Draft PWS - RFI Strategic Communication Support.pdf

DRAFT ONLY

PERFORMANCE WORK STATEMENT (PWS)

DEPARTMENT OF VETERANS AFFAIRS

Office of Information and Technology Office of Communication

Strategic Communication Support

Date: 11/14/2023

VA-24-00012070

PWS Version Number: 1.0

OIT Office of Communication Support

Contents

1.0 BACKGROUND

2.0 APPLICABLE DOCUMENTS

3.0 SCOPE OF WORK

4.0 PERFORMANCE DETAILS

4.1 PERFORMANCE PERIOD

4.2 PLACE OF PERFORMANCE

4.3 TRAVEL (FFP)

4.4 TRAVEL (TM)

4.5 KEY PERSONNEL

5.0 SPECIFIC TASKS AND DELIVERABLES

5.1 PROJECT MANAGEMENT

5.1.1 CONTRACTOR PROJECT MANAGEMENT PLAN

5.1.2 REPORTING REQUIREMENTS

5.1.3 TECHNICAL KICKOFF MEETING

5.2 STRATEGIC COMMUNICATION PROGRAM ANALYSIS AND STRATEGY

RECOMMENDATIONS

5.2.1 PROGRAM ANALYSIS

5.2.2 COMMUNICATION STRATEGY RECOMMENDATIONS AND PLANNING .

5.3 COMMUNICATION CONTENT CREATION AND MARKETING

5.4 OIT FRONT OFFICE COMMUNICATION SUPPORT AND EXECUTIVE

MESSAGING

5.5 PUBLIC AFFAIRS AND MEDIA RELATIONS SUPPORT

5.6 OIT SOCIAL MEDIA STRATEGY AND IMPLEMENTATION

5.7 ANNUAL DIGITALVA EVENT SUPPORT

5.8 SPEAKING ENGAGEMENT SUPPORT

5.9 CONGRESSIONAL AFFAIRS SUPPORT

5.10 GRAPHICS SUPPORT

5.11 MULTIMEDIA SUPPORT

5.12 OIT COMMUNICATION WORKING GROUP SUPPORT

5.13 ACCESSIBILITY

5.14 OPTIONAL TASK 1: TRANSITION OUT

5.14.1 TRANSITION-OUT PLAN

5.14.2 TRANSITION-OUT SERVICES

5.15 OPTIONAL TASK 2: PHOTOGRAPHY AND VIDEO SUPPORT (T&M)

6.0 GENERAL REQUIREMENTS

6.1 ENTERPRISE AND IT FRAMEWORK

6.1.1 VA TECHNICAL REFERENCE MODEL

6.1.2 FEDERAL IDENTITY, CREDENTIAL, AND ACCESS MANAGEMENT

(FICAM)

6.1.3 INTERNET PROTOCOL VERSION 6 (IPV6)

6.1.4 TRUSTED INTERNET CONNECTION (TIC)

6.1.5 STANDARD COMPUTER CONFIGURATION

6.1.6 VETERAN FOCUSED INTEGRATION PROCESS (VIP)

6.1.7 PROCESS ASSET LIBRARY (PAL)

6.1.8 AUTHORITATIVE DATA SOURCES

6.2 SECURITY AND PRIVACY REQUIREMENTS

6.2.1 POSITION/TASK RISK DESIGNATION LEVEL(S)

6.2.2 CONTRACTOR PERSONNEL SECURITY REQUIREMENTS

6.3 METHOD AND DISTRIBUTION OF DELIVERABLES

6.4 PERFORMANCE METRICS

6.5 FACILITY/RESOURCE PROVISIONS

6.6 GOVERNMENT FURNISHED PROPERTY

6.7 SHIPMENT OF HARDWARE OR EQUIPMENT

ADDENDUM A – ADDITIONAL VA REQUIREMENTS, CONSOLIDATED

ADDENDUM B – VA INFORMATION AND INFORMATION SYSTEM

SECURITY/PRIVACY LANGUAGE

7.0 POINTS OF CONTACT……………………………………………………………….54

1.0 BACKGROUND

The Department of Veterans Affairs (VA) Office of Information and Technology (OIT) enables world-class delivery of care and benefits to millions of Veterans. Every day, the OIT team supports each of VA’s lines of business. OIT’s 8,000 employees and thousands of contractors enable the largest integrated healthcare system in the United States; a benefits processing organization equivalent to a medium-size insurance company; and one of the largest integrated memorial and cemetery organizations in the country.

In 2022, OIT introduced its Vision for Digital Transformation, which guides everything the organization does in support of VA’s priorities and the goal to become the best IT organization in government for the Veterans we serve.

The OIT Office of Communication (formerly IT Strategic Communication) provide direct communication support to the Assistant Secretary for Information and Technology and Chief Information Officer, the Principal Deputy Assistant Secretary, and the OIT Chief of Staff. The Office of Communication (OC) is responsible for OIT’s communication strategy and implementation of that strategy, including strategic communication engagement with VA and OIT employees, VA business partners, oversight bodies, Veterans and end users of VA digital offerings, IT industry partners, and media. OC is accountable for the delivery of all strategic messaging products and services associated with that engagement.

OC is also responsible for collaborating and coordinating with OIT service lines to ensure OIT messaging is consistent, timely, and accurate. Multiple subordinate service lines comprise OIT:

• Business Integration and Outcomes Service (BIOS);

• Chief of Staff;

• Compliance, Risk, and Remediation (CRR);

• Connectivity and Collaboration Services (CCS);

• End User Services (EUS);

• Infrastructure Operations (IO)

• IT Budget and Finance (ITBF);

• Office of Information Security (OIS);

• Office of People Science;

• Office of Strategic Sourcing (OSS);

• Office of the Chief Technology Officer (CTO);

• Product Engineering Service (PES);

• Software Product Management (SPM).

