C1102PE Statement of Work (NFL Advertising Package) SOW.pdf
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- Solicitation number
- N4215826_NNSY_NFL_CTV_SourcesSought
About this file
This Statement of Work (SOW) describes a procurement for targeted Connected TV (CTV) streaming advertising services by Norfolk Naval Shipyard (NNSY), specifically Code 1102 People Experience (C1102PE), the Strategic Talent Acquisition branch.
The contractor shall deliver a 17-week programmatic streaming advertising campaign running September 9, 2026 through January 10, 2027, with an estimated contract completion date of January 31, 2027. The campaign will feature non-skippable :15 and :30 second video commercial spots across authenticated streaming platforms including ESPN, ABC, Sling TV, Spectrum, FOX, CBS, Fubo, DirecTV Stream, Roku, and associated streaming network apps. The contractor must deliver approximately 27,777 commercial spot impressions per month with a minimum of 80% delivery during live NFL game broadcasts, with remaining allocation (up to 20%) across official NFL pre-game shows, post-game shows, and next-day full-game replays. Ads must target designated market areas (DMAs) with unduplicated audience delivery distinct from linear broadcast inventory and include call-to-action integration directing prospective applicants to NNSY recruitment landing pages and LinkTree career portal.
The contractor shall provide regular performance reporting including daily impression delivery, daypart breakdown, reach and frequency metrics by unique households, and geographic distribution heat maps across targeted zip codes and DMA boundaries. The Government will furnish high-resolution Norfolk Naval Shipyard and U.S. Navy recruitment logos, target destination URLs with tracking UTM parameters, and key recruitment copy points. The SOW includes a single pricing line item (0001) for the NFL Streaming Package covering the full flight period, with a note that Line Item 0002 applies only if a Government Purchasing Card (GPC) is used for purchase.
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STATEMENT OF WORK (SOW)
PROCUREMENT OF NFL TARGETED CONNECTED TV (CTV) STREAMING ADVERTISING SERVICES
FOR RECRUITMENT AND TALENT ACQUISITION
1.0 INTRODUCTION & BACKGROUND
• Agency / Command Address:
Commander, Norfolk Naval Shipyard
• Background:
Code 1102 People Experience (C1102PE) is the Strategic Talent Acquisition branch responsible for recruitment, marketing, advertising, and talent acquisition across all Direct Hire Authority (DHA) positions and experienced trades/technical talent for the Norfolk Naval Shipyard (NNSY).
2.0 OBJECTIVE & SCOPE OF WORK
• Objective:
To procure targeted Connected TV (CTV) streaming video advertising inventory during the 2026 NFL football season to expand brand awareness, drive prospective candidates to NNSY career portals, and engage a high-value, highly captive audience within targeted Designated Market Areas (DMAs).
• Scope of Work:
The contractor shall deliver a 17-week targeted programmatic streaming advertising campaign running from September 9, 2026 through January 10, 2027, featuring non-skippable :15 commercial spots across authenticated streaming platforms and premium live sports inventory.
3.0 TECHNICAL SPECIFICATIONS & DELIVERABLES
The Contractor shall provide the following performance specifications:
3.1 Ad Placement & Platform Distribution
• Targeted Inventory: Live NFL Connected TV (CTV) inventory across authenticated streaming applications.
• Supported Streaming Platforms: ESPN, ABC, Sling TV, Spectrum, FOX, CBS, Fubo, DirecTV Stream, Roku, and associated authenticated streaming network apps.
• Commercial Formats: Broadcast and delivery of non-skippable :15 second and/or :30 second video commercial spots.
• Audience Delivery: Unduplicated audience delivery (streaming inventory distinct from linear broadcast in the market).
3.2 Impression & Spot Commitments
• Estimated Delivery: Approximately 27,777 commercial spot impressions per month across the 17-week season coverage.
• Live Game Coverage Requirement: A minimum of 80% delivery in live NFL game broadcasts.
• Remaining Delivery Allocation (Up to 20%): Validated impressions across official NFL pre-game shows, post-game shows, and next-day full-game replays.
• Call-to-Action Integration: Commercial creative and digital metadata will direct prospective applicants to the designated Norfolk Naval Shipyard recruitment landing pages and LinkTree career portal.
4.0 REPORTING & PERFORMANCE METRICS
The Contractor shall provide regular performance reports to the Technical Point of Contact (TPOC). Reporting deliverables must include:
1. Daily Impression Delivery: Total verified impressions delivered per day.
2. Daypart Breakdown: Performance tracking across specific time slots and game windows.
3. Reach and Frequency Metrics: Unique households reached and average message exposure frequency.
4. Geographic Distribution / Heat Map: Visual and data reporting of impression delivery across targeted zip codes and DMA boundaries.
5.0 GOVERNMENT FURNISHED PROPERTY & INFORMATION (GFP / GFI)
The Government (NNSY C1102PE) will provide the following materials to the contractor for campaign execution:
• High-resolution official Norfolk Naval Shipyard / U.S. Navy recruitment logos.
• Target destination URLs (Official NNSY Careers webpage, LinkTree recruitment directory, and tracking UTM parameters).
• Key recruitment copy points and talent requisition focus areas.
6.0 PERIOD OF PERFORMANCE & FLIGHT SCHEDULE
• Flight Duration: 17 Weeks (Wednesday, September 9, 2026 through Sunday, January 10, 2027).
• Contract Effective Period: From contract award date through completion of final reporting delivery (estimated January 31, 2027).
7.0 PRICING & INVOICING SCHEDULE
Line Item Description Flight Dates Total Price
NFL Streaming Package Live NFL CTV inventory on authenticated streaming apps (:15 / :30 non-skippable options; ~27,777 spots/mo; 80%+ live game delivery)
09/09/2026 – 01/10/2027
*Line 0002 applicable if a GPC is used for purchase only.
File details come from the government source that posted it. Updated .