DRAFTPERFORMANCEWORKSTATEMENT.doc

Section J, Attachment 1, DRAFT PWS

PERFORMANCE WORK STATEMENT (PWS)

FOR

AIR FORCE RECRUITING

NATIONAL ADVERTISING AND EVENT MARKETING

1. DESCRIPTION

1.1. INTRODUCTION: In order to meet Air Force recruiting goals, the Air Force desires to increase awareness and gain support from the American public as a world-class organization that plays a significant role in achieving national objectives and one that offers rewarding career opportunities through Air Force military service around the globe.

1.2. BACKGROUND: The mission of the Air Force Recruiting Marketing program is to increase awareness and public support for the Air Force and to generate sales leads for the military recruiting force. There are numerous recruiting marketing campaigns being conducted at any one time during a year. These campaigns, creatively tied together, influence high school students and graduates, college students and graduates, physicians, nurses, dentists, chaplains, and attorneys to consider Air Force career opportunities. More than 3,500 Air Force recruiters depend upon this support to help them meet their active duty military recruiting mission.

1.3. OBJECTIVES: To accomplish the Air Force Recruiting Marketing mission, an advertising and marketing campaign will:

1.3.1. Transform: Seek to change a mindset by educating America’s communities that the Air Force is the most engaged, versatile and high-tech of all the military services.

1.3.2. Brand: Create strong Air Force brand recognition.

1.3.3. Attract: Showcase the breadth and value of Air Force career opportunities to all qualified individuals.

1.3.4. Remember/Innovate: Continue to inspire internal and external audiences with the Air Force past as we lead the way to new technologies, new ways of thinking and new frontiers of national defense.

1.4. SCOPE OF SERVICES: The Air Force requires a full-service advertising service provider (heretofore referred to as “the agency”) capable of providing all necessary management, supervision, labor, material and equipment (except for Government furnished items) required to plan, create, design, produce, place, evaluate and measure the effectiveness of advertising and special events in support of Air Force active duty national, regional, and local recruiting marketing support. The agency shall be capable of using all available media formats, including, but not limited to; television, radio, magazine, newspaper, internet, direct mail, outdoor, transit, promotional material (posters, brochures, etc.), videotape, and film. In addition, the agency will be responsible for event-marketing, planning and execution; and lead fulfillment services to include: inbound telemarketing services with telemarketers and an integrated voice tracking system; lead management services; information and database management of leads data; warehouse storage of fulfillment materials; management of a closed loop leads management system; and television public service program reproduction, distribution, tracking, and film storage. The agency may be responsible for campaign specific sales training.

1.4.1. In-House Creative Staff: Air Force Recruiting Service has an in-house creative staff that produces products, such as but not limited to: collateral sales materials (brochures, fact folders, posters, etc) and Public Service broadcasting products [sales videos and custom radio and television public service announcements (PSAs) for local recruiters]. Both of these tasks involve in-house writers, artists, photographers, broadcast technicians and announcers. Air Force Recruiting Service provides still photography for both in-house work as well as national advertisements prepared by the agency. The agency will coordinate with the in-house creative staff on various tasks, such as, but not limited to, artwork, writing and photography.

1.4.2. Exceptions to Scope: The following elements are exceptions to the Scope of Services defined in Section 1.4. These services may not be included in the scope of work under this contract, nor shall the agency expect to perform or lay claim to these tasks without Contracting Officer (CO) approval. The exempt elements are: the on-line advisor contract; the sales promotion items contract; and the conventions support contract. However, if a contractor on any of the above mentioned contracts is unable to perform on their perspective contract, the agency under the National Advertising and Event Marketing contract may be requested to provide contingent services until a follow-on contract is awarded.

1.5. Task Orders (TOs) and Advertising Instructions Records (AIRs): The Government is contracting for planning and strategy development services as well as the implementation of approved advertising strategies to meet the AFRS objectives. Any supplies and services to be furnished under this requirement type contract shall be ordered by issuance of a task orders as designated in the Schedule. Initially, negotiated task orders will indicate objectives and goals for the work to be performed. The agency will develop an advertising strategy and estimated costs to meet the objectives/goals defined and present it to the Government. The Government will determine if the proposal is technically appropriate to meet the TO objectives (technical review) and issue Advertising Instruction Records (AIRs) authorizing performance. The AIR further describes the actual work to be accomplished and confirms specific tasks. This process allows the Air Force to work with the agency to identify a best value media mix and at the same time allows flexibility to respond to changing requirements throughout the period of performance.

