Draft PWS 23 Jun 2010.doc

UNITED STATES AIR FORCE RESERVE COMMAND

NATIONAL/LOCAL RECRUITING ADVERTISING PARTNERSHIP

PERFORMANCE WORK STATEMENT (PWS)

DRAFT 23 Jun 2010

1.0 DESCRIPTION OF SERVICES.

1.1 Introduction: In order to meet Air Force Reserve Command recruiting goals, the Air Force Reserve Command 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 Reserve military service around the globe. The Air Force Reserve requires the services of a full-service advertising agency to accomplish the following objectives in the priority listed: (1) generate sales leads for the recruiting sales force; (2) reconnect the Air Force Reserve with the American public; and (3) instill a sense of pride and accomplishment in the minds of current Air Force Reserve members.

1.2 Background: The mission of the Air Force Reserve Recruiting Advertising program is to increase awareness and public support for the Air Force Reserve 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 Reserve career opportunities.

1.3 Objectives: To accomplish the Air Force Reserve Recruiting advertising mission, an advertising campaign will:

a. 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.

b. Brand: Create strong Air Force brand recognition.

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

d. The Agency shall comply with the policies contained in the Joint Ethics Regulation.

1.4. Mission Statement: The contractor shall provide National/Local Recruiting Advertising services to support the Air Force Reserve Command (AFRC). The contractor is required to generate qualified leads to support AFRC manning requirements and create Air Force Reserve brand awareness among the American public by promoting AFRC as a world-class organization with exciting career opportunities to serve and defend their country anywhere in the world.

1.5 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 will be expected to perform normal advertising services in support of advertising planning and execution and all general advertising services falling within the usual organizational structure of a full-service advertising agency. Specific tasks may include the planning, creating, designing, producing, placing and execution of marketing and advertising campaigns in support of overall Air Force Reserve communications objectives and all Air Force Reserve recruiting programs in all appropriate media.

2.0 Service Summary (SS)

2.1. The Air Force Reserve requires the services of a full-service advertising agency to accomplish the following objectives in the priority listed: (1) generate sales leads for the recruiting sales force; (2) reconnect the Air Force Reserve with the American public; and (3) instill a sense of pride and accomplishment in the minds of current Air Force Reserve members. These services will require a high degree of integration and coordination of efforts at several levels as the Air Force Reserve seeks to integrate message delivery in all media to all target audiences on both the national and local levels.

2.2 The contractor shall be responsible for performing the following tasks:

a. Develop and execute advertising campaigns to increase interest and stimulate action among targeted recruitable populations that increase likelihood they will contact the Air Force Reserve Command for more information about job opportunities.

b. Develop and execute advertising campaigns to increase Air Force Reserve Command brand awareness among targeted audiences (pre-recruitment and influencers) to overcome the cultural shift away from the Armed Forces in general and, specifically, the Air Force Reserve Command during the past decade.

c. Develop and execute communication programs that tout the accomplishments of the Air Force Reserve Command to its members and the general public instilling a sense of pride and belonging to a world class organization.

2.3 Strategic Planning and Program Development:

a. The Agency shall develop an annual communications/advertising plan by June for the following fiscal year. The plan will support the overall communications and recruiting objectives of the Air Force Reserve. The plan shall include a precise description of the communications and recruiting advertising programs to be implemented at the beginning of the appropriate fiscal year. Recommendations and rationale for strategy and tactics shall be included. In addition, the annual plan shall include, but not be limited to, competitive market analysis, communications strategies, advertising strategies, creative objectives, and a recommended budget.

b. In addition to the annual plan, the Agency shall provide, by June of each year, a straw man plan for the two years following the planning year. This plan shall address future communications and recruiting objectives.

c. Both plans shall be submitted by 1 June. Plan will be approved by Contracting Officer Representative (COR) within 30 days.

d. Agency shall electronically transmit weekly, monthly, quarterly, and yearly lead generation reports to Program Manager.

