Attachment I PWS.docx

ENROLLMENT SERVICES

U.S. COAST GUARD ACADEMY, ADMISSION DIVISION

PERFORMANCE WORK STATEMENT

1.0 GENERAL.

1.1 SCOPE. The purpose of this Performance Work Statement (PWS) is to obtain enrollment management support services for the U.S. Coast Guard Academy Admissions division in order to meet student recruitment goals. Contractor shall have the capabilities to perform task order requirements under this Indefinite Delivery Indefinite Quantity (IDIQ) contract. Successful Contractors will demonstrate past success helping other selective higher education clients consistently achieve recruitment goals based on expertise in admissions operations, educational marketing, communication, and research.

1.1.1 Strategic Intent. The strategic intent of this Contract is to develop a diverse pool of 12,000-18,000 qualified inquiries; and complementary communication strategies to yield 1,900 to 2,300 applicants with the attributes required to shape each U.S. Coast Guard Academy (USCGA) class.

1.2 BACKGROUND.

1.2.1 USCGA requires the support of a full-service admissions marketing and enrollment services firm with the personnel, material, and equipment needed to consult, research, plan, create, design, produce, place, and measure the effectiveness of all marketing, communication, and recruiting operations.

1.2.2 Mission. The mission of USCGA is to educate, train, and inspire future commissioned officers of the Coast Guard. The Admissions Division identifies, recruits, and orients these traditional age high school graduates, competing with the other federal military service academies, public flagship universities, and other selective institutions. A very small institution, the Academy enrolls about 280 cadets per year. About eight are international cadets sponsored by their host country. As a class shaping strategy, the Admissions Division also pays to send about 60 applicants per year to the service academy preparatory programs hosted at Georgia Military College, Marion Military Institute, and the Naval Academy Preparatory School. About 85% of these cadet candidates earn an appointment to USCGA the next year.

1.2.3 Majors. The Coast Guard relies on USCGA to provide nearly all of the technical leadership talent for the Coast Guard. Attracting and graduating STEM (science, technology, engineering, and mathematics) students is a singular enrollment priority.

· Electrical Engineering

· Cyber Systems

· Mechanical Engineering

· Naval Architecture and Marine Engineering

· Civil Engineering

· Marine and Environmental Science

· Operations Research and Computer Analysis

· Management

· Government

1.2.4 Outcomes. Cadets graduate with commissions as Ensigns in the Coast Guard and a Bachelor of Science degree, obligated to serve for five years in the Coast Guard. Academy graduates make up about 35% of the Coast Guard officer corps, and about 90% of those with technical degrees. Technical degrees are essential components of career progression in the engineering and technical career specialties held by officers.

1.2.5 Technology. The Admissions Division uses various software to perform its mission, including a commercially hosted client relations management (CRM) platform with online application and decision management module.

1.2.5.1 USCGA hosts its own website, https://www.uscga.edu and uses Ektron as its Content Management System (CMS).

1.2.6 Staffing. The Division has a staff of 22 civilian and military members. The Director of Admissions, Assistant Director of Admissions for Recruiting, Campus Program Manager/staff, and the five Admissions Officers are active duty military who rotate in and out of their positions every three to four years, without prior experience in college admissions work. Three (3) individuals are assigned to the Marketing branch of the Admissions Division, all civilian and with continuity of experience.

1.2.7 Brand Identity. USCGA’s program is unique. Differentiation, even in comparison to the other four service academies is not difficult; however, name recognition is an elusive goal. USCGA’s visual identification standards were updated in 2019 and form a solid foundation to build on.

1.2.8 Institutional Enrollment Priorities. These are USCGA’s key enrollment priorities:

· Consistently meet a Coast Guard mandate for 70% or more of graduates to earn a STEM degree (defined as majors other than Government and Management). This goal is usually not met.

· Consistently produce a specified number of degree completers per year in each Engineering major and Cyber Systems. The Coast Guard has a critical unmet need for Electrical, Civil, and Naval Engineers.

· Racially diversify the Corps of Cadets by increasing the participation rate of African American cadets and by eliminating a persistent graduation rate gap. Between 2015 and 2017, the graduation rate gap ranged from 4% to 55%. (Source: “Vital Signs Report,” 2017, Center for Urban Education).

