ED-NAG-17-R-0002_Attachments_A_-_F.pdf

ED-NAG-17-R-0002

COMMUNICATIONS, OUTREACH AND DISSEMINATION SERVICES

Attachment A: Statement of Work

June 23, 2017

RFP: ED-NAG-17-R-0002

Table of Contents

1. Background

2. Legislative Authority

3. Strategic Vision

4. Statement of Need

5. Contract Tasks

Task 1: Contract Management

Subtask 1.1: Kick-Off Meeting

Subtask 1.2: Project Management and Reporting

Subtask 1.3 Quality Assurance Surveillance Plan

Task 2: Customer Relationship Management

Task 3: Outreach and Dissemination

Subtask 3.1: Outreach Plan and Recommendations for Improvement

Subtask 3.2: Social Media Outreach and Dissemination

Subtask 3.3: Ongoing Stakeholder and Media Outreach Services

Task 4: Multimedia and Related Products

Subtask 4.1: Video Production

Subtask 4.2: Infographics and Data Visualization

Subtask 4.3: Monthly Electronic Newsletters

Subtask 4.4: Narratives on NAEP Data Uses

Subtask 4.5: Speaker Presentations

Subtask 4.6: Publication Services

Task 5: Event Logistics

Subtask 5.1: Report Card Release Events and Activities

Subtask 5.2: In-Person and Virtual Outreach Events

Task 6: Board Member Nominations

Stakeholder Outreach

Task 7: Consultant Services and Administrative Support

6. Deliverables

1. Background

The National Assessment Governing Board1 (hereafter referred to as Governing Board or Board) at the U.S. Department of Education (Department) requires services in support of its outreach and dissemination activities as described in detail in this Statement of Work (SOW).

The Governing Board is an independent, bipartisan 26-member board created by Congress in 1988 to set policy for the National Assessment of Educational Progress (NAEP), also known as “The Nation’s Report Card.”2 NAEP is a nationally representative, continuing assessment of U.S. student achievement and a congressionally authorized project of the National Center for Education Statistics (NCES) within the Institute of Education Sciences of the Department. NAEP is considered the gold standard for measuring and monitoring the academic progress of U.S.

students in 10 subjects: arts, civics, economics, geography, mathematics, reading, science, technology and engineering, U.S. history and writing. NAEP also collects and reports contextual data on non-cognitive factors that may relate to student achievement.

The Governing Board sets policy for NAEP by identifying subjects to be tested, determining and approving the assessment content, setting achievement levels for each assessment (i.e., Basic, Proficient, and Advanced), improving the reporting of results, and planning and executing initial releases of NAEP Report Cards. Governing Board membership includes governors, state legislators, state and local school officials, educators, researchers, business representatives, and members of the general public who are appointed by the U.S. Secretary of Education. Together, the Governing Board works to communicate NAEP results to the diverse audiences they represent.

Stakeholders in education have a need for greater awareness of student achievement that is reported via NAEP findings, tools and resources that are available for national, state, and district assessments.

The Governing Board has a requirement to refine current communications strategies and create new and innovative strategies to demonstrate how NAEP can be useful, valuable, and relevant to critical national and international conversations about education.

2. Legislative Authority

The Governing Board’s congressionally mandated responsibilities with regard to reporting and dissemination in P.L. 107-2793 include the following:

• Plan and execute initial release of NAEP Report Cards;

• Take appropriate actions needed to improve the form, content, use, and reporting of

NAEP results; and

• Develop guidelines for reporting and disseminating NAEP results.

1 https://www.nagb.gov/ 2 https://www.nationsreportcard.gov/ 3 http://www.nagb.gov/naep/naep-law.html https://www.nagb.gov/ https://www.nationsreportcard.gov/ http://www.nagb.gov/naep/naep-law.html

Implementation of this mandate requires that the Governing Board play an integral role in reporting and disseminating NAEP results, using release events of NAEP results, and conducting public outreach initiatives to further develop the value and utility of the NAEP.

3. Strategic Vision

In November 2016, the Governing Board approved a wide-ranging Strategic Vision4 to focus the work of the Board through the year 2020. The Strategic Vision focuses on expanding outreach efforts and partnerships with key organizations to enhance the impact of NAEP and sets two overarching goals.

First, the Board will inform the public by communicating the meaning and importance of NAEP as well as promoting the use of NAEP and related resources, including assessment results, data trends, assessment questions and tasks, and contextual data collected from students, teachers, and school leaders.

