PERFORMANCE-BASED WORK STATEMENT

NAVY MARKETING AND ADVERTISING (M&A) PROGRAM

IN SUPPORT OF COMMANDER, NAVY RECRUITING COMMAND (CNRC)

DATED June 2025

1. INTRODUCTION

The mission of Commander, Navy Recruiting Command (CNRC), located in Millington, TN, is to recruit the highest caliber Sailors to meet the needs of the Fleet. The mission of Navy Recruiting Marketing and Advertising is to build brand awareness and to support field recruiters by providing actionable leads for Recruiters to convert to contracts.

CNRC accomplishes this by identifying and understanding target audiences, developing awareness and creating favorable attitudes toward the Navy that inspire prospects to learn more about opportunities in the Navy.

The Navy requires a full range of professional marketing and advertising services in support of a nationwide marketing program for personnel acquisition and retention programs for Commander, Navy Recruiting Command, located in Millington, TN. CNRC constitutes the requiring activity for the contract. CNRC is a subordinate command to The Office of Chief of Naval Personnel/Budget Submitting Office (BSO) 22, located in Arlington, VA, and is an Echelon III command under Naval Education Training Command (NETC), located in Pensacola, FL.

2. BACKGROUND

2.1 The purpose of the CNRC Marketing and Advertising program is to:

2.1.1 Increase awareness of and favorable attitudes toward the Navy and Navy Reserve.

2.1.2 Inform target audience, parents and other influencers about opportunities and benefits found in the Navy and Navy Reserve.

2.1.3 Generate program eligible, quality leads and prospect relationships for recruiter follow-up.

2.1.4 Communicate through various methods to drive prospects to www.navy.com.

2.1.5 Generate foot traffic into local Navy recruiting stations dispersed across the country.

2.1.6 Prepare prospects for direct contact with a recruiter by increasing their knowledge of the Navy.

2.1.7 Position America’s Navy as a modern, high technology service and appeal to prospects using current and emerging technologies and communication channels.

2.2 Target audiences in the Navy’s M&A program are determined by recruiting goals and may include (approximate age groups included):

2.2.1 High school students (juniors and seniors) and recent graduates, ages 17 – 24.

2.2.2 College students (two-year and four-year) and recent graduates under the age of 26.

2.2.3 Members of the workforce who meet the age eligibility requirements for active duty and reserve duty per

COMNAVCRUIT INST 1130.8K and COMNAVCRUITCOM INST 1131.2G.

2.2.4 Professionals such as doctors, dentists, nurse and other medical specialists, engineers, lawyers, clergy, etc.

(including those in school and in the workforce) who meet the age eligibility requirements per COMNAVCRUIT INST 1130.8K and COMNAVCRUITCOM INST 1131.2G.

2.2.5 Members of the public who may influence the attitudes and decisions of prospects such as parents, teachers, high school counselors, etc.

2.2.6 Veterans (prior active and/or reserve service).

2.3 The Navy’s marketing & advertising program is directed toward the recruitment of personnel to fill vacancies in enlisted ratings and officer designators for both active and reserve components. The numbers and quality of personnel required for each of these Navy programs can vary in response to factors such as the macro economy, past shortfalls in recruiting, the internal Navy reenlistment rate, and the authorized personnel ceiling established by Congress. Budget changes and recruiting goal changes can occur at any time. The contractor shall be flexible in collaborating with the Navy and adjusting as required.

http://www.navy.com/

2.4 The government’s fiscal year runs from October 1 through September 30. Enlisted and officer goals (active and reserve) for Fiscal Year 2026(FY26) through FY31 are listed in PWS Attachment 6. Actual goals for each FY may vary significantly from those provided and will not be known until 2-3 months prior to the beginning of each new fiscal year. To optimize talent, the Navy endeavors to attract qualified prospects from all areas of the country and from all backgrounds.

2.5 The contractor shall be required to execute a brand campaign for the Navy to be approved by the appropriate

Navy senior leadership. The brand will serve as the platform for all future Navy communications that will appear throughout traditional media, public relations, emerging media, entertainment or any other initiative. The brand campaign shall include biennial assessments (through focus groups) of brand effectiveness with both internal Navy and external target markets. The brand campaign will represent all Navy communities (aviation, surface, subsurface, special warfare, Navy expeditionary, medical, supply, and all other communities). The Navy does not currently plan to change its brand or tagline (America’s Navy, Forged by the Sea), but the contractor must have the capability to modify, change or sustain the brand if requested and deemed necessary by the Navy. Brand Guideline will be provided upon award.

2.6 All printing of materials will be ordered by CNRC through mandated sources such as the Defense Logistics

Agency/Government Printing Office (GPO) and/or the Defense Automated Printing Services (DAPS). These materials will be provided free of charge to the contractor. In general, printing through GPO/DAPS takes four weeks after funding approval. CNRC is required to comply with FAR Part 8.8 to obtain printing services and supplies from the Government Printing Office (44 USC 501). CNRC does not require or intend to obtain any printed materials and services from the contractor in support of this PWS.