· Yield at least one (1) qualified cadet from each state in the Union per year. Admissions struggles to enroll cadets from the following states: Alabama, Arkansas, Idaho, Iowa, Kansas, Mississippi, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota, Tennessee, West Virginia, and Wyoming.

1.2.9 Marketing, Communication, and Enrollment Management Priorities. The following items briefly describe priorities for marketing, communication and recruiting during this period of performance:

· Aligning, sequencing, and integrating communications, potentially around personas which have not yet been developed. Ample data is available for this effort.

· Implement a goal-driven territory management recruitment practice, driven by data and assessed by outcomes, not activities. Admission Officers are assigned territories but are not assigned individual performance goals. Ample data is available for this effort.

· Develop a strategically focused, well informed referral network of educators and influencers, and develop methods to evaluate how effective this effort is. Ample data is available to support this effort.

· Continue to develop a mobile-first approach to communication, by engaging students with short videos and digital media.

· Continue to improve the return on investment (ROI) on student search through the use of predictive modeling and assessment.

· Continue to improve the overall conversion rate (inquiry to applicant) by two (2) to six (6) percentage points during this period of performance. The current conversion rate is about 10%, up from about 8% in 2014. Ample data is available to support this effort.

· Adapt effectively and at a manageable pace to meet changes in student communication preferences.

1.3 GENERAL MANAGEMENT.

1.3.1 The Contractor shall provide program management in support of activities outlined in each task order under this contract. Examples of required management support include: Interface between the Coast Guard and Contractor personnel; work cooperatively with other contractors and the Government Publishing Office (GPO) when projects involve multiple parties; designate assigned personnel responsible for carrying out the completion of the task orders; and providing planning, scheduling, logistical coordination, technical support, and meeting support for the completion of task orders.

1.3.1.1 A Government technical advisor may be assigned by the Government for each task order. Normally the technical advisor will be the COR. A Government representative may also be designated by the COR to coordinate and accompany Contractor during “on-location” projects.

1.3.2 Contractor Personnel

1.3.2.1 Program Manager. The Contractor shall provide a Program Manager (PM) who is responsible for all work performed under this contract. The PM is further designated as Key by the Government (IAW clause HSAR 3052.215-70).

1.3.2.2 The PM shall be the main point of contact for the Contracting Officer (KO) and the Contracting Officer’s Representative (COR). It is anticipated the PM and alternate shall be one of the senior level employees provided by the Contractor for this effort. During any absence of the PM, only one alternate shall have full authority to act for the Contractor on all matters relating to work performed under this contract. The PM and alternate shall be able to read, write, speak, and understand English.

1.3.2.3 The PM and alternate(s) shall have at least six (6) years of prior full time employment experience in college admissions, enrollment management, or institutional research.

1.3.2.4 The PM shall be available via telephone between the hours of 8:30 AM to 4:30 PM Eastern Time (ET) Monday through Friday, and shall respond to a request for discussion or resolution of problems within four (4) business hours.

1.3.3 Creative Director (or equivalent position). The Creative Director shall have at least six (6) years producing and leading creative design work that supports the communication or enrollment requirements of colleges and universities. The Creative Director is designated as Key by the Government (IAW clause HSAR 3052.215-70).

1.3.4 Senior Enrollment Strategist (or equivalent position). The Senior Enrollment Strategist shall have at least six (6) years working in the higher education services sector advising on, solving, or managing enrollment challenges for colleges and universities. The Senior Enrollment Strategist is designated as Key by the Government (IAW clause HSAR 3052.215-70).

1.3.5 Web/Interactive Services Director (or equivalent position). The Web/Interactive Services Director shall have at least six (6) years working in the higher education services sector with experience developing and leading the development of websites for colleges and universities.

1.3.6 Employee Identification. Contractor employees visiting Government facilities shall be prepared to display identification with the employee’s photo, name, and identification number (driver’s license, etc.). Visiting Contractor employees shall comply with all Government escort rules and requirements. All Contractor employees shall identify themselves as Contractors when their status is not readily apparent. The Government reserves the right to issue an identification badge for display above the waistline in plain view while on premises.