2.4 Research:

a. The Agency, as directed or required, shall conduct research to measure the effectiveness and support the improvement of Air Force Reserve communications and advertising capabilities in the areas of branding, lead generation, fulfillment, and recruiter/sales support.

b. Media Research and Tracking: Perform media research and tracking to determine the effectiveness of current/on-going branding and recruiting advertising initiatives. These taskings will be issued by AFRC/RSAA to determine advertising effectiveness.

c. Conduct surveys of recruiting advertising awareness, recall, and impressions delivered by specified target audiences in order to measure penetration and effectiveness of lead generating and recruiter/sales products and materials.

d. Perform, as required, both qualitative and quantitative research studies to provide an adequate strategic base for creative development; make recommendations on communications and recruiting advertising strategies to reach specific target audiences based on findings.

e. Perform, as required, qualitative research into prospect, joiner, and rejecter attitudes and psychographics.

f. Perform, as required, quantitative research on specified target groups’ demographics and behaviors (e.g., media habits, market size, and propensity studies).

g. Perform, as required, creative and communications research, including pre-and post-campaign testing through focus groups and surveys of recruiting advertising effectiveness. This research permits a continuous evaluation of services performed under this contract with regard to effectiveness and cost efficiency of both branding and lead generating programs.

h. Conduct, as required, pre-campaign testing through focus groups and other forms on the communications effectiveness of television animatics, radio rough-cuts and speculative print executions in magazines and newspapers.

i. Perform, when requested, on-site evaluations of Air Force Reserve Command wing/unit advertising to include visits to local TV, radio stations, and newspapers. Conduct market analysis and propensity studies of local designated areas.

2.5 Air Force Reserve Brand Marketing:

a. The Agency shall develop, produce and execute marketing and advertising campaigns for national Air Force Reserve branding activities. These services include but are not limited to developing creative materials for national broadcast and print media (e.g., television, radio, and cable) and other audio-visual (i.e., films, CD-ROMS, cassettes and video tapes) materials as well as static displays, exhibits and signage and other appropriate media to meet objectives of national Air Force Reserve branding campaign.

2.6 National/Regional/Local Advertising:

a. Creates, produces, purchases time or space, and delivers materials for advertising products for the recruiting operating locations to appear in geographic area of responsibility and supports all recruiting programs. Supports the lead-generating objective. Purchases include but are not limited to the following:

i. Print – Medical journals, shopper’s guides, sports publications, local and national magazines, local medical journals, recurring school publications (excluding yearbooks), telephone books, and newspapers

ii. Outdoor and Transit consists of billboards, duratrans, ballpark signs, transit cards, taxi signs, snipes, mini-boards, junior posters, painted outdoor signs, bus cards, window cards, address strips for window cards, and benches

iii. Broadcast - Television/Radio typically will be local spot purchases

iv. High School and College Campus recruiting advertising – posters; direct mail, signage

v. Special Recruiting Events - Agency shall schedule, coordinate, and execute live events in support of Air Force Reserve recruiting missions at targeted Operating Locations. Agency shall coordinate these special events with recruiter support vehicle to maximize client presence and support at special event locations where ever possible. Schedule of special events would be presented to client for approval by September for the following fiscal year. Once approved by client, agency shall produce any collateral materials to promote the special event, as well as conduct PR in the local market to promote the special event. The week of the special event agency shall communicate with client designated contact at HQ as well as the Senior Recruiter in the targeted location, providing the event name, location, start and end times as well as a complete detailed schedule of the event. Agency shall conduct any walk-thru’s necessary on behalf of client. Should the special event require any production elements agency shall be responsible for all technical and production requirements being fulfilled including, but not limited to lighting, sound, security, load-ins and outs, parking, dressing rooms, and any other rider items that may be required. Recommendations and rationale for the strategy of each special event shall include a competitive analysis of the special event, as well as a detailed description of how this event will offer support to Air Force Reserve Recruiters in the targeted location. Agency shall provide a comprehensive budget that will include all aspects of the proposed special event. Agency will provide client with research detailing ROI of special event if requested.

b. Peer Referral Program- Agency shall be responsible for managing and implementation of the Get One Now Program for client which shall include the following:

i. Establish ways to promote the program to reservists and increase participation including, Awards, Marketing, Creating Collateral Materials, Recognition programs, Updating Website, Email messaging, Civil Servant program, PR for program, educating and interfacing with recruiters.

ii. Data Management, manage data to provide client with accurate report statistics on leads, accessions, and prize fulfillment, when needed, requested, or scheduled.

iii. Direct Mail Program: Develop, plan, produce, and execute direct mail campaigns in support of all recruiting program objectives, including mailing list procurement, design and development of letter, printing of mailing pieces, lead fulfillment, (as required) and mailing lists data base management. Direct Mail, Process monthly membership signups for all new reservists from data provided by client, clean new reservist list, send cleaned and updated new reservist list to load into Get One membership database and register usernames and logins, print letters and membership cards for mailings, process monthly invoices, coordinate copy changes to letters with client when needed or requested, manage updates and changes to collateral materials needed for direct mail programs.

