Contract Exhibit A - Description of Deliverables.pdf

State of Connecticut Contract#26PSX0039

EXHIBIT A DESCRIPTION OF DELIVERABLES

1. Scope of Services This Contract establishes a statewide, multiple award Contract through which Client Agency may obtain media, marketing, public relations, and other related Services on as-needed basis through Statements of Work and Purchase Orders.

Specific project requirements, Deliverables, timelines, and other applicable terms shall be defined in Statements of Work and authorized through Purchase Orders issued in accordance with this Contract.

Pricing shall be established in accordance with Exhibit B. All Services shall be Performed in accordance with the terms and conditions of this Contract.

Contractors may provide one or more Service categories under this Contract and are not required to provide all Services identified in Exhibit A.

This Contract does not guarantee any minimum volume of work or compensation. All Services are subject to the operational needs of the Client Agency and the availability of funding.

2. Service Categories The Service Categories set forth in this Exhibit A identify the Services that may be provided under the Contract.

The Contractor is authorized to provide only those Service Categories awarded in Exhibit B - Price Schedule.

a) Account Management & Project Management Services

Account Management and Project Management Services include the management, coordination, administrative, and quality control functions necessary to plan, execute, support, and oversee projects and campaigns, including but not limited to:

1) Account management and Client Agency relationship management;

2) Project planning, coordination, scheduling, tracking, and reporting;

3) Day-to-day administration and management of Statements of Work and associated activities;

4) Budget tracking and coordination with Client Agency staff, stakeholders, subcontractors, vendors, and other authorized parties, as applicable;

5) Administrative, operational, and project support Services;

6) Communications and coordination necessary to support the timely and effective delivery of

Services; and

7) Quality assurance and review procedures to support the accuracy, completeness, accessibility compliance, and proper execution of Deliverables and media placements prior to publication, distribution, or release.

b) Media Planning, Buying, Placement, and Fulfillment Services (“Media Services”) The Contractor shall provide media planning, buying, placement, fulfillment, negotiation, monitoring and related media Services across applicable media channels, including but not limited to:

1) Development of media strategies and detailed media plans;

2) Audience identification, segmentation, targeting and campaign planning;

3) Media buying and placement across channels including, but not limited to, television, radio, print, digital platforms, social media, outdoor, transit, and other advertising media;

4) Negotiation of media rates, value-added opportunities, promotional placements, and related media arrangements; and

5) Campaign monitoring, trafficking, reconciliation, analytics, and performance reporting.

Media Services may include the use of software subscriptions, advertising platforms, analytics tools, reporting systems, and other technology tools necessary to perform the Services, subject to the requirements of this Contract and Exhibit B.

c) Creative, Branding, and Content Development Services

Creative, Branding, and Content Development Services include the development of visual, written, digital, and multimedia communications materials and related content, including but not limited to:

1) Branding, messaging, and campaign development;

2) Graphic design, visual communications, and creative design Services;

3) Copywriting, scriptwriting, editing, and editorial Services;

4) Content development for digital, print, broadcast, social media, and related communications platforms; and

5) Development of content in formats suitable for accessibility compliance and multi-platform distribution.

d) Digital Marketing and Communication Services

Digital Marketing and Communication Services include the development, implementation, management, and support of digital communications, and related tools utilized in the performance of Services under this Contract including, but not limited to:

1) Social media strategy, management, and content development;

2) Search engine marketing (“SEM”) and search engine optimization (“SEO”);

3) Email marketing, customer relationship management (“CRM”) systems and related communications tools;

4) Website design, development, maintenance, hosting coordination, content management, and related digital communication Services performed in connection with the Services and

Deliverables under this Contract;

5) Digital campaign strategy, analytics, optimization, and performance reporting; and

6) Configuration, management, and support of digital communications platforms, campaign tools, and related accounts utilized in the Performance of Services under this Contract, including support for Client Agency access to accounts, data, and analytics.

