FINAL_Advertisiong_PWS_24_May_2016.docx

PERFORMANCE WORK STATEMENT

FOR

AIR FORCE RESERVE COMMAND

NATIONAL/LOCAL RECRUITING ADVERTISING PARTNERSHIP

24 May 2016

1.0 INTRODUCTION

1.1 Background.

In order to efficiently and effectively market opportunities to serve in the Air Force Reserve to the American public, the command, like all other military services, acquires the specific skills and expertise of a professional advertising agency. This provides support of overall Air Force Reserve communications objectives and all Air Force Reserve 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 Air Force Reserve 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 Air Force Reserve communications objectives and all Air Force Reserve recruiting programs in all appropriate media. This is an Indefinite Delivery Requirements contract as contemplated by FAR 16.503. Task Orders will be issued for individual orders for services or promotional items described within the scope of this original Performance Work Statement.

2.0 SERVICES SUMMARY

data/document shall be corrected and resubmitted within 3 business days of notification of Government rejection.

Provide quality Television and Radio Spot Concept Production IAW CDRL Item #A009

Document/concept shall be corrected and resubmitted within 3 business days of notification of Government rejection.

Provide quality Annual Communications/Advertising Plan. IAW CDRL Item #A005

contract year. The Government will reject the submitted data/document if three (3) or more technical errors or five (5) or more minor errors are found within the data/document. A technical error is defined as the format not being in accordance with the CDRL or the content not being accurate and complete in accordance with the CDRL, PWS or contract. A minor error is defined as a typographical or grammatical error. The rejected data/document shall be corrected and resubmitted within 3 business days of notification of Government rejection.

Provide quality Annual Straw Man Plan.

IAW CDRL Item #A006

contract year. The Government will reject the submitted plan if three (3) or more technical errors or five (5) or more minor errors are found within the data/document. A technical error is defined as the format not being in accordance with the CDRL or the content not being accurate and complete in accordance with the CDRL, PWS or contract. A minor error is defined as a typographical or grammatical error. The rejected data/document shall be corrected and resubmitted within 3 business days of notification of Government rejection.

Provide Quality weekly, monthly, quarterly, and yearly lead generation reports.

IAW CDRL Item #A007

data/document shall be corrected and resubmitted within 3 business days of notification of Government rejection.

data/document shall be corrected and resubmitted within 3 business days of notification of Government rejection.

3.0 GOVERNMENT PROPERTY, FACILITIES, AND INFORMATION

3.1 Government Furnished Equipment/Facilities/Information. The Government will provide the Contractor the equipment, facilities, and information listed in Section J attachment to the contract and includes media products, web pages, and software. The Contractor shall comply with FAR 52.245-1 and/or 52.245-2 as set forth in Section I of the basic contract as well as FAR Part 45 and its Defense FAR Supplement. The Contractor shall maintain and update the inventory list(s). At a minimum a joint inventory shall be performed by the Contractor with the AFRC/RSA COR (1) within thirty (30) days after contract award; (2) thirty (30) days prior to each option exercise, and (3) upon completion contract before final payment.

3.2 Government System(s). The Government will provide Contractor personnel access to system(s) necessary to perform tasks under the contract/order. Upon completion/termination of the contract/order or transfer/termination of Contractor personnel, the system account(s) will be closed.

3.3 Contractor Responsibility. The Contractor shall be responsible for Government property in its possession in accordance with the Federal Acquisition Regulation (FAR) and applicable supplements including, but not limited to, FAR Part 45, Government Property; FAR 52.245-1, Government Property; and Defense Federal Acquisition Regulation Supplement (DFARS) Part 245, Government Property. The FAR and applicable supplements can be accessed at the site below. http://farsite.hill.af.mil

3.4 Loss of Government Property. In accordance with DFARS 252.245-7002, Reporting Loss of Government Property, “loss of Government property” means unintended loss of or damage to Government property including property that cannot be found after a reasonable search, loss due to inadequate storage, theft, loss due to lack of security, damage requiring repair to restore the item to usable condition, or damage that renders the property useless for its intended purpose or Beyond Economical Repair (BER). Loss of Government property does not include manufacturing defects, obsolescence, normal wear and tear, or purposeful destructive testing. Unless otherwise stated in the contract/order, loss of Government property does not include normal and reasonable inventory adjustments, i.e., losses of low priority consumable material, such as common hardware, as agreed to by the Contractor and the Government Property Administrator.

