANCE WORK STATEMENT.pdf

PERFORMANCE WORK STATEMENT

1. BACKGROUND

Veterans Affairs (VA) Office of Public and Intergovernmental Affairs (OPIA) is responsible for advising the office of the Secretary on media and public relations, as well as providing guidance to the agency. The office consists of media, government and tribal relations professionals who develop and produce messaging and material to tell the story of the Agency both internally and externally.

OPIA helps build and maintain public confidence in VA by positively reinforcing its commitment and readiness to serve America’s Veterans of all generations. OPIA accomplishes this by developing, routinely updating and communicating the Department’s key messages to many audiences through media relations, public affairs, intergovernmental affairs, outreach, and

Veteran engagement intended to reach Veterans and their families, other beneficiaries, and other stakeholders.

The Office of Internal Communications is the lead OPIA office charged with improving and spreading internal communications across the enterprise. The goal of the office is to strengthen

VA’s internal communications capability and quality so that VA employees are informed about

VA and are inspired and engaged to do their best to improve the experience of Veterans and their families.

We know there are great things happening at VA every single day. There is no organization with a more inspiring mission than VAs, and we want to shine a light on people whose inspiration makes a real difference to Veterans, share stories about work that embodies VA’s I CARE values

(Integrity, Commitment, Advocacy, Respect, Excellence) and communicate important information to VA employees. We need to make sure VA’s employees are aware of their vital roles in the Department’s change efforts and are engaged in making VA the best it can be for

Veterans.

2. SCOPE OF WORK

The contractor shall provide strategic and tactical communications support to produce materials and deliverables that shall inform the public and employees of the VA on the Secretary’s initiative of ChooseVA. Materials shall include videos, logos, digital media products, and other internal and external communications materials (including, but not limited to, roadside billboards, pamphlets, posters, placards, or as needed within the individual task order.) for the

ChooseVA campaign. Pamphlet, poster, and placards are design only and shall not be printed within this contract. The contractor shall provide support services to develop, produce, advertise, and direct the campaign. These advertisements shall include, but are not limited to, out-of-home displays (roadside billboards & placards), traditional broadcast television and radio segments. Future optional advertisement placement shall include digital engagement, digital product advertisement placement, and visual and audio production.

The contractor shall provide support in the following areas listed below.

Leadership and Management:

• Support the development of strategic direction for ChooseVA campaign and OPIA internal communications and stakeholder engagement.

• Proactively identify communication needs and recommend support to address those needs.

• Gather inputs from VA and OPIA leaders and key stakeholders to inform products.

• Track, manage execution of ChooseVA strategic and tactical communication projects, and report results of projects.

Product Development:

• Develop, maintain, and manage VA communication products that articulate VA’s purpose, initiatives, status, and achievements in a clear and engaging way (e.g., posters, billboards, digital media, brochures, videos, etc.). This shall include leadership management material, blog posts, strategic communications, etc.

Focus on Internal and External Communications: Support OPIA in communicating to internal and external publics. Efforts should be fully integrated with all internal and external communications efforts.

Develop Standardized Products: Create, maintain, and distribute approved materials that can be customized and used for various audiences.

3. TASKS STATEMENT

3.1 REPORTING REQUIREMENTS

The Contractor shall provide the Contracting Officer’s Representative (COR) with Bi-weekly

Progress Reports in electronic form in Microsoft Word or Microsoft Excel. The reports shall include detailed instructions/explanations for each required data element, to ensure that data is accurate and consistent. These reports shall reflect data as of the last day of the preceding period.

The Bi-weekly Progress Reports shall cover all work completed during the reporting period and work planned for the subsequent reporting period. The report shall also identify any problems that arose and a description of how the problems were resolved. If problems have not been completely resolved, the Contractor shall provide an explanation including their plan and timeframe for resolving the issue. The vendor shall immediately notify the COR and

Contracting Officer of any problems that require resolution.

It is expected that the Contractor shall maintain communication with VA accordingly so that any arising issues are transparent to both parties to prevent escalation of outstanding issues. The Bi-weekly Progress Reports shall document coordination between Task Orders that support

ChooseVA Campaign. The bi-weekly progress reports shall provide the status of media and graphics deliverables for the ChooseVA Campaign, updates on the effectiveness of advertisements that were previously placed, updates on audience demographic and impression information, and weekly advertisement strategy updates which address ad placement location and duration.