1.3.7 Employee conduct. Contractor employees shall present a professional appearance at all times and their conduct shall not reflect discredit upon the United States, the Department of Homeland Security, or the Coast Guard.

1.3.8 Removing Employees for Misconduct or Security Reasons. The Government may, at its sole discretion, direct the Contractor to remove any Contractor employee from Coast Guard facilities for misconduct or security reasons. Removal does not relieve the Contractor of the responsibility to continue providing the services required under this Contract. The Contracting Officer will provide the Contractor with a written explanation to support any request to remove an employee.

1.3.9 Conflict of Interest. The Contractor shall not employ any person who is an employee of the United States Government if that employment would, or would appear to cause a conflict of interest.

1.4 KEY PERSONNEL.

Key Personal are in accordance with the following clause: HSAR 3052.215-70. The Government may designate additional Contractor personnel as Key in each task order awarded under this contract.

1.5 SECURITY.

Contractor access to classified information is not required under this contract.

1.6 PERIOD OF PERFORMANCE.

The period of performance is defined in the contract.

1.7 PLACE OF PERFORMANCE.

The primary place of performance shall be the Contractor’s facilities; however, there may be occasions when Contractor employees shall be required to work at Coast Guard facilities or other off site locations.

1.8 HOURS OF OPERATION.

Contractor employees shall be available to perform work between the hours of 8:30 AM and 4:30 PM ET, Monday through Friday (except Federal holidays). There may be occasions when Contractor employees shall be required to work other than normal business hours, including weekends and holidays, to fulfill requirements under this contract. Work anticipated outside the hours of 8:30 AM and 4:30 PM ET will be specified in task order(s).

1.9 TRAVEL.

Travel is anticipated on task orders under this contract. All travel shall be approved in advance and in writing by the COR. Contractor personnel shall conform to the federal per diem rates published by the General Services Administration.

1.10 KICK-OFF MEETING.

The Contractor shall attend a kick-off meeting with the Contracting Officer and the COR as specified in Section 7.1 of the PWS. The purpose of the kick-off meeting is to discuss the contract, technical objectives of the performance work statement, and review the Contractor's project plan.

1.11 PROJECT PLAN.

The Contractor shall provide an organizational diagram depicting employees, sub-contractors, and contact information to the COR during the kick-off meeting.

1.11.1 The Contractor may be required to provide a Project Plan for task orders awarded under this contract.

1.12 PROGRESS MEETINGS.

The Project Manager shall be responsible for keeping the Contracting Officer and COR informed about work status throughout the performance period of each task order and to ensure Contractor activities are aligned with Coast Guard objectives. The Project Manager shall review the status and results of Contractor performance with the COR on an as required basis.

1.13 GENERAL REPORT REQUIREMENTS.

The Contractor shall provide all written reports in electronic format with read/write capability using applications that are compatible with Coast Guard Standard Workstation (currently Microsoft Windows 10 operating system and Microsoft Office Applications).

1.14 INTELLECTUAL PROPERTY.

1.14.1 All Contractor developed tools, databases, processes and procedures and other forms of intellectual property developed under this Contract shall be considered Government property.

1.14.2 All documentation, photography, artwork, html code, design files, music, film, video, voice over, or other creative materials and electronic data and information collected by the Contractor or generated in support of this Contract shall be considered Government property, and shall be returned to USCGA at the end of the performance period. Digital content shall be returned on Government-approved storage devices provided by the Government.

1.15 PROTECTION OF INFORMATION.

Contractor access to information protected under the Privacy Act (5 U.S.C. § 552a) is required under this Contract. See applicable clauses.

1.16 SECTION 508 COMPLIANCE.

1.16.1 Section 508 Requirements

Section 508 of the Rehabilitation Act (classified to 29 U.S.C. § 794d) requires that when Federal agencies develop, procure, maintain, or use information and communications technology (ICT), it shall be accessible to people with disabilities. Federal employees and members of the public with disabilities must be afforded access to and use of information and data comparable to that of Federal employees and members of the public without disabilities.