3.5 Return of Government Property. All property provided by the Government remains the property of the Government and shall be returned to the Government upon completion of the contract/order. All Government property shall be returned to the Government in the condition provided unless approved in advance by the Procuring Contracting Officer (PCO). All material generated under the contract/order becomes the property of the Government and shall be returned to the Government upon completion of the contract/order. All Department of Defense (DD) Form 1423, Contract Data Requirements List (CDRL), deliverables become the property of the Government upon receipt.

4.0 TECHNICAL REQUIREMENTS

4.1 Period of Performance. Performance shall commence at date specified in resultant contractual document for a one-year basic period with four (4) annual option periods.

4.2 Place of Performance. The Contractor 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. On occasion, services may be required to support activities outside the normal hours.

The Government reserves the right to change the core hours at any time. The Contractor shall support all Unit Training Assemblies (UTAs), i.e. first weekend of the month, as directed by the AFRC/org symbol COR.

4.4 Federal Holidays.

The Contractor is not normally required to provide contract service to AFRC/RS on federal holidays, except in emergencies. The following is a list of Federal Holidays observed by AFRCRS:

New Year’s Day, January 1

4.5 Overtime. The Contractor personnel may require overtime hours due to unanticipated, short deadline work. Overtime work means each hour of work in excess of eight (8) hours in a day or in excess of forty (40) hours in a work week that is officially required. The Contractor shall coordinate the request for overtime with the AFRC/RS COR. Overtime shall be approved in advance by the AFRC/A7KA CO in accordance with FAR 52.222-2, Payment for Overtime Premiums, as supplemented in the Air Force Federal Acquisition Regulation.

4.6 Travel. The Contractor may be required to fulfill the requirements of this PWS via travel, e.g. site visits. The Contractor shall coordinate pre-approval for planned travel with the AFRC/RS COR and receive CO approval 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.

4.7 Program Manager (PM). 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/A7KA Contracting Officer (CO) and the AFRC/RS Contracting Officer Representatives (CORs) upon award.

4.8 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/A7KA CO and AFRC/RS COR will participate with Contractor Representatives. The meeting will provide an orientation and 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.

4.9 Mobilization/Transition Requirements – Line Item X0001

The Mobilization/Transition period shall take place the first sixty (60) 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 and the Eastern Recruiting Squadron. This includes one 2-3-day trip to Warner Robins and Marietta, Georgia, by the Contractor during the mobilization period.

4.10 Managing and Operating the AFRC Recruiting Advertising Program – Line Item X002.

4.10.1. 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 for the Public Service Advertising (PSA) Program, Recruiting Support Vehicle, AFRC Qualification Center, and TV/Radio/Video Products. Associated costs on an annual basis are defined as all labor, all overhead, and all general and administrative (G&A) expenses. The qualifications/capabilities of these personnel shall be commensurate with those personnel identified in the Contractor’s technical proposal and any revision(s) thereto. The key positions associated with this effort will include Account Manager (AM), Account Executive (AE), Media Buyer, Creative Director, and Qualification Center Supervisor. 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. Key personnel may be required to meet at least monthly with the Government Account Manager and Chief of Advertising during the first three (3) months of the contract. Meetings will be four (4) times annually thereafter.

4.10.2. The Contractor 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 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.

4.10.3. 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. IAW CDRL Item #A010

4.10.4. Conduct surveys 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 #A011

4.10.5. Perform 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.

4.10.6. Review qualitative research into prospect, joiner, and rejecter attitudes and psychographics provided by Joint Marketing Communications and Market Research and Studies (JAMRS).

4.10.7. Review quantitative research on specified target groups’ demographics and behaviors (e.g., media habits, market size, and propensity studies provided by JAMRS.

4.10.8. Review market analysis and propensity studies of local designated areas provided by JAMRS.

4.10.9. 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 Contractor shall present marketing training for key recruiting personnel on the implementation of national marketing and advertising plan.

4.10.10. Minority Consultation: Provide advice, develop and present marketing strategies that communicate effectively with various subsets of the America 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 Air Force Reserve.

4.11 Website Hosting (Interactive Media Products) – Line Item X003

4.11.1. 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.

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

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

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

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

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

4.12 Public Service Advertising (PSA) Program – Line Item X004

4.12.1. 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. All announcements require AFRC RS Commander’s approval prior to airing.