2.7 All Promotional (Promos) items or Navy Promotional Recruiting Material (NPRM) to be distributed by the contractor will be ordered by CNRC and will be provided as government furnished property to the contractor.

CNRC is required to comply with the provisions of Federal Acquisition Regulation (FAR) Part 8.7, to obtain promotional items from National Industries of the Blind under the Javits-Wagner-O’Day (JWOD) Act (41 USC 46-48c) and with FAR Part 8.8 to obtain printing services and supplies from the Government Printing Office (44 USC 501). CNRC does not require or intend to obtain any promotional items and services from the contractor in support of this PWS. The contractor will work with CNRC in the design of all promotional items to be acquired.

CNRC N9 Program Managers will work closely with the contractor to ensure content and creative work related to all promotional items and/or other forms of content are properly vetted for approval. CNRC maintains a secure storage warehouse on military property. This warehouse stores promotions items as well as posters, flyers, and other print items. The warehouse items are stored until distributed directly to the Navy Talent Acquisition Groups (NTAG) and Reserve Talent Acquisition Groups (RTAG). Contractor requested items are to be stored in a warehouse determined (and paid for) by the contractor. Contractor shall provide recommendations as needed regarding the types of promotional items that Navy should acquire that would resonate with the current target demographic.

2.8 Navy uses Salesforce CRM to track leads and applicants. Adobe analytics provides detailed metrics across Navy.com engagement and performance; Adverity receives site trend, leads, and contract data and is the dashboard tool currently used for briefing Navy leadership on trends. Software of comparable capability may be used. Navy.com is the only lead generating website and runs on the DRUPAL content management system.

These leads automatically filter into the Navy’s Advertising and Leads Tracking system (NALTS). NALTS is owned by the Navy and is the current database for leads collection. During this contract, it is expected that the CNRC enterprise will transition leads tracking systems to the Salesforce CRM. The contractor will be required to have a satisfactory level of knowledge on Salesforce products and services and be able to utilize Salesforce systems for leads collection and processing. Currently, data is transmitted bi-directionally between Salesforce and NALTS daily via a RESTful Web Service API.

3. SCOPE

3.1 The purpose of this contract is to provide a full range of professional marketing and advertising services in support of a nationwide marketing program for personnel acquisition for Commander Navy Recruiting Command.

3.2 The contractor shall be able to provide a full range of services from developing strategic marketing plans through the production of advertising content, and procurement of media placement. The plans should include support for a national campaign, but also support for local marketing planning, execution, and evaluation for the 26 Navy Talent Acquisition Groups (NTAGs) and Navy Recruiting Reserve Command (NRRC) to include Reserve Talent Acquisition Groups (RTAGs). The contractor shall continually employ and propose approaches that use emerging technologies and advances in the disciplines of advertising, prospect relationship management, and other applicable categories of expertise. This should include the use of artificial intelligence (AI) where appropriate, with great care taken to protect brand safety.

4. TASKS

The contractor must execute a comprehensive national marketing plan and advertising strategy that aligns with the Navy’s campaign plans. The contractor must provide the following four major functions:

Function

4.1 Development of annual marketing and advertising plan and account management

4.2 Provide robust content development for all aspects of media.

4.3 Provide execution of creative content, to include managing rights and purchasing media placement.

4.4 Lead generation, collection, nurturing and management.

4.1 ANNUAL MARKETING AND ADVERTISING PLAN (AMAP) and Account Management

The contractor shall develop the Annual Marketing and Advertising Plan based on NRC’s Commander’s Guidance and provide to the COR in accordance with the timeline established at 4.1.10.10.

The Navy’s annual marketing and advertising plan shall identify strategic lines of effort with defined measurable strategic goals and performance measures. These performance measures shall be used to measure the progress towards meeting the strategic goals. At a minimum these specific and measurable goals should clearly define the following characteristics: (1) what is to be achieved, (2) how it is to be achieved, (3) when it is to be achieved, (4) who is responsible for achieving it, and (5) how it is to be measured. This requires market research, planning, development, execution, and assessment. The contractor shall provide program management of the Navy’s advertising account.

The contractor shall organize, manage, and execute these steps and shall have a dedicated account management team to manage the day-to-day business as well as long-term projects and planning. The contractor shall make adjustments as dictated by changes in the marketplace as well as changes in budget and recruiting goals. The contractor shall provide rapid response to frequent demands for assessments, briefings, and alternate options or proposals for consumption by various levels and organizations of Navy senior management. The contractor shall organize and execute research in accordance with industry best practices. Considering the quickly evolving landscape of technologies such as Artificial Intelligence (AI), the contractor shall, as part of the AMAP, identify the latest M&A emerging technologies, to include AI-powered tools and open platforms, and provide an assessment of how those tools would benefit Navy, and any potential associated risks.

Example strategic lines of effort and plan for measuring strategic goals:

Description Goal Performance Measure Attract High Quality Talent: Generate leads, increasing the number of officer leads and the percentage of enlisted with Score of 65+ on

AFQT/ASVAB.

Provide Navy with highest quality prospects eligible for the most demanding roles.