Deliverables:

A. Bi-Weekly Progress Reports

3.2 CONTRACT STATUS MEETINGS (TASK ORDER LEVEL)

The contractor shall plan and conduct quarterly contract status meetings. The primary purpose of these meetings is to review contract performance status and address contract-related issues.

These meetings are considered basic contract level administration and shall not be separately ordered or reimbursed through a task order.

These meetings are expected to last no longer than 60 minutes. At a minimum, the meeting shall include appropriate contractor representative(s), the contracting officer, the contracting officer’s representative (COR), and Government technical personnel, as appropriate; however, the contracting officer may choose to include other Government attendees.

This meeting shall be held via Teams or a phone conference call. The contractor is responsible for setting up the phone conference facilities.

Each meeting shall cover the following topics, as appropriate:

Contract Performance Status

i. Status of contract deliverables/tasks (updates since last meeting)

ii. Performance issues encountered or expected (e.g., potential delays)

iii. Discussion on contractor performance against QASP metrics

iv. CLIN-related issues. For cost CLINs, address funding status (FAR 52.232-20, FAR

52.232-22)

v. Address new or in process task orders, modifications, requests for out-of-scope work, requests for equitable adjustment, claims, or disputes

vi. Invoice submission and payment status

vii. Continuous improvement ideas for current contract and/or future contract

The Contractor must provide meeting minutes to the Contracting Officer and COR within 10 days of the meeting.

A. Meeting Minutes

3.3 DEVELOP AND PROMOTE COMMUNICATIONS CAMPAIGNS (CHOOSE VA)

The contractor shall distribute through traditional and new media markets advertisement products approved by VA. The Contractor shall provide media and advertisement support for the ideation, creation, and production of all media types to satisfy paid and earned media requirements. Support may include, but not be limited to, the design, development, and production of media and advertisements that align with its Advertising Strategy and the requirements of this contract. The Contractor shall summarize all planning, placement, and purchasing functions in support of this task. The Contractor shall provide Media Schedules for all planned media to the COR no later than 60 days prior to any media scheduled to run. Media

Schedules shall summarize all pertinent planning, placement, and purchasing functions associated with the production of any media and advertisement under this contract. Media

Schedules must not contain any restrictive markings. The COR or the Government official(s) designated by the COR will provide final approval for all content before its release.

The contractor shall design and produce print ads for placement in various print outlets. These print outlets may include traditional print newspapers, magazines, or out-of-home. The print ad deliverable shall include developing, organizing, writing, editing, designing, and producing products for traditional and digital advertising and outreach.

The contractor shall provide advertisement placement management service throughout the performance of this task order. This shall include assessments and a dashboard type-tracking program(s) (or other analytical tools) to determine effectiveness of the advertisements and outreach placements over the duration of the contract and shall be updated monthly. The contractor shall monitor the paid media and gather and present metrics to evaluate the success of each advertisement for the campaign and adjust strategies as needed to maximize the return on investment (including audience demographics, penetration, effectiveness as measured in various areas such as information from media outlets).

In the case of targeted campaigns, the contractor shall provide the same type of advertisement placement management service as described in the paragraph above, but separately manage and track for each targeted campaign as identified when exercised. The management shall cover only the period the campaign runs.

The contractor shall provide marketing templates for the six different types of advertisement and outreach products: (1) Out of Home; (2) Radio; (3) broadcast television; (4) digital (internal and external, including social media); (5) cable television; (6) traditional print. The deliverable shall be due to the Government not less than 30 days prior to the first advertisement purchase for the category. The contractor shall provide an update template no more than 180 days from date of the initial template. The updated template shall include actual advertisement placement effectiveness and performance as compared to planned (or anticipated) effectiveness and performance. The Marketing Template deliverable shall describe the execution of the COR approved Advertising and Communications Plan including management of the full range of communications tactics, strategies, events, and products outlined in the plan.

A. Print Ads for External Use Development (print and digital media formats required)

B. Advertisement Placement Management

C. Marketing Template - (1) Out of Home; (2) Radio; (3) broadcast television; (4) digital

(internal and external, including social media); (5) cable television; (6) traditional print.