The Contractor shall provide the Client Agency with appropriate access to State-funded accounts, platforms, data, analytics, and digital assets utilized in the Performance of Services and shall cooperate with transition, transfer, and account access activities upon request or upon expiration or termination of Services.

e) Public Relations & Communications Services

Public Relations and Communications Services include public-facing communications, media relations, stakeholder engagement, and strategic communications activities, including but not limited to:

1) Media relations, media coordination, and outreach;

2) Public messaging, press releases, public information materials, and related communication materials;

3) Crisis communications, issues management, and reputation management;

4) Media training, workshops, stakeholder education, and public engagement activities; and

5) Development of communications strategies, messaging frameworks, public awareness initiatives, and stakeholder engagement activities aligned with Client Agency objectives.

Services may include coordination with media outlets, community organizations, governmental entities, stakeholders, and other authorized parties necessary to support Client Agency communications objectives.

f) Market Research & Analytics Services

Market Research and Analytics Services include research, analysis, data collection, reporting, and related activities that support marketing, communications, outreach, and public engagement efforts, including but not limited to:

1) Survey design, administration, and analysis;

2) Focus groups, interviews, stakeholder engagement activities, and related research activities;

3) Data collection, research, analysis, and reporting; public awareness measurement, behavioral research, economic and workforce analysis, program evaluation, and community engagement analysis.

4) Audience segmentation, benchmarking, and insights development; and related analytical activities; and

5) Development of reports, dashboards, analytics, data visualizations, and related materials to support decision-making, program evaluation, and performance measurement, and strategic communications initiatives.

Services may include public opinion research, audience perception studies, public health communications research, workforce and economic development research, tourism and destination marketing analysis, multilingual and multicultural audience research and related public-sector research and analytics activities.

All data, findings, reports, analyses, dashboards, visualizations, and related materials produced under this Section shall be considered Deliverables under the Contract and shall be provided and made available to the Client Agency in accordance with this Contract.

g) Event Planning, Public Outreach and Engagement Services, and Multicultural Communications Services

Event Planning, Public Outreach, and Engagement Services include the planning, coordination, management, and execution of events, outreach initiatives, and public engagement activities, including but not limited to:

1) Event strategy, concept development, and program planning;

2) Event logistics, scheduling, coordination, and operational support;

3) Vendor and subcontractor coordination, including venues, catering, audio/visual Services, staging, transportation, security, and related event Services;

4) On-Site event management, staffing, registration, and attendee support Services;

5) Community outreach, stakeholder engagement, educational outreach, and public engagement activities; and

6) Coordination of permits, approvals, accessibility accommodations, and compliance requirements associated with events, as applicable; and

7) Multicultural marketing outreach activities directed toward culturally, linguistically, ethnically diverse communities and audiences, including multilingual communications, translation, localization, interpretation coordination, language access support, cultural adaptation, community-based outreach, targeted engagement strategies, and related activities designed to effectively communicate with diverse communities.

All approved third-party event-related costs shall be treated as Pass-Through Costs in accordance with Exhibit B and must be pre-approved by the Client Agency in the applicable Statement of Work.

h) Multimedia and Production Services

Multimedia and Production Services include the technical production, development, and execution of media and communications materials, including but not limited to:

1) Audio and video production;

2) Editing and post-production Services;

3) Broadcast production and direction;

4) Photography and image editing;

5) Production of content for digital, social media, streaming, broadcast, and related communications platforms;

6) American Sign Language (ASL) interpretation for video; and

7) Captioning, transcription, audio description, and related accessibility accommodations.

All Production Services shall support applicable accessibility requirements, including captioning, audio descriptions, transcription, American Sign Language interpretation, and other accommodations as needed.