All products, platforms and services delivered as part of this work statement that, by definition, are deemed ICT or that contain ICT shall conform to the revised regulatory implementation of Section 508 Standards, which are located at 36 C.F.R. § 1194.1 & Appendices A, C & D, and available at https://www.ecfr.gov/cgi-bin/text-idx?SID=e1c6735e25593339a9db63534259d8ec&mc=true&node=pt36.3.1194&rgn=div5. In the revised regulation, ICT replaced the term electronic and information technology (EIT) used in the original Section 508 standards.

1.16.2 Section 508 Requirements for Technology Services

· When providing Platform as a Service (PaaS) or Software as a Service (SaaS), the contractor shall ensure services conform to the applicable Section 508 standards (including the requirements in Chapter 5 for software and WCAG Level A and AA Level 2.0 success criteria for web and software. When the requirements in Chapter 5 do not address one or more software functions, the Contractor shall ensure conformance to the Functional Performance Criteria specified in Chapter 3.) The agency reserves the right to request an Accessibility Conformance Report (ACR) for PaaS and SaaS offerings. The ACR should be created using the Voluntary Product Accessibility Template Version 2.2 508 (or later). The template can be located at https://www.itic.org/policy/accessibility/vpat

· When providing cloud hosting services (Infrastructure as a Service, Platform as a Service, Software as a Service, etc.) the Contractor shall ensure user administrative screens, dashboards and portals used to configure, and monitor cloud services conform to the Section 508 standards.

· The Contractor shall ensure cloud hosting services shall not reduce the level of Section 508 conformance for ICT migrated by DHS to the cloud hosting environment.

· When developing or modifying ICT, the Contractor is required to validate ICT deliverables for conformance to the applicable Section 508 requirements. Validation shall occur on a frequency that ensures Section 508 requirements is evaluated within each iteration and release that contains user interface functionality.

· When modifying, installing, configuring or integrating commercially available or government-owned ICT, the Contractor shall not reduce the original ICT Item’s level of Section 508 conformance.

· When developing or modifying web based and electronic content components, except for electronic documents and non-fillable forms provided in a Microsoft Office or Adobe PDF format, the Contractor shall demonstrate conformance to the applicable Section 508 standards (including WCAG 2.0 Level A and AA Success Criteria) by conducting testing using the DHS Trusted Tester for Web Methodology Version 5.0 or successor versions, and shall ensure testing is conducted by individuals who are certified by DHS on version 5.0 or successor versions (e.g. “DHS Certified Trusted Testers”). The Contractor shall provide the Trusted Tester Certification IDs to DHS upon request. Information on the DHS Trusted Tester for Web Methodology Version 5.0, related test tools, test reporting, training, and tester certification requirements is published at https://www.dhs.gov/trusted-tester.

· Contractor personnel shall possess the knowledge, skills and abilities necessary to address the accessibility requirements in this work statement.

1.16.3 Section 508 Deliverables

· Section 508 Test Plans: When developing or modifying ICT pursuant to this contract, the Contractor shall provide a detailed Section 508 Conformance Test Plan. The Test Plan shall describe the scope of components that will be tested, an explanation of the test process that will be used, when testing will be conducted during the project development life cycle, who will conduct the testing, how test results will be reported, and any key assumptions.

· Section 508 Test Results: When developing or modifying ICT pursuant to this contract, the Contractor shall provide test results in accordance with the Section 508 Requirements for Technology Services provided in this solicitation.

· Section 508 Accessibility Conformance Reports: For each ICT item offered through this contract (including commercially available products, and solutions consisting of ICT that are developed or modified pursuant to this contract), the Offeror shall provide an Accessibility Conformance Report (ACR) to document conformance claims against the applicable Section 508 standards. The ACR shall be based on the Voluntary Product Accessibility Template Version 2.0 508 (or successor versions). The template can be found at https://www.itic.org/policy/accessibility/vpat. Each ACR shall be completed by following all of the instructions provided in the template, including an explanation of the validation method used as a basis for the conformance claims in the report.