3.4 PAID MEDIA

The contractor shall purchase advertisement space on all available media outlets including broadcast and cable television, radio, print, out-of-home advertisements and digital/social media.

The contractor shall negotiate and purchase paid advertising utilizing a not-to-exceed amount that has been allocated to impact targeted audiences. Paid media be handled as an Other Direct

Cost and shall be reimbursed in accordance with the IDIQ Terms and Conditions.

The Contractor shall distribute all media and advertisements under this contract via effective channels to maintain the established reach and engagement goals and shall provide routine reports on key metrics for all executed media. Channels may include, but are not limited to, broadcast, digital (e.g., online advertising and software applications), audio, and printed environments to maintain the established reach and engagement goals. Examples of media that have been previously utilized include: Paid Searches, Conversion Displays, Content Integration and Amplification, Social Media, Scale Audio and Video, Unit-Focused Media, and Advertising

Research, License Fees, Linear TV Buys (includes Network, Cable, and Radio), Digital Media

Buys (Video, Display, Social, and Streaming Audio), Print Media Buys (magazines and newspapers), Paid Media Search, and Out-of-home Advertising (Theater and Billboards). The

Contractor shall provide routine reports on key metrics for all executed media.

The COR or the Government official(s) designated by the COR will provide final approval for all content before its release. The Government will reimburse the Contractor only for the actual price paid for paid media, advertisements, royalty fees, and reoccurring charges associated with paid media and advertisements that are expressly identified as reimbursable items by this contract. Actual Price paid by the Contractor includes tax paid, if any, and reduced by any and all credits, rebates, and discounts whether accrued or realized, associated with the supplies and services provided. The Contractor shall seek exemption from taxes and rebates of taxes paid before including them in the Actual Price paid and shall inform the Contracting Officer of all instances in which the Contractor sought an exemption or rebate, and the taxing authority refused the request for an exemption or rebate. Actual Price does not include material handling charges, overhead, general, and administrative costs, profit, or any other indirect cost that is in any way associated with the Contractor’s purchase or provision of the reimbursable item.

The CO may reduce the reimbursement by any amount that the CO finds, in his/her sole discretion, is greater than that which is fair and reasonable for the supplies or services provided, giving due consideration to the facts and circumstances prevailing at the time that the Contractor procured the supplies and services. Disputes as to the amount by which any reimbursement is reduced shall be resolved in accordance with the Disputes clause of the contract. It shall be the

Contractor’s burden to demonstrate that the price it paid for reimbursable items under this section is fair and reasonable.

Contract and task orders support that requires paid media, advertisements, royalty fees, and reoccurring charges associated with paid media and advertisements shall include an estimated funding limitation. When the total funding expended for reimbursable items under the Paid

Media CLIN reaches 85 percent of the total funds available on the corresponding CLIN, the

Contractor shall notify the CO. The notice shall state the estimated amount of additional funds required to continue performance for the period specified in the individual task order award.

The Contractor shall not exceed or incur costs that exceed the amount of funding stated on a reimbursable CLIN. The Government is not obligated to reimburse the Contractor for an otherwise reimbursable item in excess of the funded amount stated on a reimbursable CLIN. The

Government is not obligated to reimburse the Contractor for costs that are not allowable, allocable, and reasonable. The Contractor is not obligated to continue performance of any reimbursable work under this Contract, task orders or otherwise incur costs for reimbursable items in excess of the funded amount stated on a reimbursable CLIN unless the CO notifies the

Contractor in writing that the funded amount stated on the reimbursable CLIN has been increased. In the event that notification is made verbally, such notification shall be followed up in writing within two (2) business days.

No notice, communication, or representation from any person other than the CO shall affect the

Government’s obligation to reimburse the Contractor. Changes to the contract or task orders shall not be considered an authorization to exceed the funded amount stated on a reimbursable

CLIN unless the change contains a statement expressly increasing the funded amount of the reimbursable CLIN by a sufficient amount to cover the change.