In 2024, OC seeks to mature the strategic communication functions and the approach to developing and delivering high impact communication products, services, and activities that showcase VA’s vision for a world-class digital experience for Veterans and their loved ones. OIT requires sophisticated, creative, strategic communication expertise that is familiar with complex IT system development and delivery for wide-ranging https://digital.va.gov/digital-transformation/?redirect=1 communication support to myriad stakeholders of VA’s large-scale IT services. OIT seeks expertise in strategic communication specialties to share OIT’s delivery of world-class, best-in-government IT products and services to Veterans. The functional areas of emphasis that frame the PWS requirements include: strategic communication content creation, marketing and public relations, Congressional communication, and graphic design and accessibility of digital communication.

2.0 APPLICABLE DOCUMENTS

In the performance of the tasks associated with this Performance Work Statement, the Contractor shall comply with the following:

1. 44 U.S.C. § 3541-3549, “Federal Information Security Management Act (FISMA) of 2002”

2. “Federal Information Security Modernization Act of 2014”

3. Federal Information Processing Standards (FIPS) Publication 140-2, “Security Requirements For Cryptographic Modules”

4. FIPS Pub 199. Standards for Security Categorization of Federal Information and Information Systems, February 2004

5. FIPS Pub 200, Minimum Security Requirements for Federal Information and

Information Systems, March 2016

6. FIPS Pub 201-2, “Personal Identity Verification of Federal Employees and

Contractors,” August 2013

7. 10 U.S.C. § 2224, "Defense Information Assurance Program"

8. Carnegie Mellon Software Engineering Institute, Capability Maturity Model®

Integration for Development (CMMI-DEV), Version 1.3 November 2010; and Carnegie Mellon Software Engineering Institute, Capability Maturity Model® Integration for Acquisition (CMMI-ACQ), Version 1.3 November 2010

9. 5 U.S.C. § 552a, as amended, “The Privacy Act of 1974”

10. Public Law 109-461, Veterans Benefits, Health Care, and Information

Technology Act of 2006, Title IX, Information Security Matters

11. 42 U.S.C. § 2000d “Title VI of the Civil Rights Act of 1964”

12. VA Directive 0710, “Personnel Security and Suitability Program,” June 4, 2010, https://www.va.gov/vapubs/index.cfm

13. VA Handbook 0710, Personnel Security and Suitability Program, May 2, 2016, https://www.va.gov/vapubs/index.cfm

14. VA Directive and Handbook 6102, “Internet/Intranet Services,” August 5,

15. 36 C.F.R. Part 1194 “Information and Communication Technology Standards and Guidelines,” January 18, 2017

16. Office of Management and Budget (OMB) Circular A-130, “Managing Federal

Information as a Strategic Resource,” July 28, 2016

17. 32 C.F.R. Part 199, “Civilian Health and Medical Program of the Uniformed

Services (CHAMPUS)”

18. NIST SP 800-66 Rev. 1, An Introductory Resource Guide for Implementing the Health Insurance Portability and Accountability Act (HIPAA) Security Rule, October 2008 https://www.va.gov/vapubs/index.cfm https://www.va.gov/vapubs/index.cfm http://www.va.gov/vapubs http://www.va.gov/vapubs

19. Sections 504 and 508 of the Rehabilitation Act (29 U.S.C. § 794d), as amended, January 18, 2017

20. Homeland Security Presidential Directive (12) (HSPD-12), August 27, 2004

21. VA Directive 6500, “VA Cybersecurity Program,” January 24, 2019

22. VA Handbook 6500, “Risk Management Framework for VA Information

Systems – Tier 3: VA Information Security Program,” March 10, 2015

23. VA Handbook 6500.2, “Management of Breaches Involving Sensitive Personal Information (SPI)”, July 28, 2016

24. VA Handbook 6500.3, “Assessment, Authorization, And Continuous Monitoring Of VA Information Systems,” February 3, 2014

25. VA Handbook 6500.5, “Incorporating Security and Privacy into the System Development Lifecycle”, March 22, 2010

26. VA Handbook 6500.6, “Contract Security,” March 12, 2010

27. VA Handbook 6500.8, “Information System Contingency Planning”, April 6,

28. VA Handbook 6500.11, “VA Firewall Configuration”, August 22, 2017

29. OIT Process Asset Library (PAL), https://www.va.gov/process/ . Reference

Process Maps at https://www.va.gov/process/maps.asp and Artifact templates at https://www.va.gov/process/artifacts.asp

30. One-VA Technical Reference Model (TRM) (reference at https://www.va.gov/trm/TRMHomePage.aspx)

31. VA Directive 6508, “Implementation of Privacy Threshold Analysis and Privacy Impact Assessment,” October 15, 2014

32. VA Handbook 6508.1, “Procedures for Privacy Threshold Analysis and Privacy Impact Assessment,” July 30, 2015

33. VA Handbook 6510, “VA Identity and Access Management”, January 15,

34. VA Directive and Handbook 6513, “Secure External Connections”, October 12, 2017

35. VA Directive 6300, Records and Information Management, September 21,

36. VA Handbook, 6300.1, Records Management Procedures, March 24, 2010

37. NIST SP 800-37 Rev 1, Risk Management Framework for Information

Systems and Organizations: A System Life Cycle Approach for Security and Privacy, December 2018

38. NIST SP 800-53 Rev. 4, Security and Privacy Controls for Federal Information Systems and Organizations, January 22, 2015

