B09_Solicitation_Amendments_Amd_1_Attch_2_Revised_SOW_0001.pdf

Statement of Work (140L0124Q0004) Marketing Services for Off-range Wild Horse and Burro Program

Blanket Purchase Agreement

1.0 BACKGROUND

The Bureau of Land Management’s (BLM) Wild Horse and Burro (WHB) is responsible for managing and protecting our nation’s wild horses and burros on public lands, as outlined in the 1971 Wild Free-Roaming Horses and Burros Act. As part of this responsibility, the BLM must remove excess animals from public lands to control population growth. The excess animals are then placed into private care. As the placement rate for excess wild horses and burros remain steady the BLM has identified the need to build on an existing brand and assist with implementation of a marketing strategy that effectively supports and increases the steady placement of animals into private care and raises awareness and understanding of the need for management of wild horses and burros on public rangelands.

2.0 SCOPE

The BLM will use a marketing contractor to build on the existing brand and implement elements of its marketing strategy under a Blanket Purchase Agreement (BPA) contract with firm-fixed price quarterly Task Order requirements. The selected contractor will create integrated marketing plans with strategies for traditional, digital and social media platforms and emerging technologies, and innovative approaches for implementation and measurement to provide brand recognition and awareness of wild horses and burros that encourages the adoption and/or purchase of wild horses and burros, as well as provide education on the wild horses and burros and their habitat on public lands. The internal monitoring and reporting tools will help improve consistent marketing efforts across multiple BLM offices within the program to help encourage the adoption and/or purchase of wild horses and burros. All completed work will receive the proper approvals from BLM. In addition, all resulting products will become the sole property of the BLM.

3.0 CONTRACT ADMINISTRATION DATA - Contracting Officer’s Representative

(COR)

A COR will be appointed by the Contracting Officer upon issuance of this contract. The COR will be responsible for the day-to-day coordination and oversight of the contract. The COR does not have the authority to modify or in any way change the terms of this contract. See FAR clause 1452.201-70 Authorities and delegations.

GOVERNMENT FURNISHED MATERIALS/INFORMATION

The BLM’s Contracting Officer (CO) will provide contact information for the BLM’s Point of Contact (POC) upon award. The BLM’s Contracting Officer’s Representative (COR) will be the POC to provide day-to-day oversight and in-use materials for the integrated marketing effort.

This includes current and publicly available samples of BLM marketing and promotional materials.

The government will not furnish facilities, materials, equipment, and services to the Contractor.

These items will be provided by the Contractor to fulfill the requirements of the contract award.

4.0 PLACE AND PERIOD OF PERFORMANCE

The primary place of performance will be at the Contractor’s facilities. Two trips per year to visit WHB program events are anticipated to support Task Order requirements under this BPA and will be specified in each Task Order awarded under the BPA contract.

Period of Performance:

All work and services required hereunder will not exceed one base year and four option periods.

The dates of performance are estimated. Actual dates will be based on date of contract award.

Base Year: January 23, 2024 to January 22, 2025 Option Year 1: January 23, 2025 to January 22, 2026 Option Year 2: January 23, 2026 to January 22, 2027 Option Year 3: January 23, 2027 to January 22, 2028 Option Year 4: January 23, 2028 to January 22, 2029

5.0 PRICE QUOTE

Quotes should consider the following costs: contractor’s labor costs, placement/payment of all advertising deliverables, design costs involved in creating the deliverables, and travel for up to two visits to BLM WHB Program events per year. Quotes should not include the following costs:

printing of collateral materials and shipping of any materials to the WHB office.

BLM anticipates quarterly Task Orders to be issued on a firm fixed price basis for specific deliverables to promote the WHB program throughout the year and/or to promote its off-range corral/satellite regional events that can be tagged by the local BLM office or local media. These events are attended by individuals who are interested in adopting or purchasing wild horses and/or burros. The WHB program hosts between 50-90 off-range corral/satellite events per year.

The contractor will develop event marketing materials for tagging by WHB or local media. The contractor may need to tag some print and/or social media advertisements for events.

The Offeror should quote reasonable prices on Attachment 1 Price Schedule for specific deliverables detailed in 6.0 for the base year and each option year.