A. Advertising Placements (media buying)

3.5 DESIGN, PRODUCE AND DISPLAY VIDEOS AND PHOTOGRAPHS

The Contractor shall shoot, edit, produce and deliver complete, edited, broadcast quality and distribution-ready videos to be used both internally and externally to the VA. Videos shall be displayed online and in commercial broadcast television settings. Contractor shall develop, produce and distribute a series of High-Definition (HD) videos (quality shall be equal to or better than High Definition 1920 x 1080; 59.94i; 50 Mbps; 10-bit) similar in the digital cinema style to the videos on MaketheConnection.net and ChooseVA.gov. Emphasis on camera quality, camera sensor size and technology, frame rate, camera movement (use of handheld, dollies, sliders, jibs, gimbals, etc.) and camera lens choice. In order to ensure the campaign includes products of the highest quality that feature actual Veterans, when practicable; minimizes use of stock images and video; and provides optimal cohesion across all media, photographs and videos utilizing original shooting shall be produced. Videos must, through powerful visuals and narrative, depict the positive impact of VA on Veterans, build awareness, and promote benefit utilization.

For the video deliverables, a “Full-Length Video” shall be 181 to 240 seconds long, a “Medium

Length Video” shall be 61 to 180 seconds long, and a “Short Video” shall be no more than 60 seconds long. Videos shall be of testimonial and non-testimonial varieties and the b-roll may be required at the time the video is submitted.

The contractor and VA shall collaborate on the topic and storyline for each video. These videos shall be similar in style to the testimonial videos currently hosted on the ChooseVA video gallery at choose.va.gov/outreach-portal/videos. The videos should be first-person testimonials from fellow Veterans (and in some cases family members/survivors). They shall illustrate success stories of Veterans who have had their lives changed for the better after accessing/using VA benefits and services, describing in their own words the VA benefits they’ve utilized and the impact on their lives.

Full-length videos shall be based on the most compelling interviews and shall be shot and designed to fulfill the following goals: engage and inform Veterans using compelling stories which motivates a large number of un-enrolled Veterans to visit the ChooseVA website and https://choose.va.gov/outreach-portal/videos www.va.gov websites and encourage them to apply for VA benefits and services. Distribution channels may include but are not limited to Facebook, X, YouTube, blogs, email, and websites including www.choose.va.gov as well as other advertising and outreach channels. These videos shall include a substantial amount of b-roll illustrating the subject’s life in multiple settings.

These videos should be similar in style to youtube.com/watch?v=_TgOctYRnLg, youtube.com/watch?v=rtojMzrfgRY.

All full-length videos must be documentary-style, portraying actual stories. No actors are to be utilized. Messaging shall accurately depict the benefits and services being portrayed.

Still photographs of the Veterans and family members shall be captured for use in these testimonial videos, advertisements, websites, and other products. Photos shall include multiple versions with subjects both in front of a backdrop and in natural settings.

Personal photographs of interview subjects shall be collected and scanned onto a drive on the day of the shoot for integration into products. Examples of the quality of work required are incorporated on the ChooseVA website and used in the outreach materials and videos available on that site.

Public Service Announcements (PSA)

The PSA shall be a 60 second video shot in alignment with pre-approved scripts and storyboards and may show a Veteran actor(s) as well as his or her family at a VA facility and/or in a home setting. In addition to the 60 second version, 30 and 15 second cut-downs of the video shall be delivered.

A photographer shall participate in the sessions to capture high-quality still shots of the scenes, headshots, and additional photos of the individuals participating in the video shoots. This shall allow the campaign to reinforce video messaging by using the same images in other digital and traditional media and outreach materials. Examples of videos in this PSA style produced by VA are youtube.com/watch?v=Oe_UTAFtZk0 and youtube.com/watch?v=WPRNp3x_-yg.

Final Products

Photographs of Veterans shall be specified at the task order level. The contractor shall deliver photographs of each Veteran selected for each photoshoot. The photographs shall be shot against a minimum of three different backgrounds, including against a backdrop or green/blue screen for keying.

All completed and approved videos are due at a date to be determined within the individual task orders. The Contractor must develop a plan, propose topics and locations, conduct casting, production, scripting and post-production in close collaboration with VA. Written approval is required during each stage from initial concept through post-production.

Photographs and videos must represent the diversity of the Veteran and Service Member populations to include branches of service, gender, ethnicity, etc. Veteran stories and experiences must represent a variety of VA benefits and services.

http://www.va.gov/ http://www.choose.va.gov/ https://www.youtube.com/watch?v=_TgOctYRnLg https://www.youtube.com/watch?v=rtojMzrfgRY https://www.youtube.com/watch?v=Oe_UTAFtZk0 https://www.youtube.com/watch?v=WPRNp3x_-yg

The videos shall be compliant with Section 508 of the Americans with Disability Act and must include closed captioning, both English and Spanish, which includes descriptive captioning.