· Other Section 508 Documentation: The following documentation shall be provided upon request for ICT items offered through this contract:

· Documentation of features provided to help achieve accessibility and usability for people with disabilities.

· Documentation on how to configure and install the ICT Item to support accessibility.

· Documentation of core functions that cannot be accessed by persons with disabilities.

· Documentation of remediation plans to address non-conformance to the Section 508 standards

2.0 GOVERNMENT TERMS & DEFINITIONS.

2.1 Academy Admissions Partners: A group of about 800 credentialed volunteers who represent USCGA Admissions. Members include alumni, cadet parents, and members of the Coast Guard Auxiliary, a volunteer branch of the Coast Guard.

2.2 Applicant: A person who formally seeks admission to USCGA by submitting the admissions application.

2.3 Cadet: An undergraduate student of the Coast Guard Academy who is a member of the Armed Forces subject to the Uniform Code of Military Justice.

2.4 Cadet Candidate: An undergraduate student of the Coast Guard Academy prep school program who is a member of the Armed Forces subject to the Uniform Code of Military Justice.

2.5 Client Relations Management System (CRM): A data base that stores student data for purposes of recruiting and communications.

2.6 Coast Guard Academy Scholars (CGAS) Program: The prep school program for Cadet Candidates.

2.7 Communications Flow: A sequence of electronic, print, or internet based messages that are coordinated with each other to achieve a specific purpose in the process of recruiting a student.

2.8 Conversion: The process of advancing a lead from one stage of the admissions cycle to the next.

2.9 Contracting Officer (KO): Person with the authority to enter into, administer and terminate contracts on behalf of the Government and to make related determinations and findings.

2.10 Contracting Officer’s Representative (COR): Person designated in writing by a contracting officer to perform liaison between the Contractor and the contracting officer on contract technical matters.

2.11 DHS: Department of Homeland Security.

2.12 DOD: Department of Defense.

2.13 DODMERB: Department of Defense Medical Examination Review Board. This organization coordinates the medical examinations which applicants are required to submit for admission.

2.14 GFI: Government Furnished Information.

2.15 GFM: Government Furnished Materials.

2.16 Government: The Government” in this PWS shall be interpreted to mean an authorized Government representative as designated by the KO or COR

2.17 GPO: Government Printing Office.

2.18 ICT: Information and Communication Technology

2.19 IDIQ: Indefinite Delivery Indefinite Quantity.

2.20 Information Technology Services (IT): The USCGA staff component that manages USCGA’s technical infrastructure.

2.21 Inquiry: A student who expressed interest in USCGA.

2.22 Lead: An inquiry or applicant of interest to USCGA.

2.23 Mail House: A commercial firm providing fulfillment services.

2.24 PFE: Physical Fitness Examination. This is a requirement for application for admission.

2.25 Prospect: A student who may be interested in USCGA if he/she knew about it.

2.26 PRS: Performance Requirements Summary.

2.27 Public Affairs: The USCGA staff element that manages external communications for USCGA, other than those managed by the Admissions Office.

2.28 PWS: Performance Work Statement.

2.29 Outreach: The process of cultivating new pipelines to USCGA.

2.30 Source Code: A text field identifying the information source from which contact with a prospective student originated or occurred.

2.31 Task Order: An order issued against an existing IDIQ contract that funds and may describe specific details of work to be accomplished.

2.32 Territory: A geographic region assigned to an Admission Officer in order to recruit.

2.33: 7x24: Seven (7) days per week, 24 hours per day.

3.0 GOVERNMENT FURNISHED PROPERTY AND INFORMATION.

The Government will provide the following property and information to the Contractor for work required under this Contract:

3.1 Government Furnished Information (GFI). Upon award these references will be made available to awardee:

3.1.1 Visual Identity Guidelines

3.1.2 Postal Indicia

3.1.3 Image library

3.1.4 Native files of current publications and media

3.1.5 Access to third-party websites on which USCGA maintains promotional content

3.1.6 Doing Business with GPO – Customer Handbook (GPO Publication 350.1)

3.2 Government Furnished Property (GFP):

3.2.1 Admissions envelopes, letterhead, publications

3.2.2 Storage device(s) for electronic records at end of contract

3.2.3 Government authorized hard drives to transfer photography

4.0 CONTRACTOR FURNISHED PROPERTY.

The Contractor shall furnish all facilities, materials, equipment and services necessary to fulfill the task orders awarded under this Contract, except for the Government Furnished Property specified in Section 3 of this PWS.