6.0 PROJECT DELIVERABLES

Most of the project deliverables have a one-to-three-year shelf life to promote the WHB program through BLM field offices. These deliverables include brochures, fact sheets, posters, and event collateral materials that may be distributed at events.

All designs and products will receive the proper BLM approvals, with at least two editing iterations by BLM staff, excluding typos created by the contractor, and will become the sole property of the BLM. All proofs and final deliverables will be in formats agreed upon by the BLM and the contractor to ensure timely deliveries, responses, and implementation. The contractor will provide the BLM with electronic versions of all completed work and design files in correct formats upon completion of the base year of the contract and after each option year.

BLM will issue quarterly task orders as funding permits to implement the marketing strategy.

Task orders will include sufficient details to execute the described deliverables (content, design, etc.).

6.1 Kick-off Planning Meeting: Within 5 business days of receiving the award, the selected contractor will coordinate with the BLM POCs to organize and host an initial in-person planning meeting with approximately three BLM staff within four weeks of receiving the award. The meeting will be held in Norman, OK. The contractor will present an Initial Marketing Plan that demonstrates how they plan to fulfill the deliverables listed below. A virtual kick-off planning meeting will be held during each option year.

6.2 Final Marketing Plan: The Final Marketing Plan is due to BLM POC within 30 calendar days after the Kick-off planning meeting. The marketing plan must include audience research and personas, media planning, advertising design concepts and placement, product development concepts, community engagement and reach, and any other relevant marketing material the contractor would recommend.

The WHB program’s target market ranks high with the female demographic and covers multiple age ranges and equine disciplines. BLM is interested in additional audience research. The contractor’s final strategic marketing plan will focus on increasing the placement of wild horses and burros into private care among the WHB program’s target audiences. The plan will include a combination of media platforms, emerging technologies, and other creative, innovative ways to reach the program’s target audiences, including the Hispanic market.

The marketing plan will include creative recommendations on how to reach the target audience and broaden to other audiences that will help further the awareness of the program and increase the placement of animals into private care. The BLM attends some equine-specific expos, and fairs to reach the target audiences. The plan should be all inclusive with traditional, digital, and social media, and promotional and event material recommendations for delivery to WHB Program office prior to each off-range corral/satellite event. The plan must address timing for delivering drafts of creative deliverables (advertising and collateral materials) that allow time for BLM to incorporate comments, deliver revised products for BLM final approval, and deliver final products to BLM.

The marketing plan must include any dependencies, resources needed from BLM, defined roles and responsibilities, a timeline that includes deliverables and deadlines, measurable data, and status meetings and reports.

6.3 Creative Development and Internal Style Guide: BLM will use current creative design templates for the first 6 months after the award. The contractor will present new creative concepts and development and/or updates to the templates to BLM within 5 months after the award to prepare for launch in the latter half of the base year. BLM plans to use the approved new campaign creative for three years, and the contractor will develop new creative in option year 3. During option years 1, 2 and 4, the contractor will refresh and update the campaign, as needed.

While BLM has a lot of high-resolution photography and many hours of broadcast quality videography, the contractor may need to purchase stock photography and stock videography to align with the branding and messaging of a BLM approved new marketing campaign. The contractor will not need to photograph or videotape any new images.

An Internal Style Guide will replace the current BLM Style Guide with the new creative development and branding to provide the tools and information that ensures consistent use of the WHB brand, including outlining specific guidance and instruction for the proper use of current organizational approved logos and marks, color palette, photo and image treatments, and glossary of terms for both internal and external audience use. In option year 3, the contractor may need to develop a new Internal Style Guide to reflect the new creative campaign.

6.4 Program Marketing Materials: The WHB needs updated materials that educate and inform the public about the WHB program with an overview of its purpose, mission, events, and activities. After BLM approval of a new or updated brand, the WHB will need the following program materials to provide the BLM field offices. WHB will provide copy content for the following materials. The contractor will not write the copy content.

