Attch_1_SOW_final.pdf

STATEMENT OF WORK

FOR

NORTH AMERICAN AEROSPACE DEFENSE COMMAND AND U.S. NORTHERN

COMMAND (N&NC/PA)

Media Outreach Database Distribution Subscription

1.0 Background: The purpose of this statement of work is to establish a subscription with a media outreach database distribution service for North American Aerospace Defense Command and U.S. Northern Command Public Affairs (N&NC/PA). N&NC/PA requires this service to provide effective dissemination of accurate information to N&NC/PA Commander, Staff, and leadership providing real time media coverage of events affecting N&NC/PA.

1.1 Objectives. The objective of this effort is to obtain a media outreach database subscription that includes a contact management database, media directories management, editorial calendars, news management, traditional news and social media clipping service, press release distribution, tracking, and analytics features and email campaigns integrated into one public relations suite.

1.2 Scope. The contractor shall provide a media outreach database distribution subscription that manages and tracks correspondence, inquiries, publishes press releases, assesses press coverage and other activities. The subscription shall provide quick access to integrated media contact profiles containing news written about N&NC topics, activities, details of interactions staff and leaders have with national and international press to include our inter-agency partners, pitching details, and direct contact information. It must utilize the BCC email functionality that allows users to automatically log activities to corresponding media contacts in public relations by adding a unique BCC email address in outgoing emails from an email platform. The subscription shall create media distribution lists for communications via an integrated communications email application. It shall have the capability to add, manage and communicate with non-media individuals and organizations that are important to N&NC.

1.2.1 Media directories and editorial calendars with information included from each of the following media content specialists, in addition to providing in-house media information:

o Public Relations (PR) database media outlet information.

o The ability to create an unlimited number of customized distribution lists and the ability to distribute an unlimited number of press releases to these distribution lists without the need to create multiple, duplicate releases due to a distribution limit.

o Contact directories and direct email, fax and phone numbers and journalist pitching profiles with preferred contact methods, best days and times to contact, beat specialties, deadlines.

o Continual updates to media directories o Easily add any new journalist contacts directly into the PR database for immediate use. Any added contacts will automatically generate a request to the PR database in-house research team for further research and verification.

o Detailed journalist/outlet profile containing contact details, pitching tips, contact schedules, links to all N&NC news clips captured during automated daily monitoring process, and user interaction notes o Create targeted searches of media contacts and organize them into PR database contact lists, which would be accessible by all N&NC/PA users for collaboration.

o Provides immediate email notification regarding changes to profiles of any media contacts contained in any N&NC/PA contact list o Adds in N&NC/PA’s specific press contacts and maintains N&NC/PA’s press database as part of the whole.

o Direct access for N&NC/PA users to add new contacts to the program database from within the public relations software and providing instant access to those new contacts. Includes at a Media Calendar database with editorial features in upcoming issue, awards opportunities, speaking opportunities, and calls for papers.

1.2.2 Project Management. Capability to manage all components of any major project or campaign through the system including assigned tasks, activity interactions with the media, press release distribution, and monitoring of related news. It shall generate detailed comprehensive reports outlining the success of each campaign.

1.2.3 Collateral Management. Ability to manage and archive collateral or marketing material (i.e. corporate profiles, message points, speeches, datasheets, logos, bios, white papers, etc.) directly through a centralized access point for inclusion in press release distributions, and access via the web. It shall also allow for added control to ensure only approved materials and messaging is being communicated to the media.

1.2.4 User Defined Fields. Allow users to create customized user defined fields for N&NC/PA’s specific reporting and tracking needs.

1.2.5 Email communication feature. Capability to easily distribute press releases and communications to media contacts directly through an integrated communications wizard email platform. Allows sending of unlimited distributions with a copy of the communication automatically saved as an activity in the PR public relations profile of each recipient for historical tracking of interactions.

1.2.6 Activity tracking. Ability to track interactions with media to develop a historical database of media relationships and create reports to show relationships between media interactions and resulting news coverage.

1.2.7 Publicity Opportunities and Posts. Ability for the customer to create unlimited news alerts based upon key words. When a journalist publishes an article on a topic that an alert has been created for, the system should alert the customer to this fact.

