DailyNE_PWS_21NOV2023.pdf

PERFORMANCE WORK STATEMENT (PWS)

FOR

The Daily Nebraskan – UNL College Campus Marketing Plan

1.1 General:

Scope:

The Daily Nebraskan is the sole source provider for advertising on the University of Nebraska campus. The

Daily Nebraska will provide digital banner ads, student union screen rotations, four event booths, spring festival sponsor, elevator wrap, two full page ads in print publications, a monthly e-newsletter, and a flyer insertion into the new student orientation welcome bags.

The NEARNG responsibility is to provide the following items to The Daily Nebraskan: the content for the digital banner ads, the digital content for the student union rotating screen, support staff to work the four event booths, support staff for the spring festival sponsor, artwork for the elevator wrap, artwork for two full page color ads in two print publications, announcement content for monthly e-newsletter and the flyer inserts for roughly 6,000 new student orientation welcome bags.

Background:

The intent of the PWS is to contract with The Daily Nebraskan for advertising/partnership during the period December 1, 2023, through July 31, 2026. The NEARNG’s desire is to capitalize on the advertising opportunities between the Daily Nebraskan and the NEARNG, that would provide us direct contact with college campus students, athletes, parents, and COI/VIP relationships in the college. Increasing target marketing in our target demographic is a mission task priority for the Recruiting and Retention Commander

FY 24 – FY 26.

Attending these events will allow the NEARNG to maximize its efforts with face-to-face contact and overall branding to the largest market available to us in a single campus. Working with The Daily

Nebraskan in this partnership package will provide the NEARNG exposure to more than 30,000 students, 6,000 athletes, 1,000 coaches and numerous other COI’s that attend the campus in any capacity.

The NEARNG will have direct contact with students, coaches, parents, teachers, and other Education

COIs at the largest college campus in the state. This partnership package will allow the NEARNG to be in front of our target demographics in a single space with a direct impact to speak with those potential applicants. It also allows the NEARNG the ability to influence parents and COI’s that attend in support of their students with information over the NEARNG.

Period of Performance (PoP): The base period of performance will be December 1, 2023-July 31, 2024.

The first option year will begin August 1, 2024-July 31, 2025, and the second option year will begin August

1, 2025-July 31, 2026.

Place and Performance of Services: The contract will be performed at the University of

Nebraska at Lincoln campus and digital services will be provided on the Daily Nebraska website. Our digital media marketing will be thru social media, digital screens around campus and targeted e-newsletters to the students. Our face-to-face encounters will be on the campus at one of the four event booths, that provides the opportunity to talk with over 1,000 potential applicants. The spring festival sponsor will allow us to have the first booth, the largest inflatable, and the ability to have Recruiters walking around the event to speak with potential leads. The full color ads for the print publications for the Campus Visitor Guide and the

Welcome back, both of which are highly utilized by the students to find out information on the next school year, they are both sent to over 10,000 returning students.

The elevator wrap gives us visibility in a public arena that students and faculty both utilize and keeps the branding message moving.

1.2 Contractor Deliverables:

1.2.1 The Daily Nebraskan will ensure that the digital banner ad runs and continues to provide monthly impressions on the UNL website for the 2023-2024 school year: beginning November 15, 2023.

1.2.2 The Daily Nebraskan will visibly monitor the two student union screens for continued rotation of the

NEARNG rotating ads for the 2023-2024 school year: beginning November 15, 2024.

1.2.3 The Daily Nebraskan will provide ample guidance and details to the NEARNG with locations and guidance for the six event booths:

Fall Housing

Fall Pet the Stress Away

Spring Housing Fair

Spring Job Fair

Spring Pet the Stress Away

Husker Mania

1.2.4 The Daily Nebraskan ensure that the NEARNG has the proper information for the booth setup and manning, if available the location of the large inflatable obstacle course, guidance over the printed information items and promotional items.

1.2.5 The Daily Nebraskan will have the printed art wrap installed at the 19th & Vine location, in the elevator garage as outlined on the Daily Nebraskan quote.

1.2.6 The Daily Nebraskan will provide two copies of the print publications to the Marketing; Campus

Visitors Guide the Welcome back guide as outlined in the Daily Nebraskan quote.

1.2.7 The Daily Nebraskan will utilize the service announcement content provided by the marketing team at the NEARNG in the e-newsletter. The Daily Nebraskan will send screen shots of the announcement in the newsletter to the marketing team which will be determined later.