Number and percentage of M&A leads and contracts of enlisted with 65+ scores, and M&A officer leads and contracts.

Support Brand Awareness:

Increase leads for Special Operations ratings:

4.1.1 Develop effective communications that appeal to the target audience in all areas of the country to ensure a talented pool of prospects for all Navy programs, officer and enlisted, active and reserve. Additionally, develop campaign plans, as directed by the Government, that address audiences when market research indicates that there are concerns or motivators that are specific to regional/geographic areas of the country.

4.1.2 The contractor shall be able to execute target audience identification, market segmentation, and analysis of all research studies. Conduct no less than (5) studies per fiscal year, or whenever media campaigns are being executed in the fiscal year. Examples include Kantar, AAU Brand Tracker Study, Creative Evaluation, Specialty Deep Dive (Qualitative/Quantitative), and Propensity Qualitative or any equivalent studies. The contractor shall provide marketing and advertising research, to include brand tracking studies and brand lift studies as appropriate and necessary to develop and ensure the successful execution and monitoring of a Navy brand campaign and resulting communication plans for the achievement of CNRC’s recruiting objectives. The contractor shall devise and conduct research in support of Navy communication plans.

Industry standards and current practices in Navy programs suggest that this research shall consider aspects listed in para. 4.1.3 to 4.1.4.

4.1.3 Employ innovative methods and industry best practices in both quantitative and qualitative research;

audience identification and market segmentation; media planning and buying; post analysis; and reporting.

These methods should include the use of AI as appropriate to enhance efficacy of the research, to include audience identification, segmentation and virtual focus groups. The contractor will be required to develop and produce recommendations for targeting various markets in support of AMAP.

4.1.4 Address, test, and support the effectiveness of creative strategy and copy testing (pre and post), and media selection.

4.1.5 Use the findings of secondary market research such as the “Youth Poll” and the “Ad Tracking Study” conducted by JAMRS (Joint Advertising Market Research & Studies). These studies should provide additional marketing and advertising measures (i.e., reasons for joining the military, awareness and influence of advertising on decisions to join, etc.) for the target market or those who have already joined the Navy.

Make recommendations to CNRC to provide inputs to JAMRS, affecting the design of their studies to address Navy-specific research topics.

4.1.6 The contractor shall provide to the Defense Human Resources Agency (DHRA) Office of People Analytics (OPA), of which JAMRS is a part, all requested information including national leads and national advertising expenditures by media channel and direct mail data.

4.1.7 INITIAL PLANNING REQUIREMENTS (YEAR ONE): After contract award, the following plans, as described further below, are required for implementation during the first year of the contract:

4.1.7.1 The Navy will provide Commander’s Guidance detailing specific recruiting goals to the contractor following award of the contract. The AMAP meeting shall be conducted no later than 60 calendar days after receipt of Commander’s Guidance. The contractor shall submit a written M&A plan no later than 30 calendar days after the AMAP meeting. Due to time and budget considerations, it is anticipated that initially most of the current creative materials (e.g., TV/digital spots, print, direct response, etc.) would continue to be used for the remainder of FY26. An example of Commander’s Guidance is included as PWS Attachment 12.

4.1.7.2 The contractor shall develop and assess a Strategic Communications Plan annually for Navy approval, outlining the anticipated market environment including pertinent media channels, strategic levels of communication, and marketing goals. This plan must be a fully integrated strategic marketing plan that demonstrates the synergistic use of all communication channels, including media, public relations and outreach in the communications of the essence of Navy through a brand campaign. The Strategic Communications Plan shall address critical recruiting priorities. An initial Strategic Communications Plan shall develop and submit to the CNRC COR no later than 60 calendar days after receipt of Commander’s Guidance.

4.1.8 SUBSEQUENT PLANNING REQUIREMENTS (YEARS TWO THROUGH FIVE): The contractor shall provide both the AMAP and Strategic Communication Plan to the N9 Director and CNRC COR annually 60 days after receipt of the Commander’s Guidance as described above at para. 4.1.7. The contractor will finalize the plan within 30 calendar days of AMAP for approval by Navy leadership using the AMAP process described in para. 4.1.9.

4.1.9 AMAP PROCESS

4.1.9.1 The CNRC Marketing and Advertising Department will provide guidance to the contractor to enable the development of the AMAP. This guidance will be presented to the contractor at a pre-planning meeting hosted by CNRC at its facility in Millington, TN or via Video Teleconference and shall provide program advertising plans identifying requirements or special needs of the Navy. This meeting shall be held each year at least 60 calendar days prior to the AMAP Meeting. PWS Attachment 1 provides CNRC program advertising plans.

4.1.9.2 The contractor shall coordinate and participate in the AMAP Meeting in the Millington or Memphis TN, location, in accordance with the Joint Travel Regulations. This meeting shall take place annually, will last no more than two working days, and will include appropriate CNRC marketing program managers and leaders, totaling approximately 40 personnel in addition to contractor personnel. In planning the annual meeting, the contractor shall coordinate the format, location, agenda, and duration of this meeting that best serves the collaborative relationship between the parties and the strategic objectives of Navy Recruiting.

