Digital Marketing_ Performance Work Statement.pdf

Ver. October 2022

PERFORMANCE WORK STATEMENT (PWS)

CAARNG Recruiting & Retention Marketing Program

1 April 2026

1.0. General.

This contract is to provide the California Army National Guard (ARNG) the ability to advertise at the State and local level using digital domain assets, specifically those involving business location management and social media, response time and improving digital footprint through improved digital identity management across multiple platforms.

1.1. Scope: The contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform the work for CAARNG Marketing Program, as defined in this PWS.

1.1.1. Objective: The objective of this PWS is to provide a comprehensive marketing package to the California Army National Guard (CAARNG) for recruitment and retention goals. The contractor shall provide services to generate qualified recruitment leads, offer a customized lead capture and nurturing solution, and support the Recruiting and Retention Battalion (RRB) leadership, recruiters, and marketing staff.

1.2. Background: CAARNG’s RRB Marketing mission is to promote the CAARNG to gain interest and attention of prospective recruits. The CAARNG RRB has a dual mission that is not understood well, and the general public has a hard time distinguishing National Guard from

Active Duty. The primary target market is non-prior service (NPS) individuals 17-34 years of age. The CAARNG requires the services of a contractor with experience providing marketing solutions for the Army National Guard to develop and execute a comprehensive marketing program that includes, branding, engagements, leads, and recruiter support to help CAARNG achieve recruitment and retention goals.

1.3. Period of Performance (PoP): The Period of Performance shall be Base Year of 12 months.

1.4. General Information:

1.4.1. Place and Performance of Services: N/A

1.4.1.1. Telework: N/A

1.4.2. Recognized Holidays: The following are recognized United States (US) holidays. The contractor shall not perform services on these days:

1.4.2.1. New Year’s Day: January 1st

1.4.2.2. Martin Luther King, Jr.’s Birthday

1.4.2.3. President’s Day

Base Year 01 July 2026 – 30 June 2027

1.4.2.4. Memorial Day

1.4.2.5. Juneteenth National Independence Day: June 19th

1.4.2.6. Independence Day: July 4th

1.4.2.7. Labor Day

1.4.2.8. Columbus Day

1.4.2.9. Veteran’s Day: November 11th

1.4.2.10. Thanksgiving Day

1.4.2.11. Christmas Day: December 25th

1.4.3. Reserved.

1.4.4. Quality Assurance (QA): The Government will evaluate the contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan (QASP). This plan is primarily focused on what the Government will do to ensure that the contractor has performed in accordance with the performance standards. It defines how the performance standards will be applied, the frequency of surveillance, and acceptable quality level(s) or defect rate(s).

1.4.5. Installation Access and Security Requirements. RESERVED.

1.4.5.1. Communications Security/Information Technology (COMSEC/IT) Security. All communications with DoD organizations are subject to COMSEC review. All telephone communications networks are continually subject to intercept by unfriendly intelligence organizations. DoD has authorized the military departments to conduct COMSEC monitoring and recording of telephone calls originating from, or terminating at, DoD organizations.

Therefore, the contractor is advised that any time contractor personnel place or receive a call they are subject to COMSEC procedures. The contractor shall ensure wide and frequent dissemination of the above information to all employees dealing with DoD information. The contractor shall abide by all Government regulations concerning the authorized use of the

Government's computer network, including the restriction against using the network to recruit

Government personnel or advertise job openings.

1.4.6. Physical Security. N/A

1.4.7. Post Award Conference/Periodic Progress Meetings: The contractor agrees to attend any post award conference convened by the KO in accordance with FAR 42.5. The KO, COR and other Government personnel, as appropriate, may meet periodically with the contractor to review the contactor’s performance. At these meetings, the KO will apprise the contractor of how the

Government views the contractor’s performance and the contractor shall apprise the Government of problems, if any, being experienced. The contractor shall resolve outstanding issues raised by the Government. Contractor attendance at these meetings shall be at no additional cost to the

Government.

1.4.8. Contract Manager (CM): The contactor shall designate 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, to resolve issues, receive technical instructions, 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.

