Advertising_PWS_15_Jan_2017_Rev_1_3_Feb_2015.pdf

Solicitation Number FA6643-16-R-0011 PWS Revision Number: 1

PERFORMANCE WORK STATEMENT

FOR

AIR FORCE RESERVE COMMAND

NATIONAL/LOCAL RECRUITING ADVERTISING PARTNERSHIP

12 Dec 16

Revision 1, 3 Feb 2017

1.0 INTRODUCTION

1.1 Background. In order to effectively market opportunities to serve in the Air Force Reserve to the American public, AFRC, requires the specific skills and expertise of a professional advertising agency. This provides support of overall AFRC communications objectives and all

AFRC recruiting programs in all appropriate media.

1.2 Organization. The AFRC organization with primary responsibility for this requirement is

HQ AFRC/RSA (Recruiting Service Advertising).

1.3 Scope. The HQ AFRC Directorate of AFRC RS (Recruiting Service) requires a full-service advertising service provider (hereafter referred to as “Contractor”) capable of providing all necessary management, supervision, labor, material and equipment required to plan, create, design, produce, place, evaluate and measure the effectiveness of advertising and special events in support of AFRC national, regional, and local recruiting marketing. The Contractor shall 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

AFRC communications objectives and all AFRC recruiting programs. This is an Indefinite

Delivery-Requirements contract as contemplated by FAR 16.503. Task Orders will be issued for individual orders for services, events, or promotional items described within the scope of this original Performance Work Statement (PWS).

2.0 SERVICES SUMMARY

PERFORMANCE OBJECTIVE PWS REF. PERFORMANCE THRESHOLD

Provide Television and Radio Spot

Concept Production

IAW CDRL Item A008 4.13

The concept shall be presented by 1

Mar of each calendar year. There shall be no more than five (5) rejections of the concept per contract year. The Government will reject the submitted concept if five (5) or more technical errors are found within the spot concept. The rejected concept shall be corrected and resubmitted within five (5) business days of notification of Government rejection.

Provide Recruiting Events plans

IAW CDRL Item A013 4.14.1

Event plans shall be submitted NLT

14 calendar days prior to each event.

There shall be no more than three (3) rejections of each event proposal, and no more than 15 rejections of event proposals per calendar year. The

Government will reject the submitted proposal if three (3) or more technical errors are found within the proposal.

The rejected proposal shall be corrected and resubmitted within 3 business days of notification of

Government rejection.

Provide Annual

Communications/Advertising Plan

IAW CDRL Item A004

4.8.3

The Contractor shall develop an annual communications/advertising plan by 31 August for the following fiscal year. There shall be no more than three (3) rejections of the plan per contract year. The Government will reject the submitted plan if three

(3) or more technical errors are found within the plan. The rejected plan shall be corrected and resubmitted within 3 business days of notification of Government rejection.

Provide Mid-Year Vector Check Plan

IAW CDRL Item A005 4.8.4

Plan shall be submitted NLT 31 May of each year. There shall be no more than three (3) rejections of the plan per contract year. The Government will reject the submitted plan if three

(3) or more technical errors are found within the plan. The rejected plan shall be corrected and resubmitted within 3 business days of notification of Government rejection.

Provide monthly, quarterly, and yearly lead generation reports

IAW CDRL Item A006

4.8.6.5

Reports shall be submitted NLT 10 business days after the last day of each report period. There shall be no more than two (2) rejections of each report. The Government will reject the submitted report if three (3) or more technical errors or three (3) or more minor errors are found within the report. The rejected report shall be corrected and resubmitted within 3 business days of notification of

Government rejection.

3.0 RESERVED

4.0 TECHNICAL REQUIREMENTS

4.1 Period of Performance. Performance shall commence at date specified in resultant contractual document for a one month orientation period, 11 month basic period with three (3) annual option periods.

4.2 Place of Performance. The Contractor key personnel shall perform at Contractor’s primary place of business.

4.3 Normal Work Hours. Normal hours for HQ AFRC/RSAA are Monday through Friday, 8:00 a.m. to 5:00 p.m., Eastern Time. Contractor shall be available to support AFRC/RSAA during the aforementioned hours. Services may be required to support activities outside the normal hours including weekends or holidays.

4.4 Travel. The Contractor may be required to fulfill the requirements of this PWS via travel, e.g. site visits to AFRC bases. The Contractor shall coordinate pre-approval for planned travel with the AFRC/RS COR and receive Contracting Officer (CO) approval at least 10 business days prior to commencement of travel. The Contractor shall provide the purpose of the travel, number of participants, location and estimated cost. The Contractor travel payment is limited to reasonable and allowable costs to the extent that they do not exceed on a daily basis the maximum per diem rates in effect at the time of travel as set forth in the Government’s Joint

Travel Regulation, Volume 2 and allowable per FAR 31.205-46, Travel Costs.