1.2.8 The Daily Nebraskan will provide guidance on the Event sponsor of the Spring Festival to include social media, printing, booth space and Signage on April 23, 2024.

1.2.9 The Daily Nebraskan will provide guidance on the Big Red Street Festival which will include naming rights, signage at the event, logo included in all event promo, two booths at entrance, one booth inside event, swag bags at entrance, parent orientation bag inserts and student bag inserts on the date of August 25, 2024.

1.2.10 The NEARNG Marketing department and the assigned RRNCO will verify that all deliverables are being met by The Daily Nebraskan with monthly meetings to review the ROI and effect of the deliverables.

1.3 Restricted Items for this Advertising Package:

1.3.1 Paid Player appearances

1.3.2 Paid recognition of any kind of an ARNG member

1.3.3 Paid Partnerships/Sponsorships.

1.3.4 Paid ceremonies to include National Anthem, color guard, and enlistment ceremonies.

1.3.5 Tickets of any kind except for set-up/ work access.

1.3.6 Parking passes except for set-up/ worker access.

1.3.7 Meals or beverages of any kind.

1.3.8 Anything that is considered “added value” as the government is not allowed to except free services.

1.4 NEARNG Support:

1.4.1 The NEARNG will supply the content for one full digital banner ad that will run on the UNL website, 30 days prior to execution.

1.4.2 The NEARNG will provide the advertising content for the two digital rotating screens at each of the student unions, 30 days prior to execution.

1.4.3 The NEARNG will provide support staff, printed materials, and small promotional items at each of the four booths: spring housing fair, spring job fair, Husker mania, and the Big Red Street Festival, on the day of the event.

1.4.4 The NEARNG will be the sponsor at the Spring Festival Tile event. The NEARNG will provide the support staff for the booth setup and manning, if available the NEARNG will provide the large inflatable obstacle course, printed information items and promotional items on the day of the event.

1.4.5 The NEARNG will provide the print art for the elevator wrap, 30 days prior to execution.

1.4.6 The NEARG will provide a full-page color ad to be placed into the two print publications: Campus

Visitor Guide and Welcome back, 30 days prior to execution.

1.4.7 The NEARNG will provide new content monthly for the e-newsletter, 30 days prior to execution.

1.4.8 The NEARNG will provide a 1-page full color flyer to be inserted into the new student and parent orientation bags, prior to April 15th, 2024, the quantity of 9,000 Parents and 7,000 students.

1.5 General Information:

1.5.1 Quality Control (QC): The contractor shall develop and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this PWS. The contractor shall develop and implement procedures to identify, prevent, and ensure non- recurrence of defective services. The contractor’s QCP is how it assures itself that its work complies with the requirements of the contract.

1.5.2 Contract Manager (CM): The contactor shall provide a CM who shall ensure performance under this contract. The name of this person, and an alternate who shall act for the contractor when the CM is absent, shall be designated in writing to the KO. The CM or alternate shall have full authority to act for the contractor on all contract matters relating to daily operation of this contract. The CM shall work through the COR, (or the KO if a COR is not assigned), to resolve issues, receive directions and ensure adequate performance of services. The CM shall ensure that contractor employees do not perform any services outside the scope of the contract without an official modification issued by the KO. The CM shall ensure contractor employees understand that services performed outside the scope of the contract are performed wholly at the expense of the contractor.

1.5.3 Data Rights: 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 KO. 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.

1.5.4 Organizational Conflicts of Interest (OCI): The contractor and subcontractor personnel performing services under this contract may receive, have access to or participate in the development of proprietary or source selection information (e.g., cost or pricing information, budget information or analyses, specifications, or work statements, etc.) or perform evaluation services which may create a current or subsequent OCIs, as defined in FAR Subpart 9.5. The contractor shall notify the KO immediately whenever it becomes aware that such access or participation may result in any actual or potential OCI and shall promptly submit a plan to the KO to avoid or mitigate any such OCI. The contractor’s mitigation plan will be determined to be acceptable solely at the discretion of the KO and in the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may affect other remedies as he or she deems necessary, including prohibiting the contractor from participation in subsequent contracted requirements which may be affected by the OCI.

1.6 Definitions and Acronyms:

1.6.1 CONTRACTOR. A supplier or vendor awarded a contract to provide specific supplies or service to the government. The term used in this contract refers to the prime.