Second, the Board will innovate to utilize the best technology and techniques to remain at the forefront of measuring and reporting student achievement. The Strategic Vision drives activities that advance the content, design, and reporting of NAEP, such as exploring ways to measure the complex skills that students need to transition into postsecondary education and careers. The Board’s outreach efforts will reflect these goals and will include activities to execute this Strategic Vision, filtered through these ten areas:

• Strengthen and expand partnerships by broadening stakeholders’ awareness of NAEP and facilitating their use of NAEP resources;

• Increase opportunities to connect NAEP to administrative data and state, national, and international student assessments;

• Expand the availability, utility, and use of NAEP resources, in part by creating new and targeted resources to inform education policy and practice;

• Promote sustained dissemination and use of NAEP information beyond Report Card releases with consideration for multiple audiences and ever-changing multi-media technologies;

• Develop new approaches to update NAEP subject area frameworks to support the Board’s responsibility to measure evolving expectations for students, while maintaining rigorous methods that support reporting student achievement trends;

• Continue improving the content, analysis, and reporting of NAEP contextual variables by considering the questions’ relevance, sensitivity, and potential to provide meaningful context and insights for policy and practice;

• Research policy and technical implications related to the future of NAEP Long-Term Trend assessments in reading and mathematics;

• Research assessments used in other countries to identify new possibilities to innovate the content, design, and reporting of NAEP;

• Develop policy approaches to revise the NAEP assessment subjects and schedule based

4 https://www.nagb.gov/content/nagb/assets/documents/newsroom/press-releases/2016/nagb-strategic-vision.pdf https://www.nagb.gov/content/nagb/assets/documents/newsroom/press-releases/2016/nagb-strategic-vision.pdf https://www.nagb.gov/content/nagb/assets/documents/newsroom/press-releases/2016/nagb-strategic-vision.pdf on the nation’s evolving needs and the Board’s priorities, within the constraints of NAEP funding; and

• Develop new approaches to measure the complex skills required for transition to postsecondary education and career.

4. Statement of Need

Implementation activities in support of the Governing Board's Strategic Vision and communications and outreach plans will require a number of activities as summarized below:

• Maintaining comprehensive databases of key stakeholders with continuous updates on contact information of individual and organizational partners among policymakers, educators, parents, students, researchers, the business community, and the general public;

• Tracking stakeholder meetings, conferences, and events with tools that monitor ongoing and past work with targeted individuals and groups;

• Developing approaches to comprehensively monitor and report Governing Board initiatives and use of NAEP data among stakeholder groups and the media;

• Analyzing NAEP assessment data and identifying findings that are actionable among stakeholder groups;

• Creating high quality artifacts such as videos, infographics, speaker presentations, and conducting case studies, developing white papers, and utilizing other communication vehicles to expand the availability, utility, and value of NAEP data among stakeholders;

• Supporting the planning and execution of engaging and effective in-person and virtual national-reach events related to initial releases of NAEP results, and other events, and

• Significantly improving communications to stakeholders via social media and other electronic means with an eye toward emerging communication vehicles, all in compliance with federal mandates as they relate to social media communications.

5. Contract Tasks

The Governing Board intends to award specific tasks for the base contract year as detailed below. Tasks are grouped according to seven major areas of need, with subtasks that elaborate on specific work and deliverables.

• Task 1: Contract Management

• Task 2: Customer Relationship System

• Task 3: Outreach and Dissemination

• Task 4: Multimedia and Related Products

• Task 5: Event Logistics

• Task 6: Board Member Nominations

• Task 7: Consultant Services and Administrative Support

Quality control and performance standards for each area of work must be described and integrated throughout all areas of work. Offerors shall propose a work plan and budget for each of the seven tasks for the base year. Option Year tasks shall be similar and will be funded based on fiscal year funds availability, but must be priced. Detailed cost assumptions for each task shall be included in the proposed contract budgets. All cost detail must be provided in a separately bound proposal; information on the projected level of effort must be provided in the technical proposal but cost details must be provided only in the cost proposal. Quality control and performance standards for each area of work must be described and integrated throughout all areas of work.

Task 1: Contract Management

Subtask 1.1: Kick-Off Meeting

The contractor shall meet with the Contracting Officer (CO), Contracting Officer’s Representative (COR), and other staff at the Governing Board office in Washington, D.C. within 10 business days following contract award for a kick-off meeting. Meeting objectives include the following:

• Introduce project staff and identify staff roles and responsibilities;

• Establish a clear and mutual understanding of the contract requirements with an overview of contract terms and conditions to include invoicing, project and financial reporting;

• Discuss communication protocols, project management and reporting;

• Review the project plans and milestones;

• Discuss plans for the communications review/audit;

• Review and discuss the Quality Assurance Surveillance Plan (QASP);

• Respond to contractor questions.

The contractor shall provide a summary of the discussions and mutual agreements reached at the meeting within five business days after the meeting. For each option year, a kick off meeting to discuss similar objectives will take place via teleconference.

Subtask 1.2: Project Management and Reporting

The contractor shall propose a comprehensive project management plan that will achieve project goals, promote communication, ensure quality control, and deploy cost efficiencies. The plan shall demonstrate how staff and resources will be allocated effectively to handle projects when they occur simultaneously and ensure that communication and workflow is consistent and that deliverables are of high-quality and delivered in a timely manner. The plan shall also show which key member(s) of the project staff will be responsible for overseeing workflow and allocation of staff and resources.