4.5 Program Manager (PM). The Contractor shall designate a primary and alternate program manager. The PM and alternate PM shall have full authority to act for the contractor on all contract matters relating to the daily operation of the contract. The names and phone numbers shall be provided, in writing, to the AFRC/PKA CO and the AFRC/RS Contracting Officer

Representatives (CORs) prior to post-award meeting.

4.6 Post Award Meeting. The Contractor shall attend a one (1)-day post award meeting convened and hosted by the AFRC/RS COR. The post award conference will be held within two

(2) weeks of contract award. The location will be a mutually agreed upon site to be determined after award. The Functional Commander, AFRC/PKA CO and AFRC/RS COR will participate with Contractor Representatives. The meeting will provide an overview of the contract scope, terms and conditions. The meeting will detail the roles and responsibilities of AFRC team members, QASP, performance evaluations, and contract closeout. Contractor shall provide the names and alternates of key personnel at the post award meeting. An orientation, attended by all key personnel, will be held at HQ AFRC within 45 days of contract award. The orientation may include, but not be limited to, a briefing and presentation of the AFRC, its organization, communication objectives, recruiting objectives, advertising objectives, retention program, and lead generating goals and objectives. Trips to selected AFRC bases and recruiting organizations will be arranged upon completion of the orientation.

4.7 Mobilization/Transition Requirements. The Mobilization/Transition period shall take place, at a maximum, the first thirty (30) 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 Contractor (advertising and financial managers) shall visit

HQ AFRC RS, Robins AFB, GA for a mobilization/transition meeting.

4.8 Managing and Operating AFRC Recruiting Advertising.

4.8.1. The Contractor shall retain experienced and capable personnel for the performance of this contract, to include all key personnel required to manage the program and all associated costs.

4.8.2. The key positions associated with this effort will include Program Manager (PM), Account

Executive (AE), Media Buyer, Creative Director, and Qualification Center Supervisor. The qualifications/capabilities of these personnel shall be commensurate with those personnel identified in the Contractor’s technical proposal and any revision(s) thereto. Key personnel shall be available to the Contracting Officer and functional staff during normal working hours (8:00 am-5:00pm Eastern Standard Time excluding weekends and federal holidays). Emergency (after hours) points of contact shall also be provided.

4.8.3. The Contractor shall develop an annual communications/advertising plan by 31 August for the following fiscal year. The plan will support the overall communications and recruiting objectives of the AFRC. The objectives for the development of the communications plan will be provided by the government NLT 31 July. The plan will 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. The contractor shall perform both qualitative and quantitative on-going research to provide an adequate strategic base for creative development. The plan will address all key aspects of the advertising and marketing strategy through a comprehensive process analysis and recommended communication/advertising strategy that encompasses all major components of the recruiting service advertising mission. Aspects to address include, but are not limited to, identification of target markets, creative messaging proposals, recommendations for prior service initiatives, long-term branding and awareness campaigns, non-prior service marketing strategies, digital media strategies, recommendations for marketing the peer referral program, and any other recommended advertising initiatives. The contractor shall provide advice, develop and present marketing strategies that communicate effectively with various subsets of the American population such as, but not limited to, African Americans, Hispanics, Asian Americans, Native

Americans, and Caucasians—both male and female, to assist the marketing and advertising programs in communicating with diverse groups about opportunities to serve in the AFRC. As part of the annual advertising plan, the Contractor shall produce a straw man proposal for recommended advertising portfolio distribution for the two years following the planning year.

There shall be no more than three (3) rejection(s) of the plan per contract year. The Government will reject the submitted plan if three (3) or more technical errors are found within the plan. A technical error is defined as the content not being accurate and complete in accordance with the

CDRL, PWS or contract. The rejected plan shall be corrected and resubmitted within 3 business days of notification of Government rejection. All plans will be approved by the Contracting

Officer Representative (COR) within 30 days of their submission. IAW CDRL Item A004

4.8.4. In addition to the annual plan, the Contractor shall produce a Mid-Year Vector Check plan.

The plan shall be submitted not later than 31 May of each year. The plan will address all current and recommended future initiatives of the advertising and marketing strategy and incorporate mid-year updates and adjustments through a comprehensive analytical review. The plan will provide analysis and recommendations for all advertising initiatives. There shall be no more than three (3) rejection(s) of data/document(s) per contract year. The Government will reject the submitted plan if three (3) or more technical errors are found within the plan. A technical error is defined as the content not being accurate and complete in accordance with the CDRL, PWS or contract. The rejected plan shall be corrected and resubmitted within 3 business days of notification of Government rejection. IAW CDRL Item A005

4.8.5. The Contractor shall conduct research to measure the effectiveness and support the improvement of AFRC communications and advertising capabilities in the areas of branding, lead generation, fulfillment, and recruiter support. A summary of research findings and recommendations shall be presented to the COR NLT five (5) months after annual contract award date in support of the mid-year review. IAW CDRL A009.

