A1 - PWS for MFR-MFS Digital Engagement Advisor_v2.pdf

PERFORMANCE WORK STATEMENT

DIGITAL ENGAGEMENT SUPPORT FOR

MARINE FORCES RESERVE

1.0 PURPOSE

The contractor shall provide digital engagement support services to Marine Forces Reserve and Marine Forces South (MFR/MFS) in support of the commander’s communication strategy.

2.0 BACKGROUND

Commander, Marine Forces Reserve (CMFR) and Marine Forces South (CMFRS) serves as the commander of all U.S. Marine Corps Reserve Forces and Marine Corps Forces in the U.S. Southern Command area of responsibility, and reports to the Commandant of the Marine Corps (CMC). The forces under command of CMFR are the 4th Marine Division (4th MARDIV), the 4th Marine Air Wing (4th MAW), the 4th Marine Logistics Group (4th MLG), and the Force Headquarters Group. CMFR/CMFS has the responsibility of providing communication strategy support for all MFR/MFS assets. MFR/MFS Communication Strategy and Operations Department COMMSTRAT) performs all facets of communication strategy for CMFR/CMFS, including web-based and social media platforms. A key to meeting mission requirements is to maximize external and internal information capabilities, and MFR/MFS COMMSTRT must manage external and internal information effectively and efficiently to ensure public affairs guidance and support reaches its internal audience as a critical part of communication strategic planning. Responsibilities and actions affect virtually all communication strategy programs and policies under the cognizance of the Assistant Chief of Staff, COMMSTRAT. Effective performance has a major impact on the contribution of information resources, research, and studies supporting the Marine Corps to effectively convey the programs, activities, trends, and culture of the Marine Corps to the internal and external stakeholders via the Internet. According to Statista research company, 55 percent of social media users are between the ages 18-34, which are within the recruiting and retention ages MFR wants to reach. This research also points to these users more likely to follow website and social media messaging of a brand or organization that provides important, relevant information. These users overwhelming reject television and print publications in favor of websites and social media to get news, information, and entertainment. The Digital Engagement Manager will serve in the Web Services Section of the MFR/MFS COMMSTRAT Department and will provide expertise and technical advice to the Assistant Chief of Staff, COMMSTRAT, who will ensure that the functions provided for within this statement of work are accomplished.

3.0 SCOPE AND OBJECTIVES:

The Government is seeking a contractor that can provide digital engagement management program support for MFR/MFS COMMSTRAT. The contractor shall provide technical services to support analysis, operations, assessments, and project management efforts associated with efficient execution and management of the tasks specified in this Performance Work Statement (PWS). The contractor shall operate and maintain a social media presence on Internet-based capabilities such as Facebook, X (formerly Twitter), YouTube, Instagram, LinkedIn, and Threads. The publicly accessible social media platforms are not owned, operated, or controlled by the Department of Defense or the federal government.

4.0 GENERAL REQUIREMENTS

4.1 Applicable Directives.

a) SECNAVINST 5720.44C CH-2, Department of the Navy Public Affairs Policy and Regulations, October 14, 2014

b) MCWP 3-33.3, Marine Corps Public Affairs, September 8, 2010

c) MCO 5720.77, Marine Corps Public Affairs Order, July 8, 2010

4.2 Required Knowledge and Experience.

4.2.1 Digital Engagement Management Support

• Eight (8) + years of demonstrated current and relevant SME experience working/supporting a comprehensive social media program for a Marine Corps Service Component Headquarters (preferred) or DoD.

• Eight (8) + years of demonstrated current and relevant SME experience providing analysis and assessment of messaging through social media channels for a Marine Corps Service Component operations (preferred) or DoD.

• Two (2) + years communication strategy planning, including developing communication objectives, themes, and messages in support of a Marine Corps Service Component Headquarters (preferred) or DoD.

• Strong working knowledge of current, relevant internet-based social media platforms and software.