6.4.1 Brochure (1-2 per year) - The contractor will design and develop the following brochures in printable digital format based on agency style and input (text, images, etc.), use appropriate graphics to convey data and agency messaging, and render into Section 508 compliant digital files suitable for posting on and downloading from the website.

a. A full-color informational single-page front/back brochure formatted for bi-fold (four panels) or tri-fold (six panels), folded into 8.5” x 3.75” vertical. The brochure size may vary depending on format and purpose.

b. A full-color informational multi-page brochure formatted for pagination/saddle stitching (up to 5 pages front/back; a total of 20 pages designed) that folds to 9” x 4” vertical, and pre-press preparation, including pagination and file setup.

c. An issue-oriented single-page, front/back brochure to educate the public on a topic that may arise during the contract period, folded into 8.5” x 3.75” vertical. The size may vary depending on purpose.

d. Insert Slip into the multi-page brochure that provides annual, seasonal, national and/or regional events information, such as date, location, and time for multiple events. Design for two-sided and sized for 3.5” x 8.5” paper stock.

6.4.2 Activity Booklet (1-2 per year) - The contractor will design and develop full-color activity booklets, such as for children, in printable digital format based on agency style and input (text, images, etc.). Contractor will develop appropriate graphics to convey data and agency messaging. Booklets will be formatted for pagination/binding (up to 16 pages front/back; a total of 32 pages designed) and size 8.5” x 11”. The contractor will render the requested booklets into Section 508 compliant digital file suitable for posting on and downloading from a website.

6.4.3 Fact Sheet (1-4 per year) - The contractor will design and develop full-color fact sheets with informational graphics delivered in printable digital format based on agency style and input (text, images, etc.). The fact sheet provides quick updates and summaries of the WHB program on 1-2 pages for two-sided printing and sized 8.5” x 11”. The contractor will develop appropriate graphics to convey data and agency messaging, and render into Section 508 compliant digital files suitable for posting on and downloading from a website.

6.4.4 Posters (4-6 per year) - The contractor will design and develop the following posters in printable digital format based on agency style and input (text, images, etc.) with appropriate graphics to convey agency messaging. These posters are used by BLM field offices for distribution to the general public.

a. A full-color single-sided poster that may vary in size, but primarily standard poster size - 18” x 24”.

b. A full-color front/back poster that map-folds into an eight-panel brochure. When fully unfolded, one side functions as an 18” x 24” poster and the other side as eight panels of WHB program information.

6.4.5 Informational Videos (1-4 per year): The WHB program uses videos at events, on social media platforms, and on websites. The contractor will produce one to four videos, up to 2-minutes each, yearly. The WHB program will identify the topic of each video and provide relevant video footage, as the contractor will have access to many hours of footage in HD format.

No new filming is required, but the contractor will also maintain an inventory of stock photography and stock videography for use in various requested marketing and promotional products. The contractor will provide voice talent, music and full post-production and editing services. The videos will be delivered in broadcast quality and digital format and easy to play online and to download from a link. Production may be in either English or Spanish.

6.5 Event Marketing Materials: The contractor will develop and design professional-quality event marketing materials to complement the WHB booth to draw attendees to the WHB booth.

Marketing materials must be designed for both indoor and outdoor events. The event marketing materials should fit on a standard 8 ft. table or within a standard 10 x 10 booth space. The contractor will deliver final design of event marketing materials to BLM in Adobe Illustrator or

InDesign format, or in a format agreed upon by BLM and the contractor. WHB will provide copy content for the event marketing materials. The contractor will not write the copy content. The deliverable does not include printing of materials, only design of each event marketing material.

All event marketing materials will be provided in English and Spanish languages, and the contractor must provide translation services.

6.5.1 Editable Flyer (3-6 per year) - The contractor will creatively design and develop full-color flyers in printable digital format based on agency style and input (text, images, etc.) and appropriate graphics to convey data and agency messaging. The flyers will include certain fixed elements, such as images, tagline, boilerplate, but include editable fields for WHB or BLM staff members to update with event-specific information. The flyers will be single page to fit 8.5” x 11” paper.

6.5.2 Banner (2-4 per year) - The contractor will design and develop full-color banners in printable digital format based on agency style and input (text, images, etc.) and appropriate graphics to convey agency messaging. Two banners will be created: one for horses and one for burros, and in both Spanish and English. The banners will be single-sided and may vary in size, but typically the standard banner size of 4’ x 10’ to fit in event booth space.