4.1.9.3 With guidance and approval of Commander CNRC, the contractor shall administer the meeting to accomplish the following:

4.1.9.3.1 Review the current Annual Marketing and Advertising Plan and progress toward meeting its goals. Review performance metrics such as cost per lead and cost per contract.

4.1.9.3.2 Review relevant research conducted by the contractor and other activities (JAMRS, etc.) as well as advances in industry practices and emerging technologies that may have an impact on the Navy’s M&A.

4.1.9.3.3 Review, discuss, and evaluate the contractor’s proposed AMAP for the upcoming contract period. The Navy requires a comprehensive and detailed AMAP as the primary outcome of the meeting. This plan shall address emerging tools and technologies in advertising and provide for their practical application where appropriate.

It shall also include, but is not limited to, advertising and creative objectives and strategies for the Navy brand campaign, media plans and specific cost elements and budget allocations.

4.1.10 AMAP EVALUATION, IMPLEMENTATION, AND ASSESSMENT

4.1.10.1 Navy shall evaluate the proposed AMAP and may request additional data or details. The contractor shall make necessary revisions within 15 calendar days of receipt of Government’s written comments and revisions, if any, and shall submit a final plan along with a suitable executive summary to the COR. The COR will then proceed to obtain approval for the final plan from Navy leadership. As part of this process, the contractor may be asked to make further presentations and explanations of the plan and a contractor briefing team may be required. Note that a fully costed media plan is not required for AMAP.

4.1.10.2 Contractor performance will be assessed using the performance measures for each requirement in this PWS.

Assessment shall include the following:

4.1.10.3 Accurate and reliable tracking of gross leads generated and program eligible leads or actionable leads (those meeting the minimum eligibility requirements), Provided in the End of Month (EOM) report. See PWS Attachment 11.

4.1.10.4 Tracking conversion rate of leads to contracts; calculating cost per eligible lead and cost per gross new contract. Track the overall conversion rate and be able to track by specific channels (i.e. paid search vs social media). Provide in the EOM report.

4.1.10.5 Tracking of appropriate awareness indicators such as those provided by JAMRS, outside sources, and in-house Navy and contractor research to gauge the effectiveness of Navy brand and awareness.

4.1.10.6 Evaluation of all paid media efforts, to include Cost per thousand (CPM) impressions against the target market and all adults 18+, website click through rates, response rates, etc. Provide in the EOM report (See Section 6 List of Deliverables).

4.1.10.7 The contractor shall track and report on the number of engagements with Navy M&A content. Provide monthly in the EOM report.

4.1.10.8 Production of various displays (graphs, bar charts, etc.) and briefings of these assessments and metrics for Navy use or brief the results.

4.1.10.9 Provide month over month and year over year trend analysis of Return on Investment (ROI) and as directed by the Government, recommend appropriate changes to strategy. Include trends and recommended changes in EOM report.

4.1.10.10 Contractor shall provide a quarterly assessment evaluating in-year AMAP.

4.1.11 ACCOUNT MANAGEMENT AND TEAM EXECUTION

The contractor shall provide an account management team to work full-time and be solely dedicated to the Navy Recruiting Command account in the planning, development, execution, monitoring, and assessment of all CNRC-related initiatives adhering to advertising industry best practices and its own most successful operating processes. The contractor shall provide account services across the full spectrum of industry standard management activities including IT support, comprehensive reporting, financial and contract administration and oversight, human capital and team management, among other factors necessary for successful client interaction.

The following baseline functional requirements are required:

4.1.11.1 The contractor’s performance of work shall emphasize and be subject to approaches outlined in the AMAP and to input provided by CNRC. The contractor shall maintain effective liaison with CNRC managers to ensure the successful execution of the plans and projects. The contractor shall conduct a weekly status report (call) to update key projects, discuss upcoming milestones, and resolve pressing issues.

4.1.11.2 Monthly site visits (Millington, TN) by the contractor’s primary account manager and appropriate channel subject matter experts are required at a minimum. During this site visit, the contractor will provide an End of Month briefing to CNRC leadership on analytics, ROI and trend analysis.

4.1.11.3 The contractor shall prepare to provide an M&A campaign status briefing to senior Navy leadership quarterly.

These are typically in Washington, D.C.

4.1.11.4 The contractor shall maintain a system that accounts for all costs (labor as well as ODEs) for all projects and all programs, such as production of advertising, direct mailings’ postage costs, Basic Advertising Services

AMAP Timeline Pre AMAP Within 30 days of contract award and/or option start date

Pre-AMAP meeting; Deliver Commander’s Guidance; Assess current year

AMAP 60 days following release of Commander’s Guidance

Conduct AMAP (1-2 days in duration, near Millington, TN)

Final AMAP within 30 days of AMAP

Contractor submits final plan for approval to include detailed summary listing of all proposals under CLIN -001 and Recurring, Routine IT support services under CLIN -006, excluding NALTS support which will be covered under CLIN 0007.