Weekly Reviews

The contractor will provide ongoing review and monitoring of project work and communicate weekly with the COR on the status of each task activity via conference call, with a follow-up e-mail that will summarize the highlights and work progress discussed on the call. Work performed will be reported in more detail in the monthly reports, and as needed. A proposed plan to rectify outstanding issues will be submitted, as needed.

Monthly Reports

A monthly activity report shall be generated and submitted with each invoice no later than 15 business days following the end of the reporting month. The report must include a narrative report on work performed for the reporting period, deliverables requested and submitted;

details on staff work by task area and challenges or problems experienced and how they were addressed. The report content shall be governed by task requirements, with specified deliverables.

Annual Reports

For each contract year and option year, the contractor shall submit an annual report with an Executive Summary highlighting work performed during the contract year by task area. The reports must be submitted within 90 calendar days after the end of the contract year. The report shall include a contract budget summary; issues and challenges; and overall recommendations for improvement. The contract’s Project Director shall also provide a 10- 15-minute presentation on the highlights of this annual report of contract activities to the Governing Board’s Reporting and Dissemination Committee during a quarterly Governing Board meeting5, and shall also be prepared to collect feedback from members that will be summarized and provided to the COR five working following the meeting.

Special Reports

Based on the Governing Board’s needs, the contractor may be occasionally requested to provide a special report for a specific time range, such as when Report Cards are released.

Subtask 1.3 Quality Assurance Surveillance Plan

Offerors shall propose a Quality Assurance Surveillance Plan (QASP) to ensure that all aspects of the project meet contract requirements with respect to overall contract management, allocation of staff and resources and specific task execution. The QASP shall serve as an ongoing monitoring tool for accomplishing project objectives and specific task goals.

The QASP shall be designed to meet the following key objectives:

• Adhere to the contract budget through cost management and controls;

• Define a thorough quality control process to ensure deliverables meet contract requirements;

• Ensure high quality and accurate deliverable products;

• Ensure timely allocation of qualified staff and required resources;

• Submit deliverables on time and within budget.

Offerors shall describe a plan for establishing and adhering to quality control standards as

5 The Governing Board meets four times a year, see the meeting calendar at https://www.nagb.gov/what-we-do/calendar.html https://www.nagb.gov/what-we-do/calendar.html https://www.nagb.gov/what-we-do/calendar.html documented in the QASP, Attachment B. It is to be noted that the final QASP will be mutually agreed upon with the contractor. A final QASP shall be submitted to the Governing Board 10 working days following the kick-off meeting, and will be updated as needed throughout the project lifecycle.

Task 2: Customer Relationship Management

In its Strategic Vision, the Governing Board established that the Board “will promote the Nation's Report Card's wealth of information to facilitate awareness and uses of NAEP in appropriate, timely, new, and meaningful ways.” To attain this goal, the Governing Board requires a means to track, analyze, and report its communications efforts in order to evaluate which strategies have the greatest outreach.

This tracking, analyzing and reporting system shall follow models utilized in other sectors that rely upon Customer Relationship Management (CRM) systems. The approach shall be designed to review and analyze data on our stakeholders’ interactions with NAEP to better improve our engagement with customers and to further the goal of meeting customer needs by reshaping our messaging for optimum awareness and use of NAEP data. Governing Board, “customers” include policy makers, partners, stakeholders, and the media.

Specific responsibilities include:

• Recommending a CRM system with a dashboard that is user-friendly, easily accessible to

Governing Board staff, and that complies with federal privacy requirements for gathering information.

• Reviewing the current databases maintained by the Governing Board to categorize the databases by stakeholder type, and augment the databases with up-to-date listings of stakeholders (individuals and organizations), media outlets, Department of Education contacts, and legislative staff. The listings shall comply with the Privacy Act requirements.

Contact information shall include organization names, addresses, telephone numbers, e-mails, and websites, along with contact details on key organizational leaders including Chief Executive Officers, Executive Directors, Chief Operating Officers, Deputy Executive Directors, and Directors of Communications or Public Affairs.

• Initiating other communication strategies to reach key stakeholders, media representatives, and legislative staff and set up face-to-face meetings with the goal of identifying communication strategies that are optimum for each stakeholder type;

• Continually scanning the Internet; Twitter and other social media platforms; and traditional media for artifacts, i.e., blogs, white papers, one-pagers, news reports, media citations, and other documents that reference NAEP and the Governing Board, and linking those artifacts to the appropriate stakeholder database. The social media scanning shall focus on identifying stakeholders and media outlets along with appropriate hashtags, likes, etc., and attaching these social media references to appropriate stakeholders in the database.

• Providing timely, nimble, and interactive tracking and analysis of Governing Board communication efforts to the Governing Board COR and identified staff.

• Conducting searches and preparing customized reports as requested by the COR.

• Providing staff training on how to customize reports and create queries.

The CRM system for tracking and reporting shall be integrated in the QASP as it relates to quality control and deliverable submission.