5.0 REQUIREMENTS.

5.1 The Contractor shall establish a project management platform to exchange files and information with the Government.

5.2 Market Research, Assessment, and Strategy Formulation. On a task order basis, the Contractor shall conduct market research, audits, benchmarking studies and assessments; and deliver recommendations to improve enrollment outcomes.

5.3 Consultation and Training. On a task order basis, the Contractor shall address issues related to effective enrollment management.

5.3.1 Draft plans.

5.3.2 Conduct organizational assessments; recommend staffing plans and staffing recruitment strategies; advise on knowledge, skills, abilities required; draft job aids and training aids.

5.3.3 Train Admissions staff on subjects related to assigned duties that include but are not limited to: managing admission operations, enrollment management and planning, student recruitment, outcome assessment, communication, setting and achieving goals. Classroom and remote, online instruction delivery are required. Develop training curriculum and materials to support rotating military staff.

5.4 Reserved

5.5 Brand Development.

On a task order basis, the Contractor shall develop or strengthen brand identity in order to differentiate USCGA from competitors, unify messaging, position USCGA for competitive advantage, and achieve consistency across the institution.

5.5.1 The Contractor shall adhere to the Visual Identification Manual of USCGA and may be tasked with updating these standards.

5.6 Communication Sequencing and Integration.

On a task order basis, the Contractor shall consult and advise, develop/create, and document a communication plan that integrates messages, platforms, and media. The Contractor shall understand the current communication plan, and may be required to adapt recommendations to existing elements of the plan.

5.6.1 Student search. On a task order basis, the Contractor shall communicate with “prospects” on behalf of USCGA. As the starting point of a recruiting cycle, the purpose of search is to yield a well-qualified inquiry pool of search responders. Contractor shall have working knowledge of predictive modeling, and experience developing search strategies and campaigns. Contractor shall be required to import and export student data before, after, and during search; develop creatives; and place media. The Contractor may use the USCGA’s CRM or use an alternative Contractor CRM.

5.6.1.1 List Purchases. On a task order basis, the Contractor agrees to sign as a “third-party” on behalf of USCGA to rent student records from The College Board, ACT/NRCCUA, and The College Bound Selection Service, or similar organizations that permit a third party signor.

5.7 Photography and Videography. On a task order basis, the Contractor shall provide photographic and videographic services. Services may be rendered on campus and off campus, and may require travel in the United States, abroad, and at sea. Services may require Contractor employees to work in physically arduous environments such as, but not limited to, small boats, ships, helicopters, and planes. The contractor employee shall be capable to provide services IAW the task order. A Government representative will accompany Contractor personnel on all shoots.

5.7.1 Planning. Contractor shall collaborate with COR before each shoot to:

· Define creative goals.

· Select location, project milestones and schedule.

· Schedule, to ensure that necessary persons (including on site Creative Director and/or Producer), equipment, and resources are properly notified and confirmed beforehand.

· Make travel, lodging, and logistical arrangements.

5.7.2 Photography Deliverables. Post-production, edited images shall be delivered within fifteen (15) working days after the last session ends.

· Deliverables shall be “copyright free” owned by the Coast Guard for its use.

· Images shall be delivered to the COR using a Government supplied hard drive. The Contractor shall store duplicates for use for duration of contract.

5.7.3 Videographic Services. Services shall be provided in a format and manner consistent with the intended broadcast channel including but not limited to YouTube and internet based distribution channels, presentation formats, and television/cable. Required formats are normally live action with USCGA subjects, but may also include stock, screencast, and whiteboard.

5.7.3.1 The Contractor shall deliver scripts; story boards; props; acting, voice and music talent; sets; audio and video recording equipment and operators; special effects, sound effects, and production schedules.

