DRAFT SOW.pdf

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STATEMENT OF WORK

NAVSEA ENTERPRISE RECRUITING ADVERTISING AND MEDIA BUYING SERVICES

1. INTRODUCTION

The NAVSEA Enterprise Recruiting Program, under NAVSEA 10, Total Force and Corporate Operations, requires twelve (12) months of advertising and marketing services with a focus on paid media and digital campaigns to increase candidate talent pipelines and public awareness of the NAVSEA employer brand. Creative execution and services will include labor cost and the purchase of media placements.

2. BACKGROUND

The NAVSEA Enterprise Recruiting Program operates under NAVSEA 10, Total Force and Corporate Operations, and supports enterprise-wide civilian workforce hiring efforts aligned to NAVSEA’s mission of designing, building, delivering, and sustaining the Navy’s ships, submarines, and systems. Recruitment efforts are part of a broader workforce strategy to attract, hire, and retain a highly skilled civilian workforce across engineering, business, logistics, acquisition, and skilled trade career fields. This requirement supports the Enterprise Recruiting Program’s modernization efforts to enhance outreach, increase applicant volume and quality, and improve awareness of NAVSEA as an employer of choice.

Historically, NAVSEA Enterprise Recruiting has relied on traditional recruitment methods, including in-person hiring events, job boards, and organic (owned) media channels. While these methods remain important and are included in the current integrated marketing plan, they have proven insufficient on their own in reaching qualified candidates at scale in an increasingly competitive labor market. External research, including insights from industry sources such as LinkedIn Talent Solutions and Bureau of Labor Statistics workforce trends, indicates that digital engagement and targeted paid media are critical to reaching both active and passive job seekers, particularly in high-demand STEM and skilled trade fields. Additionally, the growing reliance on digital platforms has resulted in a more saturated and competitive information environment, requiring more strategic and data-driven approaches to effectively expand, reach and influence target audiences. Additionally, civilian roles are often conflated with uniformed military service or perceived as traditional government positions with limited career mobility, which can impact awareness and consideration among qualified candidates. These perceptions create additional challenges in effectively communicating the breadth, impact, and value of NAVSEA civilian careers, further reinforcing the need for targeted, strategic marketing and outreach efforts.

In response, NAVSEA Enterprise Recruiting executed a paid media pilot campaign during the Fall 2024 recruiting cycle to expand candidate reach and increase brand visibility. The pilot generated measurable results, including over 10 million impressions, more than 110,000 website visits, and over 1,500 resumes collected within a three-month period. These outcomes demonstrated the effectiveness of paid media in increasing awareness, driving engagement, and

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The current state of the requirement reflects a strategic shift toward a more integrated, digital-marketing recruiting approach that leverages paid media as a core component of NAVSEA’s outreach strategy. This requirement builds upon prior campaign success and supports a scalable, data-driven model to strengthen talent pipelines and fill high-priority vacancies across the enterprise. As part of the broader Enterprise Recruiting Program, this effort is intended to enhance NAVSEA’s ability to compete for top talent, improve brand recognition among key candidate segments, and support long-term workforce readiness. The Contractor will provide the necessary expertise, tools, and resources to plan, execute, and optimize paid media campaigns that align with NAVSEA’s mission, target audiences, and workforce objectives.

3. SCOPE

The Contractor shall provide comprehensive paid media and digital marketing services in support of the NAVSEA Enterprise Recruiting Program. The objective of this requirement is to expand candidate reach, increase awareness of the NAVSEA employer brand, and generate qualified candidate leads to support enterprise-wide civilian hiring needs. The Contractor shall support the development and execution of a strategic, data-driven paid media approach designed to attract mid-career, STEM, business, and skilled trade talent in alignment with NAVSEA workforce priorities. This effort shall include all necessary labor, materials, and costs associated with the development, execution, and management of paid media campaigns, including the purchase and placement of media.

The Contractor shall provide strategic planning, creative asset development, media buying, campaign execution, performance monitoring, and reporting across digital platforms, as well as recommendations for media spend allocation and campaign sustainment. Performance shall primarily occur off-site at the Contractor’s facility, with virtual coordination and collaboration with NAVSEA stakeholders, including the Technical Point of Contact (TPOC). This requirement is part of the broader NAVSEA Enterprise Recruiting Program and supports ongoing efforts to modernize recruitment outreach through scalable, digital-first marketing strategies and integration with existing recruitment and branding initiatives. The contractor must fulfill NAVSEA's requirements within the designated timeline and budget but shall not make final decisions or certifications on behalf of the Government nor perform any inherently governmental functions. The Contractor or its employees shall not represent the Government nor appear to represent the Government in performance of these contract services.

4. APPLICABLE DOCUMENTS

5. REQUIREMENTS

The following section specifies the task requirements for the branding, marketing, and paid media services to be provided by the Contractor:

- DoDi 5400.14, OFFICIAL USE OF SOCIAL MEDIA FOR PUBLIC AFFAIRS

PURPOSES, 24 JAN 2023

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5.1 Communications and Branding Strategy Development

The Contractor shall develop a comprehensive, detailed, and measurable NAVSEA civilian recruitment marketing and communications plan, as detailed in A001 (Strategic Marketing & Communications Plan), to include the following:

5.1.1 Strategic Alignment and Audience Analysis

Define clear and measurable recruitment marketing goals aligned with NAVSEA’s workforce priorities and strategic objectives. Conduct target audience segmentation and media channel analysis to inform campaign strategy, platform selection, and overall approach.