39. OMB Memorandum, “Transition to IPv6”, September 28, 2010

40. VA Directive 0735, Homeland Security Presidential Directive 12 (HSPD-12)

Program, October 26, 2015

41. VA Handbook 0735, Homeland Security Presidential Directive 12 (HSPD-12)

Program, March 24, 2014

42. OMB Memorandum M-06-18, Acquisition of Products and Services for

Implementation of HSPD-12, June 30, 2006 https://www.va.gov/process/ https://www.va.gov/process/maps.asp https://www.va.gov/process/artifacts.asp https://www.va.gov/trm/TRMHomePage.aspx

43. OMB Memorandum 04-04, E-Authentication Guidance for Federal Agencies, December 16, 2003

44. OMB Memorandum 05-24, Implementation of Homeland Security Presidential Directive (HSPD) 12 – Policy for a Common Identification Standard for Federal Employees and Contractors, August 5, 2005

45. OMB memorandum M-11-11, “Continued Implementation of Homeland Security Presidential Directive (HSPD) 12 – Policy for a Common Identification Standard for Federal Employees and Contractors, February 3,

46. OMB Memorandum, Guidance for Homeland Security Presidential Directive (HSPD) 12 Implementation, May 23, 2008

47. Federal Identity, Credential, and Access Management (FICAM) Roadmap and Implementation Guidance, December 2, 2011

48. NIST SP 800-116 Rev 1, Guidelines for the Use of Personal Identity Verification (PIV) Credentials in Facility Access, June 2018

49. OMB Memorandum M-07-16, Safeguarding Against and Responding to the Breach of Personally Identifiable Information, May 22, 2007

50. NIST SP 800-63-3, 800-63A, 800-63B, 800-63C, Digital Identity Guidelines, December 2017

51. NIST SP 800-157, Guidelines for Derived PIV Credentials, December 2014

52. NIST SP 800-164, Guidelines on Hardware-Rooted Security in Mobile

Devices (Draft), October 2012

53. Draft National Institute of Standards and Technology Interagency Report

(NISTIR) 7981 Mobile, PIV, and Authentication, March 2014

54. VA Memorandum, VAIQ #7100147, Continued Implementation of Homeland

Security Presidential Directive 12 (HSPD-12), April 29, 2011 (reference https://www.voa.va.gov/documentlistpublic.aspx?NodeID=514)

55. IAM Identity Management Business Requirements Guidance document, May 2013, (reference Enterprise Architecture Section, PIV/IAM (reference https://www.voa.va.gov/documentlistpublic.aspx?NodeID=514)

56. VA Memorandum “Personal Identity Verification (PIV) Logical Access Policy Clarification,” July 17, 2019, https://www.voa.va.gov/DocumentView.aspx?DocumentID=4896

57. Trusted Internet Connections (TIC) Reference Architecture Document, Version 2.2, Federal Interagency Technical Reference Architectures, Department of Homeland Security, June 19, 2017, https://www.dhs.gov/sites/default/files/publications/TIC_Ref_Arch_v2.2_2017 .pdf

58. OMB Memorandum M-08-05, “Implementation of Trusted Internet Connections (TIC), November 20, 2007

59. OMB Memorandum M-08-23, Securing the Federal Government’s Domain Name System Infrastructure, August 22, 2008

60. VA Memorandum, VAIQ #7497987, Compliance – Electronic Product Environmental Assessment Tool (EPEAT) – IT Electronic Equipment, August 11, 2014 (reference Document Libraries, EPEAT/Green Purchasing Section, https://www.voa.va.gov/documentlistpublic.aspx?NodeID=552) https://www.voa.va.gov/documentlistpublic.aspx?NodeID=514 https://www.voa.va.gov/documentlistpublic.aspx?NodeID=514 https://www.voa.va.gov/DocumentView.aspx?DocumentID=4896 https://www.dhs.gov/sites/default/files/publications/TIC_Ref_Arch_v2.2_2017.pdf https://www.dhs.gov/sites/default/files/publications/TIC_Ref_Arch_v2.2_2017.pdf https://www.voa.va.gov/documentlistpublic.aspx?NodeID=552

61. Sections 524 and 525 of the Energy Independence and Security Act of 2007, (Public Law 110–140), December 19, 2007

62. Section 104 of the Energy Policy Act of 2005, (Public Law 109–58), August 8, 2005

63. Executive Order 13834, “Efficient Federal Operations”, dated May 17, 2018

64. Executive Order 13221, “Energy-Efficient Standby Power Devices,” August

2, 2001

65. VA Directive 0058, “VA Green Purchasing Program”, July 19, 2013

66. VA Handbook 0058, “VA Green Purchasing Program”, July 19, 2013

67. Office of Information Security (OIS) VAIQ #7424808 Memorandum, “Remote

Access”, January 15, 2014, https://www.voa.va.gov/DocumentListPublic.aspx?NodeId=28

68. Clinger-Cohen Act of 1996, 40 U.S.C. §11101 and §11103

69. “Veteran Focused Integration Process (VIP) Guide 3.2”, December 2018, https://www.voa.va.gov/DocumentView.aspx?DocumentID=4371

70. VA Memorandum “Proper Use of Email and Other Messaging Services”, January 2, 2018, https://www.voa.va.gov/DocumentListPublic.aspx?NodeId=28

71. Office of Information and Technology Brand System

72. DigitalVA Expo

3.0 SCOPE OF WORK

The Contractor shall provide the resources necessary to develop and implement a variety of IT-related communication strategies and services to a multitude of Federal and community organizations, Veterans and their families and caregivers, and policymakers that support the Veteran community. The Contractor shall provide the expertise necessary to reach over 22,300,000 Veterans, a VA workforce of over 400,000, and an OIT workforce of over 10,000, in addition to numerous external stakeholders (including oversight bodies such as Congress, the Government Accountability Office, Office of Inspector General). The Contractor shall demonstrate expertise across a variety of sophisticated and highly professional media, strategic communication techniques and campaigns, and executive-level communication, as well as be able to anticipate key environmental and strategic communication requirements for a complex IT organization of VA’s scale. The Contractor shall provide expertise in integrating a multitude of communication vehicles into a cohesive and proactive implementation plan that reflects OIT’s priorities. Contractor support shall include project management and communication support services to targeted audiences.