4.8.6. Media Research and Tracking: The contractor shall perform media research and tracking to determine the effectiveness of current/on-going branding as well as new/projected recruiting advertising initiatives. These taskings will be issued by the COR to determine advertising effectiveness. IAW CDRL Item A009

4.8.6.1. Data updates: The Contractor shall publish an Advertising Summary to the

Recruiter Dashboard within five (5) days of initiative execution. The Advertising

Summary will be sortable by operating location and category type, and will include start and end dates, media reach, and lead counts, if applicable. IAW CDRL Item A001

4.8.6.2. Quarterly, the Contractor shall electronically provide to the COR a list of insertions with transaction numbers which did not run (DNRs). The Contractor’s commercial system and format for this data may be used. IAW CDRL Item A002

4.8.6.3. RESERVED

4.8.6.4. Advertising transaction records must be used to convey ad insertion data between the AFRC and the Contractor. Unique transaction numbers will be used to identify each buy/insertion. Annual ad plan buys and purchases recommended by the Contractor must be identified as such by a special transaction number or other means. Supplemental ad plan buys and purchases required by AFRC, must be identified as such by special transaction number or other means.

4.8.6.5. The Contractor shall electronically transmit monthly, quarterly, and yearly lead generation reports to the COR. The reports shall be submitted not later than 10 business days after the last day of each report period. There shall be no more than three (3) rejection(s) of data/document(s) per month. There shall be no more than two (2) rejection(s) of each report. The Government will reject the submitted report if three (3) or more technical errors or three (3) or more minor errors are found within the report. A technical error is defined as the content not being accurate and complete in accordance with the CDRL, PWS or contract. A minor error is defined as a typographical or statistical error. The rejected report shall be corrected and resubmitted within 3 business days of notification of Government rejection. IAW CDRL Item A006

4.8.7. The contractor shall conduct surveys and provide analysis of recruiting advertising awareness, recall, and impressions delivered by specified target audiences in order to measure penetration and effectiveness of lead-generating events, products, and materials. IAW CDRL

Item A010

4.8.8. RESERVED

4.8.9. U.S. Armed Forces Joint Advertising and Marketing Research Activity (JAMRS) commercial advertising contractor of record as of PWS print date is MullenLowe. There are instances where the Contractor will interface with JAMRS and their supporting agencies of outreach and market communication efforts through a Government representative.

4.8.9.1. The contractor shall review qualitative research into prospect, joiner, and rejecter attitudes and psychographics provided by Joint Marketing Communications and Market

Research and Studies (JAMRS).

4.8.9.2. The contractor shall review quantitative research on specified target groups’ demographics and behaviors (e.g., media habits, market size, and propensity studies provided by JAMRS.

4.8.9.3. The contractor shall review market analysis and propensity studies of local designated areas provided by JAMRS.

4.8.10. USAFR Recruiter Training: The contractor shall develop training materials and provide training to AFRC staff members and recruiters to facilitate the optimal and integrated delivery of the advertising strategy’s messages. The Contractor shall present ongoing marketing training updates for key recruiting personnel on the implementation of national marketing and advertising plan. Training materials and lesson plans must be presented by 1 September each year. The

COR will review and approve the training plans NLT 1 October prior to implementation. IAW

CDRL A015

4.9 Website Hosting (Interactive Media Products).

4.9.1. Plan, create, develop and produce online and offline Interactive Media products targeted towards the 17- to 39-year old audience for enlisted recruiting purposes and 21- to 35-year old audience for officer recruiting purposes.

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

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

4.9.4. Exploit latest information technology so as to represent the AFRC as a “technology leader” to target audiences.

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

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

4.9.7. Recruiter Dashboard. The Contractor shall provide all personnel required for maintenance, administration and ongoing development of the Recruiter Dashboard. This essential online management tool streamlines communications and program management between Senior

Recruiters (Flight Chiefs), HQ AFRC and the advertising contractor.

4.9.8. Among its elements that must be maintained by Contractor:

4.9.8.1. Schedules and lead generation information for all marketing events organized by individual squadrons and flights

4.9.8.2. Advertising summaries for all marketing initiatives organized by squadron and flight. Advertising summaries include: name of event, start date, end date, attendees, leads, and after action reports.