iv. Create training materials for reservists, qualification center, and recruiters on Get One program, how to use the website, program rules, how to submit leads, reporting systems, methods of submitting leads, Accession Eligibility, how to look up, establish, and/or update accounts.

v. Manage the award fulfillment for program, inventory awards, order new/more awards, establish fulfillment procedures, establish and maintain budgets, process invoices. 6) Establish annual program budgets and preparing proposal for client recommendation, review and approval process.

c. Discretionary Advertising Program-The Discretionary Program provides recruiters at every Operating Location with additional funds to spend on targeted local advertising. The national Discretionary budget is broken up into four regional squadrons, and then distributed among the 42 encompassing Operating Locations. Each Operating Location has a different budget, based on geographic location and manning needs.

d. Agency shall provide research and specific recommendations on any media buys, target market, audience/demographic to achieve maximum ROI for each Operating Location.

e. Develops advertising plans for each of the recruiting main operating locations with media schedules.

f. Advertising transaction records must be used to convey ad insertion data between the Air Force Reserve and the Agency. Unique transaction numbers will be used to identify each buy/insertion.

g. Annual ad plan buys, purchases recommended by the Agency, must be identified as such by a special transaction number or other means.

h. Supplemental ad plan buys, purchases required by the Air Force Reserve, must be identified as such by special transaction number or other means.

i. USAFR Recruiter Training: Develop training materials and provide training to Air Force Reserve staff members and recruiters to facilitate the optimal and integrated delivery of the advertising strategy’s messages. The Agency shall present marketing training for recruiting personnel on the implementation of national marketing and advertising plan. Documents and materials shall include, but not be limited to, course lesson plans, instructor guide, student handouts, and class critique. Other services may include making arrangements for appropriate community, media, academic and business leaders to attend such meetings and conferences as guests.

j. Minority Consultation: Provides advice, develops and presents marketing strategies that communicate effectively with various ethnic segments of America, including African Americans, Hispanics, Asian Americans, American Indians, and Caucasians—both male and female to assist the marketing and advertising programs in communicating with minorities about the Air Force Reserve. (As required)

k. Promotional Items: As directed, the Agency will create, produce, and distribute promotional items in-house or through the use of sub-contractors. A competitive bid process will be utilized to ensure the best price for the government. All requirements of the “Buy American Act” will be adhered to.

2.7 Quarterly Local Advertising Plans:

a. The quarterly AFRC/RSAA will provide the Agency with a list of advertising priorities by wing/location. Based on this priority listing, the Agency shall develop and present quarterly local advertising plans to AFRC/RSAA for approval. The plan will encompass all media to be used on a local level. Once AFRC/RSAA approves the ad plan, Agency will send the final edition to AFRC/RSAA. AFRC/RSAA will, in turn, send each operating location their individual plan. This process will be accomplished by computer.

b. The Agency shall furnish cost estimates on an as-needed basis for all media and delivery orders. The required format for these estimates will be forwarded at time of request. A Performance Work Statement will be submitted to the Agency by AFRC/RSAA. The Agency response time for Proposals will be no more than 10 workdays for print media and electronic/outdoor media. There will not be a limit as to the number of proposals given or requested for a specific time period. The requirement shall be competed and information submitted to HQ AFRC/A7KA and AFRC/RSAA. If no subcontractors are involved, the Contracting Officer will be responsible for negotiations. Funding will be placed on each individual Task Orders.

c. The Agency shall prepare and execute contingency plans and special campaigns as required. Contingency plans may be required but not limited to new units and/or unit missions, new office openings, increase in manpower and budget cuts/increases. These plans are usually unprogrammed and are required on short notice because of immediate changes in manpower and budget.

d. On occasion, Congress, the Pentagon, the Joint Advertising and Marketing Research Activity (JAMRS) or an outside source may request analytical data or information on ad placements, budgets, etc. The same may be true from JAMRS concerning information needed for the Television Advisory Coordination System (TACS) or the Magazine Advisory Coordination System (MACS). Copies of all new PSA tapes (2 each) and reduced color Xerox copies (1 each) of all new billboards shall be furnished to JAMRS for the United States Armed Forces Marketing Library. JAMRS will make distribution of PSA tapes to monitoring activity. All tapes sent to JAMRS will have appropriate identifying numbers. AFRC/RSAA may task the Agency to provide other data necessary to answer requested reports where appropriate.