• Strong working knowledge of Microsoft Edge, Mozilla Firefox, Microsoft Word, Microsoft Excel, Microsoft PowerPoint, Microsoft SharePoint, and Meltwater analytical tools.

• Strong working knowledge of Department of Defense policies and directives governing social media employment.

4.3. Working on a Government Installation.

4.3.1. Contractor employees shall be clearly identifiable while on Government property by wearing appropriate badge. The Contractor shall provide each employee with an identification badge, which identifies, by photograph, the individual as an employee of the Contractor. These badges shall be worn at all times and presented for examination upon request from the Contracting Officer, COR, QA Personnel, Military Police, or any other Government Official with a need to see the badge.

4.3.2. The Contractor and his employees shall be subject to all traffic, security, and registration regulations for personnel and vehicles. Copies of current regulations may be obtained from the Contracting Officer.

4.3.3. All Contractor personnel attending meetings, answering Government telephones, receiving or responding to electronic messages, and correspondence related to this contract, working on site or where their Contractor status is not known to third parties, shall identify themselves as Contractors, to include wearing ID badges, which identify them as Contractor personnel. Contractor personnel shall also ensure that when logged onto Government equipment that their profile shows them as Contractor personnel.

Unless otherwise directed by the COR, all documents produced or revised by Contractors or developed through Contractor participation shall be marked as “Contractor generated documents” or otherwise identified in a manner that discloses the contractor’s participation.

4.4 Security Requirements.

A security clearance is not required. The Contractor will not be exposed to classified information.

4.5 Progress Briefings. The Contractor shall provide oral or written progress briefings to the COR as required. Briefings shall be provided upon completion of individual tasks or specific project areas as requested by the COR.

5.0 SPECIFIC REQUIREMENTS

The Contractor shall arrange a kick-off meeting within five (5) business days after contract award. The meeting shall be held at the MFR Communication Strategy Department located aboard Marine Corps Support Facility New Orleans, 2000 Opelousas Avenue, LA 70114. The Contractor shall contact the COR and arrange the date and specific location of the meeting. All key personnel are required to attend the kick-off meeting.

The Contractor shall provide the following support:

Task Area Para

• Digital Engagement support 5.1.1

The Contractor is responsible for providing suitable technical and analytical expertise to support responsibilities delineated by activity. The Contractor shall ensure technical management and coordination of task activities and provide overall expertise for successful completion of each task area. The Contractor shall ensure the task areas are performed in an efficient, effective, and responsive manner. The Contractor shall coordinate task activities and serve as the overall expert for successful completion of this task initiative.

5.1 Task Areas

5.1.1 TASK 1: Digital Engagement support (CLIN 0001)

Provide strategic and tactical SME input and perform social media duties in support of communication strategy based on the most recent CMFR Vision and Strategy document.

a) IBC monitoring

b) Research and evaluation

c) Key publics analysis

d) Social media synchronization with topical issues relating to MFR

e) Filtering communication products

f) Proofreading

g) Copy editing

h) Posting products in support of strategic editorial calendar

Deliverable (per deliverable schedule in paragraph 9.0): Senior-level SME assistance to customer and the following:

a) Evaluation reports based on research and analysis of social media environment in support of

CMFR’s communication priorities.

b) A thorough review of MFR’s social media program to include, but are not limited to, Facebook, Twitter, YouTube, and Instagram.

c) Review and recommended updating of MFR social media guidance.

d) Weekly analysis of social media effectiveness.

e) Contribute to information and recommendations on social media planning.

f) Coordinating social media plan in support of CMFR’s editorial calendar.

g) Acknowledgement of communication on social media platforms within one hour; resolution of question/concern within 48 hours.

6.0 PERFORMANCE STANDARDS

This is a Performance Based Contract in accordance with FAR 37.6. The Performance Work Statement provides specific requirements to accomplish the work, documenting the method of approach, analytical tools, and staff required. The Government shall monitor the Contractor's performance under this contract using quality assurance procedures developed by the Government known as a Quality Assurance Surveillance Plan. Typical procedures might include random sampling, checklists, inspections, and customer complaints. This is not an all-inclusive list.