All materials produced under this Section shall be considered Deliverables and subject to the terms and conditions of this Contract, including applicable ownership provisions.

i) Integrated Marketing Services

Integrated Marketing Services include coordinated, multi-channel campaign development, management, implementation, and execution activities that utilize multiple Service categories under this Contract, including but not limited to:

1) Coordination across media, creative, digital, outreach, public relations, communications, research, production, and related activities;

2) Campaign strategy, implementation, management, optimization, analytics, and performance reporting;

3) Development and coordination of integrated campaign plans across multiple communication channels, media platforms, audience segments and outreach initiatives;

4) Development of campaign goals, messaging frameworks, communications strategies, implementation plans, and stakeholder engagement activities; and

5) Public awareness, workforce recruitment, talent attraction, economic development, education, behavioral change, and other targeted communications campaigns.

Integrated Marketing Services shall be performed utilizing the applicable Service categories, labor categories, and pricing structures established under this Contract and Exhibit B and shall not constitute a separate billable Service category or pricing structure.

3. Labor Rate Categories All Services performed under this Contract shall utilize the labor categories and pricing structures set forth in Exhibit B.

The Contractor shall assign personnel to labor categories based on the actual Services performed, level of responsibility, required qualifications, experience, and complexity of the work. Contractor-specific job titles, internal classifications, organizational structures, or personnel designations shall not create additional billable categories, justify higher-tier billing, or otherwise modify the labor categories or pricing structure established under this Contract.

The Client Agency reserves the right to review and reasonably question labor category assignments, qualifications, level of effort, and billed rates associated with Services performed under this Contract.

a) Tier 1 – Executive / Strategy

Tier 1 personnel are senior-level resources responsible for executive oversight, strategic leadership, high-level planning, and advisory Services. Typical responsibilities include, but are not limited to:

1) Executive leadership, strategic advisory, and executive consultation Services;

2) Strategic planning, campaign direction, organizational communications strategy, and executive-level decision support;

3) High-level stakeholder, governmental, executive, and public engagement activities; and

4) Oversight and direction of complex, high-risk, high-visibility, sensitive, or multi-agency initiatives.

Tier 1 personnel shall be utilized primarily for executive-level strategy, oversight, leadership, advisory, and decision-making functions and shall not be assigned to routine administrative, clerical, production-level, implementation-level, or operational support tasks except as incidental to executive oversight responsibilities.

Examples of Tier 1 personnel may include executive directors, principals, senior partners, chief strategists, practice leads, executive advisors, or equivalent senior leadership roles.

b) Tier 2 – Management / Professional Tier 2 personnel are experienced professional resources responsible for managing, coordinating, implementing, and supervising projects, campaigns, and operational activities. Typical responsibilities include, but are not limited to:

1) Project, account, and campaign management;

2) Day-to-day coordination, administration, and management of Statements of Work and associated project activities;

3) Media planning, scheduling, coordination, and implementation;

4) Campaign execution, monitoring, management, analytics, and reporting; and

5) Client Agency communication, coordination, stakeholder engagement, and status reporting.

Tier 2 personnel shall be utilized primarily for project management, operational coordination, implementation, supervisory, and client management activities and shall not be assigned to executive-level strategic oversight functions or routine administrative, clerical, production-level, or operational support tasks except as incidental to project management responsibilities.

Examples of Tier 2 personnel may include project managers, account managers, campaign managers, media planners, communications managers, or equivalent professional roles.

c) Tier 3 – Technical / Creative

Tier 3 personnel are specialized technical and creative resources responsible for the development, production, execution, implementation, and support of communications, media, digital, and related Deliverables. Typical responsibilities include, but are not limited to:

1) Graphic design, branding, copywriting, content development, and related creative Services;

2) Digital marketing execution, including social media, search engine optimization (“SEO”), search engine marketing (“SEM”), email marketing, and related digital communications activities;

3) Video production, photography, editing, multimedia, animation, and related production Services;

4) Data analysis, research support, dashboard development, analytics, and reporting activities; and

5) Website development, technical configuration, digital platform support, and other technical implementation Services associated with communications and outreach activities under this

Contract.