e. Three-Year Plan: The Agency maintains/updates this plan quarterly and once a year (1 Oct) publishes the plan and forwards a copy to the contracting officer, AFRC/RSAA and RE/Pentagon. This plan is comprehensive and detailed and supports AFRC marketing objectives and accession goals. The plan shall be feasible in terms of AFRC advertising budget.

f. Marketing Research Projects and Training: Conduct marketing research projects as directed by AFRC to include, but not limited to, advertising penetration surveys, media allocation studies, retention surveys and other industry standard research. Conduct national, regional and local marketing and advertising training at AFRC workshops and related events.

g. Advertising Production/Creative Services: Except as otherwise stated herein, all requirements for production and/or creative services will be ordered on an as-needed basis in accordance with the terms of the contract. The Agency shall provide complete direction, supervision and all other services necessary to accomplish any production/creation project ordered under this section. Agency performance will involve, but will not be limited to, development and furnishing of initial creative proposals (ICP), final creative proposals (FCP), typesetting, written composition, layouts, storyboards, copy, comprehensives, mechanicals, electrotypes, lithographs, photographic services (black and white and/or color) for creation and production of all advertising. Additionally, Agency performance may involve flying in military aircraft in direct support of recruiting advertising. All creative work shall be original and shall be submitted to the COR for review and approval and in the format described in the Delivery Orders.

h. The Agency and key Air Force Reserve staff will meet at least monthly during the first three months of the contract to discuss and resolve any performance problems and review corrective actions. Meetings will be held as necessary thereafter to discuss and correct any performance problems.

2.8 Managing and Operating the AFRC Recruiting Advertising Program – Line Item X001

2.8.1 The Agency shall retain a cadre of experienced and capable personnel for the performance of this contract. The qualifications/capabilities of these personnel shall be commensurate with those personnel identified in the Agency’s technical proposal and any revision(s) thereto.

2.8.2. The Agency shall identify a minimum number of key personnel in writing to the Contracting Officer. Key personnel shall be available to the Contracting Officer and functional staff during normal working hours. Emergency (after hours) points of contact shall also be provided. Key personnel may be required to meet at least monthly with the Account Manager and Chief of Advertising during the first three (3) months of the contract. Meetings will be as often as necessary thereafter as determined by the contracting officer. The Agency may request a meeting to discuss difficult contract issues. All meetings will require written minutes produced by the Agency and shall be signed by the Chief of Advertising. Should the Agency not concur with the minutes, the Agency shall so state any areas of non-concurrence in writing to the contracting officer within five (5) working days of receipt of the signed minutes.

2.8.3 The key positions listed below are included in Line Item X001. The cost shall include all key personnel required to manage the program and all associated costs for the PSA Program, Recruiting Support Vehicle, AFRC Qualification Center, and TV/Radio/Video Products. Associated costs are defined as all labor, all overhead, all G&A and profit.

a. Account Manager (AM):

i. The Agency shall provide an account manager (AM) who shall be responsible for performance of this contract. The AM shall have full authority of the Agency to act for the Agency on all contract matters relating to daily operation of this contract. The name of this person and the Account Executive, who shall act for the Agency when the AM is absent, shall be submitted in writing to the contracting officer at the post award conference. If the Agency elects to appoint a new AM during the life of the contract, the contracting officer shall be notified immediately for approval of that person. If the performance of the AM is unsatisfactory at any time during the life of the contract, the AM shall be removed. The AM will oversee and manage the administration of all production projects.

ii. The AM shall be available during AFRC normal duty hours, 8:00 a.m. to 5:00 p.m. (Eastern Time) and shall respond within two hours to contacts from government personnel designated by the contracting officer. This person may be expected to travel approximately 15 percent of the work year.

iii. The AM shall have knowledge, as applied to advertising and marketing, planning, organizing, directing, and coordinating all advertising activities associated with Air Force Reserve Recruiting. The AM shall have knowledge as applied to markets, including cost estimates, placement procedures and creative requirements.

iv. The AM shall have knowledge of personnel recruitment plans and programs.

v. The AM shall have a minimum of five (5) years experience as an AM in advertising, media planning, lead evaluation, media cost estimating, creation and production in all media. The Agency may be required to provide written proof of experience. Examples of written documents may include, but are not limited to, a complete resume, a portfolio, and/or other samples of the proposed employee’s work. This person must be able to read, write, speak and understand English.