Contractor shall maximize communication skill sets to the greatest extent possible (i.e., project managers should have communication expertise, senior contract leads should be capable of producing communication products).

4.0 PERFORMANCE DETAILS

4.1 PERFORMANCE PERIOD

The PoP shall be one 12-month base period and two 12-month option periods. This PWS also includes a 3-month optional task for Transition Out Services/Transition Plan.

https://www.voa.va.gov/DocumentListPublic.aspx?NodeId=28 https://www.voa.va.gov/DocumentView.aspx?DocumentID=4371 https://www.voa.va.gov/DocumentListPublic.aspx?NodeId=28 https://digital.va.gov/oit-brand-system/ https://digital.va.gov/expo/

Any work at the Government site shall not take place on Federal holidays or weekends unless directed by the Contracting Officer (CO). While the vast majority of work shall occur within regular business days, there may be occasions that require limited Contractor support on weekends/Federal holidays.

There are ten (10) Federal holidays set by law (USC Title 5 Section 6103) that VA follows:

Under current definitions, four are set by date:

New Year's Day: January 1 Independence Day: July 4 Veterans Day: November 11 Christmas Day: December 25

If any of the above falls on a Saturday, then Friday shall be observed as a holiday.

Similarly, if one falls on a Sunday, then Monday shall be observed as a holiday.

The other six are set by a day of the week and month:

Martin Luther King's Birthday: Third Monday in January Washington's Birthday: Third Monday in February Memorial Day: Last Monday in May Labor Day: First Monday in September Indigenous Peoples’ Day: Second Monday in October Thanksgiving: Fourth Thursday in November

4.2 PLACE OF PERFORMANCE

Tasks under this PWS shall primarily be performed in VA facilities located in Washington, DC (primarily located at 810 Vermont Ave, NW and 811 Vermont Ave, NW), space permitting. Work may be performed at remote locations with prior concurrence from the Contracting Officer’s Representative (COR).

The Government will provide desk spaces for approximately 10 Contractor personnel at a time in hoteling space at VA Central Office (811 Vermont Ave, NW, or 810 Vermont Ave, NW, Washington, DC). The Contractor shall provide Contractor facilities for additional space needs. The Contractor may be required to rotate personnel on site or at Contractor facilities based on Government allocation of desk space and operational requirements. The Contractor shall identify the Contractor’s place of performance in their proposal submission. See Section 4.3, Travel, for additional details.

Tasks under this PWS may be performed remotely if on site presence at VA facilities is reduced by appropriate VA or OIT leadership. The Contractor shall consult with the COR for guidance as questions about place of performance arise. The Contractor shall be prepared to allow contract staff to work remotely or provide Contractor space under when there are VA-imposed workplace restrictions.

4.3 TRAVEL (FFP)

The Government anticipates travel under this effort to perform the tasks associated with the effort, as well as to attend program-related meetings or conferences throughout the PoP. Include all estimated travel costs in your firm-fixed price line items. These costs will not be directly reimbursed by the Government.

The total estimated number of trips per year in support of the program related meetings for this effort is included in the chart below:

PWS

Section

Purpose # Trips # Staff Per Trip

# Days per Trip, including travel days

Potential Locations

5.3 Content Creation

and Marketing

Support

2 2 4 2 – Midwest location

Travel shall be in accordance with the Federal Travel Regulations (FTR) and requires advanced concurrence by the COR. Contractor travel within the local commuting area will not be reimbursed.

4.4 TRAVEL (TM)

The Government anticipates the need for travel events to perform tasks associated with the effort, and to attend program-related meetings or conferences throughout the PoP.

Below are travel estimates for base and option periods, but the number, location and duration of travel events will be based on operational requirements.

Travel will be processed as Other Direct Costs and will not be included under Line Items 5.1-5.15. Travel will be performed in accordance with FTR and will be billed after performance.

PWS

Section

Purpose # Trips # Staff Per Trip

# Days per Trip, including travel days

Potential Locations

5.7 Annual DigitalVA

Event Support

1 5 4 1 – Midwest location

5.15 Photography

and Video

Support (T&M)

8 2 4 1-West Coast location 3-Midwest location 4-East Cost location

4.5 KEY PERSONNEL

The following Contractor personnel are designated as critical for this requirement. The contractor shall be encouraged to minimize the amount of turnover specific to these labor categories. The Contractor shall notify the Government PM and COR as soon as becoming aware of the need to replace anyone filling a Key Personnel role and provide timely updates regarding replacement approach, including the opportunity to review resumes of candidates. Any replacement of personnel specific to these labor categories should be seamless and not cause disruption to the effort. Absent extenuating circumstances, the Contractor shall on-board the replacement (i.e., the replacement is ready to work on OC projects) within 30 days of notification of the Government of the turnover.

a. Project Manager (PM). The PM should have extensive experience in both project management and strategic communication. Preferably, the PM would have direct experience in leading a complex communication organization with strategic marketing and public relations components.