6.5.3 Directional Signage (1-2 per year) – The contractor will design and develop two-color signs in printable digital format based on agency style and input (text, images, etc.) with appropriate graphics to convey agency messaging. The directional signage will be two-sided and include matching directional arrows in typical signage size of 24” x 18”.

6.5.4 Digital Media Advertising Campaigns and Placements (12-24 per year) - Based on the new and approved creative development and brand, the contractor will design and develop approximately one digital media campaign per month. WHB will provide the contractor with event(s) information (dates, locations, animal type) for each social media campaign. The contractor will purchase and place the ads on appropriate national and regional digital media and social media platforms, and geotargeting the location of each event. Each social media campaign may promote up to three events in one region or in various locations across the country. The contractor will resize each social media ad according to the digital media and/or social media platform’s specifications.

Each social media campaign ad will be designed, updated with event information, and resized for display on both mobile and desktop devices on WHB social media platforms (e.g., Facebook, Twitter).

Upon BLM approval of each social media campaign, the contractor will place the ads using geo-targeting to reach the target audience within 300 miles of advertised event locations for a minimum of 14 calendar days prior to the earliest advertised event. Scheduling and frequency of ads will be strategic to maximize user engagement. Most events occur in Level B Metropolitan Statistical Areas, according to the U.S. Census Bureau, with populations of 250,000-999,000.

Contractor will provide an end-of-campaign report showing appropriate metrics to gauge reach (e.g., impressions, clicks, click-thru-rate, demographic breakdown of engaged users, localities of greatest engagement, etc.) for each of the 12-24 campaigns, within two weeks of each campaign’s conclusion.

6.5.5 Print Advertisement and Resizing (1 per year)

Based on the new and approved creative branding, the contractor will design one print ad that is editable by the WHB Program and sized for standard half-page newspapers and magazines in full-color. The print advertisement will be editable to allow the WHB office to tag specific event information. The contractor will provide an electronic version for e-blast distribution. The contractor will not place print advertisements.

The WHB office may request between 4-5 sizes of each print advertisement to fit certain national, regional, or local publication ad specifications. Print advertising procurement and placement is managed by WHB Program, but on an infrequent occasion, the contractor may need to procure a print advertising placement.

6.5.6 Radio/TV spots (1-2 each per year): The contractor will produce one to two 30-second and 60-second audio advertising spots. The contractor will provide voice talent, music, and full editing services. Each 30-second spot will include 10-15 seconds of silent tag time at the end for customization by the local radio outlet where the spot will air. Spots will be delivered in broadcast quality digital format. This requirement is a total of two to four audio spots per year.

Each spot will be produced in both Spanish and English language.

The contractor will develop and produce one 30-second television advertisement spot to promote an individual event. The contractor will provide talent, music, and full post-production editing services. The contractor will have access to multiple hours of footage in HD format to use in the template. The 30-second spot will include 10-15 seconds of silent tag time at the end for tagging by a local broadcast media outlet where the spots will broadcast. The spots will be delivered in broadcast quality digital format. Production may be in English only.

6.6 Photography and Videography Formatting and Archival System: The WHB program receives non-professional photos and videos for marketing animals available for adoption and sales on the online corral. The contractor will edit and format photos and videos to increase marketing appeal prior to upload to the online corral. Photos will be in jpeg format and videos will be in mp4 format, both will include Section 508 compliance and use of alternate text as needed.

6.7 Emerging Technologies: Identify emerging communication and marketing technologies and platforms that are innovative, compelling, and cutting edge to support the WHB program efforts in raising public awareness among the target audiences and reaching new audiences. These emerging technologies may include, but are not limited to videos, digital assets, animated infographics, technical illustrations, social media assets, and advertising content. The deliverable is to include an update in the contractor’s Quarterly Progress Reports.

