MARKETING_EVENTS_SPONSORSHIPS_PROGRAMS_3_Feb.pdf

MARKETING

EVENTS, SPONSORSHIPS, & PROGRAMS

1. Please let me know the locations and dates of the 2017 events. May I have a list of the events for the upcoming contract where they will be located and the date so we can plan advertising proposal?

ANSWER: Ref PWS Para 4.14.1. There is not a list of 2017 events because it is part of the contractor’s responsibility to identify events that would be beneficial to the Gov and targeting recruiting requests from recruiters for national, regional and local events are not planned at this time. In order for you to prepare your proposal, we have attached historical data from the 2016 events. See Events attachment for name and type of event, location, and if brand ambassadors and the mobile platform was used at the event. .

2. Does AFRC require contractor staffing at every event or are some special events staff by local recruiters?

ANSWER: Ref PWS Para 4.14.1. Contracting staffing is not required at every event. Some special events are staffed by local recruiters and contracting staff. See EVENTS attachment for when Brand

Ambassadors are required.

3. Do we need to include assets for these in our cost estimate? If so, can you share the footprint size/provide a list of existing assets used to support these additional activations?

ANSWER: Ref PWS Para 4.9.3. Contractor shall produce all collateral materials to promote the event.

See Events attachment for name and type of event, location, and if brand ambassadors and the mobile platform was used at the event.

4. For planning purposes what is the approximately range (number) of national level recruiting events will the vendor be expected to manage in a contract year?

ANSWER: Ref PWS 4.14.1; Page 13. There is a need to conduct and manage 10-12 national-level campaigns annually.

5. In regard to the Recruiting Events equipment, how many does the AFRC currently operate on an annual basis? Is there a desire to expand these numbers?

ANSWER: Ref PWS 4.14.1. We have three (3) mobile marketing platforms. There is no desire to expand that number at this time.

6. Is the Recruiting Events plans a sub-component of the Annual Communications / Advertising

Plan

ANSWER: Ref PWS Para 4.14.1, 4.8.3. Yes

7. All events are free to military/DoD cardholders, their families and guests. Will there be special initiatives to target military spouses as job candidates at these events, since the DoD currently has programs in place to promote employment of military spouses?

ANSWER: Ref PWS; 4.14.1.1.1. DoD program promoting employment to military spouses does not apply to this contract. Branding messages are targeted to all potential candidates

8. What sponsorships has AFRC historically undertaken?

ANSWER: Ref PWS 4.14.8. See Events attachment for name and type of event, location, and if brand ambassadors and the mobile platform was used at the event.

9. Will the offeror be required to find the appropriate sponsorships/events versus finding corporate sponsor for AFR?

ANSWER: Ref PWS Sections 4.14.8 AFR Sponsorships. Yes

10. What specific sponsorships does the AFRC currently have in place? And are these yearly contracts that need negotiating or are you looking for new sponsorship opportunities?

ANSWER: Ref PWS Para 4.14.8. See Events attachment for name and type of event, location, and if brand ambassadors and the mobile platform was used at the event. Past and new Sponsorships are negotiated yearly. We would expect the vendor to both maintain previous/approved sponsorships as well as recommend new opportunities.

11. How many sponsorships does AFRC activate each year? Should the sponsorship fee estimates be included in our cost estimate?

ANSWER: Ref 4.14.8.1. See Events attachment for name and type of event, location, and if brand ambassadors and the mobile platform was used at the event. The sponsorship fees will be included in

CLIN X008 a Cost-Plus-Fixed-Fee CLIN.

12. Are the air shows different from the sponsorships in 4.14.8?

ANSWER: Ref PWS Sections 4.14.3. Yes, see PWS Section 4.14.3 for Air Show Coordination requirements and section 4.14.8 for AFRC Sponsorships.

13. Will the offeror need to secure sponsors for the 30 air shows?

ANSWER: Ref PWS Para 4.14.3. No

14. For planning purposes what is the approximately range (number) of Air Show events will the vendor be expected to manage in a contract year?

ANSWER: Ref PWS 4.14.3. The average number is 31.

Can you confirm the 30-50 air shows listed in the RFP are included in the 40 events/year, per mobile platform asset?

ANSWER: Ref PWS 4.14.3. Yes, see 4.11.1- Each mobile platform will be available at no fewer than 40 events per year. See Events attachment for name and type of event, location, and if brand ambassadors and the mobile platform was used at the event.

15. Payment of any sponsorship fees for attendance at non-military installation air shows - Please clarify this requirement, and/or provide more detail.

ANSWER: Ref PWS Sections 4.14.3.4. If fees for attendance are charged in non-military air shows, the contractor is responsible for this payment. Fees are not charged for military air shows.

16. Will the Government provide its sponsorship budget (fees, creative and activation) for these sponsorships? Are these national, regional or local sponsorships?

ANSWER: Ref PWS Sections 4.14.8 AFRC Sponsorships. Yes. Sponsorships are national, regional and local. FY16 Sponsorship budget was $1.9M.

17. Are respondents to assume that it is the intention of the AFRC to execute the same advertising program as detailed in the PWS or are you looking for bidders to provide alternative approaches or recommendations that fit within the stated $17M per annum budget?