The PM should have a breadth of experience and expertise in the full range of communication functions, including strategy, visuals/graphic design, branding, text-based communication products and messaging, employee communication, and web-based communication channels. The PM should have experience in developing and implementing strategic and tactical components of a large-scale communication program, and in integrating multiple communication vehicles/channels/products into a comprehensive and consistent strategy.

b. Marketing Lead and Content Editor. This lead should have notable experience in marketing strategy and planning, project management, relationship- and partnership-building, familiarity with key functions and offices at VA, familiarity with subject matter including new digital tools for technology organizations, such as APIs, AI, machine learning, and telemedicine, and experience integrating multiple communication vehicles/channels/products into a comprehensive and consistent strategy.

This lead should also serve as a senior content editor, assuring consistent quality of content and identifying areas to proactively improve team outputs.

5.0 SPECIFIC TASKS AND DELIVERABLES

The Contractor shall perform the following:

5.1 PROJECT MANAGEMENT

5.1.1 CONTRACTOR PROJECT MANAGEMENT PLAN

The Contractor shall deliver a Contractor Project Management Plan (CPMP) that lays out the Contractor’s approach, timeline and tools to be used in execution of the contract. The CPMP should take the form of both a narrative and graphic format that displays the schedule, milestones, risks and resource support. The CPMP shall also include how the Contractor shall coordinate and execute planned, routine, and ad hoc communication support as identified within the PWS. The initial baseline CPMP shall be concurred upon and updated in accordance with Section B of the contract. The Contractor shall update and maintain the VA PM approved CPMP throughout the PoP.

Deliverables:

A. Contractor Project Management Plan

5.1.2 REPORTING REQUIREMENTS

The Contractor shall deliver Quarterly Progress Reports to confirm timely and quality completion of contract requirements and deliverables, as well as to identify risks, issues, and opportunities during the reporting period. The Contractor shall provide the Government PM and COR with Quarterly Progress Reports in electronic form (Microsoft Office applications or other format as agreed upon by the Government PM). The first report shall begin upon contract start date and end on the last day of the fiscal year quarter unless directed otherwise by the Government PM. The report shall include detailed instructions or explanations for each required data element to ensure that data is accurate and consistent. The report shall include references for data presented (e.g., links to source information or communication activities) and where that information is stored (e.g., Power BI Dashboard, MS Excel, MS SharePoint). These reports shall reflect data as of the last day of the preceding quarterly reporting period.

The Contractor shall monitor performance against the CPMP and report any deviations.

It is expected that the Contractor will maintain communication with VA between Quarterly Progress Reports so that emerging risks are transparent to both parties and offer an opportunity for timely mitigation.

The Contractor shall present the QPR to the OC Director, Government PM, and COR (at minimum). These quarterly meetings shall be conducted in person at the VA facility in Washington, D.C. or virtually, based upon the direction of the OC Director. The Contractor shall develop the agenda and meeting materials for the presentation; the Contractor shall create and distribute meeting agendas and meeting materials for each quarterly meeting to meeting participants at least two full working days prior to the meeting. The Contractor shall also document and distribute the meeting minutes from each meeting with an emphasis on directives, decisions, and action items.

The Quarterly Progress Report shall include the following information:

a. Project Name and PWS Name

b. Executive Summary

c. Fiscal Year quarterly report of achievements and work completed.

d. Original schedule of deliverables and Contractor progress towards meeting each deliverable.

e. Functional area activities. The Contractor shall provide key contributions to each of the PWS sections (5.2 through 5.15).

f. Contract risk assessment and mitigation strategies. The Contractor shall identify programmatic risks or issues, recommend any actions required of the

Government and/or Contractor to resolve or mitigate, and track risks until resolution.

g. Updates for any previously identified risks or issues

h. Workforce staffing data showing all Contractor personnel performing on the effort during the current reporting period. The staffing report shall show staff allocation to each functional area. After the initial labor baseline is provided, each Quarterly Progress Report shall identify any changes in staffing, identifying each person who was added to or removed from the contract, including their primary functional area. The Contractor shall maintain this report between QPRs as staffing changes occur so that it is a current reflection of staff allocation to each functional area.

Deliverables:

A. Quarterly Progress Report

5.1.3 TECHNICAL KICKOFF MEETING

The Contractor shall hold a technical kickoff meeting within 10 days after contract award. The Contractor shall present, for review and approval by the Government, the details of the intended approach, work plan, and project schedule for each effort. The Contractor shall specify dates, locations (may be virtual with prior approval of the Government PM), agenda (shall be provided to all attendees at least five (5) calendar days prior to the meeting), and meeting minutes (shall be provided to all attendees within three (3) calendar days after the meeting). The Contractor shall invite the CO, Contract Specialist (CS), COR, the VA PM, and the OC Director. This meeting shall include a Technical Kickoff Meeting Presentation, containing staffing and quality plans, overall work plans, integrated schedules, and preliminary dates for review of the deliverables by the COR.

A. Technical Kickoff Meeting Presentation

5.2 STRATEGIC COMMUNICATION PROGRAM ANALYSIS AND

STRATEGY RECOMMENDATIONS

5.2.1 PROGRAM ANALYSIS

The Contractor shall support the Government’s annual analysis and weekly updates of current OIT, VA, and external communication channels, practices, and outcomes using the results of previous communication activities, the All Employee Survey, and any other applicable data. The Contractor shall collect the relevant data and shall assist with analysis and recommendations for development of new or improvement of current communication mechanisms that support a compelling, data-driven narrative. These recommendations shall provide the foundation for proactive, targeted campaigns to specific audiences, identification of more efficient and effective communication channels and products, and methods of capturing and assessing feedback and effectiveness of communication.