Task 3: Outreach and Dissemination

Subtask 3.1: Outreach Plan and Recommendations for Improvement

The Board’s key outreach and communication goals include the following:

1) Strengthening and expanding partnerships by broadening stakeholders’ awareness of NAEP and facilitating their use of NAEP resources;

2) Creating targeted NAEP resources to inform education policy and practice; and

3) Promoting sustained NAEP dissemination for multiple audiences and multimedia technologies for greatest impact.

In order to attain these goals, it is necessary to review and assess what we are currently doing in order to establish creative and targeted plans for attainment of these goals.

Following the kick off meeting, the contractor shall undertake a thorough review of current Governing Board outreach and communications work to assess improvements that need to be made and develop recommendations for implementation of the Board’s Strategic Vision.

As part of this report, the contractor shall conduct comprehensive research of the social media landscape and the Board’s social media presence to assess changes needed to better achieve the Board’s goals. The work shall include at minimum the following:

• Analysis of how Governing Board social media content is posted, shared, and discussed in the social media landscape by various groups, media and individuals.

• Identification of major influencers in the realm of education, testing, and assessment, with large audiences and followers who could be potential partners; and

• Devising strategies on identifying popular social media conversations, trends, campaigns, forums, hashtags, user habits, etc., regarding education, assessment, and testing.

A written report on this review and proposed recommendations for future approaches shall be submitted to the Board no later than 90 days following contract award. The contractor shall submit weekly updates on this work and develop recommendations to reflect on lessons learned from ongoing work and changes from the communications landscape that affects the Board’s outreach efforts and would require refinements in strategies and products.

A plan for accomplishing this review with a phased approach to implementing recommendations for achieving the stated goals shall be developed for Governing Board action. An update on this work shall be provided by the contractor to the Governing Board’s Reporting and Dissemination Committee at the March 2018 Quarterly Board meeting. This task shall only be required in the contract base year.

Subtask 3.2: Social Media Outreach and Dissemination

The Governing Board has a need to provide social media services that include identification of key partners and social media influencers that can be leveraged to disseminate NAEP-related content to their audiences. Efforts should be aligned with the overall goals in the Strategic Vision6. Specific objectives of this subtask include the following:

• Social media content and messaging support;

• Social media action plan implementation; and

• Social media monitoring, evaluation, and reporting.

Social Media Content and Message Support

The contractor shall assist the Governing Board in developing content for its social media communication tools. Work performed for this task must comply with Federal and U.S.

Department of Education guidelines for web posting to include privacy protections. See the guidelines at https://www.digitalgov.gov/resources/federal-social-media-accessibility-toolkit-hackpad/ and at https://www2.ed.gov/notices/index.html.

A key requirement is for the contractor to continually scan social media, particularly focused on identified stakeholders and media outlets along with appropriate hashtags, likes, etc. The contractor shall create recommended social media contributions (responses) as appropriate.

All content to be posted via social media has to be reviewed by the COR before posting.

Additionally, the contractor shall develop multiple messages used in social media campaigns related to NAEP releases and Governing Board events. These messages shall seek to effectively promote the appropriate use of NAEP data related to popular and relevant education, testing, and assessment trends and topics found in social media.

The contractor shall also develop social media content for leveraging key partners and stakeholders social media platforms by posting content on their social media channels, as directed by the COR. All social media content shall be strategic in attracting audiences, encouraging active participation by viewers and followers, and linking to relevant groups and individuals with large followings, with privacy protections and third party disclaimers as required by federal policies and regulations; see https://www.digitalgov.gov/resources/guidance-for-agency-use-of-third-party-websites-and-applications/.

Social Media Action Plan Implementation

The contractor shall facilitate the implementation of proposed strategies as agreed upon by the Governing Board. This work shall cover enhancements to current Governing Board social media platforms with web integration, development and guidance on creating additional

6 https://www.nagb.gov/content/nagb/assets/documents/newsroom/press-releases/2016/nagb-strategic-vision.pdf https://www.digitalgov.gov/resources/federal-social-media-accessibility-toolkit-hackpad/ https://www.digitalgov.gov/resources/federal-social-media-accessibility-toolkit-hackpad/ https://www2.ed.gov/notices/index.html https://www.digitalgov.gov/resources/guidance-for-agency-use-of-third-party-websites-and-applications/ https://www.digitalgov.gov/resources/guidance-for-agency-use-of-third-party-websites-and-applications/ https://www.nagb.gov/content/nagb/assets/documents/newsroom/press-releases/2016/nagb-strategic-vision.pdf platforms, website enhancements and suggestions for upgrades or designs to link more effectively to social media channels and efforts, search engine optimization, development of materials and multimedia designed for optimal visual appeal, social media distribution, and coordination of strategic social media campaigns and efforts.