4.9.8.3. Online request forms for Targeted Recruiting initiatives, vehicle wraps, promotional items, office merchandising, and various other programs that assist local flights

4.9.8.4. Forms for customizing print collaterals including enlistment certificates and marketing flyers

4.9.8.5. Reports of airplay, frequency and media value of Public Service Announcements organized by individual squadrons and flights

4.9.8.6. User activity reports that chronologically graph daily lead generation and refinement through various lead sources including AFReserve.com peer referral program, and the Qualification Center

4.9.8.7. Event Activation Plans and After Action Reports for Flight Chiefs and recruiters to manage and evaluate individual event initiatives

4.10 Public Service Advertising (PSA) Program.

4.10.1. The PSA Program includes planning, 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. The creation of the PSA print and digital media will be covered in paragraph

4.16 below.

4.10.2. Public Service Announcement Billboards:

4.10.2.1. The Contractor shall maintain an ongoing program with leading outdoor marketing vendors to place AFRC messages in the form of non-paid Public Service

Announcements in locations where vendors have outdoor marketing space available.

4.10.2.2. The Contractor shall coordinate and be responsible for all services related to the billboards including creative design, production, warehousing, shipping, and all program facilitation and coordination with outdoor marketing vendors.

4.10.2.3. The table provides an estimate of annual poster requirements:

Item Size Quantity

30-sheet polyethylene (PE) posters

125” x 272” 2,600

8-sheet posters 60” x 132”, 500

Flex Vinyl posters 14’ x 48’ 100

4.11 Mobile Marketing Platforms.

4.11.1. The AFRC requires the use of three (3) mobile marketing platforms with a distinctive and eye-catching design that represents the AFRC as a high technology, professional, fighting force. These platforms will be a visual representation of the AFRC at event venues. The AFRC will utilize the mobile marketing platforms to support Recruiting and Advertising at designated national events. The Contracting Officer Representative (COR) will approve the platform creative design. Each mobile platform will be available at no fewer than 40 events per year. The interiors will be designed to allow AFRC recruiters to utilize them as mobile office platforms and will be equipped with Wi-Fi technology to allow internet access anywhere in the country. In addition, the mobile platforms will be equipped with, audiovisual screens, speakers, DVD/Blu

Ray to allow AFRC recruiters to show video products and streaming media both inside and outside the platforms. Finally, the platforms will be equipped with event tablets which are to be used to capture applicant information. The mobile platforms should be equipped with approved interactive activities and/or technology that encourage attendee participation and increase recruiter engagement with the targeted demographic audience.

4.11.2. All mobile marketing platforms will include all required contractor personnel to operate them and the contractors’ crew assigned to the platforms will be available at all events to assist local recruiters in staging and assembling displays. The Contractor shall be responsible to see that the platform always presents a consistently professional, clean appearance, both on the interior and exterior. Within 30 days of notification by the COR, the contractor shall present creative designs and concepts of the platforms and interactive technology for the government to review. The government will approve/comment within five business days of receipt. If changes are required, the contractor shall have five business days to resubmit. IAW CDRL A003

4.12 Qualification and Lead Operations.

4.12.1. The Contractor shall operate, manage and maintain staff to prequalify and assist in the refinement, processing, and distribution of all leads through 1-800 calls; electronic chats; texts;

e-mails; and other social media as it becomes available. Average annual leads volume for last three years: Call Center – 20K; AFReserve.com organic leads – 38K; Total event, online, and print paid leads – 21K; Chats – 25K; Emails – 5K. Historically there have been between 400-

500 calls per day and between 200 and 290 thousand contacts per year. All qualified and disqualified leads will be entered into the approved Lead Management System within 2 business days after refinement. Within 30 days of contract award, a failure contingency plan will be submitted to ensure all leads are forwarded within two (2) business days in the case of a Lead

Management System failure. The government will approve/comment within five business days of receipt. If changes are required, the contractor shall have five business days to resubmit. IAW

CDRL A011.

4.12.2. The individuals responding to calls and inquiries must be staffed by prior Air Force

Reserve, Air Force, or Air National Guard recruiting personnel with a minimum of five years of official Air Force recruiting experience and no less than two of those five years as an Air Force

Reserve recruiter. All Qualification Center personnel will have Air Force Recruiting Information

Support System (AFRISS), Air Force Recruiting Information Support System-Reserve (AFRISS-

R) or Air Force Recruiting Information Support System-Reserve Total Force (AFRISS-TF) experience and have been honorably discharged or retired from service. The contractor shall provide information on all prospective advisors to AFRCRS to validate these qualifications are met. Additionally, all personnel working in the Qualification Center must possess or be eligible for issuance of Department of Defense Common Access Card. Qualification Center personnel will be the subjects of a favorable National Agency Check, plus Written Inquiries and Credit

Check (NACI) background check.