b. Account Executive (AE)/Alternate:

i. The Agency shall provide an account executive (AE), who, along with the AM, shall be responsible for performance of this contract. The AE, in the absence of the AM, shall have full authority of the Agency to act for the Agency on all contract matters relating to daily operation of this contract. The name of this person, who will act for the Agency when the AM is absent, shall be submitted in writing to the contracting officer at the post award conference. If the Agency elects to appoint a new AE during the life of the contract, the contracting officer shall be notified immediately for approval of that person. If the performance of the AE is unsatisfactory at any time during the life of the contract, the AE shall be removed. The AE will oversee and manage the administration of all production projects.

ii. The AE shall be available during AFRC normal duty hours, 8:00 a.m. to 5:00 p.m. (Eastern Time) and Respond within two hours to contacts from government personnel designated by the contracting officer. The AE may be expected to travel approximately 15 percent of the work year.

iii. The AE shall have knowledge, as applied to advertising and marketing, planning, organizing, directing, and coordinating all advertising activities associated with Air Force Reserve Recruiting.

iv. The AE shall have knowledge as applied to markets, including cost estimates, placement procedures and creative requirements.

v. The AE shall have knowledge of personnel recruitment plans and programs.

vi. The AE must possess a minimum of five (5) years experience as an AE in advertising, media planning, lead evaluation, media cost estimating, creation and production and all media. The Agency may be required to provide written proof of experience to include, but are not limited to, a complete resume, a portfolio, and/or other samples of the proposed employee’s work. This person must be able to read, write, speak and understand English.

c. Media Buyer/Alternate:

i. The Agency shall provide a Media Buyer who shall be responsible for performance of the requirements of this contract. The person’ name and alternate, who shall act for the Agency when Media Buyer is absent, shall be submitted to the contracting officer at the post award conference. If the Agency elects to appoint a new Media Buyer during the life of the contract, the contracting officer shall be notified immediately for approval. The contracting officer may request the removal of this person from this contract at any time if performance is not satisfied.

ii. The Media Buyer will be responsible, as a minimum, for research, costing and finalizing local yearly ad plans, placing all advertisements with the media, certifying quality control, estimating ad costs, maintaining current rates and data on media, answering Joint Recruiting Advertising Program (JRAP) requirements, initiation and disposition of ad insertion orders, invoicing and reconciliation of advertising placement costs and taking all discounts and merchandise credits on behalf of AFRC. The Media Buyer will be responsible for making corrections, changes or cancellations of run dates or information in ads as directed by AFRC/RSAA.

iii. The Media Buyer shall be available during AFRC normal duty hours, 8:00 a.m. to 5:00 p.m. (Eastern Time) and shall respond within two hours to contacts from government personnel designated by the contracting officer. This person may be expected to travel approximately 15 percent of the work year.

iv. The Media Buyer must have knowledge of accounting, computer, invoicing, media cost analysis, cost reconciliation, ad placement with all media (radio, TV, newspaper, magazine, outdoor).

v. The Media Buyer shall possess a minimum of five (5) years experience in media invoicing, ad cost estimating, and advertising cost reconciliation and have the ability to read, write, speak and understand English.

d. Creative Director/Alternate:

i. The Agency shall provide a Creative Director who shall be responsible for creative requirements of this contract. The person(s) name and alternate(s) who shall act for the Agency when Creative Director is absent, shall be submitted to the contracting officer at the post award conference. If the Agency elects to appoint a new Creative Director during the life of the contract, the contracting officer shall be notified immediately for approval. The contracting officer may request the removal of this person from this contract at any time if performance is not satisfactory.

ii. The Creative Director will be responsible, as a minimum, for research, development, costing, execution and finalizing all creative projects utilizing all media types. In addition this person will be responsible for the operation and execution of all creative personnel assigned against this contract.

iii. The Creative Director or alternate(s) shall be available during AFRC normal duty hours, 8:00 a.m. to 5:00 p.m. (Eastern Time), and shall respond within two hours to contacts from government personnel designated by the contracting officer. This person must be available to travel, if necessary.

iv. The Creative Director must possess knowledge of how to develop and implement national creative advertising campaigns, current best business practices for running and administering a creative team and how to accurately adjust creative treatments to penetrate diverse markets and different population segments in the America.

v. The Creative Director shall have a minimum of five (5) years experience as a creative director with experience in managing Print, Radio, TV, and Internet advertising. Experience as a Creative Director must have included work on advertising campaigns that were national in scope and execution. This person must have the ability to read, write, speak and understand English.