Tier 3 personnel shall be utilized primarily for technical, creative, production, analytical, implementation, and support activities and shall not be assigned to executive-level strategic oversight, high-level advisory Services, project management functions, or routine administrative and clerical support tasks except as incidental to technical or creative responsibilities.

Examples of Tier 3 personnel may include designers, developers, analysts, content creators, editors, multimedia specialists, production specialists, and other technical or creative professionals.

d) Tier 4 – Junior / Support Tier 4 personnel are entry-level, junior, or support resources responsible for administrative, clerical, logistical, coordination, and general support activities. Typical responsibilities include, but are not limited to:

1) Administrative, clerical, logistical, and operational support Services;

2) Data entry, scheduling, tracking, coordination, and general support tasks;

3) Event staffing, registration, outreach support, and logistical assistance; and

4) Production assistance, content support, quality review support, and other routine support activities.

Tier 4 personnel shall be utilized primarily for administrative, logistical, clerical, coordination, and support functions and shall not be assigned to executive-level strategy, project management, specialized technical, creative, analytical, or supervisory responsibilities except as incidental to support activities.

Examples of Tier 4 personnel may include coordinators, assistants, administrative support staff, production assistants, junior support staff, and other entry-level support personnel.

4. Task Order / Statement of Work Process For Services exceeding $5,000 under this Contract, the Client Agency should seek three (3) competitive quotes from awarded Contractors, where practicable. The Client Agency may provide Contractors with a Statement of Work (“SOW”) or other project-specific information describing the requested Services, Deliverables, objectives, timelines, and other applicable project requirements.

Contractors shall use commercially reasonable efforts to respond to Client Agency requests for quotes within the timeframe designated by the Client Agency in the applicable request for quotes, SOW, or project notice.

Contractor quotes shall be itemized and based on the labor categories, rates, pricing structures, and other applicable pricing provisions established in Exhibit B.

Contractor quotes shall include, as applicable, a proposed scope of work, Deliverables, timeline, staffing, labor categories, estimated hours, pricing, media plans, Pass-Through Costs, proposed subcontractors, description of subcontracted work, assumptions, and other project-specific information necessary for Client Agency evaluation.

If a Client Agency receives fewer than the requested number of responses within the designated timeframe, the Client Agency may proceed with evaluation of the responses received, provided the Client Agency documents its reasonable efforts to obtain competitive quotes.

A Client Agency shall not authorize work or issue a Purchase Order until the applicable Statement of Work has been approved in writing.

The Contractor shall perform only those Services authorized under the applicable Purchase Order and approved Statement of Work.

The Contractor shall not proceed with work outside the approved Statement of Work.

Any material changes to approved Services, Deliverables, pricing, timeline, staffing, media plans, Pass- Through Costs, subcontractors, subcontracted work, or other material terms shall require a written Statement of Work amendment approved by the Client Agency prior to implementation.

All Statements of Work, Purchase Orders, Deliverables, and Services performed under this Contract shall be subject to and governed by the terms and conditions of this Contract, including Exhibit A and Exhibit B.

5. Project Meetings The Client Agency may request project meetings, status meetings, coordination meetings, presentations, or similar project-related meetings as reasonably necessary for the Performance of Services under this Contract.

The Contractor shall participate in such meetings at no additional cost.

6. Software Subscriptions, Platform Fees & Technology Tools Software subscriptions, platform fees, and technology tools utilized in connection with the Performance of Services and Deliverables under this Contract may include, but are not limited to:

a) Social media management tools;

b) Media monitoring platforms;

c) Analytics and reporting tools;

d) Customer relationship management (“CRM”) systems;

e) Email marketing platforms;

f) Digital advertising platforms;

g) Survey, polling, and audience engagement tools; and

h) Website hosting, content management systems (“CMS”), and related website support tools, where approved by the Client Agency.