1.4.9. Identification of Contractor Employees: All contractor personnel attending meetings, answering Government telephones and working in other situations where their contractor status is not obvious to third parties are required to identify themselves as such to avoid creating an impression that they are Government employees. The contractor shall ensure that all documents or reports produced by contractor personnel are suitably marked as contractor products or that contractor participation is appropriately disclosed. The contractor’s status as a “contractor” shall be predominantly displayed in all correspondence types (to include signature blocks on e-mail) and dealings with Government or non-Government entities. Contractor personnel shall wear identification badges distinguishing themselves as such. The badges shall have the company name, employee name and the word “contractor” displayed.

1.4.10. Combating Trafficking in Persons: The United States Government has adopted a zero-tolerance policy regarding trafficking in persons. Contractors and contractor employees shall not engage in severe forms of trafficking in persons during the period of performance of the contract;

procure commercial sex acts during the period of performance of the contract; or use forced labor in the performance of the contract. The Contractor shall notify its employees of the United

States Government’s zero tolerance policy, the actions that will be taken against employees for violations of this policy. The contractor shall take appropriate action, up to and including termination, against employees or subcontractors that violate the US Government policy as described at FAR 22.17.

1.4.11. Data Rights: The Government has unlimited rights to all documents/materials 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.

1.4.12. Organizational Conflicts of Interest (OCI): RESERVED.

1.4.13. Reserved.

2.0. Definitions and Acronyms.

2.1. Definitions.

2.1.1. 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.

2.1.2. Defective Service: A service output that does not meet the standard of performance associated with the PWS.

2.1.3. Deliverable: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.4. 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 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.

2.1.5. Physical Security: Actions that prevent the loss or damage of Government property.

2.1.6. Quality Assurance: The Government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.7. Quality Assurance Surveillance Plan (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of contractor performance.

2.1.8. Quality Control: All necessary measures taken by the Contractor to ensure that the quality of an end product or service shall meet contract requirements.

2.1.9. Subcontractor: One that enters into a contract with a prime contractor. The Government does not have privity of contract with the subcontractor.

2.2. Acronyms

AEI Army Enterprise Infostructure

CAARNG California Army National Guard

AR Army Regulation

ASFAB

AFQT

AT/OPSEC Antiterrorism/Operational Security

BI Background Investigation

CM Contract Manager

COR Contracting Officer Representative

DA Department of the Army

DAM Digital Asset Management

DFARS Defense Federal Acquisition Regulation Supplement

DoD Department of Defense

FAR Federal Acquisition Regulation

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

GIS Geographic Information Systems

HQDA Headquarters, Department of the Army

HSPD Homeland Security Presidential Directive

IA Information Assurance

IS Information System(s)

KO Contracting Officer

NGB National Guard Bureau

OCI Organizational Conflict of Interest

PII Personally Identifiable Information

PIPO Phase In/Phase Out

POC Point of Contact

PRS Performance Requirements Summary

PWS Performance Work Statement

ROI Return On Investment

RRB Recruiting & Retention Battalion

RSID

SEO Search Engine Optimization

QA Quality Assurance

QASP Quality Assurance Surveillance Plan

QC Quality Control

3.0. Government Furnished Property, Material, Equipment and Services (GFP/M/E/S):

The Government will provide, incidental to services being provided, the following: (1) National

Guard Regulations (NGR) 601-1; (2) ARNG Style Guide/Graphic Standards (“Style Guide”); (3)

Electronic Roster of RRC’s and State contacts; (4) National Guard-specific trademarked logos;

(5) Marketing Non-commissioned Officer contact roster and (6) all pre-recorded radio and television commercials.

4.0. Contractor Furnished Property, Material, Equipment (CFP/M/E): General: Except for those items specifically stated to be Government-Furnished in Paragraph 3.0, the Contractor shall furnish everything required to perform these services as indicated in Paragraph 1.1 and throughout this PWS

5.0 Requirements.

5.1 The contractor shall assign a Program Manager to oversee all aspects of the program, including lead management system development, marketing campaign execution, and training and consultation.

5.2 Account Management and Strategic Support: The contractor shall assign a Subject Matter

Expert (SME) in military recruiting marketing as ARNG’s primary point of contact to provide ongoing strategic guidance and operational support.

5.2.1 The contractor shall facilitate bi-weekly status meetings via Microsoft Teams or similar mutually agreed upon medium.