Video must be broadcast quality and produced and delivered with format standards capable of being nationally broadcast. In addition to the delivery of final versions and camera originals, contractor shall deliver a “clean” or “textless” video version of all deliverables with “split” or

“discrete” audio of all final versions to enable modifications of all video content. The clean version shall be submitted to the government at the close of the performance period or upon request during the period of performance. In accordance with VA Data Rights Clause, consistent with FAR Clause 52.227-14, final versions shall be posted on the VA website as required, or distributed as required, by VA project manager or contracting officer’s representative.

Additional duplication of videos shall be reimbursed as ODCs.

Videos shall meet or exceed in quality, technique and creative execution, the following example:

I CARE – Through Veterans’ Eyes: https://youtu.be/wJvMIb6uO4E

Deliverable:

A. Full length videos

B. Medium length videos

C. Short videos

D. Storyboard and script for PSA

E. PSA video

F. Photoshoot resulting in edited photographs of each participant

G. Hard drive with raw and edited graphics, video footage and still photos

3.6 Employee focused Outreach Campaign

The contractor shall develop content and materials to support internal campaigns that inform and inspire VA employees about the critical work happening at VA and the important role each employee plays in connecting Veterans with the benefits they have earned through their service.

Content and materials shall include a toolkit with items such as a poster, brochure, factsheet, newsletter article, digital graphics, templated content for customization at different facilities.

Contractor shall also review a current toolkit and recommend updates and/or the creation of additional toolkit elements. Any updates recommended and agreed upon after the review, shall be created and delivered, along with the creation of any additional elements recommended. All elements shall be delivered to VA at a date to be determined when the task orders are issued for publishing on the ChooseVA website, the VA intranet, and/or other sites.

Deliverable:

A. Campaign plan/strategy

B. Articles

C. Toolkit for internal campaign

D. Toolkit review, updates, and additions https://youtu.be/wJvMIb6uO4E

4. DELIVERY SCHEDULE

Task Description of Services Quantity Unit Delivery Date

3.1 Reporting Requirements

3.1 A Bi-weekly Progress Reports 26 EA Bi-Weekly

3.2 A Meeting Minutes 4 EA 10 days after meeting

3.3 Develop and Promote Communication Campaigns (ChooseVA)

3.3 A Print Ads for External Use Development 1

EA To be determined after contract award

3.3 B Advertisement Placement Management 12 MO Ongoing

3.3 C

Marketing Template

EA

Initial: No less than 30 days prior to the first ad purchase;

Updated (if required): No more than 180 days from date of initial template.

3.4 Advertising Placements 1 EA As required

3.5 (OPTIONAL) Design, Produce and Display Videos (Choose VA)

3.5 A Full Length Videos 1

EA To be determined when exercised

3.5 B Medium Length Videos 1

EA To be determined when exercised

3.5 C Short Videos 1

3.5 D Storyboard and script for PSA 1

EA To be determined when exercised

3.5 E PSA Video and cut downs 1

EA To be determined when exercised

3.5 F

Photoshoot resulting in a minimum of 50 edited photographs of each participant

(with an average of 24 participants), shot against different backgrounds including a green/blue screen

EA

To be determined when exercised

3.5 G Hard drive with raw and Edited Graphics 1

EA To be determined when exercised

3.6 Employee Focused Outreach Campaign

3.6 A Campaign plan/strategy

EA To be determined when exercised

3.6 B Articles 10

EA To be determined when exercised

3.6 C Toolkit for Internal Campaign 2

EA To be determined when exercised

3.6 D Toolkit Review, Updates and Additions 2

EA To be determined when exercised

5. QUALITY ASSURANCE SURVEILLANCE PLAN

5.1 Quality Control: The Contractor shall develop and maintain an effective quality control program to ensure services are performed in accordance with this PWS. The Contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. The Contractor’s quality control program is the means by which he assures himself that his work complies with the requirement of the contract. After acceptance of the quality control plan the Contractor shall receive the contracting officer’s acceptance in writing of any proposed change to his QC system.