The Contractor shall provide subject matter expertise in support of the Government’s Annual Communication Outcomes Report, which informs the OC Communication Strategy and communication planning. The Contractor shall be proficient in defining and segmenting audiences; analysis of communication initiatives for lessons learned and best practices (from a data-driven perspective); analysis of OC functional area activities (e.g., Organizational Recognition, Congressional, Speaking Engagements, Media and Public Relations, Marketing); and identifying opportunities for communication messaging and activities to improve engagement with each audience.

The Contractor shall assist the Government staff in developing, administering, and analyzing Annual OIT Communication Survey. This survey is a brief, web-based form that seeks OIT leader input on the effectiveness of OC services, for which the OC Director to make continuous improvements to team operations and performance.

The Contractor shall assist the Government staff in developing and collecting appropriate data for a Weekly Communication Dashboard, which highlights key performance indicators (such as media sentiment and employee sentiment) and which the OC Director presents to the Assistant Secretary as snapshot of OIT’s communication performance.

The Contractor shall provide expertise in the following tools and tactics (at minimum):

a. MS365 applications, particularly Power BI, SharePoint, Word, and PowerPoint

b. Google Analytics, Social Studio

c. Survey development

d. SEO, marketing statistics and benchmarks (CTRs, A/B testing, etc.)

5.2.2 COMMUNICATION STRATEGY RECOMMENDATIONS AND PLANNING

The Office of Communication drives the narrative about OIT’s essential mission to deliver a world-class digital experience for Veterans through VA’s IT products and services. The OC Communication Strategy is a comprehensive combination of proactive storytelling and responsive messaging across multiple stakeholders, including:

Veterans, end users of VA and OIT products and services; oversight bodies; media and the public; and potential and current OIT employees. The primary objective of the strategy is to guide all communication activities towards common organizational goals and to establish a system of integrated communication tools and amplified messaging to maximize effectiveness.

The OC Government staff shall oversee continuous improvement and updates to the existing OC Communication Strategy. The Contractor shall provide comprehensive recommendations annually for updates to the OC Communication Strategy based on OIT’s strategic plan and priorities, strategic communication expertise, industry best practices, and other pertinent data. OC Communication Strategy Recommendations shall incorporate processes and procedures on how to adopt new communications priorities or campaigns seamlessly and in an Agile, time-phased manner as needed by OIT and VA leadership. The Contractor shall provide monthly updates to the OC Communication Strategy Recommendations to reflect current and emerging events.

The Contractor shall provide communication strategy expertise to OC Government staff to include:

a. Collecting, interpreting, and synthesizing OIT leadership priorities into a plain-language, concise, marketable message for each target audience;

b. Creating story-driven narratives for relevant audiences that form the foundation of a deliberate, time-phased, impactful communication campaign or plan;

c. Recommending creative concepts and new approaches for communication activities that incorporate data analysis from relevant previous communication activities;

d. Planning, prioritizing, and responding to emergent and crisis-level communications on behalf of the Assistant Secretary for Information and Technology.

Deliverable:

A. OC Communication Strategy Recommendations B. Monthly Updates to OC Communication Strategy Recommendations

5.3 COMMUNICATION CONTENT CREATION AND MARKETING

The Contractor shall proactively identify opportunities for and create relevant and impactful content aligned to the OIT Communication Strategy. The Contractor shall draft highly polished and sophisticated products that are suitable for top-tier government leadership, national media outlets, and other public-facing channels. The Contractor should refer to world-class communication campaigns of leading tech companies for inspiration, understanding that OIT’s marketing and communication will reflect the best IT organization in government across all communication channels in terms of professionalism of design, accessibility, plain language, and creative and engaging presentation.

The Contractor shall be responsible for creating communication products in support of the OIT Communication Strategy (referenced in PWS Section 5.2.2) and the OIT Front Office executive leadership. The Government will assign Contractor communication representatives to communication portfolios that specialize in OIT functions and service lines (see Section 1.0) for consistency of representation and subject matter expertise in OIT functional areas. Section 1.0 outlines the current OIT service lines; OIT organizational changes may occur over time.

The Contractor shall generate ideas, storyboards, and copy for graphically rich, highly professional communication and multimedia products suitable for all VA and OIT communication channels, including: marketing materials (digital and print), internal and external (to VA) blogs and articles, speaking engagement presentations, media engagements, social media, employee engagement presentations (e.g., CIO Town Hall), video scripts, podcasts, live events, Congressional and oversight body engagements, email communication to the VA and OIT workforce, and OIT Front Office Executive special assignments.

In alignment with the OC Communication Strategy, the Contractor shall plan and implement major and minor communication campaigns that support OIT strategic priorities. The Contractor shall support approximately 5-6 major campaigns per year, each of which will include approximately 5 minor campaigns (or initiatives). See OC Communication Strategy attachment for examples of campaigns, initiatives, and projects. Current major campaigns are organized by OIT priorities as outlined in the OIT Vision for Digital Transformation: Vision-Driven Execution, Operational Excellence, Delightful End User Experience, and People Excellence. Minor campaigns that support the major campaigns are generally categorized by purpose as outlined below (VA End User Communication, Major Veteran Communication, Corporate and Ad Hoc Communication). For example, under the major campaign Delightful End User Experience, minor campaigns include the IT Tips and Tricks (with target audience of VA End Users); it also includes the VA.gov modernization initiative (with Veterans as the target audience).

• VA End User Communication. The Contractor shall identify opportunities for, create, and coordinate distribution of communication products to educate and inform the VA community, with an emphasis on IT end users, about OIT tools and services to enhance their day-to-day functions. This includes the creation of informative campaigns on subjects like Remote Access, Office 365, and Cybersecurity Awareness. The Contractor shall support the monthly "IT Tips and Tricks" series, aimed at helping VA staff familiarize themselves with IT enhancements. Furthermore, the contractor shall support VA's ongoing modernization efforts, such as the nationwide rollout of updates, productivity platforms, teleconferencing and remote access platforms, and other pivotal IT transitions.