7.0 PLACE AND PERIOD OF PERFORMANCE

7.1 The Contractor’s place of performance will aboard Marine Corps Support Facility in the MFR/MFS COMMSTRAT offices located at Room 4E5400.

7.2 The period of performance will be for a one (1) year base period and four (4) one-year option periods.

Period Length Dates Base Period One (1) year 1 July 2025 to 30 June 2026

Option Period One One (1) year 1 July 2026 to 31 June 2027 Option Period Two One (1) year 1 July 2027 to 31 June 2028

Option Period Three One (1) year 1 July 2028 to 31 June 2029 Option Period Four One (1) year 1 July 2029 to 31 June 2030

8.0 EQUIPMENT AVAILABLE FOR CONTRACTOR USE. The government will make available to the contractor, as needed, a government-issued computer to access MCEN work stations, electronic access to databases and other information relating to and required for the performance of this Performance Work Statement (PWS).

9.0 DELIVERABLES

All deliverables are to be submitted to the Contracting Officer’s Representative (COR). The Contractor shall provide contract deliverable(s) in a format mutually agreed upon by the Government and the Contractor.

Description

PWS

Reference Paragraph

First Submission Date

Subsequent Submission Date

Frequency

Conduct content audits to identify gaps, inaccuracies, redundancies, or outdated items in the site content.

5.1.1

Within first month of award of contract

As required by COR

Monthly

Analysis of SM Channel metrics

5.1.1 Within five working days

of award of contract

As required by COR Weekly

Contribute to information and recommendations

5.1.1/5.1.2

Evaluation reports 5.1.2 Within one month of award of contract

As required by COR Weekly

Review of MFR’s social media program

5.1.2 Within one month of

award of contract

As required by COR Biannual

Analysis of social media effectiveness

5.1.2 Within one month of

award of contract

As required by COR Weekly

Coordinate plan in support of CMFR’s editorial calendar

5.1.1/5.1.2 Within one month of award of contract

As required by COR Annual

Acknowledgement of communication on social media platforms within one hour; resolution of question/concern within 48 hours.

5.1.2 Upon award of contract As required by COR Daily

10.0 Key Personnel.

10.1 Key Personnel Minimum Requirements:

All personnel must have advanced knowledge of basic computer hardware and Microsoft Office software (i.e., Word, Excel, Power Point, Access and Outlook).

Webmaster Support: Must have 4+ years relevant experience in the task areas included in this PWS.

Social Media Support: Must have 8+ years relevant experience in the task areas included in this PWS.

10.2 Substitution of Personnel

10.2.1 General Provision. The Contractor agrees to assign to this contract those persons identified as personnel whose resumes were submitted with this proposal and who are necessary to fulfill the requirements of this contract. No substitutions of personnel shall be made except in accordance with this clause.

10.2.2 Guidance on Substitutions. During the first ninety (90) days of the contract performance period no personnel substitutions by the Contractor shall be made unless substitutions are necessitated by an individual's sudden illness, death, or termination of employment. In any of these events, the Contractor shall promptly notify the Contracting Officer and provide the information required by Section 13.2.3 below. After the initial ninety (90) day period, all proposed substitutions shall be submitted, in writing, at least 10 days in advance of the proposed substitutions to the Contracting Officer and provide information required by Section 13.2.3 below.

10.2.3 Request for Substitution. All requests for substitutions must provide a detailed explanation of the circumstances necessitating the proposed substitution, a resume for the proposed substitute, and any other information requested by the Contracting Officer. All proposed substitutes must have qualifications equal to or higher than the qualifications stated in the PWS. The Contracting Officer or his/her authorized representative will evaluate such requests and promptly notify the Contractor of his/her approval or disapproval thereof.