4.1.11.5 The contractor shall provide monthly financial reports (DD804) to the CNRC Financial Manager and provide other financial and management data as requested in accordance with DODINST 1304.32. (due no later than the 10th day of each month).

4.1.11.6 The contractor shall designate one main point of contact for all issues related to performance of this contract and identify other critical personnel and points of contact for this requirement.

4.1.11.7 The contractor’s current clients shall not represent a conflict of interest with the Navy account or brand. The contractor shall not represent nor participate in a solicitation for advertising services with any of the other U.S. military services throughout the duration of this contract. This includes at time of solicitation.

4.1.11.8 During the year, the Navy has projects of all types in various stages of planning, development, preparation, operation, and refinement. These projects range from creation and production of a single print advertisement to planning and executing a multi-faceted communications campaign. The contractor shall maintain an experienced full-time staff to handle day-to-day routine requirements as well as the multitude of rapid response briefs, budget evaluations, and new or modified requirements.

4.1.11.9 At least quarterly, present formal briefings to Navy executive management on the current recruiting environment and performance of the Navy M&A campaign. The contractor shall have VTC capability. The contractor shall transmit documents electronically (Word documents, Excel, PowerPoint, PDF, etc.) and exchange email correspondence with the Navy. All documents and emails shall be able to interface with and be fully readable by Navy personnel on Navy-approved systems.

4.1.11.10 Interface with other government organizations such as the Department of Defense (DOD) Joint Advertising

Market Research Studies (JAMRS) and with the other armed forces recruiting advertising organizations when required by CNRC.

4.1.11.11 Transition of Contract Support. The contractor shall provide a plan for transition out services to ensure minimum disruption to vital Government business. This plan shall address how the Contractor will work with successor contractor and Government personnel to ensure that there will be no service degradation during the transition period sixty (60) day period prior to date of contract expiration). Steps required for the transition include but are not limited to transfer of physical and digital media, transfer of database managing services to include preservation of operational, functional, and technical requirements of the system as it migrates from the incumbent to the successor, transfer of website management services and other administrative services. Transition Out Plan shall be delivered no later than 60 days prior to end of the contract.

4.2 CONTENT – CREATIVE DEVELOPMENT

4.2.1 The contractor is responsible for collaborating with CNRC’s in-house Creative Division for all creative development of CNRC advertising needs. Creative services shall include all media platforms from traditional to emerging. The contractor shall use a creative strategy developed in partnership with CNRC as the basis for its creative ideas. The contractor’s Creative Strategy shall be research-based and be innovative, with specific objectives. Innovative techniques, such as the use of artificial intelligence (AI), may be used, when approved by CNRC, with careful consideration to ensure content remains authentic. The creative product shall reflect the contractors best creative thought and industry best practices to execute campaigns to maximize audience engagement. See PWS Attachment 6 for projections and estimates.

4.2.2 The contractor shall file for a Visual Information Record Identification Number (VIRIN), allowing for archiving procedures to be in place for all creative content developed.

4.2.3 Creative development and execution (including production) for the brand campaign and other required advertising activities shall effectively leverage the synergies possible through an integrated communications campaign using television, radio, print, digital, and other media as appropriate.

4.2.4 The contractor shall provide creative services including design, development, and production of all media elements including television, radio, print (direct mail, magazine etc.), digital, display, out of home (e. g.

billboards), event signage, asset branding, social media, video, and other emerging technologies.

4.2.5 To ensure consistency of creative products the contractor shall coordinate various aspects of creative design with CNRC’s in-house Creative Division to ensure alignment in all creative products, sales literature, posters, signage, and videos.

4.2.6 CREATIVE USAGE. The following baseline procedural requirements reflect current processes in the Navy’s program and are not meant to restrict the scope or originality of the contractor’s approach to Navy Marketing and Advertising.

4.2.6.1 TALENT AND RESIDUALS. The Contractor shall be fully responsible, under CLINs -001 for all aspects of music rights and talent contracts, including the use of celebrity spokespersons, for all products developed and utilized during the term of this contract. To the extent that the Navy approves the use of such products that pre-existed this contract, and to the extent that there are aspects of talent and residual costs that need to be negotiated and paid for the use of those pre-existing products, the Government intends to have those accomplished under CLINs -003 and -004. The Government will reimburse the contractor for Talent and Residual expenses (including union fees). These expenses shall be detailed in the task order quote.

4.2.6.2 CREATIVE PRODUCTS. All creative work is the property of the Government and shall be original and shall be submitted in such form as specified by CNRC for review and approval by the appropriate Navy approving official. The contractor shall maintain, inventory, and preserve all digital content and files, films, tapes, commercials, slides, negatives, and all other items produced by the contractor on behalf of the Navy.

No items shall be destroyed or discarded without prior approval from the COR. Regardless of the source used by the contractor, copyright and licenses go to the Navy and all assets will be owned by the Navy in perpetuity. Any changes will require approval from the COR.