4.12.2. Public Service Announcement Billboards:

i. The Contractor shall maintain an ongoing program with leading outdoor marketing vendors to place Air Force Reserve messages in the form of non-paid Public Service Announcements in locations where vendors have outdoor marketing space available.

ii. 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.

iii. The Contractor shall provide the following quantities on an annual basis as funded by individual orders:

4.13 Recruiting Support Vehicle – Line Item X005

4.13.1. The Contractor shall operate and maintain five mobile recruiting support vehicles, including three (3) large motor coaches and two (2) sport utility vehicles (SUVs). These vehicles will be a visual representation of the Air Force Reserve at large, special event venues. The AFRC will utilize the vehicles to support Recruiting and Advertising at designated national events on a year-round basis. The contractor shall be responsible for the cost of purchasing/leasing, operating and maintaining said vehicles.

4.13.2. The Contractor shall provide all infrastructure and maintenance items including fuel 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 Contracting Officer Representative (COR) will approve the vehicle wrap creative design The vehicles will be available on a yearlong basis and will be available to participate at no fewer than 40 events each, per year. The vehicle interiors will be designed to allow AFRC recruiters to utilize them as mobile office platforms. The vehicles will be equipped with Wi-Fi technology to allow internet access anywhere in the country. In addition the large motor coaches 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.

4.13.3. The vehicles will include all required contractor personnel to operate them and the contractors’ crew assigned to the vehicles will be available at all events to assist local recruiters in staging and assembling displays. The Contractor shall be responsible for acquisition and maintenance of all licensing and permits 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.

4.14 Qualification Center Operations – Line Item X006

4.14.1. The Contractor shall operate, manage and staff 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 historically manages between 400-500 calls per day and between 200 and 290 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.

4.14.2. Contractor shall provide a plan for a backup facility/operation in case of catastrophic failure of the Air Force Reserve Qualification Center and/or 1-800-#. This backup facility/operation will be required to take over processing leads within two business days. There shall be no more than two (2) rejection(s) of the submitted plan per contract year. The Government will reject the submitted document if 3 or more technical errors or 5 or more minor errors are found within the data/document. A technical error is defined as the format not being in accordance with the CDRL or the content not being accurate and complete in accordance with the CDRL, PWS or contract. A minor error is defined as a typographical or grammatical error. The rejected data/document shall be corrected and resubmitted within 3 business days of notification of Government rejection. Contractor shall also provide a plan for handling excess telephone call volume if unable to be handled by the Qualification Center.

IAW CDRL Item #A012.

4.14.3. The Qualification Center must be staffed by prior Air Force Reserve, Air Force, or Air National Guard recruiting personnel with 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 who 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 a government secret security clearance and 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.

4.14.4. The Qualification center will also be responsible for management and operation of the Air Force Reserve Command 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 who participate in the program.

4.14.5. 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.

4.14.6. 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 #A007

4.14.7. Advisors may be located at the Advertising Agency of Record, or at an alternate site.

4.14.8. 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.

4.14.9. The Contractor shall provide the Qualification Center high speed internet connectivity. AFRC will provide the use of computer hardware and the approved Lead Management System software for refinement and routing of leads. Advisors will be required to accurately answer questions and provide information to leads, other callers, chat, and email customers.

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

4.14.10.1. 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.

4.14.10.2. 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.

4.14.10.3. 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 CoP, AF Portal, etc. Advisors shall have knowledge of the peer 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.

4.15 TV/Radio/Video Products – Line Item X007

AFRC requires that a concept for the upcoming years 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 three (3) rejection(s) of the document/concept per contract year. The Government will reject the submitted data/document if three (3) or more technical errors or five (5) or more minor errors are found within the data/document. A technical error is defined as the format not being in accordance with the CDRL or the content not being accurate and complete in accordance with the CDRL, PWS or contract. A minor error is defined as a typographical or grammatical error. The rejected document/concept shall be corrected and resubmitted within 3 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. The cost of production will be paid out incrementally as a Firm Fixed Price line item. 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 #A009

4.16 Media – Line Item X008

4.16.1. 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 special recruiting events, such as, career fairs, county and state exhibition expos and athletic events. Contractor shall evaluate requests for effectiveness, negotiate with vendors, and process requests for execution via the recruiter dashboard.