4.12.3. The Qualification center will also be responsible for management and operation of the

AFRC peer referral program. 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 and AFRC civilians who participate in the program.

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

4.12.5. The Qualification Center will 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. IAW CDRL Item A006

4.12.6. Manning/Coverage is required from 7 AM till 12 AM Eastern Time, Monday-Friday.

Saturday coverage will be from 8 AM-5 PM Eastern Time.

4.12.7. The Contractor shall provide the Qualification Center high speed internet connectivity.

Advisors will be required to accurately answer questions and provide information to leads, other callers, chat, and email customers.

4.12.8. The Contractor shall maintain current knowledge as related to the responsibilities of the

Qualification Center on AF Reserve programs such as the following:

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

Information on these programs can be found at https://afreserve.com/.

4.12.8.2. 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.

4.12.8.3. 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 Sharepoint, AF Portal, etc. Advisors shall have knowledge of the peer referral program (http://www.get1now.us/) 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.

4.13 TV/Radio/Video Products. AFRC requires the yearly production of a Television

Commercial and a companion Radio spot promoting the AFRC to the targeted audience. 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. All announcements require COR approval prior to airing. AFRC requires that a concept that compellingly promotes the Air Force Reserve to the targeted audience for the upcoming year’s spot be presented by 1 Mar of each calendar year. Upon concept approval, the Contractor shall produce complete scripts, storyboards, and treatments of the approved concept for AFRC review and approval. There shall be no more than five (5) rejection(s) of the concept per contract year. The Government will reject the submitted concept if five (5) or more technical errors are found within the spot concept. A technical error is defined as the content not being accurate and complete in accordance with the CDRL, not representing in-depth understanding of the AFRC brand, or not providing novel or innovative ideas to address

AFRC recruiting objectives. The rejected concept shall be corrected and resubmitted within Five

(5) business days of notification of Government rejection. 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

Contractor. This requirement will consist of the production of new training videos and/or editing of existing video products, equivalent to the total production time required for the above TV and

Radio production spots. 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. Additionally, Contractor performance may require the contractor or their sub-contractor(s) to fly in military aircraft in direct support of video productions. IAW CDRL Item A008

4.14 Marketing. The Contractor shall develop and execute a full-service marketing portfolio to include event and air show coordination, brand ambassadors, direct mail program, social and digital media programs, peer referral program, targeted advertising, and sponsorships. The contractor 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 selected geographic areas of responsibility to support 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), and newspapers; outdoor and transit billboards, duratrans (backlit graphic design), ballpark signs, transit cards, taxi signs, billboard overlays (snipes), mini-boards, junior posters, painted outdoor signs, bus cards, window cards, address strips for window cards, and benches.

Local targeted advertising requests will be submitted by local recruiters via electronic Recruiter

Dashboard to purchase and accomplish broadcasts for television/radio, local spot purchases, high school and college campus recruiting advertising signage and events, such as, career fairs, county and state exhibition expos and athletic events. Once the request is approved by the COR, contractor shall evaluate requests for effectiveness, and process requests for execution via the recruiter dashboard.

4.14.1 Recruiting Events. Contractor shall schedule, coordinate, and execute live events in support of AFRC recruiting missions at targeted Operating Locations, including U.S. Air

Force/Air Force Reserve bases as well as installations of other services, including the Army, Navy and Marine Corps. These events increase branding and awareness of the AFRC among the general public, members of all military services, as well as interaction with senior leadership at military installations. Contractor shall coordinate these events with mobile marketing platforms to maximize AFRC presence and support at special event locations wherever possible.

Recommended schedule of events shall be presented to the COR in the Annual

Communications/Advertising Plan for approval by 31 August for the following fiscal year IAW

CDRL A004. Once approved by the COR, the Contractor shall produce any collateral materials to promote the event, as well as conduct marketing in the local market to promote the event.