5.7.3.2 Contractor shall provide all necessary post production services to create and edit video and audio, including voice over, music, and text overlay. Video format and deliverables shall be defined by task order and shall include requirements for packaging and submitting for network, cable, and local distribution.

5.7.3.3 The Government will transfer a copy of the current image and video collection to the Contractor after the contract is awarded. On a task order basis the Contractor shall be directed to review the collection, select images, edit, and use, or deliver, the images for creative work performed by the Government or the Contractor. The Contractor shall have a comprehensive working knowledge of the image collection at all times.

5.8 Print Creative Services. On a task order basis, the Contractor shall update or design brochures, view books, specialized publications, posters, flyers, and post cards; multimedia including presentations, table-top displays and exhibit materials; and promotional items. Services may include, but are not limited to, typography, copy, conceptual work, rough and comprehensive layouts, image selection, graphic design, editing, engraving, conversions, pre-press design work.

5.8.1 The Contractor shall adhere to the standards below when delivering creative print products:

· Unless otherwise directed, develop and present up to three (3) alternatives for review.

· Products will conform to the standards in the CGA Visual Identification Manual.

· Develop electronic layouts with proofs once design is approved. The proofs shall be accurately marked by size and content to include, if required by project parameters, color chips, fold lines, crop marks, photograph positioning, binding finish, perforation and artwork.

· Prepare print materials that are compatible with Government Printing Office requirements for production.

· If required by the task order, present a completed draft of GPO’s Standard Form 1 (SF-1) to the USCGA.

5.8.2 If required by the task order, the Contractor shall provide a planning, design, and production schedule for creative projects.

5.8.3 If required by the task order, the Contractor may be required to send a representative to the printer hired to produce publications. The representative shall ensure specifications are met, address questions, and inspect the product before the order run starts and is shipped.

5.9 Digital and Paid Media Services. On a task order basis, the Contractor shall plan, design, place, monitor and evaluate digital tools including but not limited to search engine optimization, online marketing, social media, mobile apps, web-enabled forms, and web design. If required by the task order, the Contractor shall provide a planning, design, and production schedule for digital projects.

5.9.2 Consistent with the Coast Guard Visual Identity Manual and USCGA web templates, the Contractor shall develop or refresh web content including landing pages and microsites. Web content shall be prepared using, or compatible with, the USCGA CMS.

5.9.3 The Contractor shall create email copy and graphics compatible with the USCGA CRM.

5.9.4 The Contractor shall plan, buy and place any of the following media: (1) Banner ads, (2) targeted online advertisements, (3) social media advertisements, (4) Public Service Announcements (PSA), (5) commercials for television and radio through paid media, (6) conference and college fair event media, (7) outdoor advertising including but not limited to billboards and transit vehicles, (8) newspapers, magazines and periodicals (both print and online). If required by the task order, Contractor shall provide demographic data on listener/viewer/reader audience available through trade publications and media sources to evaluate media placement opportunities.

5.9.5 The Contractor shall develop a media planning calendar to coordinate and schedule work for on-time delivery.

5.10 Web design. On a task order basis, The Contractor shall be prepared to contribute to the development of the USCGA’s website. This work may include but is not limited to:

· Assessment

· Developing a project proposal, schedule, cost estimate

· Creating a site map, wireframe, and creative concepts

· Designing templates

· Writing code & copy

· Optimization

· Photography

· Transferring to designated server platform

· Testing

· Delivering documentation, style guide, and training

5.11 Creative File Archive. The Contractor shall categorize, maintain and store final products such as creative files, photography, and videos produced for the Government. USCGA shall have access to archived material within two (2) working days of request.

5.12 Transfer of Work Product. The Contractor shall return items to the Government within five (5) days of the end of either the period of performance or the IDIQ contract, whichever is later, using Government approved storage devises. No final creative product shall be destroyed or purged without COR approval.