1.6.2 CONTRACTING OFFICER (KO). A person with authority to enter, administer, and or terminate contracts, and make related determinations and findings on behalf of the government. Note:

The only individual who can legally bind the government.

1.6.3 CONTRACTING OFFICER'S REPRESENTATIVE (COR). An employee of the

U.S. Government designated by the KO to monitor contractor performance. Such appointment shall be in writing and shall state the scope of authority and limitations.

This individual has authority to provide technical direction to the Contractor as long as that direction is within the scope of the contract, does not constitute a change, and has no funding implications. This individual does NOT have authority to change the terms and conditions of the contract.

1.6.4 DEFECTIVE SERVICE. A service output that does not meet the standard of performance associated with the Performance Work Statement.

1.6.5 DELIVERABLE. Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

1.6.6 KEY PERSONNEL. Contractor personnel that are evaluated in a source selection process and that may be required to be used in the performance of a contract by the Key Personnel listed in the PWS.

When key personnel are used as an evaluation factor in best value procurement, an offer can be rejected if it does not have a firm commitment from the persons that are listed in the proposal.

1.6.7 PHYSICAL SECURITY. Actions that prevent the loss or damage of Government property.

1.6.8 QUALITY ASSURANCE. The government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

1.6.9 QUALITY ASSURANCE SURVEILLANCE PLAN (QASP). An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

1.6.10 QUALITY CONTROL. All necessary measures taken by the Contractor to assure that the quality of a product or service shall meet contract requirements.

1.6.11 SUBCONTRACTOR. One that enters a contract with a prime contractor. The Government does not have privity of contract with the subcontractor.

1.6.12 WORKDAY. The number of hours per day the Contractor provides services in accordance with the contract.

1.6.13 WORK WEEK. Monday through Friday, unless specified otherwise.

1.7 ACRONYMS:

AFARS Army Federal Acquisition Regulation Supplement AR Army Regulation

AT/OPSEC Antiterrorism/Operational Security

CFR Code of Federal Regulations COI Center of Influence

CONUS Continental United States (excludes Alaska and Hawaii)

COR Contracting Officer Representative

COTS Commercial-Off-the-Shelf DA Department of the Army

DD250 Department of Defense Form 250 (Receiving Report)

DD254 Department of Defense Contract Security Requirement List

DFARS Defense Federal Acquisition Regulation Supplement

DOD Department of Defense

FAR Federal Acquisition Regulation

GFP/M/E/S Government Furnished Property/Material/Equipment/Services

IA Information Assurance IS Information System(s)

KO Contracting Officer

NE Nebraska

NEARNG Nebraska Army National Guard

OCI Organizational Conflict of Interest

ODC Other Direct Costs

PII Personally Identifiable Information

PIPO Phase In/Phase Out

POC Point of Contact

PRS Performance Requirements Summary

PWS Performance Work Statement

QA Quality Assurance

QAP Quality Assurance Program

QASP Quality Assurance Surveillance Plan

QC Quality Control

QCP Quality Control Program

ROI Return On Investment

RRB Recruiting and Retention Battalion

RRNCO Recruiting and Retention Non-Commissioned Officer

TE Technical Exhibit

VIP Very Important Person

1.7.1 All information concerning the data developed under this PWS shall be property of the United States

Government. The contractor shall not publish or disclose such data or reports in any manner and understands that such data can only be released with the consent of the NEARNG.

1.7.2 The contractor shall be responsible for adhering to all public safety laws and regulations as required by the different counties and states (Fire extinguishers, signs, etc.).

1.8 Contract Management and Oversight Requirements:

1.8.1 Contractor will provide a management and oversight structure that ensures sufficient management, control, leadership, training, quality, and cost control that will be exercised in the execution of the contract.

1.8.2 The NEARNG Marketing department and the assigned RRNCO will verify that all deliverables are being met by The Daily Nebraskan with monthly meetings to review the ROI and effect of the deliverables.

Performance Objective Performance

Standard

Acceptable Quality

Levels (AQL)

Surveillance

Method/By Whom

The Daily Nebraskan will ensure that the digital banner ad runs and continues to provide monthly impressions on the

UNL website for the 2023-

2024 school-year;

beginning November 15, 2023.

Monthly meetings with contractor;

RRB

marketing team will provide on-site surveillance of digital banner ads

90% COR/Surveillance visibly monitor the two student union screens for continued rotation of the NEARNG rotating ads for the 2023-2024 school-year; beginning

November 15, 2024.