4.16.2. Special Recruiting Events - Contractor shall schedule, coordinate, and execute live events in support of Air Force Reserve recruiting missions at targeted Operating Locations. There shall be a minimum of three (3) live events scheduled per contract year, coordinated, and executed in support of Air Force Reserve recruiting missions at targeted Operating Locations. Contractor shall coordinate these special events with recruiter support vehicle to maximize AFRC/RSAA presence and support at special event locations where ever possible. Recommended schedule of special events shall be presented to AFRC/RSAA for approval by August for the following fiscal year. Once approved by the AFRC/RSAA, the Contractor shall produce any collateral materials to promote the special event, as well as conduct marketing in the local market to promote the special event. No later than one week prior to the special event, the Contractor shall inform AFRC/RSAA of the designated contact at HQ as well as the Flight Chief in the targeted location, providing the event name, location, start and end times as well as a complete detailed schedule of the event no later than one week prior. The Contractor shall conduct any walk-throughs necessary. Should the special 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 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. The Contractor shall present a comprehensive estimate that will include all aspects of the proposed special event. Contractor shall present AFRC/RSAA with research detailing Return on Investment (ROI) of special event.

4.16.3. Digital Media Placements: the Contractor shall purchase digital media that will deliver a minimum of 25,000 leads per year. 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.

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

4.16.4.1. Key AFRC geographic locations

4.16.4.2. Critical job specialties, including STEM, Health Professions and others mandated by the COR

4.16.4.3. Specified colleges and/or other institutions

4.16.4.4. Individuals with prior military service

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

4.16.4.6. Any other demographics specified by the COR

4.16.5. The Contractor shall provide quantifiable analysis that justifies the selection and cost effectiveness of each online lead initiated.

4.16.6. Leads must be generated in response to digital advertising/communications specific to AFRC

4.16.7. Leads cannot be purchased from database aggregators/providers

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

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

4.16.9.1. 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, program marketing, and educating and interfacing with recruiters.

4.16.9.2. Data Management manage data to provide AFRC/RSAA with accurate report statistics on leads, accessions, and prize fulfillment, when needed, requested, or scheduled.

4.16.9.3. 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. 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, process monthly invoices, coordinate copy changes to letters with AFRC/RSAA when needed or requested, manage updates and changes to collateral materials needed for direct mail programs.

4.16.9.4. 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.

4.16.9.5. Manage the peer referral program: inventory awards, order new/more awards, establish fulfillment procedures, recommend and maintain budgets, process invoices.

4.16.9.6. Recommend annual program budgets and prepare proposal for AFRC/RSAA recommendation, review and approval process.

4.16.10. 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 42 encompassing Operating Locations. The Contractor shall provide evaluation of requests and conduct negotiations with vendors for Targeted Advertising requests.

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

4.16.12. Contractor shall inform each recruiting main operating location of local/regional events, ad/PSA placements, and local media broadcasts of AFRC ads via the Recruiter Dashboard.

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

4.16.14. The Contractor shall interface and work cooperatively with the commercial agency of record (and its subcontractors) for the U.S. Armed Forces Joint Advertising and Marketing Research Activity (JAMRS). The Contractor shall interface and work cooperatively with the Defense Manpower Data Center by providing all requested information in the proper format.

4.17 Promotional – Line Item X009

The Contractor shall 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” shall be adhered to.

4.18 Creative – Line Item X010

The Contractor 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.

4.19 Data – Line Item X011

4.19.1. Quarterly data updates: Each quarter, the Contractor shall 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 Contractor’s system and format for this data may be used. One copy of the report will be delivered to HQ AFRC/RSAA. IAW CDRL Item #A001

4.19.2. Quarterly, the Contractor shall electronically provide to the Program Manager 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

4.19.3. Every six months, the Contractor shall 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 Contractor, and phone number. The Contractor’s commercial system and format for this data may be used. IAW CDRL Item #A003

4.19.4. The Contractor shall 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 Contractor’s commercial system and format is acceptable. IAW CDRL Item #A004

4.19.5. The Contractor shall develop an annual communications/advertising plan by August 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. There shall be no more than three (3) rejection(s) of data/document(s) per contract year. The Government will reject the submitted data/document if three (3) or more technical errors or five (5) or more minor errors are found within the data/document. A technical error is defined as the format not being in accordance with the CDRL or the content not being accurate and complete in accordance with the CDRL, PWS or contract. A minor error is defined as a typographical or grammatical error. The rejected data/document shall be corrected and resubmitted within 3 business days of notification of Government rejection.