5.13 Virtual Events. Provide the technical, logistical, planning, design and messaging services required to partner with the Government to host virtual online events. Offerors must demonstrate experience working with higher education institutions to satisfy the following requirements:

· Execute on multiple web-based or virtual platforms

· Blend live and pre-recorded content for seamless delivery

· Moderate sessions with professional talent

· Create a web-based, branded home page to house the experience

· Provide presentation coaching and consultation to ensure presentations are engaging & impactful

· Test and monitor live presentations from the CGA campus remotely

· Execute live two-way interaction with viewers

· Infuse social sharing

· Help develop messages, power points, and talking points

· Pre-record, edit and load video content shot in an isolated or separate location

· Package content for post-event viewing

· Manage logistics including but not limited to: Timeline, budget, weekly communication, running the show itself, technical equipment, rehearsal coordination and leadership, day of show coordination and show calling (moderation)

· Provide full design capabilities to customize all visual elements

· Use Government assets (photography, videography, sites and localites) to customize visual elements

6.0 REFERENCES. References may be provided in each task order awarded under this Contract.

7.0 DELIVERABLES.

7.1 All Deliverables shall be submitted to the COR. Each task order may define specific deliverables pertaining to its requirements.

Unless specified in a task order, the COR will provide written acceptance, comments and/or change requests, if any, within ten (10) business days from receipt by the Government of the draft deliverable. Upon receipt of the Government’s comments and/or change requests, the Contractor shall have five (5) business days to address and incorporate the Government's comments and/or change requests and to resubmit the deliverable. Reports, documents, and narrative-type deliverables will be accepted when discrepancies, errors or other deficiencies identified in writing by the Government have been corrected.

If written acceptance, comments and/or change requests are not issued by the Government within thirty (30) calendar days of the Contractor’s submission, the draft deliverable will be deemed acceptable as written and the Contractor may proceed with the submission of the final deliverable product.

Non-conforming products or services will be rejected. All notifications of rejection will be accompanied with an explanation of the specific deficiencies causing the rejection. If the deficiencies cannot be corrected within thirty (30) calendar days, the Contractor shall immediately notify the Contracting Officer of the reason for the delay and provide a proposed corrective action plan within ten (10) working days of the notification.

7.2 Delivery Table

Specific task orders may require their own project plan

8.0 PERFORMANCE REQUIREMENTS SUMMARY (PRS).

The PRS table below reflects the standards considered by the Coast Guard to be most important for the successful performance of this contract. This includes the expected standards of performance and planned reductions for not meeting those standards. The Government will establish a Quality Assurance Surveillance Plan in order to monitor performance requirements summary items described in the table below.

Enrollment Services

Turn over archived creatives in two (2) days of request If determined to be unacceptable to the COR and cannot be resolved to the satisfaction of the Government, the Government may consider payment reduction

Frequent occurrences may result in negative performance documented in Contracting Performance Assessment Reporting System (CPARS)

Final products are free of spelling, typographical and formatting or design errors 100% of the time

Final product conforms to Visual Identification standards 100% of the time If determined to be unacceptable to the COR and cannot be resolved to the satisfaction of the Government, the Government may consider payment reduction

Frequent occurrences may result in negative performance documented in Contracting Performance Assessment Reporting System (CPARS)

Project Manager or Alternate will respond within four hours to a request for discussion during working hours If determined to be unacceptable to the COR and cannot be resolved to the satisfaction of the Government, the Government may consider payment reduction

Frequent occurrences may result in negative performance documented in Contracting Performance Assessment Reporting System (CPARS)

Training delivered by Contractor will be thorough and based on best practices and research to extent possible 100% of the time

Notify COR in advance when Alternate PM is standing in for PM

Submit resume of a new Key Person one week prior to turnover for review by COR

Review training objectives with COR or designated Government representative prior to delivery

If determined to be unacceptable to the COR and cannot be resolved to the satisfaction of the Government, the Government may consider payment reduction

Frequent occurrences may result in negative performance documented in Contracting Performance Assessment Reporting System (CPARS)

Explain contractual relationship and role with CGA when initiating outreach to a partner

Report issues or problems involving partners to COR within two (2) working days by phone or email

Respond in a timely and complete manner to requests from partners, advising COR in two (2) working days if unable to satisfy request

If determined to be unacceptable to the COR and cannot be resolved to the satisfaction of the Government, the Government may consider payment reduction

Frequent occurrences may result in negative performance documented in Contracting Performance Assessment Reporting System (CPARS)