• Major Veteran Communication. Additionally, the Contractor shall provide communication support to VA-enterprise-wide efforts supported by OIT (examples include PACT Act Modernization, Electronic Health Record Modernization, the VA Health and Benefits Mobile app, and the VA.gov modernization). The Contractor shall provide communication planning and implementation of products and activities that resonate with and engage VA staff and Veterans, placing the Veteran at the center of all key messaging. The Contractor shall plan and implement communication https://digital.va.gov/digital-transformation/?redirect=1 https://digital.va.gov/digital-transformation/?redirect=1 http://va.gov/ activities that reinforce OIT’s mission to create world-class IT products and services, while also creating a relevant connection to the VA mission and issues that impact Veterans. The Contractor shall provide detailed, proactive, highly professional coordination with VA business partners, including senior staff from Veterans Health Administration, Veterans Benefits Administration, National Cemeteries Administration, and VA Corporate offices (e.g., VA Office of Public and Intergovernmental Affairs, Electronic Health Modernization Integration Office).

• Corporate and Ad Hoc Communication. The Contractor shall plan and implement communication activities that educate and inform target audiences on the people, processes, and technology of VA’s IT organization. These activities are intended to foster internal cohesion and synchronized OIT messaging within VA and with public audiences.

Examples of Corporate and Ad Hoc Communication activities are plans and products for new employee recruitment; employee retention and recognition; developing talking points, key messages, and presentations for service executives’ use during OC-approved media engagements;

executive messaging and talking points for current or emerging key topics and leadership priorities; selected briefings for OIT Front Office executives, (such as the Senior Leadership Conference presentation for all incoming VA executives to learn about the OIT mission and services).

The Contractor shall create presentations with talking points and associated support materials (such as notecards) for each speaking engagement that are aligned to the specific audience and event host themes and which tie in OIT key messages consistently throughout (estimated speaking engagements are five per month).

For all major and minor campaigns, the Contractor shall plan and implement the campaigns, including in the plans the tactics that lead to successful OC goal achievement, a roll-out plan, schedule, and work breakdown structure for specific initiatives that are coordinated, integrated, and proactive. The plans will define specific and measurable communication goals and objectives; they will also include internal and external outreach activities that maximize use of integrated marketing and communication vehicles to reach the broadest audience possible in an engaging, timely, and relevant manner. The Contractor shall coordinate with IT subject matter experts and project managers for deployment schedules, user-centered content on functionality, impacts of the IT system changes on end-users and business partners. The Contractor shall coordinate with all OIT stakeholders on the appropriate OIT messaging prior to campaign launch. In planning and implementing the campaigns, the Contractor shall leverage all potential channels of communication available to OIT to include internal communication, external communication, and all available media. The Contractor shall make recommendations on new communication channels or improvements to existing channels to maximize reach of end user communication products for these initiatives.

For each campaign, the Contractor shall identify audiences and their unique information needs, create a comprehensive communication plan, provide recommendations for and produce engaging and highly visual communication products including fact sheets, blog posts, press releases, good news stories, video and multimedia concepts, social media content, and web content. The Contractor shall also be responsible for coordinating the release of products on a synchronized and coordinated schedule.

Deliverables:

A. Major Campaign Plans B. Minor Campaign Plans

5.4 OIT FRONT OFFICE COMMUNICATION SUPPORT AND EXECUTIVE

MESSAGING

The Contractor shall provide direct communication support to OIT Front Office initiatives (current and emerging) and high visibility special projects (estimated at 4 per year), as well as to OIT Front Office leadership on a daily basis (ASIT/CIO, Principal Deputy Assistant Secretary, Chief of Staff, OC Director). The Contractor shall provide an executive writer to directly support the Assistant Secretary for Information and Technology in creating articles, blogs, op-eds, and speeches that reflect the principal’s personal style and position as an IT thought leader in the federal government. The Contractor shall provide senior level communication expertise who can assess OIT leadership needs rapidly and coordinate with appropriate stakeholders to produce top quality work on extremely short timelines and effectively balance multiple priorities. The Contractor shall develop presentations, talking points, speeches, email messages (such as CIO messages to employees), and other collateral/ad hoc requests that effectively communicate OIT’s strategic initiatives and the CIO’s leadership intent to audiences internal and external to OIT (estimated at 10 per month).

The Contractor shall coordinate with appropriate OIT Government and contract support staff to plan and implement communication support to designated OIT operational plans (such as the OIT-wide Crisis Communication Plan and OIT Strategic Plan), estimated at three plans per year.

Additionally, the Contractor shall combine, abridge, and deliver all current CIO messaging emerging from media and external events, town halls, VSO engagements, selected operational updates provided by SMEs, and all-staff email correspondence into an “OIT Talking Points and Key Messages” repository (or other suitable format as directed by the OC Director) that is updated weekly. The content for this product shall be suitable for audiences external to OIT (e.g., VA leadership, White House, public speaking engagements). This product shall provide the CIO and senior executive leadership with several relevant, high-impact statements about current key themes and updates. The repository will be hosted on OC’s web or SharePoint presence (to be provided by the Government).

The Contractor shall develop, collect data for, and maintain an inventory of OIT Key Initiatives and Statistics, estimated at 20 topics, that acts as the OC “single source of truth” for data points (or links to authoritative data points), as well as links to the authoritative OC and VA products that frame OIT’s messaging on each topic. The Contractor shall review this inventory weekly to ensure the information is accurate. The inventory will be web-based (hosting location provided by the Government), internal to the OC team or OIT (based on OC Director’s guidance), and accessible to all OC team members.