IAW CDRL Item #A005

4.19.6. In addition to the annual plan, the Contractor shall provide, by August of each year, a straw man plan for the two years following the planning year. This plan shall address future communications and marketing objectives. 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 or five (5) or more minor errors are found within the data/document. A technical error is defined as the format not being in accordance with the CDRL or the content not being accurate and complete in accordance with the CDRL, PWS or contract. A minor error is defined as a typographical or grammatical error. The rejected data/document shall be corrected and resubmitted within 3 business days of notification of Government rejection.

IAW CDRL Item #A006

4.19.7. Both annual communications/advertising plan and straw man plans shall be submitted by 31 August. All plans will be approved by the Contracting Officer Representative (COR) within 30 days of their submission.

4.19.8. The Contractor shall electronically transmit weekly, monthly, quarterly, and yearly lead generation reports to the Program Manager. There shall be no more than three (3) rejection(s) of data/document(s) per month/quarter/contract year. There shall be no more than three (3) rejection(s) of each data/document. The Government will reject the submitted data/document if three (3) or more technical errors or five (5) or more minor errors are found within the data/document. A technical error is defined as the format not being in accordance with the CDRL or the content not being accurate and complete in accordance with the CDRL, PWS or contract. A minor error is defined as a typographical or grammatical error. The rejected data/document shall be corrected and resubmitted within 3 business days of notification of Government rejection. IAW CDRL Item #A007

4.20 Travel – Line Item X012

The Contractor must obtain prior approval and authorization for all travel by the AFRC/PKA Contracting Officer after coordination with the AFRC/RS Program Manager. The Government will reimburse the Contractor in accordance with the Joint Travel Regulations.

4.21 Recruiter Dashboard – Line Item X013

4.21.1. 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 Air Force Reserve Command and the advertising agency.

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

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

4.21.2.2. Advertising summaries for all marketing initiatives organized by squadron and flight

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

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

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

4.21.2.6. 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.

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

4.22 Brand Ambassadors (Mobile Event Team) – Line Item X014:

4.22.1. The Contractor is tasked to maintain a team of Brand Ambassadors at AFRC sponsored/ attended events. The objectives of the Brand Ambassadors are to:

4.22.1.1. 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.

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

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

4.22.2. The Contractor shall select Brand Ambassadors that conform to the same demographics as potential AFRC non-prior service leads, specifically:

4.22.2.1. Between 18 and 39 years of age

4.22.2.2. Appropriate height /weight ratio to qualify for AFRC enlistment, per AFRSI 36-2001, Attachment 3.

4.22.2.3. Hair, beard, mustache and tattoo guidelines to qualify for AFRC enlistment, per AFI 36-2903.

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

4.22.4. 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 Air Force Reserve recruiters.

4.22.5. The Contractor shall provide Brand Ambassadors for a minimum of 100 Event-Days per year. An Event-Day is defined as a full-day in which a Brand Ambassador represents AFRC at an event.

4.22.6. 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).

4.23 AFRC Marketing Sponsorships – Line Item X015:

4.23.1. The Contractor shall provide 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.

4.23.2. 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.

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

4.23.4. The Contractor shall contract for 20-25 sponsorships

4.23.5. All initiatives must be individually approved by the COR.

4.24 Air Show Coordination (Events Coordinator) – Line Item X016:

4.24.1. The Contractor shall coordinate the participation of the Air Force Reserve at a minimum of 30 air shows annually. Air Shows may take place either on military installations or at non-military airfields.

4.24.2. The Contractor is responsible for:

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

4.24.2.2. Pre-event planning and coordination with each airfield to ensure the presence of the Air Force Reserve at the event.

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

4.24.2.4. Coordination with event sponsors to ensure optimal placement of the Air Force Reserve Recruitment Support Vehicles and/or recruiter tents at the events

4.24.2.5. Coordination with Air Force Reserve Flight Chiefs and recruiters regarding the logistics of each event, including event passes, schedules, and promotional items

4.24.2.6. Coordination with Recruitment Support Vehicle drivers and Brand Ambassadors to support recruitment efforts at these events.

4.24.2.7. Coordination of any supplemental performers/promotions that the Air Force Reserve may choose to utilize to facilitate marketing efforts.

4.25 Military Installation Events – Line Item X017:

4.25.1. The Contractor…