Such software subscriptions, platform fees, and technology tools:

a) Shall be identified, approved, and documented in the applicable Statement of Work;

b) Shall be itemized and treated as Pass-Through Costs in accordance with Exhibit B, provided such costs are directly related to approved Services and Deliverables and are not otherwise included within labor rates;

c) Shall comply with applicable accessibility, security, technology, data protection, and other applicable State requirements, and

d) Shall not include overhead, administrative costs, technology fees, profit, commission, rebate retention, surcharges, or other indirect costs not expressly authorized under this Contract or

Exhibit B.

Where practicable and as determined by the Client Agency, software subscriptions, advertising accounts, analytics platforms, and related digital assets shall be established in the name of, or transferable to, the Client Agency.

The Contractor shall provide the Client Agency with appropriate access to accounts, platforms, data, analytics, source records, and related materials utilized in connection with the performance of Services and Deliverables under this Contract and shall reasonably cooperate with transition, transfer, and account access activities upon request, completion, expiration, or termination of Services.

7. Invoicing Invoices shall be submitted in accordance with the requirements of the applicable Purchase Order, Statement of Work, and this Contract. At a minimum, invoices shall identify the Contractor, Contract number, Purchase Order number, Services Performed, and the amount due. The Contractor shall maintain supporting documentation sufficient to substantiate invoiced amounts and shall provide such documentation upon request by the Client Agency. Invoiced amounts shall not exceed approved not-to-exceed amounts and shall reflect actual Services Performed and approved costs incurred.

8. Reporting Requirements Upon request, the Contractor shall provide reports, documentation, analytics, records, and project information related to Services performed under this Contract, including but not limited to:

a) Campaign performance reports;

b) Media spend, placement, reconciliation, and performance reporting;

c) Project status updates, timelines, and progress reporting;

d) Analytics, dashboards, metrics, and audience engagement reporting, where applicable; and

e) Additional reporting, reconciliation, audit support, analytics, Deliverable tracking, records, or project summary requirements as defined in the applicable Statement of Work.

The Contractor shall maintain records sufficient to support all reports, invoices, reconciliations, media placements, and billed amounts under this Contract.

The Contractor shall comply with all applicable State reporting requirements, including quarterly usage reporting and other reporting requirements established by DAS or the Client Agency.

9. Federal Cost Allowability When federal funds are utilized, all costs charged under the applicable Statement of Work, Purchase Order, or Services shall comply with all applicable federal laws, regulations, grant requirements, funding conditions, and cost principles, including, but not limited to, 2 CFR Part 200 and any agency-specific federal requirements applicable to the funding source.

Unallowable, unsupported, unapproved, or inadequately documented costs shall not be reimbursed.

The Contractor shall maintain complete and accurate records, invoices, receipts, time records, supporting documentation, and other documentation sufficient to substantiate all costs charged to federally funded projects and shall fully cooperate with audits, monitoring activities, inspections, reviews, or other compliance activities relating to federally funded Services.

Additional federal cost principles, grant conditions, certifications, reporting obligations, funding restrictions, and compliance requirements applicable to a specific project or funding source may be incorporated through the applicable Statement of Work or Purchase Order issued by the Client Agency.

10. Federal Funding Requirements Certain Purchase Orders, Statements of Work, or Services issued under this Contract may be funded, in whole or in part, with federal funds.

To the extent federal funds are utilized, the Contractor shall comply with all applicable federal laws, regulations, grant requirements, funding conditions, and federally required contract provisions applicable to the federally funded project, including, but not limited to:

a) 2 CFR Part 200;

b) Applicable federal agency regulations and guidance;

c) Grant, funding, and program conditions;

d) Federally required certifications, assurances, and representations; and

e) Required federal flow-down provisions and compliance obligations.

f) Applicable federal requirements may be incorporated through the applicable Purchase Order or

Statement of Work issued by the Client Agency.

Federal requirements may vary by funding source, grant program, federal agency, or Client Agency and may be identified and incorporated at the Purchase Order or Statement of Work level.