2. STAFFING: The agency shall provide a Senior Account Director with an account team to support the requirements in paragraph 3.0. The Senior Account Director shall be responsible for all work performed under this contract. When replacing account team members the agency shall notify either the Chief or Deputy of the Strategic Communications Division, Air Force Recruiting Service and the CO to verify the replacement meets the minimum requirements stated below. A resume of the proposed new dedicated personnel listed in para. 2.1 and 2.2 may be required. Desirable client experience for all individuals on the account team includes recruiting, military and/or teen-oriented advertising with a record of strategic accomplishments and positive interaction with sales forces. Qualifications consist of the following:

2.1. The Senior Account Director must have at least seven years of account management experience plus related experience in traditional advertising account services. In addition, the Senior Account Director should have demonstrated ability to coordinate national and local advertising programs.

2.2. The following account team members must have a minimum of a bachelor’s degree with one year work experience or equivalent technical education and/or technical experience in the appropriate discipline: media services, account services, contract services, internet services, planning and research services, and creative services.

3. DEFINITION OF REQUIREMENTS: Below describes the general requirements of this contract. Specifics will be outlined in task orders and Advertising Instruction Records (AIRs). Typical programs, processes and products include, but are not limited to, the following:

3.1. Strategic planning and campaign development: The agency provides day-to-day account service and management. The agency provides account management services which include an annual advertising and marketing plan; target audience strategies; consultative and presentation services; technical services/consultation; and coordination with civilian and other military agencies to meet the objectives in paragraph 1.3. In addition, the agency will provide marketing strategies that communicate effectively with the target audiences described in paragraph 1.2. The agency may provide campaign specific sales training. The agency provides recommendations (points of view) on whether or not to participate in media or special event opportunities proposed to the Air Force.

3.2. Pre- and post-advertising research and tracking: The agency performs standard industry accepted research and tracking activities. The agency delivers reports based on information received from conducting and evaluating target audience opinions and media tracking initiatives, creative and communications research including qualitative and quantitative research studies and surveys on prospect attitudes, psychographics and demographics. Reports are provided in accordance with specific task order requirements.

3.3. National, regional, and local recruiting advertisements: The agency performs advertising basic core competencies of creating advertisements, developing media schedules, purchasing broadcast time, print and internet space, and delivering advertisement materials to the appropriate media outlets. The agency provides all labor, equipment, materials, supplies, tools, travel and all things necessary to create, design and deliver television, radio, internet, magazine, newspaper, outdoor/transit, static exhibits and displays, and signage advertising materials in support of all recruiting programs.

3.3.1. To the maximum extent possible, Air Force talent, resources and materials (e.g. photographs, voice-overs, and actors) should be used in all Air Force marketing products. Air Force Recruiting Service must approve any products requiring commercial talent, resources and materials. The agency must demonstrate why Air Force talent, resources and materials are not suitable. In cases where commercial talent, resources and materials are used, the agency will provide cost information about associated usage fees for 5 years of use.

3.4. Host websites: The agency shall provide all services necessary to develop, update, and/or host web sites in support of all recruiting programs.

3.4.1. The agency will maintain and make minor changes to the content, provide account management, strategic consulting, project management, and site hosting to the Air Force recruiting web site (www.airforce.com), the Air Force Special Events site (www.events.airforce.com), the AFROTC websites (www.afrotc.com and www.ext.afrotc.com) and Air Force Academy web site (www.academyadmissions.com). Changes are to be made within five business days.

3.4.2. The agency will produce monthly, detailed site reporting and trend analysis for the airforce.com and academyadmissions.com websites allowing for strategic recommendations and proactive advertising initiatives.

3.4.3. The agency will update and enhance airforce.com, academyadmissions.com, afrotc.com and any other recruiting web sites specified in task orders to generate qualified leads, as program objectives indicate and as directed by Air Force Recruiting Service, and/or to reinforce the Air Force brand.

3.5. National radio and television PSA: The agency assists with all aspects of the execution for the Air Force national public service radio and television programs. Specific tasks include, but are not limited to:

3.5.1. Quarterly: Reproduce television PSA releases and distribute to all networks, affiliates, cable providers and college stations. Provide contract for Cable Pak TV PSA and Radio Pak programs or equivalent. Provide measurement, analysis and evaluation of radio and TV PSA airplay for reach, value and effectiveness.

3.5.2. Annually: Contract for production of a Christmas holiday radio special and a summer patriotic radio special. Provide duplication and distribution of the final product to appropriate licensed stations, Armed Forces Radio & Television affiliates worldwide, AIRFORCE.COM, and any other venue where applicable. Provide and distribute teaser cards promoting both shows.

3.5.3. Negotiate, fund and track talent fees for new and existing Air Force radio and television (including both on-camera and off) and stock film licensing fees (see paragraph 3.3.1). Purchase custom music, stock music, and film. Provide/maintain storage of Air Force film and tape footage.

3.6. Special event and mobile marketing programs: The agency shall provide measurement, analysis, and evaluation of nation-wide special event and mobile marketing venues and recommend those that provide high impact exposure for the Air Force. The agency shall provide special event and mobile marketing services that help achieve Air Force marketing objectives stated in Section 1.3 above.