e. Qualification Center Supervisor/Alternate:

i. The Agency shall provide a Qualification Center Supervisor who shall be responsible for requirements of this contract. The person(s) name and alternate(s) who shall act for the Agency when Creative Director is absent, shall be submitted to the contracting officer at the post award conference. If the Agency elects to appoint a new Creative Director during the life of the contract, the contracting officer shall be notified immediately for approval. The contracting officer may request the removal of this person from this contract at any time if performance is not satisfactory.

ii. The Qualification Center Supervisor shall possess knowledge of management and supervision principles necessary to manage and supervise all Qualification Center activities and personnel as well as developing and processing reports as required. Types of reports could include but not limited to: Volume of Calls for current month versus same month of prior year, Number of Call Center Leads for each day of the month, Call Center Lead Sources, Weekly Transfer Details, Website leads for each day of the month, Website Lead Sources and other analysis that may be required by Air Force Reserve Command.

iii. The Qualification Center Supervisor shall have experience as an AFRC Senior Recruiter, preferably at the E-9 level that has been honorably discharged or retired from service. The contractor shall provide information on all prospective Qualification Center Supervisors to AFRCRS to validate minimum qualifications is met.

2.9 Website Hosting (Interactive Media Products) – Line Item X002

a. Plan, create, develop and produce online and offline Interactive Media products targeted towards the 17- to 34-year old audience for enlisted recruiting purposes and 21- to 35-year old audience for officer recruiting purposes.

b. Develop web pages, online media products and offline electronic media products to support all recruiting programs.

c. Maintain, secure and host adequate servers and redundant systems.

d. Exploit latest information technology so as to represent the Air Force Reserve as a “technology leader” to target audiences.

e. Provide analysis products to show the strengths and weaknesses of all web sites, online media recruiting campaigns, and offline electronic recruiting media products.

f. Special Events: Promotes or develops recruiting advertising plans and supervises advertising, publicity, and public relations activities in connection with special events.

2.10 Public Service Advertising (PSA) Program – Line Item X003

a. The PSA Program includes planning, developing, producing, reproducing and distributing television, radio, print, transit, outdoor public service announcements to local/regional broadcast outlets across the country. This program recommends what audio-visual products should be released, frequency, packaging, and timing. It provides analysis of local/regional programs and recommends changes and improvements. AFRC requires the yearly production of a Television Commercial and a companion Radio spot promoting the AFRC to the general public. These spots are to be developed primarily as Public Service announcements. If possible, the AFRC requests that the subject matter of the spots be such that they can be edited into a paid spot for use if media funding allows.

2.11 Recruiting Support Vehicle – Line Item X004

a. The agency shall develop, execute, and maintain two mobile recruiting support vehicles. These vehicles will be a visual representation of the Air Force Reserve at large special event venues. The AFRC will utilize the vehicle to support Recruiting and Advertising at designated national events on a year round basis.

b. The agency will provide all infrastructure and maintenance items to support the vehicles. The AFRC requires large motor coach style vehicles, painted or wrapped in a distinctive and eye-catching design that represents the AFRC as a high technology, professional, fighting force. The vehicles will be available on a yearlong basis and should be available to participate in no less than 25 shows each per year. The vehicle interiors will be designed to allow AFRC recruiters to utilize it as a mobile office platform. The vehicles will be equipped with Wi-Fi technology to allow internet access anywhere in the country. In addition they will be equipped with Satellite TV capability and audiovisual screens and speakers to allow AFRC recruiters to show current DVD video products both inside and outside the vehicle.

c. The vehicles will include all required contractor personnel to operate it and the contractors’ crew assigned to the vehicles will be available at all events to assist local recruiters in staging and assembling displays. The advertising agency personnel assigned to the vehicles will be responsible for acquisition and maintenance of all licensing, permits, and insurance required to operate the vehicle and will be responsible to see that the vehicle always presents a consistently professional, clean appearance both on the interior and exterior.