RRB

marketing team will provide on-site surveillance of rotating ads located at the Student

Union

85% COR

Media Surveillance provide ample guidance and details to the NEARNG with locations and guidance for the six event booths: Fall

Housing, Fall Pet the Stress

Away, Spring Housing Fair, Spring Job Fair, Spring Pet the Stress Away, Husker

Mania

Initial

Planning

Reviews;

coordination with the marketing

NCO for current publications for each event

95% NEARNG

Marketing

Team/COR

Booth Oversight

The Daily Nebraskan ensure that the NEARNG has the proper information for the booth setup and manning, if available the location of the large inflatable obstacle course, guidance over the printed information items and promotional items.

Reviews;

coordination with the marketing

NCO for current publications for each event

95% NEARNG

Marketing

Teams/COR

Booth Oversight and Attendance

The Daily Nebraskan will have the printed art wrap installed at the 19th & Vine location, in the elevator garage as outlined on the Daily

Nebraskan quote.

team will conduct monthly surveillance to ensure printed wraps are installed at identified locations

85% COR

On Site provide two copies of the print publications to the

Marketing; Campus

Visitors Guide the

Welcome back guide as outlined in the Daily

Nebraskan quote.

team will provide content to the

Daily

Nebraskan 30 days prior and will receive publications as verification of the publication

100% COR

Publications utilize the service announcement content provided by the marketing team at the NEARNG in the e-newsletter. The Daily

Nebraskan will send screen shots of the announcement in the newsletter to the marketing team which will be determined later.

meetings with contractor;

RRB

marketing team will provide on-site surveillance of digital banner ads

90% COR

Publications and

On-site provide guidance on the

Event sponsor of the Spring

Festival to include Social

Media, printing, booth space and Signage on April 23, 2024.

Reviews

100%

COR/NEARNG

Recruiters

Booth oversight provide guidance on the Big

Red Street Festival which will include naming rights, signage at the event, logo included in all event promo, two booths at entrance, one booth inside event, swag bags at entrance, parent orientation bag inserts and student bag inserts on the date of August 25, 2024.

Reviews

Booth oversight

Publications

On Site

Surveillance

100% COR/NEARNG

Recruiters

Booth oversight

PWS

Reference/Delivery

Title

Frequency Number of Copies

Medium/Format Submit To

Contractor

Deliverables 1.2.2

Digital Screens:

Union Rotation

November 2023-July

31, 2026 rotations per hour

Electronic COR

Union Takeover rotations

Campus Rec rotations

Title

Frequency Number

Medium/Format Submit To

Contractor

Deliverables 1.2.3

Events: Fall Pet the

Stress Away

November 15, 2023

October 16, 2024

October 22, 2025

NA Booth COR

Contractor

Deliverables 1.2.3

Events: Spring

Housing Fair

March 27, 2024

March 26, 2025

March 25, 2026

NA Booth COR

Deliverables 1.2.3

Events: Spring Job

Fair

April 10, 2024

April 9, 2025

April 8, 2026

Deliverables 1.2.3

Events: Spring Pet the Stress Away

April 17, 2024

April 16, 2025

April 15, 2026

NA Booth COR

Contractor

Deliverables 1.2.3

Events: Husker

Mania

August 23, 2024

August 22, 2025

Deliverables 1.2.3

Events: Fall

Housing Fair

October 9, 2024

October 15, 2025

Deliverables 1.2.8

Spring Festival

April 23, 2024

April 22, 2025

April 21, 2026

NA Booth COR

Contractor

Deliverables 1.2.1

Digital Banner Ads

August 2025-July 2026 360 rotations per hour

Electronic COR

Contractor

Deliverable 1.2.9

August 25, 2024

August 24, 2025

Booth/Print COR

Title

Frequency Number

Medium Submit To

Contractor

Deliverable 1.2.6 and 1.2.7

Freshman

Orientation Bags

June 1, 2024 9,000

Parents

Students

Print/Inserts COR

Contractor

Deliverables 1.2.5

Elevator Wrap

August 2024-July 2025

August 2025-July 2025

1 Wrap COR

Deliverables 1.2.6

Print: Campus

Visitor’s Guide

August 16, 2024

August 16, 2025

10,000 Print COR

Contractor

Deliverables 1.2.6

Print: Welcome

Back Magazine

August 25, 2024

August 24, 2025

10,000 Print COR

Deliverables 1.2.7

E-Newsletter

November 23-Jan 2024

August 2024-July 2025

August 2025-July 2026

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