5.2.2 The contractor shall support the development and refinement of marketing strategies and annual plans, assist with media planning and execution, coordinate the creation and delivery of training materials, provide point-of-view analyses, and review quarterly performance data to adjust strategies in alignment with evolving recruitment needs.

5.3 Training: The contractor shall provide training and ongoing guidance to the ARNG to optimize campaign effectiveness and offer insights on industry best practices and emerging trends.

5.3.1 The contractor shall provide online training sessions to ARNG marketing staff, and recruiters, up to 50 personnel, through self-paced online training and training aides available throughout the contract performance.

5.3.2 The contractor shall provide, at a minimum, a monthly one-hour consulting session via

MS Teams or another government-approved platform.

5.3.3 The contractor shall provide (2) two-day in-person training and consulting session at the

ARNG’s Headquarters. The training shall cover services being provided and best practices for utilization based on established mission and intent.

5.4 Campaign Management and Reporting: The contractor shall manage the marketing program, coordinate marketing initiatives, and provide monthly reports on campaign progress and effectiveness.

5.4.1 The contractor shall provide monthly reports that include relevant Key Performance

Indicators (KPIs). These KPI include but are not limited to; social media post views, engagements, and view times; media buy view and engagements; business listing views, engagements, and reputation per directory listing; breakdowns for business listings on a per location basis.

5.4.2 The contractor shall conduct a Return on Investment (ROI) Analysis at the end of each fiscal year to evaluate the performance of the program elements and the overall success.

Reports must be provided within 30 business days of the end of the fiscal year.

5.5 Market Research and Geographic Information Systems (GIS) Analytic Studies: The contractor shall provide market research, mapping, and analytics support using GIS analytic best practices to visualize, analyze, and interpret geographic data. Reports will be completed quarterly.

5.5.1 The contractor shall provide a spreadsheet of all data used, a written report that includes key findings and recommendation, and an online briefing for analytic studies.

5.5.2 The contractor shall conduct a recruiting market analysis that analyzes ARNG production data and key demographic data at the TEAM and RSID Level, identifies trends, strengths, weaknesses, opportunities, and threats. This report will be completed within 45 days of contract start as the first quarter analytic study.

5.5.3 The contractor shall perform (3) additional GIS analytic studies to help support the recruiting needs of ARNG. Contractor shall be able to provide the following types of analytic studies: Market Share Analysis, ASVAB/AFQT Analysis, Missioning Analysis, End Strength Analysis, Retention Analysis, RSID/Territory Rebalancing, Storefront

Analysis, and Unit Location Analysis. These reports shall be provided once per quarter, within 45 days of receiving request for the type of analytic study and any required data from the government.

5.5.4 The contractor shall create a minimum of (4) custom maps to support ARNG recruiting needs and provide high resolution PDF Files for printing. These maps will be provided within 45 days of receiving request and required data from the government.

5.6 Marketing Strategy: The contractor shall develop and implement a marketing strategy that incorporates market research and analytics, provides tools and training for recruiters, and employs targeted marketing for lead generation. Strategy will be provided for review and approval by ARNG RRB within 30 days of contract start; performance reports and recommendations for changes will be provided monthly thereafter.

5.7 Recruiting Location Management: The contractor shall optimize recruiting location listings for ARNG recruiting locations.

5.7.1 The contractor shall audit current recruiting location listings and identify changes needed to improve online presence. Audit report will be provided within 45 days of contract start.

5.7.2 Contractor shall update ARNG’s (80) recruiting location listings with the latest information, including phone numbers, email addresses, website URLs, and working hours and publish recruiting location listings to at least 80 online directories including, but not limited to, Google, Facebook, Bing, Foursquare, MapQuest, Waze, Apple Maps, Uber, Lyft, and Yellow Pages.

5.7.3 The contractor shall provide a recruiter location finder page and web page for each recruiting location and connect it to the listing to boost local Search Engine Optimization

(SEO). The web pages will be published within 5 working days from directory listing publishing date.

5.7.4 The contractor shall monitor and respond to online reviews on Google and Facebook using pre-approved templates. Templated responses will be posted within 2 working days.