Event plans shall be submitted NLT 14 calendar days prior to each event. There shall be no more than three (3) rejections of each event proposal, and no more than 15 rejections of event proposals per calendar year. The Government will reject the submitted proposal if three (3) or more technical errors are found within the proposal. The rejected proposal shall be corrected and resubmitted within 3 business days of notification of Government rejection. The Contractor shall present a comprehensive event plan to the COR to include, but not limited to, the designated event point of contact, the RS Flight Chief at the targeted location, the event name, location, site layout, protocol considerations, security arrangements, logistical support, and a complete detailed schedule of the event IAW CDRL A013. The Contractor shall conduct any walk-throughs necessary. Should the event require any production elements, the Contractor shall be responsible for all technical and production requirements 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 event shall include a competitive analysis of the event, as well as a detailed description of how this event will offer support to AFRC Recruiters in the targeted location. The Contractor shall present a comprehensive estimate that will include all aspects of the proposed event. For events with a total cost of $10,000 or greater, Contractor shall present the COR with research detailing Return on Investment (ROI) of each event NLT 30 days after the event/initiative completion. IAW

CDRL A014

4.14.1.1. The Contractor shall facilitate planning and scheduling events according to the following parameters:

4.14.1.1.1. All events are free to military/DoD cardholders, their families and guests.

4.14.1.1.2. These events may or may not be open to the general public.

4.14.1.2. The Contractor shall ensure that events/performers are suitable for all age ranges. Performers should appeal to recruitable demographic audiences and the military community. All events and performers must be individually approved by the

Contracting Officer's Representative (COR).

4.14.1.3. The Contractor shall be responsible for all issues related to contracting and coordinating these events, including production, talent, technical personnel, promotion, security, and equipment.

4.14.1.4. The Contractor shall be responsible for coordination and costs of all production-related travel and accommodations. Prior coordination with the COR and approval from the PCO is required for all travel.

4.14.1.5. The Contractor shall be responsible for coordination with appropriate personnel for the production of these events, including civilian venue management, Force Support

Squadron for Air Force events and the MWR (Morale, Welfare and Recreation) offices on other military installations. The COR will provide assistance in communications with military base leadership.

4.14.1.6. The Contractor shall ensure that all event-related personnel under their purview have valid identification such as a driver’s license or other government-issued identification. All personnel must pass through military security checkpoints.

4.14.1.7. The Contractor shall ensure that a minimum of $2,000,000 in commercial general liability insurance single limit bodily injury and property damage is in force for all events and maintained for a period of twelve (12) months thereafter.

4.14.2 Brand Ambassadors (Mobile Event Team). The Contractor is tasked to maintain a team of Brand Ambassadors at AFRC sponsored/attended events. The objectives and qualifications of the Brand Ambassadors are:

4.14.2.1. Initiate communication with event attendees, with a focus on prospective leads in the 18-39 year old age demographic that are height/weight proportional and do not display an excess of visible tattoos in accordance with (IAW) AFI 36-2903.

4.14.2.2. Collect lead information to include first and last name, email, telephone number and zip code of prospective qualified leads at events.

4.14.2.3. Refer attendees with specific questions about possible Air Force Reserve service to AFRC recruiters or to the Qualification Center.

4.14.2.4. Brand Ambassadors shall conform to the same demographics as potential AFRC non-prior service leads, specifically:

4.14.2.5. Between 18 and 39 years of age.

4.14.2.6. Appropriate height /weight ratio to qualify for AFRC enlistment, per AFRSI 36-

2001, Attachment 3.

4.14.2.7. Hair, beard, mustache and tattoo guidelines to qualify for AFRC enlistment, per

AFI 36-2903.

4.14.2.8. The Contractor shall ensure that Brand Ambassadors are able to communicate clearly in English and possess the interpersonal skills to effectively interact with event attendees.

4.14.2.9. The Contractor shall ensure that Brand Ambassadors are fully educated and trained IAW professional marketing standards, AFRCI 36-2001 and AFI 36-2903, as to the knowledge required and the specific limitations of their tasks, including defining the types of questions that should be referred to AFRC recruiters.

4.14.2.10. The Contractor is responsible for all allowable and allocable costs of the Brand

Ambassadors to include reimbursement, indirect costs, lodging, and travel costs to and from events. Events may occur in any of the 50 states in the Continental US, Alaska and

Hawaii. All travel reimbursements will be cost reimbursable and coordinated by the COR and approved by the PCO IAW the Joint Travel Regulation (JTR).

4.14.3. Air Show Coordination. The Contractor shall coordinate AFRCRS participation at 30-50 air shows per year. Air Shows may take place either on military installations or at non-military airfields.

4.14.3.1. The Contractor is responsible for:

4.14.3.2. Coordination with HQ AFRC/RS to develop the schedule of air show events for each year.

4.14.3.3. Pre-event planning and coordination with each airfield to ensure the presence of the AFRC at the event.

4.14.3.4. Payment of any sponsorship fees for attendance at non-military installation air shows

4.14.3.5. Coordination with event sponsors to ensure optimal placement of the AFRC

Mobile Marketing Platforms and/or recruiter tents at the events

4.14.3.6. Coordination with AFRC Flight Chiefs and recruiters regarding the logistics of each event, including event passes, schedules, and promotional items

4.14.3.7. Coordination with Mobile Marketing Platform drivers and Brand Ambassadors to support recruitment efforts at these events.