1.2.8 News on Demand Clipping Service and News Management. The capability to:

o Streamline news distribution, reporting, and monitoring with integrated news management system o Monitor and deliver news coverage in near real time from at least

120,000 online, print, blogs, and broadcast sources.

o Monitor unlimited keywords to capture news on our organization, our competitors, or defense news o Ability to incorporate exclusion keywords in news monitoring search to automatically filter out irrelevant news clips o Automated clip archiving o Automated news identifies and highlights reprint articles o Delivers automated daily email news reports with full article details including (but not limited to) dates, headlines, outlet names, reporter names, circulation, ad value, and full text of articles o Automated (daily, weekly, hourly, or on demand) news alerts with customizable report templates o Capture N&NC/PA news clips automatically linked to system journalist profiles, media outlet profiles, N&NC/PA’s Public Information Office press releases and campaign activities o Search filters available to run detailed searches in our news archive for on demand reporting and analysis needs o Ability to create “saved search” which saves any set search criteria (i.e. keyword, date range, DMA, outlet type, etc.) for easy on going use and 24/7/365 access for duration of contract.

o Ability to create unlimited news lists of news search results for reporting needs and ongoing 24/7/365 access through duration of contract o 24-hour, 7 days-a-week monitoring of coverage o Integrated into the PR management system to produce detailed reports on coverage.

o Provide a single repository to store and archive our print, online, and broadcast news clips (both text and /or scanned image) for easy and immediate access to analyze, distribute, and report on our media coverage.

o Ability to directly integrate with any 3rd party print, online, and broadcast news monitoring vendors, giving us the ability to read and forward the text of the article.

o Immediate turn around so that all clips are available for unlimited printing, distributing and analyzing.

o Quick and simple compiling and distributing of clip books with either synopses or full text by email o Ability to summarize, measure and analyze news mentions including trend analysis and message analysis o Rich Site Summary (RSS) feed capability to feed in third party content directly from any online source offering RSS feed.

o Ability to create and manage custom RSS feeds from PR public relations to deliver news clips to others using custom RSS URL(s)

1.2.9 Social Media Observtion and Analysis (300,000 mentions) to provide:

o Real time observation for unlimited keywords in all social media portals and blogs.

o Ability to narrow specific searches to capture social media mentions from social media sources of interest to N&NC/PA.

o Ability to filter social media results by outlet follower size and outlet type o Provide comprehensive view of coverage for true measurement and analysis.

o 24-hour, 7 days-a-week observation of coverage o Automated (daily, weekly, hourly, or on demand) news alerts with customizable report templates o Automated daily email Social Media reports with full article details including (but not limited to) dates, social media post, blog posts, social media outlet names, social media user name, retweets generated, followers, following, and full text of articles o Social media and blog influencer monitoring with the ability to convert influencer data into contact profiles that are added to existing media lists o Monitor unlimited keywords to capture news on the customer’s organization, competitors, or defense news o Multiple search filters available to run detailed searches in our social media archive for on demand reporting and analysis needs o Ability to create “saved search” which save any set search criteria (i.e.

keyword, date range, outlet type, etc.) for easy on going use and 24/7/365 access for duration of contract.

o Provide viral message analysis by consolidating retweet messages and displaying a retweet count in the profile of the original twitter message.

o Provide viral blog analysis by tracking blog comments and displaying a comment count in the profile of the original blog post.

o Generate reports summarizing coverage and results by a variety of reporting means, such as by tone rating, top social media and/or blog influencers, subject keyword, and word clouds.