5.7.5 The contractor shall provide, to RRB Marketing staff, continuous training and process improvement suggestions to manage recruiting location physical presence to better impact digital footprint, and access to monitor and respond to reviews on directories not otherwise being directly managed by the contractor.

5.7.6 The contractor shall provide a robust, cloud-based call tracking and analytics system for all recruiting locations, assigning unique tracking numbers and offering comprehensive tools to manage, route, and analyze inbound call activity, supporting communication effectiveness and recruitment performance monitoring. Call services will be active and working 99% of all non-federal holiday business days, with dashboards and analytical tools accessible and functioning 90% of the same identified period; barring any exigent circumstances acknowledged by both the contractor and the government.

5.7.7 The contractor shall provide direct SEO for (40) priority recruiting locations, including

Google My Business (GMB) posts, keywords, and FAQs. Reports on efficacy and recommended changes will be provided monthly.

5.7.8 The contractor shall provide reputation management for (40) priority recruiting locations, including review management and responses; any non-templated response requiring specific recruiting information will be forwarded to RRB for input. Responses not requiring RRB input will be posted within 2 working days of review posting date.

Reports will be provided monthly.

5.7.9 The contractor shall execute email and SMS campaigns for (40) priority recruiting locations to solicit new reviews from recruits who have recently visited the ARNG’s recruiting locations to include follow-up messages that encourage recruits to leave reviews on relevant online directories. Reports on campaign performance will be provided monthly.

5.8 Digital Asset Management (DAM) System: The contractor shall implement and manage a centralized searchable digital asset management system for organizing, storing, and sharing marketing assets. System access will be available within 1 business day of contract start.

5.8.1 The contractor shall organize and store ARNG digital assets, including images, videos, and documents, up to 200 templates, 20,000 video minutes, and 3 TB of storage.

Notification of data thresholds will be provided, at minimum, each 25% interval of remaining storage. Organization functions will be available immediately upon access and provide continuous functionality throughout period of performance.

5.8.2 The contractor shall provide ability to create pre-designed layouts or structures within the

DAM system that allows users to maintain brand consistency and streamline content creation by providing a set of standardized design elements, such as fonts, colors, logos, and imagery. Design functions will be available immediately upon access and provide continuous functionality throughout period of performance.

5.8.3 The contractor shall provide access to all RRB staff, seven (7) administrative-level users, and online training on the digital asset management system.

5.9 Media: The contractor shall develop and execute a comprehensive media plan to support the

ARNG’s recruiting efforts. The media plan will be submitted for government approval within

30 days of receipt of government input on media goals and intent. The media strategy will be executed immediately upon receipt of approval.

5.9.1 The contractor shall conduct market research and develop a media strategy and plan that will address the ARNG marketing objectives. Any strategy adjustments required from government change requests will be complete and presented for approval within 30 days of government request.

5.9.2 The contractor shall research and plan media placement on behalf of the CAARNG. Prior to purchasing any media placement or entering into any contracts in support of this effort, the Contractor shall secure CAARNG COR/KO approval. The CAARNG shall provide a response within seven calendar days of a purchase being submitted for approval. In no circumstance shall the Contractor expend these funds or enter into a media placement contract without the approval of the CAARNG COR or KO. The media spend budget is

$150,000 per year and shall be built into the price of this effort.

5.9.3 The contractor shall monitor and evaluate the performance of each platform and provide the ARNG with access to an online dashboard tool showcasing the performance of each campaign platform in near real time, including but not limited to, the following KPIs for select media channels: impressions, cost per impression, clicks, click-through-rate, cost per clink, on-site conversion, conversion rate, cost per conversion, completed video views, and social engagements (e.g. likes, comments, shares). The dashboard shall be available within 3 business of execution of the media strategy. Dashboard will not be done for more than 2 hours during normal business hours, unless agreed upon by the government due to exigent circumstances.

5.10 Digital Business Cards and QR Codes: The contractor shall provide digital business cards, dynamic QR codes for ARNG marketing and recruiting efforts.

5.10.1 The contractor shall provide two (2) custom digital business card templates, and a maximum of 250 digital business cards with unlimited scans. The contractor shall set-up and manage digital business cards and provide QR codes to RRB staff for use on mobile devices and printed materials. Initial process will be completed within 45 days of contract start, change requested will be completed within 5 business days.