Social Media Monitoring and Evaluation

As specified in Tasks 1 and 2, the contractor shall provide reoccurring weekly, monthly, quarterly and annual reports of social media activity measuring engagement in the Governing Board’s social media platforms including summaries of how content is discussed and shared by users. On at least a monthly basis, the contractor shall use these reports to provide ongoing web analytics and recommendations for needed changes. The contractor shall refer to the recommended baseline social media metrics developed and maintained by a working group of the Federal Social Media Community of Practice.7

Subtask 3.3: Ongoing Stakeholder and Media Outreach Services

In its general communication and outreach efforts, and on an ongoing basis, the Governing Board has a requirement to prepare collateral materials such as slides and scripts for presentations, specialized materials (including one-pagers); development of specialized databases, invitations and advisories for mass e-mailings and website posting. The contractor shall facilitate these services, produce materials as needed, provide advice on plans or work activities, and oversee the logistical coordination and production of deliverables. Work requests in these areas shall be issued as needed, with an implementation plan and budget to be submitted for review and approval prior to commencement of work. The contractor shall assume there will be miscellaneous stakeholder outreach work needed at least once a month.

Task 4: Multimedia and Related Products

In its communication efforts, the Governing Board sees multimedia products as essential outreach vehicles to promote NAEP effectively. Specific needs are outlined below and for each subtask; the contractor shall be prepared on an outgoing basis to review user access, view, and needs in regards to the products to gauge impact and success in dissemination of these materials.

Subtask 4.1: Video Production

The Governing Board has a requirement to produce videos (apart from NAEP release events) that highlight NAEP findings and contextual variables to promote the Board’s mission. The contractor shall produce 4 short videos per contract year, between 2-4 minutes in length that could involve graphics, animation, music, actors, and potentially clips or images from other Board videos or products. The contractor shall draft a story line and script, coordinate all technical aspects of video production to include editing, providing required audiovisual

7 https://www.digitalgov.gov/2013/04/19/social-media-metrics-for-federal-agencies/ https://www.digitalgov.gov/2013/04/19/social-media-metrics-for-federal-agencies/ equipment, ensuring that the videos are 508-compliant and easily shareable via social media. The contractor shall assume two rounds of editing each video including reviews and edits from Board staff. The contractor shall assume a requirement to produce one video every three months. (Cost projections for videos shall be provided in the business proposal, with detailed cost assumptions per video, and video type (e.g. with animation or without animation etc.).

Subtask 4.2: Infographics and Data Visualization

The Governing Board has a requirement to produce attractive and easily comprehensible data visualizations to make NAEP data more useful, valuable, and relevant to stakeholders. Services shall include analyzing publicly released NAEP data, including contextual variables, and suggesting the use of actionable data that can be visualized and communicated easily via visually appealing designs that innovatively and accurately communicate the data, and also include the use of motion graphics. Recent examples include: Black Girls in STEM: Insights from NAEP campaign.8

The contractor shall develop a minimum of one infographic per month (apart from those for NAEP releases) that features NAEP contextual variables data. The contractor shall analyze NAEP findings that respond to and/or anticipate trending discussions. A minimum of two ideas per month shall be presented with both concise text and designs that accurately communicate findings. Final products must be compliant with Section 508 requirements and optimally designed to share via social media. The contractor shall assume two rounds of editing each infographic including reviews and edits from Board staff.

Subtask 4.3: Monthly Electronic Newsletters

In April 2017, the Governing Board created and began disseminating monthly electronic newsletters via e-mail to stakeholders nationwide. The newsletters use graphic icons and designs, and provide information to link people to various Governing Board videos, infographics, web pages, and other artifacts, along with online media outlets and blogs that discuss NAEP. The contractor shall be responsible for developing each newsletter and working with Board staff to craft and design and timely content in a visually appealing format that captures the attention of readers. The contractor shall assume up to two rounds of editing each newsletter with reviews and edits from Board staff.

Subtask 4.4: Narratives on NAEP Data Uses

To demonstrate the relevance of NAEP, the Governing Board has a requirement to develop and disseminate brief narratives of education and policy gathered from leaders at the district, state, and national levels who have used NAEP data and findings as tools to improve student achievement. This subtask requires the contractor to research such uses of data and compile details on these efforts with the goal of developing creative strategies to display and disseminate these uses of NAEP data. Products shall include infographics, video, podcasts, and/or other multimedia materials. Services include design, editorial, production, technical and other

8 https://nagb.gov/STEMinsights https://nagb.gov/STEMinsights components. Offerors shall propose creative ideas and provide specific examples of multimedia tools and content to showcase these efforts in innovative and accessible ways. All materials produced must be 508-compliant and easily sharable via social media. Offerors shall assume the production of one narrative every six months.

Subtask 4.5: Speaker Presentations

Services required in support of conference presentations on NAEP and Governing Board generated topics shall include developing presentation materials, i.e., slide decks and materials designed specifically for those gatherings. The contractor shall assist the Board with all presentation needs, including, but not limited to development of content, graphics, design, and imbedded video and/or audio links for slides from already-created materials; development of a compilation video featuring clips from already-created videos or other artifacts; and creation of a one-pager or other handout for attendees. The contractor shall also research and suggest upcoming conferences and events that would present opportunities for conducting outreach.