ANSWER: Ref PWS Para 4.8.3. We expect bidders to meet the requirements of the PWS as written, but upon contract award, we expect alternative approaches and recommendations to be provided by the vendor. It is the intention of AFRC to continue to build on successful initiatives and explore new initiatives to reach target markets.

18. Can you expand on why the TV is listed as PSA? Is this in Ref to the tone of the spots being focused on public service, or are the spots intended to be placed as PSAs with broadcasters/cable companies (at no charge)?

ANSWER: Ref PWS Para 4.10. Broadcasting falls under our Public Service Announcement Program. The latter assessment is correct (placed at no charge).

19. What do you mean by print literature?

ANSWER: Ref Section L, Vol II, Tech Cap – Scenario Based Presentation: Printed information i.e.

pamphlets, brochures & flyers etc. Items used by recruiters to create lasting engagements at events or to be posted in high traffic areas for the target demographic audience.

20. In past successful marketing efforts, has there been a hierarchy of key messages? What key message tends to drive interest and engagement, i.e., making a difference, training in specialized fields, more job opportunities?

ANSWER: Ref PWS Para 4.13. Yes. Messages depend on target market i.e. Prior Service Air Force; Prior

Service Other; Non-Prior Service, and our STEM candidates. Our current “Adventure” campaign targets

Active Duty Air Force (Continue Your Adventure); Non-Prior service, Prior Service Air Force and Prior

Service Other candidates (Start Your Adventure); and Peer Referral program (Share Your Adventure).

21. We noticed most of those copy points were used in the current "Start your Adventure" advertising. Is there a reason the Denver, Co Metropolitan Statistical Area is targeted, instead of the

DMA?

ANSWER: Ref PWS Para 4.14. Advertising campaigns designed to fill requirements at specific locations typically need to reach a larger/regional geographic region than the more narrowly defined DMA. AFRC would like to assess a vendor’s ability to develop a strategy more in-line with its current operational requirements.

22. Please provide more detail on the Peer Referral Program Is this program automated and run on some type of technical platform? How is it managed? Who manages referrals, creates training materials? Who handles fulfilment of awards?

ANSWER: Ref PWS 4.14.5. Yes, the program is automated and is on a government platform site located at https://get1now.us. The contractor manages all aspects of the program with oversight from COR. The contractor is responsible for branding the program via direct interactions thorough social media and special events through all appropriate media.

23. Can you provide the typical table/booth footprint for these activations (10x10, 10x20, etc.)?

Should table/booth costs be included in our cost estimate?

ANSWER: Ref PWS Para 4.14.8.1. 10x20 are mainly used for the national conventions and 10x10 are used for non-national conventions such as health conventions. Yes, table/booth costs should be included in the cost estimate. This is a cost-plus-fixed-fee item.

24. Can you provide examples of “online” and “offline” electronic media products?

ANSWER: Ref PWS Para 4.9.2. Examples of online products would be recruiting campaigns, Air Force

Reserve websites, social media, E-mail, PSA, online media recruiting campaigns are some of the examples. Offline Recruiting media products such as radio and print advertising, including billboards, signs, pamphlets, telemarketing and television ads are some examples.

25. Is the Air Force Reserve’s current Public Service Announcement program focused solely on billboards? Are there no PSAs running on TV or radio? Is this the intention for the new contract?

ANSWER: Ref PWS Para 4.10. No, AFRC runs PSAs on TV, radio, and billboards. We intend to continue robust PSA usage across all available media platforms.

26. Public Service Announcement Billboards: The table provides an estimate of annual poster requirements. These are print billboards; is it expected these will migrate to a digital requirement, and if so, how may this quantity/scope be affected?

ANSWER: Ref PWS; 4.10.2.3. Please base your proposal on the current print requirements in the PWS.

Digital migration, if required, can be addressed after contract award.

27. It states that the PSA Program includes planning, reproducing and distributing television, radio, print, transit, outdoor public service announcements, however only billboards are itemized, containing specifications and quantities. Should there be a greater focus on billboards over other media?

ANSWER: Ref PWS 4.10; Page 8. No

28. Can the AFRC provide a mission delta/priority listing of units, regional, AFSCs, emerging missions that can be used to focus the PSA efforts for maximum success?

ANSWER: Ref PWS 4.10 Para. 4.10.1. Yes, upon contract award, AFRCRS will provide the vendor comprehensive information regarding all recruiting objectives.

29. Is the AFRC open to PSA spots designed for use in digital placement, versus using traditional television spots? Will the AFRC provide clearances for creative staff to board and fly in aircraft or will other such government clearances (e.g., Common Access Cards) be required and the responsibility of the vendor to attain them?

ANSWER: Ref PWS 4.13. AFRC would consider using digital PSA placements in addition to TV spots. Yes, AFRC will provide appropriate clearances as needed for access to government assets.

30. Is the Air Force Reserve’s current Public Service Announcement program focused solely on billboards? Are there no PSAs running on TV or radio? Is this the intention for the new contract?