The Contractor shall implement a complete quality control program to identify potential and actual problem areas in providing specified requirements of the contract and results in corrective action throughout the life of the contract. The basic intent of the plan is that the Contractor is responsible for quality. All methods, procedures, and forms shall support this concept.

5.2 The QCP shall:

• Have direct accountability to the Contractor’s top management.

• Address overall project management and administration.

• Be a comprehensive program to plan and deliver quality services to the Government.

• Cover all services described in this contract, prioritize services, and concentrate on the most essential services as identified in the PWS.

• Describe a method, acceptable to the Government, of identifying deficiencies in the quality of service performed under this contract before the level of performance becomes unacceptable, and address processes for corrective actions without dependence upon

Government direction.

• Establish an inspection system covering all services required by this contract. This plan shall specify areas to be inspected on both a scheduled or unscheduled basis and the title of the individual who will do the inspection. The Contractor shall provide the CO with a current list of all titled positions and the names of the incumbents.

• Contain specific quality control techniques for contract services identified in the PWS.

The quality control methods shall be comprehensive and adaptable to the reporting systems of the QCP.

• Include a customer complaint feedback system for correction of validated complaints and to inform the customer of corrections. The QCP shall describe how users, or other interested parties, may identify problem areas or situations to the Contractor. The customer complaint program shall be compatible with the reporting and communication systems of the QCP.

• Require documentation of all Contractor quality control inspections and corrective actions be maintained by the contactor throughout the term of this contract. Copies of inspection documents shall be provided to the CO upon request.

• Describe methods of direct and indirect communications with the Government regarding performance of the contract. The QCP shall include regular and formal meetings with the

Government and proposed formats and/or schedules for informal communications (e.g., periodic e-mails to the COR).

5.3 Quality Assurance: The government shall evaluate the Contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan. 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 minimum acceptable defect rate(s)

The Government shall evaluate the contractor's performance in accordance with the Quality

Assurance Surveillance Plan (QASP). This plan is primarily focused on what the Government must do to ensure 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 minimum acceptable defect rates.

5.4 METHODS OF SURVEILLANCE

Various methods exist to monitor performance. The COR shall use any or several of the surveillance methods listed below in the administration of this QASP.

1. 100% Inspection (evaluates all outcomes) - Each month, the COR shall review all the contractor’s performance/generated documentation and document results accordingly.

This assessment shall be placed in the COR’s QA file.

2. Random Sample - The COR shall review a random sampling of the contractor’s performance/generated documentation and document results accordingly. This assessment shall be placed in the COR’s QA file.

3. Validated Customer Complaint or Validated Below Average ALP in a Specific Area -

Each month, the COR shall review the contractor’s performance/generated documentation corresponding to a validated customer complaint or validated inability to perform in accordance with the ALP in a specific area and document results accordingly.

This assessment shall be placed in the COR’s QA file.

5.5 FREQUENCY OF MEASUREMENT

During task order performance, the COR will periodically analyze whether the negotiated frequency of surveillance is appropriate for the work being performed, and at a minimum shall be twice a year.

5.6 ACCEPTABLE PERFORMANCE LEVELS (APLS)

Requirement Performance

Standard

Surveillance

Method Outcome

PROJECT

MANAGEMENT,

MILESTONES, AND

SCHEDULE

a. Notifies customer of potential problems

90% of the time.

100%

Inspection of agreed upon milestones per the approved

CPMP

Notification occurs within two business days of potential issue when known in advance or within 24 hours of urgent problems, where less than two business days exist

b. Submits Deliverables in accordance with the deliverable schedule with no more than five incidents of performance slippage

100%

Inspection of deliverables

No more than five incidents of performance schedule slippage

WRITTEN

COMMUNICA-

TIONS

The contractor shall use correct English grammar, punctuation, and spelling;

communicate information in a succinct and organized manner; and produce written information that is appropriate for and easily understood by the intended audience. The writing in communications products shall comply with the highest editorial standards for clarity, language, logical organization, and style as described by leading authorities in writing, such as the Elements of Style by

Random

Sampling

Written communication is consistently error-free and clear and concise, so the message is easily understood by others.

William Strunk, Jr., and E.B. White; and in

Purdue University’s online writing lab

(OWL) Web site under Journalism and

Journalistic writing:

https://owl.english.purdue.edu/owl/resource/

735/1/.