Subtask 4.6: Publication Services

The contractor shall provide design, editorial, and other services for print and online versions of publications to include full and abridged NAEP Frameworks and one-pagers that are visually appealing. The contractor shall produce both a Section 508-compliant version for online posting and a final camera ready copy (with related documentation) for printing that meets requirements of the Government Printing Office (GPO) of all final deliverables.

While the full scope of publications is not known, the requirements include the following examples below which shall be budgeted for the base and option years:

Design Services for 2017 Mathematics and Reading Abridged Frameworks

The contractor shall produce two abridged versions of the 2017 NAEP Mathematics and Reading Frameworks, which use text, graphics, icons and other visuals to provide an accessible, high-level version of the full frameworks. The contractor shall draft a document with suggested text that highlights content from the full framework, along with design concepts.

Editing Services for 2018 Civics, Geography, and U.S. History Full Frameworks

The contractor shall assist the Board in updating three NAEP Frameworks: NAEP 2014 Civics9, NAEP 2014 Geography10, and NAEP U.S. History 201411. Work for each of these publications is identical and involves design and editorial services, to include cover and text updating, copyediting and proofing using the Microsoft Word versions and publication files for the previous iterations of each framework.

9 https://www.nagb.org/publications/frameworks/civics/2014-civics-framework.html 10 https://www.nagb.org/publications/frameworks/geography/2014-geography-framework.html 11 https://www.nagb.org/publications/frameworks/history/2014-history-framework.html https://www.nagb.org/publications/frameworks/civics/2014-civics-framework.html https://www.nagb.org/publications/frameworks/geography/2014-geography-framework.html https://www.nagb.org/publications/frameworks/history/2014-history-framework.html

Color One-pagers

The Governing Board has a requirement for full color, one-pagers to promote various aspects of NAEP for a general audience. Services shall include designing the publication with visually appealing colors, images, pictures, and text; creating and editing content; proofing and formatting. Recent examples include:

A Closer Look at NAEP:12 One-pager on NAEP Arts 2016:13

Task 5: Event Logistics

Subtask 5.1: Report Card Release Events and Activities

An important logistical function of the Governing Board is to plan and execute release events for NAEP Report Cards. Events are typically convened in-person, in the Washington, D.C. area and are webcast as live events nationally. The events also facilitate online viewing via computers or mobile devices and permitting allow question submission to panelists.

Recent events have included panelists who were students, teachers, and business leaders to represent the variety of stakeholders. Venues were chosen to reflect the subject matter of the NAEP report. Events have incorporated unique and interactive features, such as incorporating polling software to allow in-person and online attendees to answer NAEP questions. Events have also involved the creation and integration of multimedia content, to include videos and infographics, as well as extensive social media outreach. Each release shall require coordination of embargo access to members/staff of the U.S. Congress, along with state school chiefs and governors. Release events include activities scheduled after the report card release in order to prolong the life of the report and NAEP findings. This includes briefings conducted on Capitol Hill, preparing conference presentations, and conducting webinars, and Internet media tours.

Recent examples of release events and their splash pages can be found below:

• The Nation’s Report Card: 2016 Arts:14

• The Nation’s Report Card: 2015 Science:15

• The Nation’s Report Card: 2014 Technology and Engineering Literacy:16

12 https://www.nagb.org/content/nagb/assets/documents/publications/a-closer-look-at-naep.pdf 13 https://www.nagb.org/content/nagb/assets/documents/newsroom/naep-releases/2016-arts/naep-arts-2016-one-pager.pdf 14 https://www.nagb.org/newsroom/naep-releases/2016-arts.html

15 https://www.nagb.org/newsroom/naep-releases/2015-science-release.html 16 https://www.nagb.org/newsroom/naep-releases/naep-tel-webcast-may-17.html https://www.nagb.org/content/nagb/assets/documents/publications/a-closer-look-at-naep.pdf https://www.nagb.org/content/nagb/assets/documents/newsroom/naep-releases/2016-arts/naep-arts-2016-one-pager.pdf https://www.nagb.org/content/nagb/assets/documents/newsroom/naep-releases/2016-arts/naep-arts-2016-one-pager.pdf https://www.nagb.org/newsroom/naep-releases/2016-arts.html https://www.nagb.org/newsroom/naep-releases/2015-science-release.html https://www.nagb.org/newsroom/naep-releases/naep-tel-webcast-may-17.html

There are three planned Report Card Releases that will be conducted during the base contract year. Offerors shall respond to this task requirement by providing a plan for each specific release, accompanied by a task budget in the business proposal. The proposed release dates of upcoming Report Cards are documented below.