4.2.6.3 TRANSITION OF CREATIVE PRODUCTS. If a transition between contractors is required, the incoming contractor shall obtain from the outgoing, incumbent contractor copies of all current Navy advertising including television/Digital/radio commercials, print and electronic advertisements, fulfillment items, etc., and maintain on file for use. This should include all working files. The incoming contractor shall also obtain details of the copyrights, music rights and talent contracts from the outgoing contractor for file and continued use. It shall be assumed that all current Marketing and Advertising shall continue to be used after award of the contract for an unspecified time until a new, approved Navy brand campaign is ready for implementation if required. Therefore, the incoming contractor shall obtain and maintain all files, spots, rights, etc., to ensure all forms of Navy communications and marketing efforts continue uninterrupted from the previous contract to the new contract. This transition includes various manuals, user guides, project plans, business requirements documents, etc. produced in support of Navy advertising initiatives.

4.2.6.4 TRADEMARK AND COPYRIGHTS. The Government owns any trademark and copyright rights in all campaign names, slogans, catchphrases and other wording, and designs and logos (“the Marks”). Use of the Marks by the Contractor shall inure to the benefit of the Government. Contractor will not register the marks as trademarks. If copyright protection is available, the Contractor will obtain copyright registration and assign said registration to the Government. Note: The trademark and copyright attorneys for the Department of the Navy reside within the Office of Naval Research (ONR).

The contractor shall not assert any claim, in any jurisdiction, based on trademark or other name or design-based causes of action that are based on rights the contractor believes it has in the term(s) (the “Designation(s)”), against the Government or others authorized by the Government to use the Designation(s) (including the word(s), name, symbol, or design) acting within the scope of such authorization (i.e. claims for trademark infringement, dilution, trade dress infringement, unfair competition, false advertising, palming off, passing off, or counterfeiting). Such authorization shall be implied by the award of a Government contract to any party for the manufacture, production, distribution, use, modification, maintenance, sustainment, or packaging of the products and services identified under this contract, and the scope of such implied authorization is defined as the use of the Designation(s) in performance under such contract by the prime contractor and its subcontractors and suppliers at any tier. In all other cases, the scope of the authorization will be defined by the Government in writing

4.2.6.5 EXISTING MUSICAL COMPOSITIONS. With respect to any musical composition not first produced or composed in the performance of work under this contract but which is incorporated into any motion picture, or television film or film strip, live or recorded television or radio spot, or other production furnished hereunder, the license granted under the Technical Data Rights clauses incorporated in this contract shall be limited solely to the motion picture, or television film or film strip, live or recorded television or radio spot or other production which incorporates such musical composition. All rights are dependent on contract terms negotiated. The contractor will procure all appropriate rights and licenses to accomplish the mission worldwide.

4.2.6.6 EXHIBITION RIGHTS. Any advertisement, commercial, motion picture or television film or film strip, live or recorded television, digital or radio spot, or other production ordered hereunder will be exhibited or used by the Government or others on a non-sponsored or non-profit basis only. Proposals submitted hereunder shall include the cost of acquisition of only those rights or release instruments as are necessary for such non-sponsored or non- profit exhibitions.

4.2.6.7 DELIVERY OF RELEASE INSTRUMENTS AND LICENSES. The contractor shall furnish the release instruments and licenses required by the clauses of this contract and shall deliver such release instruments and licenses to the COR on or before the final delivery date of the advertisement, commercial, motion picture or television film or film strip, live or recorded television, digital or radio spot, or other productions to which such release instruments and licenses relate. Duplicates are not necessary, but the contractor shall secure the proper instruments for release forms before production begins.

4.2.6.8 REPRODUCTIONS MATERIALS. All brand products developed by the contractor are the property of the

Government and shall only be used by the contractor as part of contract performance. All finished products developed by the contractor, become the property of the Government, subject to any licenses, releases or permission granted by third parties for materials incorporated into the finished products.

All mechanical devices produced by the contractor in the performance of this contracts, such as electroplates, engravings, and roto-prints shall be property of and be delivered to the Government; however, the devices will remain in the custody of the contractor for the duration of the contract or any extension thereof. All camera-ready materials, such as mechanicals and photos, in their entirety shall be the property of the Government. Photographs, slides, film footage, trims and cuts, excess to the final accepted product, shall be the property of the Government. All materials will be maintained by the contractor during the contract and turned over to a subsequent contractor by order of the Contracting Officer. All assets will be owned by US NAVY in perpetuity at all times with the exception of annual contracts subject to annual review.

4.2.6.9 DISSEMINATION OF INFORMATION. There shall be no release, dissemination or publication within or outside any Government agency, except within and between the contractor and subcontractors, of any information provided by the Government or any supplies developed under this contract or contained in the reports to be furnished pursuant to the contract without the prior written approval of the COR.

4.2.6.10 Data Rights/Ownership of Media: The Government has unlimited rights to all documents/material produced under this contract. All documents and materials, to include the source codes of any software, produced under this contract shall be Government owned and are the property of the Government with all rights and privileges of ownership/copyright belonging exclusively to the Government. These documents and materials may not be used or sold by the Contractor without written permission from the Contracting Officer. All materials supplied to the Government shall be the sole property of the Government and may not be used for any other purpose. This right does not abrogate any other Government rights.