5.1.2 Integrated Marketing and Media Plan

Develop a comprehensive civilian recruitment marketing and communications plan tailored to NAVSEA’s objectives, target audiences, and budget. The plan shall include a strategic mix of paid media channels and may incorporate recommendations for integration with owned media. The Contractor shall also provide a recommended media spend allocation aligned to campaign goals.

5.1.3 Performance Measurement and Optimization Framework

Establish key performance indicators (KPIs), benchmarks, and success metrics to evaluate campaign effectiveness, and how to track the KPIs. Metrics shall support ongoing monitoring and optimization and be reported in accordance with A004 and A005.

5.1.4 Project Management and System Integration

Develop and maintain a detailed Project Activity Plan outlining tasks, deliverables, timelines, and responsible parties. Integrate NAVSEA’s Talent Acquisition Portal (Yello platform) into campaign execution to support tracking of candidate sources, engagement, and overall performance.

5.2 Creative Asset Development and Integration

The Contractor shall design, develop, and deliver professional, platform-optimized creative assets to support NAVSEA’s paid media campaigns, as detailed in A001 and A002 (Creative Asset Development). Creative assets shall align with the approved campaign strategy and be tailored to target audiences, platforms, and campaign objectives to maximize engagement and performance.

5.2.1 Creative Asset Development:

The Contractor shall design, develop, and deliver professional, platform-optimized digital advertising assets to support paid media campaigns. Assets may include, but are not limited to, static graphics, video content, animations, and copywriting tailored to target audiences and media platforms.

5.2.2 Platform Optimization:

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Ensure all creative assets are developed in accordance with platform-specific specifications and best practices (e.g., LinkedIn, Meta, Google, YouTube) to maximize performance and engagement.

5.2.3 Brand Alignment, Approval and Optimization:

Ensure all creative assets align with NAVSEA branding, messaging, and communication objectives. All assets shall be reviewed and approved by the TPOC prior to deployment.

Refine and update creative assets as needed based on campaign performance data, audience engagement, and TPOC feedback to improve effectiveness over the period of performance.

5.3 Launch and Management of Digital Communications and Paid Media Plan The Contractor shall execute and manage digital and paid media campaigns in accordance with A003 (Communications Execution Plan) and TPOC approval:

5.3.1 Campaign Setup and Deployment:

Configure and deploy campaigns, including audience targeting, platform setup, budget allocation, and scheduling across approved platforms such as LinkedIn, Facebook, Google Ads, YouTube, and relevant channels.

5.3.2 Media Buying and Procurement Management:

Execute media buying activities, including negotiation, purchase, and placement of advertisements. Manage insertion orders and ensure all media placements align with approved plans and budget constraints.

5.3.3 Campaign Activation and Management:

Launch campaigns upon TPOC approval and ensure all assets and targeting parameters are correctly implemented. Continuously manage and adjust campaigns to optimize performance, ensuring alignment with campaign objectives and budget.

5.4 Monitor, Manage, and Analyze

The Contractor shall monitor, analyze, and report on campaign performance:

5.4.1 Campaign Optimization:

Provide ongoing monitoring and optimization of campaign performance, including adjustments to targeting, creative, and media allocation to improve results.

5.4.2 Performance Reporting:

Provide regular reporting (weekly updates and monthly reports) on campaign performance, including metrics such as impressions, clicks, engagement rates, conversions, cost per acquisition (CPA), and resume submissions, as detailed in A004.

5.4.3 Final Campaign Analysis:

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Deliver a comprehensive final report, documented in A005, summarizing campaign performance, outcomes, insights, and recommendations for future efforts within 30 days of campaign completion.

5.5 Communication and Collaboration

5.5.1 Regular Communication:

Maintain consistent communication with the NAVSEA TPOC and stakeholders to provide updates, discuss performance, and recommend adjustments.

5.5.2 Stakeholder Collaboration:

Collaborate with NAVSEA stakeholders as required to ensure alignment with organizational priorities and successful campaign execution.

6. GOVERNMENT FURNISHED PROPERTY

6.1 Government Furnished Material

6.2 Government Furnished Equipment

6.3 Government Furnished Information

7. DELIVERABLES

NUMBER NAME

A001 Strategic Marketing & Communications Plan A002 Creative Asset Development

A003 Communication Strategy & Paid Media Procurement Execution

A004 Monthly Performance Reports & Optimization Recommendations

A005 Final Performance Outcome, Output & Insights Report

8. ACRONYM LIST

ACRONYM DENOTATION

NAVSEA Naval Sea Systems Command KPI Key performance indicators

N/A

N/A

- Navy Social Media Handbook for Leaders 2023, 10 FEB 2023

- Department of Defense Branding Guide – https://www.defense.gov/Brand-

Guide/

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ADDITIONAL INFORMATION

A. PERIOD OF PERFORMANCE / REQUIRED DELIVERY DATES

B. PLACE OF PERFORMANCE

C. SHIPPING ADDRESS

D. INSPECTION AND ACCEPTANCE

E. TECHNICAL POINT OF CONTACT

Development (plan, design and execution strategy): within two (3) months after contract awarded.

Campaign(s) Setup: within three (4) months after contract awarded and after development approval from TPOC.

Execution/Implementation: Begin within three (4) months after contract awarded and after development approval from TPOC.

Reporting and Campaign Running/Optimization: Campaigns will run for approx. six (6) months and monthly reporting will happen at the end of every month during the campaign duration.

Analytics and Reporting: 2 months (no later than two months after the conclusion of the paid media and communications campaign and before the end of the 12-month timeline).

Totality: 12 months

Virtually/Online: The work shall be conducted at the contractor’s location. Meetings and communication shall take place virtually via email, telephone, or video collaboration service such as Microsoft Teams.

N/A

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