• NAEP Reading and Mathematics 2017: Performance of students at grades 4 and 8 both on a national and state-by state level that represents the move of NAEP from pencil-and-paper to digitally-based assessments. Estimated release date – January 2018

• NAEP Reading and Mathematics 2017 Trial Urban District Assessment (TUDA):

Performance of students at grades 4 and 8 for 27 urban school districts that are part of the TUDA program. Estimated release date – February or March 2018

• NAEP Writing 2017: A digitally-based assessment that highlights performance of students at grades 4 and 8 on a national level. Estimated release date – September 2018

The scope of work and schedule of deliverables is identical for all three releases. The contractor shall propose specific strategies for each release based on the subject matter and breadth of the assessment as detailed below.

Logistical and Technical Coordination

The contractor shall arrange for an appropriate venue to host the event, as well as a webcast platform with closed captioning services and accessibility for users of computers, tablets, and other devices. The contractor shall coordinate all logistical aspects of the event as directed by the COR. Work shall include the following:

• Identifying appropriate sites for consideration; Arranging walkthroughs to determine technical capabilities;

• Recommending a final site and coordinating details of that selection;

• Providing advance onsite registration;

• Coordinating onsite support services to include speaker preparation, onsite registration, and coordinating room set ups;

• Coordinating audiovisual and internet- and webcast-related equipment needed to supplement venue resources and troubleshooting accessibility and technical issues as needed; and

• Providing a post release report summarizing the event outcomes.

Stakeholder Databases and Invitations

The contractor shall update existing databases provided by the Governing Board and augment the databases to include comprehensive nationwide databases of print, broadcast, social and online media; relevant local and national groups, foundations, associations, leaders in K‐12 education and policy; and subject matter experts. The contractor shall also create HTML email invitations to send to stakeholders in the databases. The execution of each targeted email series will include an initial invitation, two reminders prior to the release day, and a last call reminder the day before the release. The contractor shall maintain a registration system to capture all event RSVPs.

Report Messaging

The contractor shall meet in-person with Governing Board staff to discuss the messages the Board wants to communicate on report findings. The contractor will be provided access to embargoed report data and be expected to understand ensure data security and confidentiality to analyze for reporting the findings. Detailed suggestions and message recommendations on the press release and other materials shall be provided. The contractor shall also prepare written summaries of the discussions and agreed upon action plans.

Website Page, Stakeholder and Social Media Outreach, Embargo Access

The contractor shall create content and suggest a design layout for an event “splash page” and coordinate placement with the Board’s web contractor. All release documents will be hosted on this splash page, which will also serve as the hub for event registration. Promotion activities shall include a link to the splash page to encourage participants to visit, share, and access information and register for the event. Proposed content and design should be visually appealing, aligned with website design and parameters, and facilitate social media sharing.

The contractor shall develop content for posting on social media to include the Board’s Facebook and Twitter pages to build awareness. In addition, the contractor shall design content for Governing Board members to promote activities on their channels. The contractor shall also produce a list of relevant organizations and social media influencers with large followings, devise copy designed specifically for them, and reach out through personal calls and e-mails to encourage posting, sharing, linking and distribution. Contractor shall also identify organizations representing targeted audiences to reach out to via personal phone calls and emails to encourage participation.

The contractor shall assist with coordinating embargo access for Congressional members and staff, State Superintendents and Commissioners of Education and high-level staff, and high-level education leaders working for Governors. This includes researching and developing a list of approximately 150-200 Congressional key staff; drafting a ‘Dear Colleague’ letter; and creating HTML e-mail invitations. For state governors and chiefs, the contractor shall create an invitation for access and maintain a list of those who sign up with periodic reports on embargoed access for the event, as well as collect and track confidentiality agreements.

Develop Multimedia and Collateral Materials

The contractor shall prepare advance products to include the following:

• A full-color one-pager that highlights details and background of the upcoming report to disseminate and promote to stakeholders. The contractor shall create text and suggest design elements and concepts.

• A 2-minute video that features NAEP contextual variable data. The contractor shall conceive three potential storylines or treatments for Governing Board staff to consider and ultimately select one for filming. The contractor shall develop a script;

coordinate all audiovisual technical requirements and needs; secure actors if needed;

develop graphics, animation, and music; and provide editing services. The final video shall be Section 508-compatible with closed-captioning to allow posting on the day of the event.

• The contractor shall develop effective infographics on NAEP contextual data that creatively and concisely blends images and text to present a compelling story on report findings. Offerors shall budget for two infographics per event.

• A press/media packet/folder shall be assembled to include panelist bios; the news release, talking points for Board members for the report; a script for the moderator and panelists, and slide decks. The contractor shall also design and edit all materials and create PDFs of all final documents for website posting. All items shall be Section 508-compliant.

Post-release Stakeholder Event

The contractor shall assist the Governing Board in executing a stakeholder outreach activity soon after the public release of the Report Card. This would be dedicated for those with professional connections and interest in K-12 education. The contractor shall assume that for each report, an in-person event will be held such as a Capitol Hill briefing, seminar or conference panel. However, the exact vehicle can be subject to change depending on trends in the subject fields, stakeholder outreach, media coverage of the report, and any other unforeseen developments. It is also possible to convene focus groups for each release event.