2.12 Qualification Center Operations – Line Item 0005

a. The agency shall operate and manage a Qualification Center or centers to assist in the refinement, processing, and distribution of all leads. The Qualification Center function required by the Air Force Reserve consists of the management and operation of a 1-800-# Call Center component and an Electronic Recruiting component. The current call center manages between 400-500 calls per day. The call center receives between 120 and 150 thousand contacts per year. The Qualification Center will receive inquiries either via telephone or electronically. All qualified and disqualified leads will be entered into the approved Lead Management System as soon as possible after refinement. Failure contingency procedures will be developed to ensure all leads are forwarded within two (2) business days in the case of a Lead Management System failure.

b. A continuity of operations plan will be developed and submitted with your proposal. In case of catastrophic failure of the Air Force Reserve Qualification Center and/or 1-800-# subcontractor, a backup facility/operation will take over processing leads within two business days. A contingency plan is also required for handling excess telephone call volume if unable to be handled by the Qualification Center.

c. The Qualification Center must be staffed by prior Air Force Reserve or Air Force Active Duty Recruiting personnel with recruiting experience, possess either experience and have been honorably discharged or retired from service. The contractor shall provide information on all prospective advisors to AFRCRS to validate minimum qualifications is met.

d. AFRC Advisors will be tasked to conduct “outbound” telephone call or live chat function. In the “outbound” modality the Advisors would be required to attempt to contact prospective applicants using guidelines established by AFRCRS who have provided E-mail addresses or phone numbers to the AFRC.

e. The Qualification center will also be responsible for management and operation of the Air Force Reserve Command member referral program known as “Get One Now”. A component of this program will include the operation and management of a fulfillment center for processing the awards that provide recognition to the reservists who participate in the program.

f. The Qualification Center will be responsible for assisting reservists with input of their information into the Get One Now program to include providing general information about the program and assistance on how to enroll.

g. The Qualification Center will also provide reports on the status of lead generation weekly, monthly, quarterly, and annually. Fulfillment activities shall be prepared and disseminated to specific organizations as directed by AFRC.

h. Advisors may be located at the Advertising agency of Record, an alternate site, or individual’s residences with the concurrence of the AFRC Advertising program manager.

i. Manning/Coverage is required from 7 AM till 12 AM Eastern Standard Time. Monday-Friday. Saturday coverage will be determined by call volume and lead refinement needs, at a minimum coverage will be from 8 AM-5 PM Eastern Standard Time.

j. The agency shall provide the Qualification Center hardware, software, T-1 line for internet connectivity, and the personnel to man the operation. The AFRC requires the use of the approved Lead Management System software for refinement and routing of leads. The approved Lead Management System capability and system operations will be provided by the AFRC. Advisors will be required to: Accurately answer questions and provide information to leads, other callers, chat, and email customers.

k. The agency shall maintain current knowledge as related to the responsibilities of the Qualification Center on AF Reserve programs such as the following:

i. Health Professions (HP), Physician, Officer Accessions (OA), Enlisted, Chaplain, Pilot, Air Reserve Technician (ART), Active Guard and Reserve (AGR), Individual Mobilization Augmentee and AF Reserve benefits such as the bonus program, education benefits, Service Group Life Insurance, and health benefits.

ii. Advisors must understand and adhere to the requirements of the Privacy Act of 1974. Privacy Act information must not be compromised and must be maintained in a physical or electronically secure area or otherwise destroyed. Advisors shall attempt three outreaches (2 phone calls and 1 email) to each lead (except incoming leads) unless contacted or rendered invalid before the third attempt is made.

iii. Advisors shall maintain a professional and unbiased relationship with all leads.Advisors shall maintain a working knowledge of available reference sites and links, such as AFRCRS CoP, AF Portal, etc. Advisors shall have knowledge of the Get One Referral Program and be able to explain how the program works and assist reservists in locating their login information and submitting referrals. Also they shall be able to set up new accounts for reservists and walk them through a selection of their awards.

2.13 TV/Radio/Video Products – Line Item X006 Find PWS information

AFRC requires that the TV spots be edited into (1) 60 Second Spot, (1) 30 Second Spot, (1) 15 Second spot, and (1) 30 Second paid spot. The radio spots will be produced as (2) 60 second spots and (2) 30 Second Spots. The cost of production will be paid out incrementally as a Firm Fixed Price line item. AFRC requires that a concept for the upcoming years spot be presented by 1 Feb of each calendar year. Upon concept approval, the agency will produce complete scripts, storyboards, and treatments of the approved concept for AFRC review and approval. Filming will be scheduled for the April-June timeframe each year. The completed Commercials and Radio spots will be available for distribution no later than 1 September of each year. If for any reason AFRC decides not to produce a TV and Radio spot an equivalent amount of Video production will be required of the agency. This production will consist of the production of new training and sales videos or the editing of existing video products to equal 20 minutes of finished video tape, the equivalent of the TV and Radio production.