4.3 CONTENT – CREATIVE EXECUTION

4.3.1 TELEVISION, DIGITAL VIDEO CONTENT AND RADIO

4.3.1.1 The contractor shall maintain all film masters and master videotapes along with complete documentation concerning talent contracts, music rights, and any other information needed to determine legal issues involving network, streaming, or cable broadcast, or any other use or distribution of all video products to any audience at any time. All raw film, video footage, and still photography are the property of the Government and shall be provided by the contractor within 30 days of project completion, with use limited only by talent contracts. The use and ownership of such materials are subject to other third-party rights as negotiated.

4.3.1.2 Full industrial rights shall be obtained for unrestricted usage of the products whenever possible.

4.3.1.3 The contractor shall maintain the talent release forms on all talent, including service member talent, seen in any advertising products.

4.3.1.4 Master audiotapes of radio commercials and/or digital audio content are to be maintained and inventoried.

All audio content is the property of the Government and shall be provided by the contractor within 30 days of project completion, with use limited only by talent contracts. The use and ownership of such materials are subject to other third-party rights as negotiated.

4.3.2 PRINT ADS

4.3.2.1 The contractor shall provide print ads in a manner consistent with industry best practices and Navy branding standards.

4.3.3 DIRECT RESPONSE CREATIVE MATERIALS AND TEMPLATES

4.3.3.1 The contractor shall provide for efficient execution. Direct Response consists of direct mail, e-mail, flyers, and digital job postings. The contractor shall provide a government compliant platform to execute outbound email campaigns consistent with industry best practices. This is executed at a national or regional scale in a manner consistent with industry best practices.

4.3.3.2 The contractor shall create, produce, manage, and report on all aspects of direct marketing efforts.

4.3.3.3 Actual Postage (covered under all CLINs ending –002) covers pass through or actual costs for Postage required, including permit fees for outgoing and business reply mail, for all direct mailings. Contractor shall provide a monthly report of postage usage.

4.3.4 PRINTED MATERIALS: The contractor shall create digitized print ready files in accordance with CNRC detailed specifications for submission to mandated printing sources such as the Defense Logistics Agency/Government Printing Office (GPO) or Defense Automated Printing Service (DAPS).

4.3.5 SPANISH LANGUAGE MARKETING. The contractor shall have the capability to produce print, radio and video ads in Spanish. English is primary, however, Spanish language may be used in select markets, to market to influencers. No other language requirements exist for M&A.

4.3.6 MEDIA AND RELATED SERVICES

4.3.6.1 The contractor shall provide services for media planning, placement, purchase, and tracking encompassing television (broadcast and connected TV), radio (digital and terrestrial), print, online, interactive, video, smart phone, and all other appropriate marketing channels. The contractor shall develop plans for media placement by using a mixed media model which uses data from previous media purchases and planned budget, to recommend the appropriate mix of channels to maximize ROI.

4.3.6.2 The COR will approve all media plans, schedules, purchases, and placement of advertising and related products. Once the deliverable is approved, individual task orders will be issued as required under Media CLIN -002. Under current practice, the contractor obtains, inventories, and maintains proof-of-performance documents. For every media task order, the contractor shall provide certified evidence of media performance, verify invoice accuracy and matching expenditures, and employ methods to proactively identify, report, and stop fraudulent or bot activity. Any bot activity should be reported and tracked to ensure adequate measures are in place to prevent further activity. A yearly summary of all paid media by task order and dollar value is due annually.

4.4 LEAD GENERATION, LEAD-NURTURING, COLLECTION AND MANAGEMENT

4.4.1 Field Events Marketing Services: Labor and other specified other direct expenses in support of field event marketing services shall be covered under the CLINs ending in -001; ODEs as specified below in support of field events marketing services shall be covered under the CLINs ending in -005. Labor should include subject matter experts for topic about recruiting management and support. The contractor shall develop an annual Field Marketing plan, as part of the AMAP, providing a recommended plan for allocating resources for each NTAG based on the NTAG’s performance and regional audience. This plan shall include, at a minimum, any major recommended events to support, as well as a plan to audit brand compliance across stations, and identify any M&A needs per NTAG.

4.4.1.1 The contractor shall plan, provide, execute, and monitor a comprehensive field event marketing program.

The contractor will coordinate providing these field event marketing services with CNRC. This coordination will include phone, email, and videoconference planning with CNRC Public Affairs Officers (PAOs), the Outreach Department (N10) and CNRC eTalent representatives stationed at the 26 NTAGs and 5 RTAGs throughout the country. Field events should appeal to target and influencer audiences and generate actionable leads. Efforts in this area may include but are not limited to the operation of the STEM traveling mobile assets as described below. These mobile assets should feature Virtual Reality and technology to inspire and educate Navy’s target market. Current activities for field events marketing are included in PWS Attachment

4. These initiatives may vary from year to year based on the Navy’s annual M&A budget. Navy's recruiting objective is to focus attention on the STEM program in concert with other Navy Commands with the objective of communicating the importance of the physical sciences to future Navy prospects at the high school level around the country. The Contractor shall provide STEM Tour Mobile Display Units that focus on “higher learning” recruiting priorities to be equipped with customized graphics reflecting the Navy brand. The property shall reflect cutting-edge technologies in use and/or in development by the United States Navy, such as the newest touch screens, proximity information sharing system, interactive electronic gaming, etc. as necessary to attract the target audience. Vehicles shall be leased and at no time will vehicles become property of the government. The contractor shall be responsible for insurance and certifications required by industry standards and statute. Event properties are contractor provided items with specifications covered via issuance of a separate statement.