6.8 Reporting Requirements: The contractor will prepare for virtual monthly status report meetings with WHB program representatives and provide the COR with Quarterly Progress Reports in electronic format specified by BLM. The Quarterly Progress Reports will cover all work completed during the reporting period, work planned for the next reporting period, and an update on emerging technologies. The report will include detailed information per deliverable and any risks of deliverables to prevent escalation of an incomplete deliverable. Quarterly Progress Reports are due within 5 business days on the last day of each quarter.

The Quarterly Progress Reports are in addition to the social media advertising placement campaign reports due within two weeks of the conclusion for each social media advertising campaign.

7.0 Project Deliverables Schedule:

Deliverable (as outlined in above sections)

Timing Delivery Requirement BLM Approval Due

6.1 Attend Kick-off Planning

Meeting and present Initial Marketing Plan

Within 5 business days after award

In-person or Microsoft Teams

N/A

6.2 Final Marketing Plan Within 30 calendar days

after Kick-off Planning Meeting

Microsoft Word document

10 business days

6.3 Creative development

concepts

Within 5 months after award

JPG, PDF, InDesign, Adobe Illustrator, or specified format by BLM

10 business days

6.3 Create Internal Style

Guide for new creative

Within 10 business days after approval of new creative

PDF format 5 business days

6.4 Program Marketing

Materials - brochures, book-lets, fact sheets, posters

Within 30 calendar days after approval of new creative

PDF format 10 business days

6.4.5 Informational video -

one 2-minute video

Within 60 calendar days after approval of new creative

.mov format or as specified by BLM for easy play and download

10 business days

6.5 Event Marketing

Materials in English & Spanish - flyers, banners, signage

Within 30 calendar days after approval of new creative

Editable PDF or Microsoft format

10 business days

6.5.4 Social media event

campaign ads in English and Spanish and end-of-campaign metrics reports

Present event campaign ads within 10 business days after approval of new creative;

and end-of-campaign metrics report 10 business days after each event campaign.

JPG, PDF and/or Microsoft Word or Excel format

10 business days for approval of campaign ads.

No approval required for post-event campaign metrics report.

6.5.5 Print advertisement in

English and Spanish

Within 10 business days after approval of new creative

JPG or PDF 10 business days

6.5.6 One to two 30-second

and 60-second radio spots for event tagging by radio station

Within 30 calendar days after approval of new creative

.mp4 or specified format by radio outlet

10 business days

8.0 KEY PERSONNEL AND QUALIFIED PERSONNEL:

The contractor shall provide a Project Manager who will be responsible for all contractor work performed under this BPA contract. The Project Manager will be the single point of contact for the Contracting Officer (CO) and the Contracting Officer’s Representative (COR). The name and resume of the Project Manager, and the name and resume of any Alternate Project Manager who will act for the contractor in the absence of the Project Manager, will be provided to BLM as part of the contractor’s quote for BLM’s evaluation. During any absence of the Project Manager, only one Alternate Project Manager will have full authority to act for the contractor on all matters relating to work performed under this BPA contract.

The skill level and qualifications of the key personnel will be maintained through completion of the contract and be responsible for all activity under this Statement of Work. Proposed changes of key personnel will be provided in writing to the COR for approval. The proposed change submittal should describe the proposed action (including resignation if applicable), any corresponding transition plan, and assessment of the anticipated impact to the program efforts.

The Project Manager will be available to the COR via telephone between the hours of 8:00 am and 5:00 pm Eastern Standard Time (EST), Monday through Friday with the exception of federal holidays, and will respond to a request for discussion or resolution of technical issues within two business hours of notification. The hours of operation may be specified in each Task Order.

The contractor will provide qualified personnel to perform all requirements specified in this BPA. All contractor employees supporting the BPA Task Order requirements will be citizens or lawful permanent residents of the United States.

6.5.6 One 30-second TV ad

spot for event tagging by TV station

Within 6 weeks after approval of new creative

At least HD 1080 or 4K or specified format by TV outlet

10 business days

6.6 Photography and video-

graphy standardized format-ting, optimization and an archival system

Within 6 months after award As specified by BLM 10 business days

6.7 Emerging Technologies

report

Include in each Quarterly Progress Report

Specified electronic format by BLM

N/A

6.8 Quarterly Progress

Reports

Within 5 business days after end of each quarter

Specified electronic format by BLM

N/A