The writing in communications products shall meet Associated Press Style (available on Amazon at:

http://www.amazon.com/s/ref=nb_sb_noss_2

?url=search-alias%3Daps&field-keywords=AP+style ) guidelines, as well as

VA and HR&A style guidelines.

Communications products shall not contain more than a combined total of three grammatical, punctuation or style errors per every 1,000 words of text. Further, sentences should be written in active voice a majority of the time.

On https://readability-score.com, complex written communications (such as letters to the Secretary, senior leaders or Congress) shall have a minimum Flesh-Kincaid

Reading Ease score of 45 and a maximum

11th grade average-grade-level score (which is the average score for the five grade level scores/indexes assessed on the readability-score site);

On https://readability-score.com, written communications for a more general audience

(such as blog content or newsletter articles to all VA employees) shall have a minimum

Flesh-Kincaid Reading Ease score of 60 and a maximum 8th grade average-grade-level score. As excellence in communications is subjective, communications also must meet standards of and be approved by OPIA

Director of Internal Communications and/or

OPIA Executive Director. Content shall be accurate and relevant, as verified by VA subject-matter experts.

GRAPHIC

COMMUNICA-

TIONS

Graphics should be visually interesting and designed to capture the attention of the target audiences. Graphics shall meet industry best practices for good graphic design as described in Universal Principles of Design, Revised and Updated by William Lidwell

Random sampling

Graphics should be visually interesting and designed to capture the attention of the target audiences. Graphics shall meet industry best https://owl.english.purdue.edu/owl/resource/735/1/ https://owl.english.purdue.edu/owl/resource/735/1/ http://www.amazon.com/s/ref=nb_sb_noss_2?url=search-alias%3Daps&field-keywords=AP+style http://www.amazon.com/s/ref=nb_sb_noss_2?url=search-alias%3Daps&field-keywords=AP+style http://www.amazon.com/s/ref=nb_sb_noss_2?url=search-alias%3Daps&field-keywords=AP+style https://readability-score.com/ https://readability-score.com/ and Kristina Holden. Graphics also shall meet standards as expressed in the VA

Graphics Standards Guide:

http://vaww.va.gov/6102/graphicstandards/V

A_508_GraphicStandardsGuide_013113.pdf.

practices for good graphic design.

CUSTOMER

SUPPORT

Courteous and professional interactions to receive and fill task order deliverables and in providing order status. Customer (VA) support satisfaction, having no more than 5 incidents of dissatisfaction.

Customer

Feedback and

Complaints based on interactions with the contractor

Customer problems are resolved within the same business day; no more than 5 incidents spent by

Government personnel in providing corrective feedback on unacceptable customer service/ professionalism

SECTION 508

COMPLIANCE

90% of contractor submissions accepted by

VA 508 Compliance Office the first time.

100% of compliance packages are accepted by VA Section 508 Program Office on revised submission.

Communications products shall comply with the

Section 508 Amendment to the Rehabilitation Act of

6. DOCUMENTING PERFORMANCE

The Contractor’s performance on this task order will be reported on an annual; basis to the

Contractor Performance Assessment Reporting System (CPARS). Poor performance may result in issuance of a Contractor Discrepancy Report (CDR), as outlined in Section 5.2 of the IDIQ contract. The CO and COR will make use of information from CDRs, as well as any additional knowledge and information available to them with respect to the contractor’s performance, to complete the CPARS. The Government will not pay for services that do not conform or do not meet performance standards or have not been properly rendered. The contractor will be given an opportunity to correct non-conforming services at no cost to the Government if the services are non-conforming or the contract requirement is unacceptable.

Tasks performed shall be of a non-personal nature. VA organizations will not provide supervision of contractor personnel. Contractor personnel shall at no time allow an employer employee relationship to develop with VA organizations or their staff. VA organizations will refrain from any activities that create the appearance of such a relationship.

Contractors shall not perform inherently governmental functions including decision-making, supervision of Government employees, supervision of other contractors on other contracts, and activities that create the appearance of performing such functions.

http://vaww.va.gov/6102/graphicstandards/VA_508_GraphicStandardsGuide_013113.pdf http://vaww.va.gov/6102/graphicstandards/VA_508_GraphicStandardsGuide_013113.pdf