3.6.1. Special Event marketing efforts might include, but are not limited to, involvement with NASCAR, a multi-car NASCAR show car program, SUPERCROSS, SNOCROSS, FMX, various other motor sports, sponsorship of targeted race venues, sales promotional items and literature specific to motor sports, sporting events, action sports, and other grass roots programs, air shows, affiliation with sports teams and events, and youth programs.

3.6.2. Mobile Marketing refers to traveling road tours and mobile marketing vehicles. Efforts in this area may include, but are not limited to, the operation of a traveling Health Professions tour, the operation of a general Air Force message traveling tour, the development of replacement mobile recruiting platforms, and any other mobile marketing program that is appropriate for the Air Force.

3.7. Direct mail campaigns: The agency shall provide all labor, equipment, creative concepts, rental of lists, data processing necessary to merge / purge lists and output materials, supplies, tools, travel, anticipated mailing schedule and all things necessary to conduct direct mail campaigns. Annually, the agency evaluates the previous years’ programs and advises the Air Force on the future course of the direct mail campaigns.

3.8. Sales leads processing, tracking and management system; and 1-800-# operations: The agency shall maintain a leads processing system that electronically captures, tracks, transmits, fulfills, and provides reports on lead activity. The leads system must include the ability to receive leads from the postal system, various web interfaces, and in-bound 1-800-# telephone calls (24/7 inbound, telemarketing services). Leads are to be age and educationally qualified by recruiting program and transmitted into the Air Force Recruiting Information Support System (AFRISS) leads system via file transfer protocol (FTP) and emailed to Air Force Academy (AFA), Air National Guard (ANG), Air Force Reserve Officer Corps (AFROTC), Air Force Reserve (AFRES), and Air Force Chaplains.

4. SERVICES SUMMARY: Three performance objectives will be used to encompass the range of requirements for services and deliverables. The performance objectives are Customer Satisfaction, Strategy, and Responsiveness. Monitoring of the agency’s performance will be tracked per Task Order; reported quarterly; and given an overall evaluation rating annually.

Based on COTR Monthly Checklist, per task order (TO) customer surveys. Each TO assessment shall be evaluated using a synergistic campaign perspective.

The PWS objectives will be weighted by the Contracting Officer Technical Representatives (COTRs) on all TO for a total score (%). Weighted values on each objective are:

· Transform: 20%

· Brand: 20%

· Attract: 50%

· Remember/Innovate: 10%

Based on quarterly COTR Surveillance Reports.

A deficiency is defined as a strategy requiring considerable improvements (greater than 50% rework on proposals for Task Orders) or the agency’s performance does not meet expectations as defined in their strategy.

Based on quarterly COTR Surveillance Reports.

A deficiency is defined as a failure to meet a scheduled event, scheduled either by the agency, contractual, or by AFRS.

5.

QUALITY CONTROL

5.1. Quality Control Plan: In accordance with FAR 52.246-5, Inspection of Services—Cost-Reimbursement, the agency shall develop and administer a Quality Control Plan (QCP) to ensure the requirements of the contract are provided as specified. Changes to the QCP must be coordinated with the CO. Record of inspections and other quality control documentation for this contract shall be available upon request to the CO and the Functional Commander (FC) or designated representative during the term of the contract.

6. QUALITY ASSURANCE

6.1. Surveillance Method: The Air Force will evaluate the agency’s compliance with the contract. The COTRs will document reviews of the agency’s performance and any deficiency reports for each task order.

6.2. Deficiencies: Deficiencies identified by the Government will be provided to the agency. A written response with corrective action is required. The agency’s corrective action will be approved by the CO.

6.3. Performance Evaluation Meetings: Meetings will be held at least annually and as determined by the CO. The agency shall record the minutes for performance evaluation meetings. The agency shall finalize, publish and distribute meeting minutes to the CO within 5 working days.

7. Protection of Personal Information: Personal information collected on recruiting sales leads must be protected in accordance with FAR 52.224-1, Privacy Act Notification, and FAR 52.224-2, Privacy Act.

8. Government Furnished Property: IAW FAR 52.245-5 -- Government Property (Cost-Reimbursement, Time-and-Material, or Labor-Hour Contracts) AFRS may provide to the agency Government property to be used only for performing this contract, unless otherwise provided in this contract or approved by the Contracting Officer. The agency shall be responsible and accountable for all Government property provided under the contract and shall comply with Federal Acquisition Regulation (FAR) Subpart 45.5, as in effect on the date of this contract.

8.1. One F-16 static display aircraft

8.2. One ‘Orange County’ Air Force Chopper with trailer

8.3. Telemarketing scripts

8.4. Fulfillment letters

8.5. Lead source code information

8.6. Tape & Film: 486 units (Currently stored at Delaware Film & Tape Vault Company)