(Cost projections per focus group shall be provided as optional tasks in the business proposal).

Tracking and Reporting

Following the event, the contractor shall capture media coverage and submit three reports: 1) a 24-hour summary of news coverage, 2) an analysis and insight document regarding the media outreach effort and media response, and 3) a debrief report that analyzes attendance, provide observations on event execution, and make recommendations for future release events.

Planned Release Events for Contract Option Years

• In Option Year 1, the Governing Board will host release events for four reports with a focus on national results for 8th graders – U.S. History, Geography, Civics, and Technology and Engineering Literacy.

• In Option Year 2, the Governing Board will host release events for three separate reports:

(a) NAEP Reading and Mathematics at the national and state levels for grades 4 and 8;

(b) NAEP Reading and Mathematics for grades 4 and 8, in 27 large urban school districts; and

(c) NAEP Science for grades 4, 8, and 12 on a national level.

The release events shall be budgeted with assumptions that will be subject to change as the events are finalized.

Subtask 5.2: In-Person and Virtual Outreach Events

Occasionally, the Governing Board has a requirement to promote NAEP and related Board activities, as well as gather stakeholder feedback, through various types of online and in-person events, including webinars, social media chats, seminars, roundtables, conferences, focus groups, or symposiums. The role of the contractor shall be to coordinate and oversee all logistical coordination and technical services and needs, including production of deliverables, while providing advice on suggested plans or work activities. Work requests shall be issued as needed, with an implementation plan and budget to be submitted for review and approval prior to commencement of work. The contractor shall assume a minimum of one in-person or virtual event every three months.

Task 6: Board Member Nominations

The Governing Board membership, as specified in its legislative authority, is staggered;

members serve 4 year terms which are renewable for a maximum 8-year term.17 As vacancies occur, the Governing Board conducts an extensive and thorough process to nominate qualified Board members who are appointed by the U.S. Secretary of Education. The effort includes creation of a dedicated website and an e-mail campaign to solicit nominations from thousands of groups and individuals. In a given year, there are usually four to six openings on the Board in specific categories. The contractor shall support the Board’s work in soliciting new members for its annual nominations process. The work shall require robust database building, networking with partners, creating multimedia content, utilizing social media to effectively reach qualified and diverse nominees, designing web content and materials, and otherwise effectively promoting this annual campaign to a national audience.

The recruitment cycle begins more than a year before appointments are ultimately made. For Option Year 1, the contractor shall assist in outreach and dissemination efforts for eight open positions to be appointed in 2019 in these categories: local school superintendent, curriculum specialist (two positions), 12th-grade teacher, state school board member, business representative, chief state school officer, and testing and measurement expert. Areas of key activities are listed below and all deliverables will be reviewed by Board staff.

Communications Plan

The contractor shall devise a comprehensive strategic plan for effective outreach that will provide details on how best to leverage partnerships with stakeholder groups whose roles are relevant to the open categories, social media outreach, and the website to maximize creative design and social media sharing. The document shall also strategically select partner groups for both one-on-one meetings and conference calls (10-15 key groups) with Board staff; and identify groups and strategies that ensure racial, gender, and geographical diversity.

17 See https://nagb.gov/naep/naep-law.html https://nagb.gov/naep/naep-law.html

Stakeholder Outreach

Database Development: The contractor shall update and augment a master database of current contacts for accuracy and add new, researched contacts that are relevant to the campaign as well as the open categories for which the Board seeks submission. The list shall include a broad array of organizations, foundations, associations, think tanks, government agencies, and media that are involved in K-12 education and assessment.

One-Pager Development: The contractor shall create a full-color one-pager that concisely summarizes the nominations process and open categories.

Invitations and Dissemination: The contractor shall draft both a press release announcement and a visually appealing HTML e-mail invitation on the nominations campaign that provide details on the solicitation of nominations and links back to the Board’s splash page. The contractor shall also send the final invitation via e-mail, as well as two reminder e-mails to the list while monitoring for bounce backs.

Social Media Outreach: The contractor shall devise social media content to post on the Board’s social media channels promoting the campaign. The contractor shall also devise social media content for up to 100 stakeholders, selected with Board staff input, and track how that content is shared and posted.

Development of Nominations Web Page: The contractor shall assist the Governing Board in developing a dedicated web page on the Board’s website for the nominations campaign.18 The contractor shall assist the Board in developing content, design, and social media and multimedia components for this page that will be programmed and posted by the Board’s web contractor. The contractor shall also recommend concepts to improve display, navigation, and social media sharing.

Debrief Report: After the submission deadline, typically at the end of October each year, the contractor shall draft a debrief report that summarizes the nominations campaign, stakeholder reaction and promotion, as well as recommendations for refinements and improvements for the following year.

Task 7: Consultant Services and Administrative Support

For each contract year, the Governing Board has an ongoing requirement to engage the…