10.2.4 Gaps Language. Contractor shall not invoice for the task area CLIN that is un-supported (beyond 3 weeks) due to a key personnel gap until acceptable replacement personnel is approved by the Government and key personnel are on-board. Reduction will be calculated by dividing the total amount for the applicable Task Area CLIN by 365 days to get a daily rate, and that daily rate will be applied to the number of days of gap in service (beyond 3 weeks) as a deduction on the monthly invoice until key personnel substitution is approved by the Government before the contractor is authorized to be on-board.

11.0 LIST OF ATTACHMENTS:

(1) Performance Requirements Summary

ATTACHMENT 1: PRS

The contractor understands and acknowledges that the PRS as set forth in the PWS table below is a material part of this contract. Failure to fully comply with the PRS is grounds for a termination for cause or other action as authorized by the contract and/or all applicable procurement/ acquisition regulations.

Changes to this PRS can only be made through a formal contract modification issued by the Contracting Officer.

Performance Requirements Summary

SERVICE PWS

PARAGRAPH

NUMBER

STANDARD ACCEPTABLE

QUALITY

LEVEL

SURVEILLANCE

METHOD

INCENTIVE / PENALTY

Timeliness of Deliverables required by the Contract

5.0 Deliverables

shall be submitted in accordance

100% of the deliverables / reports are

COR Tracking

The Contractor shall be in breach of contract if with the delivery requirements required by the

PWS.*

submitted on time.

deliverables are not provided within 60 days of the due date.

-CPARS ratings

Accuracy of Deliverables required by the Contract

5.0 Reports and

Other Deliverables are complete and correct when submitted.

No more than 3 Errors per Deliverable

COR Review for completion and accuracy breach of the contract if deliverables are not provided within sixty (60) days of the due date.

-CPARS ratings

Progress Briefings / Monthly Status Reports

5.0 Written

progress briefings are provided to the COR, on a monthly basis (to detail completion of individual tasks and/or specific project areas as required per the PWS or by the COR).

Briefings shall be provided on time and with less than 3 errors per brief.

COR Review

· Random inspection breach of contract if deliverables are not provided within 60 days of the due date.

-CPARS ratings

Documentation / Deliverables in accordance with applicable directives

5.0 All

documentation / deliverables shall be in accordance with applicable Navy and Marine Corps

FM

regulations/ma nuals and any other specified documentation requirements.

Meets all requirements.

Problems encountered are minor and resolved in a satisfactory manner.

COR Review for completion and accuracy

CPARS ratings

Overall management of tasks

5.0 Provide

suitable technical and analytical expertise to ensure technical management, coordinate task activities and provide overall expertise for

Meets all requirements.

Problems encountered are minor and resolved in a satisfactory manner

Customer input / random sampling / COR review successful completion of each task area.

Efficiency and effectiveness of performance

5.0 Perform

contract requirements ensuring an unconstrained flow of information to effectively and efficiently complete requirements within the specified cost and schedule.

Meets all requirements.

Problems encountered are minor and resolved in a satisfactory manner

Customer input /

Responsiveness 5.0 Provide services that allow for a rapid response enabling the Marine Corps Comptroller to meet its regulatory requirements and any other financial requests from higher-level authorities within the chain of command.

Meets all requirements.

Problems encountered are minor and resolved in a satisfactory manner

Customer input /

Key Personnel Substitution

12.3 Provide key

personnel substitution requests in an efficient manner in order to avoid a gap in service/ lapse of personnel supporting the required task areas.

No more than a 3-week gap in support due to a key personnel replacement issue

COR tracking Contractor shall not invoice for the task area CLIN that is un-supported (beyond 3 weeks) due to a key personnel gap until acceptable replacement personnel is approved by the Government and key personnel are on-board. Reduction will be calculated by dividing the total amount for the applicable Task Area CLIN by 365 days to get a daily rate, and that daily rate will be applied to the number of days of gap in service (beyond 3 weeks) as a deduction on the monthly invoice until key personnel substitution is approved by the Government before the contractor is authorized to be on-board.