4.4.1.2 Under CLINs ending in -005 and in separate task orders, the contractor shall provide for engaging, innovative mobile assets that will be used as part of Field Events Marketing. The contractor shall be able to provide the mobile assets as soon as practicable to support field events marketing upon contract award within the first 90 days. See PWS Attachment 4.

4.4.1.3 Reserved.

4.4.1.4 The contractor shall provide digital lead capture systems on all mobile assets that collect data from visitors, and transmit the data to the Salesforce CRM used by recruiters to contact those individuals, and provide metrics for each event to include gross leads, actionable leads, meeting age, education, and citizenship and contracts. The contractor shall provide and manage Field Event lead collection operations in accordance with industry standards for such operations. The contractor will be required to collect Personally Identifiable Information (PII). The contractor shall maintain, safeguard, and protect PII information in accordance with current DoD and DON rules and regulations. The contractor shall ensure security requirements are met for the operation of Field Events lead capturing processes. The contractor shall ensure all necessary upgrades and updates are implemented in accordance with emerging DoD and DON security requirements. Any devices used to capture PII shall be in compliance with the DoD and DON rules and regulations regarding the capture and storage of PII.

4.4.1.5 The contractor shall provide the overall management, scheduling, tracking, updating, upgrading, monitoring, and assessment of events including ensuring all event properties are properly operated to generate leads and maximize return on investment.

4.4.1.6 Provide assessments of the effectiveness of the various properties and events the Navy attends as well as the effectiveness of the recruiter’s use of each property and event through periodic on-site evaluations. Provide monthly reports to CNRC identifying the usage and effectiveness of properties, number of people in attendance, number of leads collected, and estimated cost allocation associated with each event. Include in the End of the Month Analytics/ROI deliverable identified in Section 6.

4.4.1.7 Identify improvements, enhancements, or replacement of properties to ensure they maintain their appeal and impact to the target audience. The contractor shall also identify changes to Navy’s use of scheduled events to maximize effectiveness and ROI for their various intended uses.

4.4.1.8 The contractor shall ensure the properties maintain consistent graphics and signage in keeping with the Navy brand, associated communications plan, and the intended audience.

4.4.1.9 Develop cooperative marketing to assist recruiters in best practices for successful field events and conventions across the country. Ensure brand consistency is evident at recruiting stations and in products created for recruiters to use (classroom briefings, etc.).

4.4.2 Lead Nurturing: The contractor shall develop and execute procedures to generate actionable leads for recruitment. Actionable leads are defined as age, education, and citizenship-qualified prospects asking for more information about the Navy. Lead generation comes from various efforts such as field events marketing (to include outreach, Navy promotional days, fleet weeks, sponsorships, career fairs, STEM events, and high school and college events) and website Requests for Information (RFIs). The contractor shall have the capability to gather leads from all sources and re-target leads awaiting eligibility. The contractor should adopt emerging/forward-leaning lead generation/validation platforms, to include using innovative web techniques such as AI chat bots, to encourage lead generation on the website. The contractor will have access to Navy data in Salesforce when onboarding. If and when data needs to be exported, the Government will perform that function.

4.4.2.1 The contractor shall provide data validation to ensure it is protected, usable and accessible for the purposes of marketing ROI and M&A lead reporting. Additionally, the contractor shall provide a systematic approach to collect quantitative and qualitative data across a Marketing and Advertising lead journey to become a Navy Sailor, identifying areas of prospect leakage (drop-off) and areas for improvement. Further, the contractor shall develop, update, and maintain Marketing and Advertising reporting in Salesforce.

4.4.2.2 The contractor shall provide key analytics capability to score marketing leads for quality based on historic conversion of leads from associated marketing channels. Further, the contractor shall implement and maintain the lead scoring into the command’s CRM, currently Salesforce.

4.4.2.3 The digital lead capture systems on all mobile assets that collect data from visitors, and transmit the data to the Salesforce CRM used by recruiters to contact those individuals shall be available to recruiters within 24 hours. The contractor is responsible for coordinating national events in conjunction with select local events to ensure maximum ROI of advertising assets used during school visits. Additionally, the contractor shall deliver retargeting and lead nurturing services that will deliver the following capabilities:

Segmentation to deliver personalized messaging Deliver customized journeys to optimize a lead user experience Capabilities for custom reporting and data mining Email and/or text messaging drip campaigns Monitoring and tracking of prospect activities with…