Revised_Jan_2019_USAFA_Band_Media_Promo_SOW.pdf

Statement of Work (SOW) Promotional Media Services for

The United States Air Force Academy Band (USAFA) Georgia-Alabama Tour April 2019

1.0 DESCRIPTION OF SERVICES: Non-personal services to include designing and executing a plan to maximize attendance at USAFA Band concerts. The contractor will develop and coordinate an advertising campaign for newspaper, radio and social media sites to influence media markets in each concert location. See specific locations Appendix 1. The contractor will provide all associated services for the quantities specified in this SOW and Appendix 1. The advertisements will primarily target audiences within the 50+ age-group and secondary audiences within the 35-49 age group. Interest categories include: veterans, retired persons, classical music, patriotic music, live concerts, free concerts and families with children. The promotional media services will start 4 weeks prior to the dates and locations specified in Appendix 1. The contractor will schedule and execute all advertising using products provided by the USAF Academy Band to meet or exceed specifications in Appendix 1. The newspaper requirement is one ad per each concert location published the specific number of times designated in the quantity column.

Specific newspaper(s) will be determined by contractor to maximize community primary and secondary target audience awareness. Radio requirement is one audio spot per city to be broadcast the number of times specified in the Appendix 1 quantity column. Specific radio stations will be determined by contractor to maximize community primary and secondary target audience awareness. Social media posts will result in the number of impressions in each concert location community specified in the Appendix 1 quantity column. Number, date, and time of social media posts will be determined by the contractor. Example newspaper and radio spot samples are included as attachments in this SOW. When appropriate, multiple concert locations in one print ad, radio spot, or social media post is acceptable. The contractor will provide weekly reporting of digital advertising as well as post campaign analysis of digital and traditional advertising.

2.0 GOVERNMENT FURNISHED ITEMS AND SERVICES: The USAF Academy Band will design, create, and provide artwork for print ads and social media posts in addition to radio audio spots.

3.0 SERVICES DURING CRISIS. The performance of these services are deemed non-mission essential during times of crisis.

Appendix 1 Promotional Media Services

Concert Date Location Item Description QTY April 7, 2019 Peachtree City, GA Ads 1/4 page Newspaper Ads 3 April 7, 2019 Peachtree City, GA Ads Radio Ads 47 April 7, 2019 Peachtree City, GA Ads Facebook/Instagram Ads 93K April 9, 2019 Rome, GA Ads 1/4 page Newspaper 3 April 9, 2019 Rome, GA Ads Radio Ads 20 April 9, 2019 Rome, GA Ads Facebook/Instagram Ads 52K April 10, 2019 Carrollton, GA Ads 1/4 page Newspaper Ads 3 April 10, 2019 Carrollton, GA Ads Radio Ads 34 April 10, 2019 Carrollton, GA Ads Facebook/Instagram Ads 99K April 11, 2019 Birmingham, AL Ads 1/4 page Newspaper Ads 3 April 11, 2019 Birmingham, AL Ads Radio Ads 60 April 11, 2019 Birmingham, AL Ads Facebook/Instagram Ads 100K April 12, 2019 Montgomery, AL Ads 1/4 page Newspaper Ads 3 April 12, 2019 Montgomery, AL Ads Radio Ads 60 April 12, 2019 Montgomery, AL Ads Facebook/Instagram Ads 51K April 13, 2019 Macon, GA Ads 1/4 page Newspaper Ads 3 April 13, 2019 Macon, GA Ads Radio Ads 40 April 13, 2019 Macon, GA Ads Facebook/Instagram Ads 30K April 14, 2019 Warner Robins, GA Ads 1/4 page Newspaper Ads 3 April 14, 2019 Warner Robins, GA Ads Radio Ads 40 April 14, 2019 Warner Robins, GA Ads Facebook/Instagram Ads 35K April 15, 2019 Savannah, GA Ads 1/4 page Newspaper Ads 3 April 15, 2019 Savannah, GA Ads Radio Ads 42 April 15, 2019 Savannah, GA Ads Facebook/Instagram Ads 92K