4.14.3.8. Coordination of any supplemental performers/promotions that AFRC may choose to utilize to facilitate marketing efforts.

4.14.4. Digital Media Placements. The Contractor shall have the capability to purchase digital media. A maximum of 80% of digital leads can derive from targeted paid search engine marketing, including Google and Bing, which utilize keywords to target specific key AFRC demographics.

4.14.4.1. The Contractor shall precisely target digital marketing to the following markets:

4.14.4.2. Key AFRC geographic locations

4.14.4.3. Critical job specialties, including Science, Technology, Engineering, and Math

(STEM), Health Professions, and others mandated by the COR

4.14.4.4. Specified colleges and/or other institutions

4.14.4.5 Individuals with prior military service

4.14.4.6. Social media platforms, with the objective of optimizing the ability of these channels to engage key AFRC demographics

4.14.4.7. Any other demographics specified by the COR

4.14.4.8. The Contractor shall provide quantifiable analyses that justify the selection and cost effectiveness of each online lead initiated.

4.14.4.9. Leads must be generated in response to digital advertising/communications specific to AFRC. A lead is an individual that expresses interest in joining the Air Force

Reserve. There are two types of leads: Non-Prior Service and Prior Service Leads. :

Non-Prior Service Leads have no military service experience and Prior Service Leads have served in the military before and are wanting to rejoin the military.

4.14.4.10. Leads cannot be purchased from database aggregators/providers

4.14.4.11. Each individual online initiative requires the approval of the COR.

4.14.5. Peer Referral Program. The Contractor shall be responsible for implementation of the peer referral program for AFRC/RSAA which shall include the following:

4.14.5.1. Provide recommendations to promote the program to reservists and AFRC civilians and increase participation including Awards, Marketing, Creating Collateral

Materials, Recognition programs, Updating Website, Email messaging, Civil Servant program, program marketing, and educating and interfacing with recruiters.

4.14.5.2. Peer Referral Management: On a monthly basis, provide the COR with accurate peer referral program statistics including leads, accessions, and prize fulfillment. IAW

CDRL A006

4.14.5.3. Create training materials for reservists, qualification center, and recruiters on the peer referral program, including how to use the website, program rules, how to submit leads, reporting systems, accession eligibility, how to look up, establish, and/or update accounts.

4.14.5.4. Manage the peer referral program: inventory awards, order new/more awards, and establish fulfillment procedures.

4.14.6. Targeted Advertising Program. The Targeted Advertising Program provides recruiters at every operating location the ability to facilitate local advertising initiatives. The national

Targeted Advertising program is broken up into four regional squadrons, and then distributed among the 44 encompassing Operating Locations. The Contractor shall provide evaluation of requests for the Targeted Advertising program.

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

Location.

4.14.6.2. Contractor shall inform each recruiting main operating location of local/regional events, ad/Public Service Announcement (PSA) placements, and local media broadcasts of AFRC ads via the Recruiter Dashboard.

4.14.7. 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. This is a twice yearly vendor requirement. Process monthly membership signups for all new reservists from data provided by AFRC/RSAA, clean new reservist list, send cleaned and updated new reservist list to load into: peer referral program membership database and register usernames and logins, print letters and membership cards for mailings, coordinate copy changes to letters with AFRC/RSAA when needed or requested, manage updates and changes to collateral materials needed for direct mail programs.

4.14.8. AFRC Sponsorships.

4.14.8.1. The Contractor shall propose and provide analysis of event sponsorships to support marketing targeted to AFRC flight locations and/or Air Force Specialty Codes

(AFSCs) as specified by the COR. Sponsorships may include professional/university sports teams, music festivals, STEM events, fitness events and/or others that will reach targeted AFRC demographics.

4.14.8.2. Sponsorships should include marketing opportunities such as banners, video boards, digital media, tables/booths for promotional items and one-on-one interaction, provisions for presence of AFRC Recruiters and/or Brand Ambassadors, concourse or fascia signage, advertisements in event programs and social media posts.

4.14.8.3. The Contractor shall develop and provide all creative elements and collaterals specified by the individual sponsorships or the COR.

4.14.8.4. All Marketing Sponsorship initiatives above must be individually approved by the COR

4.14.9. Social Media. The Contractor shall provide all labor and services to maintain a full-time

AFR presence on social media platforms, to include:

4.14.9.1. Develop Social Media strategy in collaboration with Account Service team.

4.14.9.2. Collaborate with Media Buyer to develop recommendations for strategic paid social media buys.

4.14.9.3. Produce all creative elements/content (videos, photos, copy and graphics) for use on social media platforms. The COR will approve all content prior to publication.