1.3.0 Advanced analytic capabilities which provide the following:

o Produce real-time evaluation with charts and graphs to show campaign effectiveness, evaluate messages, identify publicity and branding opportunities and provide competitive and/or defense information.

o Produce automatic graphs and charts that can be exported to RTF or PDF format o Analyze PR activities to determine effectiveness of PR o Analyze media coverage and impact of publicity

Analyzes print, broadcast, online, and blog media coverage simultaneously.

o Determine which PR programs delivered most positive coverage.

o Track competitive or defense coverage:

Assess efforts in relation to market share, competitors or defense standards by keywords and messages to better understand how PR program is working o Provide real time information Able to search by date, project, product, key message or company name immediately after launching a campaign o Produce customized reports

1.3.1 Prominence & a Scoring System. The capability to:

o Measure prominence and impact of news coverage to identify those most relevant and significant to N&NC/PA o Analyze text of each news clip for mention location, total number of mentions, weighs in competitor mentions, and importance of media outlet to determine value of the clip mention o Determine impact and exclusivity of mention for long term strategic planning or PR activities o Allows us to assign “media score” to rank certain publications based on importance to N&NC/PA for more accurate scoring.

o Analyze text to determine tone (i.e. positive, negative, and neutral) of news clip.

o Create Targeted analyses by preferred topic or search term o Produce real-time evaluation with charts and graphs to show campaign effectiveness, evaluate messages, identify publicity and branding opportunities, and provide competitive and/or industry information.

o Produce automatic graphs and charts that can be exported to RTF or PDF format

1.3.2 Email campaign management with unlimited emails. The capability to:

o Send N&NC/PA branded interactive emails to media lists and tracks results in real time. Shows who has read email and tracks any hyperlink a journalist clicks on within the press release o Automatic tracking of who received mail, who opened it, which documents they downloaded and which options they selected o Include embedded information such as links to websites and documents Enables journalists to easily request interviews and obtain information o Report on success of campaign and tracks campaign progress to help tailor media relations efforts.

1.3.3 Automatic News Toning that provides Analysis of all news coverage and automatically tag each clip with a positive, negative, or neutral tone rating for crisis management and coverage analysis.

1.3.4 The media outreach database distribution subscription shall be usable onsite for N&NC/PA staff and personnel.

1.3.5 PR Web with Associated Press Distribution (unlimited releases) with the capability to:

o Send critical news releases via PRWeb Online Syndication Network and Associated Press News service. This service is critical for national and international news items affecting N&NC, programs events, Defense Support of Civil Authorities/disaster response by DoD, other contingency operations, State Funerals, National Special Security Events (NSSE), etc.

o Send N&NC/PA branded, interactive press releases to Associated Press wire channel and media lists and tracks results in real time.

Shows who has read email, includes actions that journalists take.

o Syndicate N&NC/PA press release throughout the web for direct to consumer distribution and search engine placement on Google and Yahoo o Provide enhanced online visibility and placement of press releases on news sites ranked in the top 600 most highly trafficked US websites o Include buttons that direct recipients to additional information needed.

o Include embedded information such as links to websites and documents o Enable journalists to easily request interviews and obtain information o Report on success of campaign and tracks campaign progress to help tailor media relations efforts.

1.4. INTERFACE WITH GOVERNMENT OPERATION: Performance of work by Contractor personnel under the terms of this contract shall not interfere with regularly scheduled Government operational activities.

1.5. SECURITY REQUIREMENTS: Not applicable.

1.5. PHYSICAL SECURITY: Not applicable.

1.7. SEARCH AND SEIZURE: Not applicable.

1.8. PERSONNEL: Not applicable.

1.9. PROJECT MANAGER: The contractor shall provide a project manager who shall be responsible for the oversight of the proper operation and maintenance of the media outreach database distribution subscription. The name of this person and an alternate who shall represent the contractor when the manager is absent shall be designated in writing to the contracting officer. The project manager or alternate shall have full authority to act for the contractor on all contract matters relating to daily operation of this contract.

1.10. CONFLICT OF INTEREST: The Contractor shall not employ any person who is an employee of the United States Government or the Department of Defense, either military or civilian, if such employment would create a conflict of interest or be contrary to the policies contained in Department of Defense (DOD) Joint Ethics Regulation (JER), DOD 5500.7-R.

1.11. CONDUCT OF PERSONNEL: Not applicable.

1.12. FRAUD, WASTE, and ABUSE: Not applicable.

1.13. SAFETY: Not applicable.

1.14. OCCUPATIONAL SAFETY AND HEALTH: Not applicable.

1.15. HEALTH AND SAFETY: Not applicable.

The period of performance will begin 21 Sep 18 through 20 Sep 19 (base year) with four option years.