5.10.2 The contractor shall provide five (5) custom QR code templates and a maximum of 500 dynamic and static QR codes with unlimited scans. The contractor shall set-up and manage QR codes. Requests will be processed and QR codes provided within 5 business days of request. Reports on remaining supply of codes will be provided monthly.

Corrections for unresponsive QR codes will be completed within 1 business day of notification of error.

5.10.3 The contractor shall provide administrative level access to one (1) user, self-paced online training course and aides, and normal business hour technical support for the QR code platform.

5.10.4 The contractor shall provide (250) custom-branded NFC-enabled metal business cards.

These cards will be delivered to RRB within 60 days of contract start.

6.0 Applicable Publications: Publications applicable to this PWS are listed below:

Publication

(Chapter/Page)

Date of

Publication

Website

Federal Acquisition Regulation https://www.acquisition.gov/?q=browsefar https://www.acquisition.gov/?q=browsefar

Defense Federal Acquisition Regulation

Supplement http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.

html or https://www.acquisition.gov/dfars

Joint Travel Regulation (JTR) https://www.defensetravel.dod.mil/site/travelreg.cfm

DoDM 1000.13-M-V1

DoD Identification (ID) Cards

(Enclosure 2, paragraph 3.b)

01/23/2014

(Change 1:

07/28/2020) http://www.esd.whs.mil/Directives/issuances/dodm

Federal Information Processing Standards

(FIPS) Publication 201-2

Personal Identity Verification (PIV) of

Federal Employees and Contractors

(paragraph 9)

August 2013 http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201-

2.pdf

DoDM 5200.2 Procedures for the DoD

Personnel Security Program (PSP)

04/03/2017 https://www.esd.whs.mil/Directives/issuances/dodm/

DoDI 5200.46

DoD Investigative and Adjudicative

Guidance for Issuing the Common

Access Card (CAC)

09/09/14

(Change 1:

05/04/2018) https://www.esd.whs.mil/Directives/issuances/dodi/

Homeland Security Presidential Directive

(HSPD)-12

Policy for a Common Identification

Standard for Federal Employees and

Contractors

08/27/2004 https://www.dhs.gov/homeland-security-presidential-directive-12

DoDI 5400.11

Department of Defense Privacy and Civil

Liberties Programs

01/29/2019 https://www.esd.whs.mil/Directives/issuances/dodi/

DoD 5400.11-R

Department of Defense Privacy Program

05/14/2007 https://www.esd.whs.mil/Directives/issuances/dodm/

DoDD 8140.01

Cyberspace Workforce Management

10/05/2020 https://www.esd.whs.mil/Directives/issuances/dodd/

DoD 8570.01-M

Information Assurance Workforce

Improvement Program

12/19/2005

(Change 4:

11/10/2015) https://www.esd.whs.mil/Directives/issuances/dodm/

DoD 5220.22-M

National Industrial Security Program

Operating Manual (NISPOM)

02/28/2006

(Change 2:

05/18/2016) https://www.esd.whs.mil/Directives/issuances/dodm/

6.1 Applicable Forms: Forms applicable to the PWS are listed below:

Form Date Website

DD 1172-2

Application for Identification

Card/DEERS Enrollment

Mar 2017 http://www.dtic.mil/whs/directives/forms/index.htm

I-9

Employment Eligibility Verification

10/21/2019 https://www.uscis.gov/sites/default/files/files/form/i-9.pdf

DD 441

Department of Defense Security

Agreement

Feb 2020 http://www.dtic.mil/whs/directives/forms/dd/ddforms0001-0499.htm

DD 250

Material Inspection and Receiving

Report

Aug 2000 https://www.esd.whs.mil/Directives/forms/dd0001_0499/

TECHNICAL EXHIBIT 1

Performance Requirements Summary (PRS) http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.html http://www.acq.osd.mil/dpap/dars/dfarspgi/current/index.html https://www.acquisition.gov/dfars http://www.esd.whs.mil/Directives/issuances/dodm http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201-2.pdf http://nvlpubs.nist.gov/nistpubs/FIPS/NIST.FIPS.201-2.pdf https://www.esd.whs.mil/Directives/issuances/dodm/ https://www.esd.whs.mil/Directives/issuances/dodi/ https://www.dhs.gov/homeland-security-presidential-directive-12 https://www.dhs.gov/homeland-security-presidential-directive-12 https://www.esd.whs.mil/Directives/issuances/dodi/ https://www.esd.whs.mil/Directives/issuances/dodd/ https://www.esd.whs.mil/Directives/issuances/dodm/ https://www.esd.whs.mil/Directives/issuances/dodm/ http://www.dtic.mil/whs/directives/forms/forminfo/forminfopage2479.html http://www.dtic.mil/whs/directives/forms/forminfo/forminfopage2479.html http://www.dtic.mil/whs/directives/forms/index.htm https://www.uscis.gov/sites/default/files/files/form/i-9.pdf http://www.dtic.mil/whs/directives/forms/dd/ddforms0001-0499.htm https://www.esd.whs.mil/Directives/forms/dd0001_0499/

This PRS includes performance objectives the Government will use to determine contractor performance and will compare contractor performance to the Acceptable Quality Level (AQL).

Performance

Objective

Performance Standard Acceptable Quality

Levels (AQL)

Surveillance

Method / By

Whom

5.4 Campaign Management and

Reporting: The Contractor shall manage the marketing program, coordinate marketing initiatives, and provide monthly reports on campaign progress and effectiveness.

Report received later than the 7th day of the month twice during the period of performance.

Periodic

Inspection/COR

5.3.2 The contractor shall provide, at a

minimum, a monthly one-hour consulting session via MS Teams or another government approved platform.

Meeting occurs later than the 21st day of the month twice during the period of performance.

Periodic

Inspection/COR

5.5. Market Research and Geographic

Information Systems (GIS) Analytic

Studies: The contractor shall provide market research, mapping, and analytics support using GIS analytic best practices to visualize, analyze, and interpret the geographic data.

GIS analytics received later than

45 days after quarter start.

Periodic

Inspection/COR

5.5.2 The contractor shall conduct a

recruiting marketing analysis that analyzes CAARNG production data and key demographic data at the

TEAM and RSID Level, identifies trends, strengths, weaknesses, opportunities, and threats.

Analysis received later than the 2nd week of each quarter twice during the period of performance.

Periodic

Inspection/COR

5.5.3 The contractor shall perform three (3)

additional GIS analytic studies to help support the recruiting needs of

CAARNG. Contractor shall be able to provide the following types of analytic studies: Market Share

Analysis, ASVAB/AFQT Analysis, Missioning Analysis, End Strength

Analysis, Retention Analysis, RSID/Territory Rebalancing, Storefront Analysis, and Unit

Location Analysis.

100% Random

Monitoring/COR

5.7 Local Search Engine Optimization

(SEO) for Recruiting Locations: The

SEO not provided more than three

Random

Monitoring/COR contractor shall optimize recruiting location listings, manage review responses, and run email and SMS campaigns to solicit reviews for

CAARNG recruiting locations.

times during the period of performance.

5.7.3 The contractor shall provide a

recruiter location finder page and web page for each recruiting location and connect it to the listing to boost local

SEO.

Pages not provided or listings not connected more than three times during the period of performance.

Random

Monitoring/COR

TECHNICAL EXHIBIT 2

Deliverables Schedule

PWS Reference /

Deliverable Title

Frequency Number of

Copies

Medium/Format Submit To

5.3.1 Online Sessions Coordinate with R&R 2 Online Sessions Customer staff

5.3.2 One-hour consulting Monthly 12 MS Teams or

other platform

Customer staff

5.3.3 In-person training Once 1 In-Person Customer staff

5.5 GIS Analytic Studies Within 45 days of the start of

each quarter

1 each Electronic

Submission

COR

5.5.2 Marketing Analysis Within 45 days of receipt of

award

1 each Electronic

Submission

COR

5.5.3 3 Additional Studies Coordinate with R&R 1 each Electronic

Submission

COR

5.5.4 Four Customer Maps Within 45 days of request 1 each PDF – Electronic

Submission

COR

5.6 Marketing Execution

Guide

90 days after receipt of award 1 each Electronic

Submission

COR