4.14.9.4. Develop content which promotes interaction and engagement. We expect to see continuous growth of likes/shares/etc. across our social media platforms, benchmarked across other similar military recruiting initiatives.

4.14.9.5. Provide personable and timely responses to questions posed on all social media platforms. All interactions should be designed to reinforce the impression that the AFRC is a world-class organization that offers rewarding career opportunities through Air Force

Reserve military service. All responses will be coordinated with the Qualification Center supervisor or COR to ensure that responses conform to AFRC policy. The contract COR is the contact for no-recruiting questions or topics when they arise.

4.14.9.6. Monitor for posts with suspicious, antagonistic or spam marketing content.

4.14.9.7. Suspicious and spam oriented links are to be immediately removed

4.14.9.8. Disposition of antagonistic/questionable posts is to be coordinated with the

COR.

4.14.9.9. Post AFRC-related content such as AFR-related human interest and news stories, job-related info, Armed Services Vocational Aptitude Battery (ASVAB) sample questions, AFRC images, etc.

4.14.9.10. Post links to AFRLive videos from YouTube, and promote AFR Chats from

Twitter to increase interactivity across the platforms.

4.14.9.11. Monitor Social Media analytics and identify ideal frequency of posts per day, prime publishing hours, and what content is preferred among fans, utilizing the following tools: Social Media Management Program; Google Analytics; Individual initiative platforms. Each new post should receive a response within 12 business hours of its origination.

4.14.9.12. Recommend Social Media platforms and usage based on emerging trends.

Develop recommendations for those that offer the best potential for reaching AFR target audience.

4.14.9.13. Interact by ‘liking’/‘sharing’/‘retweeting’ content from related social media profiles such as US Military bases/wings/units and other Government Organizations to increase social media footprint and attract more fans/followers.

4.15. Promotional. The Contractor shall create, produce, and distribute promotional items. All requirements of the “Buy American Act” shall be adhered to. See attached list of products to be acquired. A delivery order will be issued when products are required. If a new vendor is selected, a sample quantity of created products will be approved by the COR prior to full production. Additional products may be added to the list during the life of the contract. Such additional products will be identified and prices negotiated by the Contracting Officer prior to adding those items to the contract and/or placement of any orders for the products.

4.16. Creative. The Contractor shall develop, produce and execute marketing and advertising campaigns for national AFRC branding activities. These services include, but are not limited to, developing creative materials to meet Marketing/Advertising/Branding initiative objectives such as national broadcast and print media and other audio-visual materials as well as static displays, exhibits and signage and other appropriate media. The comps will be provided electronically to the COR for review and approval.

4.17 GENERAL INFORMATION

4.17.1 Quality Control Plan. A Quality Control Plan shall be submitted within 30 days of contract award. The records of inspections shall be kept and made electronically available to the

CO and COR, upon request, throughout the contract performance period. IAW CDRL Item

A012

4.17.2 Government Furnished Supplies and Services.

4.17.2.1. Talent: When available; talent will be furnished by AFRC to include voice over, models, and actors/actresses. When not available, talent shall be ordered under the creative/production item of the contract.

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

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

4.17.3 Contractor Furnished Items and Services.

4.17.3.1. The Contractor shall furnish everything required to perform this work statement.

4.17.3.2. 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.

4.17.3.3. Printing: All advertising and marketing printing shall be done through vendors selected by the Contractor and approved by the COR.

4.17.3.4. Digital Storage Media: Digital Storage Media, for use in producing TV productions/commercials, print advertising, brochures, or other necessary production projects. Media shall be ordered under the creative/production item of the contract.

4.17.4 Documentation and Records.

4.17.4.1. All documentation required by this PWS is the responsibility of the Contractor and shall be maintained in accordance with the PWS. Documentation and records shall be made available to Government personnel upon request of the contracting officer.

Documentation is the property of the Government and shall be turned over to the

Government upon completion or termination of the contract.

4.17.4.2. The Contractor and the Government will exchange data files electronically in accordance with this PWS. The system used by the Contractor shall be compatible with

Air Force standard software and file transfer capability provided by the Microsoft Office

Suite.

4.17.4.3. All transfer of information files will be done through the Internet.

4.17.4.4. All creative work shall be original and shall be submitted to the COR for review and approval and in the format described in the Task Orders.

4.17.5 Reproduction/Storage.

4.17.5.1. Various mechanical devices produced by the Contractor in accordance with any delivery order/task order issued, such as magazine ad reproducible materials, will be the property of and be returned to the government; however, the devices will remain in the custody of the Contractor…