Deliverables:

A. OIT Talking Points and Key Messages B. OIT Key Initiatives

5.5 PUBLIC AFFAIRS AND MEDIA RELATIONS SUPPORT

The Contractor shall have extensive knowledge of local and national media channels and points of contact, as well as specific insight into IT industry media outlets and contacts. The media strategy will include identification of key media partners and contact information, outreach approach, and recommendations for proactive interaction with appropriate media outlets to advance coverage of OIT accomplishments. The Contractor will implement the strategy, working in coordination with OPIA, VA business partners, and OC and OIT team members to amplify or create communication products/efforts that advance VA and OIT strategic messages.

The Contractor shall provide expert recommendations for the Government’s media relations approach as part of the OC Communication Strategy. The Government typically includes monthly, proactive media pitches suitable for national mainstream publications (e.g., The Wall Street Journal) as well as high profile IT and government trade publications (e.g., Wired magazine) at the national and local (to the DC area) levels.

5.6 OIT SOCIAL MEDIA STRATEGY AND IMPLEMENTATION

The Contractor shall provide targeted social media expertise to provide recommendations on OIT’s Social Media Strategy (in support of the OC Communication Strategy) and help manage implementation. The Contractor shall also provide recommendations for improving engagement across OIT’s social media platforms. The Contractor shall have expertise in industry social media tools (e.g., Hootsuite, Social Studio) that provide performance measures for OC social media presence. The Contractor shall assist the Government staff in developing social media campaign plans and editorial calendars for tools such as X, LinkedIn, YouTube, and other new media channels based on the OC Communication Strategy. The Contractor shall author, post, and respond to content uploaded to OIT’s social media channels as applicable, referring questions as prescribed by OIT’s Social Media Governance Framework (provided by OC management) to the relevant VA government accountable authority. The Contractor shall provide strict quality assurance to every post, ensuring accuracy and completeness of information; additionally, as the representation of the Chief Information Officer, the social media activity will reflect a high degree of political sensitivity, cultural awareness, and professionalism. The Contractor shall submit draft social media content to OC Government lead/Director for approval prior to posting any content for public viewing. The Contractor shall build relationships with key social media users, media, and Health IT trade organizations and identify and recommend actions that further OIT’s social media presence and reach.

5.7 ANNUAL DIGITALVA EVENT SUPPORT

The Contractor shall provide communication support for an annual, public DigitalVA Expo or similar event that showcases VA’s vision for a world-class digital experience for Veterans. The Contractor shall assist the Government in developing new concepts and approaches for the event suitable for national public audiences and commensurate with OIT’s reputation as the best IT organization in government. The Contractor shall assist the Government staff in planning, coordinating, and implementing the live event and a live web broadcast in collaboration with high-level OIT and VA staff from across the Department.

The Contractor shall develop fully accessible messaging and marketing products (e.g., presentations, speeches, website content, flyers, email marketing), along with products to organize the event (e.g., agenda, site map, “Know Before You Go” information, trip books for key presenters). The estimated number of products includes two keynote presentations, presentations for two panels, talking points and trip books for approximately 10 featured guests, 3 blogs or articles, concepts and scripts for 6 promotional videos, 1 media pitch with media talking points, approximately 15 marketing emails, and informational content for the event website and event registration site, if separate (see the 2023 DigitalVA Expo site as an example; the Government provides the website). The Contractor shall assist the Government in providing a social media toolkit for relevant public affairs offices to amplify the event. The Contractor shall provide real-time social media support for live posting from the event, including 2D graphics. The Contractor shall support post-event marketing, estimated to include 1-2 survey emails, two articles or blogs, executive talking points, video footage edited and shortened for social media and other channels. The Contractor shall provide post-event recommendations and assist the Government with an After-Action Review document.

The Contractor shall assist the Government with managing registration and corresponding with registrants (estimated at 150 registrants). The Contractor shall provide on-site support to assist Government staff for execution of the event, including tasks such as site set-up and tear-down, registration of guests, ushering, photography, and social media. See Travel Section 4.4. The Contractor shall provide a branded marketing package as outlined in PWS Section 5.10.

5.8 SPEAKING ENGAGEMENT SUPPORT

The Contractor shall provide administrative support for coordinating speaking engagement details with key stakeholders such as VA’s Office of General Council https://digital.va.gov/expo/

(OGC), the VA Office of Public and Intergovernmental Affairs (OPIA), and event organizers, among others, for all of OIT’s senior leadership representing OIT in public events. The Contractor shall assist the Government in managing deadlines associated with each engagement, including ensuring RSVP submission, ethics reviews, and OC Director and speaker approval of all presentation materials.

The Contractor shall develop “intel” sheets for OC-approved speaking engagements that provide all key messaging, logistics, and timeline information (estimated at five per month).

5.9 CONGRESSIONAL AFFAIRS SUPPORT

The Contractor shall supplement the OC Government staff overseeing Congressional and other oversight body (such as Office of Management and Office of the Inspector General) and Veteran Service Organization engagements with limited administrative and communication support. The Contractor shall assist Government staff in monitoring, triaging, assigning, coordinating, and tracking status of incoming and open requests for OIT Congressional Team support. The Contractor shall provide OIT Congressional Team inputs to approximately 8 weekly reports and meeting agendas (e.g. White House Cabinet Report, CIO Briefing Deck, coordination meetings with VA Office of Congressional and Legislative Affairs).

The Contractor shall take notes during briefings and hearings and associated preparatory sessions…