2.14 Media – Line Item X007

The Agency shall execute create, produce, purchase time or print space, and deliver materials for advertising products for the nationwide network of recruiting operating locations to appear in geographic area of responsibility and supports all recruiting programs. Purchases include, but are not limited to, advertisements in ,shopper’s guides, sports publications, local and national magazines, local and national medical journals, recurring school publications (excluding yearbooks), telephone books, and newspapers; Outdoor and Transit billboards, duratrans, ballpark signs, transit cards, taxi signs, snipes, mini-boards, junior posters, painted outdoor signs, bus cards, window cards, address strips for window cards, and benches. Local Discretionary funds will be provided for the usage by local recruiters to purchase and accomplish broadcasts for Television/Radio, local spot purchases, High School and College Campus recruiting advertising signage and Special recruiting events, such as, career fairs, county and state exhibition expos and athletic events.

2.15 Creative – Line Item X008

The Agency shall develop, produce and execute marketing and advertising campaigns for national Air Force Reserve branding activities. These services include, but are not limited to, developing creative materials for national broadcast and print media and other audio-visual materials as well as static displays, exhibits and signage and other appropriate media to meet objectives of national Air Force Reserve branding campaign.

2.16 Travel – Line Item X009

The Agency will be required to travel with prior approval and authorization by the AFRC/RS Program Manager. The Government will reimburse the Agency in accordance with the Joint Travel Regulations.

2.17 Mobilization/Transition Requirements – Line Item X010

The Mobilization/Transition period shall take place the first forty (40) days of the contract. During this time, the following will take place: (1) Learning and orientation period. Establish staff, working procedures and communication arrangements; (2) The Agency (advertising and financial managers) will visit HQ AFRC and selected air bases in the Georgia area. This includes one 2-3-day trip to Warner Robins and Marietta, Georgia, by the Agency during the mobilization period.

2.18 Data – Line Item X011

a. Quarterly data updates: Each quarter, the Agency will electronically transmit ad plans for the Local Operating Locations (OLs) to HQ Air Force Reserve Recruiting Service. Updates will include insertion cost, publications, and ID codes. The Agency’s system and format for this data may be used. One copy of the report will be delivered to HQ AFRC/RSAA.

b. Quarterly, the Agency will electronically provide to the Program Manager a list of insertions, with transaction numbers, which did not run (DNRs). The Agency’s commercial system and format for this data may be used.

c. Every six months, the Agency will electronically provide to the Program Manager a list of all publications used over the last 6 months. The list will be broken down by operating location and will contain the publication name, point of contact used by the Agency, and phone number. The Agency’s commercial system and format for this data may be used.

d. The Agency will electronically submit to the Program Manager a monthly listing by individual, indicating hourly rate, hours worked, and cost by order by Advertising Instruction Record. The listing will show monthly and cumulative totals. The Agency’s commercial system and format is acceptable.

SECTION 3.0 SERVICE DELIVERY SUMMARY (SDS).

4.0 GENERAL INFORMATION.

4.1 Quality Control Plan: A Quality Control Plan shall be submitted within 30 days of contract award.

4.2 Government Property: The Agency shall, within 30 calendar days after completion or termination of the contract, return to the contracting officer all mechanicals, film and video outtakes, masters, electroplates, negatives, color separations, radio tapes, and any other advertising materials held by the Agency or subcontractors. A detailed inventory list, with a brief description to include subject matter and title, shall also be provided with the Government property.

4.3 Supplies and Services:

a. 35MM Slides: Slides (35mm), when available, for use in TV spots, print advertising, brochures, or other necessary production projects. If slides are not available, they may be ordered under the creative/production item of the contract.

b. Video Tape/Film: Video/film footage, when available, for use in producing TV productions/commercials. If desired footage is not available through government resources, such footage may be ordered under the creative/production item of the contract.

c. Music: All music for radio and TV spots through the Command Band of the Air Force Reserve unless otherwise directed by the contracting officer/program manager.

d. Talent: Talent will be furnished, when available, by AFRC to include voice over, models, and actors/actresses.

e. Lead Management Data: Lead management data when contractor is tasked to perform analysis of same.

f. Technical Representative(s): AFRC/RSAA will provide technical representatives for all projects.

g. Printing: All printing will be through the Government Printing Office except for ad slicks for ad placements and direct mail projects, which the Agency will procure.

4.4 Contractor Furnished Items and Services.

a. Except for those items or services specifically stated to be government furnished in Section 4, the Agency shall furnish everything required to perform this work statement.

b. Any graphical material developed for this contract is owned by the Government and considered government owned property. This data must be submitted to the Government for use on promotional items.

5.0 Documentation and Records:

a. All…