*Note: Deliverables are not counted as late when, on a case by case basis, the COR approves later deliverable submission.

12.0 CONTRACT ADMINISTRATION

12. 1 DESIGNATION OF CONTRACTING OFFICER REPRESENTATIVE (COR):

The Contracting Officer has designated the person named below as the authorized COR for this Contract:

NAME: Mr. Adam Bashaw CODE: Communication Strategy

TELEPHONE: 504-697-9303

EMAIL: adam.bashaw@usmc.mil

The COR will represent the Contracting Officer in the administration of technical details within the scope of this contract and will perform inspection and acceptance of all deliverables. The COR is not otherwise authorized to make any representations or commitments of any kind on behalf of the Contracting Officer or the Government. The COR does not have the authority to alter the Contractor's obligations or change the specifications in the contract. If, as a result of technical discussions, it is desirable to alter contract obligations or statements of work, a contract modification must be issued in writing and signed by the Contracting Officer. The COR is responsible for reviewing the invoices submitted by the Contractor and informing the Contracting Officer of areas where exceptions are to be taken. The COR authority is non-delegable. The COR may be personally liable for unauthorized acts.

12.2 AUTHORIZED CHANGES ONLY BY THE CONTRACTING OFFICER:

Except as specified in paragraph (b) below, no order, statement, or conduct of Government personnel who visit the Contractor’s facilities or in any other manner communicates with Contractor personnel during the performance of this contract shall constitute a change under the Changes clause of this contract.

(a) The Contractor shall not comply with any order, direction or request of Government personnel unless it is issued in writing and signed by the Contracting Officer, or is pursuant to specific authority otherwise included as a part of this contract.

(b) The Contracting Officer is the only person authorized to approve changes in any of the requirements of this contract and notwithstanding provisions contained elsewhere in this contract, said authority remains solely the Contracting Officer’s. In the event the Contractor effects any change at the direction of any person other than the Contracting Officer, the change will be considered to have been made without authority and no adjustment will be made in the contract price to cover any increase incurred as a result thereof. The address and telephone number of the Contracting Officers are:

NAME: Leave blank until award

TELEPHONE:

EMAIL:

12.3 SAFETY GUIDANCE:

Contractors should adhere to all relevant safety guidance, including (but not limited to):

(a) EM 385-1-1 – U.S. Army Corps of Engineers Safety and Health Requirements Manual

(b) OPNAVINST 5100.23 (series), Navy Occupational Health and Safety Program Manual

(c) MCO 5100.29 (series), Marine Corps Safety Program

(d) MCO 5100.8, Marine Corps Occupational Safety and Health (OSH) Policy Order

(e) NAVMC DIR 5100.8, MARCOR OSH Program Manual

Contracting Officer’s Representatives should immediately report accidents/injuries sustained during contract performance to the Contracting Officer so that the Contracting Officer may report said accidents/injuries to responsible agency safety officials.

12.4 ENTERPRISE CONTRACTOR MANPOWER REPORTING APPLICATION (ECMRA):

Pursuant to NMCARS 5237.102(90), the contractor shall report contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the [NAMED COMPONENT] via a secure data collection site. Contracted services excluded from reporting are based on Product Service Codes (PSCs). The excluded PSCs are:

(1) W, Lease/Rental of Equipment;

(2) X, Lease/Rental of Facilities;

(3) Y, Construction of Structures and Facilities;

(4) D, Automatic Data Processing and Telecommunications, IT and Telecom- Telecommunications Transmission (D304) and Internet (D322) ONLY;

(5) S, Utilities ONLY;

(6) V, Freight and Shipping ONLY.

The contractor is required to completely fill in all required data fields using the following web address:

https://www.ecmra.mil.

Reporting inputs will be for the labor executed during the period of performance during each Government fiscal year (FY), which runs October 1 through September 30. While inputs may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year. Contractors may direct questions to the help desk, linked at https://www.ecmra.mil.