ANSWER: Ref PWS Para 4. 10. No, AFRC runs PSAs on TV, radio, and billboards. We intend to continue robust PSA usage across all available media platforms.

31. In Public Service Advertising (PSA) Program, there are details for the estimated number of annual posters in table 4.10.2.3. However, there is very little information about the television and radio

PSAs. For budgeting purposes are we to take the details out of section 4.13 TV/Radio/Video Products for the number of PSAs and their length?

ANSWER: Ref PWS Para 4.10. Yes

32. Can a statement be added to the scope following the sentence ending in “window cards, and benches:” “and including all new and emerging advertising and marketing medians.” This allows for the

AFRC to avoid missing new opportunities (and stay within scope) as the industry continues to evolve, especially in digital media channels.

ANSWER: Ref PWS 4.14. Please see the initial phrase of this sentence which states “Purchases include, but are not limited to...”

33. Does the Ref to $10,000 apply to one-day events or to multi-location and multi-date events?

ANSWER: Ref PWS 4.14.1. The $10 K applies to any initiative of any duration which exceeds the $10K cap.

34. If the opportunity for increased ROI presents itself, is there a possibility to activate at non-Air

Force specific events at or with other military installations?

ANSWER: Ref PWS 4.14 Para. 4.14.1.5. Yes

35. Are events conducted on military installations covered under the Federal Property liability coverage or will the $2M coverage also apply when on installations?

ANSWER: Ref PWS 4.14 Para. 4.14.1.7. The insurance coverage is dependent on the cause of the incident resulting in use of insurance. If the contractor is at fault then the contractor will be responsible. If the government is at fault then the federal claims process would be implemented.

36. Are AFRC Direct Mailings required to go through GPO or is the printing and postage a vendor requirement? How often are mailings distributed? Please clarify the requirement.

ANSWER: Ref Para(s) 4.14., 4.14.7. It is a vendor requirement twice yearly. PWS will be amended.

37. Are premium items included in the direct mail programs or do they primarily consist of printed materials?

ANSWER: Ref PWS Sections 4.14.7 Direct Mail Program consists primarily of printed materials.

38. Will the Government please provide how many pieces are mailed each year?

ANSWER: Ref PWS Para 4.14.7. Two mailings a year, approximately 10,000 per mailing. PWS will be amended.

39. Will the Government please provide the quantities of direct mail typically released on a yearly basis?

ANSWER: Ref PWS Para 4.14.7. Two mailings a year, approximately 10,000 per mailing.

40. Ref Media Budget - What is the AFRC's overall media spend per year?

ANSWER: Ref PWS Para 4.13. The estimated annual budget is $19.3M. Media is approximately 50%.

Please note that Media is now under the Marketing CLIN.

41. How is it divided across channels like TV, Print, Radio, and Out of Home (OOH) and within digital channels like SEM, Display and Video?

ANSWER: Ref PWS Para 4.13. Past Media CLINs included an array of programs including National Prior

Service, Targeted Recruiting, Digital Advertising, STEM initiatives, Direct Marketing, PSA Billboards, Prior

Service Billboards, NCSAS, & Media Duplication and Fulfillment and Air Shows. Marketing channels is dependent upon program.

Regarding “plan, create, develop and produce online and offline Interactive Media products targeted toward the 17-to-39 year old audience for enlisted recruiting purposes and 21-to-35 year old audience for officer recruiting purposes.”- Will the Government provide more detail to describe and quantify the number of anticipated online and offline “products” to support both enlisted and officer recruiting programs?

ANSWER: Ref PWS Sections 4.9.1. No, the awardee will be expected to make recommendation of offline and online products to support both enlisted and officer recruiting programs.

42. Targeted Recruiting Initiatives - Will the Government provide the Targeted Recruiting Initiatives

(TRIs) as GFE?

ANSWER: Ref PWS Sections 4.9.8.3. The Government will provide items such as displays, tables, banners, and promotional items are standard items used for targeted recruiting events. It will be the responsibility of the contractor to procure other items that best meet the requirement needs.

43. How many TRIs are needed each year?

ANSWER: Ref PWS Para 4.9.8.3. See Events attachment for name and type of event, location, and if brand ambassadors and the mobile platform was used at the event. This will give you a sample list of

Targeted Recruiting Initiatives for the past year.

44. Is the: 60:30:15 and one paid: 30 spot all the same creative concept and not each a unique creative concept? We assume it is one concept and want to confirm.

ANSWER: Ref PWS Para 4.13, One concept that is used for different applications

45. Regarding “Promotes and develops recruiting advertising plans and supervises advertising, publicity, and public relations activities in connection with special events.” - It is not clear what “special events” means in the context of Para 4.9; Does “special events” refer to one or more of the following? 1.

Online tools for internal use by AFR and contractor personnel to administratively plan and support actual events 2. Public announcements and invitations for actual events 3. Online presentations of actual events (i.e., streaming video) 4. Virtual events that occur exclusively online 5. Registration for attendees?

ANSWER: Ref PWS Sections 4.9.6 Special Events. See Attachment “Events” for a breakdown of Special

Events, Targeted Recruiting Events, Air Shows, & Conventions